20.500.12556/DKUM-95186 Analiza strategij digitalnega marketinškega komuniciranja glede na različne velikosti podjetij Analysis of digital marketing communication strategies based on different company sizes V današnjem digitalnem okolju je učinkovita uporaba digitalnega marketinškega komuniciranja ključna za uspeh podjetij. Strategije in pristope k digitalnemu marketinškemu komuniciranju pa močno določata velikost podjetja in dostop do virov. Mikro, mala, srednje velika in velika podjetja se pogosto soočajo z omejenimi proračuni in omejenim dostopom do naprednih tehnologij, kar lahko negativno vpliva na njihovo uspešnost. Velika podjetja imajo na voljo več sredstev in strokovnega znanja, kar jim omogoča učinkovitejšo izrabo digitalnega marketinškega komuniciranja. Magistrska naloga se osredotoča na pomanjkanje poglobljenega razumevanja, kako se strategije digitalnega marketinškega komuniciranja razlikujejo glede na velikost podjetja, ter raziskuje, kako lahko podjetja različnih velikosti optimizirajo svoje strategije za boljše rezultate. Razumevanje teh razlik in podobnosti lahko podjetjem pomaga prilagoditi svoje pristope, izboljšati konkurenčnost in učinkoviteje dosegati cilje v digitalnem okolju. In today’s digital environment, the effective use of digital marketing is crucial for business success. However, strategies and approaches to digital marketing are largely determined by the size of the company and access to resources. Micro, small, medium-sized, and large enterprises often face limited budgets and restricted access to advanced technologies, which can negatively impact their performance. Large companies, on the other hand, have more resources and expertise at their disposal, enabling them to leverage digital marketing more effectively. This master’s thesis focuses on the lack of in-depth understanding of how digital marketing strategies differ based on company size. It also explores how businesses of various sizes can optimize their strategies to achieve better results. Understanding these differences and similarities can help companies adapt their approaches, enhance competitiveness, and achieve their goals more effectively in the digital landscape. digitalno marketinško komuniciranje velikost podjetja strategije optimizacija konkurenčnost. digital marketing company size strategies optimization competitiveness. true true false K. Hameršak] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-08 22:02:35 2025-10-30 14:12:29 2025-10-31 03:22:51 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3:004 255451139 Magistrska_naloga_KHamersak.pdf Magistrska_naloga_KHamersak.pdf 1 5C1E93BC495046FF75B27FF995586145 36d7148279915f40e0a25312368fbf06447bfca3dc270047b94be2a66c976fd5 01903d44-b581-11f0-9d3a-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200282 Ekonomsko-poslovna fakulteta 0 0 0