The main goal of this thesis is to analyze possibilities of social media marketing and its use for the purposes of FIS VŠE. The analysis covers social networking sites and their evolution, including description of current major social networking sites. The marketing potential of social networking sites is analyzed in the second part of general analysis with special attention to specifics of Czech market and use of social networking sites in Czech republic. There was a competitive analysis done as a base for the formulation of social media marketing strategy of FIS VŠE. The competitive analysis compares other Czech technical universities and describes the position of FIS VŠE in comparison with those. Another analysis was made comparing foreign top technical universities to find and describe best practices in social media marketing that could be used in the strategy for FIS VŠE. Findings of both analyses were used in formulation of Social media marketing strategy of FIS VŠE which offers a framework for the work of social media team. The strategy is prepared in a brief form of 6 documents. The basic documents and processes are covered by an interactive tool prepared using Google Spreadsheet. This tool is ready to use by the social media team. Other parts of the strategy cover Rules, Metrics and Content tips. The strategy can be adopted as a whole or used to inspire and adopt only smaller parts.

2 Abstract The mail aim of this thesis is to set the concept of community education in the broader perspective of historical sociology and to do a case study to find out in which ways the selected Czech primary community school fulfils the principles of community education in practice. Firstly, the work focuses on the general presenta- tion of basic concepts, which are associated with community education (terms of education and community). This is followed by a description and analysis of the principles of community education and by an overview of its historical roots, first abroad and then in the Czech Republic. Attention is also paid to organizations which try to implement community education in the Czech Republic with emphasis on the role and cooperation of primary schools and civil society organizations. After this theoretically oriented part follows the empirical part, which is introduced by the design of the case study. Then the description of the community primary school is provided and results of the research are introduced. Key Words Community education, principles of community education, community, lifelong learning, community school, organizations of civil society