This thesis aims to analyze whether the volumes of TV, radio and print advertisements of economic- management universities relate to the number of applications at these universities. The goal is to find whether the data correspond to each other somehow. The data in the thesis are processed using descriptive analysis of secondary data. The thesis is based on media data Admosphere, Mediaresearch, a. s. These data presents an overview of all realized commercials of universities in the Czech Republic in 2011-2013. The data are compared with publicly accessible reports on interest of applicants for study at universities in the Czech Republic in 2011-2013. The theoretical part deals with marketing communications at university, its objectives and discusses the most widely used types of communication. There is also closely examined TV, radio and print advertising. The analytical part analyzes mentioned media and educational data. Analysis takes place first in the whole economic field, followed with close examination of six economic universities. In conclusion, it is judged whether the data correspond together.

The diploma thesis deals with the motivation of university students to study the teaching of biology. The aim of this thesis was to find which factors influenced the students when deciding the field of their studies. Student motivation was examined using a qualitative method of semi-structured interviews. The research group consisted of 11 university students of the master's degree program of the Faculty of Science and the Faculty of Education at Charles University in the teaching fields combined with biology. The research results show that the primary interest in biology was evident in respondents already during their early childhood or later at an elementary school. In relation to biology, the respondents were influenced by the family and the teachers at either primary or secondary schools. The thesis presents extrinsic and intrinsic motives for the study of biology. The choice of teaching was affected the most by the interest in working with children and the expectation of creative work in the future, even though the respondents were aware of the low financial valuation, the time and psychological demands of the profession. The biology teachers also opted for the possibility of further subject developing and supporting interest in biology interest among pupils. The thesis also contains a...

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Магистерская диссертация посвящена проблеме подготовки учебного издания по компьютерной верстке, отвечающего требованиям специалистов и удовлетворяющего потребности читателей. Цель исследования – на основе редакторского анализа разработать рекомендации для учебного пособия по верстке. Объектом исследования стали пособия по компьютерной верстке. Предметом – структурно-содержательные особенности пособий по компьютерной верстке. Магистерская диссертация «Редакторский анализ пособий по компьютерной верстке» состоит из введения, двух глав, заключения и библиографического списка, включающего 71 наименование. В первой главе диссертации учебное пособие охарактеризовано как вид издания, определен ряд критериев, отличающих учебное пособие от учебника. В ходе работы с научными источниками были выделены и проанализированы требования специалистов к структуре, содержанию, языку и стилю учебных изданий, а также выявлены важные характеристики учебной книги с точки зрения читательской аудитории. На основе сравнительного анализа этих точек зрения сделаны выводы о роли, которой наделяют учебные издания специалисты и читатели. Вторая глава содержит характеристику структурно-содержательные особенности шестнадцати пособий по компьютерной верстке, представленных на рынке и доступных для обучающихся. Выявленные особенности соотнесены с требованиями к учебным изданиям, сформулированными в первой главе. На основе собранного материала представлен список рекомендаций по подготовке учебного пособия по компьютерной верстке. Результаты исследования могут быть использованы как при создании учебного пособия по компьютерной верстке по заказу кафедры Издательского дела, так и для подготовки современных и качественных изданий по другим дисциплинам. / Master’s thesis is devoted to the matter of preparation of desktop publishing study aid which meets specialists’ requirements and satisfies readers’ needs. The purpose of the research is to develop recommendations for desktop publishing study aid basing on editorial analysis. Research object is desktop publishing study aids. Subject matter is structural and content features of the desktop publishing study aids. Master’s thesis “Editorial analysis of desktop publishing study aids” consists of introduction, two chapters, conclusion and bibliography containing 71 source materials. First chapter characterizes study aid as a types of publication, defines a set of criteria differentiating study aid from textbook. During the process of working with scientific sources, specialists’ requirements for structure, content, language and style of study publications were identified and analyzed; in addition significant features of study aid from reader’s perspective were identified as well. Basing on the comparative analysis of these points of view conclusions on the role assigned to the study aids by both specialists and readers were drawn. Second chapter comprises characteristic of structural and content features of sixteen desktop publishing study aids found on the market and available for students. Detected features are compared to the requirements for study aids formulated in the first chapter. The list of recommendations for preparation of desktop publishing study aid is formulated in accordance with the gathered material. The research results may be used for both creating desktop publishing study aid on request by Faculty of Publishing and preparation contemporary high-quality publications dedicated to other disciplines.