Dr. Ilijana Petrovska

Dr. Ilijana Petrovska

Associate Professor / Head of Training and DevelopmentDesignation


Dr. Petrovska joined Al Rayyan International University College (ARIU) in partnership with University of Derby in September 2019 as Head of Training and Development Department and Associate Professor. She is a Professor at University American College Skopje since 2009 and Visiting Professor at Tor Vergata, Rome in Italy since 2015. She used to teach at Qatar University and Rome Business School and was the Vice Dean of School of Business Economics and Management at University American College Skopje, where she held different positions as Senat Representative, Head of Marketing, Scientific Conference Committee, Consultant, a member of ACBSP Accreditation Committee and research projects and new program developments.

Striving for cutting-edge knowledge and constant improvement, she obtained the Executive Education in Digital Marketing at Columbia Business School in summer 2022 and has obtained a Certificate in Digital Marketing from Northwestern Kellogg’s School of Management and “Points of You Certificate” for creative trainings during summer 2019. The certificate obtained from EFER (2010) with IESE Business School, is valuable for Harvard Participant centered learning implementation. She also has previous ten years’ professional experience as Marketing Manager in the biggest bank in Macedonia and work experience in S Team Bates Saatchi & Saatchi Advertising Agency.

Academic Qualifications

  • Executive Education Certificate in Digital Marketing: Customer Engagement, Social Media Planning & Analytics. Columbia Business School, online program (2022)
  • Executive Education Certificate in Digital Marketing Strategies: Data, Automation, AI & Analytics program. Northwestern’s Kellogg School of Management, online program (2019)
  • D. in Effects from IMC strategy implementation in the banking industry, Economic Faculty, University Ss. Cyril and Methodius, Skopje (2008-2010)
  • MA in marketing “Promotional mix in the banking industry”, Economic Faculty, University Ss. Cyril and Methodius, Skopje (2003-2007)
  • BA in Economics – banking specialization Final thesis “Payment cards in the world and Macedonia” Economic Faculty, University Ss. Cyril and Methodius, Skopje (1993-1998)

Areas of Expertise

  • Digital Marketing
  • Strategic Marketing
  • Events Management
  • Integrated marketing communications and Omnichannel marketing
  • Branding, Consumer behavior, Sales Management
  • Entrepreneurship and Sustainable development
  • Quality Higher Education


  • Al-Kwifi, OS, Petrovska, I., Parast, M. and Safari A. (2022) Individual Entrepreneurship orientation, self-efficacy, and managaerial skills for project performance: an integrated structural approach and analysis, Journal of Entrerpeneurship in Emerging Economies Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEEE-09-2021-0355
  • Naumovska-Saveska, M, Tomovska-Misoska, A., Efremov, K. and Petrovska, I. (2021) The impact of service quality and service characteristics on customer satisfaction in the North Macedonian banking sector, Bankarstvo 50 (2), 34-48
  • Sherovska, G., & Petrovska, I. (2021). The Future of the Retail Industry by Implementing Omnichannel Marketing Strategy in the Republic of North Macedonia. International Journal of Academic Research in Business and Social Sciences, 11(8), 1948–1968
  • Petrovska, I., Meloska, Ž., Stankević Šumanska, M. & Meloska, A. (2020). Wood Sector Media Budget Allocation: Comparison of Republic of North Macedonia and some South-Eastern European Countries. Drvna industrija, 71(3), 309-317. https://doi.org/10.5552/drvind.2020.1959
  • Petrovska, I., Veljanoska, I., Efremov, K and Kovacevski, D. (2020) The impact of Mobile Marketing in building Customer Loyalty, Journal of the Institute of Economics – Skopje, year 22, No. 1-2/2020, June 2020, p. 64 – 75
  • Stefanoska-Petkoska, Petrovska, Bojadjiev, Schaeffer and Tomovska-Misoska (2019) The effects of organizational culture and dimensions on job satisfaction and work-life balance, Montenegrin Journal of Economics, Vol. 15, No.1 (2019), 099-112
  • Veljanoska and Petrovska (2018) Reshaping customer loyalty through mobile marketing” 6th International Conference on Contemporary Marketing Issues, ICCMI 2018 Conference proceedings. ISBN: 978-960-287-158-4. pp. 126-132.
  • Petrovska, I. (2018). Integrirana Marketing komunikacija vo bankarstvoto [Integrated Marketing Communications in Banking), Skopje, University American College Skopje. ISBN 978-608-4607-40-3, COBISS.MK-ID 107575050
  • Tomovska Misoska, A., Petrovska I. and Zdravevski P. (2018) Predictors of opinion seeking, passing and spreading of electronic word of mouth among Macedonian consumers, Psihologija: nauka I praktika, 2 (3), 87-103. (in Macedonian).
  • Dimitrova, M., Micevski, D., Petrovska, I. (2018). Attention on social media: Evidence from the Macedonian Start Ups. XIV International May Conference on Strategic Management, Technical Faculty in Bor, IMCSM Proceedings. Vol. 14 (2) ISSN 2620-0597, pp. 597-605.
  • Dimitar Kovachevski, Ilijana Petrovska, Darko Apostolov, Venera Krliu Handjiski (2017) The impact of sponsorship and their activation through digital media on brand awareness in the Republic of Macedonia, Economics & Economy, December, 2017, Vol. 5, No. 9-10, pp. 43-53
  • Tomovska, Petrovska, Mindova (2017). The Attitudes towards Online Shopping: The Case of Macedonian Students. Conference proceedings of International Scientific Conference on Recent Advances in IT, Tourism, Economics, Management and Agriculture, – ITEMA 2017, October 26, 2017, Budapest, Hungary, ISBN 978-86-80194-08-0, COBISS.SR-ID 254932748, p. 52-60
  • Petrovska, Sherovska, Kovachevski. (2017). Value-Based Pricing Strategies in Retail: Are They Effective or Not?. Journal of Innovative Business and Management, ISSN-1855-6175, Year 9 (2017), volume 2
  • Petrovska, Tomovska Misoska, Zdravevski, & Bojadjiev (2017). Influence on consumer engagement in electronic word of mouth. Conference proceedings of 5th International Conference on Contemporary Marketing Issues ICCMI June 21-23, 2017 Thessaloniki, Greece. ISBN: 978-960-287-156-0, p. 306-313
  • Cuculeski, Petrovska, and Cuculeski (2016). Sustainable marketing and consumers’ preferences in tourism. European Journal of Tourism, Hospitality and Recreation vol. 7 (2), p. 84-90, Journal Impact Factor 0.325 *
  • Petrovska, Meloska, Efremov and Postolov. (2016). CEFTA Agreement and Opportunities for Republic of Macedonia Wood Furniture Export. Drvna industrija. ISSN 0012-6772. Vol. 67 (1) p. 43-51. doi:10.5552/drind.2016.1513, p. 43-52, RG Journal Impact: 0.54 **
  • Marencheva, Petrovska, Bundaleska and Tomovska Misoska. (2016) Advertising to children and parental buying behavior in the municipality of Gevgelija. Journal of the Institute of Economics – Skopje, Year 18, No 1-2/2016, p. 225-244
  • Djambaska, Petrovska, and Bundalevska. (2016). Is Humor Advertising Always Effective? Parameters for Effective Use of Humor in Advertising. Journal of Management Research. ISSN 1941-899X 2016, Vol. 8, No. 1. Macrothink Institute. doi:10.5296/jmr.v8i1.8419, p. 18-36. Impact factor 0.95 ***
  • Krliu-Handjiski, Bojadjiev, Tomovska-Misoska, Stefanovska-Petkovska, Krleska and Petrovska. (2015). Job Diagnostic Survey – Longitudinal study on the Balkan countries – Macedonia, Bulgaria and Kosovo. Journal of Management Research, ISSN 1941-899X, 2015, Vol. 7, No. 4, p. 39-53. Impact factor 0.95 ***
  • Cuculeski, Petrovska and P. Mircevska. (2015). Emerging trends in tourism: Need for alternative forms of tourism. Review of Innovation and Competitiveness. A Journal of Economic and Social research. Juraj Dobrila University of Pula: Faculty of economics and tourism “Dr Mijo Mirkovic”, ISSN 1849-8795, vol. 1, issue 1, p. 103-114
  • Efremov, Majstoroska, Petrovska and Bojadjiev. (2015). Regional Trade and Investments Integration Results within the South East European 2020 Strategy. Industrija, Journal of Sustainable Economics, Belgrade, Serbia. Economics Institute: ISSN 0350-0373, UDK 33; vol. 43, No. 2, p. 117 – 128,doi:10.5937/industrija43-8138
  • Mladenoska, Petrovska, Efremov, Dimitrova, and Kovacevski. (2015). Consumer attitudes towards mobile advertising: Case of Macedonia vs. UK and China. Conference proceedings of “Advances in Business-Related Scientific Research Conference – ABSRC 2015, http://www.absrc.org/index.php/venice-2014
    , in: Prats, Sosna, and Sysko-Romanczuk. (2015). Entrepreneurial Icebreakers: Insights and Case Studies from Internationally Successful Central and Eastern European Entrepreneurs. London: Palgrave Macmillan, ISBN-13: 9781137446305
  • Dimitrova, Vadnjal, Petrovska. & Bojadziev. (2014). Should I become an entrepreneur or an employee: dilemmas of students in Macedonia and Slovenia? Acta Oeconomica Universitatis Selye, 2014, p. 35-44
    Stoshikj, M. Petrovska I. Tomovska A. Pachovski V. Dimitrova M. (2014). Measuring Social Media Return On Investments. Conference proceedings of the 10th International May Conference on Strategic Management IMKSM 2014, Bor, 23-25.05, 2014, p. 245-254
  • Milovanovic Z., Petrovska I. (2014). The European Higher Education Area and its Prospects. Conference Proceedings of the 9th International Conference on European Integration: The Europe of Tomorrow: Creative, Digital, Integrated, 15 May 2014, Skopje.
  • Vasic T., Petrovska I. and Indji S. (2014). Wine Packaging for the New Consumer’s Expectations: Comparative Study of Consumer’s Perception in Macedonia, Germany and Japan. Conference Proceedings of the 9th International Conference on European Integration: The Europe of Tomorrow: Creative, Digital, Integrated (to be published), 15 May 2014, Skopje
  • Stoshikj, M. Pachovski, V. Petrovska, I. (2014). Social networks and social media in general – potentials for advertising and methods for measuring its effectiveness. CiiT 2014, Bitola, 11-13.04, Proceedings of the 11th International Conference on Informatics and Information Technologies, Web proceedings
    Hristova S., Petrovska I., and Dimitrova M. (2013). Internationalization in Higher Education: Trends and opportunities. Annals of EftimieMurgu University Resita Fascicle II. Economic Studies Vol.2013. p. 90-101
  • Petrovska I, Tomovska-Misoska A. and Bojadjiev M, (2012) Understanding Factors of Innovative Thinking in Advertising Agencies: Case of Macedonian, Slovenian and Serbian Advertising Agencies, Conference Proceedings of the 7th Annual International Conference on European Integration “Europe 2020: Toward Innovative and Inclusive Union” Skopje, May 2012, p. 331-346
  • Tomovska-Misoska A., Petrovska I., Bojadziev, M. (2012) Factors of Creativity in Marketing Agencies, paper published in the Conference proceedings from the International Conference on Contemporary Marketing Issues (ICCMI) 2012, 13-15 June Thessaloniki, p. 193-197
  • Petrovski G., Milenkovic T., Petrovska I. et al. (2012) Social media and Diabetes: Can we improve glucose control in adolescents on pump therapy? One year experience, abstract published and poster presented at the 72nd Scientific Sessions of American Diabetes Association, Philadelphia, PA, USA, 8-12 June 2012
  • Meloska Z. & Petrovska I. (2012) International trade in wood sawn from Republic of Macedonia, paper published in the Conference proceedings from the International Conference WoodEMA 2012 – Wood and Furniture Industry in Times of Change – New Trends and Challenges, Trnava, Slovakia, p. 148-153
  • Dimitrova M., Petrovska I., and Bojadjiev M. (2011) Green Economics: Young generations to help achieve future sustainability of Europe, published in the Conference Proceedings of the 6th Annual International Conference for European Integration “Constructing Europe as a Global Power: From Market to Identity?”, University American College Skopje, Macedonia, p. 161-177
  • Petkovska Mircevska, T. and Petrovska, I. (2011) Trends in Marketing Communications and the level of implementation in the banking industry in Macedonia, Journal of the Institute of Economics – Skopje, year 12, No. 3/2010, September 2011, p. 43 – 55
  • Petrovska, I. and Sekulovska, N. (2010) The importance of Integrated Marketing Communications during financial crises in the Republic of Macedonia, presented at the 3rd Annual Academic Conference „Contemporary problems in management: Exploring the Boundaries”, Moscow, Russia, 23 Nov 2010
  • Petrovska I., Bojadjiev I., and Sekulovska N. (2010) The Challenges of Marketing Communication Strategy During the Global Economic Crisis in the Financial Industry”, published in the Conference Proceedings of the International Conference of EkonomskiFakultet Skopje: The Challenges to Economic Theory and Policy in the Aftermath of the Global Economic Crisis, Skopje, Macedonia, 12-13 November 2010, p.423-432
  • Naumovska and Petrovska (2010) Global marketing communication strategies after Lisbon Treaty, paper published in the Conference Proceedings of the 5th UACS International Conference on European Integration, Skopje, 20 May 2010, p. 205 – 221
  • Petrovska, I., Naumovska, L. and Todorovska, M. (2009) Financial Institutions’ Advertising during economic downturn, paper published in the Conference Proceedings of the 4th UACS International Conference on European Integration, Skopje, 2009, p.197-224
  • Bojadziev and Petrovska (2009) Marketing communications of the banks during crises, Assembly of the Macedonian Marketing Association, Ohrid, November 2009