Postgraduate Programme in Marketing Management
For professionals who want to move from marketing execution to strategic business leadership.
Why this program?
The market already creates campaigns with technology.
It already segments audiences with algorithms.
It already optimizes investment with data.
The role of the professional is no longer to execute.
It becomes to decide.
That is what this program prepares participants for.
The future of marketing does not belong to those who execute better. It belongs to those who decide better. This is the kind of leader this program develops.
What will you achieve?
01
Today: you know the fragments of marketing
Gain a solid and cross-functional understanding: from consumer behaviour to strategy, and from communication to digital, with a focus on creating sustained value.
02
Today: you execute plans
Strengthen your ability to implement marketing solutions that generate real results, not just activity.
03
Today: you follow change
Explore emerging topics such as Artificial Intelligence, Marketing Analytics and sustainability, and position yourself ahead of marketing’s evolution.
04
Today: you act as a generalist
Develop essential skills such as communication, creativity, negotiation and leadership, and build an applied project with direct impact on professional practice.
Who is it for?
Choose the path that best describes your professional moment and see how this Postgraduate Program connects with your goals.
How will you learn?
The program combines data, leadership, real cases, artificial intelligence and connection to the PBS ecosystem to turn knowledge into decision-making.
Brand Futures Lab · Porto Business School
Data
Learn to interpret data to make more informed and strategic marketing decisions.
Cohort
The cohort brings real experience. Learning happens with faculty, peers and concrete challenges.
Practice
Analyse cases from national and international companies, such as Spotify, and develop the final project applied to a company or brand.
AI
Not as an extra skill, but as a cross-cutting competence. Includes the GenAI & Responsible AI certification.
Global Marketing Leadership Series
Part of the Learning Journey, with senior profiles.
Exclusive PBS · Innovation X Hub
Access an exclusive set of talks with specialists within Porto Business School’s Brand Futures Lab, where research, brands and market meet.
Learn more about the Brand Futures LabDynamic Learning Model
At Porto Business School, learning goes beyond traditional teaching. Our model combines critical thinking, practical application and contact with real management challenges.
GenAI & Responsible AI Certificate
The GenAI & Responsible AI Certificate gives participants a solid foundation in artificial intelligence, practical tools and a clear understanding of AI’s impact on business.
What you will develop
Learning Journey
Follow a progressive journey, combining strategic foundations, digital skills, specialization and real-world application in a company context.
00
Sep
Focus
Start the program with onboarding, personalized content and AI certification.
Includes
Outcome
Participants enter the program with context, method and clear objectives.
01
Sep-Dec
Focus
Develop a strategic vision based on market analysis, consumer insight and marketing fundamentals.
Modules
Impact
02
Jan-Apr
Focus
Master key instruments and channels, applying them in digital, B2B and brand contexts.
Modules
Impact
03
May-Jul
Focus
Consolidate a distinctive profile aligned with sector challenges and professional goals.
Modules
Impact
04
January – July
Focus
Develop a project in a real company, with faculty mentoring.
Deliverables
Outcome
Apply the knowledge acquired to a concrete business situation.
Students who successfully complete all modules will receive a diploma in the Postgraduate Program in Marketing Management from Porto Business School, University of Porto.
This program is accredited by the University of Porto and delivered by Porto Business School (PBS). The University of Porto is one of Portugal’s leading higher education and research institutions and one of Europe’s reference universities.
PBS, the business school of the University of Porto, holds international accreditations from AMBA and AACSB, has programs accredited by EFMD and is regularly featured in the Financial Times rankings, reinforcing its position among Europe’s leading business schools.
Cohort Profile
Participant profiles are highly diverse, including managers and executives with different levels of experience, as well as professionals from marketing, sales, communication, product management, consulting and entrepreneurship.
59%
Female
41%
Male
33
Average age
Testimonial
“Sharing experiences was decisive. Interacting with colleagues from different areas and companies enriched a year of work in a way I had not anticipated.”
Why PBS?
At PBS, marketing is approached as a growth discipline: strategy, customer, sales, data, innovation and leadership. The program combines university rigour, connection to the market, applied AI, international experience and a possible pathway to the MBA.
01
60 ECTS, equivalent to the taught component of a second-cycle degree. Recognised in Portugal and across Europe.
02
AI runs across the program to support decisions with greater strategic judgement, not just to operate tools.
03
The Accelerated MBA Pathway allows participants to transition with recognised credits and accelerate their academic journey.
04
Possibility to take part in an immersive week at a partner business school, anywhere in the world, with the cohort.
05
Talks with specialists and a direct connection between research, brands and market through the PBS ecosystem.
06
Carlos Brito and Catarina Roseira lead the program with academic and business experience, as well as an active connection to the marketing community.
* The program fee does not include International Weeks.
What opportunities does it open?
01
Marketing Director · CMO · Head of Marketing · Brand Director
02
Head of Growth · Digital Marketing Manager · Performance Lead · Analytics Manager
03
Product Manager · Brand Manager · Category Manager · CX Manager
04
Communications Director · Content Strategy Lead · PR Manager
05
Sales Director · Business Development Manager · Commercial Manager
06
Founder · SME CEO · Marketing and Strategy Consultant
Partner companies and brands studied
Learning is built around concrete challenges, applied cases and brands with national and international relevance.
Other companies studied
In recent editions, students analysed cases from companies and brands such as: Spotify, Lancôme, Dove, Delta, Surf, Kinder, CR7, “Pipoca mais doce”, Leopoldina / Popota, Nobre, Sportzone, Decathlon, Nata Mundo, Cerelac, Netflix, Bimbi, Água de Monchique and other leading national and international references.
Program Direction and Faculty
The program direction and admissions team are available to help candidates better understand the program, how it fits their profile and the next step. The faculty members in this program stand out for their experience and connection to both the academic and business worlds.
A leading academic in marketing in Portugal, with an active presence in the media and the marketing community. Coordinator of the Brand Futures Lab, architect of the program and first mentor for participants.
Researcher and faculty member with extensive experience in B2B marketing and customer management. Conceptual co-author of the program and a reference in the academic and business community.
Senior marketer, professor and specialist in Marketing, Strategy and Innovation.
Admissions
A simple, rigorous process designed to assess academic background, professional profile and motivation to progress in marketing.
Next Edition
26 September 2026
Duration
1 year · 60 ECTS
Format
On campus or online
Standard Investment
€7,500
Submit your application with personal details, academic background and the requested documentation.
The admissions team assesses the candidate’s academic and professional background, as well as their motivation.
After review, the candidate receives feedback on the application and the next steps.
Base investment
€7,500
Super Early Bird
First phase
Until 31 January 2026
€6,750
saving of €750
Early Bird
Second phase
Until 31 March 2026
€7,125
saving of €375
Standard
Base price
Until 30 June 2026
€7,500
base price
Late
Final phase
Until 31 August 2026
€7,500
subject to availability
Application phases follow the deadlines shown. Early applications provide access to reduced investment conditions, according to the phase in force.
Merit scholarships
Porto Business School offers merit scholarships for candidates with excellent academic and/or professional profiles. Scholarships are awarded through a competitive process.
Learn more about scholarshipsFrequently asked questions
PBS is a business school of the University of Porto, with triple international accreditation. Marketing education is connected to strategy, sales, innovation and growth.
Yes. The programme was built for experienced professionals. Admission requires professional experience and the content builds on what you already know. The goal is strategic vision and leadership.
The programme was designed for professionals who work full-time, with a format compatible with an active professional life. For details about schedules, contact the admissions team.
Yes. The cohort is intentionally diverse. The Ignite stage ensures that everyone starts with the same foundation. This diversity is part of the model. You learn from people who think differently.
Yes. The Accelerated MBA Pathway allows you to transition to the MBA with recognised credits. Two international diplomas in less than two years.
Profile diagnostic
4 minutes. At the end, you receive your profile and a personalised recommendation.
Question 1 of 6
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Result
This programme makes sense for those who want to turn experience into strategic decision-making.
The next step is yours.
Next edition: 26 September 2026 · Limited seats · Early bird available