Repository ZSB Final papers Zagreb School of Business
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The role of music as a medium
No full textGlazba je važan čimbenik identiteta svake društvene zajednice. Slušajući zvukove i tonove, koji su više ili manje harmonično povezani, čujemo glazbu, osjećamo je i doživljavamo stvarajući različite zvučne slike. Čovjek živi uz glazbu kao medij od svojih prapočetaka do danas. Na prenošenje i razvoj glazbe, instrumenata i notacije utjecali su brojni vanjski faktori-ratovi, seobe, politika, ekonomija, industrijalizacija, visoka tehnologija, crkva. Poznate ličnosti koje primarno ne povezujemo uz glazbu, a znatno su utjecale na njezin razvitak su vladari, vojskovođe, matematičari, filozofi, učitelji. Osim vanjskih i povijesnih čimbenika izuzetan utjecaj na naš glazbeni odabir imaju roditelji, okolina u kojoj živimo i ono što je najvažnije, mi sami.
Svako razdoblje stvaralo je različite glazbene stilove, a glazbeni stilovi obilježavali su različita povijesna razdoblja, prenosili se generacijama i pridonosili oblikovanju pojedinca i zajednice, kao i utvrđivanju vlastitog identiteta unutar zajednice, stvaranja osjećaja pripadnosti i zadovoljstva. Čovjek još od doba antike, s jedne strane, teži racionalnom. Želimo unijeti red, organizirati i razumjeti glazbu isto kao i državu, odnosno društvo, no ponekad je potrebno potpuno, intuitivno prepuštanje glazbi kao mediju i emocijama koje glazba donosi, poput starih Rimljana. Ljudi se povezuju u grupe u želji da ostvare vlastite potrebe. Zbližavanju unutar grupe pridonosi spoznaja da pojedinci istu glazbu doživljavaju i osjećaju na sličan način, ne poznajući pri tom nužno sve procese klasificiranja i stvaranja glazbe.Music is an important factor in the identity of any community. Listening to the sounds and notes that are more or less harmoniously interwoven, we are able to hear the music, feel and experience it by creating different sound images. People have been living with music as a medium since the beginning of humankind. Numerous outside factors have impacted the transmission and development of music, musical instruments and notations, such as wars, migrations, politics, economics, industrialization, high technology and the church. Famous persons, e.g., various rulers, military leaders, mathematicians, philosophers and teachers, have significantly impacted the development of music, irrespective of the fact that we do not primarily associate them with music. Except the influence of external and historical factors, our parents, the environment in which we live and, most importantly, we ourselves have the most significant impact when it comes to our music preferences.
Each historical period created its own musical style, and different historical periods were marked by different musical styles. These styles, which were passed down through generations, contributed to the shaping of individuals and of communities. They also helped in forming an individual’s own identity within a particular community, and in creating a sense of joy and belonging. On the one hand, ever since the antiquity, humankind has been striving toward rationality. We want to bring order to things, and thus we want to organize and understand music, the same as we do with the state, i.e., society. However, sometimes it is also necessary to become fully and intuitively immersed in the medium of music and in the emotions that it invokes, just like the ancient Romans did. People organize themselves in groups in order to meet their individual needs. Bonding within a group is increased by the fact that individuals experience and enjoy the same music in a similar way, whereby they do not necessarily need to be familiar with all the processes of classifying and making music
The importance and role of business etiquette and business communication in sales
No full textPoslovni bonton i poslovna komunikacija ima veliku važnost u kreiranju uspješne prodaje. Kvaliteta u ponašanju i komunikacija odaje dojam pouzdane osobe koja je smirena pod poslovnim pritiscima i koja će radom doći do željena rezultata. Prodavač stoga mora poštivati određene kodekse ponašanja, odijevanja i pregovaranja. Mora biti razuman i empatičan karakter koji će sugovorniku dati do znanja koliko ga uvažava, i da samim time zna što klijent zapravo želi.Business etiquette and business communication is of great importance in creating successful sales. Quality in behavior and communication gives the impression of a reliable person who is calm under business pressures and who will work to achieve the desired results. The seller must therefore adhere to certain codes of conduct, dress and negotiation. He must have a reasonable and empathetic character that will let the interlocutor know how much he respects him, and thus know what the client really wants
Principles of Sales and Negotiations
No full textProdaja i pregovaranje važni su, ne samo u poslovanju, nego i u privatnom životu. Ovaj završni rad primarno principijelnoj prodaji, o karakteristikama prodavača, komunikaciji, pregovaranju te tehnikama pregovaranja, ali također i prodajnoj učinkovitosti. Prodaja iziskuje direktnu komunikaciju s kupcem, a prodavač bi trebao ovladavati nizom različitih vještina i znanja.
Rad započinje teoretskim dijelom koji je služio kao okvir za istraživanje, a baziran je na literaturi relevantnoj za tematiku rada. Korišteni su razni različitih udžbenika i knjiga vezanih uz ovo područje, kao i niz znanstvenih članaka koji su se ranije bavili ovom problematikom.
Nakon teoretskog okvira koji pokriva sve bitne elemente slijedi empirijski dio rada. Za istraživanje su istraživanja postavljene sljedeće hipoteze: H1 – Prodajno osoblje čije organizacije postižu višu razinu učinkovitosti primjenjuju prodajne vještine prilagođene profilu kupca; H2 – Poznavanje tehnika prodaje i vještina pregovaranja utječe na prodajne i post prodajne rezultate organizacije; H3 – Individualni učinak prodavača usmjeren postizanju prodajnih rezultata znatno je bolji u dobro organiziranim i učinkovitošću usmjeravanim organizacijama nego u onima gdje je situacija drukčija. Za potpunu analizu, obuhvaćeno je 228 ispitanika. Navedene hipoteze u potpunosti su potvrđene.
Vještine pregovaranja podrazumijevaju prodavačeve akcije poduzete prije kontakta s kupcem, pripremu i planiranje pregovora, a nakon kontakta analizu i evaluaciju rezultata. Vještine prodaje i pregovaranja iziskuju kontinuiranu vježbu, učenje i usavršavanje s ciljem postizanja dobrih prodajnih rezultata.
Osim toga, u organizacijama koje njeguju internu komunikaciju sa zaposlenicima i ulažu u njihovo znanje provodeći edukacije, time povećavaju motivaciju kod zaposlenika i susljedno povećavaju prodajne rezultate.Sales and negotiation are important, not only in business, but also in private life. This final thesis is primarily about principled sales, about salesperson characteristics, communication, negotiation and negotiation techniques, but also about sales effectiveness. Selling requires direct communication with the customer, and the seller should master a number of different skills and knowledge.
The paper begins with a theoretical part that served as a framework for research, and is based on literature relevant to the topic of the work. A variety of different textbooks and books related to this area were used, as well as a number of scientific articles that previously dealt with this issue.
The theoretical framework that covers all essential elements is followed by the empirical part of the paper. The following hypotheses were set for the research: H1 – Sales personnel whose organizations achieve a higher level of efficiency apply sales skills adapted to the customer's profile; H2 – Knowledge of sales techniques and negotiation skills affects the sales and post-sales results of the organization; H3 – The individual performance of seller aimed at achieving sales results is significantly better in well-organized and efficiency-oriented organizations than in those where the situation is different. For the complete analysis, 228 respondents were included. The mentioned hypotheses were fully confirmed.
Negotiation skills include the seller's actions taken before contact with the customer, preparation and planning of negotiations, and after contact, analysis and evaluation of the results. Sales and negotiation skills require continuous practice, learning and improvement in order to achieve good sales results.
In addition, in organizations that nurture internal communication with employees and invest in their knowledge by conducting training, they increase employee motivation and consequently increase sales results
Monetary policy in the Republic of Croatia
No full textTema ovo diplomskog rada je monetarni sustav i njegov utjecaj na gospodarstvo u RH, s posebnim osvrtom na bankarski sektor u RH. Monetarni sustav obuhvaća sve vezano uz kretanje novca, a u skladu je s odredbama monetarne politike koju određuje i definira ovisno o tržišnim kretanjima središnja banka – Hrvatska narodna banka. U središnju monetarnog sustava nalazi se HNB te poslovne banke koje posluju s korporacijama, malim i srednji poduzećima te građanima. Samim time ćemo razlikovati banke za građane i investicijske banke.
Banke tako prihvaćaju različite vrste depozita od građana, posebno od svojih klijenata, uključujući depozite na štednim računima, periodične depozite na računima i oročene depozite. Ovi depoziti se vraćaju kad god to korisnik zatraži ili nakon određenog vremenskog perioda. Banke ujedno odobravaju zajmove i predujmove u različitim oblicima, kao što su gotovinski kredit, stambeni kredit, itd. One također daju zajmove na viđenje i oročene zajmove svim vrstama klijenata uz odgovarajuće osiguranje.
Njezini poslovi mogu biti pasivni, aktivni, neutralni, vlastiti i poslovi vezani uz funkciju državne uprave. Zato je bilanca najvažniji izvor informacija jer ona predstavlja periodični financijsko-imovinski dokument, a osim općenitih podataka o banci nudi i realne informacije o likvidnosti i solventnosti banke. Bankarski se sustav uglavnom sastoji od nekoliko financijskih institucija, uključujući centralne i poslovne banke, štedne i druge financijske institucije.
Što se tiče deviznog tržišta, na njemu se odvija domaća potražnja za inozemnom valutom i inozemna potražnju za domaćom valutom, a banke, zajedno sa ovlaštenim mjenjačima, čije je poslovanje regulirano od strane HNB-a te nadzirano od strane Ministarstva financija, posreduju u tim potražnjama.The topic of this thesis is the monetary system and its impact on the economy in the Republic of Croatia, with a special focus on the banking sector in the Republic of Croatia. The monetary system includes everything related to the movement of money, and it is in accordance with the provisions of the monetary policy, which is determined and defined depending on market movements by the central bank - the Croatian National Bank. The central monetary system includes the CNB and commercial banks that do business with corporations, small and medium-sized entrepreneurs, and citizens. By doing so, we will distinguish between banks for citizens and investment banks.
Banks also accept various types of deposits from citizens, especially from their customers, including savings account deposits, recurring account deposits and term deposits. These deposits are returned when requested by the user or after a certain period of time. Banks also approve loans and advances in various forms, such as cash loans, housing loans, etc. They also provide payday loans and term loans to all types of clients with appropriate insurance.
Her jobs can be passive, active, neutral, her own and jobs related to the function of state administration. That is why the balance sheet is the most important source of information because it represents a periodic financial and property document, and in addition to general information about the bank, it also offers real information about the bank's liquidity and solvency. The banking system mainly consists of several financial institutions, including central and commercial banks, savings and other financial institutions.
As for the foreign exchange market, domestic demand for foreign currency and foreign demand for domestic currency take place on it, and banks, together with authorized money changers, whose operations are regulated by the CNB and supervised by the Ministry of Finance, mediate these demands
Rebranding in the food industry - the case of the Veronika mini dairy
No full textDanašnji potrošači traže vrijednost za ono što kupuju i zahtjevniji su no ikad. Možemo reći da su osnaženi, educirani i prosvijetljeni. Svakim danom postavljaju sve veće zahtjeve pred proizvođače, ekološki su osviješteni i pažljivo biraju što kupuju. U prehrambenoj industriji naročito je važno na pravi način brendirati proizvode, temeljem provedenih istraživanja o ciljnim skupinama potrošača, njihovim potrebama kao i očekivanjima.
Mini mljekara Veronika primjer je ekološke proizvodnje koja je zadnjih dvadesetak godina stvorila impozantnu liniju proizvoda bez aditiva i konzervansa na domaćem tržištu.
Ovim završnim radom želimo istražiti imaju li Veronikini potrošači izgrađenu svijest o kvaliteti proizvoda i da li su spremni prihvatiti proizvode u ambalaži od recikliranih materijala. Sukladno rezultatima provedenog istraživanja predložena je promjena ambalaže koja se prvenstveno odnosi na izbor „održivih“ materijala koji se mogu reciklirati. Promjena bi istaknula Veroniku kao brend koji nudi ekološke proizvode i koji nudi „dobru vrijednost za plaćeno“, također „novu“ ambalažu potrošači bi mogli lakše prihvatiti ako bi se komunikacija odnosila na kvalitetu Veronikinih proizvoda te na emocije koje pobuđuje kod potrošača. Nadalje želimo ukazati da postoji dio potrošača koji nije dovoljno dobro strateški obuhvaćen, a upravo ta populacija su potrošači današnjice i prema njima treba stvoriti novu marketinšku strategiju kroz digitalne kanale.Today's consumers are looking for value of their products and are more demanding than ever. We can say that they are empowered, educated and enlightened. Every day, they place greater demands on manufacturers, are environmentally conscious and carefully choose what they buy.
In the food industry, it is especially important to brand products in the right way, based on research conducted on the target groups of consumers, their needs and expectations.
Mini dairy Veronika is an example of organic production that has created an impressive line of products without additives and preservatives on the domestic market for the last twenty years.
With this final paper, we want to investigate whether Veronika's consumers have a built-in world about product quality and whether they are ready to accept products in packaging made of recycled materials. According to the results of the conducted research, a change in the packaging was proposed, which primarily refers to the choice of "sustainable" materials that can be recycled. The change would emphasize Veronika as a brand that offers ecological products and that offers "good value for money", also the "new" packaging could be more easily accepted by consumers if the communication refers to the quality of Veronika's products and the emotions it arouses in consumers. Furthermore, we would like to point out that there is a segment of consumers that is not well covered strategically, and it is precisely this population that is today's consumers, and a new marketing strategy should be created for them through digital channels
Digital Marketing Strategy of big data plaftom and a hospitality product
No full textOvaj diplomski rad kroz strategiju prikazuje plan digitalnih aktivnosti u zagrebačkoj ICT tvrtki. Marketinške aktivnosti koje su joj potrebne usmjerene su ka poslovnim korisnicima kao krajnjim kupcima. Kroz analizu postojećih aktivnosti putem metrika s internetske stranice i društvenomrežnog kanala, dobiven je osnovni uvid temeljem kojeg je napravljen plan aktivnosti - od rebrandinga i nove internetske stranice, komunikacije, do novih društvenomrežnih kanala i oglašavanja koje će se aktivirati.
Navedene aktivnosti nisu bazirane samo na tvrtku, nego i na novo-oformljenu big data platformu baziranoj na tehnologiji umjetne inteligencije, s posebnim fokusom na cjelovito podatkovno rješenje za hotelijersku (engl. hospitality) industriju.
Cilj ovog rada je prikazati proces analize postojećeg stanja i važnost metrika, kako bi se rezultatima, potrebama i ciljevima stvorio put kojim će se tvrtka kretati i predstavljati na digitalnim platformama - kako bi lansirala pravu poruku korisnicima do kojih želi doprijeti, na pravo mjesto u pravo vrijeme.This thesis shows the plan of digital activities in a Zagreb ICT company through a strategy. Its marketing activity needs are aimed at business users as their end customers. It is made through the analysis of existing activities, metrics from websites, and social media channels. Through this insight, the foundations of the activity plan was created with steps as rebranding, a new website, communication, new social media channels, and advertising that will be activated.
The mentioned activities are focused on the company, a newly created platform based on artificial intelligence technology, and the special focus is on a complete data solution for the hotel (hospitality) industry.
The aim of this thesis is to show the process of analyzing the existing situation and the importance of metrics, in order to create a path for the results, needs, and goals that the company will navigate and present on digital platforms - in order to launch the right message to the users it wants to reach, in the right place in the right time
Communication of the Public Fire Department of the City of Zagreb on social networks
No full textKomunikacija je jedan od temelja ljudskog postojanja. Kroz vrijeme čovjek je učio komunicirati svoje poruke kroz razne kanale. Komunikacijom se nastoji prenijeti informaciju od pošiljatelja do primatelja s ciljem postizanja određenih efekata. U ovo suvremeno doba, komunikacija je doživjela značajne promjene jer su se razvojem interneta razvile i društvene mreže. Iako su isprva bile namijenjene za privatnu komunikaciju ograničenog broja korisnika, a javne su službe ubrzo prepoznale potencijal što je zapravo i dovelo do značajnih promjena u komunikaciji te je otvoren novi komunikacijski kanal između javnih službi i njihovih korisnika. Cilj je ovoga rada vidjeti kolika je pokrivenost objavama Javne vatrogasne postrojbe Grada Zagreba na društvenim mrežama te koliki je njihov doseg. Jesu li informirali građane o svojim djelatnostima i jesu li to prenijeli na jednostavan i razumljiv način. Komunikacija na društvenim mrežama postala je neizostavan kanal promocije, s obzirom na to da broj korisnika na društvenim mrežama još uvijek iz dana u dan raste, tako da postaje moćno sredstvo u oblikovanju stavova, mišljenja i imidža. Brža komunikacija poruka i ciljeva raznih javnih organizacija te javnih službi svakako je doprinijela osvještavanju koliko je važno pravovremeno komuniciranje. Ovu dimenziju koriste i javne službe koje su svakodnevno u službi građana. U ovom radu analiziramo aktivnosti i uspjehe tih aktivnosti javnog servisa Javne vatrogasne postrojbe Grada Zagreba. Komunikacija javnih službi često posluži i medijima koji rado prenose objave kako bi skrenuli pažnju građana na neki potencijalni ili pravi problem te uputili na njegovo rješenje. Problem dostave poruka širokim javnostima rješava se kroz društvene medije koji usko surađuju sa svim sudionicima.Communication is one of the foundations of human existence. Over time, man has learned to communicate his messages through various channels. Communication seeks to convey information from sender to recipient in order to achieve certain effects. In this modern age, communication has undergone significant changes as social networks have evolved with the development of the Internet. Although they were originally intended for private communication by a limited number of users. Public services soon recognized the potential, which in fact led to significant changes in communication, and a new communication channel was opened between public services and their users. The aim of this paper is to see the coverage of the Public Fire Brigade of the City of Zagreb on social networks and their reach. They inform the citizens about their activities and they convey it in a simple and understandable fashion. Communication on social networks has become an indispensable channel of promotion, as the number of users on social networks is still growing day by day, so it is becoming a powerful tool in shaping attitudes, opinions and images. Faster communication of messages and goals of various public organizations and public services has certainly contributed to raising awareness of the importance of timely communication. This dimension is also used by public services that are in the service of citizens on a daily basis. In this paper, we analyze the activities and successes of these activities of the public service of the Public Fire Brigade of the City of Zagreb. The communication of public services often serves the media, which are happy to broadcast announcements in order to draw the attention of citizens to a potential or real problem and point to its solution. The problem of delivering messages to the general public is solved through social media that works closely with all participants
Marketing concept of institutions for the elderly and infirm
No full textMarketinška koncepcija ustanova za starije i nemoćne osobe tema je ovog diplomskog rada. Marketinška koncepcija svakog poduzeća, pa tako i ustanova za starije i nemoćne osobe temelji se na rezultatima prodaje i rezultatima istraživanja tržišta. Primarni zadatak marketinga je kreirati proizvode koji će biti namijenjeni odabranoj skupini potrošača, te će za njih predstavljati određenu vrijednost kojom se zadovoljavaju njihove želje i potrebe. Kod formiranja marketinške strategije kao polazište za kreiranje strategije se uzimaju potrebe i želje kupaca. Smatra se da će zadovoljenje tih potreba kod kupaca dovesti do povećanja uspjeha poslovanja. Kao marketinški alati najčešće se koriste razni oglasi u tiskanim medijima, televiziji i Internetu. Marketinška koncepcija ustanova za starije i nemoćne osobe zahtjeva dobro planirane promocijske aktivnosti.The marketing concept of institutions for the elderly and infirm is the topic of this thesis. The marketing concept of every company, including institutions for the elderly and infirm, is based on sales results and market research results. The primary task of marketing is to create products that will be intended for a selected group of consumers, and will represent for them a certain value that meets their desires and needs. When forming a marketing strategy, the needs and wishes of customers are taken as a starting point for creating a strategy. It is believed that meeting these customer needs will lead to increased business success. Various advertisements in print media, television and the Internet are most often used as marketing tools. The marketing concept of institutions for the elderly and infirm requires well-planned promotional activities
The influence of organizational culture on the operations of modern companies
No full textU ovom završnom radu teorijski će se prikazati i objasniti važnost organizacijske kulture i kakav utjecaj ona ima na poslovanje današnjih suvremenih kompanija. Pravilna organizacijska kultura jedan je od ključnih preduvjeta za razvoj svake kompanije pa na kraju i cjelokupnog gospodarstva određene zemlje. U današnjem vremenu globalizacije, nesigurnosti, sve većih izazova i promjena na tržištu koje se sve češće događaju u sve kraćim vremenskim intervalima vrlo je važno u kompaniju implementirati dobro ustrojenu organizacijsku kulturu kako bi kompanija mogla što bolje odgovoriti na moguće promjene i prilagoditi se tržištu na adekvatan način i time imala prednost ispred svoje konkurencije.
Kako bi organizacijska kultura bila na adekvatan način implementirana u samu kompaniju ključnu ulogu u tom procesu imaju zaposlenici zato što su oni predstavnici kompanije gdje god se pojave pa samim time i njene organizacijske kulture. Pravilno koncipirana organizacijska kultura dovodi do veće učinkovitosti radnika jer smanjuje „prazan hod“ te radnik zna točno što se od njega očekuje u svakom trenutku. Njegovanje organizacijske kulture doprinosi i povećanju zadovoljstva kod radnika. Radnik koji u kompaniji „samo“ obavlja svoj posao nije istinski zadovoljan i ne može kao takav kompaniji donijeti dodatnu vrijednost, no s druge strane radnici koji su zadovoljni i koji gaje načela organizacijske kulture svoje kompanije biti će puno sretniji i produktivniji na svom radnom mjestu te će ta načela propagirati dalje, postati će svojevrsni „hodajući brend“ svoje kompanije i time joj donijeti dodatnu vrijednost.
Slaba i nejasna organizacijska kultura može donijeti negativne učinke na poslovanje što se najbolje ogleda u primjeru zemalja koje su još u tranziciji odnosno u razvoju. Najbolji primjer za to su javna poduzeća u kojima se vrlo često mijenjaju uprave i odgovorni ljudi te takav model upravljanja ne može doprinijeti razvoju organizacijske kulture jer svaka nova uprava donosi nove promjene pa se organizacijska kultura ne može ni razviti u takvom okruženju.
Uvelike razvoj organizacijske kulture ovisi o čelnim ljudima kompanije koji moraju dati jasne smjernice za njezin razvoj i provedbu u praksi kao i o svim radnicima kompanije i o njihovoj otvorenosti za provedbu iste, no svakako je jasno da pravilna organizacijska kultura kompaniji daje dodatnu vrijednost i prednost nad konkurencijom a to je u tržišnoj ekonomiji, pogotovo današnjoj podložnoj stalnim promjenama ključ uspjeha.In this final paper, the importance of organizational culture and the impact it has on the operations of today's modern companies will be theoretically presented and explained. A proper organizational culture is one of the key prerequisites for the development of every company and ultimately the entire economy of a given country. In today's time of globalization, uncertainty, increasing challenges and changes in the market that occur more and more often in shorter time intervals, it is very important to implement a well-organized organizational culture in the company so that the company can respond as well as possible to possible changes and adapt to the market adequately way and thus had an advantage over its competition.
In order for the organizational culture to be adequately implemented in the company itself, employees play a key role in this process because they are the representatives of the company wherever they appear and therefore of its organizational culture. A properly conceived organizational culture leads to greater worker efficiency because it reduces "idle work" and the worker knows exactly what is expected of him at all times. Cultivating organizational culture also contributes to increasing employee satisfaction. An employee who "just" does his job in the company is not truly satisfied and cannot bring additional value to the company as such, but on the other hand, employees who are satisfied and who cultivate the principles of their company's organizational culture will be much happier and more productive at their workplace and will propagate these principles further, will become a kind of "walking brand" of their company and thereby bring it additional value.
A weak and unclear organizational culture can bring negative effects on business, which is best reflected in the example of countries that are still in transition or in development. The best example of this are public companies in which management and responsible people change very often, and such a management model cannot contribute to the development of organizational culture because every new administration brings new changes, so organizational culture cannot even develop in such an environment. To a large extent, the development of organizational culture depends on the leaders of the company, who must provide clear guidelines for its development and implementation in practice, as well as on all the company's employees and on their openness to its implementation, but it is certainly clear that a proper organizational culture gives the company added value and an advantage over the competition. this is the key to success in a market economy, especially today's subject to constant changes
Communication skills of modern sales managers
No full textMenadžment prodaje se u tržišnom gospodarstvu smatra jednom od najvažnijih aktivnosti, a isto tako njegove funkcije se mogu primijeniti i u obične svakodnevne situacije. Suvremeni menadžer prodaje usmjerava i on je, ujedno koordinator koji razvija timski rad, suradnju i partnerstvo sa zaposlenicima radi ostvarenja ciljeva prodaje. Kada bismo pitali nekoga «koje bi karakteristike trebale krasiti jednog menadžera prodaje?» njegov bi odgovor trebao glasiti otprilike ovako: menadžer prodaje mora biti sposoban komunicirati s ljudima, mora imati sposobnost predviđanja promjena i donošenja racionalnih odluka u pregovaranjima. Stoga će predmet istraživanja u ovom diplomskom radu upravo i biti komunikacijske vještine suvremenih managera prodaje. Objasnit će se što je upravljanje prodajom i koja je menadžerska etika u prodaji, koje su menadžerske metode i tehnike prodaje. Kako teče proces komunikacije, navesti će se vrste komunikacije, što je neverbalna komunikacija i njene karakteristike. Tijek, faze i ishod pregovaračkog procesa, koje su taktike u procesu pregovaranja, kao i tehnike, stilovi i moć pregovaranja. Kako bi što bolje objasnilo sve navedeno kroz prikaz komunikacijskih vještina na odabranom primjeru ukazati će se na nužnost uspostavljanja i provođenja ciljeva prodaje, razvoj planova neophodnih za njihovo ostvarivanje; organiziranje ljudskih i drugih resursa u svrhu ostvarivanja ciljeva prodaje, te je komunikacija u odjelima prodaje važna za vođenje, usmjeravanje, motiviranje i kreiranje klime u odjelima prodaje. Uspješno izvršavanje funkcija menadžmenta prodaje rezultat je uspješne komunikacije. S obzirom da je komunikacija sveprisutna ona predstavlja vrlo važnu ulogu u procesu prodaje. Menadžment prodaje vodi računa o planiranju, organiziranju, rukovođenju i kontroli zaposlenih u prodajnoj funkciji te je potrebno da osoba koja je na vrhu ima dobre komunikacijske vještine kako bi uspješno obavljala sve navedene funkcije. Vrlo je bitno imati kontrolu u prodaji, i samim time u komunikaciji unutar tvrtke jer se na taj način kontroliraju prodajni rezultati.Sales management is considered one of the most important roles in a market economy, and its functions can also be applied to ordinary everyday situations. The modern sales manager directs and is also a coordinator who develops teamwork, cooperation and partnership with employees in order to achieve sales goals. If we were to ask someone "what characteristics should adorn a sales manager?" his answer should be something like this: the sales manager must be able to communicate with people, he must have the ability to anticipate changes and make rational decisions in negotiations. Therefore, the subject of research in this thesis will be the communication skills of modern sales managers. It will be explained what sales management is and what managers ethics are in sales, what managers methods and sales techniques are. As the communication process proceeds, the types of communication, what is non-verbal communication and its characteristics will be listed. The course, stages and outcome of the negotiation process, what are the tactics in the negotiation process, as well as the techniques, styles and power of negotiation. In order to better explain all of the above through the presentation of communication skills on a selected example, the necessity of establishing and implementing sales goals, developing plans necessary for their realization will be pointed out; organizing human and other resources for the purpose of achieving sales goals, and communication in sales departments is important for leading, directing, motivating and creating a climate in sales departments. Successful performance of sales management functions is the result of successful communication. Given that communication is ubiquitous, it plays a very important role in the sales process. Sales management takes care of planning, organizing, managing and controlling employees in the sales function, and it is necessary that the person at the top has good communication skills in order to successfully perform all the mentioned functions. It is very important to have control in sales, and therefore in communication within the company, because in this way sales results are controlled