Studies

Programme Structure

Career Prospects

Upon successful completion of your studies, you will become competitive English language specialists or generative artificial intelligence (GenAI) prompt management engineers. You will also be able to successfully apply your knowledge of language and artificial intelligence in a wide range of fields, such as scientific research, security, politics, media, English language teaching (e.g., in language courses), etc.

With knowledge of (English) linguistics, the functioning and application of AI, and the ability to work analytically and creatively, you will develop meaningful and effective communication between humans and machines, using specific prompts to help GenAI understand and perform the desired tasks.

You will also be able to monitor machine learning, manage communication in social networks, apply language skills to content creation and evaluation, validate the results produced by the generative models, and work as AI or learning assistants.

For applicants

Entry qualifications

An applicant must possess a high school / secondary education diploma (or higher).

N.B. for non-EU/EFTA applicants: the gap since you completed your secondary education should not exceed five years.

If your qualification meets the requirements, you will receive an invitation for a motivational interview.

International Study Administrator Indrė Višinskaitė Phone: (+370) 37 465539 E-mail: Muitinės str. 8, Kaunas, Room 1.2.05

Academic Contact        Assoc. Prof. Dr Dovilė Vengalienė      E-mail:

Endorsements

“I am passionate about how technology can enhance human communication; this field has helped me develop both technical and linguistic skills that guide me towards a career in artificial intelligence.”

Ayyoub Rahmani, a first-year student

"Language and prompt engineering will be a highly demanded profession in the job market for at least the next 10 years. What lies beyond that is impossible to predict. However, basic knowledge of linguistics and AI should ensure graduates a place in the job market. They will not only be able to work as prompt engineers but also perform machine learning monitoring (ML tuning), manage communication on social networks by applying appropriate language registers, assess and validate content generated by generative models (images, audio, text), and work as AI assistants or learning assistants. It is likely that the required skill set will change rapidly in the future, but a solid foundation of knowledge will enable adaptation to the evolving needs of the market."

Dr Aasish Pappu, AI researcher at META Platforms

"As the artificial intelligence (AI) market grows and its applications expand across various fields, the ability to utilise these technologies is becoming indispensable. AI is increasingly used as a tool in content creation and marketing. It simplifies work processes, boosts efficiency, and enables content personalisation. With the continued advancement of AI technologies, their role in these fields will only grow, offering marketers and content creators opportunities to craft more impactful and engaging content.
This study programme focuses on the practical application of AI technologies, which is critically important for preparing future language professionals—translators, journalists, or various types of text creators. These professionals will possess the skills and knowledge necessary to succeed in a rapidly changing digital environment.
As a copywriter deeply immersed in the world of AI, I see immense potential for graduates of this programme and believe it is forward-looking and well-aligned with current industry needs."

Aurelija Skebaitė, Creative Copywriter at "Nord Security"

Frequently asked questions

Is there a greater focus on language or technology?
Both areas are closely linked in these studies. That is what makes the programme so interesting. It is not just language studies, nor is it IT engineering. It is modern English + artificial intelligence management, where you learn not only to understand the language, but also to make AI systems understand it the way you need them to.

Will I need to learn programming? If so, how in-depth?
Short answer: yes, but minimally—only as much as is actually necessary when working with AI. This study programme does not train programmers who spend their days coding. However, you will become familiar with the main programming languages and tools, and if you wish, you will be able to deepen this knowledge through optional modules.

Will there be demand for such specialists in the future?
Yes, a very high demand. The AI market is growing so quickly that companies struggle to find people who understand both language and artificial intelligence. Proof of this can be found in today's list of professions: from AI prompt engineers and chatbot developers to content analysts, machine translation specialists, and AI ethics experts. It may sound bold, but it is true—these are some of the studies that guarantee a job in the future world.

Programme Structure

Career Prospects

Graduates of the “Marketing Technologies” study programme will be qualified for jobs in:

• managing digital information on the internet;
• managing mobile media and social networks;
• analysing internet user data;
• analysing and designing enterprise information systems;
• creating and implementing efficient solutions in the areas of specialised internet advertising;
• managing projects in large, medium and small enterprises and public enterprises;
• developing innovative marketing models in startup companies.

The graduates will be able to pursue a career in enterprises that operate:

• in the areas of digital marketing;
• internet communication;
• in electronic sales;
• marketing departments;
• advertising agencies;
• news media and technology companies;
• international internet content providers and distributors;
• companies providing marketing analytics services.

For Applicants

Entry qualifications

An applicant must possess a high school / secondary education diploma (or higher).

N.B. for non-EU/EFTA applicants: the gap since you completed your secondary education should not exceed five years.

The Vilnius University Kaunas Faculty Admission Committee might invite the candidate for a remote interview.

Applicants who have not taken the national university entrance exams in their home country must take an entrance exam.

International Study Administrator Indrė Višinskaitė Phone: (+370) 37 465539 E-mail: Muitinės str. 8, Kaunas, Room 1.2.05

Academic Contact        Assoc. Prof. Dr Dovilė Balevičienė       E-mail:

Endorsements

“I first learned about marketing in secondary school when my parents were just starting their business. I remember how they complained that there were very few qualified specialists in this field, and even then, I became interested in this speciality. I was very passionate about this profession, started studying it on my own in high school, and was excited to enrol at Vilnius University because I liked the opportunity to study abroad through Erasmus, the many qualified teachers, and the very interesting and unique study programme. Now, everything is going well for me. There are difficulties, but the teachers are always ready to help you with any question or assignment.”

Hryhorii Matiukhov, a first-year student

"I am glad to have had the opportunity to study in this programme and to have successfully completed it. The studies were interesting and dynamic—theoretical knowledge was constantly combined with practice, analysing real-life situations. The material taught was easy for young people to understand, without monotony or tedious repetition. It was particularly valuable to learn how to recognise possible manipulation in negotiations, as well as how to properly collect, analyse, and present marketing research data. This knowledge provided me with a solid foundation for practical activities and professional growth."

Jorė Bendinskaitė, a graduate of the study programme, administrator and project assistant at INFOBALT

"It has been observed that marketing specialists who can analyse data as well as effectively and creatively combine marketing knowledge with technological solutions in the digital advertising market are in high demand in today's labour market. Therefore, this study programme introduces students not only to theoretical knowledge about planning, implementing, and managing e-marketing strategies in the digital space, but also to the latest marketing tools, solutions, and technologies used by companies to accomplish their tasks faster and compete successfully in the business environment. It is also important that the lectures of this study programme will be given by lecturers who share expert advice with companies and have accumulated international experience, meaning that they are not only theorists but also practitioners."

Assoc. Prof. Dr Giedrius Romeika, a lecturer of the study programme

Frequently Asked Questions

Is there more creativity or technology in the studies?
Technologies are utilised to optimise the creative process for maximum effectiveness.

Do you need to know how to code?
No, there will be a beginner-level programming course.

Do you use artificial intelligence (AI) during your studies?
Yes, learning about AI tools also involves practical activities.

Do employers value this kind of interdisciplinary education?
Yes, they get two specialists, as it were.