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master's thesis
UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA
2019. urn:nbn:hr:180:711181
Pišković, Matija Milan
Zagreb School of Business

Cite this document

Pišković, M. M. (2019). UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:711181

Pišković, Matija Milan. "UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:711181

Pišković, Matija Milan. "UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:711181

Pišković, M. M. (2019). 'UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA', Master's thesis, Zagreb School of Business, accessed 16 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:711181

Pišković MM. UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 November 16] Available at: https://urn.nsk.hr/urn:nbn:hr:180:711181

M. M. Pišković, "UPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:711181

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Metadata
TitleUPRAVLJANJE MEDIJSKIM BRENDOM: STUDIJA SLUČAJA JOOMBOOS KANALA
Title (english)Managing media brand: Joomboos channel case study
AuthorMatija Milan Pišković
MentorTanja Grmuša (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberŽeljka Zavišić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ideja ovoga rada stvorila se nakon sudjelovanja na Styria SCOOL Akademiji te suradnjom s 24sata. Uvidom u dosadašnje projekte, prepoznat je potencijal za glazbom, koja bi se savršeno uklopila u njihov inovativan rad. Rad je baziran na studiji slučaja JoomBoosa te je smišljen potprojekt Remasters i prikazano je njegovo poslovanje kroz naredne tri godine. Provedeno je kvantitativno istraživanje u obliku anketnog upitnika. Cilj je bio utvrditi postoji li potreba među studentima i mladima za vrstom sadržaja kakvu bi nudio Remasters projekt. Rezultati istraživanja iznimno su ohrabrujući i jasan su pokazatelj da su video spotovi i obrade veoma traženi među ciljanom skupinom mladih. Kako bi se dodatno potkrijepila potreba za ovim projektom, provedena je kvalitativna analiza najpraćenijih 100 YouTube kanala, kao i usporedbe uspješnosti originalnih djela i njihovih vizualno-auditivnih obrada. Kao dodatak istraživanju prikazane su SWOT i STP analize koje naglašavaju, snage, slabosti, prilike i prijetnje, kao i pozicioniranje na tržištu. U završnom dijelu tumači se obustavljanje projekta uslijed eventualnog neuspjeha.
Abstract (english)
Idea of this thesis came up during participation in Styria SCOOL Academy and cooperation with 24sata. While observing so far 24sata's projects, potential to implement music in their innovative way of working was recognized. Thesis is based on a JoomBoos brand case study, so as the creation of subproject Remasters, which management is shown throughout the first three years. Quantitative research was implemented in the form of an online questionnaire. The goal was to determine if there is a need among the students and youth for this kind of content Remasters would offer. Results are encouraging while showing music videos and their „remastering” covers are wanted among target group. As furthermore confirmation of the need for such project, a qualitative analysis of the top followed 100 YouTube channels was conducted, so as success comparisons of the original performances with their visual-auditory covers. In addition to research, SWOT and STP analyzes are shown, and through them were presented strengths, weaknesses, opportunities and threats, as well as market positioning. Final section explains the project suspension, due to possible failure.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:711181
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica 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 on2019-12-02 13:57:42