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Marketing Strategy of the Secondary School Ceske Budejovice
Lundáková, Kateřina ; Král, Pavel (advisor) ; Novák, Michal (referee)
The main topic of this thesis is marketing communications of Gymnasium Olympic hopes in České Budějovice. The first part deals with the theory, which is focused on school communication mix, the school's image and marketing strategy. Then this thesis present actual marketing activities of school, describes the SWOT analysis and shows realisation of questionnaire survey and its post evaluation. Heart of the thesis is proposal of specific marketing strategy for GON, which is based on the results of the analyzes.
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Marketing of an Educational Institution
Šijan, Pavel ; Hesková, Marie (advisor) ; Slabá, Marie (referee)
The main subject of this thesis is the area of marketing for educational institutions. First part is focused on general theoretical aspects of marketing of services, specificity of marketing for educational institutions and marketing communication. The operative part attends to a selection of an educational institution, an execution of an analysis of internal and external environment of the school, an implementation of a marketing research recognizing image of the school and based on that designing the concrete marketing communication strategy.
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Intermediate school´s image as one of the selection criteria for parents and future students
SUCHÁNKOVÁ, Hedvika
My baccalaureate work deals with the topic of management in the school system, how secondary schools present themselves in the public and to what extent the quality of such presentation motivates parents in their decision making process regarding the choice of a particular secondary school for their children. The theoretical section of my work is focussed on the basic concepts of image, its kinds, the significance of relations management in services, school image as well as image analysis. The objective of this work consists in finding out the criteria which are relevant for the choice of the appropriate business school as related to selected aspects of school image. Several significant criteria related to school image were selected on the basis of interview research. These criteria were subsequently studied and analysed in internet presentations of secondary schools of the České Budějovice region with economic or business focus.
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