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Marketing tactics and its application in the management of elementary art school
Bémová, Alena ; Kursch, Martin (advisor) ; Liška, Roman (referee)
The diploma thesis deals with the application of marketing tactics, that is, in the form of a marketing mix in school management. It is based on theoretical knowledge in the field of marketing. Marketing tactics use elements of the marketing mix and these elements help the managers of the organization in compiling the offer so that the offer addresses the customers and satisfies their needs. The aim of the diploma thesis is based on the analysis of the current state of marketing management with a focus on elements of the marketing mix of the selected elementary art school to propose recommendations for innovation and especially through marketing communication tools to improve communication flows in relation to current and potential school clients, and thus increase the attractiveness and competitiveness of the school. The subject of the research part of the work is the analysis of the current state from the point of view of individual elements of the marketing mix. It also examines in more detail the level of marketing communication as an important communication and presentation element of the school. Two methods were used for the research part. The first method is a questionnaire survey, the target group of which are parents of children attending a selected elementary art school. It focuses on the...
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Parents' Preference Criterias in Kindergarten Choice
Bémová, Alena ; Trunda, Jiří (advisor) ; Trojan, Václav (referee)
The aim of this bachelor thesis is to find parents' preference criterias in kindergarten choice. These criterias will be monitored in two groups of kindergartens. On the one hand, they are kindergartens from the marginal part of Prague, specifically from Prague 11, where they are located partly in the construction of family houses, partly in a panel housing estate. On the other hand, they are kindergartens from the center of Prague, specifically from Prague 2, which are in the old part of Nové Město. The aim of this bachelor thesis is therefore not only the parents' preference criterias when they are choosing a kindergarten to find but also to compare these criterias in the given groups of schools. In the theoretical part, the thesis first deals with marketing, school management, and public relations. Schools may have difficulty to attract pupils and, in the absence of pupils, the school's financial resources are limited. A school that wants to enforce in a competitive environment will have to choose a strategy based on marketing approach. Further attention is paid to kindergarten and its legal definition in Act No. 561/2004 Sb., pre-school, primary, secondary, tertiary professional and other education (school law) and current issues (compulsory pre-school education, admission of children from two...
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