The GenAI & Responsible AI will equip PBS students with a strong foundation in AI, practical tools, and a clear understanding of how AI is reshaping business, while also addressing the ethical, economic, legal, and societal challenges it brings.
What you will achieve
Diploma
Students who successfully complete all courses will be awarded a diploma of Pós-Graduação em 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 institutions in higher education and research and one of Europe’s leading universities. PBS, the University of Porto’s business school, holds international accreditations (AMBA and AACSB), has EFMD program accreditation, and is regularly featured in the Financial Times rankings – reinforcing its position among Europe’s leading business schools.
The program awards a diploma (non-degree) and follows second-cycle (Master’s level) standards within the Bologna/EHEA framework.
The curricular structure of the Postgraduate Program in Marketing Management was designed as an integrated, progressive, and practice-oriented development journey, combining conceptual rigor, analytical capability, and strategic specialization in marketing.
To this end, it is organized around three main pillars — Explore & Frame, Develop & Consolidate, and Specialize & Expand — enabling a coherent progression for each participant, from the fundamentals of marketing analysis and strategy to the consolidation of advanced competencies applied to decision-making and market growth.
Maximize your productivity by managing your time efficiently and earning both a Postgraduate Program or Specialized Master and an MBA. These Double Degrees offer the possibility of graduating with two diplomas from Porto Business School, by completing one additional year of academic training. They are an excellent option for students who wish to focus their careers on two distinct, yet interconnected, fields of study.
In a rapidly changing and complex world, our Dynamic Learning model moves beyond traditional education by focusing on adaptability, creativity, and real-world application.
This approach sees leaders as explorers, encouraging them to embrace uncertainty and challenge conventional thinking.
For those who wish to become:
Marketing Manager / Product Manager / Brand Manager / Communication and Content Manager / Digital Marketing or Performance Specialist / Customer Experience Manager / Business Developer / Marketing or Strategic Communication Consultant / Third-sector professionals in communication, fundraising, or stakeholder engagement / Entrepreneurs and founders.
Embark on an adventure that goes far beyond the classroom experience. By participating in the International Weeks at Porto Business School, you will have the opportunity to broaden your horizons and, at the same time, be at the epicenter of innovation and culture.
Be ambitious, be bold—the right path to becoming a true agent of change.
Please contact us for more information.
Meet the faculty of Porto Business School — a team of outstanding academics and leading professionals who combine theoretical knowledge with practical experience to turn learning into tangible results.
Fee:
1st Phase of Applications | until January 31st, 2026:
Super Early Bird Fee: 6 750€
2nd Phase of Applications | from February 30th until April 31st, 2026:
Early Bird Fee: 7 125€
3rd Phase of Applications | from May 1st until September 15th, 2026:
Investment: 7 500€
The application process for Postgraduate Programs or Specialized Masters is carried out online.
The application process costs 25 euros (non-refundable).
Curriculum Vitae
Photograph
Graduation certificate
Motivation letter (what are your motivations for attending the program and what goals do you want to achieve).
Still have questions? Our team is here to help.
+351 936 469 946
