STEP FORWARD

Visual Communication – the Power of Successful Brands

Imagine that you are in a grocery. Your shopping list includes spaghetti among other products; however, they do not have the spaghetti you always buy. You will certainly not go to another shop for only one product so you have to choose among several brands on the shelf in front of you. What spaghetti will you put in your basket? According to https://www.westrock.com/-/media/images/insights/packaging-matters-2018/westrock-packaging-matters-2018-whitepaper.pdf, since 2018 as many as 81 percent of consumers have tried something new because a product “has caught their eye.” It is the power of visual communication of brands that is the only “culprit” for that.

A picture is worth a thousand words. This may be a cliché but it is true. And, if you add good verbalisation, you get a powerful brand. The picture sends the first message and creates and starts building customers’ opinion of your product. The first picture is what remains longer in one’s memory. Most people respond faster to a picture than a text. The mind processes images faster than words.

Good visual solutions convey a message efficiently and have positive effect on strengthening your business activity. Even the best properties of a product may be lost or misunderstood without creative and appealing visual solutions

Benefits and strengths of good visual communication

Efficient and fast conveyance of information
Compared to verbal communication, visual communication prevails with its efficiency in communication.

Easy to understand – simplicity
One of the primary strengths offered by visual communication is its simplicity.

Flexibility – intercultural communication
Imagine yourself travelling around the world and exploring places you have always dreamt about. Evidently, you can’t speak the local language well enough to be able to interact with locals. What if you get lost somewhere and do not know where you are? Since you can’t speak the local language, you do not have means of communication in order to find the way out. In such situations, you might depend on a map that is a kind of a visual content.

Visual communication is a method by which people can understand things easily whether the latter are signs, typography, films, graphic designs, or any other things. Before focusing on how visual communication helps marketing with contents, let us get familiar with visual literacy.

Children can understand pictures before they understand verbal skills. Similarly, visual literacy plays an important role in interpreting a message in form or art and visual media. The Internet has huge importance for visual literacy.

Visual communication occurs everywhere – websites, newspapers, instructions for use, social media, and email. The use of the visual art can be found everywhere.

Feeling of comfort and pleasure
Visual materials are definitely more amusing. If it is about art visualisation, then it also brings aesthetic enjoyment. A comic picture makes people smile and helps them retain information for a longer time, feeling pleasure and enjoyment.

Importance of visual communication in business

Communication is power and a pillar of any life spheres. In the business world, good visual communication is a key for success and strengthening the marketing activities. Visual communication has the greatest power – to pass on a brand story successfully and accurately.

For any business, it is very important that the message it wants to convey is interpreted in the same or at least similar way by as many recipients of that message as possible. Otherwise, any effort you exert will be wrong. Visual communication bridges the gap. A short and simple animated GIF or video can convey a clear and unified message, which helps consumers get adequate information about a product, service, brand, or a company in a picturesque way.

Visual communication offers an easy way of decision making in the business world. It enables easy and fast conveyance of information. This helps a client make an efficient and fast decision about your product. It speaks of your business much more loudly than words. A good design sells well but in combination with a high quality product, it writes out a success business story.

Why is visual communication more important than ever?

I have the feeling that the technology and data have put aside creativity in visual communication, and I can freely state that lack of creativity in every sphere of marketing is noticeable. It is creativity that is essential and is one of important aspects in marketing.

Creative visual communication might be a key that will distinguish success stories in the market. It will create an emotional and long-term relation between the brand and the end buyer.

At the time where digitalisation is widely spoken about and the whole world communicates online, what kinds of pictures we communicate with is of particular importance. Good and creative visualisation will bring lasting benefit to your brand.

Colour gives life to intent. It has special influence on one’s emotions. Its importance is huge. Therefore, we should necessarily learn how to communicate with shades. The selection of colours is not only fundamental in art or graphic art but in psychology and marketing. Actually, colour is one of the most important elements of the composition, whether it is about painting, photography, film or design.

It is so because colour has the power to direct the thought, change actions, cause positive and negative responses, attract attention, and even change one’s mood. Finally, it can influence a consumer’s decision on buying a product or not.

Creating a lasting visual solution is a process that requires time, freedom, knowledge, and creativity and knowledge of the colour and its meaning. Psychology of colour has great influence on the decision made in both deliberate and non-deliberate manner. Colour in visual communication is a wider topic that we will open on a future occasion.

Eventually, let us not forget a few significant elements that you have to have in mind when making decision:

  • Good visual communication is crucial for your brand or product;
  • Visualisation currently plays an important and great part in creating a solid link between you and your customers;
  • Courage follows the successful – encourage yourself for a creative and unique visual story;
  • Who creates your visual story is very important. Therefore, do not save on visualisation. That is the first picture of your brand.

P.S. And just a question for the end. What spaghetti have you chosen?

Sofija Semenpeeva Trajanovska

Expert at Visual Communication

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Dritan Mezini

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Dritan Mezini is the founder and the Executive Director of DM Consulting Services (www.dm-consulting.biz) in Albania and in Kosovo. He is also the founder of the well-known regional online job portal www.duapune.com.
With over 25 years’ progressive experience, Dritan brings an extraordinary depth of expertise in Digital Transformation, ICT, Innovation, Entrepreneurship, IT consulting and Business Management, Human Resources and more. He is a long-established expert in diverse, complex, global industries and multi-million-dollar business initiatives.
Dritan graduated from the University of Tirana, Albania with a Bachelor of Science in Information Technology and Computer Sciences. He holds two Master degrees – in Business Administration with the concentration in Management Information Systems (MBA-MIS) from Western Illinois University in Macomb, IL, USA and in Project Management (MPM) from Keller Graduate School of Management, Devry University of Chicago, IL, USA.
Dritan lived, in the USA starting from 1996 till early 2004.
Dritan is an active member of numerous professional associations. He is a Fulbright and ILVP Alumni, and also holds the position of Board Chairman/Executive Director of Albanian Information Communication Technology Association (AITA), Founder of HRHub Albania, Investment and Export Committee member at AmCham Albania, Protik Board Member, Eminent National Expert of World Summit Awards (WSA), and a Board member of Albanian Consulting Network, Board Member of AlbaniaTech.
Regarding the Labor Market engagement, Mr. Mezini is a member of National Labour Council, Board Chairman of VET School “Gjergji Canco”.
Dritan is active in the majority of future jobs and skills topic, digital transformation, startup, entrepreneurship and innovation activities in Albania, Kosovo and in the region. He has participated as a juror and mentor in many startup activities in Albania and in the region.
Dritan volunteers and drives activities supporting the community, sport ecosystem and environment.
 
Modules covered:
  • Intercultural management, International Human Resource Management & Negotiations

Ljupco Veleski

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Dr. Ljupco Veleski has over 20 years’ experience in Food Industry and International business, with special focus on processes of internationalization, FMCG and global retailing. He has been leading negotiations with the biggest retailing chains in 30 countries worldwide, with strong knowledge of architecture of modern food supply chain, experience in establishing and developing export departments, detecting distribution channels, and building sales networks into the global market. His interests are also international marketing strategy and support branding of food products, innovations in food industry, promotional activities, building corporate image, negotiations with different organizations and institutions. As an expert in mentioned field, he is clinical professor, permanent guest lecturer and scientific associate in two universities. He held lectures in various institutions, universities and conferences, trying the practice meet the academy, transferring his rich knowledge and experience with his community. He is author of two books and lot of articles and papers.
 
Modules covered:
  • International Business Management
  • International Sales

Tanja Evrosimovska

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Tanja Evrosimovska, MBA, is born in 1979 in Essen, Germany. She completed her higher education in Thessaloniki, Greece at the American College of Business Administration. She holds a Master’s degree in Finance from the University of Sheffield in Thessaloniki, Department of Finance. Currently she is in the process of pursuing PHD in the Department of International Business at the University of Salzburg, Austria, in partnership with the University of Sunshine Coast, Australia.
She started her professional career in Thessaloniki as an international sales coordinator and assistant manager at Papapostolou Healthcare Technologies, a leader in the region of selling and servicing medical equipment and health technologies, where she worked on the successful internationalization of the company in the Balkan region. With more than 20 years of management experience, Tanja Evrosimovska is currently the Chairman of the Board of Bi-MEK DOO, Skopje, a medical company for health technologies, director of Papapostolou DOO Belgrade, as well as the founder of Matrona Cons and Export Academy with offices in Skopje, Belgrade and Ljubljana.
She is always active in socially responsible projects of the business community, a member of several chambers of commerce and associations, a member of the world Academy of International Business.
She has won several international awards and recognitions as a successful woman manager, and during her professional development she has expertise in organizing small and medium enterprises, strategic leadership and market positioning, business development and internationalization, negotiation, research in foreign markets, crisis management. During her career she has been a guest lecturer at several universities, as well as a lecturer at business forums and conferences in various countries, like North Macedonia, Germany, Slovenia and Greece

Goran Cvetinov

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Cvetinov is the General Manager of Neptun Macedonia. As an experienced senior manager, he participates in the development of the retail network of the company in which he has been working for more than 24 years.
He graduated from the Faculty of Natural and Technical Sciences at the “Goce Delcev”University – Stip in 2013.He started his master studies in 2015 at the Faculty of Economics at the University of Ljubljana.The defense of the master thesis on the topic “The role of digital marketing in the development of small and medium enterprises” is underway.
Cvetinov is especially proud of the design and development of the largest loyal program on the Macedonian market, haPPy, with over 300,000 active members, as well as the first banking product that a retail chain has, the co-branded haPPy – Mastercard in cooperation with NLB Bank. He is also the initiator of the online sales platform and mobile application with which the buyer can use the same benefits offered by the loyalty program as well as with physical presence, through digitalization of the processes. He actively participates in talent development programs and under his leadership many of the participants have made significant progress in their careers.
In the period from 2013 to 2015, Goran Cvetinov is the General Manager of the company Neptun Electronics in Serbia, thus gaining experience in other markets.
One of the most important projects is the outsourcing of the entire logistics, a process in which he participates from the very beginning until its implementation.In the project all processes are digitized and the exchange of data is only electronically.This project ensures the highest level of service quality for all stakeholders, as well as optimization of the resources needed to perform complex operations of this type.
He is fluent in English, Macedonian, Serbian and Croatian.
His professional work for more than 25 years enabled Neptun Macedonia to be a market leader for many years.Integrity and professionalism in his work is also recognized by the organization “Men of the Year” which awarded him with the “Manager of the Year” award for 2021.
 
Modules covered:
  • Global Sourcing & Logistics

Gordana Dineska

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Gordana Dineska is Head of the Department for Customs and Tax Procedures in Customs Administrations of North Macedonia.
She graduated in 1993, at the Faculty of Law at the University „St. Cyril and Methodius“ in Skopje. She is a customs officer with 27 years of experience in several areas of work, especially in the area od implementations of customs procedures, simplified procedures, authorized economic operator, representation in customs procedures and customs administrative procedure.
 
Modules covered:
  • Global Sourcing & Logistics

Katerina Kostovska

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Katerina  is global sales manager for Tikves wines and is part of the team for more than 15 yrs.
She is in charge for positioning and sales of the brand on the markets in EU, USA and China.
Katerina is a consultant for sales and international business and wine judges to Mundus Vini and Concours de Mondial Bruxelles.
 
Modules covered:
  • International Sales
  • Intercultural management, International Human Resource Management & Negotiations

Elena Todorova

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Elena Todorova is the Executive Director of AM Broker AD. 
With her extensive theoretical and practical experience in the field of insurance, covering multiple work-related aspects, she plays a crucial role in setting the path for the strategic development of her area of expertise.  
Elena Todorova is а graduatedeconomist and at the moment completing the Masters Studies in Finance, with special focus on Cyber Insurance at the University American College.  
Her experience working as an expert in all lines of insurance contributes to the overall functioning of her company, positioning it among the high valued broker organizations. Having completed multiple trainings like Renomia Insurance Risk Academy in 2019, Willis Towers Watson Fundamentals of insurance is an added value to her knowledge.   
Elena Todorova is also the President of the Association of Insurance brokers in Economic chamber of North Macedonia since 2019. Holding this position gives her the ability to monitor and implement specific related policies in the area of the insurance sector, placing her at the top of the insurance experts in the country.  
She is fluent in English, Macedonian, Serbian and Bulgarian. 
 
Modules covered:
  • International Financial Management

Nikola Mizo

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Nikola Mizo, Director of Profit Center Chemicals Cosmetics Botanicals is an experienced executive with a 20-year experience in the SEE region. His has a diverse carrier ranging from investment banking and corporate finance to FMCG and fine chemicals businesses.
After graduating with a double major in Political Science/International Relations and History from the American Univiersity in Bulgaria, he continued his education in London, UK, getting an MBA from Huron University – USA (currently Hult university) in 1999. 
Shortly after he joined the Investment banking division in HSBC – London where he worked on many different projects in the CEE region with a special focus on utility companies and telecoms.
After coming back to Macedonia, he joined PricewaterhouseCoopers in mid-2000  and led the Advisory Corporate Finance department of the firm in Skopje. During the period was involved in a number of due diligence, M&A, valuation and other projects in South-East Europe. He created the first public Macedonian Stock Exchange index in 2001 and led the first share swap project for a Fortune 500 company performed in Macedonia. In 2005 he became a country director for PricewaterhouseCoopers for Bosnia and Herzegovina.
He joined Alkaloid AD Skopje in 2006 as Corporate development director and was involved in the divestment of the paints and varnishes business of the company in that year, as well as the choice and the implementation of a SAP ERP system for the company. Since 207 he has been a director of the Profit Center Chemicals, Cosmetics and Botanicals of Alkaloid.
Nikola heads three separate production and sales units within the company with diverse product lines sales channels and markets in multiple countries and regions and is responsible for well-known brands as Becutan and Good Nature.
He is also very much familiar with quality standards and market requirements and technological processes and needed for export and product placement on different markets and is constantly involved in the system improvements in the company.
He is fluent in Macedonian, English, Serbian and Bulgarian.
 
Modules covered:
  • International Sales

Stevica Charapic

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Stevica Charapic is the Regional Managing Director of Mediterranean Shipping Company MSC Belgrade. MSC is a world leader in global container shipping and a company offering global service with local knowledge. MSC also provides integrated network of road, rail and sea transport resources which stretches across the globe.He has been working as a Managing Director for the company ever since 2006, leading the Company and coordinating activities, supervising Commercial, Financial and Operational reports, promoting services of Principal (Mediterranean Shipping Company MSC Geneva) in the region. Prior to his MSC experience, Stevica has been working for a local shipping company – Kon-trans Skopje, a company that is representing MSC – Worldwide container transport / Carriage of goods by Land and Sea, Logistics.He has a great experience in International Freight Forwarding and Distribution/Logistics, being involved in the field since 1990.
He is fluent in English and Serbian/Croatian.
 
Modules covered:
  • Global Sourcing & Logistics

Marta Naumovska Grnarova

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M.Sc. Marta Naumovska Grnarova is regional leader in women entrepreneurship for metal sector driven by innovation.In 1988 she graduated at the Faculty of Mechanical Engineering of the University „Ss.Cyril and Methodius” – Skopje,receiving Bachelor Degree of Mechanical Engineering with specialization“Welding and design of metal welded structures”. In 2018 she completes the master degree studies at the Faculty of Mechanical Engineering at the same University in Industrial Managementon the subject“Integration of design management as a strategic tool for innovation in SMEs”.
She is General Manager of Zavar, family-owned metal processing and welding company founded in 1988. Under her lead company Zavar, specialized in design and production of processing equipment and pressure vessels for pharma, chemical and food industry became a regional leader based on expertise, quality and innovation with up to 85% of exportsin EU, UK and USA. She introduced the design segment in the company by founding the brand Zavar Design with a main focus on designer radiators, unique heating objects with sculptural appearance where she combines technology and arts. Zavar Design in 2017 was listed among seven most influential design radiator brands and awarded by prestigious Best Innovative Design award by the American Society of Interior Designers ASID New York Metro. BIG SEE Design award in 2018, nomination for German Design Award in 2019 and German Design Award Winner in 2020 were following.
Her educational background includes different programs such as Young Manager Exchange in Bristol UK 2004, Strategic Business Management Program in Stockholm 2009 and Kuala Lumpur 2010, Export Marketing Strategy DevelopmentProgram in Rotterdam 2010, Design Management Program in Tokyo 2015 and Executive Management Program in Kellogg Business Scholl Chicago 2018.
In 2014 she founded business association for metal and electro industry MAMEI with a main goal of growing the industrial sector by extended collaboration between the companies and mutual presentation to foreign markets. For four yearsshe was Board member of NL Chamber of Commerce and currently she is member of the “Council for advanced technologies” and “Council for Industry development and exports” – both at Macedonian Chamber of Commerce.
She is fluent in English, Macedonian, Serbian and Croatian, Greek.
 
Modules covered:
  • International Marketing

Marijana Andrikj

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Marijana Andrikj, MSc is among the leading professionals in the field of tax and business counseling.
Founder of Marand Consultants and certified accountant since 2005. In charge for more than 80 clients from different industries and sizes with special focus on the IT industry and foreign investors, beneficiaries in technological industrial development zones.
She graduated from the Faculty of Economics in 2001 and holds a master’s degree from the Faculty of Law at the University “St. Cyril and Methodius”- Skopje in 2019, Business Law – Payroll and benefits in Macedonia.
As a registration agent from 2013, she gains vast experience in supporting international companies present in Macedonia from the very beginning when setting up a business venture. Trade company registration, setting up and organizational structuring of financedepartments, production-related processes, material evidence, financial reporting, payroll computation.Actively participates in ERP implementation on behalf of the clients (Pantheon, SAP, Microsoft Navision, Oracle Netsuite).
Longtime consultant to professional organizations with active participation in various initiatives and projects to improve the business climate in Macedonia through interventions and proposals for improving the laws in the field of taxation and labor relations.
She is fluent in English, Croatian and Italian language.
For more than 25 years of professional experience in the business world, she acquires knowledge and skills to support start ups as well as tools for process improvement in mature businesses.
 
Modules covered:
  • International Financial Management

Kastriot Arifi

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Kastriot has spent more than a decade of his personal life in sales and marketing research across different industries managing multiple regional and international markets. Currently, he is involved with M6 Investment, a private investment equity group, as senior business analyst responsible for the detailed and in-depth strategic business analysis and recommendations regarding current portfolio of companies and potential investment opportunities.
Before that, he was engaged with Tikves Winery as a regional sales manager, heading sales and marketing operations in two emerging markets, Kosovo and Albania.Prior to that, he was involved with Banini AD, a leading Serbian confectionery producer, as regional sales manager, overseeing sales and marketing operations for Albania, Kosovo and Macedonia. Other experiences in sales and exports include being a Sales Manager for Gudalat LTD – a leading fruits juice exporter from Macedonia, overseeing sales in the domestic, regional and international markets and managing a team of 30 employees.
Other notable experiences include the working for a globally renowned research company Canadean LTD, responsible for the regional markets of Kosovo, Albania and Macedonia, as research consultant involved in producing in-depth market insight reports through qualitative market research.
 
Modules covered:
  • International Marketing

Elena Mladenovska Jelenkovikj

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Strategy, marketing & business development
Marketing and Communication – Product development – Pricing – CRM – Sales – Change Management
Elena is an expert in the field of strategic business development, marketing, sales, communication and CRM, market research, IMC, sales and distribution channels. She has significant knowledge and international experience, as well as a proven record for implementation of effective marketing strategy, product development, pricing, communication and PR both in service and industry sectors with significant results which enhance efficiency and wider business impact (improving business performance, increasing customer satisfaction, increased revenue).
Always using analytic approach in implementation of different tools and tactics, in order to achieve excellence in fulfilling company’s strategic objectives. She has extensive team leader’s experience, leading teams and training employees to work effective in heavy workload, use managerial motivation techniques to achieve employee satisfaction.
She is constantly seeking for new professional and private challenges which will make positive difference in the working environment and the society, that way enhancing efficiency and wider business impact. Self-challenging for constant personal and professional development.
Areas of expertise: Strategy, Business Development, International Marketing, Product Development, Pricing, Operational Management, Innovation, Business Intelligence, CRM, CX, PR and Media, Leadership, Sales, Sales Support and DC, Sustainable Development, Change Management, Event management.
 
Modules covered:
  • International Marketing

Kalin Babusku

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Kalin Babušku is the Managing Partner of Macedonia Export, working on  Brand Management and Brand Development.He is responsible for development of the following brands on the international market:
  • NoBull…™ – (www.justnobull.com)
  • Bio422™ – (www.fourtwentytwo.eu)
  • B-GoodFood™ – (www.b-goodfood.com)
  • Tip of the Week™
He has great experience and expertise in marketing and sales in various industries (food, wood, metal, textile, electro..), experience in local and international business practice and regulations. As part of Macedonia Export, Kalin has been working on increasing export and sales, and facilitating trade opportunities, joint ventures, and strategic alliances between international businesses and Macedonian companies. He has over 20 years of experience in the field and he is an co-author of – TIP OF THE WEEK #1 – Macedonian version;TIP OF THE WEEK #2 – Macedonian version; TIP OF THE WEEK #1 – Serbian, Bosnia and Hercegovina, Montenegro, Croatia version and the TIP OF THE WEEK #1 – English version.
He has been awarded as the Best Promoter of Macedonia for the year 2011 and for Best Business Plan in 2007. Kalin speaks English, Bulgarian, Serbian/Croatian fluently and has basic knowledge of German.
 
Modules covered:
  • International Marketing

Vlatko Bezoski

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With over 20 years of work experience in project management, as well as design and process management, Vlatko Bezoski has gained over the years extensive knowledge and expertise in the field of logistics, international transport and global supply chains.
He graduated from the Faculty of Economics at the University “Ss. Cyril and Methodius University – Skopje in 2000, and in 2006 completed a master’s degree in the field of logistics and global supply chains at City College Thessaloniki as part of the Sheffield University – England.
During his career he has worked on several international projects related to the promotion of logistics solutions and processes on the Macedonian market, after which he took over the position of Business development manager and later Branch manager of the Skopje branch of the Austrian logistics company Quehenberger Logistics in Macedonia.
Since 2012 Vlatko Bezoski is a visiting professor at the Faculty of Business and Economics at the University “American College” – Skopje. In parallel, he has participated in seminars and lectures in the field of logistics and global supply chains, organized by both domestic and international organizations.
As an external consultant he has participated in a number of international consulting projects focused on human resource development with special emphasis on the capacity building in transportation industry, as well projects related to the development of logistics infrastructure solutions whose focus was on strengthening the Macedonian economy as part of international trade.
Fluent in English, Macedonian, Serbian and Croatian.
Today Vlatko Bezoski is Director of Sales and Marketing for Macedonia in Quehenberger Logistic Macedonia.
 
Modules covered:
  • Global Sourcing & Logistics

Valentin Pepeljugoski

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Valentin Pepeljugoski Ph.D. is one of the leading Attorneys at law in the Adriatic region.As an Attorney at law since 1999,he has extensive theoretical and practical experience in the field of intellectual property, competition law, e-commerce, telecommunications, corporate governance and consumer protection.
He graduated at the Faculty of Law of the University „Ss. Cyril and Methodius” – Skopje in 1985 and passed the judicial and attorney’s exam in 1987. He completed the master studies in 1991 at the Faculty of Law in Skopje, and since 2003 he holds the title- Ph.D. of Law at the Faculty of Law in Skopje. In 1998, Pepeljugoski passed the Exam for Industrial Property Representative.
He has experience working IPRs related projects/cases in Republic of North Macedonia, Kosovo, Serbia, Albania and throughout Balkans. As part of the Macedonian negotiation team, Pepeljugoskiparticipated in the WTO accession process having in-depth knowledge on WTO TRIPS Agreement.
His previous employment activities extend fromAssistant Minister and Deputy Director of the State office for IP, to participant in bilateral and international negotiations with the WIPO member states and the accession of North Macedonia to the EU. Valentin Pepeljugoski is alsoa full-time professor in the field of IPRs, competition law, etc. He is author of many university textbooks, as well as numerous scientific and research international papers. He also took part in many seminars, conferences, symposiums.
He is fluent in English, Macedonian, Serbian and Croatian, as well as German and Bulgarian.
In more than 20 years of his professional work as an Attorney at law and with his overall experience and education, Valentin Pepeljugoski has made it possible for the Law Office Pepeljugoski to be recognized as a leader in the law field in Republic of North Macedonia, with the aim of solving the problems in the fastest and most favorable way for the clients, always striving to follow trends and novelties in the work.
 
Modules covered:
  • International commercial law and regulatory

dr.sc. Vedran Ceranić

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dr.sc. Vedran Ceranić is a lecturer and former Vice Dean for International and Business Cooperation EFFECTUS – Entrepreneurial Studies – University of Zagreb, Trg J.F. Kennedy 2. Graduated from the Faculty of Political Science, University of Zagreb, study of political science and the Faculty of Law, University of Zagreb, study of law. From October 2011 to February 2014, he was employed as a trainee lawyer in the law firm Žurić i Partneri d.o.o. in Zagreb.
During his internship, he works in a number of legal areas (civil and commercial law, enforcement law, civil and non-litigation procedural law, constitutional law, public procurement). He passed the bar exam in May 2014 with a special commendation from the Examination Committee for his success in the bar exam. In September 2019, he received his doctorate cum laude from the Faculty of Law, University of Ljubljana. On the list of arbitrators in proceedings with and without international character before the Permanent Court of Arbitration of the Croatian Chamber of Commerce.
At EFFECTUS, he lectures on a number of private law courses (Fundamentals of Commercial Law, Company Law, Management of Capital Companies, Status Changes of Companies). Narrow areas of research interest are in the domain of commercial and company law and arbitration.
 
Modules covered:
  • International commercial law and regulatory

Dr. Nikolas Hourvouliades

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Dr. Nikolas Hourvouliades is a Professor of Finance and Chair of the Business School at the American College of Thessaloniki, Greece. He holds a Ph.D. in Finance from Aristotle University of Thessaloniki and an MBA from the YALE School of Management, USA. His work has been published in international peer reviewed journals and has been presented at international conferences. His research mainly focuses on international finance and investments in particular for the markets of the greater region. Parallel to his academic experience, he has held top executive positions in the private and public business sector. In the past he has served as the CEO and VP of the SOUROTI Mineral Water Company, as a Board Member at Malamatinas Winery and as a Relationship Manager in MIG Private Banking and Egnatia Finance. In the public sector, he has worked as Chief Advisor to the Governor of Central Macedonia and the Prefecture of Thessaloniki, specializing in financial and international EU issues.
 
Modules covered:
  • International Financial Management

Ruben Gotthardt, M.A.

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Mr Ruben Gotthardt is a project leader in logistic-related coaching and consulting projects with the focus on logistic network management, sustainability, green logistics and carbon accounting, performance measurement. He is also active as a leadership coach and process facilitator. He got his Bachelor degree in logistic and forwarding economics and an MBA degree (Transports and Logistics) at the Heilbronn University of Applied Sciences (Germany). Working as a forwarding merchant and managing clerk, Mr Gotthardt gained a long experience. As an expert of the Steinbeis University he offers trainings and coaching in international logistic systems, logistic network management, company cost accounting and controlling systems.
 
Modules covered:
  • Global Sourcing & Logistics

Dr. Andreas Frost

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Dr. Andreas Frost is attorney at law, ADR-consultant, arbitrator and has his own attorney’s office in Reutlingen. He got his Doctor of Law degree at the Eberhard Karl University of Tübingen. Mediation, banking and capital markets law, commercial law, construction law, labor law, international law, claim management are his core fields of competence. As a training instructor he cooperates with the Chamber of Crafts (Baden-Württemberg), Chamber of Commerce (Reutlingen), Regional Branch of German Farmers` Association (Baden-Württemberg). Dr. Frost is also a member of the German Bar Association and the Advisory Board of the German Association of Accountants and Auditors, Section Baden-Württemberg. As an experienced trainer he conducted various international seminars for managers from СIS countries, Mongolia, Peru, Italy, Slovakia.
 
Modules covered:
  • International commercial law and regulatory

Anna Mozzhukhina

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Anna Mozzhukhina is a project manager and trainer in intercultural management and organizational communication at the Export-Akademie Baden-Württemberg. She implements the manager training programme “Fit for Partnership with Germany” (BMWi) and helps entrepreneurs from Eastern Europa and Central Asia to cooperate with German companies. She got a bachelor’s degree with honors in communication at the Lomonosov Moscow State University. After gaining experience in international PR, event management and education she graduated from the Eberhard Karl University of Tübingen. She got a Master of Arts degree with honors in rhetoric and intercultural communication.
Modules covered:
  • Intercultural management, International Human Resource Management & Negotiations

Bertram Lohmüller

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Bertram Lohmüller is a managing director of the Export-Akademie Baden-Württemberg, GiMA Consulting and SGIT Steinbeis Global Institute Tübingen | Steinbeis-Hochschule Berlin. For his first degree, he studied civil engineering at Stuttgart University. His second degree – a master degree in International Marketing –Bertram made at Reutlingen University. He made his PhD at Cranfield School of Management (UK) with a thesis about the key drivers of product innovation in German manufacturing industry (1999-2004). Nowadays he is a professor at Steinbeis University for innovation & technology management. As a consultant, he is specialized in corporate strategy, technology transfer, innovation management and international benchmarking. Over the last 20 years more than 2000 top-managers from all over the world were trained by Bertram Lohmüller.
Modules covered:
  • International Business Management
  • International Sales
  • International Marketing

MODULE 7

popup-International Commercial Law
This module gives an overview of the international commercial law, international Commercial Terms and central aspects of international intellectual property protection. The idea and concept of the international commercial law (definition, subjects of the international commercial law);legal sources of the international commercial law (The United Nations Convention on Contracts for the International Sale of Goods, INCOTERMS);entering into an agreement (time and place); fulfillment of a contractual obligation will all be covered in the Law&Regulatory module. You will discuss about intellectual property protection and learn the procedural aspects:
  • determination of the governing law in agreements with international characteristics;
  • jurisdiction in disputes with international characteristics (internal, international, and European public law);
  • arbitration (arbitration clause, rules of procedure);
  • enforcement of a foreign judgment or arbitration decision.

MODULE 6

popup-International Financial Management

MODULE 5

popup-Global Sourcing
The Global sourcing and logistics module will in details explain and showcase: sourcing in international markets; in sourcing vs. outsourcing; the logistic core systems and processes; transport costs and networks of logistic service providers. You will have the chance to go through all of the documents necessary for the customs procedure, such as: invoices, transportation documents, declaration of customs value, аta, tir carnet etc. Covering logistics and inventory management, this module will offer detailed specific know-how and practical implementation of the key logistics activities outsourcing logistics, outsourcing logistics analysis, supply management, JIT (Just in Time), QR (Quick Response), ECR (Efficient Customer Response), the basic concepts of inventory and inventory management and how to improve inefficiencies. Experts from the world leader in global container shipping company will introduce the ship transport basics (Onboarding), maritime terminology (Business basics), types of containers & type of cargoes carried by Vessels and sustainability in the business.

MODULE 4

popup-Intercultural Management
  • In this module you will get knowledge on the differences and similarities of the business cultures as well as the principles of cross-cultural communication and decision making. Specific guidelines for cross-cultural negotiations and business behavior will be delivered, addressing the challenges of IHRM and project management.Trainers will also cover cultural dimensions – Hofstede approachand practical experiences in cross-cultural negotiations and market analysis. This module will also be dedicated on the digitalization and the future of jobs and skills, answering question as:
 
  • What is happening in the global market?
  • Where are we in the digital workplace?
  • What holds the future of the jobs and skills?
  • Are we ready?

MODULE 3

popup-International Marketing
The third module covers the principles and most effective international marketingstrategies and practices. Analysis of foreign markets as input for marketing strategy and implementation of results in strategic marketing decisions and integrated marketing communications. Handling PR in international markets is another important part of companies’ “step out of the national borders” that will be covered in the program. There will be specially dedicated case studies that will focus on international marketing strategies of famous companies, including their branding, promotion, distribution channels, design and how does marketing directly impact the export.

MODULE 2

popup-International Sales
This module will mainly focus on export sales and internationalization. Trainers are going to cover topics such as: Centralized sales, Distribution channels, and Business model generations based on the IMLead concept. Moreover, you will be able to learn the Unique Selling Proposition (USP) in function of international sales. Why is it so important, how to create the business’ USP and how to use it! Throughout this module you will get closely acquainted with the experience of one of the biggest Macedonian exporters – Alkaloid AD Skopje.

MODULE 1

popup-International Business Management
The International Business Management module will cover the critical factors for success on international markets along with the most frequent strategies for internationalization of SMEs. Triggered by the challenges and needs for green technologies, trainers will transfer know-how and experiences on Green Technology Transfer according to the IMLead® Heptathlon Concept. Other focus points in this module are: co-operation management with international partners, market entrance strategies, process of sales in foreign markets and localization of production. International management will be discussed in-depth, especially its FMCG perspective. Are the global markets good or bad? Why do companies go international? What should we do to succeed globally? Find the right answers during this module’s classes.