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Title:Načrt marketinškega komuniciranja s podporo spletnih medijev
Authors:ID Kac, Petra (Author)
ID Pisnik, Aleksandra (Mentor) More about this mentor... New window
Files:.pdf UN_Kac_Petra_2017.pdf (1,28 MB)
MD5: 1C0568BB9BB589DE583875C14C0E95BC
PID: 20.500.12556/dkum/2a32a04a-b397-4682-9931-25c2f3edc2c6
 
Language:Slovenian
Work type:Diploma project paper
Typology:2.11 - Undergraduate Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V diplomskem projektu sem se ukvarjala z opredelitvijo marketinškega komuniciranja in program predstavila s kampanjo podjetja Studio moderna. Gre za dobro razvito evropsko podjetje, zato menim, da imajo dobro razvit marketinški oddelek, v katerem se zavedajo, kako pomembno je učinkovito marketinško komuniciranje. Za podjetje ni pomemben le izdelek, pač pa tudi to, kako komunicirajo z obstoječim in potencialnim kupcem ter s preostalimi javnostmi (zaposleni, dobavitelji, mediji, lokalna skupnost itd.). Da bo marketinško komuniciranje uspešno, je pomembno poznati aktivnosti marketinškega komuniciranja (osebna prodaja, oglaševanje, odnosi z javnostmi in pospeševanje prodaje). Pripraviti je potrebno še primeren program za želeno in trenutno situacijo ter izvedbo programa. V prvem delu diplomskega projekta se bom ukvarjala s teoretično opredelitvijo marketinškega komuniciranja, v drugem delu pa sem se odločila predstaviti kampanjo za nadvložek Dormeo Silver-Ion Contour, podjetja Studio moderna, ki se je odvijala leta 2016 na Hrvaškem. Predstavila bom podjetje in kampanjo ter rezultate aktivnosti. Prvič je bila kampanja za nadvložek izpeljana leta 2014 in so jo, ker je bila zelo uspešna, tudi večkrat ponovili. Leta 2016 je bila izpeljana že tretjič. Dosežen je bil glavni cilj, to je ustvariti potrebo in tržišče za nadvložke, zato se je v nadaljnih letih prodaja lahko tudi uspešno nadaljevala. Po zaključku kampanje so se opravile meritve rezultatov, ki so se primerjale s cilji, da se je ugotovilo, ali so v podjetju dosegli želene cilje in kako so bili uspešni. Danes je vse pomembnejši tudi internet, zato sem preverila, ali tudi v podjetju Studio moderna dajejo poudarek na spletne medije, in ugotovila, da so v kampanjo vključili tudi socialna omrežja in tako dosegli odlične rezultate. Uspešnost podjetij je torej v tem, da nenehno sledijo trendom in s svojimi izdelki in storitvami iščejo nove rešitve, kar podjetju Studio moderna izjemno uspeva.
Keywords:marketinško komuniciranje, Studio moderna, kampanja, nadvložek, splet, socialna omrežja
Place of publishing:Maribor
Publisher:[P. Kac]
Year of publishing:2017
PID:20.500.12556/DKUM-67745 New window
UDC:659.3
COBISS.SI-ID:12946972 New window
NUK URN:URN:SI:UM:DK:GT0EVWAD
Publication date in DKUM:19.12.2017
Views:1845
Downloads:163
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
KAC, Petra, 2017, Načrt marketinškega komuniciranja s podporo spletnih medijev [online]. Bachelor’s thesis. Maribor : P. Kac. [Accessed 17 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=67745
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:29.08.2017

Secondary language

Language:English
Title:Marketing communication plan with online media support
Abstract:In my diploma thesis, I was dealing with the definition of marketing communication and I presented the program through the campaign of Studio Moderna – Europe’s well-developed company. I believe they have a well-developed marketing department in which they are aware of the importance of a good marketing communication. It is not only about the product, but also how it will be communicated to the existing and potential buyers, and to the rest of the public (suppliers, media, employees, local community, etc.). Marketing communication activities (advertising, personal sales, sales promotion and public relations) need to be well-known for successful marketing communication. A company needs to prepare suitable program according to the current and desired situation and the implementation of the program. In the first part of the diploma thesis, I will present theoretical definition of marketing communication, and in the second part I decided to present a Dormeo Silver-Ion Contour topper campaign, which was created by the Studio Moderna company and was held in 2016 in Croatia. I will present the company, the campaign and the results of its activities. For the first time, the campaign for the topper was carried out in 2014 and was repeated many times in the following years because it was very successful. In 2016, it went through for the third time. They achieved the main goal, that is to create a need and a market for toppers, so in the upcoming years, sales could continue successfully. After completion of the campaign result measurements were done to be compared with the goals that have been identified. This is how the company could check how successful they were with completing their goals. Today, the internet is becoming more and more important, so I explored whether Studio Moderna also put emphasis on online media and I found that social networking was included in the campaign and achieved excellent results. The success of the companies lies in continuously following the trends and to finding new solutions with their products and services, which Studio Moderna achieved.
Keywords:marketing communication, Studio Moderna, campaign, internet, social networks


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