Natalia Shelegia, Ph.D.
Associate Professor of Marketing, Branding and Communications
Primary Focus
- Consumer Behaviour
- Strategic Branding and Brand Management
- Luxury Branding and Marketing
- Strategic Marketing Communications
- Digital Marketing Strategy
- Cultural and Museum Marketing
Secondary Focus
- Social Media Marketing
- Content Marketing
- International Marketing
- Audience Engagement and Experience Design
Methodological Expertise
- Qualitative Research Methods
- Mixed-Methods Research
- Case Study Research
- Content Analysis
- Consumer Insight and Audience Research
Proposed Dissertation Themes & Research Projects
- Consumer Behaviour and Decision-Making in Digital Environments
- Luxury Branding, Consumer Experience, and Value Creation
- Artificial Intelligence, Personalization, and Consumer Engagement in Marketing
- Strategic Branding, Brand Meaning, and Consumer Identity
- Social Media Influence, Digital Communities, and Online Consumer Behaviour
- Trust, Authenticity, and Brand Relationships in Contemporary Markets
- Marketing Innovation and Digital Transformation in Organizations
- Interdisciplinary Research at the Intersection of Marketing, Psychology, Behavioural Science, and Technology
- Audience Engagement, Branding, and Value Creation in Cultural and Creative Industries
Time Zone
- Location: Tbilisi, Georgia
- Standard Offset: UTC +4 (Georgia Standard Time)
- Availability Note: Primarily available for consultations during weekday afternoons and evenings. Flexible scheduling can be arranged for international doctoral candidates across European and North American time zones.
Languages Spoken
- Native/Bilingual: Georgian
- Professional Working Proficiency: English, Russian
- Limited Working Proficiency: German
Professional Experience & Biography
Dr. Natalia Shelegia brings a multidisciplinary professional background spanning business, banking, marketing, cultural institutions, and higher education. Before pursuing a full-time academic career, she held leadership and professional positions in banking, consulting, marketing, public relations, and advertising. These experiences provided her with practical expertise in strategic planning, brand management, communications, and consumer engagement.
Her career later expanded into the cultural sector, where she served as Director of Communications at the Georgian National Museum and conducted research at the Metropolitan Museum of Art in New York. Having worked extensively in both business and cultural environments, she developed a unique perspective on how organizations create value, build brands, and connect with audiences. This synergy between industry practice and academic research continues to shape her teaching, research, and supervision.
For nearly two decades, Dr. Shelegia has taught and mentored students at undergraduate, master's, and doctoral levels at universities in Georgia and internationally. She has supervised numerous research projects, master's theses, and doctoral dissertations across areas such as marketing, branding, consumer behaviour, strategic communications, digital marketing, and cultural management. Supporting students throughout their research journey remains one of the most rewarding aspects of her academic career.
Her research interests focus on consumer behaviour, strategic branding, luxury marketing, digital marketing, and the impact of emerging technologies on marketing communications. As a doctoral supervisor, she values intellectual curiosity, methodological rigor, and independent thinking. She particularly welcomes interdisciplinary research that connects marketing with psychology, behavioural science, communications, culture, technology, and innovation.
Her career later expanded into the cultural sector, where she served as Director of Communications at the Georgian National Museum and conducted research at the Metropolitan Museum of Art in New York. Having worked extensively in both business and cultural environments, she developed a unique perspective on how organizations create value, build brands, and connect with audiences. This synergy between industry practice and academic research continues to shape her teaching, research, and supervision.
For nearly two decades, Dr. Shelegia has taught and mentored students at undergraduate, master's, and doctoral levels at universities in Georgia and internationally. She has supervised numerous research projects, master's theses, and doctoral dissertations across areas such as marketing, branding, consumer behaviour, strategic communications, digital marketing, and cultural management. Supporting students throughout their research journey remains one of the most rewarding aspects of her academic career.
Her research interests focus on consumer behaviour, strategic branding, luxury marketing, digital marketing, and the impact of emerging technologies on marketing communications. As a doctoral supervisor, she values intellectual curiosity, methodological rigor, and independent thinking. She particularly welcomes interdisciplinary research that connects marketing with psychology, behavioural science, communications, culture, technology, and innovation.