ADMITERE DOCTORAT 2021-2022

Sesiunea Septembrie 2021

Școala Doctorală Interdisciplinară (SDI) Domeniul de doctorat:

Marketing

Conducător doctorat:
Prof.dr. Florin-Alexandru Luca

TEME (TEMATICĂ) PENTRU CONCURS

TEMATICA: STRATEGII DE MARKETING CULTURAL

Conținut / Principalele aspecte abordate:

 Particularități ale marketing-ului în sfera culturală (aspecte privind promovarea culturii și

a evenimentelor culturale de către ONG-uri, instituții publice și actanți privați, exemple
de bune practici în promovarea unor produse culturale internaționale, promovarea
culturii și a evenimentelor culturale în România)
 Branding de loc și turism cultural (strategia turistica a unui oraș/ a unei regiuni, tendințe
în conturarea branding-ului de loc: dezvoltare sustenabilă, creșterea economiei
serviciilor, entertainment, cultură și industrii creative)
 Rolul marketing-ului cultural în formarea și dezvoltarea brand-ului de loc (evenimentele
cultural-artistice și gradul în care influențează branding-ul de loc, rolul politicilor publice
în efervescența culturală a unei comunități, strategia culturală a unui oraș)
Tema de cercetare propusă: Dezvoltarea brand-ului de loc prin strategii de marketing cultural
(Notă: se propune o cercetare la nivelul municipiului Brasov)
Bibliografie recomandată:
1. Bendel, Peggy R. 2013. "Branding New York City – The Saga of 'I Love New York'.” Pp.
179–83 in City Branding: Theory and Cases, edited by K. Dinnie. New York: Palgrave
Macmillan.
2. Bookman, Sonia, and Andrew Woolford. 2013. "Policing (by) the Urban Brand: Defining
Order in Winnipeg's Exchange District.” Social and Cultural Geography 14(3):300–317.
3. Brătucu G., Ispas A.: Introducere în marketingul social, Editura Infomarket, Braşov,1999
4. Brătucu G., Țierean O.: Marketing general, Editura Universității Transilvania, Braşov,
2011.
5. Brătucu G., Enache I., Pralea A.: Marketing social-politic, Editura Universității
Transilvania, Braşov, 2013.
6. Cătoiu I., Bălan C., Popescu I., Orzan G., Vegheş C,. Dănețiu T., Vrânceanu D.: Cercetări de
marketing, Editura Uranus, 2002
7. Cleave, Evan, and Godwin Arku. 2015. "Community Branding and Brand Images in
Ontario, Canada". Place Branding and Public Diplomacy 11(1):65–82.
8. Constantin, C.P., Tecau, A.S.: Chestionarul. Ştiință sau artă?, Editura Universității
Transilvania, Braşov, 2015.
9. Constantin, C., Tecău, A.: Introducere în cercetarea de marketing. Editura Universitară,
Bucureşti, 2013
10. Dinnie, Keith. 2013. "Introduction to the Theory of City Branding". Pp. 3–7 in City
Branding: Theory and Cases, edited by K. Dinnie. New York: Palgrave Macmillan.
 11. Duguleană L.: Statistică, Editura Infomarket, Braşov, 2002
12. Duguleană L.: Petcu N. , Metode cantitative în analiza datelor, Editura Infomarket, 2005
13. Duguleană L.: Bazele statisticii economice, Editura CH Beck, București, 2012
14. Duguleană L.: Metode de previziune economică, Editura Universității Transilvania,
Brașov, 2011
15. Epuran Gh., Marketing internațional, Editura Plumb, Bacău, 2002
16. Epuran Gh.: Cybermarketing, Editura Plumb, Bacău, 1999
17. Kapferer, Jean-Noël. 2013. "Paris as a Brand". Pp. 184–89 in City Branding: Theory and
Cases, edited by K. Dinnie. New York: Palgrave Macmillan.
18. Kemp, Elyria; Childers, Carla Y.; Williams, Kim H. (2012). "Place branding: creating self-
brand connections and brand advocacy". Journal of Product & Brand Management.
Emerald. 21 (7): 508–515. doi:10.1108/10610421211276259. ISSN 1061-0421 – via
Emerald Insight.
19. Kotler Ph.: Managementul Marketingului. Editura Teora, Bucureşti, 1998
20. Kotler Ph., Armstrong G., Saunders J., Wong V.: Principiile Marketingului. Editura Teora,
Buc. 1998
21. Lefter C. (coordonator), Brătucu G., Rău ă C., Chițu I., Bălăşescu M., Tecău A.: Marketing.
Vol.I + II. Editura Universită ii Transilvania, Braşov, 2006
22. Lefter Constantin, Cercetarea de Marketing. Teorie şi aplicații, Editura Infomarket,
Braşov 2004
23. Malhotra, Naresh: Marketing Research. An Applied Orientation, International
Edition.Pearson Education International, 2004
24. Metti, Michael Sebastian (1 June 2011). "Jerusalem - the most powerful brand in
history" (PDF). Stockholm University School of Business. Archived from the
original (PDF) on 26 January 2020.
25. Zikmund William G.,: Exploring Marketing Research, Fifth Edition. The Dryden Press,
2014
26. Strategia de Dezvoltare Durabilă a Municipiului Braşov 2030
27. Pepene Nicolae, Colț Radu, Brașoveanu Gabriela, Ganea Sorin, Pătrașcu Răzvan,
Munteanu Maximilian, Petrovan Medeea, Ilie Rodica, David Dragoș, Dosarul de
Candidatură Brașov 2021 Capitală Culturală a Culturii, Brașov, 2015
28. Matarasso François: USE OR ORNAMENT? The social impact of participation in the arts,
COMEDIA, 1997
29. Moilanen Teemu, Rainisto Seppo, How to Brand Nations, Cities and Destinations: A
Planning Book for Place Branding, Palgrave Macmillan, 2009
30. Kolb, Bonita M., Marketing Strategy for the Creative and Cultural Industries (Discovering
the Creative Industries), Routledge, 2020
31. Du Cros Hilary, McKercher Bob, Cultural Tourism, Routledge, 2020
32. Hadley Steven: Audience Development and Cultural Policy (New Directions in Cultural
Policy Research), Palgrave Macmillan, Loughborough, UK, 2021
33. A Research Agenda for Place Branding. Edited by Dominic Medway, Gary
Warnaby and John Byrom (Edward Elgar Publishing, 2021)
34. Kolb, Bonita M., Marketing Strategy for the Creative and Cultural Industries (Discovering
the Creative Industries), Routledge, 2020
35. Buck Song KOH (3rd Edition, 2020)Brand Singapore.
36. Bill Baker (June 2019). Place Branding for Small Cities, Regions & Downtowns
Conducător doctorat:
Prof.univ.dr. Luca Florin-Alexandru
 ADMISSION TO DOCTORAL STUDIES
2021-2022
Session September 2021

Interdisciplinary Doctoral School Field of doctoral studies:

(SDI) Marketing

PhD supervisor:
Luca Florin-Alexandru

TOPICS FOR THE ADMISSION TO DOCTORAL STUDIES

THEME: Cultural marketing strategies

Content / Main aspects to be considered:

• Marketing in the cultural sector (aspects regarding the promotion of culture and cultural
events by NGOs, public institutions and private entities, good practices in promoting
international cultural products, the promotion of culture and cultural events in Romania)
• Place branding and cultural tourism (the Tourism Strategy of a city / region, trends in
shaping place branding: sustainable development, rise of the service economy, entertainment,
culture and the creative industries)
• The degree in which marketing in the cultural sector impacts place branding (public
policies and their role in the cultural life of a community, the Cultural Strategy of a city)
Proposed research topic: Local brand development through cultural marketing strategies
(Note: a research is proposed at the level of Brasov)
Recommended bibliografy:
1. Bendel, Peggy R. 2013. "Branding New York City – The Saga of 'I Love New York'.” Pp.
179–83 in City Branding: Theory and Cases, edited by K. Dinnie. New York: Palgrave
Macmillan.
2. Bookman, Sonia, and Andrew Woolford. 2013. "Policing (by) the Urban Brand: Defining
Order in Winnipeg's Exchange District.” Social and Cultural Geography 14(3):300–317.
3. Brătucu G., Ispas A.: Introducere în marketingul social, Editura Infomarket, Braşov,1999
4. Brătucu G., Țierean O.: Marketing general, Editura Universității Transilvania, Braşov,
2011.
5. Brătucu G., Enache I., Pralea A.: Marketing social-politic, Editura Universității
Transilvania, Braşov, 2013.
6. Cătoiu I., Bălan C., Popescu I., Orzan G., Vegheş C,. Dănețiu T., Vrânceanu D.: Cercetări de
marketing, Editura Uranus, 2002
7. Cleave, Evan, and Godwin Arku. 2015. "Community Branding and Brand Images in
Ontario, Canada". Place Branding and Public Diplomacy 11(1):65–82.
8. Constantin, C.P., Tecau, A.S.: Chestionarul. Ştiință sau artă?, Editura Universității
Transilvania, Braşov, 2015.
9. Constantin, C., Tecău, A.: Introducere în cercetarea de marketing. Editura Universitară,
Bucureşti, 2013
10. Dinnie, Keith. 2013. "Introduction to the Theory of City Branding". Pp. 3–7 in City
Branding: Theory and Cases, edited by K. Dinnie. New York: Palgrave Macmillan.
11. Duguleană L.: Statistică, Editura Infomarket, Braşov, 2002
12. Duguleană L.: Petcu N. , Metode cantitative în analiza datelor, Editura Infomarket, 2005
 13. Duguleană L.: Bazele statisticii economice, Editura CH Beck, București, 2012
14. Duguleană L.: Metode de previziune economică, Editura Universității Transilvania,
Brașov, 2011
15. Epuran Gh., Marketing internațional, Editura Plumb, Bacău, 2002
16. Epuran Gh.: Cybermarketing, Editura Plumb, Bacău, 1999
17. Kapferer, Jean-Noël. 2013. "Paris as a Brand". Pp. 184–89 in City Branding: Theory and
Cases, edited by K. Dinnie. New York: Palgrave Macmillan.
18. Kemp, Elyria; Childers, Carla Y.; Williams, Kim H. (2012). "Place branding: creating self-
brand connections and brand advocacy". Journal of Product & Brand Management.
Emerald. 21 (7): 508–515. doi:10.1108/10610421211276259. ISSN 1061-0421 – via Emerald
Insight.
19. Kotler Ph.: Managementul Marketingului. Editura Teora, Bucureşti, 1998
20. Kotler Ph., Armstrong G., Saunders J., Wong V.: Principiile Marketingului. Editura Teora,
Buc. 1998
21. Lefter C. (coordonator), Brătucu G., Rău ă C., Chi u I., Bălăşescu M., Tecău A.: Marketing.
22. Vol.I + II. Editura Universită ii Transilvania, Braşov, 2006
23. Lefter Constantin, Cercetarea de Marketing. Teorie şi aplicații, Editura Infomarket,
Braşov 2004
24. Malhotra, Naresh: Marketing Research. An Applied Orientation, International
Edition.Pearson Education International, 2004
25. Metti, Michael Sebastian (1 June 2011). "Jerusalem - the most powerful brand in
history" (PDF). Stockholm University School of Business. Archived from the original (PDF) on
26 January 2020.
26. Zikmund William G.,: Exploring Marketing Research, Fifth Edition. The Dryden Press,
2014
27. Strategia de Dezvoltare Durabilă a Municipiului Braşov 2030
28. Pepene Nicolae, Colț Radu, Brașoveanu Gabriela, Ganea Sorin, Pătrașcu Răzvan,
Munteanu Maximilian, Petrovan Medeea, Ilie Rodica, David Dragoș, Dosarul de Candidatură
Brașov 2021 Capitală Culturală a Culturii, Brașov, 2015
29. Matarasso François: USE OR ORNAMENT? The social impact of participation in the arts,
COMEDIA, 1997
30. Moilanen Teemu, Rainisto Seppo, How to Brand Nations, Cities and Destinations: A
Planning Book for Place Branding, Palgrave Macmillan, 2009
31. Kolb, Bonita M., Marketing Strategy for the Creative and Cultural Industries (Discovering
the Creative Industries), Routledge, 2020
32. Du Cros Hilary, McKercher Bob, Cultural Tourism, Routledge, 2020
33. Hadley Steven: Audience Development and Cultural Policy (New Directions in Cultural
Policy Research), Palgrave Macmillan, Loughborough, UK, 2021
37. A Research Agenda for Place Branding. Edited by Dominic Medway, Gary
Warnaby and John Byrom (Edward Elgar Publishing, 2021)
34. Buck Song KOH (3rd Edition, 2020)Brand Singapore.
35. Bill Baker (June 2019). Place Branding for Small Cities, Regions & Downtowns
Prerequisites / Remarks: -
PhD supervisor: Professor Florin-Alexandru Luca