935 476 066
680 582 321Artificial Intelligence Applied to Marketing and Sales Course
Cases, government, and measurement
Details of the AI Applied to Marketing and Sales Course
Start: 6/10/2026
Duration: 4 days
Modality On-Site: 4 sessions from 6 pm to 9 pm (or Streaming)
Campus: Terrassa
Language: Spanish
This course teaches how to apply artificial intelligence to marketing and sales in a practical and responsible way. It helps participants first identify use cases where AI genuinely creates value and is feasible to implement; define clear rules for its use (AI governance), including roles, quality controls and risk management, based on recognised frameworks such as NIST and the OECD principles; measure real outcomes using tracking tools such as OKRs, KPIs and executive dashboards to assess improvements in productivity, conversion and sales; and ensure that all AI usage complies with regulations such as GDPR and TCF, enabling organisations to grow with AI without taking unnecessary risks.
The course helps organisations apply AI in marketing and sales to sell more and work more effectively, in a safe, measurable and responsible manner.
Euncet Business School's own degree.
Academic Information
Artificial Intelligence Applied to Marketing and Sales Course
CAMPUS:
Campus Terrassa
SPOTS:
20
DATE:
October 6, 8, 13 and 15.
PRICE:
420 €. Special price for workers of companies with an agreement or Alumni: 320€.
Format of the Artificial Intelligence in Marketing and Sales Course
4 DAYS
October 6, 8, 13 and 15.
12 HOURS
The training, lasting 12 hours, will be carried out in person at the Terrassa Campus or via streaming.
6 HOURS PER WEEK
The course is divided into 4 theoretical-practical sessions of 3 hours each, held in the afternoons from 6 p.m. to 9 p.m.
THEORETICAL-PRACTICAL TRAINING
The training combines analysis of real cases and the use of advanced AI-based tools applied to real business environments.
- CERTIFICATE OF PARTICIPATION
To obtain the course participation certificate, it is essential to have attended at least 75% of the scheduled sessions.
Modules of the Artificial Intelligence Applied to Marketing and Sales Course
Module 1: Overview and use cases with ROI in Marketing and Sales
- Adoption trends and impact in Marketing/Sales; areas of greater value.
- Case studies: customer insights, personalization and content, lead classification/qualification, sales assistants.
- Selection criteria: revenue potential/productivity, data analysis quality, risks, and technology dependence.
Module 2: AI Governance and Risks (NIST Frameworks and OECD Principles)
- NIST AI RMF: functions (GOVERN, MAP, MEASURE, MANAGE), basic controls and improvement cycle.
- OECD Principles: Trustworthy, human-centred AI with transparency and accountability.
- Internal policies: accountability, risk assessments, documentation, and ongoing QA (findings, biases, drift)
Module 3: Executive Measurement and Impact Dashboard (OKR/KPI)
- From hypotheses to OKRs and KPIs: effectiveness, efficiency, and safety (quality/consistency).
- Executive Dashboard: North Star + Outcome and Input Metrics; Lift reading and productivity.
- Decision ritual: criteria for scaling, iterating, or retiring use cases.
Module 4: Responsible Implementation and Compliance (TCF/GDPR)
- Data and consent: activation with the Transparency & Consent Framework (IAB Europe) and its relationship with measurement/segmentation.
- Good security and privacy practices in the value chain (suppliers, prompts, outputs).
- Capstone: 3-use case deployment plan with risk matrix, KPIs and policy pack.
Teaching Team
Artificial Intelligence Applied to Marketing and Sales Course
Objectives of the Artificial Intelligence Applied to Marketing and Sales Course
The AI applied to marketing course aims to providethe tools to make better decisions about the use of Artificial Intelligence.
You will learn to identify where AI generates real value, how to govern its use within the organization and how to measure its impact clearly for management, integrating criteria of risk, compliance and economic return.
By the end of the training, you will be able to:
- Select and prioritize AI cases in Marketing and Sales with value, viability, and ROI criteria.
- Design an internal governance framework (roles, policies, risks, and QA) aligned with NIST/OECD.
- Measure impact through OKRs/KPIs and executive dashboards, evaluating productivity, conversion, and revenue.
- Operate with compliance and good privacy and data practices (TCF/GDPR) in activations and measurement.
What will you find in our Artificial Intelligence Applied to Marketing and Sales Course?
This program is part of the artificial intelligence courses applied to marketing aimed at managerial profiles that need strategic criteria and executive vision.
Throughout the course you will learn how to work with advanced tools and AI Marketing tools to:
IDENTIFYING HIGH-IMPACT USE CASES
You'll discover how to prioritize AI projects based on their impact on revenue, productivity, and data quality, considering risks and technology dependency.
AI GOVERNANCE AND RISKS
You will learn how to apply quality controls, define internal roles and policies, and ensure compliance with the OECD principles of trustworthy AI.
EXECUTIVE MEASUREMENT AND IMPACT DASHBOARDS
You'll design clear OKRs/KPIs, create executive dashboards, and learn how to read lift, productivity, and revenue metrics to make strategic decisions.
COMPLIANCE AND DATA
You will learn how to activate and measure cases of applied AI in compliance with TCF/IAB and GDPR, and how to implement good security and privacy practices throughout the value chain.
Other Euncet Postgraduate Courses
Frequently Asked Questions
Artificial Intelligence in Marketing and Sales Course
The course is aimed at managers and middle managers in Marketing, Sales and Communication who seek to implement AI with real return, minimizing risks and complying with international standards of governance and ethics. It is also useful for professionals who want to incorporate predictive analysis and practical and measurable AI into their business strategies.
You will learn how to identify and prioritize high-value AI cases, design internal governance policies, measure impact using OKRs/KPIs and executive dashboards, and operate in compliance with GDPR and TCF/IAB. In addition, you will receive practical tools ready to apply in your campaigns, sales processes and marketing activations.
The course lasts 4 days, with sessions of 3 hours each (6:00 p.m. to 9:00 p.m.), and is taught in person at the Terrassa Campus of Euncet Business School. There is also the option to follow it on streaming.
The course allows you to implement AI in a safe, measurable and cost-effective way, improve the effectiveness of strategies and campaigns, make data-driven decisions and comply with international standards of governance and ethics. Participants gain a hands-on approach to AI that complements their skills in marketing, sales, and communication.
This course does not just focus on tools, but on how to decide, govern, and measure AI in marketing campaigns and sales with real business impact. You will learn to prioritise use cases by ROI, apply governance frameworks (NIST and OECD), and measure results with executive KPIs, also ensuring regulatory compliance (GDPR and TCF/IAB). It’s a practical and strategic approach, aimed at executives and real-life cases.
Xavier Fabregat
Executive Education and Corporate Training Advisor
