Cílem projektu je vybrat vhodné nástroje marketingové komunikace pro vybrané fakulty Univerzity Tomáše Bati v poskytování vzdělávacích služeb pro zahraniční studenty.
První část práce se zabývá teoretickým zázemím tématu. V této kapitole jsou popsány klasifikace a marketingový mix služeb. Autor se pak více zaměřuje na specifika vzdělávacích služeb. Druhá část obsahuje popis provedeného výzkumu a analýzu shromážděných dat. Třetí část obsahuje projekt, kde autor navrhuje nástroje marketingové komunikace a jejich implementaci.
Anotace v angličtině
The aim of the project is to choose appropriate marketing communication tools for select-ed faculties of Tomas Bata University in providing education services for international students.
The first part of the thesis deals with the theoretical background of the topic. In this chap-ter main features, classifications and marketing mix of services are described. Then the author focuses more on the specific of education services. Second part contains the de-scription of conducted research and analysis of gathered data. Third part includes the pro-ject where the author suggests marketing communication tools and how to implement them.
Klíčová slova
Služby, vzdělávání, mezinárodní studenty, vzdělávací služby, mezinárodní studentská trhu, marketingový mix, propagace, Univerzita Tomáše Bati, segmentace
Klíčová slova v angličtině
Services, education, international students, educational services, international student market, marketing mix, promotion, Tomas Bata University, segmentation.
Rozsah průvodní práce
98.(145 850).
Jazyk
AN
Anotace
Cílem projektu je vybrat vhodné nástroje marketingové komunikace pro vybrané fakulty Univerzity Tomáše Bati v poskytování vzdělávacích služeb pro zahraniční studenty.
První část práce se zabývá teoretickým zázemím tématu. V této kapitole jsou popsány klasifikace a marketingový mix služeb. Autor se pak více zaměřuje na specifika vzdělávacích služeb. Druhá část obsahuje popis provedeného výzkumu a analýzu shromážděných dat. Třetí část obsahuje projekt, kde autor navrhuje nástroje marketingové komunikace a jejich implementaci.
Anotace v angličtině
The aim of the project is to choose appropriate marketing communication tools for select-ed faculties of Tomas Bata University in providing education services for international students.
The first part of the thesis deals with the theoretical background of the topic. In this chap-ter main features, classifications and marketing mix of services are described. Then the author focuses more on the specific of education services. Second part contains the de-scription of conducted research and analysis of gathered data. Third part includes the pro-ject where the author suggests marketing communication tools and how to implement them.
Klíčová slova
Služby, vzdělávání, mezinárodní studenty, vzdělávací služby, mezinárodní studentská trhu, marketingový mix, propagace, Univerzita Tomáše Bati, segmentace
Klíčová slova v angličtině
Services, education, international students, educational services, international student market, marketing mix, promotion, Tomas Bata University, segmentation.
Zásady pro vypracování
1. Study the theoretical background of marketing communications tools, educational services and international student market.
2. State the main goal, sub-goals, research questions and methodology of the thesis.
3. Based on market research results, identify what factors effect customer choice of certain countries and university.
4. Distinguish and categorize main sources of information which customers use to make a decision.
5. Based on the results of the analysis choose and develop appropriate marketing communication tools for promotion of education services for international students outside the EU in Tomas Bata University. With the help of the the project the university can attract more international students and improve the place in the ranking among Czech Universities.
Zásady pro vypracování
1. Study the theoretical background of marketing communications tools, educational services and international student market.
2. State the main goal, sub-goals, research questions and methodology of the thesis.
3. Based on market research results, identify what factors effect customer choice of certain countries and university.
4. Distinguish and categorize main sources of information which customers use to make a decision.
5. Based on the results of the analysis choose and develop appropriate marketing communication tools for promotion of education services for international students outside the EU in Tomas Bata University. With the help of the the project the university can attract more international students and improve the place in the ranking among Czech Universities.
Seznam doporučené literatury
BURNS, James A; HAYES, Thomas J. New Strategies in Higher Education Marketing. GB: Routledge Ltd, 2012. ISBN: 1560241985.
MAZZAROL, Tim. The Global Market for Higher Education. University of Western Australia: Publishing, 2002. ISBN: 1840643293.
OPLATKA Izhar, HEMSLEY-BROWN Jane. Higher education consumer choice. Basingstoke: Palgrave Pivot, 2015. ISBN:978-1349697953.
PHILIPPOV, Vladimir. Global education market. Moscow: Rudn, 2008. ISBN: 978-985-543-276-1.
WOODRUFFE Helen. Services marketing.Pitman Publishing, 1999. ISBN: 0712110399.
Seznam doporučené literatury
BURNS, James A; HAYES, Thomas J. New Strategies in Higher Education Marketing. GB: Routledge Ltd, 2012. ISBN: 1560241985.
MAZZAROL, Tim. The Global Market for Higher Education. University of Western Australia: Publishing, 2002. ISBN: 1840643293.
OPLATKA Izhar, HEMSLEY-BROWN Jane. Higher education consumer choice. Basingstoke: Palgrave Pivot, 2015. ISBN:978-1349697953.
PHILIPPOV, Vladimir. Global education market. Moscow: Rudn, 2008. ISBN: 978-985-543-276-1.
WOODRUFFE Helen. Services marketing.Pitman Publishing, 1999. ISBN: 0712110399.
Přílohy volně vložené
1 CD
Přílohy vázané v práci
ilustrace, grafy, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
The chairman of the commission welcomed the student on the final state examinations.
The student presented her diploma thesis to the Examination Commission according to the prescribed structure. Both the supervisor's and opponent's reviews were read. The student was given the opportunity to comment on the remarks and answer the questions below.
In the opponent's review, the following questions were asked:
1. If you want to achieve higher research validity, what other research methods for data collecting could you choose and use? The student fully answered the question.
2. What positive and negative factors do you consider to be the most important in building a united European education market? The student fully answered the question.
3. Does the current European education market affect the immigration crisis? How? Are there academic studies already in this area? The student fully answered the question.