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undergraduate thesis
Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty"
Split: University of Split, Faculty of economics Split, 2023. urn:nbn:hr:124:728052
Jerković, Ela
University of Split
Faculty of economics Split

Institutional repository: REFST

Cite this document

Jerković, E. (2023). Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty" (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:728052

Jerković, Ela. "Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty"." Undergraduate thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:728052

Jerković, Ela. "Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty"." Undergraduate thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:728052

Jerković, E. (2023). 'Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty"', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:728052

Jerković E. Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty" [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2023 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:728052

E. Jerković, "Strateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty"", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:124:728052

Metadata
TitleStrateška primjena društvenih medija u marketingu - studij slučaja "Fenty Beauty"
Title (english)Strategic application of social media in marketing - case study "Fenty Beauty"
AuthorEla Jerković
MentorGoran Dedić (mentor)
Committee memberGoran Dedić (član povjerenstva)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2023-09-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad se bavi analizom strateške primjene društvenih medija u marketingu, na primjeru poduzeća „Fenty Beauty“. U prvom djelu rada predstavljeni su problem istraživanja, ciljevi istraživanja te metode korištene za izradu rada. U teorijskom dijelu rada obrađeni su pojmovi vezani za marketing i marketinške koncepcije te je napravljen uvid u kozmetičku industriju u kojem se iznose podatci o njenim specifičnostima, koje potrebe zadovoljava i koji su njeni segmenti. Također su obrađeni trendovi u kozmetičkoj industriji koji utječu na diferencijaciju poduzeća. Nadalje, obrađeni su pojmovi digitalnog marketinga i njegovim specifičnostima u odnosu na tradicionalni marketing. Prikazuju se bitni elementi prilikom izrade i implementacije strategije digitalnog marketinga. Prikazano je kako se društveni mediji mogu koristiti za definiranje marketinške strategije, te je zasebno obrađen svaki medij u kojem se opisuje koje marketinške pogodnosti nude. Posljednji dio rada posvećen je primjeni teorijskog dijela na poduzeće „Fenty Beauty“. Iznose se opći podatci o poduzeću i daje se uvid u njihov položaj na tržištu. Analizira se prisutnost poduzeća „Fenty Beauty“ na društvenim medijima te se daje zaključak o tome kako oni te medije koriste i koje ciljeve ostvaruju.
Abstract (english)
This paper deals with the analysis of the strategic application of social media in marketing, on the example of the company "Fenty Beauty". In the first part of the paper, the research problem, the research objectives, and the methods used to create the paper are presented. In the theoretical part of the work, terms related to marketing and marketing concepts are discussed, and an insight into the cosmetics industry is provided, in which data about its specifics, the needs it meets, and which segment the industry is divided into are presented. Trends in the cosmetics industry that affect company differentiation are also discussed. Furthermore, the concepts of digital marketing and its specifics in relation to traditional marketing are discussed. The essential elements when creating and implementing a digital marketing strategy are presented. It is shown how social media can be used to define a marketing strategy, and each media is treated separately, describing what marketing benefits they offer. The last part of the paper is devoted to the application of the theoretical part to the company "Fenty Beauty". General information about the company is presented and an insight into their position on the market is given. The presence of the company "Fenty Beauty" on social media is analysed and a conclusion is given on how they use these media and what goals they achieve.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:728052
Study programmeTitle: Small Enterprise Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-06 16:06:31