Base Knowledge
The aim of this course is for students to acquire a special awareness of Internet and multimedia technologies in the context of organizational communication, especially in Digital Creation and Publishing on Social Networks, Advertising, Web and Apps in the context of AI Gen.
Teaching Methodologies
The curricular unit will be taught in theoretical-practical classes, but a clear distinction will be made between the theoretical and the essentially practical aspects.
Continuous assessment will be based on a practical project.
The practical work can be carried out individually or preferably in groups of two, and will be defended.
In the final assessment by exam, there will be a theoretical component and a practical component.
Learning Results
The aim of this course is for students to acquire a special awareness of Internet and multimedia technologies in the context of organizational communication, especially in Digital Creation and Publishing on Social Networks, Advertising, Web and Apps in the context of AI Gen.
Program
1. Introduction
2. Fundamentals of Generative AI for Marketing and Communication Professionals
2.1. The New Paradigm of Digital Marketing
2.2. Demystifying the Technology: How Generative AI Works for Non-Programmers
2.3. Small Project: Accessible Generative AI Tools
3. The Art and Science of Prompt Engineering
3.1. Structure and Types of Prompts
3.2. Prompt Strategies for Marketing and Sales
3.3. Small Project: Building a Persona and Content
4. Practical Applications: From Strategy to Tactics
4.1. Content and SEO with AI
4.2. Visual and Multimedia Content
4.3. Social Media Marketing and Integrated Campaigns
4.4. No-Code Analytics and Insights
4.5. Communication and Sales
5. The Ethical Marketer: Risks, Biases, and Transparency
5.1. Inherent Risks of Generative AI
5.2. The Human Role and Transparency
5.3. Small Project: Critical Analysis of an AI Output
6. The Final Campaign: Integration and Presentation
6.1. The Final Project: Complete Campaign Strategy
6.2. Final Presentations and Mentorship
Grading Methods
Practical Project (practical work done individually or in groups of 2, with defence) - 100.0%
ExamExam with theoretical and practical component - 100.0%
Internship(s)
NAO
Bibliography
Digital Marketing & AI Course Syllabus Sample (2025 Edition), acesso a setembro 14, 2025, https://ondigitalmarketing.com/learn/course-syllabus-for-digital-marketing-analytics-ai/
Generative AI Course for Marketing, Sales, and Campaigns – Coursera, acesso a setembro 14, 2025, https://www.coursera.org/learn/generative-ai-course-for-marketing-sales-and-campaigns
Content Creation With Generative AI – Coursera, acesso a setembro 14, 2025, https://www.coursera.org/learn/content-creation-with-generative-ai
13+ Use-Cases of Generative AI in Marketing – Delve AI, acesso a setembro 14, 2025, https://www.delve.ai/blog/generative-ai-marketing
AI for Marketing Course – HubSpot Academy, acesso a setembro 14, 2025, https://academy.hubspot.com/courses/AI-for-Marketers
When AI Gets It Wrong: Addressing AI Hallucinations and Bias – MIT …, acesso a setembro 14, 2025, https://mitsloanedtech.mit.edu/ai/basics/addressing-ai-hallucinations-and-bias/
Generative AI for Course Design: The Basics | Online Teaching – University of Michigan, acesso a setembro 14, 2025, https://onlineteaching.umich.edu/articles/generative-ai-for-course-design-the-basics/
10+ AI tools you can start using for free in 2025 | Google Cloud, acesso a setembro 14, 2025, https://cloud.google.com/use-cases/free-ai-tools
AI Chatbot | Google Cloud, acesso a setembro 14, 2025, https://cloud.google.com/use-cases/ai-chatbot
Prompt engineering 101 for sales & marketing teams – Regie.ai, acesso a setembro 14, 2025, https://www.regie.ai/blog/prompt-engineering-101-for-sales-marketing
6 Prompt Engineering Examples | Coursera, acesso a setembro 14, 2025, https://www.coursera.org/articles/prompt-engineering-examples
25+ AI prompts for Marketing in 2025 – Glean, acesso a setembro 14, 2025, https://www.glean.com/blog/ai-prompts-for-marketing
Generative AI prompt samples | Generative AI on Vertex AI – Google Cloud, acesso a setembro 14, 2025, https://cloud.google.com/vertex-ai/generative-ai/docs/prompt-gallery
What are the Major Ethical Concerns in Using Generative AI? – Research AIMultiple, acesso a setembro 14, 2025, https://research.aimultiple.com/generative-ai-ethics/
The Ethical Use of AI in Digital Marketing | Digital Marketing Institute, acesso a setembro 14, 2025, https://digitalmarketinginstitute.com/blog/the-ethical-use-of-ai-in-digital-marketing
Addressing bias in AI | Center for Teaching Excellence – The University of Kansas, acesso a setembro 14, 2025, https://cte.ku.edu/addressing-bias-ai
Robin Williams’ four basic design principles for non-designers – https://wiredcraft.com/blog/robin-williams-four-basic-design-principles-for-non-designers/
The Non-Designer’s Design Book, second edition (2004), ROBIN WILLIAMs