[pt] O trabalho busca analisar uma empresa provedora de serviços gratuitos on-line, Elefante Internet, à luz da matriz Importância-Desempenho. Através de revisão bibliográfica e pesquisa com grupo de foco, chegou-se a um conjunto preliminar de 44 atributos. Uma pesquisa com 700 respostas posicionou estes atributos na matriz, gerando 4 conjuntos de atributos, baseados em desempenho e importância. Com base na matriz, foi possível tecer análises sobre o posicionamento estratégico da empresa frente ao mercado, identificando erros e propondo correções. / [en] The work searchs to analyze a company supplier of gratuitous services on-line, Elephant InterNet, to the light of theImportância-Desempenho matrix. Through bibliographical revision and research with group of focus, it was arrived a preliminary set of 44 attributes. A research with 700 answers located these attributes in the matrix, generating 4 sets of attributes, based on performance and importance. On the basis of the matrix, was possible to weave analyses on the strategical positioning of the company front to the market, identifying errors and considering corrections.

Le génome humain est constitué d'environ 45% d'éléments transposables, et l'élément LINE-1 (L1), qui représente 17% de la masse totale, est le seul élément actif connu de notre génome capable de rétrotransposer. Les protéines de L1, ORF1p et ORF2p, peuvent mobiliser divers ARN en trans, tel que Alu, le snRNA U6 ou encore d'autres ARNm cellulaires. C'est, en partie pour ces raisons que l'élément L1 est considéré comme un acteur majeur de la plasticité de notre génome.Dans un premier temps, nous avons élaboré un nouveau système, la lignée stable inductible Trex, qui permettra d'étudier la rétrotransposition de L1 à partir d'une localisation chromosomique. Cette lignée stable présente une intégration d'un élément L1 marqué avec T7 et Flag-HA pour ORF1p et ORF2p, respectivement. Ce système nous permettra dans un avenir proche de purifier les partenaires protéiques d'ORF2p selon le protocole de double purification sur colonne d'affinité Flag suivi de HA, et de les identifier par spectrométrie de masse (MS/MS). Dans un deuxième temps, nous nous sommes intéressés aux séquences chimères U6-L1 présentes au niveau du génome humain. Nous avons entamé ainsi une étude in silico, qui nous a conduit à la découverte d'une nouvelle unité répétée présente dans les génomes de primates, que l'on a appelé ‘'RSU6''. / The human génome is composed of about 45% of mobile elements. LINE-1 (L1, which represents 17% of the total mass, is the only active element, capable of retrotransposition in our génome. L1 proteins, ORF1p and ORF2p, can mobilise other RNA in trans, such Alu, snRNA U6 or other cellular mRNA. This is one of the reasons why L1 element is considered as the major actor of genome plasticity. First, we have developed a new system, the stable Trex cell line, which will allow us to study L1 retrotransposition from a chromosomal location. This stable cell line has integrated a marqued L1 (with ORF1-T7 and ORF2- Flag-HA) into the genome. This new system will enable us to purify cellular cofactors of ORF2p, according to the double affinity protocol (Flag and HA), and to identify them by mass spectrometry. Second, we were intersted in the chimeric sequences U6-L1 present in the human genome. We have done an in silico analyses which allowed us to identify a new repeated unit in the primate genome that we called ‘'RSU6''.

In the first part mainly the basic information about the types of mobile advertising are mentioned. Important topics such as business models and comparison with other advertising media are giving a conclusion for the theoretical part, which together with case studies from czech and foreign markets gives a solution to the effectiveness of mobile marketing.

This thesis discusses possibilities of using psychometric on-line systems in recruitment and selection process. The first part of thesis describes the process of recruitment and selection of employees and it attends to the characteristic of psychometric testing as one of methods of selection of employees. This part of work mentions the expanding trend of using on-line psychodiagnostics in recruitment and selection of employees. The second part of thesis focuses on possibilities of using the concrete psychometric on-line system in recruitment and selection process and it characterises work with this on-line system from user's view. It follows the description of recruitment and selection process with using of this on-line system for a specific position in situation of concrete company. The conclusion of thesis contains analysis of this process and it suggests some recommendations for doing recruitment and selection more effective.

Thesis deals with modern ways of surveys using advancing information technology and internet which makes surveys using web applications more effective. After a short review of public opinion history the summary of principal czech and forign survey organizations engaged in determination of survey rules are presented. Thesis follows with description of classic and modern data collecting methods. Main attention is devoted to on-line survey method. The description of method, possibilities of realization, positives and negatives and use of on-line questionnaire survey are presented. Final part of thesis si focused on on-line survey applying. The quality of this method is considered by sociological survey.

This master thesis is analyzing effects and ways of gaining customers from on-line booking portals whose main function is to provide their registered used with customers for their accommodation. This work will concentrate on influence and ability of on-line portals to fill capacities of accommodation. This work will discover advantages and disadvantages of these portals based on opinion of registered users. The main goal is to determine which portals are the best on the Slovak market and what value added they have for registered users -- registered owners of accommodation.

The master's thesis deals with inherited metabolic disorder phenylketonuria from a marketing point of view. The theoretical basis of this thesis points out to differences between the marketing mix in the pharmaceutical industry and other industries. Analysis of marketing mix of Nutricia company in relation to patients with phenylketonuria is based on these facts. Secondary and primary data are used in this master's thesis. There were several research methods used to get the information, such comparison and telephone interviews. The work provides insights and recommendations in relation to the potential competitive advantages of the Nutricia company, which can help to maintain its position as market leader in the future. Attention is mostly paid to project such Home Deliveery and on-line communication.

The diploma thesis is focused on the CSR (Corporate Social Responsibility) activities and evaluates the CSV (Creating Shared Value) activities of the brand producing Slovak cheese and cheese specialties. The aim is to analyse and evaluate them properly, propose the right communication and future goals, that are in line with the current ones. The first part is centred on the description of CSR concept, its establishment, history in the world and in the Czech Republic. The concept of CSV is described next. This is followed by the trends in the communication of CSR on social media and other on-line media. The second part is mostly about the particular brand, its history and main attributes. Already existing activities are analysed, their communication is proposed together with the activities, that should supplement the contemporary ones in the future.

Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.

The purpose of this diploma thesis is to analyze the tools of the marketing communication of Radio Impuls. The definition of marketing communication, mass and personal communication, the various types of marketing communication as well as above the line and below the line communication are outlined in the theoretical part. Further on, apart from introduction of a radio market in the Czech Republic and the placing of Radio Implus in the this market, I focused on defining the values, vision and mission of the brand Ráááádio Impuls, as well as the positioning, identity and the marketing communication tools of the radio. Finally, I conducted the research, described the results and consequent recommendations.