Digital marketing

Modes of study / Info Pack

  • -Full time/part time, for students possessing bachelor/master degree on subjects in the professional fields 3.8. Economics, 3.7. Administration and Management and 3.9. Tourism - 2 semesters - 2 semesters - Info Pack
  • -Full time/part time, for students possessing bachelor/master degree on different subjects in the professional fields 3.8. Economics, 3.7. Administration and Management and 3.9. Tourism - 4 semesters - 4 semesters - Info Pack


The accreditation of this program is until 2023 .


The education is performed by Стопански факултет.



The Master's Degree Program in Digital Marketing aims to prepare highly qualified, innovative and competitive digital marketing professionals to meet the technological changes and requirements of the business. For the purposes of the training, practitioners are also involved, who will impart their experience, skills and knowledge in preparing the masters in digital marketing. The emphasis of the program is on the use of the online environment as an important channel, providing interactivity and personalization in communication with the audience. The subjects included in the training course cover key knowledge of digital marketing, with focus on content marketing, email marketing, social media marketing, search engine marketing, consumer experience and digital merchandising, startup project development in digital marketing, building strategies for digital campaigns and etc. During the training, projects will be prepared that will contribute to the implementation of the acquired knowledge and skills in the online environment.

Masters in Digital Marketing are prepared to face the challenges of the new technological environment. The knowledge gained from the Master's program will be able to be effectively used to build a comprehensive marketing strategy, applying an integrated marketing approach, including the opportunities provided by the online environment.

The Master in Digital Marketing applies integrated general theoretical and specialized economic knowledge in following areas:

- micro and macroeconomics, economic theories, business history, basics of management, finance, marketing, business planning and control, statistics, pricing strategies, accounting, etc.

- digital marketing channels - online advertising: display advertising, video advertising, mobile advertising; search engine marketing and social media marketing;

- development of marketing solutions for online presentation: development of a complete digital marketing strategy, planning and implementation of online advertising campaigns;

- measuring marketing efforts by using web metrics and ROI;

- customer relationship management systems;

- projects for start-up business in digital marketing, etc.

The Master of Digital Marketing acquires the following skills:

- possess a wide range of practical and cognitive skills and approaches needed to understand abstract problems and develop creative solutions in the field of digital marketing;

- diagnose and solve problems by building on contemporary research by integrating knowledge from new or interdisciplinary fields, and by demonstrating the ability to generate new knowledge and procedures related to research and innovation;

- to formulate adequate judgment in situations characterized by incomplete or limited information and unpredictability;

- develop new and diverse skills in response to emerging knowledge and practices;

- demonstrate the application of innovative methods and tools that are new in solving complex problems and unpredictable problems in digital marketing;

- find and support arguments in solving problems of an interdisciplinary nature;

- to be proactive in working and learning in complex and unpredictable environments that require solving problems with many interacting factors.



The Master of Digital Marketing has the following competencies:

- shows creativity and innovation in the development of projects in digital marketing;

- initiates processes and organizes activities that require a high degree of coherence, formulates policies and demonstrates leadership qualities for their implementation;

- demonstrates a high degree of independence and easily navigates complex educational content, applying own approaches and methods to mastering it;

- uses a variety of methods and techniques for mastering complex educational content, possesses a rich conceptual apparatus and demonstrates abilities for conceptual and abstract thinking;

- competencies to solve problems by integrating complex sources of knowledge, in the context of insufficient information available, in a new unfamiliar environment;

- Demonstrates abilities for adequate behavior and interaction in a professional and / or specialized environment.