Curriculum - Zagreb School of Economics and Management


Fall semester

Integrated Marketing Communication4
International Marketing3
Marketing Metrics5
Marketing Strategy / Simulation5
Business Ethics and Corporate Social Responsibility6

The main goals of the course are: to strengthen the understanding how marketing communication is created, managed, delivered and measured; to provide basic theoretical and strategic concepts for effective IMC; to assess strengths and weaknesses of the major marketing communication tools: (advertising, direct marketing, Internet and interactive media, support media, sales promotion, PR and personal selling) and to get familiar with the recent digital marketing tools (SEO/SEA, Online Advertising, Virtual Communities, Viral Marketing, Mobile Marketing, Augmented Reality).

In order to communicate with their customers and other stakeholders, modern marketers have to coordinate and integrate all marketing communication activities and tools within a company. The goal is to create a seamless program in which all marketing communications work together to achieve organizational and brand objectives. Students will be able to develop such integrated marketing communications (IMC) plan, and achieve a keen awareness and understanding of the decisions, issues, and activities involved in developing such a plan.

The course is offering plenty of opportunities for participants’ engagement and for gaining conceptual and hands-on experience. Team work – in and outside the class room – enhances the collaboration and communication skills of the participants. The course blends several teaching methods to create a challenging and stimulating learning environment. Besides the lecture format that presents key concepts and theories, case discussion, role plays, team presentations and in-class exercises deepen the understanding of the course materials.


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.

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 objective is to develop and rely upon strong quantitative and analytical thinking skills. It includes understanding the necessity of good measurement in marketing for management, understanding how to use measurements to evaluate and control quality of marketing performance.

In essence, Marketing Metrics is a key reference for managers who aim to become skilled in marketing. It is about what to measure and how to measure, when assessing the effects of marketing tactics. Evaluation and control are essential strategic marketing processes; and the basis of evaluation and control is measurement. The course explains  how to measure emerging topics such as social marketing, advertising, promotional and brand metrics, in addition to explaining indispensable marketing metrics ranging from return on sales to cannibalization rate.

In addition to that, marketing metrics provides an answer on question how all the various metrics interconnect and the resulting financial consequences of marketing decisions.

It is reviewing alternative integrated marketing measurement systems and providing examples how companies are assembling such systems for better diagnostics and more transparent marketing models in order to gain significant competitive advantage over time.


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). This marketing course is designed to provide an in-depth understanding the job of a typical marketing manager in marketing departments. The course will draw knowledge and skills from a variety of areas, including marketing strategy, consumer behavior, market research and statistics. The key element of this course is Markstrat, the marketing simulation game. The course attempts to simulate the marketing manager’s job through the development and implementation of a marketing plan in the context of Markstrat simulations.


Business ethics is not a clear and unambiguous area; it is exposed to numerous interpretations within the context of “what is the right thing to do”. The course comprises discussions on interrelations between economic, legal, political, social, cultural and ethical issues in the definition of the business policy, managerial decision making at the stage of the business policy implementation, and, finally, as an integral part of business activities. Although CSR is a relatively new term, its roots go back a long time and can be traced to a variety of philosophical, ethical, and environmental discourses. Thus there are a number of different approaches to CSR as well as a number of different definitions of what exactly CSR comprises. Furthermore the concept has been extended to apply not just to corporations but to many other (not necessarily profit seeking) forms of organisation. The concept of CSR is therefore complex. It is the purpose of this course to introduce students to this complexity and to the various components which might comprise socially responsible behaviour. In doing so it is intended to provide a framework both for further study and for planning and evaluating the actions and performance of an organisation in the context of sustainable and socially responsible activity. Particularlly: (1) Developing sensitivity to immoral and irresponsible acts in business world. (2) Encouraging proactive behavior in favor of ethical standards. (3) Developing know-how of incorporating ethical standards in business procedures and detecting irresponsible acts in companies.

Spring semester

Price Management5
Marketing Research5
Services Marketing5
Product Management and Design5
Consumer Behavior5
Applied Digital Marketing4
Graduate Thesis7

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.

Students will, perusing literature connected with Price management, become familiar with main concepts and economic interactions that pertain to following areas: conventional versus strategic pricing, main building elements of strategic pricing, value creation as main source of comparative advantage, price structure and market segmentation, etc. Students attending the module will be able to identify key characteristics of corporate, national and international macroeconomic environment, give insight how and to what extent features relating to specific environments differ and propose solutions to adapt and react in globalized world exposed to constant changes.


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. Students will, perusing literature connected with Marketing Research, become familiar with main concepts and economic interactions that pertain to following areas: research design, defining the marketing research problem, secondary data sources, qualitative and quantitative research approaches, sampling, etc. The students will discover problems and offer possible solutions, as well as identify possible risks of a proposed solution. Through the use of case examples and didactic lecture, students will have knowledge of the ethical principles of research and appropriate codes of conduct in market research as identified by ESOMAR and NIH.


As the level of economic development in a country increases so too does the size of the service sector in those countries with the most developed countries showing the service sector to be at or close to 80% of GDP. Fundamentally, service relates to the interaction that occurs between the firm and the customer, whether that be between a frontline employee and the customer or as is increasingly the case, a technology-mediated relationship (e.g., service robots).  The overall goal of this class will be to explore how firms can best manage this relationship in order to maximize customer evaluations of service quality and satisfaction.  The class will be presented based on two broad themes. The first will focus on the “outward” facing elements of service delivery, that is the management of the relationship at the “moment of truth” when the customer interacts with the firm with the second focusing on the service operations necessary to support the firm/customer interaction. The goal will be for students to understand what constitutes good service delivery as well as to be able to diagnose service problems and effectively redesign the service delivery process in order to better serve the customer.


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.Construct quality marketing plans for launching new products or services or sustaining growth in existing ones. These plans will have a strategic orientation and will include positioning, advertising, promotion, pricing, distribution, and service. Students will solve six comprehensive cases. All these cases require the diagnostic of firms’ events, the analysis of industry situation, product category analysis, marketing measurement, strategic options, and decision-making. In addition, the course covers several exercises to develop quantitative understanding of relevant analytical methods as they apply to the field of product design and management.


This course involves a broad understanding of consumer behaviour.  Successful marketing requires an understanding of consumer’s needs and subsequent behaviours to meet those needs. Products, services, and companies have failed because companies didn’t understand their target consumers’ needs and wants.  Customers are the ones who are expected to purchase and use a product or a service. Customers are the ones who pay the firm’s bills.  The course focuses on the factors that influence consumer preferences in order to understand the processes in which those preferences are shaped.  The objective of the course is to develop students’ skills for understanding, researching, analyzing, and selecting marketing strategies, using current theory and data relevant for the intended consumer’s behaviour.  The course is intended to provide the framework to better understand the global consumer. It will emphasise the COVID-19 and its effect on consumer behavior and to new normal.


This marketing course is designed to provide an in-depth understanding the job of an un- typical manager in marketing departments.  While the specific duties of a marketing manager vary considerably across industries and companies, the course focuses on digital marketing. How should we transit from traditional marketing to digital marketing? Is brand management dead?

The key element of this course is practice, practice and practice. The course will be done together with practical experts in the field Those experts will work with you through the whole course. Main marketing strategy and tactics will be seen from the other perspective, the perspective from the digital marketing.

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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