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The main aim of this graduation theses was to describe and evaluate the marketing communication of shopping center Futurum Kolín and find out what type of marketing communication tools is used. After characteristic of the center followed by description of the communication mix. In the theses was realized marketing research to identify the typical customer of SC Futurum Kolín as a starting point for effective marketing communication. Based on the results were designed new tools of marketing communication that complement the already existing.

Academic researchers in many disciplines are facing difficulties in disseminating their research outputs beyond the academic community. Particularly, Information Systems (IS) academic researchers have been struggling to make their research more relevant to practice. The diversity of IS research means that should be a wide audience within and beyond academia who could benefit from IS research outputs. This audience includes educators, practitioners, patients, etc. How IS relevant to practice is a central dilemma of IS research. Research relevance is classified according to dimensions such as interesting, implementable, current, accessible “Article style” by many IS scholars. These dimensions are important to be investigated as some academic papers are yet to be beneficial to an audience beyond academia. The Accessible dimension is the focus of this study where accessible means the academic papers should be readable and understood in terms of tone, style, structure, and semantics by the potential audience beyond the academic community. This study investigates the barriers that limit academic researchers in disseminating and communicating their research outputs beyond academia. This study aims to design a communication method to assist academic researchers in disseminating and communicating their research outputs beyond academia. This study consists of three phases, in the first phase a qualitative method is applied by interviewing academics in the Information System and Computing Department at Brunel University to gain a better understanding of how and why academics disseminate beyond academia. Based on communication theories a research framework is adapted to analyse and explain the interview data. In the second phase, short videos are recorded of 10 academics where each explains one of their papers. In the third phase, two different groups are interviewed to evaluate the 10 short videos in regards the Information Quality (IQ) dimensions (i.e. appropriate amount of information, format, and timeliness). By using the thematic analysis technique the academics highlighted three barriers that limit them to disseminate and communicate their research outputs beyond academia. The three barriers are the message (i.e. academic structure and language of research papers), channel (i.e. academic journal and conferences), and social system (i.e. lack of Incentives, lack of time, and lack of support). Moreover, academics emphasised the vital role of feedback loop in their communication with target audience beyond academia. The 10 short videos are designed to overcome two of these barriers (i.e. message and channels). Each short video is evaluated by its academic author on one hand and the potential audience/stakeholders of the short video from the other hand (e.g. practitioners). Thus, the academic authors of the video suggest some changes by adjusting the video structure and adding some examples for more explanations of their research papers. Also, authors concerned about format particularly the visual elements of the video which have to be completely matched with the title of the video. However, the opinions of potential audiences vary based on their information need. For example, some practitioners are concerned with the practical information, in other words, practitioners seek the applicable part of the information provided in the short video (i.e. how to apply something); and others watch the short video to increase their awareness of a particular topic. This study will assist academic researchers to focus on how to disseminate their research outputs to audience/stakeholders beyond academia using media tools (i.e. video). Also, it provides a novel method of disseminating and communicating their research outputs beyond the academic community. Moreover, this study helps to create an interaction platform that enables academic researchers to build a collaborative framework and a mutual understanding with the audience beyond academia.

This thesis ellaborates importance of the marketing research. The research has been based on the tailor made questionnaire directed to the assumed target group. The research has been conducted in the Curaden Czech s.r.o. and based on its resutls, there was designed a new marketing campaign. This campaign was included into overall annual marketing plan of the Curaden Czech. Objective of the campaign was to acquire and penetrate a new distribution channel: dental clinics and dental hygienists.

A pesquisa tem como objeto a área dos estudos de Comunicação no Brasil. Como desenvolve-se basicamente no meio acadêmico, foram privilegiados aspectos e dados relativos a todos os Programas de Pós-Graduação em Comunicação (PPGCOM) reconhecidos pela CAPES no ano de 2004. Buscou-se discutir a possível conformação de um campo científico (Bourdieu) da Comunicação, a partir da análise de dados institucionais, quanto à inserção de sua pesquisa no sistema de C&T do país, sua auto-representação e seu capital científico. Este último aspecto foi analisado através de um estudo bibliométrico de teses e dissertações dos PPGCOM. Buscou-se desenvolver uma metodologia para a análise de áreas ou disciplinas científicas e, para tanto, faz-se uma reelaboração do modelo de Galtung (1965), sobre a interação entre grupos acadêmicos. Quanto aos resultados, constatou-se uma circulação relevante de capital científico entre os pesquisadores da área, sendo esse um elemento que mostra que o grupo de investigadores não se encontra num modelo segmental de interação. Existem indícios de um modelo conflitivo-construtivo, o que favorece a consolidação do campo científico da Comunicação. Identificou-se também a existência de um núcleo disciplinar, composto por autores dos PPGCOM que recebem número significativo de citações bibliográficas em várias das subáreas da área da Comunicação. / The research has as its object the area of Communication Studies in Brazil. As it is developed basically in the academic field, it was privileged the aspects and data related to all the Postgraduates Programs in Communication (PPGCOM) recognized by CAPES in the year 2004. This research tried to argue about the possible conformation of a scientific field (Bourdieu) in the Communication, by analyzing institucional data referring to the insertion of its research in the C&Ts system in its country, its self-representation and its scientific capital. This last aspect was analyzed in a bibliometric study of thesis and dissertations of the PPGCOM. It tried to develop a methodology for the analysis of scientific areas and disciplines and for that one re-elaboration of Galtungs model (1965) about the interaction between academics groups. About the results, it was evidenced a relevant circulation of scientific capital between the researchers of this area. This is an element that shows a group of investigators who is not placed in a segmental model of interaction. There are indications of a conflictiveconstructive model, which favors the consolidation of a scientific field in the Communication. The research also identified the existence of a discipline nucleus, composed by authors of the PPGCOM, who receive a significant number of bibliographical citations in the several sub-areas of the Communication Area.

A pesquisa tem como objeto a área dos estudos de Comunicação no Brasil. Como desenvolve-se basicamente no meio acadêmico, foram privilegiados aspectos e dados relativos a todos os Programas de Pós-Graduação em Comunicação (PPGCOM) reconhecidos pela CAPES no ano de 2004. Buscou-se discutir a possível conformação de um campo científico (Bourdieu) da Comunicação, a partir da análise de dados institucionais, quanto à inserção de sua pesquisa no sistema de C&T do país, sua auto-representação e seu capital científico. Este último aspecto foi analisado através de um estudo bibliométrico de teses e dissertações dos PPGCOM. Buscou-se desenvolver uma metodologia para a análise de áreas ou disciplinas científicas e, para tanto, faz-se uma reelaboração do modelo de Galtung (1965), sobre a interação entre grupos acadêmicos. Quanto aos resultados, constatou-se uma circulação relevante de capital científico entre os pesquisadores da área, sendo esse um elemento que mostra que o grupo de investigadores não se encontra num modelo segmental de interação. Existem indícios de um modelo conflitivo-construtivo, o que favorece a consolidação do campo científico da Comunicação. Identificou-se também a existência de um núcleo disciplinar, composto por autores dos PPGCOM que recebem número significativo de citações bibliográficas em várias das subáreas da área da Comunicação. / The research has as its object the area of Communication Studies in Brazil. As it is developed basically in the academic field, it was privileged the aspects and data related to all the Postgraduates Programs in Communication (PPGCOM) recognized by CAPES in the year 2004. This research tried to argue about the possible conformation of a scientific field (Bourdieu) in the Communication, by analyzing institucional data referring to the insertion of its research in the C&Ts system in its country, its self-representation and its scientific capital. This last aspect was analyzed in a bibliometric study of thesis and dissertations of the PPGCOM. It tried to develop a methodology for the analysis of scientific areas and disciplines and for that one re-elaboration of Galtungs model (1965) about the interaction between academics groups. About the results, it was evidenced a relevant circulation of scientific capital between the researchers of this area. This is an element that shows a group of investigators who is not placed in a segmental model of interaction. There are indications of a conflictiveconstructive model, which favors the consolidation of a scientific field in the Communication. The research also identified the existence of a discipline nucleus, composed by authors of the PPGCOM, who receive a significant number of bibliographical citations in the several sub-areas of the Communication Area.

The thesis deals with the design of communication strategy for the company „Zlatá Rezerva“. This proposal has the task to extend and optimize the company's current communication strategy. The thesis is divided into three parts. The first part includes theoretical approaches of the thesis. The second part analyzes the company and its external environment, also the results of the marketing survey are presented in this part. In the last part is on the base of results of the conducted analyzes and the own survey create the proposal of the communication strategy.

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.

The diploma thesis deals with the marketing strategy of an international company. The theoretical part presents the characteristics of marketing and selected analyzes. The practical part analyzes the international company WABCO Holding Inc. and includes macro-environment and micro-environment analyzes and research. Finally, proposals compiled using the data obtained from analyzes and research are presented, representing measures to improve the company's marketing strategy.