Face-to-face academic model

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IPAM has always been guided by its innovative, disruptive character, to think differently and to always be one step ahead, guided by a teaching of excellence with a strong approach to companies and markets.

The partnerships are thus part of IPAM’s work routine: partnerships with the business world, where curricular internships are fostered, participation in real challenges of companies or research projects, bringing reality to their teaching experience; and with foreign educational institutions, with the objective of enabling greater international mobility of students and teachers.

Its “Immersive Learning” teaching model is unique and superior, as it results in an intense and effective professional immersion, combining theory with practice, through teachers with proven expertise and real challenges that are launched students by national and international companies.

This immersive and experiential learning allows students to acquire the knowledge, skills and values necessary for the development of their future profession and face the challenges of social and digital transformation, enhancing their maximum employability anywhere in the world.

At IPAM, the classroom is the world. IPAM challenges the traditional concept of classroom teaching and it is this vision that our School imprints in the education of its students. A vision of disruption, of thinking differently, of seeking creative solutions. It is with this Marketing mindset that IPAM students, tomorrow's leaders and future CEOs, look at the market and lead businesses.

The role of the professor in this model is to accompany the student throughout their academic career, participating in the transition of their personal and professional development. In the classroom, the professor will guide them through the different learning methodologies that integrate each pillar of the model, ensuring the development of skills and values present in our vision of a global world.

Our academic model is based on six pillars:

Leadership & Actors of Behavioural Change

The global and daily challenges faced by companies require that current professionals have a set of leadership qualities. The new leaders are the main agents and actors of change. Through teamwork, focusing on the development of soft skills and enhancing the high performance of students in the areas of Leadership, People and Change Management.

Field work

Through this immersive model, disruptive practices, design thinking and the next paradigms related to the areas of Marketing and the business of the future are enhanced, so that learning is continuous in order to create and lead new ideas.

Professional environments

Closely linked to fieldwork, our academic model is based on professional environments, which enhance professional experience by 100%. Training, adapted to the reality of the workplace, guarantees a connection with the professional world from the very start. We have more than 285 agreements with companies for internships and other activities to get closer to the profession (such as shadowing programmes), which encourage learning and provide continuous updating of the skills needed in the current and future job market. In addition to these environments, we also have simulated environments, with different levels of complexity and fidelity, seeking the maximum approximation to the real world and using different methodologies: Simulation, Challenge Based Learning, Problem-Based Learning, Gamification, etc. Learning that helps students gain confidence and security to perform better in a professional context, as they will be in contact with real situations that will recreate their future workplace, putting them to the test with projects and challenges.

Data-driven applied research

In the midst of digital transformation, we foster in our students the ability to systematically analyse the information that is produced in order to be able to make decisions in highly complex situations. Through an approach guided by research, collection, and analysis of market data, a dynamic process of diagnosis-prescription-control is promoted, which enhances the development of solutions by students for the challenges of the market. This approach is based on applied research, the creation and analysis of new data, models, and scientifically tested tools.


Today's professions require holistic learning, away from more traditional models in the form of “silos” or “isolated” subjects. The integrated curriculum allows learning through which the student will be able to integrate knowledge and skills and interrelate concepts and areas of activity, which allows them to focus beyond the module or topic alone, and be closer to the professional world, preparing them to acquire comprehensive knowledge of their future profession. In this sense, the student will learn to work in a team, interacting with other agents to develop a 360º vision: other professions, clients, companies, among others. Transdisciplinary education in different environments enriches the student's training experience and prepares them for the reality of the professions, where interprofessional collaboration is assumed as an essential value.

Vision: sustainability and internationalisation

In short, we seek to prepare the student not only through higher academic training to be the best professional in their field of study, but also to form global and responsible citizens. Education of values permeates our model in a transversal way, so that our students are committed to sustainability and are aware of diversity. Additionally, through our unique and innovative academic model, we want our students to be the professionals best prepared to add value to the business and shape the future of brands and the marketing profession.

IPAM Lisboa: Estr. da Correia 53. 1500-210 Lisboa

+351 210 309 930

IPAM Porto: Rua Manuel Pinto de Azevedo, 748. 4100-320 Porto

+351 229 398 089

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