Dr Codrin Chiru

Senior Lecturer in Marketing
Dr Codrin Chiru


Senior Lecturer in Marketing


BSc (Bucharest), PgD (Bucharest), PhD (Bucharest), PGCAP (Glos), FHEA

Contact details


Tel: 01285 652531


Dr Codrin Chiru has considerable experience in international marketing (e.g. Procter & Gamble) and is a passionate practitioner and researcher on the interface between consumer, branding and strategic planning.

He has had extensive research and work experience in emerging markets, particularly Eastern Europe, and he has played a leading role in several multi-national projects funded by the EU through the Framework Programmes for Research and Technological Development.


Professional memberships

  • Fellow of the Higher Education Academy, UK
  • MCMI - Member of the Chartered Management Institute, UK
  • Member of the University and College Union, UK
  • Member of the Procter & Gamble Alumni Network Association


Research interests

  • Branding
  • Cultural-historical psychology applied to consumer behaviour
  • Consumers’ acceptance of new agri-food technologies
  • Functional and traditional foods
  • Measuring competencies acquired in higher education


Rischmann, C., Chiru, C., Butler, A. (2018). Target Group Segmentation and Cluster Analysis of German Equestrians, Proceedings of the 26th Eurasia Business and Economics Society Conference, 24-26 October, 2018, Prague, Czech Republic;

Chiru, C. and Coham-Maclaren, F. (2017). The agency dilemma in the ready-to-drink protein shakes market segment: an investigation with young British consumers, International Journal of Interdisciplinary Social Science Studies, Vol. 3, Issue 1, pp. 63-71;

Chiru, C. and Thölke, H. (2017). Buying behaviour insights regarding animal welfare and environmental factors in North Western Germany, Proceedings of the 5th International Conference on Contemporary Marketing Issues, 21-23 June 2017, Thessaloniki, Greece;

Chiru, C., Murray, Y., Topolansky, F and Wilson, P. (2016). Insights taken from the learning experiences of our Students. An educational partnership “Saga”, The Business and Management Review, Vol. 8 (2), p. 36;

Ciuchete, S.G., Chiru, C. (2014). Gastronomic Factors as Key Influencers for Romanian Tourists When Choosing Cruise Holidays, Proceedings of the 7th World Conference in Tourism, Hospitality and Leisure, 3 – 8 June 2014, Istanbul, Turkey;

Kane K., Chiru C., Ciuchete S.G. (2012). Exploring the Eco-attitudes and Buying Behaviour of Facebook Users, Amfiteatru Economic, Vol. 15 (31), pp. 157-171;

Chiru, C. and Chiru, L. (2012). New Food Development in the Age of Crisis. Experiences from Italy and Romania, Journal of EU Research in Business, Vol. 2012, p.1-10;

Chiru, C. and Calabro, G. (2012). Pricing Strategies and Business Alliances – A Comparative Integrated Study of the Fruits and Vegetables Markets from Italy and Romania, International Journal of Business Research and Management, Vol. 3 (2), p. 80-89;

Chiru, C., Tachiciu, L., Ciuchete, S. G. (2012), Psychological Factors, Behavioural Variables and Acquired Competencies in Entrepreneurship Education, Procedia - Social and Behavioral Sciences, vol. 46, pp. 4010–4015;

Chiru, C., Ciuchete, S. G., Lefter (Sztruten) G., Paduretu (Sandor), E. (2012). A Cross Country Study on University Graduates Key Competencies. An Employers Perspective, Procedia - Social and Behavioral Sciences, vol. 46, pp. 4258–4262;

Chiru, C. (2011). ‘Go local’ Corporate Strategy and Functional Foods Development, Proceedings of the 1st Organisational Governance Conference ‘Corporate Governance Crises: Causes, Effects and Solutions’, 15-16 September, De Montfort University, Leicester, United Kingdom;

Chiru, C. (2010). Rethinking Emotional vs. Functional in Marketing Communication. The Case of Advertorials and Endorsements, Revista economica, Vol. 5(52) pp. 64-69;

Stroia, A. and Chiru, C. (2010). Traditionalism and Functionality in the Romanian Cuisine, Quality-Access to Success, Vol. 11 (116-2), pp. 1234-1243.