This diploma thesis examines how company X, operating in the construction industry, can improve its digital marketing. Because digital development in the sector is often slower, the work focuses on untapped opportunities for greater visibility and better customer relationships.
The starting point is that customer segmentation and digitalised marketing enable more targeted and effective communication. The STP model (segmentation, targeting, positioning) helps the company define customer groups, while digital channels – website, social media, e-mail – together with analytics and a basic CRM allow tailored content, faster responses and real-time monitoring of satisfaction.
The empirical part is based on a survey of 53 existing and potential customers, grouped into municipalities, construction companies and individuals. The results show that customers know the company well, but the tailoring of messages to segments is still insufficiently systematic. Telephone contact and the website are rated positively, yet customers want more digital options, faster responses and clearer information. Most respondents believe that employees' digital competences affect the quality of cooperation.
The thesis proposes a refreshed, more segmented website, a basic CRM system, a stronger presence on a selected social network, short internal communication guidelines and regular monitoring of customer satisfaction.
Studies are delivered in Slovenian – ask us how to apply.
B1 Slovenian is required; we offer a free preparatory course. The admissions team replies within one working day.
Source: Academia (14. 2. 2026).
This English summary was produced automatically from the Slovenian article and is pending editorial review. Slovenska različica
