Izgorelost v marketinških poklicih

magistrsko delo

Martina Maglica (Author), Miroljub Ignjatović (Mentor)

Abstract

Marketinški svet, ki hitro raste in se širi na nove platforme, je lahko za zaposlene vir navdiha in priložnost nenehne rasti ali pa ob delovanju še drugih dejavnikov vir stresa, izčrpanosti, občutka nezadostnosti in nenazadnje tudi izgorelosti. Osrednji namen magistrskega dela je pridobiti podatke o tem, kateri so najpogostejši vzroki za izgorelost zaposlenih v marketinških poklicih, kako se slednji soočajo z izgorelostjo na delovnem mestu ter kakšen pomen pri preprečevanju in premagovanju pripisujejo lastnim organizacijam. V empiričnem delu smo s pomočjo kvalitativne metode preučevanja izvedli 10 polstrukturiranih poglobljenih intervjujev z zaposlenimi na različnih marketinških delovnih mestih, ki so se bodisi samodiagnosticirali ali pa bili medicinsko diagnosticirani kot izgoreli. Raziskava je pokazala, da na izgorelost zaposlenih v marketingu najbolj vplivajo zunanji dejavniki, kot so visoka pričakovanja nadrejenih, slaba komunikacija znotraj organizacije, neupoštevanje predlogov, nejasna navodila in odgovornosti, pomanjkljive vodstvene sposobnosti vodilnega kadra, minimalna možnost prispevanja, dolg delovnik, prekomerna delovna obremenitev in etične dileme. Organizacijska kultura marketinških organizacij ali oddelkov je nerazvita in zato ovira delovanje posameznikov in delovnih skupin ter jim v času izgorelosti ne daje ustrezne podpore. Simptomi izgorelosti so se pri sodelujočih odražali na fiziološki, psihološki in vedenjski ravni. Posledice nosijo tako zaposleni kot organizacije, kjer si poleg izgube delovne sile ustvarjajo finančne stroške, ogrožajo kulturo podjetja in prispevajo k slabemu ugledu organizacije.

Keywords

izgorelost;marketing;stres;delovno mesto;zdravje;poglobljeni intervju;

Data

Language:	Slovenian
Year of publishing:	2024
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[M. Maglica]
UDC:	331.442:658.8(043.2)
COBISS:	207656195
Views:	72
Downloads:	15
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Burnout among marketing professionals
Secondary abstract:	The Marketing Industry, which is rapidly growing and expanding to new platforms, serves as a source of inspiration and opportunity for employees to continuously develop. However, it can also lead to stress, exhaustion, feelings of inadequacy, and ultimately burnout due to certain factors. The main objective of the Master's thesis is to gather data on the common causes of burnout among Marketing Professionals, how they handle burnout in the workplace, and the importance they place on their organizations in preventing and addressing it. Through a qualitative study method, 10 semi-structured in-depth interviews were conducted with marketing professionals who had identified themselves or been diagnosed with burnout. The research revealed that external factors such as high expectations from superiors, poor communication, disregard of suggestions, unclear responsibilities, inadequate leadership, limited opportunities to contribute, long hours, heavy workloads, and ethical dilemmas significantly influence the risk for burnout among marketing professionals. The organizational culture within marketing departments is lacking, hindering the effectiveness of individuals and work teams and failing to provide sufficient support during burnout. Participants exhibited physiological, psychological, and behavioral symptoms of burnout, with consequences impacting both employees and organizations, including loss of workforce, financial costs, damage to company culture, and harm to organizational reputation.
Secondary keywords:	burnout;marketing;stress;workplace;well-being;in-depth interview;Izgorelost (psihologija);Delovni stres;Trženje;Univerzitetna in visokošolska dela;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	1 spletni vir (1 datoteka PDF (93 str.))
ID:	24956286