20.500.12556/RUL-170928 Sodobna marketinška komunikacija in komunikacijska podpora klasičnemu glasbeniku – evfonistu magistrska naloga Marketing Support for a Classical Musician – Euphonium Player in 2024/2025 Magistrska naloga se osredotoča na razumevanje marketinškega vidika klasičnih glasbenikov (evfonistov), ki je pogosto zanemarjen ali spregledan. Da lahko temo bolje razumemo, na začetku definiramo marketing in se poglobimo v razvoj marketinške komunikacije, kjer spoznamo tesno povezanost med marketinškim komuniciranjem in marketinškimi mediji. Nato obravnavamo nekatere sodobne digitalne medije, ki smo jih izbrali na osnovi ustreznosti za potrebe klasičnega glasbenika. Ti mediji so spletna stran, optimizacija za spletne brskalnike, marketing preko e-pošte in socialna omrežja (Facebook, Instagram, TikTok in YouTube). V empiričnem delu magistrske naloge smo predstavili rezultate izvedenega spletnega pisnega intervjuja z izbranimi mednarodno priznanimi evfonisti in pedagogi, ki sodelujejo z znamkami instrumentov, ustnikov in drugih pripomočkov za evfonij (t. i. artisti). V intervjuju smo spoznali njihove osebne izkušnje o sodelovanju z znamkami, njihovimi dolžnostmi in bonitetami ter izvedeli, kako osebno gledajo na marketinško plat njihovega poklica. Intervjuvanci so bili Steven Mead, Bastien Baumet, Mauro Martins in Rodin Rosendahl. The master’s thesis focuses on understanding the marketing aspect of classical musicians (euphonium players), which is often neglected or overlooked. To better understand the topic, we first define marketing and delve into the development of marketing communication, where we explore the close connection between marketing communication and marketing media. We then address some modern digital media that we selected based on their relevance to the needs of a classical musician. These media include websites, search engine optimization, e-mail marketing, and social networks (Facebook, Instagram, TikTok, and YouTube). In the empirical part of the thesis, we present the results of an online written interview conducted with selected internationally renowned euphonium players and pedagogues who collaborate with brands of instruments, mouthpieces, and other accessories for an euphonium (i.e. artists). The interview provided insight into their personal experiences with brand collaboration, their duties and benefits, and how they personally perceive the marketing side of their profession. The interviewees were Steven Mead, Bastien Baumet, Mauro Martins, and Rodin Rosendahl. marketing klasičnih glasbenikov glasbeniki marketing evfonistov evfonij umetniki nizka trobila magistrske naloge marketing for classical musicians musicians marketing for euphonium players euphonium euphonium artists low brass instruments master's theses true false false Ž. Pečenik Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-21 14:58:52 2025-07-21 14:58:57 2025-07-22 04:16:06 0000-00-00 00:00:00 2025 0 Ljubljana 2025 Ljubljana 28 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 78.07:780.646:791.641 243071235 Pecenik_Zan.pdf Pecenik_Zan.pdf 1 A37DDB1FAA7F7C2D06DA2261DFD00302 4f9a2e194f1018c0aa6d6b3266f58389288bcbfd95b2f30e1c72b3e28d6372d5 7f520d22-6632-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=213213 Akademija za glasbo 0 0 0