Razvoj strategije poslovnog komuniciranja na primjeru obrta za fotografiranje i snimanje

master's thesis

• Author: Maks Petković Krasnić
• Mentor: Daria Mustić (mentor)
• Committee member: Krešimir Dragčević (predsjednik povjerenstva)
• Committee member: Daria Mustić (član povjerenstva)
• Committee member: Dorotea Kovačević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U ovom diplomskom radu razrađena je strategija poslovnog komuniciranja na
primjeru obrta za fotografiranje i snimanje. To obuhvaća ciljeve i akcijske planove,
istraživanje tržišta i pronalaženje niše poslovanja, marketinški plan i analizu ciljane
publike te odabir komunikacijskih kanala putem kojih će se dolaziti do potencijalnih
klijenata. U eksperimentalnom dijelu rada izrađena je SWOT analiza putem koje su
identificirana četiri aspekta, a to su: snage, slabosti, prilike i prijetnje. Uz to, kao
pomoć u boljem razumijevanju ciljane publike, kreirane su persone. Također,
izrađen je anketni upitnik kojemu je cilj bio dobiti jasniju sliku o tome kako će se obrt
za fotografiranje i snimanje zvati te kako će izgledati vizualni identitet istog. Na kraju,
dan je prijedlog idejnog rješenja za vizualni identitet obrta za fotografiranje i snimanje
„MAXPIX“.

Abstract (english)

In this thesis, a business communication strategy is elaborated on the example of a
photography and videography business. This includes goals and action plans,
market research and finding a business niche, marketing plan, target audience
analysis, and selection of communication channels through which potential clients
will be reached. In the experimental part of the work, a SWOT analysis was made
through which four aspects were identified, namely: strengths, weaknesses,
opportunities, and threats. In addition, personas were created to help better
understand the target audience. Also, a survey questionnaire was created, the goal
of which was to get a clearer picture of what the photography and videography
business will be called and what its visual identity will look like. In the end, a proposal
for a conceptual solution for the visual identity of the photography and videography
business „MAXPIX“ was given.

• Keywords: obrt; strategija; komunikacija; vizualni identitet
• Keywords (english): business; strategy; communication; visual identity
• Language: croatian
• URN:NBN: urn:nbn:hr:216:237723
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-08 08:00:29