Návštěvnost žákovských eventů ZUŠ Ostrov

This bachelor thesis focuses on designing a communication strategy to increase attendance at student events at the ZUŠ Ostrov. The thesis begins with a literature search that highlights the importance of marketing for non-profit cultural organizations and the need for online promotion to attract younger audiences. In the methodological section, research questions were identified and analyses were conducted, including PEST and SWOT analyses. The practical part analyses the current marketing mix of the school, situational analysis, questionnaire survey and individual in-depth interviews with eight parents of students. Finally, the research is evaluated and the research questions are answered. Thanks to the research, specific recommendations for improving marketing activities were proposed, which can help to increase the attendance of student events at the ZUŠ Ostrov. Finally, the findings of the whole thesis are summarized.