Marketingová komunikační strategie učitele angličtiny vyšší cenové kategorie v České republice

The goal of the thesis is to evaluate and design a state-of-the-art communication strategy as a high-end educator of the English language, on Instagram, in Czechia. The theoretical part is compiled of the topics following – the marketing mix, marketing communication mix, marketing communication strategy, marketing communication goals, consumer preferences, Instagram as a platform, and Instagram features and tools. As for the research part, primary data had been gathered by questionnaire. The research questions used: RQ 1 Are marketing communication goals attained successfully on Instagram? RQ 2 What are the consumer preferences, of the given target group, communicated by the provided teaching services? RQ 3 What are the consumer preferences, of the given target group, as for the design and the strategy marketing communication on Instagram? RQ 4 Does @anglictina_with_miss_english successfully communicate its services as a high-end educator on Instagram? The research findings suggest that brand awareness and brand attitude as marketing communication goals are successfully met. The consumer preferences of the target group provided by the teaching services are – humour and memes for learning English. The design and the strategy of marketing communication on Instagram should focus on the usage of Stories and image posts. Reels can be used, but IG Live and IGTV should be used less often. Filters should be avoided. Quizzes should be used. Captions, text in stories and posts should be used minimally. High-quality images and videos should be used to communicate to the high-end segment.