Global Master
Marketing - PortoProgram specially designed to meet the needs and trends of the global marketplace.
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Global Master in Marketing, Porto

The world is moving at a very fast pace and modern business is increasingly global. This Master was specially designed to meet the needs and trends of the global marketplace.

The course is taught entirely in English, and is an innovative academic experience with its international focus, emphasis on ethical and sustainable marketing, and strong links with industry. 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 learning by doing: putting theory into practice with hands-on industry partnerships, live case studies, practical workshops and teamwork. Upon completing this course, students will be equipped with the comprehensive knowledge, expertise and skills needed to build a successful career in international settings.

Start date
2 Years | 4 Semesters

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Why study Global Master 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 increasingly sophisticated and demanding consumers, digital revolution and globalization.


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

Analytical Skills

Learn to combine sharp analytical skills with creativity to ensure 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 always have 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 competencies development. The units Future Consumption Society and Marketing Future Cast are particularly illustrative of this focus on the future, which is nonetheless also present in other units’ content.

Learning by doing

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 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. In the last editions of this Master, we worked with real challenges from companies with international operations, such as SuperBock, Broolls, among others.

Close connections with Companies

Experts and professionals with global experience often come to IPAM to share their international practices and experiences. These professionals may interact 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 best practices with them. On the first editions of this Master, we had many companies participating in our classes.

Digital Component

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

Intensive curricular units (CU)

1st and 2nd semester: the course units are organized intensively. The 5 curricular units from each semester start and finish at different moments, so the students do not take all of them at the same time. Each curricular unit lasts from 3 to 6 weeks. This model fundamentally differs from the traditional one, where students have 5 units that last 15 weeks each. By having just a few units at the same time, and by starting and concluding the units in a few weeks, students are really immersed in the learning process. This model enables to be more focused and engaged with the classes. There is also extra motivation and a sense of accomplishment since students do not have to wait until the end of the semester to conclude the curricular units~~ ~~.

Faculty with high level of International Experience

Regardless of their nationality, Faculty combines leading academics and industry experts, with high a 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 CVs. For instance, in the year of this Master, our students get two certifications: (1) Google Analytics; (2) Fundamentals of Digital Advertising (Hubspot).

Master Thesis Defense

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

Small Groups

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.

Mobility Abroad

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


Porto, located in northern Portugal, is the second largest city in Portugal, the capital of the Porto District, and one of the Iberian Peninsula's major urban areas. It's also a city covered in history and good vibes and known for its rich culture, architecture and gastronomy.

Companies that have already participated in this Master:

Companies working on a global scale (Accenture, Feedzai, Nielsen, PwC, SKF, The Navigator Company, Whirpool, among others)

Career opportunities

This Master aims at developing students’ 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 Engagement Manager
  • Transformation and Innovation Manager.


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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 Methods 486
Global Marketing Simulator486
Global Business Plan406
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
Dissertation / Professional Project / Internship 4218
* Optional
Global Marketing Challenge Seminar286
Dissertation / Professional Project / Internship4224



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

Accredited by A3ES on 09/07/2019

Registration: R/A-Cr 53/2019 on 09/08/2019 (DGES).

Despacho n.º 7859/2021, de 10 de agosto de 2021, II Série nº 151 D.R.

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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