Strategic analysis of digital marketing agencies

undergraduate thesis

• Title (croatian): Strateška analiza agencija za digitalni marketing
• Author: Nikolina Božić-Kudrić
• Mentor: Domagoj Hruška (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2020-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

The thesis examines the concepts of strategic and industry analysis and provides a review of the online advertising market size and growth, identifies industry trends, and provides an idea of the industry's future. It performs the analysis of the digital marketing agencies industry, using SWOT, PESTLE and Porter's Five Forces models, and provides an overview of competitive dynamics of digital marketing agencies in Croatia. Based on the analysis conducted, the thesis assesses the industry attractiveness and identifies key success factors.

• Keywords: digital marketing agencies; strategic analysis; industry analysis; industry attractiveness; online advertising industry
• Language: english
• URN:NBN: urn:nbn:hr:148:728069
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-23 17:05:43