Digital Skills Demand and Supply: The Case of Three EU Neighbouring Countries Bulgaria, Greece and Romania

The article explores the opportunities for university Digital Marketing Master’s Degree in Bulgaria, Greece and Romania. The methodology entails desk and primary research on companies and students’ needs. It is based on the JEMSS1 project implemented under the EU Erasmus programme2 for Bulgaria and Greece and outside it for Romania. The findings are that at present the digital knowledge and skills are acquired mainly outside the formal education. There is an unexplored opportunity for universities as suppliers and they have to develop master’s programmes that correspond to the business needs. They should consider also the option for validation of skills and the issuing of certificates. This is particularly important for people that already have a master’s degree or extensive work experience and want to keep their knowledge currentMaster’s Programme, digital marketing, validation of knowledge and skill