20.500.12556/DKUM-84953 Marketinško komuniciranje v podjetju CCC Marketing communication in the company CCC Diplomsko delo je sestavljeno iz teoretičnega in empiričnega dela. V prvem delu bomo najprej predstavili razlago zveze marketinško komuniciranje. Opisali bomo proces komuniciranja, ki je najpomembnejši in neizogiben del našega vsakdana. Pomemben del marketinškega komuniciranja je tudi management, ki sestoji iz različnih procesov, in sicer: določanje ciljnega občinstva, določanje ciljev komuniciranja, oblikovanje sporočil, izbiranje in določanje kanalov komuniciranja, določanje proračuna, izbiranje in merjenje učinkovitosti promocijskih orodij ter na koncu oblikovanje spleta marketinškega komuniciranja. Največji poudarek v našem diplomskem delu pa smo namenili instrumentom marketinškega komuniciranja: oglaševanje, pospeševanje prodaje, osebna prodaja, odnosi z javnostmi in neposredno marketinško komuniciranje. Ta del bomo uporabili tako v teoretičnem kot tudi v empiričnem delu. Slednji se začne z opisom pomembnih podatkov v podjetju CCC. Raziskali bomo skupine izdelkov, ki jih prodaja podjetje tako na spletu kot tudi fizično v trgovini. Na osnovi teorije bomo analizirali instrumente marketinškega komuniciranja v podjetju, ki so osnova za uspešno trgovanje. Analizirali smo tudi trg obutvene industrije, ki sicer ni tako velik, kot je tekstilna industrija, zato bomo podali nekatere smernice in predloge za izboljšanje dejavnosti komuniciranja v marketingu v podjetju CCC. Na koncu bomo diplomsko delo povezali v sklep kot eno celoto. The thesis consists of a theoretical and an empirical part. In the first part we will first define what marketing communication is. We will describe the communication process, which is the most important and inevitable part of our everyday life. An important part of marketing communication is management, which consists of various processes: defining the target audience, defining the communication objectives, designing the messages, selecting and defining the communication channels, defining the budget, selecting and measuring the effectiveness of the promotional tools and finally designing the marketing communication web. However, the main focus of our thesis project was on the instruments of marketing communication: advertising, sales promotion, personal selling, public relations and direct marketing communication. This part will be used in both the theoretical and the empirical part. The latter starts with a description of the relevant data in CCC. We will investigate the product groups sold by the company both online and physically in-store. On the basis of our theory, we will analyse the company's marketing communication instruments, which are the basis for successful trading. We have also analysed the market of the footwear industry, which is not as large as the textile industry, and we will give some guidelines and suggestions for improving the marketing communication activities of CCC. Finally, we will link the thesis into a conclusion as a whole. marketinško komuniciranje podjetje CCC instrumenti obutvena industrija management marketinškega komuniciranja marketing communication Company CCC instruments footwear industry marketing communication management. true true false V. Vučko Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-08-10 15:55:08 2023-10-16 14:21:20 2023-10-17 03:10:20 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 168613891 UN_Vucko_Vanesa_2023.pdf UN_Vucko_Vanesa_2023.pdf 1 EE6C3354EF90BF5DA5089D6FF513A6D3 a73da01efb552bb5e49bd4b25f53d5568c143af2bc4bb3eb761412e4171253e1 cb86f276-4fce-11ee-8f12-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=171885 Ekonomsko-poslovna fakulteta 0 0 0