This study aimed to explore the perceptions of faculty members and postgraduate students regarding meaningful marketing and to identify its components in Islamic Azad University. This research employed a qualitative approach with a purposive maximum variation sampling strategy. Data were collected through semi-structured interviews with 18 faculty members and postgraduate students and were analyzed using Braun and Clarke's reflexive thematic analysis in six phases. The data analysis, through interpretive coding, led to the identification of five main themes: brand fidelity, dignity and respect, discourse and critique space, life skills education, and objective social responsibility. The findings revealed that the gap between the university's promises and stakeholders' perceptions is the primary source of meaninglessness in the university, and meaningful marketing must bridge this gap by restoring dignity, creating a space for critique, teaching life skills, and connecting with society. The novelty of this research lies in identifying overlooked components such as "dignity" and "life skills education" as existential dimensions of meaningful marketing in higher education. Ultimately, meaningful marketing in higher education is not merely a communication strategy but an existential philosophy rooted in the university's raison d'être, capable of transforming the university from a degree-oriented institution into a meaning-making institution. The findings of this research can serve as a roadmap for university administrators in designing meaningful marketing strategies and revising evaluation and communication systems.