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Analysis of Target audiences' Attitudes Towards the Advertising Campaign for BMW Motorcycles
No full textU ovom završnom radu analizirani su stavovi ciljane javnosti o reklamnim kampanjama BMW-ovih motocikala. Fokus rada usmjeren je na analizu stavova vezanih za dva specifična modela motocikala – BMW R 1250 RT i BMW CE 02, pri čemu su ciljne skupine određene na temelju internih dokumenata BMW-a te uobičajenih interesa dobnih skupina za navedene modele. Uz analizu stavova ciljane publike, u radu su obrađene i druge relevantne teme koje se usko povezuju s analizom oglašavanja. Kako bi se područje istraživanja u potpunosti obradilo, u radu su prikazane teme poput razvoja i osobitosti oglašavanja, analizirane su različite vrste reklamnih kampanja te su razmotrene taktike oglašavanja unutar auto-moto industrije ali i izazovi i budućitrendovi u tom sektoru. Također, predstavljena je analiza ankete koja je provedena među odabranim ciljanim skupinama, a anketnim upitnikom prikupljeni su odgovori od ukupno 60 ispitanika. Glavni cilj rada bio je utvrditi mišljenja ispitanika o reklamnim kampanjama BMW-a, s posebnim naglaskom na njihove prve dojmove te elemente kampanja koji privlače njihovu pažnju. Nadalje, istraženi su stavovi ispitanika, pri čemu su analizirani pozitivni i, ukoliko ih ima, negativni aspekti kampanja, kao i mogući razlozi koji stoje iza takvih stavova. Na temelju rezultata provedenog anketnog istraživanja, utvrđeno je da je većina ispitanika dobro upoznata s istraživanim modelima motocikala. Također, na BMW se gleda kao brend s određenom reputacijom koja podrazumijeva i višu cjenovnu kategoriju. Zaključeno je da se viša cijena modela često pripisuje brendu i imidžu koji je BMW izgradio tijekom godina.In this final paper, the attitudes of the target public about the advertising campaigns of BMW motorcycles are analyzed. The work is specifically focused on the analysis of attitudes related to two motorcycle models, namely the BMW R 1250 RT and BMW CE 02, and their target audiences, which were previously selected for those two models based on BMW's internal documents and the common interests of age groups towards these models. This paper also presents other topics closely related to the analysis of attitudes. In other words, to fully elaborate the entire area, the work is completed with topics such as the development and peculiarities of advertising, some types of advertising campaigns and some of the advertising tactics in the automotive industry as well as the challenges and the future of advertising in that industry are listed. The paper also presents a detailed analysis of the survey that was intended for those targe audiences, and the survey questionnaire collected the answers of 60 respondents. Through the survey questionnaire conducted, it can be concluded that a large number of respondents are very well acquainted with the research models and also that some believe that there is potential for better promotion and better presentation of the campaign for these models. Likewise, the BMW brand is usually seen as a brand which has a certain reputation that is accompanied by a certain price, and some would say that this price is solely due to the brand they have created The aim of this paper was also to define the opinions that respondents have towards advertising campaigns and to understand their first impressions but also what attracts them through these advertising campaigns. The second goal of this paper was to analyze attitudes, that is, positive and, if there are any, negative aspects of advertising campaigns towards these attitudes, but also to try to understand what lies behind such attitudes
Directing a Short Feature Film "Mago"
No full textPri kreiranju filma, bila to kratkometražna forma ili dugometražni projekt, idejni kreator prolazi kroz faze pisanja samog scenarija, predprodukcije, snimanja projekta te postprodukcije. Tijekom tog procesa, kreator mora pokazati šaroliko znanje, samopouzdnje pri donošenju nebrojenih odluka, pripravnost za samostalni rad te odabrati dobar tim oko sebe, iskazati znakove pozitivnih aspekata rukokovođenja samoga projekta te ljudstva u svom okruženju i, prije svega, ujedinjenu umjetničku viziju koja će biti korištena kao nit vodilja za sve odluke vezane za stvaranje tog filma. Sa svojim prijašnjim iskustvom od skoro 10 godina profesionalnog bavljenja glumom sam imao (ili sam barem tako mislio) solidan uvid u tokove rada unutar filmske industrije, no kroz 2 godine studija na VERNu sam dobio puno dublje razumijevanje određenih mehanizama unutar svake faze stvaranja te potrebno „oruđe” kako bih uspješno kompletirao te samozadate izazove i ostvario sve potrebne ciljeve za konačnu kreaciju svog prvog kratkometražnog igranog filma u ulozi scenarista, producenta i redatelja. Moram priznati da sam, barem gledajući svoje dosadašnje iskustvo i samoreflektivno sagledavajući svoj dosadašnji rad, imao određena očekivanja od samog procesa kreacije filma, ali da me iskreno iznenadila i ugodno izazvala strma krivulja učenja kroz sami rad na ovom projektu i još jednom mi je dokazano da je „hands on” pristup najbolji način učenja te usvajanja znanja i gradiva; jer, ipak, teorija je samo teorija dok se ne stavi u praksu. Možete napraviti najbolji plan na svijetu, no sprovođenje tog plana Vas može iznenaditi s iznimno nenadanim događajima i situacijama koje jednostavno ni najbolji strategist ne bi mogao predvidjeti – no, i tu se nalazi čar ove naše „najdivnije” profesije jer čak i najiskusniji „filmaši” mogu biti ugodno iznenađeni s neočekivanim momentom, koji može potpuno promjeniti scenu, ako ne i cijeli film – nadamo se naravno, na bolje. Osim iznimno detaljne pripreme prije samog snimanja, u kontekstu ovog procesa, kao i svake kreacije filma, bilo kratkometražne ili cjelovečernje forme, predprodukcija jest, u stvari, „rješavanje problema u najavi” ili, bolje rečeno, averzija prema nepripremljenosti. No, kada tu dodamo faktor rada s ljudima od krucijalne je važnosti raznolik pristup
kolegama kako bi se postigli najbolji mogući rezultati sa višeznačnim mogućim rješenjima
za pojedine situacije, a to ustvari i jesu najveća ljepota i draž ovoga posla – posebno kada Vas netko, kompetentan u svojoj sferi, sa žarom i elanom ugodno iznenadi i ponudi rješenje za koje glavni autor jednostavno nije imao odgovora. Kroz ovaj će diplomski rad biti prezentiran cijeli proces stvaranja filma, s detaljnom analizom svake faze potrebne za konačnu isporuku kompletnog projekta spremnog za distribuciju.Whilst creating a film, whether it is a short film or a feature film project, the conceptual creator goes through the stages of writing the script itself, pre-production, filming the project, and post-production. During this process, the creator must demonstrate extensive knowledge, self-confidence in making countless decisions, readiness to work independently, choosing a good team around him, showing signs of positive aspects of managing the project itself and the people around him, and above all, a unified artistic vision that will be used as a guiding thread for all decisions related to the creation of that film. With my previous experience of almost 10 years of being a professional actor, I had (or at least I thought so) a solid insight into the workflows within the film industry, but through 2 years of studying at VERN, I gained a much deeper understanding of certain mechanisms within each phase of creation and the necessary "tools" to successfully complete these self-imposed challenges and achieve all the necessary goals for the final creation of my first short feature film in the role of screenwriter, producer, and director. I have to admit that, at least looking at my previous experience and self-reflectively looking at my previous work, I had certain expectations from this process of film creation, but that I was honestly surprised and pleasantly challenged by the steep learning curve through working on this project myself, and it was once again proven to me that the "hands on" approach is the best way to learn and acquire knowledge; because after all, a theory is only a theory until it is put into practice. You can make the best plan in the world, but the implementation of that plan can surprise you with extremely unexpected events and situations that even the best strategist simply could not foresee - but this is where the charm of this "most wonderful" profession of ours can be found, where even the most experienced "filmmakers" can be pleasantly surprised at a given moment with an unexpected moment, which can absolutely and totally change the scene, if not the entire
film - we hope, of course, for the better.
Apart from the extremely detailed preparation before the actual shooting, because
realistically looking at this process, as well as any film creation, whether short or fulllength, pre-production is in fact "solving problems in advance" - or better said, an aversion to unpreparedness. But when we add the factor of working with people, a diverse approach to colleagues is crucial in order to achieve the best possible results with ambiguous possible solutions for individual situations, and that is actually the greatest beauty and charm of this job - when someone who is competent in their field, with passion
and enthusiasm, pleasantly surprises you and offers a solution for which the main author
simply did not have the answer. Through this thesis, the entire process of film creation will be presented, with a detailed
analysis of each stage required for the final delivery of a completed project ready for distribution
Creating the image of Taylor Swift through selected albums and related media content
No full textOvaj završni rad analizira izgradnju i transformaciju javnog imidža glazbene umjetnice Taylor Swift kroz albume Reputation (2017.) i Folklore (2020.). Cilj rada bio je istražiti na koji način Swift koristi retoričke i vizualne strategije kako bi oblikovala vlastitu javnu personu u skladu s promjenama u društvenom kontekstu i očekivanjima publike Istraživačko pitanje glasi: Na koji način Taylor Swift koristi glazbene i vizualne alate za redefiniranje vlastitog javnog imidža? Korištena je kvalitativna metodologija, uključujući retoričku analizu tekstova pjesama i analizu vizualnih elemenata poput omota albuma, glazbenih spotova i komunikacije na društvenim mrežama. Rezultati pokazuju da je Reputation korišten kao alat redefiniranja percepcije kroz motive kontrole i otpora, dok Folklore komunicira introspektivnost, emocionalnu autentičnost i pripovjedački pristup. Zaključeno je da Taylor Swift kroz svoj umjetnički izraz i komunikaciju uspješno oblikuje vlastiti javni imidž, što se može promatrati kao oblik strateškog brendiranja.This final thesis explores the construction and transformation of the public image of music artist Taylor Swift through a rhetorical and visual analysis of her albums Reputation (2017) and Folklore (2020). The aim of this research is to investigate how Swift strategically uses communication tools to adapt and redefine her public persona in response to shifting media
narratives and audience expectations. The research question posed is: How does Taylor Swift use musical and visual elements to shape and control her public image? The study applies a qualitative approach, combining rhetorical analysis of song lyrics with visual content analysis, including album covers, music videos, and social media posts. The findings show that Reputation functions as a vehicle for reclaiming narrative control through themes of power and resistance, while Folklore introduces a more introspective and emotionally resonant identity. It can be concluded that Swift combines artistic expression with strategic communication to create a coherent and recognizable public brand
Comparative analysis of the integration of tourist workers: Croatian abroad and foreign in Croatia
No full textHrvatska se suočava s nedostatkom radne snage u mnogim sektorima uključujući turizam i ugostiteljstvo, građevinarstvo i poljoprivredu. U zadnjem desetljeću trend iseljavanja hrvatskih državljana u porastu je te samim time odlazi i velik broj radne snage. S obzirom na ovisnost Hrvatske o turizmu te izraženu sezonalnost, strani radnici već su duže vrijeme zaposleni u industriji turizma i ugostiteljstva u Hrvatskoj. Strane radnike s područja susjednih zemalja, kao što su Srbija, Bosna i Hercegovina, Crna Gora i Makedonija, zamjenjuju radnici iz dalekih zemalja kao što su Indija, Nepal Bangladeš i Filipini. Navedenom promjenom stvorena je nova situacija na tržištu rada u Hrvatskoj. Glavni cilj ovog istraživanja bila je usporedba radnih uvjeta, okoline i izazova na radnom mjestu te integracije stranih radnika zaposlenih u industriji turizma i ugostiteljstva. Istraživanje je provedeno metodom strukturiranog intervjua na pe hrvatskih radnika u inozemstvu i pet stranih radnika u Hrvatskoj koji su zaposleni u turizmu i ugostiteljstvu. Rezultati istraživanja u obje grupe ispitanika pokazali su da je motivacija za zaposlenje u inozemstvu potaknuta boljim uvjetima i većim brojem poslovnih prilika koje inozemstvo nudi. Svi su ispitanici visoko ocijenili zadovoljstvo poslom i radnim uvjetima u inozemstvu. Rezultati istraživanja pokazuju da je proces i razina integracije brža i učinkovitija kod hrvatskih državljana zaposlenih u inozemstvu nego što je to slučaj kod stranih radnika zaposlenih u Hrvatskoj. U istraživanju je uočena potreba za stvaranjem integracijskih mjera i strategija za strane radnike u Hrvatskoj.Croatia is facing a labor shortage in many sectors, including tourism and hospitality, construction, and agriculture. Over the past decade, the trend of Croatian citizens emigrating has been on the rise, leading to a significant outflow of the workforce. Given Croatia's dependence on tourism and pronounced seasonality, foreign workers have long been employed in the tourism and hospitality industry. Workers from neighboring countries such as Serbia, Bosnia and Herzegovina, Montenegro, and Macedonia are being replaced by workers from distant countries like India, Nepal, Bangladesh, and the Philippines. This change has created a new situation in Croatia. The main goal of this research was to compare working conditions, environments, and workplace challenges, as well as the integration of foreign workers employed in the tourism and hospitality industry. The research was conducted using a structured interview method on five Croatian workers abroad and five foreign workers in Croatia employed in tourism and hospitality. The results of the study in both groups of respondents showed that the motivation for employment abroad is driven by better conditions and a greater number of job opportunities offered abroad. All respondents rated their job satisfaction and working conditions abroad highly. The results indicate that the biggest difference lies in the process and level of integration, which is faster and more efficient for Croatian citizens employed abroad than for foreign workers employed in Croatia. The research highlighted the need for the creation of integration measures and strategies for foreign workers in Croatia
The Role of Mentorship in the Career Development of Young Employees in Croatian IT Companies
No full textOvim diplomskim radom istraženi su različiti oblici mentorskih programa prisutnih u hrvatskim IT kompanijama, analiziran je njihov utjecaj na profesionalni razvoj zaposlenika te ispitane percepcije i iskustva sudionika takvih programa. Empirijsko istraživanje provedeno na uzorku zaposlenika u IT sektoru pokazalo je da gotovo polovica organizacija ima strukturirane ili neformalne mentorske programe, ali s nedostatkom jasno definiranih struktura, evaluacija i sustavne podrške. Rezultati istraživanja sugeriraju da mentorstvo značajno doprinosi profesionalnom razvoju mladih zaposlenika kroz unaprjeđenje tehničkih i socijalnih vještina, ubrzanu prilagodbu organizacijskim procesima te povećanje njihove konkurentnosti na tržištu rada. Nadalje, kvaliteta mentorskih odnosa i učestalost mentorskih interakcija pokazuju snažnu povezanost s percepcijom učinkovitosti mentorstva. Na temelju nalaza istraživanja, u radu se predlažu preporuke za unaprjeđenje postojećih mentorskih modela u hrvatskim IT poduzećima, uključujući strukturiranije pristupe u dizajnu i evaluaciji programa, bolje definiranje uloga mentora i mentoriranih te integraciju digitalnih alata za mentorstvo.This thesis explored the various forms of mentorship programs present in Croatian IT companies, analyzed their impact on employees’ professional development, and examined the perceptions and experiences of participants in such programs. An empirical study conducted on a sample of IT professionals revealed that nearly half of the surveyed organizations have structured or informal mentorship programs, yet many lack clearly defined structures, systematic evaluation, and institutional support. The findings indicate that mentorship significantly contributes to the professional development of young employees by enhancing technical and social skills, facilitating adaptation to organizational processes, and increasing their overall employability. Furthermore, the quality of mentorship relationships and the frequency of mentormentee interactions show a strong correlation with the perceived effectiveness of mentorship. Based on the research findings, the study proposes recommendations for improving existing mentorship models in Croatian IT companies, including more structured program design and evaluation, clearer role definitions for mentors and mentees, and the integration of digital tools to enhance mentorship processes
Online Store for Life and Non-Life Insurance Policies Based on the Example of Laqo Insurance
No full textTema ovog rada usmjerena je na analizu digitalizacije ugovaranja osiguranja u Hrvatskoj s konkretnim fokusom na inovativno Laqo osiguranje. Istraživanje analizira kako su digitalne platforme transformirale tradicionalne prakse ugovaranja osiguranja, nudeći korisnicima efikasnije i pristupačnije metode za pristup osiguravajućim uslugama. Ovaj rad razmatra kako napredak u digitalnoj tehnologiji omogućava osiguravajućim kućama poboljšati svoje poslovne operacije i pruže bolju uslugu korisnicima. Kroz kombinaciju teorijskih uvida i praktičnih primjera, istražuje se način na koji digitalizacija utječe na korisničko iskustvo te kakve promjene donosi u regulativnom okviru i poslovnim modelima unutar industrije. Istraživački dio rada temelji se na primarnoj analizi tržišnih trendova i korisničkog ponašanja, uz dodatne sekundarne podatke iz relevantnih izvora o digitalnim inovacijama u osiguranju. U praktičnom segmentu rada, provedeno je anketno istraživanje koje omogućava bolje razumijevanje stvarnog prihvaćanja digitalnih osiguranja među korisnicima u Hrvatskoj. Ovaj rad ilustrira ključnu ulogu digitalnih inovacija u oblikovanju budućih trendova u industriji osiguranja. Istraživanje potvrđuje neophodnost prilagodbe digitalnom dobu te značajnu ulogu digitalnih inovacija u oblikovanju budućnosti industrije osiguranja. Naglašavajući važnost prilagodbe industrije u digitalnom periodu, što rezultira poboljšanjem efikasnosti, dostupnosti usluga i većom transparentnošću.This thesis delves into examining the digitalization of insurance contracting in Croatia with an emphasis on the innovative Laqo insurance service. The study illustrates how digital platforms have revolutionized insurance practices by offering users convenient and cost effective ways to access insurance services. Furthermore this paper explores how advancements, in technology empower insurance companies to enhance their efficiency and deliver superior customer service. By examining both concepts and real world instances digitalizations impact, on user experience and the resulting shifts, in industry regulations and business models are explored. The research phase involves analyzing market trends and user behavior as the focus of the project and incorporating data, from reputable sources on digital advancements in the insurance sector. A survey was carried out to gain insights into the level of acceptance of insurance services among users in Croatia. The objective is to pinpoint the benefits and potential obstacles associated with policy procurement while evaluating its influence, on user contentment and allegiance. The study highlights the importance of embracing the era. Acknowledges the crucial impact of digital advancements, on the future of the insurance sector by stressing the need for adapting to modern technologies for enhanced efficiency and transparency, in service offerings
Analysis of Alternative Funding Sources Available to Start-Up Ventures in Croatia
No full textU ovom diplomskom radu, pod nazivom Analiza alternativnih izvora financiranja dostupnih start-up pothvatima u Hrvatskoj, istraženi su ključni problemi s kojima se suočavaju start-upovi pri traženju financijskih sredstava, s fokusom na alternativne izvore financiranja kao što su fondovi rizičnog kapitala, poslovni anđeli i crowdfunding. U teorijskom dijelu rada definirane su značajke start-up poduzeća i objašnjen je lean start-up pristup koji se koristi za ubrzanje razvoja start-upova kroz brze iteracije i učenje na greškama. Također, analizirani su tradicionalni i alternativni izvori financiranja, s posebnim osvrtom na specifičnosti financiranja u Hrvatskoj. Primjeri dobre prakse prikazani su kroz studije uspješnih start-upova u Hrvatskoj i svijetu, koji su se koristili alternativnim izvorima financiranja. Usporedile su se sličnosti i razlike u financiranju između domaćeg i inozemnog tržišta. Empirijski dio rada uključuje strukturirane intervjue s poduzetnicima i predstavnicima alternativnih financijskih institucija, kako bi se dobio uvid u stvarna iskustva i prepreke s kojima se susreću poduzetnici u Hrvatskoj. Također, u empirijskom dijelu rada predstavljen je i start-up Creative water d.o.o. čija osnivačica je ujedno i autorica ovog diplomskog rada Rezultati istraživanja pokazuju da se neki zaključci poklapaju s teorijskim dijelom rada, dok drugi aspekti, do kojih se došlo u istraživačkom dijelu, nisu bili razmatrani u teoriji jer nisu bili obuhvaćeni korištenom relevantnom literaturom. Stoga, te nove spoznaje nisu uključene u teorijski dio i ne mogu se uspoređivati s postojećim spoznajama, već su predstavljene kao preporuke za buduća istraživanja. Također, istraživanje pokazuje pozitivan trend u vezi s mogućnostima korištenja alternativnih izvora financiranja u Hrvatskoj.In this final thesis, titled Analysis of Alternative Funding Sources Available to Start-Up Ventures in Croatia, key challenges faced by start-ups in securing financing are explored, focusing on alternative funding sources such as venture capital funds, business angels, and crowdfunding. The theoretical section defines the characteristics of start-ups and explains the lean start-up approach, which is used to accelerate start-up development through rapid iterations and learning from mistakes. Additionally, both traditional and alternative funding sources are analyzed, with a particular emphasis on the specificities of financing in Croatia. Best practices are illustrated through case studies of successful start-ups in Croatia and globally that have utilized alternative financing sources. Furthermore, similarities and differences in financing between the domestic and international markets are compared. The empirical part of the thesis includes structured interviews with entrepreneurs and representatives of alternative financial institutions to gain insights into real-world experiences and the challenges faced by entrepreneurs in Croatia. In addition, the empirical section presents the start-up Creative water d.o.o., founded by the author of this thesis. The research findings show that some conclusions are fully aligned with the theoretical framework, while others highlight important aspects that were not previously addressed. These new insights have been incorporated into recommendations for future research. Moreover, the conclusion indicates a positive trend in the availability of alternative funding opportunities in Croatia
Human resources management as a challenge in the healthcare system of the Republic of Croatia on the example of satisfaction of employees of Vukovar hospital
No full textNositelji kvalitete u svakoj organizaciji, pa tako i u sustavu zdravstva, su upravo ljudi. Velika važnost ljudskih potencijala u ovoj djelatnosti iziskuje plansko, sustavno i promišljeno upravljanje ljudskim potencijalima, jer je zdravstveni sustav iznimno kompleksan sustav u kojemu su za kvalitetno i kontinuirano funkcioniranje i pružanje zdravstvenih usluga najvažniji upravo ljudski potencijali. Ovim radom se prikazuje koliko je, upravo zbog važnosti ljudi u zdravstvenome sustavu, kompleksno i izazovno upravljati ljudskim potencijalima, a cilj rada je utvrditi koliko odluke i pravilnici Ministarstva zdravstva RH, kao i uredbe Vlade RH utječu na zadovoljstvo zaposlenika u zdravstvenom sektoru. Ovim radom ujedno se prikazuje kolika su ograničenja nametnuta u upravljanju ljudskim potencijalima, posebice u segmentu zapošljavanja i zadržavanja kvalitetnih radnika, kao i na uređenje radnopravnoga statusa radnika. Prikazujući analizu same normativne regulative, radom se želi prikazati važnost kako zdravstvenih, tako i nezdravstvenih radnika, i međuovisnost jednih o drugima, te koliko upravljanje ljudskim resursima uz normativna ograničenja utječe na zadovoljstvo radnika u zdravstvenim ustanovama. Analiza zadovoljstva radnika temelji se na anketnome ispitivanju kojim se utvrđuju stavovi i mišljenja radnika o tome koliko su zadovoljni upravljanjem ljudskim potencijalima u ustanovi, a prikazuje stavove 38 % zdravstvenih i 40 % nezdravstvenih radnika zaposlenih u Nacionalnoj memorijalnoj bolnici „Dr. Juraj Njavro“ Vukovar. Zaposlenici u velikom broju izražavaju nezadovoljstvo ključnim aspektima radnog okruženja, koji se odnose se na sustav nagrađivanja i stimulacija, a zabrinjavajuće je i da 40 % zaposlenika ocjenjuje mogućnosti profesionalnog razvoja slabima. Upravljanje ljudskim potencijalima u zdravstvenim ustanovama iznimno je važna upravljačka funkcija, kao i činjenica da sustav zdravstva ovisi o kvalitetnim, stručnim i zadovoljnim radnicima, ali i da su akti nadležnih tijela relevantni za područje zdravstva od velikoga utjecaja na slobod upravljanja ljudskim potencijalima, što izravno utječe i na zadovoljstvo radnika u sustavu.The bearers of quality in every organization, including the healthcare system, are the people. The great importance of human resources in this field requires planned, systematic, and thoughtful management of human resources because the healthcare system is an extremely complex system in which the most important factor for the quality and continuous functioning and provision of healthcare services is human potential. This paper demonstrates how complex and challenging managing human resources is, particularly due to the importance of people in the healthcare system. The goal of the paper is to determine how decisions and regulations of the Ministry of Health of the Republic of Croatia, as well as decrees of the Government of the Republic of Croatia, affect employee satisfaction in the healthcare sector. This paper also demonstrates the limitations imposed on the management of human resources, especially in the areas of hiring and retaining skilled workers, as well as the regulation of employees' labor rights status. By presenting an analysis of the normative regulation itself, the paper aims to highlight the importance of both healthcare and non-healthcare workers and their interdependence, as well as how human resource management, within the framework of normative limitations, impacts employee satisfaction in healthcare institutions. The analysis of employee satisfaction is based on a survey that determines the attitudes and opinions of workers on how satisfied they are with the management of human resources in the institution, and shows the attitudes of 38% of health and 40% of non-health workers employed at the National Memorial Hospital Dr. Juraj Njavro Vukovar. Employees in large numbers express dissatisfaction with key aspects of the work environment, which relate to the system of rewards and incentives, and it is also worrying that 40% of employees assess the possibilities for professional development as weak. Human resource management in healthcare institutions is an extremely important managerial function, as well as the fact that the healthcare system depends on skilled, professional, and satisfied workers. It is also crucial that the acts of competent authorities related to healthcare have a significant impact on the freedom of human resource management, which directly affects employee satisfaction in the system
The role of social skills in managing guest complaints: a case study of the Esplanade hotel
No full textU ovom radu analizirana je uloga socijalnih vještina u upravljanju prigovorima gostiju na primjeru hotela Esplanade. Istraženo je kako socijalne vještine mogu utjecati na početni konflikt koji nastaje zbog nezadovoljstva uslugom u hotelu visoke kategorije te kako mogu doprinijeti tome da se početno nezadovoljstvo pretvori u pozitivno iskustvo. Podaci su prikupljeni analizom javno dostupnih ocjena s popularnih internetski platformi na kojima se prikupljaju informacije o iskustvima gostiju i dubinskim intervjuima s petero zaposlenika hotela Esplanade koji su u svakodnevnoj interakciji s gostima. Radom se nastojalo utvrditi kako socijalne vještine mogu pozitivno utjecat na najčešće prigovore koje gosti iskazuju za vrijeme boravka u hotelu, s posebnim naglaskom na one koji se odnose na postupanje osoblja hotela pri pružanju usluga. Dobiven je uvid u postojeće procedure i smjernice koje zaposlenici slijede kada gosti iznesu prigovore te u metode i načine njihova rješavanja. Rezultati su pokazali da postoje interne procedure u sustavu upravljanja prigovorima u hotelu Esplanade, no i da ima prostora za poboljšanje postojećeg sustava. Utvrđeno je da ne postoje propisane standardne operativne procedure koje bi zaposlenicima olakšale rješavanje prigovora i otklonile određene dileme. Nakon provedenog istraživanja i analiz dobivenih informacija dane su preporuke povezane s provođenjem treninga socijalnih vještina, utvrđivanjem standardnih operativnih procedura te angažiranjem menadžera za odnose s gostima.This paper explores the role of social skills in managing guest complaints, focusing on the Esplanade Hotel as a case study. It examines how social skills influence the resolution of conflicts arising from guest dissatisfaction with services in a high-category hotel and how these skills can convert negative experiences into positive ones. Data were collected through the analysis of publicly available reviews from popular online platforms and in-depth interviews with five hotel employees who regularly engage with guests. The primary objective was to determine how effectively social skills address the most common complaints expressed by guests during their stay, particularly those related to staff behavior during service delivery. The research also examined existing complaint-handling procedures and guidelines, as well as the methods and approaches used to resolve guest complaints. The results indicate that while the Esplanade Hotel has internal procedures for complaint management that play an important role, there is still room for improvement. There is a lack of standardized operating procedures to assist employees in resolving complaints and addressing specific ambiguities. Based on the analysis, recommendations include implementin social skills training, developing standardized operating procedures, and appointing a guest relations manager
Proposal for an Integrated Marketing Communication Strategy for a Newly Established Aesthetic Clinic
No full textU ovom radu analizirana je integrirana marketinška komunikacija i njezina primjena u razvoju strategije za novoosnovanu boutique Polikliniku. Teorijski dio rada obuhvaća definiciju i ključna obilježja integrirane marketinške komunikacije, osnovne i suvremene oblike marketinške komunikacije te njihov značaj u zdravstvenom sektoru. U praktičnom dijelu rada provedena je detaljna analiza poslovanja Poliklinike, uključujući SWOT analizu, analizu konkurencije i analizu vizualnog identiteta. Empirijsko istraživanje provedeno je kombinacijom kvalitativnih i kvantitativnih metoda s ciljem istraživanja preferencija korisnika estetskih usluga u Hrvatskoj te ključnih čimbenika koji utječu na njihove odluke. Na temelju rezultata istraživanja predložena je strategija integrirane marketinške komunikacije, koja uključuje digitalni marketing, društvene mreže, edukativne kampanje i individualizirani pristup korisnicima. Implementacija predložene strategije ima potencijal povećati prepoznatljivost Poliklinike i osigurati konkurentsku prednost na tržištu estetske medicine.This study analyzes integrated marketing communication and its application in developing a strategic framework for a newly established boutique aesthetic clinic. The theoretical section defines integrated marketing communication, highlighting its key characteristics, traditional and contemporary forms of marketing communication, and their significance in the healthcare sector. The practical section provides a detailed analysis of the clinic's operations, including a SWOT analysis, competitive landscape assessment, and visual identity evaluation. The empirical research, conducted using a combination of qualitative and quantitative methods, examines the preferences of aesthetic service users in Croatia and the key factors influencing their decision-making process. Based on the research findings, an integrated marketing communication strategy was proposed, incorporating digital marketing, social media engagement, educational campaigns, and a personalized approach to clients. The implementation of the proposed strategy may enhance the clinic's brand recognition and strengthen its competitive advantage in the aesthetic medicine market