SPECIFIČNOST PRIMJENE PROJEKTNOG MENADŽMENTA U KOMUNIKACIJSKIM AGENCIJAMA DIGITALNOG DOBA

master's thesis

• Title (croatian): SPECIFIC OF PROJECT MANAGEMENT APPLICATION IN COMMUNICATION AGENCIES OF DIGITAL AGE
• Author: Petra Perkov
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Rebeka Danijela Vlahov Golomejić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Ovim radom analizira se specifičnost primjene projektnog menadžmenta u poslovanju komunikacijske agencije, kao i primjena projektnog menadžmenta u produkciji audiovizualnih komunikacijskih medija u današnjem digitalnom dobu. Rad dokazuje važnost i relevantnost projektnog menadžmenta u danas sve masovnijem i traženijem konceptu poslovanja – agencijskom poslovanju. Objašnjava se uloga projekta i vođenje projekta u modernim komunikacijskim agencijama te prikazuje utjecaj ispravnog projektnog vođenja na implementaciju projekta, ali i na ukupnu poslovnu učinkovitost agencije. Dokazuje se činjenica da učinkovitost poslovanja uvelike ovisi o projektnom menadžmentu te da je on sveprisutan i nužan za uspjeh. Ulazi se i u specifičnosti produkcije digitalnog sadržaja koja se znatno razlikuje od filmske i televizijske produkcije, a sve je relevantnija u medijima i sve traženija od strane klijenata. Samim time čini važan dio sadržajne produkcije velikih kampanja komunikacijskih agencija. Provodi se istraživanje analizom dva usporediva projekta provedena u jednoj komunikacijskoj agenciji. Oni pokazuju projektno orijentirano poslovanje i daju primjer produkcije audiovizualnog sadržaja kao projekta.

Abstract (english)

This paper analyzes the specifics of the application of project management in the business of a communication agency, as well as the application of project management in the production of audiovisual communication media in today's digital age. The paper proves the importance and relevance of project management in the increasingly widespread and wanted concept of business - agency business. The role of the project and project management in modern communication agencies is explained and the impact of proper project management on the project implementation as well as on the overall business efficiency of the agency is presented. It proves that business efficiency is highly dependent on project management and that it is ubiquitous and necessary for success. The specificity of digital content production, which differs significantly from film and television production, is becoming increasingly relevant in the media and increasingly demanded by clients. As such, it forms an important part of the content production of major communications agency campaigns. Research is conducted by analyzing two comparable projects conducted in one communication agency. They show a project-oriented business and give an example of producing audiovisual content as a project.

• Keywords: projekt; projektni menadžment; projektni menadžer; životni ciklus; video produkcija; digitalizacija; komunikacijska agencija; marketing; mediji; audiovizualni sadržaj; digitalna produkcija; digitalni sadržaj; medijski producent
• Keywords (english): project; project management; project manager; project life cycle; video production; digitalization; communication agency; marketing; media; audio-visual content; digital production; digital content; media producer
• Language: english
• URN:NBN: urn:nbn:hr:148:678198
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2020-10-01
• Created on: 2019-10-01 10:18:16