Program Overview

Program Overview

The Specialization Course – Executive Master in Digital Marketing is designed to provide a holistic view of the world, the economy, and digital marketing. It aims to offer a set of tools and knowledge, both theoretical and practical, to enhance the skills and professional opportunities of participants.

General Objectives of the Course

The course seeks to achieve the following objectives:

• Develop theoretical and practical knowledge to integrate digital instruments into the marketing decisions of people, companies, and organizations in general.
• Understand trends in consumer behavior, technology development, and the evolution of society.
• Develop a set of skills to design marketing objectives and a digital marketing strategy.
• Know how organizations work, manage, and optimize social networks.
• Design a set of indicators and metrics that allow evaluating the performance of marketing efforts of organizations.
• Develop capabilities for decision-making in digital marketing, particularly in terms of responding to developments in the Marketing environment as well as the evolution of organizational objectives.

Admission Requirements

The following candidates may apply:

• Holders of a university degree or legal equivalent.
• In duly justified cases, holders of a scientific or professional curriculum whose merit is recognized by the course coordination, thereby attesting the capacity of the candidates to complete the course.

Mode of Study

The course is offered in a full-time, face-to-face, daytime format (Friday afternoon and Saturday).

Teaching/Evaluation Language

The teaching and evaluation language is Portuguese.

Examination Regulations, Assessment, and Grading

The final evaluation of each course unit is expressed by a classification in a numeric scale from 0 to 20. The course's final grade is obtained through the weighted arithmetic average (rounded to the nearest unit) of the compulsory and elective course units, having the ECTS number as a weighted factor.

Course Coordinator(s)

The course coordinators are:

• Arnaldo Fernandes Matos Coelho
• Cristela Maia Bairrada
• Paulo Miguel Marques Gama Gonçalves

Recognition of Prior Learning

The recognition of prior learning is possible according to the University of Coimbra's Regulation of Crediting of previous training and work experience.

Qualification Requirements and Regulations

The qualification requirements and regulations are governed by Regulation n.º 339/2012, August 7.

Study Programme

The study programme is as follows:

• Academic Year: Available for selection
• Course Type: Non-Degree Course
• DGES Code: E235
• Qualification Awarded: Executive Master in Digital Marketing
• Duration: 3 Trimesters
• ECTS Credits: 60.0

Course Details

The course provides a specialization that seeks to achieve the learning objectives outlined above, with a focus on developing theoretical and practical knowledge in digital marketing. The course is designed for young students at the end of their course and looking for specialization, senior management of companies, the social sector, or public administration, who seek to strengthen or redirect their skills, as well as all those who need a new impetus for their professional careers.