- Develop the ability to create and deliver dynamic presentations that effectively communicate complex concepts. - Ideating and developing new digital marketing innovation ideas. - Gain the competency to clearly pitch your project. - Develop the ability to engage in critical thinking and problem-solving collaboratively.

- Develop a Digital Marketing Plan Using AI Tools: Participants will learn to create comprehensive marketing strategies by utilizing major AI tools. - Understand the Impact of Technology in Marketing Evolution: Gain a deep understanding of how AI technology drives the evolution and potential of marketing, influencing both current practices and future trends. - Collaborative Real-Case Application: Enhance skills in teamwork and collaborative problem-solving through the application of AI technologies in real-world case studies.

0. Setting the scene From traditional to Digital Marketing and from Digital Marketing to AI digital marketing 1. The new AI Framework Introduction to Artificial Intelligence in the realm of marketing. Explore the evolution and current landscape of AI and digital technologies. 2. AI impact in Marketing An overview of how AI is revolutionizing marketing strategies and operational efficiency. 3. Customers: Impact of AI Digital Marketing Understanding the customer experience and engagement through AI. 4. Product Development and Innovation Leveraging AI and digital technologies for product innovation and design. 5. AI Digital Advertising and Communication Exploring the role of AI in advertising and communication strategies. 6. Digital Sales AI applications in boosting digital sales and e-commerce. 7. Digital CRM Using AI to enhance Customer Relationship Management. 8. Customer Journey Mapping the digital customer journey with AI from awareness to post-sales behavior.

There is not any mandatory course book, in depth- readings will be suggested and distributed during course weeks. Suggested Reading: - AI impact (Paolo Cellini, Maximo Ibarra) - The Coming Wave (Mustafa Suleyman) - The Digital Transformer's Dilemma (Hannah Mayer, Andreas Reiter, Karolin Frankenberger, Markus Schmidt) - The Worlds I See (Fei-Fei Li) - How The Future Works (Sheela Subramanian, Brian Elliott, Helen Kupp) - Prediction Machines (Ajay Agrawal, Avi Goldfarb, Joshua Gans) - Rewired (Eric Lamarre, Kate Smaje, and Rodney Zemmel) - Social Media Marketing (Philip Kotler) - Winning Digital Customers (Howard Tiersy) - Digital Business transformation (Nigel vaz) - Future is Faster than You Think (Peter H. Diamandis & Steven Kotler) - Metaverse (Matthew ball) - Competing in the age of AI (M. Iansiri, K. Lakhani) - The AI Economy (R. Bootle) - Pivot to the future (O. Abbosh, P. Nunes, L. Dowes) - Radical Uncertainty (J. Kay, Mervyn King) - The Digital Transformation Playbook (D. Rogers) - Digital Marketing Strategy (S. Kingsnorth) - Exponential Organizations: Why New Organizations are Ten Times Better, Faster, and Cheaper Than Yours (and what to Do about It) (Michael S. Malone, Salim Ismail e Yuri Van Geest) - Digital Darwinism (T. Goodwin)

- Role playing - Group work - Full interaction - Business simulation - Deep dive-session with business digital experts - Additional deep dive readings Is required a class attendance at least of 70% to pass the course

- Work in groups and classroom presentations (50% of final grade) - Intermediate test (20% of final grade) - Final Written exam (30% of final grade)

- Lessons attendance - Mark no lower than 27/30