Communication of the National Theatre with University students

This thesis focuses on identification and optimization of marketing communication of the National Theatre in Prague towards university students. The theoretical part of the Master‘s Thesis explores current research on cultural institutions analyzing their audiences, with a specific emphasis on the age group of students. It describes fundamental concepts of marketing communication, followed up by the context of the theater. The practical part of the thesis includes an analysis of secondary data from over 600 students, an expert interview with National Theatre employee Kateřina Hanáčková and 8 in-depth interviews with university students. Mentioned data provide a comprehensive view of the practical aspects of marketing communication in the cultural (theatrical) sector. The results indicate that students exhibit diverse preferences towards the National Theatre, emphasizing their interests and fields of study. The conclusions highlight the necessity of a long-term marketing communication strategy that actively engages the target audience and motivates them to attend the theater, while also emphasizing transparent information about theatrical performances.