Possibilities of managing the marketing department of AIESEC Praha

The thesis focuses on the untapped potential of the marketing department in AIESEC Praha. The aim of the thesis is to reveal how AIESEC Praha could make the marketing department more effective and to find out how to improve the strategy and communication of the organization to strengthen the image of AIESEC. In the theoretical part, the author deals with the basic terms and concepts of marketing strategic management, marketing holistic concept and specifics of marketing for non-profit organizations. The practical part focuses on the identification of problems in the marketing department of AIESEC Praha through naturalistic observation, semi-structured interviews, and analysis of electronic resources. A SWOT analysis was conducted to summarize the research findings. The research findings show that some meetings lacked clearly defined next steps and objectives, and that inadequate measurement of results, lack of education, incomplete documentation, and several other problems slow down the activities and development of the marketing department of AIESEC Praha. On the other hand, organizational culture was identified as the main motivator for staying in the organization. Author’s recommendations include cooperation with #HolkyZMarketingu, expanding and switching to a different marketing database platform, and a mentoring program with AIESEC Praha alumni.