Certified Professional in Advertising Techniques (CPAT)

Course Overview
The Certified Professional in Advertising Techniques (CPAT) program offers a comprehensive pathway for individuals aiming to master advanced advertising skills and strategies. Designed for marketers, business owners, and advertising professionals, this course provides participants with the tools and insights necessary to excel in digital and traditional advertising landscapes.  By pursuing this program, you will prove to your employers that you have the knowledge and confidence to navigate modern marketing challenges in the best possible ways. 

Course Objectives
This CPAT program aims to equip participants with:

• A foundational understanding of both digital and traditional advertising strategies.
• Hands-on experience with media planning, ad targeting, and content creation.
• Skills in data-driven marketing, utilizing analytics to measure campaign success.
• Knowledge of emerging trends in advertising, including AI-driven marketing and programmatic advertising.
• Effective techniques to optimize ad budgets and improve audience engagement.

Course Outline
The CPAT course is organized into key modules to build a strong understanding of advertising fundamentals and advanced strategies:

1. Introduction to Advertising Principles
• Evolution of advertising
• Types and objectives of advertising
• Understanding the consumer journey
2. Digital Advertising Essentials
• Social media advertising platforms (Facebook, Instagram, LinkedIn)
• Pay-per-click (PPC) and Google Ads basics
• Display ads and retargeting
3. Traditional Advertising Channels
• Print, TV, and radio advertising
• Outdoor advertising strategies
• Integrating traditional media with digital campaigns
4. Content Creation and Branding
• Developing compelling ad copy
• Visual elements of ad campaigns
• Brand positioning and storytelling
5. Media Planning and Buying
• Budget allocation and ad placement
• Understanding media channels and costs
• Planning and executing a media campaign
6. Data Analytics and Performance Measurement
• Metrics and KPIs for ad campaigns
• Tools for tracking campaign performance
• Analyzing ROI and adjusting strategies
7. Advanced Techniques and Emerging Trends
• AI and machine learning in advertising
• Programmatic and native advertising
• Preparing for future advertising trends

Target Group
This program is ideal for:

• Advertising and marketing professionals looking to deepen their expertise.
• Entrepreneurs and business owners aiming to improve their promotional strategies.
• Content creators and social media managers seeking structured knowledge of advertising.
• Students and recent graduates pursuing careers in digital marketing or advertising.

Program Cost

• 5-Day Course: €3700
• 10-Day Course: €6500

The course is offered on multiple dates throughout the year. Custom dates are available upon request to meet the needs of companies and individual learners.

Organizers
The Geneva Institute of Business Management this course with its European partners.