prikaz prve stranice dokumenta Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj
Access restricted to students and staff of home institution
master's thesis
Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj
Zagreb: University of Zagreb, The Faculty of Political Science, 2018. urn:nbn:hr:114:426631
Azapović, Ines
University of Zagreb
The Faculty of Political Science
Department of Strategic Communication

Institutional repository: FPSZG repository

Cite this document

Azapović, I. (2018). Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:426631

Azapović, Ines. "Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:426631

Azapović, Ines. "Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj." Master's thesis, University of Zagreb, The Faculty of Political Science, 2018. https://urn.nsk.hr/urn:nbn:hr:114:426631

Azapović, I. (2018). 'Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:426631

Azapović I. Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2018 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:114:426631

I. Azapović, "Strateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:114:426631

Metadata
TitleStrateško komuniciranje banaka na primjeru UniCredit i Erste banke u Hrvatskoj
Title (english)Strategic Communication of Banks: Cases of UniCredit and Erste Bank in Croatia
AuthorInes Azapović
MentorBožo Skoko (mentor)
Committee memberBožo Skoko (predsjednik povjerenstva)
Committee memberDunja Majstorović Jedovnicki (član povjerenstva)
Committee memberMarina Mučalo (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Strategic Communication)
Zagreb
Defense date and country2018-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Komunikacija je od iznimne važnosti kako u privatnom tako i u poslovnom svijetu. Pomoću nje možemo iskazati niz emocija kako bismo zadovoljili vlastite potrebe. U današnje vrijeme najčešća komunikacija vrši se preko društvenim mreža i medija, a od velike je važnosti organizacijama pa tako i bankama. Banke su dio svačijeg života i upravo je zbog toga komunikacija između banke i klijenta iznimno važna. Pomoću nje moguće je uskladiti ponudu i potrebe korisnika kako bi ishod bio obostrano zadovoljstvo. Banke komunikaciju najčešće plasiraju pomoću dvije platforme, a to su društvene mreže i televizija. Društvene mreže najčešće zbog mogućnosti interakcije i brzine, a televizija jer omogućuje potpun doživljaj i priču koja se najlakše dostavlja. Obzirom da svaka banka komunicira različito i jedinstveno te se na temelju toga prepoznaje i gradi imidž, posebno sam se usmjerila na usporedbu komunikacije. U radu se istraživala komunikacija dvije banke na društvenim mrežama i pomoću TV spotova. Radila se Benchmark analiza, odnosno analiza društvenih mreža i spotova, a proveo se i dubinski intervju s osobama odgovornim za sve navedene platforme.
Abstract (english)
Communication is of utmost importance both in private and business world. By using it we can express a series of emotions in order to meet our own needs. Today, most common communication is through social networking and media, therefore it is of great importance to organizations and banks as well. Banks are a part of everyone’s life, and that is why communication between the bank and the client is extremely important. Using it, it is possible to harmonize the offer and the needs of the user so that the outcome would be of mutual satisfaction. Bank communication is most commonly placed in two platforms, those are social networks and television. Social networks most often due to the possibility of interaction and speed, and television because it provides a complete experience and a story that is easiest to deliver. Since each bank communicates differently and uniquely, based on that it recognizes and builds her own image, I have specifically focused on comparing the communication. This graduate thesis explores the communication of two banks on social networks and over TV spots. I included Benchmark analysis, ie analysis of social networks and videos, and a deep interview was conducted with people responsible for all the platforms mentioned.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:426631
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-10-30 10:29:17