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master's thesis
KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA
Diplomski rad
2023. urn:nbn:hr:145:661503
Ćosić, Ilija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Ćosić, I. (2023). KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:661503

Ćosić, Ilija. "KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:661503

Ćosić, Ilija. "KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:661503

Ćosić, I. (2023). 'KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:661503

Ćosić I. KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 February 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:661503

I. Ćosić, "KORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:661503

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TitleKORIŠTENJE DESIGN THINKING METODOLOGIJE U SVRHU OBLIKOVANJA MARKETINŠKE STRATEGIJE I RAZVOJA PROIZVODA : Diplomski rad
Title (english)USE OF DESIGN THINKING METHODOLOGY FOR THE PURPOSE OF SHAPING MARKETING STRATEGY AND PRODUCT DEVELOPMENT : Graduate paper
AuthorIlija Ćosić
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad istražuje sve veću popularnost i primjenu Design thinking pristupa kao ključnog alata u suvremenom poslovnom okruženju. Design thinking, kao humanocentrični pristup, promiče kreativnost, empatiju i interdisciplinarnu suradnju kako bi se razvile inovativne marketinške strategije i proizvodi koji su usmjereni prema potrebama korisnika. U sklopu istraživanja, analiziraju se različite faze i metode Design thinkinga, kao što su razumijevanje korisnika (empatija), definiranje izazova (problema), generiranje ideja, izrada prototipa i testiranje. Naglasak se stavlja na primjenu ovih faza u kontekstu marketinške strategije (upravljanja marketingom) i razvoja proizvoda, kako bi se osiguralo da su proizvodi usklađeni s potrebama i željama ciljne skupine. Cilj ovog rada je pružiti dublji uvid u to kako Design thinking može doprinijeti stvaranju vrijednosti za korisnike i organizaciju. Primjenom ovog pristupa moguće je razviti proizvode i usluge koji su relevantni, inovativni i diferencirani na tržištu. Uz to se i istražuju prednosti i izazovi korištenja Design thinkinga u kontekstu marketinške strategije i razvoja proizvoda te se analiziraju primjeri uspješnih implementacija ovog pristupa u stvarnom svijetu (kroz analize studija slučaja).
Abstract (english)
The paper explores the growing popularity and application of the Design thinking approach as a key tool in the modern business environment. Design thinking, as a human-centric approach, promises creativity, empathy, and interdisciplinary collaboration in order to develop innovative marketing strategies and products that are directed towards the needs of users. As part of the research, different stages and methods of Design thinking are analyzed, such as understanding the user (empathy), defining challenges (problems), generating ideas, creating prototypes, and testing. Emphasis is placed on the application of these stages in the context of marketing strategy (marketing management) and product development to ensure that products are aligned with the needs and desires of the target group. The aim of this paper is to provide a deeper insight into how Design thinking can contribute to the creation of value for users and the organization. By applying this approach, it is possible to develop products and services that are relevant, innovative, and differentiated on the market. In addition, the advantages and challenges of using Design thinking in the context of marketing strategy and product development are explored, and examples of successful implementations of this approach in the real world are analyzed (through case study analysis).
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:661503
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-22 16:09:45