The main aim of this diploma thesis is to design a marketing strategy for an advertising agency / design studio. The theoretical part contains a comprehensive overview of the marketing issues, marketing mix and marketing strategies. There is also included a creation of the analysis of external and internal company environment, project management and STP process. The current situation is discussed in the analytical part of the diploma thesis. The appropriate recommendation are defined according to realization of the marketing research through questionnaires and afterwards suitable marketing strategy is created for two years.

The main objective of this master thesis is to design an appropriate marketing strategy of designing activity of MBQ-Mikulov Plc. based on results of marketing environment analyzes and my own marketing research. The thesis consists of three main parts. The first part of the thesis is devoted to theoretical findings. Basic terms from marketing field are defined here. Concretely it is marketing, marketing strategy, marketing mix, communication mix, situation analysis and marketing research. In the following practical part MBQ-Mikulov Company is introduced and then marketing environment analyzes are conducted. The thesis is finished with a proposal part. In the proposal part the appropriate marketing strategy of design activity is designed here based on results of analyzes and the marketing research.

The diploma thesis deals with developing the business plan for the construction of an administrative building. First part is theoretical basis for the processing of the business plan. The next section analyzes the current situation in company. At the end is introduced project of realization of the business plan and its overall evaluation, including benefits.

En stor del av den tidiga språkutvecklingen sker i samspel med vuxna, och kommunikationen mellan vårdnadshavare och deras små barn är därför särskilt betydelsefull. Vuxna anpassar ofta sitt sätt att tala till små barn genom att göra anpassningar i de språkliga parametrarna prosodi, segmentell fonologi, syntax, pragmatik och ordförråd. Dessa anpassningar kallas ofta för barnriktat tal (BRT) och har visat sig ha både en kortsiktig såväl som långsiktig positiv inverkan på barns tidiga språkutveckling. Tidigare forskning gällande barns tal- och språkmiljö har främst fokuserat på kommunikationen mellan kvinnliga vårdnadshavare och deras små barn. Det finns därmed ett behov av forskning som undersöker manliga vårdnadshavares kommunikation, särskilt med fokus på kvalitativa aspekter så som användandet av BRT. Inom Ord gör skillnad-projektet på KI utvecklas en ny interventionsmetod, Preventive Education Program for Parents (PEPP). I metoden kartläggs kvantitativa och kvalitativa aspekter av barns tal- och språkmiljö med hjälp av Language ENvironment Analysis (LENA), videoinspelning och ett framtaget PEPP-protokoll. I föreliggande studie undersöktes förekomsten av de parametrar som utgör BRT i manliga vårdnadshavares kommunikation med sina små barn. Mer specifikt undersöktes förekomst eller icke förekomst av parametrarna samt mest respektive minst förekommande parameter. Studien syftade även till att undersöka om PEPP-protokollets nuvarande beskrivningar av parametrarna kan användas för att bedöma förekomst av BRT. I studien deltog 6 manliga vårdnadshavare och deras barn i åldrarna 0 till 12 månader. Material från barnens tal- och språkmiljö samlades in med videoinspelning under en strukturerad leksituation och med LENA under en heldag i hemmiljö. Användandet av BRT analyserades både med hjälp av PEPP-metodens bedömningsprotokoll samt genom en kompletterande uppskattning av mest respektive minst förekommande parameter. Resultaten visade att 5 av 5 parametrar som utgör BRT förekom i samtliga deltagares kommunikation i hemmiljön samt i majoriteten av deltagarnas kommunikation under den strukturerade leksituationen. För hälften av deltagarna noterades parametern pragmatik som mest förekommande parameter och segmentell fonologi som minst förekommande parameter. I studien påtalas brister gällande PEPP-protokollets beskrivningar av parametrarna och författarna presenterar förslag på förbättringsåtgärder. / A large part of early language development takes place in interaction with adults, and the communication between caregivers and their young children is therefore particularly important for the child’s language development. Adults often adapt their way of speaking to young children by making adjustments in the linguistic parameters’ prosody, segmental phonology, syntax, pragmatics and vocabulary. These adaptations are often referred to as child-directed speech (CDS) and have been shown to have both adirect, as well as long-term positive impact on young children's language development. Previous research on children's speech and language environment has mainly focused on communication between female caregivers and their young children. Therefore, there is a need for research that examines male caregivers’ communication, especially with focus on qualitative aspects such as the use of CDS. Within the Words make a difference project at Karolinska Institutet (KI), researchers are developing a new intervention method, Preventive Education Program for Parents (PEPP). The method maps quantitative and qualitative aspects of children's speech and language environment using Language ENvironment Analysis (LENA), video recordings and a protocol developed within PEPP. The present study explored the occurrence of the parameters that constitute CDS in male caregivers' communication with their young children. More specifically, the occurrence or non-occurrence of the parameters as well as the most and least occurring parameter were examined. The study also aimed to investigate whether the PEPP protocol's current descriptions of the parameters could be used to assess the occurrence of CDS. The study involved 6 male caregivers and their children aged 0 to 12 months. Data from the children's speech and language environment were collected with a short video recording during a structured play situation, and with LENA from a daylong recording in the child’s natural home setting. The use of CDS was analyzed both by using the PEPP protocol, and well as by a supplementary estimation of the most and least occurring parameter. The results showed that 5 out of 5 parameters that constitute CDS occurred in all participants' communication in the natural home setting as well as in the majority of the participants' communication during the structured play situation. For half of the participants, pragmatics was noted as the most occurring parameter, and segmental phonology as the least occurring parameter. The current study highlights shortcomings regarding the PEPP protocol's descriptions of the parameters and the authors proposes suggestions for improvement of the PEPP method.

Dans le contexte de raréfaction de la ressource en eau, il est nécessaire de prendre en compte le caractère de tolérance à la sécheresse dans les programmes d’amélioration variétale, en particulier pour les porte-greffes de vigne. L’objectif de cette thèse est d’analyser, à l’échelle de la plante entière, le déterminisme génétique des effets du porte-greffe sur les réponses de la tranpiration et de la croissance, au niveau de la partie aérienne, en conditions de déficit hydrique édaphique. L’étude de ces caractères complexes, soumis à une forte interaction génotype × environnement, a été conduite à partir d’une approche de génétique quantitative où ces interactions ont été intégrées par deux approches : l’utilisation des paramètres de courbes de réponses comme caractère quantitatif et la mise en oeuvre d’une analyse QTL pluriannuelle. Une population de type F1, issu du croisement Vitis vinifera Cabernet Sauvignon × Vitis riparia Gloire de Montpellier, constituée de 138 individus, a été cartographiée génétiquement avec des marqueurs microsatellites. Cette descendance a été ensuite phénotypée en position de porte-greffe, avec un greffon unique. A partir de cet outil, des QTL ont été recherchés et identifiés pour la transpiration, l’efficience d’utilisation de l’eau et la plasticité de la transpiration induite par le porte-greffe, ainsi que pour plusieurs paramètres de la croissance et de l’allocation de la biomasse au sein de la plante entière. La plasticité de la transpiration réponse à l’état hydrique du substrat est déterminée génétiquement par des régions distinctes des autres caractères descriptifs de la consommation en eau. La colocalisation de gènes candidats dans les intervalles de confiance des QTL, impliqués dans la signalisation chimique (ABA) ou hydraulique (aquaporines) permet de formuler des hypothèses sur la signalisation porte-greffe/ greffon en condition de déficit hydrique. Des régions spécifiques du génome paraissent contrôler la croissance et la vigueur conférée par le porte-greffe en conditions de déficit hydrique. Ces régions sont également indépendantes de celles contrôlant la transpiration ou l’efficience d’utilisation de l’eau. Ce résultat permet d’envisager un travail de sélection pour ces deux catégories de caractères de manière indépendante / In the water scarcity context with the global climate change, drought tolerance must be taken into account in crop genetic improvement program, particularly for grapevine rootstocks. The objective of this thesis was to analyse at the whole plant level, the genetic determinism of rootstock effect on the transpiration and growth of the scion, under edaphic water deficit conditions. The study of these complex traits, submitted to a strong genotype × environment interaction, was performed with a quantitative genetic approach. Genotype × environment interactions were integrated with two methods: first, using response curve to an environmental variable for detecting QTL, and secondly, to combine data in a multi-environment QTL analysis. The pedigree population consisted of 138 F1 individuals derived from the interspecific cross of Vitis vinifera Cabernet Sauvignon × Vitis riparia Gloire de Montpellier. This family was mapped with single sequence repeats (SSR) markers. This population was assessed as rootstock, so every genotype was grafted with the same scion. Then, QTL were detected for transpiration, water use efficiency and transpiration plasticity induced by rootstock, and for growth and biomass allocation inside the whole plant. Transpiration plasticity was represented as a function of substrate water status and was genetically determined with distinct genome regions from the other traits related to water consumption. Candidate genes involved in hormonal (ABA) or hydraulic (aquaporins) signaling between rootstock and scion, under water deficit conditions, were localized in the QTL confidence interval. Some specific genome regions were involved in growth and confered vigour genetic determinism under water deficit conditions. These regions were also different from those identified for transpiration or water use efficiency. This result allows a further selection process for these two traits groups independently.

[pt] Neste trabalho pretende-se mostrar a relevância da realização do planejamento, mesmo em situações complexas que envolvam os mais diversos fatores internos e externos à organização, e a importância de saber a melhor forma de tomada de decisão de acordo com cada circunstância. Visando compreender os elementos estratégicos de uma empresa inserida em um mercado altamente dinâmico, desenvolveu-se um arcabouço teórico tratando de planejamento em condições de incerteza e análise do ambiente organizacional. Tendo como base esses elementos, elaborou-se uma avaliação do setor de aviação comercial e uma análise estratégica companhia aérea VARIG Brasil. Os resultados dessa avaliação indicaram as deficiências do posicionamento estratégico dessa metodologia dos processos decisórios para que se possa obter melhor desempenho. / [en] The objective of this dissertation is to show the relevance of planning even in complex situations, involving the most diverse factors, internal or external to the organization, as well as the importance of recognizing the best alternatives in decision making, according to each circumstance. Willing to understand the strategic elements of an organization inserted in a highly dynamic market, a theoretical basis has been developed dealing with planning under uncertainty and organizational environment analysis. With such basic elements, an evaluation of the commercial aviation business and a strategic analysis of VARIG Brasil airline were elaborated. The results of this evaluation indicated the deficiencies of the strategic position of the Company and pointed out the need of a revaluating and improving the decision process in order to attain better performance.

Interação genótipo × ambiente (GEI) é uma questão extremamente importante no melhoramento genético de plantas e produção. A seleção e recomendação de genótipos superiores são dificultadas devido à ocorrência de GEI e representa um grande desafio para os pesquisadores. Nesse contexto, as análises biplot têm sido cada vez mais utilizadas na análise de dados agronômicos, em que os dados são representados por uma tabela de dupla entradas de médias de GEI. Entretanto, as particularidades existentes no gráfico biplot dificultam sua interpretação, podendo induzir o pesquisador a erros. Existem vários modelos na literatura para análise de DGE (dados de GEI), entre eles, os mais utilizados são os modelos AMMI (Additive Main effects and Multiplicative Interaction) e GGE biplot (Genotype main effects + Genotype environment interaction). O modelo AMMI é um método estatístico para compreender a estrutura de interações entre genótipos e ambientes, que combina a análise de variância e a análise de componentes principais, para ajustar, respectivamente, os efeitos principais (G e E) e os efeitos da GEI. O GGE Biplot agrupa o efeito aditivo de genótipo com o efeito multiplicativo da GEI, e submete estes à análise de componentes principais. Existem dois problemas na utilização destes modelos: i) só pode ser utilizado para analisar dados MET (multi-ambientes), que tenha uma única característica e ii) cujos ambientes são heterogêneos. O presente trabalho tem como objetivos propor novos modelos W-GGE biplot (Weighted Genotype main effects + Genotype environment interaction) e AMMI-ponderado para análise de dados multi-ambientes, além de fazer uma comparação entre os modelos existentes como AMMI e GGE biplot; análise de mega-ambiente; avaliação de genótipos, ambiente de teste dentro de cada mega-ambiente e compreender as causas da GEI. / Genotype × environment interaction (GEI) is an extremely important issue in plant breeding and production. The selection and recommendation of superior genotypes are hampered due to the occurrence of GEI and represents a major challenge for researchers. In this context, biplot analyzes have been increasingly used in analyzing agronomic data, in which data are represented by a table of two entries of means of GEI. However, the particularities in the biplot graphic hamper its interpretation, and could lead the researcher to errors. There are several models in the literature for DGE analysis (GEI data), among them, the most used are the AMMI model (Additive Main effects and Multiplicative Interaction Models) and GGE biplot (Genotype main effects + Genotype environment interaction). The AMMI model is a statistical method to understand the structure of interactions between genotypes and environments, combining the analysis of variance and principal component analysis, to adjust, respectively, the main effects (G and E) and the effects of GEI. The GGE Biplot groups genotype of additive effect with multiplicative effect of GEI, and submit these to the principal component analysis. There are two problems in using these models: i) can only be used to analyze MET data (multi-environments), which has a unique feature and ii) whose environments are heterogeneous. This paper aims to propose new W-GGE biplot models (Weighted Genotype main efffects + Genotype environment interaction) and AMMI-weighted multi-environments for data analysis, and make a comparison between the existing models as AMMI and GGE biplot; mega-environment analysis; genotype evaluation, test environment within each mega-environment and understand the causes of GEI.

This thesis is about analysis of marketing in concrete town, determine the current state of its using and evaluation and possible design strategies for improving. The end of this thesis is about proposals which could improve the marketing of the town.

Interação genótipo × ambiente (GEI) é uma questão extremamente importante no melhoramento genético de plantas e produção. A seleção e recomendação de genótipos superiores são dificultadas devido à ocorrência de GEI e representa um grande desafio para os pesquisadores. Nesse contexto, as análises biplot têm sido cada vez mais utilizadas na análise de dados agronômicos, em que os dados são representados por uma tabela de dupla entradas de médias de GEI. Entretanto, as particularidades existentes no gráfico biplot dificultam sua interpretação, podendo induzir o pesquisador a erros. Existem vários modelos na literatura para análise de DGE (dados de GEI), entre eles, os mais utilizados são os modelos AMMI (Additive Main effects and Multiplicative Interaction) e GGE biplot (Genotype main effects + Genotype environment interaction). O modelo AMMI é um método estatístico para compreender a estrutura de interações entre genótipos e ambientes, que combina a análise de variância e a análise de componentes principais, para ajustar, respectivamente, os efeitos principais (G e E) e os efeitos da GEI. O GGE Biplot agrupa o efeito aditivo de genótipo com o efeito multiplicativo da GEI, e submete estes à análise de componentes principais. Existem dois problemas na utilização destes modelos: i) só pode ser utilizado para analisar dados MET (multi-ambientes), que tenha uma única característica e ii) cujos ambientes são heterogêneos. O presente trabalho tem como objetivos propor novos modelos W-GGE biplot (Weighted Genotype main effects + Genotype environment interaction) e AMMI-ponderado para análise de dados multi-ambientes, além de fazer uma comparação entre os modelos existentes como AMMI e GGE biplot; análise de mega-ambiente; avaliação de genótipos, ambiente de teste dentro de cada mega-ambiente e compreender as causas da GEI. / Genotype × environment interaction (GEI) is an extremely important issue in plant breeding and production. The selection and recommendation of superior genotypes are hampered due to the occurrence of GEI and represents a major challenge for researchers. In this context, biplot analyzes have been increasingly used in analyzing agronomic data, in which data are represented by a table of two entries of means of GEI. However, the particularities in the biplot graphic hamper its interpretation, and could lead the researcher to errors. There are several models in the literature for DGE analysis (GEI data), among them, the most used are the AMMI model (Additive Main effects and Multiplicative Interaction Models) and GGE biplot (Genotype main effects + Genotype environment interaction). The AMMI model is a statistical method to understand the structure of interactions between genotypes and environments, combining the analysis of variance and principal component analysis, to adjust, respectively, the main effects (G and E) and the effects of GEI. The GGE Biplot groups genotype of additive effect with multiplicative effect of GEI, and submit these to the principal component analysis. There are two problems in using these models: i) can only be used to analyze MET data (multi-environments), which has a unique feature and ii) whose environments are heterogeneous. This paper aims to propose new W-GGE biplot models (Weighted Genotype main efffects + Genotype environment interaction) and AMMI-weighted multi-environments for data analysis, and make a comparison between the existing models as AMMI and GGE biplot; mega-environment analysis; genotype evaluation, test environment within each mega-environment and understand the causes of GEI.

The diploma thesis deals with the optimization of marketing communication strategy of the hospital institution SurGal Clinic s.r.o. The goal of this thesis is to formulate more effective marketing communication strategy with hospital`s clients on the basis of obtained results from both conducted analyses of inner and outer environment and own marketing research. The suggested solutions were processed according to project management principals.