Izrada komunikacijske strategije za HUB385

master's thesis

• Title (english): Forming a communication strategy for HUB385
• Author: Ivana Radić
• Mentor: Jelena Jurišić (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Duje Bonacci (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Predmet ovog diplomskog rada jest analiza i izrada komunikacijskog plana za coworking prostor HUB385 u Zagrebu.
Kako bi se strateški plan komunikacije što kvalitetnije izradio, a samim time i implementirao, valja provesti odgovarajuće istraživanje čiji će rezultati usmjeriti djelovanje organizacije.
Predmet istraživanja jest coworking prostor HUB385, a cilj istraživanja jest potanko se upoznati s navedenom tvrtkom, analizirati njen rad, zaposlenike, ali i korisnike kako bi mogla adekvatno izraditi komunikacijski plan. Kao metode istraživanja koristila sam metodu intervjua i ankete iz kojih sam dobila jasne podatke o tome zašto su ispitanici uopće odabrali coworking koncept rada, odnosno, koji su točno problemi koje valjda otkloniti komunikacijskim planom.
Najveći problem s kojim se HUB385 suočava je nejasna slika coworking koja uzrokuje manju zainteresiranost potencijalne publike za taj način rada.
Rezultati istraživanja pokazali su koji načini oglašavanja bi najučinkovitije umanjili trenutke probleme u komunikaciji s kojima se HUB385 suočava te dali jasnu sliku organizacije iz perspektive njezinih korisnika.

Abstract (english)

The subject of this master thesis is the analysis and developing a communication plan for coworking space HUB385 in Zagreb.
In order to make and implement a good communication plan, one has to conduct a adequate research whose results will steer the organization activities.
The subject of this paper is HUB385 coworking space and the goal of the research is to get to know the company, analize it's work, employers as well as the users in order to make the communication plan adequate. As a method of the research I used one-on-one interviews and opinion poll.
The biggest problem that HUB385 is dealing with is a undefined and unclear perception of coworking that is causing lack of interest from the potential clients for this kind of working concept.
The results which came gave an insight into advertising ways that could reduce the problems HUB385 has in their communication and also a vivid image of the organization through the eyes of its users.

• Keywords: komunikacija; strateški plan; istraživanje; komunikacijski problemi; coworking
• Keywords (english): communication; strategic plan; research; communication problems; coworking
• Language: croatian
• URN:NBN: urn:nbn:hr:111:200368
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-01-14 10:33:10