Purpose: The purpose of this studie is to map and describe the marketing strategies of professional sport organizations and examine in what extent and how they apply the 7P?s of the Marketing mix.Method: We have used an abductive approach in this study. The research was conducted as a two case study, the studied objects are AIK Ishockey AB and Djurgården Hockey AB. A qualitative method has been used. The empirical content was collected by triangulation in form of interviews, telephone interviews, studie of webpages and participating observation.

This essay examines the communication value of music in television advertising. It studies different forms of music and whether these forms contribute positively or negatively to how television advertising is perceived and remembered. The forms are jingle, familiar song and unfamiliar song. 100 high school students participated in the study through a questionnaire.                      The study shows that music is an important tool that complements television advertisings visual aspects. Music creates feelings, emphasizes aspects of the image and clarifies the advertised message.

The purpose of this thesis is to gain a deeper understanding of Swedish companies? use of corporate sponsorships as a tool for communication. The research describes motives and goals of corporate sponsorships, the selecting process and methods used in evaluating its effects. The empirical data has been colleted through interviews with two companies sponsoring athletics at a top level in Sweden. The study shows that the principal objectives and motives companies have with sponsorships are related to brand exposure, image improvement and relationships.

The aim of this paper was to describe hindering and facilitating factors in the transition from upper secondary school and employment for a person with Asperger?s syndrome. In the process we used general systems theory and made semi-structured interviews with five persons in the network of institutions and associations working with the individual. Our findings showed that the hindering and facilitating factors were basically the same depending of the environmental adjustments. The interviews highlighted the following factors: the recent general unemployment rate in Sweden, selfawareness of the individual and the surrounding environment?s knowledge of the individual?s impairment in relation to Asperger?s syndrome.

My curiosity concerning what pupils read and write during leisure time led me to gather information using a quantative method. The study's aim is to investigate which reading and writing habits they have during their time outside school. A comparison was done of pupils at school year level 3 and level 4 in two different schools with the intention of investigating the influence of social background on reading and writing habits. 137 pupils filled in survey forms and thereafter the MYSTAT statistic program was used to process the information. The results point towards that the pupils read story books both more often and for a longer time than any other type of literature and that they read them often or very seldom.

In contemporary Sweden political participation among foreign-born Swedes is viewed as low and it is well known that foreign-born individuals do not use their voting rights to the same extent as the general population. At the same time there are numerous ethnic associations around the country who work with various activities involving political, democratic and integration issues. This study aims to study how four members of a Somali association regard, relate to and work with politics, democracy and integration. The study is based on these four people, but also on their relationship with authorities and other agencies in the community. The conclusion of this study shows in brief that the desire to participate politically is great, but that democracy and politics is accessible to all, depending on the level of language skills and what political knowledge the individual has.

There are a large number of studies on colour and its influence on human feelings, but thereare only a few studies on the association between feelings and colour combinations. Thisstudie investigates the association between colour combinations consisting of three equallysized colours and the feelings they convey. The methodology used in this studie follows theinstructions from the Nippon Colour & Design Research Institute (NCD) in Japan, NCD havestudied consumer psychology towards colour and colour combinations for several decades.This study used semantically differential scales to evaluate existing colour combinations fromNCD to descriptive adjectives and creation of new colour combinations to explore therelationship between colour combinations and conveyed feelings. A total of 69 peopleparticipated in the tests. The main conclusions formed by this study are: (1) the feelingsconnected with the colour combinations differ partly between the Swedish population and theNCD and (2) the Swedish population have similar feeling associations to most colourcombinations, except for trend dependent adjectives such asmodern, cool etc.

The purpose of this project was to invite a changed perception of active sitting, to introduce a more active way of sitting in office environments and destigmatize an active sitting posture such as straddling by giving active sitting products conscious aesthetics based on environment and positive associations. The goal with this project was an active sitting product for office environments with aesthetics considered encouraging to movement in a relaxed way, regardless of age and gender, and connect to materials and aesthetics related to activity, experience and recreation. Horseback riding, retro style surfing and skateboarding was an entry of investigation. The project was based on existing active sitting products, their function and production techniques. It was not a part of the project to investigate new models of sitting.

The purpose of this master's thesis is to describe and analyse the origin and development of the library of Workers´ Educational Association in the community of Oskarström. This library is special because the organisation run it much longer than usual, until 1977, and to find an answer to why, we have the following questions: Why does the library of Workers´ Educational Association start their activity in Oskarström, and how does it develop, in relation to premises, librarians, financing, the stock of books and the numbers of books out on loan? What is the reason that the library in Oskarström is municipalized as late as 1977? The methods we use are hermeneutics and evaluation of the sources. The library is founded in 1914 and become important for the workers. Important sources of income are the subventions given by the state, municipality and other associations.

My curiosity concerning what pupils read and write during leisure time led me to gather information using a quantative method. The study's aim is to investigate which reading and writing habits they have during their time outside school. A comparison was done of pupils at school year level 3 and level 4 in two different schools with the intention of investigating the influence of social background on reading and writing habits. 137 pupils filled in survey forms and thereafter the MYSTAT statistic program was used to process the information. The results point towards that the pupils read story books both more often and for a longer time than any other type of literature and that they read them often or very seldom.

Syftet med denna uppsats var att studera sportfilmen som genre och se hur denna genre konstruerar nationell identitet på nationell och lokal nivå. Ytterligare ett syfte var att undersöka hur en sporthändelse televiseras, dokumenteras respektive fiktionaliseras. Jag har genomfört en jämförande analys av likheter och skillnader mellan mer dokumenterande genrer och fiktion. Jag har analyserat skillnaderna mellan den TV-sända hockeymatchen vid OS 1980 mellan USA och Sovjet (även kallad ?Miracle on Ice? eftersom USA vann matchen mot de på förhand tippade som helt överlägsna Sovjet), dokumentären om matchen, Do You Believe in Miracles från 2001, och fiktionsfilmen Miracle från 2004 som bygger på nämnda match. Det resultat jag kommit fram till är att både dokumentären och filmen om matchen är uppbyggda för att förstärka den amerikanska patriotismen.

The aim of this study was to investigate how disabled pupils feel about school lessons in physical education. Previous studies in the area show that many disabled pupils think that this is a problem. Drawing on data from one-to-one semi-structured interviews with six students in the age of 11-14 years, this study focused on how students with disability cope with their impairments and physical activity in school. The interviewees? background displays a wide range of sport related activities and besides school the interviewees seem to be engaged in different sports associations on their leisure time.

This thesis examines the possible beneficial effects of a temporary cooperation between a national brand and a private brand. The main hypothesis suggests that if a national brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private brand. The national brand should through such a brand alliance be able to borrow some of the flexible characteristics that a private brand possesses to increase its associations with the new category. The survey consisted of 800 questionnaires with different cooperations between a private brand (ICA) and two national brands (Tropicana and Bravo). These were handed out to students in the universities of Stockholm.

In the age group 16-25 years, the Internet is the most powerful source of information. This age group is also the main user of social media. The purpose of this study was to investigate young people's experience of social media and any associations between social media and adolescents health by answering the questions: ?how does young people use social media?, ?what risks can occur in young people's use of social media? and ?how can social media influence young people's lifestyles?. The survey was conducted by a quantitative cross-sectional study using questionnaires.

Bakgrund: Under 2000-talet har många av klubbarna i både Svenska Hockeyligan och Allsvenskan i fotboll haft ekonomiska problem. Flertalet elitidrottsklubbar har gått från att tidigare vara ideella föreningar till att idag, genom bolagiseringar, drivas som elitidrottsföretag. Ett verktyg som idag används för att utveckla företags verksamheter i flera vitt skilda branscher är riskkapital där riskkapitalister eller riskkapitalbolag köper in sig i företaget. Elitidrottsföretagen påverkas dock av regelverk som potentiellt sett begränsar elitidrottsföretagens möjligheter att använda riskkapital.Syfte: Syftet med uppsatsen är att analysera om elitidrottsklubbar inom svensk fotboll och ishockey kan utveckla sin verksamhet med riskkapital.Metod: Studien har en kvalitativ ansats där intervjuer har genomförts med representanter från tio elitidrottsklubbar inom svensk fotboll och ishockey.Resultat: Studien visar att elitidrottsklubbar inom svensk fotboll och ishockey bör kunna använda sig av riskkapital för att utveckla sin verksamhet. Gällande regelverk, 51-procentsregeln, hämmar dock klubbarna i användningen av riskkapital, då riskkapitalistens möjlighet till kontroll över sin investering begränsas.