20.500.12556/DKUM-95181 Oglaševanje v družinskem podjetju Marketing in a family business V zaključnem delu smo obravnavali oglaševanje v družinskem podjetju Jantar Trade d.o.o., ki deluje na področju ogrevanja, hlajenja in prezračevanja. Namen diplomskega dela je bil preučiti učinkovitost obstoječih marketinških dejavnosti ter razviti predloge za njihovo izboljšanje. V teoretičnem delu smo predstavili osnovne pojme marketinga, oglaševanja in digitalnega marketinga ter posebnosti družinskih podjetij. V empiričnem delu smo izvedli anketo med 100 strankami in analizirali interne poslovne podatke podjetja. Ugotovili smo, da večina kupcev podjetje prvič opazi na spletu, pomembno pa vplivajo tudi priporočila in oglasni panoji. Analiza stroškov je pokazala več kot podvojitev marketinškega proračuna v letu 2024, kar se je odrazilo v doseganju milijona evrov prihodkov. Na podlagi ugotovitev smo predlagali optimizacijo obstoječih kanalov, širitev digitalnega oglaševanja ter uvedbo QR-kode kot preprostega uporabniškega vmesnika. Diplomsko delo potrjuje, da lahko družinsko podjetje z omejenimi viri doseže večjo konkurenčnost z racionalnim vlaganjem in inovativnimi rešitvami. This thesis focuses on advertising in the family business Jantar Trade d.o.o., which operates in the field of heating, cooling, and ventilation. The purpose of the research was to examine the effectiveness of existing marketing activities and to develop proposals for their improvement. The theoretical part presents the basic concepts of marketing, advertising, and digital marketing, as well as the specifics of family businesses. In the empirical part, I conducted a survey among 100 customers and analyzed the company’s internal business data. The results showed that most customers first notice the company through the internet, while recommendations and billboards also play an important role. The analysis of marketing costs revealed that the budget more than doubled in 2024, which contributed to reaching one million euros in revenue. Based on these findings, I proposed optimizing existing channels, expanding digital advertising, and introducing a QR code as a simple user interface. The thesis confirms that even a family business with limited resources can achieve greater competitiveness through rational investments and innovative solutions. marketing oglaševanje digitalni marketing družinsko podjetje QR koda marketing advertising digital marketing family business QR code true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-08 19:03:11 2025-12-23 14:33:26 2025-12-24 03:19:32 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 262788355 VS_Zen_Matic_2025.pdf VS_Zen_Matic_2025.pdf 1 B74695608200DAEE87C411DCA8174F67 97cf4fe1b426f09b265c3f16c3da5a5630a64a445eaf56bcfadb0b96596c0125 fa14943a-8e7d-11f0-9a68-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198180 Fakulteta za organizacijske vede 0 0 0