Socijalni marketing

master's thesis

• Title (english): Social marketing
• Author: Jakov Vuković
• Mentor: Ognjen Brborović (mentor)
• Committee member: Tea Vukušić Rukavina (predsjednik povjerenstva)
• Committee member: Vera Musil (član povjerenstva)
• Committee member: Ognjen Brborović (član povjerenstva)
• Granter: University of Zagreb; School of Medicine; (Department of Social Medicine and Health Care Organization); Zagreb
• Defense date and country: 2017-07-14, Croatia
• Scientific / art field, discipline and subdiscipline: BIOMEDICINE AND HEALTHCARE; Public Health and Health Care; Social Medicine

Abstract

Kombiniranjem ideja iz komercijalnog marketinga s drugim društvenim znanostima, socijalni marketing se pokazao uspješnim alatom za utjecaj na ponašanje na održiv i ekonomičan način. Pomaže u odabiru ljudi s kojima raditi, na koje ponašanje utjecati, na koji način to učiniti te kako sve to mjeriti. Socijalni marketing je primjena tehnika komercijalnog marketinga za analizu, planiranje, izvedbu i evaluaciju programa kreiranih da utječu na ponašanje ciljane populacije koji će rezultirati njihovom osobnom dobrobiti i dobrobiti društva. Principi i tehnike socijalnog marketinga se mogu koristiti za opću dobrobit društva i ciljanih populacija na više načina. Socijalni marketing se kroz godine fokusirao na 4 područja: promociju zdravlja, prevenciju ozljeda, zaštitu okoliša i mobilizaciju zajednice. Broj alata koji se koriste u socijalnom marketingu se povećao pojavom interneta, društvenih mreža, pametnih telefona i općenito razvojem same tehnologije i njenom većom pristupačnošću općoj populaciji. Kampanja za rano otkrivanje karcinoma testisa „Počeši s razlogom!“ je primjer kampanje u Hrvatskoj u kojoj se koriste metode socijalnog marketinga. Glavni cilj te kampanje je povećanje broja pregleda i samopregleda testisa. Kampanja je za sada ostvarila izvrsne rezultate: 46 karcinoma testisa je dijagnosticirano u ranoj fazi i registrirano je preko 9,700 samopregleda na web stanici kampanje i muškarci se javljaju i bivaju podvrgnuti dijagnostičkim postupcima i u drugim centrima u Hrvatskoj.

Abstract (english)

Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way. It helps to decide which people to work with, what behaviour to influence, how to go about it and how to measure it. Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society. Social marketing principles and techniques can be used to benefit society in general and the target audience in particual in several ways. There are four major arenas that social marketing efforts have focused on over the years: health promotion, injury prevention, environmental protection, and community mobilization. The number of tools used by social marketing has increased with the emergance of the internet, social networks, smarthphones, and the technology in general. „Scratch for a reason“ is an example of a campaign in Croatia for early detection of testicular cancer where social marketing methods are being used. The main objective of the campaign is to increase the number of testicular self-examinations and examinations. So far, the campaign has shown excellent results and 46 testicular cancers were diagnosed in the early stage, there are over 9,700 self-examinations registered on the campaign`s website, and men are undergoing diagnostic procedures in other centers in Croatia as well.

• Keywords: ponašanje; promocija zdravlja; socijalni marketing
• Keywords (english): behaviour; health promotion; social marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:105:725418
• Study programme: Title: Medicine; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: doktor/doktorica medicine (doktor/doktorica medicine)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2018-03-14 13:52:09