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V današnjem času je trg zasičen s številnimi izdelki in konkurenca je iz dneva v dan močnejša, zato moramo izdelke narediti čim bolj opazne in dostopne strankam. To nam omogoča digitalni marketing. Digitalni marketing je eno izmed orodij, preko katerega je omogočeno obojestransko komuniciranje s širšo publiko z namenom, da najdemo zainteresirane ljudi in jih pretvorimo v končne uporabnike. Nekatera podjetja se še vedno posvečajo bolj povečanju prodaje in tržnega deleža kot zadovoljstvu in potrebam kupca, kar bi v svetu digitalizacije moralo biti prioriteta podjetja. Digitalnemu marketingu namenijo majhen del sredstev, kar se odraža tudi v pomanjkanju strokovnjakov in veščin pri zaposlovanju. Osredotočenost na kupca kljub temu upošteva že tretjina podjetij in za izboljšanje kupčeve izkušnje v prihodnosti načrtujejo tehnološke rešitve, saj se zavedajo, da jim to prinaša dobre poslovne rezultate. Digitalizacija v poslovanju podjetja prinaša številne prednosti za podjetje in navsezadnje tudi za potrošnike, moramo pa nenehno spremljati novosti in izbrati pravo obliko komuniciranja z našimi potrošniki. The nowaday's market is saturated with a number of products, and competition is increasing every day, so we need to make the products as visible and accessible as possible to customers. Digital marketing enables this. Digital marketing is one of the tools through which it is possible to communicate both ways with the general public in order to find interested people and turn them into end users. Some companies still focus primarily on increasing sales and market share rather than on customer satisfaction and needs, which in the world of digitization should be a company's priority. They devote a small amount of funds to digital marketing, which is also reflected in the lack of professionals and skills in employment. Nevertheless, the focus on the customer is already taken into account by one-third of companies and in the future they are planning technological solutions to improve the customer's experience, knowing that this brings them good business results. Digitization in the business of the company brings many advantages to the company and ultimately also to consumers, but we must constantly monitor the innovations and choose the right form of communication with our consumers.

Prodajalne že od nekdaj pomenijo vez med kupcem in blagom. Čeprav je v zadnjih letih velik razmah doživela spletna prodaja, večina ljudi, še vedno rada obišče prodajalne, saj lahko le tako začutijo izdelek in posledično tudi blagovno znamko. Prodajalne so zlasti pomembne za prestižne blagovne znamke, saj pri teh ne gre le za prodajo izdelka in poudarjanje njegovih lastnosti, temveč predvsem za doživetje in edinstveno nakupovalno izkušnjo. Pri tem pa ima najpomembnejšo vlogo vzdušje v prodajalni, ki lahko potrošnika spodbudi k nakupu, hkrati pa mu nudi izjemno doživetje, ki vodi k njegovemu zadovoljstvu in ponovnemu obisku. Vzdušje v prodajalni se mora ujemati s podobo in ugledom blagovne znamke ter ji mora biti v podporo, za dosego želenih učinkov. Vsi elementi vzdušja, to so razporeditev opreme in izdelkov, barve, osvetlitev, glasba, vonj in prodajno osebje, morajo biti usklajeni in se dopolnjevati, saj jih kupci ne zaznavajo posamično, temveč kot celoto. V diplomskem projektu smo najprej predstavili trgovske organizacije, nato pa blagovne znamke, kjer je poudarek na prestižnih blagovnih znamkah in njihovemu pomenu tako za podjetje kot za potrošnika. V nadaljevanju smo se osredotočili na vzdušje v prodajalnah, zlasti prestižnih blagovnih znamk. Opredelili smo elemente, ki oblikujejo vzdušje ter preučili, kako ti vplivajo na kupce oziroma, na kakšen način jih ti dojemajo. Na koncu smo predstavili nekaj prodajaln prestižne blagovne znamke Escada in tako na praktičnem primeru prikazali vzdušje v prodajalni višjega ranga. Shops have always been a bond between the customer and the product. Although online shopping have experienced a big growth in recent years, most people still like to visit the shops, because this is the only way to really feel the product and also the brand. Since they are not all about selling a product and emphasizing its qualities, shops are particularly important for luxury brands. The shop of luxury brands emphasizes a unique shopping experience and that is where the atmosphere in the shop plays the most important role. The atmosphere can not only encourage the consumer to make a purchase decision, but also give him an extraordinary experience that leads to his satisfaction and to him visiting the store again. The atmosphere in the shops consists of arrangement of equipment and products, colours, lighting, music, scent and sales staff. All of these elements have to be harmonized and have to complement each other, because customers do not perceive them individually but as a whole. In the diploma thesis, we first introduced different trade organizations, in the next chapter the focus is on luxury brands and their importance for both the company and the consumer. Later we focused on the atmosphere in the shops, especially in the shops of luxury brands. We defined the elements that create the atmosphere and examined how they affect customers and how they perceive those elements. In the end, we introduced some shops of the luxury brand Escada, and thus, in practical case, showed the atmosphere in the shops of luxury brand.

V diplomski nalogi bomo predstavili najnovejše smernice na področju trgovine. Predstavili bomo spletno nakupovanje, vpliv družbenih omrežij na trgovino in nekaj najnovejših načinov avtomatizacije trgovin. Prav tako bomo predstavili spletno prodajo in opisali njene glavne prednosti in slabosti. Pomemben poudarek bomo dali sami analizi spletnih trgovin, ki jo bomo opravili na nekaj primerih. Za podjetje Jagros d. o. o. bomo podali nekaj posebnosti in predlogov za posamezno področje prodaje. In our Thesis we shall introduce you to the latest trends on the marketing field. We will present how online shopping works, how social networks influence the market and introduce several new methods on how to automatise shopping malls. Furthermore, we will explain online marketing and describe its main weaknesses and strenghts are. We will give a tremendous emphasis on one of the most important things, which is the analysis of online shopps itself. We shall explain it on several cases. For the company Jagros d.o.o we will give some suggestions for each field of sales.

Moja diplomska naloga predstavlja strategijo marketinga destinacije mesta Maribor. Trženje destinacij ter pojmi povezanimi z njim, so natančneje razloženi ter opisani v diplomski nalogi. Prav tako so podane kritike na že obstoječo strategijo in strateški dokument, ki ga poseduje Zavod za razvoj in turizem Maribor. Zaradi velike konkurence na trgu turističnih dejavnosti, ki ga povezuje tako cena kot ponudba, je potrebno svojo ponudbo prilagoditi trenutnim potrebam na trgu. Prednost bomo dosegali zgolj s simbiozo vseh turističnih ponudnikov, kakor tudi ostalih udeležencev v procesu. My thesis presents a marketing strategy for the city of Maribor. The marketing of destinations and the conceptions associated with it are explained and described in more detail in the thesis. There is also a review of the already existing strategy and the strategic document held by the Institute for Development and Tourism Maribor. Due to great competition in the tourism market, which is connected both by the price and the offer, it is necessary to adjust one's offer to the current needs of the market. One can gain advantage only with the symbiosis of all tourism tenderers and other participants in the process.

Osrednji cij naloge je preverjanje poslovne ideje vzpostavitve spletne trgovine z oblačili večjih konfekcijskh številk. S tem namenom je v osredju izdelava poslovnega načrta, ki bi zajemal vse pomembne točke za vzpostavitev podjetja. V prvem koraku smo opravili raziskavo trga s pomočjo anketnega vprašalnika na vzorcu 527 anketirancev (95 % žensk) s povprečno starostjo 35,5 let, pri čemer smo večji del vprašalnika namenili anketiracem, ki kupujejo oblačila večjih konfekcijski številk. Na podlagi rezultatov tržne raziskave in poslovnega načrta ugotavljamo, da na slovenskem trgu primanjkuje ponudbe oblačil večjih konfekcijskih številk. Prav tako ugotavljamo, da je spletna trgovina primeren način za prodajo oblačil večjih konfekcijskih številk in da nakup preko spleta omogoča zasebnost, boljše počutje in prilagodljivost kupcu. Rezultati kažejo, da je anketirancem najbolj pomemben širok nabor oziroma velika izbira oblačil. Pomembnost cene in kakovosti pa smo ocenili s podrobno oceno. Poslovni model »dropshipping« se ni pokazal kot najbolj primeren način nabave za našo poslovno idejo. Ključne prednosti podjetja so njegova majhnost, saj lahko hitro sprejemamo poslovne odločitve, se prilagajamo potrebam trga in spreminjamo strategijo glede na povratne informacije kupcev, podjetje že ima obstoječo spletno trgovino, ki uspešno posluje, zato so izkušnje v tem kontekstu pozitivna prednost. Prav tako je prednost v širokem krogu potencialnih strank, saj je žensk, ki nosijo oblačila v velikosti L (42) ali večje, v Sloveniji veliko. Slabosti podjetja so predvsem v nerazpoznavnsti na trgu, veliki konkurenci, možnosti večjega števila reklamacij in drugimi začetniškimi težavami, za katere pa smo poiskali možne rešitve. Ugotavljamo, da ima podjetje oziroma spletna trgovina z oblačili večjih konfekcijskih številk dobro priložnost, da kot manšje podjetje vstopi na trg in se uveljavi kot zaupanja vredna spletna trgovina.Temeljno hipotezo naloge, ki pravi »Poslovna ideja vzpostavitve spletne trgovine z oblačili večjih konfekcijskih številk je primerna za slovenski trg in potencialno uspešna«, lahko potrdimo. The main objective of the master's thesis is to verify the business idea of setting up an online store with plus size clothing. In the forefront there is a business plan covering all the important aspects of creating a company. A market survey was conducted using a survey questionnaire on a sample of 527 people (95 % women) with an average age of 35.5 years. Larger part of the questionnaire addresses the respondents who buy plus size clothing. Based on the result of the market research and business plan we find there is a lack of plus size clothing offer in the Slovene market. We also find that online shopping is a convenient way of selling plus size clothing since it offers privacy, improved well-being and flexibility to the customer. The results show that the most important aspect is the broad choice of clothing. Importance of price and quality was assessed with a detailed assessment. The dropshipping business model did not prove to be the most appropriate way of purchasing goods for our business idea. The key advantages of the company are its small size, as we can quickly make business decisions, adapt to the needs of the market and change the strategy according to customer feedback. The already existing successfully operating online store and experience are a positive advantage too. Another advantage is a wide range of potential customers as there is a big percentage of women with size L (42) or larger in Slovenia. The weaknesses of the company are the lack of recognition in the market, great competition, the possibility of a large number of complaints and other initial difficulties for which we have sought possible solutions. We find that online store with plus size clothing has a good opportunity to enter the market as a smaller company and to establish itself as a trusted online store. The fundamental hypothesis "The business idea of setting up an online store for plus size clothing is suitable for the Slovenian market and has a potential for success" can be confirmed.

Z marketingom se soočamo praktično vsak dan tako v poslovnem kot tudi v zasebnem življenju. Marketing je ključ do uspeha podjetja in ne zajema samo oglaševanja, temveč tudi cel spekter drugih pomembnih aktivnosti, kot so odnosi z javnostjo, promocije ter pospeševanje prodaje. Brez ustreznega marketinga lahko podjetje ponuja izjemne izdelke ali storitve, a z njimi ne bo želo uspeha, saj ljudje sploh ne bodo vedeli zanje. V magistrskem delu smo se osredotočili na najnovejšo vejo v marketingu – spletni marketing in z njim povezane aktivnosti, ki predstavljajo ključno orodje za doseganje konkurenčnosti. Spletni marketing postaja vedno bolj priljubljen zaradi tega, ker omogoča vzpostavitev in ohranjanje odnosov z odjemalci ter osebno komunikacijo, vse to pa z majhnimi stroški. Magistrsko delo je razdeljeno na teoretični in praktični del. Teoretični del je nadalje razdeljen na tri glavna poglavja. V prvem poglavju smo na kratko opredelili nekaj različnih opredelitev marketinga ter opisali glavne lastnosti marketinško naravnanega podjetja. V drugem poglavju sledita opredelitev marketinškega komuniciranja ter navedba njegovih ciljev, procesov in aktivnosti. V tretjem poglavju smo se osredotočili na spletni marketing, njegov pomen, prednosti in slabosti ter vrste spletnega marketinga. V praktičnem delu smo analizirali spletni marketing spletne trgovine Bogomolka, ki smo jo najprej na kratko predstavili. Temu sledi opis spletne strani z vidika najpomembnejših elementov, ki jih mora dobra spletna stran vsebovati. Potem smo se osredotočili na različne oblike oglaševanja, družbena omrežja in druge spletne marketinške aktivnosti, ki se jih podjetje poslužuje. Na koncu smo pripravili predloge za izboljšave ter preverili hipoteze, ki smo si jih uvodoma zastavili. We deal with marketing almost everyday in our business life as well as in our private life. Marketing is the key to success of a company and it doesn't cover only adverstising, but also a whole range of other important activities such as public relations, promotions and sale promotions. The company can offer exceptional products or services, but without proper marketing strategy it will not be a success, as people will not know they exist. In our master's thesis we focused on the newest marketing branch, that is online marketing and all related activities which are a key tool for achieving competitiveness. Online marketing is becoming more and more popular because it enables the creation and maintenance of customer relationships and personal communication at a low cost. The master's thesis is divided into two parts: theoretical and practical part. The theoretical part is divided into three main chapters. In the first chapter we briefly defined some different marketing definitions and described the main characteristics of a marketing-oriented company. The second chapter follows the definition of marketing communication and its goals, process and activities. In the third chapter, we focused on online marketing, its importance, its advantages and disadvantages and different types of online marketing. In the practical part, we analyzed the online marketing of the online store Bogomolka. First, we briefly presented the online store. Then follows a description of the website from the perspective of the most important elements that a good website must contain. After this we have focused on various forms of online advertising, social networks and other online marketing activities that the company uses. At the end of the practical part, we wrote some suggestions for improvements and checked the hypotheses we made in the introduction.