Analiza strategij digitalnega marketinškega komuniciranja glede na različne velikosti podjetij

Hameršak, Klara

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Title:	Analiza strategij digitalnega marketinškega komuniciranja glede na različne velikosti podjetij
Authors:	ID Hameršak, Klara (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	Magistrska_naloga_KHamersak.pdf (1,83 MB) MD5: 5C1E93BC495046FF75B27FF995586145
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	digitalno marketinško komuniciranje, velikost podjetja, strategije, optimizacija, konkurenčnost.
Place of publishing:	Maribor
Publisher:	K. Hameršak]
Year of publishing:	2025
PID:	20.500.12556/DKUM-95186
UDC:	659.3:004
COBISS.SI-ID:	255451139
Publication date in DKUM:	30.10.2025
Views:	139
Downloads:	25
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	08.09.2025

Secondary language

Language:	English
Title:	Analysis of digital marketing communication strategies based on different company sizes
Abstract:	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.
Keywords:	digital marketing, company size, strategies, optimization, competitiveness.

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