Data Science and AI in Marketing

Program Overview

Data Science and AI in Marketing

Course Description

The Data Science and AI in Marketing Course is designed to equip students with the advanced knowledge and skills necessary to navigate the dynamic intersection of data science, artificial intelligence, and marketing strategies. This comprehensive program delves into the cutting-edge techniques that harness the power of data-driven insights and AI-driven innovations to revolutionize marketing decision-making and elevate the customer experience.

Learning Outcomes

• Data-Driven Marketing Foundation:
  • Understand the fundamentals of data collection, storage, and management as they relate to marketing initiatives.
  • Explore techniques to ethically source, handle, and protect customer data.
• Data Preprocessing for Marketing Insights:
  • Delve into the art of transforming raw data into actionable insights.
  • Learn techniques for cleaning, structuring, and preparing data for analysis.
• Predictive Modeling for Marketing:
  • Discover the power of predictive analytics in anticipating customer behavior and trends.
  • Master the skills required to build accurate models that inform strategic marketing decisions.
• AI-Powered Recommendation Systems:
  • Explore the mechanics behind recommendation engines, a hallmark of modern marketing strategies.
  • Learn to develop personalized and effective recommendation systems that enhance customer engagement and loyalty.
• Optimizing Marketing Strategies:
  • Dive into the realm of marketing optimization through AI.
  • Understand how to leverage algorithms to fine-tune campaigns, allocate resources efficiently, and maximize returns on marketing investments.
• Ethics and Privacy in AI Marketing:
  • Grasp the ethical implications of using AI and data in marketing contexts.
  • Examine privacy concerns, data security, and the responsible use of AI-powered tools.

Course Features

• Level: Master
• Duration: 18 Hours
• Language: English
• Semester: Spring
• Study Mode: on-campus
• Schedule: View

Assessment

Project-Based Learning Methodology at ESEI

ESEI employs a project-based learning and assessment methodology across all modules taught in our master programmes. This innovative approach means students collaborate in groups to develop projects that demand creativity, teamwork, and problem-solving abilities.

The Advantages of Project-Based Learning

The primary advantage of this method is that by the time students graduate, they will have compiled a portfolio of work. This portfolio will be directly relevant to their future roles, whether as employees or business owners, showcasing their hands-on experience and skills.

Project Format and Teacher Involvement

Project formats vary and are at the discretion of the instructor. Projects can take the form of case studies, written reports, videos, role-playing activities, podcasts, or any other medium that effectively communicates the students’ ideas. Teachers are responsible for creating project briefs and monitoring team progress with regular updates and check-ins.

Assessment Criteria

• GROUP Project Submission (40%)
• INDIVIDUAL Project Submission (20%)
• GROUP Presentation of the Project and Q&A (20%)
• Class Participation (20%)

Faculty

Cassio Volcan

Cassio Volcan is a distinguished leader in the software and embedded engineering sector, boasting over 14 years of comprehensive experience complemented by more than 8 years in leadership roles, including CTO, Head of Development/Engineering, Tech Lead, and Engineering Manager. His profound expertise encompasses the entire spectrum of software development and testing, with a particular focus on architecting and implementing real-world solutions across a diverse client base.

Professional Background

Casio’s career is marked by significant achievements in developing and testing both Cloud-based and Embedded Systems, demonstrating his versatility and innovative approach to solving complex engineering challenges. His expertise extends to a variety of industries, including medical, automotive, offshore, digital signage, aerospace, and industrial fields, showcasing his ability to adapt and excel in multiple technological environments.

Core Expertise of Cassio Volcan

With a deep understanding of Cloud technologies, software architecture, and real-time software development, Casio excels in creating solutions tailored to the specific needs of clients in sectors as varied as medical and automotive devices, consumer electronics, and industrial controls. His specialization in firmware development, IEC60601, and MISRA C standards, coupled with his skills in reverse engineering and software process improvement, further establish him as an expert in his field.

Teaching Specialties of Cassio Volcan

As an educator, Cassio Volcan focuses on sharing his extensive knowledge in software and embedded engineering, cloud computing, and system architecture. His courses are designed to equip students with the practical skills and theoretical understanding necessary to navigate and succeed in the highly technical and evolving engineering landscape. Through his teaching, Cassio Volcan emphasizes the importance of addressing real client needs, engineering management, and the application of industry standards and practices.

Impact on Students

Cassio Volcan’s impact on students goes beyond imparting technical knowledge; he inspires a generation of engineers to approach problem-solving with creativity, precision, and a deep sense of responsibility towards the real-world applications of their work. His dedication to excellence in engineering and leadership prepares students for the challenges of developing technology in critical and diverse fields, encouraging them to strive for innovation and quality in their future careers.