O presente trabalho contém algumas ideias, no nível do Ensino Médio, dos tópicos da Matemática, quais sejam proporcionalidade e Matemática Financeira. A apresentação de ambos os tópicos tem uma marca que é a resolução de problemas que consideramos motivadores, e que podem ser encontrados em múltiplos contextos. A seguinte linha de pensamento no desenvolvimento dos tópicos é adotada: em proporcionalidade, de início, problemas são apresentados e logo na sequência se foca o aspecto conceitual numa exposição minuciosa dos aspectos teóricos e práticos do tópico. O desenvolvimento da teoria é feita com detalhes desde a definição passando pelos resultados centrais até se chegar à caracterização de variáveis proporcionais. Notas explicativas são inseridas para evidenciar certos aspectos na rotina de estudantes e professores na situação de apreender/ensinar e que enriquecem o texto, um exemplo disso é a nota explicativa acerca dos limites de aplicação da teoria. A Matemática Financeira é apresentada a partir de problemas contextualizados e cujas resoluções são munidas de registros figurais que facilitam a apreensão conceitual. Em todo o desenvolvimento do tópico se discute o significado dos termos mais frequentes e há uma tentativa de evidenciar que a importância do tópico hoje reside no fato que se trata de uma ferramenta que subsidia a tomada de decisão financeira. / The present work contains some ideas, for the high school level, about the topics from Mathematics, which are Proportionality and Financial Mathematics. The presentation of both topics carries a mark that is the solution for the problems we consider motivating, and they can be found in several contexts. The following sequence of thought in thedevelpment of the topics is adopted: initially, in proportionality, problems are presented, and right afterwards, the conceptual aspect focuses the detailed demonstration of the theoretical and practical apspects of the topic. The theory development is carried out with details since the definition going across the central results till reaching the characterization of proportionals variables. Explaining notes are inserted to show certain aspects in the routines of students and teachers in the aprehending/teaching situation that enrich the text, and an example of this is the explaining note about the limits of the theory application. The Financial Mathematics is presented from the contextualized problems and their solutions are provided with pictorial records that facilitate the conceptual aprehension. The whole development of the topic discusses the meaning of the terms most frequently found and there is an attempt to evidence that the importance of the topic nowdays resides in the fact that such a tool subsidizes the financial decision making.

This thesis has been prepared both in theoretical level, which based on a study of the literature and at the practical level, where they evaluated a selected PR campaigns in company E.ON with using method AVE. The practical part is first introduced company E.ON Czech, its communication activities and the process of PR communication within the organization. Then followed by evaluation of selected PR campaigns by method AVE, which based on the sum of the prices of advertising space used by the media in the context of PR communication. PR communication is a cost savings over standard paid advertising. For each campaign was characterized a process of communication, an example of PR text and make evaluations and comments. PR communication divided into print media, internet, radio and television. The output of the practical part is a summary of the findings and fulfil purpose of this study. The primary purpose of this study is the evaluation of selected PR campaigns by method AVE.

京都大学 / 新制・課程博士 / 博士(医学) / 甲第23408号 / 医博第4753号 / 新制||医||1052(附属図書館) / 京都大学大学院医学研究科医学専攻 / (主査)教授 中山 健夫, 教授 古川 壽亮, 教授 村井 俊哉 / 学位規則第4条第1項該当 / Doctor of Medical Science / Kyoto University / DFAM