2 ECTS; 1º Ano, Anual, 12,0 TP , Cód. 20386.
Lecturer
- Vasco Ribeiro dos Santos (1)
- Tiago Jorge da Costa de Sousa (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Learn about the main types and applications of AI in marketing.
Explore generative AI and automation tools.
Develop personalisation and intelligent segmentation skills.
Program
Types of AI and their application in marketing
Generative AI tools (ChatGPT, Midjourney, Runway ML)
Automation and AI platforms for advertising and CRM
Practical applications: chatbots, intelligent segmentation
Customisation and personalisation at scale with AI
Evaluation Methodology
Individual and Group Work (100%)
Bibliography
- Aghazadeh, H. e Khoshnevis, M. (2024). Digital Marketing Technologies. U.S: Springer
- Söilen, K. (2024). Digital Marketing: Tools, Techniques and Best Practices for Graduate Students and Managers. U.S: Springer
Teaching Method
Demonstrative and expository theoretical classes and practical classes with the resolution of practical cases based on PBL.
Software used in class
