SSST Nastavno soblje


Maja Pulić, CPhD



Maja Pulic de Sanctis is a PhD Candidate working under the supervision of Professor Christina Goulding at the University of Birmingham, UK. Interested in critical marketing and consumer culture, Maja is currently exploring strategies of place marketing in the context of post-conflict societies. This involves an interdisciplinary approach to theory building which is in line with current interpretivist perspectives within marketing and consumer behavior. Her research interests include post-conflict place marketing, heritage and (dark)tourism marketing, post-ideological heritage, place and space consumption as well as nation branding in post-conflict contexts. Maja has more than eight years’ experience working on various regional and international projects thereby developing specific field of expertise in qualitative research methodology.

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  • 2015 –           PhD Researcher. Department of Marketing. College of Social Sciences, Business School, University of Birmingham, UK. 
  • 2011 – 2013           MA in Diplomacy. Department of Political Science and International Relations. Sarajevo School of Science and Technology/University of Buckingham. (Distinction). 
  • 2007 – 2011          BA in Political Science and International Relations. Department of Political Science and International Relations. Sarajevo School of Science and Technology/University of Buckingham. 

Foreign language proficiency 

  • English (fluently spoken, written, read)  
  • Slovenian (working language, fair proficiency)
  • Italian (beginner)

Computer skills 

  • Microsoft Word
  • Microsoft Excel
  • Microsoft PowerPoint
  • NVivo
  • SPSS
  • ATLAS.ti. 

Professional experience 

  • 2014 -   Lecturer. Department of Political Science and International Relations. University Sarajevo School of Science and Technology. 71000 Sarajevo, BiH. 
  • 2011 – 2013 Teaching Assistant. Department of Political Science and International Relations. University Sarajevo School of Science and Technology. 71000 Sarajevo, BiH. 
  • 2011.   Researcher. Prism Research. Agency for marketing/media/social research. Maršala Tita 6/III, 71000 Sarajevo, BiH. 

Research grants

  • 2014.    Complexity of Social Identity in Western Balkans. Swiss Agency for Development and Cooperation (Principal applicant: Dr. Nebojsa Petrovic,). RRPP Grant. 15.000 EUR. 

Research projects 

  • 2018-2021 Jean Monnet Network: Migration and asylum policies systems. Weaknesses, shortcomings and reform proposals – MAPS
    • Academic Expert

  • 2018 – 2021 Jean Monnet Network: Democratization and Reconciliation in Western Balkans
    • Academic Expert

  • 2018 Cross-national Study on Communal Roles. University of Leuven, Department of Psychology.
    • Single country data collector

  • 2015 Erasmus + Capacity Building Project 2015-2017. Curriculum Development (joint European Political Science MA). Lead partner: University of Salzburg – Department of Political Science and Sociology
    • Working package in Methodology and Project Management. Development of curriculum for qualitative research methodology and project management. 
  • 2014 RRPP Project: Complexity of Social Identity in Western Balkans. In cooperation with the University of Belgrade (Nebojsa Petrovic) 
    • Researcher 
  • 2012 Post-conflict reconciliation in Bosnia and Herzegovina by Dr. Sabina Čehajić – Clancy 
    • Research Assistant
  • 2011  Google Student Ambassador Team Projects (three independent projects at public Universities – Google Power Searching Tools) 
    • Social Science Leader – Statistical Research 
  • Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH – Development of Local and Regional Economic Development 
    • Researcher 
  • Non-enrolment and School Dropout Study by UNDP 
    • Researcher 
  • Small arms control and reduction in Bosnia and Herzegovina by NATO 
    • Researcher 
  • Local governance in Bosnia and Herzegovina by UNDP 
    • Researcher 

Research interests

  • Critical marketing; space and place consumption; place marketing, nation branding, post-conflict countries, territory

  • Consumer Culture Theory (CCT), experiential consumption

  • Tourism and heritage marketing, dark tourism, post-ideological heritage, heritage management.

  • Qualitative research methods; Grounded Theory


Peer-reviewed journal articles 

  • Pulic M. (2013) Effectiveness of EU’s Climate Change Policy. Sarajevo Social Science Review. 2 (2), 63-79.

Conference proceedings 

  • Pulic M. (2018) Towards Social Space in Place Marketing: Consumption of Divided Territory in the Post-Conflict City. Academy of Marketing Conference (2-5 July), University of Stirling, Scotland, UK. ISBN: 978-1-908063-43-4.
  • Pulic M. (2015) Regional Development in EU’s Border Areas: Croatia as a Regional Model for Destination Branding Strategy in Bosnia and Herzegovina. Centre for European Studies Alexandru Ioan Cuza University of Iasi Working Papers, Vol VII, Issue 2, 2015

Books/book chapters

  • Turjacanin, V., Dusanic, S., Lakic, S., Cehajic-Clancy, S., & Pulic de Sanctis, M. (2017). Ethnic, Religious and National Identities among young Bosniaks and Serbs in Minority and Majority Contexts in Bosnia and Herzegovina. In, F. Pratto, I. Zezelj, E. Maloku, V. Turjacanin, & M. Brankovic (Eds.), Shaping Social Identities after the Violent Conflicts: Youth in Western Balkans. Palgrave Publishing.


Publications under review

  • Divided Spaces as Marketable Commodities: Towards Social Space in Place Marketing. European Journal of Marketing Special Issue 'Marketing the Brave: Thought Leadership in Marketing Theory, Method & Pedagogy'.

Guest lectures

  • University of Philosophy, Belgrade, Serbia. Workshop on Qualitative Research Methodology as a part of RRPP Project on Complexities of Social Identities. 20 November, 2015. 

Professional Service

  • 2017 - Programme and Organization Board Member, Marketing Research Group BBS (United Kingdom).


  • Undergraduate courses: Marketing, Consumer Behavior, Thesis Research and Design, Public Diplomacy
  • Postgraduate courses: Marketing Communications and Branding, Business Research Methods (MBA)

Membership in international associations and research groups

  • Institute for Cultural Diplomacy (ICD), Berlin
  • Institute of Place Management, Manchester Metropolitan University Business School
  • Marketing Group BBS (Arts, Heritage and Cultural consumption), UK
  • Academy of Marketing, Scotland, UK

Posjeti nas

Hrasnička cesta 3a, Sarajevo, 71 000

Bosna i Hercegovina

Prijemni ispiti se održavaju na SSST-u, od aprila do septembra, sa početkom u 9:00 časova.


Tel: +387 33 975 002

Fax: +387 33 975 030

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