Digital Strategy & Ecommerce
Integrated Digital Strategy for Business Impact
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Program Description
Digital strategy, ecommerce, customer experience and performance can no longer be addressed separately.
Creating real impact requires an integrated, results-driven and data-informed approach.
This program covers the full digital strategy cycle, from strategic definition to conversion optimization and performance measurement, with a strong focus on omnichannel experience and digital commerce.
Throughout the program, participants work on real market challenges, applying frameworks and tools to practical business contexts.
Participant Profile
Professionals seeking to strengthen a strategic and applied view of digital
Marketing, management and communication professionals
Digital managers and heads of digital
Ecommerce and digital channel leaders
Entrepreneurs focused on growth and online conversion
Profiles working in complex digital environments requiring the integration of strategy, execution and performance
Objectives and Learning Outcomes
Participants develop the ability to:
Define and implement digital strategies aligned with omnichannel models
Manage customer experience across the full digital journey
Structure content, SEO and GSEO strategies with measurable impact
Analyze and optimize decision and conversion funnels
Build advanced digital metrics dashboards to support decision-making
For organizations, the program supports greater digital efficiency, improved conversion, and stronger return on investment.
Program Content
Explore the learning modules.
Methodologies
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Application Learning
Hands-on application of concepts to real organizational challenges.
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Collaborative Learning
Exchange of experiences and joint problem-solving among participants.
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Expositive Learning
Structured access to knowledge delivered by expert faculty and guest speakers.
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Real Challenge
Development of solutions for real ecommerce challenges, with direct application to professional contexts.
Program Director
Degree in Industrial Engineering from the University of Minho, with executive education in Innovation, Mobile Marketing, Neurosciences and Web3 from institutions such as Harvard, INSEAD and Oxford, and an MBA from Porto Business School.
Professional background developed at Sonae Group, BNP Paribas and El Corte Inglés. Digital entrepreneur, leading Wise Pirates and other ventures in martech, data and digital transformation.
Pedro Barbosa
Faculty
Gain access to leading experts with outstanding research and real-world business experience.
Certificate in Marketing
This program is part of the Certificate of Excellence in Marketing, a formal recognition of continuous professional development.
By completing 90 hours of eligible training within 24 months, participants obtain this certificate and structure their professional growth strategically over time.
Applications
The number of spots is limited. We recommend applying as soon as possible to secure your place.
Contacts
Still have questions? Our team is here to help.
Acreditações
Com três acreditações internacionais – AMBA (Association of MBAs), AACSB e EFMD –, a Porto Business School está entre as melhores escolas de negócios da Europa. Em 2023, a escola renovou a acreditação AMBA por mais cinco anos e obteve a acreditação da BGA (Business Graduates Association), tornando-se a primeira escola de negócios portuguesa a alcançar este reconhecimento.
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