delo diplomskega projekta
Petra Kac (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

V diplomskem projektu sem se ukvarjala z opredelitvijo marketinškega komuniciranja in program predstavila s kampanjo podjetja Studio moderna. Gre za dobro razvito evropsko podjetje, zato menim, da imajo dobro razvit marketinški oddelek, v katerem se zavedajo, kako pomembno je učinkovito marketinško komuniciranje. Za podjetje ni pomemben le izdelek, pač pa tudi to, kako komunicirajo z obstoječim in potencialnim kupcem ter s preostalimi javnostmi (zaposleni, dobavitelji, mediji, lokalna skupnost itd.). Da bo marketinško komuniciranje uspešno, je pomembno poznati aktivnosti marketinškega komuniciranja (osebna prodaja, oglaševanje, odnosi z javnostmi in pospeševanje prodaje). Pripraviti je potrebno še primeren program za želeno in trenutno situacijo ter izvedbo programa. V prvem delu diplomskega projekta se bom ukvarjala s teoretično opredelitvijo marketinškega komuniciranja, v drugem delu pa sem se odločila predstaviti kampanjo za nadvložek Dormeo Silver-Ion Contour, podjetja Studio moderna, ki se je odvijala leta 2016 na Hrvaškem. Predstavila bom podjetje in kampanjo ter rezultate aktivnosti. Prvič je bila kampanja za nadvložek izpeljana leta 2014 in so jo, ker je bila zelo uspešna, tudi večkrat ponovili. Leta 2016 je bila izpeljana že tretjič. Dosežen je bil glavni cilj, to je ustvariti potrebo in tržišče za nadvložke, zato se je v nadaljnih letih prodaja lahko tudi uspešno nadaljevala. Po zaključku kampanje so se opravile meritve rezultatov, ki so se primerjale s cilji, da se je ugotovilo, ali so v podjetju dosegli želene cilje in kako so bili uspešni. Danes je vse pomembnejši tudi internet, zato sem preverila, ali tudi v podjetju Studio moderna dajejo poudarek na spletne medije, in ugotovila, da so v kampanjo vključili tudi socialna omrežja in tako dosegli odlične rezultate. Uspešnost podjetij je torej v tem, da nenehno sledijo trendom in s svojimi izdelki in storitvami iščejo nove rešitve, kar podjetju Studio moderna izjemno uspeva.

Ključne besede

marketing;marketinško komuniciranje;splet;socialna omrežja;podjetje;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.11 - Diplomsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [P. Kac]
UDK: 659.3
COBISS: 12946972 Povezava se bo odprla v novem oknu
Št. ogledov: 1158
Št. prenosov: 126
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Marketing comunication plan with online media support
Sekundarni povzetek: In my diploma thesis, I was dealing with the definition of marketing communication and I presented the program through the campaign of Studio Moderna – Europe’s well-developed company. I believe they have a well-developed marketing department in which they are aware of the importance of a good marketing communication. It is not only about the product, but also how it will be communicated to the existing and potential buyers, and to the rest of the public (suppliers, media, employees, local community, etc.). Marketing communication activities (advertising, personal sales, sales promotion and public relations) need to be well-known for successful marketing communication. A company needs to prepare suitable program according to the current and desired situation and the implementation of the program. In the first part of the diploma thesis, I will present theoretical definition of marketing communication, and in the second part I decided to present a Dormeo Silver-Ion Contour topper campaign, which was created by the Studio Moderna company and was held in 2016 in Croatia. I will present the company, the campaign and the results of its activities. For the first time, the campaign for the topper was carried out in 2014 and was repeated many times in the following years because it was very successful. In 2016, it went through for the third time. They achieved the main goal, that is to create a need and a market for toppers, so in the upcoming years, sales could continue successfully. After completion of the campaign result measurements were done to be compared with the goals that have been identified. This is how the company could check how successful they were with completing their goals. Today, the internet is becoming more and more important, so I explored whether Studio Moderna also put emphasis on online media and I found that social networking was included in the campaign and achieved excellent results. The success of the companies lies in continuously following the trends and to finding new solutions with their products and services, which Studio Moderna achieved.
Sekundarne ključne besede: marketing communication;Studio Moderna;campaign;internet;social networks;
URN: URN:SI:UM:
Vrsta dela (COBISS): Delo diplomskega projekta/projektno delo
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: I, 34 str.
ID: 10862197