МАРКЕТИНГОВЕ УПРАВЛІННЯ ДІЯЛЬНІСТЮ ТЕАТРАЛЬНОЇ СФЕРИ УКРАЇНИ

Iryna Horodnіak; Valeriia Konstanzhy

doi:10.32782/2524-0072/2025-79-113

Iryna Horodnіak Ivan Franko National University of Lviv https://orcid.org/0000-0002-1831-3000
Valeriia Konstanzhy Ivan Franko National University of Lviv https://orcid.org/0009-0009-4850-7584

DOI: https://doi.org/10.32782/2524-0072/2025-79-113

Keywords: marketing, management, marketing model, theatrical sphere, theater, 7P model, theatrical product, pricing, promotion, digitalization, branding, people, conflict, marketing strategy, conditions of uncertainty

Abstract

This article explores how the extended 7P marketing model can be applied to the management of Ukrainian theatres, highlighting the shift from traditional marketing focused on tangible products to a service-oriented, audience-centered perspective. In today’s challenging environment, marked by war, uncertainty, and digital transformation, theatres are compelled to rethink their communication strategies, pricing approaches, and the very meaning of a “theatre product.” The study shows that the transition from the classical 4P framework to the 7P model allows theatre institutions to better reflect the emotional, symbolic, and social value they create for audiences. The “product” is viewed not only as a stage performance but as a full emotional experience shaped by aesthetics, storytelling, and audience participation. Pricing is discussed in terms of balancing financial sustainability with public accessibility, while “place” captures the growing importance of hybrid formats that combine physical attendance with online broadcasting and digital interaction. Promotion today increasingly relies on digital marketing tools, social media storytelling, influencer partnerships, and PR activities that strengthen community ties and cultural resilience. The “people” component highlights the crucial role of actors, technical teams, administrators, and customer service staff in shaping how audiences perceive quality and authenticity. The “process” element focuses on the consistency of service delivery and the emotional tone of each interaction, while “physical evidence” includes the architecture, design, and atmosphere that make up the visual identity of a theatre. Overall, the findings confirm that implementing the 7P framework helps theatres remain competitive, strengthen their brands, and adapt to crises through creativity and innovation. The article contributes to the broader understanding of service marketing in the cultural field and offers theatre managers practical insights for improving audience engagement, managing resources, and developing long-term strategies for sustainable growth.

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