A reform of higher education in Sweden in 1993 led to stiffer competitive climate among educational institutions. The reform meant that educational institutions now had the opportunity to plan their curriculum autonomously. Prior to the reform educational planning was restricted to the Swedish government. The new rules spelled a greater opportunity for educational institutions to profile themselves based on their educational offerings. The higher degree of competition means that marketing becomes increasingly important when recruiting new students.

Syftet med denna studie var att undersöka grupp- och kommunikationsprocesser i en online community där den gemensamma nämnaren mellan medlemmarna var intresset för spelet World of Warcraft. Undersökningen utfördes med hjälp av en egenkonstruerad enkät samt observationer vars syfte var att undersöka deltagarnas grupptillhörighet, vänskap, konflikthantering och kommunikation online, samt deras beteenden gentemot varandra. Syftet var även att undersöka om sociala anpassningsstrategier, standardroller och in-och utomgruppsfavoritism var applicerbara på en virtuell grupp. Undersökningsresultaten pekar på att många av de teorier gällande grupptillhörighet och vänskap även är applicerbara på grupper formade online samt att kommunikationshjälpmedel såsom smileys underlättar konversationer i skriven form. Resultaten pekar även på att de sociala anpassningsstrategierna och standardrollerna är applicerbara på en virtuell grupp, dock anses urvalet för litet och observationstiden för kort för att med säkerhet säga att dessa återfinns.

This master thesis examines online reading groups with swedish participants. The aim is, by way of introduction, to investigate what kind of online reading groups that exist and how they work. The overall question of the thesis is: how do a conversation about books on the Internet look like? The theory used is Grounded Theory and this is a methodology which has influenced the hole structure of the study. Grounded Theory apply that issues and hypothesis must be created from the collected material, and the author collected for this reason material in the form of survey answers, email-conversations, blogmaterial and articles to draw up exact issues based on this material.The material was sorted into four different categories; social reading, reading fellowship, virtual freedom and anonymity and the issues were formulated according to this categories.

Online dating and ?People nearby applications? (PNA) has become more popular in today?s society. With PNA you can easily find people who are nearby you that you can socialize with and maybe even meet. In this paper we study the mobile application Badoo and explore how it is used for dating in clubs in Stockholm through observations that we participated in. We also had a group interview with five Badoo users about their usage of the application.

This paper aims to investigate if the underlying effects of the marketing phenomena clutter can be explained by negative priming. Although a lot of research has been made in the field of marketing, many people still claim "all marketing is good marketing", which we intended to challenge. In order to do this a tailored experiment analyzing the effects of clutter was created. The experiment consisted of two activities with the objective to manipulate the participants by making them avoid distracters. To maintain high ecological validity throughout the experiment actual brands were used as distracters.

An increasing global tourism offers great opportunities for Sweden as a tourist destination. However, an attractive destination requires competitive destination marketing strategies. Tourist destinations often include a complex network of stakeholders of small and large en-terprises that represent both the public and private sector. One condition for successful des-tination marketing is that all of these stakeholders collaborate in their marketing to create an integrated and powerful image. Another important aspect in terms of increasing the des-tinations competitiveness is that the local tourist companies are "export-oriented", in order to ensure that international tourists are looked after appropriately.This study has focused on the destination marketing of Stockholm.

För att framföra en timmerlastbil med 74 tons bruttovikt i svensk trafik,krävs ett tillstånd från Trafikverket. Tillståndet består av ett dokument somvisar vilka vägar och broar fordonet får trafikera och vilka regler som gällernär man kör lastbilen.Skogsbolaget Sveaskog startade ett examensarbete med syfte att skapamöjlighet att i realtid presentera för lastbilsföraren vilka vägar och broarsom är en del av transportdispensen. Detta skulle ske genom att utveckla ettkartstöd för lastbilens fordonsdator med anslutning till GPS för attvisualisera dispensdokumentet med de angivna vägsträckorna och broarna.Resultatet av examensarbetet är ett kartstöd som använder tjänster frånArcGIS Online för att presentera geografisk information för användaren.Bakgrundskartan består av en grundkarta från ArcGIS Online. Övergrundkartan ligger ett GIS-skikt med vägar och ett annat skikt med broar.Information om huruvida fordonet för närvarande färdas på en väg somingår i tillståndet eller inte, samt information om regler som gäller för broarpå vägavsnittet, presenteras för föraren i realtid. Denna informationuppdateras vid varje uppdatering av GPS-positionen..

Drink! The Marketing History of The Coca-Cola Company: A Modernization Perspective examines the development of The Coca-Cola Company?s marketing history, from the founding of the company in 1886 until today. The Coca-Cola Company has been superior on the market for over a century. It has also developed along with the urbanisation of its society, which is interesting in a modernization perspective. The essay investigates the marketing strategies of the company, with focus on three themes: gender, sponsorship and interactive culture phenomenon.

Our reason for this study is to research how non- profit organizations focused on fundraising, market themselves to create and keep the relationships with their potential and existing contributors. With this study we also want to create an image of the meaning of marketing, applied to non- profit organizations focused on fundraisings, struggle towards attracting more contributors. We also aim to research what our respondents believe will be the outcomes of marketing on nonprofit organizations in the future. For this essay we have chosen a qualitative method which consists of six interviews with respondents whom have different knowledge and experiences of the non- profit sector. We chose this method to be able to view our main subject from different aspects and through the interviews also form a more profound picture of the non- profit sector and also, finally, se what the respondents think about the issue.

This paper focuses on traditional clothing enterprise IT strategies. The purpose was to investigate the correlation between traditional clothing companies IT strategies and their brand. In a market where the competition is high it has become more important that the company targets a customer segment. To reach their targeted customers the company builds their brand with different corporate strategies. This segmentation is necessary because of the high exposure to competition, and a well-established brand could be a prerequisite for profitability.  In today?s market, IT has a major impact on the clothing business.

The purpose of this thesis was to study how internal marketing affects service quality in the tourism industry. It was decided to conduct a case study on two hotels with summer seasonal employees. Pite Havsbad and Strand Hotell Borgholm were chosen as study objects. The case was based on interviews with the hotel manager at Pite Havsbad and the vice president at Strand Hotell Borgholm, who coordinates the internal marketing at the companies. The findings were that seasonal employees do not affect service quality much.

Internet och sociala medier har möjliggjort möten och kommunikation mellan människor på ett helt nytt sätt än tidigare. Dock är cybervärlden samtidigt en otrygg och problematisk plats. Brott förekommer både offline och online. Uppsatsen grundar sig i denna problematik och syftar till att få en inblick i problematiken som finns rörande ungdomar och nätbrott utifrån ungdomarnas synvinkel. Mer specifikt gäller det kränkningar, olaga hot och sexualbrott.

Social media is by many believed to be the core of a new type of Public Relations. This new PR is called PR 2.0. Most larger companies today are to be find using dif- ferent types of social media to interact with their publics. Each year companies invest more money in this type of digital public relations. Social media is a relatively new online phenomenon and still used at a very early stage.

Immersion is a construct that measures how deeply engrossed a user is with any mediated situation. In the field of game design, immersion is a significant aspect of what makes a game enticing, and as such it is of pivotal importance to create and maintain it to keep the player's mind off the real world while inside the confines of a game framework. According to the GameFlow theory, it is one of seven key tenets of evaluating and implementing a successful game design. Yet, certain multiplayer online games are designed in a fashion that in some cases seem to break immersion, where the player is frequently put out of action, sometimes for minutes on end. In this study, using online questionnaires, we discover that players, despite claims otherwise, seem to be in several ways affected negatively by this breaking of immersion.

Immersion is a construct that measures how deeply engrossed a user is with any mediated situation. In the field of game design, immersion is a significant aspect of what makes a game enticing, and as such it is of pivotal importance to create and maintain it to keep the player's mind off the real world while inside the confines of a game framework. According to the GameFlow theory, it is one of seven key tenets of evaluating and implementing a successful game design. Yet, certain multiplayer online games are designed in a fashion that in some cases seem to break immersion, where the player is frequently put out of action, sometimes for minutes on end. In this study, using online questionnaires, we discover that players, despite claims otherwise, seem to be in several ways affected negatively by this breaking of immersion.