PROMOTIVNE AKTIVNOSTI U BANKARSTVU NA PRIMJERU KAMPANJE VJERUJ U SEBE

undergraduate thesis

• Title (english): PROMOTIONAL ACTIVITIES IN BANKING THE EXAMPLE OF BELIEVE IN YOURSELF CAMPAIN
• Author: Sanja Ištuk
• Mentor: Mirko Palić (mentor); MBZ: 258071
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Najvažnija zadaća marketinga je pronaći učinkovite i uspješne načine kako da poduzeća u svom poslovanju udovolje potrebama i željama, odnosno interesima potrošača. Danas je marketing povezan sa ostalim strategijama u poduzećima i predstavlja važnu komponentu cjelokupne strategije poslovanja. U ovom radu opisane su opće odrednice marketinga, povijesni razvoj marketinga kroz pojavu koncepcija marketinga, primjena marketinga kroz makro marketing i mikro marketing. Isto tako opisuju se i specifičnosti marketinga u bankarstvu kroz definiranje osnovnih obilježja banaka, pristup bankovnom marketingu i marketinški miks u bankama. Marketing je usko vezan uz oglašavanje pa je u radu opisana i promocija bankovnih usluga. Središnja tema rada je kampanja Vjeruj u sebe kroz koju su opisane i na primjerima prikazane posebnosti marketinga u bankarstvu i promotivnih aktivnosti u bankarstvu. Tako je u radu na primjeru kampanje Vjeruj u sebe opisano oblikovanje poruke u marketingu, odabir medija, uporaba hashtaga, neopipljivost usluga i društvena odgovornost i marketinška etika.

Abstract (english)

The most important task of marketing is to find effective and successful ways for companies, to meet the needs and desires, in the best interests for the consumers. Today, marketing is linked to other strategies in companies and it is an important component od the business strategy. In this thesis are described general determinants of marketing, the historical development of marketing through the concept of marketing and the application of marketing through macromarketing and micromarketing.The specifics of marketing in copper are also described through the definition of the basic characteristics of banks, the approach to banking marketing and the marketing mix in banks. It also describes the specificity of marketing in banking through defining the basic characteristics of banks, the approach to banking marketing and the marketing mix in banks.Marketing is closely related to advertising so the thesis also describes the promotion of banking services. The central theme of the thesis is the Believe in Yourself campaign, through which the specifics of marketing and promotional activities in banking are described and shown on examples. In the thesis, on the example of the Believe in Yourself campaign, ste described the formation of the message in marketing, the choice of media, the use of hashtags, the intangibility of services, social responsibility and marketing ethics.

• Keywords: marketing; koncepcije marketinga; marketinški miks; bankovne usluge; Vjeruj u sebe; hashtag
• Keywords (english): marketing; marketing concepts; marketing mix; banking services; Believe in yourself; hashtag
• Language: croatian
• URN:NBN: urn:nbn:hr:148:673720
• Study programme: Title: Business economy; specializations in: Trade business, Tourism business, Accounting and financial business; Course: Trade business; Study programme type: professional; Study level: undergraduate; Academic / professional title: Stručni prvostupnik (Stručni prvostupnik)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-10-03 18:17:47