Marketing communication of student tariffs by O2 Czech Republic

This bachelor thesis focuses on the issue of marketing communication of O2 student tariffs in the Czech Republic. The main objective of the thesis is to analyse the current state of this communication and subsequently propose recommendations for its improvement. The theoretical part addresses marketing communication in general, with a narrower focus on the telecommunications sector. The practical part consists of two research methods: a qualitative interview with a representative of the O2 marketing team, and a quantitative survey, which gathered 204 responses from students and parents. Based on these findings, a SWOT analysis was created and complemented by a set of recommendations aimed at helping O2 communicate its student tariffs more effectively. The results indicate that the current communication is passive and lacks consistency, but the company has strong foundations and potential for improvement through clearer messaging, stronger digital presence, and long-term relationship building with the student audience.