Komunikační strategie baletní školy Desiré

The aim of the thesis is to propose an effective and comprehensive communication strategy for the Desiré Ballet School, integrating theoretical and practical insights from the field of marketing communication. The theoretical part is based on a review of professional literature and focuses on the marketing mix, communication mix, and their application in the service sector. The practical part builds on the theoretical framework through research, which includes an analysis of the current state of the school, evaluation of existing communication activities, and a survey of target group preferences conducted via a questionnaire. The research also incorporates a competitive analysis. Based on the findings, an optimized communication strategy for the Desiré Ballet School is proposed. This strategy includes specific recommendations for improving both online and offline communication, redesigning the website, intensifying the use of social media, and introducing new tools for sales promotion.