Why study at TECH?

Training that will elevate your skills to the highest professional level, with up-to-date information on the latest business techniques and approaches"

Why study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"     

At TECH Technological University

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Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus. 

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  
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The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high... 

95% of TECH students successfully complete their studies.
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Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.

100,000+ executives trained each year, 200+ different nationalities.
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Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.    

500+ collaborative agreements with leading companies.
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Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

 

Show the world your talent after completing this program. 
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Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities. 
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Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique: 

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Analysis 

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.    

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Academic Excellence

TECH offers students the best online learning methodology. The university combines the Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.      

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Economy of Scale

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.   

At TECH you will have access to Harvard Business School case studies" 

Structure and content

The Advanced Master’s Degree in Digital Business Management is a tailor-made program that is taught in a 100% online format so that you can choose the time and place that best suits your availability, schedule and interests. 

A program that takes place over 24 months and is intended to be a unique and stimulating experience that lays the foundation for your success as a digital business manager and entrepreneur. 

We put all our resources at your disposal to help you achieve professional success" 

Syllabus

The Advanced Master’s Degree MBA in Digital Business Management of TECH Technological University is an intensive program that prepares you to face challenges and business decisions at both national and international levels. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 3,000 hours of study, you will analyze a multitude of practical cases through individual work, which will allow you to transfer everything you have learned to daily practice. It is, therefore, an authentic immersion in real business situations.  

This Advanced Master’s Degree MBA in Digital Business Management deals in depth with the main areas of the company, and is designed for managers to understand the management of a digital business from a strategic, international and innovative perspective. 

A plan designed for you, focused on improving your career and preparing you to achieve excellence in leadership and business management. A program that understands your needs and those of your company through innovative content based on the latest trends, supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations in a creative and efficient way.  

This program takes place over 24 months and is divided into 18 modules:

Module 1 Leadership, Ethics, and CSR.
Module 2 Strategic Direction and Executive Management
Module 3 People and Talent Management
Module 4 Economic and Financial Management
Module 5 Operations and Logistics Management 
Module 6 Information Systems Management 
Module 7 Commercial Management, Marketing, and Corporate Communication
Module 8 Innovation and Project Management
Module 9 Competitive Environment and Strategy
Module 10 Entrepreneurial Innovation and Initiative
Module 11 Digital Marketing and e-Commerce
Module 12 Search Engine Marketing
Module 13 Digital Communication and Online Reputation
Module 14 Performance and Inbound Marketing
Module 15 Web Analytics and Marketing Analytics
Module 16 International Finance
Module 17 Mobile e-Commerce
Module 18 New Digital Trends

Where, When and How is it Taught?

TECH offers the possibility of developing this program completely online. During the 24 months of training, you will be able to access all the contents of this program at any time, which will allow the student to self-manage their study time. 

Module 1. Leadership, Ethics, and CSR

1.1. Globalization and Governance 

1.1.1. Globalization and Trends: Internationalization of Markets 
1.1.2. Economic Environment and Corporate Governance 
1.1.3. Accountability 

1.2. Leadership

1.2.1. Intercultural Environment 
1.2.2. Leadership and Business Management 
1.2.3. Management Roles and Responsibilities 

1.3. Business ethics 

1.3.1. Ethics and Integrity 
1.3.2. Ethical Behavior in Companies 
1.3.3. Deontology, Ethical Codes and Codes of Conduct 
1.3.4. Fraud and Corruption Prevention 

1.4. Sustainability 

1.4.1. Business and Sustainable Development 
1.4.2. Social, Environmental and Economic Impact 
1.4.3. The 2030 Agenda and the SDGs 

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility 
1.5.2. Roles and Responsibilities 
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture 
2.1.2. Organisational analysis 
2.1.3. Designing the Organizational Structure 

2.2. Corporate Strategy 

2.2.1. Corporate Level Strategy 
2.2.2. Typologies of Corporate Level Strategies 
2.2.3. Determining the Corporate Strategy 
2.2.4. Corporate Strategy and Reputational Image 

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking 
2.3.2. Strategic Planning and Formulation 
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value and Return on Investments 
2.4.2. Corporate Strategy: Methodologies 
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Strategic Mission, Vision and Values 
2.5.2. Balanced Scorecard 
2.5.3. Analyzing, Monitoring and Evaluating the Corporate Strategy 
2.5.4. Strategic Management and Reporting 

2.6. Strategic Implementation and Execution

2.6.1. Strategic Implementation: Objectives, Actions and Impacts 
2.6.2. Strategic Alignment and Supervision 
2.6.3. Continuous Improvement Approach 

2.7. Executive Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies 
2.7.2. Management Policy and Processes 
2.7.3. Knowledge Management 

2.8. Analyzing and Solving Cases/Problems 

2.8.1. Problem Solving Methodology 
2.8.2. Case Method 
2.8.3. Positioning and Decision Making

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Theory 
3.1.2. Key Factors for Change in Organizations 
3.1.3. Corporate Strategies, Types, and Knowledge Management 

3.2. Strategic People Management

3.2.1. Job Design, Recruitment and Selection 
3.2.2. Human Resources Strategic Plan: Design and Implementation 
3.2.3. Job Analysis: Design and Selection of People 
3.2.4. Training and Professional Development 

3.3. Management and Leadership Development

3.3.1. Management Skills: 21st Century Skills and Abilities 
3.3.2. Non-Managerial Skills 
3.3.3. Map of Skills and Abilities 
3.3.4. Leadership and People Management 

3.4. Change Management

3.4.1. Performance Analysis 
3.4.2. Strategic Approach 
3.4.3. Change Management: Key Factors, Process Design and Management 
3.4.4. Continuous Improvement Approach 

3.5. Negotiation and Conflict Management 

3.5.1. Negotiation Objectives: Differentiating Elements 
3.5.2. Effective Negotiation Techniques 
3.5.3. Conflicts: Factors and Types 
3.5.4. Efficient Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Performance Analysis 
3.6.2. Leading Change. Resistance to Change 
3.6.3. Managing Change Processes 
3.6.4. Managing Multicultural Teams 

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment 
3.7.2. Team and People Management 
3.7.3. Coaching and People Performance 
3.7.4. Management Meetings: Planning and Time Management 

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Types, and Knowledge Management

4.2. Management Accounting

4.2.1. International Accounting Framework 
4.2.2. Introduction to the Accounting Cycle 
4.2.3. Company Financial Statements 
4.2.4. Analysis of Financial Statements: Decision-Making 

4.3.  Budget and Management Control

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting 

4.4. Corporate Tax Responsibility

4.4.1. Corporate Tax Responsibility 
4.4.2. Tax Procedure: A Country-Case Approach 

4.5. Corporate Control Systems

4.5.1. Types of Control  
4.5.2. Regulatory Compliance   
4.5.3. Internal Auditing  
4.5.4. External Auditing

4.6. Financial Management 

4.6.1. Introduction to Financial Management  
4.6.2. Financial Management and Corporate Strategy    
4.6.3. Chief Financial Officer (CFO): Managerial Skills 

4.7. Financial Planning

4.7.1. Business Models and Financing Needs 
4.7.2. Financial Analysis Tools 
4.7.3. Short-Term Financial Planning 
4.7.4. Long-Term Financial Planning 

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments 
4.8.2. Strategic Growth: Types 

4.9. Macroeconomic Context

4.9.1. Macroeconomic Analysis  
4.9.2. Economic Indicators  
4.9.3. Economic Cycle 

4.10. Strategic Financing

4.10.1. Banking Business: Current Environment  
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

4.11.1. Fixed Income Market  
4.11.2. Equity Market  
4.11.3. Valuation of Companies 

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem Solving Methodology 
4.12.2. Case Method

Module 5. Operations and Logistics Management 

5.1. Operations Management

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management

5.2.1. Stocks Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management (1)

5.3.1. Costs and Efficiency of the Operations Chain 
5.3.2. Change in Demand Patterns 
5.3.3. Change in Operations Strategy 

5.4. Supply Chain Management (2) Implementation

5.4.1. Lean Manufacturing/Lean Thinking 
5.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production and Distribution
5.5.3. Quality, Quality Costs and Tools
5.5.4. After-Sales Service. 

5.6. Logistics and Customers 

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning 
5.6.3. Collaborative Planning, Forecasting and Replacement

5.7. International Logistics

5.7.1. Customs, Export and Import processes 
5.7.2. Methods and Means of International Payment 
5.7.3. International Logistics Platforms 

5.8. Competing through Operations 

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management 

6.1. Information Systems Management

6.1.1. Business Information Systems
6.1.2. Strategic Decisions 
6.1.3. The Role of the CIO 

6.2. Information Technology and Business Strategy 

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models 
6.2.3. The Value of IT in a Company 

6.3. IS Strategic Planning

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan 

6.4. Information Systems and Business Intelligence

6.4.1. CRM and Business Intelligence 
6.4.2. Business Intelligence Project Management 
6.4.3. Business Intelligence Architecture 

6.5. New ICT-Based Business Models

6.5.1. Technology Based Business Models 
6.5.2. Innovation Abilities 
6.5.3. Redesigning the Value Chain Processes 

6.6. E-Commerce

6.6.1. e-Commerce Strategic Plan 
6.6.2. Logistics Management and Customer Service in e-Commerce 
6.6.3. E-Commerce as an Opportunity for Internationalization 

6.7. E-Business Strategies.

6.7.1. Social Media Strategies 
6.7.2. Optimizing Service Channels and Customer Support 
6.7.3. Digital Regulation 

6.8. Digital Business

6.8.1. Mobile e-Commerce 
6.8.2. Design and Usability 
6.8.3. e-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication 

7.1. Commercial Management 

7.1.1. Sales Management
7.1.2. Commercial Strategy
7.1.3. Sales and Negotiation Techniques
7.1.4. Management of Sales Teams

7.2. Marketing

7.2.1. Marketing and the Impact on the Company  
7.2.2. Basic Marketing Variables  
7.2.3. Marketing Plan 

7.3. Strategic Marketing Management

7.3.1. Sources of Innovation.
7.3.2. Current Trends in Marketing  
7.3.3. Marketing Tools  
7.3.4. Marketing Strategy and Communication with Customers 

7.4. Digital Marketing Strategy 

7.4.1. Approach to Digital Marketing
7.4.2. Digital Marketing Tools
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

7.5.1. Positioning and Promotion
7.5.2. Public Relations
7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

7.6.1. Internal and External Communication  
7.6.2. Communication Departments  
7.6.3. Communication Managers: Managerial Skills and Responsibilities

7.7. Corporate Communication Strategy

7.7.1. Corporate Communication Strategy
7.7.2. Communication Plan  
7.7.3. Press Release/Clipping/Publicity Writing

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation 

8.2. Innovation Strategy

8.2.1. Innovation and Corporate Strategy  
8.2.2. Global Innovation Project: Design and Management   
8.2.3. Innovation Workshops 

8.3. Business Model Design and Validation

8.3.1. The Lean Start-up Methodology
8.3.2. Innovative Business Initiative: Stages
8.3.3. Financing Arrangements
8.3.4. Model Tools: Empathy Map, Canvas Model and Metrics
8.3.5. Growth and Loyalty

8.4. Project Management

8.4.1. Innovation Opportunities   
8.4.2. Feasibility Study and Proposal Specification  
8.4.3. Project Definition and Design  
8.4.4. Project Execution  
8.4.5. Project Closure

Module 9. Competitive Environment and Strategy

9.1. Global Economic Environment

9.1.1. The Fundamentals of the Global Economy 
9.1.2. The Globalization of Companies and Financial Markets 
9.1.3. Entrepreneurship and New Markets 

9.2. Corporate Finance

9.2.1. Financial Policy and Growth 
9.2.2. Company Valuation Methods 
9.2.3. Capital Structure and Financial Leverage 

9.3. Economic Analysis of Decisions

9.3.1. Budget Control
9.3.2. Competitive Analysis. Comparative Analysis
9.3.3. Decision-Making. Business Investment or Divestment

9.4. Information Systems in Companies

9.4.1. The Evolution of the IT Model 
9.4.2. Organization and IT Department 
9.4.3. Information Technology and Economic Environment 

9.5. Corporate Strategy and Technology Strategy

9.5.1. Creating Value for Customers and Shareholders 
9.5.2. Strategic IS/IT Decisions 
9.5.3. Corporate Strategy vs. Technology and Digital Strategy 

9.6. Information Systems for Decision-Making

9.6.1. Business Intelligence 
9.6.2. Data Warehouse 
9.6.3. Balanced Scorecard (BSC) 

9.7. Digital Strategy

9.7.1. Technology Strategy and its Impact on Digital Innovation 
9.7.2. Strategic Planning of Information Technologies 
9.7.3. Strategy and The Internet 

9.8. Online Business Models

9.8.1. Analyzing Established Companies in the Technology Sector 
9.8.2. Business Model Generation Systems 
9.8.3. Analyzing Innovative Business Models in Traditional Sectors 
9.8.4. Analyzing Innovative Business Models on The Internet 

9.9. Company Systems based on Internet Collaboration

9.9.1. Customer Management Systems: Customer Relationship Management (CRM) 
9.9.2. Supply Chain Management Systems 
9.9.3. e-Commerce Systems 

9.10. Social Business

9.10.1. Web 2.0 Strategic Vision and its Challenges 
9.10.2. Convergence Opportunities and ICT Trends 
9.10.3. How to Monetize Web 2.0 and Social Media? 
9.10.4. Mobility and Digital Business

Module 10. Entrepreneurial Innovation and Initiative

10.1. Design Thinking

10.1.1. The Blue Ocean Strategy 
10.1.2. Collaborative Innovation 
10.1.3. Open Innovation 

10.2. Strategic Innovation Intelligence

10.2.1. Technology Monitoring 
10.2.2. Technology Foresight 
10.2.3. Coolhunting 

10.3. Entrepreneurship and Innovation

10.3.1. Strategies to Search for Business Opportunities 
10.3.2. Assessing the Feasibility of New Projects 
10.3.3. Innovation Management Systems 
10.3.4. Entrepreneur Soft Skills 

10.4. Managing Start-ups

10.4.1. Introduction to Financial Management in Start-up Companies 
10.4.2. Financial Metrics for Start-ups 
10.4.3. Financial Planning: Projection Models and their Interpretation 
10.4.4. Valuation Methods 

10.5. The Business Plan.

10.5.1. Business Plan in the Digital Era 
10.5.2. The Canvas Model 
10.5.3. Value Proposition Model 
10.5.4. Content and Presentation 

10.6. Project Management

10.6.1. Agile Development 
10.6.2. Lean Management in Start-ups 
10.6.3. Project Tracking and Project Steering 

10.7. Growth Phases in Startup Companies

10.7.1. Seed Phase 
10.7.2. Start-up Phase 
10.7.3. Growth Phase 
10.7.4. Consolidation Phase 

10.8. Financing Start-ups

10.8.1. Bank Financing 
10.8.2. Subsidies 
10.8.3. Seed Capital and Accelerators. Business Angels 
10.8.4. Venture Capital. IPO 
10.8.5. Public to Private Partnership 

10.9. National and International Venture Capital and Seed Capital Entities

10.9.1. Public Institutions: CDTI, ENISA 
10.9.2. National and International Venture Capital Entities 
10.9.3. Private Investors: Caixa Capital Risc BStart-up 
10.9.4. FOND-ICO Global 
10.9.5. Accelerators: Wayra, Lanzadera y Plug & Play 

10.10. Lean Management

10.10.1. The Basic Principles of Lean Management 
10.10.2. Improvement and Problem-Solving Groups 
10.10.3. New Forms of Maintenance and Quality Management

Module 11. Digital Marketing and e-Commerce

11.1. Digital e-Commerce Management

11.1.1. New e-Commerce Business Models 
11.1.2. Planning and Developing an eCommerce Strategic Plan 
11.1.3. Technological Structure in e-Commerce 

11.2. E-Commerce Operations and Logistics

11.2.1. How to Manage Fulfillment? 
11.2.2. Digital Point-of-Sale Management 
11.2.3. Contact Center Management 
11.2.4. Automation in Management and Monitoring Processes 

11.3. Implementing e-Commerce Techniques

11.3.1. Social Media and Integration in the e-Commerce Plan 
11.3.2. Multichannel Strategy 
11.3.3. Personalizing Dashboards 

11.4. Digital Pricing

11.4.1. Online Payment Methods and Payment Gateways 
11.4.2. Electronic Promotions 
11.4.3. Digital Price Timing 
11.4.4. e-Auctions

11.5. From e-Commerce to m-Commerce and s-Commerce

11.5.1. e-Marketplace Business Models 
11.5.2. s-Commerce and Brand Experience 
11.5.3. Purchase via Mobile Devices 

11.6. Customer Intelligence: from e-CRM to s-CRM

11.6.1. Integrating the Consumer in the Value Chain 
11.6.2. Online Research and Loyalty Techniques 
11.6.3. Planning a Customer Relationship Management Strategy 

11.7. Digital Marketing Trade

11.7.1. Cross Merchandising 
11.7.2. Designing and Managing Facebook Ads Campaigns 
11.7.3. Designing and Managing Google Ad Campaigns 

11.8. Online Marketing for e-Commerce

11.8.1. Inbound Marketing 
11.8.2. Display and Programmatic Purchasing 
11.8.3. Communication Plan

Module 12. Search Engine Marketing

12.1. How Search Engines Work

12.1.1. Indicators and Indexes
12.1.2. Algorithms
12.1.3. SEO and Corporate Branding

12.2. SEO Analysis

12.2.1. Determining KPIs 
12.2.2. Generating Scripts and Alerts 
12.2.3. Optimization of Images, Videos and Other Elements 
12.2.4. Linkbuilding 

12.3. Technical SEO

12.3.1. Web Performance Optimization 
12.3.2. Real Time and Content 
12.3.3. Relevant Tagging and Headers 
12.3.4. Advanced WPO Techniques 

12.4. SEO and e-Commerce

12.4.1. Conversion Rate Optimization 
12.4.2. Google WebMaster Digital Business Tools 
12.4.3. Social Proof and Viralization 
12.4.4. Navigation and Indexability 

12.5. Keyword Hunting for SEM

12.5.1. Adwords Keyword Tool 
12.5.2. Google Suggest 
12.5.3. Insights for Search 
12.5.4. Google Trends 

12.6. SEM and Google Ads

12.6.1. Google Shopping 
12.6.2. Google Display Network 
12.6.3. Google Ads Mobile 
12.6.4. YouTube Advertising 

12.7. Facebook Ads

12.7.1. PPC/PPF (Pay-Per-Fan) Adverts. 
12.7.2. Creating Facebook Ads 
12.7.3. Facebook Power Editor 
12.7.4. Campaign Optimization 

12.8. SEM Strategy and Measurement

12.8.1. Quality Score 
12.8.2. Site Links 
12.8.3. KPIs 
12.8.4. Impressions, Clicks, Conversions. Revenue, ROI, CPA

Module 13. Digital Communication and Online Reputation

13.1. Web 2.0 or the Social Web

13.1.1. Organization in the Age of Conversation 
13.1.2. Web 2.0 Is All About People 
13.1.3. Digital Environment and New Communication Formats 

13.2. Digital Communication and Reputation

13.2.1. Online Reputation Report 
13.2.2. Netiquette and Good Practices on Social Media 
13.2.3. Branding and Networking 2.0

13.3. Designing and Planning an Online Reputation Plan

13.3.1. Brand Reputation Plan 
13.3.2. General metrics, ROI, and Social CRM 
13.3.3. Online Crisis and Reputational SEO 

13.4. General, Professional, and Microblogging Platforms

13.4.1. Facebook 
13.4.2. LinkedIn 
13.4.3. Twitter 

13.5. Video, Image, and Mobility Platforms

13.5.1. YouTube 
13.5.2. Instagram 
13.5.3. Flickr 
13.5.4. Vimeo 
13.5.5. Pinterest 

13.6. Content and Storytelling Strategy

13.6.1. Corporate Blogging 
13.6.2. Content Marketing Strategy 
13.6.3. Creating a Content Plan 
13.6.4. Content Curation Strategy 

13.7. Social Media Strategies

13.7.1. Corporate PR and Social Media 
13.7.2. Defining the Strategy to Be Followed in Each Medium 
13.7.3. Analysis and Evaluation of Results 

13.8. Community Management

13.8.1. Functions, Duties and Responsibilities of the Community Manager 
13.8.2. Social Media Manager 
13.8.3. Social Media Strategist 

13.9. Social Media Plan

13.9.1. Designing a Social Media Plan 
13.9.2. Schedule, Budget, Expectations and Monitoring 
13.9.3. Contingency Protocol in Case of Crisis 

13.10. Online Monitoring Tools

13.10.1. Management Tools and Desktop Applications 
13.10.2. Monitoring and Research Tools

Module 14. Performance and Inbound Marketing

14.1. Permission Marketing

14.1.1. How to Obtain a User’s Permission? 
14.1.2. Personalizing the Message 
14.1.3. Mail Confirmation or Double Opt-in. 

14.2. Strategy and Performance Techniques

14.2.1. Performance Marketing: Results 
14.2.2. Digital Media Mix 
14.2.3. The Importance of the Funnel 

14.3. Affiliate Campaign Development

14.3.1. Agencies and Affiliate Programs 
14.3.2. Postview 
14.3.3. Defining Affiliate Programs 
14.3.4. Display and Campaign Optimization 

14.4. Launching an Affiliate Program

14.4.1. Affiliation and Direct Affiliation Networks 
14.4.2. Results Analysis and Monitoring 
14.4.3. Fraud Control 

14.5. Developing E-Mail Campaigns

14.5.1. Lists of Subscribers, Leads and Customers 
14.5.2. E-Mail Marketing Tools and Resources 
14.5.3. Online Writing for E-Mail Marketing Campaigns 

14.6. E-Mail Marketing Metrics

14.6.1. List Metrics 
14.6.2. Newsletter Delivery Metrics 
14.6.3. Conversion Metrics 

14.7. Inbound Marketing

14.7.1. Effective Inbound Marketing 
14.7.2. The Benefits of Inbound Marketing 
14.7.3. Measuring the Success of Inbound Marketing 

14.8. Target Research

14.8.1. Consumer Intent Modelling and Buyer Personas 
14.8.2. Customer Journey Mapping 
14.8.3. Content Strategy 

14.9. Content Optimization

14.9.1. Content Optimization for Search Engines 
14.9.2. Content Creation 
14.9.3. Content Dynamization 

14.10. Conversion

14.10.1. Lead Capturing and CRO 
14.10.2. Lead Nurturing and Marketing Automation

Module 15. Web Analytics and Marketing Analytics

15.1. Web Analysis

15.1.1. The Fundamentals of Web Analytics 
15.1.2. Classical Media vs. Digital Media 
15.1.3. The Web Analyst's Basic Methodology 

15.2. Google Analytics

15.2.1. Configuring an Account 
15.2.2. Javascript Tracking API 
15.2.3. Customized Reports and Segments 

15.3. Qualitative Analysis

15.3.1. Research Techniques Applied in Web Analytics 
15.3.2. Customer Journey 
15.3.3. Purchase Funnel 

15.4. Digital Metrics

15.4.1. Basic Metrics 
15.4.2. Ratios 
15.4.3. Setting Objectives and KPI 

15.5. Strategy Analysis Areas

15.5.1. Web Traffic Acquisition 
15.5.2. Activation 
15.5.3. Conversion 
15.5.4. Loyalty 

15.6. Data Science and Big Data

15.6.1. Business Intelligence 
15.6.2. Methodology and Analysis of Large Volumes of Data 
15.6.3. Data Extraction, Processing and Loading 

15.7. Viewing Data

15.7.1. Viewing and Interpreting Dashboards 
15.7.2. Converting Data into a Value 
15.7.3. Integrating Sources 
15.7.4. Presenting Reports 

15.8. Web Analytics Tools

15.8.1. Technological Basis of WA Tools 
15.8.2. Logs and Tags 
15.8.3. Basic and Ad-hoc Labeling

Module 16. International Finance

16.1. Process Engineering and Product Engineering

16.1.1. Innovation Strategies 
16.1.2. Open Innovation 
16.1.3. Innovative Organization and Culture 
16.1.4. Multifunctional Teams 

16.2. Launch and Industrialization of New Products

16.2.1. Design of New Products 
16.2.2. Lean Design 
16.2.3. Industrialization of New Products 
16.2.4. Manufacture and Assembly 

16.3. Digitale-CommerceManagement

16.3.1. New e-Commerce Business Models 
16.3.2. Planning and Developing an eCommerce Strategic Plan 
16.3.3. Technological Structure in e-Commerce 

16.4. E-Commerce Operations and Logistics

16.4.1. Digital Point-of-Sale Management 
16.4.2. Contact Center Management 
16.4.3. Automation in Management and Monitoring Processes 

16.5. e-Logistics. B2C and B2B

16.5.1. e-Logistics 
16.5.2. B2C: E-Fulfilment, the Last Mile 
16.5.3. B2B: E-Procurement. Marketplaces 

16.6. Digital Pricing

16.6.1. Online Payment Methods and Payment Gateways 
16.6.2. Electronic Promotions 
16.6.3. Digital Price Timing 
16.6.4. E-Auctions 

16.7. The Warehouse in e-Commerce

16.7.1. Peculiarities of the Warehouse in e-Commerce 
16.7.2. Warehouse Design and Planning 
16.7.3. Infrastructure. Fixed and Mobile Devices 
16.7.4. Zoning and Locations 

16.8. Designing an Online Store

16.8.1. Design and Usability 
16.8.2. Most Common Functionalities 
16.8.3. Alternative Technologies 

16.9. Supply Chain Management and Future Trends

16.9.1. The Future of e-Business 
16.9.2. The Current and Future Reality of e-Commerce 
16.9.3. SC Operating Models for Global Companies

Module 17. Mobile e-Commerce

17.1. Mobile Marketing

17.1.1. New Consumption and Mobility Habits 
17.1.2. The SoLoMo Model 
17.1.3. The 4 S of the Marketing Mix in Mobility 

17.2. Mobile Technology

17.2.1. Mobile Operators 
17.2.2. Mobile Devices and Operating Systems 
17.2.3. Mobile Applications and WebApps 
17.2.4. Sensors and Integration with the Physical World 

17.3. Trends in Mobile Marketing

17.3.1. Mobile Publishing 
17.3.2. Advergaming and Gamification 
17.3.3. Mobile Geolocalization 
17.3.4. Augmented Reality 

17.4. Mobile User Behavior

17.4.1. New Search Habits on Mobile Devices 
17.4.2. Multi-Screen 
17.4.3. Mobile as a Purchasing Driver 
17.4.4. ASO, Mobile User Acquisition and Loyalty. 

17.5. User Interface and Shopping Experience

17.5.1. m-Commerce Rules and Platforms. 
17.5.2. Omnichannel 
17.5.3. Mobile & Proximity Marketing 
17.5.4. Gap between Consumer and Advertiser 
17.5.5. Mobile Commerce Content Managers 

17.6. Apps and Purchases

17.6.1. Designing Mobile Commerce Apps 
17.6.2. App Stores 
17.6.3. App Marketing for Customer Loyalty 
17.6.4. App Marketing for eCommerce 

17.7. Mobile Payments

17.7.1. Value Chain and Business Models of Mobile Payment Methods 
17.7.2. Keys to Improve UX in Mobile Payment 
17.7.3. Positioning Strategies in the Mobile Payments Market 
17.7.4. Fraud Management 

17.8. Mobile Analytics

17.8.1. Mobile Measurement and Analysis Methodologies 
17.8.2. Mobile Metrics: Main KPIs 
17.8.3. Profitability Analysis 
17.8.4. Mobile Analytics 

17.9. Mobile Commerce

17.9.1. Services 
17.9.2. Applications 
17.9.3. Mobile Social Shopping 

17.10. Mobile Social Media Applications

17.10.1. Integrating Cell Phones into Social Networks 
17.10.2. Mobility, Relationship, Ubiquity and Publicity 
17.10.3. Facebook Places 
17.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 18. New Digital Trends

18.1. The Internet of Things

18.1.1. Visions and Challenges 
18.1.2. Key Technologies 
18.1.3. Pioneering Projects 

18.2. Gamification

18.2.1. Business Gamification Techniques 
18.2.2. Gamification Design Framework 
18.2.3. Operating Mechanisms and Motivation 
18.2.4. Benefits and Return of Investment 

18.3. Big Data

18.3.1. Sectoral Application 
18.3.2 Business Models 
18.3.3. New Professions 

18.4. Artificial Intelligence

18.4.1. Methodological Aspects in Artificial Intelligence 
18.4.2. Heuristic Search 
18.4.3. Rule Inference Methods 
18.4.4. Semantic Networks 

18.5. Robotics

18.5.1. Robot Morphology 
18.5.2. Mathematical Tools for Spatial Localization 
18.5.3. Cinematic Control 
18.5.4. Criteria for Implementing an Industrial Robot 

18.6. Modelling and Simulation

18.6.1. Modelling using DEVS 
18.6.2. Modelling of Random Inputs 
18.6.3. Generation of Random Inputs 
18.6.4. Design of Experiments and Optimization 

18.7. Implementing Cryptography in Technology Projects

18.7.1. Electronic Signature 
18.7.2. Digital Certificate 
18.7.3. Data Encryption 
18.7.4. Practical Applications of Cryptography 

18.8. Other Trends

18.8.1. 3D Printing 
18.8.2. Drones 
18.8.3. Artificial Vision. 
18.8.4. Augmented Reality

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