Plano de estudos

AI for Marketing	DIA 1 26/01/2026	DIA 2 27/01/2026	DIA 3 28/01/2026	DIA 4 29/01/2026	DIA 5 30/01/2026
08h30 – 09h00	Boas-vindas e visão geral do programa	Café	Café	Café	Café
09h00 – 10h30	Conceitos de Inteligência Artificial e Machine Learning	Data-Driven segmentation	Predictive models, Churn, CLV, lead scoring	Marketing Mix Modelling (MMM), ROI measurement	AI adoption roadmap, build vs. buy
11h00 – 12h30	Estudos de caso: chatbots, AdTech, tendências futuras	Personas, recommendation systems, personalisation at scale	Techniques & metrics	Attribution models: last/first click, multi-touch	People, processes & governance, ethics, regulation
12h30 – 14h00	Almoço de boas-vindas	Almoço	Almoço	Almoço	Almoço
14h00 – 15h30	Applied action project Generative AI for content	Applied action project RFM segmentation with Excel	Visita de campo Churn/Lead scoring case setup	Applied action project Guided MMM in Excel	Applied action project Design AI-powered marketing strategy Apresentações do Applied action project group
16h00 – 17h30	Sentiment Analysis with LLMs	AutoML clustering demo	Visita de campo Churn/Lead scoring case setup	Budget optimisation with Solver
Docentes	Susana Costa e Silva, Nuno de Sousa	Nuno de Sousa	Ricardo Ribeiro	Silvia Albaladejo	Jesus Aranda, Nuno de Sousa