Pusztai Lola

Art and Design Management MA
supervisor
Povedák István
thesis opponent
Komár Zita
portfolio

The philosophy of leisure

A liberal arts graduate's journey into the world of experience management

Cogito, ergo sum. But what exactly am I, and what do I want to do in the next 10 years? These were the thoughts I brought with me to the management MA program. Event organization interested me the most, so all of my side projects (with a slight detour) focused on that. Previously, I thought as a communications professional, there wouldn't be any surprises, but during my work, I was tasked with many additional responsibilities that defined the direction I today want to pursue. Reaching back to the period preceding the MA years, my main project has now become one of the most significant milestones in my professional career, as I became the head of communications of a music festival, Kolorádó.
thesis

Festival syndrome

Marketing strategies of domestic music festivals in the post-covid period

The Covid-19 pandemic brought radical changes in every aspect of life, the effects of which are still being experienced. While lockdowns and restrictions are no longer in place, normalcy hasn't fully returned to the domestic festival sector. This study explores the new phenomena of the post-covid era in the realm of music festivals, with particular emphasis on the impacts on marketing strategies. The conclusions are based on interviews with organizers, analysis of literature, and the utilization of STP and 7P marketing tools. The festivals under examination include Sziget, UH Fest, Gólem, and Kolorádó.