8 ECTS; 1º Ano, Anual, 48,0 TP , Cód. 203810.
Lecturer
- Anabela da Cruz Pereira (2)
- Jorge Manuel Marques Simões (2)
- Júlio César Moita Jorge Ruivo da Silva (2)
- Ana Isabel e Sousa do Carmo (2)
- Vasco Ribeiro dos Santos (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Integrate knowledge from other course units into the development of a real digital project.
Apply methodologies for planning, executing, and validating projects with AI.
Communicate and justify strategic decisions based on data and indicators.
Program
Practical application of acquired knowledge
Development of a real project focused on AI and marketing
Definition of problem/opportunity and value proposition
Planning, execution, and validation of a digital product
Final presentation (pitch) with impact indicators
Critical reflection on technology, innovation, and ethics
Evaluation Methodology
Individual and Group Work (100%)
Bibliography
- Chaffey, D. e Smith, P. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing.. London: Routledge
- Marcão, R. e Ribeiro, V. (2025). Planos de Negócios com Inteligência Artificial . Portugal: Editora d´ Ideias
Teaching Method
Demonstrative and expository theoretical classes and practical classes with the resolution of practical cases based on PBL.
Software used in class
