Využití digitálních nástrojů v marketingové komunikaci mateřských škol

This bachelor’s thesis focuses on the use of digital tools in the marketing communication of kindergartens. The aim of the thesis is to identify which digital tools kindergartens use, how they communicate with parents through these tools, and how this communication is perceived by both parents and school management. The theoretical part defines marketing communication, digitalization, and the specifics of communication in kindergartens. The practical part is based on a questionnaire survey among parents and on semi-structured interviews with kindergarten management. The research focuses on the most commonly used digital communication channels, their benefits, functionality, parents’ satisfaction, and possible communication issues. The contribution of the thesis lies in the formulation of recommendations that may help kindergartens use digital tools more effectively, improve their communication with parents, and strengthen cooperation between the school and the family.