diplomsko delo
Žan Kralj (Author), Goran Vukovič (Mentor)

Abstract

Smučarsko društvo Novinar je športna organizacija, katere primarno področje je tekmovalno alpsko smučanje, vendar poleg tekmovalnih selekcij mladih smučarjev opravlja tudi druge dejavnosti na področju športa. V okvir Novinarjeve športne šole spadajo izobraževanje strokovnih kadrov na področju smučanja, tečaji smučanja za rekreativce in otroke, tečaji rolanja za otroke, izvajanje športnih vadb za otroke v vrtcih, šolah in telovadnicah ter aktivno varstvo otrok med poletnimi in jesenskimi počitnicami. Smučarsko društvo Novinar svoje storitve na področju športa trži predvsem z uporabo digitalnega marketinga, vendar se, tako kot v velikem številu drugih manjših športnih organizacij v Sloveniji, srečujejo z razkorakom med pričakovanimi in dejanskimi učinki marketinških akcij. Učinki se sicer v zadnjih nekaj letih večajo, vendar upamo, da ima društvo še vedno veliko prostora za napredek. Ugotovili smo pomanjkljivosti digitalnega marketinga Smučarskega društva Novinar in preko raziskave teoretičnih vsebin na področju digitalnega marketinga ter z analizo dosedanjega dela in usmerjenimi intervjuji med zaposlenimi pripravili rešitve, ki bodo dvignile učinke marketinških akcij v Smučarskem društvu Novinar. Kot ključni cilj diplomskega dela smo si zadali cilj pripraviti model procesa digitalnega marketinga za Smučarsko društvo Novinar. Menimo, da lahko Smučarsko društvo Novinar z upoštevanjem predlogov, ki smo jih pripravili, zmanjša razkorak med pričakovanimi in dejanskimi učinki marketinških akcij.

Keywords

digitalni marketing;Smučarsko društvo Novinar;profitabilnost marketinga;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM FOV - Faculty of Organizational Sciences
Publisher: [Ž. Kralj]
UDC: 658.8
COBISS: 139945731 Link will open in a new window
Views: 21
Downloads: 2
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Other data

Secondary language: English
Secondary title: Digital marketing in Ski Club Novinar
Secondary abstract: Ski Club Novinar is a sports organization whose primary field is competitive alpine skiing. In addition to competitive selections of young skiers, it also carries out other activities in the field of sports. Training of professional staff in the field of skiing, skiing courses for recreational skiers and children, roller skating courses for children, sports training for children in kindergartens, schools, and gyms, and active child care during summer and autumn vacations are part of the club’s Sports School. Ski Club Novinar markets its services in sport primarily through digital marketing. However, as with many other smaller sports organizations in Slovenia, there is a gap between the expected and actual effects of marketing campaigns. The effects of marketing campaigns have been increasing in the last few years, but we hope that the club still has a lot of room for progress. This work uncovered the shortcomings of the ski club’s current digital marketing and, through the research of theoretical content in the field of digital marketing and analysis of previous work and focused interviews among employees, solutions were prepared to hopefully improve the effects of marketing campaigns for Ski Club Novinar. As a key goal of the final work, we set out to improve the digital marketing process model for Ski Club Novinar. We believe that they can reduce the gap between the expected and actual effects of marketing campaigns by following the suggestions prepared in this work. 
Secondary keywords: Internetno trženje;Športna društva;Univerzitetna in visokošolska dela;
Type (COBISS): Bachelor thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za organizacijske vede
Pages: VI, 56 f.
ID: 16650246