The "Marketing Research" Master's is the only master's program in Romania exclusively dedicated to marketing research. It trains specialists capable of understanding and applying marketing research methodology, advanced data collection and analysis techniques, marketing intelligence tools, and quantitative and qualitative methods for investigating consumer behavior and the market.
Graduates acquire skills to design and implement rigorous research approaches, interpret results from the perspective of marketing problems identified by organizations, use advanced data analysis methods, including Big Data and artificial intelligence, and formulate empirically founded strategic recommendations, acting autonomously and responsibly in complex organizational contexts.
Qualification obtained upon completing the program, according to ANC accreditation: Market research analyst (ESCO code 2431.11), Master's degree in field of study 0414 – Marketing and advertising.
| Course | Credits | Assessment |
|---|---|---|
| Marketing Models | 6 | Exam |
| Artificial Intelligence in Marketing | 6 | Exam |
| Research Methodology | 6 | Verification |
| Online Marketing Research | 6 | Verification |
| Qualitative Marketing Research | 6 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Competition Analysis and Competitive Strategies | 8 | Exam |
| Event Marketing and Management | 7 | Verification |
| Brand Management | 7 | Exam |
| Strategic Marketing | 8 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Marketing Environment Analysis | 7 | Exam |
| Marketing Communication Strategies | 7 | Exam |
| Marketing Audit | 7 | Exam |
| Retail Management / Tourism Management * | 7 | Verification |
| Dissertation Preparation I | 2 | Colloquium |
| Course | Credits | Assessment |
|---|---|---|
| Big Data and Advanced Methods for Marketing Data Analysis | 5 | Exam |
| Scientific Seminar | 5 | Verification |
| Specialized Practice | 13 | Colloquium |
| Ethics and Academic Integrity | 5 | Verification |
| Dissertation Preparation II | 2 | Colloquium |
| Dissertation Defense | 10 | Exam |
* Optional course — one of the two proposed variants is chosen.
By completing the "Marketing Research" master's program, graduates will accumulate knowledge, practice skills, and be able to act responsibly and autonomously in the following areas:
Graduates know marketing research methodology, data collection and analysis techniques, and marketing intelligence systems. Based on this knowledge, they design research approaches, collect and process data, interpret quantitative and qualitative results, and formulate empirically founded managerial recommendations. These activities are carried out autonomously, with graduates assuming responsibility for the validity of conclusions and data quality.
Courses: Research Methodology, Online Marketing Research, Qualitative Marketing Research, Big Data and Advanced Methods for Marketing Data Analysis.
Graduates understand marketing concepts, models, and strategic tools, which they apply in environment analysis, segmentation, positioning, and configuring the marketing mix. They develop strategic solutions autonomously or in teams, assuming responsibility for the coherence of argumentation and the suitability of decisions to the organizational context.
Courses: Strategic Marketing, Marketing Environment Analysis, Marketing Audit.
Graduates understand the role of digital platforms, social networks, and automation in contemporary marketing activities, as well as the process of designing a marketing communication strategy, using digital tools to design and optimize online campaigns. They autonomously manage digital marketing initiatives, being responsible for content relevance and data protection.
Courses: Online Marketing Research, Artificial Intelligence in Marketing, Marketing Communication Strategies.
Graduates acquire advanced skills in analyzing markets and consumer behavior, as well as designing and implementing marketing research. They learn to use conceptual models and scientific methods for collecting, analyzing, and interpreting data, including from the digital environment. The accumulated knowledge allows them to base marketing decisions on empirical foundations and develop solutions adapted to the current context of the digitalized economy.
Courses: Marketing Models, Research Methodology, Online Marketing Research.
Graduates master the tools of competition analysis, competitive position, and marketing audit, applying strategic diagnostic methods to identify problems and opportunities in the market. They autonomously develop conclusions and recommendations, assuming responsibility for the clarity of managerial implications.
Courses: Competition Analysis and Competitive Strategies, Marketing Environment Analysis, Marketing Audit.
Graduates know the principles of using Big Data, artificial intelligence, and advanced analysis methods, which they apply to process and interpret large volumes of data in order to identify marketing insights. They autonomously evaluate the quality and ethical implications of advanced analyses.
Courses: Big Data and Advanced Methods for Marketing Data Analysis, Marketing Intelligence, Artificial Intelligence in Marketing.
Graduates know the standards of scientific research and professional practice in the field of marketing research, which they apply in developing scientific papers and applied projects. They autonomously assume the planning and completion of a research project, respecting the norms of ethics and academic integrity.
Courses: Scientific Seminar, Specialized Practice, Dissertation Preparation I and II.
According to the ESCO 2431.11 occupational standard – Market research analyst, graduates acquire:
Professional competencies:
Transversal competencies:
The "Marketing Research" program is built to train specialists capable of transforming raw data into strategic business recommendations, from research design and data collection, to advanced analysis — including Big Data and artificial intelligence — and communicating results to decision-makers.
The accredited qualification offered by the program, with direct responsibility for designing and interpreting marketing research.
Graduates of the master's program will also possess the skills necessary to practice other professions, such as:
Integrated coordination of market research activities at the organizational level, with responsibility for planning and supervising research projects.
Strategic management of research and development departments, oriented towards innovation and grounding business decisions on solid data.
Designing, collecting, and interpreting marketing research data to substantiate managerial decisions.
Coordinating the stages of conceiving, testing, and launching new products, based on information obtained from market and consumer behavior research.
Developing and implementing marketing strategies at the organizational level, integrating market research results into strategic decisions.
Coordinating sales teams and processes, based on the analysis of consumer behavior and market trends.
Managing the brand's positioning and identity in the market, by monitoring consumer perception and competitive performance.
Coordinating internal and external communication strategies, supported by interpreting data on public perception and the effectiveness of transmitted messages.
Managing the product life cycle, from development to market withdrawal, based on continuous analysis of the market and consumer needs.
Developing and maintaining long-term relationships with clients, by interpreting data regarding their satisfaction and behavior.
Starting with the 2024–2025 academic year, the "Marketing Research" master's program is conducted in partnership with iSense Solutions, a market research agency in Romania.
Through the partnership with iSense Solutions — the master's program benefits from the agency's resources and expertise, providing students with an environment that promotes excellence and innovation. Students have access to internships organized both by iSense Solutions and by the client companies it collaborates with, benefit from private scholarships won by competition, and interact directly with marketing and marketing research specialists during courses, conferences, and workshops organized both at the School and at iSense Solutions and partner companies.
"We are delighted to collaborate with the School of Marketing at ASE Bucharest and to support the Marketing Research master's program. We strongly believe that investing in education is essential for the future of our industry and we are dedicated to providing students with the best tools and knowledge to become successful professionals"
Andrei Cânda, Managing Partner, iSense Solutions Read the article on Smark.ro →
Extensive practice network — The School of Marketing supports over 30 partnerships with companies and organizations through which master's students can carry out internships, including collaborations with companies and agencies such as Publicis Group, Data Revolt, GMP&U, oriented towards communication, digital, and public relations (mk.ase.ro/parteneri).
Advisory Board — brings together industry representatives who contribute to the periodic updating of course content, participate in courses, workshops, and events, so that the program remains aligned with the current requirements of employers (mk.ase.ro/consiliul-consultativ).
The 2025-2026 academic year of the "Marketing Research" master's program was opened alongside the partners from iSense Solutions. The master's students had the opportunity to discover the research directions they will explore over the next two years and to interact directly with the company's professionals.
Within the Marketing Communication Strategies course, held by Prof. Dr. Ioana Cecilia Popescu at the Marketing Research and Marketing Management master's programs, 1st-year students had the opportunity to participate in a meeting with Luiza Lazăr (Turlacu), Marketing Manager Stefanini EMEA. The guest gave a presentation dedicated to the use of artificial intelligence in marketing communication, offering students a practical perspective on how AI tools are transforming communication strategies at the corporate level.
Within the Research Methodology course of the "Marketing Research" master's program, students participated in a session held by Vlad Cîrstea from iSense Solutions. Through practical examples and perspectives from the marketing research field, the meeting offered an applied view of the research process and the methods used in business projects.
Within the "Marketing Research" master's program, at the Qualitative Research course, Laura Golet (iSense Solutions) held an applied session dedicated to marketing research, addressing topics such as ethnography, netnography, shopper studies, and multi-country qualitative studies.
These collaborations connect rigorous theoretical preparation to the real practice of marketing and market research, offering master's students a real and verifiable advantage in the labor market.
The coordination of the "Marketing Research" master's program is ensured by:
| Assoc. Prof. Dr. Mihaela Constantinescu | Program Coordinator · Year 1 Tutor | mihaela.constantinescu@mk.ase.ro |
| Lecturer Dr. Cristian Tatu | Deputy Coordinator · Year 2 Tutor | cristitatu@mk.ase.ro |
| Lecturer Dr. Andreea Orîndaru | Scientific Secretary | andreea.orindaru@mk.ase.ro |