The subject of the diploma thesis is the process of online persuasion in the case of higher education applicants for bachelor's and master's programmes at the Faculty of Social Sciences, Charles University (FSV UK) subject to tuition fees. The selected programmes form a specific class within the set of study programmes offered by the faculty resulting in necessity of different promotion strategies. The specificity of these programmes lies in the primary focus on multidisciplinarity, specific target group and the requirement of tuition fee payment. Online marketing and the recipient's persuasion being an effective tool gaining attention rapidly in recent years is the focus of this thesis. The attitudes of the main actors involved in the online persuasion in case of FSV UK are analyzed employing both quantitative (a questionnaire survey) and qualitative (semi-structured interviews with applicants and students) approaches. A SWOT analysis is performed based on a theoretical framework of information from universities, university marketing, marketing mix of universities and the persuasive principles and tools used to persuade the applicants to apply for studies at FSV UK. The work concludes with a summary of results obtained in a proposal of marketing strategy optimization for the Department of Public...
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:435481 |
| Date | January 2020 |
| Creators | Čuprová, Michaela |
| Contributors | Gartnerová, Eva, Jirák, Jan |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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