20.500.12556/DKUM-79407 Načrt digitalnega komuniciranja za izdelek Wooden Drop Digital marketing communication plan for product Wooden Drop V času, ko se vse več dejavnosti vsakdanjega življenja ter poslovanja premika na splet in v različne oblike digitalnih vsebin, je bolj kot kadarkoli prej pomembno, da podjetja sledijo trendom in svoje aktivnosti prilagajajo uporabnikom. Podjetje, ki stoji za izdelkom Wooden Drop je s svojim poslovanjem šele začelo in se digitalizacije na trgu dobro zaveda. Prav tako imajo opredeljeno vizijo ter poslanstvo podjetja in določene cilje za prihodnja leta razvoja. Ker pa je podjetje izjemno majhno in so njihove sposobnosti na področju marketinške komunikacije omejene, bo načrt digitalne komunikacije, ki je tema diplomske naloge, predstavljal temelj in osnovno iz katere bodo izbirali aktivnosti za njihovo marketinško komunikacijo na spletu. Prvi del naloge zajema teoretično osnovno marketinškega komuniciranja in opredeljuje osnovna orodja marketinškega spleta, ki jih bomo uporabljali v nadaljevanju. V drugem delu predstavljamo izdelek Wooden Drop in istoimensko podjetje, ki izdelek izdeluje in prodaja. Predstavili bomo cilje podjetja ter s pomočjo SWOT analize opredelili trenutno situacijo v podjetju. Prav tako bomo opisali pozicioniranje izdelka na trgu. Glavni del naloge predstavlja načrt digitalne komunikacije za izdelek Wooden Drop, ki je izdelan na podlagi metode SOSTAC. V skladu z metodo smo opredelili cilje, strategije, taktike in aktivnosti za vsako orodje marketinške komunikacije, prav tako pa smo določili proračun projekta in načina merjenja uspešnosti. Načrt je izdelan za obdobje šestih mesecev. At a time when more and more activities of everyday life and business are moving online and into various forms of digital content, it is more important than ever for companies to follow trends and adapt their activities to users. The company behind Wooden Drop has just started its business and is well aware of digitalization in the market. They also have a defined vision and mission of the company and set goals for future years of development. However, since the company is extremely small and their abilities in the field of marketing communication are limited, the digital communication plan, which is the topic of the paper, will be the foundation and basis from which they will choose activities for their online marketing communication. The first part of the thesis covers the theoretical basis of marketing communication and defines the basic tools of the marketing web, which we will use in the plan. In the second part, we present the product Wooden Drop and the company of the same name, which manufactures and sells the product. We will present the goals of the company and with the help of SWOT analysis define the current situation in the company. We will also describe the product positioning in the market. The main part of the paper is a digital communication plan for the Wooden Drop product, which is based on the SOSTAC method. In accordance with the method, we defined the goals, strategies, tactics and activities for each marketing communication tool, and we also determined the project budget and the method of measuring performance. The plan is made for a period of six months. marketing digitalno komunikacija izdelek marketing digital communication product true true false U. Peklar Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2021-06-25 08:43:44 2021-09-08 11:00:51 2022-08-09 20:31:45 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3:004.738.5 75618819 UN_Peklar_Urban_2021.pdf UN_Peklar_Urban_2021.pdf 1 3871976FD53AB1E89CD1D5AE9CE896AE 4aeec8d07b3f7bb709e3fb7bf5f937a03445e336c915eb2435f561151045ee62 232c55f2-ead3-11eb-94c8-00155d581298 20.500.12556/dkum/98b6b16a-dab9-4fd9-a8e2-07e3816313d6 https://dk.um.si/Dokument.php?lang=slv&id=151385 Ekonomsko-poslovna fakulteta 0 0 0