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Uloga društvenih medija u promociji odabranih političkih stranaka na parlamentarnim izborima 2020. godine
No full textPolitičke stranke u modernim demokracijama prilagođavaju se novim načinima oglašavanja te koriste digitalne platforme u političke svrhe. Osim toga, stranke moraju prilagoditi i profesionalizirati političku komunikaciju i odnose s javnošću jer je nezaobilazno koristiti usluge profesionalaca u tom području. U ovom radu istražene su digitalne strategije koje su odabrane političke stranke koristile u kampanji za parlamentarne izbore 2020. Anketnim upitnikom istraženi su stavovi ispitanika na području Grada Zagreba vezani uz aktivnosti stranaka na društvenim mrežama te općem političkom i društvenom kontekstu. Prema rezultatima ankete i analizi sadržaja objava na društvenim mrežama, vidljivo je kako stranke ne koriste puni potencijal društvenih mreža radi dvosmjerne komunikacije s biračima. Može se zaključiti kako je potrebno uložiti više truda u strategiju i aktivnosti digitalnog oglašavanja političkih stranaka.The role of social media in the promotion of selected political parties in the 2020 parliamentary elections is the topic of this paper. Political parties in modern democracies are adapting to new ways of advertising and using digital platforms for political purposes. In addition, parties need to adapt and professionalize political communication and public relations as it is unavoidable to use the services of professionals in this field. This paper examines the digital strategies used by political parties in the campaign for the 2020 parliamentary elections. The conducted questionnaire explored the attitudes of respondents in the City of Zagreb regarding party activities on social networks and the general political and social context. According to the results of the survey and analysis of the content on social networks, it is evident that the parties do not use the full potential of social networks for the purpose of two-way communication with voters. It can be concluded that more effort needs to be put into the digital advertising strategy and activities of the political parties
Position of the Corona brand, in the minds of consumers and related promotion activities
No full textU ovom radu obrađuje se problematika sadašnje pozicije brenda Corona u svijesti potrošača. Definirani su ključni koncepti vezani uz navedenu problematiku poput pozicioniranja, promotivnog spleta i integrirane marketinške komunikacije. Provedenim primarnim istraživanjem uz pomoć ankete kao istraživačkog instrumenta utvrđena su demografska obilježja, stavovi, navike i preferencije ciljnog tržišnog segmenta brenda Corona. Rezultati istraživanja korišteni su za izradu prijedloga integrirane marketinške komunikacije kojim se sažeo skup najpoželjnijih i samim time najučinkovitijih promotivnih aktivnosti koji mogu biti korišteni s ciljem poboljšanja pozicije brenda Corona na hrvatskom tržištu, u svijesti ciljnih potrošača.This paper explores the issue of the current position of the Corona brand, in the minds of consumers and how they perceive it. It defines the key concepts such as positioning, promotional mix and integrated marketing communication. The primary research has been conducted with the help of a survey as a research instrument. It determined the demographic characteristics, attitudes, habits and preferences of the target market segment of the Corona brand. The results of the research were used to develop a proposal for integrated marketing communication which summarized a set of the most desirable and thus the most effective promotional activities that can be used to improve the position of the Corona brand in the Croatian market, and most importantly in the minds of target consumers
Habits of student population in consumption of media content and usage of media
No full textKroz proučavanje raznih knjiga, stručnih i znanstvenih članaka te internetskih izvora, u ovom radu je obrađena tema konzumacije medijskog sadržaja i korištenja medija. Također, u radu je razrađen pojam medija, masovnih medija te multimedija i novih medija. Nabrojani su i definirani tipovi komunikacijskih kanala te je istaknuta važnost uloge oglašavanja u svijetu medija. Istaknuti su i grafički prikazani i neki noviji suvremeni trendovi pri konzumaciji medijskog sadržaja u svijetu. Glavni cilj rada bio je istražiti navike studentske populacije pri konzumaciji i korištenju medija. Provedeno je primarno istraživanje te su interpretirani i grafički prikazani rezultati istraživanja. Kod provođenja istraživanja, kao uzorak su uzeti studenti prvih godina preddiplomskih i diplomskih studija. Na kraju rada donesen je zaključak samog istraživanja te zaključak cjelokupnog rada.Through the study of various books, scientific articles, and Internet sources, this paper deals with the topic of media consumption and usage of media. In addition to that, this paper defines the term „media“, „multimedia“ and „new media“. Types of communication channels are presented and defined. The significance of marketing in media is brought to light. New trends in the consumption of media content in the world are described and demonstrated. The main objective of the paper is to scrutinize the habits of the student population in the consumption of media content and usage of media. The research was conducted, and the results were discussed and illustrated. In conducting the research, first-year students of undergraduate and graduate level are taken as a population. Finally, the research and the paper were brought to a conclusion
Istraživanje upoznatosti studenata s uslugama start-up inkubatora radi razvoja poduzetničkih projekata
No full textU ovom radu naglasak je na provedenom istraživanju upoznatosti studenata s uslugama startup
inkubatora radi razvoja poduzetničkih projekata, no uz predstavljanje i interpretaciju
rezultata te zaključak istraživanja ukratko je opisan i objašnjen pojam marketinškog
istraživanja tržišta kao izrazito važne sastavnice svakidašnjeg poslovanja poduzeća. Budući da
su tematika rada start-up poduzeća i start-up inkubatori, u nastavku se nalaze kratka povijest i
pojašnjenje navedenih pojmova. Tema rada vrlo je aktualna zbog globalnog porasta trenda
osnivanja novih start-up poduzeća, a usluge i programi institucija kao što su start-up inkubatori
su od velike važnosti za nove poduzetnike. Također sve je više start-up projekata koje pokreću
studenti za vrijeme trajanja studija, a neki zbog uspjeha projekata prekidaju nastavak
školovanja kako bi se u potpunosti mogli posvetiti daljnjem razvoju projekta. Poznatiji primjer
je osnivač Facebooka, Mark Zuckerberg. U Hrvatskoj se trend start-upa popularizirao u
posljednjih pet do deset godina, a puno mladih, unatoč svom potencijalu, ne koristi usluge istih
zbog nezainteresiranosti ili manjka informacija pa je upravo zbog toga provedeno ovo
istraživanje kako bi se dobio barem manji uvid u pravo stanje informiranosti studenata o
uslugama koje se nude u start-up inkubatorima. Pristup istraživanju u ovom slučaju bio je
anketni upitnik, a u istraživanju je sudjelovalo ukupno 172 ispitanika.This paper focuses on research concerning student familiarity with start-up incubator services
for the development of entrepreneurial projects, including the presenting and interpreting of
results along with the research conclusion, and also the term market research is described and
explained as an exceptionally important component in a company’s daily business. Given hat
the topic of the paper is start-up companies and start-up incubators, the paper provides a brief
history and explanation of the terms. The topic of the paper is very current due to the increasing
global trend of new start-up companies, while services and programs provided by institutions
such as start-up incubators are exceptionally important for new entrepreneurs. Furthermore,
there is an increasing number of start-up projects initiated by students during their time of
study, where some of them even drop out of their studies to completely pursue further project
development. A well-known example is the founder of Facebook, Mark Zuckerberg. The startup
trend in Croatia has been popularised over the last five to ten years, where many young
people, despite their potential, do not utilise the mentioned services due to a lack of interest or
lack of information, hence it is for this reason that this research was conducted in order to get
at least some insight into the true state of the information students have concerning services
offered by start-up incubators. The approach to this research in this case relied on the use of a
questionnaire survey involving a total of 172 respondents
Pripremni, scenaristički i redateljski rad na kratkometražnom igranom filmu „Sama u vodi“ (Prilog)
No full text
The analysis of integrated marketing communication of Croatian wineries in the fuction of improving promotional strategy of a selected winery
No full textDanašnji vinari suočeni su sa snažnom konkurencijom na tržištu, posebno od ulaska Republike Hrvatske u Europsku uniju te se javlja potreba za jačanjem marketinških komunikacija kako bi se hrvatska vina izdvojila među potrošačima. Stoga se u ovom radu pristupa cjelovitoj analizi korištenja različitih oblika integrirane marketinške komunikacije (oglašavanje, unapređenje prodaje, osobna prodaja, direktni marketing, internet, odnosi s javnošću i publicitet) vinarija koje posluju u Republici Hrvatskoj.
Problem na koji se fokusira ovaj specijalistički diplomski stručni rad je nedovoljna informiranost o strategijama integriranog marketinškog komuniciranja vinarija u Republici Hrvatskoj. Predmet istraživanja su strategije i načini integriranog marketinškog komuniciranja vinarija u Republici Hrvatskoj, kao i analiza integriranog marketinškog komuniciranja odabrane vinarije Čobanković. U svrhu istraživanja provedena je metoda dubinskog intervjua sa stručnjacima, tj. voditeljima marketinga osam većih vinarija u Republici Hrvatskoj te je korištena dostupna domaća i strana stručna literatura vezana uz problem i predmet istraživanja. U radu su detaljno interpretirani odgovori dobiveni na svako pitanje iz dubinskog intervjua te je izveden skupni zaključak istraživanja.
Rezultati istraživanja pokazali su kako je integrirano marketinško komuniciranje važan dio promocije hrvatskih vinarija te ispitanici smatraju kako sam proces, kao i sve aktivnosti integriranog marketinškog komuniciranja dovode do povećanja prodaje i pozitivnog utjecaja na poboljšanje imidža i prepoznatljivost vina. Osim toga, u istraživanju se spoznalo kako je osobna prodaja te odnosi s javnošću najučinkovitiji oblik marketinške komunikacije u cilju povećanja prepoznatljivosti i poboljšanje imidža vinarija u Republici Hrvatskoj.
Nakon provedenog istraživanja, obrade rezultata i zaključka istraživanja, iznesen je prijedlog unapređenja promocijske strategije za odabranu vinariju Čobanković.Today's winemakers are facing an intese competition in the market, especially since Croatia entered the European Union. Therefore, a need for strengthening the marketing communications in order to make Croatian wines stand out among consumers has increased. Because of that, this paper approaches a comprehensive analysis of the use of various forms of integrated marketing communication (advertising, sales, promotion, personal selling, direct marketing, Internet, public relation and publicity) of wineries operating in the Republic of Croatia.
The focus of this thesis is on insufficient information on the strategies of integrated marketing communication of wineries in the Republic of Croatia. However, the subject of this research are strategies and methods of integrated marketing communication of wineries in the Republic of Croatia, as well as analysis of integrated marketing communication of selected winery Čobanković. Methods of in-depth interview with experts and marketing managers of eight major wineries in the Republic of Croatia were used for the purpose of the research. Further on, I used domestic and foreign professional literature related to the problem and subject of the research. In the paper, the answers to each interview question were interpreted in detail and a summary of the research was drawn.
The results of the research showed that integrated marketing communication is an important part of the promotion of Croatian wineries. Furthermore, the process as well as all activities of integrated marketing communications lead to increased sales and a positive impact on improving the image and and recognizability of wine. In addition, the study found that personal selling and public relations are the most effective forms of marketing communication in order to increase the visibility and improve the image of wineries in the Republic of Croatia.
After conducting the research, processing the result and concluding the research, a suggestion for improving the promotional strategy for the selected Čobanković winery was presented
Analysis of the tourist offer of the city of Zagreb
No full textKada je riječ o turističkoj ponudi, važno je istaknuti kako svaki grad posjeduje specifičnosti te se ističe po nečemu. Svaka turistička destinacija pretežito njeguje jedan oblik turizma, bio to kulturni, nautički, vjerski, poslovni i drugo. U ovom radu istražena je cjelogodišnja turistička ponuda grada Zagreba i svi njezini aspekti. Analizirali su se svi segmenti koji Zagrebu omogućavaju rast i razvoj turističke ponude, odnosno cjelokupna problematika i izazovi modernog turizma s kojima se grad Zagreb suočava te su istaknuti planovi za daljnji razvoj. Svrha i cilj rada nalazi se u prikazivanju turističke ponude u odnosu na potražnju. Ujedno, za potrebe rada proveden je intervju na prigodnom uzorku od 10 ispitanika. Rezultati istraživanja ukazali su na prednosti i nedostatke Zagreba kao turističke destinacije iz perspektive ispitanika koji nisu stanovnici grada Zagreba. U globalu, ispitanici su zadovoljni ponudom koju grad pruža turistima.When it comes to tourist offer, it is important to point out that each city has its own specifics and its own, differentiated offers. Each tourist destination mainly nurtures one form of tourism, be it cultural, nautical, religious, business and more. This paper explores the year-round tourism offer of the City of Zagreb and all its aspects. All the segments that enable Zagreb to grow and develop its tourism offer, as well as the overall problems and challenges of modern tourism facing the city of Zagreb, were analyzed and plans for further development were outlined. The purpose and purpose of the work is to present the tourist supply in relation to the demand. At the same time, an interview was conducted on a suitable sample of 10 subjects. The results of the research pointed out the advantages and disadvantages of Zagreb as a tourist destination from the perspective of non-Zagreb respondents. Overall, respondents are satisfied with the city's offer to tourists
The potentials of Omiš as an active holiday destination
No full textZadaća ovoga rada bila je istražiti obilježja aktivnog turizma, njegovo stanje i potencijale u Omišu. Analiza trendova ukazala je na veliki rast potražnje za proizvodima aktivnog turizma, od soft do hard aktivnosti. Turisti su sve aktivniji, žele boraviti u prirodi i ekološki su osvješteniji. Specifičnost ponude u Omišu čini paleta proizvoda aktivnog odmora od canoeinga, raftinga, ronjenja, slobodnog penjanja i brojnih drugih. Rezultat je to iznimnih prirodnih obilježja ove destinacije. Istraživanje je pokazalo kako postoje brojni potencijali da se takva ponuda i dalje razvija, da bude održiva i da na njoj ova destinacija gradi svoju prepoznatljivost. Međutim, istovremeno postoje i brojne prepreke koje se tiču planiranja, sustavnog razvoja, donošenja regulacija i mijenjanja promišljanja. Zbog toga su u budućnosti važne edukacije dionika u destinaciji i pažljivo planiranje razvoja turizma. Posebno je važna suradnja i dijalog privatnog i javnog sektora.The purpose of this paper was to investigate the characteristics of active tourism, its current state and potential in Omiš. The analysis indicated a large increase in demand for active tourism products, from soft to hard activities. Tourists are increasingly active, want to stay in nature and are more environmentally conscious. The tourist offer in Omiš is specific due to a range of products for active holidays e.g. canoeing, rafting, diving, free climbing, and many others. The research has shown that there is a great potential for progress, that tourism can be environmentally sustainable and that a marketing strategy can be built on this form of tourism. However, there are numerous obstacles with regard to planning, systematic development, regulation and changing the way of thinking. This is why educating the people in the destination and careful planning of tourism development are going to be important in the future. Cooperation and dialogue between the private and public sectors are particularly important