This report details an attempt to create an interactive Location-based storytelling-experience for mobile devices using QR-codes, and an investigation into the feasibility of such an approach. The underlying purpose of the study is to explore web-based methods of developing interactive Location-based story-telling experiences as a cost-efficient alternative to mobile app-development. A secondary goal of the study was to inform the development of a future Location-based game within a public cultural heritage project directed at children.

MATEČNÁ, M. Building brand communities. Diploma thesis. Brno: Mendel University in Brno, 2017. This diploma thesis deals with the functioning of brand communities in the form of friends clubs in the Czech Republic. The goal is to analyze the status of friends clubs and to identify the motivation and willingness of people to engage in communities. In the thesis are specified band communities and their building, estab-lishing, characteristics and realized community activities. The thesis explores the motives of people to engage in communities and identifies the factors perceived by the benefits of membership. Using analysis of primary data obtained through questionnaire surveys and in-depth interviews are made suggestions of recom-mendations for emerging and existing friends clubs and more specific for the Klub přátel Českého rozhlasu Brno.

This diploma thesis from the field of contemporary history evaluates the effect of being a publicly well-known and widely popular person on the overall functioning of their family and individual life stories of other family members. The closest relatives of the actor Petr Čepek were selected for the research purposes of this thesis. The methodological framework of the thesis is composed of the family memory, or the collective memory of Maurice Halbwachs. Petr Čepek was a significant persona of the second half of the twentieth century in the field od Czechoslovak theatre and film. He was at the origin of the phenomenon of Činoherní klub and played an active role in the November 1989 events. His premature death is connected with the film Lekce Faust. The thesis maps out the life stories of individual members of his family, which also serves as an insight into the family life side by side a popular person. .

The new proposed building Leisure time centre Brno is to create a dignified place for leisure activities, especially for water sports and more attractive place around the Brno dam. Rowing sport has a long tradition near Brno and also today there are two rowing clubs and this sport is in great demand. The new center will offer more options, greater capacity and more advanced technology. The basic idea of architectural design is to incorporate the object into the environment so as not to interfere with the character of the surrounding landscape and doesn‘t protrude from the surrounding buildings. Leisure time centre consists of two buildings, rowing club and accommodation for students. Both objects are separated by different shapes . The building of Rowing Club consists of four masses whose shape is inspired s of rowing sport, especially shape of oars. There was effort to create an architectural form that will be close to the sport, its curves will be resemble the motion, grace and speed…..they are characteristics of rowing sport. In the building is located restaurant, administrative part, sports part and boathouse. Accommodation for students is in the form of rails, offers accommodation for students who represent their faculty in the rowing sport.

The subject of the thesis is a transformation of the anti-nuclear shelter situated in the city center, which no longer fulfils its original function. The main goal of the project is to integrate the shelter to surrounding public spaces. The proposal uses the potential of the suitable location on the edge of the historical center of Brno by inclusion of public facilities with cultural functions that are able to use the uniqueness of the underground space. The aim of the study is to point out this unused building, initiate discussion. My quest is to bring new impulse to the city, to enhance the site with a new feature, make a pleasant urban space to residents of the city and also bring life to the place.

Organisations of different type and legal status engage in senior education in the Czech Republic. Civil society organisations available online are not the dominant providers of educational courses and activities for seniors in the Czech Republic. Civil society organisations represent 17 % of all providers of educational courses available online. Six civil society organisations engaged in senior education were found in the region Vysočina. Participants of the educational courses consider all activities practised in these courses to be education because they learn new skills there. They appreciate these courses for the education itself, for meaningful free time spending and for the opportunity of active life even in the time of senescence. For nearly the most important point considered by the participants so as the organisators is connecting and broadening of social contacts of the participants and creating of social network. This can be considered for the most distinct manifestation of civil society concerning senior education.

The diploma thesis deals with the communication strategy of Knižní klub publisher since its establishment till the end of the year 2013. Knižní klub belongs to publishers that mostly in 90s' formed Czech literary culture by its business model. Until recently it was a part of the world media group Bertelsmann, which has operated literary clubs all over the world since 50s' of the 20th century. It entered the Czech Republic shortly after the revolution and brought many forbidden titles. The policy of edition represented the mix of the quality world literature and also the whole range of saleable books which copied actual readers' trends. On this basis, I focus on historical background and its influence of the policy of edition. Then I deal with the development of the literary club after the year 1989. With The Knižní klub publisher, which has gone through several changes from distribution company to appropriate publisher, I try to target the communicational activities in socio-cultural context. Communication strategy was observed through club catalogues and media. Media image in social-cultural supplements Víkend Mladé fronty Dnes, Salon Práva and critical monthly journal Literární noviny is also part of the text and helps to understand the strategy of the publisher.

Title: Usage of internet social networks in clubs from Tipsport extra-league of ice hockey Objectives: The aim of the work is to analyse and compare communication of selected ice hockey clubs on selected social networks based on available data. Facebook communication of these clubs will be evaluated based on selected criteria. Methods: Collection and descriptive analysis of data, comparison, classification based on selected criteria. Results: Only clubs HC Kometa Brno, HC Sparta Praha and HC ČSOB Pojišťovna Pardubice communicate professionally and regularly on all four selected social networks. Ice hockey club from Pardubice is the best in communication on Facebook based on selected criteria. All results are listed in the practical part of this work. Keywords: Internet, social network, prognosis, ice hockey club, Tipsport extra- league

Title: Impact of corporate identity activities on the image of ČEZ Basketball Nymburk Objectives: The goal of this thesis is to determine how Prague home games spectators perceive each corporate identity components of the club ČEZ Basketball Nymburk, subsequently to analyze overall club image in the eyes of the spectators and to determine problematic areas using questionnaire which is serving as a stimulus for suggestions and recommendations. Methods: In the thesis was used quantitative method of questionnaire survey to provide greater number of respondents. Respondents were questioned in writing and electronically. Important source of information were also interviews with the club management and spectators. For interpretation of gained data were used graphs and statistical functions arithmetic average, median, modus, skewness, kurtosis and standard deviation. Results: Marketing research has shown that spectators perceive image of the club ČEZ Basketball Nymburk rather positively. However, some problematic areas has crystalized in particular components of the corporate identity where the club management can implement changes to strengthen the identity and positive perception of the club. Keywords: marketing research, questionnaire, corporate identity, corporate image, basketball club

Title: Strategic planning in sports clubs - TASK Silueta Praha Objectives: The objective of this diploma thesis is to conduct a strategic development plan for the competitive part of the sports club TASK Silueta Praha. The plan will be created for the time period between the 1st July 2011 and the 30th June 2014. The individual steps of strategic planning represent the partial tasks of the thesis. Methods: The analysis of TASK Silueta Praha takes form of a case study. In order to gain an in-depth knowledge about the current situation and the future opportunities of the club a series of research methods is used. These represent in particular: qualitative interview, analysis of texts and documents, survey and SWOT analysis. Outcomes: TASK Silueta Praha is a very attractive sports club for children and youth from the whole Prague area. Yet to become the number one Czech Rock'n'Roll sports club a number of changes and efforts towards underlining the present positive characteristics must be conducted in the next three years. The suggested strategic plan involving the areas of sport, organization, finance, marketing and social activities can most certainly help to fulfill this better future. Key words: Strategic planning, sports club, goals, mission, SWOT analysis, plan