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Analysis of the implementation of integrated marketing communication in it companies on a selected example from the Croatian market
No full textU ovom radu obrađena je i analizirana tema integrirane marketinške komunikacije u
informatičko-tehnološkim poduzećima na odabranom primjeru s hrvatskog tržišta i to
u kontekstu provođenja analize i poboljšanja provođenja integrirane marketinške
komunikacije. U radu se objašnjavaju razlike između tradicionalnih i modernih
marketinških oblika te njihova upotreba u integriranoj marketinškoj komunikaciji. Cilj je
rada teorijski objasniti integriranu marketinšku komunikaciju, utvrditi koje alate i
tehnike integriranoga marketinškog komuniciranja koriste mala IT poduzeća.
Objašnjen je postupak provedbi komunikacijskih strategija u IT poduzećima za
provedbu integriranoga marketinškog komuniciranja.
IT poduzeća provode integrirano marketinško komuniciranje zato što ono na raznim
kanalima omogućuje prezentaciju poslovanja poduzeća, prilagođava poruke za razne
ciljane skupine, omogućuje poduzeću da se diferencira od konkurencije te omogućuje
praćenje i analizu rezultata kampanja na različitim kanalima i medijima što potiče
poboljšanje poslovanja. U radu je provedeno kvalitativno istraživanje u ožujku i travnju
2024. godine koje je obuhvaćalo dubinski polustrukturirani intervju i fokus grupu, a
moderatorica obaju istraživanja bila je autorica ovog rada. Dubinski polustrukturirani
intervju proveden je s marketinškom stručnjakinjom malog IT poduzeća u Hrvatskoj, a
fokus grupa provedena je virtualno putem Google Meeta u kojoj je sudjelovalo šest
komunikacijskih stručnjaka malih IT poduzeća. Istraživanje je objasnilo kako mala IT
poduzeća provode integrirano marketinško komuniciranje i da ga smatraju iznimno
važnim u svojem poslovanju zato što svojim sinergijskim učinkom i prenošenjem iste
poruke na raznim kanalima prenosi strukturiranu poruku. Kao najveći nedostatak
provođenja integriranoga marketinškog komuniciranja mala IT poduzeća navela su
nedovoljan broj radne snage što se nadovezuje na nedovoljno kapaciteta zaposlenika
za provođenje. Da bi integrirano marketinško komuniciranje bilo uspješno, ispitanici
navode da je najbitnije poznavati ciljanu skupinu zato što se na temelju toga bira medij
provođenja. Kao najuspješnije digitalne alate provođenja integriranoga marketinškog
komuniciranja navode e-mail marketing i društvene mreže.The topic of integrated marketing communications in IT companies is examined and
analyzed on a selected sample from the Croatian market, for the purpose of
conducting an analysis and improving the implementation of integrated marketing
communications. The research explains the differences between traditional and
modern marketing forms and their use in integrated marketing communication. The
aim of this paper is to theoretically explain integrated marketing communication, to
determine which tools and techniques of integrated marketing communication are
being used by small IT companies. Additionally, the procedure of implementing the
communication strategies in IT companies for the execution of integrated marketing
communication will be elaborated on the.
Furthermore, the reason why IT companies implement integrated marketing
communication is because it enables the presentation of the company's business
through various channels. Accordingly, it adjusts messages for various target groups,
enables the company to differentiate itself from the competition, and enables the
monitoring and analysis of campaign results on various channels and media which
propels business improvement. In this research, as a part of examination, a qualitative
research was done in March and April 2024, comprising an in-depth semi-structured
interview and a focus group, and the moderator of both researches was the author of
this paper. The in-depth semi-structured interview was conducted with a marketing
expert from a small IT company in Croatia, and six communication experts from small
IT companies in Croatia participated in the focus group virtually via Google Meet. The
qualitative research methods were use in order to obtain the in-depth insights into the
respondent’s opinion with the aim of providing for the best replies from the practice.
The research explained how small IT companies carry out the integrated marketing
communication and demonstrated that it is considered to be of great importance
because its synergistic effect and transmission of the same message through various
channels transmits a structured message. The small IT companies indicated labor
shortage as the most significant shortcoming in the implementation of integrated
marketing communication, which is the consequence of the lack of implementation
capacities of the employees. The respondents stated that, in order to make integrated
marketing communication a success, it is of great importance to be familiar with the
target group since this is the basis for the selection of the implementation media. They
indicated e-mail marketing and social networks as the most successful digital tools for
the implementation of integrated marketing communication
Creating the image of Zoran Milanović within the framework of the election campaign for the 2024 parliamentary elections
No full textimidža predstavlja svjestan i strateški pristup oblikovanju javnog dojma o pojedincu, organizaciji, brendu ili proizvodu. Cilj je ostvariti specifičan dojam ili sliku u percepciji ciljne publike pažljivim upravljanjem komunikacijom, ponašanjem, izgledom i medijskim prikazom. Ovaj proces obuhvaća odabir ključnih poruka, simbola, vizualnog identiteta i drugih elemenata koji zajedno pridonose izgradnji prepoznatljivog i dosljednog imidža koji odražava željene vrijednosti i ciljeve. Primarno rad donosi postavke političke komunikacije, online novinarstva i utjecaja medija te strategije političke komunikacije. U tom kontekstu, na temelju analize članaka s hrvatskih portala od 15. ožujka 2024. godina analizira se imidž Zorana Milanovića tijekom njegove kandidature za parlamentarne izbore 2024. godine. Rad nudi pregled biografije Zorana Milanovića, ističući ključne trenutke njegove političke karijere. Poglavlje posvećeno kandidaturi razmatra politički kontekst i razloge koji su ga potaknuli na odluku o kandidaturi za parlamentarne izbore. Rad također analizira kako su različiti mediji pratili njegovu kandidaturu, primjenjujući teorije poput postavljanja agende, priminga i framinga. Na kraju, analiziraju se sadržaji članaka objavljenih na raznim portalima, što omogućuje uvid u tematske obrasce, narative i strategije koje su korištene za oblikovanje Milanovićeva imidža. Rad završava sažimanjem ključnih nalaza i njihovim implikacijama za razumijevanje medijskog prikaza političara tijekom izborne kampanje.Image creation is a conscious and strategic approach to shaping the public's perception of an individual, organization, brand or product. The goal is to achieve a specific impression or image in the perception of the target audience through careful management of communication, behavior, appearance and media presentation. This process includes the selection of key messages, symbols, visual identity and other elements that all together contribute to building a recognizable and consistent image that reflects the desired values and goals. Primarily, the paper presents the settings of political communication, online journalism and the influence of the media, as well as the strategy of political communication. In this context, based on the analysis of articles from Croatian portals from March 15, 2024, the image of Zoran Milanović during his candidacy for the parliamentary elections in 2024 is analyzed. The paper offers an overview of Zoran Milanović's biography, highlighting the key moments of his political career. The chapter dedicated to his candidacy examines the political context and the reasons that prompted him to decide to run for the parliamentary elections. The paper also analyzes how his candidacy was covered by different media, applying theories such as agenda-setting, priming, and framing. Finally, an analysis of the content of articles published on various portals is carried out, which provides insight into the thematic patterns, narratives and strategies that were used to shape Milanović's image. The paper concludes by summarizing the key findings and their implications for understanding the media portrayal of politicians during the election campaign
Analysis of the level of motivation, stress, and job satisfaction of employees of a selected private polyclinic
No full textSvrha ovog rada bila je generiranje odgovarajućeg informacijskog temelja u cilju ispitivanja osjećaja stresa, razine motivacije, kao i općeg zadovoljstva poslom od strane zaposlenika u osječkoj poliklinici Lege Artis. Kako bi se dobile odgovarajuće informacije o svakom pojedinom aspektu, provedeno je kvantitativno istraživanje anketnim upitnikom na uzorku od 20 ispitanika, odnosno na ukupnom broju zaposlenih u spomenutoj poliklinici. Uz anketni upitnik autorica rada provela je i kvalitativan oblik istraživanja koristeći polustrukturirani intervju s vlasnicima poliklinike kako bi dobila uvid u način funkcioniranja poslovanja poduzeća i komunikacije sa zaposlenicima iz aspekta motivacije, stresa i cjelokupnog zadovoljstva radnim mjestom. Nakon provedenih istraživanja izveden je zaključak da su ispitanici većinskim dijelom zadovoljni poslom, uz nekoliko prijedloga za poboljšanje organizacije rada kako bi i motivacija bila podignuta na višu razinu. Također je zaključeno da zaposlenici na svom radnom mjestu doživljavaju umjereno visok osjećaj stresa koji je, prema odgovorima, rezultat sporadične lošije organizacije radnog dana ili samom prirodom posla, što je jasno s obzirom na to da se radi o medicinskoj organizaciji. Na temelju prikupljenih podataka dodatno je zaključeno kako je za uspješno održavanje visoke razine zadovoljstva poslom potrebno implementirati mjere kontinuiranog provođenja anketnih upitnika zadovoljstva među zaposlenima i održavati tematske sastanke prema potrebama zaposlenika. Također bi bilo poželjno implementirati metodu zajedničkih brainstorming aktivnosti zbog sudjelovanja zaposlenika u odlučivanju koja, prema dobivenim rezultatima, uvelike doprinosi zadovoljstvu zaposlenih.This paper aimed to generate an appropriate information base to examine the feelings of stress, motivation level, and general job satisfaction of the employees of the Polyclinic Lege Artis in Osijek. A quantitative survey was conducted using a questionnaire on a sample of 20 respondents, i.e., the total number of employees in the polyclinic to obtain adequate information on each aspect. In addition to the questionnaire, the author also conducted a qualitative form of research through a semi-structured interview with the owners of the polyclinic to gain insight into how the company operates and communicates with employees. It was concluded that the respondents were mostly satisfied with their work, with several suggestions for improving the organization of work to raise motivation to a higher level. Furthermore, the results show the employees experience a moderate feeling of stress which, according to the answers, is the result of sporadic poor organization of work tasks and the very nature of the work itself, considering it is a medical organization. Based on the collected data, it was additionally concluded that it is necessary to implement measures of continuous implementation of satisfaction surveys among employees and to host theme meetings according to the needs of employees to successfully maintain a high level of job satisfaction. Also, it would be desirable to implement joint brainstorming activities due to employee participation in decision-making, which, according to the obtained results, significantly contributes to employee satisfaction
Analysis of the justification of opening a health bar on the island of Hvar
No full textOvaj rad ispituje opravdanost ulaganja u health bar kao trendovskog koncepta u ugostiteljskoj industriji koji korespondira s porastom svijesti o zdravlju. Koristeći health bar „Kantun“ u hrvatskom gradu Hvaru kao studiju slučaja, ovaj rad ispituje snage, ograničenja, prilike i prijetnje pothvata. Provodeći dubinsku analizu lokalnog tržišta, ponašanja potrošača i konkurentskog okruženja, rad pruža sveobuhvatan pregled koji olakšava donošenje strateških odluka u ovom kontekstu. Nalazi ovog rada mogu pružiti vrijedne uvide dionicima koji razmišljaju o pokretanju sličnih pothvata usmjerenih na zdravlje u sličnim okruženjima.
Koristeći ugostiteljski objekt „Kantun“ na otoku Hvaru kao studiju slučaja, ova studija ispituje značaj online recenzija u ugostiteljstvu. U eri ponašanja potrošača pod utjecajem tehnologije, utjecaj online procjena veći je nego ikada. Na temelju analize 37 Google recenzija, rad naglašava glavna područja zadovoljstva i nezadovoljstva kupaca, s fokusom na kvalitetu usluge, kvalitetu proizvoda, ambijent i ponašanje osoblja. Nalazi pokazuju da kupci cijene kvalitetnu uslugu, raznolikost jelovnika i jedinstvenu atmosferu bara. S druge strane, mogućnosti poboljšanja uključuju proširenje načina plaćanja i dodavanje opcija za sjedenje u zatvorenom prostoru. Sve u svemu, analiza upućuje na potencijale korištenja online recenzija kao strateškog instrumenta za dobivanje uvida u preferencije kupaca i poboljšanje ponude ugostiteljskih usluga.This paper examines the justification of investing in a health bar, as a trendy concept in the hospitality industry that corresponds with the increase in health awareness. Using the health bar "Kantun" in the Croatian town of Hvar as a case study, this paper examines the strengths, limitations, opportunities and threats of the venture. By conducting an in-depth analysis of the local market, consumer behavior and competitive environment, the paper provides a comprehensive overview that facilitates strategic decision-making in this context. The findings of this paper may provide valuable insights to stakeholders considering launching similar health-focused ventures in similar settings.
Using the hospitality facility "Kantun" on the island of Hvar as a case study, this study examines the significance of online reviews in the hospitality industry. In an era of technology-driven consumer behavior, the influence of online assessments is greater than ever. Based on an analysis of 37 Google reviews, the paper highlights the main areas of customer satisfaction and dissatisfaction, with a focus on service quality, product quality, ambience and staff behaviour. The findings show that customers value quality service, menu variety and a unique bar atmosphere. On the other hand, improvement options include expanding payment methods and adding indoor seating options. All in all, the analysis points to the potential of using online reviews as a strategic instrument for gaining insight into customer preferences and improving the offer of hospitality services
Experiences of small and medium-sized entrepreneurs in using bank loans in the Republic of Croatia
No full textIako mala i srednje poduzeća (MSP) imaju važnu ulogu u gospodarstvu, pristup financijskim resursima za njih često je izazovan, posebno za mlade poduzetnike bez adekvatnog kolaterala. Stoga je svrha ovog istraživanja bila analiza problema financiranja MSP putem bankovnih kredita u Hrvatskoj te identifikacija prepreka i ograničenja s kojima se poduzetnici suočavaju. Glavni cilj bio je analizirati iskustva poduzetnika te predložiti načine za olakšavanje pristupa bankovnim kreditima kako bi se potaknuo njihov rast i razvoj. Najprije je predstavljen teorijski okvir i pregled dosadašnjih istraživanja te statistički podaci o financiranju MSP. Primarno istraživanje provedeno je metodom online anketiranja od 17. ožujku do 7. travnja 2024. godine. Populaciju su činili svi mali i srednji poduzetnici kojih u Hrvatskoj ima 135.890 (Fina, 2023), a uzorak se sastojao od 150 poduzetnika koji su koristili neku vrstu bankovnog kredita. Poduzetnici su odabrani metodom prigodnog uzorkovanja i lančane reakcije, a dobiveni podaci obrađeni su deskriptivnom statistikom. Rezultati istraživanja su pokazali da poduzetnici često apliciraju za umjerene iznose kredita koji su dovoljni za financiranje njihovih potreba, ali ne preveliki da bi opteretili njihovo financijsko stanje. Dok su poduzetnici izrazili visok stupanj zadovoljstva jednostavnošću i transparentnošću procesa apliciranja, postoji prostor za poboljšanje u prihvatljivosti kamatnih stopa i naknada. Preporuke za poboljšanje dostupnosti kredita uključuju pojednostavljenje procesa apliciranja, smanjenje birokracije te povećanje transparentnosti uvjeta i troškova. Ovo istraživanje pruža doprinos razumijevanju kreditiranja MSP u Republici Hrvatskoj i pomaže kontekstualizirati situaciju u Republici Hrvatskoj u odnosu na europski kontekst, pružajući važan uvid u regionalne razlike i sličnosti u kreditiranju MSP.Although small and medium-sized enterprises (SMEs) play an important role in the economy, access to financial resources is often challenging for them, especially for young entrepreneurs without adequate collateral. Therefore, the purpose of this research was to analyze the problem of financing SMEs through bank loans in Croatia and to identify the obstacles and limitations faced by entrepreneurs. The main goal was to analyze the experiences of entrepreneurs and propose ways to facilitate access to bank loans in order to encourage their growth and development. First, the theoretical framework and overview of previous research and statistical data on SME financing are presented. The primary research was conducted using the online survey method from March 17 to April 7, 2024. The population consisted of all small and medium-sized entrepreneurs, of which there are 135,890 in Croatia (Fina, 2023), and the sample consisted of 150 entrepreneurs who used some type of bank loan. The entrepreneurs were selected using the convenient sampling and chain reaction method, and the obtained data were processed using descriptive statistics. The results of the research showed that entrepreneurs often apply for moderate amounts of credit that are sufficient to finance their needs, but not too large to burden their financial situation. While entrepreneurs expressed a high degree of satisfaction with the simplicity and transparency of the application process, there is room for improvement in the acceptability of interest rates and fees. Recommendations for improving credit availability include simplifying the application process, reducing bureaucracy, and increasing the transparency of terms and costs. This research contributes to the understanding of SME lending in the Republic of Croatia and helps to contextualize the situation in the Republic of Croatia in relation to the European context, providing important insight into regional differences and similarities in SME lending
Techniques for Conditioning Consumer Behavior in Video Games - An Analysis
No full textRad se bavi analizom ekonomskog i društvenog utjecaja gejming-industrije, s posebnim naglaskom na mikrotransakcijski poslovni model u videoigrama i psihološke metode uvjetovanja potrošačkih navika. Povijesnim pregledom nastoji se prikazati razvoj poslovnih modela, od tradicionalnog buy-to-play do modernih oblika monetizacije. Analiziraju se različite metode uvjetovanja te njihova primjena u videoigrama radi poticanja željenog potrošačkog ponašanja. Iako tržišni podaci potvrđuju njihovu isplativost, zbog percepcije manipulativnosti među igračima se redovito propituje etičnost njihove primjene. Anonimno anketno ispitivanje, provedeno na uzorku od 117 igrača, pokazalo je negativne stavove prema mikrotransakcijskom sustavu, što ukazuje na potrebu za transparentnijom regulacijom. Istraživanje također naglašava mogućnosti za gejming-kompanije koje implementiraju etički prihvatljive i transparentne mikrotransakcijske modele. Rezultati ukazuju na potrebu daljnjih istraživanja ove populacije te kvalitetniju regulaciju mikrotransakcija, s ciljem osiguranja dugoročne financijske održivosti i povjerenja igrača.This paper examines the economic and social impact of the gaming industry, with a particular focus on how microtransactions in video games influence consumer habits through psychological conditioning. It traces the evolution of business models from traditional buy-to-play to contemporary practices. Various conditioning methods and their specific applications are analyzed to review how these techniques are used to encourage desired consumer behavior. While market data confirms profitability of microtransactions, end-users frequently debate their ethics due to their highly manipulative nature. An anonymous survey of 117 gamers revealed overwhelmingly negative attitudes toward microtransactions, plainly highlighting the need for more transparent regulation. The study also identifies companies that employ ethical and transparent microtransaction models as alternatives to prevailing practices. The results suggest a need for further research on this population, improved regulations governing microtransactions and practices that ensure long-term financial sustainability and foster ongoing player trust
European parliamentary elections in 2019 – analysis of the campaign of the European institutions
No full textIzbori za Europski parlament označavaju vrlo važan period za područje Europske unije, a mnogi niti ne znaju da se oni održavaju ili da uopće i postoje. Ovaj završni rad analizira provedbu kampanje za izbore koji su se održali 2019. godine – objašnjava što je to Europski parlament i općenito o europski izborima, njihovoj povijesti, kakav je izborni postupak, kako je proteklo glasovanje upravo za tu godinu kao i analiza samih izbora. Zatim se prelazi na tzv. izbore drugog stupnja, poznatiji kao „second order elections“. Sljedeće poglavlje rada govori o vrlo važnoj temi, a to je Izbori za Europski parlament u Republici Hrvatskoj. Ovaj završni rad pruža ključne uvide u strategije i učinke institucionalnih kampanja u kontekstu nadnacionalnih izbora, ističući njihovu ulogu u oblikovanju biračkog angažmana i percepcije EU-a kao i povezanosti Republike Hrvatske i izbora za Europski parlament.Elections for the European Parliament represent a very important event for the European Union, yet many people are not even aware that they take place, let alone that they exist. This thesis analyzes the conduct of the campaign for the elections held in 2019 – explaining what the European Parliament is and providing a general overview of European elections – their history, the electoral process, how the voting went in that particular year, as well as an analysis of the elections themselves. It then goes on to cover the so-called second-order elections. The following chapter addresses a very important topic: the Elections for the European Parliament in the Republic of Croatia. This thesis provides key insights into the strategies and effects of institutional campaigns in the context of supranational elections, highlighting their role in shaping voter engagement and perception of the EU, as well as the connection between the Republic of Croatia and the elections for the European Parliament
Utjecaj kriza na globalna turistička kretanja s naglaskom na pandemiju COVID-19
No full textRazličite krize na različite načine mogu utjecati na turistička kretanja. Teroristički napadi, prirodne katastrofe, politička nestabilnost i ratovi te epidemije i bolesti, krize su koje u većim ili manjim razmjerima utječu na turistička putovanja, lokalno, regionalno ili globalno. Budući da današnji svijet obilježava globalizacija i dostupnost informacija, suvremene krize ne poznaju državne granice te pogađaju turističku industriju širom svijeta. Suočen s globalnom pandemijom COVID-19, koja se dogodila 2020. godine, turizam je gotovo potpuno „stao“. Brojne turističke kompanije diljem svijeta bilježile su velike gubitke u poslovanju i provodile su se različite strategije za ublažavanje kriza. Bila je to najveća kriza koja je utjecala na turistička kretanja od kada se prati turistička statistika. Međutim, već 2021. godine krenuo je oporavak, a turizam je još jednom pokazao mogućnost brzog oporavljanja što je pokazalo kako su putovanja visoko rangirana među potrebama suvremenog čovjeka. Za potrebe ovog rada provedeno je primarno istraživanje s dionicima turističkih agencija koje je ukazalo na veliki utjecaj krize na njihovo poslovanje, ali i na potrebu bolje pripreme za potencijalne nove krize.Different crises can affect tourism movements in different ways. Terrorist attacks, natural disasters, political instability and wars, as well as epidemics and diseases, are crises that to a greater or lesser extent affect tourist travel, locally, regionally or globally. Since today's world is characterized by globalization and the availability of information, contemporary crises know no national borders and affect the tourism industry worldwide. Faced with the global pandemic of COVID-19, which occurred in 2020, tourism almost completely "stopped". Numerous tourism companies around the world recorded large losses in business and various strategies were implemented to mitigate the crises. It was the biggest crisis affecting tourism trends since tourism statistics have been monitored. However, a slight recovery began already in 2021, and tourism once again showed the possibility of a quick recovery, which showed that travel is highly ranked among the needs of modern man. For the purposes of this work, primary research was conducted with stakeholders from travel agencies, which indicated the great impact of the crisis on their business, but also the need for better preparation for potential new crises
Web Application for Logistic Organization of Information Technology Equipment in Model-View-Controller Technology
No full textOvaj rad prikazao je razvoj web-aplikacije za praćenje IT opreme. Aplikacija je koristila arhitekturu Model-View-Controller (MVC) s tehnologijama ASP .NET Core, Entity Framework, Microsoft Visual Studio Community, SQL Server Management Studio, Razor sintaksu, C#, Bootstrap i jQuery. Korisnici su se prijavljivali unosom korisničkog imena i lozinke, nakon čega su dobivali pristup glavnom izborniku s opcijama za upravljanje korisnicima, opremom, promjenama, zaduženjima i postavkama. Rad je analizirao korištene tehnologije, elemente aplikacije, strukturu baze podataka i modele integrirane s bazom podataka. Zaključak je donio refleksiju o projektu i aplikaciji. Bile su opisane metode autorizacije i autentikacije, validacija podataka i manipulacija podacima putem različitih modela. Rezultati su pokazali da aplikacija omogućava efikasno praćenje IT opreme.This paper presented the development of a web application for tracking IT equipment. The application utilized the Model-View-Controller (MVC) architecture with technologies including ASP .NET Core, Entity Framework, Microsoft Visual Studio Community, SQL Server Management Studio, Razor syntax, C#, Bootstrap, and jQuery. Users accessed the application by logging in with their username and password, granting them access to the main menu with options to manage users, equipment, changes, assignments, and settings. The paper analyzed the utilized technologies, application components, database structure, and models integrated with the database. The conclusion provided a reflection on the project and application. Methods of authorization and authentication, data validation, and data manipulation through various models were described. The results demonstrated that the application enabled efficient tracking of IT equipment
