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Free training from USP bets on data and artificial intelligence to empower professionals in marketing, with limited spots, remote access, and content applied to the current market, gathering metrics, automation, and data-driven strategies in a short-duration course.
The University of São Paulo has opened registrations for a free and fully online course focused on the strategic use of data and artificial intelligence in marketing.
The training, organized by the “Luiz de Queiroz” School of Agriculture (Esalq/USP), offers 10,000 spots and accepts candidates until May 25, 2026, with activities starting in the same month.
With remote access and no tuition fees, the course titled “Data-Driven Marketing and AI: From Strategy to Execution” will take place between May 20 and June 29, 2026, allowing participation from interested individuals from any region.
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The central proposal is to present fundamentals and practical applications of data analysis integrated into decision-making in contemporary marketing.
Course content of marketing with AI from USP
In structuring the program, Esalq prioritized an applied approach that seeks to bring technical concepts closer to corporate reality.
In this context, the course covers the transformation from traditional marketing to data-driven models, exploring how metrics have begun to guide strategic decisions in organizations.
Among the topics covered are fundamentals of marketing analytics and widely used indicators such as CAC, LTV, ROI, ROAS, and churn.
These concepts are associated with performance interpretation, allowing an understanding of how campaigns, channels, and commercial actions impact results in a measurable way.
Additionally, the content advances on the strategic use of data in audience segmentation, brand positioning, and defining value propositions.
The intention is to demonstrate how structured information can reduce uncertainties and make decisions more consistent, especially in competitive and dynamic environments.
The program also includes a practical introduction to artificial intelligence applied to marketing, addressing predictive models, experience personalization, process automation, and decision support.
In parallel, limits, risks, and governance aspects in the use of these technologies are discussed.
Target audience and application in the job market
Aimed at professionals in marketing, sales, business, and strategy, the course also includes managers, analysts, and entrepreneurs who wish to enhance their analytical capacity.
Although it does not require prior specific training, the proposal directly engages those who work in performance and results-oriented environments.
This direction accompanies a structural change in the market, where decisions increasingly depend on reliable data and technological tools.
At the same time, the demand for professionals capable of interpreting metrics and transforming information into consistent strategic actions is growing.
Another point of interest is the certification offered by USP/Esalq itself, conditioned on participation and performance in the proposed activities.
In short courses, this type of institutional recognition often influences enrollment, especially among professionals seeking quick updates.
What official data says about the course
Although the course announcement has circulated widely on portals and social media, some reproduced information does not match the data available on the university’s official pages.
The main difference involves the workload, which appears as 8 hours in Esalq’s system, not 104 hours.
Another point that requires attention concerns the schedule.
While some publications mention an immediate start in June, the official schedule indicates that activities begin on May 20, 2026, with live classes planned for that period.
The course concludes at the end of June, according to the institutional calendar.
There is also no confirmation, in the consulted official sources, about the existence of 100,000 registered participants.
The number disclosed by USP remains at 10,000 available spots, with no indication that this limit has been reached so far.
These differences may impact the expectations of those intending to enroll.
Format of classes and duration of the course
According to the MBA USP/Esalq page, the course is presented in a compact format, with two live classes held on May 20 and 27, always in the evening.
After these meetings, the content remains available for a limited time for review by enrolled participants.
The activities are conducted by Professor Eleonora Diniz, affiliated with the institution’s MBA in Marketing.
The professor has experience in areas such as digital transformation, innovation, information technology, and business strategy, which reinforces the interdisciplinary proposal of the course.
How to enroll in the free course from USP
The registration process occurs exclusively online, through registration in the USP system and filling out the requested data for enrollment.
The official deadline informed by Esalq runs from April 6 to May 25, 2026, although the MBA page indicates a closing date of May 26, a difference that requires direct verification in institutional channels before finalization.
After registration, the participant receives access to the platform where classes and supplementary materials will be made available.
As this is a diffusion course, there is no requirement for physical presence, and all participation occurs remotely, with access granted according to the schedule defined by the university.
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