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Master Degree in Data-Driven Marketing, with a specialization in Data Science for Marketing - After Working Hours Format

Mestrado em Data-Driven Marketing, com especialização em Data Science for Marketing - Regime Diurno

Master's Degree in Data-Driven Marketing,
with a specialization in Data Science for Marketing -
After Working Hours Format

The Master Degree Program in Data-Driven Marketing, with a specialization in Data Science for Marketing, aims to fill a gap in the postgraduate training of marketing professionals who need to gain new skills to be able to actively participate in the development and application of analytical marketing models. With the proposed study plan, this program presents an up-to-date structure that combines several areas of marketing with a transversal approach of data science to leverage them.

This program is designed to provide excellent training, articulating key concepts and challenges for marketing decision-making in its multiple strategic, innovation and methodological strands with practical data-oriented processing (Data Science & Big Data), Artificial Intelligence (Generative AI & Machine Learning), and social network analysis and consumer behavior. The versatility in the offer of optional curricular units also allows reinforcing theoretical and practical knowledge in several related areas such as: digital marketing, social media, e-commerce, and search engine optimization.

This program is held after working hours and is aimed at professionals who intend to make their studies compatible with their professional activity. It is also available on an working hours format.

The 1st  year of the Master’s corresponds to the Postgraduate Program in Data Science for Marketing –  for more information about the Postgraduate Program, click here.

The applications for this program are open between February 6th and March 7th, 2025. To apply, click here.

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Curricular
Unit		 Program Annual Prize
Value
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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

  • Lingua

    Start Date

    September 2025

Who is it for? image

Who is it for?

This Master Degree Program is 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.

Goals

The main goal of this program is to train marketing professionals to be capable of:

  • Bridging the gap between marketing and data science, being empowered with the ability to think critically about data, and deriving conclusions from incomplete information;

  • Knowing how to support marketing decision-making through a practical understanding of the fundamental methods used by data scientists;

  • Learning data science tools and models and being ready to deploy them in the organization;

  • Developing the capabilities to load, clean and transform data, and identifying the best models and methodologies to extract meaningful marketing knowledge from different, often heterogeneous and complex data sources;

  • Understanding the power of Big Data and learning how to achieve business solutions by processing large streams of data in real-time;

  • Interpreting and communicating data and results using a wide range of real-world marketing examples;

  • Always being ready to face the challenges of the modern and fast-changing business world.

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

Mandatory course units

  • Big Data for Marketing
  • Data Science for Marketing
  • Dissertation/Internship Report/Project
  • Machine Learning in Marketing
  • Marketing Engineering and Analytics
  • Marketing Strategy and Innovation
  • Research Methodologies
  • Social Network Analysis

Recommended course units

  • Brand Management
  • Consumer Behavior Insights
  • Descriptive Analytics in Marketing
  • Digital Analytics
  • Digital Marketing & E-Commerce
  • Experimental Design
  • Marketing Research
  • Predictive Analytics in Marketing
  • Search Engine Optimization
  • Social Media Analytics
Course Unit
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The remaining 19 ECTS correspond to the elective course units, chosen by the students from a wide range of course units.

Lenght and timetable

Length

The program lasts 4 semesters. The classes will start in September 2025, ending in June 2026, 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 2024-25.

The schedule for the 2025-26 academic year will be published in March 2025.

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

The Admissions' Jury Panel of NOVA IMS is looking for excellent students who have the potential to become good technical staff and excellent managers. Qualities such as maturity, determination and motivation, both in the academic path as well in a professional career, are some of the attributes that the Jury Panel is looking for.

2nd  Application phase

From February 6th to March 7th, 2025.

Entry requirements

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

  • Hold a bachelor’s degree in a compatible field (completed by September 2025);
  • Be proficient in English (spoken and written).

How to apply and selection process

To apply, you need to access the NOVA IMS' Applications Portal and follow these steps:

  • Fill in the form available in the user area, namely:
    • Personal, academic and professional background;
  • Upload your Curriculum Vitae (this is the only mandatory document for the application). Although it is not necessary to attach any other documents, the applicant has the option of including other documents that they consider relevant to enrich their application, such as a certificate of completion of their Bachelor's and/or Master's degree. Please note that if you are admitted, you will need to submit your Bachelor's and/or Master's degree completion certificate, or a certificate of attendance if you have not yet completed your degree, within one month;
  • Choose the program;
  • Present the goals and motivation for applying to the program (limit 1,000 characters, including spaces);
  • Pay the application fee. After this last step, the applicant will receive an email confirming their submitted application.

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.

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 master 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 master degree program is:

  • €6.000 for applicants with a nationality from a European Union member country: €4.100 corresponds to the 1st year and €1.900 to the 2nd year;
  • €7.500 for applicants of other nationalities: €4.900 corresponds to the 1st year and €2.600 to the 2nd year. 

Tuition fee payment dates

The tuition fee of this master program can be paid in two or in six installments:

  • Payment in two installments:
    • 1st: September 25th to 30th, 2025 (100% of the tuition fee of the 1st year);
    • 2nd: September 25th to 30th, 2026 (100% of the tuition fee of the 2nd year).
  • Payment in six installments:
    • 1st: September 25th to 30th, 2025 (25% of the tuition fee of the 1st year);
    • 2nd: November 25th to 30th, 2025 (25% of the tuition fee of the 1st year);
    • 3rd: February 22nd to 28th, 2026 (25% of the tuition fee of the 1st year);
    • 4th: April 25th to 30th, 2026 (25% of the tuition fee of the 1st year);
    • 5th: September 25th to 30th, 2026 (50% of the tuition fee of the 2nd year);
    • 6th: February 22nd to 28th, 2027 (50% of the tuition fee of the 2nd year).

Discounts

  • Financial discount: students who choose to pay the tuition fee in two installments 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 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.
  • Members of the Ordem dos Engenheiros – Região Sul, have 15% discount on tuition fees. This discount can be extended to members' spouses and descendants upon presentation of valid documentation. For more information, please contact admissions@novaims.unl.pt. This discount is not cumulative with other financial 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. 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 2025-26. 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 2025, 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 2025.

    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.

Gabi Vieira
Student | Postgraduate Program in Data Science for Marketing
Anabell Góngora
Lead Marketing Program Manager - Retail (UKI) | Accenture
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NOVA IMS was definitely the right decision in my academic career.
The postgraduate program in Data Science for Marketing offers the perfect combination of theory and practice, combined with a high quality faculty, crucial factors in choosing this program. It helped me to acquire a set of tools necessary to evolve professionally, offering me a holistic view of the world
of information technology and marketing. I am convinced that it was undoubtedly an asset and it had a very positive return.
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NOVA IMS offers a great experience for International students.
The quality of teaching is exceptional and qualified, which means that the programs are demanding and not easy, but you still allowed time to have fun and enjoy Portugal. I am very pleased with my experience, and I have learned a lot.