CULTURAL MARKETING - CASE STUDY: EDUCATIONAL PROGRAMS OF PUBLIC FUND FOR CULTURAL ACTIVITIES, REGIONAL BRENCH NOVO MESTO

Kulturo razumemo kot izvirne ustvarjalne dosežke vseh znanosti in umetnosti, sprejemamo jo kot poustvarjanje umetniških del in seznanjanje širše družbe z vsemi njenimi oblikami. V najširšem pomenu pa jo čutimo kot kulturo bivanja, ki krepi pozitiven odnos do sočloveka, okolja in vrednot, ki so conditio sine qua non, prvi in nujen pogoj življenja in preživetja. Diplomska naloga temelji na posnetku stanja marketinške prakse izobraževalnih programov za otroke, mladino in odrasle, ki jih je novomeška območna izpostava Javnega sklada RS za kulturne dejavnosti izvedla v obdobju zadnjih pet let. V empiričnem delu naloge smo s pomočjo ankete ugotavljali strukturo, navade, zanimanja in obveščenost uporabnikov izobraževalnih storitev. Namen diplomske naloge je prispevati k izboljšanju dosedanje marketinške prakse. V zaključku naloge smo predstavili možne rešitve in priložnosti za prihodnje na področju ljubiteljske kulture. Za ljubiteljsko kulturno dejavnost je v veliki meri značilna nedobičkonostnost, kar pa ne pomeni, da ni podvržena omejenosti virov ter potrebam tržnemu razmišljanju in racionalnemu odločanju. Nov izziv v ljubiteljski kulturi vsekakor predstavlja marketinški način razmišljanja, ki bi zagotovil ohranitev izvirnih kulturnih posebnosti in razvoj novih, sodobnih. Ugotovili smo, da so marketinška znanja zaposlenih pomanjkljiva in da so cilji prodaje izobraževalnih storitev višji od dejanske prodaje. Marketinške aktivnosti so skromne, in ne povečujejo tržnega deleža, prav tako pa niso razvojno naravnane.Culture is understood as unique creative achievements of all sciences and arts, accepted as a reproduction of artistic works and introducing all its forms to a wider society. In its broader sense it is however felt as a culture of living, which strengthens the positive attitude towards other people, our environment and values. These represent conditio sine qua non, the first and essential condition of life and existence. The thesis is based on simulating the marketing practice of educational programs for children, youth and adults, performed by the Novo mesto regional branch of the Republic of Slovenia Public Fund for Cultural Activities in the past five years. By introducing a survey, the structure, habits, interests and awareness of users who make use of the educational services have been established in the theoretical part of the thesis. The purpose of the thesis is to make a contribution to improved present marketing practice. The final part of the thesis offers possible solutions and opportunities for the field of amateur culture in the future. Typical for the amateur cultural activity are largely non-profit activities. This, however, does not mean that it is not faced with limited resources, the need for market thinking and rational decision-making. The market thinking absolutely represents a new challenge in the amateur culture, which would ensure the maintenance of unique cultural features and the development of new and modern ones