Marketingová komunikace vzdělávacích kurzů

This bachelor thesis focuses on marketing communication of educational courses. It describes what analyses, methods and procedures are needed to create appropriate and effective communication with customers.The theoretical part of the bachelor thesis contains an analysis of the marketing mix of services, SWOT analysis and competition analysis. The following is an analysis of the process of creating a communication campaign, what parts are included in the pre-production and what is the creative solution itself.The practical part is based on the knowledge of the theoretical part. The beginning contains a presentation of the organization Akademie multimédií, then the analyses that were performed, the marketing mix, SWOT analysis and analysis of the competition in form of the marketing mix of competitors are presented. The next part is the pre-production of a communication campaign, which deals with determining the brand´s position in the market, the goal of the communication campaign and the target group. The last chapter of the practical part is a creative solution, which contains a communication message, insight, marketing strategy, creative concept and its visual processing.The aim of the bachelor thesis was a specific proposal for a communication campaign for the Letní akademie multimédií 2020, organized by the Akademie multimédií in August 2020.The conclusion contains a summary of the entire process of planning a communication campaign, as well as an evaluation by the client whether the client was satisfied with the proposal.