Estudia

• 3G- Saber elaborar i defensar arguments i resoldre problemes dins de l'àrea d'estudi, convertint un problema empíric en un objectiu d'investigació i plantejar conclusions
• 2E- Comprendre els processos i les funcionalitats d'un sistema de suport per a la presa de decisions, identificant els diferents conceptes i instruments del màrqueting
• 9E- Identificar les variables que generen valor en el mitjà online per planificar i controlar la informació empresarial a Internet, aplicant tècniques de recollida de dades online

1. Introduction to Artificial Intelligence in Marketing.

2. Data as the Raw Material of AI.

3. How AI Systems Learn.

4. Predictive, Recommendation and Personalisation Systems.

5. Generative AI, Prompting and AI-Generated Outputs.

6. AI Applied to Marketing: Automation, Decision-Making, Value and Risk.

• López de Mántaras, Ramon (2017). Inteligencia artificial. Madrid: CSIC. Catàleg
• Tejada Rodriguez, Roberto Segundo. (2026). Inteligencia Artificial. (1st ed.). UYCO: Editorial Mar Caribe Catàleg
• Crawford, Kate (2023). Atlas de IA : Poder, política y costes planetarios de la inteligencia artificial. (1st ed.). Barcelona: Ned Ediciones Catàleg
• Bermu´dez Va´zquez, Manuel. Sa´nchez Cotta, Agusti´n (2023). Tecnofilosofi´a : reflexio´n filoso´ficas, inteligencia artificial y ciencia (1st ed.). Madrid: Dikinson Catàleg
• Pérez-Ordóñez, Cristina. Vicente Domínguez, Aiída María de. Castro Higueras, Antonio (2025). Transformaciones culturales y comunicativas en la era de la inteligencia artificial ([1ª edición]). Valencia: Tirant humanidades Catàleg
• González Esteban, Elsa. Siurana, Juan Carlos (2024). Inteligencia artificial : concepto, alcance, retos ([1ª edición]). Valencia: Tirant humanidades Catàleg
• Barrio Andrés, Moisés. Castilla Barea, Margarita (2024). El reglamento europeo de inteligencia artificial ([1ª edición]). Valencia: Tirant lo Blanch Catàleg

Activitats d'avaluació:

ORDINARY CONTINUOUS ASSESSMENT:

Students’ performance will be assessed through the activities, exercises, tests, presentations and projects carried out during the semester:

• Participatory Sessions: 10%.

• Applied Exercises: 25%.

• Assessment Test: 20%.

• Student Presentation: 15%.

• Teamwork Project: 30%.

The Assessment test and the Teamwork Project will be recoverable, according to the lecturer’s instructions. The rest of the activities will not be recoverable, as they are linked to work carried out during the sessions, class dynamics, presentations, applied exercises or continuous assessment processes.

Activities not submitted will be graded as 0. Failure to submit a non-recoverable activity will not necessarily prevent the student from passing the course, provided that the minimum requirements are met and the final weighted average is equal to or higher than 5.0.

If the student does not pass this ordinary assessment, they may take the extraordinary assessment.



ORDINARY SINGLE ASSESSMENT:

• Theoretical-practical final assessment (100% of the grade).



EXTRAORDINARY ASSESSMENT: (ON-SITE AND NON-ON-SITE STUDENTS)

• Students who do not pass the ordinary assessment, or who did not take a previous assessment, must complete a theoretical-practical assessment covering all course contents, with a value of 100% of the grade.

Criteris específics de la nota «No Presentat»:
According to Universitat de Girona regulations, the grade “No Presentado” (“Not Presented”) exhausts the assessment call for the purposes established in the UdG regulations on permanence and progression in undergraduate studies.

Avaluació única:
THEORETICAL-PRACTICAL FINAL ASSESSMENT (100% of the grade).

Students who wish to follow the single assessment system (evaluación única) must request it within the period established by UdG/EUM.

*** The deadline to request the change to single assessment for first-semester courses in the 2026-2027 academic year is: 28-09-2026 ***

If single assessment is not requested within the indicated period, the student will remain in the continuous assessment system (evaluación continua).

Requisits mínims per aprovar:
To pass the course, students must obtain a minimum grade of 5.0 in the final weighted average.

In the continuous assessment system, students must also obtain a minimum grade of 5.0 in the Assessment test and in the Teamwork Project.

In the single assessment system and in the extraordinary assessment, students must obtain a minimum grade of 5.0 in the theoretical-practical final assessment.

Tutoring will be carried out by prior appointment, either on-site or online by videoconference, depending on the student’s needs and the lecturer’s availability.

To ensure proper management and follow-up of requests, tutoring and direct communication with the lecturer must be channelled exclusively through the EUM institutional email address: pablo.zuloaga@eum.es.

General course communication will take place in class and through Moodle. Students must make continuous and active use of Moodle, as assignments, presentations, materials, instructions, relevant course dates and other information necessary to follow the course will be published on this platform.

To ensure proper management and follow-up of queries, direct communication with the lecturer must be channelled exclusively through the EUM institutional email address: pablo.zuloaga@eum.es.