Our team - BSBI

Our team


Dr. Sabina Kohlmann is a lecturer in marketing at the Berlin School of Business and Innovation. Sabina lectures MSc and MBA students in digital marketing. She comes from the University American College Skopje (UACS Skopje), where she lectured on several marketing modules to bachelor’s and MBA students, including Introduction to Marketing, Pricing Policy, and Distribution Marketing Management. Sabina earned the title of Doctor of Philosophy from the University of Ljubljana (Slovenia), Faculty of Social Sciences, in 2023. In Ljubljana, she specialised in marketing communication, more specifically branding and place rebranding. 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).

For most of her career, Sabina has combined her corporate career with academia, bringing first-hand knowledge to the students. She worked as the Head of the Corporate Communications Department at Zagrebački holding d.o.o. (Zagreb, Croatia), one of the largest corporations in Croatia with more than 7,300 employees, a company owned by the City of Zagreb, the capital of Croatia. At Zagrebački holding, Sabina worked as a spokeswoman, mainly dealing with media relations, crisis communication, digital communication, and corporate communication strategy development and execution. In Croatia, she founded Startup Marketing Akademija, a local government-funded marketing educational programme aimed at providing hands-on practices and knowledge to SMEs and early-stage startups.

Sabina is a published author in 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, where she presented the destination’s online branding strategies. Her research focus is place branding and rebranding, and in the upcoming years, she will be more engaged in the impact of AI on place brands (e.g., cities, regions, destinations).

Areas of expertise

  • Marketing management
  • Marketing strategy
  • Marketing communications
  • Branding
  • Rebranding
  • Place branding
  • Digital marketing
  • Corporate communications

Research interests

  • Place branding
  • City branding
  • Rebranding
  • The influence of AI to place banding


  • 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
  • Radovanovic, Z. & Cvitkovic, S. (2024). Place Rebranding: The Future Perspectives of the Municipality. Kultura polisa/Culture of Polis, 21(1). Novi Sad, Serbia

Conferences, Talks, and Speaking Engagements

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


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