Artificial Intelligence Applied to the Marketing Plan

Not applicable

The methodology favors project-based learning (“learning by doing”), organized in weekly stages that correspond to the phases of the marketing plan.

Online classes include:

• Interactive exhibition and demonstration of AI tools;
• Step-by-step guidance for preparing the plan;
• Discussion and formative feedback on each section of the project.

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.

The program follows the sequential structure of a marketing plan, with the integration of AI tools at each stage:

1. Framing and strategic diagnosis — digital trends, the role of AI in marketing decision, environment analysis tools, and AI benchmarking.
2. Market analysis and consumer behavior — collection and interpretation of data with AI (social listening, clustering, sentiment analysis).
3. Segmentation, targeting, and positioning (STP) — Applying machine learning and predictive analytics to behavioral segmentation.
4. Definition of marketing objectives and strategies — scenario modeling and decision support with AI.
5. Marketing mix development — use of AI for content creation, dynamic pricing, and communication personalization.
6. Digital timeline and action plan — campaign automation and omnichannel integration.
7. Measurement and control — intelligent metrics, dashboards, and AI-powered performance forecasting.
8. Final presentation of the marketing plan with AI integration.

• - Project - 80.0%
• - Attendance and Participation - 20.0%

NAO