University of Belgrade, Faculty of organizational sciences

Department for e-business

Internet marketing and social media-selected chapters

Study programInformation systems and management
Study groupE-business
Course statusCompulsory
TeachersZorica M. Bogdanović, Aleksandra B. Labus, Dragan V. Vukmirović, Radmila B. Janičić
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Lectures and practical exercises: The methodology of scientific research in the field of Internet marketing. Models and strategies of Internet marketing. The methodology of defining and implementing internet marketing plan. Methods of marketing with the research on the Internet. The model of integration of components and services interent marketing.Social computing. Methods and techniques of mobile marketing. Applications and services in mobile business internet marketers. Models of customer relationship management. Analysis of consumer behavior on the Internet. Systems recommendations. Applying the concepts of ubiquitous computing, and expanded reality in internet marketing:retargeting, marketing, real-time localization, personalization, video marketing, advanced SEO, integration of marketing channels, etc. The application of advanced business analytics techniques in internet marketing.Big data in internet marketing. Application development and internet marketing services by using Google and Facebook API. The application of the concepts of the semantic web in internet marketing. Analysis of the results of the most current international projects in the field of internet marketing. Review and analysis of the most important references.

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The aim of the course is to enable students to design and implement business on the Internet using modern Internet technologies, techniques of internet marketing and social media services.[/ac-accordion] [ac-accordion title=”Literature”]

  1. E-resources from moodle.elab.fon.bg.ac.rs
  2. D.M.Scott, The New Rules of Marketing and PR. John Wiley & Sons, 2007.
  3. D.Chaffey, Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall, 2006.
  4. J.Strauss, R.Frost, E-Marketing 5th Edition. Prentice Hall, 2009.
  5. Т.L.Tuten, M.R.Solomon, Social Media Marketing. Pearson International edition, 2013.
  6. A.J.Bradley, M.P.McDonald, The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees. Harvard Business Press Books, 2011.
  7. C.Holloman, The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery. A John Wiley & Sons, Ltd, 2012.
  8. B. Osatuyi, Information sharing on social media sites, Computers in Human Behavior, Volume 29, Issue 6, Pages 2622-2631. Elsevier, 2013.
  9. K. Peters, Y.Chen, A. M. Kaplan, B. Ognibeni, K. Pauwels, Social Media Metrics — A Framework and Guidelines for Managing Social Media, Journal of Interactive Marketing, Volume 27, Issue 4, Pages 281-298. Elsevier, 2013.
  10. K. Corley, Z. Jourdan, R. Ingram, Internet marketing: a content analysis of the research, Electronic Markets, Volume 23, Issue 3, pp 177-204, Springer, 2013.[/ac-accordion]
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