Ateneo - UPO

The educational objectives of the course are (declined according to the Dublin descriptors):
• knowledge and understanding: understanding the opportunities offered by the Artificial Intelligence (AI) tools for the analysis and development of marketing automation, omnichannel, account-based marketing strategies
• applying knowledge and understanding: the ability of applying AI methodologies to analyze and develop marketing automation, omnichannel, account-based marketing strategies
• making judgements: knowing how to independently assess existing and potential B2B, B2C, C2B marketing problems and strategies based on AI, with particular attention to the health area
• communication skills: knowing how to communicate the results, advantages and limitations of the methodologies even to non-experts
• communication skills: knowing how to extend the concepts and ideas seen in the course to new contexts.

Knowledge:
Methodologies and techniques to use Artificial Intelligence to develop strategies of marketing automation, of omnichannel, and of account-based marketing
Skills and abilities:
1. Identify the opportunities offered by AI in the formulation of B2B, B2C, C2B marketing strategies and to choice the better analytic tool
2. Analyze the customer journey with AI tools
3. Design and implement omnichannel IA-based strategies
4. Analysis, design and implementation of AI-based marketing strategies in healthcare