Media Monitoring Case Study at Faculty of Economics

This case study examines the media monitoring practices at the Faculty of Economics and Business Zagreb, focusing on the experiences of Morana Fudurić, an associate professor in the Marketing department. The faculty, one of the largest in the SEE region, faced challenges in communication with diverse audiences, including students, parents, and international partners. To address these challenges, they implemented the media monitoring tool Determ, which has been instrumental since its introduction in 2018. The study outlines how Determ helped the faculty stay informed about online discussions, analyze competitors, and monitor their communication efforts. Key benefits included real-time alerts for online mentions, sentiment analysis, and streamlined reporting for accreditation processes. The faculty's ability to manage communication effectively during crises, such as the earthquake in Zagreb, is also highlighted. Overall, the case study illustrates the significant impact of media monitoring on enhancing communication strategies and operational efficiency within the faculty.