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The thesis' theoretical part focuses on resource research on topics: education of seniors, volunteering, communities, societies and library. In the practical part of this thesis, we focus on description of not-only educational work of Municipal library in Louny and the analysis of senior's attendance in culture using a custom survey. The survey was focused on middle-aged and older inhabitants in the town Louny, and developed, evaluated and collected by the author of this thesis. In the last part, we can find description of the collected data. Here it analytically evaluates and compares information about the socio-cultural activities in Louny, and offers the next step of development for management of the library.

The topic of this bachelor thesis is cultural product based on examples from performing art. The aim of this work is the analysis of selected cultural products and their further evaluation. This work consists of two parts where the first one is theoretical and the second one practical. Theoretical part consists of three chapters all covering the subject of marketing, product and its marketing theory. Practical part then analyzes two cultural institutions in the field of performing arts. Both of these institutions are first presented in terms of their day to day operation . Later these institutions are examined for their cultural product and evaluated.

This Bachelors thesis is focused on contemporary palliative care. In the thesis, the history of care of the sick and elderly is outlined. Furthermore, the role of the Christian Church in this care is described, along with its significance in health care in the past and today. The thesis deals with the possibilities of palliative care, its present situation in the Czech Republic and the possibilities of carrying it out, alongside with describing more closely hospice care within culture, legislation and economy. It describes what is the role of the Association of providers of hospice palliative care and what were the reasons for the establishment of this association. Findings from the theoretical part are applied in practice on st. Jan N. Neumann hospice in Prachatice.

The diploma thesis deals with the modern trends in the area of food tourism in terms of starting up business focused on food tours for tourists in Prague. The main objective of the thesis is to analyze food tourism market environment in Prague. Based on that the author will assess whether the new business will be successful on the market. The theoretical part is devoted to the terminology of tourism, gastronomy development and modern trends in supply and demand of food tourism. In practical part of the thesis the author deals with methods of analysis of the market environment. Enterprise´s external environment is analyzed by using PEST analysis, internal environment is analyzed by analysis of competition using Porter´s Five Forces and Strategic Group Map. Finally, the author evaluates results of the survey in order to analyze demand for products on food tourism market.

The aim of the thesis is to evaluate the attractiveness of cultural tourism of Portuguese city Porto for Czech tourist. The theoretical part describes the approaches to the definition of cultural tourism, its components, offer and the latest trends. The practical part contains quantitative research conducted to determine the attitudes of Czech tourists to the city of Porto as a tourist destination for cultural tourism. The outcome is the evaluation of research and determination of the status of Porto tourism market.

This thesis focuses on animation projects, which took place in the grounds of the courtyard in Dolní Počernice. The theoretical part describes the theory of cultural heritage animation, reanimation and animation projects and the possibilities of their funding. The aim of this thesis is to describe an analyse three animation and one reanimation project whose main subject is animation of immovable cultural heritage. This work follows up their success and impact on the local cultural life.

This bachelor thesis deals with the impact of the accommodation facility on the development of cultural tourism destinations. It consists of a theoretical and practical part. The theoretical part explains the basic concepts we can meet in this issue and other necessary theoretical information which we apply in the practical part. The aim of the work is to evaluate whether the guests of the chosen accommodation use the attractiveness of the given place and thus contribute to the development of the product of the destination. The work also deals with consumer behavior of tourists in the hotel and given destination, and a questionnaire survey identifies whether they use the attractions offered and whether they want to return to the destination. Several analyzes are performed to show the situation of the given destination.

Bachelor´s Thesis introduces the Agency for development of Broumovsko as a functional company in the field of tourism. The goal of this Thesis is to analyze tools and methods used by APRB to achieve the development of the region of Broumovsko. The theoretical part is talking about the key concepts of work and principles of function of a company focusing on destination management, and it works as a platform for the practical part of my Thesis, which is focused on the analysis of activities and methods of the Agency for development of Broumovsko. The ending of my work is dedicated to the results of comparison, which show us that APRB lifted the function of destination company up to a whole another level. APRB, in 12 years of its activity, awakened the cultural life and comunication and cooperation of companies, service providers and locals in Broumovsko. By its activities and projects, APRB supports attractivity of the region and creates better living conditions in Broumovsko.

The goal of this bachelor thesis is to create a business plan for an Internet agency, which deals with children tutoring. The business plan is going to be assessed both in the theoretical and practical parts of my thesis. The theoretical part is predominantly focused on defining the basic terms and summarizing the information about having a business, entrepreneurship and the structure and the content of a business plan. The practical part is concerned with the creation of a business plan for the internet agency itself, which will examine whether the business idea is meaningful, doable and also sustainable for this particular project.

The bachelor thesis focuses on the architecture of the 1960s in the former Czechoslovakia. Its aim is to create a list of all buildings from this period, built on the territory of Prague and chart their prerequisites for a successful inclusion to life of a present society. It also includes a chapter describing the phenomenon of prefabricated housing estate. The theoretical part defines the basic terms of animation, public space and outlines the issues interposing culture into economic framework.

The thesis is focused on evaluating the economic potential of geolocation mobile applications in the field of cultural tourism in the Czech Republic. It is divided in two major sections: the theoretical and the practical one. The former provides general insight in the topic while the latter inquires into a sample application named Geocaching. In addition, it involves an illustrative questionnaire utilizable for collecting necessary data in order to measure the expenditure of its users.

The topic of this diploma thesis is constantly expanding segment of tourism, known as youth tourism. This diploma thesis describes and examines possibilities of a new form of tourism, a type of tourism aimed at young travellers and which developed along with globalization. The aim of the thesis is to explore this new emerging segment, including its specifications that relate to the development of current society. In the second part there is the evaluation of the questionnaire survey as supportive instrument for validation of described segment and comparison to young travellers from the Czech Republic. The conclusion offers suggestions for service providers focused on target segment.

This bachelor´s thesis discusses the microbreweries in the Czech Republic from the perspective of economic and culture. The theoretical part presents the historical context of brewing, then the economic aspects and specifics of microbreweries. The practical part is specifically aimed at microbreweries in the region Podbrdsko, which are characterized and further analyzed with respect to the cultural importance within the locality. This work shows that microbreweries have potential in terms of municipality, especially in the field of tourism. For local residents is a microbrewery opportunity to develop local identity and awareness of the uniqueness of the place and the region.

This thesis focuses on the animation project of the Church of the Annunciation of Virgin Maria in Ostrov nad Ohří, that became a socio-cultural center throughout the whole monastery grounds. The theoretical part defnes the theory of cultural heritage animation with the partial focus on the animation of spiritual structure in the context of perception and outlining the sacred and spirituality. The aim is to describe the implemented animation project. The part of this description is presented by analyzing the spiritual essence of the animated object and whether this object managed to keep this essence.

This bachelor thesis called: Role of cultural tourism in marketing of castles and chateaus is focused on coordination processes and marketing management. The theoretical part defines basic notions related to cultural tourism and marketing communication. Practical part of the thesis is application of theoretical findings on two selected castles: Karlštejn and Rožmberk. This part includes an analysis of basic conditions of existence and development of tourism and useable marketing tools. The final part summarizes all the advantages and issues of both castles and draws a set of recommendations which could lead to improving the position of the destination on the tourism market.

This thesis deals with the economic and cultural aspects of zoos. The theoretical part describes the historical development of facilities engaged in animal husbandry. It also discusses the zoos of the Czech Republic and their specifics. It studies their current mission and approaches the service of zoos in terms of legislation. It compares their attractiveness to other tourist attractions. It analyses how the Czech zoos function among other international institutions and these institutions are also introduced in detail. It approximates the principles of the location selection for zoos and possible sources of their financing. The practical part of this thesis compares three important Czech zoos in detail. It analyses their functioning on the basis of selected sub-criteria.

The Master's Thesis is dedicated to a topic of project management which is explored through the fashion brand Bazar Bar. The theoretical part is focused on definition necessary terms for the whole Thesis and it is occupied with connected fields of study: project management and brand marketing. In the practical part are the theoretical knowledge presented on the real brand called Bazar Bar. The Master's Thesis has set a target to analyse the real fashion brand operating on the Czech Market from two points of view: project management and brand marketing.

Bachelor thesis focuses on phenomenon of sharing economy and its impacts on tourism. The sharing economy represents new economic model, which significantly changes life in 21st century and disrupts current conditions. After the description of theoretical and methodological approach, the thesis concentrates on defining tourism and its global socio-economic importance. In the following practical part, there is in-depth description of Airbnb service, as the most relevant representative of sharing economy with the biggest impacts on a contemporary tourism. Summary of this document is about comparing all the positives and negatives that sharing economy brings.

The topic of my bachelor thesis is the changes of management or to be more specific -- the change of management of the theatre. Divadlo Na zábradlí, one of the most successful semi-budgetary organizations in Prague, serves as an example of practice. The thesis goes into details about special characteristics in the field of theatre, a non-profit organization in public sector. The thesis deals with the specifics of the management, especially management changes and its particularities in theater, entity in the nonprofit sector. It deals with the management of the theater as a contributory organization, combining art and problematic of the management, which is in terms of Czech NGOs still underestimated. My work is focused on the modification of the organization with regard to the specifics of the theater. After a theoretical introduction to be dedicated to specific topics directly linked to the situation in the Divadlo Na zábradlí in 2013 occurred.

Bachelor thesis deals with present direction of the communication of the Glass Art Centre, Glassworks František in Sázava. The theoretical part focuses on the analysis of different interpretation of the concept of communication across the specialized social sciences with emphasis on economic disciplines -- especially management, PR, marketing and fundraising. Introduction to the theory of communication also includes communication in sociology and psychology, as they define the basic concepts of communication, which the economic disciplines take over. The main aim of the theoretical part was to find out how the particular approaches to communication differ, set out the procedure for the construction of a communication strategy and define the tools and principles of external communications organization which will benefit the communication of the Centre. The aim of the practical part of my thesis was to analyze, how the current management of external communication of the Glass Art Centre coincides with the theory. The main sources of information for the practical part were interviews with current director of the Glass Art Centre, Martina Kulhavá, on the basis of which we've identified fundamental shortcomings in communication of the Centre. The conclusion includes proposals of the intermediate strategic steps for reduction of these shortcomings, and thus has practical implications for the future direction of the marketing communication of the Centre.

The Bachelor Thesis deals with the organization arrangement of the film staff. Its aim was to discover, whether the staff´s members were not overworked within the Czech film industry. The thesis had been divided in two areas. The first theoretical part described the composition of the film staff, with was followed by the method of delegation. The second practical part used the method of questioning to ascertain the overwork of the film staff´s members. The major benefit of this work might be the discovery that the film staff should be refilled with the assistant and auxiliary positions and the method of delegation should be more effective.

This thesis analyses issues with the management of architectural competitions in the Czech Republic and Austria. The first part focuses on the contest participants and methods for public procurement in architecture in the Czech Republic, and analyses the critical parts of the competition. This is followed by a chapter dedicated to Austrias legal code on architectural competitions. The theoretical part concludes with a description of the current situation with regard to the sustainability of buildings and to their management in architectural competitions in the Czech Republic and Austria. The final chapters compare the process of building retirement homes in Austria and the Czech Republic. The projects compare the announcement of the architectural competition, the management of the competition and the overall process. Both projects are compared for the implementation of sustainability requirements. The aim of my paper is to present and compare architectural competitions in the Czech Republic and Austria, with an analysis of how much the sustainability of buildings is taken into account within the competition rules. This thesis was completed using an analysis of available materials, a description of the situation and a comparative study.

The Master´s Thesis is focused on the State Contributory Organization, Czech Centres, which was established to promote the Czech Republic abroad. The theoretical element is focused on issues of the nonprofit public sector in the Czech Republic - definitions of the term nonprofit sector and public services. The emphasis is put on the characteristics of contributory organizations, funding, efficiency and selected specifics of the management of the contributory organization. Attention is also focused on other cultural contributory organizations. The practical element analyses Czech Centres. This part describes the core and complementary activities, funding, efficiency, motivation of employees and possibilities for cooperation on projects. The second part pays close attention to the activities of cultural diplomacy of Czech Centres.

The aim of the thesis is to evaluate the offer of cultural tourism in Karlovy Vary. The thesis tries to prove the importance and significance of cultural tourism in tourism in Karlovy Vary through the available theories of cultural product and through the offers in tourism and tourist industry. The practical part of the thesis contains analysis using the theory of distribution of cultural tourism according to GR and the theory of expert interviews. The analysis finally evaluates the offer of cultural tourism, describes its negative and positive aspects and recommendations for the future.

The aim of this thesis is to map and subsequently analyse and evaluate all the processes that are going on in the Ponrepo cinema. Even though it is an archive cinema it is currently participating in more complex and broader activities than just film screenings. Therefore, this thesis deals with the processes associated with traditional function as an intermediary of collections of the National Film Archive to the public and the processes associated with the new mission as a creative centre or platform for film education.

This thesis describes and assesses possibilities of a better utilization of historical, artistic and social attractions of city Znojmo with emphasis on heritage tourism. It assesses possibilities of development of city Znojmo on basis of interviews with local artists, list of local attractions and the current plans of city development. Furthermore, it uses these information to point out current flaws and proposes solutions in order to improve city development. The main sources of information for this thesis are interviews with local people and own findings beside literature survey.

Diploma thesis called Use of bike potencial of Prague and its suburbs, business plan is based on idea to implement these information in reality and launch it as soon as possible. Its task is to research the theoretical literature on leisure activities and their socio-cultural and economic context with accent on domestic and foreign tourists. Integral part is of course theoretical proces of making this kind of business plan according on the type of organization and its targets supplemented by practical examples similiar companies making business in this area. Thesis also contains industry, area and also closer idea specifications. One of the main resources is already operating company in this area called BIKO which concentrates its efforts mainly on foreign tourists.

World as known in the 21st century is influenced by modern technologies, social sites are counted as one of them. If a fashion company wants to succeed in the globalized world, in which thanks to the Internet everything is affordable, this company has to build a positive relationship with its customers. One way how to do it is using correct marketing strategies and tools. This can be done in cooperation with fashion bloggers. They are building a big influence on their social sites profiles, reaching millions of followers from all over the world. This diploma thesis conducts a survey on this topic while describing one of each tool of fashion blogs and also principles of the fashion industry. Later on these findings are deepen by studying how the best international and Czech fashion blogs work in the reality. The end also covers a different point of view - experiences of a fashion company.

This thesis is analyzing culture and tourism in Bratislava, which has already became tourist destination in the past and it has large potential to become a favourite destination due to its rich history, culture and nature. Firstly, there are given basic definitions for better orientation and understanding of this theme. Last part focuses on culture and tourism in Bratislava with a view to the city as a tourist destination. In thesis I focused on analysis of tourist infrastructure, competition, marketing and destination management. The part of the thesis is presenting the analysis of Bratislava culture and information centre, which is aimed to the city promotion.

The theoretical part of this thesis describes the environment of books, marketing, Internet marketing and its specifications. This part also focuses on essential digital marketing tools and how they are best used. The practical part of this thesis describes marketing activities of the book deepFreak, which are performed by the authors. The authors have no practical experience nor education in the fields of arts management and Internet marketing. The thesis analyzes the existing practices and based on the analyses and findings a digital marketing strategy is proposed.

This bachelor's thesis focuses on city cards. The thesis examines two kinds of cards -- city cards for residents which are a tool of public administration and city cards for tourists which are tool of policy of tourism. Implementation of these cards has increasing trend in recent years. We can observe a growing demand especially for cards for tourists. This thesis is devoted to card's description and usability. The thesis deals with a specific example of experience/tourist card - Taborcard. It is dedicated to its creation and its functioning.

The bachelor thesis is dedicated to the image of the Czech culture represented in a variety of the Czech newspapers. This image is based on the domestic campaigns created by the CzechTourism agency. The theoretical part encompasses the definition of destination management, marketing, media and the activities of the agency. Quantitative content analysis and qualitative analysis research how the agency´s outlets are presented to the public via media. The defined hypotheses are verified or disproved by the conclusions of the research. Another research method is used later on to reconnoitre the way media inform about Czech cultural values. In the end, a complex overview is ended with a list of recommendations and suggestions. Based on the results, the present insufficient and distorted image of the campaigns could be improved and extended possibly.

The aim of this work is to create a proposal for a new European cultural route in accordance with the rules adopted by the Council of Europe. The route has to pass regions outside the traditional tourist centers, and through the promotion of their cultural heritage to contribute to their economic development. To meet this objective, methodology developed under the CERTESS has been used. The first step is theme selection and justification. Subsequently, elements of cultural heritage that correspond to the theme are identified. Range of services linked to tourism - transport, accommodation and catering - is analyzed in the regions. Then the destination management organizations with the potential to be members of the umbrella organization are identified. In conclusion, itinerary for selected customer segment is created.

The thesis discusses the process of sponsoring as a marketing instrument. It particularly focuses on sponsoring in fine and visual arts and examines how is this practice perceived by customers and what benefits does it bring to its company or brand. One key factor in said customer perception - sponsorship fit - is emphasized, which indicates the importance of a relationship between the sponsor and the sponsee. Main goal of this thesis is to explain its nature and discover, whether do representatives of Czech companies act on it or not. Theoretical part of the thesis lists relevant knowledge from current, mainly foreign literature, and the practical part employs existing consumer research and expert interviews. Together, the entire work aims to create a consistent and coherent whole, depicting the current theories and their utilization in reality. The thesis draws the conclusion that sponsorship fit in fine and visual arts does have its unique features, which need to be taken into account. Moreover, Czech companies can indicate these features adequatly and adjust their sponsoring activities accordingly.

The thesis contains survey options for the development of social and cultural environment in Prague district Libeň through the establishing of a cultural club in culture monument Paláce Svět at Elsnicovo Square, which is currently without function. The work describes the history, demographics and existing cultural offer in Prague 8. Based on that information the business opportunities for Palác Svět are suggested. This work also reflects a new trend in the current economy, which are the cultural and creative industries. These theoretical findings are further developed in the practical part where the author proposes a business plan for cultural and social club in Palác Svět. The business plan purpose is finding arguments for representatives of municipal district Prague 8 to attempt to open cultural club in Palác Svět and thereby develop the district Prague 8. The document uses methods such as PEST analysis, SWOT analysis, market research including marketing survey and financial analysis. The conclusion synthesizes information in the theoretical part and the business plan to evaluate the potential of this project.

This master thesis is concerned with the topic of deaccessioning from public art museums in the Czech Republic. This practice is almost never carried out due to high legal restrictions and very demanding administration. Nevertheless, deaccessioning is becoming common practice in other European countries such as United Kingdom or the Netherlands. The goal of the thesis is to suggest main topics in the hypothetical regulation of deaccessioning in the Czech Republic considering the current theoretical framework, already conducted research and newly conducted research within this thesis. The latter is open coding analysis of guidelines on collection deaccessioning made by United Kingdom Museum Association. The main conclusions are that a few topics should be subject to regulation. Firstly, the reason to dispose (either economic or other), secondly, the acceptable use of the income from deaccessioning, thirdly, decision making process and supervision. At last, selection of collection or items to be disposed and question of new collection owner should be solved.

This bachelor thesis deal with culinary tourism, as a new trend of tourism. Based on the definition of the field uses the scientific method of bibliographic search and statistical data. It focuses on the concept of inclusion in the typology of tourism. It issues the impact of tourism on the economy and the role of multiplier effects within the general theme. The practical part deals with culinary tourism and it's conception in Austria. First general issues of Austrian tourism are analyzed, with topics centered on the presentation of the state in the context of tourism. Next the tourism brand "Holidays in Austria" is processed which also fall under the topics on the gastronomic market, culinary tourism in Austria and the initiative Genuss Region Österreich.

The thesis deals with local food and gastronomic traditions, which are one of the most important aspects of promoting tourism in the regions. In the theoretical part of the thesis are clarified selected terms of culinary tourism and gastronomy, further the term of economic localization is explained in general and in relation to regional food, while this section maps the specific forms of support for local food in the Czech Republic. The practical part focuses on the analysis of specific gastronomic project: Ochutnejte Moravu, which focuses on regional Moravian cuisine and supports the promotion of regional food production by organizing of cultural events. The results are summarized in the final evaluation of economic impact of regional gastronomy consequently is proposed harness the potential of regional products in the renewal of local traditions.

The thesis deals with the issue of sustainability of a non-governmental non-profit organization active in the field of culture, taking into account both theoretical and practical perspective. Using the example of Prague Modern ensemble, the thesis demonstrates development of an adequate strategy with use of marketing tools to create brand awareness for the ensemble in a competitive environment. Formulation of a concrete strategy is preceded by definition of a theoretical framework that includes planning, marketing mix with emphasis put on marketing communication, corporate identity and financing with respect to the specifics of non-profit sector. Finally, the thesis provides an analysis of internal and external environment in which the ensemble operates. Based on theoretical framework and summary from the analytical part, the thesis then suggests adequate strategy for building corporate identity, marketing communication, fundraising and finally organization of the ensemble.

This diploma thesis deals with pop up phenomenon. The pop up stands for projects that are intentionally created for short period of time which try to liven up the urban space and to animate a cultural and social activities. The pop up projects are nowadays also perceived as an effective mean of marketing communication. The aim of the thesis is to map projects occurring in the Czech Republic area to analyze management specifics of such projects and to define based on the used methods their benefits.

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 diploma thesis is dedicated to the phenomenon of art collecting, which under certain circumstances can be considered as an alternative investment. The aim of the thesis is to examine the possibilities of art collecting and investing in the context of both Czech and world art markets, and determine whether art collecting is a form of investment that can generate future profit. Another goal of the thesis is the creation of recommendations that can help collectors create a quality collection while increasing its value over time, no matter if the collection is to be sold afterwards or not. The thesis is divided into several parts. In the first part I describe the collecting itself, various types of collections, significant collectors and also the institutionalized forms of collections in the Czech Republic and abroad. After that I talk about the art market regarding its selling channels together with their advantages and disadvantages for collectors. Subsequently I focus on the price-making process on the art market which creates the base for the next chapter about investing in art where I describe types and rules of investing in art, and afterwards I define the rules regarding the management of an art collection in general with emphasis on its appreciation. In the end I show a practical example of the artworks price development using the artworks of one well-known Czech artist, where some of the formal theoretical statements are applied about investing in art and building an art collection. The whole thesis is assembled together with the opinions of experts from the art field in the form of expert interviews by adding their practical notes continuously to the text.

This Bachelor Thesis focuses on the issue of economic use of industrial buildings. Having defined industrial architecture theoretically, specific aspects of its historic preservation are mentioned. This thesis analyses approach to protection and conversion of industrial monuments in the Czech Republic, reasons for renewal of industrial constructions, and ways of their new employment. The practical part examines an industrial building, Malt house in the city of Písek particularly, which nowadays serves as a seat of a cultural organisation. This Thesis researches the history of the building and its original use, and the course of its reconstruction for the purpose of new use. Moreover, besides financial burden of the conversion, its profit for local citizens in social and economic terms is assessed, and further renewal of the Malt house, which is currently employed only from one third, is considered.

This Bachelor's Thesis deals with the animation of the station Southern suburbs in Pilsen in connection with the KNOWtilus project. The aim is to assess the successfulness of the animation and to determine the controlling methods of the Bunker 48 project. The Thesis deals with the animation theory and tools, which are used in the animation, i.e. project management. In the first part, the author describes the definition of animation, its sources, methods and applications. The following section deals with the project itself, the city of Pilsen, the history of animated building Southern suburbs in Pilsen and the association Johan with MOVING STATION communication platform. The work concludes with a partial animation of the Bunker 48 project, where are explained each sequential phases of the Bunker 48. The final part evaluates the activities and goals of the project.

This thesis deals with a strategy of non-profit organization on a concrete example of the civic association ZaKladno. ZaKladno is still relatively short-lived organization, which is still developing. Practice shows that for subsequent systematic and efficient development of the organization is need for a strategic plan. Creating a realistic strategic plan is the goal of this thesis. The theoretical part deals with the principles and legislation of the non-profit sector in the Czech Republic. The methodology of the theoretical part is based on a literature review. The practical part consists of a description of the current state of the cultural sector in the Czech Republic, principles of operation of civic association ZaKladno and especially a draft strategic plan for the association. The conclusion discusses the confirmation or refutation of hypotheses and outlines other problems to solve.

The thesis describes and compares the way galleries and auction houses are run in our country. A description of a museum of art and its role on the market puts the picture of fine art market the final touch. The thesis characterizes the Czech specifics and their effect on the market with fine art. The core of the thesis is based on interviews with gallerists and art historians together with information from books and specialized periodicals. All the chapters are summed up by the author within her own experience of the topic. The conclusion of the thesis is a summary of all the information and a suggestion of further research on subtopics arising from the thesis.

This bachelor thesis deals with the topic of a student project realized by the students of Arts Management. The purpose of this bachelor thesis is to support realized action with theoretical principles from the point of view of marketing, management and project management. The thesis consists of three main parts. Theoretical part as well as practical part is to be found in every part of the thesis. These parts describe working methods of the students during producing of the Winter Art Academy project. Proportional part of the text is also focused on the theory so that it enables the reader to compass all relations and to understand actions of the students in the practical part. My aim is to support realized action with theoretical principles from the point of view of marketing, management and project management and furthermore defending of the student project as a significant teaching device.