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Platsbunden kommunikation& digital platsmarknadsföring -En fallstudie om Motala, Östergötlands sjöstad.
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2019. , p. 63
Keywords [en]
Case study, digital communication, marketing communication, place branding
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-71916OAI: oai:DiVA.org:oru-71916DiVA, id: diva2:1283821
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2019-01-30 Created: 2019-01-30 Last updated: 2019-01-30Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf