specialistično delo
Danilo Križe (Author), Damijan Mumel (Mentor)

Abstract

Vsako podjetje, ki želi biti marketinško aktivno, mora vsakodnevno komunicirati. Zato ima na razpolago vrsto orodij marketinškega spleta. Uspešna podjetja so tista, ki ustrezno kombinirajo orodja oglaševanja, pospeševanje prodaje, odnose z javnostmi, osebno prodajo in interno komuniciranje. Da bi pri tem bila še bolj uspešna, predvsem pa učinkovita, morajo dobro načrtovati. Osnova za dobro izvedbo je priprava primernega načrta marketinškega komuniciranja. Podjetje »Ta huda klobasa, d. o. o.« že načrtno uporablja določena orodja komuniciranja. To ne počne dovolj povezano in konstantno. Zato si bom v tem specialističnem delu prizadeval nadgraditi dosedanje komuniciranje podjetja z ustrezno izbiro instrumentov marketinškega spleta. S tem bom poskušal kar najbolje izkoristiti omejena finančna sredstva in jih ustrezno porazdeliti med različne aktivnosti komuniciranja. Specialistično delo je sestavljeno iz dveh delov. V prvem, teoretičnem delu, sem povzel teoretična spoznanja različnih avtorjev o marketinškem komuniciranju in opredelil posamezna marketinška orodja. V drugem, praktičnem delu, sem pripravil načrt marketinškega komuniciranja za podjetje »Ta huda klobasa, d. o. o.«. Ime podjetja je izmišljeno, uporabljeni podatki pa so bili pridobljeni od podjetja, ki ne želi biti imenovano. Načrt marketinškega komuniciranja sem pripravil na osnovi analize trenutnega stanja v podjetju, opredelitve ciljev in strategij, priprave proračuna za uporabljena orodja komuniciranja in metod merjenja učinkovitosti posameznih orodij ter s pomočjo modela SOSTAC.

Keywords

marketinško komuniciranje;interno komuniciranje;oglaševanje;pospeševanje prodaje;osebna prodaja;odnosi z javnostjo;komuniciranje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.10 - Specialist Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: D. Križe
UDC: 659.3/.4
COBISS: 12656668 Link will open in a new window
Views: 1996
Downloads: 234
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Other data

Secondary language: English
Secondary title: ABSTRACT
Secondary abstract: Any company that wants to be active in the field of communications, has to communicate on daily basis. Therefore they have at their disposal, a wide range of marketing mix tools. Appropriate combining of tools for advertising, sales promotion, public relations, personal selling and internal communication is a must. To be successful at most and above all, efficient, solid planning is required. Basis for good performance is to prepare an appropriate marketing communications plan. The company »Ta huda klobasa d.o.o.« is already planning and using certain marketing tools. However, it is not done enough in a connective and constant way. I will try to use limited financial resources as best as possible and spread them effectively through variety of marketing activities. Specialist work consists of two parts. In the first, theoretical part, I summarize and present the theoretical principles of marketing communications from various authors, along with definitions of different marketing tools. In the second, applicative part, I have prepared a marketing communications plan for the company »Ta huda klobasa d.o.o.«. The company name is fictitious, but the obtained data is from a company, which does not want to be disclosed. Based on the analysis of current situation in the company, by defining the objectives, strategies and tactics, budget preparation for applied marketing communication tools and using methods for measuring performance of individual tools, by using SOSTAC model, I will prepare a marketing communications plan.
Secondary keywords: marketing communication;advertising;sales promotion;personal selling;public relations;internal communication.;
URN: URN:SI:UM:
Type (COBISS): Specialist thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fakulteta
Pages: 78 str.
ID: 9140219