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Marketing Advertising Training

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Arts, Design and Communication

Marketing

Marketing Advertising Training

For all levels

Marketing Advertising Training

Master every stage of modern advertising — from strategy and creative development to media planning and campaign analytics. This comprehensive training covers both traditional and digital channels, giving you the practical skills employers and clients demand. Whether you're starting out or leveling up, this course delivers real-world advertising expertise you can apply immediately.

Dedika for businesses

What you will learn:

You will learn how to build complete advertising campaigns from the ground up, starting with consumer behavior research and audience segmentation. You will develop campaign briefs, write persuasive copy, and plan integrated media mixes across digital and traditional channels. The course covers paid search, social media advertising, programmatic buying, and video formats in hands-on detail. You will also master campaign measurement, attribution modeling, and continuous optimization techniques. Advanced topics include influencer marketing, dynamic creative, retargeting strategies, and emerging technologies like AI and connected TV. By the end, you will be equipped to plan, execute, and report on advertising campaigns at a professional level.

How you study in practice Marketing Advertising Training

How you practice Marketing Advertising Training

For companies looking to train their teams

With Dedika for businesses, the course includes exercises and examples tailored to your own business and the way your company needs.

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Course Content

8 Chapters • 40 LessonsDuration between 4 and 360 hours (you decide)

Chapter 1See details

Foundations of Marketing Advertising

Lesson 1 • Advertising Defined and Its Purpose
Establishes what advertising is, how it differs from other promotion forms, and why businesses invest in it. Anchors all subsequent concepts in a shared vocabulary.
Lesson 2 • Key Stakeholders in Advertising
Identifies advertisers, agencies, media owners, and consumers as the four core players. Clarifies each party's role and how their interests interact.
Lesson 3 • Advertising Ethics and Regulation
Introduces truthfulness standards, consumer protection principles, and self-regulatory frameworks. Grounds students in responsible practice from the outset.
Lesson 4 • History and Evolution of Advertising
Traces advertising from print origins to digital dominance. Provides context for understanding why modern practices exist and how consumer expectations have shifted.
Lesson 5 • Types of Advertising Channels
Categorizes major advertising channels and their defining characteristics. Enables students to match channel strengths to specific campaign needs.

Chapter 2See details

Consumer Behavior and Audience Insight

Lesson 1 • Cultural and Social Influences on Advertising
Analyzes how culture, reference groups, and social norms shape message reception. Prepares students to adapt campaigns for diverse audiences.
Lesson 2 • Building Audience Personas
Guides students through constructing detailed fictional profiles representing target segments. Personas become the reference point for all creative and media decisions.
Lesson 3 • Consumer Decision-Making Process
Maps the stages from need recognition to post-purchase evaluation. Shows how advertising can intervene effectively at each stage.
Lesson 4 • Psychological Drivers of Ad Response
Examines motivation, perception, attitude, and memory as forces shaping ad effectiveness. Connects psychological theory directly to creative and media decisions.
Lesson 5 • Audience Segmentation Methods
Covers demographic, psychographic, behavioral, and geographic segmentation approaches. Equips students to divide markets into actionable, targetable groups.

Chapter 3See details

Advertising Strategy and Campaign Planning

Lesson 1 • Competitive and Market Analysis
Applies situational analysis tools to identify market position and competitive gaps. Informs strategic differentiation before creative work begins.
Lesson 2 • Campaign Budgeting Fundamentals
Covers percentage-of-sales, objective-and-task, and competitive-parity budgeting methods. Students allocate a sample budget across channels and phases.
Lesson 3 • Defining the Target Audience Strategy
Converts segmentation data into a prioritized audience strategy with primary and secondary targets. Bridges consumer insight work to campaign execution.
Lesson 4 • Setting Advertising Objectives
Distinguishes awareness, consideration, conversion, and loyalty objectives. Teaches students to write SMART advertising goals tied to measurable outcomes.
Lesson 5 • Crafting the Campaign Brief
Introduces the campaign brief as the strategic contract between client and agency. Students draft each brief section using real-world templates.

Chapter 4See details

Creative Development and Copywriting

Lesson 1 • Visual Communication in Advertising
Covers layout principles, color psychology, typography, and imagery selection. Equips students to brief designers and evaluate visual executions critically.
Lesson 2 • Advertising Copywriting Principles
Teaches headline writing, body copy structure, and calls to action across print, digital, and broadcast formats. Emphasizes clarity, brevity, and persuasive language.
Lesson 3 • Storytelling and Emotional Appeals
Examines narrative structures and emotional triggers that make advertising memorable. Students apply storytelling frameworks to their own campaign concepts.
Lesson 4 • Creative Testing and Iteration
Introduces concept testing, focus groups, and A/B copy testing to validate creative work. Teaches students to refine concepts based on structured feedback.
Lesson 5 • The Creative Brief and Ideation Process
Translates the campaign brief into a creative brief that guides concept development. Introduces structured ideation techniques to generate original ideas efficiently.

Chapter 5See details

Media Planning and Channel Selection

Lesson 1 • Traditional Media Channels
Evaluates television, radio, print, and out-of-home for audience delivery and cost efficiency. Guides students in selecting traditional channels based on campaign objectives.
Lesson 2 • Digital Media Channels
Covers paid search, display, social, video, and programmatic as the primary digital channels. Compares targeting capabilities and cost structures across each.
Lesson 3 • Media Buying and Negotiation Basics
Introduces direct buying, programmatic purchasing, and agency trading desks. Covers negotiation tactics for securing favorable rates and added value.
Lesson 4 • Media Planning Fundamentals
Defines reach, frequency, impressions, GRPs, and CPM as the core metrics of media planning. Establishes the vocabulary needed for all subsequent media decisions.
Lesson 5 • Integrated Channel Mix Strategy
Teaches how to combine channels for synergistic reach and message reinforcement. Students build a multi-channel media plan aligned to a campaign brief.

Chapter 6See details

Digital Advertising Execution

Lesson 1 • Video and Native Advertising
Covers in-stream, out-stream, and native ad formats along with production specifications. Teaches students to match video and native formats to funnel stages.
Lesson 2 • Social Media Advertising Platforms
Examines ad formats, audience targeting, and campaign objectives across major social platforms. Students configure a social ad set from objective to creative.
Lesson 3 • Tracking, Pixels, and Conversion Setup
Installs tracking pixels, configures conversion events, and sets up UTM parameters for attribution. Ensures every campaign element is measurable before launch.
Lesson 4 • Search Engine Advertising
Covers keyword research, match types, ad copy, quality score, and bidding strategies for paid search. Students build a complete search campaign structure.
Lesson 5 • Display and Programmatic Advertising
Explains demand-side platforms, real-time bidding, and audience data layers in programmatic buying. Students set up a display campaign with targeting parameters.

Chapter 7See details

Campaign Measurement and Analytics

Lesson 1 • Analytics Platforms and Data Sources
Introduces web analytics, ad platform dashboards, and third-party measurement tools. Students connect data sources to build a unified performance view.
Lesson 2 • Key Performance Indicators for Advertising
Defines and categorizes KPIs by funnel stage, from impressions to revenue. Teaches students to select the right metrics for each campaign objective.
Lesson 3 • Attribution Modeling
Compares last-click, first-click, linear, time-decay, and data-driven attribution models. Students evaluate which model best reflects their campaign's customer journey.
Lesson 4 • Return on Ad Spend Analysis
Calculates ROAS, CPA, and CLV to assess campaign profitability. Teaches students to benchmark results and identify underperforming placements.
Lesson 5 • Reporting and Stakeholder Communication
Structures performance reports for different audiences, from executives to media buyers. Students present findings with clear visualizations and recommendations.

Chapter 8See details

Campaign Optimization and Advanced Strategy

Lesson 1 • Strategic Campaign Review and Scaling
Conducts post-campaign reviews to extract learnings and inform future strategy. Teaches students to scale winning campaigns while managing diminishing returns.
Lesson 2 • Audience Retargeting Strategies
Designs retargeting sequences based on user behavior, funnel stage, and time elapsed. Students build segmented retargeting audiences with tailored messaging.
Lesson 3 • Personalization and Dynamic Advertising
Covers dynamic creative optimization, feed-based ads, and personalization at scale. Students configure a dynamic ad template using audience and product data.
Lesson 4 • Continuous Testing and Optimization
Establishes a systematic testing cadence for creative, targeting, and bidding variables. Teaches students to prioritize tests by potential impact and statistical validity.
Lesson 5 • Full-Funnel Campaign Architecture
Designs campaigns that address awareness, consideration, and conversion simultaneously. Students map creative assets and budgets to each funnel stage.

Certification

Your valid completion certificate

This course is for you:

Small business owner: wants to stop outsourcing ads without understanding the results.
Marketing coordinator: ready to move beyond execution and own campaign strategy.
Career changer: brings transferable skills and needs structured advertising knowledge.
Freelance content creator: looking to offer paid media services to brand clients.
Recent graduate: entering the job market and building a competitive advertising skill set.
PR professional: expanding into paid channels to complement earned media work.

What our students say

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