Strategic marketing of the music club Lucerna Music Bar

This bachelor’s thesis focuses on the analysis of the current marketing strategy of the music club Lucerna Music Bar and its effectiveness in relation to its target audience. The aim of the thesis is to evaluate the club’s existing marketing activities and to propose recommendations for their optimization. The theoretical part defines key marketing concepts within the context of the cultural environment, and further specifies the marketing mix and the characteristics of cultural consumers. The practical part combines qualitative and quantitative research methods, including semi-structured interviews with the club’s representatives and a questionnaire survey among its visitors. The findings indicate that Lucerna Music Bar possesses a strong historical brand, yet there is room for more targeted communication with its primary defined audience. Additionally, innovation of certain components of the marketing mix would be beneficial. Based on the collected data, the final section of the thesis presents specific recommendations for further development of the club’s marketing strategy.