Marketinško komuniciranje v podjetju CCC

Vučko, Vanesa

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Title:	Marketinško komuniciranje v podjetju CCC
Authors:	ID Vučko, Vanesa (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UN_Vucko_Vanesa_2023.pdf (2,51 MB) MD5: EE6C3354EF90BF5DA5089D6FF513A6D3
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo je sestavljeno iz teoretičnega in empiričnega dela. V prvem delu bomo najprej predstavili razlago zveze marketinško komuniciranje. Opisali bomo proces komuniciranja, ki je najpomembnejši in neizogiben del našega vsakdana. Pomemben del marketinškega komuniciranja je tudi management, ki sestoji iz različnih procesov, in sicer: določanje ciljnega občinstva, določanje ciljev komuniciranja, oblikovanje sporočil, izbiranje in določanje kanalov komuniciranja, določanje proračuna, izbiranje in merjenje učinkovitosti promocijskih orodij ter na koncu oblikovanje spleta marketinškega komuniciranja. Največji poudarek v našem diplomskem delu pa smo namenili instrumentom marketinškega komuniciranja: oglaševanje, pospeševanje prodaje, osebna prodaja, odnosi z javnostmi in neposredno marketinško komuniciranje. Ta del bomo uporabili tako v teoretičnem kot tudi v empiričnem delu. Slednji se začne z opisom pomembnih podatkov v podjetju CCC. Raziskali bomo skupine izdelkov, ki jih prodaja podjetje tako na spletu kot tudi fizično v trgovini. Na osnovi teorije bomo analizirali instrumente marketinškega komuniciranja v podjetju, ki so osnova za uspešno trgovanje. Analizirali smo tudi trg obutvene industrije, ki sicer ni tako velik, kot je tekstilna industrija, zato bomo podali nekatere smernice in predloge za izboljšanje dejavnosti komuniciranja v marketingu v podjetju CCC. Na koncu bomo diplomsko delo povezali v sklep kot eno celoto.
Keywords:	marketinško komuniciranje, podjetje CCC, instrumenti, obutvena industrija, management marketinškega komuniciranja
Place of publishing:	Maribor
Publisher:	V. Vučko
Year of publishing:	2023
PID:	20.500.12556/DKUM-84953
UDC:	659.3
COBISS.SI-ID:	168613891
Publication date in DKUM:	16.10.2023
Views:	446
Downloads:	94
Metadata:
Categories:	EPF
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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:	10.08.2023

Secondary language

Language:	English
Title:	Marketing communication in the company CCC
Abstract:	The thesis consists of a theoretical and an empirical part. In the first part we will first define what marketing communication is. We will describe the communication process, which is the most important and inevitable part of our everyday life. An important part of marketing communication is management, which consists of various processes: defining the target audience, defining the communication objectives, designing the messages, selecting and defining the communication channels, defining the budget, selecting and measuring the effectiveness of the promotional tools and finally designing the marketing communication web. However, the main focus of our thesis project was on the instruments of marketing communication: advertising, sales promotion, personal selling, public relations and direct marketing communication. This part will be used in both the theoretical and the empirical part. The latter starts with a description of the relevant data in CCC. We will investigate the product groups sold by the company both online and physically in-store. On the basis of our theory, we will analyse the company's marketing communication instruments, which are the basis for successful trading. We have also analysed the market of the footwear industry, which is not as large as the textile industry, and we will give some guidelines and suggestions for improving the marketing communication activities of CCC. Finally, we will link the thesis into a conclusion as a whole.
Keywords:	marketing communication, Company CCC, instruments, footwear industry, marketing communication management.

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