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master's thesis
Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:293096
Padovan Đurov, Branka
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Padovan Đurov, B. (2023). Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:293096

Padovan Đurov, Branka. "Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:293096

Padovan Đurov, Branka. "Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:293096

Padovan Đurov, B. (2023). 'Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 20 May 2024, https://urn.nsk.hr/urn:nbn:hr:148:293096

Padovan Đurov B. Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 May 20] Available at: https://urn.nsk.hr/urn:nbn:hr:148:293096

B. Padovan Đurov, "Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:293096

Metadata
TitleSpecifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika
Title (english)Marketing specifics in digital creative entrepreneurship - analysis of the digital artist
AuthorBranka Padovan Đurov
MentorTanja Komarac (mentor)
Committee memberSandra Horvat (član povjerenstva)
Committee memberMiroslav Mandić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Rad analizira specifičnosti marketinga u digitalnom kreativnom poduzetništvu, s posebnim fokusom na grafičke dizajnere, ilustratore i dizajnere dekorativnih uzoraka kao vrstu digitalnih poduzetnika. Analiziraju se različiti marketinški alati i poslovni modeli koje primjenjuju takvi digitalni poduzetnici uključujući društvene medije, e-mail marketing, blog, stvaranje zajednice i podcast. Sve navedene vrste digitalnog marketinga imaju važnu ulogu u izgradnji marke digitalnog poduzetnika kroz povećanje vidljivosti, uspostave kontakta s ciljnom publikom i ostvarivanju prodajnih rezultata. Rad pruža dublji uvid u specifičan primjer izabranog digitalnog poduzetnika koji se bavi poslovnim modelom edukacije te prodajom digitalnih ilustracija i dekorativnih uzoraka. Kroz primjer digitalne poduzetnice Bonnie Christine, prikazan je način na koji koristi marketinške alate i digitalne platforme te kako digitalni umjetnici mogu kreativno iskoristiti marketinške alate i platforme kako bi se istaknuli, razvili lojalnu publiku te kreativno razvijali svoj inicijalni proizvod ili uslugu s ciljem ostvarenja rasta poslovanja. Ograničenja rada vezana su uz analizu jednog izabranog digitalnog umjetnika.
Abstract (english)
The paper analyzes marketing specifics in digital creative entrepreneurship, with a special focus on graphic designers, illustrators and surface pattern designers as a type of digital entrepreneurs. Various marketing tools and business models employed by such digital entrepreneurs are analyzed including social media, email marketing, blogging, community building and podcasting. All these types of digital marketing play an important role in building a digital entrepreneur’s brand through increasing visibility, establishing contact with the target audience and achieving sales results. The paper provides deeper insight into a specific case of a chosen digital entrepreneur who engages in the business model of education and the sale of digital illustrations and decorative patterns. Through the example of digital entrepreneur Bonnie Christine it is presented how she uses marketing tools and digital platforms, and also how digital artists can creatively utilize marketing tools and platforms to stand out, create a loyal audience, and creatively evolve their initial product or service with the aim of achieving business growth. The limitations of the paper are related to the analysis of one selected digital artist.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:293096
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2023-09-13 14:55:29