Návrh marketingovej komunikačnej stratégie pre jazykovú školu

Abstract

The aim of the thesis is to propose recommendations for improving the current marketing communication of the LEWA Language School with a focus on social media. The recommendations are formulated based on theoretical knowledge, competitor analysis, and the selected language institution and its marketing communication. In the introductory theoretical phase of the thesis, we deal with theoretical aspects related to marketing communication, including those in the field of educational institutions and the online space. An integral part is the theoretical elaboration of content marketing and marketing strategies. We also introduce the educational institution itself, the LEWA Language School. In the following section, we conduct analyses applied to the selected educational institution, which also lead to the determination of a strategy to improve the marketing communication of the language school in the online space. We focus, for example, on benchmarking, which has provided us with important information that has helped us compile the main part of the marketing communication strategy. In the final section of the thesis, we focus on proposals and recommendations that will create a suitable environment for improving the current situation of online marketing communication of the LEWA Language School.