Learning Expedition Spotlight: MSc in Business Management – Sofia, Bulgaria
As part of EDHEC’s MSc in Business Management, students took part in a Learning Expedition in Sofia, Bulgaria. Led by Proessor Guergana Guintcheva, the trip offered real-world insights into the entertainment sector through studio visits and direct engagement with creative professionals.
As part of the MSc in Business Management programmes, students participate in immersive Learning Expeditions designed to deepen their understanding of global industries. One such journey took place in Sofia, Bulgaria, focusing on the entertainment and creative sectors—industries characterised by rapid innovation and cultural richness.
We spoke with Professor Guergana Guintcheva, Academic Director of the Master in Management – Business Management track, whose expertise in entertainment marketing and personal ties to Bulgaria helped shape this compelling educational experience. From visits to pioneering film and animation studios to in-depth explorations of audience engagement and storytelling, this expedition demonstrated how business theory is brought to life through real-world application.
Why was Sofia, Bulgaria, chosen as the destination for this learning expedition?
Sofia offers diverse entertainment landscape that is often overlooked internationally. The city is home to a variety of creative industries, including film production, television broadcasting, video game development, dubbing services, and animation.
Key visits included:
- Nu Boyana Film Studios, one of Europe’s premier film production studios, established in 1962.
- MP-STUDIO, a leader in 3D projection mapping and immersive storytelling, founded in 2008.
- Studio Zmei, a 2D animation studio dedicated to advancing the local animation industry through international collaborations and the creation of original content inspired by Bulgarian and Balkan folklore.
What is your area of expertise, and how does it connect to this Learning Expedition?
I hold a PhD in Marketing, with research and personal interests focused on entertainment marketing—particularly cinema, museums, and video games. My current projects explore sustainability and diversity in the entertainment sector, and I actively collaborate with institutions in audiovisual and cultural fields. One example is my contribution to la C’Art, a cultural pass involving 15 institutions.
My work has been featured in journals such as International Journal of Arts Management (2023, 2019, 2015, 2013, 2012 and 2009), Psychology & Marketing (2014), and Revue Française de Marketing (2014).
The Sofia Learning Expedition focuses on Entertainment Management and was designed to bridge my research expertise with my personal background. As a Bulgarian, I wanted to give students the opportunity to explore a vibrant and evolving entertainment landscape in a country that is often overlooked internationally, yet offers rich insights and innovation in this field. This learning expedition is a way to bring theory to life—by immersing students in a cultural context that aligns with my academic focus and heritage.
What are the main learning objectives of this trip?
The expedition aims to:
Provide real-world exposure to the entertainment and creative industries
Help students analyse business decisions within their cultural and economic contexts
Enhance their understanding of the business side of creative industries across all specialisations
Encourage critical thinking about project management in creative fields
How does this experience complement the academic curriculum?
It brings theory to life. By interacting with professionals and witnessing the inner workings of leading studios, students connect their academic knowledge with practical applications. They gain insights into how cultural, technological, and economic factors shape strategic decisions in entertainment businesses.
How does this experience complement what students learn in the classroom?
It bridges the gap between theory and practice. Students engaged directly with industry professionals and observed operations inside top-tier studios. These experiences gave them tangible insight into how cultural, economic, and technological factors influence strategic business decisions in the entertainment sector.
What skills or insights do you hope students took away from this trip?
I hope students gained:
A deeper understanding of the dynamics of the entertainment and creative industries
Practical insights into how cultural, technological, and economic factors influence management decisions
Exposure to a new culture
Inspiration to think innovatively about storytelling, audience engagement, and the entertainment business
