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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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