15.3%
of marketing budgets are already allocated, on average, to AI initiatives, increasing the pressure to decide where to invest and how to generate returns.
Gartner CMO Spend Survey, 2026
Communication, Marketing and Sales
Martech & Data Enabled Business
Integrate data, AI, and strategic decision-making into Marketing
next edition 8 Oct 2026
duration 40 hours
study mode In person or online
language Portuguese
investment €2,000
why this program?
Making better marketing decisions requires understanding an ecosystem of data, AI and technology
30%
of CMOs report AI capabilities mature enough to scale, revealing a gap between investment and execution capability.
Gartner CMO Spend Survey, 2026
49%
of the Martech stack is effectively utilized, highlighting the challenge of activating the technology already available more effectively.
Gartner Marketing Technology Survey, 2025
16% → 36%
is the expected increase in the proportion of marketing work automated by AI between 2026 and 2028.
Gartner, 2026
who is it for?
Different backgrounds, shared challenges
Marketing Directors and CMOs
Leaders who need to integrate Martech, data and AI into strategy and make investment decisions with greater confidence.
Heads of Digital and Digital Managers
Professionals leading digital transformation who need stronger literacy in AI, data, platforms and technology architecture.
CRM, e-commerce and digital channel leaders
Professionals managing journeys, channels and platforms who want to understand how different technologies work together to support strategy.
Marketing and Digital professionals
Professionals with a strong grounding in marketing who want to strengthen the technology dimension of their profile.
Managers and strategic decision-makers
Leaders who need to understand technological complexity to make more informed decisions with teams, suppliers and partners.
what you will develop
Knowledge that translates into practice
Martech Strategy
Understand how data, technology and AI can support concrete marketing and business objectives.
Martech Stack Architecture
Understand the role of different technologies and build a coherent ecosystem, avoiding redundancy and isolated decisions.
CRM, CDP & Automation
Understand how data, CRM, CDP and automation enable customer and personalization strategies to be put into practice.
AI Applied to Marketing
Assess GenAI and agentic models through frameworks that consider value, architecture, security and efficiency.
Digital Analytics & Attribution
Interpret metrics and measurement models to connect marketing activity with business outcomes.
AI Governance and Sustainable Use
Integrate ethics, risk, compliance and responsible use of technological resources into marketing decisions.
why pbs?
4 reasons to choose this program
End-to-End Martech Stack Coverage
Eight modules covering GenAI, digital transformation, CDP, CRM, automation, cloud, e-commerce, AI ethics, and digital analytics in 40 hours.
Applied GenAI Component
GenAI use cases and experimentation throughout the program, from the opening module through to the final module, with metrics and analytics.
Faculty who decide and implement
Professionals with experience in Martech, AI, CRM, analytics, cloud, and digital transformation at Wise Pirates, Mibelle Group, and Ethiack.
Technology with governance
Decisions around AI and data are addressed alongside ethics, security, risk, regulation and the sustainable use of technology.
expected impact
Outcomes that translate into value
For you
Greater ability to turn marketing strategy into technology decisions, understanding where each solution adds value.
Stronger literacy across the Martech ecosystem to engage more effectively with technical teams, suppliers and partners.
Greater confidence in selecting and evolving the stack, considering maturity, integration, security and business priorities.
Greater ability to use AI and data responsibly, with attention to governance, measurement and sustainability.
For your organization
A Martech stack more closely aligned with strategy, with less redundancy across solutions and platforms.
Greater alignment between marketing and technology in decisions around digital transformation and customer experience.
More informed technology investments and greater ability to demonstrate impact and ROI.
Greater control over risk and governance in the use of AI, data and marketing technologies.
Apply to Martech & Data Enabled Business
Start your applicationCustomize this program for your team
Contact our Corporate Solutions team
international recognition
Rankings that reinforce our results.
Financial Times
Executive Education 2026 Worldwide
INSIGHTS
Martech in Perspective
Martech Stack, Data and AI: Three Challenges for Decision-Makers
Pedro Barbosa explores three key challenges for today’s managers: structuring the martech stack, integrating data, and using AI safely and strategically to support better business decisions.
learning journey
An integrated view of the Martech ecosystem
40 hours to understand how marketing, data, AI and technology work together, from strategic context and stack architecture to measurement, governance and execution.
– GenAI & Agentic: Use Cases & Frameworks8h · Pedro Barbosa
Frameworks for structuring the use of GenAI and agentic models in marketing, including channels, security, intelligence layers, resource management and principles of sustainable use.
– Digital & AI Transition & Maturity Models4h · Miguel Serrão
Assess digital maturity and plan the evolution of technology and AI.
– CDP, CRM & Automation4h · Gilda Luís
Orchestrate the customer journey through actionable data, CRM, CDP and automation.
– Cloud Fundamentals & Tech Trends4h · Rui Pinto
Technology fundamentals for understanding cloud and trends relevant to marketing decisions.
– AI-Driven Innovations in eCommerce4h · Rui Pinto
Apply AI to experience, conversion and growth in e-commerce contexts.
– Building a Scalable eCommerce Architecture: Cloud, SaaS & API Integration4h · Rui Pinto
Make architecture decisions around cloud, SaaS and API integration to support scalable digital platforms.
– AI Ethics & Risk Management4h · Ana Bicho
Ethics, governance, risk mitigation and the responsible and sustainable use of AI.
– Measurement & Digital Analytics8h · Pedro Barbosa and André Baptista
Critically interpret metrics, analytics and attribution models to guide decisions and assess outcomes.
how you will learn
Learn to make decisions in a complex technology ecosystem
Frameworks for AI decisions
Work with frameworks that help break down an AI solution and understand components such as channels, security, intelligence layers and resource management.
Diagnose your Martech ecosystem
Assess your organization’s digital maturity and technology stack to identify gaps, redundancies and priorities for evolution.
Real cases in marketing and technology
Explore decisions and challenges drawn from real-world contexts in Martech, CRM, AI, analytics, cloud and digital transformation.
Discussion among professionals
Compare approaches to stack, integration, AI, measurement and governance decisions with professionals from different organizations.
faculty
Program direction
Pedro Barbosa is an entrepreneur and digital strategy expert, with extensive experience in ecommerce, growth and organizational transformation in complex business environments. He served as General Manager at El Corte Inglés Portugal and led Digital and Ecommerce operations, after previous roles in digital transformation at Sonae. He is the founder of Play Growth and Wise […]
Faculty
LinkedIn — Ana BichoAna Bicho
Ana Bicho is an entrepreneur and strategic consultant, with a professional background focused on the intersection of technology, innovation and organizational performance, combining a strong problem-solving mindset with attention to human wellbeing. She holds an Engineering degree in Materials and Microelectronics, an MBA, a postgraduate degree in Sales Management and advanced training in Artificial Intelligence […]
André Baptista
André Baptista is co-founder of Ethiack and has 10 years of experience in ethical hacking. He is a guest lecturer at the University of Porto and has won several international awards for helping companies around the world fix more than 500 high-impact vulnerabilities. He recently earned the title of Most Valuable Hacker in a competition […]
Gilda Luis
Brand Management, Omnichannel Content Stratgey, External and Internal Communication, Media Relations, Events, CRM/Customer Centric, Digital Projects, Loyalty Programs and E-mail Automation, Product Design and Implementation, New Business, Leadership, Teaching and Certified Training. Related Programms 09 of march, 2027 Open Executive Program Strategic Planning Gestão e Estratégia Mode of study On campus Language Portuguese Duration 24 […]
LinkedIn — Miguel SerrãoMiguel Serrão
Miguel Serrão has over 20 years of experience in management, marketing, sales and digital strategy, with a career focused on business growth, brand development and team leadership in international environments. He began his career in marketing and sales consultancy and later joined Sonae Sierra as an International Brand Manager. He has held senior leadership roles […]
LinkedIn — Pedro BarbosaPedro Barbosa
Pedro Barbosa is an entrepreneur and digital strategy expert, with extensive experience in ecommerce, growth and organizational transformation in complex business environments. He served as General Manager at El Corte Inglés Portugal and led Digital and Ecommerce operations, after previous roles in digital transformation at Sonae. He is the founder of Play Growth and Wise […]
Rui Pinto
Rui Pinto is Chief Information Officer (CIO) and Chief Digital Officer (CDO) at Mibelle Group, where he leads global technology, digital transformation, and innovation initiatives, including the application of Artificial Intelligence in eCommerce platforms and digital operations. Throughout his career, he has focused on the intersection of technology, data, and business, leading projects related to […]
INVESTMENT & TERMS
Prepare your application
Admission is subject to availability, so we recommend submitting your application as early as possible.
- early bird 5% discountUp to 1 month before the program starts€1,900 Savings of €100
- last call Standard priceUp to 1 week before the program starts€2,000 Subject to availability
Admissions Team
Meet the Admissions team
Clarify any questions, assess how the program fits your professional path, and learn more about the application process, calendar, investment and next steps.
martech & data enabled business
The next edition starts on October 8. Your decision starts now.
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