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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 and 3rd in Western Europe 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 - 1st call
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. The selection process is based on the analysis of the applicant's academic and professional curriculum. The members of the Admissions’ Jury Panel may decide to hold an interview with all or some applicants - face-to-face or videoconference.

The applications for this program, for the 2025/2026 academic year, are open from January 1st to February 3rd, 2025. To apply, click here.

General characterization

DGES code

E068

Cicle

Postgraduate programmes

Degree

None

Access to other programs

This Program gives access to the Master Degree in Data-Driven Marketing, with a specialization in Digital Marketing and Analytics

Coordinator

Paulo Miguel Rasquinho Ferreira Rita

Opening date

September 2025

Vacancies

105

Fees

€ 4.200, for applicants with a nationality from a European Union member country; € 4.900, for applicants of other nationalities.

Schedule

After Working Hours

Teaching language

English

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

The assessment method will be continuous assessment, i.e. through individual or group work, projects, quizzes, tests/exams, etc.

At the beginning of each academic year, it is up to each teacher of each Curricular Unit (CU) to define how assessment will be carried out in their CUs, and this information is then made available via the student platform.