Government Pavilion, C/ Padre Herrera s/n
Post Office Box 456
38200, San Cristobal de La Laguna
Santa Cruz de Tenerife - Spain
Switchboard Tel.: (+34) 922 31 90 00
Hours: Mon, 8:00 a.m. to 9:00 p.m.
Digital Marketing and Artificial Intelligence applied to the business sector
Digital Marketing and Artificial Intelligence applied to the business sector
Overview
This micro-credential is designed to equip participants with the key knowledge and skills to lead digital transformation processes in organizations through the strategic use of digital marketing and artificial intelligence. The program trains them to design and execute strategies focused on customer acquisition and retention, as well as to apply artificial intelligence techniques to personalize services and predict behavior. Furthermore, it promotes the use of AI-based digital tools to optimize marketing, customer service, and operational management processes.
- Acquire knowledge and skills to lead digital transformation in organizations
through the strategic use of digital marketing and artificial intelligence. - Design and implement digital marketing strategies focused on customer acquisition and retention, as well as
Apply artificial intelligence techniques for service personalization and prediction
behaviors. - Using digital tools with applied AI to optimize marketing processes,
customer service and operational management.
A university degree will not be required to access this micro-credential. However, the
or the student who wants to access must meet at least one of the following access requirements:
- Hold a high school diploma or equivalent.
- Hold a Higher Level Vocational Training qualification, preferably in related fields
marketing, administration, management, commerce, finance or similar. - Demonstrate a minimum of two years of professional experience in the field of marketing, sales,
customer service or operational management. - Be between 25 and 64 years of age at the start date of training.
Academic program
Module 1. Strategic marketing plan and basic principles of marketing applied to the digital sector.
Module contents:
● SMART Objectives: Definition of specific, measurable, achievable, relevant and
with defined deadlines.
● Strategic Marketing Planning: How to set aligned marketing goals
with the organization's objectives.
● Definition of Strategies and Tactics: Selection of marketing strategies and tactics
appropriate. Development of the Marketing Plan.
● Marketing Budget: Allocation of financial resources to marketing activities
marketing.
● Implementation Schedule and Calendar: Planning of key dates for
implement the strategies.
● Measuring results: How to measure and evaluate marketing performance based on
SMART goals.
● Continuous evaluation and adjustment: How to monitor and adjust the strategic plan as
The environment evolves.
Module 2. Introduction to Generative AI, and Multimodal Models
● History, key concepts, and main AI technologies.
● “AI-Driven” Organization: We will analyze how organizations are becoming
“AI-driven” by leveraging AI for data-driven decision making.
● The economic impact of AI on society.
● Introduction to textual interaction with generative AI (ChatGPT and GPT-4).
● Image creation with generative AI (DALL-E 3, Midjourney).
● Multimodal models.
● Impact of generative AI on productivity (Copilot, Duet).
● Smart searches (Bing Chat, Bard).
● Use cases in business verticals.
Module 3. AI Tools for Business Application Marketing and their Socioeconomic Impact. Use,
ethics, and privacy.
● Notable AI tools by marketing area: branding, content, advertising, and
marketing.
● Prompt engineering applied to the above points.
● Integration of AI into Strategic Business Planning.
The training activities to be carried out during the delivery of the micro-credential will be:
- Theoretical classes: expository, explanatory or demonstration sessions of the contents and
knowledge. - Practical classes: sessions of practical application of the content developed in the
theoretical classes, through the resolution of exercises, problems or theoretical-practical assumptions.
Regarding the way to organize the teaching to achieve the objectives set out in the micro-credential, the organizational modality summarized below will be followed:
- Lectures/expository method: presentation or explanation by the
faculty. - Seminars: completing exercises, solving problems or practical cases, others.
- Group work: group preparation of assignments, projects/reports.
- Evaluation: written, oral, and practical tests.
- Exhibitions, debates and presentation of works and projects: activities supervised by
the teaching staff. - Active methodologies: cooperative learning, project-based learning, classroom
Flipped classroom, service learning, game-based learning, case studies, problem-solving… These are aimed at making learning a participatory process and are based on student agency.
The microcredential will have an evaluation system (ES) based on the following evaluation tests:
- Objective tests (true/false, multiple choice, test-type, fill-in-the-blank, ordering, etc.): These are measurement instruments that allow for the evaluation of knowledge, skills, performance, aptitudes, etc. The answers are closed-ended, thus promoting objectivity during the scoring process.
- Case studies, exercises and problems: tests in which students must
To solve in a reasoned manner, within a given time, and according to the established criteria, the cases, exercises or problems posed by the teaching staff, with the aim of applying the knowledge acquired. - Works, memoirs, internship reports, written reports and projects: document
prepared on a topic or activity carried out, following the instructions established by the teaching staff. - Oral presentation and defense of topics, papers, etc.: oral presentation on a topic
corresponding to the contents of the microcredential or on the results of a work,
exercise or project, followed by discussion with the teachers. It can be done individually or in a group.
General information
Credits: 3ECTS
Duration: 20/04/2026 – 10/05/2026
Teaching modality: Virtual
Location: Virtual Campus of the University of La Laguna.
Valued at: €217.50
The cost of tuition for this Microcredential will be subsidized by the 'Plan for the development of university microcredentials', investment 6 of component 21 of the Addendum to the 'Recovery, Transformation and Resilience Plan', financed by the European Union – Next Generation EU, year 2025.
Short courses available in various formats (in-person, online, or hybrid). Ideal for learning without interrupting your professional life.
Content created and delivered by professionals and experts in the field, designed for immediate application.
Endorsed by the University of La Laguna. You will receive an official ECTS certificate, valid in the European Higher Education Area.
Teaching staff
He is currently a lecturer and researcher at the University of La Laguna, with extensive experience in marketing, communication, and market research. He has held management positions in companies such as GMR Canarias and Siete Delicatessen, among others.
With over 15 years of experience in the marketing and advertising sector, he holds three master's degrees specializing in Marketing Management, Sales Management, and E-commerce. He currently serves as operations director at the agency Mínima and is a tenured professor at various universities in Spain and Latin America.
Currently an illustrator and freelance art director; throughout his more than 20 years of experience, he has developed large-scale creativity and design projects in leading companies such as Havas Media, Comunica+A, La Despensa, or Leo Burnett, among others.
