Uloga analiza vanjskog okruženja digitalnog marketinga u modnoj industriji

master's thesis

• Title (english): Role of external environmental analysis in digital marketing in fashion industry
• Author: Željka Mudrinić
• Mentor: Zoran Krupka (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-07-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Planiranje digitalnog marketinga jest organiziranje svih digitalnih marketinških aktivnosti na način da su usklađene, kohezivne, uspješne i profitabilne s cjelokupnom strategijom poduzeća. Planiranje priprema poduzeće na iznenadne situacije koje se mogu dogoditi i pruža fokus poduzeću u kojem smjeru sve aktivnosti trebaju djelovati i da su usklađene s misijom i vizijom. Jedan od prvih koraka i temelj uspješnog plana digitalnog marketinga jest provesti analizu vanjskog okruženja iz kojih se izvlače prilike i prijetnje za poslovanje te prema kojima se oblikuju ciljevi i strategija digitalnog marketinga. Ovaj rad obrađuje temu uloge analiza vanjskog okruženja na planiranje digitalnog marketinga te utjecaj na izradu plana digitalnog marketinga poduzeća u modnoj industriji, koja je izrazito sklona stalnim promjenama na tržištu poput brzo mijenjajućih trendova. Cilj ovog rada jest istražiti i utvrditi značaj analiza vanjskog okruženja poduzeća za daljnje planiranje digitalnog marketinga te pri izradi samog plana, usporediti koje od analize se koriste u praksi te sami proces planiranja u praksi. Podaci prikupljeni u svrhu izrade ovog plana su primarni i sekundarni, gdje su sekundarni podaci obrađeni u teorijskom dijelu rada i objašnjavaju alate i tehnike provođenja analize vanjskog okruženja te njenu važnost za planiranje digitalnog marketinga dok su primarni podaci skupljeni u svrhu utvrđivanja uloge analiza vanjskog okruženja za planiranje digitalnog marketinga u modnoj industriji. Istraživanje je provedeno na ispitanicima koji su stručnjaci digitalnog marketinga u modnoj industriji putem metode dubinskog intervjua.

Abstract (english)

Planning digital marketing is organizing all digital activities in a way that they are profitable, aligned, cohesive with overall strategy of company. Planning prepares company on sudden situations and problems that may occur, it gives focus in what direction all digital activities must act and they must be aligned with company's mission and vision. As foundation of successful digital marketing plan and first phase is conducting analysis of external environment which shows threats and opportunities for business and later shapes goals of digital marketing and strategy. This thesis works on what exact role has the external environment analysis on further planning digital marketing and its effect on digital marketing plan in fashion industry, which is extremely affected by fast changes on market such as trends. Purpose of this thesis is to do research and determine significance of external environment analysis of a company for further planning digital marketing and creating digital marketing plan, compare which analyses are used in practice and process of planning. For preparation of this paper there were primary and secondary data used where secondary data is processed for theoretical part of paper and explain tools used for conducting external environmental analysis and its importance for planning in digital marketing while primary data were gathered for purpose of determinating role of external environment analysis in digital marketing for fashion industry. Research was conducted on respondents which are experts in digital marketing for fashion industry through interviews.

• Keywords: planiranje digitalnog marketinga; analiza vanjskog okruženja; plan digitalnog marketinga
• Keywords (english): planning digital marketing; external environmental analysis; digital marketing plan; digital marketing audit
• Language: croatian
• URN:NBN: urn:nbn:hr:148:653024
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-07-13 09:22:33