Specialization Course – Executive Master in Digital Marketing
General Objectives of the Course
Specialization Course – Executive Master in Digital Marketing fills a huge gap in the offers of postgraduate training in this region of the country. The digital economy is showing a decisive impact on business marketing strategies and the training needs of students and marketing professionals. The course will provide a holistic view of the world, the economy, and digital marketing and offer a set of tools and knowledge, theoretical and practical, which enhance the skills and professional opportunities of participants. Based on a young, qualified, highly motivated faculty and with great international experience, a support team characterized by high professionalism and having modern and functional facilities, aims to be a different program both in form and content. It will seek to combine traditional training in the room with a more experiential formation, reinforcing the interactions between the participants and the group work. Simulated management, outdoor training, which has highlight in our Challenge Programme, are some of the activities that will enrich and make this program even more exciting. This course is aimed at young students at the end of the course and looking for specialization for their knowledge, 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.Admission Requirements
May apply: a) Holders of university degree or legal equivalent; b) In duly justified cases, may apply to the frequency of the course, scientific or professional curriculum holders whose merit is recognized by the course coordination, thereby attesting the capacity of the candidates to complete the course.
Candidates should check the admission requirements available on this site, in addition to the information provided here.
Mode of Study
Full-time / Face-to-face / Daytime (Friday afternoon and Saturday)Teaching / Evaluation language(s)
Portuguese languageExamination 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. The courses’ final grade is expressed in the range of 10-20 of the numerical integer scale 0 to 20, as well as its equivalent in the European comparability scale of classification. The final course classification is associated to a qualitative mention, expressed in terms of 10 to 13 – Sufficient, 14 and 15 – Good, 16 and 17 – Very Good and 18 to 20 – Excellent.Learning Objectives and Intended Skills
The Specialization Course – Executive Master in Digital Marketing provides a specialization that seeks to achieve the following learning 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 behaviour, 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.
Course Coordinator(s)
Arnaldo Fernandes Matos Coelho
acoelho@fe.uc.pt
Cristela Maia Bairrada
uc43285@uc.pt
Paulo Miguel Marques Gama Gonçalves
paulo.gama@uc.pt
ECTS Departmental Coordinator(s)
António Manuel Portugal Duarte
portugal@fe.uc.pt
Recognition of Prior Learning
The recognition of prior learning according to the University of Coimbra’s Regulation of Crediting of previous training and work experience is possible.Qualification Requirements and Regulations
Regulation n.º. 339/2012, August 7Study Programme
2024-2025
Course Type
Non Degree Course
DGES Code: E235
Qualification Awarded: Diploma/Certificate
Duration: 3 Trimester(s)
ECTS Credits: 60.0