STRATEGIC PLANNING MARKETING IN NON-GOVERNMENTAL ORGANIZATIONS

V zadnjem času so v družbi vedno bolj pomembne nevladne organizacije (v nadaljevanju NVO), saj se lotevajo storitev in problematike, s katerimi se vladne in profitne organizacije ne znajo oziroma ne zmorejo ukvarjati. NVO so organizacije, ki delujejo v splošno korist vseh državljanov, njihov temeljni namen ni ustvarjanje dobička, ki bi povečeval premoženje lastnikov oziroma članov. Ob vsej tej poplavi NVO je težko prepričati porabnike, sponzorje in donatorje, za katero organizacijo se naj odločijo. Zato v nevladnem sektorju vedno bolj narašča pomen strateškega načrtovanja marketinga, ki ob pravilni izvedbi in organizaciji zagotovi maksimalno stroškovno učinkovitost in uspeh. V diplomski nalogi smo v teoretičnem delu predstavili strateški marketing in strateško načrtovanja marketinga ter spoznali posamezne faze procesa načrtovanja. V nadaljevanju smo definirali NVO, njihovo poslanstvo, vizijo, financiranje ter pridobitno in nepridobitno dejavnost znotraj NVO. V praktičnem delu smo predstavili dve NVO in proces strateškega načrtovanja marketinga v teh dveh organizacijah. Na koncu smo navedli še ugotovitve praktičnega dela naloge.increasingly important in the society, because they tackle services and issues with which the government and profit-making organizations are not able or cannot deal with. NGOs are organizations that operate in the general interest of all citizens, their fundamental purpose is not to generate profit that would increase property of owners or members. With all this flood of NGOs, it is difficult to convince consumers, sponsors, and donors for which of the organizations they should decide. Therefore, in the non-governmental sector is increasing the importance of the strategic planning of marketing that, in the correct performance and organization, ensures maximum cost-effectiveness and success. In the theoretical part of the diploma thesis we presented the strategic marketing and strategic planning of marketing, and learned about the different phases of the planning process. Furthermore, we defined NGOs, their mission, vision, funding, profit and non-profit activity within NGOs. In the practical part presented two NGOs and the process of strategic planning of marketing in these two organizations. In the end we stated findings of practical work of the thesis