Professional Certificate in Design and Production of Advertising Material for Marketing Events

Submodule 1.1. The event as a marketing tool

Understand the role of launches, activations and roadshows in brand strategy.

Submodule 1.2. Campaign and event objectives

Define measurable awareness, acquisition and conversion objectives.

Submodule 1.3. The brand's creative brief

Interpret briefs from agencies and advertisers for events.

Submodule 1.4. Target audience and buyer persona

Profile audiences to shape messages and pieces.

Submodule 1.5. Touchpoint map

Identify moments before, during and after the event.

Submodule 1.6. Inventory of advertising materials

List printed, digital, promotional and set pieces.

Submodule 1.7. Campaign calendar

Plan the teaser, launch and follow-up phases.

Submodule 2.1. Creative idea and tagline

Develop a central concept and a memorable tagline for the campaign.

Submodule 2.2. Applying the brand identity

Adapt corporate brand guidelines to the event's pieces.

Submodule 2.3. Campaign key visual

Design the main image that ties all media together.

Submodule 2.4. Copywriting for events

Write headlines, calls to action and persuasive copy.

Submodule 2.5. Advertising hierarchy and composition

Arrange elements to grab attention in seconds.

Submodule 2.6. Advertising design tools

Work with Photoshop, Illustrator and InDesign in professional workflows.

Submodule 2.7. Presenting proposals to the client

Defend the campaign with mock-ups and a creative rationale.

Submodule 3.1. Brochures, flyers and leaflets

Design effective informational pieces for distribution at the event.

Submodule 3.2. Posters and billboards

Adapt the key visual to large format and outdoor advertising.

Submodule 3.3. POS displays

Design point-of-sale materials for brand activations.

Submodule 3.4. Roll-ups, photo walls and flags

Produce portable media for instant brand presence.

Submodule 3.5. Packaging and promotional kits

Design boxes and kits for guests, press and influencers.

Submodule 3.6. Corporate invitations

Create print and digital invitations for brand events.

Submodule 3.7. Vinyls and signage

Brand vehicles, shop windows and spaces with the campaign.

Submodule 4.1. Merchandise strategy

Select useful items aligned with the event's objectives.

Submodule 4.2. Branding techniques

Understand pad printing, screen printing, embroidery, laser engraving and sublimation.

Submodule 4.3. Promotional apparel

Customize T-shirts, sweatshirts and team uniforms.

Submodule 4.4. Sustainable merchandise

Choose recycled, local and long-lasting products.

Submodule 4.5. Managing promotional suppliers

Request samples, compare quotes and negotiate lead times.

Submodule 4.6. Stock control and distribution

Calculate quantities and organize distribution during the event.

Submodule 4.7. Product safety regulations

Check the markings and safety requirements of promotional items.

Submodule 5.1. Social media pieces

Design content for the event's organic and paid campaigns.

Submodule 5.2. Promotional video and teaser

Produce teaser and highlight video pieces.

Submodule 5.3. Animation and motion graphics

Animate the key visual for screens and social media.

Submodule 5.4. Event landing page

Design registration pages with forms and calls to action.

Submodule 5.5. Email marketing

Create invitation, reminder and thank-you sequences.

Submodule 5.6. Content for event screens

Prepare loops and content for video walls and stages.

Submodule 5.7. Interactive experiences and AR

Integrate filters, augmented reality and gamification into the campaign.

Submodule 6.1. Final artwork and prepress

Prepare files with color profiles, bleeds and special inks.

Submodule 6.2. Advertising print methods

Choose offset, digital, large format or screen printing for each piece.

Submodule 6.3. Materials and finishes

Select media, laminates, varnishes and die cuts.

Submodule 6.4. Proofs and quality control

Review color proofs and finishes before production.

Submodule 6.5. Coordinating with printers and workshops

Manage deadlines, deliveries and last-minute changes.

Submodule 6.6. Getting materials to the event

Organize the transport, storage and installation of materials.

Submodule 6.7. Sustainable production

Reduce print runs, reuse media and manage waste.

Submodule 7.1. Advertising materials budget

Prepare and control the design and production budget.

Submodule 7.2. Advertising regulations

Comply with the regulations on advertising, promotions and commercial communications.

Submodule 7.3. Image rights and intellectual property

Manage licenses for images, music, fonts and trademarks.

Submodule 7.4. Data protection in lead capture

Apply personal data regulations to forms and prize draws.

Submodule 7.5. Measuring campaign impact

Use QR codes, UTMs and coupons to measure response.

Submodule 7.6. KPIs and return on investment

Calculate ROI, cost per lead and the reach of the materials.

Submodule 7.7. Results report for the client

Present the campaign's results and lessons learned.

Submodule 8.1. Brief for a marketing event

Define the brand, type of event, audience and objectives.

Submodule 8.2. Creative concept and key visual

Develop the campaign's concept, tagline and main image.

Submodule 8.3. Plan of pieces and media

Select the mix of printed, digital and promotional materials.

Submodule 8.4. Designing the key pieces

Design the main pieces ready for production.

Submodule 8.5. Production and logistics plan

Specify suppliers, quantities, lead times and distribution.

Submodule 8.6. Budget and measurement plan

Calculate costs and define the campaign's KPIs.

Submodule 8.7. Presentation and defense

Pitch the campaign to the client agency-style.

Design the campaign and the complete package of advertising materials for a marketing event, including a key visual, production-ready pieces, a budget and KPIs.