Repository ZSB Final papers Zagreb School of Business
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The role of visual communications in branding products tailored to the Generation Z
No full textGeneracije Z, osobe koji su rođene u razdoblju od 1996. do 2012. godine. Jedinstvena obilježja za Generaciju Z su već gotovo razvijena upotreba televizije, računalna revolucija i vrlo razvijena upotreba interneta diljem svijeta, pametni uređaji, WiFi, društvene mreže, zabavne virtualne igre, stalna povezanost i komunikacija, održivost te rasna prihvaćenost. Generacija Z prihvaća nove trendove i prati brzi napredak tehnologije. Tehnologija je unaprijedila vizualne komunikacije na tako suptilan način da ljudi uglavnom nisu svjesni ove promjene. Vizualni prijenos poruke omogućuje brzu i nesputanu komunikaciju te dominira nad ostalim oblicima komunikacije, a vizualna komunikacija ima veliku ulogu u društvu još od prapovijesti. U današnjem ubrzanom svijetu vizualna komunikacija je postala sastavni dio života Generacije Z jer konstantno komuniciraju s virtualnim prijateljima, dijele sadržaje poput videa, fotografija ili “memova”. Mnogi poznati brendovi su prepoznali prednosti vizualne komunikacije u digitalnim medijima i marketinški stručnjaci koriste vizualne komunikacije u svojim strateškim planovima kako bi se približili potrošačima Generaciji Z, koji su odnedavno na tržištu rada. Zanimljiv sadržaj na društvenim mrežama i oglasi koji omogućuju konstantnu vidljivost na internetu omogućuje tržišnu prednost mnogim markama. Oglasi na društvenim mrežama, “Google” tražilici ili raznim portalima stimuliraju impulzivno ponašanje potrošača pri kupnji, privlače pažnju i Generacija Z osjeća stalnu povezanost s brendom, iako možda toga nije ni svjesna. Cilj ovog istraživanja je istražiti ulogu vizualnih komunikacija pri brendiranju proizvoda prilagođenih Generaciji Z.Generation Z, people who were born in the period from 1996 to 2012. The unique characteristics of Generation Z are the already almost developed use of television, the computer revolution and highly developed use of the Internet worldwide, smart devices, WiFi, social media, fun virtual games, constant connectivity and communication, sustainability and racial acceptance. Generation Z embraces new trends and follows the rapid advancement of technology. Technology has advanced visual communications in such a subtle way that people are mostly unaware of this change. The visual transmission of a message enables fast and unfettered communication and dominates other forms of communication, and visual communication has played a major role in society since prehistoric times. In today's fast-paced world, visual communication has become an integral part of Generation Z's life because they constantly communicate with virtual friends, sharing content such as videos, photos or "memes". Many well-known brands have recognized the benefits of visual communication in digital media and marketers are using visual communication in their strategic plans to get closer to Generation Z consumers, who have recently entered the job market. Interesting content on social networks and ads that allow constant visibility on the Internet provide a market advantage for many brands. Ads on social networks, the Google search engine or various portals stimulate impulsive buying behavior of consumers, attract attention and Generation Z feels connected to the brand, although they may not even be aware of it. The aim of this research is to investigate the role of visual communications in the branding of products adapted to Generation Z
Impact of media on cooking and food
No full textDostupnošću medija te pojavom društvenih mreža svjedočimo kako ,,hrana, osim što hrani nas, hrani i medije.“ Gotovo da nema časopisa, online portala ili TV programa, a da ne sadrži pokoji recept, kolumnu na temu pripreme hrane, kulinarski show ili barem nekakav prilog o hrani. ,,Pojavom celebrity chefova, od kojih su neki restorane zamijenili TV studijima“ , sve je više zainteresiranih za pripremu hrane kod kuće i isprobavanje različitih kulinarskih recepata. Većina se nas okušala u pripremi recepata Jamieja Olivera, te drugih planetarno poznatih kuhara. Međutim, ničega od navedenog ne bi bilo da nemamo povijesno naslijeđe, zapise u obliku recepata koji su se pažljivo skupljali i čiji se sadržaj s vremenom poboljšavao i prilagođavao geografskim zahtjevima i obilježjima vremena. Isto tako ne smijemo zaboraviti i na izgled prostora u kojem se hrana priprema odnosno na funkcionalnosti kuhinje, te na uspostavljanje standarda za serviranje i blagovanje jela i pića ovisno o krugu uzvanika i prigodi zajedničkog uživanja u gastronomskim delicijama. U cijeloj ovoj scenografiji i koreografiji krije se i glavni lik pod imenom glavni kuhar, bez kojeg ne bi bilo niti zanimljivih televizijskih emisija, blogova, vlogova, instagram portala i drugih alata. Može se zaključiti da su svi su ovi elementi omogućili kreiranje natjecateljskih kulinarskih emisija, te dodatno promoviranje zanimanja kuhar. Kako su običaji uvijek najkvalitetniji izvor gastronomske palete proizvoda, u ovom radu je na kraju prikazano kako se u obiteljskom okružju blaguje po zemljama svijeta uključujući i Hrvatsku. Anketa je pokazala da 67,0 % ispitanika prati emisije/priloge o kuhanju, ali ipak smo skloniji tradicionalnim receptima. Sklonost modificiranim receptima poznatih kuhara ima 15,3 % ispitanika, ali čak 86,2 % objavljuje svoje recepte i fotografije svojih jela na društvenim mrežama.With the availability of media and the emergence of social networks, we are witnessing how ,,food, in addition to feeding us, also feeds the media.“ There is almost no magazine, online portal or TV program that does not contain a recipe, a column on the topic of food preparation, a culinary show or at least some feature about food. ,,With the appearance of celebrity chefs, some of whom have replaced restaurants with TV studios“ , more and more people are interested in preparing food at home and trying different culinary recipes. Most of us have tried our hand at preparing the recipes of Jamie Oliver and other world-famous chefs. However, none of the above would exist if we did not have a historical heritage, records in the form of recipes that were carefully collected and whose content was improved over time and adapted to the geographical requirements and characteristics of the time. Likewise, we must not forget about the appearance of the space where food is prepared, i.e. the functionality of the kitchen, and the establishment of standards for serving and dining food and drinks depending on the circle of guests and the occasion of joint enjoyment of gastronomic delicacies. In all this scenography and choreography, the main character is hidden under the name of the head chef, without whom there would be no interesting television shows, blogs, vlogs, Instagram portals and other tools. It can be concluded that all these elements enabled the creation of competitive cooking shows and the additional promotion of the profession of chef. As customs are always the best source of the gastronomic range of products, this paper finally shows how to eat in a family environment in countries around the world, including Croatia. The survey showed that 67.0% of the respondents follow shows/apps about cooking, but we still prefer traditional recipes. 15.3% of respondents prefer modified recipes by famous chefs, but as many as 86.2% publish their recipes and photos of their dishes on social networks
Mediatization of women and media construction of reality
No full textTematika ovog rada je vezana uz medijatizaciju žene i medijsku konstrukciju stvarnosti. Mediji imaju ogroman utjecaj na društvo. Može se reći kako mediji diktiraju društvene trendove u svijetu.
Žene su oduvijek bile tretirane kao slabije u odnosu na muškarce. U mnogim reklamama se žene prikazuju kao kućanice, brižne majke, dok su muškarci prikazani kao 'glava' obitelji. Potrebno je to promijeniti, a da bi se u tome uspjelo, treba promijeniti stavove, te svijest o ulogama i funkcijama žene i muškarca.
Može se reći kako medijski prikaz zbilje nije njen stvaran odraz, već konstrukcija. Valja istaknuti kako mediji na raspolaganju imaju mnoštvo informacija, ali oni odlučuju koje će informacije prenijeti javnosti. Dakle, mediji imaju snažan utjecaj na ljudsko ponašanje.The topic of this paper is related to the mediatization of women and the media construction of reality. The media has a huge influence on society. It can be said that the media dictate social trends in the world.
Women have always been treated as weaker than men. In many advertisements, women are shown as housewives, caring mothers, while men are shown as the 'head' of the family. It is necessary to change this, and in order to succeed in this, attitudes and awareness of the roles and functions of women and men must be changed.
It can be said that the media representation is not really its real reflection, but a construction. It should be pointed out that the media have a lot of information at their disposal, but they decide which information to convey to the public. So, the media has a strong influence on human behavior
Basic characteristics of marketing strategies in sports
No full textRazvojem sporta i sportske industrije nastala je potreba drugačijem pristupu marketingu od tradicionalnog te se javlja koncepcija sportskog marketinga. Odnos s korisnicima, odnosno sportskim navijačima te dobar sportski rezultat najbitniji su čimbenici uspjeha u sportu. Kako bi taj odnos bio što povoljniji za obje strane, dakle i za korisnike i sportske organizacije, potrebno je dobro analizirati sve moguće koncepcije sportskog marketinga te planirati unaprijed nastup na tržište. Sportsko marketinški splet služi upravo tome, te se tim alatima omogućava provođenje sportskog marketinga.With the development of sports and the sports industry, there is a need for a different approach to marketing than traditional one, and the concept of sports marketing is emerging. Relations with users, ie sports fans, and good sports performance are the most important factors for success in sports. In order for this relationship to be as favorable as possible for both parties, therefore for users and sports organizations, it is necessary to analyze all possible concepts of sports marketing well and plan ahead to market. The sports marketing mix does just that, and these tools allow you to conduct sports marketing
The effect of online reviews on consumer purchasing decisions
No full textPonašanje potrošača je proučavanje pojedinaca, grupa ili organizacija i svih aktivnosti povezanih s kupnjom, korištenjem i raspolaganjem robe i usluga. Riječ je o marketinškoj disciplini koja se pojavila 1940-tih godina. Niz različitih faktora utječe na ponašanje potrošača te se radi o kompleksnom procesu koji ne traje samo u trenutku kupovine proizvoda ili usluge. Potrošači se informiraju prije kupovine, pogotovo kad se radi o skupljim proizvodima. Na odabir utječe širok raspon unutarnjih i vanjskih faktora. Najbitniji vanjski faktor su recenzije. Razvojem interneta i društvenih platformi, potrošačima je sve lakše iznijeti svoja iskustva i saznati tuđa. Dosta potrošača je promijenilo svoje kupovne navike pojavom COVID-19 pandemije. Sve više se proizvoda kupuju putem interneta, a na većini internet trgovina su dostupne recenzije koje utječu na odabir proizvoda. Također su sve aktivnije specijalizirane grupe na društvenim mrežama gdje potrošači neovisno razmjenjuju svoja iskustva. Osim samih potrošača, specijalizirani novinari rade recenzije niza proizvoda koje objavljuju na svojim internet stranicama ili društvenim mrežama. Osim tekstualnog formata sve je popularniji video format koji omogućuje potrošačima da vide i druge dimenzije proizvoda u akciji. Koliko su god korisne, online recenzije donose i niz novih problema. Jednostavnost ostavljanja recenzije otvara vrata lažnim recenzijama koja nije lako uvijek prepoznati. Trgovine često blokiraju negativne recenzije svojih proizvoda. Cilj ovog rada je analizirati utjecaj online recenzija, bilo pozitivnih ili negativnih na ponašanje potrošača i njihove navike kupovanja povezane s tim.Consumer behavior is the study of individuals, groups or organizations and all activities related to the purchase, use and disposal of goods and services. It is a marketing discipline that appeared in the 1940s. A number of different factors influence consumer behavior and it is a complex process that does not last only at the moment of purchasing a product or service. Consumers are informed before buying, especially when it comes to more expensive products. Selection is influenced by a wide range of internal and external factors. The most important external factor is reviews. With the development of the Internet and social platforms, it is becoming easier for consumers to share their experiences and find out about others. Many consumers have changed their shopping habits since the COVID-19 pandemic started. More and more products are bought online, and most online stores have reviews that influence product selection. Also, specialized groups on social networks are increasingly active, where consumers independently exchange their experiences. In addition to the consumers themselves, specialized journalists do reviews of a number of products that they publish on their websites or social networks. In addition to the text format, the increasingly popular video format allows consumers to see other dimensions of the product in action. As useful as they are, online reviews also bring a number of new problems. The simplicity of leaving a review opens the door to fake reviews that are not always easy to spot. Stores often block negative reviews of their products. The aim of this paper is to analyze the influence of online reviews, whether positive or negative, on consumer behavior and their related shopping habits
Application of SEO optimization on the example of a website
No full textDanašnje vrijeme, kada većina ljudi informacije vezane za svoje želje i potrebe traži na internetu, možemo nazvati erom digitalnog marketinga. U ovoj eri se tradicionalni marketinški mediji kao što su televizija, tiskovine i radio sve manje i manje koriste, a to je osjetnije vidljivo kod mlađih generacija. Mlađe generacije također kreairaju vlastiti sadržaj, obavljaju poslove i socijaliziraju se putem društvenih mreža. Kako nebi izgubili korisnike, poslodavci se moraju prilagoditi i ostati u trendu, a pod time najviše mislim na one manje i tradicionalne tvrtke i obrte. Budući da danas potencijalni kupci skoro svaku svoju kupovinu počinju pretraživanjem interneta, vrlo je važno da je svaki, pa čak i onaj najmanji obrt, prisutan na internetu, ukoliko je željan doseći veći broj klijenata. Jedan od takvih obrta će biti obrađen kao primjer na kraju ovoga rada. Prije praktičkog dijela biti će objašnjen teorijski dio koji se odnosi isključivo na optimizaciju web stranica na tražilicama. Kroz rad će se objašnjavati kako funkcionira web tražilica, pojmovi black hat SEO i white hat SEO, te on-page SEO i off-page SEO te svi njihovi elementi. Također će kratko biti spomenut utjecaj društvenih mreža, SEO za lokalne tvrtke i nekoliko negativnih utjecaja na SEO. Na kraju rada će se sve to proći kroz primjer kao što je već prethodno spomenuto. U primjeru će biti opisan proces analize ključnih riječi, elementi sadržaja web stranice kao i tehnički elementi. Na poslijetku će optimizacija web stranice biti provjerena pomoću online SEO alata. Svrha i cilj ovog rada je skrenuti pozornost na važnost i kompleksnost optimizacije web stranica za poslovne subjekte.Modern times, when the majority of people seek information related to their desires and needs on the internet, can be called the era of digital marketing. In this era, traditional marketing mediums such as television, print, and radio are used less and less, and this is more noticeable among younger generations. Younger generations also create their own content, perform tasks, and socialize through social media. In order not to lose customers, employers must adapt and stay in trend, particularly smaller and traditional companies and crafts. Since potential customers today begin almost every purchase by searching the internet, it is crucial that every business, even the smallest one, is present online if it aims to reach a larger number of clients. One such craft will be discussed as an example at the end of this paper. Before the practical part the theoretical aspect related exclusively to search engine optimization will be explained. Throughout the paper will be explained the functioning of a search engine, the concepts of black hat SEO and white hat SEO, as well as on-page SEO and off-page SEO and all their elements. The impact of social media, SEO for local businesses, and a few negative influences on SEO will also be briefly mentioned. The process of analyzing keywords, website content elements, and technical components will be described in the example. Ultimately, website optimization will be verified using online SEO tools. In the end, all of this will be illustrated through an example, as mentioned earlier. The purpose and goal of this paper are to point out the importance and complexity of optimizing websites for business entities
The importance of ESG factors (environmental, social and corporate governance) in the investment fund industry
No full textTema rada vezana je uz područje industrije investicijskih fondova i prilagodbe novoj europskoj regulativi koja uvelike može utjecati na smjer kretanja budućih financijskih tekovina, a tiče se ESG čimbenika (ekološko, društveno i korporativno upravljanje). Naime, u ožujku 2021. godine stupila je na snagu Uredba EU Parlamenta i Vijeća o objavama povezanim s održivosti u sektoru financijskih usluga (u daljnjem tekstu Uredba) koja regulira implementaciju ESG čimbenika.
Važnost ESG pristupa kao dio strategije pojedinih društava za upravljanje investicijskih fondova očituje se u: društveno odgovornom poslovanju samog investicijskog društva, pri investiranju potiče druge kompanije na održivo poslovanje, ima izravan učinak na uspješnost poslovanja društva, privlači javnost i ulagatelje koji su voljni u svojim investicijskim portfeljima ugraditi opisane čimbenike, pozitivno utječe na zaštitu planete i na promicanje ljudskih prava te dugoročno smanjuje rizičnost ulaganja.
Investicijska društva koja su prepoznala važnost ESG čimbenika i koja nastoje osnivati investicijske fondove s ugrađenim ESG čimbenicima imaju potencijalno veću mogućnost privući ulagatelje kroz proizvode (fondove) koji će aktivno, nastojati stvarati pozitivan pritisak na korporativne politike kompanija u koje ulažu svoja sredstva, a takvo odgovorno ponašanje generira kao direktnu posljedicu i pozitivnu percepciju javnosti prema samom investicijskom društvu.
Cilj rada je utvrditi koji su to glavni razlozi za uvođenje ESG čimbenika u poslovanje investicijskih fondova. Usporedbom situacije na hrvatskom tržištu analizirat će se je li dosadašnje uvođenje ESG proizvoda rezultiralo uspješnijim poslovanjem i je li se u kraćem vremenskom razdoblju odrazilo na ulagatelje. Također, istražit će se u kojoj su mjeri i na koji način ESG čimbenici kroz marketinške alate približeni javnosti, tj. ulagateljima i je li industrija investicijskih fondova iskoristila sve marketinške i edukacijske mogućnosti za podizanje svijesti o svojim aktivnostima ili je neophodno poboljšanje.The topic of the paper is related to investment fund industry and adaptation to the new European regulation, which can greatly affect the direction of future financial assets, and ESG factors (environmental, social and corporate governance). Namely, in March 2021, the Regulation of the EU Parliament and the Council on disclosures related to sustainability in the financial services sector (Regulation EU) came into force, regulating the implementation of ESG factors.
The importance of the ESG approach as part of the strategies of investment fund management companies is manifested in: the social responsibility of the investment company itself, when investing, it encourages other companies to promote responsibility, it has a direct effect on the success of the company's management, attracts the general public and investors who are willing to include described factors in their investment portfolio and has a positive effect on the protection of the planet and the promotion of human rights, and in the long term reduces the investment risk.
Investment companies that have recognized the importance of ESG factors and that strive to establish investment funds with built-in ESG factors have a potentially greater opportunity to attract investors through products (funds) that will actively try to create positive pressure on the corporate policies of the companies in which they are investing, and such a responsible behaviour directly generates a positive perception of the public towards the investment company itself.
The aim of the paper is to determine the main reasons for implementation of ESG factors in the management of investment funds. By comparing the situation on the Croatian market, analyses will be made whether the introduction of ESG products so far has resulted in more successful management and whether it has had an impact on investors in a shorter period. It will also be examined to what extent and in what way ESG factors are brought closer to the public through marketing tools towards investors, and whether the investment fund industry has used all marketing and educational opportunities to raise awareness of its activities or whether improvement is necessary
Planning and organizing events based on an example from practice
No full textOvaj završni rad istražuje i objašnjava proces planiranja i organiziranja događaja, primjer iz prakse je Loreal Luxe, jedna od vodećih kozmetičkih kompanija, te konkretno analizira predstavljanje parfema Libre YSL u muzeju Mimara u Zagrebu 2019. godine. Cilj rada je pružiti uvid u ključne korake i strategije koje su korištene u planiranju i organiziranju ovog događaja.
U radu se analizira sam koncept događaja, njegova svrha i ciljevi, te se raspravlja o važnosti detaljnog istraživanja ciljne publike kako bi se događaj prilagodio njihovim potrebama i očekivanjima Nadalje, obrađuje se proces izbora i angažiranja relevantnih dionika i partnera, kao i logistički aspekti. Posebna pažnja posvećuje se marketinškim strategijama i promociji događaja, uključujući izradu pozivnica, objašnjava se uloga sponzorstva, odnosa s javnošću, te upravljanja ljudskim potencijalima.
Na kraju rada donose se zaključci. Ovaj rad pruža uvid u složenost planiranja i organiziranja događaja, te daje praktične smjernice i primjere iz stvarnog svijeta koji mogu poslužiti kao temelj za uspješnu provedbu budućih događaja.This final paper investigates and explains the process of planning and organizing an event, an example from practice is Loreal Luxe, one of the leading cosmetics companies, and specifically analyzes the presentation of the Libre YSL perfume at the Mimara museum in Zagreb in 2019. The aim of the work is to provide insight into the key steps and strategies used in planning and organizing this event.
The paper analyzes the very concept of the event, its purpose and goals, and discusses the importance of detailed research of the target audience in order to adapt the event to their needs and expectations. Furthermore, the process of selecting and engaging relevant stakeholders and partners, as well as logistical aspects, is discussed. Special attention is paid to marketing strategies and promotion of the event, including the creation of invitations, the role of sponsorship, public relations, and human resources management is explained.
At the end of the paper, conclusions are drawn. This paper provides insight into the complexities of planning and organizing events, and provides practical guidance and real-world examples that can serve as a foundation for successful implementation of future events
Branding as a communication process
No full textOvaj rad temelji se na primjeru brendiranja kao komunikacijskog procesa u sportu. Kao primjer dan je brend CR7 – Cristiana Ronalda. Sport je u posljednje vrijeme postao izuzetno unosna djelatnost. Mnogi sportaši postaju brendovi za sebe, a mnogi počinju razvijati vlastite brendove u obliku parfema, kozmetike, robnih marki i sl. Kroz vlastite brendove, sportaši komuniciraju sa javnosti i prezentiraju sebe i svoj rad. Brendiranje u sportu je izuzetno važan proces koji pridonosi pozicioniranju na sportskom tržištu.This paper is based on the example of branding as a communication process in sports. As an example, the brand CR7 - Cristiano Ronaldo is given. Sport has recently become an extremely indispensable activity. Many athletes become brands for themselves, and many begin to develop their own brands in the form of perfumes, cosmetics, brands, etc. Through their own brands, athletes communicate with the public and present themselves and their work. Branding in sports is an extremely important process that contributes to positioning on the sports market
The influence of the satisfaction of users of public city passenger transport on the marketing strategy of the city of Zagreb
No full textU diplomskom radu biti će analiziran javni gradski prijevoz u urbanim sredinama, njegova problematika, te izazovi sa kojima se danas javni gradski prijevoz suočava. Fokus je usmjeren na kvalitetu prijevozne usluge te njen utjecaj na prijevoznu potražnju. U radu su analizirane karakteristike prijevozne potražnje te udjel javnog gradskog prijevoza u modalnoj raspodjeli urbanih sredina europskog okruženja. Također su analizirani indikatori kvalitete usluge u javnom prijevoza. U završnom dijelu rada analizira se, temeljem provedenog istraživanja, zadovoljstvo korisnika usluga tramvajskog podsustava u Gradu Zagrebu, kako bi se definirao utjecaj na sveukupnu prijevoznu potražnju. Iz provedenog istraživanja crpe se temeljni zaključci o indikatorima kvalitete usluge u javnom gradskom prijevozu i njihovom utjecaju na ukupnu prijevoznu potražnju.In this thesis will be analyzed public transport in urban areas, its problems and challenges that are now facing public transport. Focus is on the quality of transport services and its impact on transport demand. The paper analyzes the characteristics of transport demand and the share of public transport in the modal distribution of urban European environment. They also analyzed indicators of quality of service in public transport. In the final part of this paper is, on the basis of the study, customer satisfaction of tram subsystem in Zagreb, in order to define the impact on the overall transport demand. From this research it can draw basic conclusions on indicators of quality of service in public transport and their impact on the overall transport demand