diplomski projekt
Povzetek
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.
Ključne besede
marketing;komuniciranje;oglaševanje;osebna prodaja;pospeševanje prodaje;odnosi z javnostjo;
Podatki
Jezik: |
Slovenski jezik |
Leto izida: |
2017 |
Tipologija: |
2.11 - Diplomsko delo |
Organizacija: |
UM EPF - Ekonomsko-poslovna fakulteta |
Založnik: |
[P. Kostanjšek] |
UDK: |
659.3 |
COBISS: |
12944156
|
Št. ogledov: |
889 |
Št. prenosov: |
256 |
Ocena: |
0 (0 glasov) |
Metapodatki: |
|
Ostali podatki
Sekundarni jezik: |
Angleški jezik |
Sekundarni naslov: |
Marketing communication in company Moi |
Sekundarni povzetek: |
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. |
Sekundarne ključne besede: |
marketinško komuniciranje;oglaševanje;osebna prodaja;odnosi z javnostjo;pospeševanja prodaje;podjetje Moi; |
URN: |
URN:SI:UM: |
Vrsta dela (COBISS): |
Delo diplomskega projekta/projektno delo |
Komentar na gradivo: |
Univ. v Mariboru, Ekonomsko-poslovna fak. |
Strani: |
II, 29 str., 2 str. pril. |
ID: |
10860892 |