20.500.12556/DKUM-85467 Marketinški načrt glasbenega izvajalca Emkeja Marketing plan for the music artist Emkej Izdelava marketinškega načrta je ustaljena praksa v podjetjih, ki podjetjem predstavlja okvir za analizo okolja, v katerem delujejo, postavljanje ciljev podjetja in oblikovanje marketinških aktivnosti za dosego želenih ciljev ter pomaga oceniti ustreznost virov za izvajanje aktivnosti. Marketinško načrtovanje pa je pomembno tudi za glasbenike in vse ostale zaposlene v glasbeni panogi, saj morajo pravilno načrtovati, kako izvajati določene marketinške aktivnosti za doseganje ciljnega občinstva in ostalih ciljev. Prav tako pa morejo vedeti, ali imajo za dosego ciljev potrebne vire in ali jih je mogoče dosegati v okolju, v katerem delujejo. V diplomskem delu smo proučevali vlogo marketinškega načrta v podjetjih, njegove sestavne dele in vsebino ter vse to predstavili na praktičnem primeru z izdelavo marketinškega načrta za glasbenega izvajalca Emkeja. Opredelili smo, kaj je marketinški načrt in kateri so njegovi deli. Te smo nato podrobno predstavili in opisali. Pojasnili smo, kakšno vlogo ima opredelitev poslanstva in kakšna je pomembnost analize lastnih sposobnosti, ožjega in širšega zunanjega okolja, ki izoblikujejo SWOT-analizo. Prav tako smo proučevali postavljanje strateških in taktično-operativnih ciljev, marketinške aktivnosti na področjih izdelka, cene, marketinških poti in marketinškega komuniciranja ter sestavo finančnega načrta. V praktičnem delu diplomskega dela smo pripravili marketinški načrt za glasbenega izvajalca Emkeja. Ugotovili smo, da ima Emkej veliko virov za ustvarjanje glasbe, kot so glasbeni studio, skupina glasbenih producentov in lastni bend. Izdal je že številne glasbene albume v digitalni in fizični obliki, ki jih distribuira prek digitalnih in nedigitalniih platform. Pri promociji svoje glasbe pa glasbeni izvajalec uporablja različne vrste komuniciranja prek digitalnih medijev, odnose z javnostmi, torej s pomočjo medijev pridobiva publiciteto. Svojo glasbo predstavlja tudi na svojih koncertih v različnih krajih po Sloveniji. Razvoj tehnologije je prinesel veliko inovacij, ki omogočajo boljše delovanje glasbenikov, vendar pa se ti še vedno srečujejo s težavami, kot je primerno plačilo za avtorske pravice. Na koncu diplomskega dela smo podali kritično oceno, ki zajema predloge, ki lahko glasbenemu izvajalcu pomagajo pri izboljšanju marketinškega načrta. Creating a marketing plan is common practice in companies as it serves as a framework for conducting the analysis of the environment, setting objectives, and creating marketing activities to achieve them. It also helps with assessing if the company has appropriate and sufficient resources for implementing certain marketing activities. Marketing planning is also important for musicians and others employed in the music industry, as they need a relevant plan for conducting certain marketing activities in order to reach the target audience and other objectives. They also have to be aware if the objectives can be reached with current resources and in environment, they are working in. In this thesis, we have researched the role of marketing plan in companies, its sections and content. We have applied the theoretical part to the practical example by making a marketing plan for music artist Emkej. In theoretical part, we defined a marketing plan and its components, which were then described in detail. We have explained the importance of defining a mission statement and the role of analysis of own capabilities and external environment which form the SWOT analysis. We have also discussed setting strategic, tactical, and operational objectives, marketing activities regarding product, price, marketing channels and marketing communication. Furthermore, we have explored the formulation of a financial plan. In the practical part of the thesis, we prepared a marketing plan for the music artist Emkej. In the marketing plan we have discovered that Emkej has needed resources for creating music such as a music studio, in-house music producers and his own music band. Furthermore, he has released many music albums in digital and physical form, which are distributed through digital and non-digital platforms. In the matter of marketing communication, he promotes his music with various techniques on digital media, he uses public relations, specifically he uses media to gain publicity. He also promotes his music by performing at concerts in different cities in Slovenia. Many innovations emerged with the development of technology and have made working in the music industry more accessible, yet musicians still face many problems such as receiving appropriate sum of royalties for their work. We concluded the thesis with a critical evaluation, which contained suggestions that might help the musical artist with the improvement of the marketing plan. marketinški načrt marketinške aktivnosti odjemalci konkurenti analiza zunanjega okolja glasba Emkej marketing plan marketing activities consumers competitors environmental analysis music Emkej true true false V. Alatič Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-08-30 14:23:06 2023-10-18 10:58:33 2023-10-19 03:10:24 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 168894211 UN_Alatic_Veronika_2023.pdf UN_Alatic_Veronika_2023.pdf 1 70AC25532F4E21FC9F6846F496490C06 c763fbbde2edc43d6941140a0a6291efca0a98027022fb488fb9672e918a2746 30e044a3-57b7-11ee-aee3-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=172648 Ekonomsko-poslovna fakulteta 0 0 0