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Executive Master Program in Marketing Analytics

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Executive Master Program in Marketing Analytics

Turn data into a competitive advantage.

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.

Applications for this program are open between February 5th and April 9th, 2026. To apply, click here.

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  • Vagas

    Format

    In-Person

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    Length and ECTS

    2 semester
    (60 ECTS)

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    Fall Semester Schedule

    Monday & Wednesday
    6:30PM to 10:30PM

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    Start Date

    September
    2026

Partner Entities

  • plot
    Plot
  • Outsystems Logo
    Outsystems
  • F5C POSITIVO
    First Five Consulting
  • Ivity
    Ivity
  • Vision Box
    Vision-Box
  • Nestle Logo (1)
    Nestlé Business Services
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Curricular
Unit		 Program Annual Prize
Value
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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.

What makes this program unique

Benefits for Your Professional Development

  • Master marketing analytics and apply AI, automation and machine learning to strategic decision‑making
  • Analyze behaviors, forecast outcomes and optimize omnichannel campaigns
  • Develop skills in neuromarketing, metrics, KPIs, ROI and customer insights

Impact on Your Organization

  • Strengthen the organization’s ability to create, implement and scale data‑driven innovation initiatives
  • Foster a business culture oriented toward evidence, experimentation and continuous improvement
  • Generate sustainable organizational impact through data‑driven innovation and continuous value creation

Partners

Direct connection to the NOVA ecosystem and industry professionals, enabling participants to work on real business challenges and develop skills aligned with the current demands of data‑driven marketing.

Faculty

A faculty team internationally recognized in digital marketing, consumer behavior, AI and machine learning, integrated within an institution that includes researchers ranked among the Top 2% Scientists worldwide.

Applied labs

Hands‑on experience with the NOVA Marketing Analytics Lab, where participants work with real data, use cutting‑edge tools, and apply advanced methodologies in marketing analytics, artificial intelligence and customer insights to real‑world problems.

LAB MA

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 language of the course is English.

Study plan

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

Course Units

  • Brand Metrics and Marketing Analytics
  • Consumer Insights and Neuromarketing for Innovation
  • Data-Driven Based on Advanced Marketing Analytics
  • Digital Marketing and Social Media Analytics
  • Emerging Technologies and Artificial Intelligence
  • Final Work Project
  • Leadership, Change and Impact
  • New Horizons
  • Strategic Growth in Marketing
Course Unit
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Faculty

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

Applications for this program are open between February 5th and April 9th, 2026. To apply, click here.

  • Application

    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).

  • Fees

    Tuition Fee

    The tuition fee of this executive master program 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.
  • Employees of Plot, Vision-box, Outsystems, Ivity, First Five Consulting and Nestlé Business Services benefit from a 10% discount on the tuition fee, 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!

  • Frequently Asked Questions about the Executive Master Degree in Marketing Analytics

    1. Is the Executive Master Degree in Marketing Analytics suitable for professionals without a technical background?

    Yes, the Executive Master Degree in Marketing Analytics does not require a prior technical background.
    It is designed for professionals with at least 5 years of experience in areas such as marketing, management, or decision-making roles. While a technical background is not required, analytical thinking skills are valued.
    The program was designed to provide progressive learning through courses such as Brand Metrics and Marketing Analytics, Digital Marketing and Social Media Analytics, and Data-Driven Based on Advanced Marketing Analytics.
    These courses introduce data analytics concepts and tools applied to marketing in an accessible way, even for participants with non-technical backgrounds.

    2. What is the professional profile of participants in the Executive Master Degree in Marketing Analytics?

    The Executive Master Degree in Marketing Analytics is aimed at professionals with relevant experience, typically more than 5 years, who hold or aspire to decision-making roles.
    It brings together participants from areas such as marketing, management, consulting, technology, and data analysis, who seek to strengthen their data-driven decision-making capabilities.
    It is particularly suitable for those who wish to lead data-driven initiatives, integrate analytics into marketing processes, and take on greater responsibility within organizations.

    3. What skills are developed in the Executive Master Degree in Marketing Analytics?

    Throughout the Executive Master Degree in Marketing Analytics, participants develop skills in data analysis, marketing metrics and performance, as well as decision support.
    The program covers areas such as marketing automation, applied artificial intelligence, and innovation, supported by courses such as Consumer Insights and Neuromarketing for Innovation, Strategic Growth in Marketing, and New Horizons.
    These courses enable participants to deepen their understanding of consumer behavior, identify growth opportunities, and apply new data-driven approaches.
    The program combines a strong conceptual framework with a hands-on approach, through the development of projects based on real business contexts.

    4. What differentiates the Executive Master Degree in Marketing Analytics?

    The Executive Master Degree in Marketing Analytics stands out for its strong focus on the use of data in strategic decision-making.
    The program integrates marketing, data analytics, and artificial intelligence, with close links to real business contexts and the application of advanced tools, particularly in courses such as Emerging Technologies and Artificial Intelligence and Data-Driven Based on Advanced Marketing Analytics.
    It is also distinguished by its strong applied component throughout the program, including the development of a Final Work Project with direct impact on professional practice.
    Its structure was designed for professionals who aim to lead data-driven strategies and digital transformation processes within organizations.

    5. What is the difference between the Executive Master Degree in Marketing Analytics and a postgraduate program?

    The main difference lies in the depth, integration, and level of academic rigor.
    The Executive Master Degree in Marketing Analytics offers a structured and comprehensive approach, promoting the integration of data analytics, marketing, and artificial intelligence throughout the program.
    It is aimed at experienced professionals with a focus on strategic decision-making. In contrast, a postgraduate program is generally shorter and focused on acquiring or updating specific skills.

    6. What is the duration and structure of the Executive Master Degree in Marketing Analytics?

    The Executive Master Degree in Marketing Analytics corresponds to a total of 60 ECTS, distributed across course units and an applied final project.
    The program structure combines a strong analytical component with a strategic marketing perspective, enabling the development of skills across complementary areas.
    The program culminates in the practical application of acquired knowledge to a real business context.

    7. Is the Executive Master Degree in Marketing Analytics taught in an after-work format?

    Yes, the Executive Master Degree in Marketing Analytics is taught in an after-work (part-time) format.
    It was designed for working professionals, allowing them to balance their studies with professional responsibilities without compromising career progression. The format ensures a demanding learning experience that is compatible with participants’ professional realities.

  • 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 required documents for the application process are the Curriculum Vitae and the Academic Degree certificate (in DOC or PDF format).

    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 assessment of each candidate’s academic and professional background. An additional interview may be conducted during the process. All candidates who reach the final stage will have a mandatory interview with the program coordinator(s).

    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.

    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. 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 language of instruction is English.

    Is it possible to park on campus?

    Parking is included in the tuition. There are several parking areas on campus and near NOVA IMS.

Applications and Contacts

Applications:

Applications for this program are open between February 5th and April 9th, 2026. To apply, click here.

For more information about this course, please contact:

Renata Barateiro

Marketing and Admissions Coordinator for Executive Education
Marketing & Admissions Department

+351 213 828 619

executive@novaims.unl.pt

Regulations and Accreditations

A3ES

DGES - Registration number R/A-Cr 229/2025 on 22-12-2025.