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Title:Primerjava marketinških strategij vodilnih plesno izobraževalnih institucij v EU
Authors:Fröhlich, Tina (Author)
Vukovič, Goran (Mentor) More about this mentor... New window
Files:.pdf MAG_Frohlich_Tina_2016.pdf (3,27 MB)
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:Akademija za ples je mlada akademija, ki v slovenskem in tudi mednarodnem prostoru nima direktne konkurence. Ima edinstven študijski program 1. bolonjske stopnje, »Ples, koreografija«, katerega diplomanti pridobijo naziv diplomirani plesalec koreograf (VS) / diplomirana plesalka koreografinja (VS), raven VI/2. Akademija se od svoje ustanovitve leta 2008 sooča s premajhnim vpisom študentov kljub temu, da ima atraktiven program, strokovne predavatelje in sodelavce, veliko praktičnega dela in tudi mednarodnega udejstvovanja. V magistrskem delu smo ugotavljali kje so ključni razlogi za premajhno povpraševanje po pridobitvi formalne izobrazbe s plesnega področja v Sloveniji oz. za premajhen vpis potencialnih študentov. Zato smo v teoretičnem delu proučili področja izobraževanja, marketinga v izobraževanju in marketinških strategij, v raziskovalnem delu pa opravili raziskavo trga in analizo okolja. Raziskava trga je pokazala, da je zavedanje pomembnosti formalnega izobraževanja na področju plesa v slovenski plesni javnosti dobro, da ve kje lahko pridobi formalno plesno izobrazbo in kakšne so s pridobitvijo le-te možnosti za zaposlitev. Vendar pa smo ugotovili, da Akademija za ples nima zapisane marketinške strategije, ki bi ji lahko sledila in s tem povečala svojo prepoznavnost v širši javnosti. To potrjujejo tudi rezultati raziskave, ki kažejo na to, da je Akademija za ples premalo poznana širši slovenski javnosti, njene prednosti pa premalo izpostavljene. Kot rešitev smo v poglavju Predlagane rešitve zapisali predlog marketinške strategije, ki bi Akademiji za ples prinesla večjo prepoznavnost, predvsem pa ji omogočila, da razvije svoj potencial.
Keywords:- izobraževanje - marketing v izobraževanju - marketinška strategija
Year of publishing:2016
Source:Maribor
COBISS_ID:7603219 Link is opened in a new window
NUK URN:URN:SI:UM:DK:JJHWA6NY
Views:559
Downloads:49
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Categories:FOV
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Secondary language

Language:English
Title:Comparison of Marketing Strategies of Leading Dance Educational Institutions in the EU
Abstract:Akademija za ples (Dance Academy) is a young institution which has no direct competition in Slovenia or in the international environment. The Academy offers a unique first-cycle (undergraduate) study course of ''Dance, choreography'', after the completion of which graduates are awarded the title ''diplomirani plesalec koreograf (VS) / diplomirana plesalka koreografinja (VS), level VI/2'' (''graduate dancer choreographer, level VI/2''). Since it was established in 2008, the Academy has been faced with insufficient number of entries despite its appealing study programme, professional faculty members and other staff, high amount of practical work, and international co-operation. The aim of the master's thesis was to determine the reasons for the shortage in demand for obtaining the formal dancing education in Slovenia and the related insufficient number of applications from potential students. To this aim, the theoretical part of the thesis explores the fields of education, education marketing and marketing strategies, whereas the research part of the thesis presents the results of a market research analysis. The market research conducted showed that the awareness of the importance of formal education in dancing is relatively good in Slovenia and the respondents know where they can obtain formal education and what options of employment such qualifications offer. Nevertheless, the study also showed that the Academy lacks a formal marketing strategy which it could implement in order to improve its recognition in the general public. This finding was also confirmed by research results which indicate that the Academy is not sufficiently well-known in the Slovenian public and its advanatages are not adequately presented. The Proposed Solutions chapter outlines a proposed marketing strategy which would improve the general recognition of the Academy and enable it to develop its potential to the full.
Keywords:- education - marketing in education - marketing strategy


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