I am a marketing person with passion for digital marketing, lecturer, author, and marketing consultant.

Vatroslav Škare

Currently I am an Associate Professor at the Marketing Department, Faculty of Economics and Business – University of Zagreb. I pursue both developing my research skills and gaining practical business experiences in order to be able to inspire current and future marketing experts.

My areas of expertise are:

  • digital marketing
  • product & brand management
  • services marketing
  • marketing strategy and decision-making

I am actively involved in undergraduate, graduate and executive education, both in Croatia and abroad. My continuous teaching engagements are:

  • University of Zagreb – Faculty of Economics & Business (Principles of Marketing, Digital Marketing, Product Management, Services Marketing, Brand Management)
  • University of Zagreb – Faculty of Economics & Business – Doctoral Program in Economics & Business (Selected Topics in Business Administration – Digital Transformation of Marketing)
  • University of Zagreb – Faculty of Architecture, School of Design (Design Management, 2014-2017)
  • University of Ljubljana, Faculty of Economics (Digital and Social Media Marketing)
  • ISM University of Management and Economics – Vilnius (Digital and Social Media Marketing)
  • Vilnius University, Faculty of Economics and Business Administration (Digital Marketing Communication)

As a guest lecturer I visited following universities:

  • Corvinus University of Budapest – Faculty of Business Administration (Hungary)
  • Babes Bolyai University – Faculty of Economics and Business Administration (Romania)
  • Universidad de Castilla-La Mancha (Spain)
  • Campus 02 Fachhochschule der Wirtschaft (Austria)
  • University of Sarajevo – School of Economics and Business Sarajevo (Bosnia and Herzegovina)

I serve as one of the technical editors of the scientific marketing journal Market-Tržište. Furthermore, I am a reviewer for several scientific marketing journals, member of the scientific board of marketing conferences, and National representative for Croatia at European Marketing Academy (EMAC).

From 2014 to 2017, I participated in “Extended model of online privacy concerns-PRICON” research project of The Institute of Economics in Zagreb (commissioned by Croatian Science Foundation’s Research Projects Programme), where I collaborated with the team of researchers who were examining the issues of consumer privacy in the digital environment.

Currently, I am a team member of the research project “Factors influencing the willingness to disclose personal data, and its impact on the choice of a purchasing channel”, which is run by Vilnius University, Faculty of Economics and Business Administration, and commissioned by Research Council of Lithuania.

As a consultant, I have been involved in marketing projects in different industries:

  • Digital marketing (sectors: tourism & hospitality, media, local government, tourism organizations)
  • Brand management (sectors: tourism & hospitality, media, local government, tourism organizations, insurance, sport events)
  • Marketing strategy (sectors: tourism & hospitality, media/publishing, local government, tourism organizations, retail, banking, transportation)
  • Marketing decision-making (sectors: banking, ICT)
  • In-house trainings (sectors: tourism & hospitality, banking, retail, pharmaceuticals, home appliances, food & beverages)

cv-vskare My detailed CV in PDF is available here.

Please follow these links to learn more about my…