Bojana Čavić

Digital platforms have transformed brand communication while increasing companies’ exposure to reputational risks. The paper analyzes crisis communication strategies used by brands to protect their reputation during and after crisis situations. A qualitative methodology based on case study analysis was applied to international brands, including Nike, Starbucks, and H&M. The analysis focused on communication through Twitter/X, Instagram, and Facebook, with particular attention to the speed, tone, transparency, and consistency of messages and public reactions. The theoretical framework includes the Situational Crisis Communication Theory (SCCT). The results indicate that timely, transparent, empathetic, and consistent communication can reduce the negative impact of crises and contribute to maintaining consumer trust and strengthening brand reputation.

In an environment characterized by rapid market transformations and technological advancements, marketing managers face increasingly complex challenges in adapting to consumer expectations. This paper aims to present an overview of current theoretical concepts and contemporary research findings related to the role, tasks and responsibilities of marketing managers in the context of global competition, digitalized processes and comprehensive business transformation. Special attention is paid to identifying key contemporary challenges, including managing digital communication channels, building and maintaining brand reputation, implementing sustainable marketing practices and resolving ethical dilemmas in the decision-making process. Based on the analysis of relevant sources, the paper provides a consolidated overview of the most important current findings and formulates recommendations for improving managerial activities in the field of corporate marketing. The findings indicate the importance of developing flexible organizational models, strengthening digital skills and applying a strategic approach to rapid market transformations.

The contemporary educational environment increasingly relies on the application of artificial intelligence in order to improve the teaching process and support teachers’ professional development. Artificial intelligence tools have the potential not only to enhance teachers’ work, but also to transform traditional approaches to teaching and learning. AI-based technologies provide numerous opportunities for educators, particularly in relation to ethics, digital literacy, trust in algorithmic recommendations, and concerns regarding the possible reduction of teacher autonomy. This paper aims to examine how teachers and teaching assistants at the Belgrade Academy of Business and Artistic Applied Studies perceive the integration of artificial intelligence into the teaching process, as well as the extent to which they are prepared to use AI tools in their everyday work. Special attention is devoted to teachers’ self-efficacy in the context of AI implementation. The study demonstrates the extent to which AI tools contribute to enhancing teachers’ self-efficacy, as well as their perceptions of the benefits and challenges related to professional development through the use of such technologies.

In times of crisis, marketing strategies face the challenge of reduced budgets aimed at maintaining company profitability, which often shifts focus away from the development of long-term customer relationships. However, it is clear that marketing is not merely one of the subsystems within a company, but rather the foundation that sustains it. Previous studies indicate that crises affect consumers’ willingness to purchase conventional and non-essential products differently, as consumer behavior during such periods is largely driven by fear and changing needs. This paper aims to analyze the importance of marketing strategies in times of crisis through an integrative review of academic literature, with a particular focus on consumer behavior in Serbia.

The modern marketing concept is based on the development of new marketing areas that enable a better understanding and adaptation of strategic and management processes to the specifics of business organizations and real market conditions. This means that the successful application of marketing principles requires their transformation into practical activities that meet the specific needs of the market. One of the important indicators of the evolution of marketing is its increasingly widespread application in various market segments, which has resulted in the development of new marketing disciplines. Examples of these disciplines include the following: international marketing, services marketing, tourism, trade marketing, financial institution marketing and e-marketing. International marketing focuses on doing business in global markets and adapting to different cultural, economic and legal frameworks. Services marketing is specific to intangible products and often includes a greater emphasis on consumer s