Handelshögskolan vid Umeå universitetInstitutionen för FöretagsekonomiUmeå universitet90187 UmeåDatum: 2007-04-10Författare: Görel ErikssonNivå/utbildning: Master thesis, FöretagsekonomiHandledare: Kifle HamdeTitel: Sportmarknadsföring & damfotboll - Vad klubblag i damallsvenskan kan göra för att marknadsföra sin produktProblem: "Vad kan klubblag i damallsvenskan göra för att attrahera publik till sina matcher, göra dem nöjda och se till att de kommer tillbaka?Syfte: Syftet med uppsatsen är att undersöka och beskriva det arbete som bedrivs för att marknadsföra de damallsvenska klubbmatcherna i damfotboll.Metod: Jag har utgått från en kvalitativ metod då mitt syfte är att undersöka och beskriva det arbete som bedrivs. Mitt angreppssätt är abduktivt och min omfattande förförståelse i ämnet ligger som bas för min hermeneutiska kunskapssyn. Jag har i studien genomfört 7 stycken intervjuer med totalt sex olika damallsvenska klubblag. Jag har haft ett marknadsföringsperspektiv och analyserat mitt empiriska resultat genom en diskursanalys då jag har en kritisk inställning till självklar kunskap.Resultat/slutsatser: I min slutsats kommer jag fram till att det finns behov och möjligheter av att professionalisera och utveckla de damallsvenska klubbarnas marknadsföringsarbete.

Sport is the biggest movement in Sweden and among youth is seen as the most important and one of the most prestigious leisure-time activities. Riksidrottsförbundet (RF) is the main organization of the Swedish sport movement. It receives funding from the government in order to represent and develop the Swedish sports clubs. The government?s choice to support sport within RF happens at the expense of other sports, for example skateboarding.

The aim of this Master?s thesis is to investigate different ways of illustrating the information literacy of librarians and with a pragmatic view survey what has been written about marketing the librarians. The thesis is based on a marketing theory introduced by Philip Kotler. He believes that marketing is a social process and that everything can be marketed. I have reviewed three marketing strategies and their significance in marketing the information literacy of librarians.

Title You play, we?ll watch ? a study about e-sport consumption and communityAuthor Simon KarlssonSemester Spring 2012Tutor Malin SveningssonNumber of pages 67 (1 appendix)Aim The study aims to explore the motivations and needs behind e-sport consumption and the possible identity construction it entails.Method Qualitative methods: interviews and participant observations.Material Ten interviews with individuals from the barcraft community in Gothenburg, Sweden. Ethnography studies from four locations in total for the e-sport tournament GBG E-sport Open: three from qualifiers and one from the finals.Main results E-sport consumption proved to fill a variety of needs. Affective: To be entertained and experience emotional satisfaction. Social integrative: to connect with friends and other viewers.

Uppsatsen kommer reflektera kring vad som gör ett spel till en e-sport med fokus på tre huvuddelar inom e-sport idag. Detta baseras på Klines, Peuters och Dyer-Withefords teori om Three Circuits of interactivity; Teknik, Marknadsföring och Kultur. Dessa tre delar utgör e-sport.Alla spel som finns på marknaden idag är tävlingsinriktade och går ut på att lösa problem, men alla spel är inte e-sporter och det finns även spel som försvunnit från scenen. Vi ville undersöka hur detta var möjligt. Vilka faktorer är det som gör att vissa spel bli e-sporter?Vi samlade information under DreamHack Vinter 2011 från flera källor inom e-sport.

Vätternrundan is an annual sporting event that takes place in the Swedish town Motala since 1966. It is one of the world largest recreational bicycle rides and attracts over 20 000 participants each year. This study focuses on event effects and how an event can be of value within the principles of place marketing. Within this study five representatives were interviewed with semi-structured interviews.The results show that the representatives describe Vätternrundan as a positive event which mostly generates positive effects for the city itself and for the people living and working there. The effects consist of the events ability to create awareness of the place, the possibility to extend the tourism season and several social effects like solidarity and interaction.The result also shows that Vätternrundan is a well-known brand and because of this it can be used as an advantage in place marketing.

Sport är en viktig del av samhället. Sport är så mycket mer än matcher och spel. Sport är integrerat i de sociala och kulturella kontexterna i vårt samhälle, människor identifierar sig själva och världen runt omkring sig med hjälp av sport ? det är därför viktigt att studera sport. Då sport är viktigt att studera är det också viktigt att ha en diskussion kring hur konceptet modern sport bör tolkas, förstås, förklaras och hur det påverkar och är med i förändringsprocesser i samhället.

AbstractÖrebro UniversityDepartment of HumanitiesMedia and Communication StudiesBachelor Thesis, Spring 2007Title: Bajen is the name ? The study of the information business of a professional soccer clubBy: Erik Johansson and Markus WelinSupervisor: Göran ErikssonPurposeThe purpose of this essay was to examine how a professional and multinational sport organisation works to present a positive image of it. The object of our study was Hammarby, one of the by media most intensive covered Swedish clubs. We have also investigated the relation between the sport communication strategies and the media.TheoriesWe have used prior research in the areas of sport and media, Sport Management, journalism and Public Relations. We have also applied Public Relations and Marketing theories.MethodWe chose to use the methods of qualitative interviews, and participant observations.

This study was commissioned by the Västerbotten sports federation, whocalled for an overview of the policies that the municipalities inVästerbotten work after in the field of sport. The study aimed to identifysports policy programs or documents that have been produced by themunicipalities, and how they work with them. Furthermore, the studyhighlights the municipality?s politicians reasoning aboutsport andrecreation-sector,and how their sport policy-work was practiced. The datacollection was based on seven interviews and document-collections fromthe 15 municipalities.

Elite sport is becoming more professional, and elite athletes have to be more committed to spend several hours in training to achieve elite level and this means that the time to pursue a university academic career to the side of elite sport is minimized. Still only few elite athletes will be able to make a living of their sport. The objective of this study is to gain a better understanding of the opportunities and difficulties for a student who combines academic study with elite sport. Data was collected through semi-structured interviews with eight students studying at the University of Umeå, combining elite sport with academic studies. Results show that there are high demands on elite students to structure and plan for the combination of studies and elite sport.

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.

The overarching purpose is to describe how elite soccer clubs choose to structure their sport oriented organization. This purpose leads us to questions and areas involving sport managers, casting, operational directions, education and goal setting in sport.The results in this thesis are based upon a qualitative investigation of sport managers in Swedish elite soccer clubs. To strengthen the reliability in our choice of method we will fortify it with theories that reflect methodical choice.Our conclusions in this thesis is that one can see a clear difference in how the clubs choose to structure the casting and operational directions within their organization. We have also noted that there is a clear distinguish between the levels of education amongst sport managers in Swedish elite soccer clubs..

Despite the vast research on the effects of gaming, little is know how the phenomenon of e-sports and it?s followers is portrayed. While media can have significant impact on what and how e-sport is portrayed, no studies have been done in a Swedish context. This thesis aims at filling that gap with investigations of the two major Swedish newspapers. Six articles was analyzed with critical discourse analysis with a theoretical base of journalism.The result of which indicated that between the period of 2005 and 2012 e-sport and players was considered to be professional, committed and more in a sense that reminded much of the view on more traditional sport such as soccer and hockey.

Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The purpose of my study is to question the model service marketing triangle and propose an alternative ways of looking at service marketing. The study is based on a deep, qualitative research. In the research of the material an abductive approach has been used. The primary information sources are interviews with project workers, which are being analyzed together with the theoretical background in part argumentations in the course of the thesis. In the last chapter they are unified.