Micro-credential in Artificial Intelligence Applied to the Marketing Plan

This course aims to enable students to design, develop and present a complete marketing plan, supported by Artificial Intelligence (AI) tools and methodologies. Throughout the course, each phase of the plan — from analyzing the environment to defining control metrics — is accompanied by practices that explore the potential of AI for data analysis, task automation, and outcome prediction. Students should be able to integrate AI as a strategic tool for creating more effective, personalized, and data-driven marketing plans.

Degree Title or Relevant Professional Curriculum in the area.

Not applicable

Portuguese Language

Develop the ability to design, structure and present a marketing plan supported by Artificial Intelligence, from market analysis to execution and control.
The student should be able to:
•   Integrate AI tools into each phase of marketing planning;
•   Use predictive models and generative AI to support analytics, segmentation, and content creation;
•   Develop a data-driven, AI-optimized marketing plan;
•   Apply ethical and sustainable methodologies in the use of AI technologies in strategic marketing.

Not applicable