Marketing Strategy of the Vítězslav Novák Basic Art School in Jindřichův Hradec

This diploma thesis deals with the proposal of marketing strategy for a non-profit organization, the Art school of Vítězslav Novák in Jindřichův Hradec. Theoretical-methodological part first define the basic terminology needed, than follows the process of creating the marketing strategy. The specifics of the use of marketing in non-profit organizations as well as the structure of the communication mix, to which more detailed attention is paid, are also included in the first part of the diploma thesis. In the practical part, the planning phase of strategic marketing management is being developed. The final design of marketing and communication strategy is based on the results of the analysis of internal and external environment of the organization. To analyze the environment and current situation of the school are used to methods PEST, SWOT and Porter's five forces. Besides the above mentioned methods, marketing research is applied as well. The whole diploma thesis focuses the most on one of the sub-sections of marketing strategy, which is communication mix. This part is analyzed most in details.