Executive Master Program in Marketing Analytics

The increasing digitalization of marketing and the growing need for a data-driven approach to decision-making make it essential to equip professionals in the field of Analytical Marketing.

The Executive Master's Program in Marketing Analytics is designed to prepare professionals to lead data-driven marketing strategies, leveraging emerging technologies, artificial intelligence, and neuromarketing to gain competitive advantages.

This executive program is aligned with current trends in digital marketing, customer insights, marketing automation, and machine learning, providing training that combines a strong practical component – with real case studies and applied projects – along with a solid theoretical foundation.

The connection to the NOVA Marketing Analytics Lab ensures a dynamic learning environment, enabling the application of analytical strategies to real business challenges.

Length

2 semester
ECTS Credits

60 ECTS
Start Date

September 2026

Who is it for?

This Program is designed for senior managers, technicians, and decision-makers from public and private institutions who want to understand and apply the potential of data analysis and artificial intelligence in defining, implementing, and optimizing marketing strategies.

It is also suitable for professionals who wish to update or deepen their skills in the areas of digital marketing, data science, customer insights, and digital transformation, strengthening their ability to make evidence-based decisions and lead teams in an increasingly data-driven environment.

Goals

The course aims to train specialists capable of:

Identifying, collecting, and visualizing relevant marketing data;
Applying advanced data analysis techniques to identify patterns and trends in consumer behavior;
Developing data-driven and measurable omnichannel marketing strategies;
Integrating artificial intelligence and machine learning into the optimizations of marketing campaigns;
Creating and managing brand metrics, assessing impact and return on investment (ROI);
Implementing growth marketing strategies and automate digital marketing processes;
Developing skills in neuromarketing to better understand consumer motivations and decision-making;
Designing and executing social media analytics and advanced digital marketing strategies.

Program Overview

The Executive Master's in Marketing Analytics prepares professionals to lead data-driven marketing strategies, combining technology, analytical intelligence, and creativity to generate real impact in organizations. In a context where digitization, artificial intelligence, and neuromarketing are redefining the future of marketing, this program is designed to train leaders capable of transforming data into strategic decisions, actionable insights, and sustainable competitive advantage.

With a practical and interdisciplinary approach, the program combines:

Advanced data analysis techniques, artificial intelligence, and machine learning applied to marketing.
Customer insights, neuromarketing, and consumer behavior analysis for more accurate decisions.
Data-driven omnichannel strategies, integrated with brand metrics, ROI, and optimization models.
Mastery of digital marketing, social media analytics, and marketing process automation.
Leadership, impact, and change management skills, essential for leading teams and digital transformation in marketing.

Participants will have access to real case studies, applied projects, and direct contact with business challenges, benefiting from the connection to the NOVA Marketing Analytics Lab, which reinforces practical learning through cutting-edge environments, tools, and methodologies.

This program is not just about learning concepts: it is about transforming information into strategy, creativity into impact, and data into sustainable growth.

The main language of the course is English. The language may be adjusted (Portuguese/English) depending on the profile and origin of the participants, in order to ensure the best learning experience for everyone.

Why choose this program

What Makes This Program Unique

Combining academic excellence with a strong practical focus, the Executive Master's in Marketing Analytics offers training designed to meet the real demands of contemporary marketing.

The program prepares professionals to integrate data, technology, and creativity in defining marketing strategies, developing highly valued skills in a digital, competitive, and rapidly evolving context.

Combining data-driven marketing, artificial intelligence, neuromarketing, customer insights, marketing automation, and machine learning, this course stands out for its strategic and applied approach, enabling participants to understand, analyze, and intervene in consumer behavior and campaign performance across multiple channels.

Learning is enriched by real case studies and applied projects, bringing academic knowledge closer to the concrete challenges faced by companies and brands. The connection to the NOVA Marketing Analytics Lab ensures a dynamic learning environment, where the most advanced tools and methodologies are applied to real marketing problems.

Led by an experienced and internationally recognized faculty in the areas of digital marketing, consumer behavior, and artificial intelligence, the program ensures scientific rigor, market relevance, and immediate applicability of the knowledge acquired.

Based on a collaborative and multidisciplinary environment, this Executive Master's degree promotes critical thinking, innovation, strategic vision, and the ability to impact marketing decisions and create value for the customer.

With a duration of two semesters (60 ECTS) and a hybrid format, it offers the flexibility needed for those who balance training with demanding professional responsibilities, allowing them to develop advanced skills at a time when data-driven marketing is a decisive factor in competitiveness.

This program is also a unique opportunity to build a qualified network with professionals from various sectors, promoting interaction, experience sharing, and connection between participants and teachers. Included in the tuition are parking, coffee breaks, lunches/dinners, moments designed to stimulate networking and collaboration throughout the learning journey.

Benefits for Your Development

Master the principles of analytical marketing and apply them to the design and optimization of marketing strategies in digital and omnichannel environments.
Use advanced data analysis techniques, artificial intelligence, and machine learning to identify patterns, predict behaviors, and improve the effectiveness of marketing actions.
Develop skills in neuromarketing and customer insights to better understand consumer motivations, decisions, and experiences.
Create, monitor, and interpret brand metrics, performance indicators, and return on investment (ROI) in marketing.
Integrate automation tools, social media analytics, and advanced digital marketing to boost results and operational efficiency.
Strengthen leadership, communication, and change management skills, which are essential for leading teams and digital transformation projects in marketing.

Impact on Your Organization

Strengthen your organization's ability to design, execute, and evaluate data-driven marketing strategies with greater rigor, transparency, and focus on results.
Drive a data-driven decision-making culture, where analytical insights support campaign design, segmentation, positioning, and customer experience.
Empower teams to use emerging technologies, artificial intelligence, automation, and predictive models in an ethical, efficient manner that is aligned with business objectives.
Optimize marketing investments through clear metrics, attribution models, and continuous performance evaluation across multiple channels.
Develop innovative solutions for challenges related to growth, loyalty, and competitive differentiation, contributing to brand strengthening and the creation of sustainable value for the business.

Study plan

The study plan corresponds to 60 ECTS, in a total of 8 course units and a Final Project:

Mandatory course units

Study plan

Program Coordinators

Paulo Rita

Full Professor
prita@novaims.unl.pt Know more
Diego Costa Pinto

Associate Professor
dpinto@novaims.unl.pt Know more

Faculty

Guilherme Victorino

Assistant Professor
gmvictorino@novaims.unl.pt Know more
Catarina Neves

Assistant Professor
cneves@novaims.unl.pt Know more
Frederico Cruz Jesus

Associate Professor
fjesus@novaims.unl.pt Know more
Simoni Rodhen

Assistant Professor
srohden@novaims.unl.pt Know more
Nuno António

Assitant Professor
nantonio@novaims.unl.pt Know more
Pedro Simões Coelho

Full Professor
psc@novaims.unl.pt Know more
Ricardo Ramos

Professor of the Practice
rramos@novaims.unl.pt Know more
Pedro Oliveira

Adjunct Lecturer
poliveira@novaims.unl.pt Know more
Maria Tiago

Invited Assistant Professor
mtiago@novaims.unl.pt Know more
Zélia Santos

Professor of the Practice
zsantos@novaims.unl.pt Know more

Admissions and fees

Applications are evaluated by the Admissions' Jury Panel of NOVA IMS, which seeks candidates with relevant professional experience, leadership skills, and a strong motivation to learn and apply advanced knowledge. This process ensures that each class is composed of professionals capable of contributing to a dynamic and collaborative learning environment.

Applications phase

The application phase will take place in January 2026.

Entry Requirements

To enter this program, applicants must meet the following requirements:

• Hold a bachelor's degree;
• Be proficient in English;
• Have at least 5 years of professional experience relevant to the course or related areas.

Application Fee

The fee of the application is €51. The application can only be considered after the payment of the application fee, within the stipulated period, non-refundable in case of withdrawal or non-admission in the program.

Registration Fee

After being admitted to the program and upon confirmation of enrollment, the applicant must make a payment of a pre-registration fee (around one week after the admission result announcement), deductible in this postgraduate program's tuition fee, non-refundable in case of withdrawal, with the following value:

€1.250 for applicants with a nationality from a European Union member country;
€2.500 for applicants of other nationalities, unless their registration fee is provided by an official entity.

Upon registration, students should make the following payments:

€35 - for enrollment fee (the value is updated annually);
€1.40 - for annual school insurance (the value is updated annually).

Tuition Fee

The tuition fee of this Executive Master is:

€ 12.000, for applicants with a nationality from a European Union member country;
€ 15.000, for applicants of other nationalities.

Included in the tuition fee: parking, coffee break, lunch/dinner.

Tuition fee payment dates

Tuition fees may be paid in full or in six installments, with the following payment dates:

Full payment September 25th to 30th, 2026.

Payment in six installments:

September 25 to 30, 2026 (corresponding to 25% of the tuition fee);
November 25 to 30, 2026 (corresponding to 15% of the tuition fee);
January 25 to 31, 2027 (corresponding to 15% of the tuition fee);
March 25 to 31, 2027 (corresponding to 15% of the tuition fee);
From May 25 to 31, 2027 (corresponding to 15% of the tuition fee);
From July 25 to 31, 2027 (corresponding to 15% of the tuition fee).

Discounts

Financial discount: students who choose to pay the tuition fee in a single payment have a 2,5% discount on the payable amount;
NOVA IMS’ alumni who have completed a bachelor's, postgraduate, master's, or doctoral degree at NOVA IMS have a 20% discount on tuition fee, cumulative with the financial discount;
Companies that finance the program to at least 2 employees, in the same academic year, have a 10% discount on the tuition fee. This discount is not cumulative with other discounts;
Companies that finance the program to 3 or more employees, in the same academic year, have a 20% discount on the tuition fee. This discount is not cumulative with other discounts.

FAQ

Do you have a question? Explore the most frequently asked questions and find the answer here! If you still have unanswered questions, please contact us!

Applications
When can I apply?

It is only possible to submit the application during its applications phase. However, you can fill the application form at any time, submitting it when the applications phase starts.

How can I apply?

The applications are submitted online, in NOVA IMS’ Applications Portal.

To submit their application, the applicants must register in the Portal, fill the form, upload your Curriculum Vitae, choose the program and pay the application fee in the Portal. The application process is the same for all the applicants, national or international.

Which documents are required?

The only mandatory document during the application process is the Curriculum Vitae (in .doc or .pdf format). The applicant can upload other documents such as diploma or other certificate of their qualifications.
How do I convert a file to .PDF?
Here is a list of websites where you can convert files to the pdf format, as a reference:
Is there an application fee?

The application fee is €51 in the academic year 2026-2027. The payment of the application fee will be made during the application process in the Applications’ Portal, through bank transfer/ATM reference, MBWay, PayPal or Visa. The application will only be considered successfully submitted after the payment of the application fee, within the stipulated time. It’s non-refundable in case of withdrawal or non-admission in the program.

Can I apply to more than one program?

You can apply to a maximum of 2 programs per application phase, by paying the application fee for each program, that is, the application to 1 program equals the payment of 1 application fee, the application to 2 programs equals the payment of 2 application fees.

In the application form, a Tax Identification Number is requested. What is Tax Identification Number? I don’t have one, what should I put in that blank field?

In Portugal, the Tax Identification Number is required to identify a taxable entity or person, in tax declarations or financial transactions. If you don’t have a Tax ID Number or similar, please put “999999999” in that field of the application form.
What should I write in the field: “Goals/motivation to apply to this program”?
In this field, please mention:
- In which way your background (academic and professional) fits the program;
- What are your short-term professional goals;
- What are your expectations with the attendance of this program.
Admission

How does the selection process work?

The selection process is based on the analysis of the academic and professional curriculum. The members of the Admissions’ Jury Panel may decide to hold an interview with all or some candidates – face-to-face or videoconference).

In case I am contacted for an interview, can it be held at distance?

Yes, the interview can be held at distance, preferably via Teams.

When will I know the result of the application?

The result of the application will be known, through email, in the date to be announced in the confirmation of submitted application email and/or by the Admissions’ Jury/Programs Manager.

I was admitted in the program. What’s the next step?

In case of admission, the applicant must make the payment of the pre-registration fee (around 1 week after the result announcement), until its deadline, in NOVA IMS’ Applications Portal and upload the diploma or other certificate of his latest qualification (example: Bachelor’s degree, Master’s degree or PhD).

Can I attend more than one program by academic year?

Yes, you may attend two programs per school year, although it’s not recommended. Please pay attention to the fact that there may be overlap of the Mandatory Course Units of each program, as well as the overlap of the exams.

I was admitted in two programs, but I only intend to attend one. What should I do?

In case of admission to two programs, the candidate will have to choose, in the Application Portal, the program in which they intend to attend. After choosing the desired program and paying the pre-registration fee, you must select the option "Withdrawal" in the 2nd program in which you do not intend to attend. Thus, your vacancy is available to a candidate on the Waiting List.

I'm on the Waiting List. Can I still be admitted?

Since it is possible for candidates to apply for two programs per application phase, there will be cases where the same candidate has been admitted to both programs, but intends to join only one. In these cases and if the limit number of vacancies is not completed, the remaining vacancy will be assigned to a candidate on the Waiting List.

I intend the invoice for the payment of the application / pre-registration fees.

The Invoice-Receipt will be available in this Applications’ Portal up to 2 business days after the payment, in the tab "Billing/Treasury".

I was admitted in the program, but I need visa. What should I do?

NOVA IMS can issue a document that proves admission in the program, that will be sent to the student and the Embassy. The document will only be issued or provided after the payment of the pre-registration fee. Regardless of issuance the document, the student must contact the Portuguese Embassy or Consulate in their country to get more information.
Other Informations

Is this program taught in Portuguese or English?

The main language of the course is English; the final language of the classes may be adjusted (Portuguese/English) depending on the profile and origin of the participants, in order to ensure the best learning experience for everyone.

Is it possible to park on campus?

The students can park their vehicles on campus, if they have the access card. There are several parking areas on campus and near to NOVA IMS.