Syfte: Studiens syfte är att granska hur en organisation kan ändra attityden hos åhörare genom effektiv marknadskommunikation. Metod: Studien har en kvalitativ forskningsstrategi i form av en fallstudie med en induktiv forskningsansats. Intervjuer, enkäter och deltagande observationer användes som metod i undersökningen. Enkäterna besvarades av 107 personer och intervjuerna utfördes med fyra anställda på LO-distriktet i Stockholms län som bestod av ett subjektivt urval. De anställda som intervjuades valdes p.g.a. att de arbetar aktivt med marknadskommunikation för LO-regionen i Stockholm. Empirin under observationer samlades in vid två tillfällen. De deltagande observationerna utfördes i samband med enkätundersökningen. Slutsatser: Effektiv marknadskommunikation påverkar attityden hos åhörare genom skolpresentationer. Det finns tre komponenter som utgör en åhörares attityd. Kognitiva- och emotionella komponenter har större påverkan på åhörarnas attityd än handlingskomponenter. Åhörarna är för unga för att aktivt komma ut på arbetsmarknaden, vilket gör att de inte känner att de måste bli organisatoriskt engagerade eller gå med i facket nu, utan väntar nog till när de är beredda för att komma ut på arbetsmarknaden. Däremot så påverkas åhörarnas attityd positivt till LO-regionen i Stockholms län genom att de känner att informationen som de har mottagit har gått fram till dem. Den informationen som kommuniceras har en positiv anknytning till facket och LO, vilket leder till att åhöraren får en positiv anknytning till organisationen. De känner även en trygghet och en känslomässig koppling till organisationen efter presentationen. / Purpose: The purpose of this study is to examine how an organization can change the attitude from an audience towards an organization through effective marketing communication. Method: The study has a qualitative research strategy in the shape of a case study with an inductive research approach. Interviews, surveys and observations were used as methods for the research. A subjective selection was made in the process of choosing respondents and employees. The empirical evidence from the presentations was collected during two different occasions. Conclusions: Effective marketing communication affects the audience attitude through school presentations. There is three components that is forming an audiance’s attitude. Cognitive- and emotional components have a greater effect on the audience´s attitude than conative components. The audience is too young to start working yet, which means that they are too young to start getting organizationally involved. They will probably wait until they are ready to start working. However, the audience is being positively affected towards the LO-region in Stockholm because the information that has been communicated has reached them. The information that are being communicated have a positive connection towards LO and the labor union, which leads to that the audience gets a positive connection to the organization. They also feel a security and an emotional connection to the organization after the presentation.

TITLE: Impact of the trade days project on the key competencies of Kunratice Elemetary School graduates AUTHOR: Tom Tychtl DEPARTMENT: Department for research and development of education SUPERVISOR: PhDr. Veronika Laufková Ph.D. ABSTRACT: This thesis deals with the project called "Trade days", which is implemented at the Kunratice Elementary School, especially its impact on the development of key competences od school graduates with an overlap onto their future life. The work is based on theoretical findings on key competences, constructivist concept of teaching, organisational forms of teaching and project-based learning, which are then used in the practical part. In the practical part, the thesis aims present the functioning of the project and, based on a combination of qualitative and quantitative research, to present the results of the impact of the "Trade days" project on the development of key competencies and the overlap of this development into the future life of school graduates. KEYWORDS: key competencies, project-based learning, secondary school, qualitative research, graduates