Background: The background shows that since the consumption patterns constantly are changing and the Internet usage is growing it creates more opportunities for the companies to interact through new media. There are two ways to go for companies that intend to use social media as a marketing strategy, to be in the possession of their own information or get help from a third party.Problem definition: What factors are important in the long term survival of the companies when choosing a social media?Objective: The objective of this essay is to analyze and evaluate the personal blog and the company blog as an information technology strategy.Method: The essay will have a hermeneutic and quantitative approach in the form of a survey. Theories: Consumer Behavior, The Buying Decision Process, Involvement Theory, Business Concept, Branding, Total Communication Theory, Word-of-mouth/web and Service Profit Chain.Empiric: The empiric will consist of the results from the survey.Results: The result shows that the blog is effective as an information technology strategy however the companies should adapt their choice of blog to the products that they sell.Conclusion: Important factors for companies that seek long-term survival are involvement, communication and loyalty. It is also important to use a relationship marketing approach. .

This paper sets out to investigate how companies can create advertisement that focus not only on selling but also on entertainment. The research is based on seven TV-commercials produced by the Swedish food chain ICA. The commercials were analyzed according to the methods of discourse analysis, semiotic analysis and rhetorical analysis. Furthermore, the research compares the analysis made with the thoughts and ideas of Tobias Karlsson, Head of marketing and communications development at ICA to find out how the comprehension of the commercials correlate with the original intentions made by the company.The study shows that ICA creates a commercial that contains the perfect mix of rhetorical approaches, communication strategies and entertainment mixed with gravity. The study also shows that ICA fails with its primary goal which is to sell selected products; however, by producing the entertaining commercials, they manage to strengthen their brand.

The purpose of this study is to investigate librarian?s opinions concerning literature with state supported distribution and how to mediate and market these in the library. The types of mediation and marketing that have been studied are positioning, labeling and oral mediation.The study is qualitative with interviews at seven main public libraries in central Sweden. The respondents of the study were responsible for the literature with state supported distribution within the library.The study is based on a theoretical frame of reference containing theories from Jofrid Karner Smidt, regarding librarian?s mediation in libraries, and François Colbert?s theory on marketing planning for arts and culture.The results of our study showed that librarians have both positive and negative opinions when it comes to the literature with state supported distribution.

Title: Women's best beautiful will never be good enough: a rethoric and semiotic analysis of four advertisements for beauty products.Because of the medias central role in peoples lives in the modern society we today live in, they have become a reference in peoples processes of making sence of their subsistences and environments. Commercial companies also want to present an as good image as possible of them towards the recipients through their marketing. Both parts can lead to a distorted picture of the real och everyday and norms and ideals easily form, for example about the correct way a woman should act and be, as the media affect which references should be made available for society.The purpose of this thesis is to examine how four advertisements for beauty products produce ideals and norms of beauty as well as construct and reconstruct femininity through the ways women are represented. The study will also contain the question about how rethoric and semiotic tools are used to strengthen the messages and sell the products. The following questions will be answered within this study:How is femininity being represented in the advertisements?How can the advertisements contribute to the creation of ideals and norms of beauty? How do the companies use rethoric and semiotic tools in the four advertisements to sell their products and/or strengthen their brands?The study will be executed with a qualitative rethoric and semiotic analysis and the theories applied to it are Mediatization theory, Envisionment theory as well as a theory about gender and femininity.   The foremost results of this study has been that women are represented as constantly striving towards a better beauty to be able to also feel better about themselves, gain better self-esteem and to have more fulfilled and successful lives.

Numerous studies have showed that Swedish municipalities are responsible for several of the activities that concern children and their rights, e.g. school and health care. Furthermore, the Convention of the Rights of the Child is an international agreement that Sweden has signed and ratified which also implies the obligations that Swedish municipalities have. The purpose of this study is to investigate and compare, from a social justice perspective, how children?s rights are being emphasized and how children?s opinions are being taken into consideration at the municipality level in Sweden.

The process of food production has changed dramatically over the past one hundred years. Industrialization has led to large units of production, manufacturing, distribution, marketing and retail business. The final food product, in this system, is quite often fairly anonymous and the consumer will most likely know very little concerning the origin of the product. In recent years, the market for locally produced food has grown. There is an increasing interest in and demand for locally produced food items.

Background: The theater market has matured ? supply now exceeds demand. Government funds are on a decrease, replaced by other means of financing. The city of Stockholm will be introducing a bonus system that will benefit independent theater groups that succeed to increase their revenue and attendance. Hence, the audience will play an even greater role, a tendency some free theater groups come to terms with by interacting with the audience to create value.Thesis statement: What factors lead to the long-term survival of the independent theater groups, allowing them to benefit from the imminent bonus system?Purpose: To analyze and evaluate the marketing strategies of the independent theater groups, in reference to their capability of long-term survival through value creation along with the audience, thereby increasing attendance and ticket revenue.Methodology: The study combines quantitative and qualitative approaches and methods.

The marketing campaign ?Låna dig rik? [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent..

Title: What are you doing - A study in the Swedish Armed Forces marketingAuthors: Johanna Hillforth & Linda OlanderTutor: Josef PallasPurpose: The purpose of this thesis was to analyze the communicativefunctions as the Swedish Armed Forces uses in its marketing communications.Method and material: The used method in this study is a qualitativesemiotic content analysis, and the material analyzed is five ads from five oftheir latest advertising campaigns.Main results: The results of the study have shown that the Swedish ArmedForces primarily uses three of the four communicative functions in theircommunication, by being of informative, expressive and affecting nature..

The purpose of this study is to identify the points-of-difference that should form the basis for Bryggarsalen?s future marketing efforts. Bryggarsalen is a newly established conference business in Stockholm. To be able to identify these points-of-difference, Bryggarsalen?s marketing problems have been studied from the resource-based view, claiming that the source of sustained competitive advantage derive from a firm?s unique bundle of resources.

Title: Social Media ? And customer interaction in smaller firmsSeminar date: 2011-06-10Course: Information Logistics, D-level.Authors: Marie Stenhammar and Ulrika CarlssonAdvisor: Jaime CamposKey words: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firmsPurpose: This paper aims to describe the relevance of social media to smaller firms, the challenges and opportunities they face and what strategies they use, in the interaction with their customers.Methodology: The study is qualitative in nature and has an abductive approach. The empirical material consists of in-depth interviews with chosen companies and Internet observations.Theoretical perspectives: Social Media, Web 2.0, Co-creation, Viral marketing, Word of MouthEmpirical foundation: The study takes its empirical base from in-depth interviews with representatives from the small companies and internet observations connected to these.Conclusions: Smaller companies have great interest in social media. They preferably use Facebook, blogs, YouTube and Twitter. Their strategy is mainly to be very active and update their social media regularly.

Abstract During object-oriented system development, programming should be preceded by analysis and design to assure that the system fulfils the demands of the customer and simplify during the development phase and documentation. When modeling the analysis and design phases, several different notations may be used. One of these is the UML (Unified Modeling Language) which this thesis will cover. The aim is to compare the use of the UML i practice versus what is said in the literature. The investigation is built upon interviews at different companies to receive their reflections about the UML.

Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson.Tutor: Peter CaesarTitle: Don?t forget the story ? a study about internal StorytellingKeywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation.Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization.Problem statement: How can internal marketing be affected by internal Storytelling?Method: Our study is based on a case-study of SCA Packaging Sweden AB.

The authors of this paper intended to study and compare local secondary schools(municipally owned schools) and independent secondary schools(privately owned schools) in Stockholm County. The purpose oft his paper is to explore how secondary schools market themselves and whether the view and use of marketing is different between municipal and independent secondary schools. The essay is by nature multi-case study and interviews were conducted with representatives from four high schools, two municipal and two independent, one representative from Education Committee and one from Privet Schools? Association.The introduction of School reform in 1992 enabled opening of privately owned schools and empirical datas hows that before 1992 secondary schools did not have the same extent of competition and the need of marketing was not widespread, but today there is fierce competition among secondary schools. The introduction of School reform changed the conditions for the Swedish school market, greater freedom of choice led to atougherfight for the students, which in turn increases the competition between secondary schools.

This paper discusses the issue of trade dress imitation in the grocery sector. Our study has its starting point in the conflict that may arise between a brand owner and an imitator following an imitator?s marketing actions. In this study we look at the Market Court?s precedents in which this question has been addressed.