1. Do I need a programming or technical background to join this programme?
No. The programme is specifically designed for beginners and professionals from any background. It uses no-code and low-code tools (like Excel and AutoML) in its hands-on labs to ensure all participants can apply AI concepts without any prior programming experience.
2. What is the main teaching methodology of the course?
The course follows an Action-Learning approach. Each day is split into theoretical sessions in the morning and practical, hands-on labs in the afternoon. This balanced structure ensures you can immediately apply the concepts learned to real-world marketing challenges.
3. What kind of practical work will I be doing?
You will work on an "Applied Action Project" throughout the week. In small groups, you'll act as a consulting team to solve a real business case (e.g., reducing customer churn, optimising campaign ROI) using the AI tools and frameworks taught in the course, culminating in a final presentation.
4. Who are the instructors, and what are their backgrounds?
A mix of leading academics and industry experts leads the programme. This includes Professors Susana Costa e Silva and Nuno de Sousa, plus senior practitioners like Ricardo Ribeiro, Silvia Albaladejo, and Jesús Aranda, who bring real-world experience from companies like Deloitte, Warner Bros., and major financial institutions. Check the professors.
5. What specific AI marketing topics will be covered?
The curriculum covers key AI applications in marketing, including: Generative AI for content, customer segmentation & personalisation, predictive analytics (churn, lead scoring), Marketing Mix Modelling (MMM), attribution models, and building an AI adoption roadmap with a focus on governance and ethics. Check the study plan.
6. When will the classes be held?
The programme is an intensive one-week course from January 26th to 30th.
7. What is the programme fee?
The total investment is 2500€ + Value Added taxes (VAT), including four nights accommodation
8. How can I apply?
You can apply through here.
9. Is remote or online participation available?
No, this is an in-person only programme to ensure an immersive and collaborative experience.
10. What would the programe's language be?
Classes will be in English or in Portuguese/Spanish.