Marketing Communication of an Online Course

The bachelor thesis is regarding the marketing communication of online English language courses. The objective of this thesis is to identify the target group of these courses, to select appropriate communication channels and to propose an effective marketing communication strategy for the product. The theoretical part of the thesis provides a conceptual framework in the areas of online education, digital marketing, social media marketing and marketing funnels. The practical part of the thesis introduces the entrepreneur involved. Subsequently, it draws on secondary data from the MML-TGI database. The practical part of the thesis encompasses analyses of marketing funnels, social media content and Meta ads. The final section is dedicated to the evaluation of the questionnaire survey. The outcome of the thesis is a proposal of a marketing strategy based on the synthesis of all practical findings and theoretical knowledge.