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master's thesis
Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata
Zagreb: University of Zagreb, The Faculty of Political Science, 2017. urn:nbn:hr:114:475580
Mamić, Petra
University of Zagreb
The Faculty of Political Science
Department of Journalism and Media Production

Institutional repository: FPSZG repository

Cite this document

Mamić, P. (2017). Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:475580

Mamić, Petra. "Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:475580

Mamić, Petra. "Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata." Master's thesis, University of Zagreb, The Faculty of Political Science, 2017. https://urn.nsk.hr/urn:nbn:hr:114:475580

Mamić, P. (2017). 'Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 04 July 2024, https://urn.nsk.hr/urn:nbn:hr:114:475580

Mamić P. Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2017 [cited 2024 July 04] Available at: https://urn.nsk.hr/urn:nbn:hr:114:475580

P. Mamić, "Brendiranje Sveučilišta u Mostaru na temelju percepcije studenata", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:114:475580

Metadata
TitleBrendiranje Sveučilišta u Mostaru na temelju percepcije studenata
Title (english)Branding University of Mostar based on students' perception
AuthorPetra Mamić
MentorHrvoje Jakopović (mentor)
MentorBožo Skoko (mentor)
Committee memberHrvoje Jakopović (predsjednik povjerenstva)
Committee memberSmiljana Leinert-Novosel (član povjerenstva)
Committee memberIvo Žanić (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
(Department of Journalism and Media Production)
Zagreb
Defense date and country2017-09-26, 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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:475580
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-10-25 09:14:10