magistrsko delo
Barbara Krajnc (Author), Bruno Završnik (Mentor)

Abstract

Neizprosna konkurenca in zasičenost z raznovrstnimi produkti, od organizacij poleg kakovostnega izdelka, ustreznih prodajnih poti in ugodne cene, prav »zahteva« premišljeno in učinkovito marketinško komuniciranje. Marketinško komuniciranje je sredstvo s katerim organizacije poskušajo informirati, prepričati in opomniti kupce o izdelkih in storitvah, ki jih ponujajo. Marketinško komuniciranje je nujno v vsaki organizacije ne glede na to za kakšno vrsto organizacije gre. Tega se vedno bol zavedajo tudi neprofitne organizacije. Neprofitne organizacije lahko delujejo kot podjetja, zavodi, ustanove in društva. V našem magistrskem delu smo se osredotočili na posebno obliko zavodov in sicer na javne zavode. Javni zavodi so nepridobitne organizacije, ustanovljene s strani države ali lokalne oblasti, z namenom opravljanja javne službe. Primer javnega zavoda, kjer se zavdajo pomena marketinškega komuniciranja je prav gotovo Turistično informacijski center Vuzenica. Obravnavani javni zavod je bil ustanovljen s strani Občine Vuzenica leta 2000 z namenom organiziranja, razvijanja in spodbujanje dejavnosti na področju kulture, športa, turizma, izobraževanja, mednarodnega sodelovanja, založništva, javnega obveščanja ter sejemske dejavnosti v Občini Vuzenica. V TIC-u Vuzenica se zavedajo, da morajo zaradi svojega javnega značaja intenzivno graditi in ohranjati stike s svojo okolico. Glavni namen TIC-a Vuzenica je z marketinškim komuniciranjem informirat, prepričat in spominjat ciljne skupine. Glavna ciljna skupina marketinškega komuniciranja TIC Vuzenica so vsi občani in občanke Vuzenice, poleg njih so ciljne skupine še: obiskovalci (potencialni in stalni) dogodkov in prireditev iz sosednih krajev, turisti iz Slovenije in tujine, lokalna in sosednja društva, ustanoviteljica javnega zavoda – Občina Vuzenica, strokovna javnost, sponzorji, donatorji in vsi drugi, s katerimi se javni zavod srečuje pri izvajanju svoje dejavnosti. Našo magistrsko delo smo zaključili z raziskavo. Z raziskavo smo želeli bolje spoznati našo obravnavano organizacijo in njeno marketinško komuniciranje ter ugotoviti kako okolica zazna marketinško komuniciranje TIC-a Vuzenica. Podatke smo zbirali na dva načina in sicer s strukturiranim intervjujem in anketiranjem.

Keywords

marketinško komuniciranje;javni zavodi;turizem;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Krajnc]
UDC: 659.3:338.48
COBISS: 12222492 Link will open in a new window
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Other data

Secondary language: English
Secondary title: Marketing communication in the public institution in the case of Tourist Information Center Vuzenica
Secondary abstract: The fierce competition and concentration with variety of products demands from organizations quality product, appropriate sales, good prices and also sound and effective marketing communications. Marketing communication is an asset by which organizations tend to inform, persuade and remind customers about their products and services. The marketing communication is imperative in every organization regardless of the organization type. The most attentive are non-profit organizations which can operate as companies, institutions, foundations and associations. In the master thesis we focused on a specific institutions - public institutions. Public institutions are non-profit organizations established by state or local government, with the aim of providing public service. An example of non-profit institution is TIC Vuzenica. This institution is aware of importance of marketing communications. It was established in 2000 by Municipality Vuzenica. TIC Vuzenica was established for the purpose of organizing, developing and encouraging activities in the sphere of culture, sport, tourism, education, international cooperation, publishing, media and trade fair activities in Municipality Vuzenica. TIC Vuzenica is aware that because of its public nature they have to intensively build and maintain contact with surroundings. The main purpose of marketing communications of TIC Vuzenica is to inform, convince and remind the target public. The main target of TIC Vuzenica marketing communications are citizens of Vuzenica and also visitors (potential and permanent) that come to events from neighbouring towns or tourist from Slovenia and abroad, local and neighbouring associations, founder of the public institution - Municipality Vuzenica, professional public, sponsors, donators and all the others. For this master thesis we completed a research study. With the merits of the research we wanted to know more about our present organization, its marketing communications and determine how people see marketing communications of TIC Vuzenica. Information was collected in two different ways, namely through a structured interview and survey.
Secondary keywords: marketing communications;public institutions;TIC Vuzenica;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 74 str., 2 str. pril.
ID: 9115236