The purpose of this essay is to function as a guide in the future development of the Umeå University Library?s webbsite by examining its users? web experiences as well as their web surfing behaviours. In this essay, a number of opinions in usability and accessibility coming from writers and organisations are presented. Using the writers? theories and previous research, along with the results from the evalutation, the essay attempts to explain the behaviour of users when they get in touch with technology, aswell as what the web users perceive as user friendly.

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

The purpose of this paper has been to explore how Swedish users of the file-sharing software Direct Connect perceive their own situation and the file-sharing phenomenon. In addition to ascertain what attitudes prevail in the file-sharing culture and what knowledge file-sharers have regarding the relevant Swedish legislation. The questions central to my area of interest were: - Why do file-sharers use the program Direct Connect? - What knowledge do file-sharers have of the relevant legislation in Sweden? - What attitudes prevail in the file-sharing culture? - Is file-sharing behaviour affected by an individuals experience and/or level of knowledge? I compared the results of my survey with earlier surveys done. In addition I compared categories within the file-sharing group such as gender, age, experience and level of knowledge to determine if there were any patterns within or differences between the groups.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

Det krävs att företag utvecklar sig för att vara konkurrenskraftiga på en ständigt föränderlig marknad. Ett sätt för företag i livsmedelsbranschen att differentiera sig är att endast använda ekologiska råvaror i framställningen av sin produkt. Om de gör det kan de bli godkända för miljömärkning och få använda KRAV:s logotyp på sin produkt. Den massmediala uppmärksamheten riktas allt mer på klimatkrisen vilket har gjort konsumenterna mer medvetna och villiga att påverka genom sitt eget agerande.Syftet med den här uppsatsen är att utreda hur en KRAV-märkning kan påverka varumärke och konsumentbeteende. För att kunna besvara syftet har vi studerat teorier inom varumärkesforskning och beteendevetenskap.

Sensory marketingAn effective instrument for libraries? We are living in a world of constant communication and information and because of that, marketing in general seem to have no distinctive effect. Consumers become overwhelmed by all the advertising messages. Due to this, it is clear that organizations like libraries must create a deeper and more personal connection to increase user satisfaction and foster the use of services, among both users and potential users. One way to achieve this is to make use of all the emotional elements of a product or a service.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented.

Konkurrensen blir allt hårdare på den globaliserande marknaden. Fler företag inser därav vikten av att ha ett starkt varumärke. Ett sätt att uppnå detta är att skapa starka associationer kopplade till varumärket. Associationerna kan förmedlas och uppfattas via olika attribut som kan länkas med ett varumärke. Attribut kan exempelvis bestå av egenskaper, attityder och fördelar.

The purpose of the thesis is to examine why women face greater difficulties than men in the management consulting industry when advancing as well as to identify potential success factors that enable women to overcome the existing difficulties. In order to fulfil the purpose, a theoretical framework including gender and organisational theory has been applied to a qualitative case study of two Swedish management consulting firms. A number of difficulties have been identified related to women's career advancement, which are the following: the male leader and the stereotypical male leadership, firms having higher expectations on women's performance, women's reluctance to self-promotion and to play "the organizational game", women's preference of social networks, men's tendency to promote other men, and the choice and conflict between a career and family life. The identified success factors that enable women to overcome these difficulties are: adapting the male leadership style, having an extrovert behaviour, becoming more active in professional networks, promoting one self, actively seeking to gain more attention, and prioritising one's career. These success factors can be summarised as women adapting a more male-like behaviour.

Inspired by the current debate over the effectiveness of Public Relations (PR), the authors of the following thesis have sought to analyze how PR and advertising differ in terms of how they affect consumers. The subject of the thesis was chosen due to the lacking knowledge of how PR shapes consumer attitudes and intentions. The authors wish to upset the institutionalized myths which dominate in the PR-business. One example of such a myth is that the effectiveness of PR can be measured by the number of press releases an activity produces and that PR?s superiority over advertising is due to its higher trustworthiness.

AimThe purpose of the survey was to see how students relate to feedback in physical education. The aim was also to find out how students like to receive feedback (written, oral or timing). The survey will also specify what kind of feedback the teacher provides.QuestionsHow do students react to feedback?How do students want to receive feedback?What kind of feedback do the students receive during the lessons in physical education?MethodThe method used in this study was qualitative group interviews with an observation before the interviews. The school that participated was my placement school during my teachers program and it is located in a suburb south of Stockholm.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

Rapporten ska bidra till att skapa en förståelse för den befintliga situationen i Bohusläns skärgård. Genom att ställa de risker som finns i den typiska bebyggelsen i området mot de resurser som finns har ett underlag skapats för att bedöma om insatser kan genomföras på ett sätt som lagen kräver. Bebyggelsen i Bohusläns skärgård består till stor del av gamla fiskesamhällen och i stort sett alla byggnader är uppförda i trä. Då även platsen att bygga på har varit begränsad har byggnaderna blivit mycket tätt placerade. På flera av öarna i skärgården bor det människor året runt och under sommarmånaderna då sommargästerna anländer ökar befolkningen dramatiskt.

Sammanfattning Titel: Design ? en förmedlare av varumärkets identitet Fördjupning: Marknadsföring Författare: Daniel Andersson Jennie Pettersson Maria Rudenschöld Handledare: Christer Kedström Frans Melin Problem: I en värld där konkurrensen ständigt ökar, blir det allt svårare för företag att differentiera sina produkter på marknaden. Företagets varumärke och design har kommit att spela en stor roll då deras produkter skall särskiljas från konkurrenternas. Det krävs en medveten strategi och ett kontinuerligt arbete från företagets sida för att skapa en framgångsrik varumärkesidentitet och produktdesign. Ett sätt att skapa en tydligare position på markanden mot konsumenterna och gentemot konkurrenterna vore enligt vår mening att integrera arbetet med varumärkets identitet och design.

Varumärkesarbete blir allt vanligare i Sveriges kommuner och därmed en del av arbetsuppgifterna för offentliganställda kommunikatörer. Syftet med uppsatsen är att ta reda på hur kommunikatörer resonerar kring varumärkesarbete utifrån demokratiska och ekonomiska värden. Intervjuer har gjorts med kommunikations- och informationschefer i tre västsvenska kommuner. Deras svar har sedan satts i relation till den demokratisyn som presenteras av Demokratiutredningen samt Gromark & Melins begrepp brand orientation, i uppsatsen översatt till varumärkesorientering. Gromark & Melin argumenterar för att en ökad varumärkesorientering i den offentliga sektorn bättre bidrar till mer demokrati än den market orientation, eller marknadsorientering, som de menar är dominerande i dag.