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undergraduate thesis
Marketing humanitarnih organizacija
2023. urn:nbn:hr:107:337028
Jurčić, Anamarija
Polytechnic Nikola Tesla in Gospić
Business department

Cite this document

Jurčić, A. (2023). Marketing humanitarnih organizacija (Undergraduate thesis). Gospić: Polytechnic Nikola Tesla in Gospić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:107:337028

Jurčić, Anamarija. "Marketing humanitarnih organizacija." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2023. https://urn.nsk.hr/urn:nbn:hr:107:337028

Jurčić, Anamarija. "Marketing humanitarnih organizacija." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2023. https://urn.nsk.hr/urn:nbn:hr:107:337028

Jurčić, A. (2023). 'Marketing humanitarnih organizacija', Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, accessed 02 April 2025, https://urn.nsk.hr/urn:nbn:hr:107:337028

Jurčić A. Marketing humanitarnih organizacija [Undergraduate thesis]. Gospić: Polytechnic Nikola Tesla in Gospić; 2023 [cited 2025 April 02] Available at: https://urn.nsk.hr/urn:nbn:hr:107:337028

A. Jurčić, "Marketing humanitarnih organizacija", Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, Gospić, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:107:337028

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Metadata
TitleMarketing humanitarnih organizacija
Title (english)Marketing of Humanitarian Organizations
AuthorAnamarija Jurčić
MentorMarija Baburić Vranešić (mentor)
Committee memberVlatka Ružić (predsjednik povjerenstva)
Committee memberIvana Arbanas (član povjerenstva)
Committee memberMarija Baburić Vranešić (član povjerenstva)
GranterPolytechnic Nikola Tesla in Gospić
(Business department)
Gospić
Defense date and country2023-07-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Marketing ima važnu ulogu u promicanju humanitarnih organizacija i njihovih ciljeva. Humanitarne organizacije se bave pomoći ljudima u potrebi i ostvarivanju humanitarnih ciljeva, a marketinški alati i strategije mogu pomoći u promicanju njihovih aktivnosti, povećanju svijesti o problemima s kojima se suočavaju, prikupljanju sredstava i privlačenju novih volontera i partnera. Međutim, marketing humanitarnih organizacija zahtijeva posebnu pažnju i pristup zbog senzibilnosti i emocionalne težine tema koje obrađuju. U ovom kontekstu, humanitarne organizacije se moraju pobrinuti da njihove marketinške kampanje budu humanitarne, etične i autentične, a istovremeno učinkovite u postizanju njihovih ciljeva. Uvodno, stoga, važno je razmotriti specifičnosti marketinga u humanitarnom sektoru i kako se marketinški alati i strategije mogu primijeniti kako bi se postigao veći utjecaj i pomoglo ljudima u potrebi. Kroz analizu poznate humanitarne marketinške kampanje „ShareTheMeal“ možemo vidjeti kako jednostavna ideja može dovesti do uspjeha kampanje i postizanja zacrtanih ciljeva. Putem mobilne aplikacije korisnici mogu donirati pomoć za obrok djetetu u potrebi. Drugi primjer marketinga humanitarne organizacije je "Ponos domovine" koju je pokrenula Zaklada "Hrvatska za djecu" i imala je za cilj prikupiti sredstva za izgradnju i opremanje dječje bolnice. Zaklada Ana Rukavina, koja se bavi prikupljanjem sredstava za financiranje programa darivanja koštane srži, unapređenja liječenja leukemije i drugih bolesti krvi te promicanja različitih oblika darivanja i volonterstva kroz veliki broj projekata koristi kreativne, inovativne i uspješne marketinške strategije. Ključne riječi: marketing, humanitarne organizacije, Zaklada Ana Rukavina
Abstract (english)
Marketing plays an important role in promoting humanitarian organizations and their goals. Humanitarian organizations are involved in helping people in need, marketing tools and strategies can help increase awareness of the problems they face, raise funds, attract new volunteers and partners. Marketing in humanitarian organizations requires special attention and approach due to the sensitivity of the issues they address. Humanitarian organizations must ensure that their marketing campaigns are humanitarian, ethical and authentic, while also being effective in achieving their goals. There are various marketing strategies and tools that can be applied in the humanitarian sector to achieve greater impact and help people in need. Through analysis of the well-known humanitarian marketing campaign "ShareTheMeal," we can see how a simple idea can lead to the success of a campaign and the achievement of its goals. Through a mobile application, users can donate help to provide a meal for a child in need. Another example of marketing by a humanitarian organization is "Ponos domovine," initiated by the "Hrvatska za djecu" Foundation, which aimed to raise funds for the construction and equipping of a children's hospital. The Ana Rukavina Foundation, which raises funds to finance bone marrow donation programs, improve treatment of leukemia and other blood diseases, and promote various forms of donation and volunteering through a large number of projects, uses creative, innovative, and successful marketing strategies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:107:337028
Study programmeTitle: Economics of entrepreneurship
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-11 11:24:07