Curriculum - Zagreb School of Economics and Management


First semester (September – February)

Integrated Marketing Communication5Dominik Mahr, PhD, Maastricht University, Netherlands,
Olivera Jurković Majić, PhD, ZSEM,Croatia
International Marketing4John David Branch, PhD, University of Michigan, USA,
Đuro Njavro, PhD, ZSEM, Croatia
Marketing Simulation5Maja Martinović, PhD, ZSEM, Croatia
Marketing Metrics5Valentina Pirić, PhD, ZSEM, Croatia
Business Ethics, CSR and Sustainability3Kristijan Krkač, PhD, ZSEM, Croatia,
Borna Jalšenjak, PhD, ZSEM, Croatia,
Igor Matutinović PhD, ZSEM, Croatia

Second semester (March – July)

Consumer Behavior5Hrvoje Maljak, PhD, ZSEM, Croatia
Price Management5Gordi Sušić, MA, ZSEM, Croatia
Applied Digital Marketing 5Hrvoje Maljak, PhD, ZSEM, Croatia
Marketing Research5Tatjana Rajković MSc., ZSEM, Croatia, Sunčica Žnidar, ZSEM, Croatia
Services Marketing5Tom Baker, PhD, University of Alabama, USA,
Katarina Miličević, MBA, ZSEM, Croatia
Product Management and Design5Carlos M. Rodriguez, PhD, University of Delaware, USA,
Predrag Haramija, PhD, ZSEM, Croatia

*ZSEM reserves the right to change the courses and the faculty

Course description:



Objective of this course is to teach students about problems and techniques to be used during a market research, and enable them to collect information on their own, estimate and use them efficiently when making business decisions. Students will learn how to require a market research and how to evaluate and use the results. There will be also discussions on how to plan, implement and analyze data and reports. The course is primarily created for users, i.e. more for future marketing experts and less for specialists dealing mostly with market research.


Services are increasingly becoming a relevant incentive for national economies, presenting very often a significant force in achieving competitive advantage in various manufacturing companies. Services have spread from traditional areas (tourism, catering, health companies etc.) to almost every kind of field. The goal of this course is to teach about services marketing as a special part of the marketing orientation and every day work. Course activities focus on analysis and value estimation of the services marketing, which represent a basis for strategic decision making process in traditional and non-traditional services.


The goal of the course is to determine what needs to be measured and which metrics should be used concerning marketing strategy. Evaluation and control are the core elements of marketing strategy, and measurements are the basis of evaluation and control. The course will try to provide answers to the following questions: How can you measure consumer satisfaction and brand preference? How much should the sales rise to be able to cover the expenses of investing in new labor? How will the decrease in price influence sales? What are the impacts of advertising? The course is based on the skills of quantitative and analytical thinking. In addition to acquiring the content of the course, this course would also like to develop understanding of the need for precise measurement and its influence on successful management, understanding the ways to use the measurements for evaluation and control of market efficiency, and development of knowledge and skills needed for online polling.



This course is oriented toward document and information management outside the plant, which involves cooperation on product creation, planning and forecast of demands, supply management, distribution system, channel management, supply and logistics. Strategies for order filling influence of Internet on distribution and processes at the end of a supply chain shall be analyzed. Special attention will be given to distractions in a supply chain, like high transaction costs between business partners, insufficient information, etc.


This is the course involving a broad understanding of consume behavior, since successful marketing means profound orientation towards understanding and meeting consumers’ needs. A lot of products and services have failed because companies haven’t understood consumers’ needs and restrictions, although the customers are those actually expected to use a product or a service. The course has been aimed at consumer preferences, in order to understand the way they are shaped and to find out whether products and services can properly meet expressed and tacit preferences. The objective of the course is to develop students’ skills when analyzing, researching and selecting best marketing strategies, using current theory and data relevant for the consumer’s behavior (from psychological and economic point of view, including other social sciences) and to introduce them to main variables for decision making process in marketing.


Product and brand management creates, without any doubt, a basis for further growth, sometimes even in the case of companies trying to survive. Large numbers of products fail on the market. Accordingly, the objective of this course is to create managers who shall be able and will have the knowledge to build up brands and create a long term competitive advantage on the market. This course shall present current challenges faced by many companies in creating their brands. Case studies differ significantly, with respect to the size of a relevant company and types of markets.


The course begins by introducing the two imperatives of international marketing: the strategic imperative and the cultural imperative. It then explores more deeply the role of culture in international marketing. The course continues by introducing a strategic framework for international marketing management, proceeding in a step-wise manner through this framework, and emphasizing the activities of: internationalization candidate market selection; international marketing research; international marketing strategies; internationalization modes; international segmentation, targeting, and positioning; the international marketing mix; and international marketing implementation and control.


Integrated marketing communication follows specialized courses in the marketing area. Communication is one element of the marketing mix, exposed to the public, and, therefore, a very sensitive one. In this course, students are expected to understand main types and methods of marketing communication, as a part of marketing strategy: paid and unpaid communication, mass and personal, direct and indirect, with and without technological support, emphasizing the representative ones, bearing in mind, however, today’s level of development.


The main objective of this course is to understand complex issues surrounding the shaping of optimal long-term prices for products and services, resulting in a satisfying outcome. After having completed this course, students will be able to understand current framework for analyzing questions regarding prices and to get familiar with main techniques leading to decisions on profitable prices.


Objective of this course is to teach students how to apply a certain marketing strategy, starting with problems faced by a marketing manager. These problems are mainly the following: (1) analyzing marketing opportunities, competition and environment; (2) market segmentation, selecting target markets and developing the marketing mix; (3) marketing strategies to maintain competitive advantage in different market circumstances and product life-cycle stages (introduction, growth, maturity, decline).


In the Business Ethics, CSR and Sustainability Course students will gain an ability to identify moral dilemmas in doing business and to formulate and solve these processes in a quicker and transparent way. Certain case studies will be critically evaluated and ethical decisions will be made in a transparent way. The course includes the following topics: ethical systems, ethical decision making in doing business- all in relation to customers, market, environment, procurement and international business. Furthermore, the place and role of a corporation will be analyzed in terms of its position towards culture, religion, tradition, government policy and legislation etc.


Upon THE course completion, students shall write a master thesis on the topic of their choice. We recommend them to write about current problems and find themes for their thesis in different economic activities, as well as to include a research in different areas, such as marketing strategy, marketing communication, functions management and retail sale marketing within a specified context of a certain activity, using relevant and recent data sources.

What students say about ZSEM?

Vitor Duarte

Professors at ZSEM are great since they resort to several innovative teaching methods, and most of the times I was able to learn from their personal experiences on the market. All of these made me feel very interested in the courses I was taking at the time and made me want to go for further knowledge.

Sid Eshuis

I like best that it's a small school and also the teaching style - during lectures and seminars we work on real case studies. There's not too much theory and everything is very practice oriented, which is very different from my university back home.

Matea Sokolar

From the beginning I had very high expectations about the MBA program at ZSEM, including both the subject courses and the professors. The thing that I liked the most was the way of teaching, especially from the international professors who encourage each lecture to have discussions and where students are encouraged to give their opinions. I also liked that the professors gave real life examples in class. Another thing that I liked about the program is that in both semesters, there were many international students so I had the opportunity to make friends from all over the world.

Dominik Čorić

I like studying at the MBA Marketing program because the classes and lectures are connected with real life and real cases. One of my favorite classes was Markstrat, because we got to simulate a market when introducing new products with many competitors. We learnt how for example, changes in price and product characteristics effect sales revenues and market share. I strongly recommend this course and program to everyone.

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