Dr. Vera Petrovna Butkouskaya




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Vera Butkouskaya, PhD

Researcher, Professor, Business Consultant in Digital Transformation

(Full – Vera Petrovna Butkouskaya)

  • Origin: Minsk, Belarus
  • Current Location: Barcelona area, Spain
  • E-mail:  info@verapetrovna.com, vera.butkouskaya@gmail.com
  • Website: www.verapetrovna.com
  • Researcher IDs

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International Ph.D. in Entrepreneurship and Management from the Autonomous University of Barcelona (UAB), Spain. MSc in Economy and Marketing and a BA in Engineering and Economy from the Belarusian National Technical University (BNTU), Belarus.

Researcher, lecturer, and business consultant since 2008. During the recent twelve years, she has had professional experience in different business activities, from sales and marketing specialist to international business consultant. Vera has also accumulated teaching accreditations and worked as a lecturer at business and university levels, not least as a lecturer in Marketing and Management subjects. Vera is doing research in the area of Integrated Marketing Communications (IMC), Customer Behaviour, Cross-Cultural Marketing, and Entrepreneurship. The topic’s relevance was confirmed by participation in conferences, grants in Belarus and Spain, and recent publications in International Journals such as the Journal of Marketing Communications, the International Journal of Consumer Behaviour, and the Sustainability journal.


  • 2014-2017 – Ph.D. in Entrepreneurship and Management, UAB – Universitat Autònoma de Barcelona, Spain
  • 2010-2011 – M.Sc. in Economy and Marketing, Belarusian National Technical University, Belarus
  • 2005-2010 -BA in Engineering and Economy, Belarusian National Technical University, Belarus
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Research interest:

  • Integrated Marketing Communications (IMC), Digital Marketing, Media Synergy, Big Data, Customer Behaviour, Entrepreneurship, Sustainability


  • Butkouskaya, V., & Llonch-Andreu, J. (2021). The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context. Journal of Economics, Finance and Administrative Science, 26(52), 358-375.
  • Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M.D.C. (2020). Entrepreneurial Orientation (EO), Integrated Marketing Communications (IMC), and Performance in Small and Medium-Sized Enterprises (SMEs): Gender Gap and Inter-Country Context. Sustainability, 12(17), 7159.
  • Butkouskaya, V., Romagosa, F., & Noguera, M. (2020). Obstacles to Sustainable Entrepreneurship Amongst Tourism Students: A Gender Comparison. Sustainability12(5), 1-15.
  • Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M. D. C. (2020). Inter-Country Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-Purchase Behaviour in Integrated Marketing Communications (IMC)Journal of International Consumer Marketing, 1-16.
  • Butkouskaya, Vera Joan Llonch-Andreu & María-Del-Carmen Alarcón-Del-Amo (2019) Strategic antecedents and organizational consequences of IMC in different economy types, Journal of Marketing Communications, 1-22,

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  • 2022 – EBES2022, Istanbul, Turkey
  • 2022 – BALAS2022, Lisbon, Portugal
  • 2021 – EIBA2021, Madrid, Spain
  • 2021 – AEMARK2021, Baeza, Spain
  • 2018 – AEMARK2018, Barcelona, Spain


  • 2022 AMS (Academy of Marketing Science)
  • 2022 BALAS (The Business Association of Latin American Studies)
  • 2021 EIBA (European International Business Academy)
  • 2015 AEMARK (La Asociación Española de Marketing Académico y Profesional)


  • 2022 Member of the Editorial Advisory Board JEFAS (Journal of Economic, Finance and Administrative Science)
  • 2020 Revision for the scientific journal: Sustainability, JEFAS

Areas of professional experience:

  • Business Planning, Marketing Strategy
  • Project Management: Website Development, Design and Usability, Content creation and management
  • Digital Marketing: SEO (Search Engine Optimization), Google Ads / Yandex.Direct, SMM (Social Media Marketing), Web analytics, and optimization

Professional experience:

  • 2012-now Business Consultant
  • 2013-2014 Deputy Director in Marketing, LLC SushiHouse, Minsk, Belarus
  • 2012-2013 Deputy Director in Marketing, LLC BelAkvaTreidService, Minsk, Belarus
  • 2011-2012 Chief Economist, LLC BelAkvaTreidService, Minsk, Belarus
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Teaching Interests:

  • Marketing: International, Digital, Marketing Communications, Marketing Planning
  • Strategic Management and Entrepreneurship
  • Human Resource Management /Interpersonal Relationships
  • Web Analytics, E-Commerce

Teaching Experience:

  • 2014 – now – University Autonomous of Barcelona (UAB), Bellaterra, Spain
  • 2015-till now – Fundació UAB, EUTDH – University School of Tourism and Hotel Management, Bellaterra, Spain
  • 2017-2021 – Tecnocampus, University of Pompeu Fabra (UPF), Barcelona, Spain
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  • 2021 – Fundamental Research Grand from HSE University, Russia
  • 2015 – Grand from La Asociación Española de Marketing Académico y Profesional (AEMARK), Spain
  • 2014 – PIF Grand from UAB, Spain
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