Program Overview

Program Overview

The "Marketing Internetowy z wykorzystaniem narzdzi AI" (Internet Marketing with AI Tools) postgraduate program is designed to provide participants with in-depth knowledge of contemporary digital marketing and the applications of artificial intelligence in planning, implementing, and analyzing promotional activities.

Program Description

The program covers a wide range of topics related to digital marketing, including strategy, digital analytics, automation of communication, and content design using the latest AI technologies. Participants will learn about the mechanisms of the marketing ecosystem, tools for managing first-party data, and methods for personalizing messages and user paths in multi-channel campaigns.

Program Details

• The program focuses on the practical application of tools supporting advertising campaigns, SEO and SEM optimization, performance marketing activities, and the creation of content marketing strategies based on generative AI.
• It also includes modules on communication in social media, user experience (UX) design, and brand building in digital environments, using automation and analytical tools based on artificial intelligence.
• Important aspects of the program include digital security, data protection, compliance with regulations, and the ethical aspects of using AI in marketing communication.
• Participants will learn critical evaluation of technology, risk analysis, design of responsible marketing practices, and the implementation of processes consistent with the principles of ethics, transparency, and inclusivity.

Target Audience

The program is addressed to a wide range of individuals involved in marketing, communication, and business development who want to practically use AI tools in the digital environment. This includes specialists in marketing, PR, digital communication, social media, and content marketing who wish to enhance their competencies in automation, analytics, and modern technologies.

Program Structure

• The program lasts 2 semesters (from March 2026 to February 2027).
• It is conducted in a non-stationary (weekend) mode, in the form of lectures, workshops, and practical projects.
• The program includes modules implemented with the participation of industry experts and representatives of the technology sector.

Admission Requirements

• Completed first- or second-degree studies.
• The admission decision is based on the order of applications.
• The number of places available is 30.

Tuition Fees

• The tuition fee is 9,000 PLN, payable in two equal installments: 5,000 PLN for the first semester and 4,000 PLN for the second semester.

Required Documents

• Application form.
• Diploma of higher education (for inspection, to certify its copy as consistent with the original).
• Declaration of familiarity with the Regulations of postgraduate studies at AGH.
• Confirmation of payment for the first semester of postgraduate studies, no later than 14 days before the start of didactic classes.

Graduate Profile

Graduates of the "Marketing Internetowy z wykorzystaniem narzdzi AI" program possess up-to-date, interdisciplinary knowledge in the field of digital marketing, information technology, data analysis, and communication automation. They understand the processes occurring in the digital environment and can use modern AI tools to design and implement data-based marketing campaigns.

Graduate Competencies

• Knowledge of the principles of algorithms of artificial intelligence used in marketing, recommendation systems, advertising platforms, and generative tools.
• Ability to plan and conduct integrated marketing campaigns using automation, personalization, and real-time data analysis.
• Ability to critically evaluate the quality of data, AI-generated content, and analytical results.
• Ability to independently select and configure AI-based marketing tools.
• Ability to create and manage digital content (text, visual, audio-visual) generated using artificial intelligence, in accordance with ethical and legal principles.
• Understanding of the social, legal, and cultural consequences of using AI technology in marketing communication.
• Preparedness to work in interdisciplinary teams, including startup environments, advertising agencies, technology companies, and B2B and B2C units.
• Leadership and project competencies enabling management of teams implementing AI solutions in marketing.

Potential Career Paths

• Digital marketing specialist.
• Manager of advertising campaigns with AI tools.
• Marketing data analyst.
• AI content designer / AI marketing designer.
• Consultant for digital transformation in the field of marketing.
• Marketing strategist in companies implementing communication automation.