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Worldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality which can function as a simulation of communication in the real world. Their adversaries, on the other hand, stress the importance of the physical world and warn us of the negative sides of virtuality. Internet je prisoten tudi v izobraževalnih organizacijah, saj šole internet uporabljajo med drugim kot komunikacijsko sredstvo med šolo in uporabniki. Ne glede na to, so v slovenskem prostoru raziskave s področja marketinške komunikacije na internetu na področju izobraževanja še zelo redke. Članek podaja teoretična izhodišča in ugotovitve kvalitativne študije primera izvedene na šolskem centru v Sloveniji. Podatki so bili zbrani s skupinskim intervjujem in analizo dokumentov. Ugotovitve kažejo, da učitelji Šolskega centra izpostavljajo slabost marketinške komunikacije na internetu, saj ta ne omogoča osebnih stikov in fizičnih dokazov. Učitelji, ki imajo pozitiven odnos do marketinške komunikacije na internetu, postavljajo v izhodišče virtualnost, znotraj katere iščejo 'rešitve' za čim učinkovitejšo simulacijo marketinške komunikacije v realnem svetu, medtem kot 'nasprotniki' marketinške komunikacije na internetu postavljajo v izhodišče fizični svet in opozarjajo na negativne strani virtualnosti.

Customer relationship management - CRM implementations increased rapidly in Slovenia in the last few years, following the trends elsewhere. Studies reporting how the implementation project goes on before, between and after the implementation are scarce. We offer a thorough case study analysis of the CRM implementation with a positive outcome in a Slovene service company. Case study demonstrates that CRM implementation is a holistic and complex concept, which means that it is not merely an integration of new information technology, but everything that happens around the business processes changes. We recommend that the company has already established a process approach and the orientation toward customers. Study showed the need for efficient leadership, acquirement of resources and CRM strategy implementation control trust to the software solution shouldn't be self-understood. Through implemented analytical CRM company can improve the relationship with customers, achieve larger information sharing between employees and accept better strategic decisions. V Sloveniji kot tudi v ostalih državah je število uvedb CRM-ja v zadnjih letih zelo naraslo. Raziskav, kako poteka uvedba, na kaj mora biti podjetje pozorno pred, med in po uvedbi je na voljo samo nekaj. Ta prispevek nudi natančno analizo primera CRM uvedbe z pozitivnim izidom v slovenskem storitvenem podjetju. Primer prikazuje, da je uvedba CRM-ja holističen in kompleksen koncept, kar pomeni, da to ni samo integracija nove informacijske tehnologije, ampak se vse dogaja okrog spre­memb poslovnih procesov. Prispevek poudarja, da je pred uvedbo dobro, da ima podjetje že vzpostavljen procesni pristop ter osredotočenost na kupce. Dodatno je raziskava pokazala potrebo po učinkovitem vodenju, pridobivanju virov ter nadzorovanju uresničevanja CRM strategije zaupanja do dobavitelja informacijske rešitve ni. Podjetje pa lahko izboljša delo s kupci, doseže večjo informiranost zaposlenih ter sprejema boljše strateške odločitve preko vzpostavljenega analitičnega CRM-ja.

V današnjem času je na slovenskem malem trgu veliko trgovskih podjetij, ki se bojujejo vsak za svoj tržni delež. Že skoraj vsaka vas ima najmanj eno oz. dve trgovini. Tudi Mercator je eden izmed trgovcev, ki si želi zagotoviti čim večji delež na trgu. Za boj z drugimi trgovci uporablja marketinške instrumente, saj si z njihovo pomočjo želi pridobiti čim večji krog zvestih kupcev. V teoretičnem delu diplomskega dela smo se osredotočili na predstavitev marketinške discipline ter oblike marketinškega komuniciranja. Osredotočili smo se na samo pospeševanje prodaje kot obliko marketinškega komuniciranje s kupci. Predstavili smo Poslovni sistem Mercator d.d., njegovo dejavnost ter način poteka trženja v Hipermarketu Ljubljana Šiška. V empiričnem delu diplomskega dela smo izvedli analizo na podlagi podatkov, ki smo jih pridobili z anketnim vprašalnikom. Ugotavljali smo vpliv sporočil na kupce in njihovo vedenje. Ugotovili smo, da sporočila nimajo želenega vpliva na kupce, da premalo opazijo ta sporočila, so neprepoznavna in da Mercator, v kolikor ne bo sprememb, izgublja kupce. Nowadays, in the small Slovenian market, there are a lot of commercial companies which are fighting for their market share. Almost every village has at least one or two stores. Mercator is one of the traders which wants to ensure a big market share. To compete with other traders on the market, Mercator is reaching for as many customers as it can. In this diploma paper, we presented our marketing disciplines and forms of marketing communication. We focused only on sales promotion as a form of marketing communication with customers. We presented Mercator's activity and how the marketing works in Hipermarket Ljubljana Šiška. We conducted a survey on communication with customers in the Hipermarket Ljubljana Šiška. We made a detailed analysis of the data obtained with questionnaire and verified the accuracy of the research questions.

V diplomskem delu sem izdelal načrt komuniciranja v marketingu za dejavnost šole vožnje za leti 2016 in 2017. Podlaga za načrt so bile poleg teoretičnih izhodišč ugotovitve iz strateške analize trga, iz pilotne raziskave med ciljnimi skupinami in moje dosedanje izkušnje, saj se s to dejavnostjo ukvarjam skoraj 10 let. Kot samostojni podjetnik sem si v okviru študija zastavil izziv, uporabiti strokovne metode, ki sem jih spoznaval pri posameznih predmetih, na primeru lastnega podjetja, in na ta način sistematično razmišljati o svoji poslovni prihodnosti. Ugotovil sem, da mora biti komuniciranje v marketingu dobro načrtovano. Le tako je lahko učinkovito in služi svojemu namenu. Brez učinka je marketing zgolj strošek, če pa daje rezultate, je investicija v ključne deležnike: odjemalce. Prepričan sem, da sta sistematično razmišljanje in celosten pristop k dejavnosti nujna za uspešno poslovanje, še posebej, če si na trgu sam, odvisen zgolj od lastnega dela, lastne podjetnosti in iznajdljivosti. In the thesis I have drawn up a marketing communication plan for my driving school for the years 2016 and 2017. The basis for the plan, besides the theoretical basis were the findings of the strategic market analysis, the results of pilot study between target groups and my experience so far, as I am in this business deal for almost 10 years. As an entrepreneur myself, I took a challenge to use professional methods that I have learned about by the individual study subjects and apply them to my business, and in this way to think systematically about my future business. I found out that marketing communication must be well planned. It is the only way it can be effective and serve its purpose. Without the effect, marketing is just cost, but if it produces results, it is the investment in key stakeholders: customers. I am convinced that the systematic thinking and comprehensive approach to entrepreneurial activities are of key importance for a successful business, especially if one is in the market alone, depending solely on one’s own work, own entrepreneurial spirit and ingenuity.

Teoretični del magistrskega dela govori o komunikaciji, svetovnem spletu kot produktu tehnološkega razvoja in pojavu spletnega komuniciranja. Slednja se dandanes uporablja na številnih področjih, močan vpliva pa ima tudi na trženje in odnose z javnostmi. Spletna komunikacija je na ti dve področji prinesla nova orodja ter tudi nove komunikacijske kanale. Praktični del diplomske naloge daje vpogled v podjetje Celjski sejem d.d., ki se ukvarja z organizacijo sejmov ter drugih dogodkov. Namen magistrskega dela je bilo ugotavljanje vpliva spletnega komuniciranja na podjetje ter njegove javnosti. The theoretical part of the master thesis deals with communication, the world wide web as a product of technological development and the occurence of internet communication. The latter is used in several fields these days, with marketing and public relations being just two where it holds immense influence. Internet communication brought new tools and communication channels to these two fields. The thesis's practical part offers a view into Celjski sejem d.d., a company which organizes fairs and similar events. Thus the aim of this work was to identify internet communication's influence on the company and its activities.

Developing a creative and innovative integrated marketing communications plan : #a #working model

Marketing theory : #a #student text

Services marketing : people, technology, strategy

Service management and marketing : #a #customer relationship management approach

Slovenija je leta 2013 gostila evropsko prvenstvo v košarki 2013 – EuroBasket 2013. V magistrski nalogi smo se osredotočili na komunikacijske kampanje, ki so potekale v okviru tega največjega športnega dogodka v zgodovini slovenske samostojnosti. Komunikacijske kampanje so bile del komunikacijske strategije, vsebovale pa so različne komunikacijske prijeme, kot so oglaševanje, neposredno elektronsko trženje, odnosi z javnostmi itd. V teoretičnem delu smo se osredotočili na razlago pojma komunikacijska kampanja in se podrobneje spoznali s komunikacijskimi prijemi. V praktičnem delu smo v obliki študije primera raziskali in analizirali poglavitne komunikacijske kampanje EuroBasketa 2013 in ugotovili, da lahko vse označimo za bolj ali manj uspešne, predvsem glede na obseg finančnih vložkov, obiskanosti in odmevnosti prvenstva. In 2013 European basketball championship – EuroBasket 2013 was hosted in Slovenia. Focus of present work are communication campaigns which were running on the behalf of the biggest sport event in the history of Slovene independence. Communication campaigns were a part of communication strategy, they incorporated different communication measures as advertising, direct electronic marketing, public relations... Focus of the theoretical part is definition of the meaning of communication campaign and explanation communication measures in detail. In practical part the case study was done with the aim to research and analyze the main communication campaigns of EuroBasket 2013 and it is determined that all can be labeled as more or less successful, especially considering the amount of financial investments, attendance and public attention of the championship.