Global Perspective
Gain a comprehensive understanding of international marketing and business dynamics, learning to adapt strategies to global markets and emerging trends.
Master's Degree in Marketing - Lisbon
A forward-thinking master’s that empowers you to lead with strategy, innovation, and global perspective.
Porto
Lisbon
Master's Degree in Marketing - Lisbon
Summary
- Start date
- September 2026
- Schedule
- Daytime
- Language
- English
- ECTS
- 120 ECTS
Master’s Degree in Marketing in Lisbon
A transformative and globally-oriented master’s program designed to shape the marketing leaders of tomorrow.
The Global Master in Marketing at IPAM Lisbon is an innovative program designed to develop professionals capable of thriving in a fast-evolving marketing landscape. You will gain a deep understanding of international market dynamics, emerging trends, and digital innovations, preparing you to create impactful strategies and drive business growth worldwide.
Delivered entirely in English, this program offers a truly global perspective, including the opportunity to participate in an international semester at one of our partner universities. Our expert faculty combines academic excellence with hands-on industry experience, ensuring you learn from professionals at the forefront of marketing innovation.
The master emphasizes creativity, data-driven decision-making, and sustainable practices, fostering an environment of exploration and practical problem-solving.
During the program, you will:
- Collaborate on real-world projects with multinational companies;
- Participate in workshops, real cases and networking opportunities;
- Apply theory in practical, immersive experiences;
- Engage with leading organizations such as Nielsen, Accenture, Feedzai, and other market innovators.
Graduates leave the program equipped with a global mindset, analytical expertise, and strategic vision ready to excel in diverse international marketing roles.
Why study the Master in Marketing?
Experiential Learning
Put theory into practice through live projects, interactive workshops, and collaborations with leading companies such as Nielsen, Accenture, and Navigator.
Innovative & Sustainable
Discover the future of marketing through technology, creativity, and sustainable solutions, delivering real business and social impact.
Expert Connections
Learn from academics and industry professionals with extensive experience, building valuable relationships for a thriving international career.
Top Benefits
Build a worldwide perspective on marketing, tackling international business challenges, exploring emerging technologies, and staying ahead of trends shaping the future.
Work on real-world projects with top companies, applying marketing strategies and tools to solve authentic business challenges through collaborative, hands-on learning.
Enhance your skills in Digital Marketing, Analytics, and Consumer Insights, mastering the tools that drive smart decision-making in today’s digital economy.
Connect with professionals and leading organizations through workshops, case studies, and live projects, bridging academic knowledge with real business impact.
Enjoy small class sizes, close interaction with faculty, and a collaborative environment that fosters feedback, growth, and meaningful connections.
Learn from globally experienced academics and industry experts, while boosting your profile with internationally recognized certifications that enhance career opportunities.
Add-ons
Cesim Business Simulations
Cesim is the world's leading provider of multilingual, multidisciplinary business simulation games
Use of the CESIM Simulator in the Global Marketing Simulator curricular unit.
Companies that have already participated in this Master:
Companies working on a global scale:
International Students
A global community—17 countries represented at IPAM
Data for the 2025–2026 school year
International Students
National Students
Study plan
1st SEMESTER
2nd SEMESTER
3rd SEMESTER
4th SEMESTER
| COURSE UNITS | Hour | ECTS |
|---|---|---|
| Global Marketing Strategy | 48 | 6 |
| Future Consumption Society | 40 | 6 |
| Marketing Research Methods | 48 | 6 |
| Talent and Change Management | 48 | 6 |
| Disruptive Business Models | 48 | 6 |
| COURSE UNITS | Hour | ECTS |
|---|---|---|
| Marketing Future Cast | 48 | 6 |
| Digital Marketing Strategy | 48 | 6 |
| Marketing Metrics and Analytics | 48 | 6 |
| Global Marketing Simulator | 40 | 6 |
| Global Business Plan | 48 | 6 |
| COURSE UNITS | Hour | ECTS |
|---|---|---|
| Option 1 | 70 | 12 |
| Dissertation / Professional Project / Internship | 36 | 18 |
| Global Marketing & Branding* | 70 | 12 |
| Artificial Intelligence applied to Marketing* | 70 | 12 |
| Marketing & Experience with Services* | 70 | 12 |
| Sustainability in Marketing Management* | 70 | 12 |
| Technology applied to Marketing* | 70 | 12 |
| COURSE UNITS | Hour | ECTS |
|---|---|---|
| Global Marketing Challenge Seminar | 28 | 6 |
| Dissertation / Professional Project / Internship | 48 | 24 |
What you Will learn in the Master in Marketing
Anticipate the future of marketing and turn global trends into opportunities for brands and organisations. In the Global Master in Marketing, taught in English, you will deepen your knowledge of international strategy, analytics, innovation, digital transformation and sustainability, applying knowledge to concrete challenges to lead marketing decisions in multicultural contexts.
- 1First year | Global Strategy and the Future of Marketing
Here, you develop an international, future-focused view of marketing, combining strategy, data and innovation.
- Interpret global trends and consumers, using metrics, analytics and research to support decisions.
- Explore digital transformation and new models, understanding how technology redefines markets and experiences.
- Apply strategy to concrete challenges, through simulations, projects and the development of a business plan.
- 2Second year | Global Specialisation and Final Challenge
Now, you deepen your expertise in a specialist area and turn knowledge into impact, in an international, applied context.
- Choose a focus aligned with your goals, such as Branding, Artificial Intelligence, Services, Sustainability or Marketing Technology.
- Address a global marketing challenge, through the Global Marketing Challenge Seminar.
- Consolidate your experience, by developing a dissertation, professional project or internship.
Programme Coordinator
Leigh Ann Jones
Professional with over 25 years of experience in strategy, marketing and institutional development across higher education and advisory in the US, Europe and the Middle East. She holds a PhD in Management from ISEG and a Master of Jurisprudence from Michigan State University.
Programme Coordinator
Career opportunities
- International Marketing ManagerLeads marketing strategies across global markets, adapting campaigns to diverse audiences while ensuring brand consistency and driving international growth.
- Business Development ManagerIdentifies growth opportunities, builds strategic partnerships, and drives revenue through market expansion and commercial initiatives.
- Market Research AnalystAnalyzes market data, consumer behavior, and trends to generate insights that support strategic and marketing decisions.
- Global Product ManagerManages product strategy and lifecycle across international markets, aligning offerings with global customer needs.
- Digital Marketing StrategistDevelops and executes data-driven digital campaigns across online channels to maximize brand visibility and performance.
- Brand ManagerBuilds and manages brand identity, ensuring consistent communication and positioning across all touchpoints.
- Strategy ConsultantAdvises organizations on business and marketing strategies, helping solve complex challenges and improve performance.
- Customer Experience ManagerDesigns and improves customer journeys to ensure consistent, engaging, and satisfying brand interactions.
- Transformation and Innovation ManagerLeads organizational change and innovation initiatives, driving new ideas, processes, and business models for future growth.
Testimonials
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
Mozambique
Mozambique - Alumni of the Global Master in Marketing
Studying at IPAM is one of the best choices I've made when considering a Masters's Program. So far, the program is so thorough and the lecturers are quite helpful and encouraging. They guide us towards being more innovative in our business marketing approach and I can see the benefits already. I have no doubts about the bigger opportunities studying at IPAM will bring to me.
Mercy Ihekoronye
Nigeria
Global Master Marketing Student | IPAM Lisboa
At IPAM we usually work for real companies on real projects, so the most incredible experience that I had in IPAM was to present our ideas directly to the company and a few months later see our idea applied to the business.
Ana Galdino
Brazil
Global Master in Marketing Alumni | IPAM Lisboa
Admissions and Application
Candidates interested in joining IPAM Lisboncan 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.
1. Information request
Schedule a clarification conversation with an Admissions Advisor
2. Documentation
Gather the documentation requested in the admissions process
3. Apply
Proceed with the formalization of the application. You opt for the admission process face-to-face or online.
Certification and accreditation
Related programmes
Lorem Ipsum
Unique and innovative program, specially designed to empower you to lead the needs and trends of the global marketplace.
O Mestrado em Marketing e Tecnologia é o primeiro programa em Portugal de um ano que combina uma abordagem tech-driven ao marketing, para alavancar o potencial das tecnologias nos negócios.
FAQS
They analyze customer and market research data, design advertising and media plans, and align strategies with business management goals to drive measurable growth and career development.
Marketing connects products and customers, turning insights from commerce and marketing research into strategies that drive value and impact.
Data-driven decision-making, AI-assisted segmentation, ethical branding, and sustainable growth in commerce, plus integrated media across paid/owned/earned.
Critical thinking, analytics, storytelling, and experimentation across advertising, media, and market research—skills that elevate professional qualification.
Both creativity and analytics build propositions and campaigns; analytics validates hypotheses with customers and informs business management decisions.
Brand manager, market research analyst, growth marketer, media strategist, CRM specialist.
It adds real-time data, performance metrics, and omnichannel media while keeping core principles—segmentation, targeting, positioning, and customer value.
Business schools, such as IPAM Lisbon, offer an English-taught Master’s in Marketing within higher education, supporting professional qualifications.