20.500.12556/DKUM-79068 Priprava načrta marketinškega komuniciranja za podjetje »x« Marketing communication plan for company »X« Na izbiro teme je vplivalo predvsem podjetje »X« in potencial, ki ga ustvarja na trgu. Marsikdo podcenjuje potencial, ki ga družinsko podjetje lahko ustvari na trgu. Na nek način mora vsako podjetje delovati kot družina, če želi biti na trgu uspešno in imeti močen položaj. V diplomskem delu bomo v teoretičnem delu opisali, kaj sploh je marketinško komuniciranje. V predstavitev in opis bomo vključili njegov pomen, instrumente, strategije in strukturo učinkovitega marketinškega načrta. Marketinško komuniciranje sestavljajo štirje pomembni instrumenti: oglaševanje, osebna prodaja, odnos z javnostmi in pospeševanje prodaje. Z uporabo teh instrumentov poskuša podjetje svoj izdelek približati odjemalcem in jih prepričati za nakup. V praktičnem delu bomo najprej predstavili družinsko podjetje »X« in pripravili načrt za marketinško komuniciranje podjetja. V tem podjetju se zavedajo, da je marketinško komuniciranje in načrtovanje le-tega izjemno pomembno, posebej pri širjenju na novi trg. S pravilnim načrtom marketinškega komuniciranja lahko dosežejo prepoznavnost kot spletna tiskarna ter na tak način povečajo obseg prodaje in posledično dobiček. Selection of the subject was mostly affected by the family company »X« and the potential it is constantly creating on the market. Many people underestimate family businesses, especially when every company should work like a family, if they want to be successful and have a solid position. In the first part of this diploma project we will describe in theory what marketing communication is. In description and presentation we will include its definition, instruments, strategies and structure of an efficient marketing communication plan. Marketing communication is consisted of four important marketing instruments: Advertising, personal sale, public relations and sales promotion. Using this instruments allows the company to sell these product to its buyers. In the practical part we will first introduce the family company »X« and prepare a marketing communication plan. In the company they are aware that marketing communication and its planning is very important, especially when expanding to a new market. With a correctly composed plan they can achieve recognisability as a online shop and increase their sales and consequently their profit. načrt marketinškega komuniciranja oglaševanje osebna prodaja odnosi z javnostmi pospeševanje prodaje družinsko podjetje odjemalec marketing communication plan advertising personal sale public relations sales promotion family company client true true false N. Herga Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2021-04-26 16:48:53 2021-09-06 14:01:43 2022-08-09 20:06:09 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 75343107 UN_Herga_Nik_2021.pdf UN_Herga_Nik_2021.pdf 1 B3D50FB8CF252CB0B5F3BC8C7ADE5DAA ce69af819f90baf8a309be4535f8e96c13d2b3aff1172ac17a92639484747d87 c49655a3-c2d5-11eb-a5a5-00155d581298 20.500.12556/dkum/71f8a01b-082e-47d8-94ab-c3708e696261 https://dk.um.si/Dokument.php?lang=slv&id=150485 Ekonomsko-poslovna fakulteta 0 0 0