ANALIZA MARKETINŠKOG OKRUŽENJA I ORGANIZACIJE MARKETINGA NA PRIMJERU PODUZEĆA VALAMAR RIVIERA D.D.

master's thesis

• Title (english): ANALYSIS OF THE MARKETING ENVIRONMENT AND MARKETING ORGANIZATION ON THE EXAMPLE OF VALAMAR RIVIERA D.D.
• Author: Ilka Bartulić
• Mentor: Josip Mikulić (mentor); MBZ: 258475
• Committee member: Antonio Vlahov (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2020-07-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Prikaz djelovanja marketinga te objašnjenje kako marketing utječe na organizaciju poduzeća te kako je povezan s ostalim odijelima u poduzeću Valamar Riviere. Prikazana je međusobna povezanost marketinga s ciljanim kupcima te načini na koje tvrtka provodi i prezentira svoje promotivne aktivnosti kako bi zadržali vodeću poziciju između turističkih poduzeća. Sama koncepcija diplomskog rada odrađena je u dva dijela: u prvom dijelu predstavljeni su termini i područja o organizaciji marketinga u turističkom poduzeću. Nakon toga je analiza čimbenika marketinškog okruženja kroz presjek mikro, odnosno makrookoline na primjeru Valamar Riviera. U drugom dijelu diplomskog rada koji je više istraživački, prikaz poduzeća Valamar Riviera počevši od osnutka, preko portfolia poduzeća te prikaz položaja odjela marketinga u odnosu na ostala odjeljenja tvrtke.

Abstract (english)

Reiew of marketing activities and role in the organization of the company and the impact of marketing and interconnection with other departments in the company. The interaction between marketing and target consumers is presented, as well as the ways in which the company creates and presents its promotional activities in order to remain among the leading tourism companies in the tourism market. The concept of the thesis is divided into two parts: the first part presents the terms and areas on the organization of marketing in the tourism company. After that, the analysis of the factors of the marketing environment through the intersection of micro and macroenvironment on the real example of Valamar Riviera. Second part of thesis is more research with real data, the presentation of Valamar Riviera since its foundation, through the portfolio of the company and the position of marketing departments in relation to other departments of the company.

• Keywords: organizacija; turizam; marketing; mikrookolina; makrookolina.
• Keywords (english): organization; tourism; marketing; microenvironment; macroenvironment.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:573008
• Study programme: Title: 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: Access restricted to students and staff of home institution
• Created on: 2020-07-07 17:16:38