Full professor
Vesna Damnjanovic is a Full professor and the Head of Business Case Centre at the Faculty of Organizational Sciences, University of Belgrade. She boasts 20 years of successful international and domestic educational and research activities along with 15 years of track record in management consulting projects related to the industry and public sector. Vesna Damnjanović is an expert in Business Case Solving Methodology and holds a PhD degree in Organizational Sciences at the University of Belgrade, and Professional Postgraduate Diploma in Marketing at the Chartered Institute of Marketing, United Kingdom. She is the founder and Managing Director of the innovative problem-solving international event - Belgrade Business International Case Competition, which is rated among the top ten case competitions in the world. Vesna has visited 48 countries and mentored many winning student-teams at global case competitions in the area of defining strategies in different industries and markets for entrepreneurships, SMEs, and large companies. She also collaborates with government representatives in order to support public - partnership projects, and she won the most prestigious Saint Sava Award in higher education in Serbia for implementing innovative Case Solving Methodology. Her references in banking and financial sector include: Banca Intesa, Societe Generale Bank, NALED, Association of Serbian Insurances, MasterCard, OTP bank (Hungary), Siam Commercial Bank (Thailand), UOB bank (Singapore), and HSBC bank (Hong Kong).
This course is designed to empower students in generating sales initiatives which drive strategic advantage for the FMCG company. The course is designed as a combination of lecturing and workshops. The lecture provides theoretical foundations for customer value creation in the FMCG sector. The emphasis is given to discovering the untapped potential and opportunities of the market. Than, the students are equipped with the fundamental tools for creating strategic initiatives. Finally, the course explains how to decompose strategic initiatives into actionable implementations steps and how to create value for the company. The lecturing part will be followed by a multi-layered workshop. Upon completing this course, the students will be able to:
Marketing and Sales Strategy in Banking is designed to address the digital transformation needs of developing marketing mindset in banking sector for students - future leaders. The course is designed to evaluate market and sales opportunities from FinTech and formulate appropriate strategies by using relevant and engaging examples and short case studies from a banking industry. Furthermore, the course guides students through the financial services marketing environment, key elements of the financial services marketing mix, understanding decision-making, and managing customer relationships. Upon completion of the course, students should be able to critically evaluate the omnichannel strategy and digital shopper experience. Young generation will play a key role in financial markets as a new decision maker. Objectives: 1) Gain expertise in strategic positioning, competition and growth options in banking industry, 2) Improve general learning and study skills of the actions of financial organizations, 3) Better understand different types of business cases in banking. Outcomes: 1) Develop new ideas to acquire and retain clients with digital offering, 2) Learn about how to create a digital marketing strategy for financial clients, 3) Apply the acquired knowledge to a real-life practical scenario.
The workshop will provide students an opportunity to apply the acquired knowledge in solving problems from a real-life practical scenario.