Decide. Lead. Transform.
Develop an integrated view of marketing and prepare to make decisions and lead in an AI-driven context, where data and technology are transforming brands and markets.
WHY THIS PROGRAM
Lead marketing in
a changing world.
The Postgraduate Program in Marketing Management combines strategy, leadership, and technology with a learning experience closely connected to the market. Throughout the program, different experiences allow participants to explore trends, test decisions, personalize their journey, and apply knowledge to real challenges faced by brands and organizations.
Marketing AI-Driven
AI runs throughout the program to strengthen analysis, decision-making, and strategic thinking, not simply to operate tools.
GenAI & Responsible AI included
Leadership with a global perspective
Broaden your perspective through international Masterclasses on leadership, markets, and the transformation of the marketing function.
Global Marketing Leadership Series
PBS EY Brand Futures Lab
Explore trends and new perspectives through talks that bring research, brands, and the market together within the PBS ecosystem.
Exclusive to PBS · Innovation X Hub
Personalize your journey
Complement the program through cross-program electives, exploring areas relevant to your interests and professional goals.
Cross-program electives
Make decisions in real-world scenarios
Test approaches, assess alternatives, and understand the impact of your decisions in scenarios that reflect the realities of management.
Decision-making simulations
Tools for better decisions
Explore tools and methodologies that support analysis, experimentation, and more informed marketing decisions.
Applied marketing tools
The next step
in your career
Marketing and Communications
Professionals looking to update their knowledge, broaden their perspective on the function, and progress toward decisions with greater strategic responsibility.
Product and Business Development
Professionals developing offers, products, or new business opportunities who want to strengthen their skills in positioning, go-to-market, customer strategy, and growth.
Commercial Management and Customer
Managers and professionals who want to better understand how marketing, sales, and customer experience come together to create value.
Entrepreneurs and SMEs
Founders, entrepreneurs, and managers looking to bring greater structure to decisions around brand, customer, channels, and growth.
Transitioning into Marketing
Professionals from other areas who want to move into marketing roles and build a solid, integrated, and applied foundation.
Marketing with Impact
Professionals from social, public, or institutional organizations who want to use marketing as a driver of engagement, relevance, and transformation.
Different backgrounds. New perspectives.
Participants bring diverse professional backgrounds and levels of experience, including managers and professionals from marketing, sales, communications, product management, consulting, and entrepreneurship.
- 59% Female
- 41% Male
- 33 Average age
Real experience
A video testimonial brings a human dimension to the programme experience, showcasing its impact through the voice of someone who has lived it.
PROFESSIONAL GROWTH
For those who want to be where decisions are made.
This program prepares professionals to have greater influence on decisions across marketing, growth, and business.
Marketing Director · CMO · Head of Marketing · Brand Director
Growth Lead · Digital Marketing Manager · Performance Lead · Analytics Manager
Product Manager · Brand Manager · Category Manager · CX Manager
Communications Director · Content Strategy Lead · PR Manager
Business Development Manager · Commercial Manager · Sales Director
Marketing Consultant · Strategy Consultant · Founder · SME Manager
An ecosystem where knowledge meets the market.
At Porto Business School, marketing is learned within an ecosystem that combines academic rigor, close connections with companies, and a future-focused perspective, through contact with faculty, executives, alumni, and organizations, experiences such as the PBS EY Brand Futures Lab, and a learning approach centered on decision-making, applied knowledge, and leadership development.
Discover our
Learning Approach
At Porto Business School, learning goes beyond traditional education.
Our model combines critical thinking, practical application, and exposure to real management challenges.
The Marketing Management Journey
From strategic foundations to specialization and application, the Learning Journey develops the ability to understand markets, make decisions with data and technology, and lead marketing with an integrated view of the business.
Includes the GenAI & Responsible AI certification, core courses, electives, and a final project applied to a real company.
Begin the program with a welcome experience, personalized content, and preparation for the AI certification.
· Launch of the GenAI & Responsible AI Certification
· Initial framing of the journey
· Preparation for the Learning Journey
Participants begin the program with context, a clear methodology, and defined objectives.
Develop a strategic perspective grounded in the analysis of markets, consumers, and marketing fundamentals.
· Strategic Marketing
· Business Strategy
· Consumer Behavior
· Marketing Research
· Diagnose competitive contexts
· Understand customers
· Design evidence-based strategies
Master key marketing tools and channels, applying them across digital, B2B, and brand contexts.
· Branding and Communications
· Mastering Digital Disruption
· Digital Marketing
· B2B Marketing
· Develop integrated, data-driven strategies
· Create and communicate value
· Align customers, KPIs, and positioning
Build a distinctive profile aligned with industry challenges and professional goals.
· AI and Marketing Analytics
· Services Marketing
· Negotiation
· Relationship Marketing
· Apply technology to create customer-centered strategies
· Make decisions with impact
· Manage relationships
Develop a project in a real company, supported by faculty mentorship.
· Applied project
· Real work for your professional portfolio
· Connection to the PBS ecosystem
Apply the knowledge acquired throughout the program to a real business situation.
Diploma
Participants who successfully complete all courses will receive the Postgraduate Diploma in Marketing Management from Porto Business School, University of Porto.
Under the University of Porto regulations, the program awards 60 ECTS in Business Sciences.
Porto Business School is the business school of the University of Porto and holds international accreditations, reinforcing the academic rigor and recognition of the learning experience.
Knowing how to use AI is not enough. You need to know how to decide with it.
Artificial Intelligence is transforming the way marketing analyzes data, understands customers, develops content, automates processes, and supports decision-making.
In the Postgraduate Program in Marketing Management, AI is not treated as an isolated skill. It is integrated throughout the journey to strengthen the ability to analyze, experiment, decide, and lead in an increasingly AI-driven context.
AI & Marketing Analytics
The Artificial Intelligence and Marketing Analytics course explores the relationship between technology, data, and marketing, helping participants turn information into more informed, customer-centered decisions.
Gen AI & Responsible AI
The certification provides a solid foundation in Artificial Intelligence, hands-on experience with tools, and an understanding of AI’s impact on business.
AI Fundamentals
AI Ethics
Prompt Engineering
AI Tools
AI Applied to Marketing
Learn from real brands, challenges, and decisions.
In recent editions, participants have analyzed cases involving 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, among other leading national and international brands.
Academic expertise.
Leadership in the market.
Associate Professor at the Faculty of Economics of Porto and at Porto Business School, where he lectures and he is programme director of several postgraduate and open executive programmes. He was the Pro-Rector for Entrepreneurship and director of UPTEC, the Science and Technology Park of the University of Porto. Currently, he is vice-president of Associação […]
Associate Professor of the Faculty of Economics of University of Porto. PhD in Business Sciences from University of Porto. Specialized in Marketing , Networking and Corporate Strategy. Related Programms 20 of january, 2027 Post Graduate Program Postgraduate Program in Operations Management Operations and Projects Mode of study On campus/Online Language Portuguese Duration 1 year (60 […]
LinkedIn — Amélia BrandãoAmélia Brandão
Amélia Brandão is graduated in Enterprises Management from the Universidade Portucalense Infante D. Henrique, Porto, in 1995. She holds a Master degree in Finance from the Universidade Portucalense Infante D. Henrique, 2003. She has been a Ph.D. student at the Faculdade de Economia do Porto (FEP) since 2006. Presently she is invited Assistant of Marketing […]
LinkedIn — Ana Côrte-RealAna Côrte-Real
Ana Côrte-Real is Associate Professor, Head of Faculty and Corporate Relations, and Director of the Executive MBA at Porto Business School. Her work focuses on leadership development, career management, marketing, and brand management, with a particular emphasis on helping individuals and organizations navigate transformation, talent development, and professional growth. In addition to her academic role, […]
Catarina Roseira
Associate Professor of the Faculty of Economics of University of Porto. PhD in Business Sciences from University of Porto. Specialized in Marketing , Networking and Corporate Strategy. Related Programms 20 of january, 2027 Post Graduate Program Postgraduate Program in Financial Analysis Finance and Control Management Mode of study On campus/Online Language Portuguese Duration 1 year […]
Carlos Brito
Associate Professor at the Faculty of Economics of Porto and at Porto Business School, where he lectures and he is programme director of several postgraduate and open executive programmes. He was the Pro-Rector for Entrepreneurship and director of UPTEC, the Science and Technology Park of the University of Porto. Currently, he is vice-president of Associação […]
Frederico Santos
He is currently responsible for integrating Musti into the Sonae Group. Musti is a pet retail company acquired by Sonae in 2024, operating across the Nordic markets of Finland, Sweden and Norway. Following the acquisition, the company also expanded its operations into the Baltic countries. Previously, he was Director of Digital Transformation and Innovation at […]
LinkedIn — Isabel Paiva de SousaIsabel Paiva de Sousa
Isabel Paiva de Sousa is a People Management Consultant with more than 30 years of corporate experience leading and negotiating across consulting, industry, and retail environments. She specializes in culture, values, and leadership. She is also a mentor, speaker, and researcher in Positive Psychology and Corporate Well-Being. She is Program Director and faculty member at […]
João Dionisio
Degree in Social Psychology from the University of Lisbon. He was Partner and Director of Projects in multivariate Qualitative – Market Studies. Currently Chief Operating Officer in Agency START – Integrated Communications. Lecturer in Marketing Master of Managements of Development Systems and TeamViewer. Collaboration in the School of Psychology, University of Lisbon (Consumer Psychology) and […]
LinkedIn — João Ricardo MoreiraJoão Ricardo Moreira
Board Member at NOS Comunicações, responsible for the Business Transformation Centre. He holds a degree in Economics from the Faculty of Economics of the University of Porto and an MBA from INSEAD. Related Programms 20 of january, 2027 Post Graduate Program Postgraduate Program in Management Control and Strategic Execution Finance and Control Management Mode of […]
- LinkedIn — José Luís Alvim
José Luís Alvim
Since 2005, he has taught Business Strategy and Finance at Porto Business School, where he serves as Coordinator and Faculty Member of the General Management Program. At Porto Business School, he is also a Professor and Coordinator of several Executive Education Programs, Postgraduate Programs, and Advanced Management Programs designed for companies and business groups. He […]
Luís Cardía
Degree in Dental Medicine from the Faculty of Dental Medicine from University of Porto (1992). MBA from the ISEEUP (1995). Master in Business Administration from EGP (2010). PhD student in Business Sciences, specialization area of Marketing and Strategy, at Faculty of Economics from University of Porto. Lecturer of Marketing at Porto Business School, at General […]
LinkedIn — Mário AlcântaraMário Alcântara
Mário Alcântara holds a degree in Business Management and a postgraduate qualification in Social Anthropology from ISCTE. He has over 18 years of experience in digital marketing, having held senior positions including Project Director at Publicis, Managing Director at Ogilvy Interactive, Head of Office at Tribal DDB, and Digital & Strategic Planning Director at DDB, […]
LinkedIn — Vasco MarquesVasco Marques
Vasco Marques é licenciado e mestre em Gestão e Negócios pela Atlântico Business School. Tem um MBA com especialização em Sistemas de Informação e e-Business. É também Microsoft Certified Trainer (MCT) e Google Ads Certified. Consultor de marketing digital, formador e docente em pós-graduações e formações executivas de referência, fundou a empresa W2B, com presença […]
Application & Investment
Application phases follow the deadlines indicated below.
Early applications provide access to reduced investment conditions according to the phase in effect.
- Super early bird First phaseUntil February 15, 2026€6,750 €750 savings
- Early bird Second phaseUntil April 30, 2026€7,125 €375 savings
- Last call Final phaseUntil June 15, 2026€7,500 Subject to availability
- Dates may be subject to change
Requirements
- Profile: The program is designed for candidates at different stages of their careers.
- Professional experience: A minimum of 3 years of relevant professional experience is recommended.
- Candidates with less experience: Subject to individual profile assessment and interview.
- Recommended English level: B2
Meet the Admissions Team
Clarify your questions, assess how the program fits your professional journey, and learn more about the application process, calendar, investment, and next steps.
The next edition starts on September 26.
The decision starts now.
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