This thesis examines how techniques from place marketing, developed to market places, can be used in the process of designing a visual identity for an institution. The thesis is a case study of the development of a new visual identity for the public art institution Malmö konsthall. The essay presents Malmö Konsthall, defines the term visual identity and describes the main principles in place branding. I then define target audiences and key values, discuss the application of place marketing principle and go through the design process of the new visual identity. The process showed that theories about flagship buildings, signature design and signature districts have the biggest influence on the design.

This paper discusses the world heritage of Falun and its influence on the marketing of Falun as a destination. The reason for this study is the fact that world heritage nominations can lead to an increased pressure on the destination and an increase in popularity for the place. A world heritage is something unique and odd that can be used in the marketing of the destination in the purpose of attracting tourists, company investments and so on. It has been vital for the study to interview people that work with marketing or have important rolls within the world heritage.With this background the study is focused on three major questions:What meaning does the world heritage have in the marketing of Falun?Is the world heritage important for Falun? If yes: For who and why?Which organisations/persons in Falun have the greatest influence on the marketing process?In order to answer or discuss this question there are discussions in the paper regarding the notions of place marketing as well as the importance of a well outlined marketing strategy as a basis for the formulation of a product portfolio and segmentation strategy as well as strategy for developing a strong profile on the market.The answers to the question are relative and can have a different view in the future.

In this report a study is carried out with the aim to identify added values of EPC projects implemented in schools in order to increase the interest of EPC projects on the market. The report examines how the planned maintenance, supervision, maintenance and corrective maintenance is affected, how insurance premiums and terms are affected, the indoor environment and how the tasks of the operating staff is changing. A literature study of energy savings, energy use in schools, maintenance and insurance as well as how energy efficiency improvements are related to the Swedish environmental objectives has been made. Visits were carried out in Ludvika, interviews were also carried out with operation technicians and local strategists in Ludvika as well as employees of insurance companies.Schools often have neglected maintenance and problems with ventilation and indoor environment. Schools also have a large energy saving potential due to their low utilization, mainly because they are empty parts of the year.

Syftet med denna studie är att undersöka vad i kundupplevelsen uppdragsgivarna anser bidra till ett ökat kundvärde och om detta påverkar valet av fastighetsmäklare. En teoretisk referensram grundat på bidragande faktorer för kundvärde presenteras inledningsvis. Detta framkommer först genom det inledande kundmötet. Den upplevda kvalitéten och relationen mynnar samman till uppdragsgivarens upplevelse, vilket leder fram till kundvärdet. Teorin beträffande Servqual har nyttjats för att differentiera dessa delar.

Today there is something called clutter. Marketers are trying to communicate so many messages to consumers that it makes it difficult for consumers to take in the different market messages that exist.In this paper the authors study how marketers can reach out with a message in today's clutter. They are doing a case study of a marketing campaign which tried to solve the communication problems that clutter is causing. The goal of this campaign was to create a snackis, a Swedish word for a current topic, to reach out with their message. The campaign attracted attention from the media.

Reading old handwritten documents can be a real challenge for genealogists, especially as some documents in Sweden are written in the old German alphabet that is not used today. Much research has been done on how to enable computers to read old handwritten documents, but computers have so far not reached the level of reading that expert humans have. The focus seems to be on the computers reading the document with or without the help of human experts, with the aim of making the documents available in easily read form. I have, however, not found any research on how computers can help non-expert humans trying to read handwritten documents. In this project I have focused especially on beginning genealogists as reading gets easier with practice, and you need the help more in the beginning. By conducting interviews and observations with genealogists I established that reading is an issue and that there are many factors involved that make it difficult to read.

The aim of this study is to examine the word acquisition, focusing on the nouns and word exercises, in two Swedish textbooks for German in the upper secondary school. The chosen method for investigating the nouns was corpus analysis. The noun frequency and distribution in the textbooks were analysed and discussed in relation to research in second language acquisition. The Involvement Load Hypothesis by Batia Laufer and Jan Hulstijn was used to examine the exercises in the textbooks. The study showed that most nouns only occurred once in the textbooks, but the most frequent nouns were well spread in the textbooks.

Alltfler kommuner har börjat tänka och arbeta som om det vore en produkt med konkurrens. Detta innebär att många städer idag också vill marknadsföra sig. Det kräver att staden blir ett varumärke. Att lyckas med utmaningen att kombinera varumärkesarbete med demokratiska värden är en problematisk uppgift som städer ställs inför när de vill göra staden till ett varumärke. Den här uppsatsen har som syfte att undersöka hur demokratiska värden tillvaratas i varumärkesarbetet med det så kallade ?Göteborg 2021?, firandet av Göteborgs 400-årsjubileum.

En av de senaste trenderna inom Employer Branding är att arbetstagare vill kunna identifierasig med sin arbetsgivare. I ett allt mer hårdnande arbetsklimat är det viktigt att arbetsgivareförstår vad potentiella arbetstagare efterfrågar, för att öka förutsättningarna att skapalångsiktigt hållbara relationer och minska risken för ohälsa. Studien syftar till att undersökahur ekonomistudenter kan ta ställning till huruvida de vill identifiera sig med en potentiellarbetsgivare. Detta genom att se vilka aspekter och vilken typ av information som är avgörande för deras ställningstagande. För att kunna göra detta har 12 ekonomistudenterintervjuats och studien bygger på socialkonstruktivismens definition av identitet och densenaste forskningen inom Employer Branding.

Previous research does not show a clear picture of the perception of personalized advertising as studies give different results - there are both positive and negative aspects. The purpose of this study is to improve the knowledge and understanding of the impact of personalized advertising in the new Internet era. The aim is to answer whether personalized advertising has more positive than negative effects on Facebook or if marketers today should rethink regarding this issue. An experiment with three advertisements was defined where one ad was with no personal targeted content and the other two included personally targeted content. These ads were analysed with the theories word of mouth, information overload and psychological ownership to see if interesting results could be found regarding ad attitude, click intention and purchase intention as well as to investigate if the attitude to Facebook could have an impact on the results.

This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily.

The aim of this thesis is to research if and in that case how, marketing of Swedish public libraries is used as a possible work method in a time when they are marked by changes in the form of cut backs and technical innovations. With a strive to get an overview by the possible debate I have chosen to do a closer exam of 20 texts published in five of the biggest Swedish library publications during a period of 20 years. My research is based mainly upon Philip Kotler?s marketing theories regarding non-profit organization as well as Eileen Elliot de Saéz interpretations of these to a library context. The first part of the essay therefore consists of an introduction of these, as well as a rendering of their method of work, which shows the width of the conception of marketing.

This essay aims to investigate how Swedish Public Libraries market their activities in video games for youths. It also highlights how the library, on the basis of the unique opportunities of the video game medium, can develop this marketing to build a relationship with youths. The empiric evidence is based on a survey of answers given by 30 librarians responsible for video game collections, and qualitative telephone interviews with three of them. The essay?s theoretical framework is based on Philip Kotler and his co-authors? marketing theory which consists of five stages: Marketing research, segmentation, marketing mix, implementation and development.

The purpose of this thesis is to examine if academic libraries market e-journals, and if so how this work is carried out. The ambition is to study what channels and methods the Libraries use, to inform their users that they have access to e-journals. The aim is also to survey if the libraries evaluate the use of the e-journals, and if so how. The objectives of the work are reached by using two main methods, document analysis and qualitative interviews. The study has been performed on three university libraries.

In the early 1990?s more and more companies of the Swedish public sector were exposed to competition, and this started the debate on how such actions might affect the business and even society.The first chapter examines how the public sector and especially health care, is financed and managed. We also explore what it means to be exposed to competition and find that there are many different ways of exposing the public sector to competition. The study examines dental care as an example of a market with both publicly and privately owned companies. The purpose of this paper is to explore how publicly and privately owned health care companies view their relationship with their consumers.