20.500.12556/DKUM-67939 Marketinško komuniciranje v podjetju Pandora Marketing communication in the company Pandora Diplomski projekt se nanaša na marketinško komuniciranje, pri katerem predstavimo program marketinškega komuniciranja. Ob primeru podjetja Pandora preidemo iz teorije v prakso. Na izbiro tematike je vplivalo dejstvo, da smo v nenehnem stiku z marketinškim komuniciranjem s strani številnih podjetij v vsakodnevnem življenju. V teoretičnem delu smo opisali marketinško komuniciranje na splošno, korake pri oblikovanju učinkovitih komunikacij in instrumente komunikacijskega spleta. Velik poudarek smo dali predstavitvi postopka komunikacij in v okviru tega že na začetku natančno opredelili oziroma določili, kaj vse je potrebno za uspešno komunikacijo. Temu sledi obravnava instrumentov komunikacijskega spleta, kjer smo predstavili posamezne instrumente in njihove največje značilnosti. Praktični del se začne s kratkim opisom in pregledom trga nakita. Nato smo prešli na podjetje Pandora in ga sprva na splošno predstavili. Potem pa smo se posvetili še opisu njihovih izdelkov in njihovega franšiznega sistema. V našem zadnjem koraku smo analizirali celoten komunikacijski pristop Pandore na podlagi prejšnjih vidikov. S tem smo podrobno opisali komunikacijska orodja, ki so osnova uspešnega poslovanja podjetja Pandora. The topic of this bachelor thesis is based on marketing communication. In this thesis, we presented the marketing communication program. Moreover, we applied theory to practice in the case of Pandora. The choice of this practical topic was influenced by the omnipresence of several companies’ marketing communication in everyday life. In the theoretical part, we described marketing communication in general, steps in creating effective communications and communication tools. We put a lot of emphasis on the presentation of the communication process. Thereby, we defined precise requirements for successful communication. This is followed by dealing with the instruments of the communication web, where we presented individual instruments and their most important features. The practical part begins with a brief description of jewellery market, followed by a detailed analysis of its structure and market participants. Afterwards, Pandora is presented in general before describing its products and its franchise system. In the last step, Pandora’s overall communication approach is analysed based on the previous aspects. Thereby, we described the communication tools in detail that form the basis of Pandora’s successful business. Marketinško komuniciranje komunikacija instrumenti franšizni sistem Pandora. Marketing communication communication instruments franchise system Pandora. true true false [S. Kodrič] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2017-09-04 12:06:39 2017-12-05 15:32:20 2022-08-01 14:38:41 2019-07-11 14:57:43 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 12918044 URN:SI:UM:DK:VLVPLLPJ UN_Kodric_Sergeja_2017.pdf UN_Kodric_Sergeja_2017.pdf 1 D28B274C37F45EF27E3CB0BBAAD10636 d07ce0510a7d22dfbfba1186b810e426cbafbda34ac9f54cf889cced9ce03c4f 37227ae8-7c0f-11eb-bb7a-00155d0001ca 20.500.12556/dkum/9ee1dedb-bf93-4b74-a6d5-7420b83c655f https://dk.um.si/Dokument.php?lang=slv&id=117513 Ekonomsko-poslovna fakulteta 0 0 0