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master's thesis
Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju
2022. urn:nbn:hr:180:983333
Liker, Anja
Zagreb School of Business

Cite this document

Liker, A. (2022). Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:983333

Liker, Anja. "Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju." Master's thesis, Zagreb School of Business, 2022. https://urn.nsk.hr/urn:nbn:hr:180:983333

Liker, Anja. "Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju." Master's thesis, Zagreb School of Business, 2022. https://urn.nsk.hr/urn:nbn:hr:180:983333

Liker, A. (2022). 'Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju', Master's thesis, Zagreb School of Business, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:180:983333

Liker A. Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju [Master's thesis]. Zagreb: Zagreb School of Business; 2022 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:180:983333

A. Liker, "Strategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju", Master's thesis, Zagreb School of Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:180:983333

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Metadata
TitleStrategija digitalnog marketinga big data platforme i proizvoda za hospitality industriju
Title (english)Digital Marketing Strategy of big data plaftom and a hospitality product
AuthorAnja Liker
MentorGoran Luburić (mentor)
Committee memberSanja Rocco (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2022-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj diplomski rad kroz strategiju prikazuje plan digitalnih aktivnosti u zagrebačkoj ICT tvrtki. Marketinške aktivnosti koje su joj potrebne usmjerene su ka poslovnim korisnicima kao krajnjim kupcima. Kroz analizu postojećih aktivnosti putem metrika s internetske stranice i društvenomrežnog kanala, dobiven je osnovni uvid temeljem kojeg je napravljen plan aktivnosti - od rebrandinga i nove internetske stranice, komunikacije, do novih društvenomrežnih kanala i oglašavanja koje će se aktivirati. Navedene aktivnosti nisu bazirane samo na tvrtku, nego i na novo-oformljenu big data platformu baziranoj na tehnologiji umjetne inteligencije, s posebnim fokusom na cjelovito podatkovno rješenje za hotelijersku (engl. hospitality) industriju. Cilj ovog rada je prikazati proces analize postojećeg stanja i važnost metrika, kako bi se rezultatima, potrebama i ciljevima stvorio put kojim će se tvrtka kretati i predstavljati na digitalnim platformama - kako bi lansirala pravu poruku korisnicima do kojih želi doprijeti, na pravo mjesto u pravo vrijeme.
Abstract (english)
This thesis shows the plan of digital activities in a Zagreb ICT company through a strategy. Its marketing activity needs are aimed at business users as their end customers. It is made through the analysis of existing activities, metrics from websites, and social media channels. Through this insight, the foundations of the activity plan was created with steps as rebranding, a new website, communication, new social media channels, and advertising that will be activated. The mentioned activities are focused on the company, a newly created platform based on artificial intelligence technology, and the special focus is on a complete data solution for the hotel (hospitality) industry. The aim of this thesis is to show the process of analyzing the existing situation and the importance of metrics, in order to create a path for the results, needs, and goals that the company will navigate and present on digital platforms - in order to launch the right message to the users it wants to reach, in the right place in the right time.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:983333
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-14 07:42:01