Scholarly Spotlight: Dr. Maria Petrescu
Your research interests span various aspects of marketing. Can you share some recent developments or breakthroughs in these areas and how they can be applied to the aeronautical and aviation industry? Artificial intelligence is transforming all areas of industry, including aviation and aerospace, through predictive maintenance analytics, improved forecasting, natural language processing for engineering documents, computer vision for equipment inspection, predictive traffic management for airlines and chatbots for customer service. These AI applications improve safety, efficiency and the customer experience. The same technologies are also adapted for satellite operations, enabling predictive maintenance, anomaly detection, efficient scheduling and astronaut assistance. AI promises major benefits for many business aspects when integrated appropriately to complement human expertise and when considering the advantages of hybrid intelligence. As the co-editor of the Journal of Marketing Analytics, you have a unique perspective on emerging trends in marketing research. What are some key insights or innovative approaches you’ve observed in the field of marketing analytics, and how can these advancements benefit our students and industry partners? You could probably guess from my previous answer that I am quite passionate about AI-driven predictive analytics, which represent amazing business marketing and management opportunities. They enable aviation and aerospace marketers to engage audiences meaningfully through personalized marketing, dynamic pricing, churn prediction, predictive fleet and network optimization, proactive maintenance communications and sentiment analysis. Marketers can quickly respond to markets by leveraging AI to analyze data and identify micro- segments, forecast demand, predict operations impacts and monitor customer feedback. Predictive analytics help with tailored customer experiences, optimized revenue management, improved brand affinity and competitive advantage by understanding customers and markets more deeply, an aspect especially important in the dynamic aviation industry. How do you integrate your extensive research experience into your teaching methods, and what skills do you aim to instill in your students to make them better equipped for the challenges of the aviation industry? Knowledge about the latest technologies, business analytics and the digital environment is essential for a successful professional in this industry. But even before acquiring this expertise, my students should be able to think critically about the world around them, be curious about it and never stop learning. In our classes, we use the latest case studies, real-world practical projects, simulations and research studies, and, more importantly, apply knowledge and create real strategies and plans. While my students are exposed to the latest trends and intelligence, I want them to develop their thinking, skills and capacity to choose the tools, methods and technologies that work best for them and their organization.
Dr. Maria Petrescu is an assistant professor of Marketing. She obtained her Ph.D. in Business Administration and Marketing from Florida Atlantic University and an MBA from Nova Southeastern University. Her research interests include business analytics, artificial intelligence in business and digital communication deception. Petrescu has published articles in journals such as the Journal of Business Research, Industrial Marketing Management, Psychology & Marketing, Journal of Marketing Management and the Journal of Product and Brand Management. She is also co- editor of the Journal of Marketing Analytics. She teaches Analytics in Marketing Decision-Making, Social Media Marketing and Strategic Marketing Management in Aviation.
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