Title

conferențiar universitar

dr. Mihaela CONSTANTINESCU

mihaela.constantinescu@mk.ase.ro

Presentation

Mihaela CONSTANTINESCU is an Associate Professor PhD at the Marketing Department, Academy of Economic Studies (ASE) in Bucharest. She graduated from ASE, Faculty of Commerce, specialization in Marketing, in 2003. After graduation, she pursued a postgraduate program in “Communication and Business Promotion”, Marketing School, and earned her PhD in Economic Sciences – Marketing, from ASE in 2008. She has been working at the university since 2004, teaching courses and seminars in Sports Marketing (undergraduate level – taught in Romanian and English) and Marketing Research (undergraduate and master level – taught in Romanian and English). Mihaela Constantinescu has extensive research experience, both academically (participating in more than 20 national and international research projects) and in the business environment. She is the author or co-author of seven books on Marketing, particularly on the topic of sports marketing, and over 80 scientific articles indexed in international databases or presented at international conferences.

Scientific publications (selective)

  1. Mihalcea, S.M., Constantinescu, M, Olteanu, A.I. (2022). Marketing Campaign for Sports Clubs. Case study: Archery Club Saga. Journal of Emerging Trends in Marketing and Management, 1(1), p. 37-50
  2. Constantinescu, M, Orindaru, A., Orzan, M.C., Căescu, Ș.C., Roșca, M.I., Botezatu, F. (2022). Interest in sports – a marketing research approach in discovering predicting factors. Economic Computation & Economic Cybernetics Studies & Research, 56(1), 191-209
  3. Constantinescu, M., Caescu, S. C., Botezatu, F., Mateescu, L. (2021). Use of Online Marketplaces for Marketing and Management Specialists: A Sustainable Business Model Perspective. International Journal of Business and Administrative Studies, volume 7 issue 4 pp. 91-101 doi: https://dx.doi.org/10.20469/ijbas.7.10004-4
  4. Orindaru Andreea, Constantinescu Mihaela, Țuclea Claudia-Elena, Caescu Stefan-Claudiu, Florescu Margareta Stela, Dumitru Ionel (2020). Rurbanization – Making the City Greener: Young Citizen Implication and Future Actions. Sustainability eISSN: 2071-1050. Volume: 12 Issue: 17. Article Number: 7175. DOI: 10.3390/su12177175. WOS:000569572700001
  5. Rosca Laura Daniela (Tanase), Constantinescu Mihaela, Caescu Stefan-Claudiu, Orzan Mihai Cristian (2019). Assessing the applicability of neuromarketing tools in online social networks from a business perspective. Journal of Emerging Trends in Marketing and Management, vol. I, nr. 1, pg. 350-356, ISSN 2537-5865
  6. CONSTANTINESCU Mihaela, ORÎNDARU Andreea, PACHIȚANU Andreea, ROȘCA Laura, CĂESCU Ștefan-Claudiu, ORZAN Mihai Cristian (2019). Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth, Sustainability, Vol. 11, Issue: 24, Article Number: 7094, DEC 2019, eISSN: 2071-1050, WOS:000506899000197
  7. CONSTANTINESCU Mihaela, ORÎNDARU Andreea, CĂESCU Ștefan-Claudiu, Pachițanu Andreea (2019). Sustainable Development of Urban Green Areas for Quality of Life Improvement - Argument for Increased Citizen Participation, Sustainability, Vol. 11, Issue: 18, Article Number: 4868, SEP 2019, eISSN: 2071-1050, WOS:000489104700054
  8. Cristiana Sangiorzan, Mihaela Constantinescu (2017), Experiential Marketing and Advertising Efficiency – a Marketing Experiment, Journal of Emerging Trends in Marketing and Management, Volume I, No. 1, 2017, p. 249-257, ISSN: 2537 – 5865
  9. Constantinescu Mihaela (2016). The Brand of an Athlete – Reconsidering its Dimensions, Journal of Emerging Trends in Marketing and Management, Volume I, No. 1, 2016, p. 354-363, ISSN: 2537 – 5865
  10. Serbanica, D., Constantinescu Mihaela (2016). Using Public Relations in Sports, Romanian Marketing Journal, 2/2016 [Volume 11, Issue 2] (April-June), pp. 24-35, ISSN: 1842–2454

Research fields

  1. Sports Marketing, covering both marketing for sports (clubs, federations, teams, athletes, sports events) and marketing through sports (sponsorship and endorsement).
  2. Consumer Behavior, analyzing behavior dimensions leading to market segmentation and direct indicators such as user experience or consumer satisfaction levels.
  3. Marketing Research, involving the development of classical research methods (surveys, observations, qualitative research) and emerging techniques like eye tracking, face coding, and other neuromarketing methods.

Education

2010-2013 – Postdoctoral Studies in Economics, Marketing School, Academy of Economic Studies in Bucharest, on the topic “Using Marketing Research to Improve Quality of Life through Sports”

2004-2008 – PhD in Marketing, Marketing School, Academy of Economic Studies in Bucharest, on the topic “Relational Marketing Applied in Sports”

2004-2005 – Postgraduate Diploma, Marketing School, Academy of Economic Studies in Bucharest

1999-2003 – Bachelor’s Degree, Faculty of Commerce, specialization in Marketing, Academy of Economic Studies in Bucharest

Professional experience

2013-present – Associate Professor PhD, Marketing Department, Academy of Economic Studies in Bucharest

2008-2013 – Lecturer PhD, Marketing Department, Academy of Economic Studies in Bucharest

2006-2008 – Assistant Professor, Marketing Department, Academy of Economic Studies in Bucharest

2004-2006 – Teaching Assistant, Marketing Department, Academy of Economic Studies in Bucharest

Taught subjects

Course Name Faculty Program
Sports Marketing Marketing School Marketing (undergraduate, year 3)
Marketing Research Marketing School Marketing (undergraduate, year 1)
Marketing Research Methods Marketing School Business Communication and Marketing (master)
Applied Marketing Research Marketing School Customer Relationship Management (master)
Public Relations Research Marketing School Public Relations in Marketing (master)