Implementierung einer Marketingstrategie bei einem Verein anhand des Beispiels Musikverein Steinhaus

Abstract

The number of non-profit organizations is growing, which leads to an increased competition. The competitors are both, other organizations, and commercial companies. Therefore, the non-profit organizations must try to get well known, to attract new members and ensure a long-term existence. The importance of marketing in non-profit organizations is increasing according to various literature sources, and more and more people understand, that marketing is not only advertising. However, there is currently limited literature on the implementation of marketing strategies in non-profit organizations. For this reason, this thesis is devoted to the development and implementation of an effective marketing strategy and looks at the implementation process. The thesis is divided into two main parts, the theoretical basis and the case description based on the MV Steinhaus. The theoretical part is based on an analysis of existing literature and deals with the definition and development of non-profit organizations and the reasons for marketing activities and the peculiarity of these activities. It also takes a closer look at the term “marketing strategy” and gives examples of strategies. The focus of this thesis is on the implementation of the marketing activities, the term is defined, and the critical factors and the implementation process are also described. After the theoretical foundations have been established, a case description follows based on the MV Steinhaus. First, the status quo is explained, with various analyses for the music association to find an effective marketing strategy. These strategies were then evaluated according to the 3-phase model and the three highest-rated ones were selected. • Market field strategy - market penetration • Marketing instrument strategy - communication policy (digitalization) • Marketing instrument strategy - personnel policy (member recruitment) The implementation process for these three strategies was developed as part of this work. It is not possible to say whether the implementation was successful, because the project was not completed at the time of submission of this thesis and therefore no results can be presented. However, this thesis provides a well-founded framework and a detailed implementation plan to realize the selected marketing strategies for the Musikverein Steinhaus.

Date of Award	2024
Original language	German (Austria)
Supervisor	René Riedl (Supervisor)