Marketing Management

This course is based on the growing number of theoretical and empirical researches dealing with relationships between the business environment (market) and the organization. Accordingly, the primary goal of this subject is to familiarize students with the genesis and goals of various fields of strategic marketing, including its dominant theories, which is necessary for further researches.

After successfully mastering the contents of this subject, students will have the capacity for critical understanding of strategic marketing, and they will be trained for independent research. Students will also be competent to apply relevant theories strategic marketing in a variety of empirical contexts, and they will be able to understand the relationship between marketing strategies and operational-organizational parts of the company.

In addition to the key themes of strategic marketing which emerged in the last few decades, the topics that will be in the focus of the discussion relate to theoretical concepts of business environment (market) in accordance with empirical research, market definition, processes and methods of market research and MIS, processes and models of strategic and operational marketing planning, theories and processes in branding, organizational aspects in the implementation of marketing strategies, aspects of strategic unions and alliances, competitive positions and relationships between market participants, audits in strategic marketing, etc. Special attention will be paid to the processes in the development and understanding of comparative advantage in creating a better competitive position in the market. Research related to seminars on concretization (operationalization) of marketing strategy with predictable and unpredictable elements within and outside the organization is in accordance with the above themes.

Lectures and study-research work.

Study research pre-exam paper and taking final oral exam.

Macura, P. (2009). Marketing - Micro, small and medium sized enterprises. Banja Luka: Faculty of Economics, University of Banja Luka. Kotler, P. and Keller, K. (2012). Marketing Management. 14th edition. New Jersey, USA: Pearson Education