Abstract:Understanding factors and circumstances that create certain market environment conditions is a primary goal of any modern -oriented higher education institution that enables harmonizing the supply with current demands as well as defining appropriate marketing strategies. The process of formulating the strategy of a higher education institution, in addition to reviewing the existing services, includes identifying new opportunities, analyzing relevant competitors and positioning against them and similar. The need for change in marketing strategy, that is market restructuring of a higher education institution, presents a natural consequence of economic oscillations which are the result of market needs and competition dynamics. Continuous monitoring and adjustment of modern developments with the needs of the target market affect the overall perception of service quality and satisfaction of users. Since the choice of marketing strategy involves defining the best ways of achieving the goals, keeping in mind that marketing as a business function, it should contribute to the improvement of educational institutions of governance process, orientation towards the market, or aligning curriculum with the needs of target groups. The Education Reform in Serbia has initiated all educational institutions (private and state) which market-oriented their activities, due to insufficient, inadequate application of current marketing and marketing tools. Using different combinations of marketing mix instruments can lead to achieving competitive advantage in education market. The main role of marketing strategy is to combine competences and other strategies of an educational institution, coordinating the challenges and limitations imposed by its environment and finding the best ways of achieving its mission and vision.

Abstract:Competitiveness on the global market represents one of the key factors and challenges for tourism industry and all its activities. The aim of the paper is to highlight the significance of tourism industry for economic development and employment, as well as to discuss and conclude on the importance of safety as a factor of competitiveness of the Republic of Serbia as a tourism destination. The analysis has been carried out in order to gain insight into Serbian competitiveness, in relation to destinations inside the region of Southern and Western Europe. Also, the time series have been used to present the specific pillars of tourism destination competitiveness and development of Serbia, especially safety and security pillars. In this paper, we shall present some of the implications of the current positioning of Serbia as a tourism destination, based on the use and analysis of the competitiveness index of the Republic of Serbia.

<p>With the aim to investigate existence of difference between responses of selected groups of young consumers representatives toward information associated with knowledge about food quality, labeling, safety and conditions of the product use, the results of survey were analyzed crossing the groups of consumers regarding: (1) education and (2) gender, with the other variables: (i) information related to food quality, labeling and food safety; (ii) information related to food safety; (iii) information associated with individual experience in food purchasing, preparing and consuming. The questionnaire offered answers with three grade of importance. Our research showed that groups of students formed on the basis of their education and gender, in our survey considered as representatives of young adults, had different interest for selected set of information included in the statements connected with food quality, safety and food choice. The results showed that there is a need for better informing and education of consumers about food quality and safety, labels and labeling, and how to use and interpret labels content. The results of research represent a qualitative set of information related to the food preference, which could be useful for creation and development guidelines for consumers’ better informing and education.</p>

The purpose of this research is to explore leisure time of millennials in Serbia. We have put the content and structure of their 'free time' into the focus; moreover, we are interested in how far or how close young people's freely chosen activities, and relaxing and socializing patterns, are in comparison to other authors' findings, from the same region, but from other places as well. The results show that some global trends related to the topic are recognized, highly appreciated, and accepted in target population. At the same time, noticeable impact of specific cultural, social, and economic factors is relevant too so that certain local insights should be treated with respect to actual, recent, and even long-lasting local circumstances.

Kulturni turizam se smatra najbrže rastućim segmentom turističkog tržišta posebno evropskog. Kultura se sve više koristi u promotivnoj strategiji za privlačenje turista nudeći bogatu autentičnu turističku ponudu. Novi informatički i tržišni trendovi diktiraju i nove načine komunikacije između tržišta i ciljne grupe tako da, digitalni marketing omogućava direktniju i aktivniju interakciju između turista, turističkih proizvoda i destinacija. Cilj rada je da se prikaže odnos kulture, kulturnog nasleđa i razvoja turizma uz podršku savremenih marketinških komunikacija. Kultura kao društveno nasleđe određene grupe ljudi, zajednice ili društva poslednjih decenija snažno utiče na razvoj turizma u mnogim destinacijama, a novi informatički i tržišni trendovi diktiraju nove načine komunikacije između tržišta i ciljne grupe. Digitalni marketing pruža interaktivnost i nudi personalizovane usluge turistima. U radu je predstavljen primer projekta u razvoju, primer digitalne komunikacije sa informatički "povezanim" turistima, odnosno značaj korišćenje digitalnih medija kako bi se postigla konkurentska prednost i bolje pozicionirala kulturna ponuda Novog Sada na globalnom turističkom tržištu.