Prof. ass. dr.

Shaip Bytyçi

Branch Director

Mr. Bytyçi’s main areas of research are in the field of marketing management.
September 2005 he has been working as a professor of Marketing and currently holds the position of Dean of the Faculty of Economics at AAB.

Academic training: He completed his pre-university education at the high school of economics in Lipjan, while his university studies at the Faculty of Economics at the University of Prishtina (1986-89). He continued his MA studies (1989) at the University of Prishtina where he focused on “The role of marketing in enterprise, respecetively in the enterprise ‘Mabetex.’”. He finished his doctoral studies at the University of Sveti Kliment Ohridski in Manastir (October 2007 – September 2010) with the topic “Management – implementation of marketing in service activities in Kosovo.”

“Management – implementation of marketing in service activities in Kosovo.”.

Publications: He is the author of many scientific papers in various international journals published in Istanbul, Novi Sad, Tirana, Shkodra, Ohrid, Dyuni-Bulgaria, Skopje, etc. He is the co-author of several university books: Marketing Management, Marketing Services. There are two undergraduate texts in preparation: “Marketing Strategy” and “How to write a marketing plan”. He is also a reviewer of the university textbook “Marketing.”

Teaching: Dr. Bytyçi has been teaching marketing and strategic planning at AAB since 2005. Since 2005 he has been a visiting professor at the University of Prishtina, “Aleksandër Moisiu” University in Durrës, the State University of Tetovoa and has lectured in master studies (2011–2012). During 2012 – 2013, he was a visiting professor at FON University in Macedonia.

Trainings: Since January 2005, he has been a training coach at KIPA in the topics: “Leadership and process management,”, “Evaluation of training needs,”, “Procedures of evaluating the performance of work,”, “Evaluation and reward for performance”, etc. He has also worked as a coach of trainees in the module “Presenting skills for coaches” for the European Agency for Reconstruction (2007-2008). Since July 2010, he has been an accredited advisor and trainer of the Vauçeri-based counseling and training scheme, by MTI, real estate certified assessor, economic and financial expert. Between 2001-2004, he worked in KK-Lipjan, where he led the department for Planning and Urbanism and was the drafter of the Strategic Plan of the Municipality of Lipjan.



The Influence of Music as a Key Element of Sales Promotion 

Influence of Colors as a Key Element in Consumer Marketing

Online Versus Traditional Shopping in Developing Countries Study Case-Kosovo 

Photography as a key element in tracking message to targeted customer groups 

Brain Drain Phenomenon in Western Balkan Countries with Special Emphasis in Kosovo, Macedonia and Albania 

The Impact of Product Exposure as a Key Element of Sales Promotion 

The application of guerrilla marketing in Kosovo

Application of tourism marketing in Kosovo

“Influential factors in the application of marketing by Kosovar enterprises in the international market” – Euroscience 2013, May, AAB University, Prishtina. 

“Application of Kosovo enterprises marketing in Global Environment” – International Conference EconomicSocial, 23-15 May 2013, – Globalization and sustaninable devolopment 10th EBES Conference-Instambull.

“Marketing Management in Global Environment” – International Conference 9-10 December 2011 “Economic Social Challenges 2011- “Globalization and Sustainable Development” University of Tirana, Faculty of Economy.

“Using promotion as a marketing tool in winning hotel product market” – Shkodra University “Luigj Gurakuqi” Economic Faculty 04 November 2011, Second International, Tourism, Conference: “Challenges of Sustainable Tourism Development 2011” Conference of TEMPUS project CHTMBAL.

Service marketing
Marketing management