The "Public Relations in Marketing" Master's trains specialists in integrated marketing communication, focusing on public relations strategies, storytelling techniques and event management, digital marketing tools, and applied research in public relations.
Graduates acquire the competence to develop and implement effective communication strategies and public relations campaigns, manage organizational reputation in traditional and digital environments, build and maintain relationships with stakeholders, use influencer marketing tools, and evaluate the effectiveness of promotional programs, acting autonomously and responsibly in public, private, and non-profit sector organizations.
Qualification obtained upon completing the program, according to ANC accreditation: Public relations consultant (ESCO code 2432.8), Master's degree in field of study 0414 – Marketing and advertising.
| Course | Credits | Assessment |
|---|---|---|
| Corporate Social Responsibility | 8 | Exam |
| Marketing Communication Management | 7 | Exam |
| Public Relations Strategies | 8 | Exam |
| Marketing Intelligence | 7 | Verification |
| Course | Credits | Assessment |
|---|---|---|
| Brand Management | 7 | Exam |
| Promotional Communication Strategies | 7 | Exam |
| Marketing Management | 8 | Exam |
| Storytelling and Creativity in Public Relations | 4 | Verification |
| Influencer Marketing | 4 | Verification |
| Course | Credits | Assessment |
|---|---|---|
| Event Marketing and Management | 7 | Exam |
| Research in Public Relations | 7 | Exam |
| Media Strategy and Planning | 7 | Exam |
| Effectiveness of Promotional Programs / Marketing Metrics * | 7 | Exam |
| Dissertation Preparation I | 2 | Colloquium |
| Course | Credits | Assessment |
|---|---|---|
| Online Public Relations | 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 "Public Relations in 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 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 and the effects on the organization's image.
Courses: Marketing Communication Management, Promotional Communication Strategies, Media Strategy and Planning, Brand Management.
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.
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: Online Public Relations, Influencer Marketing, Storytelling and Creativity in Public Relations.
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: Marketing Intelligence, Research in Public Relations, Marketing Metrics, Effectiveness of Promotional Programs.
Graduates understand the concepts and models specific to strategic public relations, organizational reputation, and stakeholder relations. They analyze organizational contexts and design public relations strategies adapted to communication objectives and environments. They autonomously manage public relations interventions, assuming responsibility for protecting reputation and suitability towards stakeholders.
Courses: Public Relations Strategies, Online Public Relations.
Graduates know the creative mechanisms of storytelling, influence, event management, and collaboration with influencers in marketing communication. They build narratives, creative concepts, and public relations actions, integrating events, content, and influencers into coherent campaigns. They autonomously or in teams coordinate creative PR activities, assuming responsibility for their originality and impact.
Courses: Storytelling and Creativity in Public Relations, Event Marketing and Management, Influencer Marketing.
Graduates know the principles of social responsibility, organizational behavior, and academic and professional ethics applicable to public communication. They apply criteria of social responsibility and ethics in designing messages and public relations. They autonomously assume responsible decisions in organizational communication, respecting academic integrity and the balance of stakeholders' interests.
Courses: Corporate Social Responsibility, Organizational Behavior, Ethics and Academic Integrity.
Graduates know the requirements of applied research, professional practice, and dissertation development in the field of public relations in marketing. They formulate research objectives, use bibliographic sources and empirical data, and build applied projects relevant to PR practice. They autonomously assume the completion of professional and academic projects, respecting the rigor of argumentation and integrity norms.
Courses: Scientific Seminar, Specialized Practice, Dissertation Preparation I and II.
According to the ESCO 2432.8 occupational standard – Public relations consultant, graduates acquire:
Professional competencies:
Transversal competencies:
The "Public Relations in Marketing" program is built to train specialists capable of managing organizational reputation and communication, from strategy and storytelling, to events, influencer marketing, and evaluating the impact of PR campaigns.
The accredited qualification offered by the program, which prepares graduates for developing and implementing public relations strategies, managing organizational communication, and developing institutional reputation.
Graduates of the master's program will also possess the necessary skills to occupy positions such as:
Coordinating internal and external communication strategies and integrating marketing and public relations activities.
Developing and managing brand strategy, managing the identity and reputation of the organization.
Planning, organizing, and coordinating corporate, marketing, and public relations events.
Developing media strategies and selecting communication channels for marketing and public relations campaigns.
Developing and managing digital communication, online campaigns, and collaborations with content creators and influencers.
Coordinating social responsibility programs and developing sustainability and organizational reputation strategies.
Developing communication strategies, managing media relations, and creating content for online and offline communication channels.
The School of Marketing constantly develops strategic partnerships with companies and communication agencies to connect the master's program to real market needs and to offer master's students direct access to the professional PR environment.
GMP&U Agency — strategic partnership dedicated directly to the Public Relations master's. The collaboration offers annually over 40 internship places for master's students enrolled in the program, free access to GMP Academy courses, exchange of experience with agency professionals, as well as collaboration on research projects and proposals for dissertation and doctoral thesis topics.
"It's simple: we have a duty to raise a new generation of professionals, with solid foundations, both theoretical and practical. The people at GMP&U are here to lend a helping hand, to offer their time, know-how, and resources to the young people coming up from behind. We must excite them, motivate them, and integrate them into our world. See you this autumn at ASE!"
Ioana Manoiu, General Manager GMP&U Source: doingbusiness.ro/gmpu-colaboreaza-cu-ase-parteneriat
Industry guests — the program includes numerous courses and workshops held by specialists from the PR and communication industry, who bring real case studies directly from the practice of agencies and communication departments.
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 and agencies in the 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 (mk.ase.ro/consiliul-consultativ).
The 2025-2026 academic year of the "Public Relations in Marketing" master's program was opened at the headquarters of the partner agency GMP&U, where students learned about the internship opportunities offered by the agency, real case studies, know-how from professionals, and access to departments such as Social Media, Employer Branding, and Creative Strategy.
Master's students of the "Public Relations in Marketing" master's program participated in an interactive seminar on CSR, held by Alina Andreea Miron, a PhD student with experience in digital marketing and a CSR researcher at the School of Marketing. The discussion covered current research directions in CSR and opportunities for young people interested in sustainability and responsible marketing.
Alina Mocovan participated as a guest in the Social Responsibility course, held within the Public Relations in Marketing master's program. The meeting provided master's students with applied perspectives on corporate social responsibility, sustainability, and the role of communication in developing initiatives with an impact on the organization and the community.
Ada Drăgan, co-founder of BusinessMark, participated as a guest in the Social Responsibility course, held within the Public Relations in Marketing master's program. The session provided master's students with examples and perspectives from professional practice regarding social responsibility, sustainability, and their integration into communication and organizational development strategies.
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 public relations and communication industry.
The coordination of the "Public Relations in Marketing" master's program is ensured by:
| Prof. Dr. Alina Filip | Program Coordinator | alina.filip@mk.ase.ro |
| Assoc. Prof. Dr. Daniel Moise | Deputy Coordinator | moisedaniel@mk.ase.ro |
| Lecturer Dr. Mara Ploeşteanu | Scientific Secretary | mara.ploesteanu@mk.ase.ro |