Dr. Vera Petrovna Butkouskaya




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Vera Butkouskaya, PhD

Researcher, Professor, Business Consultant in Digital Transformation

(Full – Vera Petrovna Butkouskaya)

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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 areas 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 peer-reviewed International Journals.


  • 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


  • Wang, J. & Butkouskaya, V. (2023). Sustainable marketing activities, event image, perceived value and tourists’ behavioral intentions in the sports tourism. Journal of Economics, Finance and Administrative Science, Vol. 28 No. 55, pp. 60-78. https://doi.org/10.1108/JEFAS-09-2022-0219  pdf logo Download PDF
  • Butkouskaya, V., Oyner, O. & Kazakov, S. (2023). The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction. Journal of Economics, Finance and Administrative Science, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEFAS-09-2022-0237  pdf logo Download PDF
  • 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. DOI: https://doi.org/10.1108/JEFAS-10-2021-0207 pdf logo Download PDF
  • 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. DOI: https://doi.org/10.3390/su12177159 pdf logo Download PDF
  • Butkouskaya, V., Romagosa, F., & Noguera, M. (2020). Obstacles to Sustainable Entrepreneurship Amongst Tourism Students: A Gender Comparison. Sustainability12(5), 1-15. DOI: https://doi.org/10.3390/su12051812 pdf logo Download PDF
  • Butkouskaya, V., Llonch-Andreu, J., & Alarcón-del-Amo, M. D. C. (2021). Inter-country customer-perspective analysis of strategic antecedents and consequences for post-purchase behaviour in Integrated Marketing Communications (IMC). Journal of International Consumer Marketing, 33(1), 68-83. DOI: https://doi.org/10.1080/08961530.2020.1731901 pdf logo Download PDF
  • Butkouskaya, V., Llonch-Andreu, J., & Alarcón-Del-Amo, M. D. C. (2021). Strategic antecedents and organisational consequences of IMC in different economy types. Journal of Marketing Communications, 27(2), 115-136. DOI: 10.1080/13527266.2019.1633551 pdf logo Download PDF

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Academic Conferences:

  • 2023 XXIV International Marketing Congress AEMARK2023, Madrid, Spain
  • 2023 XII International Conference on University Teaching and Innovation CIDUI2023, Lleida, Spain
  • 2023 Global Marketing Conference GMC2023, Seoul, South Korea
  • 2023 AMA Winter Academic Conference, Nashville, USA
  • 2022 13th Regional Conference EMAC2022, Kaunas, Lithuania
  • 2022 33 Congreso Internacional de Marketing AEMARK2022, Valencia, Spain
  • 2022 40th International EBES conference, Istambul, Turkey
  • 2022 BALAS22 International Conference, Lisbon, Portugal
  • 2021 4th EIBA Annual International conference, Madrid, Spain
  • 2021 XXXII Congreso Internacional de Marketing AEMARK2021, Baeza, Spain


  • 2015-2023 AEMARK (La Asociación Española de Marketing Académico y Profesional)
  • 2022 AMS (Academy of Marketing Science)
  • 2022 BALAS (The Business Association of Latin American Studies)
  • 2021 EIBA (European International Business Academy)


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

Grands and Awards:

  • 2023 Fundamental Research Grand from HSE University, Russia
  • 2021 Fundamental Research Grand from HSE University, Russia
  • 2020 Participation in the  Research Group funded by the Agency for the Management of University and Research Grants (AGAUR) of the Generalitat de Catalunya
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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:

  • 2017-now – Tecnocampus, University of Pompeu Fabra (UPF), Barcelona, Spain
  • 2014 – 2022 – University Autonomous of Barcelona (UAB), Bellaterra, Spain
  • 2015 – 2022 – Fundació UAB, EUTDH – University School of Tourism and Hotel Management, Bellaterra, Spain
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  • 2023 AQU Professor Accreditation Certificate in the Social Sciences, Agency for the Quality of the University System of Catalonia Reu/4136/2022, Spain
  • 2022 PEP Aneca Teaching Evaluation Program for the Hiring Certificate, National Agency for Quality Evaluation and Accreditatio, Spain,
  • 2022 English for teaching, UAB, Barcelona, Spain

Areas of professional experience:

  • Marketing Strategy
  • Business Administration
  • Web 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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