Master's in Marketing and Strategy - Executive

Education objectives

Improving the performance of an organization is one of the contemporary challenges. This exercise requires integrated knowledge of the drivers of value creation in organizations and of the impacts, both internal (organizational culture) and external (marketing actions) of strategic and marketing decisions.

This Master provides a solid knowledge base in marketing and strategy, exposing participants to the fundamental concepts and tools of these areas in the context of the current challenges of innovation and digital transformation. It develops skills of analysis and strategic and marketing decisions in disruptive innovation environments that change the "rules of the game" of competition in favour of the organization. Complementarily, it strengthens negotiation, decision-making skills.

Learning goals:

» To develop a context reading capable of inserting the organization in its business environment.

» To train in the construction of a process of strategy formulation, value creation, in disruptive contexts

» To apply strategic marketing activity, from planning to implementation 

» To integrate organizational teams in the strategic and marketing process

General characterization

DGES code



Master (2nd Cycle)



Access to other programs



Luís Almeida Costa

Opening date

Available soon


Available soon


Available soon


Available soon

Teaching language

Portuguese and English

Degree pre-requisites

Completion of 60 ECTS distributed as follows: 30 ECTS in curricular units + 30 ECTS in thesis (Workproject)

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Conditions of admittance

  • Only candidates from accredited or recognized schools in their countries of origin will be admitted.
  • Candidates from bachelor’s/1st cycle programs with an academic degree in scientific areas such as Management, Technologies, and Social Sciences are accepted.
  • Candidates must have at least 5 years of experience in functions relevant to their academic area, preferably executives, managers, and middle management, who wish to improve or update their Strategy and Marketing skills.
  • English language skills are required as some of the curricular units will be taught in English.

Evaluation rules

Available soon