Higher Program in Artificial Intelligence | ESIC

ADVANCED PROGRAM IN ARTIFICIAL INTELLIGENCE APPLIED TO MARKETING AND SALES 

A KNOWLEDGE SOLUTION IN THE APPLICATION OF ARTIFICIAL INTELLIGENCE AND ITS MOST EFFICIENT MODELS IN MARKETING AND SALES WITH WHICH YOU WILL BE ABLE TO TAKE YOUR STRATEGY TO THE NEXT LEVEL.

This program, focused on those professionals who in their day-to-day work increasingly see the need for the application of AI, will delve into all the implications and possibilities that Artificial Intelligence is already offering to the world of Marketing and sales strategies of companies. It is designed by professionals who are experts in AI, in LLM models and in its practical application to successful business situations.

HORARIOS:

  • Opción entre semana: lunes y miércoles (19 a 21 h.)
  • Opción fin de semana: viernes (16 a 20 h.) y sábado (9 a 13 h.)

+ academic information

  3 months
 
  • Online

  Language:

Spanish
 

Online

  Available locations

  • Online Format
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Why study?

WHY STUDY ARTIFICIAL INTELLIGENCE APPLIED TO MARKETING AND SALES?

 

Why ESIC?

At ESIC we know that the best way to learn is by doing. Therefore, our program is designed based on tools, workshops, real cases and the use of licenses so that you can access the labor market with the best possible preparation. Our PSOIAMV stands out for:

1

Reputation of more than 50 Years: ESIC is an educational institution with a rich history of more than 50 years in marketing and business education. This tradition and experience consolidate its leadership in the field and guarantee a quality approach to training.

2

Pioneers in Marketing: As pioneers in marketing education, ESIC has been at the forefront of marketing trends and practices for decades. This means you'll get an education that is grounded in experience and adapted to the latest developments in the field.  

3

Alumni Network: ESIC's alumni community includes many successful professionals in the marketing and business world. By joining ESIC, you will have access to a valuable network of contacts that can open doors and opportunities in your career. 

4

Programs adapted to today: ESIC prides itself on keeping its academic programs up to date with the latest trends and technologies. The advanced course you are considering focuses on online strategies in social media and sales crucial areas in today's digital age.  

5


Commitment to Excellence: ESIC has a strong commitment to academic excellence and student success. Highly qualified faculty and cutting-edge teaching methodology ensure that you will get a high-quality education that will prepare you to excel in the field of online marketing and technology.  

Rankings and accreditations

YESTERDAY, TODAY, ALWAYS

ENTRY PROFILE, WHO IS THE PROGRAM AIMED AT?

Middle management of companies
C levels of medium and large companies
Innovation leaders or managers
Digital transformation leaders or managers
CIO
Directors of departments and relevant areas of companies
Ceo's of small and medium-sized companies
Professionals who are part of transformation teams or who are going to join transformation challenges using AI.

profile

TESTIMONIALS

 

Fernando Rodríguez Alemany

Academic Coordinator of the Higher Online Program in Artificial Intelligence Applied to Marketing and Sales

Objectives of the Higher Online Program in Artificial Intelligence Applied to Marketing and Sales

Have criteria to implement artificial intelligence models in any department or business challenge but focusing on marketing and sales projects or strategies and in all its facets or areas. Know the efficiency of each of the existing models in the market and even know how to create your own models taking advantage of the infrastructure of existing models but customizing their characteristics to the idiosyncrasies of your project, challenge or business need to achieve the best performance with the least possible consumption. Something that makes the program unique considering that it is aimed at business profiles and not at technicians or developers.
 

1

Knowledge and use of the most popular models

2

Knowledge of the most efficient open source models

3

Knowledge of how to customize AI models and how to update them with training on current data

4

Know the most relevant prompting techniques to get the best performance and minimize risks in AI deliverables.

5

Application of prompt models and techniques to various tasks and needs within a marketing and sales plan on the use case.

7

Obtain the knowledge and criteria to choose the right model for your project and in the format that best suits it.

ACADEMIC PROGRAM

 

4 SESSIONS OF 4 HOURS AND A WORKSHOP OF 2 HOURS.
  • SESSION 1 : Fundamentals, strategy and challenges 
    • Artificial intelligence. Definition and uses.  
    • State of the art and AI roadmap 2030 / 2040  
    • AI subsets 
    • Machine learning types and training models. Use cases. 
    • Machine learning,  
    • Map of AI algorithms 
    • Deep learning Types of neural networks and applications. 
    • MLOps 
  • SESSION 2 : Applications and models
    • Data and business intelligence 
    • Modeling. Architecture, infrastructure and tools. 
    • Data analytics. Data preparation, cleaning, enrichment, structuring. 
    • Data visualization. Models, techniques and libraries 
    • Infrastructure, models for the deployment of an efficient AI adapted to your reality.  
    • BI, Augmented analytic and Big Data analytic.  
    • Frameworks, tools, practical applications and use cases.  
    • Sector-relevant applications. 
  • SESSION 3: Computer vision. 
    • Frameworks, tools, practical applications and use cases.  
    • Sector-relevant applications. 
    • Natural Language Processing (NPL).  
    • Models: From word2Vec to Transformers.  
    • Frameworks, tools, practical applications and use cases.  
    • NLP / NLG Ecosystems ( Hugging face, Langchain...) 
    • Business relevant applications. 
  • SESSION 4: Artificial intelligence ecosystem.   
    • Data platforms Azure, AWS, Google. 
    • IA No Code Ecosystem.  
    • Libraries, pre-trained models, platforms. 
    • AutoML models 
    • Data sources. IoT. Sensor platforms and data scaling. 
    • AI applied to society. Devices, Mobility, industry, Smart cities, buildings and Tourism. 
    • Marketing, advertising, sales and business development, logistics, operations, industry 4.0 and 5.0, intellectual property and legal. 
    • GDPR and Compliance Approach 
  • SESSION 5 :WORKSHOP 

4 SESSIONS OF 4 HOURS AND A 2-HOUR WORKSHOP 

  •  SESSION 1: Major linguistic models 
    • What is Generative AI?
    • From Deep learning transformer architecture to LLMs. 
    • Concept and operation of the major linguistic models ( LLM ) 
    • Layers of an LLM and types of training.  
    • The importance of parameters in an LLM 
    • Tokenization 
    • RAG. Recovery enhanced generation. 
    • Vector databases, embeddings construction and query for probabilistic output calculation 
    • The danger of hallucinations 
    • Optimization models. HyDE (Hypothetical Document Embeddings ) 
    • LLMOps. Infrastructure to customize and parameterize generative AI.  
    • Small language models ( SLM ) 
  • SESSION 2: LLM Models (Large language models) 
    • Map of LLM models by performance and parameters. 
    • Difference between models and their capabilities. 
    • How to select the right model for specific tasks or operations. 
    • Types of AI Gen. Text, image and broadcast models, animation, video, 3D, voice and music. 
    • AI as a service and open source models. 
    • Class models and aggregators. 
    • How to use LLMs as helpers to build and customize other LLMs. 
  • SESSION 3: Prompt engineering 
    • Language models based on probability distribution over sequence of tokens and how to make efficient prompts  
    • Contextualize requests (Prompts) 
    • Guide to best prompts 
    • Auto prompting 
    • Use cases: Prompts to write a fiction book. Prompts to illustrate it.
  •  SESSION 4: Artificial intelligence ecosystem.
    • Analysis of reference models: GPT, Bard and Gemini. 
    • How does it work? 
    • Tokenization, embeddings, sampling and predictions 
    • GPT 3 and GPT 4. Their differences. Bard and Gemini: Their differences. 
    • API and how to customize parameters  
    • Example of model customization for a specific task in your daily life 
  • WORKSHOP: Creating end to end video

4 SESSIONS OF 4 HOURS AND A 2-HOUR WORKSHOP 

  • SESSION 1: AI and Marketing  
    • Redefining the marketing architecture of a business 
    • Business AI vs. Consumer AI. Consumer Insight and Consumer Adoption.   
    • AI & Branding What are the AI disciplines and technologies applied to marketing and multiplatform Research using AI Tools.  
    • Creating "personas" for your marketing plan 
    • Creation of synthetic data on the activity of virtual people 
    • SWOT analysis of competitors, market, projects and business ideas. 
    • Omnichannel AI marketing. 
    • AI Customer journey map 
    • Experience segmentation: Turning knowledge into action with customer journey mapping and AI augmentation. 
    • Hyperpersonalization 
    • Chatbots and Customer Support 
  •  SESSION 2 : AI and automation. Positioning and augmented search.
    • AI-assisted digital positioning 
    • New Seo paradigm 
    • Main AI technologies and algorithms applied to SEO 
    • AI tools for SEO: the best options on the market 
    • Using AI to create REGEX 
    • Machine Learning and generative AI applied to search engines 
    • Augmented search with AI 
    • Google Search 
    • Google FLOC ( Federated Learning of Cohorts )  
    • Microsoft Bing 
    • Social listening. Augmentation AI Social noise.  
    • Listening tools in social, conversational and transactional platforms. 
  • SESSION 3 : AI and automation. Media and analytics 
    • Predictive analytics 
    • Augmented analytics with AI 
    • AI and analytics in digital campaigns 
    • Google and Smart compose 
    • Adobe experience cloud. Sensei 
    • Data-driven pattern construction  
    • Digital Advertising Fraud Detection and Prevention 
    • Email marketing powered by artificial intelligence 
    • Inbound marketing with generative AI.  
    • Content creation for social media, blog, web and email marketing with AI gen. 
    • Hubspot. AI tools for content generation and marketing resources. 
    • Digital media strategy. Campaigns based on ML models.  
    • Use of generative AI in media and campaigns  
    • Audience management automation tools 
    • First party data | Third party data  
    • Programmatic marketing and automation 
    • Tools for digital advertising 
    • Data driven marketing 
  •  SESSION 4 : AI and automation of tasks and processes 
    • Role automation. Bots. 
    • AgentGPT,  
    • Power automate Microsoft 
    • Open Assistant ( Laion ) 
    • Autocode,  
    • Copilot 365 
    • Other applications 
    • Voice Marketing, present and future. 
  • SESSION 5 : WORKSHOP 
    • Use case 1. Media analytics automation and planning with AI 
    • Case 2. Automation of AI social noise augmented AI strategy 
    • Case 2. Automation of IA inbound marketing strategy increased 

3 SESSIONS OF 4 HOURS AND A WORKSHOP OF 2 HOURS 

  •  SESSION 1 : AI strategy in business. 
    • How are successful strategies born? Define, create and implement an AI strategy from business applied to your business plan. 
    • Value proposition and lead generation with AI 
    • Funnel IA 
    • IA Lead generation 
    • SPA (Smart process automation).  
    • Build your virtual sales team with AgentGPT and multiply your team and your funnel. 
    • Social selling augmentation.  
    • Intelligent Nurturing automation  
  • SESSION 2 : eCommerce Automation
    • eCommerce and AI 
    • E-commerce solutions  
    • Inside sales with AI. Ecosystem of plugins and algorithms. 
    • Augmented eCommerce analytics automated with AI.  
    • Plugins for UX analytics 
    • Heat maps 
    • Pattern construction, anomaly detection, predictions. 
    • Real-time customer service.  
    • Practice: Use case. Funnel social selling and automated nurturing. 
  • SESSION 3 : CRM Automation 
    • ERP and CRM Industry 
    • Salesforce Solution: Einstein GPT 
    • Examples of actual use 
    • Microsoft copilot solutions 
    • Examples of actual use 
    • Other AI CRM: C3 AI CRM, Node INc 
    • Ecosystem of tools and products for a sales department. 
  • SESSION 4 : WORKSHOP 
  • SESSION 1:
    • How AI affects marketing and communications departments. 
    • Specialized AI types for Marketing, Communication and Sales departments.  
    • Profile of the marketer 2025 | 2030.
    •  Architecture. Roles.  
    • AI tools for research, planning, execution, analytics and retrospective.  
    • Use cases depending on the department or tasks to be carried out  
  • SESSION 1:
    • Ethics in AI. IA 
    • Constitutional. 
    • European regulations. EU IA Act. 
    • Good practices  
    • Microsoft, IBM, Google and other approaches.  
    • AI as seen by linguists   

*Academic structure subject to change. Some business reality and networking sessions may be delivered in webinars outside of class hours.

TEACHING METHOD

TRANSFORMATIVE LEARNING BY ESIC

It is an innovative training ecosystem that helps you to deploy your talent to the maximum and thus develop professionally and personally.

In your journey of personal transformation, you will interact with five pillars of support, which underpin your learning experience:

  • Business reality brought to the classroom through case studies and practical activities.
  • Soft Skills fundamental for your personal and professional development
  • An expert teaching and sectorial faculty
  • A heterogeneous community of national and international students
  • All the areas and services that ESIC puts at your disposal

 

 

The Transformative Learning teaching method helps you by implementing innovative active learning methodologies where the teacher puts you at the center of the learning process and guides you towards academic excellence. The objective is for you to acquire competencies through the practical application of knowledge and tools. 

The resources you will have at your disposal are:

  •   Asynchronous support materials, videos, readings, etc.
  •   Self-evaluation
  •   Tutored application and feedback
  •   Practical and experiential activities
  •   Evaluation system that combines the demonstration of individual and group achievements.
  •   Supervised final project

Faculty and guest speakers

The essence of our program lies in an exceptional faculty. Our faculty is composed of leading professionals and academics with vast experience in the field of marketing and sales. These experts combine their in-depth theoretical knowledge with solid practical experience, offering students a unique and valuable perspective. In addition, many of our professors hold leadership positions in renowned companies, ensuring a direct connection to the latest industry trends and practices.

Fernando Rodríguez Alemany

Fernando Rodríguez Alemany

Program Director

*Faculty and guest speakers are subject to change.

JOB OPPORTUNITIES

Profiles with capacity for:

  • Digital transformation area
  • Innovation area
  • Marketing Department
  • Communication Department
  • Commercial or sales department
  • Marketing or sales consulting
  • Others

Campus and prices

Online Format

Higher Online Program in Artificial Intelligence Applied to Marketing and Sales in Online Format

Campus in Online Format

Avenida Juan XXIII 12 | 28223 Pozuelo de Alarcón, Madrid
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REQUEST INFORMATION

Phone

91 452 41 00

Calls and Prices

- 25 April 2025
Price: 4.000 €

  - 28  Abril 2025
Precio: 4.000 €

investment SCHOLARSHIPS AND GRANTS

We do not want economic issues to be an obstacle for you to achieve your goals and ensure a training with a future, therefore, we present a wide range of possibilities that will help you in this regard, both the Scholarship Plan that we have developed from ESIC, as well as those that are available to you from different public or private organizations. The scholarships and grants available are as follows:

  • - Own scholarships
  • - National scholarships
  • - International scholarships
  • - Mobility grants for international internships
  • - Insurance and assistance
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investment FINANCING

ESIC has financing agreements with certain banks under preferential conditions for students enrolled in any of the school's programs. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your career.

If you live outside of one of the cities where ESIC has a campus, and you are looking for accommodation, we recommend a series of companies and residences dedicated to student housing. Find the one that best suits your needs.

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flywire

ESIC has partnered with the Flywire platform to accept payments from foreign students from all over the world. You can make your payment easily and securely in your own currency, using local payment methods from the safety and comfort of your home. You will have real-time tracking and multilingual support around the clock.

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