Organizace webinářů vzdělávací organizace USUS

Bc. Gabriela Zmeškalová

Diplomová práce

The Planning of Webinars for the Educational Company USUS

Anotace:

Diplomova prace se zameruje na problematiku firemniho vzdelavani. Cilem je navrh tvor- by a komunikace noveho produktu vzdelavaci spolecnosti USUS, ktery by mel byt v brzke dobe zahrnut do portfolia teto firmy. V teoreticke casti prace jsou charakterizovany zakladni pojmy, se kterymi autor dale pra- cuje v analyticke casti. Konkretne se jedna o charakteristiku pojmu marketing, marketin- govy mix, komunikacni mix, tvorba marketingove strategie a marketing ve sluzbach. V ramci analyticke casti je popsana situace v oblasti vzdelavani dospelych na ceskem trhu. Popsana je take cinnost a nabidka spolecnosti USUS, situacni analyza firmy USUS sklada- jici se z analyz PEST a SWOT a konkurencni analyza. Cilem je zjistit zda je situace na ceskem trhu pro tvorbu webinaru prizniva, a jake jsou nejvhodnejsi komunikacni kanaly pro komunikaci produktu webinare. Projektova cast predstavuje charakteristiku produktu webinare, ktere vznikaji na tema ob- chodnich dovednosti, dale konkretni navrh komunikace tohoto produktu. V zaveru prace jsou popsana konkretni kriteria, ktera by mela byt zohlednovana pri vyhodnocovani celeho projektu.

Abstract:

The thesis focuses on the issues of corporate training. The aim is to determine how a new product of educational company USUS should be created and communicated towards tar- get USUS customer. The theoretical part describes the basic concepts, which are further used in the thesis, particularly in the analytical part. The main concepts in particular, which are described in detail along with its components in the thesis, are terms "marketing", "marketing mix", "communication mix", "marketing strategy" and "services marketing strategy". The analytical part describes current situation in the field of corporate training. Operations of USUS company its key activities are analysed as well with the PEST, SWOT analysis and an analysis of the competition. The aim is to determine whether there is a potential for webinars on the Czech market and what would be the most efficient channels to communi- cate the product with. The conclusion of the thesis desribes the new product, how it would be created, determines a specific target group and suggests specific communication tools that should be used in the communication with potential customers. Specific criterias of the project evaluation is suggested in the last part of the thesis.

Klíčová slova

firemni vzdelavani, online vzdelavani, e-learning, webinare, mekke doved- nosti, obchodni dovednosti

Jazyk práce: čeština

Datum vytvoření / odevzdání či podání práce: 24. 4. 2015

Zveřejnit od: 24. 4. 2015

Obhajoba závěrečné práce

Univerzita Tomáše Bati ve Zlíně

Fakulta multimediálních komunikací

Magisterský studijní program / obor:
Mediální a komunikační studia / Marketingové komunikace