Marketingová analýza a strategie zámku Kačina

The Master Thesis focuses primarily on marketing and related strategy of the National Cultural Monument Chateau Kačina. The goal of the thesis is to identify key visitor segments based on a survey conducted for purposes of the thesis, and to define the relevant marketing strategy of the Chateau Kačina. The initial part of the thesis contains theoretical overview of cultural marketing and focuses on the process of marketing strategy definition. The middle part of the thesis provides insight into the visitor segmentation using the survey and unstructured interview. The last part of the thesis highlights the key points of focus, which were defined based on situational analysis. As a following activity a marketing strategy of the cultural monument Chateau Kačina was defined including specific marketing mix tools and implementation timeline.