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Markkinointiviestintäsuunnitelma Limitedille
(Laurea-ammattikorkeakoulu, 2017)
Opinnäytetyö keskittyy digitaaliseen markkinointiviestintään. Opinnäytetyössä tutkitaan digitaalisen markkinointiviestinnän mahdollisuuksia vaatebrändin, Limitedin, markkinoinnissa.
Opinnäytetyön tavoitteena on tuottaa markkinointiviestintäsuunnitelma Limitedille. Limited on uusi 10–16-vuotiaille nuorille suunnattu vaatebrändi, joka toimii Name it -lastenvaatebrändin alla. Name it on osa tanskalaista vaatealan yritystä Bestselleriä. Markkinointiviestintäsuunnitelmassa otetaan huomioon se, että Name it on tehnyt pitkään markkinointia Suomessa ja sen takana on osaava markkinointitiimi. Tämän opinnäytetyön tarkoituksena on löytää erilaisia digitaalisia markkinointiviestinnän keinoja Limitedille ja Name it:n markkinointitiimille ja vastata kysymykseen, miten tavoittaa Limitedin kohderyhmä.
Opinnäytetyön tutkimuksellinen osuus toteutettiin kysely- ja teemahaastatteluin. Tutkimuksen kyselyhaastattelussa haastateltiin 49 kohderyhmään kuuluvaa nuorta. Teemahaastattelussa haastateltiin 10 kohderyhmään kuuluvaa nuorta. Tutkimuksessa selvitettiin kohderyhmään kuuluvien nuorten sosiaalisen median käyttäytymistä, minkä perusteella tehtiin toimenpidesuositukset Limitedille.
Tutkimuksen tuloksista ilmenee esimerkiksi, että Snapchat ja YouTube ovat kohderyhmän eniten suosimat sosiaalisen median kanavat. Näin ollen markkinointiviestintäsuunnitelmassa on painotettu erityisesti näiden kanavien hyödyntämistä....
This thesis project focuses on digital marketing communication, and specifically the digital marketing communication possibilities in the marketing of new brands. The aim of the thesis is to create a digital marketing communication plan for a...
This thesis project focuses on digital marketing communication, and specifically the digital marketing communication possibilities in the marketing of new brands. The aim of the thesis is to create a digital marketing communication plan for a...
Asiakastilaisuuksien onnistumisen mittaaminen ja jälkimarkkinointi pankissa X
(Laurea-ammattikorkeakoulu, 2017)
Opinnäytetyön tavoitteena oli selvittää asiakastilaisuuksien kannattavuutta ja luoda pankille ratkaisu asiakastilaisuuksien jälkimarkkinointiin. Kannattavuuden mittaukselle oli selkeä tarve, sillä pankin markkinointiosastolla ...
Nuorten yrittäjyyden edistäminen nuorisotaloilla
(Laurea-ammattikorkeakoulu, 2017)
Tämän opinnäytetyön tarkoituksena on esitellä ideaa, joka perustuu nuorisotalolla toteutettavaan kioskitoimintaan. Kioskitoiminnan tarkoituksena on tehdä nuorille tutuksi yrittäjyys yhtenä uravaihtoehtona. Toinen tärkeä ...
Verkkokaupan haasteet : mielikuvista todellisuuteen
(Laurea-ammattikorkeakoulu, 2017)
Tämä opinnäytetyö tehtiin yleisellä tasolla verkkokaupan haasteiden mielikuvia ja todellisuutta vertaamaan. Pääasiallisena tarkoituksena oli tarkastella yksittäisiä työtehtäviä, jotka kuuluvat juuri verkkokauppayrittäjien arkeen. Tutkimus alkaa...
This bachelor’s thesis takes a look at the conception of the difficulties of the day-to-day tasks of an e-commerce entrepreneur and compares them to the actual experiences that entrepreneurs have had. The main focus of this study is on the specific...
This bachelor’s thesis takes a look at the conception of the difficulties of the day-to-day tasks of an e-commerce entrepreneur and compares them to the actual experiences that entrepreneurs have had. The main focus of this study is on the specific...
Asiakastyytyväisyyskysely : Kovanen Yhtiöt Oy
(Laurea-ammattikorkeakoulu, 2017)
Tämän opinnäytetyön idea syntyi syksyllä 2016, kun toisen työharjoittelupaikan etsiminen alkoi olemaan ajankohtainen ja ideana oli saada myös opinnäytetyön aihe yhdistettyä tukemaan harjoittelujaksoa. Opintojen ohella ...
Sosiaalinen media järjestön varainhankinnassa : case: Kirkon Ulkomaanapu
(Laurea-ammattikorkeakoulu, 2017)
Tämän opinnäytetyön toimeksiantajana on kehitysyhteistyötä ja humanitaarista avustustyötä tekevä Kirkon Ulkomaanapu, joka on yksi Suomen suurimmista järjestöistä. Työssä perehdytään sosiaalisessa mediassa tapahtuvaan varainhankintaan ja niihin...
This thesis was commissioned by Finn Church Aid, which is one of the biggest development cooperation organizations and provider of humanitarian assistance in Finland. The aim of this thesis was to investigate how social media can benefit the organization’s private fundraising, and how it can succeed in social media. The purpose of the thesis was to examine social media’s role in Finn Church Aid´s private fundraising as well as ways to improve it. The cuts in development cooperation appropriations, which were implemented in 2016, have had a tremendous effect on the operations of organizations. Many organizations have had to cut their aid projects and even dismiss some of their workers. Furthermore, the competition for donors between organizations has tightened as a result of the cuts. This means that profitable fundraising is the lifeline of the organizations. The traditional fundraising methods are not enough anymore – in addition organizations need to use the possibilities social media has to offer for its marketing and fundraising. The popularity of social media is growing continuously: already over half of the Finnish population used it in 2016. Together with its popularity it is a considerable possibility for the organisations, too – on social media they can reach a huge audience with a minor financial investment. That is why this topic is very timely. In this thesis, it will be considered how social media can benefit the organization’s private fundraising, and on the other hand, by which means it can succeed in social media. Fundraising on the social media is mainly based on marketing with the goal of getting a donation to the organization. Therefore, the theoretical framework of the study partly covers social media from the marketing’s point of view. There is a lot of printed material available. The problem of printed material, however, is that the contents soon become outdated because of the fast changing nature of social media. Luckily, fresh and current material is found on the internet – for example in articles or blogs written by experts, which have been extensively exploited in this study. Some benchmarking has been done, too. In the actual research part, Finn Church Aid’s main social media channels were followed for three months. Additionally the person in charge of social media fundraising was interviewed and Finn Church Aid’s internal materials related to social media were examined. The result of the study indicated that Finn Church Aid made use of the possibilities of social media mainly for catastrophe fundraising. Its main channel is Facebook, but occasionally it also uses Twitter and Instagram for catastrophe fundraising. Paid advertising is only used on Facebook where it also publishes content very actively. By telling about the results of its aid work and stories of the aid recipients, it aims to engage its donors. The observation material was analyzed and reflected on with the theory with the result that areas for development were identified in order to optimize Finn Church Aid’s fundraising on social media. Reserving adequate resources, building a social media strategy, participating in conversations and producing more creative and distinctive content were the most important areas of development....
This thesis was commissioned by Finn Church Aid, which is one of the biggest development cooperation organizations and provider of humanitarian assistance in Finland. The aim of this thesis was to investigate how social media can benefit the organization’s private fundraising, and how it can succeed in social media. The purpose of the thesis was to examine social media’s role in Finn Church Aid´s private fundraising as well as ways to improve it. The cuts in development cooperation appropriations, which were implemented in 2016, have had a tremendous effect on the operations of organizations. Many organizations have had to cut their aid projects and even dismiss some of their workers. Furthermore, the competition for donors between organizations has tightened as a result of the cuts. This means that profitable fundraising is the lifeline of the organizations. The traditional fundraising methods are not enough anymore – in addition organizations need to use the possibilities social media has to offer for its marketing and fundraising. The popularity of social media is growing continuously: already over half of the Finnish population used it in 2016. Together with its popularity it is a considerable possibility for the organisations, too – on social media they can reach a huge audience with a minor financial investment. That is why this topic is very timely. In this thesis, it will be considered how social media can benefit the organization’s private fundraising, and on the other hand, by which means it can succeed in social media. Fundraising on the social media is mainly based on marketing with the goal of getting a donation to the organization. Therefore, the theoretical framework of the study partly covers social media from the marketing’s point of view. There is a lot of printed material available. The problem of printed material, however, is that the contents soon become outdated because of the fast changing nature of social media. Luckily, fresh and current material is found on the internet – for example in articles or blogs written by experts, which have been extensively exploited in this study. Some benchmarking has been done, too. In the actual research part, Finn Church Aid’s main social media channels were followed for three months. Additionally the person in charge of social media fundraising was interviewed and Finn Church Aid’s internal materials related to social media were examined. The result of the study indicated that Finn Church Aid made use of the possibilities of social media mainly for catastrophe fundraising. Its main channel is Facebook, but occasionally it also uses Twitter and Instagram for catastrophe fundraising. Paid advertising is only used on Facebook where it also publishes content very actively. By telling about the results of its aid work and stories of the aid recipients, it aims to engage its donors. The observation material was analyzed and reflected on with the theory with the result that areas for development were identified in order to optimize Finn Church Aid’s fundraising on social media. Reserving adequate resources, building a social media strategy, participating in conversations and producing more creative and distinctive content were the most important areas of development....
Henkilöstösuunnittelun kehittäminen muovi- ja rakennustuotevalmistusyrityksessä
(Laurea-ammattikorkeakoulu, 2017)
Opinnäytetyön tavoitteena oli saada selville käsityksiä toimeksiantajayrityksen henkilöjohtamisen käytännöistä henkilöstösuunnittelun näkökulmasta ja löytää mahdollisia kehittämistarpeita. Toimeksiantajana on pitkän historian omaava pk-yritys rakennus- ja muovituotevalmistus -toimialalla. Tarve tutkimukselle syntyi henkilöstösuunnitelman tuottamisprojektin seurauksena. Tutkimus hyödyttää toimeksiantajaa uuden tiedon saamisessa ja toimintojen edelleen kehittämisessä.
Teoreettinen viitekehys muodostui henkilöstöjohtamisesta, henkilöstösuunnittelusta ja osaamisen johtamisesta. Aineistona teorian muodostamisessa on käytetty liiketalouden kirjallisuutta, erilaisia teoksia jotka käsittelevät henkilöstöjohtamisen ja osaamisen kehittämisen alueita. Erilaiset liiketalouden artikkelit ja tutkimukset ovat osa teorian lähdeaineistoa.
Tutkimustyö toteutettiin yrityksessä henkilöstöjohtamisesta vastaavien henkilöiden haastatteluin, menetelmänä teemahaastattelut. Menetelmävalintaa ohjasi erityisesti se, että tutkimuskohteena olevan alueen kokonaisvaltainen ymmärtäminen vaatisi laajaa tiedon hankintaa. Tutkimus oli luonteeltaan laadullinen tutkimus.
Tutkimustyön tuloksena tehtiin henkilöstöjohtamisen nykytilaa kuvaava analyysi sekä koostettiin kehittämiskohteet tutkimuksen sisällönanalyysin tuloksena. Tämänhetkistä henkilöstöjohtamista voidaan luonnehtia pitkäjänteiseksi ja toimenpiteitä tehdään harkiten. Kehittämistarpeita nousi esiin perehdyttämiskäytännöissä, tavoitekeskustelun kehittämisessä, vastuiden ja prosessienkuvauksessa, tavoitteiden asettamisessa ja sitouttamismenetelmien hyödyntämisessä. Yrityksen henkilöstötoiminnot ovat tällä hetkellä hajautetut osastojaon takia. Tämä aiheuttaa jonkun verran epäjohdonmukaisuuksia toimintamalleissa ja vaikeuttaa yhtenäisen linjan saavuttamista.
Aiempaa tutkimusta aiheesta kohdeyrityksessä ei ole ennen tehty. Tutkimusongelmaan saatiin vastaus sekä koetut kehittämistarpeet esille. Tutkimusmenetelmä tuki tutkimusongelmaa ja sen ymmärtämistä. Johtopäätöksenä yrityksessä ei ole vielä täysin sisäistetty henkilöstöjohtamisen ja henkilöstösuunnitteluun tarvittavia resursseja ja käytänteiden luomisen tärkeyttä kasvavassa organisaatiossa. Ylin johto luottaa, että henkilöstöjohtamisesta vastaavat henkilöt ovat perillä yrityksen toimintatavoista ja toimivat vastuullisesti päätöksiä tehden....
of the thesis focused on human resources management, personnel planning and competence management. Formation of the theoretical knowledge has been the use of business literacy, various studies dealing with areas of human resource management and competence...
of the thesis focused on human resources management, personnel planning and competence management. Formation of the theoretical knowledge has been the use of business literacy, various studies dealing with areas of human resource management and competence...
Opasjulkaisun tekeminen ja taitto : case: Pro Ammattiliitto
(Laurea-ammattikorkeakoulu, 2017)
Tämän opinnäytetyön tavoitteena oli tehdä Ammattiliitto Prolle julkaisu, joka käsittelee työpaikkakiusaamista ja sitä, miten Pron jäsenen tulisi toimia kohdatessaan epäasiallista kohtelua tai syrjintää. Opasta on tarkoitus jakaa jäsenten käyttöön...
The purpose of this thesis was to make a publication for the trade union Pro. The guide book informs members of Pro how they should deal with bullying and how they should react to inappropriate treatment or discrimination. The guide is meant to be distributed in Pro’s intra for employees and members of the union. If necessary, the publication can be used as a training material. The publication is a useful tool as Pro has no prior guide about subject matter directed to members, in written form. This guide helps members evaluate their own situation and then helps them understand what follow-up action is required. The theory part of this thesis examines communication, writing and editing texts, and typography and layout. The theory focuses on creating easy to understand workplace texts and instructions. It’s important that any message dealing with such negative topic as bulling, avoids misunderstandings and achieves neutrality. Features of web texts are also examined in the theory. The theory also provided support in making choices regarding typography, layout and pictures featured in the publication. In the implementation part of the thesis, texts were written and planned together with the Pro’s workplace environment expert. The material was then edited, and layout of the publication was done. The main result of the thesis is the publication called “Is this not enough - Pro Union’s guide to someone bullied in workplace.” The publication is 33 pages long and explains the background factors of bullying and the process of solving the bullying cases. The qualitative goals of the publication were examined in the evaluation part of the thesis. Qualitative criteria were clarity of text and layout choices, how well target audience was considered and how useful the publication would be in its intended use. Depth and extent of the content were considered as well. A survey regarding these questions was send to a few Pro’s workers and responders were chosen based on that their work relates to topic of this guide. The conclusion was that the guide is a useful material to be shared to members and that the goals of the project have been fulfilled. The development suggestions were given regarding the depth of some topics. One future idea is that target group themselves should evaluate the publication. They may have idea what to add into the guide based on their own experiences and they would know if some critical information is missing from their point of view....
The purpose of this thesis was to make a publication for the trade union Pro. The guide book informs members of Pro how they should deal with bullying and how they should react to inappropriate treatment or discrimination. The guide is meant to be distributed in Pro’s intra for employees and members of the union. If necessary, the publication can be used as a training material. The publication is a useful tool as Pro has no prior guide about subject matter directed to members, in written form. This guide helps members evaluate their own situation and then helps them understand what follow-up action is required. The theory part of this thesis examines communication, writing and editing texts, and typography and layout. The theory focuses on creating easy to understand workplace texts and instructions. It’s important that any message dealing with such negative topic as bulling, avoids misunderstandings and achieves neutrality. Features of web texts are also examined in the theory. The theory also provided support in making choices regarding typography, layout and pictures featured in the publication. In the implementation part of the thesis, texts were written and planned together with the Pro’s workplace environment expert. The material was then edited, and layout of the publication was done. The main result of the thesis is the publication called “Is this not enough - Pro Union’s guide to someone bullied in workplace.” The publication is 33 pages long and explains the background factors of bullying and the process of solving the bullying cases. The qualitative goals of the publication were examined in the evaluation part of the thesis. Qualitative criteria were clarity of text and layout choices, how well target audience was considered and how useful the publication would be in its intended use. Depth and extent of the content were considered as well. A survey regarding these questions was send to a few Pro’s workers and responders were chosen based on that their work relates to topic of this guide. The conclusion was that the guide is a useful material to be shared to members and that the goals of the project have been fulfilled. The development suggestions were given regarding the depth of some topics. One future idea is that target group themselves should evaluate the publication. They may have idea what to add into the guide based on their own experiences and they would know if some critical information is missing from their point of view....
Perehdytyskansio harjoittelijoiden perehdytyksen apuvälineenä
(Laurea-ammattikorkeakoulu, 2017)
harjoittelun aikana. Perehdytyskansio toimii apuvälineenä sekä uusille harjoittelijoille että perehdyttäjälle. Tämä tekee yrityksen perehdytysprosessista tehokkaampaan ja auttaa tulevaisuudessa harjoittelijoita ongelmatilanteissa.
Työn tavoitteena oli...
The idea for this thesis project arose when I was working as a trainee at Robert Bosch Oy. Then it seemed that the orientation process for the trainees’ work was unfinished and needed new material. I decided to make an orientation package for trainees that included everything essential. The orientation package is an essential tool for new trainees and for the person responsible for induction. This package makes the orientation process efficient and helps trainees in problematic situations. The objective of this thesis project was to identify problems in the recruiting process and in the orientation process at Bosch and use the orientation guide as a tool to improve those issues. In this functional thesis I explain using theory and my own experience how the idea for the thesis project came about. In the theoretical framework of the thesis the recruiting process and the orientation process are presented. The legislation regarding workplace orientation and the kinds of qualities a person needs to become a good mentor are also discussed. The theoretical framework is based on literature of the field and reliable internet sources. The orientation package is based on existing material and from notes made during the author’s internship. The orientation package consists of company’s internal material that is confidential, and therefore cannot be published. The orientation package is only available for the trainees and their supervisor. The problems identified in the recruiting process and orientation process included for example: the information given at the job interview, the fact that the orientation plan was missing for the trainee job, that material was hard to read and find, that educator roles were confused, and that knowledge to benefit from the different personalities of the trainees and to take advantage of their individual skills was lacking. The orientation guide responds to these issues by giving a structure to the orientation process. All the essential material is in the same place and is easy to read. When planning the orientation, the guide can be used as a tool to name the educator roles so all the essential material is included in the orientation process. The guide is built in such a way that all kinds of trainees would be able to use it. The guide should be updated when necessary so it can remain useful....
The idea for this thesis project arose when I was working as a trainee at Robert Bosch Oy. Then it seemed that the orientation process for the trainees’ work was unfinished and needed new material. I decided to make an orientation package for trainees that included everything essential. The orientation package is an essential tool for new trainees and for the person responsible for induction. This package makes the orientation process efficient and helps trainees in problematic situations. The objective of this thesis project was to identify problems in the recruiting process and in the orientation process at Bosch and use the orientation guide as a tool to improve those issues. In this functional thesis I explain using theory and my own experience how the idea for the thesis project came about. In the theoretical framework of the thesis the recruiting process and the orientation process are presented. The legislation regarding workplace orientation and the kinds of qualities a person needs to become a good mentor are also discussed. The theoretical framework is based on literature of the field and reliable internet sources. The orientation package is based on existing material and from notes made during the author’s internship. The orientation package consists of company’s internal material that is confidential, and therefore cannot be published. The orientation package is only available for the trainees and their supervisor. The problems identified in the recruiting process and orientation process included for example: the information given at the job interview, the fact that the orientation plan was missing for the trainee job, that material was hard to read and find, that educator roles were confused, and that knowledge to benefit from the different personalities of the trainees and to take advantage of their individual skills was lacking. The orientation guide responds to these issues by giving a structure to the orientation process. All the essential material is in the same place and is easy to read. When planning the orientation, the guide can be used as a tool to name the educator roles so all the essential material is included in the orientation process. The guide is built in such a way that all kinds of trainees would be able to use it. The guide should be updated when necessary so it can remain useful....
Myynnillisen asiakaspalvelijan osaamisprofiilin määrittäminen Suur-Seudun osuuskaupassa : case: ABC Lohja
(Laurea-ammattikorkeakoulu, 2017)
pätevyyksistä. Kompetenssit ja niiden selitykset ovat Honkasen keräämältä kompetenssien mallilistalta. Tulosten vertailtavuuden varmistamiseksi on kerätty hyvän myyjän ja asiakaspalvelijan kompetensseja ja käytiin läpi oikean asenteen merkitystä. Yrityksen...
The purpose of this thesis and study is define competence profile to customer service personnel in service station ABC Lohja. The study can be used in recruitment interviews, testing of worker candidates, job rotation and in personal evaluation. Well-made competence profile decreases possibilities of mistakes in recruiting. Kauhanen’s model has been used to categorize knowledge base competences. Competences and explanations are taken from Honkanen’s competence list. To ensure that knowledge base can be compared and is reliable, the study introduces what other literature says about seller’s and customer service personnel’s competences and attitude. The study brings out different categories of company knowledge and the most important definition is critical competence that gives company competitive advantage. The study has been made using qualitative research method, theme interview. In this case, five workers and two company’s representatives were interviewed. The competence map is done by counting competence frequency in interviews. Competencies that got more than three mentions counted as significant. Mentions that came from company’s representatives got higher value and special notice. Customer service personnel is the biggest group in ABC Lohja’s personnel and the research sample size was about 10 percent of the whole personnel. According to the study the most significant competencies that customer service personnel need were customer-orientation, service-orientation, initiative in selling, taking responsibility, initiative selling, social skills, verbal skills, good team skills, uncertainty management and readiness to act in unfamiliar situations, capability to learn new, multiple talents, good tolerance of pressure (resilience), carefulness, honesty, effectiveness and courage to act in different situations. The results of the study are in line with seller’s and service personnel’s competencies found in the study’s knowledge base. According to the results it is suggested that ABC Lohja’s managers use basic and competitive competence form in development discussions and start a systematic evaluation of worker’s competence skills and development. Also other personnel groups should be evaluated. SSO human resources department should use competencies found in this study in job advertisement, recruitment interviews, personal evaluation and tests. In order to obtain a better evaluation about competence levels SSO could establish an advisory group that defines the required skills levels for successful hires....
The purpose of this thesis and study is define competence profile to customer service personnel in service station ABC Lohja. The study can be used in recruitment interviews, testing of worker candidates, job rotation and in personal evaluation. Well-made competence profile decreases possibilities of mistakes in recruiting. Kauhanen’s model has been used to categorize knowledge base competences. Competences and explanations are taken from Honkanen’s competence list. To ensure that knowledge base can be compared and is reliable, the study introduces what other literature says about seller’s and customer service personnel’s competences and attitude. The study brings out different categories of company knowledge and the most important definition is critical competence that gives company competitive advantage. The study has been made using qualitative research method, theme interview. In this case, five workers and two company’s representatives were interviewed. The competence map is done by counting competence frequency in interviews. Competencies that got more than three mentions counted as significant. Mentions that came from company’s representatives got higher value and special notice. Customer service personnel is the biggest group in ABC Lohja’s personnel and the research sample size was about 10 percent of the whole personnel. According to the study the most significant competencies that customer service personnel need were customer-orientation, service-orientation, initiative in selling, taking responsibility, initiative selling, social skills, verbal skills, good team skills, uncertainty management and readiness to act in unfamiliar situations, capability to learn new, multiple talents, good tolerance of pressure (resilience), carefulness, honesty, effectiveness and courage to act in different situations. The results of the study are in line with seller’s and service personnel’s competencies found in the study’s knowledge base. According to the results it is suggested that ABC Lohja’s managers use basic and competitive competence form in development discussions and start a systematic evaluation of worker’s competence skills and development. Also other personnel groups should be evaluated. SSO human resources department should use competencies found in this study in job advertisement, recruitment interviews, personal evaluation and tests. In order to obtain a better evaluation about competence levels SSO could establish an advisory group that defines the required skills levels for successful hires....









