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PhD – 2011, Faculty of Economics – University of Belgrade

Master’s degree – 2008, Faculty of Economics – University of Belgrade

Маster’s degree – 2007, University of Tor Vergata, Rome

Diploma – 2005, Faculty of Economics – University of Belgrade

Awards, grants, certificates, memberships, corporate / public service

Awards and grants

▪           Young researcher mobility grant winner within the Coimbra Universities Group. Mobility occurred at the University of Granada in September 2015.

▪           Teacher mobility grant winner within the Central European Exchange Program for University Studies (CEEPUS). Mobility occurred at the University of Zagreb in April 2015.

▪           Grant for the participation in the WBC-INCO.NET Final conference and brokerage event: Towards 2020: New Horizons for RTD and Innovation in the Western Balkan Region, held in Vienna, Austria. The scholarship is provided by the Centre for Social Innovation – ZSI (March 2014)

▪           Full scholarship (tuition, board and lodging, transport and insurance costs) of the Italian Ministry of Foreign Affairs for Master studies at the University of Tor Vergata in Rome, for 2006/2007

▪           Grant for the participation in the 3rd Russian Summer School on Institutional Analysis – New Institutional Economics: Research Methods and Tools. Scholarship is provided by State University – Higher School of Economics (July 2010)

▪           2nd prize on the Regional Business Plan Competition in 2006, in organisation of Academic Training Association for Western Balkans

Memberships and public service

▪           The member of the steering committee of the Foundation of the Faculty of Economics of the University of Belgrade – 2012 – present

▪           UNICEF’s collaborator on the promotion of the initiative “Children’s rights and business principles”

▪           Member of Bioethical Society of Serbia

▪           International Advertising Association (IAA)

▪           European Marketing Academy (EMAC)

▪           Serbian Marketing Association (SeMA)

▪           Scientific Society of Economists (NDE)

The most recent trainings and certificates

  • “Introduction to Structural Equation Modelling using Mplus” at Utrecht Summer School, University of Utrecht
  • Train the trainer: teaching Intellectual Property with the Academy teaching material, The Intellectual Property Office – Republic of Serbia
  • Teaching competencies and academic skills of the university professors, University of Belgrade

Fields of teaching and research

Marketing Communications, Internet marketing, Marketing aimed at children, Economic education of children, Food products’ consumption

Courses taught

Marketing Communications, Services Marketing, Marketing, Internet Marketing

Key references (publications and projects)


  • Filipović, J. (2010), Little shoppers, big market [Mali kupci, veliko tržište], Zavod za udžbenike: Belgrade
  • Brečić, R., Filipović, J., Gorton, M., Ognjanov, G., Stojanović, Ž., White, J. (2013), “A Qualitative Approach to Understanding Brand Image in an International Context: insights from Croatia and Serbia”, International Marketing Review, Vol. 30, No. 4, pp. 275-296
  • Veljković, S., Stojanović, Ž., Filipović, J. (2015) “Attitudes toward farm animals welfare and consumer’s buying intentions – case of Serbia”, Ekonomika poljoprivrede, Vol. 62, No. 1, pp. 53-71.
  • Stojanović, Ž., Filipović, J. (2014). “Consumers of products with health claims in the Western Balkans: Producers’ perception and reality”.Ekonomika preduzeća, 62, No. 3-4, pp. 210-216.
  • Filipovic, J. (2013), “Brand sensitivity among children in Serbia”, Economic Themes, Vol. 51, No. 4, pp. 839-851
  • Filipovic, J., Stojanovic, Z. (2013), “Consumer Perception and Use of Products with Health Claims in Western Balkan Countries” in Agrarian perspectives XXII – Development trends in agribusiness (eds. Smutka, L. and Zagata, L.), Prague, pp. 199-211
  • Filipović, J., Marinković, V. (2013) “Effectiveness of various advertising appeals featured in banners”, Actual Problems of Economics, No. 6
  • Filipović, J. (2013), “The Attractiveness of Different Online Formats: Motives and Frequencies of Use”, Communications and Strategies, Vol. 89, No. 1, pp. 105-115
  • Filipović, J., Đorđević, A. (2010), “The effects of a shop’s functional features on children’s store preferences”, South East European Journal of Economics and Business, Vol. 5, No. 2, pp. 107-113
  • Filipović, J. (2012), “The Research Design of the Effects of the Internet Communications Aimed at the Millennial Generation”, The Role of Contemporary Management and Marketing Methods in Improvement of Competitiveness of the Companies in Serbia within the Process of its Integration to the European Union (ed. Janićijević, N.), CID: Belgrade, pp. 209-231
  • Filipović, J., Ognjanov, G. (2009), “Media consumption among children in Serbia”, Proceedings of the 1st EMAC regional conference Marketing Theory Challenges in Emerging Societies (eds. Mumel, D., Pisnik Korda, A.), Maribor, pp. 67-73
  • Filipovic, J., Djordjevic, A. (2012) “Differences in preferences of various advertising appeals according to gender”, Proceedings of the 4th EMAC regional conference Marketing Theory Challenges in Emerging Societies (eds. Maričić, B., Ognjanov, G.), Belgrade, pp. 69-75

Scientific projects

  • 2015-2018, Team Leader of the University of Belgrade and Researcher , IF4TM – Institutional framework for development of the third mission of universities in Serbia, Erasmus Plus, European Commission
  • 2012-2015, Researcher, COMPETE – International comparisons of product supply chains in the agri-food sectors: determinants of their competitiveness and performance on EU and international markets, collaborative project financed by the 7th Framework Programme FP7, European Commission, DG Research
  • 2009-2012, Researcher, FOCUS BALKANS – Food Consumer Science in the Balkans: Frameworks, Protocols and Networks for a better knowledge of food behaviours; small collaborative project financed by the 7th Framework Programme FP7, European Commission, DG Research
  • 2015-2016, Researcher, Migration as Social Protection: Analysis of Macedonian, Albanian and Serbian Remittance-receiving Households, Regional Research Promotion Programme (RRPP) Western Balkans
  • 2014, Researcher, Research of consumer attitudes on influence of farm animals welfare standards on the quality and safety of food: the part of the project “Welfare for all”, financed by Austrian Development agency and European Union
  • 2013-2014, Researcher and project leader for Serbia, Project members: University of Belgrade, University of Zagreb, Newcastle University, Plymouth University and Cardiff University. Project is funded by the grant obtained by Plymouth Business School, UK
  • 2011-2015, Researcher, The implementation of contemporary management and marketing methods in improving competitiveness of companies in Serbia in the process of its integration in European Union, project is supported by the Ministry of Science and Technological Development of Republic of Serbia and coordinated by the Faculty of Economics in Belgrade
  • 2011–2015, Researcher and administration officer, The development and the application of the new and traditional technologies in the production of the competitive food products with added value for domestic and foreign market project is supported by the Ministry of Science and Technological Development of Republic of Serbia and coordinated by the Institute for Food Technology