| Abstract [eng] |
Every day we can see commercials and advertising messages on television and radio, in newspapers and magazines, on billboards, etc. Most of what we see and hear is prepared by advertising agencies. Agencies are hired to plan, design, and produce an advertising campaign to reach customers. The field is highly competitive, so the importance of the competence development in the organization accentuated its definition of competence. The master’s paper formulates the problematic aspects (related to the strategic management of an organization, personnel management) of competence improvement. The aim of the master‘s paper – to analyse the peculiarities of the competence of Siauliai advertising agencies as well as to frame the guideline for a code of optimization. By the help of theoretical (analysis, synthesis, comparison, generalization, etc.) and empirical (interview, conversation, questionnaire, data analysis, etc.) methods of social research the advertising agencies in Siauliai city is defined, the links between strategic management of an organization and personnel management are drawn. |
