TY - THES AU - Wirz, Benjamin T1 - Guideline for the Development of a Youth Marketing Concept for Allianz Cinema Zürich DA - 2017 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Anderegg, Roland AB - Allianz Cinema Zürich is an open air cinema event that takes place every year from the end of July to the end of August at the Zürichhorn. Over 50’000 persons visit the open air cinema every season. 88 % of the visitors are over 24 years old and only 12 % are between 16 and 24 years old. Hence, it is very interesting and important for its host Cinerent OpenAir AG to generate more visitors in the age range from 18–24 years. The Bachelor Thesis provides a guideline for the development of a youth marketing concept to attract this target group. Firstly, the needs, wants and behaviour of Generation Y are analysed with the help of an online survey. Based on this analysis and on expert interviews, concrete marketing activities are defined and ideas for special events for Millennials are generated. These recommendations are presented in a marketing concept, which is oriented towards a strategic marketing process including the phases of analysis, strategy and the marketing mix (7 P’s). M3 - Bachelorarbeit Tourismus M4 - Citavi ER -