Zagreb, Croatia

Marketing Practice Through Big Data

when 20 June 2022 - 8 July 2022
language English
duration 3 weeks
credits 6 EC
fee EUR 1449

How to implement in practice everything we learned in marketing? We will have a strong emphasis on real-life company situations.

This class is focused on big data in marketing in order to develop a successful brand. It is crucial to learn how it all works out there, in real life! Every minute we send 204 million emails, generate 1,8 million Facebook likes, send 278 thousand Tweets, and up-load 200,000 photos to Facebook. How does it affect the marketing and decision-making process?

Practice, practice, practice! Everything will be based on real-life examples and cases from the practice.

This course provides a framework of analysis for the management of products and innovation processes in the organization. It discussed techniques and tools to improve decision-making and improve performance. It is crucial to learn how to cope with big data in today’s fast-moving business.

Students are required to come prepared for the class and read all the materials ahead. Students will be also examined during the lectures with different questions regarding the topics covered. They are also encouraged to listen to the dialogues from their colleagues.

Communication with students is strongly stressed and encouraged.

Topics covered:

Introduction to big data in marketing practice
What is big data?
Marketing process.
How big data work through the marketing process
Research in marketing and big data
STP model and big data in practice
Marketing mix and big data
Marketing mix and big data
New product development – Learn the Stage-Gate process
Production and marketing planning
Development of the new product through the Stage-Gate process using big data
Marketing metrics
Marketing plan and big data – how can we improve the decision making and prediction

Course leader

Hrvoje Maljak, Ph.D., today working as a Director of Advertising and Sales Department at HRT (Croatian National Television). Before that was positioned as a Marketing Director at HRT. Received his Ph.D. at Leeds Metropolitan University in the UK.

Target group

Undergraduate and graduate students from business, economics and related fields.

Fee info

EUR 1449: The tuition fee includes:

1 course from the International Summer School course list (6 ECTS/3 US credits)
Optional Croatian Studies course (4 ECTS/2 US credits) with visits to cultural and business institutions
4- day study trip to National Park Plitvice Lakes, the city of Zadar with a boat excursion to National Park Kornati and a company visit to Pelagos Net (tuna farm), 3 nights accommodation in Zadar
Moodle E-learning access
All study materials
Rich social program

The tuition fee does not include:

Accommodation in Zagreb
Administrative fees for visa processing and health insurance
Travel expenses
EUR 999: Early-bird tuition fee for payments before April 30th, 2022.


Students from ZSEM partner universities have a special tuition fee of 800 EUR for the whole program.