The diploma thesis focuses on social enterprises and their use of marketing tools for their communication. In its first part the field where they operate within the Czech Republic is laid out including the legislative setting. Since the concept is relatively new here, approaches and inspiration from abroad are a cited. The part dedicated to marketing introduces different approaches to marketing presentations and to the overall communication of social enterprises and social firms. The outcome of this was to portray the possibilities of their communication with their target audiences. The research itself looks at the communication of social enterprises from several viewpoints. First of all it aims to show the approach taken by the subjects of social economy themselves. This is done through questionnaires and content analysis of documents. Also the view on the matter is expressed through an interview with a consultant of NESsT, an organization which deals with the theme of social entrepreneurship. The last angle, which is represented by a questionnaire for a selected segment of the public looks at their view of social enterprises and firms and their communication.

This diploma thesis is concerned with the possibilities of the social web data employment in social sciences. Its theoretical part describes the changes in education in the context of the dynamics of contemporary society within three fundamental (interrelated) dimensions of technology (the cause and/or the tool for the change), work (new models of collaboration), and economics (sustainability of free & open-source business models). The main methodological part of the thesis is focused on the issues of sampling, sample representativeness, validity & reliability assessment, ethics, and data collection of the emerging social web research in social sciences. The research part includes illustrative social web analyses and conclusions of the author's 2014 Coursera & Khan Academy on the Social Web research and provides the full research report in its attachement to compare its results to the theoretical part in order to provide a "naive" (as derived from the social web mentions and networks) answer to the fundamental question: "How to Create Self-Driven Education?" Powered by TCPDF (www.tcpdf.org)