The Marketing and Tourism Department at the Zagreb School of Economics and Management, in its undergraduate and graduate programs, has a number of compulsory and elective courses covering all major disciplines in this field of study. In addition to numerous theoretical examples, students are encouraged, through interaction and group work, to develop and acquire the skills required for better managing and coping in a business environment.
The Department aims to introduce students to the concepts, functions, and factors related to marketing, and to make decisions and solve problems as part of a marketing strategy. Students will acquire the managerial skills and the know-how to apply theory to solve real problems in the business world and to create a business plan for a concrete problem (company) from the business world; they will acquire presentation and communication skills (written and spoken) by preparing written business plans and presenting them orally; students will acquire the skills necessary to adapt business operations in the global environment by identifying key components of the business environment for companies for which they are doing the business plan and will provide suggestions for adapting to the changing environment; students will have the capacity for critical and analytical thinking because they will, while preparing business plans, see the problems and offer options to address them, to identify possible risks that the solution may bring ; students will be team players because, while interacting with colleagues at seminars (when working on case studies), as well as when working on business plans, they will develop and demonstrate teamwork skills.
Through many projects, students have cooperated with companies like Konzum, Badel, Dona, and managers from companies like Nestlé, L’Oreal, Styria, IM&C, Brandoctor, Adris Grupa, Atlantic Grupa have delivered guest lectures.
1. Odinsky-Zec, Tina Lee: Created interactive live case with local business entities including Habyland (family fun center); HGK Design Center (promoting use of design for members of the Croatian Chamber of Economy); and Zlatarna Križek (Jewelers promoting Cultural Heritage) in conjunction with 2009-2010 course in Entrepreneurship.
2. Odinsky-Zec, Tina Lee: Created interactive live case with non-profit entities including KRILA (therapeutic horseback riding); SLAVA RASKAJ (Education and training of young people with hearing impairments and other different abilities); and Society of Teachers in Hospitality Education (Advanced Culinary Skills for Deaf and Blind through Catering Practice/Internships), RODA (Parents in Action) and URIHO (state run social enteprise which is a model of social employment in manufacturing and creative arts) in conjunction with 2010 June/July international summer school course in Entrepreneurship.
3. Magzan, Maša ; K. Miličević, Integrirane marketinške komunikacije kao strategija za održavanje tržišne dominacije i rast profitablinog poslovanja [Integrated Marketing Communication as a Strategy for Maintaining Market Position and Raising the Business Profit, Marketing u Hrvatskoj-55 slučajeva [Marketing in Croatia-55 cases], MATE Zagreb, 2012.
4. Magzan, M.; K. Miličević, Marketing ciljnih tržišta i tržišno pozicioniranje na primjeru tvrtke Anfap d.o.o. [Target Marketing and market positioning: the example of Anfap firm], Marketing u Hrvatskoj-55 slučajeva [Marketing in Croatia-55 cases], MATE Zagreb, 2012.
1. Magzan, Maša: Croatian edition of “The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses,” author Eric Ries, MATE, Zagreb (2012).
2. Magzan, Maša: Croatian edition of “The Art of Public Speaking,” author Stephen Lucas za MATE, Zagreb (2012).
3. Martinović, Maja: reviewer “Ekonomija zajedništva: Projekt za povratak zanemarenih vrijednosti” i “Načela poslovne etike i korporacijske društvene odgovornosti u području računovodstva, revizije, financija i bankarstva”, Obnovljeni život, 2010.-2012.
4. Pirić, Valentina: reviewer, Obnovljeni život, časopis za filozofiju i religijske znanosti, Zagreb 2012
5. Martinović, Maja: reviewer, Obnovljeni život, Journal, Zagreb, 2010, 2011.
6. Drašković, Nikola: member of the editorial board at the International Journal of Sales, Retailing and Marketing (www.ijsrm.com), 2010.
7. Jurković Majić, Olivera: reviewer, Quible, K. Z.: Menadžment uredskog poslovanja (“Administrative Office Management”), VIII izdanje, MATE d.o. o., Zagreb, 2010.
8. Pirić, Valentina: reviewer, Dessler, G., Menadžment ljudskih potencijala (“Human Resource Management”), MATE d.o.o., Zagreb, 2010.
9. Pirić, Valentina: reviewer, R.D. Hirsch, M.P. Peters, D.A. Sheperd, Poduzetništvo (“Entrepreneurship”), MATE d.o.o., Zagreb, 2010.
10. Pirić, Valentina: reviewer, Weismann, Jerry: “Odrasti digitalno” (“Growing up Digitally”), MATE d.o.o., Zagreb, 2010.
11. Pirić, Valentina: reviewer, Gabriel, A. Almond, G. Bingham, J. Powell, Jr., Russel, J. Dalton, Kaare Strom: “Komparativna politika danas” (“Comparative Politics Today”), MATE d.o.o., Zagreb, 2010.
12. Pirić, Valentina: reviewer, Ivan T. Berend: “Ekonomska povijest Europe 20. stoljeća” (“The Economic History of 20th Century Europe”), MATE d.o.o., Zagreb, 2010.
13. Pirić, Valentina: reviewer, Jagmohan Raju, Z. John Zhang: “Smart pricing”, MATE d.o.o., Zagreb, 2010.
14. Pirić, Valentina: reviewer, Obnovljeni život, Journal, Zagreb, 2010.
15. Martinović, Maja: reviewer, Tapscott D., “Grown Up Digital”, MATE d.o.o., Zagreb, 2010.
16. Martinović, Maja: reviewer, Solomon M., Bamossy G., Askegaard S., Hogg M., “Consumer Behaviour”, MATE d.o.o., Zagreb, 2010.
17. Martinović, Maja: reviewer, Bernoff J., Li C., “Groundswell”, MATE d.o.o., Zagreb, 2010.
18. Martinović, Maja: session chair, 9th International Conference on Corporate Social Responisibility, “CSR and Global Governance”, June 16-18, 2010, ZSEM, Zagreb.
19. Jurković Majić, Olivera: reviewer, Iqbal, Z., Mirakhor, A.: Uvod u islamske financije (“An Introduction to Islamic Finance”), MATE, d.o.o., Zagreb, 2010.
20. Jurković Majić, Olivera: reviewer, Bovee, l. C., Thill, V. J.: Suvremena poslovna komunikacija (“Business Communication Today”), MATE d.o.o., Zagreb, 2010.
21. Magzan, Maša: reviewer, “Ikonoklast” by Gregory Berns, MATE d.o.o., Zagreb, 2010.
22. Magzan, Maša: reviewer, “Business Communication Today,” by Courland L. Bovee, John V. Thill, MATE d.o.o. etc., Zagreb, 2010.
23. Magzan, Maša: reviewer, “Communication” by Wayne E. Baker, published by MATE d.o.o. etc, Zagreb, 2010.
24. Magzan, Maša: reviewer, African Journal of Business Management, 2010.
25. Branch, John; Martinović, Maja; Metzger, Michael: editors, International Journal of Business and Emerging Markets (IJBEM), Special Issue on: “Marketing in Emerging Markets”, Inderscience Journals, 2009/2010.
26. Magzan, Maša: reviewer, Obnovljeni život, Journal, Zagreb, 2009, 2010.
27. Magzan, Maša: reviewer, special edition: Marketing in Emerging Markets of the International Journal of Business and Emerging Markets, 2009.
28. Magzan, Maša: reviewer, International Journal of Engineering Education (IJEE), USA, 2009.
29. Magzan, Maša: reviewer, Knowledge creation, Communication and Management (IIIS), USA, 2009.
30. Martinović, Maja: redactor, Kotler, P, Caslione, J.A.: “Kaotika” (“Chaotics”), MATE d.o.o., Zagreb, 2009.
31. Martinović, Maja: editorial director, Krkač, K (ed.).: “Uvod u filozofiju” (“Introduction into philosophy”), MATE d.o.o., Zagreb, 2009.
1. Krkač, Kristijan: J. Beech, S. Chadwick (eds.), “The Business of Sports Management”, MATE d.o.o., ZSEM, Zagreb, 2011.
2. Jalšenjak, Borna: Ludwig von Mises: “Antikapitalistički mentalitet” (“Anticapitalistic Mentality”), MATE. d.o.o., Zagreb, 2010.
1. Drašković, Nikola: Invited lecture (Vetropack’s B2B and B2C marketing activities) and Advertising brief workshop at University of Donja Gorica, Facutly of International Economy, Finances and Business, Montenegro, April 2011.
2. Drašković, Nikola: Invited lecture (“B2B Marketing Experience in the Multicultural Environment of South Eastern Europe”) at University of Westminster, Westminster Business School, UK, March 2011.
3. Drašković, Nikola: Invited lecture (Research Training Portfolio for PhD students) at Leeds Metropolitan University, Faculty of Business and Law, UK, September 2011.
4. Krkač, Kristijan; Martinović, Maja; Jalšenjak, Borna; Debeljak, Jelena: session chairs at 9th International Conference on Corporate Social Responisibility, “CSR and Global Governance”, June 16-18,2010, ZSEM, Zagreb.
5. Krešić, Damir; Miličević, Katarina: “Kako osnovati i upravljati hostelom” (“How to Establish and Manage a Hostel”), Hrvatski ferijalni i hostelski savez i Institut za turizam, Zagreb, 2010.
6. Martinović, Maja: Program advisor: Philip Kotler seminar: “Kako pobijediti? Kriza je izazov! Upravljanje i marketing u vrijeme krize” (“How to Win? The Crisis is a Challenge! Management and Marketing in the Times of Crisis”), Zagreb, September 25, 2009.
7. Odinsky-Zec, Tina Lee: Initiated ZSEM hosting the April 29-30, 2010 European Case Clearing House (ECCH) Course: Start Writing Cases which was their first foray into the region.
8. Marušić, Mira; Miličević, Katarina: Market research as a base for Croatian small and family hotels marketing strategy, 3rd International Scientific Conference Marketing theory challenges in transitional societies, Maribor, Slovenija, September 24-25, 2009, p. 1821-1833.
9. Odinsky-Zec, Tina Lee: Contributed to the European Small Business Alliance Report on Small Business Croatia: The Enterprise Environment – A view from the small business community (2009).
1. Tuđman Vuković, Nina: reviewer, Konceptualna metafora: temeljni pojmovi, teorijski pristupi i metode by Mateusz-Milan Stanojevic, 2012
2. Tuđman Vuković, Nina: article reviewer, Suvremena lingvistika, 2011
1. Poropat Darrer, Jagoda: Kotler, P. and Caslione, A. (2009) Kaotika. Upravljanje marketingom u turbulentnim vremenima. Zagreb: MATE d.o.o., 2009
2. Poropat Darrer, Jagoda: Weissman, J. (2009) Najbolji prezenter: Tehnika, stil i strategija najpoznatijeg američkog trenera govorništva. Zagreb, MATE d.o.o.
3. Poropat Darrer, Jagoda: Quible, Z.K., (2010) Menadžment uredskog poslovanja, 8. edition, Zagreb: MATE d.o.o.
4. Bilić Marija; Rajh Ivanka: P. Kotler, J.T. Bowen i J.C. Makens (2010): Marketing u ugostiteljstvu, hotelijerstvu i turizmu, 4. edition, (Marketing for Hospitality and Tourism) (translation team: Ivana Grabar, Ivana Zeljković, Ivanka Rajh, Marija Bilić)
5. Bilić, Marija: K. Blanchard, S. Bowles (2009): Gung Ho! Sve za tvrtku, tvrtku nizašto! Aktivirajte ljude u bilo kojoj tvrtki (Gung Ho! Turn on the People in Any Organization), Zagreb, MATE d.o.o.
6. Bilić Marija: G. Hamel (2009): Budućnost menadžmenta (The Future of Management), Zagreb, MATE d.o.o.
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