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The subject of the Master's Thesis Arts Museum Marketing Strategy is a synthesis of theoretical basis from the arts marketing field and the development of marketing strategy of an art museum, supplemented by a specific analysis and draft of a new marketing strategy of the museum Villa and Collection Panza in northen Italy. The goal of this thesis is not only to summarise generally applicable theoretical concepts for the marketing strategy development or redesign of an art museum but especially its application on a particular example with a real potential of practical use. The theoretical part of this thesis was created by a systhesis of available literature while the practical part was primarily based on authors personal observation and interviewing from the position of a museum trainee.

This bachelor thesis is focused on the topic of the shor-term international voluntary projects and its position in the cultural field. The main goal of this thesis was to create a complex theoretical dokument, which would describe the area of the international volunteering, its juristical requirments, organizational structure and motivators. The practical part implants the projects of workcamps into the cultural field, creates a new categorization of projects and provides two particular case studies from the cultural field.