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
The micro-credential “Digital Marketing and Artificial Intelligence Applied to the Business Sector,” offered by the University of La Laguna, provides training to integrate digital marketing and artificial intelligence into business strategy. It covers strategic marketing planning, customer acquisition and retention, generative AI, content creation, and the use of AI tools applied to the business environment. Its objective is to develop skills to optimize business processes, personalize services, analyze results, and improve productivity and decision-making. It consists of 30 hours of instruction and 45 hours of independent work, equivalent to 3 ECTS credits, and is delivered online. The training is free and subsidized by the Tenerife Island Council through the MEDI FDCAN program.
- Acquire knowledge and skills to lead digital transformation in organizations through the strategic use of digital marketing and artificial intelligence.
- Design and execute digital marketing strategies aimed at customer acquisition and retention, as well as apply artificial intelligence techniques for service personalization and behavior prediction.
- Use digital tools with applied AI to optimize marketing processes, customer service, and operational management.
Interested individuals must complete the registration form and attach the required documentation to access the course. Please note that you can consult the program's admission requirements at the following link. link.
Documents to be submitted:
The following must be attached at the time of registration:
- Copy of identity document
- Certificate of residence in Tenerife, issued by the corresponding town hall, in case the residence on the island is not shown on the ID card.
- Copy of the degree or registration document.
- DARDE document proving registration with the Public Employment Service as an unemployed job seeker, a job seeker seeking pre-employment services, or a job seeker looking to improve their employment situation. If you are not registered as a job seeker (DARDE), you can consult the procedure. here.
Once we have verified that you meet the requirements, we will inform you if your registration is confirmed, if there are places available.
Academic program
Module 1. Strategic marketing plan and basic principles of marketing applied to the digital sector.
- SMART objectives: Definition of specific, measurable, achievable, relevant and time-bound objectives.
- Strategic Marketing Planning: How to set marketing goals aligned with the organization's objectives.
- Defining Strategies and Tactics: Selecting appropriate marketing strategies and tactics. Developing the Marketing Plan.
- Marketing Budget: Allocation of financial resources to marketing activities.
- Implementation Schedule and Calendar: Planning of key dates to implement the strategies.
- Measuring results: How to measure and evaluate marketing performance based on SMART objectives.
- 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 points above.
- Integration of AI into Strategic Business Planning.
- Lectures/expository method: presentation or explanation by the teaching staff.
- 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, 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.
- Objective tests (true/false, multiple choice, test-type, fill-in-the-blank, ordering, etc.): are measurement instruments that allow the evaluation of knowledge, skills,
performance, skills, etc. The answers are closed and objectivity is favored when correcting them. - Case studies, exercises and problems: tests in which students must solve problems in a reasoned manner, within a set time, and according to established criteria.,
the cases, exercises or problems posed by the teaching staff, with the aim of applying the knowledge acquired. - Written works, memoirs, internship reports, and projects: a document prepared on a topic or activity carried out, following the instructions established by the teaching staff.
- Oral presentation and defense of topics, works, etc.: oral presentation on a topic corresponding to the contents of the microcredential or on the results of a work, exercise, etc.
General information
Credits: 3 ECTS
Duration: November 23, 2026 to November 27, 2026
Teaching modality: On-line
The videoconference sessions will be held on November 23, 25 and 27 from 4:00 PM to 6:00 PM.
Location: Videoconferencing platform and virtual campus of the University of La Laguna
Valued at: €128.24
Employment Project subsidized by the Tenerife Island Council to support employment activities within the MEDI FDCAN program.
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
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.
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.
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.
