Essential disciplines for a Marketing Department in today's Data-Driven digital transformation landscape;
Profiles and skills for each area - Specialization or comprehensiveness?
What to outsource and what should be internalized?
How to adapt the team structure to the customer journey.
Effectiveness: what metrics, what impacts, and what tools should we use?
Case sharing and group work.

Have the ability to build, implement, evaluate and prioritize a marketing strategy focused on effectiveness, considering the Information Society in which we live and its impact on the relationship between brands and their audiences.
Develop the capacity for individual and group work.
Case studies.

Study and critical analysis of cases that won the “Prémios à Eficácia na Comunicação” in the previous year in different categories:
• Food & Beverage
• Health, Hygiene, Beauty and Home Care
• Consumer Durables
• Telecommunications & Media
• Financial Services & Insurance
• Distribution & Restoration
• Other Services and Public Administration
• Commerce & Shopper
• The power of good
• Data driven
Critical analysis and evaluation of cases in each of the evaluation dimensions of the Communication Effectiveness Awards.

Immersive session to present the cases built in the project discipline.
Evaluation and clearance of the winning cases with the evaluation model of the Communication Effectiveness Awards.

The current context of AI;
Applications of AI in marketing and communication;
The impact of AI on communication effectiveness;
Case studies.

Presentation and introduction of the objectives of the programme;
Know the context of effectiveness in communication;
Familiarize participants with the evaluation model of the “Prémios à Eficácia na Comunicação”.

Media planning focused on effectiveness;
Effectiveness monitoring framework;
The role of data and information;
Case studies;
Visit the media agency.

Development of applied communication projects focused on effectiveness;
Comprehensive creation of communication cases;
Construction of candidacy for the grand gala;
Preparation and presentation of cases.

Behind the numbers:
Fundamental principles of research and analytics;
Main research instruments available;
Audience measurement.
Beyond the numbers:
Introduction to impact assessment;
Good cases and bad cases.
Case studies.

Current context – volatility, uncertainty, complexity and ambiguity;
Consumers and their impact on Marketing and trend-setting;
Key trends and how they affect brand management;
How to capture, curate, navigate, and anticipate new trends.