Department of Marketing and Innovation in Agribusiness

of Marketing and Innovation in Agribusiness

University of Zagreb, Faculty of Agriculture
Svetošimunska cesta 25, 10000 Zagreb, Croatia
Pavilion 5th, 1st Floor

Department SecretaryPhoneE-mail (+
Ljiljana Wenzinger, Department Secretary
Administrative Assistant
+385 1 239 3695wenzinger
Scientific-teaching employeesPhoneE-mail (+
Assoc. Prof. Željka Mesić, PhD, Head of Department
Associate Professor
+385 1 239 3641zmesic
Prof. Marija Cerjak, PhD
Full Professor
+385 1 239 3739mcerjak
Prof. Damir Kovačić, PhD
Full Professor
+385 1 239 3734dkovacic
Assist. Prof. Marina Tomić Maksan, PhD
Assistant Professor
+385 1 239 3787matomic
Gabriela Šmit, Master of Science, MSc. (Agr.)

Teaching activities

The teaching activity of the Department began with the course "Market and trade of agricultural products", and after the reform of higher education and the establishment of new study programs at the Faculty in 2005, the Department organizes classes in sixteen courses in undergraduate, graduate, postgraduate specialist and postgraduate doctoral studies in the field of market and marketing of agricultural products, international marketing, market research and consumer behavior, rural tourism and supply chains in agribusiness. In order to improve teaching and learning over time, the teachers of the Department introduce current topics courses, they continuously educate themselves to apply new teaching methods that encourage students to think critically and support them in active learning in higher education.

Scientific and research activities

The Department of Marketing in Agriculture is a leading scientific research unit dealing with the market and marketing of agri-food products in Croatia. The scientific activity of the Department includes the following areas: consumer preferences and behavior, methodological research in the field of consumer behavior, food trends, traditional agricultural products, geographical indications, supply chains in agribusiness, regional and rural development and rural tourism. Some of the more important scientific research in the last twenty years are econometric research on food consumptionn (Fruit and vegetable consumption in Croatia, Milk consumption forecast in Croatia, Trends and forecast of fruit and vegetable exports in Croatia), research about consumer behavior, attitudes and preferences (Consumer satisfaction with city markets in Croatia, Wine perception and consumption among young adults in Croatia, Consumer satisfaction with Slavonian Kulen from Black Slavonian or modern pigs), research of standardization of Slavonian domestic kulen production (Slavonian domestic kulen) and research methods to measure consumer preferences.

Researchers from the Department of Marketing in Agriculture were the first in Croatia who are introduced with multivariate methods for market research such as Conjoint analysis which they also improved. The professional activity of the Department is focused on the preparation of expert analyzes, pilot projects, market research projects and advisory services for the needs of state and local government, foreign partners and the domestic economy, especially small and medium-sized family farms.

Department researchers participated in many national projects such as preparation of supply balance sheets for agricultural and food products and calculation of self-sufficiency, development of agromarketing information system in Croatia (TISUP), development of strategic documents for agricultural development in several counties, creating brands of a number of traditional products (Slavonian home-made kulen, Baby beef, Zagorje turkey, cheese brand Dragec, apple vinegar brand Kap zdravlja, apple brand Sunčana). The international cooperation of the Department has developed through scientific, professional and teaching projects, as well as through joint publication of papers with foreign scientists.


The Department of Marketing in Agriculture was founded in 1963 under the name Department of Market and Trade in Agricultural Products. Until then, research about market and marketing of agri-food products was conducted within the Department for the Organization and Economics of Agriculture. In the period from the establishment of the Department to the beginning of the 1990s, research area was oriented  towards exploring distribution channels of agri-food products, elasticity of demand and price parities of agricultural and non-agricultural products. In 1993, the Department changed its name to the The Department of Marketing in Agriculture.

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