Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata

master's thesis

• Title (english): Branding University of Mostar based on students' perception
• Author: Petra Mamić
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Božo Skoko (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Smiljana Leinert-Novosel (član povjerenstva)
• Committee member: Ivo Žanić (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Unatoč činjenici da Sveučilište u Mostaru godišnje pohađa i preko 10 tisuća studenata iz Bosne i Hercegovine i drugih zemalja u okruženju, ova visokoobrazovna institucija još je uglavnom nepoznata za većinu zemalja u Europi. Također, zbog nedovoljne prepoznatljivosti i nedostatka informacija, u očima javnosti Sveučilište nerijetko ima imidž zasnivan na predrasudama i stereotipima koji ne doprinose njegovom razvoju. Zahtjevno okruženje i nove mogućnosti postavili su pred Sveučilište u Mostaru brojne izazove, a najvažniji korak postaje njegovo otvaranje prema svijetu i pozicioniranje u svijesti interesnih skupina – odnosno brendiranje. S ciljem identificiranja ključnih elemenata za brendiranje, autorica je provela istraživanje percepcije. Polazeći od tvrdnje da su za brendiranje neke države najvažniji njeni stanovnici, tako su u središtu ovog rada postavljeni studenti Sveučilišta u Mostaru. Oni čine dio javnosti Sveučilišta, ali isto tako su i njegovi promotori, stoga su istraživanjem i identificiranjem njihovih stavova i mišljenja stvoreni temelji na kojima Sveučilište ima potencijal graditi svoj brend u budućnosti.

Abstract (english)

Despite the fact that more than 10 thousand students from Bosnia and Herzegowina and neighbour coutries attend University of Mostar, this high education institution is still mostly unknown to other European countries. Also, due to insufficient recognizability and lack of information, public image of the University of Mostar is still based on prejudice and stereotypes which does not contribute to his overall development. Challenging environment and new possibilities have set numerous demands in front of University of Mostar and most important step towards opening to world and positioning itself in awareness of interest groups is – branding. In order to identify key branding elements, author of this text has conducted perception research. Starting from the point that for the branding of a country most important factors are its citizens, in the center of this work are students of University of Mostar. They constitute a part of the University public, but they are also its promoters. Therefore, based on the research and identification of their stand and opinion, foudations have been created on which University has potential to build its brand in the future.

• Keywords: brend; brendiranje; sveučilište; Sveučilište u Mostaru; obrazovanje; studenti; identitet; imidž
• Keywords (english): brand; branding; University of Mostar; education; students; identity; image
• Language: croatian
• URN:NBN: urn:nbn:hr:114:475580
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-10-25 09:14:10