The "Strategic Marketing" Master's trains specialists capable of developing and implementing strategic marketing plans, analyzing the competitive environment, grounding market strategies, using positioning and differentiation methods, managing brands and omnichannel distribution, and adapting strategies to the sectoral specifics of services, tourism, or financial products.
Graduates acquire skills to develop and implement strategic marketing plans, analyze the competition's structure and formulate viable strategic alternatives, manage brand portfolios and relationships with suppliers and customers, acting autonomously and responsibly in complex and competitive organizational contexts.
Qualification obtained upon completing the program, according to ANC accreditation: Business development specialist (ESCO code 2431.5), Master's degree in field of study 0414 – Marketing and advertising.
| Course | Credits | Assessment |
|---|---|---|
| Strategic Marketing | 7 | Exam |
| Methods and Models in Marketing | 8 | Exam |
| Relationship Marketing | 7 | Verification |
| Services Marketing Strategies | 8 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Marketing Communication Strategies | 8 | Exam |
| Marketing and Competition | 8 | Exam |
| Financial Products Marketing | 7 | Verification |
| Pricing Strategies | 7 | Exam |
| Course | Credits | Assessment |
|---|---|---|
| Direct Marketing Strategies | 7 | Exam |
| Brand Strategies | 7 | Exam |
| Tourism Marketing Strategies | 7 | Verification |
| Supplier and Customer Relationship Management / Omnichannel Distribution Management * | 7 | Verification |
| Dissertation Preparation I | 2 | Colloquium |
| Course | Credits | Assessment |
|---|---|---|
| Artificial Intelligence in 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 "Strategic 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 strategic marketing concepts, models, and tools, which they apply in environment analysis, segmentation, targeting, positioning, and configuring the marketing mix. They autonomously or in teams develop strategic solutions, assuming responsibility for the coherence of argumentation and the suitability of decisions to the organizational context.
Courses: Strategic Marketing, Methods and Models in Marketing, Marketing and Competition, Pricing Strategies, Relationship Marketing.
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, Direct Marketing Strategies, Brand Strategies.
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: Direct Marketing Strategies, Artificial Intelligence 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.
Courses: Methods and Models in Marketing, Marketing and Competition, Strategic Marketing, Relationship Marketing.
Graduates know the concepts and models of competitive analysis, strategic positioning, and competitive advantage evaluation. They analyze the structure of competition and formulate positioning and differentiation alternatives in dynamic markets. They autonomously substantiate strategic recommendations, assuming responsibility for the relevance of competitive diagnoses.
Courses: Competition Analysis, Marketing and Competition, Competitive Strategies.
Graduates understand the particularities of marketing strategies in services, tourism, financial products, and pricing decisions. They adapt strategic tools to the sectoral specifics, configuring solutions suited for each field. They autonomously decide on sectoral strategic alternatives, assuming responsibility for their suitability to the market and organizational objectives.
Courses: Services Marketing Strategies, Tourism Marketing Strategies, Financial Products Marketing, Pricing Strategies.
Graduates know the principles of relationship marketing, brand management, supplier and customer relations, and omnichannel distribution. They design integrated brand, relationship, and direct marketing strategies, correlated with the organization's strategic objectives. They autonomously coordinate complex strategic solutions, assuming responsibility for channel integration and brand consistency.
Courses: Relationship Marketing, Brand Strategies, Supplier and Customer Relationship Management, Omnichannel Distribution Management.
Graduates know the standards of scientific research, specialized practice, and dissertation development in the field of strategic marketing. They build applied projects and research papers that capitalize on relevant strategic models, data, and analyses. They autonomously assume the completion of professional and academic projects, respecting the rigor of analysis and academic integrity.
Courses: Scientific Seminar, Specialized Practice, Dissertation Preparation I and II.
According to the ESCO 2431.5 occupational standard – Business development specialist, graduates acquire:
Professional competencies:
Transversal competencies:
The "Strategic Marketing" program is built to directly respond to the requirements of the marketing labor market, combining strategic foundations with practical applications in communication, digital, market research, and brand management. The curriculum structure — from strategy and positioning, to artificial intelligence in marketing and specialized practice — offers comprehensive preparation for decision-making and coordination roles in marketing departments.
The accredited qualification offered by the program, which prepares graduates to identify development opportunities, expand markets, and consolidate relationships with partners and clients, based on the skills developed in the field of strategic marketing.
Graduates of the master's program will also possess the necessary skills to occupy positions such as:
Coordinating marketing strategies, developing market plans, and managing promotion and positioning activities.
Developing and managing brand strategies, managing brand portfolios, and strengthening market positioning.
Developing and optimizing digital campaigns, using online marketing tools and artificial intelligence-based technologies.
Coordinating communication strategies and integrated marketing and public relations campaigns.
Conducting marketing research, analyzing market information, and grounding strategic decisions.
Coordinating the life cycle of products and services and developing strategies adapted to different markets and categories.
Coordinating distribution channels, optimizing commercial flows, and developing relationships with supply chain partners.
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 through which master's students can carry out internships, including collaborations with companies such as Auchan Romania, Kantar Romania, Data Revolt (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 opening of the "Strategic Marketing" master's program was marked by the presence of Dana Hogea, a specialist with 19 years of experience in marketing and advertising at Samsung Electronics Romania. The open lesson combined theory with practical examples from behind the scenes of major brands, illustrating the difference between a successful campaign and an unsuccessful one.
At the Financial Products Marketing seminar, Mihai Bratasanu shared his experience in the financial market with the master's students, both from the perspective of trading activity for top banks and as an investor in the capital market, through a Q&A session dedicated to the participants.
DataDiggers representatives participated as guests in the course held by Assoc. Prof. Dr. Loredana Popescu, within the Strategic Marketing master's program. The meeting provided master's students with applied perspectives on market research, data analysis, and the use of marketing information in grounding strategic decisions.
Overall, graduates of the program are prepared to act autonomously and responsibly in complex and competitive organizational contexts — from fast-moving consumer goods companies and communication agencies to financial institutions, tourism companies, and organizations that actively invest in digital marketing and AI.
The coordination of the "Strategic Marketing" master's program is ensured by:
| Prof. Dr. Ionel Dumitru | Program Coordinator | ionel.dumitru@mk.ase.ro |
| Prof. Dr. Anca Francisca Cruceru | Deputy Coordinator | anca.cruceru@mk.ase.ro |
| Assoc. Prof. Dr. Loredana Popescu | Scientific Secretary | maria.popescu@mk.ase.ro |