Jelena Filipovic
Part-time Lecturer
About
Profile description
Jelena Filipović, PhD, is Full Professor of Marketing at the University of Belgrade – Faculty of Economics and Business and external lecturer at CBS in Integrated Marketing Communications, Consumer Behaviour, and Brand Activism. Her research focuses on digital marketing strategy, consumer behaviour, and responsible marketing, with particular interest in sustainability, food systems, financial literacy, and children’s consumer socialization.
She has published multiple articles in the European Journal of Marketing, as well as in journals such as Journal of Business Research, Psychology & Marketing, International Marketing Review, and Journal of Retailing and Consumer Services. In addition to her academic work, she has contributed to international policy and advisory activities, including collaborations with FAO and UNICEF, and has extensive experience in EU-funded research projects under FP7, Horizon 2020, and Horizon Europe. Her profile combines academic research, policy engagement, and close links with business and institutional practice.
Pedagogical experience, method skills and supervision
Extensive teaching experience across undergraduate, graduate, PhD, and executive education in Marketing Management, Consumer Behaviour, Digital Marketing, Integrated Marketing Communications, Services Marketing, and E-business Innovation. Teaching includes lectures, case-based instruction, examination, grading, and supervision of bachelor’s, master’s, and doctoral theses.
Her pedagogical approach combines research-led and practice-oriented teaching, supported by authorship of the regionally adopted textbooks Digital Marketing and Internet Marketing, published case study work including an accepted SAGE Business Case, service as Jury Member for the AMA Collegiate Case Competition, and engagement as L’Oréal Brandstorm Challenge Ambassador.
She is also founder and organizer of a Digital Marketing Case Study Competition involving corporate partners such as Generali, L’Oréal, and PepsiCo. Besides CBS, she has held visiting professorship appointments at IAE Lyon School of Management, Prague University of Economics and Business, and RheinMain University of Applied Sciences. Method skills include qualitative and quantitative research, case teaching, project-based learning, and interdisciplinary supervision in marketing and consumer research.