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 - Porto
A forward-thinking master’s that empowers you to lead with strategy, innovation, and global perspective.
Porto
Lisbon
Master in Global Marketing - Porto
Summary
- Start date
- September 2026
- Language
- English
Build a strong foundation with the Master’s in Marketing in Porto
A global and innovative master’s designed to prepare you to lead the future of marketing.
The Global Master in Marketing at IPAM Porto is a unique and forward-thinking program that empowers you to understand and anticipate the needs and trends of the global marketplace. It equips you with advanced marketing strategies and cutting-edge tools to build successful business visions in a rapidly changing environment.
Entirely taught in English, the program offers an international perspective that gives you a competitive edge for your future career. You’ll also have the opportunity to take part in an international semester at one of our partner universities abroad.
You’ll benefit from a faculty of leading academics and industry experts with strong links to the market and extensive global experience, creating a truly international learning environment.
The master stands out for its focus on innovation, emerging technologies, and sustainable strategies, promoting open knowledge and discovery-led learning.
Throughout the program, you’ll:
- Work on real business projects with international companies;
- Take part in workshops, live case studies, and networking events;
- Engage in immersive learning experiences that connect theory with practice;
- Collaborate with renowned organizations, such as Nielsen, Feedzai, Accenture, Navigator, and Whirlpool.
By the end of the program, you’ll be equipped with the strategic mindset, analytical skills, and global expertise needed to succeed in international marketing environments.
Why study the Master's in Marketing at IPAM Porto?
Hands-on Learning
Apply theory to real-world challenges through live projects, workshops, and collaborations with companies such as Nielsen, Accenture, and Navigator.
Innovative & Sustainable Approach
Explore the future of marketing through technology, innovation, and sustainability — developing solutions with real business and social impact.
Industry-Connected Faculty
Learn from academics and professionals with extensive market experience, building valuable connections for your international career.
Top Benefits:
Global & Future-Oriented Mindset
Develop a global vision of marketing and prepare for the future by exploring international business challenges, emerging technologies, and market trends that shape tomorrow’s strategies.
Hands-On & Immersive Learning
Engage in real projects with leading companies, applying marketing tools and solving authentic market challenges through teamwork and practical learning experiences.
Digital & Analytical Focus
Strengthen your skills in Digital Marketing Strategy, Marketing Analytics, and Consumer Insights, mastering the tools that drive decision-making in the digital era.
Strong Industry Connections
Collaborate directly with professionals and companies through workshops, case studies, and real business projects that bridge classroom learning with the corporate world.
Personalized Learning Environment
Benefit from small class sizes, close interaction with professors and peers, and a collaborative atmosphere that encourages feedback and personal growth.
International Faculty & Certifications
Learn from experienced academics and industry experts with international backgrounds, and enhance your CV with globally recognized certifications that boost employability.
Companies that have already participated in this Master:
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.
International Students
A global community—17 countries represented at IPAM
Data for the 2025–2026 school year
International Students
National Students
Syllabus
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 & 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's in Marketing at IPAM Porto
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.
Explore career paths with the Master's in Marketing in Porto
This Master’s prepares you to become a marketing professional with a global mindset and strong strategic, analytical, and leadership skills.
You’ll be ready to work in multinational companies, global SMEs or specialized marketing agencies, in roles across strategic management, branding, and digital marketing.
Potential career paths 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
Testimonials
Programme Coordinator
Clarisse Pessôa
Holding a PhD in Communication Sciences from the University of Minho, is an Assistant Professor at IPAM Porto and the Universidade Católica Portuguesa in Braga. She lectures in the fields of Strategic, Organizational, and Marketing Communication, which also represent her main areas of research.
Admissions
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:
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, in person or online
Certification and accreditation
Related programmes
Unique and innovative program, specially designed to empower you to lead the needs and trends of the global marketplace.
FAQ
It identifies customer needs, sizes demand with market research, and turns insights into advertising and media actions aligned to business management goals.
Performance marketer, product marketing, insights analyst, social/media strategist.
Institutions such as IPAM Porto offer Master’s programs in Marketing within higher education, supporting entry into the labor market.
Consumer behaviour, marketing research, brand strategy, analytics, digital advertising, and media planning—foundations for business management decisions.
Automation, attribution, and AI are reshaping research and advertising, demanding hybrid skills that span analytics, creativity, and commerce.
Pick Marketing for a broader creative/analytical scope; choose Marketing Management to emphasise strategy, planning, and leadership in business management.
Use aligned KPIs—reach, engagement, conversion, and lifetime value—linking customers, media, and commerce outcomes to business management goals.