Katri Kerem

Katri Kerem is an Assistant Professor and Head of the Entrepreneurship and Business Administration Bachelor's Programme at Estonian Business School (EBS). She previously held roles as Professor of Marketing and Head of the Marketing Department. With a PhD in Economics from Tallinn University of Technology (2003), her research focuses on consumer behavior, marketing strategy, sustainability, and technology adoption. She has led projects such as curriculum reform at Yerevan Haybusak University and Valga County's education strategy. Notable awards include the 2017 Emerald Literati Network Highly Commended Paper Award and 2011 Emerald/CEEMAN Case Competition recognition. Her work bridges academic contributions with practical applications in marketing, digital transformation, and organizational change.

Education:

• Bachelor of International Economics, University of Tartu (1994)
• Master of Business Administration, Tallinn University of Technology (1998)
• Doctor of Philosophy in Economics, Tallinn University of Technology (2003)

Research Interests: Dr. Kerem investigates consumer behavior dynamics, particularly in digital contexts such as e-banking adoption, social media influence, and athlete branding. Her work explores how marketing strategies align with sustainability goals and how technology shapes consumer choices. Recent projects analyze generative AI in education and responsible marketing frameworks.

Key Projects:

• 2024: Curriculum reform & modern teaching methods at Yerevan Haybusak University
• 2023: Valga County education strategy 2024–2035

Grants & Awards:

• €49,732 from Estonian Development Cooperation Foundation for YHU curriculum project
• Emerald Literati Network awards for impactful research (2006, 2017)

Lab/Team: Active in EBS's Marketing and Communication Department, leading initiatives in sustainable business practices and digital marketing innovation.