The emergence of covid-19 resulted in a new way of living for the whole world. One of the areas that would come to be highly affected was the retail industry and more specifically shopping centers. The advice given by the government to citizens regarding the spread of the virus urged people to limit their time spent in public places. The purpose of the study is to investigate how a social crisis can affect the communication strategies of Swedish shopping centers. Moreover, the study aims to create a better understanding of how businesses communicate during challenging situations and how they maintain a strong brand image. Therefore, the study intends to answer the following research question: How does a social crisis affect shopping centers' communication strategies in competition with e-commerce? The research is based on semi-structured interviews with center managers and marketing managers for five shopping centers in Sweden. The results indicated that there has been a shift in communication strategy as a result of the investigated social crisis. More specifically, shopping centers have gone from a sales focus to instead promoting what changes they have done to create a safe environment for the visitors.

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This is a qualitative content analysis that explores the presence of government framing in political communications regarding environmental issues by governmental actors in Sweden and Poland. By analyzing policy documents, press releases, and equivalent content spanning recent years, the study aims to identify instances of "emphasis framing" deployed by official governmental entities.  The findings of the study identify distinct patterns in framing strategies between the two nations. Some of the key areas that shape the environmental narratives of both nations include Ambition, Just Transition, Economic Concerns, and Equality. However, the framing of these areas differs between the nations communications. Poland tends to center its communication on the challenges associated with climate change and energy transition, emphasizing strategies to mitigate adverse effects. In contrast, Sweden consistently accentuates the positive aspects of energy transition, positioning itself as a global leader in climate-friendly solutions.

Nowadays, having a communication strategy is essential. Companies are offering the same product and it’s really difficult for them to differentiate. What can really make the difference is the message that they send to the consumers and the media they utilize; so how they implement their market communication strategy. The research is focusing on how the franchisor communication guidelines are followed and adapted by the franchisee. The research is conducted through a qualitative approach based on a case study where the data are mainly collected through interviews. From this research, it is possible to understand that the level of standardization in a franchisee is really high, and the adaptation appears whenever there the costumers culture is different. Thus, adaptation occurs whenever the retailer has to penetrate a different market and it has to deal with a different culture; standardization is about using the company concept in the same way as the franchisor provides it. / Nuförtiden, har kommunikation blivit väsentligt. Företag erbjuder samma typ av produkter och det blir svårare att sticka ut. Vad som kan göra stor skillnad är budskapet som de sänder till oss och vilken typ av media de använder sig av; hur de genomför sin marknads kommunikations strategi. Forskning fokuserar på hur olika franchises kommunikations riktlinjer är följda och implementerade av franchisetagaren. Forskningen genomförs genom en kvalitativ metod baserat på en fallstudie där data är primärt samlad genom intervjuer. Från den här forskningen, så är det möjligt att förstå att nivån av standardisering inom en franchise är mycket hög, och adaption sker när en kommer i kontakt med en annan konsument miljö. Adaption sker när en återförsäljare måste bryta sig igenom en ny marknad och när de måste ha och göra med en annan konsument kultur. Standardisering handlar om att använda företagskonceptet på samma sätt som franchisen erbjuder.

In the current ‘Age of Apology’, public apologies have become everyday occurrences; from corporate CEOs to Hollywood celebrities to political figures, the adage of ‘never apologize, never explain’ has been eschewed in favour of ‘always apologize, always explain’. In a society where news travels at the speed of the internet, and content can go ‘viral’ in hours, there are new pressures for all public figures to apologize when things go wrong. These public apologies are available for public consumption almost immediately after an offense, released through mainstream media (e.g. broadcast news, physical/online newspapers) or, as is becoming more frequent, over social media (i.e. Twitter, Facebook, and Instagram). Some researchers (e.g. Kampf, 2009; Thaler, 2012) have suggested that public apologies are not true apologies as defined by Speech Act theory – that they may serve another social function, but not to apologize. Such ‘fauxpologies’ are made without meeting the traditional felicity conditions for the speech act of apology (Ogiermann, 2009). If this is the case, what makes a public apology (in)felicitous? The aim of this thesis is to describe what makes a public apology felicitous. I present a critical analysis of the discourse strategies used in three types of public apologies – corporate, celebrity, and historical political – examining how these discursive strategies are used according to varying contextual factors using Critical Discourse Analysis and Speech Act theory as a framework. To counter the claim that the discourse strategies used in public apology do not meet the felicity conditions for the speech act of apology, I present evidence that, despite using some non-apology strategies, many public apologies are felicitous. However, I argue for the adoption of a revised set of felicity conditions as laid out by Murphy (2014, 2015), which can properly encompass public apology as a performative speech act. This study also extends the framework of semantic formulae previously used in apology analysis (Blum-Kulka & Olshtain, 1984; Olshtain & Cohen, 1983) to include ‘fauxpology’ strategies particularly useful in examining public apologies, which provides a more robust description of how public apologies are performed. / Thesis / Master of Science (MSc)

<p><strong>Problem: </strong>As almost everyone has a cell phone today, keeping your customers is very important. An important group for cell phone carriers is young people. This is a group that uses cell phones more and more. However, attracting these people could be hard. One of the most common strategies to attract customers today is promotion through TV-commercials. Another strategy that has gained popularity is branding. We therefore asked ourselves how these strategies could affect each other and eventually young peoples’ choice of cell phone carrier.</p><p><strong>Purpose: </strong>Our purpose is to investigate how branding and communication strategies are best used in cell phone carriers TV- commercials, and how they affect young peoples’ consumer behavioral processes.</p><p><strong>Method: </strong>To solve the purpose of this thesis we have used an inductive approach. We have gathered both quantitative and qualitative data. Quantitative data have been collected from a questionnaire filled out by students from Jönköpings University and qualitative data from a focus group we have held. The results were analyzed with help from theories about communication strategies and branding.</p><p><strong>Conclusion: </strong>Branding has a strong influence on young peoples’ view on cell phone carriers TV- commercials. However cell phone carriers TV- commercials have no direct effect on young peoples’ choice of cell phone carrier. It just has an indirect effect since; TV- commercial can be considered a source of information or a way of forming attitudes.</p>

The diploma thesis deals with the communication strategy of Knižní klub publisher since its establishment till the end of the year 2013. Knižní klub belongs to publishers that mostly in 90s' formed Czech literary culture by its business model. Until recently it was a part of the world media group Bertelsmann, which has operated literary clubs all over the world since 50s' of the 20th century. It entered the Czech Republic shortly after the revolution and brought many forbidden titles. The policy of edition represented the mix of the quality world literature and also the whole range of saleable books which copied actual readers' trends. On this basis, I focus on historical background and its influence of the policy of edition. Then I deal with the development of the literary club after the year 1989. With The Knižní klub publisher, which has gone through several changes from distribution company to appropriate publisher, I try to target the communicational activities in socio-cultural context. Communication strategy was observed through club catalogues and media. Media image in social-cultural supplements Víkend Mladé fronty Dnes, Salon Práva and critical monthly journal Literární noviny is also part of the text and helps to understand the strategy of the publisher.

Aim of this thesis is the innovation of marketing and communication strategy of Datura, s.r.o. In the theoretical part of the work the main market analysis were described. This part continued with the description of marketing and communication mix. In the analytical part of the work the main market analysis were performed, including the analysis of marketing and communication mix of the company. At the end of the work the information were synthesized and evaluated. On the basis of these synthesized information the final innovation of marketing and communication strategy was suggested.

Diploma thesis deals with the creation of environmental corporate image and with designing a communications strategy in order to address environmental program. In the world of globalization and increased competition, companies strive to differentiate their business in unconventional way. Differentiation is being done by open communication and also by socially responsible behavior. The goal of the thesis was to point out that each and every company can run its business ecologically, even the consulting company operating on B2B market. Building the environmental image, however, requests new values being integrated into common internal processes and creating new corporate identity visible to public. The content of the thesis is divided into theoretical and practical part. The theoretical part deals with the corporate identity, corporate image and brand. Other chapters are devoted to the theory of communication, corporate social responsibility and environmental aspects of business. The practical part includes description of the company and proposal of comprehensive environmental program. The final chapter of practical part describes the plan of external and internal communication strategy which is inevitable for building environmental corporate image.

Ministry of Defence of the Czech Republic is the central body of state administration in particular for ensuring the defense of the Czech Republic, the Czech Army management and military areas control. There is a need of a sophisticated system of communication to be able to promote resort interests, to build a positive image of the Minister, the Ministry and Army, to inform about changes in the MoD and for effective communication within such numerous department. For this reason it is necessary to pay close attention to the creation of communication strategy. The aim of the thesis is to familiarize with the marketing communication mix focused on the public sector, to introduce the issues of marketing communications of the Ministry of Defence and to analyze the effectiveness of one of the tools used by the MoD for internal communication -- the military journals A report -- including the final recommendations.