This project deals with the event SMK Fridays and its’ marketing’s effect on the users and non-users overall view on SMKs brand. It has been examined which communicative pro-blems SMK are facing as an institution in order to keep up with the development in the Da-nish society, and how their marketing efforts has been received by their targeted audience.
In order to analyse SMKs role as a museum and their marketing effort, there has been con-ducted empirical data from an expert interview and two focus group interviews. In order to produce and break down the empirical data, we have chosen to apply theory about involving pictures in qualitative research, branding and reception analysis.
In the report it is concluded that SMK Fridays as an event have a positive effect on the users view on SMKs overall brand. On the contrary it is concluded that SMK Fridays marketing effort has a negative effect on the non-users view on SMKs brand overall brand.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Basis|
|Udgivelsesdato||19 dec. 2016|