Dr. Carmen Balan



Marketing Management, Marketing Research, Customer Relationship Management, Sales, Marketing Channel Management, Supply Chain & Logistics.


She attended postgraduate programs at Harvard Business School, USA (CEETP and  Colloquium on Participant-Centered Learning- CPCL Program). Carmen graduated programs focused on marketing research (at the Chartered Institute of Marketing, UK), management (IGIA, France), marketing and ethics (Wirtschaftsuniversität, Vienna, Austria). She developed specialized skills in training of trainers programs in the field of foreign trade (UNCTAD, Trainfortrade program), export management (Institute for Export – UK, TEXT/CE project), management of small and medium-size enterprises (UNCTAD – EMPRETEC), economy (Durham Business School, UK) etc.

Within the framework of Exec-Edu, Carmen organized customized training for various companies in markets such as FMCG, paper, oil, telecom. She developed customized programs for organizations like:  Alcatel, Alro, Anchor Grup, Daedalus Millward Brown, Ductil, GlaxoSmithKline, Generali Asigurari de Viata, L’Oreal, Orange, Romstal, RTC, Scandia Romana, USAID, Wella etc. During her career of trainer, she has developed programs in Romanian, English and French.

The international dimension of the training experience includes PHARE and UNCTAD projects. Her Ph.D. thesis was centered on the distribution of consumer goods.


She has been involved in the field of marketing management as consultant, besides being trainer, professor and researcher.

The experience in strategic marketing consultancy encompasses collaboration on contractual bases with leading companies in the field of distribution and retailing of non-food products, addressing B2B, respectively B2C markets. Among the areas approached range: marketing planning, pricing strategy, customer loyalty programs.

Carmen was also consultant in PHARE projects, for Romanian companies.


Carmen has a significant experience in designing and implementing qualitative and quantitative research studies. During the entire career, she has been coordinator or member of the research team for more than 35 research contracts in the field of marketing and trade, for Romanian or foreign organizations.

She has authored or co-authored 22 books and published more than 100 articles, as well as multiple scientific papers and marketing research studies.

Since 2007, Carmen is a manuscript reviewer for Conferences organized by the American Marketing Association. She is a Ph.D. advisor in marketing.

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Arii de specialitate

Marketing & vanzari
Branding & pozitionare de brand
Cercetari de marketing
Managementul relatiilor cu clientii
Tehnici de vanzare
Managementul fortei de vanzari