magistrsko delo
Alja Maček (Author), Damijan Mumel (Mentor)

Abstract

Marketinško komuniciranje je skupek dejavnosti, ki se jih podjetja poslužujejo za komuniciranje s svojimi obstoječimi in potencialnimi potrošniki. Za uspešnost podjetja je pomembno, da pred začetkom izvajanja marketinškega komuniciranja oblikujejo komunikacijski načrt, ki je sestavljen iz sedmih korakov komunikacijskega programa. Neizbežen korak je izbor ustreznega komunikacijskega spleta. Komunikacijski splet je sestavljen iz štirih aktivnosti, in sicer oglaševanja, pospeševanja prodaje, osebne prodaje in odnosov z javnostmi. Naloga podjetja pa je, da izbere eno ali več orodij komunikacijskega spleta, s katerimi želi doseči zastavljene marketinške cilje in strategije. Danes je poslovna uspešnost vedno bolj odvisna od marketinškega komuniciranja, zato mu podjetja pripisujejo večji pomen. Ker ima javni park Notranjski regijski park unikatno naravno in kulturno dediščino, ki privablja mnoge obiskovalce, in si v prihodnosti želi postati najuspešnejši slovenski naravni park in svetovno prepoznano območje, nas je zanimalo, kako se z marketinškim komuniciranjem soočajo v zavodu. V magistrskem delu smo se osredotočili na marketinško komuniciranje javnega zavoda Notranjski regijski park. S teoretičnim delom smo želeli predstaviti komuniciranje in marketinško komuniciranje. Pri marketinškem komuniciranju smo se osredotočili na potek oblikovanja celovitega komunikacijskega programa, instrumente marketinškega komuniciranja, neposrednega marketinška komuniciranja, kot tudi strategije marketinškega komuniciranja. Z empirično raziskavo smo analizirali stanje marketinškega komuniciranja Notranjskega regijskega parka v obdobju zadnjih petih let. S pomočjo teorije in empirične raziskave smo izvedli še kvalitativno raziskavo v obliki polstrukturiranih globinskih intervjujev. To nam je omogočilo, da smo pridobili tako objektiven kot subjektiven vpogled v marketinško komuniciranje Notranjskega regijskega parka. Javni zavod Notranjski regijski park se zaveda pomena kvalitetnega in učinkovitega marketinškega komuniciranja, za realizacijo svoje vizije pa mora uspešno komunicirati s ciljnim občinstvom in lokalnim prebivalstvom. Na kakšen način so izvajali marketinško komuniciranje pa je podrobno opredeljeno in razloženo v nadaljevanju magistrskega dela. Na koncu smo na podlagi rezultatov intervjuja pripravili predloge za izboljšanje obstoječega marketinškega komuniciranja v Notranjskem regijskem parku.

Keywords

marketinško komuniciranje;oglaševanje;pospeševanje prodaje;osebna prodaja;odnosi z javnostjo;javni zavodi;

Data

Language: English
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: A. Maček
UDC: 659.1/.4
COBISS: 168039171 Link will open in a new window
Views: 18
Downloads: 1
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Other data

Secondary language: Slovenian
Secondary title: Marketing communications in Notranjska regional park
Secondary abstract: Marketing communications refers to the means adopted by companies for their use in communicating with their existing and potential customers. For the success of a company, it is important to first form a communications plan consisting of seven steps of a communications program, before implementing marketing communications. An unavoidable step is the choice of the correct marketing communications mix. This mix consists of four marketing communications tools, which are as follows: advertising, sales promotion, personal selling, and public relations. The companies’ task is to then choose one or more of these tools with which to reach their marketing goals and strategies. Today business success is more and more dependent on marketing communications, this is why companies attribute more meaning to it. Because the public institution Notranjska regional park has unique natural and cultural heritage which attracts many visitors and wants to become the most successful natural park in Slovenia and a globally recognized region, we were interested how they handle marketing communications inside the institution. In this master’s thesis we focused on the marketing communications of the public institution Notranjska regional park. With the theoretical part we wanted to present communications and marketing communications. In marketing communications, we focused on the process of developing a comprehensive communications program, the tools of marketing communications, direct marketing communications and lastly of marketing communications strategies. With empirical research we analyzed the state of marketing communications in Notranjska regional park during the last five years. Using theory and empirical research we also performed qualitative research in the form of in-depth, semi-structured interviews. This allowed us to gain an objective, as well as subjective insight into the marketing communications of Notranjska regional park. The public institution Notranjska regional park understands the importance of quality and efficient marketing communications. Notranjska regional park also understands that for realizing their vision, they need to successfully communicate with its target audience and the local population. The methods of marketing communications are outlined and described in detail in this master’s thesis. Lastly, based on the interviews, we prepared recommendations for improving the existing marketing communications in Notranjska regional park.
Secondary keywords: communication;marketing communications;comprehensive communications program;advertising;sales promotion;public relations;personal selling;direct marketing communications;public institution Notranjska regional park;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 82 str., 33 str. pril.
ID: 19664133