application/pdf 1351269 bytes Četvrta nacionalna konferencija SEMA: IZAZOVI I PERSPEKTIVE MARKETINGA : zbornik radova, Zlatibor, 3-5. novembar 2023. ZNAČAJ I ULOGA FORMALNOG MARKETINŠKOG OBRAZOVANJA: PERCEPCIJA AKADEMSKE I POSLOVNE JAVNOSTI Veljković, Saša Hristov Stančić, Branislava Lazić, Milena srp Apstrakt: Značaj edukacije za razvoj znanja i veština iz oblasti marketinga je nesporan, ali je malo naučnih radova koji se bave ispitivanjem usklađenosti formalnog obrazovanja sa potrebama savremene marketinške prakse. Ovaj rad nastoji da popuni identifikovani jaz. U tu svrhu, sprovedena su dva istraživanja. U prvom je analizirana ponuda marketinških smerova i predmeta 165 akreditovanih visokoškolskih ustanova na teritoriji Republike Srbije. Nalazi ukazuju da su teme marketinga, strategijskog marketinga, ponašanja potrošača i istraživanja tržišta, zadržale liderske pozicije u nas tavnim planovima i programima, te da je primetan i trend brzog razvoja drugih oblasti (npr. digitalni, internet i marketing putem društvenih mreža). U drugom istraživanju anketnim putem ispitivani su stavovi i percepcije 117 pripadnika akademske i poslovne zajednice, iz oblasti marketinga. Rezultati pokazuju da postoji saglasnost o značaju specifičnih znanja, veština i stavova za rad u marketinškoj praksi, kao i o neophodnosti specijalizovanog formalnog obrazovanja za pozicije izvršnog direktora marketinga, brend menadžera i marketinškog konsultanta. Nasuprot tome utvrđene su značajne razlike u percepciji akademske i poslovne zajednice o osposobljenosti diplomiranih studenata da praktično primene marketinška znanja i veštine. Rezultati istraživanja pružaju uvid u stanje i perspektive marketinga i uspešnost formalnog obrazovanja u kreiranju znanja i veština diplomaca usklađenih sa zahtevima savremene marketinške prakse. Abstract: The significance of education for the development of knowledge and skills in the field of marketing is undeniable, but there is a limited number of scientific studies addressing the alignment of formal education with the needs of contemporary marketing practices. This research aims to bridge the identified gap. To achieve this, two studies were conducted. The first study analyzed the offerings of marketing programs and courses in 165 accredited higher education institutions within the territory of the Republic of Serbia. The findings indicate that subjects such as marketing, strategic marketing, consumer behavior, and market research have maintained their leading positions in the curricula, with a noticeable trend of rapid development in other areas (e.g., digital, internet, and social media marketing). In the second study, the attitudes and perceptions of 117 members of the academic and business communities in the field of marketing were examined through surveys. The results reveal a consensus regarding the importance of specific knowledge, skills, and attitudes for working in marketing practice, as well as the necessity of specialized formal education for positions such as executive marketing director, brand manager, and marketing consultant. Conversely, significant differences were observed in the perception of the academic and business communities regarding the preparedness of graduates to apply marketing knowledge and skills practically. The research results provide insight into the state and prospects of marketing, as well as the effectiveness of formal education in equipping graduates with knowledge and skills aligned with the demands of contemporary marketing practice. info:eu-repo/semantics/article Ključne reči: visokoškolske ustanove, marketinška edukacija, marketinški poslovi, jaz teorije i prakse, Srbija Keywords: higher education institutions, marketing education, marketing jobs, theory-practice gap, Serbia https://phaidrabg.bg.ac.rs/o:32384 http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode 2023