Makaleler
Yayınlanmış 02.06.2017
Anahtar Kelimeler
- Kampanya Yönetimi,
- Sosyal Fayda,
- STK,
- Kritik Düşünme,
- Analitik Düşünme
Nasıl Atıf Yapılır
KAMPANYA YÖNETİMİNDE KRİTİK VE ANALİTİK METODOLOJİ: STK?LAR İÇİN BİR SÜREÇ YÖNETİMİ MODELİ. (2017). Turkish Journal of Marketing, 1(2), 145-162. https://doi.org/10.30685/tujom.v1i2.11
Öz
Bu çalışma, misyonunun bir gereği olarak toplumsal sorunlara çözüm ve ihtiyaçlara fayda üretmeyi benimseyen sivil toplum kuruluşlarının, bu doğrultuda yürütecekleri farkındalık, kamu oyu oluşturma, propaganda, ikna etme, ve harekete geçirme gibi amaçlara matuf kampanyalarının planlanması, organize edilmesi, yürütülmesi ve sonuçlarının değerlendirebilmesi gibi yönetsel fonksiyonlarınin tümüne entegre edılmiş kritik ve analitik bir metodoloji önermektedir. Süreç yönetimi yaklaşımıyla ortaya konan bu modelin, teorik bilgiye katkısı, kritik ve analitik düşünmeyi aynı metodolojide birleştirmek olarak özetlenebilirken, buna ilave olarak bireysel ve bilişsel bir süreç olan kritik ve analitik düşünme metodolojisini, organik ve sistematik bir karar alma ve yönetim süreci olarak sunması da sivil toplum kuruluşları için uygulamaya dönük bir katkı olarak kabul edilebilir.
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