Training Course in Artificial Intelligence in Marketing

General Objectives of the Course

The course on Artificial Intelligence in Marketing aims to equip participants with
the knowledge and skills to understand and apply AI technologies to optimize strategies, enhance personalized consumer communication, automate data analysis and decision-making processes, and explore emerging trends such as chatbots, recommendation algorithms, predictive segmentation, and automated marketing. The course also seeks to develop a critical perspective on the ethical use of AI in digital and strategic marketing contexts.

Admission Requirements

Young people and adults who have a degree or are currently attending a degree course in non-STEAM areas.

Candidates should check the admission requirements available on this site, in addition to the information provided here.

Mode of Study

E-learning

Teaching / Evaluation language(s)

Portuguese

Examination Regulations, Assessment and Grading

Quantitative evaluation in a scale of 0 to 20 values. Students who obtain a minimum final mark of 10 values are considered approved

Learning Objectives and Intended Skills

This Artificial Intelligence in Marketing course equips students with key competencies to leverage AI in marketing. Upon completion, participants will be able to: identify AI principles and technologies (Machine Learning, NLP, Computer Vision) and their role in marketing strategies; use AI tools to collect, analyze, and interpret consumer data, generating insights to predict trends and behaviors; implement AI-driven personalization, email campaigns, and recommendations; design
segmentation strategies and optimize campaigns; develop chatbots to improve customer experience; apply AI for automated media buying and real-time campaign adjustments; and evaluate ethical practices and regulations, creating AI-powered marketing plans to boost consumer experience and loyalty.

Qualification Requirements and Regulations

Academic Regulation of the University of Coimbra

Study Programme

Artificial Intelligence in Marketing

Academic year
2025-2026

Course Type
Non Degree Course

Qualification Awarded: Diploma/Certificate

Duration: 1 Trimester(s)

ECTS Credits: 10.0