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From Advertising To Reality: A Visual Analysis Of Fast-Food Products And Their Impact On Consumer Perceptions, Kaltrina Veselaj Shllaku, Visar Shllaku, Arberesha Hoxha Oct 2025

From Advertising To Reality: A Visual Analysis Of Fast-Food Products And Their Impact On Consumer Perceptions, Kaltrina Veselaj Shllaku, Visar Shllaku, Arberesha Hoxha

UBT International Conference

Fast food restaurant chains place great emphasis on presenting their products in advertisements through highly visually appealing images. However, there is an ongoing concern regarding the mismatch between the product shown in advertisements and the one that consumers actually receive. This study aims to identify the visual differences between the advertised product and the real one, as well as to analyze the impact of these discrepancies on consumer perception, brand credibility, and purchasing behavior. A comparative method and visual analysis were applied; statistical data were collected through questionnaires distributed across local and international fast-food chains. A total of 200 questionnaires …

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International Conference On Integrated Design, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Integrated Design, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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The Role Of Organizational Culture And Management Strategies In Sales Employee Performance, Dorjana Feimi Oct 2025

The Role Of Organizational Culture And Management Strategies In Sales Employee Performance, Dorjana Feimi

UBT International Conference

In today’s highly competitive economic environment, organizations encounter increasing challenges in managing human resources and sustaining high performance, particularly within the sales sector. This study examines the impact of organizational culture and management strategies on sales employees’ performance, aiming to provide a comprehensive understanding of the factors that drive motivation, engagement, and professional outcomes. A quantitative research design was employed, utilizing a structured questionnaire that combined closed-ended items with an open-ended question. This methodological approach allowed for the collection of robust statistical data to analyze the relationships between variables, while also capturing employees’ personal perceptions and experiences. The study offers …

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The Institutional Role Of Journalism In Post-Conflict Societies: The Case Of Kosovo, Ferid Selimi Oct 2025

The Institutional Role Of Journalism In Post-Conflict Societies: The Case Of Kosovo, Ferid Selimi

UBT International Conference

This study asserts that the traditional professional values underpinning journalism are becoming increasingly ambiguous, while established normative frameworks have diminished in their descriptive influence. Drawing on Hanitzsch’s (2011) typology of journalistic cultures, the research analyzes responses from a structured survey of 46 media professionals. Through the application of the Priority Model, the study explores how these professional role orientations intersect with neo-Gramscian perspectives on hegemony, particularly in shaping journalists’ priorities during the production and dissemination of news. The research investigates the institutional roles of journalistic cultures within Kosovo, with a specific focus on their evolving engagement in broader societal responsibilities …

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The Challenge Of Domestic Violence In The Balkan States, Marigona Bajraktaraj, Florent Azemi Oct 2025

The Challenge Of Domestic Violence In The Balkan States, Marigona Bajraktaraj, Florent Azemi

UBT International Conference

Domestic violence is a major social problem that includes physical, sexual, emotional, economic, and psychological forms.It appears as a repeated pattern of behavior aimed at control and domination over the partner, affecting the lives of all family members.The main characteristics are the abuse of power and the violation of the victim’s fundamental rights. The consequences manifest in pain, suffering, and the undermining of the victim’s health and safety.Many victims remain in abusive relationships due to fear and threats of harm.Balkan states have criminalized domestic violence and established penalties for offenders. The phenomenon is also linked to femicide and has worsened …

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Online Second-Hand Shopping Motivations According To Consumer Age Groups: An Empirical Evaluation, Meryem Koca, Gülay Keskin, Aferina Skeja Oct 2025

Online Second-Hand Shopping Motivations According To Consumer Age Groups: An Empirical Evaluation, Meryem Koca, Gülay Keskin, Aferina Skeja

UBT International Conference

In recent years, growing awareness of sustainability, the increasing importance of financial savings, and the accessibility of digital platforms have accelerated consumer participation in online secondhand shopping. This study explores whether the motivations behind purchasing secondhand products differ among age groups. Data were gathered through an online survey conducted in Türkiye using the 'Online Secondhand Shopping Motivations Scale' (Padmavathy et al., 2019). The reliability of the scale was confirmed through Cronbach’s Alpha, while one-way ANOVA and Tukey’s HSD tests were employed for analysis. Results indicate significant motivational differences across age categories, underscoring the relevance of generationally tailored secondhand marketing strategies …

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Leadership In The Era Of Remote Work: Challenges And Strategies For Effective Management, Aferina Skeja Oct 2025

Leadership In The Era Of Remote Work: Challenges And Strategies For Effective Management, Aferina Skeja

UBT International Conference

The rapid shift to remote work has transformed leadership practices across organizations. While remote work offers flexibility and global collaboration, it also introduces a range of management challenges. This paper examines the key challenges faced by leaders in remote settings, including communication barriers, employee isolation, accountability, and technological readiness. It synthesizes strategies recommended in the literature on remote leadership. Drawing on recent academic and practitioner sources, the paper emphasizes the importance of cultivating a robust digital communication culture, establishing clear expectations, promoting employee well-being, and maintaining a secure technological infrastructure. As organizations continue to navigate hybrid and fully remote work …

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The Impact Of Transformational Leadership On Employee Performance, Rubjana Zguro, Kujtim Zylfijaj Oct 2025

The Impact Of Transformational Leadership On Employee Performance, Rubjana Zguro, Kujtim Zylfijaj

UBT International Conference

Transformational leadership is one of the most influential leadership models, directly affecting employee motivation, engagement, and performance, and playing a key role in organizational success. This study examines its impact in Kosovo and Albania, focusing on its application across both public and private sectors. Drawing on the four core dimensions of transformational leadership-idealized influence, inspirational motivation, intellectual stimulation, and individualized consideration-the research investigates their relationship with employee outcomes such as job satisfaction, productivity, and organizational commitment. The study employs a quantitative approach, using a Likert-scale questionnaire administered to employees in various organizations. Statistical methods, including correlation and regression analysis, were …

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The Impact Of Stress Factors On Employee Performance, Blerina Gerbeshi, Kujtim Zylfijaj Oct 2025

The Impact Of Stress Factors On Employee Performance, Blerina Gerbeshi, Kujtim Zylfijaj

UBT International Conference

This study provides empirical insights into the relationship between stress factors and employee performance, contributing to the development of effective stress management strategies and human resource policies. The main objective is to analyze and evaluate the impact of stressors on employee performance across different work sectors. A quantitative research method was employed using a structured questionnaire distributed to 122 randomly selected participants from both public and private sectors. Data were collected online via Google Forms, ensuring anonymity and confidentiality, and analyzed using SPSS software. The findings indicate that the correlations between work-related stress factors and employee performance, as well as …

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Leadership And Organizational Culture As Catalysts Of Innovation And Business Sustainability, Fisnik Ferizi, Kujtim Zylfijaj Oct 2025

Leadership And Organizational Culture As Catalysts Of Innovation And Business Sustainability, Fisnik Ferizi, Kujtim Zylfijaj

UBT International Conference

This paper examines how leadership and organizational culture jointly stimulate innovation and promote business sustainability, focusing on enterprises in Kosovo. Adopting a qualitative methodology, data were gathered from twelve firms across diverse sectors through open-ended questionnaires and analyzed thematically. The study identifies three dominant dimensions: leadership-driven innovation for efficiency and transformation, culture-based creativity and learning, and innovation as a collective pathway to sustainable growth. Findings demonstrate that transformational and inclusive leadership encourages experimentation, collaboration, and psychological safety, while innovation-oriented cultures reinforce adaptability and resilience. Furthermore, open innovation through partnerships with universities and external stakeholders enhances knowledge exchange and sustainable outcomes. …

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Abusive Supervisors Make Me Quit: A Meta-Analytical Review Contribution Title, Ahmet Hakan Özkan Oct 2025

Abusive Supervisors Make Me Quit: A Meta-Analytical Review Contribution Title, Ahmet Hakan Özkan

UBT International Conference

The purpose of this research was to examine the relationship between abusive supervision and turnover intention by using the meta-analysis method. Among the screened 1,323 studies, 18 studies providing 21 correlation values were chosen for this meta-analysis. Comprehensive Meta-Analysis (CMA) Software was used to analyze the collected data. The reliability analysis process included publication bias tests and heterogeneity tests were applied to the collected data. The data was suitable for the moderator analysis and it was not necessary to make an artifact correction according to the aforementioned test results. The effect size of the surveyed relationship between abusive supervision and …

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The Reciprocal Relationship Between Musical Hearing And Piano Performance: A Collaborative Student–Teacher Research Approach, Leutrina Pireva, Alorë Shala Oct 2025

The Reciprocal Relationship Between Musical Hearing And Piano Performance: A Collaborative Student–Teacher Research Approach, Leutrina Pireva, Alorë Shala

UBT International Conference

This study aims to explore the reciprocal relationship between the development of musical hearing and piano performance, with an emphasis on the importance of music notation literacy and technical practice as key elements in shaping musical sensitivity. Through the acquisition of notation skills and the regular practice of piano works from various styles, the student not only improves interpretative abilities but also develops relative hearing and recognition of musical structures. The research adopts a qualitative and exploratory approach, combining the experience of an outstanding student in piano performance with pedagogical observations and comparisons with other students. The analysis is enriched …

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The Role Of The Music Manager In Building The Digital Identity Of Young Artists In The Age Of Social Media, Aida Gjikolli, Tomor Ispahiu Oct 2025

The Role Of The Music Manager In Building The Digital Identity Of Young Artists In The Age Of Social Media, Aida Gjikolli, Tomor Ispahiu

UBT International Conference

In an era of rapid technological transformations, social media has created new opportunities for the professional and artistic development of young artists. Platforms such as TikTok, Instagram, YouTube and Spotify are no longer just promotional tools, but indispensable spaces for presenting talent and building digital identity. This study examines the increasingly important role of the music manager as a strategic leader, mentor, negotiator and emotional supporter in this dynamic environment. Through a combination of theoretical analysis, concrete cases and digital data, the paper offers a clear overview of contemporary strategies for content management and audience interaction, contributing to building a …

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The Role Of The Media In Health Education And Disease Prevention, Laura Binxhija, Diana Sejdiu, Bislim Krasniqi Oct 2025

The Role Of The Media In Health Education And Disease Prevention, Laura Binxhija, Diana Sejdiu, Bislim Krasniqi

UBT International Conference

This study examines the role of media in health education and disease prevention through a combined approach of literature review and empirical analysis. The survey was conducted through a structured questionnaire administered to a representative sample of 160 people. The data showed that 91.7% consider media an influential factor in shaping their health behaviors, while 85% reported making significant health-related decisions—such as visiting a doctor or changing dietary habits—based on information obtained from media sources. Social media (45%) and online portals (35%) emerged as the dominant channels for accessing health information. Despite a high perceived level of trustworthiness (48.5% considered …

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International Conference On Applied Medicine Nursing, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Applied Medicine Nursing, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Computer Science And Communication Engineering, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Computer Science And Communication Engineering, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Language And Culture, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Language And Culture, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Mechatronics, Systems Engineering And Robotics, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Mechatronics, Systems Engineering And Robotics, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Management, Business And Economics, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Management, Business And Economics, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Journalism, Media And Communication, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Journalism, Media And Communication, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Modern Music, Digital Production And Management, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Modern Music, Digital Production And Management, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Psychology, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Psychology, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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International Conference On Education And Development, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Education And Development, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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Role Of Transport Management In Workforce Wellbeing In A Time Of Green And Digital Transition, Neli Lalkovska Oct 2025

Role Of Transport Management In Workforce Wellbeing In A Time Of Green And Digital Transition, Neli Lalkovska

UBT International Conference

In the time of green and digital transition and AI invasion, human resource management needs to be transformed. New technologies optimize processes but also pose challenges as risks associated with remote work, social isolation, lack of communication, increased stress, and the need for continuous learning. This paper explores the level of awareness of rail, auto, logistics, and aviation transport management in Bulgaria to provide conditions for digital wellbeing - the physical and mental health of HR. For the study, 72 managers answered a questionnaire. A link is made between human and planetary health, climate change, and the level of green …

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Empowering Inclusive English Language Learning Through Artificial Intelligence: Opportunities And Challenges For Students With Specific Learning Difficulties, Alma Lama, Duli Pllana, Zohaib Hassan Sain Oct 2025

Empowering Inclusive English Language Learning Through Artificial Intelligence: Opportunities And Challenges For Students With Specific Learning Difficulties, Alma Lama, Duli Pllana, Zohaib Hassan Sain

UBT International Conference

Artificial Intelligence (AI) integration into English language education transforms classroom instruction methods specifically for students who have Specific Learning Difficulties (SLDs), including dyslexia, ADHD and language processing disorders. The research uses a mixed-methods approach, which includes both systematic literature review findings and qualitative data obtained from classroom observations, together with teacher interviews in inclusive English language settings. The research investigates how artificial intelligence tools, such as intelligent tutoring systems and speech-to-text technologies, and adaptive language learning platforms, are used to create personalized instruction and support cognitive and linguistic development. AI tools deliver customized adaptations that help students with dyslexia decode …

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Classroom Management In The 21st Century: A Qualitative Review Across Higher Education Contexts, Trendeline Haliti Oct 2025

Classroom Management In The 21st Century: A Qualitative Review Across Higher Education Contexts, Trendeline Haliti

UBT International Conference

This qualitative review explores how classroom management has evolved in 21stcentury higher education, emphasizing global trends, local implications, and practical recommendations for transitional systems like Kosovo. By synthesizing 15 qualitative and mixed-method studies published between 2012 and 2025, the study examines how management practices are reshaped by digitalization, massification, and student autonomy. Findings reveal that classroom management in higher education has moved beyond control toward coconstructed engagement, with technology and class size emerging as key mediators. The paper argues that managing learning today means managing relationships, attention, and space. It concludes with recommendations for institutional support, pedagogical redesign, and future …

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Anxiety Among Adolescents Aged 15-18 In The City Of Prizren, Besarta Sadriu, Kosovare Hamiti Oct 2025

Anxiety Among Adolescents Aged 15-18 In The City Of Prizren, Besarta Sadriu, Kosovare Hamiti

UBT International Conference

Anxiety is one of the most prevalent mental health concerns among adolescents, significantly impacting their well-being and daily functioning. This study explores the level of anxiety among adolescents aged 15-18 in the city of Prizren, focusing on differences by gender, age groups, and type of school (public vs. private). The methodology employs a quantitative approach, with data collected using the Beck Anxiety Inventory (BAI), a well-known instrument for measuring anxiety symptoms. The study included 60 students from two high schools, one public and one private, comprising 31 girls and 29 boys. The findings aim to shed light on how demographic …

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Meditation As Part Of The Intervention In Alleviating Distress In The Psychotherapy Process Of Adults, Bilokurova Tetyana, Ali Idrizi Oct 2025

Meditation As Part Of The Intervention In Alleviating Distress In The Psychotherapy Process Of Adults, Bilokurova Tetyana, Ali Idrizi

UBT International Conference

This paper aims to clarify the effect of meditation on the process of psychotherapy and its impact on emotional relief, compared to the techniques of psychoeducation and discussion about the problem. The main problem that this paper addresses is: Is there a difference between the intervention technique of meditation, the psychoeducation and discussion about the problem in emotional relief during the process of psychotherapy in adults? This question addresses an important issue in the field of psychotherapy, analyzing which of these approaches may have a greater impact on the emotional well-being of individuals facing emotional and psychological challenges. The main …

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Self-Efficacy And Academic Performance Of Students, Denis Celcima, Diana Sejdiu Shala, Malsore Hetemi Oct 2025

Self-Efficacy And Academic Performance Of Students, Denis Celcima, Diana Sejdiu Shala, Malsore Hetemi

UBT International Conference

This study examines the relationship between self-efficacy and academic performance in students, analyzing differences according to socio-demographic factors such as gender and residence. Participants (N = 115) of this study are students from different university programs in Kosovo. A quantitative method was used, with two instruments: the General SelfEfficacy Scale (GSE) and the Academic Performance Scale. The results show a positive and significant correlation between self-efficacy and academic performance. Furthermore, based on the results, males have higher self-efficacy, while students from rural areas have shown higher levels in both variables. The findings suggest the development of programs that strengthen selfefficacy …

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International Conference On Pharmaceutical And Natural Sciences, University For Business And Technology (Ubt) In Kosovo Oct 2025

International Conference On Pharmaceutical And Natural Sciences, University For Business And Technology (Ubt) In Kosovo

UBT International Conference

UBT Annual International Conference is the 14th international interdisciplinary peer reviewed conference which publishes works of the scientists as well as practitioners in the area where UBT is active in Education, Research and Development. The UBT aims to implement an integrated strategy to establish itself as an internationally competitive, research-intensive university, committed to the transfer of knowledge and the provision of a world-class education to the most talented students from all background. The main perspective of the conference is to connect the scientists and practitioners from different disciplines in the same place and make them be aware of the recent …

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