Professional Certificate in Marketing and Advertising

Professional Certificate in Marketing and Advertising, Professional Certificate in Marketing and Advertising by MTF Institute.

Course Description

Welcome to course Professional Certificate in Marketing and Advertising by MTF Institute

Course provided by MTF Institute of Management, Technology and Finance

MTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas: Business & Administration, Science & Technology, Banking & Finance.

MTF R&D center focused on research activities at areas: Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.

MTF is the official partner of: IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry, and resident of the incubator “The Fintech House of Portugal”.

MTF is present in 208 countries and has been chosen by more than 400 000 students.

What is Marketing?

  • Definition: Marketing is the process of identifying customer needs, creating products or services that fulfill those needs, and communicating the value of those offerings to potential customers.
  • Focus: Marketing focuses on getting the right message to the right audience, ultimately driving interest and sales.
  • Key Activities:
    • Market research
    • Product development
    • Brand building
    • Advertising and promotions
    • Content creation
    • Customer relationship management

What is Marketing Management?

  • Definition: Marketing management is the strategic and operational process of planning, organizing, implementing, and controlling an organization’s marketing resources and activities.
  • Focus: Marketing management aims to create a cohesive marketing plan, optimize resource allocation, and measure the effectiveness of marketing initiatives.
  • Key Activities:
    • Developing marketing strategies and plans
    • Setting marketing budgets
    • Managing marketing teams
    • Overseeing marketing campaigns
    • Analyzing marketing performance (tracking metrics and ROI)
    • Making adjustments to strategies as needed

The Relationship Between Marketing and Marketing Management

Think of marketing as the actions you take to promote your business, and marketing management as the overarching system to plan, execute, and refine those actions strategically.

Here’s a simple analogy:

  • Marketing is like cooking a delicious meal. It involves finding the right recipe (products/services), sourcing the best ingredients (market research), and carefully preparing the dish (advertising, promotions).
  • Marketing Management is like being the head chef. They devise the overall menu (marketing strategy), manage the kitchen staff (marketing teams), ensure the budget is efficient, and keep track of customer feedback (measuring results) to perfect future meals.


Advertising is a form of communication that aims to promote or sell a product, service, or idea. Its purpose is to reach and persuade a target audience through various channels and mediums. The ultimate goal is to create awareness, generate interest, and influence consumer behavior. Advertisements can take many forms, including print ads, radio and TV commercials, online banners, social media posts, billboards, and more. The key elements of advertising include a compelling message, a target audience, and the choice of appropriate media for distribution.

Advertising Management:

Advertising management involves planning, executing, and overseeing an organization’s advertising activities. It is a strategic process that requires making decisions about various aspects of advertising campaigns to achieve specific marketing objectives. Key components of advertising management include:

Strategic Planning: Identifying goals, target audiences, and the overall message to be conveyed. This phase involves market research and analysis to understand consumer behavior and market trends.

Media Planning: Selecting the most effective channels and platforms to reach the target audience. This includes choosing between traditional media (TV, radio, print) and digital media (online ads, social media, email marketing).

Creative Development: Crafting the content and visuals of the advertisements. This includes writing compelling copy, designing visuals, and ensuring consistency with the brand’s messaging and identity.

Budgeting: Allocating financial resources for advertising campaigns. This involves determining how much money to spend on each campaign and allocating funds to different media channels.

Execution: Implementing the advertising plan, which includes negotiating with media outlets, launching campaigns, and monitoring their progress.

Evaluation and Analysis: Assessing the effectiveness of advertising campaigns through various metrics and Key Performance Indicators (KPIs). This involves analyzing consumer response, sales data, and other relevant factors to measure the campaign’s success.

Adjustment and Optimization: Based on the evaluation, advertising management may involve making adjustments to future campaigns. This could include refining the target audience, adjusting messaging, or reallocating budget to more successful channels.

Effective advertising management requires a combination of creativity, market knowledge, and analytical skills. It plays a critical role in helping organizations connect with their target audience, build brand awareness, and achieve marketing objectives. The field is dynamic, with professionals adapting to changes in consumer behavior, technology, and media trends to stay ahead in the competitive landscape.

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