Marketinško komuniciranje v podjetju Moi

diplomski projekt

Patricija Kostanjšek (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Komuniciranje je širok pojav, ki vsebuje procese ljudi, prav tako pa tudi procese v nas samih. Uporabljamo ga vsakodnevno in vsepovsod. Kot posamezniki komuniciramo tako v zasebnem življenju kot tudi na delovnem mestu. Poleg nas samih komunicirajo tudi podjetja, društva, organizacije in države. Marketinško komuniciranje je povezava med organizacijo in zunanjim svetom, še posebej s kupci izdelkov oziroma storitev, in vključuje vse marketinške dejavnosti. V diplomskem projektu bomo v teoretičnem delu predstavili, kaj sploh je marketinško komuniciranje. Skozi različne definicije bomo predstavili njegov pomen, instrumente, strategije in oblikovali proračun marketinškega komuniciranja. V marketinškem komuniciranju poznamo pet instrumentov: oglaševanje, odnose z javnostjo, osebno prodajo, pospeševanje prodaje ter neposredno trženje in prav z njimi podjetje poskuša svoje izdelke in storitve predstaviti odjemalcem. V empiričnem delu bomo predstavili podjetje Moi. Tako kot vsa druga podjetja se tudi ta zaveda, da je pomembno, kakšno marketinško komuniciranje uporabljajo, da bodo kar najbolj uspešni na konkurenčnem trgu. S pravilno uporabo in izbiro orodij marketinškega komuniciranja lahko vplivajo na nakupne odločitve njihovih ciljnih in novih kupcev ter posledično povečujejo svojo prodajo oziroma dobiček. K izbiri teme diplomskega projekta je poleg sodelovanja s podjetjem Moi pri Marketinškem semaforju, ki ga na Ekonomsko-poslovni fakulteti Maribor organiziram s Klubom za marketing, pripomoglo tudi to, da je to področje, ki me zanima, saj nas spremlja skozi vse življenje in se z njim soočamo skoraj vsak trenutek.

Keywords

marketing;komuniciranje;oglaševanje;osebna prodaja;pospeševanje prodaje;odnosi z javnostjo;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[P. Kostanjšek]
UDC:	659.3
COBISS:	12944156
Views:	889
Downloads:	256
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing communication in company Moi
Secondary abstract:	Communicating is a broad phenomenon which includes processes of people and at the same time processes in us. We use it daily and everywhere. As individuals, we thus communicate in our personal lives and at our working position. Beside us, the companies, societies, organizations, and states communicate. Marketing communication is a connection between the organization and the external world, especially with the buyers of the products and/or services, and includes all the marketing activities. In the diploma thesis, we will present in the theoretical part what marketing communication is. Through various definitions, we will present its significance, instruments, strategies, and form a budget of marketing communication. We know five instruments in marketing communication: advertising, public relations, personal sales, sales acceleration and direct marketing. These are the instruments a company uses in order to try to present their products and services to their clients. In the empirical part, we will present the Moi company. As any other company, they realize that it is important what kind of marketing communication they use in order to be the most successful in the competitive market. By the appropriate use and tool selection of marketing communication they can influence the purchasing decisions of their target and new clients, and, consequently, increase their sales and profits. In addition to cooperation with the company Moi in Marketing Traffic Lights, which I organize at the Faculty of Economics and Business Maribor with the Marketing Club, the choice of selection of the topic of the diploma thesis was assisted by the fact that this is the field which interests me very much, for this field accompanies us through our entire lives and we are confronted with it almost every moment.
Secondary keywords:	marketinško komuniciranje;oglaševanje;osebna prodaja;odnosi z javnostjo;pospeševanja prodaje;podjetje Moi;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 29 str., 2 str. pril.
ID:	10860892