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Academy of Technical and Art Applied Studies

School of Electrical and Computer Engineering

Marketing Research Course code: 220111 | 8 ECTS credits

Basic information
Level of Studies: Specialized applied studies
Year of Study: 1
Semester: 1
Goal: Acquiring knowledge and skills of students in the area of managing the marketing function, then developing and implementing marketing plans using modern methods and techniques as well as information and communication technologies.
Outcome: Students are able to independently or in a team plan, monitor and control performance marketing processes and media representation companies, products, services, projects or other promotional activities.
Contents of the course
Theoretical instruction:
  1. Marketing as a science discipline  
  2. Defining the basic concept of marketing
  3. Relationships and networks
  4. Strategic market planning
  5. The marketing process
  6. Product planning, revenue, and content of the marketing plan
  7. Analysis of marketing opportunities
  8. Record the marketing environment
  9. Analyzing the consumer's final consumption and consumer market
  10. Analysis of the business consumption market
  11. Analysis of industry and competitors
  12. Identify market segments and select the target market
  13. Management of service activities
  14. Manage marketing channels
  15. Managing Direct and Online Marketing
Practical instruction (Problem solving sessions/Lab work/Practical training):
  1. During the exercise, concrete examples from the practice on matter covered by the lecture program are discussed.
Textbooks and References
  1. Filip Kotler, Upravljanje marketingom (2001), Data status, Beograd.
  2. J.Vukmirović, D. Vukmirović, (2011), Marketing istraživanja, Beogradska poslovna škola, Beograd.
  3. V. Filipović, M. Kostić-Stanković, Marketing menadžment, FON, Beograd, 2009.
Number of active classes (weekly)
Lectures: 4
Practical classes: 3
Other types of classes: 0
Grading (maximum number of points: 100)
Pre-exam obligations
activities during lectures
activities on practial excersises
seminary work
Final exam
Written exam
Oral exam