Využití formátu krátkých videí v marketingové komunikaci s uchazeči o bakalářské studium v ČR

The short-form videos present new communication opportunities for marketers, particularly with young audiences, making them potentially effective for universities to engage applicants. The bachelor's thesis aims to assess the current state and utilization possibilities of short-form videos on social media in the marketing communication of universities targeting applicants for bachelor's degree programs in the Czech Republic and based on the results, to propose practical recommendations. The theoretical part examines professional sources and establishes the conceptual foundation for the research topic. In the practical section, a quantitative content analysis is then conducted to explore the popularity of videos from universities and their individual elements. Using semi-structured interviews, the opinions and attitudes of bachelor's degree applicants are subsequently investigated. Finally, the research findings are summarized, and recommendations regarding video creation are provided to universities. Universities should create high-quality videos that will be relatable to their target audience.