MARKETING V KULTURI

• Main Author: Skurjeni, Jasmina
• Other Authors: Mumel, Damijan
• Format: Bachelor Thesis
• Language: Slovenian
• Published: J. Skurjeni 2012
• Subjects: marketing v kulturi; mesto Ptuj; Pokrajinski muzej Ptuj-Ormož; Mestno gledališče Ptuj; večkriterijsko dločanje; program Web-HIPRE; marketing in culture; city Ptuj; culture Ptuj - Ormož Regional Museum; Town Theatre Ptuj; multi-criteria decision making; Web-HIPRE.; info:eu-repo/classification/udc/339.13; sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=20490; https://dk.um.si/Dokument.php?id=28227&dn=; https://plus.si.cobiss.net/opac7/bib/11103772?lang=sl

V diplomski nalogi sem najprej pojasnila pojma kultura in marketing. Marketing v kulturnih ustanovah postaja vse pomembnejši, saj je tudi v kulturni dejavnosti konkurenca in vsaka ustanova se mora boriti za svoj obstoj. Prisotnost marketinške dejavnosti sem proučila v Pokrajinskem muzeju Ptuj-Ormož in Mestnem gledališču Ptuj. Ugotovila sem, da je marketing v obeh ustanovah do neke mere prisoten. Nikjer sicer nimajo zaposlenega, ki bi bil odgovoren posebej za marketinške aktivnosti, saj v obeh za marketing skrbijo uslužbenci sami. Menim, da se marketing bolj razvija v gledališču, saj imajo moderno oblikovano in redno posodobljeno spletno stran in tudi profil na socialnem omrežju Facebook. Kot kažeta raziskava in statistika, je prav to prihodnost marketinga in našega življenja nasploh. Želela sem tudi ugotoviti, kakšno je zanimanje za kulturo med mladimi. Anketne vprašalnike sem razdelila petdesetim ptujskim srednješolcem. Po rezultatih ankete lahko sklepam, da je zanimanje za kulturo med ptujskimi srednješolci zelo slabo. Redko obiskujejo kulturne ustanove in dejavnosti, svoj prosti čas raje preživijo v lokalih, diskotekah in nakupovalnih centrih. S programom Web- hipre sem ugotavljala, kateri način oglaševanja muzeja in gledališča bi bil najprimernejši, če se osredotočimo na ciljno skupino srednješolci. Izbirala sem med različnimi alternativami in ugotovila, da je za to ciljno skupino najprimernejši način oglaševanje na Facebooku. In my diploma thesis I tried to explain the meaning of the concept of culture and marketing. The importance of marketing in cultural institutions is constantly increasing, because the competition is present also in cultural activities and just like any profitable institution, every foundation has to fight for its existence. I investigated the presence of marketing activity in the Ptuj - Ormož Regional Museum and in the Town Theatre Ptuj. The research conducted indicates that marketing is to some extend present in both of the institutions. There is no person accountable only for marketing activities in none of them. In both of them, the employees run the marketing department by themselves. In my personal opinion, marketing is more developed in the Town Theatre, which has a well-developed and regularly updated website and a profile on a social-networking site Facebook. According to the research and the statistics, this is the future of marketing and our life in general. I also wanted to find out if young people are interested in culture. I surveyed fifty high school students from Ptuj. According to the survey, there is no great interest in culture as such. The students visit the cultural institutions or participate in cultural activities very rarely. They rather spend their leisure time in local pubs, discotheques and shopping centres. With the program Web-HIPRE I tried to find out, what is the most effective way to advertise, if we take into consideration that the target group are the high school students. There were many alternatives, but I found out that the best way would be advertising on Facebook.