Naslov (srp)

Планирање маркетинг комуникационих стратегија у културно-образовним институцијама за децу

Autor

Teodorović Stojanović, Ivana M.

Doprinosi

Janičić, Radmila, 1968-
Filipović, Vinka, 1948-
Gligorijević, Mirjana.

Opis (srp)

Докторска дисертација „Планирање маркетинг комуникационих стратегија у културно-образовним институцијама за децу'' садржи систематизацију теоријских сазнања, насталих на основу резултата досадашњих истраживања маркетинг комуникационих стратегија у култури и културно-образовним институцијама за децу и сазнања из праксе, стечена приликом вишегодишњег рада у институцији културе за децу Градске управе - Града Београда, као и многобројним пројектима за децу и младе. С обзиром да не постоји литература која целовито третира овај проблем, циљ овог истраживања је равномерно третирање културно-образовних институција за децу са другим институцијама културе које су намењене старијој популацији. Проблем који се у дисертацији третира је непостојање свести о тржишном размишљању у институцијама културе за децу, чиме се директно угрожава опстанак институције и њен будући развој. За потребе истраживања, користећи интервјуе, фокус групе, упитнике и студије случаја, анализиране су државне и приватне институције и организације за децу и младе у Србији и региону, са освртом на друге сличне институције и ван региона. Анализирајући проблем примене маркетинг комуникационих стратегија и односа с јавношћу, показало се колико институције за децу планирају и спроводе маркетинг комуникационе стратегије. У раду су приказани и позитивни примери из праксе, ради свеобухватног поређења. У оквиру рада анализиране су и специфичности маркетинг комуникације у области културе и образовања, као и корелација непрофитног маркетинга и односа с јавношћу, која мора да постоји у непрофитној културно-образовној делатности. Да би институција културе за децу стекла конкурентну позицију, мора да задржи постојеће кориснике, да придобије оне који су део потенцијалне публике, али и да пробуди потребу за истим и код такозване непостојеће публике. Препреку у развоју пословања културно-образовних институција представља непостојање довољног броја публике.

Opis (srp)

Društvene nauke / Marketing Social sciences / marketing Datum odbrane:22.06.2017.

Opis (eng)

Doctoral dissertation "Planning of marketing communication strategy in cultural-educational institutions for children'' contains a systematization of theoretical knowledge, created on the basis of previous studies of marketing communication strategies in culture and cultural and educational institutions for children, practical knowledge acquired during many years of work in the cultural institution for children founded by City of Belgrade, as well as numerous cultural projects for children and youth. The goal of this research is equality in treating of cultural-educational institutions for children with other cultural institutions which are intended for older population, given that there is no literature that comprehensively treats this problem. The problem that this dissertation treats is the lack of awareness of the market thinking in cultural institutions for children, which directly threatens the survival of the institution and its future development. For this study, interviews, focus groups, surveys and case studies were used; also, public and private institutions and organizations for children were analyzed, from Serbia and the region, with regard to other similar institutions outside the region. Paper analyzes the problem of implementation of marketing communication strategies and public relations, and shows how institutions for children plan and implement marketing communication strategies. The paper presents positive examples from practice for a comprehensive comparison. The paper analyzes the specificity of marketing communication in the field of culture and education, as well as the correlation between the non-profit marketing and public relations, which must exist in non-profit cultural and educational activities. Cultural institutions for children must gain a competitive position, must retain existing customers and must win potential audience, but also need to awake the cultural need with the so-called non-existent audience. The obstacle to development of cultural-educational institutions is the lack of a sufficient number of audiences. Using integrated marketing communications and public relations, cultural and educational institutions for children can, in cooperation with schools, create children cultural needs, create cultural habits and the form healthier adulthood.

Jezik

srpski

Datum

2017

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 2.0 AT - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 2.0 Austria License.

http://creativecommons.org/licenses/by-nc-nd/2.0/at/legalcode

Predmet

OSNO - Opšta sistematizacija naučnih oblasti, Ostala pitanja

Doctoral dissertation "Planning of marketing communication strategy in cultural-educational institutions for children'' contains a systematization of theoretical knowledge, created on the basis of previous studies of marketing communication strategies in culture and cultural and educational institutions for children, practical knowledge acquired during many years of work in the cultural institution for children founded by City of Belgrade, as well as numerous cultural projects for children and youth. The goal of this research is equality in treating of cultural-educational institutions for children with other cultural institutions which are intended for older population, given that there is no literature that comprehensively treats this problem. The problem that this dissertation treats is the lack of awareness of the market thinking in cultural institutions for children, which directly threatens the survival of the institution and its future development. For this study, interviews, focus groups, surveys and case studies were used; also, public and private institutions and organizations for children were analyzed, from Serbia and the region, with regard to other similar institutions outside the region. Paper analyzes the problem of implementation of marketing communication strategies and public relations, and shows how institutions for children plan and implement marketing communication strategies. The paper presents positive examples from practice for a comprehensive comparison. The paper analyzes the specificity of marketing communication in the field of culture and education, as well as the correlation between the non-profit marketing and public relations, which must exist in non-profit cultural and educational activities. Cultural institutions for children must gain a competitive position, must retain existing customers and must win potential audience, but also need to awake the cultural need with the so-called non-existent audience. The obstacle to development of cultural-educational institutions is the lack of a sufficient number of audiences. Using integrated marketing communications and public relations, cultural and educational institutions for children can, in cooperation with schools, create children cultural needs, create cultural habits and the form healthier adulthood.

OSNO - Opšta sistematizacija naučnih oblasti, Ostala pitanja

маркетинг комуникациона стратегија, културно-образовна делатност, деца и млади, институција културе за децу, непрофитни сектор, интегрисана маркетинг комуникација, маркетинг микс у култури, дигитални маркетинг у култури, односи с јавношћу