Master's Degree in Data-Driven Marketing, with a Specialization in Data Science for Marketing
Lisbon, Portugal
DURATION
2 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
09 Apr 2025
EARLIEST START DATE
Sep 2025
TUITION FEES
EUR 6,000 / per course *
STUDY FORMAT
On-Campus
* The tuition fee is €7,500 for applicants with a nationality from a non-European Union member country.
Introduction
The Master's 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 (Machine Learning), and analysis of social networks of consumers. The versatility in the o‑er of optional curricular units also allows for 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 during working hours and is aimed at young graduates and professionals who intend to study on a full-time basis. It is also available in an after-working hours format (after 6.30 p.m.) and the program is held after working hours and is aimed at professionals who intend to make their studies compatible with their professional activities. It is also available in a working-hours format.
Length
This program lasts 4 semesters: 2 correspond to the curricular component and 2 to the development of a thesis, work project, or internship report, in a total of 120 ECTS.
The classes will start in September 2025, end in June 2026, and run during working hours and after working hours (after 6:30 p.m.), 2 to 3 times a week.
Ideal Students
Who is it for?
This Master's 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, to allow making data-driven based decisions.
Admissions
Scholarships and Funding
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.
Curriculum
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
The remaining 19 ECTS correspond to the elective course units, chosen by the students from a wide range of course units.
1st year - Fall Semester
- Data Science for Marketing
- Marketing Strategy and Innovation
- Social Network Analysis
- Brand Management
- Business Intelligence I
- Data Privacy, Security, and Ethics
- Descriptive Analytics in Marketing
- Digital Analytics
- Digital Marketing & E-Commerce
- Digital Transformation
- Experimental Design
- Information Management Systems
1st year - Spring Semester
- Big Data for Marketing
- Machine Learning in Marketing
- Marketing Engineering and Analytics
- Business Intelligence II
- Business Process Management
- Consumer Behavior Insights
- Customer Relationship Management Systems
- Data Visualization
- Data-driven decision making
- Knowledge Management
- Market Research
- Predictive Analytics in Marketing
- Process Mining Powered By Nokia
- Sampling Theory and Methods
- Search Engine Optimization
- Social Media Analytics
2nd year - Fall Semester
- Dissertation/Internship Report/Project
- Research Methodologies
Program Outcome
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.
Program Tuition Fee
Program Leaders
Student Testimonials
Program Admission Requirements
Show your commitment and readiness for Grad school by taking the GRE - the most broadly accepted exam for graduate programs internationally.