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 - 5th 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, from June 18th to July 18th, 2024. The selection process is based on the analysis of the applicant's academic and professional curriculum.
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 2024
Vacancies
Fees
€4.200
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 2024); 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.
Structure
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 |
Options | ||
200204 | Social Network Analysis | 3.5 |
200268 | Applied Network Analysis | 7.5 |
200012 | Business Intelligence I | 7.5 |
200201 | Data Science for Marketing | 7.5 |
200163 | Experimental Design | 4.0 |
200197 | Brand Management | 3.5 |
200014 | Business Process Management | 7.5 |
200073 | Information Management Systems | 3.5 |
200189 | Descriptive Analytics in Marketing | 7.5 |
200192 | Data Privacy, Security and Ethics | 4.0 |
200194 | Digital Transformation | 3.5 |
1º year - Spring semester | ||
---|---|---|
Code | Name | ECTS |
200188 | Marketing Engineering and Analytics | 7.5 |
400081 | Social Media Analytics | 7.5 |
200200 | Search Engine Optimization | 4.0 |
Options | ||
200203 | Machine Learning in Marketing | 7.5 |
200202 | Big Data for Marketing | 7.5 |
200013 | Business Intelligence II | 7.5 |
200170 | Consumer Behavior Insights | 7.5 |
400019 | Customer Relationship Management Systems | 7.5 |
200162 | Data Visualization | 7.5 |
200049 | Market Research | 7.5 |
200071 | Knowledge Management | 3.5 |
200316 | Generative AI Aplied to Marketing | 3.5 |
200190 | Predictive Analytics in Marketing | 7.5 |
200296 | Process Mining Powered By Nokia | 7.5 |
200184 | Sampling Theory and Methods | 7.5 |
200298 | Data-driven decision making | 4.0 |
200317 | UX Research | 7.5 |