Description

Welcome to course Professional Certificate in Marketing & Marketing Management 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 440 000 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.