Návrh strategie marketingového mixu vzdělávacích programů

Abstract

The master thesis is focused on marketing mix strategy suggestion of training programs. The aim of master thesis is suggestion a strategy marketing mix training programs so that a potential customer the most appealing. The master thesis includes theory, which defines the basic concepts related to the topic of the master thesis, which is focused on marketing services, marketing mix of training services and strategic according to the marketing mix. The practical part is focused on description of marketing mix concrete training institution and its surroundings. Achieving this objective was used marketing research in the form of individual depth interview, which was used to determine the preferences of companies that are interested in the training programs. On the basic of results of marketing research and detected information processing characteristics of the chosen training institution was established a strategy for the individual elements of the marketing mix. The largest part of the strategy deals with marketing communications division, because in this part was identified biggest shortage.