Marketingová a komunikační strategie firmy Unicorn Vysoká škola s.r.o

This thesis concerns the marketing and communication strategy of Unicorn Vysoká škola s.r.o., a private college in Prague, known as Unicorn University. In the first part, theoretical background of various types of analysis used is introduced, covering SWOT analysis and an overview of current trends in marketing and communication strategy of foreign private universities and colleges. The following chapter covers the practical use of said types of analysis, including an introduction of the analysed college and an analysis of two closest competitors on the market. Finally, a recommendation for marketing and communication strategy of Unicorn University is described and a general recommendation for communication strategy of local private colleges and universities as an emerging market. Thesis also covers marketing data of an Open Doors event between the years 2018 and 2019 at the college and issues a recommendation aimed at increasing the attendance of this event.