Subject: Marketing and Strategies for Regional Development (09 - RPR003)

Basic Information

Scientific or art field:Proizvodni sistemi, organizacija i menadžment (inženjerstvo i menađment osiguranja)
Course specification

Course is active from 01.01.2009..

Acquiring basic knowledge of marketing strategies and paradigms; developing abilities and capabilities to create flexible ways of responding to complex changes in the environment, with the aim to create more effective and efficient regional development.
Students’ ability to clearly recognize importance and influence of various marketing concept on the development of local community and region as a whole; understanding the importance of communication skills, such as PR, lobbying, etc., which present (pre)conditions for the development of a particular region; understanding various cultural pattern that may significantly influence marketing strategies for regional development promotion.
- Bond between marketing concept and (regional) development; - internal and external marketing of regional development; - branding as a guideline for (regional) development; - BEST and RACE models of communication; - SOSTAC model as a basis for structuring marketing communication plans and communication in public relations; - lobbying; - reactive and proactive strategies; - marketing strategy as a bond between cultural patterns, social capital and image of the region; - ethnocentric and polycentric behavioral tendencies and regional development.
- Face-to-face method; - communication method; - group work; - case studies.
Grant J. T.The Brand Innovation Manifesto: How to Build Brands, Redefine Markets & Defy conventions2000John Willey & Sons ltd., New YorkEnglish
Hollensen S.Marketing Management: A Relationship Approach, 1st Edition2003Financial Times/Prentice Hall, New JerseyEnglish
Van den Bergh J.Marketing Communications - a European Perspective, 3rd European Edition2007Prentice Hall, New JerseyEnglish
Wilson A.Marketing Research: An Integrated Approach, 2nd Edition2006Financial Times/Prentice Hall, New JerseyEnglish
Course activity Pre-examination ObligationsNumber of points
Written part of the exam - tasks and theoryNoYes40.00
Lecture attendanceYesYes5.00
Term paperYesYes20.00
Oral part of the examNoYes30.00
Name and surnameForm of classes
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Nikolić Slavka