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.

Course Author:

Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.

In addition to her doctoral studies, Ms. Amoroso has served as an invited teacher, delivering courses on to wide range of students from undergraduate level to business students of professional and executives courses. Currently, at EIMT in Zurich, Switzerland, she lectures for doctoral students, offering advanced instruction in research design and methodologies, and in MTF Institute Ms. Amoroso is leading Product Development academical domain.

In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R&D activities, product development, strategic development, market analysis activities in wide range of companies. She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.

Alex Amoroso's extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.

With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.

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.