specialistično delo
Metoda Križanec (Author), Damijan Mumel (Mentor)

Abstract

Marketinško komuniciranje v pridobitnih podjetjih prinaša povečanje prodaje ter prepoznavnost izdelkov in storitev, ki jih podjetje ponuja ter s tem dosega konkurenčno prednost. Marketinško komuniciranje različni avtorji različno pojmujejo, vendar pa zagotovo gre za proces, s pomočjo katerega organizacija komunicira s svojo javnostjo. Ne samo v pridobitnih, ampak tudi v nepridobitnih organizacijah, natančneje v izobraževalnih, je delovanje celotnega marketinškega komunikacijskega spleta zelo pomembno za povečanje prepoznavnosti ugleda posamezne organizacije ter za pridobitev potencialnih uporabnikov njihovih primarnih storitev, to je izobraževanje po različnih programih. V specialističnem delu sem predstavila ključna orodja marketinškega komuniciranja v javno-izobraževalnem zavodu Šolski center Šentjur, ki je sestavljen iz dveh organizacijskih enot: Srednja poklicna in strokovna šola ter Višja strokovna šola. Naloga je sestavljena iz dveh delov: teoretičnega in praktičnega. V prvem, teoretičnem delu, sem opisala osnove marketinškega komuniciranja z vsemi najpomembnejšimi orodji. V drugem, praktičnem delu, sem v uvodu predstavila Šolski center Šentjur, v nadaljevanju pa sem predstavila ključna orodja marketinškega komuniciranja, katere Šolski center Šentjur načrtuje pred vsakim šolskim in študijskim letom. Podrobneje sem opisala načrt posameznih orodij marketinškega komuniciranja, ki so zasnovani po sistemu SOSTAC – najprej analiza situacije, nato definiranje ciljev, določanje proračuna, določanje strategij in taktik komuniciranja, izvedba posameznih orodij ter merjenje učinkovitosti in uspešnosti posameznih orodij. Načrt marketinškega komuniciranja oziroma načrt uporabe ključnih orodij na Šolskem centru Šentjur so bila predstavljena za šolsko leto 2016/17. Ključna orodja marketinškega komuniciranja so načrtovana za doseganje primarnega cilja zavoda – povečanje vpisa dijakov in študentov v šolskem in študijskem letu 2017/18, ter sekundarnih ciljev - večje povpraševanje kupcev po dodatnih izdelkih in storitvah šole v prihodnosti.

Keywords

marketing;komuniciranje;marketinško komuniciranje;oglaševanje;pospeševanje prodaje;osebna prodaja;odnosi z javnostjo;šolstvo;srednje šolstvo;

Data

Language: Slovenian
Year of publishing:
Typology: 2.10 - Specialist Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: M. Križanec
UDC: 659.3/.4:373.5
COBISS: 12263452 Link will open in a new window
Views: 1173
Downloads: 89
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Other data

Secondary language: English
Secondary title: ǂThe ǂplan of marketing communication for School Centre Šentjur
Secondary abstract: Marketing communication in profit companies brings the increasing of the sales and the visibility of the products and services offered by the company and with this it reaches a competitive advantage. Marketing communication is regarded differently by different authors, but it certainly is a process by which an organization communicates with its public. Not only in profit, but also in non-profit organizations, specifically in educational organizations, the functioning of the overall marketing communication net is very important for increasing the visibility of reputation of the individual organization and for gaining the potential users of their primary services, this means education through various programs. Among the tools of marketing communication are considered to be advertising, public relations, sales promotion, personal selling and direct marketing. In my specialist work I presented the key tools of marketing communication in a public educational institution Šolski center Šentjur, which consists of two organizational units: Secondary vocational and technical school and Higher vocational school. The task consists of two parts: theoretical and practical. In the first, theoretical part, I described the basics of marketing communication with all of the most important tools. In the second, practical part, I first presented Šolski center Šentjur, and in the continuation I presented the key tools of marketing communication, which Šolski center Šentjur plans before each school and academic year. I described in detail a plan of individual tools of marketing communication, which are designed according to SOSTAC system - first the analysis of the situation, then definition of objectives, strategies and tactics, implementation and, finally, the analysis of methods for measuring the efficiency of individual tools. The plan of marketing communication and the plan of the use of the key tools at Šolski center Šentjur is presented for the academic year 2016/17. Key tools of marketing communication are planned in order to achieve the basic objective of the institutution - an increase in enrollment of students in the school and academic year 2017/18, and secondary objectives - increasing customer demand for additional, market products and services in the future.
Secondary keywords: Šolski center Šentjur;SOSTAC;marketing communication;public relations;advertising;personal selling;sales promotion.;
URN: URN:SI:UM:
Type (COBISS): Specialist thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fakulteta
Pages: 111 str.
ID: 9125201