The Digital Marketing Master’s study program develops end-to-end digital marketing expertise—from strategy to execution—enabling students to translate complex marketing challenges into actionable solutions.
It is CIM accredited, ensuring alignment with globally recognized professional standards and internationally valued marketing qualifications.
Internationally Accredited Study Quality. We are among the TOP 2% of business schools worldwide. The quality of studies at the Vilnius University Business School is recognized by prestigious international accreditations: AMBA (UK) and ACBSP (USA).
Theory + Practice. The theoretical knowledge acquired during the studies is immediately applied in practice. Students can access the Entrepreneurship Clinic for exclusive Mentorship opportunities.
International Community. The Business School is one of the most global faculties at Vilnius University. More than 30% of our students are international, and our global partner network spans the world.
What makes Digital Marketing study program unique?
Development of integrated digital marketing strategies aligned with business goals
Digital brand building and management across channels
Customer journey mapping, segmentation, and persona-based targeting
Data-Driven Decision-Making in Marketing:
Marketing performance measurement using key metrics, KPIs, and ROI
Data-driven decision-making for acquisition, conversion, and retention
Use of customer insights and analytics to optimize campaigns
Digital Marketing Execution: Channels, Content & Technology:
Management of core digital channels (SEO, SEM, social media, email, content)
Creation and distribution of digital content across platforms
Use of marketing technologies (CRM, automation, AI tools) to enhance performance
Your opportunities during studies:
Erasmus programme. 1 semester of studies abroad;
Bilateral exchange programme. 1 semester of studies abroad;
Internship. In Lithuania or abroad to gain practical skills.
The other choices also depend on you — perhaps you’ll want to take part in a summer camp abroad (for example, in South Korea), learn foreign languages, do volunteer work, or actively get involved in the Student Representation, sports, artistic, or social activities? There are truly many opportunities and choices! Learn more about the opportunities here.
Study Program
Lectures are organized in a full-time study mode. Classes are delivered in intensive modules, usually 2–3 work days per week (Thursday, Friday, Saturday). Visiting Professors’ lectures are held on Fridays from 9:00 am to 4:00 pm or from 3:00 pm to 8:00 pm.
This course provides the knowledge and skills necessary for analysing and evaluating organisational strategies in complex business environments. Students will be able to make informed managerial decisions and formulate effective business and development strategies by applying principles of general management, economics, and data-driven analysis. The course also develops leadership competences and emphasises responsible decision-making, sustainability, and organisational value creation.
Marketing Management(5 ECTS)
After completing this module you will learn to systematize and critically evaluate theoretical knowledge of product development, pricing, communication, and distribution. Also, you will be able to understand complex marketing issues and to integrate individual marketing tools into complex problem solving, learn key marketing tools, and apply them to marketing tasks.
Prof. dr. Sunil Sahadev
Digital Marketing Tools(5 ECTS)
You will obtain a deeper understanding of how the traditional principles of marketing are being shifted due to the rise of new digital tools, understand the major digital marketing channels - online advertising: digital display, video, mobile, search engine, and social media, apply critical thinking skills regarding the role of these digital tools and their impact upon both firms and consumers, learn how to measure digital marketing efforts and calculate ROI.
PhD. Yufei Wang
Consumer Behaviour(5 ECTS)
Upon completion of this course, you will develop the ability to systematize and critically evaluate theoretical knowledge and theoretical models, learn how to apply key marketing theoretical models to solve practical problems both in Lithuania and abroad and learn to choose the right data to solve a specific marketing problem.
Professor PhD. Erdogan Koc
E-Commerce(5 ECTS)
You will learn to recognize different e-commerce models and plan actions how to solve them. Also, you will be able to select visitor attraction advertising channels in e-commerce communication, evaluate and analyze data for e-commerce decision making, and analyze consumer behavior.
Associate Professor of Partnerships
Simas Šarmavičius
Elective Courses
Strategic Brand Management(5 ECTS)
You will learn to understand the elements and value of a brand, as well to learn how to build and grow strong brands. While completing practical exercises will enable you to make informed brand management decisions and apply this knowledge to create more effective integrated communications campaigns.
Lect. Rasa Misiūnaitė
Innovation and Changes Management (5 ECTS)
You will gain knowledge, apprehension, and be able to explain the various factors of innovation management and their interrelationship, gain knowledge on lateral thinking. Gain practical skills in identifying opportunities to maximize growth and profitability, developing an innovation management plan, and implementing all parts of an innovation management plan.
You will develop the ability to select and store online data as well to solve marketing problems independently, apply critical digital marketing tools to solve practical challenges, properly use data collection and analysis techniques, analyze and predict consumer behavior in the digital space.
Associate Professor PhD. Mangirdas Morkūnas
Web and Social Media Analytics(5 ECTS)
You will develop the ability to use the benefits of social media in marketing communication, properly apply data collection and analysis techniques, to choose the most appropriate marketing strategies for your online space, and critically evaluate marketing communication campaigns.
Businesses are always on the hunt to identify the right marketing communication channel to reach their customers. If you're interested in improving your business' approach to consumer outreach and advertising, you could benefit from learning about the types of marketing communication channels. During the course you will learn a methodology in the form of message and other media that is used to connect with the target audience or the wider public. To have ability to know practical cases and to receive a lot of examples of marketing communication tools, customer journey, public relations, sponsorship and social media channels.
Associate Professor PhD.
Elzė Rudienė
Digital Marketing Strategies and Planning(5 ECTS)
Throughout this course you will learn how to apply marketing strategies and techniques to drive tangible results. Through the exploration of various digital marketing frameworks, you will develop the ability to create effective digital marketing plans. You will be introduced to cutting-edge marketing technology platforms that automate processes and enable data-driven decision-making. By adopting a data-driven approach, you will learn how to ensure growth and optimize outcomes of digital marketing campaigns. Upon completion of the course you will possess the expertise to attract, engage, and delight diverse target audiences online.
PhD. Indrė Brazauskaitė
Elective Course
Mobile Marketing(5 ECTS)
You will develop the ability to analyze marketing situations, identify problems and find innovative solutions to them, and apply the most important digital marketing tools to solve practical problems.
Associate Professor of Partnerships Rytis Meškauskas
Web design and user experience (5 ECTS)
Throughout this course you will acquire the expertise to design impactful websites and optimize user experiences. The course focuses on addressing critical business questions by integrating design, prototyping, and customer testing to develop customer-centric solutions. Through hands-on experience, you will learn the process of wireframe development and transforming them into prototypes within time-constrained settings. By identifying, developing, and implementing compelling content, you will discover how to delight customers and maximize conversion paths, enhancing customer lifetime value. Upon completion of the course you will possess the skills necessary to create captivating web designs that leave a lasting impression on users.
Lect. Mikael Forsstrom
Advanced Creative Thinking & Communication (5 ECTS)
In collaboration with Kaospilot, this course is designed to transform how individuals approach problems. It helps unlock creative potential, offering new perspectives and the ability to challenge conventional thinking. Through three intensive workshop days and an online seminar, participants engage in practical exercises that enhance their ability to innovate and gain support for new ideas. The course combines scientific insights with hands-on practice, following the Kaospilot philosophy of blending theory, reflection, and experimentation. By the end, participants will have a clear plan for applying creative thinking in their personal and professional lives.
General admission requirements and selection criteria
● Bachelor`s degree (university diploma) in Business and Management or in Management and Business Administration or Economics.
● Bachelor`s degree (university diploma) or equivalent, and have at least 20 credits in business and / or economics.
● Bachelor's degree or an equivalent university diploma in another field and have at least one years work experience related to the desired/intended study program.*
● Bachelor`s degree (colege diploma) in Business and Management or in Management and Business Administration or Economics with not less than 8 weighted average and have at least one years work experience related to the desired/intended study program.*
* For Lithuanian applicants only
For all Lithuanian and EU applicants
0.5 × VS + 0.5 × D + P
Where:
VS – the weighted average of grades listed in the diploma supplement (appendix), excluding the final thesis and/or final exam grade(s);
D – the grade of the final thesis and/or final exam (or the average of these grades), or the average of final exam grades;
P – additional points.
Additional points may be awarded when applying to state-funded or non-funded places:
0.2 points for presentations delivered at a student scientific conference;
0.3 points for presentations at a national conference;
0.5 points for presentations at an international conference;
1 point for scientific publications in peer-reviewed academic journals in the study field (business, management, marketing, finance). The topic of the presentation or article must correspond to the nature of the intended study programme;
1 point if the applicant is the founder or co-founder of a startup, and the startup has been registered and operating for at least 6 months before the date of the application.
For International applicants
● English language proficiency:
- the level not lower than B2 (following the Common European Framework of Reference for Languages (CEFR).
- If your first language is English and/or if you have a university degree in English, you will be exempt from providing an English language test score.
● Applicants with an overall grade average of at least 70% are eligible for admission.
●For non-EU/EFTA applicants: the gap since you completed Bachelor degree should not exceed five years.
● If qualifications match the program, the applicant will receive an invitation to pre-record a video interview. More details will be provided during the application.*
● Applicants from Bangladesh, Nepal and Pakistan must submit OMPT-A (Online Mathematics Placement Test) Certificate (minimum passing grade – 55%). More information can be found HERE.
* The Vilnius University Business School Admission Committee might invite their candidate for a face-to-face interview.
Financing
TYPE OF STUDY FINANCING FORM
TUITION FEE/SEMESTER
Own-fundedstudy placefor non-EU/EFTA countries*
3275 Eur
Own-fundedstudy placefor EU/EFTA, Ukraine, and for graduates of other Lithuanian universities*
2725 Eur
Own-funded study place forVU/VUIBS alumni/VU Exchange students
2345 Eur
* The standard tuition fee (2345 Eur) applies to students who complete their first autumn semester with a GPA of at least 95%. Academic performance is reviewed individually each semester.
During their studies, students may apply forVU Business School scholarships,social,incentive scholarships,and others. The information is announced every year through Business School communication channels.
Students who finish a semester at VU BS with a perfect GPA (10.0) are granted up to 1000 EUR excellence scholarship. This scholarship can be earned every semester – excellence is rewarded continuously.
Be among the TOP 5 STUDENTS in your program (based on admission score or GPA for international students) and study for the regular tuition fee. Both Lithuanian and international applicants compete in the same ranking.
University studies shall be completed when all requirements of the chosen full-time study programme are fulfilled. Graduates of University study shall receive a diploma certifying hereof.
If students fulfill the first and second cycle full-time study programmes with especially high results, they are issued a special CUM LAUDE diploma. If students fulfill the second cycle full-time study programme or the integrated study programme with especially high results and have distinct scientific competence, they are issued a special MAGNA CUM LAUDE diploma.
Diploma Supplement which identifies study subjects, their content, and results, is issued together with diploma. Diploma Supplement is a document that complies with the model agreed by the European Commission, the Council of Europe and UNESCO/CEPES; it supplements a higher education, Master or Bachelor diploma with the data required for international academic and professional recognition, provides a description of the nature and contents of the studies completed by its holder and gives details on the national higher education system.
Diploma Supplement is produced in Lithuanian and English and is issued to all graduates since 2006 automatically and free of charge as an integral part of the diploma.
Committee
The Study Program Committee is a collegiate governing body responsible for ensuring and continuously improving the quality of the study program.
The Committee monitors the relevance and currency of the program's content, analyses academic outcomes and student achievements, and initiates program updates in response to labour market developments and feedback from academic staff, students, and social partners.
The Committee includes student representatives and external partners from the business and public sectors, ensuring a broader perspective on program quality:
Dr. Elzė Rudienė
Chairman of the committee
lect. Indrė Razbadauskaitė-Venskė
Associate professor
prof. dr. Sunil Sahadev
lect. Mantas Povelauskas
Giedrius Morkūnas
Representative of social partners
Digital Marketing Strategist, Head of Digital Marketing Audit Service
Representative of students (1)
Career
ALUMNI I Viktorija Kundrotaitė: The Result of Business Studies – Managing a Horse Ranch
ALUMNI I Antanas Bernatonis, who Founded Lithuania’s First AI Agency
ALUMNI I Deividas Tokaris: From an International Business Bachelor’s Degree to an Agency Generating Million-Euro Sales
ALUMNI I Linas Marcišauskas: Business Studies for Content Creators
ALUMNI I Julija Jeršova: From an International Business student to an AirBaltic pilot
ALUMNI I Rapolas Sausaitis. Entrepreneurial Thinking That Inspired the Trendy Bar Business
ALUMNI I Romanas Lipovič. From Business Studies to Building Own Business – Wantly.
Academic Counceling
At VU Business School we pay a lot of attention to students' academic counseling. If you have any questions during your studies, you can contact your study coordinator to solve any problem or just to talk.
During the studies, all relevant information will be delivered by the study coordinator.
Please meet the study coordinator for this study program:
+370 612 46 044