Commercial strategies are becoming more common in an increasing number of sports - Swedish golf is no exception. Previous research shows that new opportunities for non-profit organizations, to assign parts of their operations to a limited company, do not have any economic importance. The supplementary question arises why more golf clubs nonetheless choose to corporatize its activities? Is the purpose of commercial strategies generally linked to business- or sport-related success? This paper, containing two studies, aims to create an understanding of the underlying drivers of commercialization, and furthermore to quantitatively demonstrate how commercialization is reflected within Swedish golf in terms of strategy and marketing. Swedish golf clubs were categorized as more or less commercial, and examined based on business-related variables such as communications, brand awareness and price discrimination, as well as sports-related variables as success factors and success indicators.

The purpose of this study was to conduct a market survey in order to form a marketing plan to enhance and communicate the image of Vreta Kloster Golf Club. To accomplish this, the authors conducted a situation analysis on the mentioned club. Data was collected through interviews as well as secondary sources. A qualitative content analysis was used to process the interviews. The secondary sources? credibility was scrutinized before their data was used.

Since 2005, the number of golf members in Swedish golf clubs has declined. This is a major problem for many golf clubs since it can lead to over establishment of golf courses. This essay is about how golf clubs in North West Skåne, the second golf densest area in the world, work to maintain their members. The sample consists of eight golf clubs which have been geographic delimited by a 30 km radius out of Helsingborg. The research is based on qualitative interviews with the manager of each golf club.

The thesis tries to answer how a combination of financial metrics and marketing metrics can improve strategic decision making. The purpose is to develop a strategic working method for general dealers. The method is based on the two theoretical frameworks "The strategic resource model" and "The importance-performance matrix". The suggested method is being tested in a small retail store environment on the Swedish market. The result of the test shows that a better suited strategy can be developed when this strategic method, which combines financial metrics with marketing metrics, is being used.

The objective of this essay is, from the golf perspective including the golf courses' physical attributes, golf club management, members of the golf club and golf course designers, to explore possibilities for making existing golf courses more multifunctional. The purpose of this is to increase the understanding for golf courses' role as part of the landscape and comprehension regarding possible opportunities around them to exploit and develop.The increased pressure of population in peri-urban areas has resulted in a greater need for accessible recreation, particularly in the isolated farmland. As a result, land is sometimes used against landowners' will, which is a deficiency that is the basis for many conflicts between farmers and landowners.In the current situation, there is a negative trend in golf with reduced interest and fewer golfers than in the past. As a result, many of Sweden's golf courses have financial problems and are therefore trying to find new ways to avoid bankruptcy. Sweden's existing golf courses occupy about 30 000 hectares of land, of which a very large percentage are located in peri-urban areas.

In autumn in 2010 the project group came in contact with the travel company Golf Joy in Halmstad. They had been briefed on the problems of their customers had when they travel with their golf bags and contacted Halmstad University for help in solving this problem. When we heard about this idea, we became curious and contacted the company. After a successful meeting, we took the problem with us to the school and began to brainstorm to see how we could solve the problem. The goal was to produce a stylish and functional travel golf bag with the cart and bag in one and launch it in the golf season in 2012.

The purpose of this Master?s thesis is to discuss marketing as it applies to some school libraries. Today?s marketing is about relations. It involves the establishment, maintenance and development of relations with users, non-users and other library related relationships.

In the global and rapidly changing society Environmental scanning is becoming a more and more important tool. Today it is not the availability of information that controls an organizations behavior, but the information that the organization chooses to absorb. This is the case for a multinational cooperation as well as for the local golf club. Swedish golf clubs have during the last 100 years had an amazing development and today there are almost 600 000 registered Swedish golf players. The development has however stopped and even declined some during the last couple of years.

This thesis will explore how swedish Talang 2010 used their strategic communication in Kalmar and Stockholm and how the effect of this work was shown in the two cities. With a focus on how the sender was working with the external communication in the two cities, the heart of the research was studying Talang 2010?s communication strategy in these two contexts. The research was made with surveys during two audition days in Kalmar and two days in Stockholm. The competitors, the audience and the general public were answering different surveys but with the same base to study the effect.

The purpose of this thesis is to illustrate how non-profit organizations map the market of potential donors and how they apply their knowledge about the motives of the potential donors. The case-study of Church of Sweden Aid shows how a Swedish non-profit organization applies this in the daily work. In its strategic marketing the organization actively use marketing surveys in different forms. By employing an analyst Church of Sweden Aid has a possibility to make another step forward in order to understand its donor market and to adjust its strategic marketing plan to it. Church of Sweden Aid says that they don?t work with the donor?s motives.

Thesis purpose: The purpose of this study is to investigate the interdependencies within the process of partner selection in the fashion and design sector and the emanating criteria for finding the ideal co-branding partner in order to use co-branding as a strategic brand activation tool. Methodology: Multiple Case Study Theoretical perspective: Brand Building and Brand Activation, Relationship Marketing, Strategic Alliances, Affinity Partnering, Co-Branding, Consumer-Brand Relationships Empirical data: Interviews with expert consultants and company representatives (adidas, BMW, BMW MINI, Diesel, H&M, Opel, Philips, Sharp, Volkswagen) Conclusion: Partner selection depends decisively on the different co-branding aims and incorporates the crucial step when using co-branding as a tool for strategic brand activation. The co-branding aim and the corresponding partner lead to various types of relationships, which, in this study, are anthropomorphized to connect the world of marketing and branding to real life. Fashion and design brands have proven to be particularly eligible as co-branding partners for brand activation due to their innovative and trend-oriented nature..

The purpose of this essay is to examine how the two Swedish municipalities, Sigtuna and Nyköping, work with marketing. The study has primarily focused on how these two municipalities worked, consciously or non-consciously, with lifestyle marketing and place marketing. The research-questions that this essay wants to answer are;What is lifestyle marketing and place marketing?Do municipalities use these types of marketing, and who is this marketing directed to?How and why does municipalities use lifestyle marketing and place marketing?To answer these questions, phone interviews were conducted with several important employees within the two municipalities. The results of this study show that the different municipalities have both been using lifestyle marketing, but on different levels, in Sigtuna, it was a strategic choice, whereas in Nyköping, it evolved by itself and was not a conscious choice.

The common literature about strategic alliances offers a very fragmented picture. This thesis gives a theoretical overview on strategic alliances and builds the basis for the following examination of the different dimensions most strategic alliances have. The examination of the different dimensions is the crucial point of this thesis. Here the reader gets a detailed insight into the different dimensions and the implications they have on the design of a particular strategic alliance. This examination leads in the end to a more differentiated view on strategic alliances and the insight that no simple models exist, which give a sufficient basis for decision-making and understanding strategic alliances, today.

Syfte och frågeställningarSyftet med denna studie var att undersöka om golf förekommer som aktivitet i idrottsundervisningen och i så fall i vilken omfattning. Syftet var även att undersöka vilken attityd och vilket intresse idrottslärare i åk 6-9 har till golf som skolidrott. Frågeställningarna var: Hur stor andel av idrottslärarna i åk 6-9 använder sig av golf i sin idrottsundervisning? Vilka faktorer påverkar idrottslärarens val att undervisa golf i skolan? Hur ser idrottslärare i åk 6-9 på golfen som skolidrott i relation till Lpo94 kursplan för idrott och hälsa?MetodStudien genomfördes i form av en enkätundersökning bland idrottslärare i åk 6-9. För studien valdes idrottslärare i Kronobergs län ut.

The purpose of this thesis is to clarify the connection between word-of-mouth and viral marketing, to identify properties of and strategic ways to implement viral marketing and to examine how a company can influence the customers? perception of the brand in social media.This purpose served to answer our research question: How can companies deliberately create viral marketing?To answer this question we based our study on a qualitative method where we conducted eight interviews with different people, all with experience in our research field. We focused on our respondents? own opinions and were more interested in their personal experiences rather than the market in general.In our last chapter our analysis clearly demonstrates that companies can deliberately create viral marketing. This is possible if companies create material that appeal to and that triggers the costumer to share.