Perception of corporate communications in retail organizations among university students

Korporativno komuniciranje trgovinskih organizacij predstavlja trgovinske organizacije zunanjim in notranjim javnostim. Skozi korporativno komuniciranje se trgovinske organizacije trudijo predstaviti sebe v najboljši možni luči notranjim in zunanjim javnostim. Z združevanjem različnih elementov korporativnega komuniciranja, kot so korporativno oglaševanje, znamčenje delodajalca, odnosi z javnostmi trgovinske organizacije in vizualna podoba, poskušajo vplivati na percepcijo javnosti glede organizacije in si z njimi pomagati pri doseganju ciljev, ki si jih zastavijo. V diplomskem delu smo najprej s teoretično analizo korporativnega komuniciranja trgovinskih organizacij in nato še z analizo le tega med študenti analizirali korporativno komuniciranje trgovinskih organizacij Spar, Merkur in Intersport, ki so med najbolj prepoznavnimi trgovinskimi organizacijami na slovenskem trgu v svojih branžah. Z analizo zaznavanja korporativnega komuniciranja analiziranih trgovinskih organizacij med študenti smo prišli do zaključkov, ki lahko trgovinskim organizacijam pomagajo pri približevanju svojega korporativnega komuniciranja študentom.Corporate communications of retail organizations present retail organizations to external and internal publics. Through the corporate communications mix retail organizations try to present themselves in the best possible way to different publics. With the combination of different elements of corporate communications such as corporate advertising, Employer branding, public relations, and visual communication they try to affect the perception of publics about the organization and try to use it as a helping point to achieve the business objectives they are working on. Through theoretical analysis of corporate communication and the analysis of the perception of corporate communication among students we studied the corporate communication mix of the retail organizations Spar, Merkur and Intersport, which are some of the most known retail organizations in their respective branches on the Slovenian market. Through the analysis of the perception of corporate communication of the chosen retail organizations, we have reached conclusions, which could help retail organizations with targeting University students with their corporate communications mi