Marketing Digital, Inteligência Artificial e Projetos Digitais

Relationship Marketing, Email Marketing, and e-CRM with AI

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2 ECTS; 1º Ano, Anual, 12,0 TP , Cód. 20385.

Lecturer
- Vasco Ribeiro dos Santos (1)

(1) Docente Responsável
(2) Docente que lecciona

Prerequisites

Objectives
Plan and manage digital customer relationship strategies.

Use automation and AI tools in email marketing.

Measure and optimise campaigns based on metrics and A/B testing.

Program
• Customer relationship strategies in the digital environment
• Email marketing platforms and tools
• Behavioural segmentation and automated campaigns
• Introduction to e-CRM and Customer Data Platforms (CDPs)
• Application of AI in email automation and behaviour prediction
• A/B testing and campaign optimisation
• KPI measurement

Evaluation Methodology
• Individual and Group Work (100%)

Bibliography
- Goldenberg, B. (2020). The definitive guide to CRM: Maximizing customer relationships . London: Pearson
- Marques, A. (2023). Marketing Relacional . Portugal: Sílabo

Teaching Method
Demonstrative and expository theoretical classes and practical classes with the resolution of practical cases based on PBL.

Software used in class

 

 

 


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