prikaz prve stranice dokumenta Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra
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graduate thesis
Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra
2023. urn:nbn:hr:146:972455
Krstulović, Helena
VERN University

Cite this document

Krstulović, H. (2023). Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra (Graduate thesis). Zagreb: VERN University . Retrieved from https://urn.nsk.hr/urn:nbn:hr:146:972455

Krstulović, Helena. "Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra." Graduate thesis, VERN University , 2023. https://urn.nsk.hr/urn:nbn:hr:146:972455

Krstulović, Helena. "Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra." Graduate thesis, VERN University , 2023. https://urn.nsk.hr/urn:nbn:hr:146:972455

Krstulović, H. (2023). 'Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra', Graduate thesis, VERN University , accessed 16 April 2025, https://urn.nsk.hr/urn:nbn:hr:146:972455

Krstulović H. Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra [Graduate thesis]. Zagreb: VERN University ; 2023 [cited 2025 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:146:972455

H. Krstulović, "Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra", Graduate thesis, VERN University , Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:146:972455

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Metadata
TitleAnaliza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra
Title (english)Analysis of marketing communication strategy on the example of a selected shopping center
AuthorHelena Krstulović
MentorDiana Plantić Tadić (mentor)
GranterVERN University
Zagreb
Defense date and country2023-03-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovim je radom obrađena tema „Analiza strategije marketinškog komuniciranja na primjeru odabranog trgovačkog centra“. Osnovna problematika koja se istražuje u radu nedovoljna je informiranost o učinkovitosti strategije marketinškog upravljanja trgovačkog centra City Center one West u kontekstu marketinškog komuniciranja u doba krize uzrokovane pandemijom bolesti COVID-19. Glavni je cilj rada dati bolji uvid u važnost postojanja strategije kao važnog upravljačkog alata, posebice u doba krize. U... More teorijskom dijelu rada ukratko su opisani pojam, razvoj i važnost strateškog upravljanja i strateško upravljanje marketinškim komuniciranjem. Također, prikazano je poslovanje trgovačkog centra City Center one West i analizirana je njegova postojeća strategija upravljanja marketinškim komunikacijama. U empirijskom istraživanju s pomoću anketnog upitnika prikupljeni su stavovi i odgovori 100 zakupnika trgovačkog centra vezani uz pitanje marketinškog komuniciranja u doba krize, a s pomoću dubinskog intervjua o navedenom su prikupljeni stavovi i odgovori triju članova uprave. Nalazi proizišli iz istraživanja upućuju na potrebu izrade prijedloga nove strategije marketinškog komuniciranja trgovačkog centra koja proizlazi iz postojeće misije i vizije sa zaključkom da nova strategija treba obuhvatiti stvaranje i primjenu različitih elemenata integrirane marketinške komunikacije s fokusom na digitalni marketing i komunikaciju s ciljnim skupinama, online oglašavanje kao jednim od oblika marketinške komunikacije te komunikaciju na društvenim mrežama i aktivniju suradnju s influencerima. S obzirom na nepredvidivost tijeka krize, korištenjem kreativnih marketinških taktika iz prijedloga nove strategije moguće je održati stabilno poslovanje, konkurentnost trgovačkog centra City Center one West i zadržavanje svjesnosti o brendu kod njegovih ciljnih skupina. Less
Abstract (english)
The topic of this paper is the “analysis of marketing communication strategy on the example of a selected shopping center”. The key issue examined in the paper is insufficient awareness of the effectiveness of the strategic marketing management of the shopping center City Center one West in the context of marketing communication in the time of crisis caused by the COVID-19 pandemic. The main aim of this paper is to provide better insight into the importance of having a strategy as a crucial... More management tool, especially in times of crisis. The theoretical part of the paper briefly describes the concept of development and the importance of strategic management, as well as the strategic management of marketing communication. Also presented are the business activities of City Center one West, along with an analysis of its current strategy of managing marketing communication. As part of empirical research, the opinions, and answers of 100 shopping center tenants regarding marketing communication in times of crisis were collected through a questionnaire, while the opinions of 3 board members on the same topic were gleaned through an in-depth interview. Research findings point to the need of creating a proposal for a new marketing communication strategy for the shopping center that would stem from its existing mission and vision, with the conclusion that the new strategy should include the development and implementation of integrated marketing communication that would have a stronger basis in digital marketing and communication with target groups, online advertising as a form of marketing communication, as well as in communication on social networks and a more active cooperation with influencers. Seeing how the course of the crisis will develop, creative marketing tactics from the new strategy proposal would make it possible to keep up a stable business activity and competitiveness of the City Center one West shopping center and maintain brand awareness among its target groups. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:146:972455
Study programmeTitle: Managing Business Communications
Study programme type: professional
Study level: graduate
Academic / professional title: magistar/magistra upravljanja poslovnim komunikacijama (magistar/magistra upravljanja poslovnim komunikacijama)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-07-04 13:50:57
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