20.500.12556/DKUM-94379 Načrt marketinškega komuniciranja v organizaciji API-Line d.o.o. Marketing communication plan in organization API-Line d.o.o. Če želijo podjetja danes biti uspešna in konkurenčna na trgu, je ključna dobra komunikacija s ciljnimi odjemalci. Ker se potrebe odjemalcev sčasoma spreminjajo in postajajo vedno bolj zahtevne, so ti pogosto do izdelkov nezaupljivi. Pri tem igra ključno vlogo marketinško komuniciranje, ki predstavlja glavno orodje za gradnjo dolgoročnih odnosov med podjetjem in njegovimi ciljnimi odjemalci. Prav tako podjetju omogoča gradnjo blagovne znamke in informiranje o svojih izdelkih. Zato je pomembno, da ima pripravljen dober načrt komuniciranja, ki bo tudi osrednja vsebina diplomskega dela, saj bom pripravila načrt marketinškega komuniciranja za podjetje API-Line d. o. o. Ugotovitve so pokazale, da je učinkovito marketinško komuniciranje pomembno za uspešno poslovanje podjetij na trgu, integrirano marketinško komuniciranje pa ključno za prenos enotnega in celovitega sporočila ciljnim odjemalcem. V okviru priprave načrta marketinškega komuniciranja za podjetje API-Line d. o. o sem ugotovila, da ima podjetje še veliko potenciala za izboljšanje, predvsem na področju digitalnega komuniciranja ter povečanja prepoznavnosti. If companies want to be successful and competitive in today’s market, effective communication with target customers is essential. As customer needs change over time and become increasingly demanding, they often show distrust towards products. Marketing communication plays a key role in this context, as it represents the main tool for building long-term relationships between a company and its target customers. It also enables the company to build its brand and inform customers about its products. Therefore, it is important to have a well prepared communication plan, which will also be the central focus of this thesis, as I will develop a marketing communication plan for the company API-Line d. o. o. The key findings showed that effective marketing communication is important for the successful operation of companies in the market, while integrated marketing communication is essential for delivering a consistent and comprehensive message to target customers. In the process of preparing the marketing communication plan for the API-Line d. o. o., I found that the company still has significant potential for improvement, especially in the areas of digital communication and increasing brand recognition. marketinško komuniciranje načrt marketinškega komuniciranja integrirano marketinško komuniciranje podjetje API-Line d. o. o. marketing communication marketing communication plan integrated marketing communication company API-Line d. o. o. true true false E. Tržan] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-08-14 14:02:04 2025-09-29 13:50:31 2025-09-30 03:34:50 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 250900739 VS_Trzan_Eva_2025.pdf VS_Trzan_Eva_2025.pdf 1 FE4A6022AFBE99A5CB47D5E943BE7433 56d4a7da05bdc37aab3bb557dd79dd03ac0e3172d83cd271975b9cf3ec247610 4cbc2a5c-8c97-11f0-9059-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=197841 Ekonomsko-poslovna fakulteta 0 0 0