Master Degree in Data Driven Marketing
Education objectives
The Master Degree Program in Data-Driven Marketing aims to train marketing specialists and managers with analytical tools applied in Marketing, to support decision making in this area.
It is designed to include four alternative paths (specializations):
- Data Science for Marketing - aimed at managers, technical staff and other professionals who wish to acquire analytical skills in the field of marketing, using the most advanced technologies and methodologies for collecting, analyzing and processing data in the scope of data science, in order to allow making data-driven based decisions;
- Digital Marketing and Analytics - 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. Ranked as the best Program in E-Business and Digital Marketing in Portugal, for the 4th time in a row, and the 2nd in the Western Europe by Eduniversal (2025), an international agency that publishes an annual ranking of the best MBA and Master's programs in the world;
- Marketing Intelligence - trains marketing professionals to lead and guide the collection, organization, analysis, exploration, and dissemination of marketing information in organizations. It is aimed also at Information Systems managers. Ranked as the best Program in Retail Sales Management & Business Development in the World, for the 7th time in a row, by Eduniversal (2025);
- Customer Experience - this specialization evolves from the former Marketing Research and CRM, reflecting the growing centrality of the customer and the strategic role of data in marketing decision-making. It is designed for professionals seeking to develop analytical and strategic skills to design, manage, and optimize the customer experience across the entire journey, integrating market research, data analysis, and consumer behavior insights across diverse industry contexts.
Applications:
To complete the application, the applicant must register in NOVA IMS' Applications Portal, fill the form, upload their Curriculum Vitae, their Qualification Certificate, Present the goals and motivation for applying to the program and pay the application fee (euros 51), after confirming the previous steps, they must submit the application.
Applications for this program, for the 2026/2027 academic year, start on January 1st, 2026, and will continue until the vacancies are filled. For more information, visit the NOVA IMS website: https://www.novaims.unl.pt/pt/candidatos/call-for-applications/
General characterization
DGES code
MB48
Cicle
Master (2nd Cycle)
Degree
Mestrado
Access to other programs
This Master Degree gives access to a Doctoral Program.
Coordinator
Available soon
Opening date
The program will start in September 2026.
Vacancies
Total vacancies, including all specializations: 385
Fees
6.000 euros for applicants with a nationality from a European Union member country. 7.500 euros for applicants of other nationalities.
Schedule
Working and After-working Hours. The Customer Experience specialization is only available on after-working hours format.
Teaching language
English
Degree pre-requisites
The alternative paths translate to 4 specializations, each corresponding to 60 credits (ECTS), whose classes take place in the first two semesters. Upon the conclusion of the specialization, students will earn a postgraduate program diploma in the chosen specialization. Earning a Master's degree entails the development of a scientific thesis or work project, that must be original and made for this purpose only, carried out in the third and fourth semester of the program, that corresponds to 60 ECTS.
Conditions of admittance
The requirements for the applications are: a degree in a compatible field (complete until September 2026); be proficient in English (spoken and written). The selection process is based on the analysis of 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.
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.