Internet marketing and social media – selected chapters

Methodology of scientific research in the field of digital marketing. Digital marketing models and strategies. Stakeholder relationship management in the digital environment – models and approaches. Concepts of relational marketing in e-business. B2B networks, co-creation of values, management of innovations and technologies in the digital environment. All-channel approach. The role of digital marketing in e-business ecosystems. Internet marketing component and service integration model. Process optimization and automation in digital marketing. Advanced digital marketing techniques. CRM and xRM. Application of xRM in various areas of e-business: e-commerce, e-health, e-government, e-education, etc. Development of a platform with integrated customer data platform. Application of advanced business analytics techniques in internet marketing. Big data in internet marketing. Social media. Analysis and application of social computing concepts in marketing. Intelligent analysis of social networks. Content discovery, sharing and management. Collective intelligence and crowdsourcing. Application of ubiquitous computing and smart environments in digital marketing. Virtual, augmented and mixed reality in internet marketing. Mobile business applications and services in internet marketing. Application of artificial intelligence in marketing: advanced referral systems and intelligent chatbots. Neuromarketing. Modeling of personalized services based on biofeedback. Analysis of the results of the most significant research and current projects in the field of digital marketing. Frameworks, methods and techniques for research in the field of digital marketing. Analysis of legal and ethical aspects, data protection problems. Planning and implementation of scientific research in the field of digital marketing. Review and analysis of the most important references and trends in the field of digital marketing technologies.

The aim of the course is to train students for independent scientific research and solving current problems in the field of digital marketing and social media.

Students are trained to explore new approaches, models, and services in the field of digital marketing and social media based on advanced information technologies as well as for independent research and innovation in this field.

1. B. Radenković, M. Despotović-Zrakić, Z. Bogdanović, D. Barać, A. Labus, Electronic Business, ISBN 978-86-7680-304-0; Faculty of Organizational Sciences, Belgrade, 2015
2. B. Radenković, M. DespotovićZrakić, Z. Bogdanović, D. Barać, A. Labus, T. Naumović, Internet Marketing and Social Media, Faculty of Organizational Sciences, 2020, textbook in preparation
3. Milovanović, S., Bogdanović, Z., Labus, A., Barać, D., & Despotović-Zrakić, M. (2019). An approach to identify user preferences based on social network analysis. Future Generation Computer Systems, 93, 121-129, ISSN 0167-739X.
4. D. Barac, V. Ratkovic-Zivanovic, M. Labus, S. Milinovic, A. Labus, (2017) “Fostering partner relationship management in B2B ecosystems of electronic media”, Journal of Business & Industrial Marketing, Vol. 32 Issue: 8, pp.1203-1216, https://doi.org/10.1108/JBIM-02-2016-0025
5. D.Barać, V.Ratković-Živanović, M.Despotović-Zrakić, A.Labus, Z.Bogdanović, E-business technologies for xRM: Exploring the readiness of public broadcasters, Telematics and informatics, Vol. 34, Issue 1, pp.20-29, doi: 10.1016 / j.tele.2016.04.005, 2017, ISSN: 0736-5853
6. Radenković, M., Bogdanović, Z., Despotović-Zrakić, M., Labus, A., & Lazarević, S. (2020). Assessing consumer readiness for participation in IoT-based demand response business models. Technological Forecasting and Social Change, Vol. 150, https://doi.org/10.1016/j.techfore.2019.119715.
7. F. Filipovic, M. Despotovic-Zrakic, B. Radenkovic, B. Jovanic and L. Živojinovic, “An Application of Artificial Intelligence for Detecting Emotions in Neuromarketing,” 2019 International Conference on Artificial Intelligence: Applications and Innovations (IC-AIAI) , Belgrade, Serbia, 2019, pp. 49-494.
8. A. Rocha, J.L. Reis, M.K. Peter, Z. Bogdanović (Eds), Marketing and Smart Technologies, Proceedings of ICMarkTech 2019, Springer, 2020, DOI: 10.1007 / 978-981-15-1564-4
9. Materials in e-form, from the e-learning portal moodle.elab.fon.bg.ac.rs.