Analýza marketingové komunikace střední školy

Abstract

In my bachelor thesis I deal with marketing communication of secondary school. The aim of my thesis was to analyse the elements of communication mix of secondary school, and then suggest an effective, useful and achievable improvements. In my research I focused mainly on communication with potential students. This work includes characterization of the chosen secondary school, the basic theoretical background of marketing communication in the education, methodology of data collection and analysis of the marketing communication with potential students. I conducted my research by using a questionnaire survey at the open days of the secondary school. The last part contains suggestions and recommendations drawn from the analysis.