Artificial Intelligence is profoundly transforming the way brands communicate, analyse data and make decisions. In response to this new paradigm, Católica Porto Business School is launching a five-day intensive course, Artificial Intelligence for Marketing, as part of its Executive Immersive Weeks. The programme is designed to equip marketing professionals to use Artificial Intelligence (AI) strategically, exploring generative AI, customer segmentation, predictive analytics and marketing mix optimisation.
“More than teaching tools, this programme aims to change the way professionals think about marketing decision-making. Artificial Intelligence enables the anticipation of behaviours, the personalisation of experiences and the creation of far more efficient strategies, but it only generates value when it is well understood and applied responsibly. It is not about replacing marketing, but about elevating it,” highlights Susana Costa e Silva, professor at Católica Porto Business School and one of the programme coordinators.
Designed for marketing professionals, managers, entrepreneurs and decision-makers, the programme enables the practical application of AI without requiring any technical knowledge or programming skills. Over five days, participants will explore no-code and low-code tools, predictive analytics, smart segmentation, campaign personalisation, churn models, pricing optimisation and the evaluation of metrics such as Net Promoter Score (NPS). Participants will learn how to transform data into measurable business decisions, boost engagement, optimise campaigns and increase customer loyalty.
The methodology combines morning theoretical sessions with afternoon practical labs, promoting a strong learning-by-doing component through real cases, teamwork and the development of projects applied to business contexts. The programme also includes a critical reflection on ethics, transparency and governance in the use of Artificial Intelligence in marketing. The course will run from 26 to 30 January 2026, in a face-to-face format.
For more information: Artificial Intelligence for Marketing | Católica Porto Business School