USP Offers Free Online Course in Data-Driven Marketing and AI
The University of São Paulo's School of Agriculture (Esalq/USP) is accepting registrations for a free, fully remote course on using data and artificial intelligence in marketing. The course runs from May 20 to June 29, 2026, with 10,000 available spots and a registration deadline of May 25.
The course, titled "Data-Driven Marketing and AI: From Strategy to Execution," requires no prior technical background and targets marketing professionals, managers, analysts, and entrepreneurs.
What the Course Covers
The program moves from traditional marketing to data-driven decision-making. Participants will study key metrics including CAC (customer acquisition cost), LTV (lifetime value), ROI, ROAS (return on ad spend), and churn rates.
The curriculum also covers audience segmentation, brand positioning, and using structured data to reduce uncertainty in strategic decisions. A separate section addresses practical AI applications: predictive modeling, personalization, process automation, and decision support.
The course includes discussion of risks and governance in using these technologies, not just their applications.
Format and Instruction
Two live classes are scheduled for May 20 and May 27 in the evening. After these sessions, course materials remain available for review for a limited time. Professor Eleonora Diniz, who teaches in the MBA in Marketing program, leads the course.
All participation is remote. No physical attendance is required.
How to Register
Registration happens online through the USP system. The official deadline is May 25, 2026, though one university page lists May 26. Verify the exact deadline directly with USP before submitting your application.
After enrollment, you receive platform access to view live classes and supplementary materials.
Certification
USP/Esalq awards a certificate upon completion, contingent on participation and performance in course activities.
Learn more about data analysis and AI for marketing to supplement your training.
Your membership also unlocks:
