معرفی
Jelena McIntyre is a Professor at Singidunum University's Faculty of Business in Belgrade. She holds a Doctorate in Business Administration from Belgrade University (2009) following postgraduate studies in Trade Management (2002) and a Bachelor's in Foreign and Domestic Trade (1995). Her research focuses on marketing strategy, digital transformation, tourism management, and bioeconomy, with notable work on advertising ethics, corporate social responsibility, and the impact of social media on business performance. She has authored/co-authored books like Strategijski menadžment and published over 30 articles in journals like SCIENCE International Journal and Marketing.
Her recent work explores idealized female beauty in advertising (2025), bioeconomy strategies in Serbian universities (2018), and digital marketing innovations. She contributes to academic conferences such as SITCON and SINTEZA, addressing topics like peer-to-peer business models and religious tourism promotion. Her teaching spans business management and marketing, with a focus on integrating emerging technologies into educational practices.
Professional activities include advising public utility organizations on stakeholder management and collaborating on projects like Serbia's Danube region environmental protection initiatives. She actively participates in Singidunum University's academic governance and curriculum development for business and tourism programs.
