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Doctor Monica Mihalache

Dr Monica Mihalache

Principal Teaching Fellow

Research interests

  • Media Consumer Behaviour
  • Integrated Marketing Communications effects
  • Cultivation theory 

More research

Accepting applications from PhD students.


Address: Boldrewood Campus, Burgess Road, SO16 7QF


Monica Mihalache has over 12 years of experience in digital and offline integrated marketing, with focus on visual and video communication. 
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 US 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 methods 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. She is a Higher Education Fellow and member of the Data and Marketing Association in London.

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 creating a bridge between theoretical conceptual frameworks and practical application of knowledge, motivating students to challenge themselves and believe in their unique learning style.

She enjoys working with passionate and enthusiast people in Marketing related fields, such as applied data science and integrated marketing communication.

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