20.500.12556/DKUM-98735 Uporaba SOSTAC modela na primeru magnezijevih izdelkov s transdermalnim načinom vnosa Application of the SOSTAC model on the example of magnesium products with transdermal delivery method Marketinško komuniciranje predstavlja ključen element poslovanja, saj podjetjem omogoča vzpostavljanje stika z odjemalci, grajenje blagovne znamke ter doseganje konkurenčne prednosti na trgu. Eden izmed uveljavljenih modelov za načrtovanje marketinškega komuniciranja je model SOSTAC, ki omogoča sistematičen pristop k analizi stanja, določanju ciljev, oblikovanju strategij in taktik ter nadzoru nad izvedbo aktivnosti. V magistrskem delu smo obravnavali uporabnost modela SOSTAC na primeru magnezijevih izdelkov s transdermalnim načinom nanosa podjetja SITIS d. o. o. Posebnost teh izdelkov je, da se zaradi zakonodajnih omejitev tržijo kot kozmetični izdelki, čeprav po svoji funkciji delujejo tudi kot prehranska dopolnila, kar predstavlja dodaten izziv pri komuniciranju z odjemalci. V teoretičnem delu smo predstavili osnove marketinškega komuniciranja in ključna orodja komunikacije, nato pa podrobno opisali model SOSTAC ter strokovna izhodišča o magneziju in transdermalnem načinu nanosa. Teoretični del smo zaključili s predstavitvijo magnezijevih izdelkov, ki jih SITIS d. o. o. ponuja v svojem asortimanu. V empiričnem delu smo na podlagi analize notranjega in zunanjega okolja, trga, konkurence ter segmentacije odjemalcev oblikovali celovit načrt marketinškega komuniciranja po modelu SOSTAC. Načrt vključuje opredeljene cilje (po metodi RACE), strategijo in taktike (marketinški splet ‒ 4P), izvedbeni časovni okvir ter sistem kontrole z merljivimi kazalniki uspešnosti. Delo predstavlja praktičen okvir za usklajeno načrtovanje marketinškega komuniciranja magnezijevih izdelkov s transdermalnim načinom nanosa v podjetju SITIS d. o. o. Marketing communication is a key element of business operations, as it enables companies to establish contact with customers, build brand equity, and achieve a competitive advantage in the market. One of the established models for planning marketing communication is the SOSTAC model, which provides a systematic approach to situation analysis, goal setting, strategy and tactics development, and the control of actions. In this master’s thesis, we examined the applicability of the SOSTAC model using the case of transdermal magnesium products offered by SITIS d.o.o. A particular feature of these products is that, due to regulatory constraints, they are marketed as cosmetic products, although in terms of their intended function they are also perceived as dietary supplements, which represents an additional challenge in communicating with customers. In the theoretical part, we presented the fundamentals of marketing communication and key communication tools, followed by a detailed description of the SOSTAC model and the professional foundations related to magnesium and transdermal application. The theoretical part concluded with a presentation of the magnesium products included in the assortment of SITIS d.o.o. In the empirical part, based on an analysis of the internal and external environment, the market, competitors, and customer segmentation, we developed a comprehensive marketing communication plan according to the SOSTAC model. The plan includes defined objectives (using the RACE approach), strategy and tactics (the marketing mix—4Ps), an implementation timeframe, and a control system with measurable performance indicators. The thesis provides a practical framework for the coordinated planning of marketing communication for transdermal magnesium products within SITIS d.o.o. SOSTAC model marketinško komuniciranje marketinški načrt transdermalni nanos magnezijevi izdelki. SOSTAC model marketing communication marketing plan transdermal delivery magnesium products. true true false L. Soče] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-07-03 15:43:31 2026-09-10 11:21:53 2026-09-11 03:08:00 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:613.292 290642435 MAG_Soce_Lan_2026.pdf MAG_Soce_Lan_2026.pdf 1 ACE9389FFADF9B349B4690A12CFD2570 0feb0a71ad430c147ae49ff879830751bc13e9baa538ac5b65b96a9b3a777039 9d6a24ac-a875-11f1-b9ca-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211599 Ekonomsko-poslovna fakulteta 0 0 0