Morana is a marketing professor, author, and consultant specializing in digital marketing, computational advertising, data-driven marketing, integrated marketing communications, and digital media consumption. She received her Ph.D. in communication sciences at Universita della Svizzera italiana, and is a research fellow at Northwestern University Spiegel Research Center. She teaches marketing-related courses at the University of Zagreb, Faculty of Economics & Business, and is a visiting professor at Universita Cattolica del Sacro Cuore and Vilnius University. She is also the Vice-President Memberships and Communication of the European Marketing Academy (EMAC), one of the leading academic marketing associations in the world. She conducts survey, experimental, and data-driven research to investigate antecedents and consequences of media consumption and technological disruption in collaboration with companies from various industries such as retail, media, and telecommunications. She has won several research awards for her work. She does consulting for Croatian and international companies in various industries and the non-profit sector, with a special focus on strategic planning, digital marketing, and learning & development.