Dissertations / Theses: 'Arts marketing'

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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.

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Anderson, Larna. "Art marketing and management." Thesis, Rhodes University, 1995. http://hdl.handle.net/10962/d1002188.

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Formal art education equips students with skills to produce artworks. A formal art education may increase the opportunity for employment, however, art-related employment is very limited. Art graduates would be better equipped to market and manage art establishments or their own careers if art education were to be supplemented with basic business skills. Artists who wish to earn unsupplemented incomes from their art should undertake to acquire business acumen. This includes being presentable to the market place in attitude and appearance. It also includes aptitude in art, marketing and management. Role models and non-models of success and failure in business should also be observed. Art graduates should adopt applicable tried and tested business methods. Good marketing is a mix of business activities which identifies and creates consumer needs and wants. Marketing activities involve research, planning, packaging, pricing, promoting and distributing products and services to the public to create exchanges that satisfy individual and organisational objectives. Art products include artworks, frames, art books and art materials. Art-related services include the undertaking of commissions, consulting, teaching, free parking, convenient shopping hours, acceptance of mail or telephone orders, exhibitions, ease of contact, approval facilities, wrapping, delivery, installations (picture hanging), quotations, discounts, credit facilities, guarantees, trade-ins, adjustments and restorations. Good management is a mix of business activities which enables a venture to meet the challenges of supply and demand. There is a blueprint for management competence. The three dimensions of organisational competence are collaboration, commitment and creativity. Self-marketing and management is an expression of an artist's most creative being. It is that which can ensure and sustain recognition and income. Artists, like other competent organisations and entrepreneurs from the private sector, should operate with efficient manufacturing, marketing, management and finance departments. They are also equally important and therefore demand equal attention. Artistic skill together with business acumen should equip the artist to successfully compete in the market place. There are no short-cuts to becoming an artist but there are short-cuts to becoming a known and financially stable artist. Understanding marketing and management could mean the difference between waiting in poverty and frustration for a "lucky break" (which may only happen after an artists's death) and taking control. Success should be perpetuated through continuous effort.

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Butler, Patrick Denis. "By popular demand : marketing change in the arts." Thesis, University of Ulster, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.342307.

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Richmond, Jessye. "Opera Marketing| Rebranding the Genre." Thesis, American University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10786455.

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This paper reviews current and historical opera marketing practices and analyzes the marketing mix (product, place, promotion, price, and people) of major opera companies in the United States. The purpose of this paper is to determine methods to attract and build sustainable, less homogenous audiences. Surveys were conducted to determine public perceptions about the art form from both opera-goers and non-opera buyers and interviews with leaders within the field of opera marketing revealed current trends. The paper provides insights about changes within the field in recent years and offers suggestions for improvement based on the success of other opera companies and other artistic organizations.

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Fröhlich, Vojtěch. "Arts Management - marketingová strategie symfonického tělesa (Filharmonie mladých Praha)." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-165635.

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Goal of this diploma thesis is to create a marketing strategy of the Prague Youth Philharmonic symphony orchestra including marketing concept definition, audience research and marketing communication project. The marketing strategy proceeds from internal and external SWOT analysis of the subject. Theoretical part of the thesis deals with classical marketing theory and its use in arts management praxis. It focuses on strategic marketing and its instruments.

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Jarvis, Joleigh S. "A report on an Arts Administration internship marketing The Arts Center at Okaloosa-Walton Community College." ScholarWorks@UNO, 2001. http://scholarworks.uno.edu/aa_rpts/97.

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This report is a description of a three-month internship from May 21, 2001 through August 21, 2001 which began as an assignment with The Northwest Florida Symphony Orchestra. The NFSO operates under the auspices of Okaloosa-Walton Community College and resides along side the college's Division of Humanities, Fine, & Performing Arts and within The Arts Center facility. My position as an NFSO intern was to be the operations manager in charge of marketing and preparation for the 200 1-2002 season.

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Bizub, Christopher M. "Best Marketing Practices for Building a Strong Audience-Base for Rubber City Shakespeare Company." University of Akron / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=akron1492091807857684.

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Moir, Lance. "Why does business support the Arts? Philanthropy, marketing or legitimation?" Thesis, Cranfield University, 2004. http://hdl.handle.net/1826/129.

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This thesis examines the motivation by UK firms for one aspect for corporate philanthropy – support for the arts. The literature has shown that there is an increase in strategic philanthropy – business giving which is designed to meet the objectives of business and society, yet there is no clarity on what the underlying motives are for business giving. This research develops a framework around the dimensions of relative business-society attention and relative stakeholder attention to identify patterns of motivation. The dominant economic motivations of marketing and legitimation were identified through a content analysis of sixty texts which describe business support for the arts. These motivations were further understood through thirty-nine interviews with business managers and managers in the arts and arts-based consultancies; although a small number of firms was shown to act primarily from an intention to benefit society in some way. In all cases, business support for the arts includes a significant economic component, whether the primary motivation is pro-business or pro-society. The analysis of these interviews shows that business supports the arts across the three areas of business benefits – especially branding and customer relations, employee support and community relations yet the importance of these areas varies according to the underlying principle motivation of marketing or legitimation. Further, the research shows that firms with higher business exposure undertake corporate support for the arts as an exercise in legitimation. This thesis contributes to the corporate philanthropy literature by providing a model to understand motivation for corporate giving and by showing how these motivations can be understood in a continuum of corporate philanthropy in the case of business support for the arts in the UK. This continuum shows basic motivation mapped against degree of business exposure, stakeholder focus and type of art form supported.

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Cockrum, Jamie B. "A study of strategic marketing in liberal arts II colleges." Virtual Press, 1995. http://liblink.bsu.edu/uhtbin/catkey/955090.

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The purpose of this quantitative study was to survey Liberal Arts II Colleges nationally to determine the strategic marketing orientation adopted by these small, private colleges. A random sample of 198 Liberal Arts II schools were surveyed. Three top administrators at each school, the president, academic dean, and admissions officer, received the mailed surveys. The research instrument - the Academic Marketing Strategy Survey - combined questions on institutional characteristics, administrators' perceptions of the acceptability and effectiveness of college marketing programs, and the Marketing Index for Higher Education (Kotler, 1977).Findings showed little or no relationship between measures of college "success" (enrollment trend, and trend in quality of the student body), and either level of college strategic orientation, or administrators' perceptions of the acceptability and effectiveness of college marketing programs. Discriminant analysis produced some statistically significant relationships between the following institutional characteristics and other variables:1.In geographic regions with fewer Liberal Arts II colleges,admissions officers were more enthusiastic about marketingprograms in their colleges;For the smaller Liberal Arts II colleges, annual strategic planning may be problematic in its ability to produce clear and comprehensive marketing strategy.Recommendations for further research include investigating- why marketing programs seem well-accepted among administrators, while bearing so little relationship to measures of success. Correlating perceptions and levels of marketing orientation with "success" variables may be too simplistic.
Department of Educational Leadership

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Garay, Camila, and Emilia Millner. "Expressive Generation - Educational Guerilla Marketing." Thesis, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23003.

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“A creative city requires creative solutions” was one of the many insights we got when conduction our examination project together with a Minor Field Study, in Cape Town/South Africa. This report is a window into our South African design adventure and explores the question; how can we create an expressive and dynamic campaign that will succeed in a vibrant city like Cape Town? Under the wing of our assigners at The Frank Joubert Art Centre we created an edgy and interactive campaign for The Expressive Generation Exhibition, that plays with both its environment and its viewer. Our extensive research gave birth to a new design concept; Educational Guerrilla Marketing, with the context of involving the young artists and designers in their own exhibition advertisement. So, how did we manage to combine a design examination project with a social-focused SIDA-report and at the same time get a life changing experience? The following pages will paint you the picture.

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Indorato, Carmen. "A marketing plan for a publication for the arts in Rochester /." Online version of thesis, 1989. http://ritdml.rit.edu/handle/1850/11303.

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Hsieh, I.-Yi. "Marketing Nostalgia| Beijing Folk Arts in the Age of Heritage Construction." Thesis, New York University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10139814.

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This dissertation presents an analysis of the reconstruction of urban folk arts as cultural heritage in China. Focusing on material culture and folk performances revived in two Beijing folklore markets, the dissertation discusses the neoliberal marketization that coincides with urban commercial zoning in China since the 1980s. The dissertation examines the intertwined cultural and economic dimensions of collective nostalgia, urban marketization and heritage developmentalism. Based on ethnographic and archival research in Beijing from 2010 to 2015, the dissertation addresses China’s collaboration with UNESCO in world cultural heritage program. It looks closely at the process of cultural heritage marketization, which is geared toward a developmental agenda. Such a heritage construction appears in conjuncture with the rise of the new Chinese cultural industry and cultural entrepreneurship, reconfiguring the sociopolitical role of folk arts and folk artists in China.

Through the ethnographic lens, the dissertation focuses on depicting the everyday life in contemporary Beijing surrounding folklore marketplaces. In particular, it describes material engagements established by connoisseurs and collectors in two major folklore markets, the Shilihe and the Panjiayuan market, demonstrating a new Chinese folklore connoisseurship that ascends and reconfigured in contemporary Beijing. This dissertation argues that the desire, and the collective effort, to overcome the post-Mao social and cultural transformation have materialized in the revival of folk traditions as marketized cultural heritage. It contends that the ascending cultural market propels the hope of national rejuvenation while bringing about a new form of possessive individualism alongside the process of privatization.

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Shin, Sunyoung. "Product Differentiation: An Analysis of VIVA! & Gala Around Town Series of the Cleveland Museum of Art." University of Akron / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=akron1239466530.

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Chow, Po-fun Wendy. "Marketing of local drama production in Hong Kong /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19876555.

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Thomas, Jason E. "Exploring Primary Target Market Segment Buyer Motivation for Martial Arts Businesses." Thesis, Northcentral University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10143682.

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The martial arts industry is experiencing a period of immense growth, which has created a highly competitive environment where challenges in attracting and retaining customers cause substantial losses and an inability to compete effectively. Customer memberships are the primary revenue source for firms in the fitness services industry. Understanding buyer motivation is essential for marketing message creation and product development to attract and retain customers. The purpose of this qualitative, exploratory, single-case study was to investigate parent purchase motivation for children’s martial arts classes and to document internal buying motives in order to address the problem of acquiring and retaining customers in the commercialized martial arts industry. The qualitative, exploratory, single-case study consisted of seven parents with 6- to 12-year-old children enrolled in a martial arts school in Lakeway, Texas; two instructors working with the children and parents; and two owners of the school responsible for marketing. The data collection methods were semistructured interviews comprising open-ended questions that were audio-recorded. Interviews were analyzed using NVivo^® qualitative analysis software, which was used for coding and identifying themes. The semistructured interviews helped identify 10 themes. Seven of the themes validate and expand upon current themes discussed in the literature. Three new themes—ease of participation, alternative to team sports, and convenience—were uncovered. The findings of the study contribute to the theory of planned behavior, as well as other theories used to predict behavior, and may be used to predict purchase behavior. Recommendations for practice include refinements of product offerings and marketing messages and the creation of a new marketing segment, resulting in business alignment with customers and increased ability to attract and retain customers for commercialized martial arts schools, which is one of the largest challenges in the fitness industry. Future research is recommended to replicate this study in other geographies, to use the data gathered in this study to seed qualitative research studies, and to weigh the relative influence of the three types of behaviors influencing intention in the theory of planned behavior.

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Heo, Soonran, and artsforarts@naver com. "The Potential of the Internet in Arts Management: Content Analysis of Arts Organization Websites." RMIT University. Education, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080619.122504.

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This study is undertaken in response to the issue of incorporating traditional arts management effectively in online arts management via the websites of arts organizations. The aim is to investigate the introduction and implementation of websites in order to suggest effective and efficient approaches of management. This thesis contributes to online management and will enhance its perspective and enlarge its practice. The study presents the design and development of content analysis to analyse the content of websites in order to create both quantitative and qualitative measuring tools that are unlike currently available commercial evaluation tools, which use purely quantitative and automatic measures. The sample consists of 102 arts organization websites from six countries: Australia, Canada, France, South Korea, UK, and USA. In total seventeen arts organization websites from each country from the Yahoo regional directory have been examined. In this study, the website content analysis applied describes preliminary data that will shed some light on the current state of arts management, combining both on and offline application. The thesis articulates the three key functions that online and offline integrated arts management must incorporate in order to increase the value of utility and quality of their services delivered to audiences via the website. The framework of this study provides: 1. interactive communication dimensions between arts organizations and audiences via the website, 2. e-commerce features applicable to the website of arts organizations, and 3. other important and relevant features relating to arts management in websites in order to enforce the appropriate selection and allocation of different services, and to dynamically adapt to changes within those organizations. One of the most important contributions of this study may be that it has value for both academic and practical purposes in the implementation of arts management. As a result of this study, low levels of interactivity were identified in arts websites. This result suggests that online arts marketing is not as interactive as it could be, but undergoes a technological innovation phase towards more developed exploitation. In terms of e-commerce, successful introduction and adoption of websites has been identified. Other traditional arts management features that were not included in interactivity and e-commerce were well represented in the content of websites. The outcome confirms the potential of the website in arts management as an indispensable venue for interactive communication, e-commerce, and other important arts management tasks, such as arts education. By using content analysis, this study provides an evaluative measure for arts organizations that wish to use their websites more effectively, and it also affords a perspective on the current state of online and offline integrated arts management. The result of this study shows that arts management in the virtual venue is the same, or at least similar, to the real venue, and that websites allow arts organizations to coordinate online and offline integrated marketing management. This exploration of little known areas shows what visitors to the website actually communicate and contribute, which indicates that there is ample room for development and research in this area.

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Conway, A. "Relationship marketing in the not-for-profit sector : the key to a strategic marketing focus? : the case of the subsidised arts." Thesis, University of Salford, 2003. http://usir.salford.ac.uk/14730/.

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There is evidence to suggest that not-for-profit organisations generally, and subsidised arts organisations particularly, tend to use marketing for short-term, tactical purposes. This research study considers whether successful subsidised arts organisations are more likely to apply a relationship rather than transactional marketing approach to overcome this short-term focus. Relationship marketing involves the development of continuous relationships between parties that are usually long-term and dynamic. Managers make decisions about the sort of the relationships they would like to have and how to achieve them and in this context, they have to think strategically. Research was undertaken to identify whether 'successful' subsidised performing arts organisations were indeed more strategic in their focus, whether they had applied a relationship marketing approach and whether such an approach had been influential in the developmento f their 'success'.P reliminary researchw ith senior managersfr om subsidised theatres in the North West of England, found that there was general agreement on what could be considered to be a 'successful' and an 'unsuccessful' theatre. Respondents from tsuccessful' theatres highlighted the importance of collaboration with a variety of stakeholdersw hereasc ollaborationw ith audiences egmentso nly, was found to be the case for unsuccessfutlh eatres. As a result of these findings, a conceptual framework was developed which identified the major partnerships and the specific stakeholder types that need to be considered by a subsidised performing arts organisation if an effective relationship marketing approach is to be developed.T he conceptualf ramework was used as the basisf or subsequenrt esearch involving a multiple case study approach studying two 'successful' theatres and one cunsuccessful' theatre in depth. The strengths of relationship between the various key stakeholder roles and artistic directors within the three theatres were analysed and findings suggest that a link does exist between the building of relationships with a variety of stakeholders, a strategic focus and theatre success.

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Čermák, Jiří. "Marketing doplňkových produktů muzeí a galerií." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199070.

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The products of the cultural institutions have seen a major development in the past few decades and the supply is becoming more complex. Products and services are designed and produced with the aim of higher customers satisfaction. This thesis deals with the range of products which complement or extend the basic product of museums and galleries, that is exhibitions. The introduction is devoted to theoretical anchoring of ancillary products, its form and characteristics. The second part focuses on specific examples of ancillary products and services (museum shop, cafe and restaurant, lecturing services and educative programs). The paper also points out the deficiencies of the services provided by Czech museums and galleries and also suggests amendments necessary for further development of quality services in the cultural institutions. The final section deals with the legislative and economic aspects of ancillary services in the Czech Republic.

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Ibrahim, Fuziah. "The relationship between design and marketing in new product development." Thesis, Manchester Metropolitan University, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.260348.

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Roodt, Zanelle Dorothy Anne. "The role of the host community in marketing arts festivals / Z. Roodt." Thesis, North-West University, 2008. http://hdl.handle.net/10394/4515.

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The primary objective of this study was to determine the role of the host community in the marketing of arts festivals with reference to the Grahamstown National Arts Festival. This goal was achieved firstly by analysing the relationship between the events industry and the community. Secondly, a literature study was conducted to explore the role of the community in tourism marketing. Thirdly, a survey was done to determine the perceptions of the community in terms of the marketing of the Festival as well as the social impact thereof. From previous studies it was found that the local community can be seen as a group of people of different gender, race, age and different race and social groups living together in a certain geographic area. The local community is the main suppliers of an event; they provide many of the businesses, public places and hospitality services used by tourists and visitors at an event. Staff, volunteers and many other resources come from the local community. The attitude of the local community towards the Festival is proven to be important. Positive attitudes are associated with economic and social benefits gained from the event. The attitude of the local community can influence their behaviour towards tourists as well as their message spread concerning the event, through word-of-mouth communication. They can influence the buying behaviour of tourists and visitors. Research was undertaking at Grahamstown National Arts Festival to determine the perceptions and attitudes of the local community towards the Festival and the marketing thereof. This was determined by means of a questionnaire as adopted from Fredline, Jago and Deery. It was distributed among the local community according to a stratified random sampling procedure. A total of 265 questionnaires were completed by residents. Firstly, the data was used to compile tables and graphs with a view to interpret the descriptive data: demographic information as well as perceptions and attitudes of the local community towards the Festival and the marketing thereof. It was found that the Festival has a positive impact on their personal lives as well as on the community as a whole. Positive and negative social impacts were identified, which indicates that the community is aware of the impacts: positive, including the range of things to do in Grahamstown has improved (80%), the number of people in the area has increased (80%) and there are more opportunities to meet new people (80%). The highest rated negative social impacts include the fact that the availability of parking has decreased (79%), that the public money spent on the Festival would be better spent on other things (43%) and that ordinary residents get no say in the planning and management of the Festival (50%). In terms of the marketing, the local community markets the Festival verbally by telling friends and family about it and also by attending the Festival themselves. However, the local community feels that they should be more involved in the planning and marketing of the Festival. Secondly, a factor analysis was performed with a view to synthesise the large amount of data concerning the perceptions and marketing of the Festival in smaller, more descriptive factors. These factors were used to determine the role of the community in the marketing of the Festival. The factor analysis yielded a 2-factor solution and the factors were labelled: Factor 1: Verbal marketing of the Festival; Factor 2: Action marketing of the Festival. Thirdly, a one-way analysis of variance (ANOVA) was conducted to explore the impact of the variables: age, gender, race, income, level of education, attitudes towards continuation of the Festival, attendance of the current festival, attendance of previous festivals, level of interest in the Festival, length of stay in Grahamstown, attitudes towards living in Grahamstown on the dimensions Verbal and Active marketing, as determined in the factor analysis. It was found that a medium effect exists between the middle-aged group and the older-age group on the Verbal marketing dimension. A medium effect also exists between the black and Asian respondents on the dimension Verbal marketing. There is a large effect between attendance of the Festival and Verbal marketing but a medium effect on the dimension Action marketing. A large effect was determined between avid fans and those that are not interested but attend occasionally, between avid fans and those who have no interest in the Festival, between those that are interested and attend some aspects of the Festival and those that are not interested but attend, those that are interested and attend and those that are not interested, on the Verbal marketing dimension. A medium effect was discovered between avid fans of the Festival and those that attended some of the aspects of the Festival, and those that are not interested but attend some aspects, and those that are not interested at all, on the Verbal marketing dimension. On the Verbal marketing dimension a medium effect was determined between the following: A medium effect was determined between avid fans of the Festival and those that attended some of the aspects of the Festival, avid fans and those that are not interested but attend occasionally, those that are interested and attend and those that are not interested, on the Action marketing dimension. This study contributes to the information that already exists concerning the role of the community in the marketing of arts festivals and on marketing communication research
Thesis (M.Com. (Tourism)--North-West University, Potchefstroom Campus, 2009.

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Kokosenski, Rachel Elizabeth. "Art as business: Creating marketing strategies for artists." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2982.

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The project takes marketing strategies learned in business and applies them to the work of visual artists. The project consists of two parts. The first part includes marketing materials and brand identity for a marketing/career counseling business (coach4artists). Materials for the counseling business consist of a corporate identity package, a brochure, a website, a business plan, and a marketing plan for the company. The second part includes marketing materials for a student artist (the "client") from California State University, San Bernardino. Materials for the client consist of a corporate identity package, a brochure, a postcard, a website, a business plan and a marketing plan.

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Sather, Olivia D. "Creating Systems of Information and Data Structure in Non-profit Performing Arts Management." Thesis, California State University, Long Beach, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10751940.

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Capturing institutional memory is a challenge that organizations face in data-driven and digital workplaces. In this project, a system was built to capture institutional memory in the workflow of marketing tasks for the Carpenter Performing Arts Center. The project consisted of three phases of capturing institutional memory: phase one, organizing the marketing shared drive for the Carpenter Performing Arts Center intranet; phase two, creating a database for year-over-year marketing information; and phase three, building a dashboard and series of reports using data captured from the shared drive and database.

The project was completed using Microsoft Access database tools and Microsoft Excel due to constraints of the project. This report provides a reflection on the decision-making process throughout the project. The result is a system for capturing institutional memory and streamlining workflow processes for greater efficiently in the organization.

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Hunter, Susan M. "Applying social marketing and diffusion of innovation theories an analysis of the marketing and communication activities of performing arts organizations /." Akron, OH : University of Akron, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=akron1195054868.

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Thesis (M.A.)--University of Akron, School of Communication, 2007.
"December, 2007." Title from electronic thesis title page (viewed 02/22/2008) Advisor, Young Lin; Committee members, Carolyn Anderson, Heather Walter; Interim School Director, Carolyn Anderson; Dean of the College, James Lynn; Dean of the Graduate School, George R. Newkome. Includes bibliographical references.

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Hunter, Susan M. "APPLYING SOCIAL MARKETING AND DIFFUSION OF INNOVATION THEORIES: AN ANALYSIS OF THE MARKETING AND COMMUNICATION ACTIVITES OF PERFORMING ARTS ORGANIZATIONS." University of Akron / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=akron1195054868.

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Calhoun, Paula M. "A Marketing Analysis and Prescriptive for the Malone College Theatre." University of Akron / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=akron1170786975.

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Martins, Alexandre Miguel Correia. "Plano de marketing para o Clube de Artes Marciais - Karatespace." Master's thesis, Universidade de Évora, 2017. http://hdl.handle.net/10174/21957.

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O maior desafio dos clubes de Artes Marciais é tornar o dojo num espaço que, mediante um processo de gestão desportiva eficaz, reúna condições para manter e atrair praticantes. O presente trabalho consiste da elaboração de um plano de Marketing para o clube de Artes Marciais Karatespace, inaugurado no início de 2015 no Alto Alentejo, mais concretamente, na cidade de Évora. Partindo do conhecimento das características inerentes ao próprio clube e do meio envolvente, respeitando a especificidade de ambos, concebeu-se um plano de Marketing que permite a implementação da estratégia para o biénio 2017-2018. Assim, este projeto resulta não só do interesse pessoal do autor em apoiar o desenvolvimento de um pequeno clube, mas também da tomada de consciência da quase total inexistência de um planeamento de marketing desportivo aplicado às Artes Marciais, que possibilite o crescimento de pequenos dojos no mercado atual e a sua sustentabilidade num período económico frágil e instável; MARKETING PLAN FOR A MARTIAL ARTS CLUB – THE KARATESPACE Abstract: The main challenge of Martial Arts Clubs is to make the dojo a place that, through an efficient sports management, provides conditions to keep and attract athletes. This is the goal of Karatespace. The present study aims to draw up a Marketing Plan for a Martial Arts club, called Karatespace, opened at the beginning of 2015 in the Alto Alentejo region, namely Évora. Using the knowledge of the inherent characteristics of the club and of the immediate environment, as a starting point, while respecting the specificity of both, the intention is to develop a Marketing plan model that may enable the implementation of strategies in the sports year that begins in 2017. Thus, this project arises not only from the author’s personal interest in supporting this small club, but also from the awareness of the almost total lack of a sports marketing plan applied to Martial Arts that may enable the growth of small dojos in the current market and their sustainability in a fragile and unstable economic period.

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Malinoski, John Banton. "Graphic design archive on videodisc marketing and communication programs /." Online version of thesis, 1986. http://hdl.handle.net/1850/8749.

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Johnová, Miroslava. "Marketing Zámku Vrchotovy Janovice." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71883.

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The theme of this master's thesis is "Marketing of the Vrchotovy Janovice Chateau". The Vrchotovy Janovice Chateau is one of the exhibitions of the National Museum outside Prague. The introductory part analyses the history of the castle from the point of view of its potential for marketing strategies. Another part deals with number of visitors of the castle as an important measure of successful marketing. Furthermore the thesis concentrates on application of the marketing tools and it analyses marketing of the castle by using SWOT analysis. The inseparable part of the thesis is a survey of the "chain guidance" and of the public awareness of the existence of the castle. The aim of the master's thesis is to evaluate the marketing potential of the Vrchotovy Janovice Chateau and its park, consider its current marketing tools and suggest improvement solutions for the future. Key words: Vrchotovy Janovice Chateau, Vrchotovy Janovice park, National Museum, Arts marketing, Chain guidance

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Maršíková, Pavla. "Marketing Památníku bitvy 1866 na Chlumu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191943.

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The goal of the diploma thesis was to analyse the existing operation of the War Museum, its services and particular instruments of marketing mix. Based on the results of the survey and collected information about actual functioning and propagation then suggest improvements and recommendations in the field of marketing. In the theoretical part I focused on basic principles of the arts marketing and individual instruments of marketing mix, as well as marketing communication and communication mix. The practical part is focused on applying of individual instruments of marketing mix on the Complex of battlefield 1866 Chlum, specifically the War Museum. The diploma thesis contains suggestions and improvements to the War Museum and the Museum of Eastern Bohemia in promotion. The final part is devoted to the overall summary.

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Pissoort, Véronique. "Visitor segmentation of arts festivals : a comparative study of three events / Véronique Pissoort." Thesis, North-West University, 2007. http://hdl.handle.net/10394/1298.

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CHAPPLE, LAURA MARY. "FUNDING AND MARKETING TRENDS FOR NONPROFIT ARTS ORGANIZATIONS: CASE STUDY, THE BERKSHIRE MUSIC SCHOOL." University of Cincinnati / OhioLINK, 2004. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1092977568.

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Boorsma, Miranda. "Kunstmarketing : hoe marketing kan bijdragen aan het maatschappelijk functioneren van kunst, in het bijzonder van toneelkunst in Nederland /." Groningen : Rijksuniversiteit Groningen, 1998. http://bibpurl.oclc.org/web/31615.

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Belaňová, Petra. "Uplatnění interaktivních technik v muzejnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75733.

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The MA Thesis makes a brief survey about one of interesting trends in museology - the interactivity. First part of the Thesis is devoted to the definition of interactivity in the relation with museums. Interactivity is understanded as a possibility for the visitors to be active and creative at the museum, to use more senses than only their eyes, the possibility to touch the exhibited objects. From all types of museums two are considered to be completely interactive or hands-on - Science Centers and Children's museums. The next part of the thesis is dedicated to the fundamental aspects of Arts Marketing and interactivity is assigned to the Product of museums as one of its aspects. An analyzis of some foreign and Czech interactive museums is also an important part of the Thesis.

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Terlutter, Ralf Weinberg Peter. "Lebenstilorientiertes Kulturmarketing : Besucherorientierung bei Ausstellungen und Museen /." Wiesbaden : Gabler Edition Wissenschaft, 2000. http://catalogue.bnf.fr/ark:/12148/cb38881501g.

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Poon, Tak Yau. "Investigating the effect of integrated product relevance on consumer response toward arts sponsor." HKBU Institutional Repository, 2004. http://repository.hkbu.edu.hk/etd_ra/610.

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Chapple, Laura. "Funding and marketing trends for non-profit arts organizations case study, the Berkshire Music School /." Cincinnati, Ohio : University of Cincinnati, 2004. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=ucin1092977568.

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Lena, Wennerholm. "Djungeltelegrafen." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21075.

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Richardson, Elise. "The Arts Council of New Orleans: An Internship Report." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/aa_rpts/161.

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The Arts Council of New Orleans is the official arts agency of New Orleans, located at 935 Gravier Street. The organization supports and develops the arts community through many different programming initiatives, including administering grants, managing a monthly Arts Market, and providing business training to artists. In this internship report, I discuss my role within the organization during my internship, which began in January 2013 and lasted through June 2013. I then analyze my observations of the organization’s strengths, weaknesses, opportunities and threats, and provide recommendations for improving the Arts Council’s operations based on best practices and expert literature in the field of nonprofit management. The Arts Council hired a new CEO in May of 2013, after a seven-year period of operating under interim management. With a permanent leader now in place, the organization is in a position to apply my recommendations so it can grow into a stronger arts agency, and better serve the New Orleans community.

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Lee, Erin Gilligan. "New Audiences for New Music: A Study of Three Contemporary Music Ensembles." University of Akron / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=akron1240423668.

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Havlíková, Ivana. "Role distribuce v marketingu muzeí." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15393.

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Marketing has been part of everyday work in cultural institutions including museums since the end of the last century. Diploma paper is focused on the distribution (in the sense of marketing tool "Place") of museum services to the audience. The basics of museum marketing are outlined in the first theoretical part of the diploma paper. The second part is devoted to the role of distribution in museum marketing and to the analysis of new trends. This part is accompanied with the examples of best practices of everyday work of Czech and foreign museums. In the third part, the attention is focused on distribution of National Museum. First it describes its main insufficiency, afterwards it proposes the basic frame of distribution strategy for National Museum for the near future, when its main building will be closed down for reconstruction.

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Chmielewski, Matthew D. "Successful Corporate Art Collections: Two Case Studies." University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1270923865.

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Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.

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Rhee, Nakyung. "An Exploration of New Seniors in Arts Participation literature and practice." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1386775161.

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Wang, Hsiao-yun. "Le marketing des arts et de la culture : le cas des expositions éducatives pour les enfants dans les musées." Thesis, Lyon 3, 2014. http://www.theses.fr/2014LYO30003.

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Avant la fin des années 1980, l’enfant n’était pas encore le public visé dans les musées. Faute d’espaces et d’expositions pour enfants, nous nous demandons si un musée destiné au jeune public est nécessaire. En vue de mettre en œuvre l’éducation muséale pour l’enfant, nous aborderons l’exposition éducative pour comprendre ce qui semble nécessaire à un tel projet. Et face au phénomène des expositions blockbuster, nous verrons comment le musée se met en relation intime avec le marketing qui joue un rôle de communication entre le public, l’éducation, l’exposition et le musée. De ce fait, nous traiterons du modèle de Disneyland qui adopte des méthodes de marketing pour attirer le public enfant et familial. Le fonctionnement du musée semble influencé par ce modèle, et s’oriente vers une tendance à la « disneylandisation ». Le musée, pour mieux remplir l’une des ses missions, la mission éducative, en visant le public enfant, doit-il prendre le risque d’un glissement vers la disneylandisation en adoptant des méthodes de marketing ? Nous traiterons deux grands points : l’analyse BEST étudiera l’environnement afin de comprendre les problèmes existants dans le domaine du musée ; la pratique BEST discutera des possibilités de résolution des problèmes existants dans le fonctionnement du musée. Cette thèse tentera de contribuer à élaborer un modèle de référence d’un système opératoire et offrira des propositions, par une approche renouvelée du marketing, pour répondre à l’équilibre de l’offre éducative du musée et de la demande du public enfant
Prior to the late 1980s, for example, children were not part of the museum audience. Lacking spaces and exhibitions for children, museum education for young people was absent. In order to support the implementation of museum education for children, we will discuss the types of exhibits appropriate for this endeavor. Recognizing the phenomenon of blockbuster exhibitions in particular, the purpose of this research is to investigate how museums elevate the practice of marketing, and how marketing plays a role in the interplay between the public, educational goals, the exhibit and the museum and influences the operation and presentation of the museum. We discuss the model of Disneyland, which employs marketing methods to attract children and family audiences. Museums seem to be influenced by this model, leading to a tendency of “Disneylandization.” Is it necessary for a museum that wishes to fulfill an educational mission and aim at a child audience to risk “Disneylandization” through its marketing methods? Our study provides an analysis of the methods of art marketing as they relate to educational museum exhibitions for children. We deal with two major issues: the “BEST analysis” to explore the environment and to understand the existing problems in the museum field; and the “BEST practice” approach to possible ways to solve the existing problems in the operation of the museum. The thesis proposes, in conclusion, to demonstrate that marketing gives to museums the means of better fulfilling their social and educational mission. We will show that a renewed approach to marketing makes it possible to use the proposed techniques to better meet the educational objectives of the museums; in other words, to more closely join supply (of education) and demand (by families and children)

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Neubauerová, Markéta. "Role příběhu v marketingu kulturního dědictví." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205403.

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This thesis deals with the role of the narrative in animation culture heritage. Its aim is to assess the effectiveness of the use of the narrative in the marketing of cultural monuments. The theoretical part describes the specifics of the art marketing and the culture product, focusing on the use of psychology and emotions in marketing and explains the theory of narratology and storytelling and its application for an animation of the narrative. The practical part includes a research and analysis of selected objects that use or do not use the story for self-promotion, and also investigates the marketing campaign of the CzechTourism Agency. Analysis of selected objects was personally accomplished by the author through the questionnaire survey. Based on the research probe, the thesis provides evidence of the narrative functionality in animation of the culture heritage and recommends convenient changes to existing marketing promotion.

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Rutytė, Sigita. "Kauno miesto rytų kovos menų klubų pozicionavimo veiklos vertinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_110531-17747.

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Šiame darbe pateikiami pozicionavimo teoriniai aspektai, tyrimo metodikos ir jo organizavimo analizė bei rytų kovos menų klubų Kauno mieste pozicionavimo veiklos tyrimas. Darbą sudaro: literatūros apžvalga, tyrimo metodika ir organizavimas, tyrimo rezultatai ir aptarimas bei išvados. Pirmoje dalyje aiškinama pozicionavimo raiška sporto marketinge, pozicionavimas STP modelyje, segmentavimo ir tikslinės rinkos įtaga pozicionavimo kokybei, pozicionavimo procesai, pozicionavimo būdai ir klaidos. Antroje darbo dalyje aprašomas tyrimo metodikos pagrindimas bei kokybinis tyrimas ir jo organizavimas. Trečioje dalyje atliekamas kokybinis tyrimas. Pusiau struktūrizuoto interviu pagalba surinktos informacijos analizė ir interpretacija. Taip pat pateikiami apibendrinti tyrimo rezultatai. Išvadose pateikiami pagrindiniai pozicionavimo aspektai ir jo raiška sporto marketinge, tyrimo apibendrinimas. Darbo objektas – Kauno miesto rytų kovos menų klubų pozicionavimas. Darbo tikslas – išanalizuoti Kauno miesto rytų kovos menų klubų pozicionavimo veiklą. Darbo uždaviniai: 1. Aprašyti pozicionavimo veiklos raišką sporto marketinge. 2. Apibūdinti pozicionavimo veiklos procesus. 3. Išanalizuoti Kauno miesto rytų kovos menų klubų pozicionavimo veiklą.
This work discussed theoretical aspects of the positioning, research’s methodology and analysis, and martial arts clubs positioning activity research in Kaunas. The work consists of a literature review, research methodology and organization, results and discussion, conclusions. The first part explains the positioning resolution of sports marketing, positioning in STP model, segmentation and target market significance in positioning quality, positioning processes, techniques and positioning mistakes. In the second part of the paper describes methodology for rationale analyzing and qualitative research and its organization. In the third part is done qualitative research. Semi-structured interviews help to collect information and to do analyses and interpretation. It also summarizes the results of the study. In the conclusions are main aspects of positioning, positioning expression in sports marketing and research summary. The object: Kaunas city martial arts clubs. The aim: Analyze Kaunas city martial arts clubs positioning activities. The goals: 1. Describe the positioning resolution of sports marketing. 2. Describe positioning proceses. 3. Analyze positioning activities of martial arts clubs in Kaunas city.

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Fuller, Maúrtua Branco. "Chatbots como estrategia de marketing digital en Facebook y la intención de compra de entradas a exposiciones de arte contemporáneo en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652759.

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La presente investigación tiene como objetivo analizar cómo los chatbots de Facebook se relacionan con la intención de compra de entradas a exposiciones de arte contemporáneo de Lima Metropolitana. El chatbot es una herramienta automática de atención al cliente que permite conversar con posibles consumidores rápidamente sin la necesidad de una persona de por medio. Las redes sociales han hecho más accesible su implementación en toda clase de negocios por lo que se busca analizar el impacto de la herramienta en la industria del arte. Para conseguir la información cualitativa necesaria se usaron entrevistas a profundidad y focus group a expertos y público objetivo mientras que para la información cuantitativa se usó una encuesta online a personas que usaron la herramienta de las distintas instituciones investigadas. Después de analizar los datos se encontró una relación positiva entre el nivel de satisfacción con el chatbot de Facebook de las instituciones de arte y las distintas variables de intención de compra. Sin embargo, todavía es necesario desarrollar la calidad de las herramientas implementadas actualmente para aprovechar todo su potencial.
This investigation has as an objective to analyze how Facebook chatbots relate with the purchase intention of tickets for contemporary art expositions in Metropolitan Lima. The chatbot is an automatic tool for customer support that allows conversations with potential clients in a fast manner without the need of a person in between. Social media has made accessible its implementation in all type of businesses so there is a need to analyze the impact of this tool in the art industry. To get the qualitative information it was used in-depth interviews and focus groups to experts and the target audience while for the quantitative information it was used an online poll to people that have used the tool of the different researched institutions. After analyzing the data a positive relation was found between the level of satisfaction with the Facebook chatbot from the art institution and the different purchase intention variables. However, there is still a need to develop the quality of the tools that are implemented right now to take advantage of its full potential.
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Bonollo, Michelle Louise. "Marketing the French : the reception of French painting in Britain 1840-1862 as reflected in the British periodical and newspaper criticism of the period." Thesis, Courtauld Institute of Art (University of London), 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.322297.

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BRAG, Gustava. "PREDICTING THE FUTURE OF INFLUENCER MARKETING : How Public Relations Experts perceive and measure the impacts of Influencer Marketing in their organizations. A Critical Study reflecting the discussions and future thinking of this particular phenomenon." Thesis, Stockholms universitet, Institutionen för mediestudier, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-172674.

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The body of marketing is drastically changing, pushing frontiers in numerous of domains, geographically, behaviourally and strategically with much enhanced technology in an increasingly globalized world. As this phenomenon pushes forward on many fronts, it is worthwhile to ask what will happen in the near future in this field. In today’s society ‘Influencer Marketing’ is known to be an incredibly popular and successful marketing tool, where one might be wondering: What is a plausible future in this area? What are the potential threats and challenges (if any) that we may encounter? What drives Influencer Marketing in organizations and what questions do they have about its impacts and measurements? I am hoping to fulfil this gap with the assistance of Critical Future Studies, Inayatullah (1990,1998) Luke Goode, Michael Godhe (2017,2018) in analysing the various facts and information that are being addressed and most importantly critically assess what is being missed. This Master thesis is a critical study, reflecting the future thinking and strategies relating to Emotional Branding, Danny Brown, Sam Fiorella (2013) made by experts in the fields of Public Relations, using a quantitative content analysis and semi-structured interviews. The chosen methods demonstrate two distinctive results, the content analysis showing a rather positive overview whereas the semi-structured interviews unpack the complexities and challenges in Influencer Marketing and has a negative stance towards its future. Future Studies, is a rigorous branch of study, where unfortunately no one can know for certain what the future holds, however I believe that it is important that we acknowledge values and invite scholars to join this critical dialogue about possible futures and the way we can imagine and discuss the future. The results in this thesis also further demonstrates the necessity in studying this branch of study due to the contradicting answers that are being addressed in the analysis. This thesis also intends to signify that it will not be closure but an encouragement to consider the impetus for a much larger conversation.

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Andrews, Alisa L. "Anything Goes: A Look Through Time at the Marketing Strategies and how One Show has Survived in a Changing Economy from 1934 to 2011." University of Akron / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=akron1428315406.

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Dissertations / Theses on the topic 'Arts marketing'

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