Currículo

Digital Marketing and AI Integration DMAII

Contextos

ECTS

3.0 (para cálculo da média)

Objectivos

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.

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.

Método de Avaliação

• Lectures: Covering foundational concepts of digital marketing and AI applications. • Practical Workshops: Hands-on sessions using AI tools for data analysis, content creation, and campaign optimization. • Case Studies: Analyzing successful digital marketing campaigns that utilize AI. • Group Projects: Collaborative projects to design and present a digital marketing campaign incorporating AI insights. Assessment: • Group Project (40%): Design and present a digital marketing campaign that integrates AI tools, focusing on innovation and ethical considerations. • Class Participation (10%): Engaging in discussions, practical exercises, and case study analyses. • Final Exam (50%): A written exam assessing the theoretical understanding of digital marketing concepts and the application of AI technologies.

Carga Horária

Bibliografia

Principal

• The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing. Stanford University Press.: Rust, R. T., & Huang, M.-H. 2021
• Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.: Kingsnorth, S. 2022
• Digital Marketing: Strategy, Implementation and Practice. Pearson.: Chaffey, D., & Ellis-Chadwick, F. 2019

Secundária

Disciplinas de Execução

2025/2026 - 2 Semestre