Návrh marketingové komunikace střední školy

Abstract

The aim of this bachelor thesis was to analyse elements of communication mix at Post-Secondary Professional School and Hotel School Opava. I focused mainly on the communication with students of the secondary school and potential students – pupils of the ninth grade at primary schools. The theoretical part describes Post-Secondary Professional School and Hotel School Opava, its history, economic situation, organizational structure and presentation of secondary school specializations. The overall atmosphere influencing the school in every way is also characterized. This part describes also theoretical basis of marketing communication from which I proceeded in the practical part of the thesis. The practical part consists of an analysis of the current marketing communication and marketing research which was undertaken on the basis of a written questionnaire for the first grade students at Post-Secondary Professional School and Hotel School Opava. In accordance with the analysis’ results, measures for the present marketing communication improvements were introduced to the management of the school. I hope that these suggestions and recommendations will contribute to a more effective utilization of individual elements of the school’s marketing communication and will lead to a more considerable success on the education market and strengthening of the relationship with current students.