Openness – Competitiveness – Stability

Changes and market orientation have become prominent features of Croatia. In the processes of multi-party system, pluralism of ownership, free market and other changes, it has become essential to respect market rules. As a result, such processes have brought on market-oriented transactions, entrepreneurial economy and integration into the European environment.

Business people and other operators, as holders of development, are future oriented and adaptable to changes. However, most people still envisage their perspectives based on previous models of development that are common but at the same time belong to a dubious approach to progress. In new business environment determined by new millennium of progress, it is possible to achieve objectives by respecting new relations and implementing marketing concepts and marketing management respectively.

Thus, business and other entities are determined by new market paradigms such as focusing on customers, global orientation, flexibility in creating and promoting new products, services and ideas superior to their competitors.

Key determinants in such processes are knowledge, innovation, transfer and application. Therefore, an initiative to define a postgraduate study that would meet requirements of people open to changes in the business environment and business improvement is based on the implementation of marketing concepts.