At 2:00 p.m. on October 26, 2018, the School of Public Finance and Taxation's "Academically Celebrate the 70th Anniversary of ZUEL—Celebrity Lectures" was held as scheduled. The lecture was hosted by the School of Public Finance and Taxation and the Institute of Income Distribution and Public Finance of ZUEL. Prof. Dejan Jak?i, President of the University of Novi Sad in Serbia, and Prof. Aleksandar Grubor, Dean of the Faculty of Economics Subotica were invited to give academic presentations. Students from the School of Public Finance and Taxation enthusiastically applied for this opportunity to study and exchange with foreign scholars.
Professor Dejan Jak?i's presentation, entitled FAIR VALUE ACCOUNTING AND AUDITING, introduced the characteristics of accounting information, focusing on the need to provide true and fair accounting information, which requires legal regulation, professional supervision and internal systems to guarantee implementation. Then the professor compared the connection and difference between historical cost and fair value and showed that fair value accounting plays a role in fixed assets valuation, securities valuation, and bad debt provision. At the same time, the current accounting system has certain shortcomings that require audit intervention to enhance the credibility of accounting information.
Prof. Aleksandar Grubor explained global marketing strategy from the perspective of social and cultural environment, in his presentation GLOBAL MARKETING STRATEGY—Social and Cultural Environment. He pointed out that cultures around the world have both differences and similarities, which is the source of disagreement and misunderstanding. Culture is always changing and evolving, which has a significant impact on the market. What we need to do is to focus on the social and cultural forces in the market that influence individual and corporate behavior. We can do it by referring to Maslow's hierarchy of needs theory, Hofstede's model of national cultural dimensions, self-referential standards and self-knowledge analysis. For cross-cultural triggered issues, the awareness and behavior of people in that situation can be considered through case studies, role plays, etc.
After their presentations, the two professors had a heated discussion on related issues with the teachers and students present. This abundant and vivid lecture is of great significance for ZUEL teachers and students to broaden their research horizons, enrich their research knowledge and improve their research ability.