NEW TECHNOLOGIES FOR MARKETING: ARTIFICIAL INTELLIGENCE

Within the Master’s Degree Programme in Marketing Management (EMR7), the course contributes to the programme goals by deepening advanced knowledge of marketing management by focusing on how AI reshapes analysis, strategy and execution across markets and industries. This is an elective course, not a mandatory one, but it is valuable for understanding the current business and market environment.

At the end of the course, students will be able to:

Explain the main artificial intelligence techniques used in marketing (machine learning, generative AI, recommender systems, chatbots) and their role in value creation along the customer journey.
Analyse marketing problems and identify when and how AI-based tools can improve segmentation, targeting, positioning, pricing and communication decisions.
Design data-driven marketing strategies that integrate AI applications (e.g. predictive analytics, personalization engines, programmatic advertising) consistent with brand objectives and resources.
Critically evaluate opportunities and risks of AI in marketing, including ethical and regulatory issues.

knowledge about principles of marketing

The course combines lectures, case discussions, and group project work.

Main topics include:
AI foundations for marketing
AI for customer insights
Personalization and customer experience
AI in digital communication and commerce (AI in programmatic advertising, search, social media and content creation, conversational agents, chatbots and virtual assistants for customer service and sales)
Governance, ethics and future trends

The textbook will be announced during the first class session and will be included in the course presentation slides available on Moodle

The exam mode will be communicated by the instructor in class and will be included in the syllabus shortly before the start of the course

written and oral

The instructor is responsible for ensuring the authenticity and originality of all examinations and coursework. In cases of suspected academic misconduct, an additional on-site assessment may be required during the exams, which may differ from the standard format.

Regarding the grading scale (how grades will be assigned),
A. Scores in the range of 18-22 will be assigned when:
- Adequate knowledge and applied understanding in reference to the curriculum are demonstrated.
- Sufficient communication skills, especially regarding the use of specific language related to the subject
B. Scores in the range of 23-26 will be assigned when:
- Good knowledge and applied understanding in reference to the curriculum are demonstrated.
- Adequate communication skills, especially regarding the use of specific language relatedto the subject.
C. Scores in the range of 27-30 will be assigned when:
- Good or excellent knowledge and applied understanding in reference to the curriculum are demonstrated.
- Fully appropriate communication skills, especially regarding the use of specific language related to the subject
D. Honors will be granted when there is excellent knowledge and applied understanding in reference to the
curriculum, exceptional judgment, and communication skills.

The course focuses on theoretical and practical elements, which will allow students the opportunity to apply their readings, research and present course materials. Throughout the practical workshops and homework
participants of the course should improve their presentation skills and their ability to take decisions based on real cases.