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Markkinointi rajallisten resurssien pk-yrityksessä
(Laurea-ammattikorkeakoulu, 2018)
sisältömarkkinointia kannatti toteuttaa harvemmin kuin teoriaperusta antoi ymmärtää. Facebookin arvontakampanjat lisäsivät tehokkaasti positiivista näkyvyyttä. Google Adwords -mainonta oli kalliimpaa, kuin Facebook-markkinointi ja sitä tulisi käyttää harkitummin....
The purpose of this thesis was to develop and implement marketing inexpensively consuming little resources for the commissioner. Delimill Ltd. The goal is to gain more visibility, sales and to cut down wastage. The framework of the thesis was defined around essential theory. By researching marketing through perspective of inexpensive marketing the base of the theory was produced. Marketing was analyzed further by interviewing representatives of the company. Based on gathered theory and interviews, an initial marketing plan was developed which was then implemented in cooperation with the company. A central part of the marketing was digital marketing, especially marketing in social media. The most important marketing tool in this thesis was Facebook. The practical part of the thesis was executed in 2017 between June and October. The results gained from the marketing were converted into measurable form. The results revealed that the company's visibility on Facebook increased significantly and the loss in sales was less thanks to marketing implemented during the thesis. Additionally all the best before date products were either sold or utilized for marketing purposes. By using Facebook potential business customers' consumer customers were influenced, which improved business-to-business sales. It was viable to invest smaller sums on individual advertising on Facebook. Content marketing was the most challenging and resource-consuming marketing measure. On Facebook it was more advised to use less content marketing than the theory suggested. Facebook lottery increased positive visibility effectively. Google Adwords advertising was more expensive than Facebook marketing and it should be used with more caution....
The purpose of this thesis was to develop and implement marketing inexpensively consuming little resources for the commissioner. Delimill Ltd. The goal is to gain more visibility, sales and to cut down wastage. The framework of the thesis was defined around essential theory. By researching marketing through perspective of inexpensive marketing the base of the theory was produced. Marketing was analyzed further by interviewing representatives of the company. Based on gathered theory and interviews, an initial marketing plan was developed which was then implemented in cooperation with the company. A central part of the marketing was digital marketing, especially marketing in social media. The most important marketing tool in this thesis was Facebook. The practical part of the thesis was executed in 2017 between June and October. The results gained from the marketing were converted into measurable form. The results revealed that the company's visibility on Facebook increased significantly and the loss in sales was less thanks to marketing implemented during the thesis. Additionally all the best before date products were either sold or utilized for marketing purposes. By using Facebook potential business customers' consumer customers were influenced, which improved business-to-business sales. It was viable to invest smaller sums on individual advertising on Facebook. Content marketing was the most challenging and resource-consuming marketing measure. On Facebook it was more advised to use less content marketing than the theory suggested. Facebook lottery increased positive visibility effectively. Google Adwords advertising was more expensive than Facebook marketing and it should be used with more caution....
Markkinointiviestintäsuunnitelma Korukaivokselle
(Laurea-ammattikorkeakoulu, 2018)
inbound-markkinointi, yrityksen omat internet-sivut, hakukonemarkkinointi, sosiaalinen media ja sisältömarkkinointi. Opinnäytetyön tutkimusmenetelminä käytettiin puolistrukturoitua haastattelua, kyselyä ja benchmarkingia. Puolistrukturoitu haastattelu...
The aim of this thesis was to create a marketing communications plan for Korukaivos Ltd. The plan was intended to be practical so that its realization would be as easy as possible for the case company. It was important to examine which marketing...
The aim of this thesis was to create a marketing communications plan for Korukaivos Ltd. The plan was intended to be practical so that its realization would be as easy as possible for the case company. It was important to examine which marketing...
Joukkorahoitus : onnistumisen tekijät
(Laurea-ammattikorkeakoulu, 2018)
Opinnäytetyön tavoitteena oli löytää joukkorahoituksen menestykseen vaikuttavat tekijät ja niiden pohjalta rakentaa keskeisimmät toimintatavat onnistuneen joukkorahoituksen läpiviemiseksi. Tutkimuksella ei ollut toimeksiantajaa vaan pyrkimyksenä oli löytää yleishyödyllisiä ohjeita joukkorahoitusta harkitseville yrityksille.
Työn tietoperusta koostuu joukkorahoituksesta yleisesti, sen historiasta ja eri joukkorahoitusmuodoista sekä lyhyesti Suomen uudesta joukkorahoituslaista. Lisäksi työssä tarkastellaan muutamia suomalaisia joukkorahoituspalveluita tarjoavia yrityksiä, jotka tarjoavat alustan joukkorahoitustoiminnalle. Osana tietoperustaa ovat myös yrityksen liiketoiminnalliset osa-alueet, kuten viestintä ja verkostointi, joukkorahoituksen näkökulmasta.
Työn laadullinen tutkimus toteutettiin haastattelemalla yrityksiä, joilla oli takanaan onnistunut joukkorahoitushanke. Haastattelun muotona toimi teemahaastattelu, jolla pyrittiin selvittämään kokonaisvaltaisesti haastateltavien yritysten joukkorahoitushankkeen tavoitteita, keskeisimpiä toimintoja sekä onnistumiseen vaikuttavia tekijöitä. Haastattelun teemoiksi valittiin alan kirjallisuudesta keskeisiksi havaitsemiamme osa-alueita.
Teemahaastattelun tulokset sisältävät perustietoa haastatteluun osallistuneista yrityksistä, haastateltavista, sekä heidän joukkorahoitushankkeestaan. Osana haastattelun tuloksia ovat myös haastateltavien omat näkemykset valituista teemoista sekä niiden merkityksestä heidän joukkorahoitushankkeessaan. Tuloksista saatiin rakennettua yleishyödyllisiä ohjeistuksia joukkorahoitushankkeen suunnitelmallisuuden, markkinoinnin ja laillisuuden näkökulmista.
Haastattelun tuloksia verrattiin alan kirjallisuuden teoriaan, josta rakennettiin tutkimuksen johtopäätökset. Johtopäätöksistä tärkeimpänä nousi kolmen haastatteluista sekä kirjallisuudesta nousseen osa-alueen yhteneväisyys toisiinsa. Nämä olivat joukkorahoituksen viestintä, verkostointi sekä kasvun tai ”momentumin” hyödyntäminen. Näitä kolmea osa-aluetta tulisi yritysten pyrkiä hallitsemaan yhtenäisenä kokonaisuutena edesauttaakseen joukkorahoitushankkeensa onnistumista....
that were chosen for the interview based on their experiences with their campaign. The authors constructed guidelines using the results of the interview about the business planning, marketing and the legal issues that companies should consider...
that were chosen for the interview based on their experiences with their campaign. The authors constructed guidelines using the results of the interview about the business planning, marketing and the legal issues that companies should consider...
Viestinnän voima vapaaehtoistyöhön sitouttamisessa
(Laurea-ammattikorkeakoulu, 2018)
Tässä opinnäytetyössä laadin viestintästrategian ja siihen pohjautuvan viestintäsuunnitelman Hyvinkään Setlementtiyhdistykselle. Viestintästrategian tavoitteena on lisätä Hyvinkään Setlementtiyhdistyksen tunnettuutta ja toimintaan osallistuvien...
In this thesis I prepared a communication strategy and a communication plan for Hyvinkään Setlementtiyhdistys. The aim of the communication strategy is to increase the awareness of Hyvinkään Setlementtiyhdistys and the number of volunteers. The communication plan considers the lack of resources by favouring free or at least low-cost communication channels. The communication strategy also seeks to clarify and strengthen the image of Hyvinkään Setlementtiyhdistys, and in a sense also to create a brand for the association. The knowledge base of the work relies heavily on communication, and especially on creating a communication strategy and plan. The functional part of the work required theoretical knowledge in the research process, and in particular the questionnaire and the theme interview. In the operational section, I studied the present state of formal and informal communications of Hyvinkään Setlementtiyhdistys by conducting a survey for the target groups, and interviewing members of Hyvinkään Setlementtiyhdistys. Based on these and the SWOT analysis I made, a communication strategy and a plan emerged. The final output was a communications strategy 2018-2023 and communications plan 2018-2019 for Hyvinkään Setlementtiyhdistys. Both will be introduced in August 2018. The communication strategy and plan are the first of its kind for Hyvinkään Setlementtiyhdistys, since the association has previously used the communications strategy and plan drawn up by Suomen Setlementtiliitto. The communication strategy and plan has been developed for each of the local associations of the undertaking, so its actions are not individually identified. I hope that the communication strategy and plan I have prepared will continue to be used as a basis for updating them for the following years. Above all, I really hope that the goals set in the communication strategy are achieved....
In this thesis I prepared a communication strategy and a communication plan for Hyvinkään Setlementtiyhdistys. The aim of the communication strategy is to increase the awareness of Hyvinkään Setlementtiyhdistys and the number of volunteers. The communication plan considers the lack of resources by favouring free or at least low-cost communication channels. The communication strategy also seeks to clarify and strengthen the image of Hyvinkään Setlementtiyhdistys, and in a sense also to create a brand for the association. The knowledge base of the work relies heavily on communication, and especially on creating a communication strategy and plan. The functional part of the work required theoretical knowledge in the research process, and in particular the questionnaire and the theme interview. In the operational section, I studied the present state of formal and informal communications of Hyvinkään Setlementtiyhdistys by conducting a survey for the target groups, and interviewing members of Hyvinkään Setlementtiyhdistys. Based on these and the SWOT analysis I made, a communication strategy and a plan emerged. The final output was a communications strategy 2018-2023 and communications plan 2018-2019 for Hyvinkään Setlementtiyhdistys. Both will be introduced in August 2018. The communication strategy and plan are the first of its kind for Hyvinkään Setlementtiyhdistys, since the association has previously used the communications strategy and plan drawn up by Suomen Setlementtiliitto. The communication strategy and plan has been developed for each of the local associations of the undertaking, so its actions are not individually identified. I hope that the communication strategy and plan I have prepared will continue to be used as a basis for updating them for the following years. Above all, I really hope that the goals set in the communication strategy are achieved....
Tuotemerkin tunnettuuden kartoittaminen ja markkinoinnin tehostaminen
(Laurea-ammattikorkeakoulu, 2018)
Opinnäytetyön työelämän edustajana toimi Hyvinkääläinen yritys Rakennuskemia Oy. Opinnäytetyön toimeksiantona ja tavoitteena oli Rakennuskemian maahantuoman Sioo:x tuoteryhmän tunnettuuden kartoittaminen sekä markkinoinnin ...
Kiinteistöalan osaamistarpeiden kartoitus
(Laurea-ammattikorkeakoulu, 2018)
ammattikorkeakoulun (3AMK) eli Haaga-Helian, Laurean ja Metropolian kiinteistöalan koulutusta. Yhteiskunnassa tapahtuvat muutokset tuovat myös haasteita koulutukselle. Näihin muutoksiin ja vielä tunnistamattomiin osaamistarpeisiin 3AMK hakee yhdessä uusia...
This thesis explored the current and future knowledge skills of the real estate sector from employers' point of view. The study investigated what they are and what kind of skills are needed in the future. The aim is to develop the real estate education of three universities of Applied Sciences (3AMK), namely Haaga-Helia, Laurea and Metropolia. The changes in society also pose challenges for education. For these changes and unmatched knowledge needs, 3AMK is seeking new training solutions together. The rector of the work is Laurea University of Applied Sciences and as an external commissioner the RAKLI ry, the Housing, Premises and Construction Association. The theoretical framework is based on the building's life cycle, property economics, real estate and professional competence. The real estate industry is a great employer and an influential factor in the national economy, both as a provider of space and as a public maintainer. The real estate industry will live in a matter of time with the rise of urbanization and digitalisation. The socially important role of the real estate sector requires basic research and influences the development of competence. Semi-structured theme interviews were used to obtain the material. The interview body consisted of four themes and additional questions under the themes. The purpose of this method was to find out all possible know-how in real estate. The interviews were fully redesigned and reduced according to content. These formed different skills´needs and each need was analyzed separately. The research results can be divided into different skills´ needs: technical competence, supervisor work, digital competence and customer understanding. The competence of these themes plays a significant role in various real estate positions. As the real estate sector is so multifaceted, the competence needs have been divided into several topics in this study. It is good to understand a lot of real estate tasks, but there are areas that need to be deeper. Since the real estate sector is a major employer and the buildings have a lot of attachment to property, real estate education needs to be developed. The research is based on the interview of four representatives of the real estate industry and their opinions and experience. My development proposal for the improvement of real estate education is to deepen the education in digital competence, customer understanding, supervisory work and technical know-how....
This thesis explored the current and future knowledge skills of the real estate sector from employers' point of view. The study investigated what they are and what kind of skills are needed in the future. The aim is to develop the real estate education of three universities of Applied Sciences (3AMK), namely Haaga-Helia, Laurea and Metropolia. The changes in society also pose challenges for education. For these changes and unmatched knowledge needs, 3AMK is seeking new training solutions together. The rector of the work is Laurea University of Applied Sciences and as an external commissioner the RAKLI ry, the Housing, Premises and Construction Association. The theoretical framework is based on the building's life cycle, property economics, real estate and professional competence. The real estate industry is a great employer and an influential factor in the national economy, both as a provider of space and as a public maintainer. The real estate industry will live in a matter of time with the rise of urbanization and digitalisation. The socially important role of the real estate sector requires basic research and influences the development of competence. Semi-structured theme interviews were used to obtain the material. The interview body consisted of four themes and additional questions under the themes. The purpose of this method was to find out all possible know-how in real estate. The interviews were fully redesigned and reduced according to content. These formed different skills´needs and each need was analyzed separately. The research results can be divided into different skills´ needs: technical competence, supervisor work, digital competence and customer understanding. The competence of these themes plays a significant role in various real estate positions. As the real estate sector is so multifaceted, the competence needs have been divided into several topics in this study. It is good to understand a lot of real estate tasks, but there are areas that need to be deeper. Since the real estate sector is a major employer and the buildings have a lot of attachment to property, real estate education needs to be developed. The research is based on the interview of four representatives of the real estate industry and their opinions and experience. My development proposal for the improvement of real estate education is to deepen the education in digital competence, customer understanding, supervisory work and technical know-how....
Saksassa asuvien suomalaisten kiinnostus muistojen digitaaliseen taltioimiseen
(Laurea-ammattikorkeakoulu, 2018)
Opinnäytetyön tavoitteena oli tehdä Epooq 2.0 -verkkopalvelua tarjoavalle Oppifi Oy Start up-yritykselle selvitys Saksassa asuvien 55-74-vuotiaiden suomalaisten kiinnostuksesta heidän muistojensa taltioimiseen digitaalisesti. ...
Kuluttajan mielikuvat sähköyhtiön kilpailuttamiseen ja suoramarkkinointiin
(Laurea-ammattikorkeakoulu, 2018)
opinnäytetyössä selvitettiin, minkälaisia mielikuvia kuluttajilla on suoramarkkinoinnista. Opinnäytetyö tehtiin ilman toimeksiantajaa, mutta sen tavoitteena oli, että sähkönmyyjät ympäri Suomea pystyvät hyödyntämään tutkimuksesta saatuja päätelmiä ja havaintoja...
In Finland the competition on the electricity market is open and every household can choose to buy the electricity from the company they want. However, there is scant research on the topic. This thesis studied consumers’ behaviour regarding...
In Finland the competition on the electricity market is open and every household can choose to buy the electricity from the company they want. However, there is scant research on the topic. This thesis studied consumers’ behaviour regarding...
Markkinointisuunnitelma Kellokosken Alku ry:lle
(Laurea-ammattikorkeakoulu, 2018)
Opinnäytetyön aiheena oli markkinointisuunnitelman rakentaminen urheiluseura Kellokosken Alku ry:lle. Kellokosken Alku (KelA) on urheilun yleisseura Tuusulan Kellokoskelta. Seura on aloittanut toimintansa jo vuonna 1926 ja urheilulajivalikoima...
The purpose of this study was to make a marketing plan for hockey club Kellokosken Alku. Kellokosken Alku (KelA) is a small sport club from Tuusula Kellokoski, Southern Finland. It has been founded as early as year 1926. Today it serves football, icehockey and floorball for juniors and seniors. This study was looking for reasonable, cheap, easily put into practise marketing ideas for Kellokosken Alku as the organization commisioned. Specially this study concentrated on digital marketing since the sport club has already done significant and good work on that area. This study found out how to acquire new members, fans, spectators and sponsors by using digital marketing. The theoretical framework of this work was a case study. As it was presented here, it consisted of the descriptive digital marketing strategies and the analysis of current marketing material. This study presented also ten tips for future marketing and "how to do it -list" for the sport club organization. The main results based on this analysis was that there are certain ways to increase current digital marketing (Facebook) results. One also should measure results systematically (webanalytics) to find out the best ways to please the fans, sponsors and bigger audiences. The means to increase activity (questions, contests, lotteries etc.) were based on literature concerning digital marketing, which presented in this study. The second proposition for developing marketing was to create the story of Kellokosken Alku. Storytelling will interwine all marketing together and make a profile of a special, local sport club and its long history in the neighbourhood. It will also make clear the aims of the club: to serve sport hobby for whole family withing reasonable prize and to raise own athletes for Kellokosken Alku's representative team. It could also be a good idea to write a history of Kellokosken Alku, as a volunteer work of history student, if someone is doing his/her thesis and is interested. Storytelling and professional digital marketing are the main ways to win sponsors. This work showed several ways to make Kellokosken Alku more interesting and tempting to support. The good work of Kellokosken Alku deserves to be better represented, to clarify the meaning of local, easily achievable, inexpensive sport club....
The purpose of this study was to make a marketing plan for hockey club Kellokosken Alku. Kellokosken Alku (KelA) is a small sport club from Tuusula Kellokoski, Southern Finland. It has been founded as early as year 1926. Today it serves football, icehockey and floorball for juniors and seniors. This study was looking for reasonable, cheap, easily put into practise marketing ideas for Kellokosken Alku as the organization commisioned. Specially this study concentrated on digital marketing since the sport club has already done significant and good work on that area. This study found out how to acquire new members, fans, spectators and sponsors by using digital marketing. The theoretical framework of this work was a case study. As it was presented here, it consisted of the descriptive digital marketing strategies and the analysis of current marketing material. This study presented also ten tips for future marketing and "how to do it -list" for the sport club organization. The main results based on this analysis was that there are certain ways to increase current digital marketing (Facebook) results. One also should measure results systematically (webanalytics) to find out the best ways to please the fans, sponsors and bigger audiences. The means to increase activity (questions, contests, lotteries etc.) were based on literature concerning digital marketing, which presented in this study. The second proposition for developing marketing was to create the story of Kellokosken Alku. Storytelling will interwine all marketing together and make a profile of a special, local sport club and its long history in the neighbourhood. It will also make clear the aims of the club: to serve sport hobby for whole family withing reasonable prize and to raise own athletes for Kellokosken Alku's representative team. It could also be a good idea to write a history of Kellokosken Alku, as a volunteer work of history student, if someone is doing his/her thesis and is interested. Storytelling and professional digital marketing are the main ways to win sponsors. This work showed several ways to make Kellokosken Alku more interesting and tempting to support. The good work of Kellokosken Alku deserves to be better represented, to clarify the meaning of local, easily achievable, inexpensive sport club....
Asuntolainan enimmäisluototussuhde : toteutuneet vaikutukset
(Laurea-ammattikorkeakoulu, 2018)
teoreettinen viitekehys koostuu kahdesta osasta. Ensimmäisessä osassa käsitellään finanssialan sääntelyä ja kuinka sen noudattamista valvotaan. Teorian toinen osa käsittelee enimmäisluototussuhdetta; sen taustaa ja tavoitteita, roolia makrovakauden välineenä...
The purpose of this thesis was at a Helsinki Metropolitan area operating bank´s mandate to study what kind of effects has the mortgage loan-to-value ratio ie loan ceiling had on mortgage lending. The purpose was to find out whether the loan-to-value ratio has affected the demand for mortgages and the total amount and size of loans. The study also investigated loan-to-value ratios effect on saving and whether the conditions of loan ceiling were met. The theoretical part of the thesis consists of two parts. The first part deals with the regulation and supervision of banking in Finland. The second part deals with loan-to-value ratio; its background and objectives, role as a macroprudential tool, the application of a loan ceiling in other countries and the loan ceiling regulation in Finland. The study of the thesis was conducted as a theme interview for two professionals working in a bank. The interviews were carried out according to themes and frames that were decided in advance. In addition to the topics that were selected in advance, complementary questions were also asked when necessary in order to form a more accurate overview on the subject. Based on the interviews it appears that the loan-to-value ratio didn´t have a significant impact on banks mortgage lending. According to the interviewees the amount of granted mortgage loans remained at the same level and the customers were mainly well aware of the effects of the law. The amount of negative decisions on mortgage applications have increased at the same time as saving money in advance has become more popular. The importance of saving money in advance when planning the purchase of an apartment has become even more important after the loan ceiling came into effect. The bank can´t by its own actions affect on the content of the law or the restrictions it brings on granting mortgage loans. The bank should actively discuss with customers about the importance of saving and encourage their customers to save money in advance for a purchase of an apartment. A personal savings plan which is made by the customer´s situation creates better qualifications for buying a home, strengthens customer relationship and increases the number of potential mortgage customers....
The purpose of this thesis was at a Helsinki Metropolitan area operating bank´s mandate to study what kind of effects has the mortgage loan-to-value ratio ie loan ceiling had on mortgage lending. The purpose was to find out whether the loan-to-value ratio has affected the demand for mortgages and the total amount and size of loans. The study also investigated loan-to-value ratios effect on saving and whether the conditions of loan ceiling were met. The theoretical part of the thesis consists of two parts. The first part deals with the regulation and supervision of banking in Finland. The second part deals with loan-to-value ratio; its background and objectives, role as a macroprudential tool, the application of a loan ceiling in other countries and the loan ceiling regulation in Finland. The study of the thesis was conducted as a theme interview for two professionals working in a bank. The interviews were carried out according to themes and frames that were decided in advance. In addition to the topics that were selected in advance, complementary questions were also asked when necessary in order to form a more accurate overview on the subject. Based on the interviews it appears that the loan-to-value ratio didn´t have a significant impact on banks mortgage lending. According to the interviewees the amount of granted mortgage loans remained at the same level and the customers were mainly well aware of the effects of the law. The amount of negative decisions on mortgage applications have increased at the same time as saving money in advance has become more popular. The importance of saving money in advance when planning the purchase of an apartment has become even more important after the loan ceiling came into effect. The bank can´t by its own actions affect on the content of the law or the restrictions it brings on granting mortgage loans. The bank should actively discuss with customers about the importance of saving and encourage their customers to save money in advance for a purchase of an apartment. A personal savings plan which is made by the customer´s situation creates better qualifications for buying a home, strengthens customer relationship and increases the number of potential mortgage customers....









