Research interests

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

Current research

Monical belongs to the Digital and Data Driven Marketing research group. Her current research interests include Media Consumer Behaviour, Integrated Marketing Communication effects and 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.

Monica's PhD thesis is titled The Influence of Television Consumption over the Cultivation of Materialism in the North-Eastern Region of Romania”.

She received a 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.

Monica coordinates the teaching effort of the Digital and Data driven Marketing Department. She is Programme Leader for the MSc Marketing Analytics.

Monica is module leader for the following modules: 

• MANG2070 Digital Marketing
• MANG6233 Web Analytics
• MANG6540 Integrated Marketing Communication Design
• MANG6518 Marketing Practice-based Dissertation

Monica Mihalache has over 12 years of experience in digital and offline communications, 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 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 learning, bringing new practical insights from the industry to the theoretical foundation.