Newcastle University Business School

Staff Profile

Dr Ana Popovic

Lecturer in Marketing Degree Programme Director of NN52 - Marketing and Management BSc. Hons.


Dr Ana Popovic is a Lecturer in Marketing, Module Leader of UG module Global Marketing and PG module International Brand Management. She also acts as a Dissertation Supervisor and a Personal Tutor.

Roles and Responsibilities

Lecturer in Marketing

Degree Programme Director of NN52 Marketing and Management BSc. Hons. 

Member of Marketing: Consumers, Communications and Services Research Community 


BSc., MSc. and PhD in Marketing

Fellow of Higher Education Academy of the UK

Previous Positions

Deputy Director of N500 - Marketing BSc. Hons. Degree Programme at NUBS (Jan-Aug 2018)

Assistant Professor at Faculty of Economics University of Nis, Serbia 2008-2017

(Teaching Associate 2008-2010, Teaching Assistant 2010-2016, Assistant Professor 2016-2017)

Visiting Professor at Faculty of Management University of Warsaw, Poland 2016

Visiting Researcher  at  Faculty of Behavioural Sciences (Department for Teacher Education) University of Helsinki, Finland 2014-2016


The European Marketing Academy - EMAC

Association of Public and Nonprofit Marketing

Serbian Marketing Association - SeMA

External Roles

Expert Contributor for Pearson Education 

Reviewer for Journal of Business Research (AJG2018=3), Serbian scientific journals 'Teme' (journal of international importance), 'Marketing', 'Facta Universitatis' and 'Economic Themes' (leading national journals) and conferences organized by EMAC and SeMA



Dr Popovic has an extensive and diverse teaching experience in the field of Marketing including PG and UG modules delivered to diverse groups of learners of different sizes: Marketing, Marketing Communications, Consumer Behaviour, Services Marketing, Relationship Marketing and Higher Education Marketing.

Before joining Newcastle University Business School in December 2017, she had been teaching for 10 years at the Faculty of Economic, University of Nis, Serbia and her students achieved excellent results on international marketing competitions in Latvia (2013), Portugal (2016) and Bulgaria (2017).

Ana has also been affiliated with Malta College of Arts, Science and Technology as a Senior Expert for teaching and learning material design (2013-2015); with Faculty of Management, University of Warsaw, Poland (2016) as a visiting professor; and with Tax Academy of the Russian Federation in Moscow (2017) as an invited lecturer.

Currently she is also engaged as an Expert Contributor by Pearson Education on a project (based on Revel platform) for development of complementary digital content for more efficient teaching, learning and assessment based on Hollensen’s Global Marketing textbook used on HE institutions worldwide.  

Undergraduate Teaching Modules at NUBS

Module Leader on MKT2001 - Global Marketing and

MKT2002 - Global Marketing for Study Abroad and Erasmus Students

Postgraduate Teaching Modules at NUBS

Module Leader on NBS8509 - International Brand Management

Esteem Indicators

  • Nomination for The Education Awards (TEAs) in the Outstanding Contribution to Teaching - HASS category, 2019
  • Newcastle Teaching Award, 2018
  • Dean’s Special Award for Outstanding Contribution to Teaching and Supporting Student Development, Faculty of Economics University of Nis, 2017


Research Interests

Global Marketing (Consumer Ethnocentrism, Xenocentrism, Stereotypes and Prejudice) 

Brand Management (Brand Image and Identity, Role of brand in consumer's self conceptualisation)

Higher Education Marketing 

Doctoral Dissertation: Market Orientation of Higher Education Institutions: comparative analysis of Serbian and Finnish universities 

Research Role 

Member of Marketing: Consumers, Communications and Services Research Community 

Engagement in Postgraduate Supervision

- currently panel member for 3PhD students


Funding Received

Ana has contributed to obtaining external funding in her previous institution through coordinating and managing international projects financed by European Commission. One of these projects (Finally – Financial Literacy for the Roma) was nominated for Gruntvig Excellence in Adult Education Award by European Association for the Education of Adults in 2017.  

Industrial Relevance

In both her teaching and research, Ana has been highly motivated by a belief that academic profession should contribute to the improvement of the community in which it takes place, by promoting its fundamental values. She has been engaged in practice through applied international research projects, co-authoring baseline studies and project reports; consultancy for local business organizations; provision of marketing trainings for various groups of participants. She is also a certified Trainer for EU Project Cycle Management and Evaluator of projects in the field of research, technological development and innovation.

Engagement in practice activities at NUBS:

Creative Fuse North-East project (May-September 2018), position: academic lead responsible for providing marketing guidance to small business owners in the region

- Arrow project ‘Enhancing the BluSky Business Builder Programme’ (March-September 2019), position: branding expert

Additional Information

Ana is a member of The European Marketing Academy (EMAC), The International Association on Public and Nonprofit Marketing (IAPNM), European Social Marketing Association (ESMA) and Serbian Marketing Association (SeMA). Through her engagement in these organizations, Ana has contributed to planning and organizing international scientific conferences in Finland (2014), Portugal (2016) and Serbia (2014, 2017) and has been acting as a reviewer for Journal of Business Research, top-ranked Serbian scientific journals “Teme” and “Marketing” and for conferences organized by EMAC and SeMA.