Marketinško komuniciranje v Olimpijskem komiteju Slovenije - združenju športnih zvez

Krajšek, Marko

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Title:	Marketinško komuniciranje v Olimpijskem komiteju Slovenije - združenju športnih zvez
Authors:	ID Krajšek, Marko (Author) ID Vukovič, Goran (Mentor) More about this mentor...
Files:	VS_Krajsek_Marko_2022.pdf (788,09 KB) MD5: 3FA5B9E8C7B1F05B2E948F4210D46858
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	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.
Keywords:	Marketinško komuniciranje, marketing, sponzorstvo, donatorstvo, partnerji OKS-ZŠZ
Place of publishing:	Maribor
Year of publishing:	2022
PID:	20.500.12556/DKUM-82070
COBISS.SI-ID:	119555587
Publication date in DKUM:	30.08.2022
Views:	900
Downloads:	122
Metadata:
Categories:	FOV
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Licences

License:	CC BY 4.0, Creative Commons Attribution 4.0 International

Link:	http://creativecommons.org/licenses/by/4.0/
Description:	This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:	08.07.2022

Secondary language

Language:	English
Title:	Marketing communication in Olympic committee of Slovenia - Association of sports federations
Abstract:	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.
Keywords:	Marketing communication, marketing, sponsorship, donation, partners of the Olympic Committee of Slovenia – Association of sports federations

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