Designing a Brand Ambassador Strategy to Promote Czech Universities among International Students

This master’s thesis examines the use and implementation of brand ambassadors in the internationalization efforts of Czech universities. With the widespread use of social media among prospective students, a brand ambassador program has the potential to promote universities among international applicants. Despite its potential, its adoption remains limited in the Czech higher education environment, and challenges in its management, such as lack of financial resources and insufficient personnel capacity persist. The thesis explores the experiences of universities and brand ambassadors of the Study in Czechia initiative, and evaluates the international students' opinions on university brand ambassador programs, their online communications usage, and social media content of interest. Based on the results, the thesis proposes a set of recommendations for the design and implementation of a brand ambassador program at Czech universities.