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University of Zagreb, Faculty of Economics & Business
Vatroslav Škare, PhD, is an Assistant Professor at the Marketing Department of the Faculty of Economics & Business, University of Zagreb, Croatia. Fields of his teaching and research interest are digital marketing, product management, and services marketing. He regularly visits universities in Slovenia, Austria, Hungary, Romania, and Lithuania in the capacity of a visiting professor and guest lecturer. His research is currently focused on location-based mobile marketing, services innovation (e-services), and consumer empowerment. He is one of the technical editors of the scientific marketing journal “Market”, active reviewer for several scientific marketing journals, a member of the scientific board of marketing conferences, and a National representative for Croatia at European Marketing Academy (EMAC). His academic activities also include teaching at executive education programs by using business simulations. As a consultant, he has been involved in marketing projects in different industries, including Tourism, Retail, Publishing & Media, ICT, and Real Estate.
Research areas:
– digital marketing;
– consumer empowerment;
– brand management;
– country image.
Teaching areas:
– services marketing;
– product management.
Code
GRAV030
Credits
6
Language
Course description
The course builds on traditional marketing courses and discusses digital strategies and tactics from a brand perspective. Beside more general overview of the digital marketing and social media phenomena, the course will focus on topics which are critical in leveraging the power of social media, such are: content management, development of social media presence, mobile marketing and viral marketing. It will be discussed how power has been shifted from brands to consumers, how to engage consumers through social media, and what is the interplay between social media and other digital marketing activities.
Course aim
Learning outcomes
To foster a holistic approach to marketing management by critically thinking about new digital marketing trends, and questioning their applicability for marketing strategy in contemporary business.
Lecturers