Návrh inovace jazykového kurzu pro studenty

Abstract

The goal of the Diploma Thesis was to design the innovation language course for students by using the conjoint analysis. This course should meet the needs of the target group, which are the university students and also should be as profitable as enough attractive to be included into the Hello Language School offer. The marketing research was executed in two phases – in the first research, by using an electronic questioning, was founded the information such as the attributes importance of the language course (number of lessons, price per lesson, time of lessons, day of lessons, lecturer's quality and experiences, discount), interest in the individual themes and teaching methods, interest in the contest for the language course students, preferred season and time of language school visits etc. On the basis of this research results were constructed the individual concepts of the designed innovation by using the conjoint analysis, which were later presented to the respondents for evaluation. This research was realized on the basis of the personal questioning. That attributes, which were evaluated in the first research as the most important attributes, were chosen for the conjoint analysis test. Specifically, it was the price per lesson, number of lessons, the lecturer and the contest. The reason of this test was to find such a concept whose combination of attributes will be evaluated by respondents as the most preferable.