Marketingová strategie pro aplikaci TheMatch

This bachelor's thesis focuses on the design of a comprehensive and measurable marketing communication strategy for the mobile application TheMatch, which is intended for university students in Prague and facilitates the discovery of networking, educational and career-oriented events. Given the absence of a dedicated marketing budget, the thesis concentrates on identifying cost-effective communication channels, including social media, partnerships with universities, and organic growth mechanisms. The methodological framework combines a quantitative survey among students (N = 106) with qualitative interviews conducted with HR specialists. The findings reveal the key needs of both target groups and confirm the suitability of a B2B monetization model. The outcome of the thesis is an implementable marketing plan that provides the startup with concrete recommendations for acquiring its first users, increasing brand awareness, and establishing strategic partnerships, thereby supporting the successful market entry of the TheMatch application.