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master's thesis
Digitalna marketinška komunikacija Nacionalnog praka Brijuni
2017. urn:nbn:hr:137:851185
Kenđel, Natali
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Kenđel, N. (2017). Digitalna marketinška komunikacija Nacionalnog praka Brijuni (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:851185

Kenđel, Natali. "Digitalna marketinška komunikacija Nacionalnog praka Brijuni." Master's thesis, University of Pula, 2017. https://urn.nsk.hr/urn:nbn:hr:137:851185

Kenđel, Natali. "Digitalna marketinška komunikacija Nacionalnog praka Brijuni." Master's thesis, University of Pula, 2017. https://urn.nsk.hr/urn:nbn:hr:137:851185

Kenđel, N. (2017). 'Digitalna marketinška komunikacija Nacionalnog praka Brijuni', Master's thesis, University of Pula, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:137:851185

Kenđel N. Digitalna marketinška komunikacija Nacionalnog praka Brijuni [Master's thesis]. Pula: University of Pula; 2017 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:137:851185

N. Kenđel, "Digitalna marketinška komunikacija Nacionalnog praka Brijuni", Master's thesis, University of Pula, Pula, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:137:851185

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Metadata
TitleDigitalna marketinška komunikacija Nacionalnog praka Brijuni
Title (english)Digital marketing communication of National park Brijuni
AuthorNatali Kenđel
MentorDražen Alerić (mentor)
Committee memberLenko Uravić (predsjednik povjerenstva)
Committee memberDražen Alerić (član povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2017-06-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet razmatranja rada je digitalna marketinška komunikacija Nacionalnog parka Brijuni te aktivnosti poduzeća radi ostvarenja iste. Kao glavni cilj rada je analiza stanja digitalne marketinške komunikacije NP Brijuni. Rad je podijeljen u pet poglavlja, a prvo je namijenjeno na uvodna razmišljanja u uvod u tematiku rada. U radu se detaljno razrađuje pojam digitalnog marketinga, vrste istog te razliku između tradicionalnog i digitalnog marketinga što se smatra izuzetno važnim. Nadalje detaljno... More se opisuju promjene koje su nastale u marketinškom spletu, a izravno su vezane za digitalni marketing. Pojašnjava se digitalna marketinška strategija te digitalne usluge na internetu. U trećem dijelu rada vrši se detaljan opis digitalne marketinške komunikacije, a velika pažnja je posvećena komunikaciji na društvenim mrežama pa se tako opisuje komunikacija na Facebooku, Instagramu i Twitteru. Četvrto poglavlje u potpunosti je posvećeno analizi digitalnih marketinških aktivnosti Nacionalnog parka Brijuni. Glavna područja analize digitalne komunikacije Nacionalnog parka Brijuni su mrežno sjedište te podatci Google Analyticsa za 2015. i 2016. godinu, komunikacija putem društvenim mreža na Facebooku, Twitteru te Instagramu. Također posebna pažnja se posvetila analizi nekih od aktivnosti NP Brijuni koje su se primjenjivale u 2015. i 2016. godini, a odnose se na AdWords kampanje te kampanju plaćenih oglasa na Facebooku te uspješnost iste. Less
Abstract (english)
The subject of the paper is the digital marketing communication of the National Park Brijuni, and the activities of the company for the realization of the same. The main objective of the paper is to analyze the state of digital marketing communication of NP Brijuni. This graduate paper is divided into five chapters with first one intended for introduction to the theme of work. The paper presents the concept of digital marketing, many ways of using the same, and the difference between... More traditional and digital marketing, which is considered extremely important. Furthermore, changes that have been made in the marketing mix are described in detail, specially the ones that are directly related to digital marketing. In the third part of the paper, a detailed description of digital marketing is made and the main part of the chapter is communication on social networks, thoroughly describing communication on Facebook, Instagram and Twitter. The fourth chapter is devoted entirely to the analysis of the digital marketing activities of the National Park Brijuni. The main areas of digital communication analysis of the National Park Brijuni are the web site and Google Analytics for 2015 and 2016, and social networking on Facebook, Twitter and Instagram. Special attention was also paid to the analysis of some of the activities of the Brijuni Islands, which were implemented in 2015 and 2016, relating to the AdWords campaign and paid advertisement on Facebook and its success. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:851185
Study programmeTitle: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-03-26 13:43:13
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