Course ID 17SA18
Programme
  • Trade and International Business
ESPB 5
Number of classes 2+2
Semester 3
Status Optional
Enable students to understand the necessity of market communication in modern business conditions. Students should acquire theoretical and practical knowledge in the field of market communication in order to be able to plan and implement promotional instruments in communication with the market, i.e. consumers. Students are trained for independent and teamwork design of promotional activities in organizations.
By mastering the course materials students will gain the following competencies:
• basic knowledge and understanding of market communication;
• ability to solve specific communication problems using modern marketing methods and procedures;
• ability to relate and apply basic knowledge in the field of management and psychology;
• the ability to follow and apply new tendencies in the profession;
• ability to develop skills and readiness in the use of knowledge in the field of market communication.
Theoretical training
• Changes in marketing communications;
• Market communication system;
• Psychology of market communication;
• Conducting marketing activities;
• The role of promotional activities;
• Economic propaganda;
• Online and offline advertising;
• Personal sales;
• Sales improvement;
• Economic publicity;
• Public relations maketing;
• Direct marketing;
• Social responsibility of market communication.
Practical training
• Exercises, case study analysis.
Salai, S., & Jovičić, D. (2010). Tržišno komuniciranje (integrisano marketing komuniciranje). Novi Sad: Visoka poslovna škola strukovnih studija Novi Sad.

Vračar, D. (2010). Strategije tržišnog komuniciranja. Beograd: CID Ekonomski fakultet Beograd.

Kotler, F., Vong, V., Sonders, DŽ., & Armstrong, G. (2007). Principi marketinga. Beograd: Mate.
Case study analysis, real-life examples from the professional practice, traditional lectures
Assessment (maximum number of points 100)
Exam Requirements 55 points Final exam 45 points
Attendance 5 Written exam 45
Ongoing assessment 30 Oral exam  
Class participation 10  
Practice: 10