Proposed communication strategy for Jipka Butovice language school

The objective of the diploma thesis is to draw up the proposal for a communication strategy for the Jipka Butovice language school. A comprehensive analysis of marketing communication costs through the partial breakdown of costs for individual communication disciplines is applied as the working method. The partial objective is to create a comprehensive overview of the structure and the development of marketing costs within the monitored period. By analyzing the characteristics of the language school students, their satisfaction and loyalty and by analysing the discounts offered, the satisfaction factors and defining patterns of customer behaviour are further determined. The output is a summary of the analysis conclusion and a subsequent series of recommendations for company management which forms the basis for strategic decision making and future planning. The role of the communication proposal derived from the relationship of the conclusions drawn from the selected analysis is to increase the level of customer relationship management and to effectively allocate the costs for various marketing communication tools for the language school.