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undergraduate thesis
Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine
Zagreb: Zagreb School of Business, 2021. urn:nbn:hr:180:310667
Vranješ, Tamara
Zagreb School of Business

Institutional repository: Repository ZSB

Cite this document

Vranješ, T. (2021). Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:310667

Vranješ, Tamara. "Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine." Undergraduate thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:310667

Vranješ, Tamara. "Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine." Undergraduate thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:310667

Vranješ, T. (2021). 'Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine', Undergraduate thesis, Zagreb School of Business, accessed 04 October 2024, https://urn.nsk.hr/urn:nbn:hr:180:310667

Vranješ T. Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2021 [cited 2024 October 04] Available at: https://urn.nsk.hr/urn:nbn:hr:180:310667

T. Vranješ, "Analiza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine", Undergraduate thesis, Zagreb School of Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:180:310667

Metadata
TitleAnaliza digitalnog marketinga na primjeru grupe Podravka od 2010. do 2020. godine
Title (english)Analysis of digital marketing on the example of the Podravka Group from 2010 to 2020
AuthorTamara Vranješ
MentorDijana Vuković (mentor)
Committee memberTanja Grmuša (predsjednik povjerenstva)
Committee memberNeven Šipić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2021-10-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Digitalni marketing u 21. stoljeću predstavlja nezaobilazno područje za poslovanje svakog poduzeća. Sve više organizacija i marketinških odjela stoga unapređuje ciljeve i strategije marketinga u tom smjeru. Na primjeru Podravke, kao jedne od najvećih hrvatskih prehrambeno-farmaceutskih industrija, analizira se digitalni marketing za razdoblje od 2010. do 2020. godine. Cilj rada je prikazati sve mogućnosti jedne velike kompanije u digitalnom svijetu, ali i pokazati transformaciju poslovanja mnogih hrvatskih i svjetskih kompanija u posljednjem desetljeću u novim uvjetima. Analiza je temeljena na godišnjim izvješćima dostupnima na službenoj web-stranici Podravke d.d. te na dostupnim internetskim direktorijima, kao što su društvene mreže kompanije i ostale povezane platforme. Kao takva, Podravka se pokazala transparentnom kada su rezultati poslovanja u pitanju. Analizom digitalnog marketinga Podravke utvrđeno je da je kompanija nakon 2015. godine doživjela zaokret u dotadašnjem marketingu i okrenula se digitalnim kanalima i tako postala jedna od onih kompanija koja svoje poslovanje i procese temelji na tehnološkom razvoju i napretku. Osim toga, utvrđeno je da je uvođenjem digitalnih načina oglašavanja kompanija uštedjela na dotadašnjim rastućim troškovima marketinga.
Abstract (english)
Digital marketing in the 21st century is an indispensable area for every company to operate. More and more organizations and marketing departments are therefore improving the goals and strategies of marketing in this direction. On the example of Podravka, as one of the largest Croatian food and pharmaceutical industries, was analysed digital marketing for the period from 2010 to 2020. The aim of the paper is to showcase all the possibilities of a large company in the digital world, but also to show the transformation of the business of many Croatian and world companies in the last decade in new conditions. The analysis is based on annual reports available on Podravka d.d.'s official website and on accessible internet directories, such as the company's social networks and other related platforms. As such, Podravka has proven to be transparent when it comes to business results. Analysis of digital marketing of Podravka found that after 2015 the company took a turn in previous marketing and turned to digital channels, becoming one of those companies that bases its business and processes on technological development and progress. In addition, it was found that by introducing digital advertising methods, the company saved on the previously rising marketing costs.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:310667
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-17 09:45:15