20.500.12556/DKUM-43723 FUNKCIONIRANJE MARKETINGA V PODJETJU INFORMACIJSKE TEHNOLOGIJE THE FUNCTIONING OF MARKETING IN AN INFORMATION TECHNOLOGY COMPANY V magistrskem delu smo preučevali funkcioniranje marketinga v podjetju informacijske tehnologije. Razvoj in posledično tudi ponudba informacijske tehnologije v zadnjih desetletjih doživlja pravi razcvet s storitvami v oblaku. Kljub imenitnemu razvoju storitev v oblaku pa obstajajo omejitve glede varnosti. Povpraševanje po tovrstnih rešitvah sorazmerno raste, vendar je razumljivo, da so uporabniki skeptični pri selitvi podatkov izven podjetja na oddaljen strežnik, tako imenovan oblak, do katerih lahko dostopajo od koderkoli in kadarkoli. V praktičnem delu smo se osredotočili na podjetje Stroka produkt d.o.o. ker je v letu 2013 prejelo naziv Microsoftov partner leta ravno za storitve v oblaku. Tako imenovanemu Office-u 365 so dodali dodano vrednost s produktom Stroka Solutions 365. Oblikovali so produkt Stroka Solutions 365, ki nudi 24h tehnično in vsebinsko podporo, implementacijo, oz. vse kar stranka potrebuje pri uporabi licenc Office 365. Nenehno se trudijo izstopati na trgu informacijske tehnologije v oblaku, kar pa ob široki paleti alternativ ni lahko, sploh ker gre za noviteto pri malih in srednje velikih podjetjih. Pri sprejemanju odločitve glede investiranja v storitev v oblaku pogosto odigrajo pomembno vlogo dobro predstavljena dejstva tovrstnih rešitev, kot je: zanesljivost sistema, varnost, hitro in enostavno uvajanje, plačilo le za tisto, kar uporabljaš, zmanjšanje števila IT zaposlenih v podjetju, nizki mesečni stroški in ponudba zadnje razvojne tehnologije. Osebna prodaja in predstavitev rešitve v praksi, sta najpomembnejša načina spodbujanja povpraševanja v marketinškem komunikacijskem spletu, saj lahko na ta način stranki kar najbolje predstavi uporabno vrednost rešitve. Z uvedbo strateškega marketinškega plana, bo podjetje Stroka produkt d.o.o. celostno pristopilo k trženju tako specifičnih storitev in še naprej razvijalo storitve na podlagi želj in potreb odjemalcev. In the scope of the master thesis the functioning of the marketing systems in the information technology company (IT) was studied. In the past decades, both the development and the selection of the information technology products have been thriving due to the introduction of the cloud services. But despite the outstanding development of cloud services safety issues still remain. A steady growth can be observed across the demand for these types of solutions; however, the scepticism expressed by the users in terms of migration of data from the company to a remote server location – “the cloud”, which can be accessed from anywhere and at any time, is completely reasonable. The practical part of the master thesis was produced based on the operations of the Stroka produkt d.o.o. company that was awarded a title of the Microsoft Partner of the Year 2013 for cloud services. Integration of the Stroka Solution 365 product added value to Office 365. The Stroka Solution 365 was designed to provide a 24 hour technical and contextual support, implementation support or support for all the features needed by the customers licensed to use the Office 365 program. The company strives to stand out on the cloud information technology market, which is due to the vast selection of alternative products and recent targeting of small and middle-sized businesses difficult to achieve. Well-elaborated facts of these type of solutions, such as system reliability, safety, fast and simple implementation, payment based on actual use of services, downsizing of IT staff in the company, low monthly expenses and availability of the latest development technology, play a key role in the decision-making process pertaining to investments into the cloud services. Personal sales approach and demonstration of the practical implementation of the solution are found to be the most important sales acceleration methods in the marketing communication mix, since this method best portrays the application value of the solution. By introducing a strategic marketing plan Stroka produkt d.o.o. company will take a comprehensive approach to marketing of specific services and continue to develop services tailored to clients’ needs and wishes. Informacijska tehnologija v oblaku organiziranost marketinga Office 365 Stroka Solutions 365 strateški marketinški plan. Cloud Information Technology Marketing Organisation Office 365 Stroka Solution 365 Strategic Marketing Plan. true true false [M. Švajger] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2014-02-26 21:03:22 2014-05-21 12:52:54 2022-05-10 03:06:46 2021-04-29 03:29:47 2014 0 Sv. Anton 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 11712540 URN:SI:UM:DK:YXDAY5EX MAG_Svajger_Mihaela_2014.pdf MAG_Svajger_Mihaela_2014.pdf 1 D0DBA345CCD6A75EC9FA5E1EAE43D8AD 8a591ec89d9e2e70100ec120e9287063788f23c895aac14dc7423b0dc19772bc b2f09b46-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=62374 Ekonomsko-poslovna fakulteta 0 0 0