About the program

The "Customer Relationship Management" Master's is the only master's program of the School of Marketing taught entirely in English. It trains specialists capable of understanding and applying the concepts and models of strategic customer relationship management, loyalty and retention mechanisms, intelligent marketing systems, and the automation of customer relationship processes.

Graduates acquire skills in designing and implementing CRM strategies, analyzing customer portfolios and consumer behavior, using digital tools and automation platforms to personalize interactions, managing customer relationships in an international context, and grounding data-driven decisions, acting autonomously and responsibly in organizations oriented towards long-term value creation.

Qualification obtained upon completing the program, according to ANC accreditation: Customer relationship manager (ESCO code 2431.6), Master's degree in field of study 0414 – Marketing and advertising.

Curriculum

Year I · Semester 1

Year I · Semester 2

Year II · Semester 1

Year II · Semester 2

* Optional course — one of the two proposed variants is chosen.

By completing the "Customer Relationship Management" master's program, graduates will accumulate knowledge, practice skills, and be able to act responsibly and autonomously in the following areas:

1. 1. Marketing Strategy

   Graduates know the strategic marketing concepts, models, and tools, which they apply in environment analysis, segmentation, positioning, and configuring the marketing mix. They autonomously or in teams develop strategic solutions, assuming responsibility for the coherence of the argumentation and the suitability of the decisions to the organizational context.

   Courses: Marketing Management, Strategic Customer Relationship Management.

2. 2. Marketing Communication

   Graduates know the principles, models, and tools of marketing communication, integrated communication, and media planning. They design communication strategies and campaigns, selecting messages, channels, and evaluation indicators appropriate to organizational objectives. They autonomously or in teams coordinate coherent communication solutions, assuming their decisions regarding message consistency.

   Courses: Marketing Communication Strategies.

3. 3. Digital Marketing

   Graduates understand the role of digital platforms, social networks, and automation in contemporary marketing activities. They use digital tools for designing, implementing, and optimizing online marketing campaigns and experiences. They autonomously manage digital marketing initiatives, being responsible for content relevance and data protection.

   Courses: Social Media and Mobile Marketing, Marketing Automation, Artificial Intelligence in Marketing.

4. 4. Marketing Research

   Graduates know marketing research methodology, data collection and analysis techniques, and marketing intelligence systems. They design research approaches, process data, and formulate empirically founded managerial recommendations. They autonomously elaborate research reports, assuming responsibility for the validity of the conclusions and the decisional utility of the recommendations.

   Courses: Applied Marketing Research, Consumer Behavior Study, Data Analysis for Customer Relationship Management.

5. 5. Strategic Customer Relationship Management

   Graduates know the concepts, models, and processes specific to strategic customer relationship management. They analyze customer portfolios, relationship journeys, and touchpoints to design CRM strategies. They autonomously substantiate CRM decisions, assuming responsibility for the value of customer relationships and their alignment with the organization's objectives.

   Courses: Strategic Customer Relationship Management, Customer Relationship Management in an International Context.

6. 6. Consumer Behavior and Loyalty

   Graduates understand the mechanisms of consumer behavior, satisfaction, loyalty, and customer retention. They design loyalty programs and relationship actions based on analyses regarding consumer needs and behaviors. They autonomously manage loyalty solutions, assuming responsibility for the relevance of benefits and the impact on commercial performance.

   Courses: Customer Loyalty Programs, Consumer Behavior Study, Direct Marketing Strategies.

7. 7. Data-driven CRM

   Graduates know the principles of CRM data analysis, intelligent marketing systems, and the automation of customer relationship processes. They use data, intelligent tools, and automated flows for CRM segmentation, personalization, monitoring, and optimization. They autonomously evaluate CRM technological solutions, assuming responsibility for data quality and information protection.

   Courses: Intelligent Marketing Systems, Marketing Automation, Data Analysis for Customer Relationship Management.

8. 8. Scientific Research and Dissertation

   Graduates know the requirements of the professional and academic application of CRM. They develop applied CRM projects, integrating marketing research, professional practice, and adaptation to international markets. They autonomously finalize professional and research projects in CRM, assuming responsibility for the rigor, ethics, and relevance of the proposed solutions.

   Courses: Scientific Seminar, Specialized Practice, Dissertation Preparation I and II, Expand Your Horizon!, Ethics and Academic Integrity.

Acquired Competencies

According to the ESCO 2431.6 occupational standard – Customer relationship manager, graduates acquire:

Professional competencies:

• Develop marketing strategies
• Maintain customer relations
• Plan marketing activities
• Manage the brand strategic planning process
• Use theoretical marketing models
• Perform data analysis

Transversal competencies:

• Ensure the company's customer orientation

How this master's degree helps your career

The "Customer Relationship Management" program is built to train specialists in strategic CRM and data-driven marketing, capable of managing the relationship between companies and customers throughout their life cycle, from acquisition and loyalty to retention and international expansion. Being a program taught entirely in English, it offers an additional advantage for careers in multinational companies.

Roles and positions the program prepares you for

Graduates of the master's program will also possess the skills necessary to practice other professions, such as:

Competitive advantages on the labor market

• Program taught entirely in English — a top competitive advantage for careers in multinational companies and international organizations.
• Partnership with SAS, the global leader in data analysis, with direct access to top software platforms used in the industry.
• Integrated academic architecture that combines strategic marketing, business data, and current technology.
• Solid training in artificial intelligence, marketing automation, and intelligent systems.
• Specialized practice (13 credits) offers direct experience in partner companies even during the years of study.
• Developing the dissertation paper over two semesters develops applied research skills highly useful for analytical and CRM consulting positions.

Partnerships with industry companies

The "Customer Relationship Management" program was developed in direct collaboration with SAS, the American company that is a global leader in data analysis and artificial intelligence for business, also present on the Romanian market.

This long-term collaboration perfectly connects the theoretical CRM training to the software tools actually used in the industry, offering master's students a real and verifiable advantage on the labor market, both in Romania and internationally.

SAS has launched, in partnership with the School of Marketing, the Customer Relationship Management master's program. Students familiarize themselves with data analysis applied in the business environment, data literacy, data visualization and processing, as well as elements of data science.

SAS & ASE Bucharest Strategic Partnership Read the full article on Wall-Street.ro →

Access to SAS software platforms — All data analytics courses and resources are available free of charge for students and teachers through the SAS Academic program, in self-paced format, with the direct possibility of obtaining industry-recognized certifications and graduation diplomas.

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 active industry representatives who contribute to the periodic updating of course content, participate in courses, workshops, and special events, so that the curriculum remains perfectly aligned with the modern requirements of employers (mk.ase.ro/consiliul-consultativ).

Industry guests and partners

Opening of the academic year — SAS Software

The 2025–2026 academic year of the "Customer Relationship Management" master's program was opened alongside the partners from SAS Software. During the event, Alina Luchian presented to the master's students the opportunities for professional development and certification offered through the SAS Skill Builder platform, highlighting the importance of digital and analytical skills in customer relationship management.

Ultra-luxury & experience marketing — Cristian Bednar

Also within the activities dedicated to expanding the professional horizon (Expand Your Horizon), the guest Cristian Bednar (Brand Manager Rolls-Royce Romania) presented to the CRM master's students how luxury brands build memorable experiences for customers, through extreme personalization, obsessive attention to detail, and perfect anticipation of their needs.

Personal branding — Andi Moisescu

In a meeting entirely dedicated to professional development and building market identity, the well-known producer Andi Moisescu spoke to the 2nd-year CRM students about the steps necessary for building an authentic, credible, and impactful personal brand, focusing on strategic consistency and how individual values shape professional relevance.

Responsible AI in Practice — Cristina Anghel and Viorel Spinu

CRM master's students participated in an interactive session on the responsible and ethical use of artificial intelligence in marketing, accompanied by practical demonstrations and examples from the current AI landscape. The return of the guests for a second meeting confirmed the students' real interest and the experts' commitment to this educational partnership.

Master's program coordination

The coordination of the "Customer Relationship Management" master's program is ensured by: