Valentina Pirić, PhD

Valentina Pirić

She received her doctorate in 2006 at the Faculty of Economics of the University of Zagreb, defending her doctoral dissertation entitled “The influence of corporate communications on the creation of a company’s image”. In 2000, she graduated from the BMW Group Marketing Academy in Munich, and in 2019 she participated in the Sheffield Hallam University Doctoral School Supervisory Development Workshop.

She is the co-leader of the MBA program in marketing and a professor at the Department of Marketing and Tourism. He teaches the courses Marketing Management, Consumer Behavior, Marketing, Quantitative Methods for Managers and Marketing Metrics.

Since April 2022, she has been employed as the head of the Management Office of Nova Hrvatske banka d.d. In the period from 1999 to 2013, she worked at Tomić & Co. d.o.o., the general importer for BMW and MINI for the Republic of Croatia, as the head of marketing and public relations, sales director, member of the Sales and Marketing Board and deputy president of the Board. Since 2013, she has been employed at Sberbank d.d., as a senior professional associate in the Office of the Bank’s Management Board and personal assistant to the President of the Bank’s Management Board.

She has published numerous scientific and professional works in the field of marketing, among others in the following journals: Central European Business Review, Journal of Marketing Development and Competitiveness, Balkans Journal of Emerging Trends in Social Sciences – Balkan JETSS, Herald NAMSCA, UTMS Journal of Economics, International Journal of Social, Behavioral, Educational, Business and Industrial Engineering, Journal of Advancements in Economics, Finance & Accounting, The Journal of Practical Marketing, Obnovljeni život, Tržište i Mostariensia. She worked on the translations of numerous books and participated in the work of scientific and professional conferences such as EuroMed Academy of Business, HEIC 2018, HEIC 2020, EMAN 2020, EMAN 2021, etc. She is a reviewer of a number of published books, textbooks and scientific journals and papers for conferences, and a mentor numerous graduate and final theses.

ScienceZnanost

  1. Pirić, V. Martinović, M. Koričan Lajtman, M. “Use of Instagram among different populations in Croatia and it’s impact on perceived buying intentions on luxury brands”, in 5th International Scientific Conference EMAN 2021 – Economics and Management: How to Cope with Disrupted Times, Book of Abrtracts, Online/Virtual, March 18th, 2021, p. 57
  2. Hanžek, M, Biočina, Z., Martinović, M., Pirić, V., “Disruptive Times and Higher Education in Economics and Management: Importance of Dual Assesment”, in 5th International Scientific Conference EMAN 2021 – Economics & Management: How to Cope with Disrupted Times, Book of Abstracts, Online/Virtual, March 18th, 2021, p. 23
  3. Hanžek, M., Biočina, Z., Martinović, M., Pirić, V., “Disruptive Times and Higher Education in Economics and Management: Importance of Dual Assesment”, in 5th International Scientific Conference EMAN 2021 – Economics & Management: How to Cope with Disrupted Times, Conference Proceedings, Online/Virtual, March 18th, 2021, pp. 215-222
  4. Pirić, V., Martinović, M., Koričan Lajtman, M. „Socio-Demographic Variables Forming a Perception of Corporate Image Brand in the Croatian Banking Industry“, Balkans Journal of Emerging Trends in Social Scienes – Balkans JETSS – Vol. 3, No. 2, 2020, pp. 96-111
  5. Martinović, M., Pirić, V., Krkač, K. „The Implications of Facebook in Political Marketing Campaigns in Croatia“, Central European Business Review, Vol.9, Issue 4, 2000, pp. 73-95
  6. Pirić, V., Martinović, M., Koričan Lajtman, M. „Socio-Demographic Variables Forming a Perception of Corporate Image Brand in the Croatian Banking Industry“, 4th International Scientific Conference EMAN 2020, Economics and Management: How to Cope With Disrupted Times, Book of Abstracts, Online-Virtual, September 3, 2000
  7. Pirić, V., Kurtović, A., Martinović, M. „Relationship Between In-Store Marketing and Consumer Behaviour in Telecommunications Industry and FMCG Retailing“, 13th Annual Conference of the EuroMed Academy of Business, Business Theory and Practice Across Industries and Markets, September 09-10, 2020 Virtual
  8. Pirić, V., Le Fur, Z., „The Emergence of Sustainable Consumption in an Overconsumption Society“, 8th Higher Institutions Conference: „Reinventing Higher Education“ HEIC 2020, Book of Abstracts, November 26-27, 2020
  9. Martinović, M., Domović, J., Pirić, V. “Perception of Health Products and Trends in Online Shopping and Promotion of Health Products in Croatia”, Herald NAMSCA 4, pp. 422-428, 2018
  10. Pirić, V., Martinović, M., Barac, Z., „A study on customer’s perception of Croatia’s banking industry“, UTMS Journal of Economics, Vol. 9, No. 2, pp. 169-180, 2018
  11. Pirić, V., Masmontet, P., Martinović, M. “The Relationship between Employer Branding and Social Networks: Analysis from the Perspective of Young Graduates”, Journal of Marketing Development and Competitiveness, Vol. 12, No. 2, pp. 30-48, 2018
  12. Gerardi, B., Pirić, V., „Digital Marketing and Transformation of Marketing Mix in Croatia and Worldwide“, Mate d.o.o., Zagreb, 2018
  13. Martinović, M., Pirić, V. “Expectations of Millenials in regards with applied teaching methods and learning through technology during Marketing classes”, 6th Higher Education Institutions Conference – Proceedings, Aleksić, Maslać, K., (ur.), Mate d.o.o., Zagreb, str. 78-82, 2018
  14. Pirić, V., Vitlov, E., Martinović, M., „Copayment on Drug Prescription and its Influence on Patient Behaviour – a Croatian Example“, Journal of Marketing Development and Competitiveness, Vol. 11 (4) pp. 118-130, 2017
  15. Pirić, V., Martinović, M., Barac, Z., „Analysing the Participation of Young People in Politics: An Exploratory Study Applied on Motivation in Croatia“, 19. WASET World Academy of Science, Engineering and Technology, Conference Proceedings, March 11-12, Dubai, UAE, 2017
  16. Pirić, V., Martinović, M., Barac, Z., „Analysing the Participation of Young People in Politics: An Exploratory Study Applied on Motivation in Croatia“, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, Vol. 11, NO. 3, pp. 521-527, 2017
  17. Pirić, V., Krkač, K.,, Martinović, M., „Political Marketing Communications and Possible Contribution on Facebook, Social Networks and the Usage of New Technologies in the Republic of Croatia“, Journal of Advancements in Economics, Finance & Accounting, Volume VI, November 1, 2016, Washington, USA
  18. Pirić, V., Krkač, K.,, Martinović, M., „Political Marketing Communications and Possible Contribution on Facebook, Social Networks and the Usage of New Technologies in the Republic of Croatia“, Peer Reviewed Paper Presentation, 2016 Academic OASIS, International Multidisciplinary Academic Conference, 2016 IAABR International Conference on Business, Economics, Finance & Accounting, Orlando, Florida, March 9-12, 2016
  19. Pirić, V., „Ponašanje potrošača u turizmu – osnovne značajke turista kao potrošača“, u udženiku Turizam: Studije slučaja Hrvatske i regije, Mate d.o.o., Zagreb, 2016., str. 33-44.
  20. Pirić, V., „Povijesni razvoj turizma na primjeru grada Opatije“, u udžbeniku Turizam: Studije slučaja Hrvatske i regije, Mate d.o.o., Zagreb. str. 3-8.
  21. Pirić, V., Ćelić, I., „Motivacija glasača – moralno utemeljenje odluke i odgovornost za njezine posljedice“ – „Voter Motivation – Morally Based Decisions and Responsibility for Consequences“, Obnovljeni život, Časopis za filozofiju i religijske znanosti, Vol. 71, br. 3, Zagreb, 2016., str. 363 – 374.
  22. Pirić, V., Milas, Z., Corporate communication as an extended management function“, Book of Proceedings, First International Scientific and professional Conference „Fedor Rocco“ – Croatian prospects in the European Union, Zagreb, 2014., Croatia, str. 359.-367
  23. Martinović, M., Jurković-Majić,O.,Pirić, V., Arambašić, S., Miličević, K., srednjoškolski udžbenik „Marketing 3“, Mate, Zagreb, 2014.
  24. Pirić, V., Martinović, M., Njavro, Đ., „Client satisfaction with services rendered as a contemporary marketing tendency and the source of client loyalty – case of the brand BMW Croatia, Magazine Practical Marketing, 2013., No. 11 (201), str. 27-35
  25. Pirić, V., „Gerila marketing na primjeru poduzeća Tomić & Co.“, poglavlje u knjizi Martinović, M., „Marketing u Hrvatskoj – 55 poslovnih slučajeva“, Mate, Zagreb, 2011.
  26. Pirić, V., koautor, Previšić J. (ed.), „Leksikon marketinga“, Ekonomski fakultet Zagreb,, 2011.
  27. Martinović, M., Pirić, V., Mušura, A. “Etička pitanja vezana uz proizvod kao dio marketinškog spleta“, Obnovljeni život, 04/2011, Zagreb
  28. Pirić, V., Martinović, M., Njavro, Đ. „Utjecaj promjene korporacijskog vizualnog identiteta na imidž poduzeća i prodajne rezultate u uvjetima recesije“, Grebenikov Business Career, Advertising Theory and Practice“, August 2011, No. 4 (46), str. 204.-220.
  29. Pirić, V. : „Utjecaj korporacijskih komunikacija na imidž i konkurentnost poduzeća“, Tržište, Vol. XX, (2008), br. 2, str. 149.-162.
  30. Valentina Pirić: „Korporacijske komunikacije: uloga, značaj i utjecaj na imidž poduzeća“, Zbornik sažetaka s XIX. Kongresa CROMAR-a, „Marketinške Paradigme za 21. stoljeće“, Zagreb, 21-22. Listopada, 2005., str. 62.-63.
  31. Krpan Kobešćak, K., Pirić, V.: „Utjecaj grafičkog dizajna i marketinške komunikacije na prodajne rezultate; The Influence of Graphic Design and Marketing Communication on Sales Results“, Proceedings of the 9th International Conference on Printing, Design and Graphic Communications Blaž Baromić, Faculty of Graphic Arts – University of Zagreb, Lovran, Croatia, 15-16 September, 2005., str. 59.-64
  32. Pirić,V., Pirić, Z.: „Influencing the Online Consumers Behaviour: The Case of Premium Brand Car Manufacturer in Croatia“, Proceedings of the Sixth International Conference on Enterprise in Transition, Book of Extended Abstracts, CD ROM with full papers, University of Split, Faculty of Economics, Split-Bol, May, 25-28, 2005., str. 124-127
  33. Pirić, V. :“The Influence of Corporate Communications on Corporate Image: The Picture of the Croatian Car Market“, Proceedings of the 2nd International Conference: An Enterprise Odyssey: Building Competitive Advantage, June 17-19, 2004., str. 261-262
  34. Jurum Kipke, J., Pirić, V., Manucci, M. : „The influence of BMW Group Energy Strategy Communication on Corporate Image“, Promet-Traffic-Traffico, Scientific Technical Journal forTraffic Theory and Practice, Vol. 16, No.4, 2004., str. 231-237
  35. Martinović,M., Pirić, V. „Društveni marketing s posebnim osvrtom na vjerske institucije i vjerske škole u Republici Hrvatskoj“, Mostariensia. Časopis za humanističke znanosti, Sveučilište u Mostaru, Bosna i Hercegovina, Mostar, 2003., str. 123-140