The "Online Marketing" Master's trains specialists capable of understanding and applying the principles of digital marketing, online advertising and social media marketing techniques, online data analysis tools, expert systems and artificial intelligence in optimizing digital campaigns, as well as multimedia technologies in building marketing experiences.
Graduates acquire skills to design, implement, and optimize integrated digital campaigns, to analyze user behavior in the online environment, to use automation platforms and intelligent systems to personalize communication, to evaluate the performance of digital marketing actions, and to manage creative responsible projects in complex digital environments.
It is among the first master's programs in Romania that widely uses Harvard Business School-type case studies and where private sector specialists account for a significant percentage of teaching activities. It is also the first master's program in Romania where generative artificial intelligence tools have been integrated into the teaching process.
Qualification obtained upon completing the program, according to ANC accreditation: Network marketing specialist (ESCO code 2431.13), Master's degree in field of study 0414 – Marketing and advertising.
| Course | Credits | Assessment |
|---|---|---|
| Online Marketing | 8 | Exam |
| Online Marketing Research | 8 | Exam |
| Services Marketing Strategies | 7 | Exam |
| Multimedia Technologies in Marketing | 7 | Verification |
| Course | Credits | Assessment |
|---|---|---|
| Artificial Intelligence in Marketing | 8 | Exam |
| Online Marketing Data Analysis | 8 | Exam |
| Corporate Social Responsibility | 7 | Verification |
| Event Marketing and Management | 7 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Marketing Management | 6 | Exam |
| Online Advertising | 5 | Verification |
| Integrated Marketing Communication Strategies | 5 | Exam |
| Direct Marketing Strategies | 5 | Exam |
| Social Media and Mobile Marketing / Expert Systems in Marketing * | 7 | Exam |
| Dissertation Preparation I | 2 | Colloquium |
| Course | Credits | Assessment |
|---|---|---|
| Modeling and Simulating Marketing Phenomena | 5 | Exam |
| Scientific Seminar | 5 | Verification |
| Specialized Practice | 13 | Colloquium |
| Ethics and Academic Integrity | 5 | Verification |
| Dissertation Preparation II | 2 | Colloquium |
| Dissertation Presentation | 10 | Exam |
* Optional course — one of the two proposed variants is chosen.
By completing the "Online Marketing" master's program, graduates will accumulate knowledge, practice skills, and be able to act responsibly and autonomously in the following areas:
Graduates know the role of digital platforms, social networks, multimedia technologies, and automation in contemporary marketing activities. They use digital tools to design, implement, and optimize marketing campaigns and experiences in the online environment. They autonomously manage digital marketing initiatives, assuming responsibility for content relevance and data protection.
Courses: Online Marketing, Online Advertising, Social Media and Mobile Marketing, Multimedia Technologies in Marketing.
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 conclusions and the decisional utility of recommendations.
Courses: Online Marketing Research, Online Marketing Data Analysis, Modeling and Simulating Marketing Phenomena.
Graduates know 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 argumentation coherence and the suitability of decisions to the organizational context.
Courses: Marketing Management, Services Marketing Strategies.
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 the effectiveness of communication strategies and plans.
Graduates know the role of marketing events and social responsibility in building digital experiences. They develop multimedia content and experiences, integrating events, services, and social responsibility principles into online communication. They autonomously coordinate creative and responsible digital projects, assuming responsibility for accessibility, relevance, and social impact.
Courses: Integrated Marketing Communication Strategies, Direct Marketing Strategies, Event Marketing and Management, Corporate Social Responsibility.
Graduates know the principles of online marketing, online advertising, integrated communication, and the use of social and mobile networks. They design, implement, and optimize digital campaigns, using online, social media, mobile channels, and advertising tools. They autonomously manage digital campaigns, assuming responsibility for performance and compliance of communication practices.
Courses: Online Advertising, Social Media and Mobile Marketing.
Graduates know the principles of artificial intelligence, expert systems, and the modeling and simulation of marketing phenomena. They apply intelligent tools and analytical models to anticipate behaviors, optimize campaigns, and support digital decisions. They autonomously use intelligent technologies, assuming responsibility for the quality of models and the limits of automation.
Courses: Multimedia Technologies in Marketing, Corporate Social Responsibility.
Graduates know the requirements of applied research, professional practice, and dissertation development in the field of digital marketing. They formulate research objectives, use bibliographic sources and empirical data, and build applied projects relevant to marketing practice. They autonomously assume the completion of professional and academic projects, respecting the rigor of argumentation and the norms of ethics and academic integrity.
Courses: Scientific Seminar, Specialized Practice, Dissertation Preparation I and II.
According to the ESCO 2431.13 occupational standard – Network marketing specialist, graduates acquire:
Professional competencies:
Transversal competencies:
The "Online Marketing" program is built to train specialists capable of leading an organization's digital strategy — from performance campaigns and SEO/SEM, to marketing automation, applied artificial intelligence, and social media content management.
The accredited qualification offered by the program, preparing graduates to develop and implement digital marketing strategies, manage online channels, and optimize communication in the digital environment.
Graduates of the master's program will also possess the necessary skills to occupy positions such as:
Coordinating digital marketing strategies and campaigns, managing teams, and optimizing the performance of online channels.
Managing social media presence, supported by the Social Media and Mobile Marketing course.
Optimizing paid and organic campaigns, based on the Online Advertising course.
Implementing automated communication flows, supported by marketing expert systems and artificial intelligence applied to marketing.
Developing and managing e-commerce platforms, optimizing user experience, and increasing online sales performance.
Planning, implementing, and optimizing digital campaigns, using tools specific to the online environment.
Developing digital strategies and integrating online solutions to support business objectives.
Coordinating communication strategies on social platforms and developing the organization's digital communities.
Managing digital communities, developing relationships with users, and strengthening their online engagement.
It is becoming increasingly important for interpreting data from campaigns, CRM, web analytics, customer journeys, and attribution models. The demand for market and marketing analysis specialists is projected to grow faster than the average for occupations.
It is an emerging direction: not necessarily a completely separate job in all companies, but a required skill in almost all digital roles. LinkedIn places AI literacy among the fastest-growing skills for marketing in 2026.
The School of Marketing constantly develops strategic partnerships with companies and agencies to connect the master's program to real market needs and to offer master's students direct access to the business environment.
Extensive practice network — The School of Marketing supports over 30 partnerships with companies and organizations for master's students' internships; the specialized practice in the 2nd year (13 credits) takes place in partner companies in the digital field (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 in the digital marketing field (mk.ase.ro/consiliul-consultativ).
The opening of the "Online Marketing" master's program for the 2025-2026 academic year included a session held by Andrada Borda, who shared her professional journey and the formula for marketing success: strategy, skills, timing, and teamwork. The presentation also covered a proprietary framework for impactful advertising, along with the factors determining the success of viral campaigns.
Laura Barbu, founder of LegacyLab – innovation and marketing lab and partner at theCONSULTANTS, participated as a guest in the Brand Management course, held by Prof. Dr. Ioana Cecilia Popescu, within the Online Marketing master's program. The meeting provided master's students with applied perspectives on brand building and development, through examples and case studies from marketing and innovation practice.
Mihai Vinatoru, DWF representative, participated as a guest in the Online Advertising course, held within the Online Marketing master's program. The session provided master's students with practical perspectives on digital advertising strategies, online trends, and tools used for planning and optimizing marketing campaigns.
Alex Frimescu and Adrian-Costin Gagiu, Canopy representatives, participated as guests in the Online Advertising course, held within the Online Marketing master's program. The meeting provided master's students with applied perspectives on the planning and implementation of digital advertising campaigns, through examples and case studies from the agency's activity.
These collaborations, along with the program's tradition and the teaching method based on real case studies, offer master's students a real advantage in the digital marketing labor market.
The coordination of the "Online Marketing" master's program is ensured by:
| Prof. Dr. Violeta Rădulescu | Program Coordinator | violeta.radulescu@mk.ase.ro |
| Assoc. Prof. Dr. Carmen Acatrinei | Deputy Coordinator | carmen.acatrinei@mk.ase.ro |
| Assist. Prof. Dr. David Ciocodeică | Scientific Secretary | david.ciocodeica@mk.ase.ro |