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master's thesis
ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021. urn:nbn:hr:145:313653
Bubalo, Filip
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

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Bubalo, F. (2021). ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:313653

Bubalo, Filip. "ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:313653

Bubalo, Filip. "ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:313653

Bubalo, F. (2021). 'ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:313653

Bubalo F. ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:313653

F. Bubalo, "ANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:313653

Metadata
TitleANALIZA UPRAVLJANJA MARKETINGOM U IT INDUSTRIJI : Diplomski rad
Title (english)ANALYSIS OF MARKETING MANAGEMENT IN IT INDUSTRY : Graduate paper
AuthorFilip Bubalo
MentorIvan Kelić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvoj tehnologije te razvoj marketinških praksi doveo je do nove percepcije marketinga kao ekonomske discipline. Marketing u IT industriji ističe se svojom specifičnom mogućnosti prilagodbe novim tržištima, tehnologijama i operativnim procedurama. Sljedeća specifičnost marketinga u IT industriji je podijeljenost na 2 smjera marketinške komunikacije; prema potencijalnim klijentima te prema potencijalnim zaposlenicima. Marketinška komunikacija prema potencijalnim zaposlenicima predstavlja ključnu zadaću funkcije marketinga u IT industriji. Tvrtke kroz brendiranje poslodavca predstavljaju javnosti svoje vrijednosti, glavne pogodnosti i kulturu tvrtke. No, prije aktivnog brendiranja poslodavca, tvrtke moraju uspostaviti snažne temelje koji će u potpunosti poduprijeti komunikaciju prema potencijalnim zaposlenicima i pomoći marketinškim timovima ostvariti svoje ciljeve. Kako bi tvrtke uspješno postigle svoje zadane marketinške ciljeve, koriste širok spektar organskih i plaćenih marketinških strategija te tijekom zadnjih nekoliko godina ističu marketing sadržaja kao vodeću granu digitalnog marketinga. Također, s razvojem tehnologije, ubrzan je i razvoj alata korištenih od strane marketing odjela te je ključno spomenuti rast martecha, odnosno marketinških tehnologija. Uz razvoj tehnologija, dolazi i do razvoja radnih uloga u marketingu. Već sada specijalizirana područja nastavljaju se specijalizirati te nastaju usko specijalizirane uloge poput uloge stručnjaka za podcast, formata sadržaja koji je jedan od formata korištenih u sklopu marketinga sadržaja. U radu opisane su razlike između marketinških specijalista i generalista, velik broj različitih uloga te određene specifičnosti vezane za marketing u IT industriji. Koristeći rezultate primarnog istraživanja, rad je obogaćen informacijama direktno od voditelja marketing odjela nekoliko hrvatskih IT tvrtki te je omogućen uvid u način upravljanja marketingom u IT industriji.
Abstract (english)
The development of technologies and the advancement of marketing practices led to a new perception of marketing as an economic discipline. Marketing in the IT industry stands out with its specific ability to adapt to new markets, technologies and operating procedures. Another specificity of marketing in the IT industry is the divide of marketing communication in 2 directions; potential clients and potential employees. Marketing communication towards potential employees is a key task of marketing as well. Through employer branding, companies publicly present their values and company culture. Beforehand, companies need to establish a strong foundation that will fully support the communication and help marketing teams achieve their goals. To successfully achieve their goals, companies use a wide range of organic and paid marketing strategies.Also, with the development of technology, the marketing department's tools have been upgraded, and it is crucial to mention the growth of martech, ie. marketing technologies. Besides new strategies, tools, and tactics, roles inside marketing in IT industry are developing as well. Already specialized areas continue to specialize and narrowly specialized roles are emerging such as the role of podcast experts.Throughout the paper, the differences between marketing specialists and generalists, a large number of different roles and certain IT industry specifics are described. Using the results of the primary research, the work was enriched with firsthand information from marketing managers of several Croatian IT companies and provided an insight into the way of marketing management in the IT industry.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:313653
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-21 10:41:15