Principi marketinga
Marketing menadžment
Dr Tatjana Mamula Nikolić je redovni profesor na Beogradskoj bankarskoj akademiji – Fakultetu za bankarstvo, osiguranje i finansije od 2025. godine. Diplomirala je na Ekonomskom fakultetu Sveučilišta u Zagrebu 1987. godine. Magistrirala je 1999. i doktorirala je Fakultetu organizacionih nauka u 2007. godine sa tezom: “Implementacija indikatora marketinške metrike za evaluaciju brenda/robne marke i usluga”. Od 2012. do 2024. radila je kao docent i vanredni profesor na Fakultetu za menadžment, Univerziteta Metropolitan.
Od 2018. godine Tatjana je PCC sertifikovani coach od strane International Coaching Federation. U 2017. Tatjana je stekla sertifikate NLP Business Trainer, CEFE trener, PCM coach kao i Points of You train of trainers. Kao profesionalni coach, trener i mentor primenjuje svoja znanja i iskustva u radu sa studentima.
Tatjana je član mnogih strukovnih udruženja kao ICF, Udruženja poslovnih žena i CANSEE.
Svoje radno iskustvo započela je u farmeceutskoj kompaniji Plivi u Zagrebu a nastavila od 1993. u nekoliko marketinških agencija u Beogradu. Od 2001. do 2017. godine bila je izvršni direktor internacionalne firme za istraživanje marketinga za region Balkana.
Neki od istraživačkih projekata kojima se bavila u poslednje tri godine je bio za potrebe osoba sa invaliditetom za Forum mladih sa invaliditetetom. U 2021. objavila je monografiju Ponašanje nove generacije potrošača i lidera u VUCA svetu. U 2023. objavila je dve monografije u ediciji Živeti sa cunamijem – Kako napredovati na talasima promena: Reinovacija poslovanja i Reintegracija poslovanja. 2024. objavila je knjigu Brendovi i marketinške metrike za evaluaciju brendova u savremenom poslovanju.
Kralj, S., i Mamula Nikolić, T. (2024). Digital technologies, AI and consumer behavior: the influence of influencers. Limes plus. XX volume. 2-3. issue 2024, pp 215-234.
Mamula Nikolić, T., Paunović, I., Milovanović, M., Lozović, N., i Đurović, M. (2022). Examining the impact of Gen Z’s sustainability and circular economy attitudes on their eco-products consumer behavior: the mediating role of circular economy awareness. Sustainability 2022. February section Psychology of Sustainability and Sustainable Development
Mamula Nikolić, T., Popović-Pantić, S., i Perčić, K. (2023). Technology brands and the role of GenZ in their co-creation. In Kucharska, W. & Lechman, E. (eds) Technology Brands in the Digital Economy. Routledge, pp. 108-124. https://doi.org/10.4324/9781003184638-8
Mamula, T., Popović Pantić S., i Muller I. (2020). The Impact of ICT and Digitalization on Consumer Purchase Behaviour of Millennials as emerging Economic and Social Force–the Case of Serbia, Society and Technology, Chapter 10., Opportunities and Challenges, ICT and social development, Conceptual considerations, Lechman, E. (Ed.), Popowska, M. (Ed.). (2020). Society and Technology. London: Routledge, pp. 151-168.
https://doi.org/10.4324/9780429278945
Paunović, I., i Mamula Nikolić, T. (2023). Strategic family winery brand launch in the VUCA (volatility, uncertainty, complexity, ambiguity) market: 3 case studies from Serbian market. Journal of process management and new technologies. Vol. 11, Issue 1-2, 2023, pp. 57-6. DOI: https://doi.org/10.5937/jpmnt11-44579
Mamula Nikolić, T., Perčić, K., i Nećak, M. (2022). MSMEs need to change the game in challenging times such as COVID-19 crisis: Changes in consumer behavior habits. Teme. Vol. XLVI, no 1, 2022 pp. 215-234. Print ISSN: 0353-7919 Online ISSN: 1820-7804
Slavković, M., Pavlović, K., Mamula Nikolić, T., Vučenović, T., i Bugarčić, M. (2023). Impact of Digital Capabilities on Digital Transformation: The Mediating Role of Digital Citizenship. Systems 2023, 11(4), 172; https://doi.org/10.3390/systems11040172 – 26 Mar 2023 section Systems Practice in Social Science, Mar 2023
Đurđević, N., Mamula Nikolić T., Lozović N. (2024). In-store traffic patterns relevance for customer attention at shelf, ICMarkTech’24 – International Conference on Marketing and Technologies
Paunović, I., Popović-Pantić, S., i Mamula Nikolić, T. (2020). Exploring international destination governance typology for creating competitive and sustainable destinations, In book: 5th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era. December 2020. pp. 1-14. DOI: 10.31410/tmt.2020.1 ISSN 2683-5673 ISBN 978-86-80194-42-4 COBISS.SR-ID 41727497
Mamula T., Perić. N., i Bovan. A. (2020). The role of feedback as a management tool in performance management program, Access to Success QAS, Vol.21 No.177, destinations, In book: 5th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era. December 2020. pp. 1-14. DOI: 10.31410/tmt.2020.1 ISSN 2683-5673 ISBN 978-86-80194-42-4 COBISS.SR-ID 41727497
Mamula Nikolić, T., Pantić-Popović, S., Paunović, I., i Filipović, S. (2021). Sustainable Travel Decision-Making of Europeans: Insights from a Household Survey. Sustainability 2021, 13, 1960. https://doi.org/10.3390/su13041960 section Economic and Business Aspects of Sustainability
Bovan, A., Milovanović, M., i Mamula Nikolić, T. (2022). Exploring the association between HR independence in organizing educational innovation programs and the availability of educational and talent management programs in the companies from Serbia and the Republic of Srpska, APEIRON, XII (2):350-363, DOI 10.7251/EMC2202350B
Mamula Nikolić, T. (2023). Reinovacija poslovanja. Živeti sa cunamijem. Kako napredovati na talasima promena. HeraEdu i Univerzitet Metropolitan. ISBN 978-86-7956-194-7
Mamula Nikolić, T. (2023). Reintegracija poslovanja. Živeti sa cunamijem. Kako napredovati na talasima promena. HeraEdu i Metropolitan Univerzitet, ISBN 978-86-7956-195-4
Mamula Nikolić, T. (2021). Nova generacija potrošača i lidera u VUCA svetu. Univerzitet Metropolitan i iLearn, ISBN: 978-86-89755-20-6
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