The Secrets of Communication

Bc. Gülruh Sadiqova, A.S.

Bachelor's thesis

Abstract:

Thesis deals with the issues of marketing communications, its peculiarities and secrets. This topic is very relevant because every company starts it marketing activities with proper research and analysis of what is its key segments and which secret technichs it should apply to attract maximum clients and customers. The aim of the thesis is to investigate the most effective tactics, forms and means in marketing communication of the chosen company. The goals of the thesis were to analyze the key theoretical aspects related to marketing communication, its types, techniques and functions, and the best ways to effectively implement marketing communication practices in corporate activities. This goal has been fully reached in the theoretical part of the thesis. It has been investigated, that key customers of Coursera, Inc. are people that use the Internet and are particularly interested in online courses. That key segment recommended via survey that Coursera, Inc. should invest into ads on the social networks, such as LinkedIn and Facebook, and represent itself via traditional messages to its customers via partner’s websites or in different online magazines. Academic services need very formal ads.

Keywords

Coursera, Inc., online education, marketing communication, secrets of communication, social marketing, mobile marketing, guerrilla marketing.

Language used: English

Date on which the thesis was submitted / produced: 14. 4. 2016

Thesis defence

• Date of defence: 20. 6. 2016
• Supervisor: Ing. Jiří Šnajdar
• Reader: PhDr. Marie Koubová

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication