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master's thesis
ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU
Diplomski rad
Split: University of Split, Faculty of economics Split, 2021. urn:nbn:hr:124:809112
Šegvić, Marija
University of Split
Faculty of economics Split

Cite this document

Šegvić, M. (2021). ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:809112

Šegvić, Marija. "ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:809112

Šegvić, Marija. "ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:809112

Šegvić, M. (2021). 'ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:809112

Šegvić M. ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:124:809112

M. Šegvić, "ULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:809112

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Metadata
TitleULOGA MARKETINŠKE KOMUNIKACIJE U STUPNJU ANGAŽIRANOSTI MLADIH U NEPROFITNOM SEKTORU : Diplomski rad
AuthorMarija Šegvić
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neprofitni sektor podrazumijeva sve pojedince i organizacije koji rade na tome da društvo teži ka napretku i ostvarivanju javnih interesa. Neprofitni sektor čine neprofitne organizacije kojima cilj postojanja nije ostvarivanje profita već ispunjavanje društvenih ciljeva. Za postojanje neprofitnih organizacija i ostvarivanje njihovih ciljeva neophodni su financijski i ljudski resursi. Baš kao i u profitnom sektoru i u neprofitnom je marketing neizostavna sastavnica. Marketinška komunikacija neprofitnog sektora služi kako bi se uspostavila komunikacija s ciljanom publikom koju čine članovi, zaposlenici, donatori i volonteri. Svrha ovog rada bila je ispitati utjecaj marketinške komunikacije na stupanj angažiranosti mladih u neprofitnom sektoru. Angažiranost u neprofitnom sektoru je u ovom radu definirana kroz volontiranje, doniranje i zaposlenje. Za potrebe ispitivanja provedena je anketa na uzorku od 299 ljudi. Rezultati istraživanja pokazali su da marketinška komunikacija pozitivno utječe na ambiciju mladih za volontiranjem i namjeru za zaposlenjem u neprofitnom sektoru, dok na potrebu za doniranjem utječe umjereno.
Abstract (english)
The non-profit sector includes all individuals and organizations whose work is to ensure that society aspires for progress and the realization of public interests. The non-profit sector consists of non-profit organizations whose goal of existence is not to make a profit but to meet social goals. Financial and human resources are necessary for the existence of non-profit organizations and the achievement of their goals. Just as in the for-profit sector marketing is an indispensable component in the non-profit sector, as well. The marketing communication of the non-profit sector is used to establish communication with the target audience including members, employees, donors and volunteers. The purpose of this research thesis was to examine the impact of marketing communication on the degree of youth engagement in the non-profit sector. Involvement in the non-profit sector is defined in this research thesis through volunteering, donations and employment. For the purposes of the research, a survey was conducted on a sample of 299 people. The results of the research showed that marketing communication has a positive effect on young people's ambition to volunteer and their intention to work in the non-profit sector, while the need for donations has a moderate effect..
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:809112
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryREFST
Created on2021-11-03 14:14:41