Marketingová komunikace vysoké školy

Abstract

Note The Thesis contains sensitive data that will not be a part of the electronic archiving. Sensitive data has been removed from the text of The Thesis and they are available in a printed version of my work, which will be submitted at defense.

Abstract Thesis topic is The Marketing Communications of the University, which currently has a vital importance for the education market. And for this reason that colleges struggle with high levels of competition for acquisition of potential students and especially facing unfavourable tendencies of demographic development of the population aged 19 years. The objective of this Thesis is to design an optimal communication mix of Moravian University College Olomouc, aimed to reach out the potential students and increase the satisfaction of current students with communication activities of the school. The operational objective is to analyze the preferences and satisfaction of current students first to third grade with communication activities or school channels, through which can be identified appropriate tools of effective marketing communication with target customers. In order to identify these preferences, satisfaction or dissatisfaction was chosen method of quantitative marketing research, specifically written questionnaire. Based on the analyzed results was in the last part of work designed two communication mixes aimed at potential and current students.