Návrh marketingového plánu Ruského střediska vědy a kultury

The aim of the bachelor's thesis is to create a marketing plan for the Russian Centre of Science and Culture, which would help attract the target group of younger consumers of Czech origin to the cultural events of the institution. The theoretical and methodological part of the work briefly explains the importance of cultural centres and introduces the Russian Centre of Science and Culture. Subsequently, the process of marketing planning is described, and the use of research and data collection methods is explained. The practical part is focused on the creation of a marketing plan using situation and SWOT analysis, questionnaire survey and determining marketing goals, marketing strategy and marketing mix. The mixed research is applied in the work, the methods used include an interview with an employee of the institution to obtain internal information, a questionnaire survey, and the study of documents, which are further analysed by marketing tools.