Joanna Macalik

Dr. Joanna Macalik is a Lecturer in the Department of Marketing Management at Wrocław University of Economics. Her academic work focuses on the intersection of marketing theory and practical applications across multiple domains including personal branding, museum marketing, and regional branding.

Dr. Macalik's research interests span several interconnected domains of modern marketing. She has made significant contributions to understanding personal branding, particularly among startup leaders and young professionals. Her work examines how individuals construct and leverage their personal brands to enhance business performance and career advancement. Additionally, she has conducted extensive research on museum marketing, investigating how cultural institutions communicate with their audiences and contribute to regional branding efforts. Her studies on influencer marketing, particularly during the COVID-19 pandemic, demonstrate her ability to address timely and relevant marketing challenges.

Analysis of Dr. Macalik's publication record reveals a clear trajectory of research focused on branding across different contexts. Her work consistently bridges theoretical marketing concepts with practical applications, often using empirical research methods. The publications show a progression from traditional marketing communication topics toward more contemporary digital and social media applications. Notably, her research frequently employs case study methodologies, with a particular focus on the Wroclaw region in Poland, suggesting strong local engagement alongside broader theoretical contributions.

Dr. Macalik has advised numerous students and contributed to various research projects, though specific details about her mentoring activities are not widely publicized. Her work has likely contributed to curriculum development in marketing communication, personal branding, and digital marketing within her department.