Marketinške aktivnosti u sportskom plesu kao izvedbenoj umjetnosti

undergraduate thesis

• Title (english): Marketing activities in dancesport as performing arts
• Author: Patricia Herceg
• Mentor: Tanja Komarac (mentor)
• Committee member: Tanja Komarac (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2023-02-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Djelovanje neprofitnih organizacija ima značajnu ulogu u društvu i svim njegovim podsustavima. Djelovanje takvih organizacija često doprinosi rješavanju problema zajednice i utječe na gospodarski sustav. Sve neprofitne organizacije, kroz svoje djelovanje, imaju određeni, veći ili manji utjecaj na društvo i širu zajednicu. Neprofitne organizacije često zanemaruju potrebu ekonomskog pristupa u svom djelovanju. S obzirom na to da se najčešće financiraju donacijama i djelomičnom prodajom određenih usluga uz nominalnu naknadu (pokrića troška za pružanje usluga) ovise o marketinškim aktivnostima u prikupljanju sredstava. To su najčešće aktivnosti poput pronalaženje sponzora, njihovo privlačenje te zadržavanje, kao i pronalaženje donatora, što nije jednostavno i zahtjeva kreativna marketinška rješenja i znanja. Ples, kao vrsta izvedbene umjetnosti predstavlja sportsku aktivnost koja se manifestira kao izričaj pojedinca. Promocija sportskog plesa u Republici Hrvatskoj zadaća Hrvatskog sportsko plesnog saveza koji djeluje kao neprofitna organizacija. Predmet rada su marketinške aktivnosti u sportskom plesu kao izvedbenoj umjetnosti. Cilj rada je pružiti uvid u marketinške aktivnosti, prvenstveno aktivnosti digitalnog marketinga koje se koriste kako bi sportski ples (ponuda usluge) povezao sa zajednicom (potražnja). Navedeno će se prikazati na primjeru Hrvatskog sportskog plesnog saveza. U radu je pružen uvid u trenutne marketinške aktivnosti Hrvatskog sportsko plesnog saveza s naglaskom na projekt „Zapleši“ te su otkrivene neiskorištene mogućnosti korištenja marketinga s naglaskom na promociju sportskog plesa.

Abstract (english)

The activities of non-profit organizations play a significant role in society and all its subsystems. The activities of such organizations often contribute to solving community problems and affect the economic system. All non-profit organizations, through their activities, have a certain, greater or lesser impact on society and the wider community. Non-profit organizations often ignore the need for an economic approach in their activities. Given that they are most often financed by donations and partial sales of certain services with a nominal fee (covering the cost of providing services), they depend on marketing activities in fundraising. These are the most common activities such as finding sponsors, attracting and retaining them, as well as finding donors, which is not easy and requires creative marketing solutions and knowledge. Dance, as a type of performance art, represents a sporting activity that manifests itself as an expression of an individual. The promotion of sports dance in the Republic of Croatia is the task of the Croatian Dancesport Association, which operates as a non-profit organization. The subject of the work is marketing activities in sports dance as a performance art. The goal of the work is to provide insight into marketing activities, primarily digital marketing activities that are used to connect sports dance (service offer) with the community (demand). The above will be shown on the example of the Croatian Sports Dance Association. The paper provides an insight into the current marketing activities of the Croatian Sports Dance Association with an emphasis on the "Dance" project, and untapped possibilities of using marketing with an emphasis on the promotion of sports dance are revealed.

• Keywords: Hrvatski sportski plesni savez; sportski ples; neprofitne organizacije; marketinške aktivnosti; marketing; promocija
• Keywords (english): Croatian dancesport federation; dancesport; non-profit organizations; marketing activities; marketing; promotion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:736220
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Tourism Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Public note: .
• Created on: 2023-06-29 10:41:47