This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.

The aim of this thesis is to analyze the current state of online marketing communication of LIP distribution, Ltd. and further recommendations for its improvement. The work is divided into theoretical and practical part. The theoretical part deals with a detailed overview of the possibilities that internet marketing offers - the most frequently used tools and their importance for the company. The practical part is devoted to analysis of the current state of internet marketing of the LIP distribution, Ltd. Much attention in the practical part is paid to an interview with the owner of the company, which makes the proposal to improve online marketing communications for this company viable.

A comunicação acústica é um importante elemento do comportamento reprodutivo de muitos animais. Em anuros a comunicação que recebe o nome de canto de anúncio tem como principal função a atração de fêmeas coespecíficas. Assim, a vocalização é um mecanismo primário de isolamento reprodutivo, e mostra-se importante no trabalho de determinação de espécies, pois assegura uma diagnose confiável, principalmente em caso de espécies crípticas, como ocorre no gênero Hylodes. Esse gênero compreende 24 espécies descritas, encontradas quase em sua totalidade em ambientes de Floresta Atlântica, exceto por H. otavioi (mata rupestre), e sempre associadas a rios e riachos em terrenos acidentados, distribuídas do Espírito Santo ao Rio Grande do Sul. O objetivo deste trabalho foi analisar o canto de anúncio de 9 populações e revisar a descrição da vocalização das 18 espécies descritas do grupo de H. lateristrigatus. Nós realizamos a redescrição do canto de H. lateristrigatus e H. sazimai; alteramos a distribuição de H. pipilans; e detectamos três possíveis novas espécies, que estão sob análise. / The bioacoustic communication is substantial on reproductive behaviour of many animal groups. In anurans the advertisement call is the main communication signal and its major function is conspecific female attraction. Therefore, calling is the primary reproductive isolation mechanism and it is essencial in determining species, because it guarantees a reliable diagnosis specially in cryptic species as Hylodes. This genus comprises 24 species, which occur in the Atlantic Forest, with the exception of H. otavioi (Rocky Forest). Hylodes species are always related with streams and waterfalls from Espírito Santo to Rio Grande do Sul. The purpose of this study is to analyse the advertisement call of nine populations and review the calling of 18 described species of H. lateristrigatus group. We redescribed the advertisement call of H. lateristrigatus and H. sazimai; broadened the distribution of H. pipilans; and detected three probable new species that are under study.

Esta dissertação, que se insere na linha Estudos linguísticos e didáticos, tem por objetivo estudar o ensino-aprendizagem de língua estrangeira através da elaboração de uma sequência didática e da produção de textos pertencentes ao gênero textual anúncio publicitário por alunos de FLE. Para tanto, visamos a apresentar a análise desse gênero textual e suas contribuições para as práticas de ensino de língua estrangeira e, sobretudo, buscamos colaborar para as reflexões sobre o desenvolvimento das capacidades de linguagem dos alunos na aprendizagem de FLE através de gêneros textuais. Porém, pretendemos dar especial atenção ao desenvolvimento da capacidade de argumentar, por meio de textos verbais e visuais, característicos do anúncio publicitário. Para isso, apoiamo-nos no quadro teórico-metodológico do interacionismo sociodiscursivo (ISD), tal como é apresentado por Bronckart (1999, 2003, 2006, 2008), no que se refere à compreensão do agir humano através da atividade de linguagem. Servimo-nos também do modelo de análise de textos do ISD destinado, principalmente, ao estudo de textos verbais e das propostas para o ensino de línguas por meio dos gêneros textuais (SCHNEUWLY; DOLZ, 2004). Inspiramo-nos, também, na união das categorias da Gramática do Design Visual (GDV), desenvolvida por Kress e Van Leeuwen (2006), para nos auxiliar na análise de textos não verbais, à perspectiva do ISD, assim como foi proposta por Leal (2011). Essa união das teorias possibilita a análise dos gêneros textuais multimodais como os anúncios publicitários, pois, esse gênero combina textos verbais e não verbais. Baseamo-nos, ainda, em outros teóricos do ISD para a elaboração do material didático através da noção de gênero textual (SCHNEUWLY; DOLZ, 2004; CRISTOVÃO, 2005; MACHADO, 2005; DIONÍSIO, 2005; LOUSADA, 2005) e para analisar o desenvolvimento das capacidades relacionadas ao argumentar (PLANTIN, 2008; KOCH, 2004). Dessa forma, construímos o modelo didático do gênero textual anúncio publicitário, elaboramos uma sequência didática e a aplicamos , de modo a coletarmos as produções textuais iniciais e finais dos alunos de FLE. Posteriormente, analisamos as produções através do modelo de análise proposto neste estudo, observando a apropriação do gênero textual anúncio publicitário pelos alunos e, portanto, sua aprendizagem no que diz respeito aos efeitos argumentativos produzidos pela combinação do texto verbal e visual. Os resultados desta dissertação apresentam o gênero textual como megainstrumento (SCHNEUWLY; DOLZ, 2004), visto que ele contribui para o desenvolvimento das capacidades de linguagem dos alunos em língua estrangeira e, sobretudo, da capacidade que permite ao aluno argumentar, valendo-se de elementos verbais e visuais, ou seja, agir socialmente por meio da linguagem / This thesis, which belongs to the research project linguistic and didactic studies, aims to study the teaching and learning of foreign language through the development of a didactic sequence and production of texts belonging to the textual genre advertisement by FLE students. In order to achieve this goal, we aim to present the analysis of this textual genre and its contributions to the practices of foreign language teaching and, above all, we seek to contribute to the discussions on the development of students language capacities when learning FLE through textual genres. However, we intend to focus in particular on the development of the capacities to argue, through verbal and visual texts, which are characteristic of the advertisement texts. In order to do so, we rely on the theoretical and methodological framework of socio-discursive interactionism (SDI), as shown by Bronckart (1999, 2003, 2006, 2008), regarding the understanding of human activity through language activity. Moreover, we employ the model of text analysis of the SDI intend, primarily to the study of verbal texts and proposals for teaching languages through text genres (SCHNEUWLY; DOLZ, 2004). Furthermore, we are inspired by the union of the categories of Grammar of Visual Design (GVD), developed by Kress and Van Leeuwen (2006), to assist in the analysis of non-verbal texts, in the prospective of SDI, as proposed by Leal (2011). This union of theories enables the analysis of multimodal textual genre as advertisements, because this genre combines verbal and nonverbal texts. We also rely on other SDI theorists for the preparation of didactic material through the notion of genre (SCHNEUWLY; DOLZ , 2004; CRISTOVÃO , 2005; MACHADO, 2005; DIONÍSIO, 2005; LOUSADA, 2005) and to analyze the development of capacities related to \" argue \" (PLANTIN , 2008; KOCH , 2004) . Thus, we built the didactic model of the textual genre advertisement, we developed a didactic sequence and then applied it in order to collect the initial and final textual productions by FLE students. Subsequently, we analyzed the productions within the framework proposed in this study, observing the appropriation of the textual genre advertisement by students and, therefore, their learning in terms of argumentative effects produced by the combination of verbal and visual texts. The outcomes of this thesis show the genre as a mega instrument (SCHNEUWLY; DOLZ , 2004), since it contributes to the development of students language capacities in a foreign language and, above all, students ability to argue, using verbal and visual aspects and acting in the social world through language

Dissertation thesis deals with proposals of possible improvement in communication mix in selected company. The dissertation is divided into three main sections. The first section is theoretical research which is outlook for analysis of current situation of the company. Practical part's target is to suggest solution which will lead to improvement of company's marketing communication.

This thesis is concerned with a proposal of communication mix for the company Forst Agro s.r.o. It explains the most important terms and principles related to the current issues of marketing in the B2B segment. Furthermore, a detailed analysis of the current state of the company is made and also a specific proposal of new communication mix is created. This should lead to the fulfilment of defined goals.

This Diploma thesis is focused on the communication mix of a manufacturer and a seller of glass products and decorations named Royal Crystal, s.r.o. during its expansion into the global market through an online shop. This company was founded in 2011 and belongs among the largest glass manufacturers in the Czech Republic. This thesis describes elements of communication, that will help to increase the efficiency of communication of this company in the global market.

The subject of the master thesis is to propose changes in the human resources concept focused on the recruitment of workers in manual professions in the company FAKSASTRAKA, Ltd. In the theoretical part, the thesis deals with basic concepts closely related to human resources and personnel work. In the practical part, there is an analysis of the current state of the abovementioned company and labour market especially, then a research using a questionnaire survey is created as well. There are elaborated proposals in the field of recruitment for workers in manual professions.

This diploma thesis is focused on the communication mix of Mr. Hobza’s company, which is interested in the handmaking of wooden flowers. The company doesn’t use any forms of communication mix so far, so the proposals are made for the domestic market and will be used also for the foreign market. The thesis is divided into three parts. Theoretical, analytical and proposal part. The main goal is to design the most effective communication so the company will be better known in the domestic and foreign market.

This master's thesis is concerned with the analysis of customer satisfaction with the company MANN+ HUMMEL (CZ). In the theoretical part it is concerned with the explanation of the fundamental terms which connect with these problems and methods of satisfaction recognition. Then the company characterization and present conditions of the solution to these problems follow. In the practical part there is customer satisfaction determined by the questionnaire method in combination with direct interviews with the customers. The questionnaires are subsequently evaluated. The proposals arise from the research results. They should bring improvement in customer satisfaction, including the introduction of the cost of the implementation of these steps.