diplomsko delo
Janko Štandeker (Author), Matjaž Iršič (Mentor)

Abstract

Marketinška komunikacija je veščina, ki jo mora obvladati vsako podjetje in je eden izmed bistvenih dejavnikov pri doseganju poslovnih ciljev, saj prispeva k prepoznavnosti podjetja, njegovih storitev in produktov. Podjetja pri doseganju svojih marketinških ciljev uporabljajo različna marketinško-komunikacijska orodja, pri čemer sta za uspešno načrtovanje, organizacijo in izvedbo celotne marketinško-komunikacijske dejavnosti potrebni povezanost in usklajenost posameznih orodij med seboj in hkrati z ostalimi komponentami marketinškega spleta. Zaradi močne konkurence na bančnem trgu ter informiranih in zahtevnih strank so postali vedno pomembnejši elementi: individualna obravnava strank, svetovanje pri nakupu bančnih storitev in kakovost bančne ponudbe. Banke so zato primorane razviti edinstvene zmogljivosti, kot so inovacije storitev (produktov) in prilagodljiv pristop pri poslovanju s podjetji ter prebivalstvom. V teoretičnem delu diplomske naloge smo definirali osnovne pojme, marketinški splet, marketinško-komunikacijski proces, orodja ter načrtovanje in izvedbo. V empiričnem delu diplomske naloge smo predstavili banko S, organizacijo in izvedbo marketinških komunikacij ter uporabljena orodja. Opravili smo raziskavo z uporabo anketnega vprašalnika, na tej podlagi prikazali uspešnost komunikacijskega področja banke S ter podali predloge za racionalizacijo in izboljšanje te dejavnosti v banki S.

Keywords

komuniciranje;poslovno komuniciranje;marketinški splet;banke;storitve;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [J. Štandeker]
UDC: 659.3:336.71
COBISS: 12257308 Link will open in a new window
Views: 1240
Downloads: 206
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Other data

Secondary language: English
Secondary title: Marketing communication in bank S
Secondary abstract: Marketing communication is a skill that must be mastered by every company. It is one of the essential factors in achieving business goals, because it contributes to the visibility of the company, its services and products. Companies use different instruments of marketing communication in achieving their marketing goals. However for a successful planning, organizing and executing of the entire marketing and communication activities it is requires, that the instrument are in alliance and coordination between each other and at the same time with other components of the marketing mix. Due to the strong competition on the banking market and informed and demanding customers increasingly important elements have become: individual deals with customers, consultants for the purchase of banking services and the quality of banking services. Banks are therefore obliged to develop unique capabilities, such as innovative services (products) and a flexible approach in corporate business and retail. In the theoretical part of this thesis we defined the basic concepts, the marketing mix, the process of marketing communication, its instruments, planning and implementation. In the empirical part of this thesis we have presented the bank S, the organization and implementation of the marketing communications and instruments that are used. We conducted a research using a questionnaire and on this basis, we demonstrated the effectiveness of the communication areas of the bank S. We also presented proposals to streamline and improve the performance of this activities in the bank S.
Secondary keywords: marketing communication;marketing mix;bank;banking services and products.;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 46 str., 4 str. pril.
ID: 9064996