The aims of this curricular unit are: provide a framework for academic and professional fields of intervention in the strategic and operational dimensions of Marketing; provide knowledge on the academic field of intervention and professional advertising, its techniques and its campaigns, as well as the context within the Marketing Strategy; build a Creative Plan and the inherent transformation of the Business Briefing into the Advertising Debriefing; apply the integrated knowledge surrounding the areas of intervention of Marketing and Advertising to the needs of context analysis, competition and market segmentation criteria, positioning, targeting and market repositioning.