Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Circular Digital Communication (17.IMS220)

Type of studies	Title
Specialised Academic Studies	Engineering Management (Year: 1, Semester: Winter)

General information:

Category	Professional-applicative
Scientific or art field	Menadžment i investicije u inženjerstvu
ECTS	6

The goal of the course is to master models of managing communication processes on the principles of digital economy that will enable students to create and implement communication activities in the field of marketing, public relations, customer support and user experience, as well as in the field of socially responsible business. Students will acquire knowledge for creating communication strategies, platforms for managing communication activities, models for creating user experience based on the characteristics of the Economy 4.0 and digital transformation.

The student will acquire the knowledge necesary for managing communication processes on the principles of digital economy, which will enable them to create and implement communication activities in the field of marketing, public relations, customer support and user experience, and in the field of socially responsible business in production and service activities using technological solutions, tools and technology. Academic Specialist in Engineering Management for Digital Transformation will acquire competencies necessary to create sustainable communication strategies, as well as to develop and improve relations with interested public.

Defining a company s ability to improve business results using marketing. Online platforms and digital marketing. Marketing 4.0. Public Relations 4.0. Customer Support and Customer Relationship Management 4.0. Marketing Lifecycle. Brending 4.0. User experience. Transformation of social responsibility into responsible business. Technological Solutions and Marketing Tools 4.0. Technological solutions and tools for public relations 4.0. Technology solutions and user experience management tools. Lean methodology in marketing and advertising. Descriptive, predictive and prescriptive web analytics. Artificial intelligence, machine learning and large amounts of data in marketing. Automation of sales and marketing.

Teaching methods include lectures, lectures with examples, lectures of visiting lecturers and experts, simulation and modeling of communication strategies for a sustainable business. Exercises are created to encourage individuality, originality and innovativeness of students through mastering teamwork methods in projects of creating communication models 4.0, presenting and analyzing case studies, creating scenarios and situational management, reproduction of the time track of communication activities. Exercises are partially implemented with a computer