Konkurenční schopnost organizace na trhu jazykového vzdělávání

Abstract

The bachelor thesis is focused on competitive abilities of the educational organization in the field of language education market specifically on the Department of German Studies at the University of Ostrava. The first part of the thesis describes the theoretical basis. The theory is focused on school marketing and analysis that will be used in the practical part. Part of the thesis is also characteristic of the examined organization. In the practical part is used Porter's model of five competitive forces. Each aspect of the model is elaborated in detail. Then follows marketing research. Two satisfaction surveys were created, one for students and one for graduates. Each question is evaluated separately. On the basis of these analyzes, the last part of the thesis contains measures for increased competency of the department. One measure was proposed to increase the competitive advantage and four measures to increase school customer satisfaction.