The "Marketing and Business Communication" Master's trains specialists in marketing and marketing communication, focusing on marketing management, integrated planning and communication tools, consumer behavior analysis techniques, media planning and brand management mechanisms, as well as direct marketing and customer loyalty strategies.
Graduates acquire the competence to develop and implement integrated communication strategies, analyze and interpret marketing data to substantiate strategic decisions, manage media and multimedia communication projects, and build marketing solutions adapted to sectoral and organizational contexts specific to the business environment, acting autonomously and responsibly.
Qualification obtained upon completing the program, according to ANC accreditation: Advertising specialist (ESCO code 2431.3), Master's degree in field of study 0414 – Marketing and advertising.
| Course | Credits | Assessment |
|---|---|---|
| Marketing Management | 8 | Exam |
| Marketing Research Methodology | 7 | Exam |
| Psychosociology of Communication | 4 | Verification |
| Marketing Mix Analysis and Planning | 4 | Verification |
| Multimedia Tools in Marketing | 7 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Marketing Communication Strategies | 8 | Exam |
| Customer Loyalty Programs | 7 | Verification |
| Consumer Behavior Study | 7 | Exam |
| Media Strategy and Planning | 8 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Direct Marketing Strategies | 7 | Exam |
| Marketing Intelligence | 7 | Exam |
| Brand Management | 7 | Exam |
| Services Marketing Strategies / Marketing Audit * | 7 | Verification |
| Dissertation Preparation I | 2 | Colloquium |
| Course | Credits | Assessment |
|---|---|---|
| Online Marketing | 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 "Marketing and Business Communication" master's program, graduates will accumulate knowledge, practice skills, and be able to act responsibly and autonomously in the following areas:
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 decisions to the organizational context.
Courses: Marketing Management, Marketing Mix Analysis and Planning, Services Marketing Strategies, Marketing Audit.
Graduates understand the principles, models, and tools of integrated marketing communication and brand management. They design commercial and corporate communication strategies and campaigns, conceiving messages, selecting channels and media formats for coherent and measurable campaigns, and establishing evaluation indicators according to organizational objectives. They autonomously or in teams coordinate coherent communication solutions, assuming their decisions regarding message consistency and channel suitability. Graduates know the psychosociological mechanisms of communication and the specifics of communication in a business context. They analyze audiences, contexts, and communication barriers and design messages adapted to organizational objectives. They autonomously manage marketing communication projects, being responsible for their clarity and impact on organizational relationships.
Courses: Marketing Communication Strategies, Media Strategy and Planning, Brand Management, Psychosociology of Communication.
Graduates understand the role of digital platforms, social networks, multimedia tools, and automation in contemporary marketing activities. They use digital tools for designing, implementing, and optimizing online campaigns. They autonomously manage digital marketing initiatives, being responsible for content relevance, action performance, and data protection.
Courses: Multimedia Tools in Marketing, Online 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 data quality.
Courses: Marketing Research Methodology, Consumer Behavior Study, Marketing Intelligence.
Graduates know the concepts specific to consumer behavior, brand management, and loyalty programs. They analyze consumer needs and behaviors and design brand and loyalty actions adapted to targeted segments. They autonomously substantiate decisions regarding customer relations, assuming responsibility for the relevance of insights and the impact on loyalty.
Courses: Consumer Behavior Study, Customer Loyalty Programs.
Graduates know the requirements of applied research, professional practice, and dissertation development in the field of marketing and marketing communication. 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 2431.3 occupational standard – Advertising specialist, graduates acquire:
Professional competencies:
Transversal competencies:
The "Marketing and Business Communication" program is built to train specialists capable of holding key roles in marketing, communication, and brand management departments, combining the strategic foundations of marketing management with practical applications in integrated communication, media planning, digital marketing, and market research.
The accredited qualification offered by the program, which prepares graduates to design, implement, and evaluate advertising and marketing communication campaigns, based on the skills developed within the specialized courses.
Graduates of the master's program will also possess the skills necessary to occupy positions such as:
Developing and managing brand strategy, market positioning, and coordinating integrated communication activities.
Coordinating internal and external communication strategies and managing the organization's image.
Coordinating marketing activity and developing promotion and positioning strategies.
Planning, implementing, and optimizing digital marketing campaigns and online promotion strategies.
Developing media strategies and selecting the optimal communication channels for marketing and advertising campaigns.
Coordinating promotional activities and developing customer loyalty and retention programs.
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.
pastel Agency — strategic partnership dedicated directly to master's students from Marketing and Business Communication. Students are integrated into the agency's departments (creative, client service, PR & CSR, Social Media, Employer Branding, BTL), have access to modern working methods — including the integration of artificial intelligence in marketing communication — and work on real projects alongside industry professionals. Through practical workshops, interactive projects, and access to specialists' expertise, the collaboration aims to transform education into a relevant experience that prepares students for the real challenges of the market. The success of this endeavor can be amplified by the active involvement of pastel's clients and partners, contributing, through joint efforts, to the training of a new generation of marketing and communication professionals, capable of responding to the dynamics and requirements of the industry.
"We are growing alongside the new generations of specialists. This partnership gives us the opportunity to contribute to training young people and sharing with them the experience gained in our projects. We want to offer students an authentic point of view on the industry, but also the confidence that they can make a difference in their career."
Mihaela Stoica, senior project manager & head of BTL at pastel Source: revistabiz.ro/pastel-si-ase-parteneriat
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 and Business Communication" master's program was opened alongside the partners from pastel agency. Master's students discovered the agency's story and the benefits of the collaboration: practical experiences, modern marketing techniques, visits to the agency's departments, and internship opportunities.
Mihaela Stoica, representative of pastel agency, participated in the Marketing Communication Strategies course in the 1st year, held by Prof. Dr. Ioana Cecilia Popescu (course) and Assoc. Prof. Dr. Andreea Mihaela Barbu (seminar). During the meeting, the role and importance of the communication brief in developing and implementing effective marketing campaigns were addressed, through examples and perspectives from the agency's practice.
Carmen Pătrașcu, General Manager Kantar, participated as a guest in the Brand Management course, held by Prof. Dr. Ioana Cecilia Popescu, alongside 2nd-year master's students of the Marketing and Business Communication program and 1st-year students of the Online Marketing program. The meeting provided participants with applied perspectives on brand management and the role of market research in developing brand strategies.
Workshop dedicated to applying branding principles in the current market context. The session highlighted the importance of aligning brand strategy with the organization's objectives and the realities of the business environment, providing master's students with examples and perspectives from professional practice.
These collaborations offer master's students access to real case studies, agency know-how, and concrete employment opportunities, connecting academic preparation directly to the current requirements of the marketing and communication industry.
The coordination of the "Marketing and Business Communication" master's program is ensured by:
| Assoc. Prof. Dr. Florin Ionescu | Program Coordinator | florin.ionescu@mk.ase.ro |
| Assoc. Prof. Dr. Andreea Barbu | Deputy Coordinator | andreea.barbu@mk.ase.ro |
| Lecturer Dr. Lucian Onișor | Scientific Secretary | luciano@ase.ro |