Uloga kontrolinga u marketingu i evaluaciji uspješnosti marketinških aktivnosti

master's thesis

• Title (english): The role of controlling in marketing and performance evaluation of marketing activities
• Author: Dora Črnko
• Mentor: Davor Labaš (mentor)
• Committee member: Mladen Turuk (predsjednik povjerenstva)
• Committee member: Ena Pecina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-03-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Kontroling kao podrška menadžmentu zauzima vrlo važnu ulogu u poslovanju. Osim što omogućava prilagodbu unutarnjim i vanjskim promjenama ono osigurava poduzeću određenu poziciju na tržištu ako se kvalitetno provodi. Porastom važnosti marketinga u poslovanju, širenju tržišta i osvajanju zasluženog tržišnog udjela raste potreba za uvođenjem koncepta kontrolinga u marketinške odjele. U segmentu turizma konkurencija je stalno prisutna, stoga je potreban promišljeni pristup planiranju, upravljanju, kontroli i opskrbi informacijama. Marketinški menadžeri izloženi su sve složenijim zadatcima unutar svojih odjela, a uvođenjem koncepta kontrole omogućava jasnije razumijevanje ciljeva, strategija i rezultata. Poduzeće Uniline d.o.o. bavi se djelatnošću putničkih agencija i turoperatora, a iskorakom prema globalnim tržištima zauzima vodeću tržišnu poziciju u regiji te značajni tržišni udio unutar hospitality industrije. U razvoj i uspjeh Uniline-a utkano je mnoštvo znanja, poslovne strasti, vizije i entuzijazma, posebice kroz ulogu kontrolinga koje ono ima u poduzeću. Cilj rada je istražiti pojam kontrolinga i njegovu primjenu unutar odjela marketinga. Kontroling daje marketingu i ostalim odjelima mjerljivu komponentu i time omogućava upravljanje i kontrolu usmjerenu na rezultate.

Abstract (english)

Controlling as a professional support to company's management has a very important role in business. Apart from it enabling adaptation to internal and external changes, it ensures the company a certain position on the market if it is carried out well. With the growing importance of marketing in business, expansion of market and winning a well-deserved market share, a need to introduce the concept of controlling in marketing departments is growing. In tourism, competition is constantly present, therefore a thoughtful approach to planning, management, control and information process is needed. Marketing managers are exposed to increasingly complex tasks within their departments, and the introduction of the concept of control enables a clearer understanding of goals, strategies and results. The company Uniline d.o.o. provides services of travel agencies and tour operators, and expanding to global markets provided them a leading market position in the region and a significant market share within the hospitality industry. A lot of knowledge, business passion, vision and enthusiasm are woven into the development and success of Uniline, especially through the controlling's role in the company. The purpose is to define the concept of controlling and its role within the marketing department. Controlling provides marketing and other departments with a measurable component and thus enables results-oriented management and control.

• Keywords: kontroling; menadžment; marketinška kontrola; marketinški menadžment; Uniline d.o.o.
• Keywords (english): controlling; management; marketing control; marketing management; Uniline d.o.o.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:025835
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-03-20 21:11:32