analiza primera
Blaž Kovač (Author), Igor Perko (Mentor)

Abstract

Eden od glavnih razlogov za globoke transformacijske procese v poslovnem okolju je digitalizacija delovnega in življenjskega okolja. Vseobsegajoča digitalizacija podjetja pri poslovanju z modernimi poslovnimi subjekti zahteva ustrezne spremembe na vseh področjih, zlasti na področju poslovnih informacijskih rešitev. Digitalizacija podjetja zahteva nujno organizacijsko digitalno preobrazbo, kar je ključnega pomena za njegov obstoj in napredek. Nujnost digitalne preobrazbe je potrdila tudi pandemija v letu 2020, ki je ohromila večino procesov v razvitem svetu. Prav globalizacijskim tokovom namreč gre pripisati spoznanje, da se je virus COVID19, ki se je konec leta 2019 pojavil na Kitajskem, v začetku leta 2020 razširil po vsem svetu in ohromil socialno življenje ljudi in poslovanje podjetij. Organizacija se bo morala prilagoditi tem novim razmeram in poiskati odgovore na izzive v obliki digitalizacije poslovnih procesov in organizacijske digitalne preobrazbe. To vključuje radikalne spremembe tradicionalnih poslovnih funkcij kot tudi nadgradnjo digitalnih kompetenc zaposlenih.

Keywords

marketing;tržne poti;spletna prodaja;digitalni marketing;družbena omrežja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: B. Kovač
UDC: 339.138:004
COBISS: 81864963 Link will open in a new window
Views: 398
Downloads: 74
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Other data

Secondary language: English
Secondary title: Digital marketing and sales channels implementation: a case study
Secondary abstract: One of the main reasons for the profound transformation processes in the business environment is the digitalization of the work and living environment. The comprehensive digitalization of the company in dealing with modern business entities requires appropriate changes in all areas, especially in the field of business information solutions. The digitalization of a company requires an urgent organisational digital transformation, which is crucial for its existence and progress. The urgency of the digital transformation was confirmed by the pandemic of 2020, which has stalled most of the developed world processes. It is precisely the currents of globalization that can be attributed to the realization that the COVID-19 virus, which appeared in China at the end of 2019, spread worldwide in early 2020 and paralyzed the social life of people and business operations. Organisation will need to adapt to these new circumstances and identify solutions for the challenges in the form of digitalisation of the business processes and organisational digital transformation. This involves radical changes of traditional business functions as well as upgrading the digital skills of the employees.
Secondary keywords: digitalization;digital transformation;website;digital marketing;social media;digital marketing campaign;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 51 str.
ID: 12339281