As part of the visit, Professor Barutçu delivered the workshop entitled “Artificial Intelligence-Based Marketing: The Case of AI-Based Mobile Marketing”, which took place on 30th of April 2026 at ESTG. The session brought together students, academics, and members of the academic community interested in understanding the growing impact of AI technologies on marketing management and mobile marketing strategies.
Professor Süleyman Barutçu is a distinguished academic from the Faculty of Economics and Administrative Sciences at Pamukkale University. With an extensive international academic background and numerous publications in areas such as AI Marketing, Mobile Marketing, Consumer Behaviour, Customer Relationship Management, and Digital Communication, Professor Barutçu shared valuable insights into the opportunities and challenges associated with AI-driven marketing solutions.
The workshop explored the limitations of traditional marketing approaches and examined how Artificial Intelligence is transforming marketing practices through data analytics, automation, hyper-personalisation, and innovative mobile technologies. Particular attention was given to the role of AI in enhancing consumer engagement and improving operational efficiency in mobile marketing campaigns.
The initiative also contributed to strengthening international academic cooperation between P.PORTO and Pamukkale University. The mobility provided students with exposure to current global trends in AI-based marketing while creating opportunities for future research collaboration and knowledge exchange between both institutions.
Participants had the opportunity to explore practical applications of AI in marketing and advertising campaigns, including AI-based mobile applications developed through Quality Function Deployment and Kano models. The workshop further encouraged discussion on technological innovation, entrepreneurship, and emerging research areas in digital marketing.
This international mobility reflects ESTG’s continued commitment to fostering internationalisation, innovation, and academic excellence through collaboration with partner institutions worldwide.
