This paper explores the impact of marketing mix instruments on the students’ satisfaction in faculties in the Republic of Serbia and Spain, with the aim of determining how significant the effects of each marketing mix tool and their combinations are in relation to satisfaction of students in Higher Education Institutions (HEIs). The detailed literature review is provided in the theoretical part, which contributes to a better understanding of terms like marketing in higher education, marketing mix instruments in higher education and students’ satisfaction. Data were collected from 896 respondents, who are all students at the faculties in Serbia and Spain, and were obtained using the questionnaire purposefully composed for this research. The methods used to highlight any gaps in this marketing mix practice and the relative customer–student satisfaction in HEIs are statistical analyses (descriptive analysis, correlation analysis, multiple regression analysis and t-independent samples tests), leading to the general conclusions regarding the following: by improving marketing mix instruments (service, distribution, human factor, physical evidence, service process) we can, and by improving (price, promotion) we cannot, improve students’ satisfaction in higher education institutions. The general conclusions clearly highlight what needs to be improved in practice in higher education institutions to improve students’ satisfaction, especially students’ loyalty, students’ choices, students’ satisfaction with the quality of the marketing mix instruments at the faculty, students’ satisfaction with expectation which they had upon enrolment and student satisfaction with the public image of the faculty, which is the main goal of these institutions.

Urban green spaces (UGS) play a crucial role in enhancing the quality of life in urban environments by offering a wide range of ecological, psychological, socio–cultural, and economic benefits. This research addresses the multidimensional impact of functional characteristics of UGS on user satisfaction in Novi Sad, focusing on the various ways in which these spaces contribute to well-being. By integrating multiple perspectives, including ecological benefits like stress reduction, social and cultural aspects such as fostering community connections, and economic factors like enhancing property values, this study presents a holistic analysis of UGS. Through a mixed-methods approach, combining surveys and regression analysis, the research explores how different UGS functions interact to shape users’ perceptions. The findings highlight the importance of socio–cultural and ecological functions in improving the urban experience, providing key insights for urban planning that aims to create sustainable, inclusive, and resilient green spaces. This study emphasises the significance of considering these diverse dimensions in the development and management of urban green spaces for long-term sustainability and user satisfaction.

The subject of the paper is to examine the importance of the use of the social network Facebook in women's entrepreneurship with the aim of encouraging the development or improvement of existing business of women entrepreneurs engaged in SMEs, through the use of this modern interactive and marketing tool. The paper is of a general and overview character and aims to inform all interested parties about the importance and manner of using the social network Facebook in the development of entrepreneurial business, by undertaking marketing and promotional activities and by the possibility of establishing cooperation, participation, collaborations and interactions with different partners in their everyday business environment. In the era of digital technologies, social media marketing has a wide development, offering entrepreneurs cooperation and connection with customers. Social media platform is a vital channel for reaching customers for businesses. Facebook is a kind of public space where all initiatives are welcome. Its technology relaxes all the entry barriers for all entrepreneurs, because starting a small business on Facebook does not require digital or legal expertise, entry costs or even a high level of digital literacy. Women's entrepreneurship refers to women or groups of women who discover new economic opportunities and activities, by actively running and managing a business. Using Facebook as a marketing tool to achieve goals, allows women entrepreneurs to gain greater visibility and popularization in the market, while also avoiding facing business inequality. Through the content analysis, the paper points out the attractiveness of the social network Facebook, as a modern digital communication space, which provides fast and viral dissemination of information for various purposes, and thus women entrepreneurs can find their way to their customers or other partners, to promote and sell their products or services, with the ultimate goal of surviving and improving their business.

The subject of this paper is a theoretical background of the attitudes that treat the necessity of the importance of knowledge of business processes and holistic systemic approach to change management, in the broader context of strategic management, for better understanding and potential improvement of business by contemporary managers. The paper presents the general issues of strategic management and how it is artificially implemented in the business flows of modern organizations, then gives an overview of the concept of management by contemporary managers and issues related to the importance of knowing the characteristics of the business process and its management, and finally, provides an insight into the importance of change, as an important factor in the context of managing the business process of today, with an emphasis on a holistic-systems approach. The method of content analysis was used in the paper. The aim of the paper is to point out the importance of business process management in contemporary strategic management, above all in the context of growing changes and extremely dynamic and changing market environment, and to provide modern managers with insight into modern business and how to improve their business in an increasingly sharp market match.

The subject of this paper is the relationship between contemporary leadership styles and the dimensions of national culture. Leaders manifest a particular style of leadership, created under the influence of a large number of elements that determine it. Thus, the national culture is related to the behaviour of leaders in the business system. The aim of the paper is to show how national culture shapes a leadership style. Basic analytical and synthetic methods, methods of induction, deduction and generalization, exploratory method and content analysis were used in the paper. The paper will show that it is important to recognize the influence of the dimensions of national culture on leadership style, as these are concepts that can determine the success of a business. The importance of the work is reflected in the synthesis of literature review on the link between leadership styles and dimensions of national culture and is intended for contemporary leaders who need to improve their business.

Today, modern communication in the business world cannot be imagined without the use of the Social Networks. They also play an important role in modern marketing activity and are an inevitable tool in modern marketing communication. The subject of this paper is reflected in the research for the answer to the question why do consumers use the Social Networks? More precisely, what are they motives for using Social Networks? The significance of the knowledge of the motives for using Social Networks is reflected in their necessity for the clarity in the perception and creation of the overall marketing strategy undertaken by the marketers from the companies on the Social Networks in order to communicate adequately with their consumers. The aim of this paper is to present the main motives for the using of Social Networks through the review of previous research papers in order to help marketers to create more successful marketing campaigns for consumers that will be further the most effective for achieving the ultimate company's goals. The results of the research presented in this paper, on the one hand, can be used as a basis for the further empirical research but also for the improvement of marketing practice and communication on Social Networks.