University of Novi Sad Technical faculty "Mihajlo Pupin" Zrenjanin


Theoretical teaching

Public relations and marketing communication. Marketing communication process. Forms and coordination of promotion activities. The notion of public relations. The place of public relations in communicational mix of an enterprise. Significance of public relations for business performance of an enterprise. Social responsibility. Conditions of modern business. Corporative social responsibility. Sources of social responsibility. Marketing and social responsibility. Marketing communications and codes of conduct. Public relations and social responsibility. Internal public relations. Communication in organizations. Efficient internal communication. Channels of internal communication. Improvement of personal image. Public relations in international marketing. Specific characteristics of managing marketing communications in international marketing. Complementarity of forms of promotion in international marketing.Public relations and corporative communications in international marketing. Reputation as a factor of competitiveness.

Practical teaching

Relations with media. The role of media in marketing communication. Publicity and public relations. Press release. Public relations methods. Basic methods of public relations. Publications. Sponsorship. Lobbying. Corporative identity. Position, characteristics and attitudes of PR managers in Serbia.


General information

Study program: Engineering management – Basic academic studies


Semester: 7

Lectures: 2

Exercises: 1



Milan Nikolić, Associate professor




[1]    Nikolić, M. (2012). Public relations, Zrenjanin: Tehnički fakultet “Mihajlo Pupin”.

[2]    Cutlip, S.M., Center, A.H., Broom, G.M. (2006). Effective Public Relations (9th ed.), Upper Saddle River, New Jersey: Prentice-Hall.

[3]    Gordon, A.E. (2011). Public Relations. Oxford, New York: Oxford University Press.