Marketing Communications Strategy of Bangkok Arts and Culture Centre

Abstract

This research aims to (1) to study the marketing communication strategies of the Bangkok Art and Culture Centre. (2) To study the marketing communication process of the Bangkok Art and Culture Centre. (3) To study the tools and channels used in marketing communication of the Bangkok Art and Culture Centre. This research is a qualitative study, collecting data by interviewing executives and those involved in marketing communication of the Bangkok Art and Culture Centre. along with using various concepts as guidelines for analysis Including the study of internal information sources and related research.

The results of the study found that the marketing communication methods of the Bangkok Art and Culture Centre consisted of 6 important processes: analyzing the overall business, defining target groups, defining objectives, selecting marketing tools, selecting news strategies, and evaluating performance. In terms of operations, it was found that the Bangkok Art and Culture Centre had an operation process that started from the budget to be able to operate according to the various steps. From the analysis results, the Bangkok Art and Culture Centre selected marketing communication tools for brand building, including public relations, organizing seminars and discussions, organizing special events, and providing news for public relations. The operations were carried out according to the strategic plan that was planned according to the objectives of marketing communication, and the results of the operations were measured by evaluation results and results from the number of views through various channels. The results were used to improve and develop the marketing communication process of the Bangkok Art and Culture Centre.