ADAPTATION OF EDUCATION FROM MARKETING IN THE REPUBLIC OF SERBIA TO THE CONDITIONS OF DIGITAL ECONOMYAleksandar Grubor, Nenad Đokić, Nikola Milićević |
Published 2018 |
ABSTRACT
The operation of companies in the conditions of digital economy is one of the clearly identified features of modern business practice. In this sense, there is an expectation that this situation should also influence the structuring of appropriate curricula of educational institutions when marketing is in question. The subject of this work is the research of representation of digital marketing in the curricula of the respective higher education institutions in the Republic of Serbia. In addition, the relevant world experiences will be presented in this paper. Special attention will be devoted to the consideration of alternative ways of education in the field of digital marketing from the aspect of domestic conditions. At the end, the potential relevance of including such content curricula of educational institutions for students, companies and society will be presented.
Keywords: marketing education, digital economy, digital marketing.