NOVA Information Management School

PostGraduate Digital Marketing and Analytics


Curso de Pós-graduação


Not awarded

ECTS Coordinator

Roberto Henriques

Education objectives

Today companies recognize the significance of the Internet for its optimal performance. With the arrival of Web 2.0 the need to adopt analytical approaches to understand and create competitive advantage in this environment gained further significance.

Marketing professionals turn increasingly to decision-making support systems in order to gain competitive advantage in the marketplace. This program provides a solid background to address marketing issues, contributing to the improvement of decision-making in companies.

The postgraduate program in Digital Marketing and Analytics is ranked as the best program in E-Business and Digital Marketing in Portugal, 2nd in Europe and the 2nd in the World by Eduniversal, an international agency that publishes the annual ranking of the best MBA and Master programs in the world.

It is aimed at managers, experts and other professionals who want to obtain skills in Digital Marketing and Web Analytics, using the most advanced methodologies for collecting, analyzing and processing data to support decision making in Web Marketing.

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

- Understand Digital Marketing and its characteristics;

- Understand the operating principles of Internet Social Media and methodologies for its use increating value for business;

- Understand and be able to apply analytical Social Media techniques.

- Understand the significance of Web Analytics;

- Understand the principles and metrics of Marketing in the internet;

- Master the techniques of Search Engine Marketing, including AdWords campaigns management,and the development of Search Engine Optimization (SEO) strategy. 

Applications - academic year 2018-2019
To complete the application, the applicant must register in NOVA IMS' Applications Portal, fill the form, upload their Curriculum Vitae, pay the application fee (€ 51), and submit the application in the end, until July 5th, 2018. The selection process is based on the analysis of the applicant's academic and professional curriculum.

Access conditions

The requirements for the applications are: a degree in a compatible field (complete until September 2018); analysis of the applicants' academic and professional curriculum.

Degree pre-requisites

To earn the postgraduate program diploma in Digital Marketing and Analytics, students complete 8 course units (a total of 60 ECTS), of which 4 are mandatory and the 4 elective course units will be chosen by thestudents from a wide range of available course units.

Access to other courses

Evaluation rules


1º year - Autumn semester
Code Name ECTS
200083 Marketing Digital 7.5
400082 Digital Analytics 7.5
200001 Data Analysis 7.5
200004 Geographic Information Systems Applications 7.5
200009 Spatial Databases 7.5
200012 Business Intelligence I 7.5
200015 Geographical Information Systems and Science 7.5
200016 Cartographic Sciences 7.5
200032 DataBase Management Systems 7.5
200046 Statistics 7.5
200055 GI Standards 4.0
200056 Ciência e Sistemas de Informação Geográfica 3.0
200058 Geographic Information Systems Applications 7.5
200060 Geospatial Data Mining 7.5
200064 Geostatistics 7.5
200068 Information Project Management 7.5
200070 Information Technologies Services Management 7.5
200071 Knowledge Management 7.5
200073 Information Systems Management 7.5
200083 Marketing Digital 7.5
200087 Data Collection Methods 7.5
200092 Quantitative Methods for Marketing - Descriptive Methods 7.5
200115 Remote Sensing 7.5
200165 Descriptive Methods of Data Mining 7.5
200169 Strategic Marketing 7.5
200182 Data Privacy and Protection 7.5
400020 Information Systems Governance 7.5
400021 Enterprise Cloud Mobility 7.5
400043 Adoption Models and Change Management 7.5
400045 Sustainable Cities 7.5
400054 Information Technology in Cities Seminar I 3.5
1º year - Spring semester
Code Name ECTS
400027 Search Engine Marketing 7.5
400081 Social Media Analytics 7.5
200007 Architectures for Information Technology 7.5
200013 Business Intelligence II 7.5
200014 Business Process Management 7.5
200024 Geospatial Data Mining 7.5
200049 Market Research 7.5
200054 Geographic Databases and Geospatial Web Services 4.0
200061 Geospatial Free Open Source Software 4.0
200069 Risk Management 7.5
200088 Forecasting Methods 7.5
200093 Quantitative Methods for Marketing - explanatory methods 7.5
200094 Geographical Information Systems and Modelling 7.5
200124 Geographical Information Systems in Organizations 7.5
200135 Cibersecurity 7.5
200145 Big Data Applications 7.5
200146 Innovation Management and Design Thinking 7.5
200162 Data Visualization 7.5
200166 Predictive Methods of Data Mining 7.5
200167 Big Data Analytics 7.5
200170 Consumer Behavior Insights 7.5
200171 Marketing Analytics 7.5
200172 Marketing Engineering 7.5
400010 Data Collection, Administrative Sources and Big Data 6.0
400019 Customer Relationship Management Systems 7.5
400023 Leadership and People Management 6.0
400039 Integrated Management Solutions 7.5
400040 Enterprise Mobility Solutions 3.5
400042 Business Solutions as a Service 7.5
400049 Information Technology in Cities Seminar II 4.0
400051 Mobile and Ubiquitous Computing 7.5
400055 Enterprise Resource Management Systems 7.5
400081 Social Media Analytics 7.5
400091 Urban Analytics 7.5