Marketing plan of Vršovice theatre MANA

This bachelor thesis undertakes to devise a marketing plan for the Vršovice MANA theatre for the year 2026. The objective of the present thesis is to propose specific marketing strategies and tools that will lead to increased attendance, increased awareness of the theatre and more effective communication with target groups. The thesis is divided into two sections: theoretical and practical. The theoretical component introduces fundamental concepts and methodologies within the domain of cultural marketing, encompassing the marketing mix, audience segmentation and strategic analysis. The practical element of the study is grounded in community marketing research, which was conducted through a questionnaire survey of theatre-goers and an interview with a member of the management team. Following the analysis of the available data, a SWOT analysis was developed and marketing objectives and target segments were proposed. The result of the process is a specific marketing plan, which includes a series of marketing product proposals, a delineated timeline, and a specified budget. The plan has the potential to function in a dual capacity, serving as both a developmental instrument for the MANA theatre and a source of inspiration for analogous cultural institutions.