PostGraduate Digital Marketing and Analytics

Education objectives

Today companies recognize the significance of the Internet for its optimal performance. With the arrival of Web 2.0 the need to adopt analytical approaches to understand and create competitive advantage in this environment gained further significance.

Marketing professionals turn increasingly to decision-making support systems in order to gain competitive advantage in the marketplace. This program provides a solid background to address marketing issues, contributing to the improvement of decision-making in companies.

The postgraduate program in Digital Marketing and Analytics is ranked as the best program in E-Business and Digital Marketing in Portugal, 2nd in Europe and the 2nd in the World by Eduniversal, an international agency that publishes the annual ranking of the best MBA and Master programs in the world.

It is aimed at managers, experts and other professionals who want to obtain skills in Digital Marketing and Web Analytics, using the most advanced methodologies for collecting, analyzing and processing data to support decision making in Web Marketing.

The goal of this program is to train technical staff and managers, to:

- Understand Digital Marketing and its characteristics;

- Understand the operating principles of Internet Social Media and methodologies for its use increating value for business;

- Understand and be able to apply analytical Social Media techniques.

- Understand the significance of Web Analytics;

- Understand the principles and metrics of Marketing in the internet;

- Master the techniques of Search Engine Marketing, including AdWords campaigns management,and the development of Search Engine Optimization (SEO) strategy. 

Applications - academic year 2020/2021
To complete the application, the applicant must register in NOVA IMS' Applications Portal, fill the form, upload their Curriculum Vitae, pay the application fee (€ 51), and submit the application in the end from June 16th to July 16th. The selection process is based on the analysis of the applicant's academic and professional curriculum.

General characterization

DGES code



Postgraduate programmes



Access to other programs


Opening date

September 2020





After Working Hours

Teaching language

Available soon

Degree pre-requisites

To earn the postgraduate program diploma in Digital Marketing and Analytics, students complete a total of 60 ECTS, of which 41,5 are mandatory and the remaining 18,5 ECTS will be chosen by thestudents from a wide range of available course units.

Conditions of admittance

The requirements for the applications are: a degree in a compatible field (complete until September 2020); analysis of the applicants' academic and professional curriculum.

Evaluation rules


1º year - Autumn semester
Code Name ECTS
400082 Digital Analytics 7.5
200187 Marketing Strategy and Innovation 7.5
200196 Digital Marketing & E-Commerce 7.5
200204 Social Network Analysis 4.0
200191 Time Series Analysis 4.0
200185 Statistical Analysis 7.5
200186 Applied Multivariate Data Analysis 7.5
200159 Life & Non-Life Actuarial Techniques 7.5
200012 Business Intelligence I 7.5
200201 Data Science for Marketing 7.5
200032 DataBase Management Systems 7.5
200163 Experimental Design 4.0
200195 Information Systems Development 4.0
400020 Information Systems Governance 3.5
200056 Ciência e Sistemas de Informação Geográfica 7.5
200058 Geographic Information Systems Applications 7.5
200060 Geospatial Data Mining 7.5
200064 Geostatistics 7.5
200197 Brand Management 4.0
200070 Information Technologies Services Management 4.0
200071 Knowledge Management 7.5
200073 Information Systems Management 3.5
200193 Data Management and Storage 4.0
200160 Investments and Portfolio Management 7.5
200189 Descriptive Analytics in Marketing 0.0
200088 Forecasting Methods 3.5
200165 Descriptive Methods of Data Mining 7.5
200101 Banking and Insurance Operations 6.0
200199 Data pre-processing 3.5
200192 Data Privacy, Security and Ethics 4.0
200115 Remote Sensing 7.5
1º year - Spring semester
Code Name ECTS
200188 Marketing Engineering and Analytics 7.5
200200 Search Engine Optimization 4.0
400081 Social Media Analytics 7.5
200198 Analysis of Discrete Data 4.0
200205 Analysis of Variance 4.0
200203 Machine Learning in Marketing 7.5
200210 Architectures for Information Systems 3.5
200167 Big Data Analytics 7.5
200202 Big Data for Marketing 7.5
200013 Business Intelligence II 7.5
200014 Business Process Management 3.5
200170 Consumer Behavior Insights 7.5
200162 Data Visualization 7.5
200049 Market Research 7.5
200068 Information Project Management 4.0
200217 Information Project Management II 3.5
200069 Risk Management 7.5
200146 Innovation Management and Design Thinking 7.5
400023 Leadership and People Management 6.0
200190 Predictive Analytics in Marketing 7.5
200090 Econometrics Methods 7.5
200166 Predictive Methods of Data Mining 7.5
200097 Solvency Models 7.5
200161 Market and Credit Risk Management 7.5
200184 Sampling Theory and Methods 7.5
200194 Digital Transformation 3.5