The impact of basic online marketing tools on the sales of language courses

This bachelor thesis focuses on the use of online marketing on a specific example (selling language courses). The theoretical part defines the term online marketing, describes its history, birth and parts and compares it with the offline marketing. The theoretical part also presents how online marketing uses the social networks for its own benefit and mentions the most popular ones. Lastly, this part explains what content marketing and PPC campaigns are, which is important for a better understanding of the practical part of this thesis. At the beginning of the practical part, the thesis introduces the language school YES, whose online marketing campaign is the subject of the research of the thesis. Afterwards, the practical part describes the steps which were made before starting the campaign, the whole progress of the campaign and in the end, it evaluates (according to the metrics that were set during the first steps) whether the campaign was successful or not. The aim of the thesis was to find out how the implementation of the basic online marketing tools affects the selling of language courses and to consider if the online marketing strategy is more effective in the short-term or long-term period. The conclusion of the whole bachelor thesis summarises if the aims were fulfilled or not. If they were, it tells how the author of the thesis fulfilled these aims.