Sandi Simon, BrunaFitzGerald, Linda2023-12-222023-12-222020https://irf.fhnw.ch/handle/11654/40818The FitzGerald Bilingual Day School opened in the year 2000, and for 20 years relied primarily on word of mouth to find new customers. However, with the desire to acquire more customers came the need for a more systematic approach, as the company's management believed that a lack of brand awareness was the primary reason for not attracting more customers. This need for a more systematic approach could be answered with a comprehensive marketing concept for the FitzGerald Bilingual Day School.en330 - Wirtschaft11 - Studentische Arbeit