FACULTY OF MANAGEMENT

The aim of the course is to introduce students to the application of computers and other information technologies in business, providing them with a basic foundational level of conceptual and functional literacy.

The aim of the course is to provide students with knowledge on how to organize the joint work of employees in an organization in order to achieve a common goal that could not be accomplished through individual efforts. The course teaches students how to formulate these goals and implement strategies to achieve them.

The aim of the course is to enable students to use effective communication, both written and oral. It covers understanding the principles of effective communication, mastering business writing, and preparing and delivering business presentations

The popularization and widespread use of digital technologies together with the decrease in prices and the increase in performance of these technologies has led to the emergence of new activities in both the public and private sectors. Therefore, the primary aim of this course is to provide an understanding of the basic concepts related to these specific trends, and then to relate them to the new social and economic changes that occur as a result of the mass use of new digital technologies.

English Language 1 is an intermediate-level general English course. The aim of this subject is to develop competence in grammar and vocabulary while fostering and practicing the following language skills: speaking, listening, reading, writing, translation, and integrating these skills cohesively.

The aim of this course is to provide students with a concise yet comprehensive overview of introductory microeconomic theories, applications, and policies in a global context.

The aim of the course is to show students the importance of the human side of management, as a complement to the technical skills studied in other courses. That is why the course focuses primarily on the work of people in organizations of various types. It is an introduction to the study of the basic concepts and topics of organizational behavior and management, at all three levels: individual, interpersonal and group.

The course aims to provide students with foundational knowledge and skills necessary for exploring various business opportunities and developing their personal and professional potential. Additionally, students will gain an understanding of current labor market trends, enabling them to identify their strengths and interests, and successfully explore and choose a career path that best suits their aspirations.

The aim of this course is to provide an understanding of the basic concepts of digital technologies and systems to the extent necessary for successfully following other courses within the study program and completing it effectively. The course covers a broad range of digital devices, software types, and information systems, but at an introductory level.

English Language 2 is an upper-intermediate level course that combines general English and English for specific purposes. The goal of this course is to enhance students’ competence in grammar and vocabulary while developing and practicing skills in speaking, listening, reading, writing, and translation, as well as integrating these skills effectively.

The aim of this course is to present key concepts of cost accounting in a simple and concise manner. It is not designed for future accountants but rather for business managers, equipping them with the knowledge needed to make business decisions using managerial accounting techniques.

The goal of the course is to provide students with the knowledge necessary for quantitative data analysis and business analytics modeling using Excel software. In this way, the course builds on the course MG100 Computers in Business, as well as the course MG105 Introduction to Business Statistics. It teaches students the processes of implementing analytical models with software tools, interpreting business analytics results, and making data-driven decisions.

The aim of the course is to provide students with a comprehensive yet introductory overview of the principles and concepts of marketing, which are studied in more detail in other courses. The classes heavily incorporate practical examples, particularly case studies, to illustrate how marketing principles are applied in real-world scenarios.

Operations management is responsible for planning and delivering products and services to customers. This course focuses on processes that create value within a company, such as design, procurement, production of products or services, and their delivery. Of particular importance is the analysis of relevant processes, the application of appropriate metrics, with the aim of improving them. Methods are used for inventory analysis and management, supply chains, statistical quality control, cost and revenue management, and risk analysis due to identified uncertainties. Quantitative analyses of case studies from various industries are carried out in order to improve their competitiveness and quality of business.
This course introduces students to the field of operations management and provides a comprehensive overview, helping them understand how value is created within a company, whether it is in a product-oriented or service-oriented industry.

Business English for management is an upper-intermediate level of professional English. The aim of this course is to strengthen the understanding and usage of grammar and vocabulary at the upper-intermediate level, while developing all language skills: speaking, reading, writing, and listening. The course also focuses on the specific language functions used in the field of management.

The aim of the course is to acquaint students with the basic principles and techniques of human resource management. The course demonstrates that human resources go beyond simply accepting job applications and retaining them. Human resource management is a central and strategic organizational activity that is increasingly complex and important.

The goal of this course is to make students aware of the ethical dimensions of business, raise awareness about their own and societal responsibilities throughout their careers, and develop analytical skills for identifying and resolving ethical issues in business. The course also emphasizes practicing decision-making related to ethical concerns.

The aim of the course is to acquaint students with the basics of marketing research. The focus of the course is on the preparation and organization of the research process and on data collection. Special emphasis is placed on descriptive research, investigating the causes of obtained results, and defining and preparing the samples necessary for research. This course does not cover the analysis of the obtained results, as that is the focus of another course.

Bearing in mind the output competencies that the study program provides to students, the aim of the course is to equip students with the understanding of applying models of present value, homogeneous measures, credit analysis, leasing, financial investments, and yield curves. In this way, this course completes the financial knowledge that the student acquired in the courses MG315 Introduction to Microeconomics and MG210 Managerial Accounting, and as future managers in the field of digital business and marketing, students will gain the necessary competencies to make decisions that involve financial risks.

The aim of the course is to provide students with practical knowledge of the main theories and research findings in the field of consumer behavior. The aim is not merely for students to learn the material but to connect it into a cohesive understanding and apply it. Special attention is given to the practical application of acquired knowledge to various marketing problems. While the course material provides tactical applicability, it also offers students a broad strategic understanding of consumers’ behavior.

The aim of the course is to train management students to perform the tasks of a product manager, i.e., to manage the product development process, whether it is physical or digital. Therefore, students study both traditional and agile product development processes.

The aim of the course is to introduce students to digital business models and concepts, to teach them how to prepare for business in the digital market and how to apply the appropriate digital business models within the digitalization of their company’s operations.

Digital strategies determine the position of an organization, its decisions and planned actions in the context of the digital economy. The aim of the course is for students to gain a comprehensive view of the process of creating digital strategies and to be able to participate in the creation of the digital strategy of their own organization.

The aim of this course is to familiarize students with all aspects of the application of digital marketing in an integral way, enabling them to better understand the interconnectedness of digital business models in various narrower areas of marketing and to enable them to apply those models that best fit the operations of the company they work for. As this course is part of a study program that deals with digital business and marketing in a complete and integral way, in other courses students study in more detail digital models that best suit those narrower areas of business and marketing. The distinctive feature of this course is its holistic and integrative approach to the digitalization of all marketing functions.

The aim of the course is for students to master the application of mathematical statistics in the analysis of the results of marketing research. In this context, the course is a follow-up to the course MK260 Marketing Research, which focuses on the preparation and conducting of research. Analysis of marketing data, based on research data, enables a better understanding of customer behavior and better decision-making in the execution of marketing strategies.

The course aims to provide both basic and applied knowledge in the field of law as it applies to digital business. It covers various important aspects, such as understanding the fundamentals of the legal system of the Republic of Serbia, including real, labor, and obligation law; the hierarchy of legal sources and their interrelation; the importance of data protection in cyberspace, including key principles of GDPR; intellectual property law in the context of digital business; legal aspects of personal data protection under the law of the Republic of Serbia; combating high-tech crimes, such as phishing; consumer protection law and electronic advertising; legal regulations surrounding electronic commerce and e-contracts, especially regarding blockchain technology; resolving business disputes; and the importance of legal regulations in electronic payments and cybersecurity.

Project management is an interdisciplinary and cross-functional activity in an organization. The focus of this course is on the relationship between projects and change management, as well as the roles and approaches necessary to achieve successful project implementation. Almost every organization is involved in some form of project. Experience and current research reveal that many projects fail to meet expectations for various reasons. This course aims to familiarize students with recommendations for organizing a project, methods for managing typical activities, and helps students develop skills in project management. Students will learn to recognize and avoid causes of project failure and manage a project from its initial phase to completion.

The aim of the course is to instruct students on how the digital economy affects markets and society. We learn about how the internet, mobile communications, the sharing economy, social media and cryptocurrencies are impacting global business. The course has two main parts: 1) Basic theory in the digital economy, including network effects, value creation models, digital business models and market modeling; 2) How the digital economy affects privacy, regulation and strategy.

MK343 Digital Marketing Strategy
The aim of the course is to study the methods of preparation and application of marketing strategies that are aimed at end customers, people, rather than companies. This involves using some of the methods applied in developing digital business strategies, but in this case, the focus is on marketing, specifically digital marketing.

MK345 Digital Advertising
By introducing students to the field of advertising in marketing, the course aims to familiarize students with the latest practices in digital advertising. In addition to advertising, the course introduces students to the methods and practices in public relations.

MK355 Principles of Retailing
The course presents the basic principles and techniques of retailing, multi-channel retailing, retail market strategy, product assortment planning and purchasing systems, product promotion, operations, layout, store organization, location and customer service through various retail operations. The course is an introduction to the study of retail and provides a foundational understanding for other courses offered in the Digital Business and Marketing program.

MG321 Performance Management
The course focuses on identifying, measuring and developing the performance of individuals and teams and aligning their performance with the strategic goals of organizations. The implementation of a performance management system is associated with many benefits in organizations, such as increased employee motivation, competencies and self-esteem, clearly defined job descriptions and goals, identification of underperformers, enhanced employee engagement and commitment, among others. The objective of the course is to identify the knowledge and skills required for effective management of individual and team performance and to examine the design solution of performance management systems that aim to transform organizational goals into performance outcomes.

The aim of the course is to provide students with knowledge and skills that will help them to help existing companies to transform their business so as to achieve a strong and stable digital capability by applying the principles of digital business transformation. The acquired knowledge will enable students to understand the challenges, but also to be able to apply business transformation strategies for companies or organizations to become or remain competitive in the digital era.

This course provides insight into the emergence of digital entrepreneurship, key concepts, business models and resources needed to develop successful ventures. Students will develop a business plan for a digital enterprise as part of a venture team and present this plan in a business pitch. The focus of the course is on innovative digital entrepreneurship, and students also acquire basic knowledge about the innovation development process. This course is of interest to students who plan to develop their own business or who intend to work in dynamic, digital enterprises.

This course introduces undergraduate students to the concepts of environmental economics, resource economics, and circular economy. The application of various concepts, frameworks and mid-level models from microeconomics will be applied to find solutions to environmental problems. In addition to improving understanding of topics in environmental economics, resource economics and circular economy, the goals of this course include improving critical thinking skills and learning how to properly apply knowledge gained from theoretical economics to solving practical problems.

MK410 Digital Marketing Management
Digital marketing management represents the fastest growing new channel for targeted communication, interaction, engagement and delivery of branding, communications, products, and services for organizations. The aim of this course is to provide a solid foundation in strategic, tactical and creative principles. In this context, the course includes topics such as search engine marketing, email marketing, content marketing, social media and the role of mobile devices, customer relationship management (CRM), analytics and data-driven organization management, managing a digital marketing business in a web-based automation environment, etc.

MK441 Brand Management
The aim of the course is to familiarize students with the role of brands in consumer decision-making, introduce the basic principles of brand creation and to encourage students’ creative thinking regarding the strategy and tactics of building, defending and maintaining brands. The course aims to develop students’ ability to apply branding principles effectively.

OM445 Retail Supply Chain Management
The aim of this course is to provide a thorough foundation for retail management, including retail and supply chain operations, supplier relationship management and strategic teams within the retail sector. The course is particularly beneficial for students who want to work in retail (stores, malls), among suppliers in the retail sector (typical suppliers of big brands), in consultancy focusing on consumer goods, or for those keen on distribution systems, marketing channels, market structures, and vertical inter-organizational structures.

MG435 Talent Acquisition and Management
In highly competitive industries, the key factor for gaining a competitive edge is the quality of employees within an organization. Recruiting young talents, who often drive innovation and shape the organization’s future, is particularly important. With increasing demand for skilled professionals, HR managers face mounting pressure to identify and attract top talent in the job market.
The aim of the course is to acquaint students with the issues of recruiting and hiring talent. The course has two parts. In the first part, the strategies of recruitment, assessment, engagement and flow of talent are studied. In the second part, online recruitment of talent, application of online systems for recruitment and testing of candidates is studied. Students acquire knowledge necessary for defining requirements for the design and development of these online systems, as well as proficiency in using these tools for automated talent assessments.

MK486 Digital B2B Marketing
The objective of this course is to prepare students to apply concepts, methods, and technologies related to digital B2B (Business-to-Business) marketing, which focuses on collaborations with other organizations and companies. This approach facilitates operations within the framework of digital business. The target customers and users of products and services offered through digital technologies are legal entities, i.e., other companies or organizations. The course focuses on designing strategies for establishing and implementing B2B digital business operations.

MK451 International Marketing
The aim of the course is to provide students with the necessary knowledge to understand and apply key concepts of international marketing in other countries and cultures. This enables students to make effective and profitable marketing decisions while conducting business in a global environment. The course also helps students develop essential skills for working with large and multinational companies.

MK400 Retail Management
The purpose of this course is to introduce students to the world of retail from a managerial point of view. Accordingly, it covers the components of the retail mix, including types of retailers, multichannel retailing, consumer shopping behavior, retail marketing strategies, selection of retail locations, supply chain management, merchandise assortment, pricing, store management, store layout and design, and customer service.

G445 Wages and Incentive Determination
The subject provides an overview of wages and incentives as an important, strategic factor in the business of public and private companies. It explores the design and development of effective compensation programs and incentive plans while addressing legal and regulatory requirements influencing these policies and practices. It is critical that business leaders, especially in HR, understand the rewards and risks of earnings and incentives as a key investment needed to support the organization’s business goals. Although the course program is focused on the analysis of earnings and incentives in foreign organizations (primarily in the USA), the course also provides comparative solutions that are applied in Serbia.

MK442 Retail Strategy
The course explores and analyzes strategic decisions in the retail industry in a highly competitive retail environment. It investigates how retail strategies affect financial performance and explores both challenges and opportunities within the sector. The focus is on the analysis and discussions of the students themselves, as they are asked to analyze, draw conclusions and share their opinions based on the analytics in class. In the second part of the course, special attention is paid to the influence of new technologies in retail. It introduces the “Smart Retail Model,” which incorporates the concept of smart stores, highlighting innovation and technology-driven retail solutions.

MG475 International Business
This course provides a comprehensive overview of international business issues and analyzes the environment in which international business takes place. It introduces students to multinational enterprises, global competition, international organizations, treaties and international laws, and national trade policies.
The course aims to help students understand how the globalization of business creates new opportunities and challenges for governments, companies, and individuals. It highlights the aspects of international business that enable enterprises to compete successfully in today’s global marketplace while preparing them for future growth and expansion.

MG450 Human Resources Analytics
The aim of the course is to introduce students to the application of data analytics in attracting and retaining talent and analyzing employee performance. Analytics of people data is a prerequisite for implementing any talent attraction and retention strategy. In the 21st century, human capital is the number one factor for achieving competitive advantage. The application of data science to strengthen an organization’s human capital has become a dominant trend. Therefore, this course is particularly valuable for future HR managers in innovative, knowledge-driven industries.

MG490 Methods of applying digital business
The subject is based on previous knowledge and skills acquired in the subjects Digital Transformation, Digital Business and Innovation and Entrepreneurship in Digital Business. The goal of the course is to provide students with knowledge and skills in creating business plans in the domain of digital business primarily by using modern digital tools.

The goal of professional practice is to prepare students and provide them with quality acquisition of more complex experience about their profession and work tasks for which they are being trained. Through immersion in a professional environment, students are expected to acquire new knowledge, gain confidence in their work, and integrate what they’ve learned into practical situations. In a relatively long, forty-day stay and work in a professionally oriented environment, students gain broader experience in all segments of business and marketing and ways to solve specific problems and tasks.
The main focus of the internship is for students to make independent contributions to real-world work, engaging with tasks directly related to digital business and marketing.
By fully integrating into the workplace, accepting responsibilities, and developing collaborative and teamwork skills, students will better understand the key components of professional marketing work.

Students can register their final thesis after enrolling in the final semester of their program. They can defend their thesis once they have successfully passed all required exams listed in the curriculum.