Vpliv pandemije COVID-19 na razvoj digitalnega marketinga v izbrani organizaciji

diplomsko delo

Alen Hodžić (Avtor), Marjeta Marolt (Mentor)

Povzetek

V diplomskem delu smo preučevali področje pojava pandemije COVID-19 v razvoju digitalnega marketinga v izbrani organizaciji. V teoretičnem delu smo predstavili področja, ki se navezujejo na digitalni marketing, temu pa je sledil empirični del. Tega smo izvedli s pomočjo polstrukturiranega vprašalnika, ki smo uporabili v intevjuju z direktorjem in vodjo marketinga organizacije FIN-TUN d.o.o. V empiričnem delu smo želeli izvedeti čim več o delovanju digitalnega marketinga izbrane organizacije. Zanimalo nas je na kakšen način se je organizacija odzvala na pojav pandemije, kakšne spremembe so doživeli na področju digitalnega marketinga, kaj so spremenili, kakšne so novitete ipd. V raziskavi smo uspeli pridobiti informacije, ki so jasno pokazale, da je podjetje bilo pred pojavom pandemije dobro marketinško usmerjeno. Iz analize intervjujev smo lahko razbrali, da za podjetje pojav pandemije ni povzročil večjih sprememb z izjemo zaprtja restavracije. Na področju digitalnega marketinga pa je prišlo do intenzivne uporabe družabnih omrežij in povezovanja s potencialnimi kupci preko vplivnežev, ki so nagovarjali občinstvo za nakupovanje izdelkov pri njih. Prenovili so tudi spletno stran in spletno trgovino. Ob analizi vseh odgovorov na vprašanja in analizi digitalnih tehnologij, pa smo ob koncu podali naše ugotovitve in predloge za izboljšave na področju digitalnega marketinga. Kot izboljšave smo predlagali zaposlitev dodatne delovne sile na področju marketinga za razbremenitev dela. Na podlagi zaposlitve, tudi izobraževanje novo nastoplih na tem delovnem področju. Predlagali smo tudi dodatno uporabo družbenih omrežij (Tik Tok, YouTube) in pospešeno spremljanje le-teh in dogajanje na spletni strani ter njihovi spletni trgovini.

Ključne besede

digitalni marketing;COVID-19;poslovni svet;spremembe;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2021
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[A. Hodžić]
UDK:	658.8
COBISS:	92046595
Št. ogledov:	178
Št. prenosov:	98
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	The impact of the COVID-19 pandemic on the development of digital marketing in the selected organization
Sekundarni povzetek:	This thesis aims to research the role of COVID-19 in the development of digital marketing strategies in a chosen organisation. The first part of the thesis presents the theoretical background of digital marketing, which is followed by an empirical section. In the empirical section, the research is based on a semi-structured questionnaire, which was used to interview the CEO and the lead marketing manager of FIN-TUN Ltd.. The empirical section aims to gain as much information as possible about the digital marketing processes and strategies in the chosen company. Furthermore, the goal is to obtain data on how the company reacted to the emergence of the pandemic, the types of changes they had to face in the context of digital marketing, what kind of adjustments they made, which innovative approaches they had to implement, etc. The research provides sufficient proof that the company had an efficient marketing strategy prior to the pandemic. The analysis of the interviews shows that the pandemic did not significantly affect the chosen company (apart from needing to close their restaurant). As far as digital marketing is concerned, the company significantly increased its use of social media platforms and began promoting their products through influencers. They also updated their website and online shop. After the analysis of the questionnaire results and digital technologies used for marketing, the final findings are presented alongside commentary that provides suggestions on how to improve the company's digital marketing process. For instance, hiring new employees in marketing positions would prevent work overload. Additionally, investing in education for (especially newly hired) employees could prove to be beneficial. It would also be worthwhile to expand into yet unexplored social media platforms, such as TikTok and YouTube, and to consistently track the developments on all platforms, as well as the traffic on their website and online shop.
Sekundarne ključne besede:	Covid-19;Epidemije;Internetno trženje;Univerzitetna in visokošolska dela;
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	VII, 68 f.
ID:	13955120