Medija monitoring alati kao potpora odlučivanju na primjeru brenda Telemach Hrvatska

master's thesis

• Title (english): Media monitoring as decision support tool: case study of Telemach Hrvatska brand
• Author: Marko Gilja
• Mentor: Nikola Vlahović (mentor); MBZ: 257505
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Ljubica Milanović Glavan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2021-05-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Suvremeno poslovno okruženje definirano je globaliziranom konkurencijom, dinamičnim promjenama i nesigurnošću poslovanja, a tome je uvelike pridonijela četvrta industrijska revolucija kroz implementiranje tehnologija u poslovanje. Ubrzan rast i razvoj tehnologija uvelike su utjecali i na protok informacija u poslovnome svijetu. Ako se kao cilj svakog gospodarskog subjekta postavi ostvarenje vodstva u tržišnoj utrci i ostvarenje dobiti, kao pitanje se postavlja na koje načine poduzeća mogu ostvariti konkurentsku prednost koja će im to omogućiti? Jedan od načina za ostvarenje konkurentske prednosti je kroz dobivanje pravovremene, točne i potpune informacije prije svojih konkurenata. Ovaj rad temelji se na proučavanju korištenja medija monitoring alata u poslovnom okruženju 21. stoljeća kako bi se sakupile kvalitetne informacije i njima pozitivno utjecalo na poslovne ishode poduzeća. Ciljevi rada koji se odnose na teorijski dio rada su definiranje pojmova medijske inteligencije i medija monitoringa te informacijsko komunikacijskih tehnologija na kojima su navedeni pojmovi temeljeni. Ciljevi rada vezani uz praktični dio su stvaranje zaključaka na temelju medija monitoringa brenda Telemach Hrvatska i kritički osvrt na prednosti i mane korištenja medija monitoring alata. Izvori podataka u ovome radu su znanstvena literatura i prethodno provedena istraživanja na slične teme te provedeno vlastito istraživanje s ciljem prikupljanja podataka o Telemach Hrvatska i njihovim konkurentima. U radu se detaljno prikazuje primjena medija monitoring alata u praksi, a dobiveni rezultati se komentiraju iz perspektiva svih promatranih poduzeća. Definiraju se medijska inteligencija i medija monitoring. Detaljno se objašnjavaju informacijsko komunikacijske tehnologije na kojima počiva funkcioniranje medija monitoring alata. Kroz provedeno istraživanje prikupljaju se i analiziraju podaci vezanih u Telemach Hrvatska, Hrvatski Telekom i A1 Hrvatska. Pomoću dobivenih informacija stvaraju se zaključci o načinima oglašavanja vodećih tele operatera na hrvatskom tržištu, što stoji iza rezultata i koja poboljšanja se mogu implementirati s ciljem poboljšanja komunikacije s krajnjim korisnicima.

Abstract (english)

The modern business environment is defined by globalized competition, dynamic changes, and business insecurity, and this was greatly contributed to by the fourth industrial revolution through the implementation of technologies in business. The rapid growth and development of technologies have greatly affected the flow of information in the business world. If the goal of every economic entity is to achieve market leadership and profit, the question is in what ways can companies gain a competitive advantage that will enable them to do so? One way to gain a competitive advantage is through getting timely, accurate, and complete information before your competitors. This paper is based on the study of the use of media monitoring tools in the business environment of the 21st century in order to gather quality information and use them to positively influence the business outcomes of the company. The objectives of the paper related to the theoretical part of the paper are to define the concepts of media intelligence and monitoring media and information and communication technologies on which these concepts are based. The objectives of the paper related to the practical part are to draw conclusions based on the monitoring media of the Telemach Croatia brand and a critical review of the advantages and disadvantages of using media monitoring tools. The sources of data in this paper are the scientific literature and previously conducted research on similar topics and conducted our own research with the aim of collecting data on Telemach Croatia and their competitors. The paper presents in detail the application of media monitoring tools in practice, and the obtained results are commented from the perspectives of all observed companies. Media intelligence and media monitoring are defined. The information and communication technologies on which the functioning of the media monitoring tool is based are explained in detail. Through the conducted research, data related to Telemach Hrvatska, Hrvatski Telekom, and A1 Hrvatska are collected and analyzed. With the help of the obtained information, conclusions are made about the ways of advertising the leading teleoperators on the Croatian market, what is behind the results and what improvements can be implemented in order to improve communication with end-users.

• Keywords: mediji; medija monitoring alat; medijska inteligencija; alat za potporu odlučivanju; informacijsko komunikacijske tehnologije
• Keywords (english): media; media monitoring tool; media intelligence; decision support tool; informational communication technologies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:358850
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Business informatics; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-05-30 09:17:28