Our team

Dr. Sabina Kohlmann

Vice-Dean of Faculty of Economics and Business Administration, Lecturer

Dr. Sabina Kohlmann is the Vice Dean of the Faculty of Economics and Business Administration and lecturer in marketing at the Berlin School of Business and Innovation. Dr. Sabina Kohlmann earned the title of Doctor of Philosophy from the University of Ljubljana (Slovenia), Faculty of Social Sciences, in 2023.

Overview

Dr. Sabina Kohlmann is the Vice Dean of the Faculty of Economics and Business Administration and a lecturer to MSc and MBA students in marketing at the Berlin School of Business and Innovation. She comes from the University American College Skopje (UACS Skopje), where she has been lecturing several marketing modules to bachelor and MBA students. Dr. Kohlmann earned the title of Doctor of Philosophy from the University of Ljubljana (Slovenia), Faculty of Social Sciences, in 2023. In Ljubljana, she specialized in marketing communication. She received an MBA in marketing from the University American College Skopje (North Macedonia) and a bachelor’s degree in marketing from Zagreb School of Business (Zagreb, Croatia). In 2024, Dr. Kohlmann completed executive education in the US at the Northwestern University Kellogg School of Management in artificial intelligence (AI) in strategy growth.

Dr. Kohlmann has been dedicated to sharing knowledge and experience with others throughout her career. She has successfully combined her corporate and consulting career with academia, providing students with first-hand insights. Her experience includes serving as the Head of the Corporate Communications Department at Zagrebački Holding d.o.o. (Zagreb, Croatia), one of the largest corporations in Croatia. At Zagrebački Holding, she was a spokeswoman, managing media relations, crisis communication, digital communication, and corporate communication strategy development and execution. She also founded the Startup Marketing Akademija in Croatia, a government-funded marketing educational program aimed at providing practical knowledge to SMEs and early-stage startups.

Dr. Kohlmann is an accomplished author in the field of branding and has been a member of the Croatian Public Relations Association (HUOJ – Hrvatska Udruga za Odnose s Javnošću) since 2010. In May 2023, she was a guest lecturer at MedTour, the first international conference on health tourism in Opatija, Croatia. During the conference, she presented the online branding strategies for the destination. Sabina’s research primarily focuses on place branding and rebranding. In the coming years, she plans to focus more on the impact of AI in strategy.

Areas of expertise

• Marketing Management
• Artificial Intelligence (AI) in strategy
• Marketing Communication
• Branding
• Digital Marketing
• Corporate Communications

Research interests

• The Role of AI in Decision-Making, Customer Journey and Branding
• Place Branding
• City Banding
• Rebranding

Publications

• Kohlmann, S. (2024). Rebranding Capital Cities (Part I). Lulu Publishing, ISBN 9781445731773
• Kohlmann, S (2024). Rebranding Capital Cities (Part II). Lulu Publishing, ISBN 9781445731100
• Radovanovic, Z., Cvitkovic, S., Rajnovic, Lj. (2024). Place Rebranding: The Future Perspectives of the Municipality. Oditor, 10(2): 85-114.
• Cvitkovic, S. (2021). How Does Personal Branding Affect the Branding of a Startup Company? / Kako osobno brendiranje utjece na brendiranje startupova? Privredni.hr
• Cvitkovic, S. & Kline, M. (2017). Skopje: Rebranding the Capital City through Architecture and Monuments to Remake the Nation Brand, Sociologija i prostor (Sociology and Space) 55 (1): 33-53. Institut za sociološka istraživanja Zagreb

Conferences, Talks, and Speaking Engagements

• MedTour (Opatija, Croatia) in May 2023 – Lecture on Destination’s online branding strategies

Memberships

• Member of Croatian Public Relations Association (HUOJ – Hrvatska Udruga za odnose s javnošću) since 2010