20.500.12556/DKUM-82070 Marketinško komuniciranje v Olimpijskem komiteju Slovenije - združenju športnih zvez Marketing communication in Olympic committee of Slovenia - Association of sports federations Pri Olimpijskem komiteju Slovenije – Združenju športnih zvez (v nadaljevanju OKS-ZŠZ) morajo za uspešno izvedbo svojih programov in za operativno delovanje družbe skoraj polovico sredstev zagotoviti z uspešnim trženjem svoje blagovne znamke in produktov. Diplomska naloga obravnava tematiko marketinškega komuniciranja s sponzorji in partnerji OKS-ZŠZ ter jo opisuje od samega začetka družbe – od ustanovitve do danes. V diplomski nalogi smo uporabili analitično deskriptivno metodo, ki zajema študij literature, v raziskovalnem delu naloge pa obravnavali problem predčasne prekinitve partnerskih pogodb partnerjev OKS-ZŠZ. V ta namen smo intervjuvali štiri podjetja, ki so imela z OKS ZŠZ podpisane pogodbe nižjih vrednosti, vendar so jih iz različnih vzrokov predčasno prekinili. Na osnovi raziskave smo izdelali naslednje predloge za prenovo marketinškega komuniciranja s partnerji OKS-ZŠZ: predlagamo večjo izpostavljenost partnerjev, več sodelovanja na vseh marketinških dogodkih, več mreženja med partnerji in ostalimi deležniki OKS-ZŠZ in uvedbo rednih sestankov s partnerji v vsakem tromesečju za redno spremljanje rezultatov sodelovanja. Ugotavljamo, da smo s tem smo dosegli vse zastavljene cilje diplomskega dela. The Olympic Committee of Slovenia – Association of Sports Federations (hereinafter OKS ZŠZ), must provide almost half of the funds needed for the successful implementation of their programs and operational activities through the successful marketing of their brand and products. The paper deals with the topic of marketing communications with sponsors and partners of OKS-ZŠZ and describes it from the company’s very beginnings – since the establishment until today. In the paper, we used the descriptive analytical method, encompassing the study of literature, and discussed the problem of early termination of partnership agreements with OKS-ZŠZ. For this purpose, we interviewed four companies that had signed low-value agreements with OKS-ZŠZ and, for various reasons, terminated them prematurely. Based on the research, we made the following suggestions for the renewal of marketing communications with OKS-ZŠZ partners: greater partner transparency, increased collaboration in all marketing events, more networking between partners and other OKS ZŠZ stakeholders, and the introduction of regular meetings with partners on a quarterly basis to regularly monitor the results of cooperation. We find that we have achieved all the set goals of the paper. Marketinško komuniciranje marketing sponzorstvo donatorstvo partnerji OKS-ZŠZ Marketing communication marketing sponsorship donation partners of the Olympic Committee of Slovenia – Association of sports federations true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2022-07-08 10:31:55 2022-08-30 09:41:46 2022-08-31 03:08:14 0000-00-00 00:00:00 2022 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 119555587 VS_Krajsek_Marko_2022.pdf VS_Krajsek_Marko_2022.pdf 1 3FA5B9E8C7B1F05B2E948F4210D46858 33f06d04b78ace70677349cb8ff1e7c5c0f0ce75914970ee4e11f34a0139e3a0 5f8022b2-00eb-11ed-93eb-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=159284 Fakulteta za organizacijske vede 0 0 0