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master's thesis
Marketing plan na primjeru projekta "Advent u Zagrebu"
Specijalistički završni rad
2020. urn:nbn:hr:129:031594
Car, Marko
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

Cite this document

Car, M. (2020). Marketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad (Master's thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:031594

Car, Marko. "Marketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad." Master's thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:031594

Car, Marko. "Marketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad." Master's thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:031594

Car, M. (2020). 'Marketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad', Master's thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:129:031594

Car M. Marketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad [Master's thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2020 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:129:031594

M. Car, "Marketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad", Master's thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:129:031594

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Metadata
TitleMarketing plan na primjeru projekta "Advent u Zagrebu" : Specijalistički završni rad
Title (english)Marketing plan on the example of the project "Advent event in Zagreb"
AuthorMarko Car
MentorIvan Ružić (mentor)
Committee memberAntal Balog (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2020-10-02, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad analizom literature predstavlja prethodna saznanja u vezi marketinga i marketing plana. Pojam marketing plan se odnosi na strateški plan koji tvrtke koriste za organiziranje, izvršavanje i praćenje svoje marketinške strategije kroz određeno vremensko razdoblje. Marketing je aktivnost usmjerena na zadovoljavanje potreba i želja putem procesa razmjene. Planiranje marketinških aktivnosti proces je kojim se utvrđuje buduća tržišna događanja (mogućnosti i prijetnje) i definiraju akcije djelovanja kako bi se ostvarili marketinški ciljevi. Marketinško planiranje treba ponuditi odgovore na pitanja: gdje se nalazi poslovni subjekt, gdje želi stići, kako ostvariti postavljene ciljeve, kada želi ostvariti postavljene ciljeve, tko je odgovor za postavljene ciljeve i kakvi su resursi potrebni za ostvarenje postavljenih ciljeva. Upravljanje marketingom i izrada marketing plana se temelje na marketing miksu. Marketing miks 4 P sastoji se od četiri sastavnice: proizvod (product), cijena (price), promocija (promotion) i distribucija (place). Marketing miks podrazumijeva stvaranje kombinacije proizvoda, cijene, distribucije i promocije koji će u najvećoj mogućoj mjeri zadovoljiti potrebe ciljanih skupina potrošača. U posljednjem poglavlju rada analizira marketing plan na temelju manifestacije Advent u Zagrebu. Rad se temelji na sekundarnom istraživanju, odnosno na dostupnoj hrvatskoj i stranoj stručnoj literaturi.
Abstract (english)
Thesis, based on literature analysis, presents previous knowledge regarding marketing and marketing plan. The term marketing plan refers to a strategic plan that companies use to organize, execute, and track their marketing strategy over a period of time. Marketing activity is focused on meeting the needs and wants through exchange processes. Planning marketing activities process is determining the future market events (opportunities and threats) and defining a specific action in order to achieve marketing goals. Marketing planning should provide answers to the questions: where there is a business entity, which wants to get, how to achieve the set goals, when he wants to achieve its goals, who responds to the set goals and what resources are needed to accomplish the goals. Marketing management and marketing plan development are based on the marketing mix. Marketing mix 4 P consists of four components: product, price, promotion and place. It involves creating a combination of product, price, distribution and promotion to the maximum extent possible to meet the needs of the target groups of consumers. Last chapter analyzes the marketing plan based on the Advent event in Zagreb. The paper is based on secondary research on available Croatian and foreign professional literature.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:031594
Study programmeTitle: Financial Management . Specialist Graduate Professional Study
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist / stručna specijalistica financijskog menadžmenta (stručni specijalist / stručna specijalistica financijskog menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2021-11-19 13:51:47