Marketingová komunikace divadla směrem ke studentům TUL
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Date
2025-06-05
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Abstract
Cílem bakalářské práce je na základě provedené analýzy divadla F. X. Šaldy (DFXŠ) navrhnout strategii, jak by divadlo F. X. Šaldy mohlo komunikovat směrem ke studentům Technické univerzity v Liberci (TUL) prostřednictvím tradičních a online marketingových komunikačních nástrojů. Práce má dvě hlavní části. Teoretická část pokrývá teoretické pojmy z oblasti marketingu, marketingové komunikace, trendy marketingové komunikace v roce 2025, marketingové strategie. V praktické části je představena charakteristika podniku DFXŠ, analýza současné marketingové komunikace směrem ke studentům TUL a v rámci této bakalářské práce bylo i uskutečněno dotazníkové šetření, které se zaobíralo tím, jak studenti TUL vnímají reklamu DFXŠ. Z tohoto dotazníku a situační analýzy se dále čerpají informace pro poslední kapitolu, ve které jsou navržena doporučení.
The aim of this bachelor thesis is to propose a strategy, based on the analysis of the F. X. Šaldy Theatre (DFXŠ), for how the theatre could communicate with students of the Technical University of Liberec (TUL) through traditional and online marekting communication tools. The thesis is divided into two main parts. The theoretical part covers key concepts from the field of marketing, marketing communication, thrends in marketing communication in 2025, and marketing strategies. The practical part presents the characteristics of the DFXŠ, analyzes the current state of marketing communication towards TUL students, and includes a questionnaire survey conducted as part of this bachelor thesis, which focused on how TUL students preceive DFXŠ advertising. The information from this questionnaire and the situational analysis is then used in the final chapter, where recommendations are proposed.
The aim of this bachelor thesis is to propose a strategy, based on the analysis of the F. X. Šaldy Theatre (DFXŠ), for how the theatre could communicate with students of the Technical University of Liberec (TUL) through traditional and online marekting communication tools. The thesis is divided into two main parts. The theoretical part covers key concepts from the field of marketing, marketing communication, thrends in marketing communication in 2025, and marketing strategies. The practical part presents the characteristics of the DFXŠ, analyzes the current state of marketing communication towards TUL students, and includes a questionnaire survey conducted as part of this bachelor thesis, which focused on how TUL students preceive DFXŠ advertising. The information from this questionnaire and the situational analysis is then used in the final chapter, where recommendations are proposed.
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marketing, marketingová komunikace, reklama, public relations, online marketing, sociální sítě, komunikace, online