Abstract:

Higher education and research of the interdependence of intellectual property rights and entreprenual marketing is of major significance in the dynamical surroundings of today’s familiar characteristics of the global economic world, since it has the key role in creating innovative and growth-based concepts of the marketing itself. Basically, in every free-market national economy, entrepreneurship activities are involved in more than 85% of all enterprises. On a local and regional level, entrepreneurial marketing strategies are the main force of the trade and services economy.

The work deals with the basic models of analyzing the teaching methods of understanding consumer’s behavior, its dynamics and relevance for current trends in intellectual property. The work also takes into account the broad field of marketing research and the huge potential for effectively analyzing the thinking processes, behaviors and actions of different individuals or groups, and contributes to delivering the required marketing results. In this particular part, the entrepreneurship itself carries the straights of the direct involvement with the clients, understanding their feedback and desired needs, as well as the aspect of creating fast, flexible and adequate marketing approach.

The aim of the paper is to identify the key factors in teaching methods on consumer behavior analyses, as a tool for research on customer satisfaction.

Furthermore, the paper outlines the significance of various approaches of university curricula in industrial property rights and copyright relations to consumer behavior, emotional and cognitive aspects, and consumer surroundings, taking into account the development of effective-based marketing designs by entrepreneurs. These concepts of common consumer actions as a result of their interpersonal emotional reactions and their attitudes are explained in correlation with the natural individual characteristics and their common social development.

Several relevant conclusions are presented, regarding the effectiveness of the above teaching approaches, as a way for fostering consumer behavior education and research in the context of promotion of intellectual property for effective marketing strategies in the context of the economic development.

Keywords:

University courses curricula, intellectual property, consumers, cognitive abilities