Dr hab. Barbara Mróz-Gorgoń, prof. WUEB
Marketing & branding
Professor at Wrocław University of Economics and Business; Chair of the Advisory Board of Kotler Impact Poland; Vice-Chair of the Board of the Western Chamber of Commerce; and advisor to the President of Employers of Poland on university cooperation. Consultant to numerous Polish and international brands; co-author of the Polish edition of Philip Kotler’s “Fundamentals of Modern Marketing”; winner of the Economicus award for the book “Rebranding. A Strategic Change for Organisations”; and since 2022 a visiting professor at Kasetsart University in Bangkok.
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Services for business
- Brand design and repositioning (corporate & product)
- Audits and comprehensive personal-branding strategies for leaders and experts
- Online/offline communication campaigns, including crisis PR and media relations
- Consumer behaviour and sentiment analysis using digital data
- Advisory in political marketing and public image
- Implementation of AI and biometrics solutions in marketing and sales processes
Industry expertise
- Brand strategy and rebranding
- Personal branding
- Marketing communication
- Consumer behaviour
- Political marketing
- AI and biometrics in marketing
- Using art, fashion and design in image-building
Research expertise
- Professor at Wrocław University of Economics and Business
- Chair of the Kotler Impact Poland Advisory Board; Vice-Chair of the Western Chamber of Commerce Board
- Advisor for university cooperation at the Polish Financial Enterprises Association (ZPF) and consultant to numerous domestic and international companies
- Visiting professor at Kasetsart University in Bangkok since 2022
- Author of the Economicus 2020-awarded book “Rebranding. A Strategic Change for Organisations” (PWN) and co-author (with Prof. Philip Kotler) of the Polish edition of “Fundamentals of Modern Marketing”
- Member of the GRAI team at the Ministry of Digital Affairs (AI Act) and of the inter-ministerial team for Poland’s national brand strategy (since 2025)
Related materials
Wrocław University of Economics and Business
WUEB focuses its research on six key pillars: analytical economics and finance; management and quality; digital economy and data science; sustainable supply chains; food technology; and public policies supporting ESG. Interdisciplinary teams combine expertise across fields and translate research results into solutions ready for implementation.
As an entrepreneurial university, we co-create value together with business—from rapid expert consultations to long-term R&D programmes. Our interdisciplinary teams deliver advanced data analyses, ESG and quality audits, business models, and solutions based on AI and the green transition; we measure outcomes with shared KPIs such as partner satisfaction, implementation value, and relationship durability.
Through a “one-stop” approach, we connect experts, research infrastructure, and technology transfer managers to provide ready-to-use recommendations and solutions at the pace required by the market.
