Anca Micu, Ph.D.
Associate Dean & Associate Professor of Marketing
Dr. Micu is a marketing communications specialist with solid industry experience both full-time and as a consultant. Prior to her academic career she has worked for the BBDO advertising agency and since then collaborated with a number of organizations including The Estee Lauder Companies, The Advertising Research Foundation, Time Inc. and Millward Brown. She served as a marketing communications expert witness in a trial where the jury awarded plaintiffs $4 million.
She is an enthusiastic academic who has been teaching students for a decade and has conducted and published research in top advertising journals. Dr. Micu currently serves as the editor of the American Academy of Advertising Newsletter.
Degrees and Certifications
- MBA and Ph.D. from the University of Missouri-Columbia
Prof. Micu regularly teaches Advertising and Digital Advertising as well as the graduate Digital Marketing course. She believes in blending textbook material with applied content and current industry news and developments.
Here is what students say about her classes:
“Professor Micu was very in tune with what students now want to learn about. She connected popular things such as Facebook, blogger, twitter etc. into our class which made it much more interesting.”
“I would recommend this class for anyone majoring in Marketing. Digital Advertising plays such a huge role in advertising and marketing efforts these days it's an important area not to overlook. Most marketing jobs now, require some knowledge of the digital landscape.”
“She has a background in media having worked both on agency and publisher sides so she provided broad POV's on the different media and tactics which is helpful to everyone in the class who work in different areas of marketing/advertising.”
Research Interests & Grants
Dr. Micu's research is in the areas of persuasion, news and advertising synergies, consumer processing of electronic communication, targeting in the online environment, and permission-based e-mail marketing.
Publications and Presentations
Dr. Micu published both industry white papers and academic journal articles in leading journals like Journal of Advertising Research, Journal of Interactive Advertising and Management & Marketing. In addition, she presented several papers at the conferences of the American Marketing Association, American Academy of Advertising, Marketing Science Institute and other national and international conferences focusing on convergence and new media. She also authored a book chapter on theories used in Internet advertising academic research. Her work has been covered in the media by specialized publications such as PCWorld.com, Yahoo!News and http://www.noticiasdot.com/ of Spain.