معرفی
Mirela Mihić serves as an Adjunct Professor at the Faculty of Economics, University of Rijeka, where she functions as an external associate teaching the MBA course 'Consumer Behavior and Business Customers.' Her responsibilities encompass delivering comprehensive instruction on consumer psychology, market research methodologies, and strategic marketing applications across graduate-level programs.
Her academic focus centers on consumer behavior dynamics, with specialized expertise in sustainable consumption patterns, dark-side consumer phenomena, and B2B marketing strategies. She investigates how cultural frameworks, social structures, and psychological factors shape purchasing decisions, emphasizing practical applications for market segmentation and marketing strategy development. Her work bridges theoretical consumer research with real-world business implementation, particularly in organizational buyer contexts and post-purchase consumer satisfaction metrics.
While her current role primarily involves course instruction, her curriculum design reflects deep engagement with contemporary consumer research trends including cross-cultural influences, demographic variables (age/gender), and ethical considerations in sustainable consumerism. The absence of documented research outputs or awards in available materials suggests her primary institutional contribution remains pedagogical within the MBA program framework.
