Programa

Digital Marketing and AI Integration

Mestrado Bolonha em Gestão

Programa

Session 1: Introduction to Digital Marketing and Artificial Intelligence • Overview of digital marketing: Key concepts and fundamental strategies. • The importance of data in digital marketing: How data collection and analysis guide strategic decisions. • Introduction to Artificial Intelligence (AI): Definitions, applications, and impact on digital marketing. • Case studies of successful digital marketing campaigns that used AI. • The role of digital communication in building an effective brand narrative. Session 2: Consumer Behavior and AI Analytics • Consumer behavior in the digital age: How attitudes and choices have changed with digitalization. • Using AI to generate data-driven insights into consumer behavior. • Segmentation and targeting using AI tools: Optimizing campaign personalization. • Ethical considerations in data collection and usage for digital marketing. • How personalized communication influences consumer perceptions and decisions. Session 3: Content Marketing and AI Applications • Strategies for effective digital content creation: How to engage the audience and create value. • The role of AI in content marketing: Tools and techniques to optimize content creation and distribution. • Personalization and automation in content delivery: How AI helps deliver more relevant messages. • Case studies of AI-driven content marketing successes. • Communication as an essential tool for building emotional connection with the audience. Session 4: Search Engine Marketing (SEM) and AI Optimization • Introduction to SEM: SEO (Search Engine Optimization) and PPC (Pay-Per-Click) strategies. • AI tools for optimizing search engine marketing campaigns: How to maximize online visibility. • Analyzing performance metrics and ROI using AI: How to adjust campaigns based on data. • Best practices for ethical SEM: Ensuring transparency and honesty in campaigns. • The importance of transparent communication in building online trust. Session 5: Social Media Marketing with AI Insights • Strategies for effective social media marketing: How to maximize engagement and interaction. • AI applications in social media management: Predictive analytics, scheduling, and monitoring engagement. • Building online communities through digital platforms: How active communication strengthens relationships with consumers. • Case studies on the impact of AI in successful social media campaigns. • Strategic communication as a driver of interaction and loyalty on social media. Session 6: Evaluation, Future Trends, and Ethical Considerations • Measuring the effectiveness of digital marketing campaigns: Tools and metrics to assess results. • Future trends in digital marketing and AI integration: How new technologies will continue to impact the sector. • Ethical implications of using AI in marketing practices: Privacy and transparency issues. • Final presentations on digital marketing projects developed by students: Analyzing strategies and outcomes.