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Master Degree in Data-Driven Marketing, with a specialization in Marketing Research and CRM

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Master's Degree in Data-Driven Marketing, with a
specialization in Marketing Research and CRM

Starting in the 2026/27 academic year, this program will be restructured and updated, and will be renamed as a Master's Degree in Data-Driven Marketing, with a specialization in Customer Experience. This reform reflects the evolution of the market, marketing practices, and the strategic role of data in the design of differentiated, customer-centric experiences.

In its current format, the Master Degree Program in Data-Driven Marketing, with a specialization in Marketing Research and CRM, fills a gap in the high-level training of managers, technical staff, and other experts in marketing. It is especially targeted at technical staff and market researchers, as well as professionals involved in customer relationship management. Its main goal is to provide excellent and balanced training, with a conceptual component and marketing methodology with quantitative aptitude, as well as practical training that draws on case studies and project development.

The 1st  year of the Master’s corresponds to the Postgraduate Program in Marketing Research and CRM – now updated as the Postgraduate Program in Customer Experience.

Applications for the Master's in Data-Driven Marketing, with a specialization in Customer Experience will be open from January 1st to February 3rd, 2026. To apply, click here.

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  • Vagas

    Format

    After Working Hours

  • Media

    Length and ECTS

    4 semesters
    (120 ECTS)

  • Semestres

    Attendance

    2 to 3 times a week

  • Lingua2

    Start Date

    September 2026

Support and funding

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Curricular
Unit		 Program Annual Prize
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Who is it for?

The Master Degree program in Data-Driven Marketing, with a specialization in Marketing Research and CRM, is for managers, technical staff and other marketing professionals, who wish to obtain and deepen their skills in Marketing Research and CRM, using the most advanced methods of collection, analysis and treatment of information. This program is particularly aimed at technical staff and users of Market Research, as well at professionals who are involved in Customer Relationship Management in Banking and Insurance, Telecommunications, FMCG (fast-moving consumer goods), among others.

Goals

The goal of this program is to train technical staff and managers to:

  • Plan, create, and conduct market studies or any other market research;

  • Select and apply methods of collection of marketing data;

  • Analyze, interpret, and communicate the results of market research;

  • Manage, explore, interpret and communicate marketing information that is present in information systems or from other sources of marketing information;

  • Create, implement, and manage customer relationship policies.

Study plan

This program lasts 4 semesters: 2 correspond to the curricular component and 2 to the development of a thesis or work project, in a total of 120 ECTS.

The curricular component (1st and 2nd semesters of the program) corresponds to 60 ECTS, of which 41,5 are in mandatory course units:

Mandatory course units

  • Consumer Behavior Insights
  • Descriptive Analytics in Marketing
  • Dissertation/Internship Report/Project
  • Experimental Design
  • Market Research
  • Predictive Analytics in Marketing
  • Research Methodologies
  • UX Research

Recommended course units

  • Big Data for Marketing
  • Brand Management
  • Consumer Behavior Insights
  • Data Science for Marketing
  • Digital Analytics
  • Digital Marketing & E-Commerce
  • Machine Learning in Marketing
  • Search Engine Optimization
  • Social Media Analytics
  • Social Network Analysis
Course Unit
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The remaining 18,5 ECTS corresponding to the Elective Course Units, will be chosen by the students among a wide range of available course units.

Lenght and timetable

Length

The program lasts 4 semesters. The classes will start in September 2026, ending in June 2027, and run after working hours (after 6:30 p.m.), 2 to 3 times a week.

Timetable

See the timetable for the Mandatory Course Units here and the Elective Course Units here for the academic year 2025-26.

Scholarships

The NOVA IMS programs, offer a unique learning experience, combining theory with the application of the best and most innovative teaching practices.

If you are interested in studying at NOVA IMS and want to explore scholarship and award opportunities, this page is your starting point to discover the options available in the different programs.

Know more about it here.

Achievement awards

All students that stand out, during their academic path, for their academic excellence in the different course units and programs are celebrated. These awards are given by Members of AD NOVA IMS and/or other supportive entities.

See here the list of prizes.

Admissions and fees

Starting in the 2026/27 academic year, this program will be restructured and updated, and will be renamed as a Master's Degree in Data-Driven Marketing, with a specialization in Customer Experience. This reform reflects the evolution of the market, marketing practices, and the strategic role of data in the design of differentiated, customer-centric experiences.

For more information on Admissions and fees, please visit the page of the Master's Degree in Data-Driven Marketing, with a specialization in Customer Experience.

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. The date of the call for applications is available in the Admissions and Fees page of each program. 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 2026-27. 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.

    I'm a bachelor's degree senior student. Can I apply ?

    Yes. If you are a final year student and you graduate until September 2026, you can apply and you must deliver an authenticated copy of your degree certificate or diploma until the beginning of the academic year, until September 2026.

    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 by Zoom.

    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?

    Considering the diversity of students’ nationalities, all the classes will be taught in English.

    Are there scholarships?

    NOVA IMS does not award scholarships. However, you can apply to Universidade Nova de Lisboa’ scholarships and financial support, provided by the university’s Social Welfare Services. You can learn more at https://sas.unl.pt/en/scholarships-2/scholarships_/ or contact them directly to bolsas@unl.pt. We don’t hold information about other scholarships.

    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. The request for access of vehicles to Campus de Campolide is made through registration or renewal of registration and subsequent payment. To do this, the interested parties should register in the system and select the type of access. Afterwards, they will receive all the data for the payment. It should be noted that the management of parking spaces is the exclusive responsibility of the NOVA’s Rectory. For more information, please visit the webpage http://www.unl.pt/en/nova/parking-campus.

    Is there accommodation on campus?

    The Social Welfare Services of Universidade Nova has ties with three student residences (one of them in Campus de Campolide) for Portuguese scholarship student and international students. The capacity of accommodation at school residences is limited. We can’t, in any way, guarantee you a room and we can only put your name on a waiting list, only after confirmation of admission. You will find more information about the residences at https://sas.unl.pt/en/accommodation/. 

    In case you are admitted to the program and want accommodation in one of the University’s residences, please contact adnovaims@novaims.unl.pt.

    Can you help me look for accommodation websites?

    Here’s a list of websites, just for reference:

    Does the University offer a Portuguese course for international students?

    Yes, there is a Course of Portuguese as Foreign Language. This course is available in 4 types of classes:

    1. Individual lessons (the student arranges the schedule with the teacher according to their availability);
    2. Semester Group lessons (56 study classes + 8 hours for other activities);
    3. 30 hours intensive course (2 weeks);
    4. Online summer course (month of July).

    If you have any questions about this course, please contact: cursoportugues@fcsh.unl.pt.

Raquel Lopes Santos
Customer Insights Analyst | Worten
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The decision to attend the specialization in Marketing Research and CRM proved to be the right choice. The timeliness of learning and the excellence and dedication of professors, are profound drivers of success that complement my background at NOVA IMS, enhancing new skills that allow me to face the dynamics and demands of the job market. I believe it is a strong boost to the development of my professional career.