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HIGHLIGHTS: 5,894 students from across Swedish universities were surveyed about their use of and attitudes towards AI for learning purposes, both about chatbots (such ChatGPT) and other AI language tools (such as Grammarly). 1,707 survey respondents offered individual comments, adding thoughts and reflections about the effective and ethical use of AI in higher education. Overall, most students are positive towards the use of chatbots and other AI-language tools in education; many claim that AI makes them more effective as learners. Almost all the respondents are familiar with ChatGPT (but typically not with other chatbots); more than a third use ChatGPT regularly. Students’ knowledge and usage of other AI-language tools, particularly language translation tools, is widespread. More than half of the respondents express concern about the impact of chatbots in future education; concerns about other types of AI-language tools are much less pronounced. More than sixty percent believe that the use of chatbots during examination is cheating; this is not the case for other AI-language tools. However, a majority of students is against the prohibition of AI in education settings. Most students do not know if their educational institutions have rules or guidelines regarding the responsible use of AI; one in four explicitly says that their institution lack such rules or guidelines.

Aim: The aim of this study is to analyze how CSR affects consumer behavior and how consumers are affected by, act on and behave as a result of the CSR strategies implemented by Coop grocery stores. If people are aware, have knowledge and what they know about Coop´ CSR work will be analyzed and compared with the help of survey investigations conducted in both Stockholm and Gävle. Like most big food retailers, Coop has a stated policy, but we will investigate if their CSR work makes a difference and if so - how, in the mind of the consumers. Method: A survey with 16 questions was constructed and these questions were adjusted to previous research made about CSR and its impact on the consumers and their buying decision process. The data was collected at the entrance of two Coop food retails stores, one in Gävle and the other in Stockholm. People that were at least 18 years of age were asked to participate. A total of more than 200 questioners added together in both cities were willing to participate. The data was analysed with the help of the statistical analyse program SPSS, where a regression analysis was made which we combined with a thematic analysis. Result and Conclusion: Our research indicates that consumer doesn't engage in the grocery stores work with CSR. Consumers do consider the ecological assortment but they find the price to be an obstacle when it comes to actually buying ecological products. Our study shows that there is no link between buying ecological products and loyalty towards Coop. For Coop to sell more ecological products, we suggest they should lower the prices or increase the knowledge among consumers to motivate a higher pricing. Suggestion to further research: Our study could easily be made on other food retail stores as it would be interesting to investigate if and how the end results would differ. Contribution of thesis: Our thesis gives Coop the opportunity to evaluate their CSR work and more importantly, its impact on its consumers, where suggestions are made on how to improve their CSR strategy.

Bakgrund: De flesta är medvetna om att vi matas med och påverkas av varumärken, men sällan om det arbete som ligger bakom ett varumärkes uppbyggnad. Därför är det av stor vikt vid varumärkesuppbyggnaden att förankra de värderingar som företaget vill positionera sig med. För att i sin position kunna differentiera sig gentemot konkurrenter med ett starkt varumärke måste företaget kommunicera samma värderingar, både i den interna och externa marknadsföringen för. Det finns de som anser att man kan utföra detta genom marknadsföring på två skilda sätt, genom att agera “marknadsförare” eller att agera “försäljare” gentemot sina kunder, där “försäljare” ofta är bättre på att skapa relationer där kunden rekommenderar företaget vidare än en “marknadsförare”. Därför finns det anledning att undersöka om företag av olika art skiljer sig i arbetet med sina kunder för att bygga upp sitt varumärke på olika sätt. Syfte: Syftet med denna uppsats är att undersöka tjänsteproducerande företags varumärkes-positionering. Metod: Denna studie har genomförts med en kvalitativ metod där vi har gjort en fallstudie som består av elva intervjuer med företag inom både bank och fastighetsmäklarbranschen. Vi har sedan använt oss av en tematisk analys för att finna samband och skillnader i genomförandet hos de olika branscherna. Slutsats: I dagens konkurrensutsatta marknader har det varit svårt att positionera tjänster, där traditionella marknadsföringsaktiviteter blir mindre viktigt och det krävs att företagen arbetar för att skapa långsiktiga relationer med sina kunder. Vi finner i vår studie att den personliga kontakten blir en viktig del av att positionera de immateriella tjänsterna då ingen fysisk produkt kan visas upp eller undersökas, men att detta även skiljer sig mellan de två branscherna. Vår undersökning tyder på att dessa skillnader beror på att hos en bank köper du en tjänst och hos ett fastighetsmäklarföretag betalar du någon för att hjälpa dig med en tjänst. Förslag till fortsatt forskning: Denna uppsats har sitt fokus på två olika branscher inom service sektorn. Genom att studera fler företag inom dessa skulle man kunna generalisera uppsatsens bidrag genom vidare forskning. Uppsatsen kan även vara en utgångspunkt i att studera fler branscher för att se vilka skillnader som finns där. Fokus har även varit med utgångspunkt ur företagens synvinkel, vidare forskning kan studera fenomenet ur kundens perspektiv. Uppsatsens bidrag: Forskningen syfte är att bidra till en större förståelse inom företagsekonomiska områden för varumärkesuppbyggnaden inom olika branscher som kan användas av marknadsförare inom dessa branscher. Background: Most people have awareness that we are fed with communication from and are influenced by brands, but rarely do we possess awareness surrounding the work behind brand-building. Therefore it is of great importance to the concept of brand building, to anchor the values ​​with which the company wishes to position itself. In order to position itself within the marketplace by presenting a strong brand, to differentiate itself from competitors. The company must communicate the same values, with consistency both in the internal and external marketing efforts. Some commentators have the belief that this can be accomplished by marketing, using two specific separate methods, by acting as a "marketer" or acting as a "salesman" towards customers. Within these approaches the "salesman" approach is often better at creating relationships, in which customers are more likely to recommend the company much further than if a "marketer" approach is used. Therefore, there is need to examine whether firms which differ in nature differ in their work with their clients to build their brand in different ways. Purpose: The purpose of this paper is to examine service companies branding positioning. Method: This study was carried out with a qualitative approach, through conducting a case study, consisting of eleven interviews with companies within banking and real estate broking markets. We then used a thematic analysis to identify correlations and differences in the implementation processes of the various businesses. Conclusion: Todays intensive market competition has created complexity when firms attempt to position their services. A consequence is that traditional marketing activities have become less effective and it now requires that companies are working to create longer-term relationships with their customers. We conclude within our study that personal contact is an important part of positioning intangible services, when no physical product can be displayed or explored, but also that this differed between the two industries studied. Our study indicates that these differences are due to that within banking, customers purchase a service product, whereas at a real estate brokerage firm, customers pay individuals to consult and assist them with a service. Suggestions future research: This paper focuses on two different branches of the service sector. By studying more companies within these sectors, there would be an opportunity for further generalization by undertaking further research. This paper can also be utilized as starting point in the study of more industries to see what differences exist comparatively. The Focus has been conducted from a business perspective, possible further research could be achieved by undertaking a study of the phenomenon from the customer's perspective. Essay submissions: The research aims to contribute to a greater understanding in business administration areas for brand building within different industries, which can be used by marketers within these industries

In a parallel language environment it is important that teaching takes account of both the languages students are expected to work in. Lectures in the mother tongue need to offer access to textbooks in English and encouragement to read. This paper describes a preliminary study for an investigation of the extent to which they actually do so. A corpus of lectures in English for mainly L1 English students (from BASE and MICASE) was examined for the types of reference to reading which occur, classifi ed by their potential usefulness for access and encouragement. Such references were called ‘intertextual episodes’. Seven preliminary categories of intertextual episode were identifi ed. In some disciplines the text is the topic of the lecture rather than a medium for information on the topic, and this category was not pursued further. In the remaining six the text was a medium for information about the topic. Three of them involved management, of texts by the lecturer her/himself, of student writing, or of student reading. The remaining three involved reference to the content of the text either introducing it to students, reporting its content, or, really the most interesting category, relativizing it and thus potentially encouraging critical reading. Straightforward reporting that certain content was in the text at a certain point was the most common type, followed by management of student reading. Relativization was relatively infrequent. The exercise has provided us with categories which can be used for an experimental phase where the effect of different types of reference can be tested, and for observation of the references actually used in L1 lectures in a parallel-language environment.