Cette thèse montre que la musique participe activement à la production des identités et des valeurs dans la communication politique pour la conquête et la conservation du pouvoir. La musique, de par sa capacité à fédérer des émotions par des rituels, fait partie des outils symboliques privilégiés dans les stratégies de production et de légitimation de l’imaginaire, afin de produire et structurer les émotions (comme le sentiment d’appartenance, la sensation de « bien-être », l’identité sociale et politique, etc.). Or, aucune théorie en science politique n’a, à ce jour, vraiment expliqué en quoi la musique est constitutive d’idées et de valeurs politiques.Riche d’un corpus empirique original pour la science politique, composé de partitions musicales et d’une centaine d’archives audiovisuelles (clips et hymnes de campagne), cette thèse propose de faire une histoire des esthétiques musicales du pouvoir et de comprendre l’articulation entre les caractéristiques musicales intrinsèques (tonalité, rythme, timbre, hauteur, volume, etc.) et les finalités politiques du pouvoir. L’étude des invariants de la musique du pouvoir amène à questionner d’une part, l’héritage historique et les fondamentaux de la musique du pouvoir et, d’autre part, les stratégiesmusicales prises dans la communication politique contemporaines en régime pluraliste. / This thesis shows that music actively contributes to the production of identities and values in political communication for the conquest and preservation of power. Music, through its ability to federate emotions using rituals, is an important symbolic tool in strategies of production and legitimization of an imaginary, to produce and structure emotions (such as the feeling of belonging, the feeling of « wellbeing », social and political identity, etc.). Yet, to this day, no theory in political science has really explained how music is constituent of ideas and political values.Filled with an empirical corpus that is original for political science, which consists of musical scores and hundreds of audio-visual archives (videoclips and campaign songs), this thesis offers to tell a story of power’s musical aesthetics, and to understand the link between intrinsic musical characteristics (tonality, rhythm, timbre, pitch, volume, etc) and the political goals of power. The study of the constants in music for/from power leads us to question firstly its foundations and historical legacy, and secondly the musical strategies used in political communication of the contemporary pluralist system.

Title of thesis: Marketing of the club FK ERA-PACK Chrudim to fans Aims of the thesis: The main aim of the thesis is to suggest a new concept of the communication, which is supposed to improve communication process between fans. Methods: personal questioning, written questioning, marketing analysis, SWOT analysis Results: By using selected methods it was found, that the current marketing communication of the club is sufficient. On the base of this fact there was established the concept of communication and suggestions for improving of the current communication in the club. Key words: fans, FK ERA-PACK Chrudim, marketing communication, marketing research, situation analysis

Main goal of this thesis is to show to the reader process of planning, realisation and management in real international enterprise Hewlett-Packard. Second goal is to distinguish the specifics of work of the local marketing department and central marketing department of HP. For evaluation of both this goals is used the comparation between theory and real situation. The whole process of planning, preparation and management is shown on the example of real campaign HP forum.

The main goal of the thesis is to sum up the communication mix tools on an example of a selected pharmacy and to evaluate the effect on a consumer's behavior. The OTC drugs group, precisely over-the-counter medications, particularly Coldrex product, was chosen as a target market segment for the examination of the communication tools. This thesis is divided into two parts - theoretical and practical part. The theoretical part deals with the theory of communication and the communication mix, as well as with the specifications of marketing in the pharmaceutical industry; this theoretical part also displays the summary of an important institutions in the pharmaceutical industry. The practical part contains an analysis of communication mix tools in AURA pharmacy Velka Bites, deals with the evaluation of marketing success and gives a proposal for an effective communication campaign of a certain selected pharmacy.

Syftet med denna uppsats är att studera hur företag kan använda sig av event marketing som ett sätt att skapa nya och stärka befintliga kundrelationer. Metoden som användes för att undersöka dessa ämnen var en kvantitativ enkätundersökning. Uppsatsens teoretiska referensram utgår från ämnet event marketing och leder in på kundrelationer och upplevelserummet. Den empiriska datan är insamlad genom en enkätundersökning med 50 respondenter på Öl- och Whiskymässan på Svenska Mässan i Göteborg. Studiens slutsats kan kort sammanfattas som följande; Event marketing är en marknadsföringsmetod som företag använder sig av för att uppnå kommunikativa mål, det är ett optimalt sätt att skapa en interaktion med konsumenten under själva eventet. Företaget bör ta reda på målgruppens behov för att skapa en så personlig upplevelse som möjligt för konsumenten. Denna upplevelse ska skapa eller förstärka bilden av ett företag och på så sätt skapa goda kundrelationer. / The purpose of this thesis is to investigate how companies can use event marketing as a tool to create new and strengthen existing customer relations. The method used to examine these subjects was a quantitative study in form of a questionnaire. The thesis’ theoretical framework is based on the subject event marketing and leads into customer relations and event design. The empirical data is collected through a questionnaire given to 50 respondents on a Beer and Whiskey exhibition in Gothenburg in Sweden. This thesis’ conclusion can be summarized as following. Event marketing is a marketing method which organizations use to reach communicative goals; it’s a good way to create an interaction with consumers during the event. Companies should determine the needs of their target group to create an experience for the consumer which is as personal as possible. This experience should create or reinforce the image of an organization and thereby create good customer relations. This thesis is written in Swedish.

Target of dissertation is assess current condition of marketing communication particular municipality and compare with situaction of marketing communication diferent from municipality. Analysis including describing of two at a time municipality and theirs concrete orientation in a marketing communication. And suggest him improvement in this sphere.

Depuis les années 1980, les politiques visant à commercialiser l’enseignement supérieur sont largement adoptées dans le monde (Mok 2000 ;Foskett 2010). Dans ce contexte, l'université adopte de plus en plus des pratiques entrepreneuriales en recherche et en enseignement. Le Vietnam, une République socialiste sous la direction du Parti communiste face à cette tendance a accepté la marchandisation de l'enseignement supérieur à cause de la chute de l'URSS. Suite à cette acceptation, les premières universités privées sont nées. La concurrence et la réduction des subventions de l'État provoquent le fait que les universités mobilisent de plus en plus des pratiques de communication marketing empruntées du monde des entreprises afin d'encourager les lycéens à s'inscrire. Par conséquent, la vérité, l'intérêt des étudiants ne sont pas toujours respectés dans les messages émis par des universités. Cette thèse cherche à répondre à la question: comment la marchandisation se matérialise-t-elle dans la présentation de formations au niveau Licence sur les sites web des universités ? Grâce à l'analyse critique du discours web confrontée avec celle des entretiens réalisés auprès des acteurs de la communication des universités ainsi que des étudiants nouvellement inscrits, ce travail cherche aussi à découvrir le contexte de production de différents genres de discours web sur les formations offertes. Enfin, elle examine la manière dont les étudiants nouvellement inscrits reçoivent ces genres de discours. / Doctorat en Information et communication / info:eu-repo/semantics/nonPublished

Oversupply is a phenomenon faced by each FMCG company. There are new products entering the market every day, attracting consumers by new or improved features and the customer has a choice from a wide variety of products in almost every category. Therefore brand managers must increasingly focus on marketing communications and try to differentiate their brand from the competition. The theoretical part of the thesis will focus on the key concepts associated with marketing and introduce marketing and communication mix. In the practical part at first I focus on the market of instant coffee, its composition and trends that affect it in recent years. Then I will introduce marketing mix of new instant coffee Nescafe AZERA. Afterwards I will evaluate it and suggest possible changes in the future. The last part of the thesis is my own quantitative research that aims to determine whether this new instant coffee fell into customer awareness and communication campaign was effective.

The aim of this thesis is to determine whether the involvement of a celebrity in advertising is the right choice and also make recommendation for selecting the appropriate celebrity in advertising beer, more precisely, three specific brands (Pilsner Urquell, Krušovice and Staropramen). In the thesis I explain the basic characteristics of consumer behavior, reference groups, marketing communication, celebrities and marketing research. The application part focuses on the beer market in the Czech Republic and the brewing in 2010, further I pursue my own selection of brands of beers and I state a brief characteristic of both particular beers and businesses. I continue the content analysis and the analysis of my own research, whose main objective is to select particular celebrities for selected brands of beer, on the basis of characteristics and features of celebrities, which should correspond to the image of each brand.

This diploma thesis has several objectives. The first one is to analyse current situation of ABC s.r.o. in relation to marketing tools used by this company. The second objective is to compare mentioned tools with marketing tools used by a smaller enterprise. Other aims of this thesis are analysis of the use of marketing tools and analysis of their impact on consumers (customers) while using method of questionnaire (survey). The work is divided into two parts – theoretical and practical. Theoretical part explains essence of marketing, its evolution, basic principles and terms. Some of these methods are practically used in the second part of the work while analysing the situation of the company. The last part of the work includes marketing plan which should support company’s strategy and an evaluation of its impact on the cash flows of the enterprise and their effective use in marketing.