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Communication plan proposal for L'adria
No full textStrateško komuniciranje široko je prepoznato kao temeljna komponenta učinkovite poslovne strategije i ukupnog uspjeha. Ovaj pristup uključuje sustavnu metodu prenošenja i primanja informacija, što uključuje izradu najprikladnije poruke, korištenje najučinkovitijih kanala, ciljanje točne publike i optimalno vremensko određivanje isporuke. Nadalje, uključuje mehanizme povratnih informacija koji omogućuju organizacijama da ostanu usklađene sa svojim ciljevima. Predmet istraživanja ovog diplomskog rada je trenutna komunikacija poduzeća L’adria te istraživanje važnosti i uloge komunikacijskog plana za poslovanje odabranog poduzeća. Rezultati istraživanja trenutne komunikacije poduzeća poslužili su za donošenje zaključaka o samom predmetu istraživanja na temelju kojih će potom biti izrađen prijedlog komunikacijskog plana za L'adriu, koji će služiti kao putokaz za internu i eksternu komunikaciju poduzeća. Opisao bi se plan za postizanje ciljeva koji su postavljeni, kao i aktivnosti koje će pomoći u ostvarenju navedenih ciljeva. U prvom dijelu rada definira se pojam komunikacije s naglaskom na stratešku komunikaciju, kao i njezinu važnost u poslovanju poduzeća, te se osvrće na prikaz obilježja komunikacijskog plana. U drugom dijelu rada opisane su opće informacije o poduzeću L'adria, te je prikazan prijedlog komunikacijskog plana.Strategic communication is widely recognized as a fundamental component of effective business strategy and overall success. This approach involves a systematic method of transmitting and receiving information, which includes creating the most appropriate message, using the most effective channels, targeting the right audience, and optimally timing delivery. Furthermore, it includes feedback mechanisms that allow organizations to stay aligned with their goals. The subject of this thesis is the current communication of the company L'adria and the investigation of the importance and role of the communication plan for the selected company's business. The results of the research on the current communication of the company served to draw conclusions about the subject of the research itself, on the basis of which a proposal for a communication plan for L'adria will then be developed, which will serve as a roadmap for the company's internal and external communication. A plan for achieving the goals that have been set would be described, as well as activities that will help achieve the stated goals. The first part of the paper defines the concept of communication with an emphasis on strategic communication, as well as its importance in the company's business, and reviews the characteristics of a communication plan. The second part of the paper describes general information about the company L'adria, and a proposal for a communication plan is presented
Standardization of Business Processes: Migration of an ERP System to a New Solution in a Telecommunications Company
No full textOvaj rad detaljno analizira proces migracije ERP sustava unutar jedne telekomunikacijske tvrtke, s posebnim naglaskom na tehničke izazove, operativne koristi i prilagodbu zaposlenika na novi sustav. Migracija sa starog ERP sustava na SAP provedena je kako bi se unaprijedili poslovni procesi, smanjili operativni troškovi i poboljšala integracija podataka unutar tvrtke.Kroz intervjue s ključnim sudionicima u procesu od direktora IT-a, tehničkog direktora, voditelja korisničke podrške pa do vlasnika proizvoda istraženi su svi važni aspekti migracije. Posebna pažnja posvećena je tehničkim izazovima, poput migracije podataka i osiguravanja kontinuiteta poslovanja tijekom implementacije. Glavni problemi koji su se pojavili odnose se na integritet podataka i način kako je tvrtka osigurala neprekidno poslovanje tijekom prijelaza na novi sustav.Među najvećim su dugoročnim koristima ovog procesa poboljšana integracija poslovnih funkcija, optimizacija operativnih procesa, smanjenje dupliciranja podataka i brže donošenje poslovnih odluka što je omogućilo bolju reakciju na zahtjeve tržišta. Uz to novi je sustav omogućio zaposlenicima bolje alate za svakodnevni rad i olakšao prilagodbu poslovnim promjenama.Rad također daje preporuke za buduće projekte migracije naglašavajući važnost fazne implementacije, kontinuirane obuke zaposlenika i osiguravanja tehničke podrške tijekom cijelog procesa. Ciljevi postavljeni u radu ostvareni su kroz analizu funkcionalnih i tehničkih karakteristika sustava, razumijevanje poslovnih potreba te evaluaciju dugoročnih koristi novog ERP sustava.This paper provides a detailed analysis of the ERP system migration process within a telecommunications company, with a particular focus on technical challenges, operational benefits and employee adaptation to the new system. The migration from the old ERP system to SAP was carried out to enhance business processes, reduce operational costs and improve data integration within the organization. Through interviews with key participants in the process—ranging from the IT director, technical director, head of customer support to the product owner—all significant aspects of the migration have been explored. Special attention was given to technical challenges, such as data migration and ensuring business continuity during the implementation. The main issues that arose relate to data integrity and how the company ensured uninterrupted operations during the transition to the new system. Among the greatest long-term benefits of this process are improved integration of business functions, optimization of operational processes, reduction of data duplication, and faster decisionmaking, enabling a better response to market demands. Furthermore, the new system has provided employees with better tools for their daily work and facilitated their adaptation to business changes. The paper also offers recommendations for future migration projects, emphasizing the importance of phased implementation, continuous employee training, and ensuring technical support throughout the entire process. The objectives set out in this work have been achieved through the analysis of functional and technical characteristics of the system, understanding business needs, and evaluating the long-term benefits of the new ERP system
An Analysis of the Significance of Public Relations Techniques and Tools in the Career Development of Opera Singers
No full textPojavom društvenih mreža, u mnogim zanimanjima došlo je do promjene u komunikaciji. Društvene mreže postale su glavni kanal komunikacije te platforme putem kojih se vrši svojevrsni marketing. Samim time, znatno su utjecale na razvitak promoviranja mnogih djelatnosti, posebice u glazbenoj industriji, koja je na taj način doživjela nagli skok u promoviranju i razvitku. Jednostavno i brzo, svaki glazbenik se može promovirati na način na koji želi putem društvenih mreža. Upravo to je i jedan od načina na koji je operni svijet ponovno podigao ljestvicu u glazbenom svijetu, spajanjem modernog doba i opere kao žanra koji se laički smatra „zastarjelim“. U svrhu ispitivanja polaznika glazbenih škola i studenata muzičkih akademija, provedeno je istraživanje putem ankete kako bi se dobila jasnija slika o važnosti odnosa s javnošću prilikom izgradnje karijere opernih pjevača. Cilj istraživanja je procijeniti trenutnu situaciju opere u javnom svijetu te doći do zaključka putem kojih tehnika i alata bi se ona mogla unaprijediti.U svrhu prikupljanja informacija za potrebe završnog rada, korištene su razne znanstvene i stručne literature, pri čemu se koristila metoda deskripcije.With the rise of social media, many professions have experienced a shift in communication. Social networks have become the primary channel of communication and a platform through which a kind of marketing is carried out. They have significantly influenced the promotion of various activities, especially in the music industry, which has seen a sudden surge in promotion and development with their emergence. Every musician can now promote themselves in a simple and fast way through social media in the manner they desire. This is one way the opera world has raised the bar in the music industry by blending the modern era with opera, a genre often considered "outdated" by laymen. In order to examine music school students and students of music academies, a survey was conducted to gain a clearer picture of the importance of public relations in building the careers of opera singers. The aim of the research is to assess the current state of opera in the public world and come to conclusions on which techniques and tools could enhance it. Various scientific and professional literature was used to collect information for the final paper, utilizing the descriptive method
Comparative Analysis of Organizational Culture in Selected Companies
No full textOvaj rad bavi se usporednom analizom organizacijske kulture u dvama mali poduzećima – Belmet 97 i Trade-inženjering. U teorijskom dijelu objašnjen je pojam i važnost organizacijske kulture te su opisani elementi, tipologije i vrste. Prikazani su i rezultati dosadašnjih istraživanja organizacijske kulture s područja Republike Hrvatske. Empirijski dio rada temelji se na istraživanju provedenom među zaposlenicima obaju poduzeća. Cilj je bio identificirati dominantne tipove organizacijske kulture prema modelu Edwardsa i Kleinera te usporediti njihove karakteristike metodom anketiranja. Rezultati istraživanja upućuju na to da se u poduzeću Belmet 97 radi o integrativnoj kulturi, a u poduzeću Trade-inženjering o kombiniranoj kulturi – kombinaciji brižne i integrativne kultureThis thesis deals with a comparative analysis of organizational culture in two small companies – “Belmet 97” and “Trade-inženjering”. The theoretical part explains the concept and importance of organizational culture and describes its elements, typologies, and types. In addition, the results of previous research on organizational culture within the Republic of Croatia are also presented The empirical part of the thesis is based on research conducted among the employees of both companies. The aim was to identify dominant types of organizational culture according to Edwards and Kleiner model and to compare their characteristics using the survey method. The research results indicate that “Belmet 97” operates within an integrative culture, while “Trade-inženjering” exhibits a combined culture – a combination of caring and integrative cultures
Analysis of Target audiences' Attitudes Towards the Advertising Campaign for BMW Motorcycles
No full textU ovom završnom radu analizirani su stavovi ciljane javnosti o reklamnim kampanjama BMW-ovih motocikala. Fokus rada usmjeren je na analizu stavova vezanih za dva specifična modela motocikala – BMW R 1250 RT i BMW CE 02, pri čemu su ciljne skupine određene na temelju internih dokumenata BMW-a te uobičajenih interesa dobnih skupina za navedene modele. Uz analizu stavova ciljane publike, u radu su obrađene i druge relevantne teme koje se usko povezuju s analizom oglašavanja. Kako bi se područje istraživanja u potpunosti obradilo, u radu su prikazane teme poput razvoja i osobitosti oglašavanja, analizirane su različite vrste reklamnih kampanja te su razmotrene taktike oglašavanja unutar auto-moto industrije ali i izazovi i budućitrendovi u tom sektoru. Također, predstavljena je analiza ankete koja je provedena među odabranim ciljanim skupinama, a anketnim upitnikom prikupljeni su odgovori od ukupno 60 ispitanika. Glavni cilj rada bio je utvrditi mišljenja ispitanika o reklamnim kampanjama BMW-a, s posebnim naglaskom na njihove prve dojmove te elemente kampanja koji privlače njihovu pažnju. Nadalje, istraženi su stavovi ispitanika, pri čemu su analizirani pozitivni i, ukoliko ih ima, negativni aspekti kampanja, kao i mogući razlozi koji stoje iza takvih stavova. Na temelju rezultata provedenog anketnog istraživanja, utvrđeno je da je većina ispitanika dobro upoznata s istraživanim modelima motocikala. Također, na BMW se gleda kao brend s određenom reputacijom koja podrazumijeva i višu cjenovnu kategoriju. Zaključeno je da se viša cijena modela često pripisuje brendu i imidžu koji je BMW izgradio tijekom godina.In this final paper, the attitudes of the target public about the advertising campaigns of BMW motorcycles are analyzed. The work is specifically focused on the analysis of attitudes related to two motorcycle models, namely the BMW R 1250 RT and BMW CE 02, and their target audiences, which were previously selected for those two models based on BMW's internal documents and the common interests of age groups towards these models. This paper also presents other topics closely related to the analysis of attitudes. In other words, to fully elaborate the entire area, the work is completed with topics such as the development and peculiarities of advertising, some types of advertising campaigns and some of the advertising tactics in the automotive industry as well as the challenges and the future of advertising in that industry are listed. The paper also presents a detailed analysis of the survey that was intended for those targe audiences, and the survey questionnaire collected the answers of 60 respondents. Through the survey questionnaire conducted, it can be concluded that a large number of respondents are very well acquainted with the research models and also that some believe that there is potential for better promotion and better presentation of the campaign for these models. Likewise, the BMW brand is usually seen as a brand which has a certain reputation that is accompanied by a certain price, and some would say that this price is solely due to the brand they have created The aim of this paper was also to define the opinions that respondents have towards advertising campaigns and to understand their first impressions but also what attracts them through these advertising campaigns. The second goal of this paper was to analyze attitudes, that is, positive and, if there are any, negative aspects of advertising campaigns towards these attitudes, but also to try to understand what lies behind such attitudes
Online Store for Life and Non-Life Insurance Policies Based on the Example of Laqo Insurance
No full textTema ovog rada usmjerena je na analizu digitalizacije ugovaranja osiguranja u Hrvatskoj s konkretnim fokusom na inovativno Laqo osiguranje. Istraživanje analizira kako su digitalne platforme transformirale tradicionalne prakse ugovaranja osiguranja, nudeći korisnicima efikasnije i pristupačnije metode za pristup osiguravajućim uslugama. Ovaj rad razmatra kako napredak u digitalnoj tehnologiji omogućava osiguravajućim kućama poboljšati svoje poslovne operacije i pruže bolju uslugu korisnicima. Kroz kombinaciju teorijskih uvida i praktičnih primjera, istražuje se način na koji digitalizacija utječe na korisničko iskustvo te kakve promjene donosi u regulativnom okviru i poslovnim modelima unutar industrije. Istraživački dio rada temelji se na primarnoj analizi tržišnih trendova i korisničkog ponašanja, uz dodatne sekundarne podatke iz relevantnih izvora o digitalnim inovacijama u osiguranju. U praktičnom segmentu rada, provedeno je anketno istraživanje koje omogućava bolje razumijevanje stvarnog prihvaćanja digitalnih osiguranja među korisnicima u Hrvatskoj. Ovaj rad ilustrira ključnu ulogu digitalnih inovacija u oblikovanju budućih trendova u industriji osiguranja. Istraživanje potvrđuje neophodnost prilagodbe digitalnom dobu te značajnu ulogu digitalnih inovacija u oblikovanju budućnosti industrije osiguranja. Naglašavajući važnost prilagodbe industrije u digitalnom periodu, što rezultira poboljšanjem efikasnosti, dostupnosti usluga i većom transparentnošću.This thesis delves into examining the digitalization of insurance contracting in Croatia with an emphasis on the innovative Laqo insurance service. The study illustrates how digital platforms have revolutionized insurance practices by offering users convenient and cost effective ways to access insurance services. Furthermore this paper explores how advancements, in technology empower insurance companies to enhance their efficiency and deliver superior customer service. By examining both concepts and real world instances digitalizations impact, on user experience and the resulting shifts, in industry regulations and business models are explored. The research phase involves analyzing market trends and user behavior as the focus of the project and incorporating data, from reputable sources on digital advancements in the insurance sector. A survey was carried out to gain insights into the level of acceptance of insurance services among users in Croatia. The objective is to pinpoint the benefits and potential obstacles associated with policy procurement while evaluating its influence, on user contentment and allegiance. The study highlights the importance of embracing the era. Acknowledges the crucial impact of digital advancements, on the future of the insurance sector by stressing the need for adapting to modern technologies for enhanced efficiency and transparency, in service offerings
Analysis of Alternative Funding Sources Available to Start-Up Ventures in Croatia
No full textU ovom diplomskom radu, pod nazivom Analiza alternativnih izvora financiranja dostupnih start-up pothvatima u Hrvatskoj, istraženi su ključni problemi s kojima se suočavaju start-upovi pri traženju financijskih sredstava, s fokusom na alternativne izvore financiranja kao što su fondovi rizičnog kapitala, poslovni anđeli i crowdfunding. U teorijskom dijelu rada definirane su značajke start-up poduzeća i objašnjen je lean start-up pristup koji se koristi za ubrzanje razvoja start-upova kroz brze iteracije i učenje na greškama. Također, analizirani su tradicionalni i alternativni izvori financiranja, s posebnim osvrtom na specifičnosti financiranja u Hrvatskoj. Primjeri dobre prakse prikazani su kroz studije uspješnih start-upova u Hrvatskoj i svijetu, koji su se koristili alternativnim izvorima financiranja. Usporedile su se sličnosti i razlike u financiranju između domaćeg i inozemnog tržišta. Empirijski dio rada uključuje strukturirane intervjue s poduzetnicima i predstavnicima alternativnih financijskih institucija, kako bi se dobio uvid u stvarna iskustva i prepreke s kojima se susreću poduzetnici u Hrvatskoj. Također, u empirijskom dijelu rada predstavljen je i start-up Creative water d.o.o. čija osnivačica je ujedno i autorica ovog diplomskog rada Rezultati istraživanja pokazuju da se neki zaključci poklapaju s teorijskim dijelom rada, dok drugi aspekti, do kojih se došlo u istraživačkom dijelu, nisu bili razmatrani u teoriji jer nisu bili obuhvaćeni korištenom relevantnom literaturom. Stoga, te nove spoznaje nisu uključene u teorijski dio i ne mogu se uspoređivati s postojećim spoznajama, već su predstavljene kao preporuke za buduća istraživanja. Također, istraživanje pokazuje pozitivan trend u vezi s mogućnostima korištenja alternativnih izvora financiranja u Hrvatskoj.In this final thesis, titled Analysis of Alternative Funding Sources Available to Start-Up Ventures in Croatia, key challenges faced by start-ups in securing financing are explored, focusing on alternative funding sources such as venture capital funds, business angels, and crowdfunding. The theoretical section defines the characteristics of start-ups and explains the lean start-up approach, which is used to accelerate start-up development through rapid iterations and learning from mistakes. Additionally, both traditional and alternative funding sources are analyzed, with a particular emphasis on the specificities of financing in Croatia. Best practices are illustrated through case studies of successful start-ups in Croatia and globally that have utilized alternative financing sources. Furthermore, similarities and differences in financing between the domestic and international markets are compared. The empirical part of the thesis includes structured interviews with entrepreneurs and representatives of alternative financial institutions to gain insights into real-world experiences and the challenges faced by entrepreneurs in Croatia. In addition, the empirical section presents the start-up Creative water d.o.o., founded by the author of this thesis. The research findings show that some conclusions are fully aligned with the theoretical framework, while others highlight important aspects that were not previously addressed. These new insights have been incorporated into recommendations for future research. Moreover, the conclusion indicates a positive trend in the availability of alternative funding opportunities in Croatia
Human resources management as a challenge in the healthcare system of the Republic of Croatia on the example of satisfaction of employees of Vukovar hospital
No full textNositelji kvalitete u svakoj organizaciji, pa tako i u sustavu zdravstva, su upravo ljudi. Velika važnost ljudskih potencijala u ovoj djelatnosti iziskuje plansko, sustavno i promišljeno upravljanje ljudskim potencijalima, jer je zdravstveni sustav iznimno kompleksan sustav u kojemu su za kvalitetno i kontinuirano funkcioniranje i pružanje zdravstvenih usluga najvažniji upravo ljudski potencijali. Ovim radom se prikazuje koliko je, upravo zbog važnosti ljudi u zdravstvenome sustavu, kompleksno i izazovno upravljati ljudskim potencijalima, a cilj rada je utvrditi koliko odluke i pravilnici Ministarstva zdravstva RH, kao i uredbe Vlade RH utječu na zadovoljstvo zaposlenika u zdravstvenom sektoru. Ovim radom ujedno se prikazuje kolika su ograničenja nametnuta u upravljanju ljudskim potencijalima, posebice u segmentu zapošljavanja i zadržavanja kvalitetnih radnika, kao i na uređenje radnopravnoga statusa radnika. Prikazujući analizu same normativne regulative, radom se želi prikazati važnost kako zdravstvenih, tako i nezdravstvenih radnika, i međuovisnost jednih o drugima, te koliko upravljanje ljudskim resursima uz normativna ograničenja utječe na zadovoljstvo radnika u zdravstvenim ustanovama. Analiza zadovoljstva radnika temelji se na anketnome ispitivanju kojim se utvrđuju stavovi i mišljenja radnika o tome koliko su zadovoljni upravljanjem ljudskim potencijalima u ustanovi, a prikazuje stavove 38 % zdravstvenih i 40 % nezdravstvenih radnika zaposlenih u Nacionalnoj memorijalnoj bolnici „Dr. Juraj Njavro“ Vukovar. Zaposlenici u velikom broju izražavaju nezadovoljstvo ključnim aspektima radnog okruženja, koji se odnose se na sustav nagrađivanja i stimulacija, a zabrinjavajuće je i da 40 % zaposlenika ocjenjuje mogućnosti profesionalnog razvoja slabima. Upravljanje ljudskim potencijalima u zdravstvenim ustanovama iznimno je važna upravljačka funkcija, kao i činjenica da sustav zdravstva ovisi o kvalitetnim, stručnim i zadovoljnim radnicima, ali i da su akti nadležnih tijela relevantni za područje zdravstva od velikoga utjecaja na slobod upravljanja ljudskim potencijalima, što izravno utječe i na zadovoljstvo radnika u sustavu.The bearers of quality in every organization, including the healthcare system, are the people. The great importance of human resources in this field requires planned, systematic, and thoughtful management of human resources because the healthcare system is an extremely complex system in which the most important factor for the quality and continuous functioning and provision of healthcare services is human potential. This paper demonstrates how complex and challenging managing human resources is, particularly due to the importance of people in the healthcare system. The goal of the paper is to determine how decisions and regulations of the Ministry of Health of the Republic of Croatia, as well as decrees of the Government of the Republic of Croatia, affect employee satisfaction in the healthcare sector. This paper also demonstrates the limitations imposed on the management of human resources, especially in the areas of hiring and retaining skilled workers, as well as the regulation of employees' labor rights status. By presenting an analysis of the normative regulation itself, the paper aims to highlight the importance of both healthcare and non-healthcare workers and their interdependence, as well as how human resource management, within the framework of normative limitations, impacts employee satisfaction in healthcare institutions. The analysis of employee satisfaction is based on a survey that determines the attitudes and opinions of workers on how satisfied they are with the management of human resources in the institution, and shows the attitudes of 38% of health and 40% of non-health workers employed at the National Memorial Hospital Dr. Juraj Njavro Vukovar. Employees in large numbers express dissatisfaction with key aspects of the work environment, which relate to the system of rewards and incentives, and it is also worrying that 40% of employees assess the possibilities for professional development as weak. Human resource management in healthcare institutions is an extremely important managerial function, as well as the fact that the healthcare system depends on skilled, professional, and satisfied workers. It is also crucial that the acts of competent authorities related to healthcare have a significant impact on the freedom of human resource management, which directly affects employee satisfaction in the system
The role of social skills in managing guest complaints: a case study of the Esplanade hotel
No full textU ovom radu analizirana je uloga socijalnih vještina u upravljanju prigovorima gostiju na primjeru hotela Esplanade. Istraženo je kako socijalne vještine mogu utjecati na početni konflikt koji nastaje zbog nezadovoljstva uslugom u hotelu visoke kategorije te kako mogu doprinijeti tome da se početno nezadovoljstvo pretvori u pozitivno iskustvo. Podaci su prikupljeni analizom javno dostupnih ocjena s popularnih internetski platformi na kojima se prikupljaju informacije o iskustvima gostiju i dubinskim intervjuima s petero zaposlenika hotela Esplanade koji su u svakodnevnoj interakciji s gostima. Radom se nastojalo utvrditi kako socijalne vještine mogu pozitivno utjecat na najčešće prigovore koje gosti iskazuju za vrijeme boravka u hotelu, s posebnim naglaskom na one koji se odnose na postupanje osoblja hotela pri pružanju usluga. Dobiven je uvid u postojeće procedure i smjernice koje zaposlenici slijede kada gosti iznesu prigovore te u metode i načine njihova rješavanja. Rezultati su pokazali da postoje interne procedure u sustavu upravljanja prigovorima u hotelu Esplanade, no i da ima prostora za poboljšanje postojećeg sustava. Utvrđeno je da ne postoje propisane standardne operativne procedure koje bi zaposlenicima olakšale rješavanje prigovora i otklonile određene dileme. Nakon provedenog istraživanja i analiz dobivenih informacija dane su preporuke povezane s provođenjem treninga socijalnih vještina, utvrđivanjem standardnih operativnih procedura te angažiranjem menadžera za odnose s gostima.This paper explores the role of social skills in managing guest complaints, focusing on the Esplanade Hotel as a case study. It examines how social skills influence the resolution of conflicts arising from guest dissatisfaction with services in a high-category hotel and how these skills can convert negative experiences into positive ones. Data were collected through the analysis of publicly available reviews from popular online platforms and in-depth interviews with five hotel employees who regularly engage with guests. The primary objective was to determine how effectively social skills address the most common complaints expressed by guests during their stay, particularly those related to staff behavior during service delivery. The research also examined existing complaint-handling procedures and guidelines, as well as the methods and approaches used to resolve guest complaints. The results indicate that while the Esplanade Hotel has internal procedures for complaint management that play an important role, there is still room for improvement. There is a lack of standardized operating procedures to assist employees in resolving complaints and addressing specific ambiguities. Based on the analysis, recommendations include implementin social skills training, developing standardized operating procedures, and appointing a guest relations manager
Proposal for an Integrated Marketing Communication Strategy for a Newly Established Aesthetic Clinic
No full textU ovom radu analizirana je integrirana marketinška komunikacija i njezina primjena u razvoju strategije za novoosnovanu boutique Polikliniku. Teorijski dio rada obuhvaća definiciju i ključna obilježja integrirane marketinške komunikacije, osnovne i suvremene oblike marketinške komunikacije te njihov značaj u zdravstvenom sektoru. U praktičnom dijelu rada provedena je detaljna analiza poslovanja Poliklinike, uključujući SWOT analizu, analizu konkurencije i analizu vizualnog identiteta. Empirijsko istraživanje provedeno je kombinacijom kvalitativnih i kvantitativnih metoda s ciljem istraživanja preferencija korisnika estetskih usluga u Hrvatskoj te ključnih čimbenika koji utječu na njihove odluke. Na temelju rezultata istraživanja predložena je strategija integrirane marketinške komunikacije, koja uključuje digitalni marketing, društvene mreže, edukativne kampanje i individualizirani pristup korisnicima. Implementacija predložene strategije ima potencijal povećati prepoznatljivost Poliklinike i osigurati konkurentsku prednost na tržištu estetske medicine.This study analyzes integrated marketing communication and its application in developing a strategic framework for a newly established boutique aesthetic clinic. The theoretical section defines integrated marketing communication, highlighting its key characteristics, traditional and contemporary forms of marketing communication, and their significance in the healthcare sector. The practical section provides a detailed analysis of the clinic's operations, including a SWOT analysis, competitive landscape assessment, and visual identity evaluation. The empirical research, conducted using a combination of qualitative and quantitative methods, examines the preferences of aesthetic service users in Croatia and the key factors influencing their decision-making process. Based on the research findings, an integrated marketing communication strategy was proposed, incorporating digital marketing, social media engagement, educational campaigns, and a personalized approach to clients. The implementation of the proposed strategy may enhance the clinic's brand recognition and strengthen its competitive advantage in the aesthetic medicine market