Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Strategic industrial marketing management (17.IM2807)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

Type of studies	Title

General information:

Category	Theoretical-methodological
Scientific or art field	Proizvodni i uslužni sistemi, organizacija i menadžment
Interdisciplinary	No
ECTS	4

Educational goal:

The objective of this course is to raise the level of existing knowledge in the field of engineering marketing and its degree of usability in the decision-making process, enabling students to independently create marketing plans, develop strategies, organize and control marketing activities. The objective of the course is that the graduate engineer of management master the methods and techniques of strategic marketing planning, implementation and evaluation.

Educational outcome:

Students will be able to plan and manage, to make a strategy choice, organization and control of marketing activities, and the use of methods, techniques and skills for raising the level of competitive advantage. The graduated engineer of management acquires the competencies to manage the process of marketing planning, implementation and evaluation, as well as the implementation of marketing plans, as key strategic decision-making tools.

Course content:

Marketing concept of value delivery; Strategic and operational marketing management; Advanced market analysis - benchmarking; Development of marketing strategies: planning, decision making, organization and control; Determinants of marketing planning and types of plans; Managing the decision-making process in marketing; Organizing marketing activities; Customer Relationship Management (CRM); Measuring customer satisfaction and loyalty; Managing user experience and creating value; Integrated marketing communications plan; Control and measurement of the effects of marketing activities; Strategic branding.

Teaching methods:

Classes on this course includes lectures and auditory exercises. In the lectures, students gain knowledge of the theoretical bases of strategic marketing management and its importance for industry. During the auditory exercises, work in groups is encouraged, as well as solving the practical examples and case studies, with special emphasis on interactive work with students and encouraging individual and team creative solutions.

Literature:

Authors	Title	Year	Publisher	Language
Nikolić, T.S., Stanković J., Dejanović A.	Brend menadžment: savremena a(tra)kcija	2015	Fakultet tehničkih nauka, Novi Sad	Serbian language
Dejanović, A., Nikolić, S., Stanković, J.	Integral Model of Strategic Management: Identification of Potential Synergies	2015	Acta Polytechnica Hungarica Vol. 12, No. 8, pp. 115-133, ISSN: 1785-8860	English
McDonald, M.; Wilson, H.	Marketing Plans: How to prepare them, how to use them	2011	Wiley, UK	English
Ćelić Đ.	Priručnik za izradu marketing planova, elektronska skripta	2015	Fakultet tehničkih nauka Novi Sad	Serbian language
Wilson, R. M. S. and Gilligan,C.	Strategic Marketing Management: Planing, implementation and control	2005	Elsevier, Amsterdam	English
Nikolić T. S.	Strateški marketing menadžment, elektronska skripta	2016	Fakultet tehničkih nauka Novi Sad	Serbian language
Nikolić, S., i dr.	Ekološki marketing menadžment: savremena de(kon)strukcija	2017	Fakultet tehničkih nauka, Novi Sad	Serbian language
Živković, Z., Nikolić, S., Doroslovački, R., Lalić, B., Stanković, J., Živković, T.	Fostering creativity by a specially designed Doris tool	2015	Thinking Skills and Creativity, Vol.17, pp. 132-148, ISSN 1871-1871	English