Marketinško komuniciranje in digitalni marketing v podjetju Hofer

delo diplomskega projekta

Nadja Krajnc (Author), Bruno Završnik (Mentor)

Abstract

Marketinško komuniciranje ima zelo pomembno vlogo pri uspešnosti podjetja. Dandanes pa je njegov pomen še večji kot včasih. Oglaševanje nas kot odjemalce obdaja na vsakem koraku, na naših pametnih telefonih, tablicah, radiu, televizorju, na panojih ob cesti. Podjetja vse bolj prehajajo iz tradicionalnih kanalov komuniciranja k digitalnim, vse več je digitalnega marketinga na družbenih omrežjih in spletu, kar pa se odraža tudi v potrošniškem vedenju. V diplomskem delu smo predstavili teoretična stališča marketinškega komuniciranja in digitalnega marketinga, s pomočjo znanih slovenskih in tujih avtorjev. Pojme smo razložili, opisali ter pojasnili prednosti in slabosti le teh. Primerjali smo tradicionalno marketinško komuniciranje z digitalnim in predstavili trende digitalnega marketinga. V empiričnem delu smo se lotili podjetja Hofer, ki smo ga najprej predstavili in opisali. Podali smo osnovne podatke, predstavili zgodovino, njihovo filozofijo, strukturo in blagovne znamke. Nato smo se lotili temeljitega pregleda tehnik, načinov marketinškega komuniciranja in digitalnega marketinga. S pomočjo spleta in reklamnih katalogov smo le te opisali in jih analizirali. Za konec smo vse skupaj povzeli, zapisali ugotovitve in podali kritično mnenje. Hipoteze smo potrdili ali ovrgli.

Keywords

marketinško komuniciranje;digitalni marketing;oglaševanje;družbena omrežja;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	N. Krajnc
UDC:	659.3
COBISS:	82378755
Views:	442
Downloads:	139
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing communication and digital marketing in company Hofer
Secondary abstract:	Marketing communication plays a very important role in a company’s performance. Today, however, its significance is even greater than it used to be. Advertising surrounds us as customers at every turn, on our smartphones, tablets, radio, television, roadside billboards. Companies are increasingly moving from traditional communication channels to digital ones, there is more and more digital marketing on social networks and the Internet, which is also reflected in consumer behavior. In the diploma thesis, we presented the theoretical views of marketing communication and digital marketing with the help of well-known Slovenian and foreign authors. We explained, described and illustrated their advantages and disadvantages. We compared traditional marketing communication with digital and presented the latter´s marketing trends. In the empirical part, we dealt with the company Hofer, which we first presented and described. We provided basic information, presented their history, philosophy, structure and brands. We then undertook a thorough review of their techniques, ways of marketing communication, and digital marketing. With the help of the Internet and advertising catalogs, we described and analyzed them. Finally, we summarized everything, discussed our findings and provided a critical opinion. The hypotheses were either confirmed or refuted.
Secondary keywords:	marketing communication;digital marketing;consumer;product;Hofer;marketing;social media;ad;
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	40 str.
ID:	13071271