Municipální marketing Olomouce

The thesis focuses on the municipal marketing of the Statutory City of Olomouc. Its aim is to analyse how the city, through strategic documents and communication, addresses defined target groups. The significance of the work lies in reflecting on how the city’s identity is shaped and communicated in relation to these groups. The theoretical part defines the concepts of municipal marketing, city identity, and city branding. The empirical part is based on an analysis of the city’s strategic documents, semi-structured interviews with representatives of the city and Palacký University, and a comparison with the German city of Heidelberg. The results reveal the strengths and weaknesses of Olomouc’s municipal marketing tools and highlight the key role of Palacký University in shaping the city’s identity. The thesis provides recommendations for improving municipal marketing with an emphasis on more effective use of the city’s identity, cultural infrastructure, and communication towards target groups.