Marketingová komunikace Centra Bohuslava Martinů a Městského muzea a galerie Polička

The diploma thesis engages in on-line marketing communication of Bohuslav Martinů the Centre and Town museum and gallery Polička (Museum). This thesis is focusing on the website and social network Facebook of the Museum. Thesis´s theme reacts on the low attendance of the Museum by residents of Polička. The goal of the thesis is to create proposals of the Museum´s on-line marketing communication modification, which will intrigue residents of Polička and make it more attractive. The main method of this thesis is benchmarking, which can determine good practices of on-line marketing communication of benchmarking´s partners. These practices are determined by comparison partners with the Museums in evaluations of communication. The proposals of the Museum´s on-line marketing communication modification can solve the problem of the Museum. Realization of benchmarking tests these method on a museum´s field.