Lia Genelidze is a Lecturer in Marketing at Kutaisi International University (KIU).
She also teaches at Akaki Tsereteli State University (ATSU) and Central European University (CUE), bringing nine years of experience in higher education. Her teaching areas include Digital and Social Media Marketing, Branding, and Marketing Communications.
Alongside her academic work, Lia Genelidze has experience in marketing, including her work in the Marketing Department of Akaki Tsereteli State University. She has been involved in developing and implementing marketing strategies, planning advertising and communication campaigns, and supporting brand positioning initiatives for various businesses. She also has experience in designing and delivering training programs in business digitalization and marketing. Throughout her career, she has worked with both students and local entrepreneurs, supporting the development of their digital and marketing competencies.
Her research interests include consumer behavior in digital environments, the role of branding, internal marketing, and sales strategies. She is particularly interested in the impact of digital transformation on consumer decision-making processes, changes in the expectations and behavior of consumers across different generations, brand–consumer relationships, as well as the application of artificial intelligence in marketing.
Lia Genelidze is the author and co-author of a number of academic publications in the fields of generational marketing, branding, consumer behavior, and digital marketing. Her professional and academic work focuses on connecting theoretical knowledge with business practice and contributing to the development of contemporary marketing education.
