TRŽNO KOMUNICIRANJE NEPROFITNEGA PROJEKTA PASAVČEK

Prasl, Dario

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Title:	TRŽNO KOMUNICIRANJE NEPROFITNEGA PROJEKTA PASAVČEK
Authors:	ID Prasl, Dario (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	MAG_Prasl_Dario_2010.pdf (2,96 MB) MD5: FA8EC1A3A58D9DF2B0FBF6A5548474CB PID: 20.500.12556/dkum/e247b21b-437a-4c56-9a57-7da9a7527ccd
Language:	Slovenian
Work type:	Master's thesis/paper
Organization:	EPF - Faculty of Business and Economics
Abstract:	Je tržno komuniciranje in so neprofitne organizacije. Veliko je znanega o tržnem komuniciranju in prav tako o neprofitnih organizacijah. Vendar v kakšni meri sta ta dva pojma ločena oziroma povezana, je prikazano v magistrskem delu, ki ga berete. Subjekt neprofitnega tržnega komuniciranja temelji na projektu Pasavček, ki cilja na večjo pravilno uporabo otroških varnostnih sedežev in varnostnih pasov. Kot uvod v raziskavo so definirani različni pojmi in teorije, ki se pojavljajo skozi delo. Prvi del, teoretični, zajema podrobnejšo opredelitev tržnega komuniciranja, predvsem odnosov z javnostmi, saj predstavljajo pomembnejše orodje tržnega komuniciranja projekta Pasavček. Ker se projekt ukvarja s specifično ciljno skupino mladoletnikov in mladostnikov je velik poudarek tudi na t.i. Generaciji Y oziroma Millenialsih. Kdo so to, kako se obnašajo in kakšni marketinški pristopi so primerni za njih, so ključna vprašanja, na katera mora tržnik najti odgovore. Ker je projekt neprofiten in se ga vseeno komunicira, se je postavilo vprašanje, v kolikšni meri se neprofitnost nasploh komunicira in kakšen je splošen image marketinga na tem področju. Po prepotrebni teoretični obdelavi zastavljenega problema se v drugem delu usmerimo na projekt Pasavček, ki ga izvaja Direkcija RS za ceste, in sicer Svet za preventivo in vzgojo v cestnem prometu. Preučena je potreba po neprofitnem tržnem komuniciranju in načrt komunikacijskega spleta. Detajlno so opredeljeni instrumenti tržnega komuniciranja in primernost uporabe le-teh. Zanimalo nas je, če lahko uporaba (socialnega) marketinga pripomore k uspešnosti projekta, kateri ni naravnan k pridobivanju dobička, temveč k dobrobiti/varnosti posameznika, družbeni odgovornosti in blaginji.
Keywords:	tržno komuniciranje, neprofitna organizacija, socialni marketing, Millenials, image
Place of publishing:	Cankova
Publisher:	[D. Prasl]
Year of publishing:	2010
PID:	20.500.12556/DKUM-16794
UDC:	659.3
COBISS.SI-ID:	10523420
NUK URN:	URN:SI:UM:DK:EES65CS0
Publication date in DKUM:	18.01.2011
Views:	2632
Downloads:	317
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Market communication of non-profit project Pasavček
Abstract:	It is a marketing communications and non-profit organization. Much is known about marketing communications and also on non-profit organizations. How are these two concepts separate or connected to each other, is shown in the thesis you are reading. Non-profit entity is based on the marketing communication project Pasavček that aims to increase the proper use of child safety seats and safety belts. As an introduction to the survey there are defined various concepts and theories that emerge through the work. The first part, theoretical, contains more detailed definition of marketing communications, particularly public relations, which constitute important tool of marketing communication of the project Pasavček. Because the project deals with a specific target group of minors and adolescents it is a major emphasis on the Generation Y or Millenials. Who they are, how they behave and what marketing approaches are suitable for them, are the key questions that must marketer find the answers to. The project is non-profit and even though is communicating, that is why we asked ourselves to what extent the non-profit generally communicates and what is the overall image of marketing in this area. After a theoretical treatment of a particular problem, in the second part we are focusing on project Pasavček undertaken by the Directorate of the Republic of Slovenia for Roads at the Council for the prevention and road safety education. We examined the need for non-profit marketing communication of the project and marketing mix plan and we also defined instruments of marketing communication and suitability of its use. We wanted to know if use of the (social) marketing contributed to the success of the project, which is not directed at obtaining profit, but to the welfare/safety of the individual, social responsibility and prosperity.
Keywords:	Marketing Communications, a non-profit organization, Social Marketing, Millenials, image

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