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The University of Southampton
Southampton Business School
Phone:
(023) 8059 1872
Email:
Monica.Mihalache@soton.ac.uk

Dr Monica Mihalache MS, PhD, FHEA

Teaching Fellow in Marketing

Dr Monica Mihalache's photo

Dr Monica Mihalache has over 12 years of experience in Integrated Marketing Communications and Media, a practical perspective which adapted her theoretical background earned in Europe and in USA. Most of all, she enjoys working with enthusiast people.

After graduating her Economics and Marketing Degree in Romania, Monica started to work for the first Internet Service Provider in the Eastern European region. She continued her studies in USA with a Master Degree in Marketing Research at Texas A&M University, USA. Returning to Europe, she worked as a Specialist Referent in Marketing for the Public National Romanian Television. She coordinated the communication strategy implementation for the television station, and as coordinator for the communication strategy in advertising campaigns, European funded projects, festivals, international seminars, and special European and national events.

During her doctoral degree, Dr Monica Mihalache followed an interdisciplinary methodological approach of redesigning and testing on a large Eastern‐Romanian sample a well-known materialism scale previously tested exclusively on western cultures. She argued that importing methodologies of research without pre‐testing them or without understanding the cultural significance of the same variables could offer the research an altered end‐point in the study of the media effects on values’ formation.

Dr Monica Mihalache participated in a three years European granted project under the European Program POSDRU. She is a member of the network of trainers in television, diploma obtained at the SON&R BBC Training Centre in Bristol, UK. Her training and teaching methods are focused on differentiated methods of teaching depending on the way students learn, and on bringing new practical insights from the industry to the theoretical foundation.

She is a member of the CIRCOM Network of trainers in television, diploma obtained at the SON&R BBC Training Centre in Bristol, UK.

Her training and teaching methods are focused on differentiated methods of teaching depending on the way students learn, and on bringing new practical insights from the industry to the theoretical foundation.

 

Research interests

Research group: Digital & Data Driven Marketing

  • Media Consumer Behaviour
  • Integrated Marketing Communication effects
  • Cultivation theory and the influence of communication stimuli to different cultural groups, the effects of the classical or new media channels on the personal values of the audience.

MPhil/PhD research:

- PhD in Marketing. Dissertation title: “The Influence of Television Consumption over the Cultivation of Materialism in the North-Eastern Region of Romania”

“Alexandru Ioan Cuza” University, Romania

- Master of Science in Marketing Research Texas A&M University, Mays Business School, USA

Research projects:

European granted fund for the doctoral degree: "The Development of Opportunities offered to PhD students for flexible directions in their research career", European Program POSDRU 6/1.5/S/25/Id project 5244, Beneficiary Institution: “Alexandru Ioan Cuza” University, 3 years grant.

 

 

  • Trainer for business representatives, and consultant in Integrated Marketing Communication
  • Member of the Network of trainers in CIRCOM Regional (Professional Association of Regional Service Television in Europe)
  • Member of the Romanian Independent Journalism Centre
  • Programme Leader - MSc Marketing Analytics Programme
  • 3rd Year Link Tutor - BSc Marketing Programme

 

 

 

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2014 “How do we value what we see on TV? Television’s Consumption and the Cultivation of Materialism in Romania”, IBER Journal, No.5, Issue 1 of the International Business and Economics Review Journal, Lisboa - ISSN 2183-3265, Lisboa, Portugal

2011 “Do we buy what we see on TV? Exploratory research on the level of materialism for the Romanian television audience” in Proceedings of the International Conference “Doctoral research in economy: present and perspectives”, Management and Marketing Section, Iasi – Romania

2010 “The convergence of Psychology and Socio-psychology over the Understanding of Personal Values Studies” in International Conference - The Limits of the Knowledge Society, Iasi – Romania

2010 “Literature Review on the Influence of Television Consumption over the Cultivation of Material Values” in Proceedings of the LCBR European Marketing Conference 2010, Munchen – Germany

 

 

Dr Monica Mihalache
Room 5031, Building 2, Highfield Campus
Tel. (+44) 0238 059 1872

Room Number: 2/5031

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