Study Plan

AI for Marketing	DAY 1 26/01/2026	DAY 2 27/01/2026	DAY 3 28/01/2026	DAY 4 29/01/2026	DAY 5 30/01/2026
08:30 – 09:00 AM	Welcome & Programme Overview	Coffee	Coffee	Coffee	Coffee
09:00 – 10:30 AM	Concepts of Artificial Intelligence and Machine Learning	Data-Driven Segmentation	Predictive Models, Churn, CLV, Lead Scoring	Marketing Mix Modelling (MMM), ROI Measurement	AI Adoption Roadmap, Build vs. Buy
11:00 AM – 12:30 PM	Case Studies: Chatbots, AdTech, Future Trends	Personas, Recommendation Systems, Personalisation at Scale	Techniques & Metrics	Attribution Models: Last/First Click, Multi-Touch	People, Processes & Governance, Ethics, Regulation
12:30 – 02:00 PM	Welcome Lunch	Lunch	Lunch	Lunch	Lunch
02:00 – 03:30 PM	Applied action project Generative AI for content	Applied action project RFM segmentation with Excel	Field Visit Churn/Lead scoring case setup	Guided MMM in Excel	Applied action project Design AI-powered marketing strategy Applied action project group presentations
04:00 – 05:30 PM	Sentiment Analysis with LLMs	AutoML Clustering Demo	Field Visit Churn/Lead scoring case setup	Budget Optimisation with Solver
Faculty	Susana Costa e Silva, Nuno de Sousa	Nuno de Sousa	Ricardo Ribeiro	Silvia Albaladejo	Jesus Aranda, Nuno de Sousa