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Marketing Strategy of the College of Polytechnics Jihlava
 Kopicová, Petra ; Krbová, Jana (advisor) ; Novotný, Jakub (referee)
The subject of this thesis is the elaboration of the marketing strategy of the College of Polytechnics Jihlava, based on theoretical knowledge and conducted strategic analyses. The thesis is divided into two parts and three consecutive chapters. The first part (chapter 1 and 2) is devoted to the definition of basic concepts which are necessary basis for the text understanding and follow-up the definition of the basic theoretical and methodological foundations for the marketing strategies creation. In the second part (Chapter 3) the strategic analysis is performed, which is a necessary foundation for creating a marketing strategy, the proposal is also part of the 3rd chapter. There is a separate and overall evaluation of the analyses in this part of the thesis and it determines the competitive position of higher education institution (HEI), HEI catchment area and especially the strengths and weaknesses of the school, its opportunities and threats. Since this is the first strategic step at the College of Polytechnics Jihlava in the marketing activities area, the practical part also contains of many recommendations for the management of the school.
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