Specifičnosti marketinga u digitalnom kreativnom poduzetništvu - analiza digitalnog umjetnika

master's thesis

• Title (english): Marketing specifics in digital creative entrepreneurship - analysis of the digital artist
• Author: Branka Padovan Đurov
• Mentor: Tanja Komarac (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad analizira specifičnosti marketinga u digitalnom kreativnom poduzetništvu, s posebnim fokusom na grafičke dizajnere, ilustratore i dizajnere dekorativnih uzoraka kao vrstu digitalnih poduzetnika. Analiziraju se različiti marketinški alati i poslovni modeli koje primjenjuju takvi digitalni poduzetnici uključujući društvene medije, e-mail marketing, blog, stvaranje zajednice i podcast. Sve navedene vrste digitalnog marketinga imaju važnu ulogu u izgradnji marke digitalnog poduzetnika kroz povećanje vidljivosti, uspostave kontakta s ciljnom publikom i ostvarivanju prodajnih rezultata. Rad pruža dublji uvid u specifičan primjer izabranog digitalnog poduzetnika koji se bavi poslovnim modelom edukacije te prodajom digitalnih ilustracija i dekorativnih uzoraka. Kroz primjer digitalne poduzetnice Bonnie Christine, prikazan je način na koji koristi marketinške alate i digitalne platforme te kako digitalni umjetnici mogu kreativno iskoristiti marketinške alate i platforme kako bi se istaknuli, razvili lojalnu publiku te kreativno razvijali svoj inicijalni proizvod ili uslugu s ciljem ostvarenja rasta poslovanja. Ograničenja rada vezana su uz analizu jednog izabranog digitalnog umjetnika.

Abstract (english)

The paper analyzes marketing specifics in digital creative entrepreneurship, with a special focus on graphic designers, illustrators and surface pattern designers as a type of digital entrepreneurs. Various marketing tools and business models employed by such digital entrepreneurs are analyzed including social media, email marketing, blogging, community building and podcasting. All these types of digital marketing play an important role in building a digital entrepreneur’s brand through increasing visibility, establishing contact with the target audience and achieving sales results. The paper provides deeper insight into a specific case of a chosen digital entrepreneur who engages in the business model of education and the sale of digital illustrations and decorative patterns. Through the example of digital entrepreneur Bonnie Christine it is presented how she uses marketing tools and digital platforms, and also how digital artists can creatively utilize marketing tools and platforms to stand out, create a loyal audience, and creatively evolve their initial product or service with the aim of achieving business growth. The limitations of the paper are related to the analysis of one selected digital artist.

• Keywords: marketing u digitalnom poduzetništvu; kreativno poduzetništvo; dizajner; ilustrator; grafički dizajner; online platforme
• Keywords (english): marketing in digital entrepreneurship; creative entrepreneurship; designer; illustrator; graphic designer; online platforms
• Language: croatian
• URN:NBN: urn:nbn:hr:148:293096
• 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: Access restricted to authenticated users
• Created on: 2023-09-13 14:55:29