Sorina-Raula Gîrboveanu is an Associate Professor at the Department of Management, Marketing, Business Administration, Faculty of Economics and Business Administration, University of Craiova, Romania. Since 1999 she has been teaching courses on topics such as Communication and Business Negotiation, Integrated Marketing Communication, Marketing, Marketing and Consumer Experience, Global Marketing, Advertising Communication Strategies. Her research interests include marketing communication effects on consumer behavior and purchase decision, strategic approaches with effects on competitiveness, and the new paradigms in experiential marketing. She is interested in the role of technology and AI in enhancing marketing efforts. She has published peer reviewed articles in journals and volumes of national and international conferences.