Associé aux secteurs de la microfinance et de l' aide au développement, Développement international Desjardins (DID) est une composante du Mouvement Desjardins spécialisée, entre autres, en gestion de projets liés à la finance communautaire et offrant des services d'appui technique et d'investissement dans quelque vingt-sept pays en voie de développement et en émergence à travers le monde, en Afrique, en Amérique latine, aux Antilles, en Asie, en Europe centrale et de l'Est. À travers le choix de ce terrain d'observation, la présente thèse porte sur la gestion de la communication institutionnelle, l'un des champs de la communication publique, dans une organisation complexe, de type coopératif et oeuvrant à l' échelle internationale. Elle s'appuie, pour ce faire, sur les quatre courants d'études que sont la communication institutionnelle, la culture organisationnelle, la responsabilité sociale des entreprises et la gestion des enjeux sociaux ainsi que la communication de développement. Nous nous sommes donc attachée à la caractérisation de son approche de communication visant la promotion d'une formule coopérative québécoise au niveau international, ainsi qu'à l'appréciation de l'importance de certaines activités de comlTIunication à cara~tère stratégique de DID, entre 1970 et 2008, à travers l'analyse des moyens de communication utilisés, des publics visés, des messages destinés à être diffusés et des objectifs de communication recherchés par DID. Nous avons également présenté diverses propositions quant au projet de communication institutionnelle d'une organisation de type coopératif oeuvrant dans le domaine financier et participant à la gestion d'un enjeu social important au plan international, à savoir le développement, dans certains pays en émergence ou en transition économique à travers le monde.

Dans le but ultime d’encourager le comportement pro-environnemental, les campagnes d’information, plus particulièrement les publicités sociales pro-environnementales, ont souvent recours à l’anthropomorphisme – l’attribution de caractéristiques humaines à des entités non humaines, comme des composantes de la nature. Des études révèlent que l’anthropomorphisme encourage le comportement pro-social et pro-environnemental par l’intermédiaire de différents mécanismes, dont le souci empathique pour l’entité. À notre connaissance, cette relation n’a pas été montrée empiriquement dans le contexte de la publicité sociale; l'anthropomorphisme ayant été rarement étudié dans ce champ des causes sociales. Une expérimentation sur le terrain a permis d’examiner, d’une part, l’efficacité de publicités sociales avec anthropomorphisme sur le comportement pro-environnemental, et, d’autre part, le rôle médiateur du souci empathique dans la relation entre l’anthropomorphisme dans ces publicités et le comportement pro-environnemental. Cette expérimentation a été menée dans des salles de toilettes publiques d’un centre commercial et a inclus trois conditions : une condition témoin sans publicités et deux conditions expérimentales avec des publicités promouvant l’usage du séchoir plutôt que du papier à mains soit avec un arbre anthropomorphisé à l’expression humaine souffrante, soit sans anthropomorphisme. Dans les trois conditions, le comportement effectif – les moyennes estimées de feuilles de papier à mains consommées par visiteur des salles – a été mesuré. Notre étude compte parmi les rares où un comportement effectif a été directement mesuré dans le contexte de la publicité sociale dont le but suprême est l’actualisation de comportements plus responsables. Pour tester le rôle médiateur du souci empathique, un sous-échantillon de visiteurs des salles de toilettes a rempli un questionnaire, lequel a été administré dans les deux conditions expérimentales et a mesuré l’exposition aux publicités, le souci empathique, ainsi que le comportement auto-rapporté – l’usage du séchoir vs du papier à mains. Les résultats ont indiqué que la présence des publicités sociales a significativement fait diminuer la consommation moyenne de feuilles par visiteur, en comparaison à l’absence des publicités dans la condition témoin. L’anthropomorphisme dans les publicités n’a cependant pas augmenté leur efficacité globale. Or, les résultats du questionnaire ont révélé que l’anthropomorphisme a été efficace pour encourager un comportement pro-environnemental chez les individus de moins de 50 ans, mais pas chez ceux de 50 ans ou plus. Le souci empathique n’a pas expliqué, toutefois, l’efficacité de l’anthropomorphisme chez les individus de moins de 50 ans. Notre étude suggère que les publicités sociales encourageant un comportement pro-environnemental peuvent être efficaces et devraient exploiter l’anthropomorphisme, une stratégie peu coûteuse, dans des lieux comparables visités par les plus jeunes. / To ultimately encourage pro-environmental behavior, information campaigns, more particularly social cause advertisements about the environment, often employ anthropomorphism – the application of human characteristics to nonhuman entities, such as natural entities. Anthropomorphism is believed to encourage pro-social and pro-environmental behaviors through various mechanisms, such as eliciting empathic concern for the entity. To our knowledge, empirical evidence on this relationship has been lacking in social cause advertising context, since anthropomorphism has rarely been studied in that field of social causes. A field experiment was used to examine, on the one hand, the effectiveness of social cause advertisements using anthropomorphism on pro-environmental behavior and, on the other hand, the mediating role of empathic concern between anthropomorphism in these ads and pro-environmental behavior. The field experiment was conducted in public restrooms of a shopping mall and included three conditions: a no-advertisement control condition and two advertisement treatment conditions in which the use of a hand-dryer was promoted over the use of paper hand towels either with a suffering, anthropomorphized tree or with no anthropomorphism. In the three conditions, the actual behavior – the estimated average use of paper hand towels per user – was measured. Our study is one of the few where actual behavior was directly measured in the context of social cause advertising, whose ultimate goal is to influence more responsible actual behaviors. To test the mediating role of empathic concern, a subset of restroom users completed a questionnaire, which was administered under both treatment conditions, and assessed exposure to the advertisements, empathic concern, and self-reported behavior – the hand-dryer vs. paper hand towel use. Results indicated that the presence of the social cause advertisements significantly decreased the average use of paper hand towels per user relative to the no-advertisement control condition. Anthropomorphism in the ads, however, did not increase their overall effectiveness. Questionnaire results revealed that anthropomorphism was effective in encouraging pro-environmental behavior with people younger than 50, but not with those over 50. Empathic concern did not, nonetheless, explain the effectiveness of anthropomorphism on people younger than 50. Our study suggests that social cause advertisements encouraging a pro-environmental behavior can be effective, and should employ anthropomorphism, a low-cost strategy, in comparable venues frequented by younger people.

Dissertation submitted in compliance with requirements for the Master Degree in Technology: Marketing, Durban University of Technology, 2010. / Hip-Hop culture has created a lot of interest and controversy around the world. Most people have used and engaged in debates without having a clear understanding of it. Although there are numerous articles to be found on Hip-Hop culture, very little research has been done on this particular topic. The confusion that surrounds Hip-Hop culture highlights the need for marketers to conduct more research on this particular area. This particular study was conducted within the South African marketplace, in four Durban areas using a quantitative research method. The sample for the study was supposed to consist of 400 hundred respondents, but only 350 respondents were selected using a convenience sampling. Respondents were required to complete a six paged questionnaire with the interviewer's assistance. The main objective of the research was to identify and analyze the marketing implications of Hip-Hop culture in the greater Durban area. The results revealed that 60% of the respondents are strongly committed to Hip-Hop culture and they are brand fanatics. Therefore, this seeks to say, that marketers need concentrate on promoting Hip-Hop products and services. And is the high time to know the Hip-Hop culture's needs and wants. / Lesotho Government (National Man-Power) ; Pebble Bed Modular Reactors ; National Research Foundation

This thesis deals with humour on Facebook, I examine the themes and practices of humorous posts that are related to the direct election of the President of the Czech Republic,in particular to the two candidates who got into the second round of presidential elections, Karel Schwarzenberg and Miloš Zeman. In the theoretical part I introduce humour from a theoretical point of view. I identify three central theories, types of jokes and function of laugh. In subsequent chapters I define the basic assumptions that lead to the involvement of fans in the creation of online posts, which can circulate through social networks. I present new tools in online political marketing and summarize the basic topics of the official campaigns of both candidates. In the practical part I analyze, using the grounded theory, how and why Facebook users worked with humour in posts which respond to the presidential election. The material which was searched, can be described as illustrated jokes, photos with or without text, collages, comics or cartoons from official and unofficial Facebook pages of both candidates. The research showed that humour had primarily negative role during the campaign. Humour was a tool to defame and ridicule the candidate, jokes showed his shortcomings. It also warned voters what could happen in the...

The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...

The diploma thesis deals with the topic of contemporary trends in the recruitment and selection of workers and employer branding in organizations. Related to low unemployment rate, changes in individual's values and the dynamic development of technology, these personal activities are keys to ensure organization's prosperity. Firstly, the work focuses on the development of personal management and department up to the current situation. It follows a description of the specific factors of the external and internal environment of the organization. Attention is also paid to the methods and tools used in the recruitment and selection of new workers as well as to the employer branding. The target of the diploma thesis is to identify the most frequently used methods and tools in these fields. The quantitative research is focuses on medium sized and large sized organizations operating in Prague. An electronically distributed questionnaire was used for collecting the data.

Made available in DSpace on 2016-04-25T16:45:00Z (GMT). No. of bitstreams: 1 Tonny Robert Martins da Costa.pdf: 1308296 bytes, checksum: 53f6270623b700621b59371072eb5983 (MD5) Previous issue date: 2007-10-23 / This work comes to argue if the exercise of the social responsibility is realized by the investors in the main stocks exchange of the world. We work the concepts and evolutions of social responsibility, sustainability, corporative governance, social marketing, sustainable development, environmental responsibility and take as countless reference cases for analysis. We verify the main indicators of social responsibility and the models and strategies used by the companies in the social responsibility. For corporative governance is worked as strategy that the companies finish incorporating in their flat and goals and treat the impacts of the law Sarbanes-Oxley (SOX) in this process, like the primer Brazilian Securities and Exchange Commission (CVM) addresses the companies in his behavior, the Social Stock Exchange (BVS) and Brazilian Institute of Corporate Governance (IBGC) as expressions of the ideal in the managerial system. Despite movements, strategies and actions in the sense of the social responsibility, sustainability and corporative governance of the companies, there are situations that demonstrate exactly a contrary position to these movements. The report of global heating of Nicolas Stern and an Al Gore's True Inconvenience show how are walking in the opposite direction. In the same way, the National Association of Executives of Finances (Anefac) in their countless reports, demonstrate the regarding economy is drained in their resources by juros exorbitant. The indicators of social welfare second Jean Gadrey and Florence Jany-Catrice show a contusing reality with regard to life, human development, life job and expectation of unlike form, as well as, the income concentration indices demonstrate an income desert for most population. The report Wider also goes at the same direction, demonstrating the existing inequalities. We also identify the Wealth in the Base of the Pyramid (BOP) like exit form for the populations that does not have as if to defend of the lion of the hunger, capital poverty and accumulation. Other identified problem is in political governance that favors the inequalities, because it is based on influences relations and not in the obedience to the laws. We arrive after analysis of the statistical data of quantitative form and qualitative the conclusion that there is not enough base to demonstrate that the appeals, faced problems and strategies adopted by the companies represent of significant form in the indices of the stocks exchange with appeal of social responsibility and sustainability / Este trabalho vem discutir se o exercício da responsabilidade social é percebido pelos investidores nas principais bolsas de valores do mundo. Trabalhamos os conceitos e evoluções de responsabilidade social, sustentabilidade, governança corporativa, marketing social, desenvolvimento sustentável, responsabilidade ambiental e tomamos como referência inúmeros casos para análise. Verificamos os principais indicadores de responsabilidade social e os modelos e estratégias utilizadas pela empresas na responsabilidade social. A governança corporativa é trabalhada como estratégia que as empresas acabam incorporando em seus planos e metas e tratamos os impactos da lei Sarbanes-Oxley (SOX) nesse processo, como a cartilha CVM direciona as empresas em seu comportamento, a Bolsa de Valores Sociais (BVS) e o Instituto Brasileiro de Governança Corporativa como expressões do ideal no sistema empresarial. Apesar dos movimentos, estratégias e ações no sentido da responsabilidade social, sustentabilidade e governança corporativa das empresas, existem situações que demonstram exatamente uma posição contrária a esses movimentos. O relatório de aquecimento global de Nicolas Stern e Uma Verdade Inconveniente de Al Gore demonstram como estamos andando no sentido contrário. Da mesma forma, a Associação Nacional de Executivos de Finanças (Anefac) em seus inúmeros relatórios, demonstram o quanto a economia é drenada em seus recursos pelos juros exorbitantes. Os indicadores de bem-estar social segundo Jean Gadrey e Florence Jany-Catrice mostram uma realidade contundente com relação a vida, desenvolvimento humano, emprego e expectativa de vida de forma desigual, assim como, os índices de concentração de renda demonstram um deserto de renda para a maioria da população. O relatório Wider também vai na mesma direção, demonstrando as desigualdades existentes. Identificamos também a Riqueza na Base da Pirâmide (BOP) como forma de saída para as populações que não tem como se defender do leão da fome, miséria e acúmulo de capital. Outro problema identificado está na governança política que favorece as desigualdades, pois está baseada nas relações de influências e não na obediência às leis. Chegamos após análise dos dados estatísticos de forma quantitativa e qualitativa a conclusão de que não existe base suficiente para demonstrar que os apelos, problemas enfrentados e estratégias adotadas pelas empresas representem de forma significativa nos índices das bolsas de valores com apelo de responsabilidade social e sustentabilidade

This thesis provides comprehensive insight into the internet marketing used by the eshop. The aim of this thesis is to analyse the eshop and internet marketing tools used by the eshop to promote its products. The result of the analysis is an evaluation of effective Internet marketing channels. Proposals and recommendations that will lead to the optimization of eshop and internet marketing are drawn up based on the results of the analysis.

Submitted by Donatella Basdereff (donatella.basdereff@sciencespo.fr) on 2017-01-12T16:46:42Z No. of bitstreams: 1 MPGI thesis Donatella Basdereff.pdf: 3103307 bytes, checksum: 81229e62c776eb807b676993989d2880 (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Boa tarde Donatella, Você deve fazer algumas correções e postar novamente: • O seu nome deve está completo DONATELLA FRANÇOISE NATHALIE BASDEREFF e não apenas DONATELLA BASDEREFF; • Não pode alterar o título sem autorização do seu orientador, no sistema seu trabalho está registrado assim: SOCIAL CAUSE MARKETING & WOMEN EMPOWERMENT: EXPLANATORY CASE STUDY OF A WOMEN EMPOWERMENT CAUSE-RELATED MARKETING INITIATIVE IN BRAZIL, você alterou para: Social-Cause Marketing & Women Empowerment: Explanatory case study: exploration of women empowerment elements in a cause-related marketing initiative in Brazil; • Retire 4 espaços antes do seu nome na página 4; • A numeração deve estar no lado superior direito; • Retire os números das páginas antes da introdução, por exemplo, se houver 8 páginas antes, na introdução deverá aparecer 9 e continua nas próximas; • Centralize as palavras “Abstract e Resumo”, retire o excesso de espaços antes dessas palavras ( cerca de 11 espaços); on 2017-01-12T17:31:40Z (GMT) / Submitted by Donatella Basdereff (donatella.basdereff@sciencespo.fr) on 2017-01-13T18:25:10Z No. of bitstreams: 1 MPGI thesis Donatella Basdereff 2.pdf: 3104704 bytes, checksum: a2f268cf97eee544487ec26a4f096bef (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Ainda precisa fazer algumas correções. O tema registrado no Sistema é: SOCIAL CAUSE MARKETING & WOMEN EMPOWERMENT:EXPLANATORY CASE STUDY OF A WOMEN EMPOWERMENT CAUSE-RELATED MARKETING INITIATIVE IN BRAZIL Excluir 6 espaços antes do seu nome na página 4, incluir 3 espaços entre seu nome e o título; on 2017-01-13T18:52:00Z (GMT) / Submitted by Donatella Basdereff (donatella.basdereff@sciencespo.fr) on 2017-01-13T19:19:30Z No. of bitstreams: 1 MPGI thesis Donatella Basdereff v3.pdf: 3104879 bytes, checksum: 16b0960e3db3a6002204f6563ce1807f (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2017-01-16T10:35:13Z (GMT) No. of bitstreams: 1 MPGI thesis Donatella Basdereff v3.pdf: 3104879 bytes, checksum: 16b0960e3db3a6002204f6563ce1807f (MD5) / Made available in DSpace on 2017-01-16T18:30:15Z (GMT). No. of bitstreams: 1 MPGI thesis Donatella Basdereff v3.pdf: 3104879 bytes, checksum: 16b0960e3db3a6002204f6563ce1807f (MD5) Previous issue date: 2016-11-16 / Cause-related marketing may offer opportunities that can contribute to women’s empowerment while having a positive impact on companies leading such programs. This paper seeks to broaden the existing understanding of women empowerment and entrepreneurship by focusing on the less-studied contemporary phenomenon of women empowerment cause-related marketing. A case study analysis was used to assess two main areas of interest: (1) elements of empowerment social-cause marketing embedded in the program, and (2) individual perceptions of empowerment by participants. The paper revealed that in the case studied (1) this recent corporate practice is a win-win situation using traditional elements of both women empowerment and cause-related marketing practices and, (2) empowers participants mainly in psychological, economic, sociocultural and familial and interpersonal dimensions of their lives. / Marketing para causas sociais pode oferecer oportunidades de contribuir ao empoderamento das mulheres ao mesmo tempo que tem um impacto positivo para empresas liderando aqueles programas. Este trabalho procura ampliar o conhecimento atual sobre o empoderamento e empreendedorismo feminino apoiando-se no recém fenômeno menos estudado de marketing para causas sociais de empoderamento feminino. Uma analise de estudo de caso procurou determinar duas áreas de interesse: (1) elementos de empoderamento e marketing para causas sociais incorporados ao programa, e (2) percepções individuais de empoderamento pelas próprias participantes. O estudou demostrou que no caso estudado (1) essa recém tendência corporativa é uma estratégia 'win-win' que usa elementos tradicionais de ambos empoderamento feminino e marketing para causas sociais; (2) empodera as participantes nas áreas psicológica, econômica, sociocultural e familiar e interpessoal das suas vidas.

El presente estudio analiza cómo la gestión de la comunicación es aplicada por un centro de salud privado en Lima, Perú, para promocionar la salud sexual y reproductiva, y de esta manera, generar cambios más saludables en los conocimientos, actitudes y prácticas de las personas. Se identificarán los medios utilizados para la planeación, gestión y evaluación de la campaña, y los factores que influyeron en su elección. También se analizará el desarrollo de la estrategia de comunicación planeada y la valoración de esta. Para realizar esta investigación con un diseño fenomenológico, y desde un paradigma interpretativo, la técnica de recolección de datos será la entrevista semiestructurada, que mantiene un equilibrio entre la estructura de una conversación guiada y la flexibilidad de poder utilizar un acercamiento creativo para aprovechar la entrevista desde distintos ángulos y enfoques que nos permitan conseguir resultados más fiables y certeros. El análisis de los resultados será temático. Bajo esta perspectiva, se identificarán a mayor detalle los patrones y los temas de mayor importancia en base al análisis de las entrevistas, obteniendo así una mejor comprensión del fenómeno en cuestión. / The present study analyzes how communication management is applied by a private health center in Lima-Peru to promote sexual and reproductive health and, also, contribute to generate healthier changes on people's knowledge, attitudes and practices. The resources applied for the planning and evaluation of the campaign will be identified, along with a justification for their use. The development of the planned communication strategy and its evaluation will also be analyzed. To carry out this research with a phenomenological design, and from an interpretive model, the data collection technique will be the semi-structured interview, which maintains a balance between the structure of a guided conversation and the flexibility to use a creative approach to take advantages of variety of angles and perspectives which will allow us to achieve more reliable and accurate results. The analysis of the results will be thematic. Through this perspective, it will be able to identify in greater detail the most important patterns and themes based on the analysis of interviews, thus getting a better understanding of the phenomenon in question. / Trabajo de investigación