Estudia

• 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
• 6E- Planificar, organitzar i controlar l'elaboració i el desenvolupament del pla de 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

2. Understand the strategic and operational foundations of marketing automation and personalization in digital environments.

3. Identify the main marketing automation platforms and their ecosystem (CRM systems, email service providers, lead management tools, customer data platforms).

4. Analyze advanced audience segmentation techniques and the construction of dynamic buyer personas based on behavioral and transactional data.

5. Design trigger-based campaigns and lead nurturing workflows aligned with the stages of the customer journey.

6. Apply data-driven personalization techniques to deliver dynamic content across email, web, and other digital channels.

7. Evaluate lead scoring models to qualify, prioritize, and route commercial opportunities to sales teams.

8. Interpret automation metrics, A/B testing results, and ROI calculations to assess and optimize campaign performance.

9. Assess the ethical, legal, and data protection implications of automated and personalized marketing practices.

10. Develop critical thinking skills for designing efficient, scalable, and responsible marketing automation strategies for acquisition, conversion, and retention.

• mautic. Recuperat , a mautic.org
• Yankovets, T. (2024). Digital marketing automation. Scientia Fructuosa,,, . Recuperat , a 10.31617/1.2024(154)06
• Puntoni, S. et al. (2021). Consumers and Artificial Intelligence: An Experientia. Journal of Marketing,,

Activitats d'avaluació:

Ordinary Continuous Assessment

This assessment is intended for on-campus students. Students' performance will be assessed through the completion of case studies, exercises, and coursework undertaken throughout the semester by means of:

- Case study analysis and problem-solving exercises (10% of the final grade)
- Individual coursework assignments (30% of the final grade)
- Group coursework assignments (30% of the final grade)
- Final theoretical and practical examination (30% of the final grade)

Minimum requirements to pass: To pass the continuous assessment, students must obtain both (i) a weighted average of at least 5.00/10 across all assessment components and (ii) a minimum mark of 5.00/10 in the final theoretical and practical examination. Students who do not pass this assessment may resit the examination during the extraordinary examination period.

Ordinary Single Assessment

This assessment is intended for both non-attending students and those who have opted for the single-assessment system (thereby waiving continuous assessment). It consists of a single theoretical and practical examination covering all course content and accounts for 100% of the final grade. Students who do not pass this assessment may resit the examination during the extraordinary examination period.

Minimum requirements to pass: Students must obtain a minimum mark of 5.00/10 in the theoretical and practical examination.

Extraordinary Assessment

Students (both on-campus and non-attending) who have not passed the ordinary assessment, whether under the continuous or the single-assessment system, must take a theoretical and practical examination covering all course content. This examination accounts for 100% of the final grade.

Minimum requirements to pass: Students must obtain a minimum mark of 5.00/10 in the theoretical and practical examination.

Criteris específics de la nota «No Presentat»:
According to regulations of the University of Girona:
The qualification of "Not Presented" exhausts the qualification call for the purposes provided for in the regulations for Permanence and progression in undergraduate studies of the University of Girona.

Avaluació única:
The final assessment will be taken by both non-attending students and those who have opted for the single-assessment system (thereby waiving continuous assessment). It will consist of a theoretical and practical examination covering all course content and will account for 100% of the final grade. Students who do not pass this examination may retake it during the resit examination period.

Students who believe they are unable to participate in the ordinary continuous assessment due to unavoidable work-related commitments (excluding external internships), long-term health problems, serious family circumstances, or significant academic difficulties may apply for the course's single-assessment option. Applications must be submitted through the online student administration system, together with the relevant supporting documentation, no later than 28 September 2026 (first semester) or 11 February 2027 (second semester).

Requisits mínims per aprovar:
Minimum requirements to pass: Students must obtain a minimum mark of 5.00/10 in the theoretical and practical examination.

The tutorials will be held on Tuesdays or Thursdays between 14h to 15h in Espai coEUM, c/ Consell de Cent, 143. 08015 Barcelona.
Students should send an email to request for an appointment. Group appointment also is possible.

The means of communication that will be used are the following:
- MOODLE (schedules, information on activities/work, resources, etc.) communications of any new developments or variations in the programming.
- MOODLE MESSAGE reminders of deliveries and any necessary communications
- Email to professor by mani.tahriri@eum.es
- EUM corporate EMAIL (x.x@eum.es)

Throughout the course, several of the Sustainable Development Goals (SDGs) will be addressed, including, among others, those relating to gender equality, decent work and economic growth, and reduced inequalities.

A gender perspective will also be integrated into the delivery of the course. In addition, a range of transversal competencies (soft skills) will be developed, including resilience, critical thinking, commitment, integrity, empathy, teamwork, a growth mindset, lifelong and independent learning, communication, creativity and innovation, data analysis, courtesy, flexibility, conflict management, problem-solving, and negotiation.