master's thesis
MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN

Antonela Čmrlec (2017)
University of Split
Faculty of economics Split
Metadata
TitleMARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad
AuthorAntonela Čmrlec
Mentor(s)Daša Dragnić (thesis advisor)
Abstract
U ovom radu izrađena je marketinška strategija razvoja Javne ustanove za upravljanje Park-šumom Marjan u Splitu. Park-šuma je kategorija zaštite prirode u skladu sa Zakonom o zaštiti prirode RH. Javna ustanova PŠM je institucija javnog sektora u nadležnosti lokalne uprave koja se bavi zaštitom, nadzorom i promocijom ovog zaštićenog područja. Marketinška strategija izrađena je kako bi Ustanova definirala svoje glavne ciljeve postavljene nakon detaljne analize unutarnjih i vanjskih čimbenika. Kroz ovaj poslovni slučaj, marketinškim alatima kao što su PESTE, MOF i RECoIL donesen je detaljan osvrt na poslovanje Ustanove u odnosu na njenu okolinu, ali i unutarnju strukturu organizacije, glavne funkcije i službe. Temeljen navedenih analiza, izlučeni su osnovni ciljevi unapređenja djelatnosti, te pretpostavke razvoja na području biološke zaštite eko-sustava, nadzora područja te unapređenja promotivnih aktivnosti, edukacije i podizanja svijesti korisnika i svih oblika održivog turizma popularnih u zaštićenim područjima.
KeywordsMarketing strategy public sector institutions nature protection sustainable development Park-forest Marjan.
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelspecialist graduate
Study programmeManagement; specializations in: Project management, Financial and Tax management, Accounting and Revision
Study specializationProject management
Academic title abbreviationstruč. spec. oec.
Genremaster's thesis
Language Croatian
Defense date2017-02
Parallel abstract (English)
Marketing strategy for the development of the Public Institution for management of the Park-forest Marjan Split has been presented in this paper. A park-forest is a category of nature protection in accordance with the Law on Protection of Nature of the Republic of Croatia. Public Institution PFM is a public sector institution under the jurisdiction of local governments dedicated to the protection, control and promotion of the protected area. This marketing strategy was developed so the Institution could define its main goals set after a detailed analysis of internal and external factors. Through this business case, marketing tools such as PESTE analysis, MOF and RECoIL passed a detailed review of the operations of the Institution in relation to its surroundings, but also the internal structure of the organization, main functions and services. Based on the analysis above, the main objectives of improving activities have been defined, and assumptions of development in the field of biological protection of eco-systems, area control and improvement of promotional activities, users' education and raising awareness and all forms of sustainable tourism popular in protected areas.
Parallel keywords (Croatian)Marketinška strategija institucije javnog sektora zaštita prirode održivi razvoj Park-šuma Marjan.
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:564873
CommitterIvana Gizdić