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Summary

Bachelor's in Global Business and Marketing - Lisbon

The Bachelor in Global Business and Marketing at IPAM Lisbon is an innovative and international program, fully taught in English, designed to prepare students for the challenges of the global business environment.

Combining the core areas of business and marketing, this degree equips students with strategic thinking, digital fluency, and cross-cultural communication skills essential for success in a rapidly evolving market.

The academic model is immersive and based on a strong practical component where students respond to real business challenges from startups, small to medium-sized companies, and multinationals.

This double degree combines the Bachelor of Business and the Bachelor of Marketing, providing expertise in both fields. Also, offers students the opportunity to work with top business and marketing professionals, providing a deep understanding of international business practices and the skills to implement brand strategy, pricing strategies, channel strategies, promotional strategies, and digital marketing strategies.

Start date

September

Duration

4 Years | 8 Semesters

Schedule

Daytime

Language

English

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Bachelor's in Global Business and Marketing

Thorough understanding of global business and marketing

Students will gain a comprehensive understanding of international business and marketing strategies. They will delve into topics such as market analysis, consumer behaviour, global economics, macroeconomics, global marketing strategies, cross-cultural studies, managing global teams, digital business strategies etc.

Two bachelor's degree in four years

This four-year bachelor's degree program ensures students receive a well-rounded education in global business and marketing. Throughout the program, students will gain a deep understanding of core business principles and marketing strategies, preparing them for a successful career in the global marketplace.

Cultivating expertise in cross-cultural management

This program prepares students to excel in managing people from diverse cultural backgrounds. They will develop a deep appreciation for cultural nuances, communication styles, and negotiation techniques, enabling them to effectively lead and collaborate in multinational teams.

Immersive academic model

The Global Business and Marketing Double Bachelor uses a teaching approach that prioritizes learning via experience. The academic model is based on a strong practical component where students respond to real business challenges from a variety of companies, including startups, small to medium-sized companies and multinationals.

With this method, students gain useful skills and improve their problem-solving and analytical skills.

Syllabus

First Year

* Course Unit of the Bachelor's in Marketing

1st SEMESTER

2nd SEMESTER

COURSE UNITS	Hour	ECTS
Global Economics	42	6
Marketing Principles	56	6
Interpersonnal Skills	28	3
Research Methods	28	3
Financial Accounting I	42	6
Statistics	42	6
Cross Cultural Studies *	42	6

COURSE UNITS	Hour	ECTS
Data Analysis	42	6
Financial Accounting II	42	6
Business Development for Alternative Futures	28	3
Managing Global Teams	28	3
MacroEconomics	56	6
Business Management Principles	42	6
Consumer Behaviour*	42	6

Second Year

* Course Unit of the Bachelor's in Marketing

1st SEMESTER

2nd SEMESTER

COURSE UNITS	Hour	ECTS
International Entrepreneurship and Innovation	42	6
Digital Business Strategy	42	6
International Business Law	56	6
Customer Management	42	6
Project Management	42	6

COURSE UNITS	Hour	ECTS
Financial Management	42	6
Business Intelligence	42	6
Innovation and Creativity	56	6
Human Resources Management	42	6
Business Networking	56	6
Price and Cost Management*	56	6

Third Year

* Course Unit of the Bachelor's in Marketing

1st SEMESTER

2nd SEMESTER

COURSE UNITS	Hour	ECTS
Ethics and Social Responsibility	42	6
Strategic Management	28	3
Integrated Marketing Mix	56	6
Disruptive Business Models	56	6
Budgeting	42	6
Business Plan	28	3

COURSE UNITS	Hour	ECTS
Global Business Strategies	56	6
Cross Cultural Negotiation	56	6
Final Project	126	18
Internship	28	18
Marketing Strategy*	56	6
Marketing Research*	42	6

Fourth Year

* Course Unit of the Bachelor's in Marketing

1st SEMESTER

2nd SEMESTER

COURSE UNITS	Hour	ECTS
Marketing Metrics*	28	3
Web Analytics*	28	3
Sales Management and Promotion*	42	6
Integrated Marketing Communication*	56	6
Trendspotting and Future Thinking*	42	6

COURSE UNITS	Hour	ECTS
Global Marketing Strategies*	56	6
Services Management*	42	6
New Marketing and Communication Tools*	42	6
Distribution and Retail*	56	6

International Mobility Semester

International mobility semester

Students have the chance to live a truly global experience with our international mobility programs in top business schools in the world, such as Pace University (NYC, EUA), Dublin City University (Dublin, Ireland), SolBridge Univrsity (South Korea) and Cardiff Metropolitan University (Cardiff, UK).

Career opportunities

New IPAM Lisboa campus

The visionaires's new home

From September 2025, the Lispolis campus will be the new home of IPAM Lisboa, a marketing and business hub in Telheiras.

At the heart of a business centre, it materialises its DNA of close ties to the market and to companies, elevating the educational experience.

Internationally acclaimed faculty

Our international faculty members bring a wealth of global business and marketing expertise to the classroom, providing students with diverse perspectives and valuable insights from different cultures and industries.

Rodrigo Ribeiro Coimbra

Program director

Held leadership roles has Director of Marketing in Brazil and consultancy in England and Portugal. Is a visiting professor at Solbridge International School of Business (AACSB), in South Korea, and it was a visiting professor in Poland and China.

Application and admissions

Candidates interested in applying for IPAM can do so year-round.

The application process is limited by the 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 all documents requested in the admissions process

3. Apply

Proceed with the formal application, by the face-to-face admission process or the online admission process.

Start your application

Related programs

Marketing Bachelor's - Lisbon

The bachelor’s in Marketing is designed to meet the challenges of the disruptive and ever-changing global market environment, being the only program in Portugal taught in English.

September 2025

Presencial

3 years

180 ECTS

English

Bachelor's in Global Business - Lisboa

The Bachelor's in Global Business provides a deep understanding of international business practices to prepare future business leaders for the linked global economy.

September

Daytime

3 years

180 ECTS

English

F.A.Q.

What is a Global Business degree?

A Global Business degree is an undergraduate program that explores how businesses operate across international borders. Students learn about global markets, international trade, cross-cultural management, and global economic systems.

The program includes coursework in international marketing, finance, and global business strategy

What is a Global Business study?

Global Business study refers to the academic exploration of how companies manage operations, strategy, and growth in an international context. It involves examining cultural, statistical, and economic factors that influence global commerce.

Students learn how to analyze international markets, manage cross-border teams, and navigate global business challenges. Studying global business equips students with a broad perspective and practical skills essential for success in today’s interconnected world.

What is a Bachelor of Marketing?

A Bachelor of Marketing is an undergraduate degree that focuses on the strategies and techniques used to promote products, services, and brands. This program combines elements of business, communication, and data analysis to help students understand consumer behavior and develop effective marketing campaigns.

The degree covers topics such as digital marketing, market research, branding, advertising, and sales.

Is a Bachelor's in Marketing worth it?

Yes, a Bachelor's in Marketing can be a valuable investment, especially if you’re interested in creative problem-solving, understanding what drives consumer choices, and working in dynamic business environments.

The growing demand for marketing professionals in both traditional and digital spaces makes this degree relevant and adaptable to a wide range of industries.