• Module 1: Marketing Management
• Module 2: Branding & Brand Management
• Module 3: Advertising & Advertising Management
• Module 4: PR and PR Management
• Module 5: Strategy
• Advertising Strategy
• Advertising Budget
• Evaluation of the Effectiveness
• Media Planning
• Advertising Models
• Advertising Agencies
• PR tasks, competencies
• PR strategy
• Research tools in PR
• Content & media material in PR
• Media relations in PR
• Crisis management
• Planning, measurement, ethics

Welcome to course: Mini MBA in Marketing by MTF Institute

Course Modules:

Module 1: Marketing Management

Module 2: Branding & Brand Management

Module 3: Advertising & Advertising Management

Module 4: PR and PR Management

Module 5: Strategy

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 380,000 students.

Public Relations (PR) is a strategic communication process that organizations, individuals, or brands use to build and maintain positive relationships with their target audience, stakeholders, and the public. The goal of PR is to create a favorable image, enhance reputation, and manage perceptions through various communication channels.

PR Management involves planning, executing, and monitoring communication strategies to achieve specific objectives, such as promoting a product, managing a crisis, or building brand awareness. It encompasses activities like media relations, event planning, social media management, and crisis communication.

Learning about PR is crucial for companies and managers for several reasons:

1. Building and Maintaining Reputation: A positive public image is essential for the success of any organization. PR helps in shaping public perception and building a strong, favorable reputation.

2. Effective Communication: PR teaches effective communication strategies that allow organizations to convey their messages clearly and persuasively, fostering understanding and positive relationships with the audience.

3. Crisis Management: In times of crisis, effective PR can help minimize damage to a company’s reputation. Understanding how to handle and communicate during crises is a vital skill for managers.

4. Media Relations: PR equips managers with the skills to interact with the media, ensuring that their messages are accurately portrayed in news outlets and other public platforms.

5. Brand Building: PR plays a significant role in brand building by creating and maintaining a consistent brand image. It helps in differentiating a company or product in a competitive market.

6. Stakeholder Engagement: Understanding PR is crucial for engaging with various stakeholders, including customers, employees, investors, and the community. It fosters positive relationships and loyalty.

For managers in different domains, PR knowledge supports career development by:

1. Enhancing Leadership Skills: PR skills contribute to effective leadership by providing managers with the ability to inspire and motivate teams, especially during challenging times.

2. Building Relationships: PR fosters relationship-building skills, which are essential in managerial roles for collaborating with internal teams, external partners, and stakeholders.

3. Strategic Decision-Making: PR knowledge enables managers to make informed and strategic decisions regarding communication, marketing, and overall organizational strategy.

4. Adaptability: In a dynamic business environment, PR skills help managers adapt to changing circumstances, especially in the face of crises or challenges.

5. Career Advancement: Managers with PR expertise are often better positioned for career advancement, as they can contribute to the overall success and positive image of the organizations they work for.

In summary, learning about PR is crucial for companies and managers as it helps in building and maintaining a positive public image, fostering effective communication, managing crises, and supporting overall career development in various domains.

Advertising:

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.

Mini MBA programs have gained significant popularity in recent years as a valuable educational option for both employers and experts seeking to enhance their careers or start their own businesses. These condensed, focused programs offer a taste of traditional MBA coursework without the time and financial commitments required by full-length MBA programs. Here’s why Mini MBA programs are important for building careers and businesses:

1. Skill Enhancement: Mini MBA programs provide participants with a comprehensive understanding of key business principles, such as finance, marketing, strategy, and leadership. This knowledge equips individuals with the skills necessary to excel in their current roles or transition into new ones. Employers can benefit from employees who possess a broader skill set and can contribute more effectively to the organization’s success.

2. Cost-Effective: Mini MBA programs are typically more affordable than full-length MBA programs, making them accessible to a wider range of professionals. This affordability allows individuals to invest in their education without incurring substantial debt, making it a viable option for those looking to advance their careers or start their own businesses.

3. Time Efficiency: Many professionals cannot commit to the two-year duration of a traditional MBA program due to work and personal commitments. Mini MBA programs are designed to be completed in a shorter time frame, often a few months, making it possible for individuals to balance their education with their existing responsibilities.

4. Networking Opportunities: Mini MBA programs often bring together a diverse group of professionals from various industries and backgrounds. This diversity fosters valuable networking opportunities, enabling participants to connect with peers, instructors, and industry experts. Building a strong professional network can open doors to new career opportunities and potential business collaborations.

5. Entrepreneurial Skill Development: Mini MBA programs are particularly beneficial for aspiring entrepreneurs. They offer insights into business planning, finance, marketing, and strategy – all critical aspects of launching and running a successful business. Entrepreneurs can use the knowledge gained from a Mini MBA program to make informed decisions and navigate the complexities of entrepreneurship.

6. Adaptability and Continuous Learning: In today’s rapidly changing business landscape, adaptability and continuous learning are essential. Mini MBA programs provide participants with up-to-date knowledge and skills that can help them stay relevant and competitive in their careers. Employers value employees who are committed to ongoing learning and development.

7. Career Advancement: For employees looking to advance within their organizations, a Mini MBA can be a valuable asset. It demonstrates a commitment to professional growth and can make individuals more competitive for promotions and leadership positions.

8. Confidence Building: Mini MBA programs can boost the confidence of both employees and aspiring entrepreneurs. Knowing that you have a solid foundation in business concepts and strategies can empower you to take on new challenges and seize opportunities.

Mini MBA programs offer a cost-effective, time-efficient, and comprehensive way for both employers and experts to enhance their skills, advance their careers, and build successful businesses. Whether you are seeking career growth within an organization or aiming to launch your own venture, a Mini MBA program can provide the knowledge and confidence needed to achieve your goals in the dynamic world of business.

Who this course is for:

• For anybody who want to build career at Marketing, Public Relations and Advertising
• Public Relations (PR) is a strategic communication process that organizations, individuals, or brands use to build and maintain positive relationships with their target audience, stakeholders, and the public. The goal of PR is to create a favorable image, enhance reputation, and manage perceptions through various communication channels. PR Management involves planning, executing, and monitoring communication strategies to achieve specific objectives, such as promoting a product, managing a crisis, or building brand awareness. It encompasses activities like media relations, event planning, social media management, and crisis communication.
• Learning about PR is crucial for companies and managers for several reasons: Building and Maintaining Reputation: A positive public image is essential for the success of any organization. PR helps in shaping public perception and building a strong, favorable reputation. Effective Communication: PR teaches effective communication strategies that allow organizations to convey their messages clearly and persuasively, fostering understanding and positive relationships with the audience. Crisis Management: In times of crisis, effective PR can help minimize damage to a company’s reputation. Understanding how to handle and communicate during crises is a vital skill for managers. Media Relations: PR equips managers with the skills to interact with the media, ensuring that their messages are accurately portrayed in news outlets and other public platforms. Brand Building: PR plays a significant role in brand building by creating and maintaining a consistent brand image. It helps in differentiating a company or product in a competitive market. Stakeholder Engagement: Understanding PR is crucial for engaging with various stakeholders, including customers, employees, investors, and the community. It fosters positive relationships and loyalty.
• For managers in different domains, PR knowledge supports career development by: Enhancing Leadership Skills: PR skills contribute to effective leadership by providing managers with the ability to inspire and motivate teams, especially during challenging times. Building Relationships: PR fosters relationship-building skills, which are essential in managerial roles for collaborating with internal teams, external partners, and stakeholders. Strategic Decision-Making: PR knowledge enables managers to make informed and strategic decisions regarding communication, marketing, and overall organizational strategy. Adaptability: In a dynamic business environment, PR skills help managers adapt to changing circumstances, especially in the face of crises or challenges. Career Advancement: Managers with PR expertise are often better positioned for career advancement, as they can contribute to the overall success and positive image of the organizations they work for. In summary, learning about PR is crucial for companies and managers as it helps in building and maintaining a positive public image, fostering effective communication, managing crises, and supporting overall career development in various domains.
• Advertising: 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.