magistrsko delo
Ana Šimenko (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Živimo v tehnološko hitro razvijajočem se svetu, kjer so naši osebni podatki postali zelo ogroženi. Zaradi te problematike je Evropska unija sprejela Uredbo (EU) 2016/679, bolje poznano pod imenom Splošna uredba. Vsakodnevno prihaja do različnih zlorab osebnih podatkov, kar pa lahko izboljšamo na način, da se z zakonodajo in s svojimi pravicami dobro seznanimo. To lahko dosežemo predvsem s pomočjo informiranja in marketinškega komuniciranja na to temo. Boljša informiranost in posledično seznanjenost lahko privedeta tudi do večjega zaupanja podjetju, s katerim poslujemo. Kljub pomembnosti tematike veliko ljudi ne pozna vsebine Uredbe in posledično tudi svojih pravic. Naloga je razdeljena na dva dela, teoretičnega in empiričnega. V teoretičnem delu smo najprej predstavili ključne pojme za našo nalogo, nato smo iz teoretičnega vidika obravnavali področja Splošne uredbe ter Zakon o varstvu osebnih podatkov. V nadaljevanju smo predstavili še informiranje in z njim tesno povezano marketinško komuniciranje. Po pregledu strokovne literature s področja raziskovanja in zaključenemu prvemu delu naloge, smo se lotili še empiričnega dela. V tem delu smo se osredotočili predvsem na lastno raziskavo z zbiranjem primarnih podatkov, kjer nas je zanimalo, kako dobro so komitenti finančnih institucij v slovenskem prostoru seznanjeni s Splošno uredbo o varstvu osebnih podatkov. Raziskavo smo izvedli s pomočjo spletnega vprašalnika, ki smo ga delili na družbenih omrežjih. Vključenih je bilo 146 polnoletnih posameznikov iz različnih starostnih skupin. Z nalogo smo želeli preveriti, ali je bilo dovolj informiranja in marketinškega komuniciranja na področju Splošne uredbe ter kakšno mnenje imajo komitenti o svojem znanju na tem področju. Zanimalo pa nas je tudi, ali bi želeli biti še bolje obveščeni o obravnavani tematiki ter na kakšen način.

Keywords

marketinško komuniciranje;finančne institucije;varstvo podatkov;varstvo osebnih podatkov;informiranje;uredbe;zakonodaja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: A. Šimenko
UDC: 342.7:659.2
COBISS: 59547651 Link will open in a new window
Views: 348
Downloads: 31
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Other data

Secondary language: English
Secondary title: Financial institutions clients awareness of the General Data Protection Regulation
Secondary abstract: We live in a world where technology is fast developing and where our personal information has become highly compromised. Due to this issue, the European Union has adopted Regulation (EU) 2016/679, better known as the General Regulation. There are various abuses of personal data on a daily basis, which can be improved by becoming well acquainted with the law and our rights. This can be achieved mainly through information and marketing communication on this topic. Better information and consequent familiarity can also lead to greater trust in the company with which we do business. Despite the importance of the topic, many people do not know the content of the regulation and consequently their rights. The thesis is divided into two parts, theoretical and empirical. In the theoretical part, we first presented the key concepts for our thesis, then from a theoretical point of view we discussed the areas of the General Regulation and the Personal Data Protection Act. In the continuation, we also presented information and closely related marketing communication. After reviewing the literature in the field of research and after having completed the first part of the thesis, we started the empirical work. In this part, we focused mainly on our own research with the collection of primary data, where we were interested in how well the clients of financial institutions in Slovenia are familiar with the General Data Protection Regulation. We conducted the research using an online questionnaire that we shared on social media. 146 adults from different age groups participated. With the thesis we wanted to check whether there was enough information and marketing communication in the field of the General Regulation and what opinion the clients have about their knowledge in this field. We were also interested if they would like to be better informed about the topic and in what way.
Secondary keywords: General Regulation;information;marketing communication;financial institution;personal data;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 76 str., 4 str. pril.
ID: 12343327