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.
Una solución de conocimiento en aplicación de la Inteligencia Artificial a la estrategia de marketing y ventas.
- Online
Language
Online
Available locations
- Online Format
WHY STUDY ARTIFICIAL INTELLIGENCE APPLIED TO MARKETING AND SALES?
Designed by professionals with expertise in AI, LLM models and their practical application to successful business situations.
Focused on those professionals who in their day-to-day work see that the application of AI is increasingly necessary due to the market situation and need to know what AI is, what applications it has, what techniques are used to create AI models, what is behind the long language models and how to apply them without risks and with certainty, as well as to know which are the most efficient models with the best results depending on the challenge to be faced.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
#1
SPAIN
Leaders in marketing master's degrees according to El Mundo
#3
SPAIN
ESIC on the podium of best business schools for recent graduates and young professionals
#34
EUROPE
ESIC in the top European ranking for marketing programs
#49
WORLD
Best marketing school based on feedback from alumni, students and employers
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.
Objectives of the Higher Online Program in Artificial Intelligence Applied to Marketing and Sales [PSOIAMV].
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.
Knowledge and use of the most popular models
Knowledge of the most efficient open source models
Knowledge of how to customize AI models and how to update them with training on current data
Know the most relevant prompting techniques to get the best performance and reduce risks in AI deliverables.
Application of prompt models and techniques to various tasks and needs within a marketing and sales plan on the use case.
Obtain the knowledge and criteria to choose the right model for your project and in the format that best suits it.
ACADEMIC PROGRAM
- 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 WORKSHOP OF 2 HOURS
- 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 WORKSHOP OF 2 HOURS
- 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 persons
- 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 campaigns and media
- 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 performed
- 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 fullest 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
La esencia de nuestro programa reside en un excepcional claustro de profesores. Nuestro claustro está compuesto por destacados profesionales y académicos con una vasta experiencia en el ámbito del marketing y las ventas. Estos expertos combinan su profundo conocimiento teórico con una sólida experiencia práctica, ofreciendo a los estudiantes una perspectiva única y valiosa. Además, muchos de nuestros profesores ocupan posiciones de liderazgo en empresas de renombre, lo que garantiza una conexión directa con las últimas tendencias y prácticas del sector.
Fernando Rodríguez Alemany
Program Director
CEO Q-Vision Technologies
Jesus Serrano
Unai Obieta Jiménez
Marcos Blanco
Carlos Victor Costa
Jorge Aguilar García
*Faculty and guest speakers 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
PROFESSIONAL DEVELOPMENT UNIT UDP
ESIC's Professional Development Unit is made up of a team of professionals dedicated to boosting your professional career, whether you are studying in the classroom or as an Alumni. You can count on the UDP if you need to enter the world of work, as they have their own employability portal, although they also collaborate with international portals, fairs and employability events.
With almost 4,000 internship offers and more than 2,000 job offers, the UDP has an employability rate of 95% for students advised in the area of Marketing and Sales, or 100% for the area of Communication, among others.
Campus y precios
Higher Online Program in Artificial Intelligence Applied to Marketing and Sales [PSOIAMV] in Online Format
Campus ESIC en Formato Online
Avenida Juan XXIII 12 | 28223 Pozuelo de Alarcón, Madrid
Ver en Google Maps
ADMISSION PROCESS
We accompany you throughout the whole process, guiding and advising you to choose the best option for your professional career. These are the steps to follow:
1 Application
- Request information through our form.
- A consultant will contact you within 24-48 hours.
- You will have a first contact call and a consultancy will be convened for questions and doubts.
- You have a second call where all your doubts are solved and you are guided in everything you need.
2 Test
- If the program fits you, you proceed to apply.
- You prepare the necessary documentation (such as university degree or certificates).
- You make a personal and professional rehearsal.
- You deliver all the documentation.
3 Interview
- Once the documentation is approved, you will be scheduled for an interview with the program director.
- In this interview, you will be able to discuss specifics you want to know about the program, as well as any questions you may have.
4 Enrollment
- After the interview, your consultant will contact you within 24-48 hours to notify you if you have been accepted into the program.
- Once you have been accepted, you have about 5 days to formalize your registration.
- As soon as the registration is completed, you will be given all your access (virtual classroom, e-mail...).
- Of course, our last step is always to congratulate you and wish you to make the most of your training.
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
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.
More information
IMPULSA PLAN
GETTING AHEAD IS A PLUS
At ESIC we want every step you take to bring you closer to the future you are building. Go ahead and access our IMPULSA PLAN:
- INNOVATION. Free access to 3 Workshops on AI applied to business.
- LANGUAGES. Free online course in the language of your choice.
- CERTIFICATIONS. Special conditions through ESIC Idiomas.
Benefit from our IMPULSA PLAN if you enroll before March 31, 2024 for the April session and June 30, 2024 for the October session.
At ESIC we have partnered with the Flywire platform so that you can pay your tuition securely and conveniently.
More informationESIC AGENDA
-
Executive Programs
¿ESTÁN PREPARADOS LOS EQUIPOS DE MARKETING Y VENTAS ANTE LOS DESAFÍOS DE LA IA?
When?24 de Sep del 2024 | de aDónde Sala Ágora. Campus Juan XXIII
CONTENT DESIGNED FOR YOU
La implantación de la tecnología en todas las áreas de las empresas ha supuesto un antes y un después en el mundo de los negocios.
Los datos han llegado para quedarse.
¿Alguna vez te has parado a pensar en la evolución que ha sufrido la publicidad? Si echamos la vista atrás, podemos darnos cuenta de cómo ha cambiado el mensaje transmitido, el lenguaje, la comunicación… incluso los canales.
En el competitivo mundo empresarial actual, la búsqueda de financiación se ha convertido en una tarea esencial para las empresas.
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