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Marketing communication of secondary school
Furáková, Jana ; Svobodová, Zuzana (advisor) ; Liška, Roman (referee)
The thesis entitled Marketing Communication of Secondary School focuses on the influence of marketing communication of secondary vocational school on the decision of pupils to apply for studies at this school. The theoretical part is devoted to secondary education, its anchoring in the educational system of the Czech Republic and the factors that influence pupils when choosing a secondary school. It also describes the basic concepts of marketing, the specifics of marketing in education, the marketing mix of the school, the environment surrounding the school, and describes its SWOT analysis. It discusses the school's marketing communication and its tools. The empirical part is divided into two phases. The first phase is based on a pre- survey in the form of interviews with pupils to specify and clarify the questions for the questionnaire and a follow-up survey. In the second phase, based on quantitative research methodology, a questionnaire survey is conducted among current vocational high school pupils to find out their reasons for applying to vocational high school. It also looks at the forms of marketing communication, the sources that are used to gather information and marketing communication towards the public. For further insight into the issue, the survey is analyzed as a whole and also by...
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Marketing Communicetion of the Primary School
Furáková, Jana ; Trunda, Jiří (advisor) ; Paulovčáková, Lucie (referee)
Marketing communication of the primary school ABSTRACT The bachelor thesis deals with the issue of marketing communication in education. The aim of the thesis is to compare marketing communication of primary schools in the capital city and primary schools the district of Nymburk. The thesis is focused on the comparison of marketing communication between those schools and parents of pupils who attend them. These findings will be based on electronic questionnaires which were sent to parents of pupils from five primary schools in Prague 12 and five primary schools in the district of Nymburk. The aim of the interview will beat least 70 % return on the total of 300 questionnaires sent out. Subsequently, the questionnaire survey will be evaluated and differences in marketing communication in Prague and in Nymburk district will be analyzed. The research focuses on the differences in the marketing tools used, the complexity of the informations provided through the primary school website, and the question if communication is the most important factor in the choice of primary school. It also shortly addresses the product of the school, which is closely connected to marketing communication and mix. In conclusion, the thesis states the state of both primary schools districts compared. The comparison takes into...
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