Katedra za marketing i turizam ima velik broj obveznih i izbornih predmeta kojima pokriva sve značajnije discipline ovog područja. Uz brojne teoretske primjere, studentima se kroz interakciju te grupni rad omogućava usvajanje i razvijanje vještina potrebnih za bolje upravljanje i snalaženje u poslovnom okruženju.
Cilj Katedre za marketing i turizam je upoznavanje studenata sa pojmovima, funkcijama i faktorima okružja marketinga te odlučivanje i rješavanje problema u sklopu marketinške strategije. Studenti tokom svojeg studija imaju priliku izrađivati marketinške planove za tvrtke partnere koje posluju u Hrvatskoj, na primjeru stvarnih proizvoda i usluga. Osim toga, studenti svoja znanja ostvaruju kroz rješavanje poslovnih slučaja, pisanje radova, sudjelovanje u računalnim simulacijama i usvajanje svih važnih komponenti kompleksnog poslovnog okruženja u kojem tvrtke danas djeluju. Velika se pažnja polaže na govornu i pisanu komunikaciju studenata, ali i na razvijanje kritičkog i analitičkog mišljenja, korištenje novih tehnologija, usvajanje etičkih vrijednosti te prilagodbu timskom radu.
Katedra organizira brojna gostujuća predavanja stručnjaka i menadžera iz poslovnog svijeta Hrvatske i inozemstva. Kroz brojne zajedničke studentske projekte do sada je ostvarena suradnja s tvrtkama poput Konzuma, Badela, Done, a menadžeri iz brojnih tvrtki održali su predavanja za studente ZŠEM-a. Neke od tih tvrtki su Nestlé, L’Oreal, Styria, IM&C, Brandoctor, Adris Grupa, Atlantic Grupa i drugi.
1. Jalšenjak, Borna; Martinović, Maja: Nemili je incident društvo DIOKI d.d. neopravdano izložio negativnom publicitetu, Marketing u Hrvatskoj. 55 poslovnih slučajeva (MATE d.o.o., Zagreb, 2012).
2. Jurković Majić, Olivera: rad na IPA projektu, komponenta IV – razvoj ljudskih potencijala – program Europske unije za Hrvatsku: “Jačanje institucionalnog okvira za razvoj strukovnih standarda zanimanja, kvalifikacija i kurikuluma” – izrađuje nacionalne standarde obrazovanja i novi obrazovni kurikulum za zanimanje ekonomist (Work on the IPA Project, Component IV – Human Resources Development – EU Programme for Croatia: “Strengthening the Institutional Framework for the Development of Professional Occupational Standards, Qualifications, and Curricula”), MZOŠ – ASO, 2010.
1. Bušljeta Banks, I. De Pelsmacker, P. (2012). “The Effects of the Use of Probability Markers in Advertising of Hedonic and Utilitarian Services on Consumers’ Purchase Intentions in Belgium and Croatia”, in EAA Advances in Advertising Research (Vol. III) (Martin Eisend, Tobias Langner, eds.), Springer Gabler.
2. Bušljeta Banks, I., De Pelsmacker, P. (2012).“Probability Markers in Croatian and Belgian Service Advertisements and Tolerance for Ambiguity”, in Handbook of Research in International Advertising (Shintaro Okazaki, ed.), Edward Elgar Publishing
3. Stanojević, Mateusz-Milan; Tuđman Vuković, Nina: “Dominion, Subjectification, and the Croatian Dative”. Cognitive Linguistics between Universality and Variation (eds. M. Brdar, I. Raffaelli and M. Žic Fuchs). Cambridge Scholars Publishing, 2012.
4. Bušljeta Banks, Ivana; De Pelsmacker, Patrick: “Probability Markers in Croatian and Belgian Service Advertisements and Tolerance for Ambiguity”, in Handbook of Research in International Advertising (Shintaro Okazaki, ed.), Edward Elgar Publishing, 2011.
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.
U 5% najboljih poslovnih škola u svijetu
ZŠEM među 200 najboljih u svijetu, među 60 najboljih u Europi
ZŠEM postao centrom izvrsnosti u edukaciji HR specijalista