Event is something that an increasing number of Swedish cities are investing in since it contributes to higher attractiveness of cities and generate economic revenues. New arenas are built around Sweden to meet the increasing demands to host such events. Event projects are carried out in Sweden and it is important that the planning phase is carried out thoroughly to get a successful project. This thesis aims to look more closely at selected organizations and how they plan their projects and whether it is possible to follow project plans in the event projects. Karlstad has many events that recur annually, including the Swedish Rally.

Event is something that an increasing number of Swedish cities are investing in since it contributes to higher attractiveness of cities and generate economic revenues. New arenas are built around Sweden to meet the increasing demands to host such events. Event projects are carried out in Sweden and it is important that the planning phase is carried out thoroughly to get a successful project. This thesis aims to look more closely at selected organizations and how they plan their projects and whether it is possible to follow project plans in the event projects. Karlstad has many events that recur annually, including the Swedish Rally.

It has become increasingly common for a city or region to use sporting and media events to promote themselves. But what is behind these events? What kind of organisation is necessary to plan and run them? In the summer of 2009 the internationally known Volvo Ocean Race will arrive in Stockholm. The race is eight months long and will be hosted in Stockholm for almost the whole of June. The City of Stockholm is behind the event and Stockholm?s marinas will be responsible for making sure that everything runs smoothly and on schedule.

en small case studie av event med olika karaktär föregås av en kartläggning av begreppet event. vidare identifieras kritiska faktorer för framgång och huruvida den arbetsprocess i vilken eventen växer fram överensstämmer på de olika eventen. vilka likheter respektive skillnader kan identifieras..

en small case studie av event med olika karaktär föregås av en kartläggning av begreppet event. vidare identifieras kritiska faktorer för framgång och huruvida den arbetsprocess i vilken eventen växer fram överensstämmer på de olika eventen. vilka likheter respektive skillnader kan identifieras..

Events are a growing channel for companies and organizations to reach out to their customers. The com-munication channel opens up to satisfy all human senses. Which are required for a message to go into the receiver and be memorized. The research gap we decided to contribute to we made a case study of an event that is not sport related and looking at both the transmitter perspective and receiver perspective. Thus, the purpose of our study is to increase the understanding of how the transmitter should be able to convey the purpose and goal of the event to the receiver.

The aim of this essay is to examine how the Internet functions as a communication channel to Event Marketing. We have investigated what makes the Internet unique as a communication channel for events and how Internet has been used for event marketing. We have mapped fundamental theories within marketing, media, communications and human-computer interaction, which together describe event marketing. We have carried out case studies on two event-marketing projects where the Internet has played a major role. The first project was XCT which is a project developed by the company Eventum AB.

The topic of this essay is the expected effects that can come during and after a mega event and how the local impact may affect the local community and the citizen. This essay concerns a forthcoming mega event, the Olympic Games that will be held in London 2012. The area that the Olympics will be held in is Stratford that is located about twenty minutes from the central of London by the underground. The Olympic Games is one of the largest mega events with its millions of visitors. The purpose of this essay is to study what is expected after the mega event has taken place in London.

Studies conducted on event marketing have mainly focused on larger events. Managerial implications, marketing techniques, and theories in the field have hence dominantly addressed events of larger nature. Event marketing however is a growing phenomenon in the marketing mix. Brands are using event marketing to a greater extent. Brands are increasingly using small events as a marketing tool in order to create brand awareness and brand image; this goes for both small brands and large brands.

Syftet med denna uppsats var att undersöka musikens roll och betydelse inom event marketing. Idag är event marketing ett vedertaget och accepterat marknadsföringsverktyg och en effektiv väg att nå konsumenter. För att föstå hur hur företag inom denna sektor använder sig av musik för att påverka människor och hur strategiska val rörande musiken utförs gjordes en fallstudie på tre olika företag inom event marketing industrin. Studien visade att musik är en betydelsefull beståndsdel inom event marketing för sin förmåga att påverka och skapa stämmninglägen samt att valet av genre och artist har en stor inverkan på evenemangets image och att eftertänksamhet måste ingå vid dessa val..

There are two main reasons for why companies engage in sponsoring and Event Marketing; affecting the brand awareness and/or the image of the brand. Historically the main focus within the research field has been on how sponsoring and Event Marketing can create and achieve high brand awareness. More research regarding the image transfer from event to brand has been requested and this study is to be considered as an attempt to begin filling this gap. Today we see more and more brands choosing to arrange their own events; hoping to attain a more direct connection between the event and the brand. This trend raises questions such as - Do brands arranging their own events receive more image transfer from event to brand compared to brands sponsoring the same kind of event? - Are there any differences between an established well-known brand and a new unknown brand? - Will an event fully owned by a brand attract more or less people than an event arranged by someone considered to be less biased? These are some of the questions asked and answered within this thesis.

Med hjälp av fyra kvalitativa intervjuer baserade på modellerna SWOT-analys och Perfect Event tar vi reda på hur arrangörerna bakom New Media Meeting jobbat fram ett hållbart event..

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.

Event marketing är en marknadsföringsform som har växt ordentligt under senare delen av 90-talet och det börjar bli ett naturligt inslag i företagens marknadskommunikation. Trots denna tillväxt har event marketing under en längre tid sammankopplats med brist på utvärderingsmetoder. En avsaknad av utvärderingsmetoder leder till svårigheter att avgöra vilka effekter en event marketing-satsning resulterar i, hur genomförandet kan förbättras samt huruvida event marketing är en lämplig form av marknadsföring i en given situation. En ökad förståelse för dessa eventuella utvärderingsproblem skapar även förutsättningar för utvecklandet av utvärderingsmetoder och därmed möjlighet att besvara liknande frågeställningar. Denna uppsats undersöker vad som skiljer event marketing från annan marknadsföring i en utvärderingssituation, vilka problem dessa skillnader kan medföra samt hur eventuella utvärderingsproblem kan hanteras.

Det finns mycket skrivet om upplevelsens funktion i teorier kring upplevelseekonomin, men upplevelsen som begrepp inom event marketing inte är lika utförligt behandlat. Upplevelsen är ett centralt begrepp som används flitigt i litteratur rörande event marketing utan att man egentligen går in på dess funktion. Diskussionen stannar istället vid konstaterandet att upplevelsens funktion är att förstärka budskapet och utreds inte mer noggrant än så. Syftet med uppsatsen är att öka förståelsen för upplevelsen vid event marketing, och analysera huruvida upplevelseekonomins teorier om upplevelsen är applicerbara inom event marketing. Vi har i denna uppsats använt av oss av en kvalitativ studie för att skapa en ökad förståelse för upplevelsen vid event marketing.