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master's thesis
Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:787720
Merle, Petra
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Merle, P. (2023). Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:787720

Merle, Petra. "Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:787720

Merle, Petra. "Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:787720

Merle, P. (2023). 'Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:787720

Merle P. Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:787720

P. Merle, "Uloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:787720

Metadata
TitleUloga umjetne inteligencije u kreativnim aspektima marketinške komunikacije
Title (english)The role of artificial intelligence in creative aspects of marketing communication
AuthorPetra Merle
MentorVatroslav Škare (mentor)
Committee memberVatroslav Škare (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Kreativnost je oduvijek bila ključna za marketinške kampanje kako bi privukle pažnju potrošača. No, ne tako davno, alati umjetne inteligencije pokazali su se kao vrijedan dodatak tom cjelokupnom procesu. Kako bi se dobio uvid u postojeće stanje s kojima se susreću kreativni odjeli u marketingu u primjeni umjetne inteligencije provedeno je kvalitativno istraživanje, metodom dubinskih intervja na uzorku od 9 ispitanika (stručnjaka) na području Republike Hrvatske. Istraživanje pokazuje da postoji široka svijest o potencijalu umjetne inteligencija za unaprjeđenje rada koje kod većine ispitanika u početnim stadijima. Kada je došla riječ o budućnosti marketinške komunikacije s primjenom nove tehnologije, suglasno se istaknulo kako prijetnje za pozicijama unutar marketinga nema, te da je sve u tome da se poruka dopre do pravih ljudi na pravi način u pravo vrijeme, s čime se većina složila da upravo umjetnu inteligenciju alat za pripomoć.
Abstract (english)
Creativity has always been key to marketing campaigns to capture consumer attention. But, not so long ago, artificial intelligence tools proved to be a valuable addition to the overall process. To gain an insight into the current situation faced by creative departments in marketing in applied artificial intelligence, qualitative research was conducted using the in-depth interview method on a sample of 9 respondents (experts) in the Republic of Croatia. The research shows that there is a broad awareness of the potential of artificial intelligence for improving work, which in the majority of respondents is in the initial stages. When it came to future marketing communications with the application of new technology, it was unanimously pointed out that there is no threat to positions within marketing, and that it is all about getting the message to the right people in the right way at the right time, with which the majority agreed that precisely artificial intelligence a tool to help.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:787720
Study programmeTitle: Digital marketing
Study programme type: professional
Study level: specialist graduate
Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-10-12 09:14:31