Marketing in public sector

The aim of this master's thesis is to empirically assess the extent to which marketing practice within Czech ministries corresponds to the theoretical principles of public sector marketing. The thesis focuses on examining how marketing principles, tools, and procedures are understood and applied within the environment of central government authorities, specifically at the Ministry of Labour and Social Affairs. To achieve this aim, a qualitative research design in the form of a case study is employed, with semi-structured interviews conducted with key employees of the selected ministry serving as the primary data source. The analysis is grounded in a theoretical framework of public sector marketing, encompassing in particular the principles of customer orientation, public value creation, segmentation and targeting, the marketing mix, and strategic marketing management. The findings indicate that marketing in the practice of Czech ministries is applied in a largely fragmented and often implicit manner, rather than as a coherent and systematically managed process. Although the marketing mix and its individual elements are present, they are applied to varying degrees and lack clearer interconnections within the overall marketing management process. Customer orientation is articulated primarily at the...