Communication of the Glass Art Centre Glassworks František in Sázava

Bachelor thesis deals with present direction of the communication of the Glass Art Centre, Glassworks František in Sázava. The theoretical part focuses on the analysis of different interpretation of the concept of communication across the specialized social sciences with emphasis on economic disciplines -- especially management, PR, marketing and fundraising. Introduction to the theory of communication also includes communication in sociology and psychology, as they define the basic concepts of communication, which the economic disciplines take over. The main aim of the theoretical part was to find out how the particular approaches to communication differ, set out the procedure for the construction of a communication strategy and define the tools and principles of external communications organization which will benefit the communication of the Centre. The aim of the practical part of my thesis was to analyze, how the current management of external communication of the Glass Art Centre coincides with the theory. The main sources of information for the practical part were interviews with current director of the Glass Art Centre, Martina Kulhavá, on the basis of which we've identified fundamental shortcomings in communication of the Centre. The conclusion includes proposals of the intermediate strategic steps for reduction of these shortcomings, and thus has practical implications for the future direction of the marketing communication of the Centre.