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undergraduate thesis
ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE
Split: University of Split, 2022. urn:nbn:hr:228:367042
Majić, Vlado
University of Split
University Department of Professional Studies
Department of Management, Trade and Tourism

Institutional repository: Repository of University Department of Professional Studies

Cite this document

Majić, V. (2022). ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE (Undergraduate thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:367042

Majić, Vlado. "ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE." Undergraduate thesis, University of Split, 2022. https://urn.nsk.hr/urn:nbn:hr:228:367042

Majić, Vlado. "ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE." Undergraduate thesis, University of Split, 2022. https://urn.nsk.hr/urn:nbn:hr:228:367042

Majić, V. (2022). 'ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE', Undergraduate thesis, University of Split, accessed 01 December 2024, https://urn.nsk.hr/urn:nbn:hr:228:367042

Majić V. ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE [Undergraduate thesis]. Split: University of Split; 2022 [cited 2024 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:228:367042

V. Majić, "ANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE", Undergraduate thesis, University of Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:228:367042

Metadata
TitleANALIZA DIGITALNOG MARKETINGA COCA-COLA KOMPANIJE
Title (english)THE ANALYSIS OF DIGITAL MARKETING OF THE COCA-COLA COMPANY
AuthorVlado Majić
MentorMarko Radeljak (mentor)
Committee memberDanijela Perkušić Malkoč (član povjerenstva)
Committee memberKatja Rakušić Cvrtak (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
(Department of Management, Trade and Tourism)
Split
Defense date and country2022-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Predmet ovog završnog rada je analiza digitalnog marketinga Coca-Cola kompanije. Cilj završnog rada je teorijski analizirati odrednice digitalnog marketinga te na primjeru Coca-Cola kompanije utvrditi koje vrste digitalnog marketinga ta kompanija provodi i na koji način. Pod digitalnim marketingom podrazumijevaju se marketinške aktivnosti koje se provode uz uporabu razne digitalne tehnologije s ciljem promoviranja određenih proizvoda i usluga te povećanja svijesti o brendu i same prodaje. Coca-Cola kompanija jedna je od najuspješnijih multinacionalnih kompanija koja posluje u više od 200 država u svijetu, pri čemu u svojem portfelju ima više od 500 brendova, odnosno oko 3900 proizvoda od kojih je najpoznatiji proizvod gazirano piće Coca-Cola. Analiza digitalnih marketinških aktivnosti Coca-Cola kompanije pokazala je da kompanija u te svrhe koristi službenu internetsku stranicu, razne društvene mreže te SMS kampanje u okviru mobilnog marketinga. Coca-Cola kompanija značajno je prisutna na društvenim mrežama te uz redovne objave provodi razne marketinške kampanje s ciljem povećanja prodaje svojih proizvoda, povezivanja s kupcima te povećanja posjećenosti njihovih profila i stranica na društvenim mrežama. Pritom Coca-Cola kompanija značajna financijska sredstva ulaže u razne marketinške aktivnosti
Abstract (english)
The subject of this paper is the analysis of digital marketing of The Coca-Cola Company. The aim of this paper is to theoretically analyze the determinants of digital marketing and o n the example of The Coca-Cola Company to determine which types of digital marketing the company conducts and in what way. Digital marketing means marketing activities carried out with the use of various digital technologies with the aim of promoting certain products and services and increasing brand awareness and sales. The Coc a-Cola Company is one of the most successful multinational companies operating in more than 200 countries in the world, with more than 500 brands in its portfolio, or about 3,900 products, the most famous of which is the carbonated drink Coca-Cola. The analysis of The Coca-Cola Company's digital marketing activities showed that the company uses the official website, various social networks and SMS campaigns within the framework of mobile marketing for these purposes. The Coca-Cola Company is significantly present on social networks and, in addition to regular announcements, conducts various marketing campaigns with the aim of increasing sales of its products, connecting with customers and increasing traffic to their profiles and pages on social networks. In doing so, the Coca-Cola Company invests significant financial resources in various marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:367042
Study programmeTitle: Business Trade –– professional - professional
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-28 06:50:38