{"id":17166,"date":"2016-03-30T13:05:03","date_gmt":"2016-03-30T12:05:03","guid":{"rendered":"http:\/\/www.metropolitan.edu.rs\/?page_id=17166&lang=en"},"modified":"2025-02-07T13:46:41","modified_gmt":"2025-02-07T12:46:41","slug":"digital-business","status":"publish","type":"page","link":"https:\/\/www.metropolitan.ac.rs\/en\/master-studies\/digital-business\/","title":{"rendered":"DIGITAL BUSINESS"},"content":{"rendered":"
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FACULTY OF MANAGEMENT<\/h1>\n

DIGITAL BUSINESS<\/h2>\n


\n<\/i> ACCREDITED<\/span>\n<\/div>\n

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<\/i> Duration of studies: 1 year<\/div>\n
\uf5f3<\/i> Number of ECTS: 60 ECTS<\/div>\n
<\/i> Degree: Master Manager<\/div>\n
<\/i> Field: Social Sciences<\/div>\n
<\/i> Area: Management and Business<\/div>\n
<\/i> Created based on the needs of the modern industry and modeled after leading global universities.<\/div>\n<\/div>\n
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\nThe Master program in Digital Business enables the acquisition of knowledge necessary for applying digital business and marketing in the era of digital commerce. It meets the needs of the modern industry, making it attractive to graduates in management who want to specialize in this field, as well as to those seeking a career change, expanding their knowledge, and advancing their careers.<\/div>\n<\/div>\n
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Program Description<\/h2>\n

The Master\u2019s academic program in Digital Business is a one-year program, offering 60 ECTS, designed to educate and prepare students for professional work in digital business, global operations, supply chains, and digital marketing.<\/p>\n

The MAS Digital Business program is intended for students who aim to engage in planning, organizing, and leading activities within the domain of digital entrepreneurship, operations management, supply chain management, and digital marketing. It emphasizes building research competencies in these areas.<\/p>\n

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Sem<\/th>\nRB<\/th>\nDIGITAL BUSINESS (60 ESPB),
\nCurriculum 2024\/25.<\/th>\n		ESPB<\/th>\n<\/tr>\n
1<\/td>\n1<\/td>\nMG500 Digital Business Models <\/td>\n6<\/td>\n<\/tr>\n
2<\/td>\nMG510 Managing Digital Transformation <\/td>\n6<\/td>\n<\/tr>\n
3<\/td>\nElective Block 1: Elective Course 1 <\/td>\n6<\/td>\n<\/tr>\n
4<\/td>\nElective Block 1: Elective Course 2 <\/td>\n6<\/td>\n<\/tr>\n
5<\/td>\nElective Block 1: Elective Course 3 <\/td>\n6<\/td>\n<\/tr>\n
2<\/td>\n6<\/td>\nElective Block 2: Elective Course 4 <\/td>\n6<\/td>\n<\/tr>\n
7<\/td>\nMG580 Research Methods for Digital Business <\/td>\n6<\/td>\n<\/tr>\n
8<\/td>\nMG591 Professional Practice <\/td>\n3<\/td>\n<\/tr>\n
9<\/td>\nMG594 Research in the Final Thesis <\/td>\n10<\/td>\n<\/tr>\n
10<\/td>\nMG595 Preparation and Defense of Final Thesis <\/td>\n5<\/td>\n<\/tr>\n
Elective Courses<\/th>\n<\/tr>\n
1<\/td>\n3,4,5<\/td>\nMG515 Intelligent Automation<\/td>\n6<\/td>\n<\/tr>\n
MG525 Managing Innovations and Technologies <\/td>\n6<\/td>\n<\/tr>\n
MG530 Business Analysis <\/td>\n6<\/td>\n<\/tr>\n
MK515 Strategy and Management of Digital Marketing <\/td>\n6<\/td>\n<\/tr>\n
MK520 Creating a Digital Brand <\/td>\n6<\/td>\n<\/tr>\n
MK525 Digital Marketing Campaigns <\/td>\n6<\/td>\n<\/tr>\n
2<\/td>\n6<\/td>\nMG535 Digital Entrepreneurship <\/td>\n6<\/td>\n<\/tr>\n
MG545 Strategic Management and Leadership <\/td>\n6<\/td>\n<\/tr>\n
NT500 Ethics and Data Privacy <\/td>\n6<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n
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Program Goals<\/h2>\n

The goal of the MAS Digital Business program is to educate experts who possess the necessary theoretical and practical knowledge, skills, and competencies in digital business, operations management, digital marketing, strategic management, and other related areas vital for future success. The program focuses on knowledge and skill development at both the strategic and operational levels, in areas such as digital transformation, digital business, global operations, digital supply chains, marketing communications, service marketing, entrepreneurship financing, and strategic management.<\/p>\n

This program specifically addresses managerial aspects of digital marketing and operations management, guiding students to acquire knowledge that applies theoretical concepts to specific areas.<\/p>\n

The program is structured to provide deeper insights into key aspects of digital business, operations management, and marketing, compared to the foundational knowledge gained during undergraduate studies in digital business, marketing, or engineering and operations management.<\/p>\n

Learning Outcomes<\/h2>\n

By completing the Master\u2019s program in Digital Business, students will be able to:<\/p>\n

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Plan operations in traditional and digital business environments<\/div>\n<\/div>\n
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Develop digital business models<\/div>\n<\/div>\n
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Organize and manage supply chain functions within an organization<\/div>\n<\/div>\n
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Organize and manage marketing functions within an organization<\/div>\n<\/div>\n
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Plan and execute campaigns and activities within supply chains<\/div>\n<\/div>\n
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Plan and execute campaigns and activities within operations management<\/div>\n<\/div>\n
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Conduct and implement market research<\/div>\n<\/div>\n
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Develop and position traditional and digital brands in the market<\/div>\n<\/div>\n
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Maintain and develop effective business communication and apply appropriate negotiation and lobbying techniques<\/div>\n<\/div>\n
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Define an organization\u2019s marketing strategy<\/div>\n<\/div>\n
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Conduct scientific research in supply chains, digital transformation, and digital marketing<\/div>\n<\/div>\n
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Demonstrate the ability for self-learning and professional development<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Most Common Job Titles<\/h2>\n
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Marketing Manager<\/div>\n
Digital Marketing Manager<\/div>\n
Marketing Analyst and Planner<\/div>\n
Operations Manager<\/div>\n
Strategic Consultant in Marketing and Management<\/div>\n
Consultant in Digital Transformation<\/div>\n
Sales Manager<\/div>\n
Head of Marketing Department<\/div>\n<\/div>\n

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CURRICULUM AND PROGRAMME<\/h2>\n
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MG500 Business Models in Digital Business<\/h5>\n
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The competitiveness of companies in the digital age largely depends on the application of the appropriate digital business model. Therefore, it is crucial to have a good understanding of the possibilities and limitations of individual digital business models. Digital business models define the essence of company activities in the digital age. The subject aims to introduce students to various digital business models, provide them with an overview of digital business model concepts, and expose their development and significance for the successful application of digital business. The course particularly analyzes digital B2C (Business-to-Consumer) business models of communication and operation between companies and their customers, as well as digital B2B (Business-to-Business) models related to business relationships between companies. Special attention is given to studying the hybrid digital model, using Google as an example.<\/p>\n<\/div>\n

MG510 Digital Transformation \u2013 Challenges and Applications<\/h5>\n
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This course aims to teach students how to design, understand, and evaluate systems at the architectural level of abstraction. The goal of the subject is for students to understand the impact of architecture on software structures, comprehend the technical, organizational, and business roles of software architecture, identify key architectural structures, understand the principles of documentation and presentation of software architecture, realize the impact of open-source and third-party components on architecture design, and generate alternatives for architecture in a given context, enabling them to choose the most appropriate software architecture. Additionally, students will acquire the knowledge to assess the suitability of designed software architectures in meeting system requirements and balancing quality trade-offs in accordance with modern practices in the studied field.<\/p>\n<\/div>\n

Elective Courses 1, 2, and 3<\/h5>\n
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MK515 Digital Marketing<\/strong>
\nDigital marketing can lead an organization to new markets and uncover new opportunities. This course aims to provide an understanding of this and expose students to the latest concepts for applying digital marketing in organizations. The course is divided into three parts: in the first part, the basics of digital marketing are studied, in the second \u2013 tools for applying digital marketing, and in the third \u2013 strategies and planning for digital marketing implementation.<\/p>\n

MK545 Digital Marketing Strategy<\/strong>
\nThis course explores how to change strategies, improve the role of marketing, and adapt new technologies and tools for working with data in the digital society. The goal of the digital strategy is not to replace traditional marketing, but to complement it, integrating and developing both simultaneously. Market demand management has always been a priority in marketing, and using more technology and data cannot change that. Marketing in the digital age must achieve synchronization of customer value management (SCVM). As a revolutionary marketing paradigm after CRM, the basic concept of SCVM is to coordinate and organize all departments within the company to achieve closed-loop value management and manage the added value of customers based on their full lifecycle. In the digital age, due to consumption activities based on scenarios, consolidation of various channels, service and product integration, and real-time communication for brands, companies must fundamentally integrate research and development (R&D), marketing, sales, and services, driving sales and profits with customer value. This course is crucial for those who need to set a digital marketing strategy for a company and for responsible directors.<\/p>\n

MK565 Digital Marketing Management<\/strong>
\nDigital marketing management represents the fastest-growing new channel for targeted communication, interaction, engagement, and delivering branding, communications, products, and services for an organization. The goal of this course is to provide a solid foundation in strategic, tactical, and creative aspects. Topics studied include: marketing through internet search engines, email marketing, content marketing, social media, the role of mobile devices, customer relationship management (CRM), data-driven analytics and organization, managing digital marketing businesses in a world of web-based marketing automation, etc.<\/p>\n

MK560 Strategic Marketing Management<\/strong>
\nThe aim of the course is to introduce students to a holistic view of strategic marketing management, relying on both theoretical perspectives and practice from the past 30-40 years, i.e., from the pre-digitalization era in business. Students will gain a solid theoretical foundation in marketing management based on theoretical works by Kotler and other marketing authorities. The course will discuss the coexistence of marketing management in the pre-digitalization era and the modern age, in which, in some areas, digitalized marketing management dominates. The coexistence of both approaches to marketing is aligned with the view that they are complementary and enhance each other, especially in certain business areas.<\/p>\n

MG505 Digital Business Strategies in the Blockchain Ecosystem<\/strong>
\nThe aim of the course is to provide students with basic knowledge about blockchain technology and show how it can be used in the digital business of organizations.<\/p>\n

MG520 Effective Negotiations<\/strong>
\nBusiness relationships are often portrayed as a game in which businesses or individuals compete for different roles. How successful a player is depends on the amount of influence they can exert on the other player in shaping their behavior in the desired way. This course examines how this process is formulated through negotiations and agreements. It addresses how both external and internal negotiations have become a way of life for effective managers in a constantly changing business environment. This course provides students with the necessary theoretical and practical background to deal with the challenges of negotiating in their professional careers. Topics include: the negotiation process, negotiation and management, concepts of power and influence in business and other environments, negotiation and the development of business agreements, corporate diplomacy, and negotiation dynamics in national and international contexts.<\/p>\n

OM515 Global Operations Management<\/strong>
\nThis course focuses on developing students’ understanding of the fundamentals of operations management. The primary goal is to familiarize students with basic theories, principles, techniques, methods, and applications of operations management across various industries. Topics include operational strategy, quality management, process analysis, capacity management, inventory management, enterprise resource planning (ERP), lean manufacturing, theory of constraints (TOC), and service operations management. The course will discuss various theories, principles, and practices, with a focus on applying these techniques to manage and improve operational performance.<\/p>\n

OM525 Global Supply Chain Management<\/strong>
\nLectures in this course cover an introduction to strategic supply chains, procurement theory, supplier portfolio management, supplier selection, negotiation, supplier performance measurement, and risk management in the supply chain.
\nThe goal of the course is to:
\n\u2022 Introduce students to the basics of supply chain management;
\n\u2022 Provide an understanding of the role of theory in supply chain management;
\n\u2022 Explore a wide range of activities related to the procurement process;
\n\u2022 Provide a foundation for managing global supply chains.\n<\/p>\n

OM560 Lean Manufacturing System<\/strong>
\nOver the past three decades, Toyota\u2019s production system, also known as lean manufacturing, has transformed operational performance in many organizations worldwide. The central goal of lean is to eliminate waste and activities that do not add value within the organization and across its supply chain. Today, lean manufacturing is one of the most widely used management systems for improving the way organizations design, produce, and improve operational processes that add value. Although lean manufacturing originated in the Japanese automotive industry, it has been widely applied in non-automotive industries such as healthcare, logistics, electronics, aerospace, chemicals, NGOs, government, and state institutions. The course aims to provide an overview of Toyota’s methods and Toyota Production System (TPS) and how they improve organizational performance.<\/p>\n

OM535 Entrepreneurial Financing<\/strong>
\nThis course focuses on financing entrepreneurial companies, particularly startups and early-stage ventures. It is intended for students who want to start their own business or work for a startup, as well as those who want to pursue a career in venture capital and other forms of startup financing.
\nInvestment in entrepreneurial ventures is characterized by a high degree of uncertainty and complex information asymmetry between investors and entrepreneurs, which can lead to misaligned incentives and conflicts of interest. The dual objectives of the course are for students to learn how to make investment decisions in these situations (i.e., which opportunities to pursue and which to pass on) and how to structure investment terms to address uncertainty and reduce conflicts of interest arising from information asymmetry. The first goal requires students to master tools for screening investment opportunities in the absence of substantial “hard” financial data. The necessary tools for “identifying opportunities” largely rely on finance, strategy, and economics. A good example is the importance of entry barriers for achieving sustainable profit margins. The second goal requires students to develop an understanding of contract creation and business planning. For example, deals are often structured in such a way that the valuation paid by an external investor depends on the subsequent performance of the venture (using options, earnings, etc.).\n<\/p>\n

OM565 Business Improvement Tools, Techniques, and Systems<\/strong>
\nThis course considers the application of business tools and techniques for improving operations. It focuses on quality management, particularly quantitative and qualitative methods used to improve service quality and production operations. The course is highly practical, and students are required to work with both quantitative and qualitative data.
\nThe goal of the course is to provide students with an understanding of systems, techniques, and tools for quality management and their use in manufacturing and service environments.\n<\/p>\n

OM570 Supply Chain Logistics Management<\/strong>
\nThis course focuses on gaining a deeper understanding of how to manage logistics within supply chains. Specifically, it explores, evaluates, and provides an understanding of how logistics decisions (facilities, network design, inventory, and transportation) affect the performance of central firms and their entire supply chains. Given the proliferation of third, fourth, and fifth-level logistics companies, the course also investigates the importance, suitability, and complexity of outsourcing logistics in global supply chains. Upon completion, students will have an understanding of many of the decisions faced by logistics managers. They will also be aware of the theories, concepts, and practices that can be applied to inform key logistics decisions in the workplace.<\/p>\n<\/div>\n

Elective Course 4<\/h5>\n
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OM585 Operations Research<\/strong>
\nThe goal of the course is to train students to apply operations research methods to solve practical problems in operations management. This includes selecting and setting up appropriate mathematical models, formulating optimization problems, solving them using appropriate software, analyzing problems and optimization solutions using simulation methods, visualization, etc.<\/p>\n

OM580 Introduction to Robotic Process Automation (RPA) <\/strong>
\nRThis course introduces students to Robotic Process Automation (RPA), which involves using robots (bots) to perform repetitive, manual tasks. The goal is to free up time for staff to focus on more complex issues that require human insight and decision-making. RPA reduces human errors and costly reworks while improving employee morale by shifting focus from routine tasks to more thoughtful activities. The course covers methods for preparing and implementing RPA solutions in an organization, with a focus on why, when, and how to apply RPA, identify opportunities, design solutions, and organize implementation.<\/p>\n

MG545 Strategic Management and Leadership <\/strong>
\nThis course provides students with knowledge about strategic management methods and highlights the importance of strategic leadership. It is divided into four modules: (1) Strategic Management Process, (2) Strategy Formulation, (3) Strategy Implementation, and (4) Case Study Analysis. In the second part, students are introduced to strategic leadership and its significance.<\/p>\n

MK550 Digital Marketing Analytics <\/strong>
\nThis course focuses on marketing analytics, teaching students the essential skills to make data-driven decisions. Using Excel, students learn how to apply analytics in marketing, which has seen a significant increase in demand for marketing analysts. The course is particularly beneficial for marketing directors, senior managers, and analysts.<\/p>\n<\/div>\n

MG591 Professional Practice <\/h5>\n
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The aim of this course is to prepare students for independent research and professional work, helping them recognize and solve tasks in real-world conditions or research laboratories. Students will be involved in projects at different stages (initial, development, or completion), gaining practical knowledge and the confidence to integrate their skills from previous studies in a real-world context.<\/p>\n<\/div>\n

MG595 Final Thesis <\/h5>\n
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The final thesis can be submitted after completing the last semester, and the defense can take place once all required exams have been passed.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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JOIN BELGRADE METROPOLITAN UNIVERSITY AND BUILD THE FOUNDATION FOR A SUCCESSFUL INTERNATIONAL CAREER!<\/h2>\n

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ONLINE APPLICATION >><\/a><\/p>\n<\/div>\n

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Annual tuition<\/h2>\n\n\n\n\n\n\n\n\n\n\n
STUDY PROGRAM<\/th>\nAnnual tuition<\/th>\n<\/tr>\n
Faculty of Information Technology<\/strong><\/td>\n<\/tr>\n
Information Technology and Systems<\/td>\n2.990 \u20ac<\/td>\n<\/tr>\n
Inteligent and Advanced Software Systems<\/td>\n2.990 \u20ac<\/td>\n<\/tr>\n
Faculty of Management<\/strong><\/td>\n<\/tr>\n
Digital Business<\/td>\n2.490 \u20ac<\/td>\n<\/tr>\n
Faculty of Digital Arts<\/strong><\/td>\n<\/tr>\n
Visual Communication<\/td>\n3.690 \u20ac<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

*Tuition can be paid in multiple monthly installments.<\/span>\n<\/div>\n

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INTERESTED IN MORE INFORMATION ABOUT THIS PROGRAM?<\/h2>\n
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Contact<\/h3>\n

E-mail<\/strong><\/p>\n

upis@metropolitan.ac.rs<\/strong><\/a>
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Phone<\/strong><\/p>\n

011 20 30 885<\/strong><\/a> \/\/ 018 551 000<\/strong><\/a>
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