The purpose – The purpose of this paper is to support the thesis that a region represents a key functional and geographical entity which requires branding and development of marketing activities. Its geographical components are tourism clusters that should develop their own identity in cooperation with other clusters, within the region as their umbrella brand. Design – The special focus is given to reviewing the issue of defining boundaries of regions as tourism brands, i.e. discussing what exactly makes the essence, or the essential framework, of a region as a market brand in tourism. The paper also presents the model of geographical and marketing clusterisation of Istria and Dalmatia – the Croatia's regions that are essential for the development of tourism in this country. Methodology – The methodology of the research includes the examples of good practice, analysis of the existing strategic documents of the region Istria and Dalmatia, workshop – creating an original model of region clusterisation in the case of Dalmatia by graduate students of management in the Department of Economics at the University of Zadar and author’s management experience in public management in tourism. Approach – There are particular interests within fragmented basic units of local government – towns and municipalities – aiming to "preserve" the identity of each separate geographical unit, even the smallest one, whereas the marketing trends in the dynamic international tourism market require exactly the opposite. Regions must be the unique spatial and socio-cultural entities featuring an adequate tourism identity which is built as an independent and inherent market brand. That fact is perceived in the light of the forthcoming accession of Croatia into the European Union (1st July 2013) and the exceptionally important process of redefining Croatia's regional administrative-political boundaries, where an appropriate regionalisation is considered as one of the prerequisites for the "correct" and optimal social and economic development in the future. Findings – The problem of defining regional boundaries must be seen as one of the essential issues in defining the region's geographical area as the basis for the development of economy. An appropriate definition of the tourism region as an umbrella brand and its sub-brands – tourism "products", i.e. clusters – presents the starting point for further definition of all management and marketing activities, both at the level of clusters, through individual activities, and at the level of the umbrella brand, through joint, i.e. networked management activities. The originality of this research – The originality of the model consists on the fact that it refers to a relatively wide region (within European context) featuring a rich of natural attractiveness and cultural-historical heritage, whose borders were often altered in the past, and which was, and still is, intersected with a number of administrative-political boundaries.

Comprehensive strategic and marketing plan in tourism is necessary to define certain attractive features and products within the tourism umbrella brand and its constituent units - tourism clusters, in order to make them recognisable on the market. Since natural scenic spots are not the only determining factor when choosing a destination anymore, it is necessary to perform a comprehensive branding of other tourist attractions too. This paper presents a model for tourist clusterisation of Dalmatia as the umbrella brand of the region. A portfolio of tourism products and appropriate target markets are defined for each cluster. The paper gives an example of Istria region which defined its tourism clusters by designing the master plan for tourism development for the period 2002-2012. The authors have used the Istria example as the basis for their model for clustering Dalmatia as the regional umbrella brand of tourism. The authors also indicate the characteristics of the model and the opportunities and obstacles to its implementation.

djasic@unizd.hr Sažetak: U ovom radu autori obrazlažu i dokazuju učinke sustava upravljanja učenjem LMS -Moodle (Learning Management System) u visokom obrazovanju pomoraca i ekonomista i prikazuju mogući model implementacije ovog sustava u obrazovni proces. Opisani se učinci prikazuju u kontekstu nužnosti za održavanjem kontinuiteta obrazovnog procesa, koje je kod obrazovanja pomoraca specifično zbog pokretljivosti i geografske distance primatelja znanja -studenta -u odnosu na visoko učilište kao ustanovu koja "proizvodi"znanje. Stoga autori ocjenjuju da navedeni model u značajnoj mjeri povećava učinkovitost obrazovnog procesa u visokom obrazovanju pomorskog smjera. Generalno, autori zaključuju da razvoj i primjena novih normativnih okvira, odnosno zakonodavnih normi, ali i primjena Bolonjskog procesa u visokom obrazovanju, nije moguća bez promjena u samoj srži obrazovnog procesa, posebice kroz primjenu najnovije informacijsko-komunikacijske tehnologije kao nužnog preduvjeta (ne samo) za implementaciju LMS modela.Ključne riječi: LMS -Moodle sustav, e-učenje, primjena informacijsko-komunikacijske tehnologije u obrazovnom procesu, visoko obrazovanje pomoraca, učinkovitost obrazovnog procesa u visokom obrazovanju, Bolonjski proces Pregledni rad UDK: 378:004 Oeconomica Jadertina 1/2012.

The purpose – the purpose of this paper is to research the role of marketing concept in the cultural institutions in the city of Zadar. Design – The special focus is given to analysis the importance and advantage of networking of all cultural institutions in Zadar, to create unique product and more creative supply. Methodology – a number of methods has been used in the research, including analysis, synthesis, induction, deduction, compilation and detailed interview. The detailed interview has been carried out by means of a questionnaire comprising ten questions, while the sample has encompassed relevant cultural institutions in the City of Zadar. Approach – Implementation of Zadar Cultural strategy is important of cooperation and coordination on among of all cultural institutions in Zadar. Findings – Key findings indicate that marketing today, is indispensable for functioning of all business subjects and nonprofit institutions, whose primary goal is socially responsible behavior. Marketing strategies of cultural institutions are starting point for quality implementation of marketing in cultural institutions. The authors of this paper propose mutual interweaving of cultural institutions and cultural tourism, and suggest models for networking Zadar cultural institutions. The originality of this research – The originality comes from the model’s for networking Zadar cultural institutions, which provides the guidance and ideas for further research and improvements.

A methodological approach in the analyses of the seawater oceanographic states is determined by the purpose of the paper and general purpose of the research. In the recent decades the scientific work in this area has advanced thanks to computer data processing, particularly owing to modern technical and technological achievements that allow us to obtain important results, which significantly augment application of scientific results. This paper is a review of the research on the Central Adriatic shelf. Until now, papers dealing with geographical and oceanographic features regularly used the terms Palagruža Shelf and Jabuka concavity in the meaning of independent entities in the Adriatic basin which partly define physicogeographic features of water masses. However, such perception should be corrected. The Central Adriatic shelf is situated between the north Adriatic and the south Adriatic basin. Its length is greater than the width. Therefore, it deserves more attention and more cautious scientific approach. In this paper there are also evaluations of some methodologies used in the research and in the measuring of oceanographic parameter values, and also new technical solutions are proposed. The purpose of this paper is to analyse some methods of approach in the presentation of oceanographic states of seawater in the area of the Central Adriatic shelf. The purpose is also to introduce a succession of articles in which this maritime zone should be given its deserving significance from the geographic and oceanological aspects.Key words: the Central Adriatic shelf, methodology, oceanography, data Metodološki pristup analizama oceanografskih stanja morske vode određuje namjena rada i opća svrha istraživanja. U posljednjih nekoliko desetljeća, znanstveni je rad u ovom području napredovao, zahvaljujući računalnoj obradi podataka, čemu osobito pogoduju suvremena tehnička i tehnološka dostignuća. Temeljem vrsnih podataka dolazi se do dobrih rezultata, a time se značajno povećava aplikativnost znanstvenih zaključaka. Ovaj je rad osvrt na istraživanja srednjojadranskog praga, koja su izostala u dugogodišnjoj znanstvenoistraživačkoj tradiciji o Jadranskom moru. Do sada se u radovima s geografskooceanografskim naznakama redovito spominjalo Palagruški prag kao temeljnu stubu u jadranskom bazenu, koja određuje sve dinamične uvjetovanosti vodenih masa. Međutim, takvo shvaćanje valja ispraviti. Prag između sjevernog Jadrana i južnojadranske kotline nije stuba, D. Jašić, Z. Bićanić, J. Kasum: The central Adriatic Shelf... Geoadria, vol. 7/1, 127-143, 2002. 128 već podmorski plato, dulji nego širi, pa mu sa znanstvenog stajališta valja prići s puno više opreza, te mu posvetiti znatno više pozornosti. Rad se još ocjenjivački odnosi na neke metodološke pristupe u istraživanjima i mjerenjima vrijednosti oceanografskih parametara, te se predlažu nova tehnička rješenja. Sama svrha rada analiza je nekih metodoloških pristupa u prezentaciji oceanografskih stanja morske vode u području srednjojadranskog praga i uvod u niz članaka koj...