Návrh marketingové strategie jazykového kurzu pro seniory

Abstract

The purpose of this Diploma Thesis was to design the marketing strategy of new language course for seniors. The course should mostly meet the needs and abilities of its participants, meaning persons older 50 years and also should be attractive enough to be included into the Hello Language School offer. Design of marketing strategy was based on two consecutive researches. The first of them was survey method, which was focused on information such as attributes importance of the language course for seniors (price, place of lessons, daytime, duration of lessons, course duration and number of lessons per week), interest in the specific languages and their levels, suitable days for teaching, price range of the course using Holland Price Sensitivity test, sources of information etc. The second round of research was a combination of survey method and an experiment. The information which was discovered by the first research was tested on Conjoint analysis where the purpose was to find a suitable concept . The price, place and daytime were tested as the most important attributes.