Lucija Mihotić, PhD

Lucija Mihotić is a Junior Teaching and Research faculty member in the Department of Marketing at the Faculty of Economics and Business (FEB), University of Zagreb. Her academic journey began in Zagreb, where she completed high school, followed by undergraduate studies in Business and Administration and a graduate degree in Marketing at FEB Zagreb. She later earned her doctoral degree with distinction from the Vienna University of Economics and Business (WU), one of Europe’s leading institutions in the field.

Throughout her studies, Lucija consistently demonstrated academic excellence, actively participating in international programs that enriched her knowledge and practical experience. Among her notable achievements is the completion of the prestigious JOSZEF program—a competitive, bilingual (German and English) one-year scholarship program developed in cooperation with Austrian corporate partners to support top students from the Central and Eastern European (CEE) region. As part of the program, she completed an internship at AluKoenigStahl, one of Austria’s oldest and most respected family-owned companies, gaining valuable insights into the business environment.

She also completed the Master Class CEE, a practice-oriented complementary program for high-achieving management students from the CEE region, hosted by WU. This experience further strengthened her expertise in regional management and positioned her as a promising academic and professional in the CEE business landscape.

Lucija’s strong international orientation is reflected in her participation in various mobility programs, including summer schools, research initiatives, and debate competitions through CEEPUS, Erasmus, and other platforms. She studied at esteemed institutions such as the University of Regensburg, the University of Pécs, and Loyola University Chicago.

During her student years, she contributed actively to the academic community—as a tutor in the Department of Marketing and a volunteer in the Office for International Cooperation. Her outstanding performance earned her the Dean’s Award for her master’s thesis.

Before joining the faculty in Zagreb, Lucija gained valuable international work experience in Vienna across several sectors, including conference and event management, global mobility consulting, and international tax consulting at PwC Austria. She also earned a Certified Tax Manager diploma from the Austrian Controller Institute.

As part of her doctoral research, Lucija spent a term as a Visiting Research Fellow through the VIRS (Visiting International Research Student) program at the Sauder School of Business, University of British Columbia—a top-tier R1 research institution in Canada. She was also selected as the sole Croatian recipient of a prestigious one-year doctoral fellowship at the University of Alberta, Canada.

Lucija is actively engaged in national and international academic communities, serving as a member of respected organizations such as EGOS (European Group for Organizational Studies), IFERA (International Family Enterprise Research Association), and CROMAR (Croatian Marketing Association). She regularly presents her research and acts as a reviewer for these organizations.

Among her academic distinctions, she is a recipient of several scholarships and research grants, including the prestigious Konrad Adenauer Stiftung scholarship, where she continues to participate actively as an alumna.

Lucija is fluent in English and German, with working knowledge of Spanish and Chinese, reflecting her strong commitment to global communication and cross-cultural collaboration.

At FEB Zagreb, she teaches Principles of Marketing, Marketing Management, and Business-to-Business Marketing at both undergraduate and graduate levels, engaging Croatian and international students alike. Her dedication to teaching, research, and international cooperation makes her a valuable member of the academic community.