International marketing strategy of Faculty of Economics and Administration, Masaryk University

Ing. Daria Borovko

Diplomová práce

Abstract:

Diploma thesis is focused on development of international marketing strategy for an educational institution. Theoretical overview on education in general, theories of students'choice of studies, as well as marketing strategy development basics was performed in the work. Further, a situational analysis of organizational goals and available resources,possibilities and constraints in the external environment was carried out by means of a survey.In the research an interview with vice-dean for international affairs of the Faculty of Economics and Administration, Masaryk University, Ing. Petr Smutny, Ph.D., as well as interviews with current and graduated students of Master's studies in English, was conducted. Additionally, competitive analysis of educational market in Czech Republic and neighbouring countries was performed. Based on the findings of situational analysis and SWOT analysis,proposals on improvement of current marketing strategy for the Master's studies in English of the Faculty of Economics and Administration, Masaryk University were suggested.

Keywords

Marketing, international marketing strategy, education, Master's programme, students, student's choice.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 12. 2012

Obhajoba závěrečné práce

• Obhajoba proběhla 24. 1. 2013
• Vedoucí: doc. Ing. Alena Klapalová, Ph.D.
• Oponent: Ing. Petr Smutný, Ph.D.

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Ekonomika a management / Podnikové hospodářství (angl.)