<p>Today’s globalization has led to a much higher degree of competition between countries to obtain attention, trust and respect from investors, tourists and consumers as well as media. A powerful and positive brand is therefore an important advantage in the competition. Countries need to make themselves heard in order to stand out from the competition, and by using event marketing a country can be able to meet the public in a different way. One unique way is by using a ship as an event marketing tool to promote a country. The main problem of this study is therefore how a ship as an event can work as a marketing tool in terms of branding/promoting a country.</p><p>Methodologically, a qualitative, single case study approach was used and interviews have been undertaken with professionals in the field of nation branding or/and that have a relation to The Swedish Ship Götheborg and its expedition to China, which has been our case of focus. The findings indicate that there is a need for clear and realistic objectives which are congruent in every part of the event marketing organization in order to promote a country. Using a ship is also a unique way of performing event marketing and therefore it is a good way of differentiate and expose a country, as well as it has an extended possibility to place market a country abroad and not just at home. This is due to that a ship has the ability to move all around the world. Our conclusions of how a ship as an event can work as a marketing tool in terms of branding/promoting a country resulted in a model which we created for nation branding organizations to consider in order for the event marketing to turn out successful.</p><p>Due to the increasing competition among countries to obtain attention, the need for an extraordinary way of standing out is crucial. We believe that not only a ship, but all means of transport can be used as a form of event marketing with the purpose of promoting a country, since it is an unusual approach and has the mobile ability to reach a bigger audience all around the world. Consequently, we felt the need for a new term to be coined, namely Mobile Event Marketing. Our recommendations are therefore aimed at nation branding organizations that want to use a mobile event to market their country.</p>

Denna studie framför vår forskning om hur underhållning används på ett shoppingcenter som en strategisk marknadsföringsstrategi. En fallstudie med ett kvalitativt angreppssätt valdes eftersom vi ville få ett djup i studien. Fallstudien gjordes på Mall of America genomdatainsamling i form av dokumentstudie och en semi-strukturerad intervju medshoppingcentret. Denna metod valdes eftersom det i forskningsöversikten framkom att mycket av den tidigare forskning gällande förhållandet mellan shoppingcenter och underhållning, var fokuserad på surveyundersökningar med inriktning på besökarna. Forskningsöversikten visade också på bristande forskning inom ämnet, vilket gjorde det intressant för oss att studera. För att besvara syftet ställdes tre forskningsfrågor som behandlade marknadsmixen, kundfokus och kundrelationer. Det är även dessa teman som genomgående tas upp i såväl teori, resultat samt diskussion. Marknadsmixen beskriver de 6Pna som Preston (2012) menar bör användas vid evenemang istället för de traditionella 4Pna. Kundfokus tar uppsegmentering, targeting, differentiering och positionering. Kundrelationer är fokuserat till hur shoppingcentret skapar kundvärde och kundtillfredsställelse med hjälp av underhållning. Utifrån dessa teman togs en teoretisk analysmodell fram. Denna modell låg till grund för vårt resultat och kan även komma att replikeras för framtida forskning. .Resultatet i denna studie visade att samtliga av marknadsmixens delar användes på Mall of America, dock med större och mindre påverkan på deras strategiska arbete. Mall of America vet vad deras varumärke står för och vilken position de vill åstadkomma. Detta skildras i deras sätt att arbeta med kundfokus i olika utsträckning. De arbetar strategiskt för ett emotionellt band med sina besökare vilket bidrar till deras goda och långsiktiga kundrelationer. Vår studie bidrar med en teoretisk analysmodell som kan användas för att visa på det samspel som är av vikt för företag/shoppingcenter att anamma när de strategiskt vill implementeraunderhållning. Dessutom bidrar vår studie med en djupare förståelse för hur Mall of America strategiskt använder underhållning som visat sig vara en framgångsfaktor. / This study shows our research on how entertainment is used in a shopping center as a strategic marketing strategy. As we wanted to get a depth in the study, a qualitative case study method was made. The case study was made on Mall of America through the research designs document study and a semi structured interview with the shopping center. This method was chosen as in the research overview of the previous research regarding shopping center and entertainment, the focus was on survey studies aimed at visitors. The research overview also showed the lack of research within the subject, which made it interesting for us to study. Three research questions regarding the marketing mix, customer focus and customer relationship were asked to answer the purpose. These are also the themes that are used through the theory, result and discussion. The marketing mix describes the 6Ps that Preston(2012) means should be used instead of the traditional 4Ps regarding events. Customer focus covers segmentation, targeting, differentiation and positioning while customer relationships is about how the shopping centre creates customer value and customer satisfaction through entertainment. A theoretical analysis model was created from these themes. This model was the basis for our results and can be replicated in future research. The results on this study show that all elements of the marketing mix were used at Mall of America, with more or less impact in their strategic work. Mall of America is aware what their brand stands for and what position they want to reach. This is portrayed in their way of working with customer focus to different extents. They strategically work to reach an emotional connection with their visitors that contributes to their well executed and long-term customer relationships. Our study contributes with the theoretical analysis model which can be used to show the interplay that is important for a company/shopping center to embrace when they want to strategically implement entertainment. This study also contributes with a deeper understanding on how Mall of America strategically works with entertainment that has become a success factor.

Through marketing communication tools, businesses attempt to convince customers about the uniqueness of their product. Marketing communication is therefore a key part of the company's strategy, helps to shape its image, which also affects the public view of the company. The thesis is divided into two parts. The first part presents theoretical basis where basic concepts are characterized. First, the definition of marketing, market segmentation, targeting, positioning and customer relationship marketing. This part is also focused on marketing mix and marketing communication tools. At the end of the theoretical part, brand image and method of semantic differential is introduced, which is utilized in the practical part of the thesis. The practical part examines marketing communication of Adidas, which is described using concepts introduced in the theoretical part. As this company makes extensive use of a wide range of marketing communication tools, I chose one of them, event marketing and activities associated with the existence of its official running club, Adidas runners Prague. Questionnaire survey among the public and members of the runners club was used, the method of semantic differential showed how different target groups see the Adidas brand. The final part is based on the results of evaluation of marketing communication and also introduces suggestions for future improvement.

The aim of this diploma thesis was to create a communication campaign based on the priority goals of a municipality and to address the target group through this campaign to achieve the goals.

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. The second project we used as a case study was TelecomCity-Live developed by the company Wildell Intergrerad Kommunikation. Information has mainly been gathered through qualitative interviews. In conclusion we found that the Internet is used as a complementary communication channel to Event Marketing. The Internet can in a unique way extend the event. Furthermore it is easier to communicate and interact with the target group. Internet is also a more cost effective communication channel than traditional communication channels such as mail outs. We also found that the capabilities of the Internet are not fully used since companies have not yet got the knowledge of its technical value and possibilities.

The Diploma Thesis deals with the marketing activities of the Garden Food Festival Olomouc. The objective of the thesis is to design specific marketing activities for the forthcoming year of this festival on the basis of the comparison with the foreign festival and the festival´s marketing, especially the marketing mix and communication. The theoretical part is dedicated to the history and significance of food festivals in the Czech Republic; furthermore, it introduces the areas of the marketing of services where the marketing mix and communication play a leading role. The subsequent practical part presents the comparison of a domestic food festival with a foreign one. To fulfil the objectives of the thesis, analysis of the marketing mix and communication as well as SWOT analysis is selected. The conclusions drawn are supported by a questionnaire survey about the awareness of the festival and its marketing. On the basis of the analyses performed and the data collection in the questionnaire survey, the concluding part of the thesis proposes specific features that the food festival could include in its marketing activities in the future.

The topic of this thesis is the analysis of goods distribution at promotional events. By the promotion event in this thesis we consider actions of event marketing and the support of the sale in the place of selling. The aim of my thesis is the analysis of distribution and the optimization of current solution. The theoretical part describes the clarification of chosen terms from marketing communication and distribution. The practical part is dedicated to the analysis of goods distribution at promotional events of the company selling non-alcoholic beverages. In the end of the thesis I suggest the improvement of the current situation in the distribution considering the costs and time.

Evenemang är ett turistiskt fenomen som handlar om att erbjuda en upplevelse som är något utöver det vanliga. I dagens samhälle tas upplevelsen tillvara på och används i marknadsföringssyfte där själva evenemanget kan marknadsföra ett budskap. Det finns möjligheter att utöka intresset hos besökarna genom att förstärka marknadsföringen före och efter ett evenemang, på så vis får budskapet en större genomslagskraft. Problemområdet i studien undersöks genom att behandla evenemanget Industrinatten som en fallstudie. Det empiriska materialet utgörs av kvalitativa intervjuer med respondenter från tidigare genomförda Industrinatten-evenemang i orterna Malmö, Sjuhärad och Östersund. Sekundärdata i form av enkätsammanställningar från de genomförda evenemangen utgör kompletterande material till intervjuundersökningarna. Evenemang skapas ofta med ett underliggande syfte och används mer och mer som ett verktyg för att marknadsföra en plats eller ett varumärke, något som kan benämnas som evenemangsmarknadsföring. Att förmedla ett budskap används många gånger på arbetsmarknadsmässor, som benämns vid MICE-evenemang (Meeting, Incentives, Conventions &amp; Events). Resultatet jämförs respondenter emellan utifrån teman för att lyfta fram likheter och skillnader. De mest effektiva marknadsföringsmetoderna och strategierna lyfts sedan fram och utgör analysdelen där en ny modell har konstruerats utifrån respondenternas svar och det teoretiska ramverket. Studiens slutsats besvarar frågeställningarna och belyser flertalet metoder och strategier både före och efter ett evenemang som har visat sig vara effektiva vid evenemangsmarknadsföring. Studien är baserad på evenemanget Industrinatten och de metoder och strategier som presenteras är anpassade efter Industrinattens marknadsföring men ämnar dock även kunna appliceras på andra typer av evenemang. / Events as a tourism phenomenon are created to offer an experience that is something out of the ordinary. In today's society, the experience is taken advantage of and used for marketing purposes where the event itself can promote a message. There is scope for increasing visitor interest by strengthening the marketing before and after an event, thus increasing the impact of the message. The problem area of the study is examined by treating the Industrinatten event as a case study. The empirical material consists of qualitative interviews with respondents from previously conducted Industrinatten events in Malmö, Sjuhärad and Östersund. The secondary data consists of questionnaires from the previous completed events and constitutes of additional complementary material for the interview surveys. Events are often created with an underlying purpose and are today used more as a tool for promoting a site or brand, something that can be termed as event marketing. Communication a message is often used in labor market fairs, also known as MICE (Meeting, Incentives, Conventions &amp; Events) events. The result connects respondents with various themes to highlight similarities and differences. The most effective marketing methods and strategies are then highlighted which creates the analytical part where a new model has been constructed based on respondents' responses and the theoretical framework. The conclusion of the study answers the questions and highlights the majority of methods and strategies that before and after an event has been proven effective in event marketing. The study is based on the event Industrinatten and the methods and strategies presented are adapted to the marketing of the event but is also possible to apply in other types of events.

This thesis describes the main aspects of event business organization, mainly specificities of conferences business around Europe and Russian Federation. Theoretical part includes service marketing and marketing mix. Practical part is focused on the conference organization by Jacob Fleming Company. Some examples of conference materials are provided at the end of the thesis.

The thesis discusses the process of sponsoring as a marketing instrument. It particularly focuses on sponsoring in fine and visual arts and examines how is this practice perceived by customers and what benefits does it bring to its company or brand. One key factor in said customer perception - sponsorship fit - is emphasized, which indicates the importance of a relationship between the sponsor and the sponsee. Main goal of this thesis is to explain its nature and discover, whether do representatives of Czech companies act on it or not. Theoretical part of the thesis lists relevant knowledge from current, mainly foreign literature, and the practical part employs existing consumer research and expert interviews. Together, the entire work aims to create a consistent and coherent whole, depicting the current theories and their utilization in reality. The thesis draws the conclusion that sponsorship fit in fine and visual arts does have its unique features, which need to be taken into account. Moreover, Czech companies can indicate these features adequatly and adjust their sponsoring activities accordingly.