Određivanje cijene usluga predškolske ustanove u kontekstu marketing mixa

master's thesis

• Title (english): Pricing Of Preschool Services In The Context Of Marketing Mix
• Author: Kristina Pavličević
• Mentor: Vatroslav Zovko (mentor)
• Committee member: Vatroslav Zovko (predsjednik povjerenstva)
• Committee member: Igor Peteh (član povjerenstva)
• Committee member: Diana Atanasov-Piljek (član povjerenstva)
• Granter: University of Zagreb; Faculty of Teacher Education; Zagreb
• Defense date and country: 2022-07-01, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Pedagogy; Early Childhood and Preschool Pedagogy

Abstract

U ovom diplomskom radu analizira se pojam marketinga mixa i njegova primjena u području predškolske ustanove. Pozornost je usmjerena na promišljanje uloge marketing mixa i upravljanje istim u predškolskoj ustanovi. Marketing u predškolskoj ustanovi zahtijeva drugačiji pristup od klasičnog marketinga nekog opipljivog proizvoda. Definiravši elemente marketing mixa u predškolskoj ustanovi, došlo se do razmatranja optimalnog načina njihovog funkcioniranja unutar jedne cjeline. Potom je objašnjena struktura marketing mixa predškolske ustanove s obzirom na specifičnosti pojedinih elemenata, detaljno analizirajući sam proizvod/uslugu predškolske ustanove, te njegovu cijenu, distribuciju i promociju.

Abstract (english)

This thesis analyzes the concept of mix marketing and its application in the field of prescholl. Attention is focused on rethinking the role of the marketing mix and managing it in the preschool. Preschool marketing requires a different approach than traditional marketing of a tangible product. By defining the elements of the marketing mix in the preschool institution, the optimal way of their functioning within one whole was considered. Then the structure of the marketing mix of the preschool institution is explained with regard to the specifich of individual elements, analyzing in detail the product/service of the preschool institution, and ist price, distribution and promotion.

• Keywords: marketing mix; proizvod; cijena; promocija; distribucija; predškolska ustanova
• Keywords (english): marketing mix; product; price; promotion; distribution; preschool
• Language: croatian
• URN:NBN: urn:nbn:hr:147:796819
• Study programme: Title: Graduate University Study of Early and Preschool Education; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ranog i predškolskog odgoja i obrazovanja (magistar/magistra ranog i predškolskog odgoja i obrazovanja)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-04-14 08:47:30