20.500.12556/DKUM-97488 Uporaba metode šest klobukov razmišljanja in marketinških pristopov pri izbiranju zavarovalnih ponudb za mlade lastnike vozil Applying the six thinking hats method and marketing approaches in selecting insurance offers for young vehicle owners Diplomska naloga se osredotoča na iskanje primernega paketa zavarovanja avtomobila za mladega lastnika s pomočjo ustvarjalne metode razmišljanja šest klobukov. Znotraj naloge je s teorijo podprt praktični del naloge, ki se osredotoča na iskanje že omenjenega odgovora. Teoretični del naloge najprej predstavi celovitost, sistemsko teorijo, ustvarjalnost, kako ideja nastane, katere vrste razmišljanj poznamo, opis metod ustvarjalnega mišljenja, ki jim sledi natančen opis metode šest klobukov, podlaga s področja marketinga in marketinškega komuniciranja za namen uporabe izsledkov naloge, opis komunikacijskih kanalov ter opis zavarovalnic, paketov ter vključenih in izključenih koristi paketa ali kombinacije. Za boljšo relevantnost rezultatov smo izbrali tri zavarovalnice in preučili pakete, ki jih ponujajo, ter se na podlagi teh odločali, kateri paket bi bil najbolj primeren. Praktični del je bil delno izveden z anketo, preostali del pa s skupinsko diskusijo, v kateri je sodelovalo osem oseb, ki so v času izvedbe delavnice bili mladi vozniki. V zaključku smo ugotovili, da je z De Bonovo metodo šest klobukov mogoče pridobiti odgovore na naše vprašanje ter oblikovati konkretne smernice, ki bi bile v praksi uporabne tudi za zavarovalnice, ki želijo pridobiti nove mlade odjemalce. V ta namen je v teoretičnem delu oblikovano poglavje o marketinškem načrtu komuniciranja, s katerim so sredstva učinkoviteje porabljena, rezultati pa boljši. The thesis focuses on finding a suitable car insurance package for a young owner using the creative thinking method of the Six Thinking Hats. The practical part of thesis, which is supported by theoretical foundations, centers on finding the aforementioned solution. The theoretical part first presents the concepts of wholeness, systems theory, creativity, the process of idea formation, different types of thinking, and methods of creative thinking, followed by a detailed description of the Six Thinking Hats method. It also includes a foundation in marketing and marketing communication, intended to support the use of the study’s findings, a description of communication channels, and an overview of insurance companies, packages, and the included and excluded benefits of individual packages or combinations. To ensure more relevant results, three insurance companies were selected, and their offered packages were analyzed to determine which would be the most suitable. The practical part was partially carried out through a survey, while the remaining part was conducted via a group discussion involving eight participants who, at the time of the workshop, were young drivers. In conclusion, it was found that De Bono’s Six Thinking Hats can effectively provide answers to our research question and yield concrete guidelines that could also be applied in practice by insurance companies seeking to attract new young clients. For this purpose, a chapter on the marketing communication plan was developed within the theoretical framework, offering a means for more efficient resource allocation and improved results. metoda šest klobukov ustvarjalnost komunikacijski kanali marketinški načrt komuniciranja zavarovalniški paketi. six thinking hats method creativity communication channels marketing communication plan insurance plans. true true false U. Mernik] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-03-12 16:47:24 2026-05-07 12:52:47 2026-05-08 03:09:28 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13:368 277383939 UN_Mernik_Urska_2026.pdf UN_Mernik_Urska_2026.pdf 1 14CFFD71F9D2F02BD8F0DC46C594C59D 13965998f22b04f564dbccc59fa29b67b82c25477b0cca9e52b49988f5fc8044 3e29ad11-3652-11f1-a3c3-00155d0001a1 https://dk.um.si/Dokument.php?lang=slv&id=205213 Ekonomsko-poslovna fakulteta 0 0 0