University of Belgrade, Faculty of organizational sciences

Department for e-business

Internet marketing-selected chapters

Study programManagement and Information Systems
Course statusCompulsory
AcademicsZorica M. Bogdanović, Aleksandra B. Labus, Dragan V. Vukmirović, Radmila B. Janičić,
AssociatesZorica M. Bogdanović, Aleksandra B. Labus, Aleksandar R. Milić

Course Content

Lectures and practical exercises: To introduce students to the latest research in the field of internet marketing and social media. Modeling business on the Internet. Definition of internet marketing plan. Methods of marketing with the research on the Internet. Modeling and implementation of internet marketing techniques, SEO techniques, and social media services. Methods and techniques of mobile marketing. The planning and implementation of campaigns on social media. Customer relationship management. Analysis of consumer behavior on the Internet. Systems recommendations. The development of business applications for managing relationships with customers using Facebook API. Methods of personalization and adaptation on the Internet. The use of internet marketing in business, education, science, medicine and administration.


The aim of the course is to enable students for the design and implementation of business on the internet using modern Internet technologies, techniques of internet marketing and social media services. 


  1. E-resources from
  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.