IPAM Instituto Português de Administração de Marketing
Master's Degree in Marketing - Porto

A forward-thinking master’s that empowers you to lead with strategy, innovation, and global perspective.

Porto
September 2026
Lisbon
September 2026
  • Master's Degree in Marketing - Porto

Master in Global Marketing - Porto

English
Summary

Build a strong foundation with the Master’s in Marketing in Porto

Fully taught in ​English, the ​Global Master in Marketing prepares you to ​lead in an evolving global marketing landscape. You’ll develop expertise in:

  • Marketing strategy, emerging technologies, analytics and sustainability, combining strategic thinking with a global perspective. 

Through​international projects, workshops and immersive experiences, you’ll apply your knowledge to real challenges, while ​mobility opportunities and industry experts strengthen your international outlook and professional network.

Why study the Master's in Marketing at IPAM Porto?

Global Perspective
Gain a comprehensive understanding of international marketing and business dynamics, learning to adapt strategies to global markets and emerging trends.
Ícone de edifício
Hands-on Learning
Apply theory to real-world challenges through live projects, workshops, and collaborations with companies such as Nielsen, Accenture, and Navigator.
Ícone de computador
Innovative & Sustainable Approach
Explore the future of marketing through technology, innovation, and sustainability — developing solutions with real business and social impact.
Ícone de certificado 
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.

Add-ons

Companies that have already participated in this Master:

Add-ons

Cesim
Cesim Business Simulations

International Students

A global community—17 countries represented at IPAM

Data for the 2025–2026 school year

International Students
National Students

Syllabus

Study Plan Structure

1st SEMESTER
2nd SEMESTER
3rd SEMESTER
4th SEMESTER
COURSE UNITSHourECTS
Global Marketing Strategy486
Future Consumption Society406
Marketing Research Methods486
Talent and Change Management486
Disruptive Business Models486
COURSE UNITSHourECTS
Marketing Future Cast486
Digital Marketing Strategy486
Marketing Metrics & Analytics486
Global Marketing Simulator406
Global Business Plan486
cOURSE uNITSHourECTS
Option 1 *7012
Dissertation/Professional Project/Internship3618
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
COURSE UNITSHourECTS
Global Marketing Challenge Seminar286
Dissertation/Professional Project/Internship4824

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:

  • Ícone de bandeira
    International Marketing Manager
  • Ícone de computador
    Business Development Manager
  • Ícone de computador
    Market Research Analyst
  • Ícone de serviços
    Global Product Manager
  • Ícone de lâmpada
    Digital Marketing Strategist
  • Ícone de portátil
    Brand Manager
  • Ícone de etiqueta
    Strategy Consultant
  • Ícone de dinheiro
    Marketing Partnerships Manager
  • Ícone de livro
    Customer Experience Manager
  • Ícone de botão
    Transformation and Innovation Manager

Testimonials

My collaboration at the Global Master in Marketing has been rewarding at many levels. We deal with state-of-the-art themes in a forward-thinking learning environment and enjoy the best possible conditions in terms of the space and technology at our service. Instead of “multitasking” along the semester, we focus in-depth on specific subjects, which has proven to be a highly efficient and effective learning strategy (exactly as it works in time management!) The students bring in a diversity of lived and professional experiences into the mix. All of this has boosted motivation, curiosity, and knowledge exchange. The GMM is not only about getting prepared for what their professional future may bring, but also about creating that future.
Jelena Savic
Serbia
Teacher at IPAM Porto
While being a part of the global marketing master’s program I started to think differently, and I do feel that my mind is now global oriented. This was accomplished by the design of the classes to push the boundaries of traditional marketing approaches and by the engagement in different challenges proposed by teachers. Actually, I am truly impressed by the quality of the lecturers and the number of successful professionals invited to the classes. All in all, this master's has provided me with new perspectives, opportunities, and the skills to support the upcoming challenges in pursuing success in international markets.
Ivan Zhila
Russia
Global Master Marketing Alumni | IPAM Porto

Coordinator

Clarisse Pessôa

Diretora do Mestrado Global em Marketing - Porto

Doutorada em Ciências da Comunicação pela Universidade do Minho, Clarisse Pessôa é professora auxiliar no IPAM Porto e na Universidade Católica Portuguesa, em Braga. Leciona nas áreas da Comunicação Estratégica, Organizacional e do Marketing, sendo também essas as suas principais áreas de investigação (investigadora integrada no Centro de Estudos de Comunicação e Sociedade, na Universidade do Minho). Tem experiência de mercado nas áreas da inovação e tecnologia, tendo gerido a Comunicação de Organizações e Projetos verdadeiramente disruptivos.

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
3. Apply
Proceed with the formalization of the application, in person or online
Start your application

Certification and accreditation

Related programmes

Master's Degree in Global Business - Porto

Unique and innovative program, specially designed to empower you to lead the needs and trends of the global marketplace.

September 2026
Campus-based
Porto
2 years
120 ECTS
English

FAQ

What problems does marketing solve for companies?

It identifies customer needs, sizes demand with market research, and turns insights into advertising and media actions aligned to business management goals.

Which marketing roles are most in demand?

Performance marketer, product marketing, insights analyst, social/media strategist.

Where can I study Marketing in Porto?

Institutions such as IPAM Porto offer Master’s programs in Marketing within higher education, supporting entry into the labor market.

What core subjects does the Master's Marketing program cover?

Consumer behaviour, marketing research, brand strategy, analytics, digital advertising, and media planning—foundations for business management decisions.

How does technology impact marketing roles?

Automation, attribution, and AI are reshaping research and advertising, demanding hybrid skills that span analytics, creativity, and commerce.

How can I choose between Marketing and Marketing Management?

Pick Marketing for a broader creative/analytical scope; choose Marketing Management to emphasise strategy, planning, and leadership in business management.

How do I measure success in marketing?

Use aligned KPIs—reach, engagement, conversion, and lifetime value—linking customers, media, and commerce outcomes to business management goals.
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