FACULTY OF MANAGEMENT
BUSINESS AND MARKETING
BASIC INFORMATION:
Why enroll in Business and Marketing studies?
The module Business and Marketing is the most useful as well as the most practical combination of knowledge in the field of management and market labor. It enables students to quickly engage themselves in the work of both smaller and larger companies or to even form their own. The business itself comprises knowledge of management and leadership, business communication, finances, statistics, economics, sales and negotiation, organizational behavior, human resources, international business. Marketing studies exploring and satisfying customer needs through the development of products and services, strategic planning, setting up pricing policy, communication, promotion and sales. In addition, marketing is focused on developing and managing relationships with customers, competitors, partners, suppliers and other relevant groups. We have the highest number of marketing courses that are modern, current and highly practical. At our university lecturers from business and real world take an active part in the classroom so that students can acquire a balanced insight into the theoretical constructions and practical aspects of business and marketing.
The students thus develop creative skills of identifying, analyzing and solving problems, as well as innovative approaches in defining the program of organization development. The graduates develop the ability of teamwork and mastering of specific skills for practical and effective performance of their future profession.
General learning outcomes of the study program Business and Marketing are:
- getting the knowledge and understanding of general management and marketing;
- application of knowledge and understanding in the field of management;
- the ability of reasoning and judgment;
- skills of communicating attitudes, ideas, problems and solutions;
- the developing of learning skills necessary for continuous lifelong learning with a high level of autonomy;
- the ability to demonstrate acquired knowledge, skills and understanding in their daily work;
- constant innovation and improvement of knowledge and skills in accordance with the development of science in the field of management;
- acquisition of the skills needed for the collection and interpretation of relevant data in management field and decision- making not only in management but also in relevant scientific, ethical and social subjects;
- skills of presenting information, ideas, problems and possible solutions, both in the organization they work in and in front of professional and general audience.
Thus placed learning outcomes provide:
- learning and assessment development;
- teaching improvement and internal examination improvement;
- necessary precondition for external evaluation and a framework for quality, standards and integrated higher educational space.
Based on defined learning outcomes, students should be enabled to identify and understand the basic theoretical knowledge of management, the central idea of entrepreneurship, business strategy objectives, realization of adopted plans and programs based on marketing research, analysis and synthesis of all the parameters of the marketing mix, and goals of reengineering the redesign of business processes and new organization.
Department objective
The objective of this program is to primarily provide basic academic knowledge in management and marketing, as well as the concept, strategy and skills in research, design, planning, implementation, realization and control of business activities and solving problems in the given areas. This department develops gradual achievement of the academic knowledge and adoption of the skills and with the hierarchical order of the general, individual and specific subjects in the structure of the study program.
In addition to the academic knowledge, the aim of our study program is that students acquire the practical skills as well, through exercises and solving of selected case studies.
The importance of the department objective is first realized in the contribution which it provides to the educational, cultural, economic, social and overall progress of Serbia. This is how the graduates can be actively involved in all industrial and other flows of economical and social life of the country and give their full contribution to the realization of current development plans and programs not only within the organizations they work for, but also within the wider social community.
This is how the graduates become competent to carry out management i.e. control duties and to practice acquired knowledge and skills in management and marketing, which provides them with a wide choice of different forms of employment in companies, profit and non-profit organizations, state bodies and institutions, and not only at national but also at international level.
By adopting the academic knowledge students acquire the possibility of extending their knowledge in masters and doctoral studies by deepening not only theoretical and academic knowledge but also by the acquisition of skills for analytical and creative approach to solving complex problems that students encounter in their daily work.
Jobs for which the students are trained
Students who complete undergraduate studies of Business and Marketing are trained to work in:
- different areas related to marketing and management, providing them with the fundamental concepts, the latest theoretical knowledge and practical skills for recognizable commercial and public professions and occupations in which business processes are managed and / or for admission to master studies.
- a wide range of occupations in management, economics, marketing, public relations, analytics and statistics, human resources management, business communication, entrepreneurship, business law, international economic relations, etc., and they acquire the latest theoretical knowledge and practical skills.
- to create and prepare competent and educated experts in the labor market, in order to be able to apply general and specialized knowledge in management and a very extensive and detailed knowledge of the areas of specialization of elective module – Marketing.
Graduate student acquires the following managerial and marketing skills:
- The ability of strategic overview of business and marketing,
- The capability to analyze and organize;
- The coordination and control of business activities;
- The evaluation and use of the results of market research and marketing,;
- The ability to manage strategic and business communication;
- The ability for effective communication and teamwork;
The most common job positions for graduated students
The student who completes this area of study will be qualified for the following jobs and duties:
- The ability to organize
- Manager in any sector of a company
- Assistant Director-General
- Plan and analyze business or marketing
- Business consultant
- Business coach
- Marketing Manager
- Business Development Manager / Sales Manager
- Brand Manager
- Manager of Communications / PR Manager
- HR Manager
- Merchandising manager
- Manager of Corporate Communications
- Market and marketing researcher
- Strategic consultant in marketing and management field
- Manager of media planning
- Account manager in advertising agencies
The student who completes this area of study will be qualified for the following jobs: marketing analyst and planner, marketing manager, sales manager, brand manager, PR manager, HR manager, market and marketing researcher, strategic consultant in marketing and management field.
Department Organization
Study program in Marketing field has been developed based on the analysis of similar study programs at the most renowned American universities and Business schools. As a result of this analysis, we developed a study program with the highest number of subjects in the field of Marketing in Serbia:
Required Courses:
- MK150 Foundations of Management
- IS205 Foundations of Information Systems
- OM100 Introduction to Operations Management
- MK100 Principles of Marketing
- NT111 English language 1
- MG150 Business Finances with Accounting
- NT112 English language 2
- OM131 Development of the new products
- MK130 Principles of Sales
- MK120 Integrated Marketing Communications
- MK110 Business Economics
- MA272 Business Statistics with Probability
- NT214 English for Managers
- MK240 Advertising
- OM230 Human Resources Management
- NT210 Business Ethics and Professional Communication
- MK235 Sales Management
- MK210 Marketing Research
- OM323 Project Management
- MK360 Public Relations
- MK220 Consumer Behavior
- MK251 Digital Marketing
- OM350 Entrepreneurship
- MK375 Business Law
- MK340 Marketing Management
- MK230 Brand Management
- MK425 Strategic Management
- MK485 Management of Specific and Media Events
- MK455 Marketing Campaign Project
- MG491 Professional Internship
- MG495 Graduating Paper
Elective courses module 1:
- MK440 Marketing Planning
- MG410 Management of Organizational Changes
- IS345 Digital Content Management
Elective courses module 2:
- OM240 Quality Management
- OM260 Service Management
- IS310 Information Systems of Organization
|
Semester |
Sequence Number |
BSc Programme |
ECTS |
Week Hours |
|
|||
|
Lectures |
Tutorials |
Lab |
Other |
|||||
|
1 |
1 |
MK150 Foundations of Management |
8 |
3 |
2 |
0 |
0 |
|
|
2 |
IS205 Foundations of Information Systems |
6 |
2 |
2 |
0 |
0 |
||
|
3 |
OM100 Introduction to Operations Management |
6 |
2 |
2 |
0 |
0 |
||
|
4 |
MK100 Principles of Marketing |
6 |
2 |
2 |
0 |
0 |
||
|
5 |
NT111 English language 1 |
4 |
3 |
0 |
0 |
0 |
||
|
2 |
6 |
MG150 Business Finances with Accounting |
8 |
3 |
3 |
0 |
0 |
|
|
7 |
NT112 English language 2 |
4 |
3 |
0 |
0 |
0 |
||
|
8 |
OM131 Development of the new products |
6 |
2 |
2 |
0 |
0 |
||
|
9 |
MK130 Principles of Sales |
6 |
2 |
2 |
0 |
0 |
||
|
10 |
MK120 Integrated Marketing Communications |
6 |
2 |
2 |
0 |
0 |
||
|
3 |
11 |
MK110 Business Economics |
8 |
3 |
3 |
0 |
0 |
|
|
12 |
MA272 Business Statistics with Probability |
8 |
2 |
1 |
2 |
0 |
||
|
13 |
NT214 English for Managers |
4 |
3 |
0 |
0 |
0 |
||
|
14 |
MK240 Advertising |
8 |
3 |
3 |
0 |
0 |
||
|
4 |
15 |
OM230 Human Resources Management |
8 |
3 |
3 |
0 |
0 |
|
|
16 |
MK375 Business Law |
8 |
3 |
2 |
0 |
0 |
||
|
17 |
MK235 Sales Management |
8 |
3 |
3 |
0 |
0 |
||
|
18 |
MK210 Marketing Research |
8 |
2 |
1 |
2 |
1 |
||
|
5 |
19 |
OM323 Project Management |
8 |
3 |
3 |
0 |
1 |
|
|
20 |
MK360 Public Relations |
6 |
2 |
2 |
0 |
0 |
||
|
21 |
MK220 Consumer Behavior |
8 |
2 |
3 |
0 |
0 |
||
|
22 |
MK251 Digital Marketing |
8 |
3 |
1 |
2 |
0 |
||
|
6 |
23 |
OM350 Entrepreneurship |
8 |
3 |
3 |
0 |
1 |
|
|
24 |
NT210 Business Ethics and Professional Communication |
6 |
2 |
2 |
0 |
0 |
||
|
25 |
MK340 Marketing Management |
8 |
3 |
2 |
0 |
0 |
||
|
26 |
MK230 Brand Management |
8 |
2 |
3 |
0 |
0 |
||
|
7 |
27 |
MK425 Strategic Management |
8 |
3 |
3 |
0 |
0 |
|
|
28 |
MK310 International Business |
8 |
3 |
3 |
0 |
0 |
||
|
29 |
MG491 Professional Internship |
6 |
0 |
0 |
0 |
0 |
||
|
30 |
Elective courses 1 |
8 |
3 |
3 |
0 |
0 |
||
|
8 |
31 |
Elective courses 2 |
8 |
3 |
3 |
0 |
0 |
|
|
32 |
MK455 Marketing Campaign Project |
8 |
3 |
3 |
0 |
0 |
||
|
33 |
MK485 Management of Specific and Media Events |
8 |
3 |
3 |
0 |
0 |
||
|
34 |
MG495 Graduating Paper |
6 |
0 |
0 |
0 |
0 |
||
|
|
|
Ukupno ESPB bоdоvа: |
240 |
|
|
|
|
|
|
Semester |
Sequence Number |
BSc Programme |
ECTS |
Week Hours |
|
|||
|
Lectures |
Tutorials |
Lab |
Other |
|||||
|
|
|
Elective courses 1 |
|
|
|
|
|
|
|
7 |
30 |
MK440 Marketing Planning |
8 |
3 |
3 |
0 |
0 |
|
|
30 |
MG410 Management of Organizational Changes |
8 |
3 |
3 |
0 |
0 |
||
|
|
|
Elective courses 2 |
|
|
|
|
|
|
|
8 |
31 |
MK280 Business in Sports |
8 |
3 |
3 |
0 |
0 |
|
|
31 |
OM260 Service Management |
8 |
3 |
3 |
0 |
0 |
||
Short description of all courses
MK150 Foundations of Management
The aim of this course is to introduce students to the basics of management as a science and a profession; understanding and mastering the basic techniques and methods of making business decisions in complex conditions of the modern enterprise functioning; mastering basic management knowledge and skills with the development of analytical thinking skills; detailed analysis and understanding of the content, form and interconnectivity of basic phases of the management process (planning, organizing, leading and control). The knowledge gained in the field of management students will use to identify different market and business phenomenon, as well as in solving the problems that have their origins in management theory and practice. The student will be able to work independently and as a part of a team, to independently, collectively and interactively solve problems, to establish a certain level of communication and to adequately present the results of their work.
IS205 Foundations of Information Systems
The importance that information systems bring nowadays requires from students to meet with its most important components, in order to effectively use them or to participate as members of the project teams in their realization. With this objective the curriculum of this course is composed. It covers the basic definitions and concepts relating to the structure and components of information systems, problems related to their infrastructure, security, etc. Special attention is paid to the role of information systems in modern business systems. In this regard, Web 2.0 technologies are spoken about in order to improve communication, collaboration and connections among business partners, the implementation of different types of enterprise information systems in order to improve relations among business partners, management of e-commerce, improvement of the implementation of business intelligence, etc.
OM100 Introduction to Operations Management
This course studies the design of systems that produce goods and services. As a subject that introduces students to the operations management, the course provides an overview of the components in the process of adding the value of the product or service in order to design, produce and deliver products or services to the customer. Teaching subjects include: designing products and services, planning, design and supply chain management, design activities and management of human resources, operational planning and designing of a layout, material and resource planning, planning and management of a capacity, planning and inventory management, total quality management, cost analysis , project planning, management of operational resources, thin operations and operation true-to-time, an improvement in operations and strategy operations.
MK100 Principles of Marketing
The business objective in the marketing-oriented company is a need of a consumer and its adequate fulfillment, because it is the key to achieving the primary objectives of existing, doing business, and the enterprise development. Objective of the course Fundamentals of Marketing are gaining basic knowledge of paradigms, methods, techniques and strategies of marketing and developing the ability to create flexible ways of reacting to changing conditions of (market) business.
NT111 English language 1
English Language 1 is the intermediate course of general English language with elements of ESP. The objective of the course is to learn, rebuild and consolidate the knowledge and the use of grammar and vocabulary at the intermediate level of English, and to develop and practice the following language skills: Speaking, which enables students to communicate orally in the form of conversations about everyday and professional topics, directed conversation, dialogue and short oral presentations; Listening, which enables students to listen, follow and understand short segments of spoken English; Reading, which enables students to read short professional texts with understanding, as well as longer semi-professional texts, news and fiction texts adapted to the intermediate level; Writing, which enables students to take notes in English, write summaries of shorter professional texts, shorter private and business letters, shorter professional informative texts (instruction, report, description) and brief answers to questions on a particular subject; Translation, which enables students to translate short professional texts from English into Serbian language; Integrating the above mentioned skills, which enable students to combine different skills in real-life situations.
MG150 Business Finances with Accounting
By covering the areas of financial accounting and in part management accounting and balance sheet analysis, this course provides the basic theoretical, methodological and practical accounting knowledge necessary for future managers to perform specific tasks and solve management problems, particularly those related to the selected department, and it forms the basis for understanding and monitoring of economic subjects in the upcoming years of studying.
NT112 English language 2
English 2 is an upper-intermediate course – a combination of general English and the professional language. The aim of the course is to develop student’s competence in the field of grammar and vocabulary, as well as to develop and practice the following language skills:
- Speaking, which qualifies a student to verbally communicate in English, with an appropriate pronunciation, in real communicative situations, in the form of a conversation on everyday and professional topics, providing expert guidance, guided conversations, dialogues and short oral presentations;
- Listening, which enables the student to listen to and understand spoken English, the general topics and topics related to IT or Business English;
- Reading, which enables students to read short professional texts with understanding, as well as longer semi-professional texts, news and fiction texts adapted to the intermediate level;
- Writing, which enables students to take notes in English, write summaries of shorter professional texts, shorter private and business letters – including CV, shorter professional informative texts (instruction, report, description), as well as brief or elaborate answers to questions on a particular subject;
- Translation, which enables students to translate short professional texts from English into Serbian language;
- Integrating the above mentioned skills, which enable students to combine different skills in real-life situations with special emphasis on group activities for solving professional problems.
OM131 Development of New Products
The aim of the course is to introduce students to modern methods for determining customer needs and techniques of product development that can meet those needs. These methods and techniques are studied in detail (the function of seminar paper) and applied to a concrete case (the function of the project) in the teaching of this subject. Methods of integral, i.e. simultaneous development of products are particularly studied as well as methods for the simultaneous (parallel) reeling up process development activities. Special emphasis is given to those activities for which marketing experts are responsible.
MK130 Principles of Sales
The main objective of the course is to introduce students and principles of the sale, the function and importance of sales for every product and service organization, as well as methods of educating, organizing and monitoring of vendors. Also, it studies the behavior and access to customers through verbal and non-verbal communication, as well as the strategies and skills which the seller must possess.
MK120 Integrated Marketing Communications
Integrated marketing communications, IMC, provide an answer to the question of what are the most effective promotional tools that marketing experts use to make a particular product or service closer to the customer in the process of creating a greater brand value and satisfying customer needs. Why do the marketing tools get replaced with the new ones, when does it happen and what are the final outcomes are crucial questions and in the framework of this course we provide the answers to them. Each promotional tool has its own “unique characteristics and costs.” Marketing experts confirm their expertise with wise selection of the promotional mix, which should result in achieving the set goals. By presenting the most important theoretical aspects and by simultaneously displaying and processing a series of case studies, in interactive sessions that are organized in 15 lessons – over 2 hours of lectures and 2 hours of exercises, students will get acquainted with reasons for which integrated marketing approach in modern business and more and more demanding competition is an important and indispensable factor in any successful company or organization. Students will gain the knowledge to understand and master the key concepts of integrated marketing communications that are essential to the successful communication of all participants in the process, they will understand and be able to describe the contemporary model of integrated corporate communication, its practical application, and they will understand what exactly affects the value of the brand. During the course, special attention is paid to content marketing as a modern segment of integrated marketing communication of organization / company on the Internet, especially on social networks which are in great expansion. Complete approach and the whole course are designed to make our student trained and ready to, based on their knowledge, take steps in practice as a future successful marketing and business managers.
MK110 Business Economics
By covering the area of business economics, this course provides foundation in theory related to the business of companies, legal forms, methods of operating of companies and basic economic categories. This knowledge is necessary for future managers when performing specific tasks and solving management related problems, specifically problems related to the major of the study. Students will acquire basic legal forms of economic entities, their characteristics with emphasis on management and management bodies. They will acquire key economic categories, foremost categories related to the role, features and significance of production and reproduction, property, capital, assessment of value of roles, flow of value in business, results distribution, relations of economic entities.
MA272 Business Statistics with Probability
This course enables students to make decisions related to designing or management relying on a good understanding of probability and statistics. It also enables them to design and carry out experiments with the aim of evaluation of hypotheses on the quality of software and processes, to analyze data from different sources and understand the importance of empirical methods in software engineering. Teaching units: Principles of discrete probability used in computer science, Foundations of descriptive statistics, Distribution, including normal (Gaussian), binomial and Poisson distribution, The smallest square concept, correlation and regression. Statistics tests: t-test, ANOVA and chi square test. Designing experiments and testing hypotheses. Statistical analysis of data from different sources. The use of statistics in performance analysis, engineering reliability, utility, assessment of costs and evaluation of process control.
NT214 English for Managers
English for Managers is an upper-intermediate/advanced course – a professional language course in the field of management. The aim of the course is to develop students’ competence in the field of grammar and vocabulary – both general and specific (professional) vocabulary, as well as to develop and practice the following language skills:
- Speaking, which qualifies a student to verbally communicate in English, with an appropriate pronunciation, in real communicative situations, in the form of a conversation on everyday and professional topics, providing expert guidance, guided conversations, dialogues and short oral presentations;
- Listening, which enables the student to listen to and understand spoken English, the general topics and topics related to marketing and management;
- Reading, which enables students to read short professional texts with understanding, as well as longer semi-professional texts, news and fiction texts adapted to the intermediate and advanced level;
- Writing, which enables students to take notes in English, write summaries of shorter professional texts, shorter private and business letters, shorter professional informative texts (instruction, report, description, written discussion), as well as brief or elaborate answers to questions on a particular subject;
- Translation, which enables students to translate short professional texts from English into Serbian language;
- Integrating the above mentioned skills, which enable students to combine different skills in real-life situations with special emphasis on group activities for solving professional problems.
MK240 Advertising
The course enables students to manage advertising communication process. This process can be of profitable and non-profitable nature. The first is the more common and it refers to the presentation of business-production system and its products and services to target customer segment and / or the public in order to inform them and make sure that it meets their needs, fulfills their desires and expectations and thereby influences the decisions of clients and / or the public. The second relates to the promotion of institutions, government bodies, groups, clubs, parties and any other organizations that do not aim to profit from their media activities, but to inform the public about certain ideas, programs, activities that are of interest to the public. The focus is on a traditional communicative form of advertising: purpose, choice of media, defining of the message, measuring the effects, etc., where the media are analyzed in a broader sense and compared with each other.
OM230 Human Resources Management
The course objective is the acquisition of basic knowledge and skills to achieve highly professional relation towards the human capital of a company, its shape and development, where the human capital are the employees with the wide range of individual and common knowledge, abilities, attitudes, possibilities, behavior, experience and emotions.
NT210 Business Ethics and Professional Communication
The course objective is to make students conversant with social, legal and economic issues of business ethics and business communication – models and implications of ethical and effective business communication on business. As a multidisciplinary activity, the course will deal with business and legal, ethical and philosophical, psychological, sociological, rhetorical and linguistic aspects of communication. The objective of the course is to consolidate this complex knowledge and to enable students to develop skills of successful and ethical business communication, as well as to help them form their own attitude towards professional practice by gaining insight into essential problems in the process of communication.
MK235 Sales Management
Sales management is an important function of every manufacturing or service organization. The course objective is to educate students for working on training, coordination and control of a sales manager job. Specific methods, strategies and tactics are used for stimulation and improvement of sales managers’ work, achieving sales quotas, thus achieving organization’s profit objectives.
MK210 Marketing Research
The goal is to train students to recognize and adopt modern business approach and practice of marketing research by using theory and practice of business developed part of the world. The goal is also a synthesis of all these findings and achievement of the creative context and use of principles, tools and techniques in the modern concept of marketing operations and achievement of quality data which are of great significance for making business decisions.
OM323 Project Management
The course objective is acquisition of knowledge and skills for managing projects. The course consists of the following teaching units: (1) Introduction: What is a project?; (2) Project Management: definition, concepts, system approach; (3) PM system development cycle – Early phases: Problem identification, Project initiation, Project agreement; (4) Foundations of planning and the logical framework of the project; (5) Foundations of project planning and network planning techniques; (6) Network planning and PDM; (7) PERT, CPM, Resource allocation, GERT; (8) Cost estimate and project budgeting; (9) Risk management during project realization; (10) Project realization control; (11) Information system for PM; (12) Evaluation, reporting and finalization of the project; (13) Project organizational structure and project financing; (14) Project team: Roles, responsibilities and authorities on the project, conflict resolving; (15) Success and failure of the project, what is learned from the project. The main practical part of the course is project realization: every student needs to realize a project which will show their capability of demonstrating acquired knowledge in managing a specific project. Project is defined by a teacher and a student together, so that the most suitable topic for the student is chosen. Project realization is significant for students, because it shows their understanding of the course. Finally, the outcome of this course should be the acquisition of knowledge and skills which will enable students to manage projects independently.
MK360 Public Relations
The course deals with public relations in the broadest sense: defining the scope of action, the formation and transition to one of the most important segments – marketing. In a narrow sense, it deals with setting of public relations, planning and carrying out the setting with the evaluation of performance. Emphasis is placed on the practical part – modern PR and its extensive use. The aim is that students master the skills that will, in addition to their theoretical basis for organizing PR activities, give them the ability to perform creatively, efficiently and fast, because only such public relations can be a parity in the market of marketing services. Therefore, the moment of socio-psychological study of social behaviourism is expressed in this course, as well as research used in public relations.
MK220 Consumer Behavior
The course deals with the behavior of consumers at all levels. The highest level analyzes the whole society and the general collective preferences and tendencies in the purchase, in relation to the market, marketing and advertising. Intermediate level deals with demographic, cultural, economic and other divisions that mark a particular society and its segments. The basic level of consumer behavior analysis deals with microsegments of companies and small consumer groups. Through different types of research (quantitative and qualitative) as well as through different approaches: marketing, sociological, cultural and others, a student should develop the ability of general and partial analysis of consumer behavior and implement that analysis to the marketing and communicational purposes.
MK251 Digital Marketing
The beginning of the 20th century changed the balance of power in the advertising world. The new “medium of all media”, the Internet, has entered into common usage, caused a redistribution of the advertising capital and severely shook the world of traditional marketing. The course of digital marketing studies the changes that this meta medium brought to the tools and techniques of the traditional marketing mix, targeting the target groups and the form of advertising addressing (from traditional advertising to multimedia). It is essential that the future marketing experts master the new media, forms of advertising on it and specific, interactive marketing, in which changes occur 24/7.
OM350 Entrepreneurship
This course has an objective to present various concepts, methods and theoretical research in the area of entrepreneurship. Other than being theoretically and scientifically based, it unites practical experience and provides examples from practice which help students to implement acquired knowledge in real life in order to build their professional career. The syllabus covers: development and role of entrepreneurship, impact of entrepreneurship on economic growth and self-employment, various theoretical approaches to types of entrepreneurial activities and features which contribute to business success, management of business activities, education of managers and entrepreneurs, basic functions of management and leadership, entrepreneurial process, selection of business and preparing a feasibility study, parameters for establishing business success, preparing a business plan – case study, types of ownership of companies, possible alternative in creating business – franchise and joint venture, business ethics, various ways of business management and various company types, entrepreneurial organizational culture, features of successful companies in the new economy and main factors for business failure.
MK375 Business Law
Business law is a set of legal norms, institutions and principles governing the business relationships that occur between the various entities. In such business relationships varieties of things occur: facts, conditions, actions, rights, obligations and activities which make business happen. Primarily, it is the organization, production, distribution, financing, then competition, prices, monopolies, employment, advocacy, social security, consumer protection, legal affairs, activities which they prevent or threaten, as well as various forms of criminality and illegal actions, etc. Business law is a complex law that can be formed, even as a system that would include more legal disciplines than trade, computer, commercial, obligation, transportation, financial, labour to the criminal, administrative and other laws whose parts could be linked to one unit – the system of business law.
MK340 Marketing Management
Familiarizing students with current trends in the global market and business practice of unwinding of international flows, training for the application of the principles, instruments and techniques of strategic and operational business in the changed environment, and familiarization with phenomena of internationalized and globalized world market. Particularly noteworthy is the need of directing students to open market thinking, the impact of globalization and understanding of the position and role of Serbia in the new conditions of the economic activity. The initial objective of the course is to understand the concepts, terms and scope of the case and the actual relation to the processing of international flows of goods, services, knowledge and other factoring resources, understanding of the modern system functioning of the international environment – institutions and organizations relevant for decision-making in international business activities, understanding the process, defining, developing and implementing international business activities, exploring the specialty of the process and individual forms and modalities of the unfolding international operations in various areas – from exports to various forms of property and contract business in modern conditions.
MK230 Brand Management
The course in its content covers issues of specific product defining in the consumer’s mind but it can also be defined as a separate company strategy on a subtly selected market segment or segments. Traditionally, the brand products or services were seen as an addition to the product. However, more recent view is that the product is only one element of the brand. Brand is seen as a promise of a set of attributes given in a way that those who buy the product or service receive a satisfaction. Brand is a combination of sets of attributes (such as product), consumer benefits (needs and desires that it satisfies) and values (what connects customer to a product). Brand is made when marketing adds value to the product in the process of differentiation from other products with similar attributes and benefits.
MK425 Strategic Management
Acquiring key skills of strategic management as a set of skills that qualifies a company for the achievement of its objectives in terms of the variable, unstable environment. Developing the ability of creating “evolutionary competences”, i.e. developing the ability to achieve the objectives in the changing business conditions.
MK310 International Business
Wide domain of the International business includes areas of international business finances, economics and business organization in foreign trade, as well as international marketing. It should provide all the basic theoretical, methodological and practical microeconomic knowledge essential to future managers for successful participation in international operations of any company and understanding of the total flows in it, and then enable them to perform specific tasks and solve management problems, particularly those related to the selected department. It creates a solid basis for further education in the same or related field or continuing education.
МК485 Management of Specific and Media Events
Industry events even in the era of digitization of human contacts survives as a very important form of business meetings and channels for promotion markets and relationships with stakeholders. The course studies events management as a science and profession, with analysis of techniques and methods of making business decisions in complex conditions for preparing and organizing media and special events. It includes segments of project management, marketing, communication, media and logistics. Content, form and interconnection of basic phases of the management process (planning, organizing, leading and control) are observed in detail. We examine the precise targeting of target groups, combine knowledge of brand and communication, with programming of multi-platform media relations. Students are able to make complex design matrix which include budgeting and logistical and technical aspects of the organization, in order to acquire knowledge and practical skills in the planning and production of events.
MK455 Marketing Campaign Project
The course is designed in such manner that through projects and workshops students pass teaching units. The workshops aim to sublimate overall knowledge gained in the previous period and to make the student participate actively in order to achieve independent approach to specific project tasks.
MK440 Marketing Planning
The objective of the course is to familiarize students with marketing plan as the basic articulated process and the means by which we can distinguish between ideas and real business opportunities. Development of a marketing plan requires the use of imagination and combining of marketing knowledge with other disciplines such as accounting, finances, research and management. Students will learn to recognize the difference between the concept and the feasibility of specific marketing ideas. It would set a plan so that all elements of the process – time, value, qualitative and quantitative – are included.
MG410 Management of Organizational Changes
This course is about human aspects of software system usage in an entire organization, which often requires significant organizational changes. These changes often cause resistance among particular types of employees. Within this course the following teaching units are studied: ERP system implementation issues; the influence of emotions on employees’ reactions; change factors – motivation for changes, organization’s culture and acquiring methods for organizational system implementation; project and programme management as change initiators; using SAP technology as change support; monitoring parameters of change; ERP system introduction phases, changes in an organization and working in an organization after application of organizational software systems (such as ERP systems). In this course, operational change management is studied in the context of the use of SAP system.
IS345 Digital Content Management
The course includes teaching units that describe how digital tools and resources enable new methods of traditional printed content analysis and presenting new formats of that content. After completing this course students will be able to choose, evaluate and implement digital tools and resources for supporting advanced and traditional forms of history content analysis, public projects or teaching materials, as well as to suggest projects for digital content management with a detailed plan of management, design and evaluation.
OM240 Quality Management
Encouraged by the great expansion of the role and importance of quality management system, with this course we want to contribute to a better understanding of the quality management system, increase the level of quality culture in local companies and organizations, as well as to ensure that the students get knowledge and skills necessary for participation in the projects of implementation and continuous improvement of the system quality. After completing the course and passing the exam, students will be able to: use the key concepts of quality management system, understand the historical development of the quality management system, provide conditions necessary for the establishment, maintenance and improvement of the quality management system in the business system, compare items of quality systems in the European, American and Japanese environment with an emphasis on the contributions of individual authorities. Students will understand the evolving needs of continuous quality improvement as one of the key factors of company viability.
OM260 Service Management
In this course, students are trained to design and manage service systems and processes. We discuss operations, marketing and human resources, and introduce them into the technology explained through examples. The subject is processed through several topics: service design, setting and location, quality of service, queue management, demand management and capacity, service interaction, forecasting and load management. Through various examples of services, such as health care, finance, consulting, entertainment, hospitality, air transport, education, environment, knowledge is made concrete and established. On examples of successful service systems we identify the contributing factors. In this way we help students and suggest a creative approach. Successful utility systems basically differ from their competitors by the type of management. They work on completely different assumptions about how to achieve success. Results are not presented only in basic performance, but also in the efforts of employees and the quality of service, i.e. customer satisfaction. On the whole, the service has to be improved through marketing, technology, human resources, information, in order to beat competition. In this subject the management of services is discussed integrally, focusing primarily on customer satisfaction. Processes, marketing, strategy, information technology and organizational issues, are integrally observed.
