The aim of this bachelor thesis is to critically evaulate the current marketing strategy of the South Bohemian Theatre with a focus on individual tools of marketing and communication mix and to formulate suggestions for its improvement. The theoretical part defines the basic concepts of marketing in culture and services and marketing and communication mix. The practical part deals with the South Bohemian Theatre itself, where the situational analysis, marketing and communication mix are carried out. The practical part includes a custom survey focused on the attendace of opera performances. Based on the SWOT analysis and the research results, recommendations of improving the current marketing strategy of the theatre are suggested.Cílem této ...