Marketing communication activities of ESN CULS Prague

Liubov Khlebtcova

Master's thesis

Abstract:

The goal of the diploma thesis is to investigate and develop marketing communication process activities of non-profit organization Erasmus Student Network (ESN CULS Prague). This diploma thesis is divided into theoretical and practical parts. The theoretical part illustrates literature review in a framework of marketing of non-profits and their nature, characteristics of marketing communication activities, and integrated marketing communications. Additionally, it includes ESN overview and its features.Practical part is built on research of ESN CULS Prague, its all-embracing internal and external analyses, marketing communication activities analysis, promotional mix analysis and questionnaire. All techniques used in diploma thesis showed existing cons and minuses needed to be corrected. The feedback received by Erasmus and Exchange students drew the results and critics that were very useful when constructing marketing communication suggestions. Based on data observed and analysis conducted, the relevant conclusions and recommendations regarding the improvement of marketing communications and promotional process of ESN CULS Prague are proposed.

Keywords

Marketing mix, promotion, marketing communications, PEST analysis, Erasmus Student Network, internal analysis, association, SWOT analysis, IMC, external analysis, non-profit organization

Language used: English

Date on which the thesis was submitted / produced: 29. 11. 2017

Thesis defence

• Supervisor: Ing. Ladislav Pilař, MBA Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management