Professor Spotlight: Iva Buljubasic, PhD on Business Communication, PR, and Strategic Marketing

Blog > Professor Spotlight: Iva Buljubasic, PhD on Business Communication, PR, and Strategic Marketing
Iva Spotlight

At the SSBM Geneva, our commitment to excellence drives us to highlight the educators who inspire and innovate in their fields. Professor Iva Buljubasic, PhD, a distinguished expert in business communication, public relations, and strategic marketing, brings her profound knowledge to the classroom, empowering students with the skills and knowledge to thrive in today’s competitive business environment. Prof. Buljubasic shares her journey, teaching philosophy, and insights on the challenges and rewards of mastering these critical business disciplines.

What inspired you to specialize in business communication, public relations, and strategic marketing, and how do you incorporate your passion into your teaching methods?

From my undergraduate years, I was fascinated by how purchasing decisions are influenced by the environment, the dynamics of business communication, and the intricacies of managing public relations. My professional journey has been significantly shaped by the direct and indirect impacts of personal and promotional communication events, which can drive organizational change.

My dedication to these fields fuels my teaching approach, where I strive to mentor future business leaders. I bring the lessons to life by incorporating real-life corporate examples, case studies, and practical applications. My goal is to create an engaging learning environment where students not only learn about but also experience the nuances of business communication and marketing strategies in practice.

As a professor, how do you ensure that students grasp the importance of effective communication and strategic marketing in today’s dynamic business landscape?

To ensure students understand the crucial role of effective communication and strategic marketing, I blend theory with practice. This involves integrating real-world case studies, examples, and simulations into the curriculum to showcase the practical application of these principles. Additionally, I invite guest lecturers from academia and various industries to share their experiences and insights.

Staying updated with the latest trends and technologies in these fields is also essential. This approach helps students see the practical implications of effective communication, public relations, and strategic marketing in the modern business world.

Iva SSBM Geneva

In your experience, what are some key challenges students face when learning about business communication and marketing strategies, and how do you help them overcome them?

Students often find it challenging to grasp complex concepts, as these fields involve intricate theories and frameworks. To address this, I break down complex ideas into manageable parts, provide real-world examples, and offer supplementary resources such as videos or articles. Sharing my professional experiences and scenarios also helps students relate to the material.

Another challenge is balancing creativity with strategic thinking. While creativity is crucial in marketing, strategic planning and data-driven decision-making are equally important. Through guided exercises and feedback, I help students learn to blend creativity with strategy in their marketing efforts.

At the Swiss School of Business and Management Geneva, we are proud to have dedicated and passionate educators like Prof. Iva Buljubasic, who are committed to preparing our students for success in the ever-evolving business landscape.