Proposal of the marketing strategy for Nonprofit Organization Kredance

The objective of this Master's thesis to formulate recommendations and to create a proposal of the marketing strategy for the Non-governmental organization Kredance, whose area of activities lies in culture and contemporary movement theatre. The thesis is divided into four principal parts; the first part is focused on the theoretic framework of non-profit sector and NGOs with accent to the Czech reality. The second part deals with the management of NGOs, mainly with marketing management and management of finances (with stress on fundraising). The third part is composed of the profile of the organization Kredance and of the research. Last part of the thesis is based on the research and it presents a proposal of the marketing strategy and few recommendations (in the area of marketing)