Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Marketing and Entrepreneurship (17.F109)

Native organizations units: Department of Industrial Engineering and Engineering Management

Type of studies	Title
Undergraduate Academic Studies	Graphic Engineering and Design (Year: 2, Semester: Summer)

General information:

Category	Theoretical-methodological
Scientific or art field	Industrijski marketing, preduzetništvo i inovacije
ECTS	4

Acquiring basic knowledge on paradigms, methods, techniques and strategies of marketing and entrepreneurship. Developing abilities to accept changes, identify their importance, and, primarily, developing abilities to create flexible modes of reaction to variable business conditions.

To make an engineers with a “sense” for markets, and with the ability to analyse contemporary business environment with all its complexity, as well as the ability to apply basic entrepreneurship knowledge – how to identify, create and use the changes of variable business environment.

Notions of marketing and entrepreneurship; Dilemmas and controversies in entrepreneurial business; Phases in entrepreneurial business – 7K; Marketing mix (4Pvs, 4C, 6P, 7P); PEST and SWOT analysis; BCG matrix; Product life cycle; Competition; Entrepreneurial strategies – strategies for new products; Marketing strategies; Integrated marketing communications; Business model development.

Teaching is held as lectures and auditorial practise. At lectures, theoretical bases and marketing principles are presented. Lectures are supplemented by characteristic study cases. At auditory practice, theoretical postulated are elaborated using study cases.

Authors	Title	Year	Publisher	Language
Philip Kotler, Gary Armstrong	Principles of Marketing	2006	Pearson Education	English
Alexander Osterwalder, Yves Pigneur	Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers	2010	John Wiley and Sons	English

Course activity	Pre-examination	Obligations	Number of points
Lecture attendance	Yes	Yes	5.00
Project defence	Yes	Yes	20.00
Term paper	Yes	Yes	20.00
Exercise attendance	Yes	Yes	5.00
Theoretical part of the exam	No	Yes	20.00
Oral part of the exam	No	Yes	30.00