Diploma thesis deals with educational program of Honors Academia. The aim of the thesis is to set the marketing strategy of the program and to recommend suitable communication channels for marketing communication. The theoretical part deals with the marketing for education and services, with strategic management, namely with marketing strategy, tactics and analysis of internal and external environment. The pratical part consists of secondary research, one qualitative research, focus group, and two quantitative online questionnaires. The results of the survey are elaborated and marketing strategy is developed, marketing channels are reccomended and SWOT analysis and competition analysis are carried out.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359336 |
| Date | January 2017 |
| Creators | Šanová, Hana |
| Contributors | Zamazalová, Marcela, Rigerová, Lenka |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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