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
• 7E- Planificar i organitzar el sistema de vendes i aplicar tècniques de venda personal, utilitzant instruments de promoció i comunicació

1. Introduction general

2. Understand the technological foundations of conversational AI, including natural language processing and automation.

3. Identify the role of chatbots and virtual assistants within marketing strategy and customer experience management.

4. Design conversational flows and dialogue scripts oriented to acquisition, retention, and customer service.

5. Evaluate the integration of chatbots in omnichannel environments and across the customer journey.

6. Assess usability, personalization, ethics, data protection, and service quality criteria in conversational solutions

• Rasa Open Source. Recuperat , a https://legacy-docs-oss.rasa.com/docs/rasa/
• Jurafsky, D. & Martin, J. H. (2024). Speech and Language Processing . web.stanford.edu,,

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
- EUM corporate EMAIL (x.x@eum.es)

In relation to the gender perspective, we will work on inclusive conversational design that avoids gendered or stereotyped bot personas and language (theme 4), and on accessibility of conversational interfaces for users with diverse needs (theme 6). Students will apply them in class activities and the individual assignment.
In relation to the SDGs, we will work on the topics SDG 9 Industry, Innovation and Infrastructure in theme 2 and 3, on conversational AI and NLP technologies. SDG 10 Reduced Inequalities in theme 6, on accessible and inclusive design of conversational solutions. SDG 12 Responsible Consumption and Production in theme 6, on the ethical use of AI in customer interactions. SDG 16 Peace, Justice and Strong Institutions in theme 6, on data protection and transparency in automated customer service. SDG 17 Partnerships for the Goals in theme 5, on omnichannel integration and collaboration across technology providers and platforms. Students will implement SDG 9, 10, 12, 16, and 17 in the individual assignment and final group project.
In relation to soft skills, we will work on creativity and communication design in theme 4, problem solving in theme 4 and 6, and critical thinking in theme 6. Students will apply them in class activities and the final group project.