The thesis deals with the new trends in marketing communication. It shows the importance of new media and new tools of marketing communication mix. It aims to analyze new trends and forms of marketing communication and based on the findings to apply their use in marketing communication of company Direct Parcel Distribution CZ.

The aim of this thesis is to analyse marketing communication of pilsen company Chladírenský servis Jedlička and to find out which trends of company's marketing communication can be used or are used. The first part of thesis is literary research. This part discusses concepts such as marketing, communication, marketing communication and new trends in marketing communications. As marketing trends are definited online marketing, viral marketing, mobile marketing, event marketing and guerilla marketing. The second part of thesis is a practical part. In this part instruments of Chladírenský servis Jedlička's marketing communication are discussed. This part deal with history of marketing communication of chosen company, when company mistakenly considered advertising in the sense of a one-way flow of information as its marketing communication. At present, however, the company uses the concept of marketing communication in the right sense, two- or more-way flow of information. For marketing communication the company uses online marketing, banner advertising on YouTube, Facebook,and watchs their feedback. Futhermore the company plans an event marketing for year 2018. The company also uses QR codes and sponsorships. Several improvements are recommended to the company. The first suggestion is to improve a Facebook communication engaging more employees in marketing communication and responding to comments on posts. The second suggestion is to focus on foreign customers and create websites in foreign languages. The third suggestion is to support event marketing of the company events this for existing and potential customers. The fourth suggestion is to make another shocking events. The fifth suggestion is to start watching a feedback from QR codes. The last suggestion is to create a notebook whither employees write questions from customers which management would deal with twice a month.

Title: Sponsorship activation of partners of Czech Athletic Federation Objectives: The aim of thesis is to create proposals for activating sponsorship for intentionally selected entities in connection with the Czech Athletic Federation on the basis of their own observations, case studies and in- depth interviews. The secondary goal is to evaluate the profile of companies in the role of sponsors and to determine the proposal for activations as a new discipline. Methods: Qualitative research based on in-depth interviews with representatives of selected companies, a case study and analysis of secondary data from documents dealing with athletics were used to determine specific activation proposals. Results: The results obtained from the research and the analysis of the profile of the Czech Athletic Federation and selected companies were used to determine specific proposals for activations for individual companies with involvement in Czech sports practice. Keywords: athletics, marketing communication, new media, sponsorship activation

The current stage of the World-Wide-Web development called Web 2.0 has a considerable effect on the online communication both inside and among businesses. Social media is the strongest trend in this area. Integration of these media into the internal and external communication strategy has become essential for businesses in order to attain a sustainable competitive advantage. The main objective of this thesis is to map the possibilities and technologies of contemporary corporate online communication with regard to the development of Web 2.0. The next goal is to provide recommendations on their use with their possible advantages and disadvantages. The thesis is divided into three main parts. The first part deals with the concept of Web 2.0, main characteristics, technologies, and possible future development. The next part is devoted to specific tools and technologies for the internal and external online communication of businesses. The final part of the thesis is practical and has been written in collaboration with the Microsoft Corporation. The goal of this part of the thesis is to conduct a survey about the use of Internet communication by young people in the Czech Republic. Based on this survey recommendations are set out on how to effectively reach and communicate with this target group through the Internet.

This thesis analyzes the current and possible impacts of the new global information and communication order regime institutionalized by the 1993 WTO agreements, GATS and TRIPS, and the following 1997 BTS agreement on Turkey, Greece and Israel, telecommunications markets, three important countries of the GEMED region. Since the early 1980s these countries have showed significant efforts to establish telecommunications systems and computer networks based on high- technology. They have adopted corporate-oriented strategies and complemented necessary changes consisting up of four stages: liberalization, deregulation, corporatization and privatization in order to internationalize and to realize full liberalization of their national telecommunications markets. Full liberalization and resulting internationalization process has increased interests of global telecommunications giants seeking new markets for their IT products and services based on NGN technologies to enter into the Turkish Greek, and Israeli telecommunications markets. Huge costs of NGN technologies will inevitably accelerate merging and resulting concentration process in the hands of the very few numbers of conglomerates will likely conclude with &ldquo / back to natural monopoly position&rdquo / whose rules will be defined by private monopoly consisting up of merging two or three the most powerful private conglomerates.

Submitted by Daniele Amaral (daniee_ni@hotmail.com) on 2016-10-21T16:40:39Z No. of bitstreams: 1 DissAFR.pdf: 2278033 bytes, checksum: c7c90860ad15e7ba874ca20e2461507d (MD5) / Approved for entry into archive by Marina Freitas (marinapf@ufscar.br) on 2016-11-08T18:58:03Z (GMT) No. of bitstreams: 1 DissAFR.pdf: 2278033 bytes, checksum: c7c90860ad15e7ba874ca20e2461507d (MD5) / Approved for entry into archive by Marina Freitas (marinapf@ufscar.br) on 2016-11-08T18:58:30Z (GMT) No. of bitstreams: 1 DissAFR.pdf: 2278033 bytes, checksum: c7c90860ad15e7ba874ca20e2461507d (MD5) / Made available in DSpace on 2016-11-08T19:01:16Z (GMT). No. of bitstreams: 1 DissAFR.pdf: 2278033 bytes, checksum: c7c90860ad15e7ba874ca20e2461507d (MD5) Previous issue date: 2016-08-03 / Não recebi financiamento / The student learning obtained by memorizing the information transmitted by the teacher's narrative, for further reproduction in the assessment, shows that the classic way of teaching, leads to a mechanical and not significant learning. The proposal of this study is to report the development and application of a Potentially Meaningful Teaching Unit (PMTU) proposed by Moreira, based on the Theory of Meaningful Learning of Ausubel. The proposal was drawn up using the PMTU steps in which, at first the survey of students' prior knowledge about the theme vectors was performed through the collective construction of a conceptual map and then the content of vectors was presented more generally through problem- situations. From that on, each vector operation was addressed more specifically, aiming the progressive differentiation and the integrative reconciliation. The students' performance was accomplished through their active participation and motivation in solving the problem-situations, in class debates, in the construction of maps, in simulations and video productions, that is with the use of The Information and Communication New Technologies of (ICNT). The concepts that were discussed and presented in accordance with the steps of PMTU: scalar greatness, vector greatness, trigonometric relationships in the triangle rectangle, vector addition by the polygon, the parallelogram and components methods, scalar product (real number) by one vector, scalar product and vector product of two vectors. The use of this sequence showed the evidence of occurrence of significant learning by the students and, therefore, many of the difficulties of high school students understanding have been overcome, since they are now familiar with the determination of some physical greatness, through operations with vectors presented in analytical geometry. / A aprendizagem do aluno obtida somente através da memorização das informações transmitidas pela narrativa do professor, para posterior reprodução na avaliação, mostra que a maneira clássica de ensinar, leva a uma aprendizagem mecânica e não significativa. A proposta deste trabalho é relatar o desenvolvimento e a aplicação de uma Unidade de Ensino Potencialmente Significativa (UEPS) proposta por Moreira, baseada na Teoria da Aprendizagem Significativa de Ausubel. A mesma foi elaborada seguindo os passos da UEPS onde, num primeiro momento fez-se o levantamento dos conhecimentos prévios dos alunos acerca do tema vetores através da construção de um mapa mental e, em seguida foi apresentado o conteúdo de vetores de forma mais geral, através de situações-problemas. A partir daí, cada operação com vetores foi abordada de maneira mais específica, visando à diferenciação progressiva e à reconciliação integradora. O desempenho dos alunos se deu pela participação ativa e motivação dos mesmos nas resoluções das situações-problemas, nos debates em sala, nas construções de mapas, nas simulações e na produção de vídeo, ou seja, no uso das Novas Tecnologias da Informação e Comunicação (NTIC). Os conceitos que foram abordados e apresentados de acordo com os passos da UEPS: grandeza escalar, grandeza vetorial, relações trigonométricas no triângulo retângulo, adição vetorial pelos métodos do polígono, do paralelogramo e das componentes, produto de escalar (número real) por um vetor, produto escalar e produto vetorial de dois vetores. A utilização dessa sequência apontou evidências da ocorrência de aprendizagem significativa por parte dos alunos e, com isso, muitas das dificuldades de compreensão dos alunos do Ensino Médio foram superadas, uma vez que agora estão familiarizados com a determinação de algumas grandezas físicas, através de operações com vetores, apresentadas na Geometria Analítica.

This thesis deals with the topic of how the members of online community of hookah smokers (hookah community) communicate. The core of the thesis lies in the quantitative content analysis of the content published in three hookah community Facebook groups. The results of the analysis are complemented with insight gained through semi-structured interviews conducted with seven members of the hookah community, using qualitative analysis. The first part of the thesis outlines the new media, describes basic terminology and concepts of social networks and marketing communication, provides an introduction into the topic of online communities, and describes hookahs, the hookah community, and the commercial entities involved in the hookah industry. The second part of the thesis describes the methodology of quantitative and qualitative research, presents the obtained findings, and provides their summary utilizing the knowledge presented in the theoretical part of the thesis. The thesis aims to describe and evaluate the current state of communication within the hookah community Facebook groups and map the presence of commercial communication in the analyzed content.

Over 50 years ago, Marshall McLuhan (2003), a specialist in communication issues, said that the world is becoming smaller and smaller every starting day, a result of the emergence of modern communication around the world. This situation has given birth to the conept `new technology´. This article will break down this new concept by looking at it through the lens of oral literature, which is used in Swahili communities. However, oral Swahili literature uses Kiswahili language, which is the languagge of communication at different levels throughout East and central Africa. The article will examine the ideals and opinions connected to oral literature described in the existing academic literature, and as one of the genres of narrative literature. It will look at the way in which the concept of new technology is explained by specialists, and in which ways this connects to oral literature. Advantages and effects which came about in the society after the coming of this notion will be discussed. The article ends with a conclusion and possible recommendations.