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.

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 April 20th until May 26th, 2022. 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


Paulo Miguel Rasquinho Ferreira Rita

Opening date

September 2022





After Working Hours

Teaching language


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 the students 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); analysis of the applicants' academic and professional curriculum.

Evaluation rules


1º year - Autumn semester
Code Name ECTS
200187 Marketing Strategy and Innovation 7.5
200196 Digital Marketing & E-Commerce 7.5
400082 Digital Analytics 7.5
200204 Social Network Analysis 3.5
200012 Business Intelligence I 7.5
200201 Data Science for Marketing 7.5
200163 Experimental Design 4.0
200195 Information Systems Development 4.0
400020 Information Systems Governance 3.5
200197 Brand Management 3.5
200014 Business Process Management 7.5
200071 Knowledge Management 3.5
200070 Information Technologies Services Management 4.0
200073 Information Management Systems 3.5
200193 Data Management and Storage 4.0
200268 Graph Analytics powered by Nokia 7.5
200189 Descriptive Analytics in Marketing 7.5
200291 Descriptive Methods of Data Mining 7.5
200165 Descriptive Methods of Data Mining 7.5
200192 Data Privacy, Security and Ethics 4.0
1º year - Spring semester
Code Name ECTS
200188 Marketing Engineering and Analytics 0.0
400081 Social Media Analytics 7.5
200200 Search Engine Optimization 4.0
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
200269 Blockchain 4.0
200013 Business Intelligence II 7.5
200135 Cybersecurity 7.5
200261 Smart and Sustainable Cities 7.5
200170 Consumer Behavior Insights 7.5
400019 Customer Relationship Management Systems 7.5
200162 Data Visualization 7.5
400055 Enterprise Resource Management Systems 7.5
200049 Market Research 7.5
200068 Information Project Management 4.0
200268 Graph Analytics powered by Nokia 7.5
200146 Innovation Management and Design Thinking 7.5
400023 Leadership and People Management 7.5
200190 Predictive Analytics in Marketing 7.5
200166 Predictive Methods of Data Mining 7.5
200296 Process Mining Powered By Nokia 7.5
200194 Digital Transformation 3.5