Analýza marketingového mixu střední školy

Abstract

The aim of the bachelor work is to examine the usage of marketing mix's instruments in the Obchodní akademie a VOŠS Ostrava. This paper first gives a brief literature overview of the marketing mix of services and marketing of educational institutions. The second part introduces the school's characteristic and its current position on the market. The third chapter deals with the methodology of marketing research and describes the individual steps of the preparation. To collect primary data, questionnaires were distributed among a random sample of students. The fourth section summarizes the results, discusses the main findings and is accompanied with various charts and graphs to simplify the reader's interpretation. Lastly, the concluding chapter suggests possible improvements to enhance school's position on the market and to increase the students' satisfaction.