Cursos / 2º Ciclo / Faculty of Economy and Business Management :: Management

MARKETING - 2025/2026

1º curricular year
Semestralidade: 1st semester
ECTS: 7.5

Teachers

Leading Teacher: Prof. Doutor Joel Vaz
Assistant Professor: Prof. Doutor Joel Vaz

Class type and School hours

Teórico-prática : 1 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This course aims to provide students with an understanding of the integration of artificial intelligence and technology into marketing strategies, explore consumer psychology, promote ethics in AI and enable them to create innovative and ethical marketing strategies.

Specific Aims/Objectives

Identify the fundamental principles of artificial intelligence and its applications in marketing.
Implement digital marketing strategies using AI.
Develop practical marketing projects that incorporate AI.
Create innovative and ethical marketing strategies based on an understanding of AI and consumer psychology.

Skills to be acquired

Understand and apply AI principles in marketing.

Create innovative and ethical strategies for digital environments.

Evaluate the effectiveness of marketing strategies in terms of results.

Evaluate the ethical and social impact of AI in marketing and make responsible decisions

Teaching Procedures

"flipped classroom" - classes will promote greater interactivity.
Students will have prior access to theoretical content through resources such as videos, readings and online materials, before the in-person sessions. During the in-person classes, the focus will be on the practical application of the concepts learned.

Programme

Module 1: The Connected Company
a. Introduction to the era of the connected company
b. Digital transformation and its impact on companies
c. Agility and Adaptation in companies
Module 2: Marketing Information Systems
a. Concept of marketing information systems (MIS).
b. Collection and analysis of market data
c. Decision-making based on marketing information.
Module 3: Principles and Notions of Artificial Intelligence (A.I.)
a. Introduction to artificial intelligence: fundamental concepts.
b. Machine Learning and applications
c. Natural language processing (NLP) and computer vision.
Module 4: Marketing Strategy and A.I.
a. Incorporating AI into marketing strategy.
b. Developing content strategies with AI
c. Predictive marketing: anticipating customer needs.
Module 5: Consumer Psychology and Customer Experience
a. Understanding consumer behavior in a digital world.
b. Psychology-Based Customer Experience (CX) Design
c. The Influence of Emotions on Purchasing Decisions
Module 6: Advanced Digital Marketing Strategies
a. Advanced SEO and Content Strategies for AI
b. Data-Driven Social Media Marketing
c. Advanced Marketing Automation and Conversion Funnels
Module 7: Ethics and Social Impact of AI in Marketing
a. Ethical Challenges of AI in Marketing
b. Consumer Privacy and Regulations
c. Corporate Social Responsibility in the Use of AI

Evaluation Type

2 Tests
1 Group Work

Teaching Resources

- The teacher´s presentations and respective presentations in digital format
- The bibliography recommended by the teacher.

Sustainability Objectives

SDG8: Ensure decent working conditions and sustainable economic growth.
SDG9: Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation.
SDG12: Ensure sustainable consumption and production patterns.
SDG16: Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.

Keywords

Marketing and Technologies, Strategic Planning, AI and Marketing

Main Bibliography