[master thesis]
Nihada Prnjavorac (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Neprofitne organizacije igrajo zelo pomembno vlogo v današnji družbi. In čeprav njihova opredelitev ni enostavna, se avtorji strinjajo, da neprofitne organizacije obstajajo za zagotavljanje splošne izboljšave v družbi. Njihov obseg dela daleč presega prodajo vsakdanjih izdelkov ali ponudbo vsakodnevnih storitev. Enako kot pridobitne organizacije, neprofitne organizacije tudi uporabljajo marketing v svojih aktivnosti, vendar z eno razliko: njihove dejavnosti so usmerjene v korist njihovih ciljnih skupin. Z uporabo marketinških načel in tehnik, vplivajo na prostovoljno vedenje svojih ciljnih skupin, z namenom njihovega izboljšanja in blaginje družbe na splošno. Prav to je definicija socialnega marketinga, ki je relativno nov in pogosto napačno razumljen. Ta teza se osredotoča na opredelitev socialnega marketinga in raziskuje uporabo marketinga v dveh neprofitnih organizacijah v Sloveniji z namenom spreminjanja vedenja družbe do njihovih ciljnih skupin. Empirična raziskava je bila izvedena v Mariboru, v Sloveniji maja in junija 2015 s predstavniki dveh slovenskih neprofitnih organizacij: Zveze prijateljev mladine v Mariboru (ZPM Maribor) in Mariborskega društva za cerebralno paralizo Sonček Maribor (Sonček Maribor). Namen poglobljenih intervjujev je bil ugotoviti koliko anketiranci poznajo in razumejo marketinga, kakšni so cilji in aktivnosti njihovih organizacij, ter kakšni so njihovi načrti glede uporabe marketinga z namenom spreminjanja vedenja družbe do njihovih ciljnih skupin. V analizi raziskave so predstavljene ugotovitve o tem, kako neprofitne organizacije v Sloveniji uporabljajo marketing, kakšen je pomen socialnega marketinga v njihovem področju dela in kaj so sredstva in resursi, ki jih potrebujejo za izboljšanje uporabe socialnega marketinga. Analiza raziskave je pokazala, da niso seznanjeni s pomenom socialnega marketinga, vendar pa razumejo pomen marketinga, zlasti promocijo in odnose z javnostmi. Finančna sredstva in kadri so označeni za največje ovire za te organizacije in bodo tudi ostali kot njihovi največji izzivi pri doseganju organizacijskih ciljev.

Keywords

neprofitne organizacije;neprofitni sektor;socialni marketing;družbeno vedenje;ciljne skupine;

Data

Language: English
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [N. Prnjavorac]
UDC: 339.13:33.012.46
COBISS: 12218140 Link will open in a new window
Views: 899
Downloads: 117
Average score: 0 (0 votes)
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Other data

Secondary language: Slovenian
Secondary title: Komparativna analiza socialnega marketinga v dveh neprofitnih slovenskih organizacijah
Secondary abstract: Nonprofit organizations play an important role in today’s society. And although defining them is not an easy task, authors do agree they exist to provide for the general betterment of society. Their scope of work goes way beyond selling everyday products or offering everyday services. Just as for-profit-organizations, they use marketing in their activities, but with one difference: their activities are directed to the benefit of their target groups. By applying marketing principles and techniques, they influence voluntary behaviors of their target audiences in order to improve theirs and the well-being of society in general. This is defined as social marketing, a term that is relatively new and misunderstood by many. This thesis focuses on defining social marketing and explores the use of marketing in two nonprofit organizations in Slovenia with an aim of changing behaviors of society towards their target audiences. The empirical study was conducted in Maribor, Slovenia in May/June 2015 with representatives of two Slovenian nonprofit organizations: Friends of Youth Association in Maribor (ZPM Maribor) and Association Sonček Maribor (Sonček Maribor). In-depth interviews focused on the respondents’ understanding of marketing, their organizations’ activities and goals, as well as their plans to apply marketing in order to change behaviors of society towards their target groups. The analysis of the research presents the findings on how the nonprofit organizations in Slovenia use marketing, what is the relevance of social marketing in their scope of work and what are the resources they need to improve the use of social marketing. The analysis of the research showed they are not familiar with the meaning of social marketing, but they do understand the importance of marketing, especially promotion and public relations. Financial and human resources are identified as the biggest obstacles for these organizations and remain also as their biggest challenges in achieving their goals.
Secondary keywords: nonprofit organizations;nonprofit sector;third sector;social marketing;social behavior;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 70 str., 3 str. pril.
ID: 9077902