The aim of this curricular unit is: To provide a framework for academic and professional fields of intervention levels of strategic and operational dimensions of Marketing; Provide knowledge on the academic and professional Advertising fields of intervention, their techniques and their campaigns, as well as their context within the Marketing Strategy for defining Creative Plans and the inherent transformation of the Business Briefing into the Advertising Debriefing; To provide integrated knowledge surrounding the Marketing and Advertising areas of intervention alongside the needs for context analysis, competition and market segmentation criteria, positioning, targeting and market repositioning.