Analýza nabídky sportovních kurzů VŠE a jejich propagace

The aim of the diploma thesis is to suggest methods for improvement the communication and promotional strategy for the offered sport courses of the Prague University of Economics and Business, including the creation of own proposals for promotional documents. The goal will be achieved through a detailed analysis of the communication strategy and with help of own marketing research. The theoretical part is focused on defining terms as marketing research, SWOT analysis and communication mix. It is also focused on various types of marketing communication and the creation and design of promotional documents and advertising texts. The practical part contains an analysis of the offer of VŠE sport courses, analysis of communication strategy and communication mix of CTVS, its SWOT analysis and also an analysis of competitive universities, specifically their offer of sport courses and communication strategy with focus on digital and online communication. At the end of the thesis is evaluated the marketing research, which was made by the author among the students and graduates of the University of Economics. Based on the research results, own ideas for improvement the communication and promotional strategy of CTVS are proposed, including own proposals for promotional documents.