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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 Opportunities for Nurseries. The degree of parents' education as one of the possible factors that influence the choice of a nursery
Střechová, Jarmila ; Trunda, Jiří (advisor) ; Trojanová, Irena (referee)
Title: Marketing Opportunities for Nurseries Subtitle: The degree of parents 'education as one of the possible factors that influence The choice of a nursery. Author: Jarmila Střechová Department: The education management centre Supervisor: Mgr. Bc. Jiří Trunda Abstract: This Bachelor Thesis presents basic information on school marketing and describes the importance of marketing management of schools in general. Schools make significant effort to stand up to the strong competition and they must react to social changes quickly and flexibly. The changing situation influences parents' ideas of how schools should work. Therefore, it is an essential part of the marketing management of schools to determine and predict clients' requirements. This thesis is based on the assumption that a good knowledge of clients' requirements can help organization management to respond to market demand effectively. The research part of the thesis is based on a survey that was carried out at a housing estate nursery and was focused on finding out about parents' priorities affecting the choice of a pre-school facility. The research assesses whether the observed nursery's current offer will meet client's demands in the near future. The results of this thesis might inspire nursery managements to consider their own opportunities to...
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Marketing activities in selected secondary schools as a tool for successful student recruitment
LAPŠANSKÁ, Lenka
This bachelor thesis deals with marketing activities that secondary schools realize in order to be successful in recruitment of pupils into the first years of studies. The work outlines that current competition among schools together with low birth rate seem to want schools to look for different ways of promotion which far exceed basic activities of Open Doors days, recruitment activities in the ninth year at elementary schools or presentation of schools at school fairs. These traditional elements of pupil recruitment could be at present too little to rely on. The aim of the bachelor thesis is to analyse and evaluate marketing activities of selected secondary schools, especially in relation to their future applicants. The theoretical part of the thesis contains an introduction to marketing issues and defines basic concepts of school promotion and strategy. It further illuminates individual marketing activities that are effective for school to practise and one part is also devoted to the field of pupil recruitment. The main and crucial part of the thesis is a research that analyses the individual marketing activities used by selected schools in order to address prospective applicants for study. The quantitative research uses a questionnaire survey technique. Results of the quantitative research data (from 97 respondents from secondary schools in the South Bohemian Region and three neighbouring regions) are leading up to the analysis, on the basis of which recommendations for improving the marketing behaviour of secondary schools are proposed.
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Marketing communication of Faculty of Physical Education and Sport, Charles University in Prague
Jindrová, Jana ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Marketing communication of Faculty of Physical Education and Sport, Charles University in Prague Objectives: The aim of this thesis is to analyze the current marketing communication of Faculty of Physical Education and Sport, Charles University in Prague and based on the obtained data to create proposals for the improvement of current marketing communication or suggest new instruments that will help to streamline existing marketing communication. Methods: To analyze the current marketing mix of the faculty is used a qualitative research in the form of group discussions with current students of the faculty and pre-prepared written questioning for the staff of the Marketing department of the faculty. Results: The main outcome of this thesis is the evaluation of current marketing communication and creation of its improvement for example by adding new communication instruments, streamlining of the current marketing communication instruments. Keywords: Marketing, marketing communication, communication mix, non-profit organization, marketing of school, group discussion
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Marketing Opportunities for Nurseries. The degree of parents' education as one of the possible factors that influence the choice of a nursery
Střechová, Jarmila ; Trunda, Jiří (advisor) ; Trojanová, Irena (referee)
Title: Marketing Opportunities for Nurseries Subtitle: The degree of parents 'education as one of the possible factors that influence The choice of a nursery. Author: Jarmila Střechová Department: The education management centre Supervisor: Mgr. Bc. Jiří Trunda Abstract: This Bachelor Thesis presents basic information on school marketing and describes the importance of marketing management of schools in general. Schools make significant effort to stand up to the strong competition and they must react to social changes quickly and flexibly. The changing situation influences parents' ideas of how schools should work. Therefore, it is an essential part of the marketing management of schools to determine and predict clients' requirements. This thesis is based on the assumption that a good knowledge of clients' requirements can help organization management to respond to market demand effectively. The research part of the thesis is based on a survey that was carried out at a housing estate nursery and was focused on finding out about parents' priorities affecting the choice of a pre-school facility. The research assesses whether the observed nursery's current offer will meet client's demands in the near future. The results of this thesis might inspire nursery managements to consider their own opportunities to...
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How to sell education: analysis of marketing tools used in education
Ivaničová, Martina ; Šimůnek, Michal (advisor) ; Novotná, Eliška (referee)
This master thesis deals with the problematics of marketing in education. It analyses and compares marketing tools used in education, methods of implementing marketing activities in secondary schools in Slovakia, it examines how schools percieves problem of school massification of the education. Thesis consists of two parts. In the first part are defined basic concepts and theoretical foundations related to marketing and to the issue of massification of education. The second one is a research. Methodology characterizes research methods, methods of selection and a description of respondents. This is followed by evaluation and presentation of results. The conclusion is the summary of point key elements and it describes and evaluates the obtained knowledge.
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