This qualitative study aims to examine how Tillväxt Motala AB are working strategically to market Motala, a middle-sized city in Sweden. The study is implemented through qualitative semi-structured interviews with employees at Tillväxt Motala AB. The theories on which this study is built are strategic communication, place branding and marketing communication, and a few concepts regarding propaganda. The results show an integration of marketing and communication work roles at the organisation of interest. A deficiency concerning internal communication at Tillväxt Motala AB, due to lack of time, was found. Furthermore, Tillväxt Motala AB has a unique contact with both local and external networks from which employees benefit in their work regarding the place branding. Consensus in the interpretation of place branding as a definition was found among the employees - to highlight a place's positive qualities through communication to meet the needs of the business sector, visitors and residents and to differentiate themselves.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-71916 |
| Date | January 2019 |
| Creators | Martinsson, Sara, Struwe, Alexandra |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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