Mestrado Bolonha em Gestão

Learning Outcomes • LO1 Understand the Fundamentals of Digital Marketing: Students will grasp key concepts and strategies in digital marketing, including SEO, content marketing, social media, and email marketing. • LO2 Analyze the Role of AI in Digital Marketing: Students will learn how AI technologies, such as machine learning and data analytics, can enhance digital marketing efforts. • LO3 Develop AI-Driven Marketing Strategies: Students will be able to create effective digital marketing strategies that leverage AI tools for targeting, personalization, and optimization. • LO4 Measure and Evaluate Marketing Performance: Students will understand how to use AI analytics tools to measure the effectiveness of digital marketing campaigns and make data-driven decisions. • LO5 Address Ethical Considerations in AI-Driven Marketing Students will explore the ethical implications of using AI in marketing, including data privacy, consumer trust, and responsible AI usage. Competencies • Analytical Skills: Ability to analyze data and insights generated from AI tools to inform marketing strategies. • Strategic Thinking: Capacity to design and implement digital marketing strategies that effectively incorporate AI technologies. • Technical Proficiency: Familiarity with AI tools and platforms used in digital marketing, such as CRM systems, chatbots, and data analytics software. • Creative Problem-Solving: Skill in identifying marketing challenges and developing innovative AI-driven solutions. • Ethical Awareness: Understanding of the ethical considerations surrounding AI applications in marketing, including transparency and consumer rights.