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master's thesis
MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN
Završni rad
2017. urn:nbn:hr:124:564873
Čmrlec, Antonela
University of Split
Faculty of economics Split

Cite this document

Čmrlec, A. (2017). MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:564873

Čmrlec, Antonela. "MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:564873

Čmrlec, Antonela. "MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:564873

Čmrlec, A. (2017). 'MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:564873

Čmrlec A. MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:564873

A. Čmrlec, "MARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:564873

Metadata
TitleMARKETING STRATEGIJA RAZVOJA JAVNE USTANOVE ZA UPRAVLJANJE PARK-ŠUMOM MARJAN : Završni rad
AuthorAntonela Čmrlec
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-02, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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.
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.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:564873
Study programmeTitle: Management; specializations in: Project management, Financial and Tax management, Accounting and Revision
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-05-24 16:08:29