Marketing tactics of a selected language school

This diploma thesis investigates the marketing tactics of a selected language school while focusing on all elements of the marketing mix and their practical application. It identifies the key areas for its prosperity and future development based on selected qualitative research methods, such as analysis of the school's marketing activity and structured interview with its management and internal staff. It involves a partial comparison with the competitor educational institutions of a similar field of interest and besides its strengths and competitive advantages it also reveals its drawbacks using the SWOT analysis in terms of which it suggests recommendations for innovations. The theoretical part deals with the general issue of marketing and content of the marketing strategy while highlighting the importance of strategic planning of marketing goals as well as effective strategic marketing management. It provides a detailed view on the field of marketing tactics and its main part, i.e. basic and extended marketing mix with its particular marketing tools, in general as well as from the specific point of view of education. It investigates theoretical and practical characteristics of the individual marketing elements, and it focuses mainly on their usage in the educational field. The aim of the thesis..