The purpose of this thesis is to find out whether there is a significant opportunity for the use of innovator and early adopter segments in a marketing strategy, with particular emphasis on ambassador and crowdsourcing programs.Recent changes on the consumer market which lead to changing roles of both consumers and brands are described in the first chapter. This chapter also includes a description of both innovator and early adopter segments which is taken from segmentation based on innovation adoption.The second chapter includes information about the two segments obtained from other surveys available on the Czech market.Specific ways of using the two segments within a marketing strategy are described in the third chapter. The practical part of this thesis consists mainly of the analysis of data obtained by my own research. Special emphasis is put on behaviour of innovators and early adopters on social networks and their motivation to participate in ambassador and crowdsourcing programs. This part is followed by a proposal of a specific ambassador program for a technology brand.

The Library Ambassador Program hires approximately 25 undergraduate students each fall and provides them with two semesters of information literacy and research skills instruction before deploying them across campus to help students with their research. As part of their training, instructors use various game-playing and active learning strategies in the classroom including: a card game designed to teach players about databases and how they function, group problem-solving exercises, a card game intended to teach players how to evaluate sources of information, and a roleplaying activity meant to prepare ambassadors for experiences in helping students. In this session, participants will learn effective methods for implementing active and collaborative learning strategies to engage students in information literacy instruction.

In 2017 the Sherrod Library at East Tennessee State University created the Library Ambassador Program as a peer-reference model of service for research help. Since that time, our program has grown into a large close-knit community of undergraduate students invested in forwarding information literacy across campus. Learn about how this unique program fosters a sense of community among the student workers it employs and throughout the larger college campus community.

In 2017, the Sherrod Library at East Tennessee State University launched the Library Ambassador Program (LAP), a peer-reference program through which trained undergraduate students employed by the library are stationed in buildings across campus to help students with their research. Just as the LAP was gaining traction, COVID-19 forced a quick transition to online mode. This presentation will discuss the value we found in shifting our program online and how the LAP functions now in a hybrid space, supporting information literacy both online and in-person across campuses. Participants wishing to develop their own peer-mentoring program will come away with practical tips on creating an information literacy curriculum designed for a hybrid environment and implementing a hybrid service model for peer-reference help.

Contributing to a fairly new discipline in the region, this study investigates the objectives, contents, design, approaches, strategies and methodologies involved in a Peace Education initiative called The Young Peace Ambassador Program (TYPAP), which is being implemented in East Africa and the Horn of Africa. The aim of the study is to outline the nature, causes and consequences of conflict and violence in northern Kenya and Somalia by looking at the way in which peace education can help build a culture of peace in northern Kenya and Somalia. Accordingly, the consistency of TYPAP with peace education principles, its impact according to interviewees and how far it has met its own objectives were assessed. Thus, using a qualitative case study methodology employing content analysis, interviews and observations, this dissertation shows that TYPAP a multifaceted peace education initiative working with local partners – has potential not just for creating awareness of peace issues, but also for cultivating the seeds of a culture of peace. Following Galtung’s theories, the dissertation also indicates that it is not just “structural violence”, but also the deeper symptoms of “cultural violence”, that we may need to address in taking the region forward in the coming years. / Educational Studies / M. Ed. (Philosophy of Education)

Contributing to a fairly new discipline in the region, this study investigates the objectives, contents, design, approaches, strategies and methodologies involved in a Peace Education initiative called The Young Peace Ambassador Program (TYPAP), which is being implemented in East Africa and the Horn of Africa. The aim of the study is to outline the nature, causes and consequences of conflict and violence in northern Kenya and Somalia by looking at the way in which peace education can help build a culture of peace in northern Kenya and Somalia. Accordingly, the consistency of TYPAP with peace education principles, its impact according to interviewees and how far it has met its own objectives were assessed. Thus, using a qualitative case study methodology employing content analysis, interviews and observations, this dissertation shows that TYPAP a multifaceted peace education initiative working with local partners – has potential not just for creating awareness of peace issues, but also for cultivating the seeds of a culture of peace. Following Galtung’s theories, the dissertation also indicates that it is not just “structural violence”, but also the deeper symptoms of “cultural violence”, that we may need to address in taking the region forward in the coming years. / Educational Studies / M. Ed. (Philosophy of Education)

Indiana University-Purdue University Indianapolis (IUPUI) / Este estudio analiza las percepciones de mejoría en el español y de conocimiento cultural de los participantes en un programa de ayudantes de inglés, Auxiliares de Conversación, mientras trabajaron en escuelas primarias y secundarias en varias regiones de España. Los participantes provenían de varios países anglófonos, entre ellos los Estados Unidos, el Reino Unido, Canadá, Nueva Zelanda, Australia. Varios participantes rellenaron encuestas a través de internet para evaluar su crecimiento lingüístico y cultural durante el programa, experiencia en los centros educativos y alojamiento. Además, plantearon varias sugerencias para el programa para futuros auxiliares y profesores. Seis auxiliares fueron entrevistados sobre los mismos temas en mayor profundidad.