Studies conducted on event marketing have mainly focused on larger events. Managerial implications, marketing techniques, and theories in the field have hence dominantly addressed events of larger nature. Event marketing however is a growing phenomenon in the marketing mix. Brands are using event marketing to a greater extent. Brands are increasingly using small events as a marketing tool in order to create brand awareness and brand image; this goes for both small brands and large brands.

There are two main reasons for why companies engage in sponsoring and Event Marketing; affecting the brand awareness and/or the image of the brand. Historically the main focus within the research field has been on how sponsoring and Event Marketing can create and achieve high brand awareness. More research regarding the image transfer from event to brand has been requested and this study is to be considered as an attempt to begin filling this gap. Today we see more and more brands choosing to arrange their own events; hoping to attain a more direct connection between the event and the brand. This trend raises questions such as - Do brands arranging their own events receive more image transfer from event to brand compared to brands sponsoring the same kind of event? - Are there any differences between an established well-known brand and a new unknown brand? - Will an event fully owned by a brand attract more or less people than an event arranged by someone considered to be less biased? These are some of the questions asked and answered within this thesis.

en small case studie av event med olika karaktär föregås av en kartläggning av begreppet event. vidare identifieras kritiska faktorer för framgång och huruvida den arbetsprocess i vilken eventen växer fram överensstämmer på de olika eventen. vilka likheter respektive skillnader kan identifieras..

The aim of this essay is to examine how the Internet functions as a communication channel to Event Marketing. We have investigated what makes the Internet unique as a communication channel for events and how Internet has been used for event marketing. We have mapped fundamental theories within marketing, media, communications and human-computer interaction, which together describe event marketing. We have carried out case studies on two event-marketing projects where the Internet has played a major role. The first project was XCT which is a project developed by the company Eventum AB.

en small case studie av event med olika karaktär föregås av en kartläggning av begreppet event. vidare identifieras kritiska faktorer för framgång och huruvida den arbetsprocess i vilken eventen växer fram överensstämmer på de olika eventen. vilka likheter respektive skillnader kan identifieras..

The purpose of this thesis was to look into how event management companies got knowledge about their customers? expectations and how they are influenced by these expectations. A case study was conducted based upon interviews with two employees from two companies that are in the business. The study has shown that event management companies do try to get awarness about their customers' expectations, especially by listening and discussing with the customer. Personal contact is an efficient way of communicating and a way to avoid misunderstandings, which is a common mistake when customers' expectations are not met.

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.

It has become increasingly common for a city or region to use sporting and media events to promote themselves. But what is behind these events? What kind of organisation is necessary to plan and run them? In the summer of 2009 the internationally known Volvo Ocean Race will arrive in Stockholm. The race is eight months long and will be hosted in Stockholm for almost the whole of June. The City of Stockholm is behind the event and Stockholm?s marinas will be responsible for making sure that everything runs smoothly and on schedule.

Events are a growing channel for companies and organizations to reach out to their customers. The com-munication channel opens up to satisfy all human senses. Which are required for a message to go into the receiver and be memorized. The research gap we decided to contribute to we made a case study of an event that is not sport related and looking at both the transmitter perspective and receiver perspective. Thus, the purpose of our study is to increase the understanding of how the transmitter should be able to convey the purpose and goal of the event to the receiver.

The purpose of this thesis was to get a deeper understanding of why and how companies work with background music in event marketing and also how it can affect on companies image. In our research a case study was conducted and based on interviews with four respondents who all have experience working with background music throughout their careers. The study has shown that background music can be a very effective promotion tool in event marketing when it's used in the right way. Furthermore this study has shown that companies consciously use background music to enhance the experience and emotional affect the attendant through choice of music and the music can affect companies' image. Event marketing combined with background music is an effective tool for companies to generate positive associations to image and to reach their target group when right music is correctly conducted..

The purpose of this study is to create an understanding for marketing directors? viewabout how event marketing effect the company?s brand equity in four separatebusinesses. Our question formulation the study aims to answer is:How does event marketing effect the brand equity in international companies?We have chosen to perform a qualitative study with a semi structured research interviewto find out how event marketing as a marketing method, can be applied from theperspective of a marketing director in relation to our theoretical reference frame.To create structure and increase the understanding of our thesis, we will describe thebasics in brand and sponsorship theory, which will fall in to the marketing method ofevent marketing. Further we will describe the brand equity model that we will latermodify for our purpose.

Syftet med denna uppsats var att undersöka musikens roll och betydelse inom event marketing. Idag är event marketing ett vedertaget och accepterat marknadsföringsverktyg och en effektiv väg att nå konsumenter. För att föstå hur hur företag inom denna sektor använder sig av musik för att påverka människor och hur strategiska val rörande musiken utförs gjordes en fallstudie på tre olika företag inom event marketing industrin. Studien visade att musik är en betydelsefull beståndsdel inom event marketing för sin förmåga att påverka och skapa stämmninglägen samt att valet av genre och artist har en stor inverkan på evenemangets image och att eftertänksamhet måste ingå vid dessa val..

This is a case study of Carlstad Comic Con 2011 and 2012.The purpose is to study the event in relation to a project management and a local culture policy perspective. This in order to analyze the organization of a popular culture event and see how such a local event may benefit Karlstad as a city. Besides studying the organization of Carlstad Comic Con and its outcomes I am sketching a short cultural history of popular culture media and its context within recent year?s globalization.The study shows that the events have had a great beneficial impact on the local industry; lacking any negative sides, and have put Karlstad in an international context which goes directly in line with the standard guidelines for project management of region culture policy. Concerning how to organize the event the organizers have not followed a strict project structure.

The aim of this study is to examine how European companies? stock price is affected by an announcement about foreign direct investment in one of the BRIC countries. Another aim for the study is to examine if the market reacts differently to the three modes of entry methods in a given BRIC country and to examine if the market reacts differently to different European countries. The study also set out to answer if there were any effects of the three modes of entry that was visible a short time after the announcement. To answer and examine this, the authors used the Event study approach. The study was conducted with a sample of 47 companies from France, Norway, Spain, Sweden and Germany.

Med hjälp av fyra kvalitativa intervjuer baserade på modellerna SWOT-analys och Perfect Event tar vi reda på hur arrangörerna bakom New Media Meeting jobbat fram ett hållbart event..