The project is based mainly on developing an innovative approach for addressing the target groups, providing more atractive educational programmes, in accordance with the individuals needs and expectations. The EU Modernisation Agenda envisaged, among others, raising the number of graduates at university level, improving the quality and relevance of higher education, strengthening the knowledge triangle. The European Commission’s Rethinking Education initiative has identified that the ‘digital revolution brings important opportunities for education’ and the need ‘to scale-up use of ICT in learning and teaching’. EC Communication on Open Education 2013 promotes the new teaching and learning methods, especially the integration of a large variety of studying models (distance, part-time, modular) through new personalized learning forms, virtual and blended mobility, blended and virtual learning platforms. In this context, the project is based on an integrated approach, which means 3 components: education, research and business. In this respect, the project will develop a master program - Social Media Manager - based on a employers needs assessment analysis and building a IT virtual learning platform, which will support the master program. In this respect, the platform will contribute to on-line development of educational resources, which will be more flexible and easy to be updated by the universities, ensuring support for educational practices in blended system. The development of the curricula for the master programme will be based on a research of the on-line area, that will reflect the trends, perspectives and adequate tools that can be used. The project objectives are: - diversification of the high education offers - development of a master programme - Social Media Manager, based on a collaborative, comprehensive and accessible IT platform - enhancing the links between education and labour market - exchange of experiences and best practices between the project partners - raising the use of ITC tools in learning and teaching processes - dissemination of the Master programme - Social Media Manager, best practices and extension the cooperation through the project partners networks, that will generate the extension of the application area of the master programme The consortium consists of 2 Romanian Universities (Danubius University and Tibiscus University), 1 university from Spain - UNIVERSIDAD DE LAS PALMAS DE GRAN CANARIA, 1 university from Italy - Second University of Naples and 1 NGO from Romania - LEGALITC - which has competencies in law and informational society. The project implementation methodology is based on project management principles, including the efficient financial management component. The project implementation is based on a circular model of quality insurance. The project activities plan is divided in 3 phases, which contains tasks contributing to the project objectives achievement: Phase I Preparation: A1 Project Management; Phase II Implementation, monitoring: A2 Elaboration of the master programme curricula - Social Media Manager, A3 Development of the IT platform, A4 Elaboration of the accreditation procedures for the master programme - Social Media Manager and A5 Dissemination (organization of 6 dissemination events); Phase 3: Follow-up: Elaboration and implementation of a sustainable follow-up plan for ensuring the project results transferability to other universities/organizations/institutions. At the dissemination events that will be organised in Romania, Spain and Italy will participate 180 people (employers, students, etc). Impact on the partners organisations: during the project implementation the project partners will discover new teaching and learning methods through the IT and the LEGALITC that will develop and manage the IT platform and maintaining the relationships with employers, will improve its capacity of managing and coordination a university network and a IT tool for teaching at university level. Through the development of the Master programme at the partners level, it will be developed the universities educational offers, with a strong innovation component. After the project implementation, the partners will improve the curricula and contribute to the raising of the students employability, through ensuring the links between universities and employers reprezentatives.