Profile

Dr Ana Bogdanovic is a NUBS Director of Education, Senior 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.

Ana's scholarly work relates to pedagogy of marketing, increasing students' intercultural competencies within exploration of global marketing and critically assessing personification of brands within international brand management.

Ana is a co-author of the next edition of globally renowned textbook Hollensen & Bogdanovic (2025). Global Marketing (9th ed.). Harlow: Pearson.

Roles and Responsibilities

NUBS Director of Education (Since January 2023)

Senior Lecturer in Marketing

Member of Marketing: Consumers, Communications and Services Research Community 

Qualifications

BSc., MSc. and PhD in Marketing

Senior Fellow of Higher Education Academy of the UK

Previous Positions

Degree Programme Director of NN52 - Marketing and Management BSc. Hons. (September 2019 - March 2023)

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

Memberships 

The European Marketing Academy - EMAC

International Association on Public and Nonprofit Marketing (IAPNM/AIMPN)

Serbian Marketing Association - SeMA

External Roles

External Examiner for Coventry University and Cardiff Metropolitan University

External Advisory Panel Member for London Metropolitan University

Long Term Contributor for Pearson Education 

Expert Contributor at SAGE Publishing

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

Languages

Serbian (Bosnian-Croatian-Montenegrin-Serbian (BCMS)) - native speaker

English - proficient user (IELTS Academic C2 obtained in November 2017)

Macedonian, Bulgarian (and other Slavic languages) - proficient user;

French, Spanish - basic user

Dr Bogdanovic 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, Higher Education Marketing, Global Marketing and International Brand Management.

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 outstanding 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.

Ana acts as Expert Contributor by Pearson Education and SAGE Publishing, for the publications in field of branding and marketing. 

For Pearson, she is currently co-authoring, with Svend Hollensen, the next edition (to be published in 2025) of 'Global Marketing', one of the most widely used textbooks for teaching international/global marketing, strategic marketing management, international management and similar courses.

She has also worked on a project (based on Revel platform) for development of complementary digital content for more impactful teaching, learning and assessment based on Hollensen’s Global Marketing textbook, 8th edition, since 2020.

For SAGE, she has been reviewing the additional digital teaching and learning tools for the newest edition of popular branding textbook: Beaverland, M. (2021) Brand Management: Co-Creating Meaningful Brands. Second Edition. London: SAGE.

Undergraduate Teaching Modules at NUBS

Module Leader on Global Marketing module (MKT2001 and MKT2101) and Global Marketing for Study Abroad and Erasmus Students (MKT2002)

Postgraduate Teaching Modules at NUBS

Module Leader on NBS8509 - International Brand Management



Esteem Indicators

• Excellent contribution to the education agenda at NUBS during first year in the DoE role, Newcastle University Vice-Chancellor - Celebrating Success, 10/1/2024 
• Nomination for The Education Awards (TEAs) in the Outstanding Contribution to Teaching - HASS category, 2019 and 2022
• Newcastle Teaching Award, 2018
• Dean’s Special Award for Outstanding Contribution to Teaching and Supporting Student Development, Faculty of Economics University of Nis (FEUN), 2017

Involvement in Pedagogic Projects aimed at Learning and Teaching Enhancement

• Leading Newcastle University Student Communications sprint (Sept-Oct 2024) resulting in design of three tools to improve efficiency of communications with students at NUBS and NU (Student Journey Map, Annual Comms Calendar, Staff Guide for Comms with Students)
• Academic co-lead on Co-creating real life solutions to local ‘wicked problems project @ NUBS, funded by Newcastle University Education Enhancement Fund, January to June 2024
• Acted as sponsor of Student Engagement Design Sprint in October-November 2023, resulting in design of three tools and initiatives to increase engagement in co and extra-curricular activities at NUBS and NU;
• Academic co-lead on pilot project for Introducing Unitu (online platform for collecting and analysing student feedback in real time) to NUBS, September 2021 - September 2022
• Coordinator (designer and lead) of Re-placing the Placement, independent Academic Practice Project aimed at better promotion and organization of students’ work placement in 2019/20. The findings and recommendations of the project have been presented on the academic conferences and integrated into the work of newly formed Student Experience team at NUBS and significantly increased satisfaction of Placement students, according to NSS 2020 and 2021.
• Introduction of new teaching and learning methods and practices – guest lecturers delivered by practitioners, workshops for case study analysis and provision of formative assessment and feedback on modules taught at NUBS (e.g. guest lecture by Finance Director of Blue Line Taxis on MKT2001 and by Head of Brand and Creative from Simply Be for the UG Marketing students)

In previous institutions, before joining NUBS:

• Mentoring students’ teams participating in international marketing competitions at FEUN with outstanding results, e.g. 2nd places on Peak time in Latvia, 2013; VIII International Congress of Teaching Cases Related to Public and Non-profit Marketing in Portugal, 2016; International Marketing Olympics, Bulgaria 2017
• Introduction of new teaching and learning technologies (e.g. SimBrand marketing decision-making simulation game (http://www.cesim.com/) used on Marketing course, at FEUN, 2012-2014
• Supporting and coordinating student research activities on Consumer Behaviour Module (2012-2017) and consultancy projects on Marketing Communications module in 2016 and 2017 at FEUN
• Design and delivery of marketing and branding trainings for various groups of participants (e.g. training for employees in tourism sector, within Net4tour project, http://net4tour.org/) 

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

• Member of Annual Progression Panel for three PhD students at NUBS
• MSc International Marketing at NUBS: 25, all successfully completed with avg. merit degree classification incl. 1supervisee awarded Best Academic Performance in student cohort in 2018
• MSc. Marketing at FEUN, Serbia: second supervisor to 2 students awarded distinction degree classification

Funding Received

Ana has contributed to obtaining external funding for 3 research projects at NUBS so far.

- Hort2thefuture project financed by the EU- Horizon Europe call (Total grant: 6,499,797 EUR; funding for Newcastle University: 410,027.5; duration of the project: 24 months from May 2024)

- Creative Spark, Financed by the British Council (total budget for 2019/20 and 2020/21 is 49.000 £) 

- Arrow project ‘Enhancing the BluSky Business Builder Programme’ (13/02/2019 - 30/09/2109) financed by the European Regional Development Fund (5.587 £) 

She has also contributed to obtaining funding for pedagogical projects including:

- Co-creating real life solutions to local ‘wicked problems’ project @ NUBS, 2024, financed by Newcastle University Education Enhancement Fund (awarded 1.850 £)

- Student designed programme to support wellbeing and community membership, 2022, financed by Newcastle University Education Development Fund (awarded 2.500 £)

- Introducing Unitu (online platform for collecting and analysing student feedback in real time) to NUBS, 2021-2022, funding awarded by NUBS Digital Education Fund (2000£)

In her previous institution she has been 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.

• Articles

  • Filipovic J, Popovic A. How to Recognize Potential School Leaders among Primary School Teachers: Framework Based on Financial Literacy Level and Type of Motivation. Management: Journal of Contemporary Management Issues 2019, 24(Special Issue), 107-121.
  • Schatz M, Popovic A, Dervin F. From PISA to National Branding: Exploring Finnish Education®. Discourse 2017, 36(2), 172-184.
  • Popovic A, Stankovic LJ, Djukic S. Positioning Strategies of Higher Education Institutions in the Republic of Serbia. Teme 2015, XXXIX(3), 643-659.
  • Popovic A. Marketing communications of higher education institutions in Republic of Serbia. Marketing 2015, 46(3), 161-178.

• Book Chapters

  • Popovic A, Stankovic Lj. Market orientation and competitiveness in higher education context. In: Krstic B, ed. Improving the competitiveness of the public and private sector by networking competencies in the process of European integration of Serbia. Niš: Faculty of Economics, University of Niš, Serbia, 2017, pp.120-150.
  • Stankovic, Lj, Popovic, A. ‘Пропагандни апели високошколских установа: како привућибудуће студенте?’ (Promotional appeals of Higher Education Institutions: How to Attract ProspectiveStudents?). In: Marinkovic, S; Arandjelovic, Z, ed. Anti-crisis policies and post-crisis processes: Challenges of contemporary economic science. Nis, Serbia: Faculty of Economics, University of Nis, 2015, pp.523-537. In Preparation.

• Conference Proceedings (inc. Abstracts)

  • Dzenkovska, Y, Bogdanovic, A, Nicoara, C, Tan, E, Palamida, E. Wicked problem-based learning:co-creating solutions to help the community. In: Learning, Teaching and Student Experience Annual Conference. 2024, Birmingham: Chartered Association of Business Schools - CABS. In Preparation.
  • Dzenkovska, Y, Bogdanovic, A, Nicoara, C, Tan, E, Palamida, E. Wicked Problem-Based Learning: Design Thinking and Community Action. In: Newcastle University Learning and Teaching Conference. 2024, Newcastle University. In Preparation.
  • Dzenkovska, Y, Bogdanovic, A, Parker, J, Shamshi Bahar, V. Increasing student engagement withextra-curricular activities: interventions co-created by staff and students using design thinkingmethodology. In: Newcastle University Learning and Teaching Conference. 2024, Newcastle University. In Preparation.
  • Dzenkovska, Y, Bogdanovic, A, Parker, J, Shamshi Bahar, V. Design thinking in student-staff cocreation of solutions to increase student engagement in extra-curricular activities. 2024, Birmingham: Chartered Association of Business Schools - CABS. In Preparation.
  • Tan E, Bogdanovic A. Student motivations for engaging in higher education and expectations of experience: A visual research project. In: LTDS Learning and Teaching Conference 2023. 2023, Newcastle University.
  • Nicoara C, Bogdanovic A, Tan E. Missing the Student Voice Online – Lessons from the Unitu Online Student Voice Pilot at Newcastle University. In: American Marketing Association Global Marketing SIG Conference. 2022, Hania, Grece. In Preparation.
  • Nicoara C, Bogdanovic A, Tan E. ‘Missing the Student Voice Online – Lessons from the Unitu Online Student Voice Pilot at Newcastle University. In: CABS LTSE Conference. 2022, Belfast. In Preparation.
  • Popovic, A, McCartie, D. Re-Placing the Placement: Enhancing the Work PlacementExperience of Newcastle University Business School Students. In: Online Festival of Learning, Teaching & Student Experience. 2020, Chartered Association of Business Schools (CABS). In Preparation.
  • Popovic, A, McCartie, D. Re-Placing the Placement: Enhancing the Work Placement Experience of Newcastle University Business School Students. In: Education for All - Learning and Teaching Conference. 2020, Newcastle University. In Preparation.
  • Popovic A, Stankovic Lj, Djukic S. The West and the Rest - The extent of marketing in higher education institutions in developed and developing countries. In: 7th EMAC Regional Conference. 2016, Sarajavo, Bosnia and Herzegovina.
  • Popovic, A. Business orientations of Higher Education Institutions. In: Summer school on Higher Education. 2015, Jyväskylä, Finland: University of Jyväskylä. In Preparation.
  • Popovic A, Stankovic Lj. Conceptualization Of Serbian Non Profit Organizations’ Market Orientation. In: 3rd EMAC CEE Regional Conference: Marketing theory. 2012, Faculty of Economics, University of Belgrade.
  • Stankovic Lj, Popovic A. Image of nongovernmental sector in Serbia - state and perspectives. In: International Congress of the International Association on Public and Nonprofit Marketing "The role of Public and Nonprofit Marketing on the new sustainable dvelopment model". 2011.

• Edited Book

  • Popovic A, Dervin F, ed. Ethics and the Marketization of Higher Education: Buying and Selling in the Global Education Marketplace (working title). Palgrave McMillan, 2019. In Preparation.