Presentation
Andreea PACHIȚANU is a lecturer in the Department of Marketing at the Bucharest University of Economic Studies (ASE). She graduated from ASE, Marketing School in 2008. After graduation, she pursued a master's degree in Marketing Management, Marketing School, followed by doctoral studies in Economic Sciences – Marketing, completed in 2015. She has been teaching at the university since 2011, offering courses in Marketing (undergraduate – in Romanian and English) and Sales Techniques (undergraduate – in Romanian). Andreea Pachițanu has experience in both academic marketing and sales, contributing to national and international research projects, and has worked in multinational companies, private research institutes, advertising agencies, and event planning. She is the author of a book on social media marketing and over 20 scientific articles indexed in international databases and presented at international conferences.
Scientific publications (selective)
- 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
- 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
- PACHIŢANU Andreea, CĂESCU Stefan-Claudiu, FLORESCU Margareta-Stela, BARBU Andreea- Mihaela, ORZAN Mihai Cristian (2018). A Conceptual Model of Social Media Marketing Strategy, Proceeding of the 32nd IBIMA, IBIMA International Business Information Management Association Conference, IBIMA, Sevilia, Spania, ISBN: 978-0-9998551-7-1, ISSN 2767-9640
- PACHIŢANU Andreea (2017). Social Media Instruments’ Evolution and Importance for the Marketing Communications Mix – An International Social Media Experts Analysis, JOURNAL OF EMERGING TRENDS IN MARKETING AND MANAGEMENT, EMERGING TRENDS IN MARKETING AND MANAGEMENT INTERNATIONAL CONFERENCE, ETIMM, BUCUREȘTI, pg. 330 – 338, ISSN 2537-5865
- PACHIŢANU Andreea (2016). Social Media Instruments’ Use and Importance for the Marketing Communications Mix – An Exploratory Analysis on Companies’ in Romania, JOURNAL OF EMERGING TRENDS IN MARKETING AND MANAGEMENT, EMERGING TRENDS IN MARKETING AND MANAGEMENT INTERNATIONAL CONFERENCE, ETIMM, BUCUREȘTI, România, pg. 346 – 353, ISSN 2537-5865
- IONESCU Cornel, IONESCU Adrian, PACHIŢANU Andreea, IONESCU Alexandru (2016). Capacity and Capability. Consequences on market performance of companies in Romania, Romanian Journal of Economics, , Vol. 43, Nr. 2 (52), pg. 97 – 107, ISSN:2344-4657; 1220-5567
- PACHIŢANU Andreea (2016). Communication in the Digital Era and Online Corporate Communications Strategies – Untapped Opportunities for Businesses in Romania, Eastern European Business and Economics Journal, Vol. 2, Nr. 2, pg. 27 – 42, ISSN:2256-0521.
- IONESCU (PACHIŢANU) Andreea, ANGHEL Laurentiu Dan, JINGA Gheorghe (2014). Responsibility in maintaining the security of personal data posted online by Romanian consumers: an exploratory analysis of Facebook and LinkedIn, Amfiteatru Economic, Vol. XVI, Nr. 35, pg. 240 – 256, ISSN:1582-9146
- CICEO Andreea, IONESCU (PACHIŢANU) Andreea (2014). Particularities of the Social Media Communications Strategy for the Theatres in Transylvania, Transylvanian Review of Administrative Sciences, Vol. 23, Nr. 3, pg. 133 – 155, ISSN:1842-2845; 2247-8310
Research fields
- Marketing and digital strategy (a strategic approach to marketing planning to maintain a competitive advantage for the organization, integrated marketing communication, including the study of emerging digital marketing techniques and tools and their integration with traditional marketing techniques and tools, the role and importance of user-generated content (UGC) and online communities/influencers in marketing strategies)
- Consumer behavior (including analysis of consumers’ digital experience, changing customer behaviors considering digital channels, understanding customer acquisition and retention pathways in the digital environment, as well as how consumers interact with brands through virtual and/or augmented reality, AI technology used in user behavior and data analysis to personalize customer experience, elements related to data privacy and consumer privacy)
- Marketing research (neuromarketing techniques such as eye tracking, facial decoding/face coding, or EEG)
Education
2010-2015 – PhD in Marketing, Marketing School, Bucharest University of Economic Studies, with the thesis “A Strategic Approach to Marketing through Social Media”
2008-2010 – master Degree, Marketing School, Bucharest University of Economic Studies.
2005-2008 – Bachelor’s Degree, Marketing School, Bucharest University of Economic Studies.
Professional experience
2024-present – Lecturer, Department of Marketing, Bucharest University of Economic Studies
2016-2024 – Assistant Lecturer, Department of Marketing, Bucharest University of Economic Studies
2011-2016 – Associate Lecturer, Department of Marketing, Bucharest University of Economic Studies
Taught subjects
| Course Name | Faculty | Program |
| Marketing | Marketing School (MRK) | Marketing (undergraduate, year 1) |
| Marketing (English) | Marketing School (MRK) | Marketing in English (undergraduate, year 1) |
| Marketing (English) | Faculty of Business Administration in Foreign Languages (FABIZ) | Business Administration in English (undergraduate, year 1) |
| Marketing (English) | Faculty of Finance, Insurance, Banks and Stock Exchanges (FABBV) | Finance and Banking in English (undergraduate, year 1) |
| Marketing (English) | Faculty of Accounting and Management Information Systems (CIG) | Accounting and Management Information Systems in English (undergraduate, year 2) |
| Marketing (English) | Faculty of Cybernetics, Statistics and Economic Informatics (CSIE) | Economic Informatics in English (undergraduate, year 1) |
| Sales Techniques | Marketing School | Marketing (undergraduate, year 3) |