Master's Degree
Marketing - LisbonUnique and innovative program, specially designed to empower you to lead the needs and trends of the global marketplace.
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Master's Degree in Marketing, Lisbon

The world is moving at a very fast pace, and modern business is increasingly global. The Master's Degree in Marketing is a unique and innovative program designed to empower you to lead the needs and trends of the global marketplace, providing you with the best cutting-edge tools and advanced Marketing strategies to create successful business visions.

The program provides you with a unique international perspective to give you a competitive edge for your future career, being entirely taught in English and offering the possibility of having an international semester with renowned universities abroad. Our Faculty includes leading industry experts with a strong link to the market and a high level of international experience for a truly global learning environment.

The Master's Degree in Marketing stands out from other programs due to its focus on future trends and emerging technologies, with a solid emphasis on ethical and sustainable strategies. The philosophy behind this Master favours open knowledge and discovery-led learning, where all stakeholders contribute to the learning process. Furthermore, it is fostered a culture of immersive learning: putting theory into practice with live case studies, practical workshops, networking events and hands-on industry partnerships with reference international companies, which included in previous editions Nielsen, Feedzai, Accenture, Navigator and Whirlpool.

Upon completing this program, students will be equipped with the comprehensive knowledge, expertise, and skills needed to build a successful career in international settings.

Start dateSeptember 2024
Duration2 Years | 4 semesters

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Why study Master's Degree in Marketing?

Marketing Strategies

Understand how international companies design and implement marketing strategies to create customer value and competitive advantages in the markets, in the context of increasingl sophisticated and demanding consumers, digital revolution and globalization.


Discover how technology can help to develop sustainable marketing practices, better understand consumer behavior and plan marketing strategies.

Analytical Skills

Learn to combine sharp analytical skills with creativity to ensure that products and services stand out in a global marketplace.

Multicultural Environment

Experience a multicultural environment by interacting with people from different nationalities and backgrounds.

Leading Academics

Study with leading academics and industry experts and gain insights into the latest thinking and practices in global marketing.


Acquire comprehensive knowledge, expertise and skills needed to build a successful career in international settings.

Working with Companies

Explore the future of marketing on a global scale, working with international companies on real-time projects.

Marketing Research

Develop skills to conduct high quality marketing research.

Top Benefits


Focus on International challenges. For example: the case studies and real company challenges addressed in classes have always an international dimension. Furthermore, the course is truly global in the sense of the participants too. We have national and foreign professors and students.

Future Oriented

The curricular units of this course stand out from other courses also due to their focus on the future. This involves working with future scenarios, current and emerging technologies and actively working on forecasting competences development. The units Future Consumption Society and Marketing Future Cast are particularly illustrative of this focus on the future, that is nonetheless also present in other units’ content.

Immersive Learning

Following IPAM’s long tradition and well established good practices, in this Master students will have the opportunity of learning by applying marketing tools and strategies in many different projects throughout the course. Many of these projects are presented by companies that share real problems and challenges that students tackle within different curricular units. By the end of the challenges, students have the opportunity to present their solutions to the company’s managers and directors just as a professional consultant would do. The teaching philosophy is based on allowing students to experiment, make decisions, work in groups and apply the learning in concrete projects of real companies. On the last editions of this master, we worked with real challenges from companies with international operations such as PwC, SKF, The Navigator Company, Yellow Bus, among others.

Digital Component

Working with digital tools, namely for communication and to interact with consumers is something that is unseparable of today’s marketing practices. Throughout the course, this digital dimension of marketing practices are fully addressed in several units. Importantly, we have units where digital is the main content, as the units Digital Marketing Strategy and Marketing Metrics and Analytics.

Closer and personalized Interaction

This Master has small groups, which enables a closer interaction with professors and colleagues, fostering a personalized feedback culture.

Multicultural Groups

Having students from different countries creates a culturally rich environment where we can learn from others in a respectful context. Here are some of the countries that have been represented in our classrooms: Angola, Austria, Brazil, Egypt, Estonia, Germany, Italy, Mozambique, Nepal, Netherlands, Russia, Ukraine, United States and, of course, Portugal.

Faculty with high level of International Experience

Regardless of their nationality, Faculty combines leading academics and industry experts, with high level of international experience.

External Certifications

As part of the students training and devolepment, we work with some external certifications (free of charge) that improve our students professional CV. For instance, in the first year of this master, our students get two certifications: (1) Google Analytics; (2) Fundamentals of Digital Advertising (Hubspot).

Close connections with Companies

Experts and professionals with global experience often come to IPAM to share their international practices and experiences. These professionals may have different interactions with our students, such as debating for a couple of hours, developing a workshop, having a webinar and so on. The logic, however, is the same: sharing experiences with the students and discussing with them best practices. On the first editions of this master, we had many companies participating in our classes, such as Accenture, Whirpool, Nielsen, Outsystems, FNAC, BPI, Feedzai, Unbabel, EMCC Portugal, IZO, among others.

Master Thesis Defense

Held in June, so that students get their certificate sooner than they would in other Portuguese institutions.


Lisbon is the capital and the largest city of Portugal. With over 20 centuries of History, this city located on the 7 hills has more than 500,000 inhabitants. It's also a vibrant city, and a great place to live with a safe and friendly environment.

Mobility Abroad

Partnership with renowned universities in Brazil, Croatia, Denmark, France, Germany, Italy, and South Korea.


Companies that have already participated in this Master:

Companies working on a global scale:

Career opportunities

This Master's aims to develop students’ advanced competencies to become marketing professionals with a global mindset. Students will be able to understand how to shape the future, how to solve complex problems, how to be able to think and work strategically, and how to become emotionally intelligent and socially responsible managers.

Also, students will acquire the knowledge and skills to work in multinational corporations, SMEs operating globally, or specialist marketing agencies, in positions involving strategic marketing management, brand management, and digital marketing, among others.

Potential careers include:

  • International Marketing Manager
  • Business Development Manager
  • Market Research Analyst
  • Global Product Manager
  • Digital Marketing Strategist
  • Brand Manager
  • Strategy Consultant
  • Marketing Partnerships Manager
  • Customer Experience Manager
  • Transformation and Innovation Manager


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The practical nature of this course, paired with the high degree of real-world insights from the professor's professional experiences allowed me to have the knowledge base that allowed me to secure an internship whilst I was undertaking the course. The internship turned into a full time job at the same company. I highly recommend the Global Masters in Marketing for those looking to get a mixture of practical and theoretical learning.
Jusob Rafique


Alumni of the Global Master in Marketing | IPAM Lisboa


Study plan structure

Global Marketing Strategy486
Future Consumption Society406
Marketing Metrics and Analytics486
Talent and Change Management486
Disruptive Business Models486
Marketing Future Cast486
Digital Marketing Strategy486
Marketing Research Methods486
Global Marketing Simulator406
Global Business Plan486
Option 17012
Dissertation / Professional Project / Internship 4221
Global Marketing & Branding*7012
Artificial Intelligence applied to Marketing*7012
Marketing & Experience with Services*7012
Sustainability in Marketing Management*7012
Technology applied to Marketing*7012
Global Marketing Challenge Seminar286
Dissertation / Professional Project / Internship4221



Candidates interested in joining IPAM can apply throughout the year.

The application process is limited by existing vacancies and the suitability of the candidate's profile to the study cycle of interest.

To start the admission process, the candidate must follow these 3 steps.

Lisbon: +351 210 205 702Porto: +351 220 280 502Online: +351 210 205 702