Through this Advanced master’s degree, 100% online, you will manage multidisciplinary teams in creative environments and promote innovation to achieve organizational objectives”

The world of the creative industries is constantly evolving, driven by technological advances, changes in consumer habits and new forms of content distribution. In view of this, professionals must be able to lead with a strategic vision, promoting innovation and managing the risks associated with such a dynamic environment. To do this, specialists need to develop advanced skills to make key decisions that allow their organizations to prosper, addressing aspects such as innovation management, adaptation to change and leadership in times of digital transformation.

In this context, TECH has developed a cutting-edge Advanced master’s degree in Senior Management of Creative Industries. Designed by renowned experts in the sector, the syllabus will analyze issues ranging from the protection of intangible products and the financial management of organizations to the implementation of cutting-edge technology tools. In this way, students will be highly skilled to successfully lead in the dynamic and competitive field of the Creative Industries, developing abilities that will allow them to make strategic decisions based on an innovative approach adapted to the new demands of the market.

Regarding the methodology of the university program, TECH is based on the revolutionary Relearning teaching system. This method consists of the progressive reiteration of key concepts to ensure that graduates achieve a full understanding of the content. In addition, for access to all the teaching resources, the only thing they will need is an electronic device with an Internet connection (such as their cell phone, tablet or computer). Therefore, they will enter the Virtual Campus and will enjoy a highly dynamic learning experience. In addition, the academic itinerary includes rigorous Masterclasses delivered by two prestigious International Guest Directors.

Renowned International Guest Directors will give exclusive Masterclasses on the latest innovations in Senior Management of Creative Industries”

This Advanced master’s degree in Senior Management of Creative Industries contains the most complete and up-to-date educational program on the market. Its most notable features are:

• The development of case studies presented by experts in Senior Management of Creative Industries
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice
• Practical exercises where self-assessment can be used to improve learning
• Special emphasis on innovative methodologies in the Senior Management of Creative Industries
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection

You will develop creative solutions that transform products, services and processes to differentiate organizations in the market”

Its teaching staff includes professionals from the field of Senior Management of Creative Industries, who bring their work experience to the program, as well as renowned specialists from leading companies and prestigious universities.

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive learning experience designed to prepare for real-life situations. 

This program is designed around Problem-Based Learning, whereby the student must try to solve the different professional practice situations that arise throughout the program. For this purpose, the professional will be assisted by an innovative interactive video system created by renowned and experienced experts.

You will gain a solid understanding of the needs of consumers in the creative field and develop strategies for building loyalty"

TECH's unique Relearning system will allow you to learn at your own pace without depending on external teaching constraints"

The teaching materials that make up this Advanced master’s degree have been developed by a group made up of specialists in Senior Management of Creative Industries. The academic itinerary will delve into subjects ranging from the management of information systems or the protection of creative products in the market to the fundamentals of digital transformation. In this way, graduates will gain advanced skills to efficiently manage creative organizations, adapting to changing market dynamics and fostering a culture of excellence.

You will develop creative solutions that transform products, services and processes to differentiate organizations in the market”

Module 1. Leadership, Ethics and Social Responsibility in Companies

1.1. Globalization and Governance

1.1.1. Governance and Corporate Governance
1.1.2. The Fundamentals of Corporate Governance in Companies
1.1.3. The Role of the Board of Directors in the Corporate Governance Framework

1.2. Leadership

1.2.1. Leadership. A Conceptual Approach
1.2.2. Leadership in Companies
1.2.3. The Importance of Leaders in Business Management

1.3. Cross-Cultural Management

1.3.1. Cross-Cultural Management Concept
1.3.2. Contributions to Knowledge of National Cultures
1.3.3. Diversity Management

1.4. Management and Leadership Development

1.4.1. Concept of Management Development
1.4.2. Concept of Leadership
1.4.3. Leadership Theories
1.4.4. Leadership Styles
1.4.5. Intelligence in Leadership
1.4.6. The Challenges of Today's Leader

1.5. Business Ethics

1.5.1. Ethics and Morals
1.5.2. Business Ethics
1.5.3. Leadership and Ethics in Companies

1.6. Sustainability

1.6.1. Sustainability and Sustainable Development
1.6.2. The 2030 Agenda
1.6.3. Sustainable Companies

1.7. Corporate Social Responsibility

1.7.1. International Dimensions of Corporate Social Responsibility
1.7.2. Implementing Corporate Social Responsibility
1.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

1.8.1. CSR: Corporate Social Responsibility
1.8.2. Essential Aspects for Implementing a Responsible Management Strategy
1.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
1.8.4. Tools and Standards of the Corporate Social Responsibility

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Companies and Human Rights
1.9.2. Multinational Corporations and International Law
1.9.3. Legal Instruments for Multinationals in the Area of Human Rights

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. International Labor Law

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Conceptual Framework
2.1.2. Key Elements in Organizational Design
2.1.3. Basic Organizational Models
2.1.4. Organizational Design: Typology

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Growth Strategies: Typology
2.2.3. Conceptual Framework

2.3. Strategic Planning and Strategy Formulation

2.3.1. Conceptual Framework
2.3.2.  Elements of Strategic Planning
2.3.3.  Strategy Formulation: Process of Strategic Planning

2.4. Strategic Thinking

2.4.1. The Company as a System
2.4.2. Organization Concept

2.5. Financial Diagnosis

2.5.1. Concept of Financial Diagnosis
2.5.2. Stages of Financial Diagnosis
2.5.3. Assessment Methods for Financial Diagnosis

2.6. Planning and Strategy

2.6.1. The Plan from a Strategy
2.6.2. Strategic Positioning
2.6.3. Strategy in Companies

2.7. Strategy Models and Patterns

2.7.1. Conceptual Framework
2.7.2. Strategic Models
2.7.3. Strategic Patterns: The Five P’s of Strategy

2.8. Competitive Strategy

2.8.1. Competitive Advantage
2.8.2. Choosing a Competitive Strategy
2.8.3. Strategies Based on the Strategic Clock Model
2.8.4. Types of Strategies According to the Industrial Sector Life Cycle

2.9. Strategic Management

9.1. The Concept of Strategy
9.2. The Process of Strategic Management
9.3. Approaches in Strategic Management

2.10. Strategy Implementation

2.10.1. Indicator Systems and Process Approach
2.10.2. Strategic Map
2.10.3. Strategic Alignment

2.11. Executive Management

2.11.1. Conceptual Framework of Executive Management
2.11.2. Executive Management. The Role of the Board of Directors and Corporate Management Tools

2.12. Strategic Communication

2.12.1. Interpersonal Communication
2.12.2. Communication Skills and Influence
2.12.3. Internal Communication
2.12.4. Barriers to Business Communication

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Behavior. Conceptual Framework
3.1.2. Main Factors of Organizational Behavior

3.2. People in Organizations

3.2.1. Quality of Work Life and Psychological Well-Being
3.2.2. Work Teams and Meeting Management
3.2.3. Coaching and Team Management
3.2.4. Managing Equality and Diversity

3.3. Strategic People Management

3.3.1. Strategic Human Resources Management
3.3.2. Strategic People Management

3.4. Evolution of Resources. An Integrated Vision

3.4.1. The Human Resources Importance
3.4.2. A New Environment for People Management and Leadership
3.4.3.  Strategic Human Resources Management

3.5. Selection, Group Dynamics and Human Resources Recruitment

3.5.1. Approach to Recruitment and Selection
3.5.2. Recruitment
3.5.3. The Selection Process

3.6. Human Resources Management by Competencies

3.6.1. Analysis of the Potential
3.6.2. Remuneration Policy
3.6.3. Career/Succession Planning

3.7. Performance Evaluation and Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Training Management

3.8.1. Learning Theories
3.8.2. Talent Detection and Retention
3.8.3. Gamification and Talent Management
3.8.4. Training and Professional Obsolescence

3.9. Talent Management

3.9.1. Keys for Positive Management
3.9.2. Conceptual Origin of Talent and its Implication in the Company
3.9.3. Map of Talent in the Organization
3.9.4. Cost and Added Value

3.10. Innovation in Talent and People Management

3.10.1. Strategic Talent Management Models
3.10.2.  Talent Identification, Training and Development
3.10.3. Loyalty and Retention
3.10.4. Proactivity and Innovation

3.11. Motivation

3.11.1. The Nature of Motivation
3.11.2. Expectations Theory
3.11.3. Needs Theory
3.11.4. Motivation and Financial Compensation

3.12. Employer Branding

3.12.1. Employer Branding in Human Resources
3.12.2. Personal Branding for Human Resources Professionals

3.13. High-Performance Teams Development

3.13.1. High-Performance Teams: Self-Managed Teams
3.13.2. Methodologies for the Management of High-Performance Self-Managed Teams

3.14. Management Skills Development

3.14.1. What are Manager Competencies?
3.14.2. Elements of Competencies
3.14.3. Knowledge
3.14.4. Management Skills
3.14.5. Attitudes and Values in Managers
3.14.6. Managerial Skills

3.15. Time Management

3.15.1. Benefits
3.15.2. What Can be the Causes of Poor Time Management?
3.15.3. Time
3.15.4. Time Illusions
3.15.5. Attention and Memory
3.15.6.  State of Mind
3.15.7. Time Management
3.15.8. Being Proactive
3.15.9. Be Clear About the Objective
3.15.10. Order
3.15.11. Planning

3.16. Change Management

3.16.1. Change Management
3.16.2. Type of Change Management Processes
3.16.3. Stages or Phases in the Change Management Process

3.17. Negotiation and Conflict Management

3.17.1. Negotiation
3.17.2. Conflict Management
3.17.3. Crisis Management

3.18. Executive Communication

3.18.1. Internal and External Communication in the Corporate Environment
3.18.2. Communication Departments
3.18.3. The Person in Charge of Communication of the Company. The Profile of the Dircom

3.19. Management of Human Resources and Occupational Risk Prevention Teams

3.19.1. Management of Human Resources and Teams
3.19.2.  Occupational Risk Prevention

3.20. Productivity, Attraction, Retention and Activation of Talent

3.20.1. Productivity
3.20.2. Talent Attraction and Retention Levers

3.21. Monetary Compensation Vs. Non-Monetary

3.21.1. Monetary Compensation Vs. Non-Monetary
3.21.2. Wage Band Models
3.21.3. Non-Monetary Compensation Models
3.21.4. Working Model
3.21.5. Corporate Community
3.21.6. Company Image
3.21.7. Emotional Salary

3.22. Innovation in Talent and People Management

3.22.1. Innovation in Organizations
3.22.2. New Challenges in the Human Resources Department
3.22.3. Innovation Management
3.22.4. Tools for Innovation

3.23. Knowledge and Talent Management

3.23.1. Knowledge and Talent Management
3.23.2. Knowledge Management Implementation

3.24. Transforming Human Resources in the Digital Era

3.24.1. The Socioeconomic Context
3.24.2. New Forms of Corporate Organization
3.24.3. New Methodologies

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Macroeconomic Environment and the National Financial System
4.1.2. Financial Institutions
4.1.3. Financial Markets
4.1.4. Financial Assets
4.1.5. Other Financial Sector Entities

4.2. Company Financing

4.2.1. Sources of Financing
4.2.2. Types of Financing Costs

4.3. Executive Accounting

4.3.1. Basic Concepts
4.3.2. The Company's Assets
4.3.3. The Company's Liabilities
4.3.4. The Company's Net Worth
4.3.5. The Income Statement

4.4. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. Capital Budget
4.6.3. The Operating Budget
4.6.5. The Treasury’s Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Required Working Capital
4.7.2. Calculation of Operating Cash Requirements
4.7.3. Credit Management

4.8. Corporate Tax Responsibility

4.8.1. Basic Tax Concepts
4.8.2. Corporate Income Tax
4.8.3. Value Added Tax
4.8.4. Other Taxes Related to Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the State

4.9. Corporate Control Systems

4.9.1. Analysis of Financial Statements
4.9.2. The Company's Balance Sheet
4.9.3. The Profit and Loss Statement
4.9.4. The Statement of Cash Flows
4.9.5. Ratio Analysis

4.10. Financial Management

4.10.1. The Company's Financial Decisions
4.10.2. Financial Department
4.10.3. Cash Surpluses
4.10.4. Risks Associated with Financial Management
4.10.5. Financial Administration Risk Management

4.11. Financial Planning

4.11.1. Definition of Financial Planning
4.11.2. Actions to be Taken in Financial Planning
4.11.3. Creation and Establishment of the Business Strategy
4.11.4. The Cash Flow Table
4.11.5. The Working Capital Table

4.12. Corporate Financial Strategy

4.12.1. Corporate Strategy and Sources of Financing
4.21.2. Financial Products for Corporate Financing

4.13. Macroeconomic Context

4.13.1. Macroeconomic Context
4.13.2. Relevant Economic Indicators
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes
4.13.4. Economic Cycles

4.14. Strategic Financing

4.14.1. Self-Financing
4.14.2. Increase in Equity
4.14.3. Hybrid Resources
4.14.4. Financing Through Intermediaries

4.15. Money and Capital Markets

4.15.1. The Money Market
4.15.2. The Fixed Income Market
4.15.3. The Equity Market
4.15.4. The Foreign Exchange Market
4.15.5. The Derivatives Market

4.16. Financial Analysis and Planning

4.16.1.  Balance Sheet Analysis
4.16.2. Income Statement Analysis
4.16.3. Profitability Analysis

4.17. Analyzing and Solving Cases/Problems

4.17.1. Financial Information on Industria de Diseño y Textil, S.A. (INDITEX)

Module 5. Operations and Logistics Management

5.1. Operations Direction and Management

5.1.1. The Role of Operations
5.1.2. The Impact of Operations on the Management of Companies
5.1.3. Introduction to Operations Strategy
5.1.4. Introduction to Operations Strategy

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Industrial Organization Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)

5.3.1. Production System
5.3.2. Production Strategy
5.3.3. Inventory Management System
5.3.4. Production Indicators

5.4. Structure and Types of Procurement

5.4.1. Function of Procurement
5.4.2. Procurement Management
5.4.3. Types of Purchases
5.4.4. Efficient Purchasing Management of a Company
5.4.5. Stages of the Purchase Decision Process

5.5. Economic Control of Purchasing

5.5.1. Economic Influence of Purchases
5.5.2. Cost Centers
5.5.3. Budget
5.5.4. Budgeting vs. Actual Expenditure
5.5.5. Budgetary Control Tools

5.6. Warehouse Operations Control

5.6.1. Inventory Control
5.6.2. Location Systems
5.6.3. Stock Management Techniques
5.6.4. Storage Systems

5.7. Strategic Purchasing Management

5.7.1. Business Strategy
5.7.2. Strategic Planning
5.7.3. Purchasing Strategies

5.8. Typologies of the Supply Chain Management (SCM)

5.8.1. Supply Chain
5.8.2. Benefits of Supply Chain Management
5.8.3. Logistical Management in the Supply Chain

5.9. Supply Chain Management

5.9.1. The Concept of Supply Chain Management (SCM)
5.9.2. Costs and Efficiency of the Operations Chain
5.9.3. Demand Patterns
5.9.4. Operations Strategy and Change

5.10. Interactions Between the SCM and All Other Departments

5.10.1. Interaction of the Supply Chain
5.10.2. Interaction of the Supply Chain. Integration by Parts
5.10.3. Supply Chain Integration Problems
5.10.4. Supply Chain    5.11. Logistics Costs
5.11.1. Logistics Costs
5.11.2. Problems with Logistics Costs
5.11.3. Logistic Costs Optimization

5.12. Profitability and Efficiency of Logistics Chains: KPIS

5.12.1. Logistics Chain
5.12.2. Profitability and Efficiency of the Logistics Chain
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain

5.13. Process Management

5.13.1.  Process Management
5.13.2. Process-Based Approach: Process Mapping
5.13.3. Improvements in Process Management

5.14. Distribution and Transportation Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support for Logistics

5.15. Logistics and Customers

5.15.1. Demand Analysis
5.15.2. Demand and Sales Forecast
5.15.3. Sales and Operations Planning
5.15.4. Collaborative Planning, Forecasting and Replenishment Planning (CPFR)

5.16. International Logistics

5.16.1.  Export and Import Processes
5.16.2. Customs
5.16.3. Methods and Means of International Payment
5.16.4. International Logistics Platforms

5.17. Outsourcing of Operations

5.17.1. Operations Management and Outsourcing
5.17.2. Outsourcing Implementation in Logistics Environments

5.18. Competitiveness in Operations

5.18.1. Operations Management
5.18.2. Operational Competitiveness
5.18.3. Operations Strategy and Competitive Advantages

5.19. Quality Management

5.19.1. Internal and External Customers
5.19.2. Quality Costs
5.19.3. Ongoing Improvement and the Deming Philosophy

Module 6. Information Systems Management

6.1. Technological Environment

6.1.1. Technology and Globalization
6.1.2. Economic Environment and Technology
6.1.3. Technological Environment and its Impact on Companies

6.2. Information Systems in Companies

6.2.1. The Evolution of the IT Model
6.2.2. Organization and IT Departments
6.2.3. Information Technology and Economic Environment

6.3. Corporate Strategy and Technology Strategy

6.3.1. Creating Value for Customers and Shareholders
6.3.2. Strategic IS/IT Decisions
6.3.3. Corporate Strategy vs Technological and Digital Strategy

6.4. Information Systems Management

6.4.1. Corporate Governance of Technology and Information Systems
6.4.2. Management of Information Systems in Companies
6.4.3. Expert Managers in Information Systems: Roles and Functions

6.5. Information Technology Strategic Planning

6.5.1. Information Technology Strategic Planning
6.5.2. Strategic Planning of Information Systems
6.5.3. Phases of Information Systems Strategic Planning

6.6. Information Systems for Decision Making

6.6.1. Business Intelligence
6.6.2. Data Warehouse
6.6.3. BSC or Balanced Scorecard

6.7. Exploring the Information

6.7.1. SQL: Relational Databases. Basic Concepts
6.7.2. Networks and Communications
6.7.3. Operational System: Standardized Data Models
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6. 7.5. Strategic DB Analysis and Report Composition

6.8. Enterprise Business Intelligence

6.8.1. The World of Data
6.8.2. Relevant Concepts
6.8.3. Main Characteristics
6.8.4. Solutions in Today's Market
6.8.5. Overall Architecture of a BI Solution
6.8.6. Cybersecurity in BI and Data Science

6.9. New Business Concept

6.9.1. Why BI?
6.9.2. Obtaining Information
6.9.3. Obtaining Information
6.9.4. Reasons to Invest in BI

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool?
6.10.2. Microsoft Power BI, MicroStrategy y Tableau
6.10.3. SAP BI, SAS BI and Qlikview
6.10.4. Prometheus

6.11. BI Project Planning and Management

6.11.1. First Steps to Define a BI Project
6.11.2.  BI Solution for the Company
6.11.3. Requirements and Objectives

6.12. Corporate Management Applications

6.12.1. Information Systems and Corporate Management
6.12.2. Applications for Corporate Management
6.12.3. Enterpise Resource Planning Systems or ERP

6.13. Digital Transformation

6.13.1.  Conceptual Framework of Digital Transformation
6.13.2. Digital Transformation: Key Elements, Benefits and Drawbacks.
6.13.3. Digital Transformation in Companies

6.14. Technology and Trends

6.14.1. Main Trends in the Field of Technology that are Changing Business Models.
6.14.2. Analysis of the Main Emerging Technologies

6.15. IT Outsourcing

6.15.1. Conceptual Framework of Outsourcing
6.15.2. IT Outsourcing and its Impact on Business
6.15.3. Keys to Implement Corporate IT Outsourcing Projects

Module 7. Commercial Management, Strategic Marketing and Corporate Communications

7.1. Commercial Management

7.1.1. Conceptual Framework of Commercial Management
7.1.2. Business Strategy and Planning
7.1.3. The Role of Sales Managers

7.2. Marketing

7.2.1. The Concept of Marketing
7.2.2. The Basic Elements of Marketing
7.2.3. Marketing Activities in Companies

7.3. Strategic Marketing Management

7.3.1. The Concept of Strategic Marketing
7.3.2. Concept of Strategic Marketing Planning
7.3.3. Stages in the Process of Strategic Marketing Planning

7.4. Digital Marketing and E-commerce

7.4.1. Digital Marketing and E-commerce Objectives
7.4.2. Digital Marketing and Media Used
7.4.3. E-Commerce. General Context
7.4.4. Categories of E-Commerce
7.4.5. Advantages and Disadvantages of E-Commerce Vs. Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy given the Growing Digitalization of the Media
7.5.2. Designing and Creating a Digital Marketing Plan
7.5.3. ROI Analysis in a Digital Marketing Plan

7.6. Digital Marketing to Reinforce a Brand

7.6.1. Online Strategies to Improve Your Brand's Reputation
7.6.2. Branded Content and Storytelling

7.7. Digital Marketing Strategy

7.7.1. Defining the Digital Marketing Strategy
7.7.2. Digital Marketing Strategy Tools

7.8. Digital Marketing to Attract and Retain Customers

7.8.1. Loyalty and Engagement Strategies using the Internet
7.8.2. Visitor Relationship Management
7.8.3. Hypersegmentation

7.9. Managing Digital Campaigns

7.9.1. What is a Digital Advertising Campaign?
7.9.2. Steps to Launch an Online Marketing Campaign
7.9.3. Mistakes in Digital Advertising Campaigns

7.10. Online Marketing Plan

7.10.1. What is an Online Marketing Plan?
7.10.2. Steps to Create an Online Marketing Plan
7.10.3. Advantages of Having an Online Marketing Plan

7.11. Blended Marketing

7.11.1. What is Blended Marketing?
7.11.2. Differences Between Online and Offline Marketing
7.11.3. Aspects to be Taken into Account in the Blended Marketing Strategy
7.11.4. Characteristics of a Blended Marketing Strategy
7.11.5.  Recommendations in Blended Marketing
7.11.6. Benefits of Blended Marketing

7.12. Sales Strategy

7.12.1.  Sales Strategy
7.12.2. Sales Methods

7.13. Corporate Communication

7.13.1. Concept
7.13.2. The Importance of Communication in the Organization
7.13.3. Type of Communication in the Organization
7.13.4. Functions of Communication in the Organization
7.13.5. Elements of Communication
7.13.6. Communication Problems
7.13.7. Communication Scenarios

7.14. Corporate Communication Strategy

7.14.1. Motivational Programs, Social Action, Participation and Training with HR
7.14.2. Internal Communication Support and Tools
7.14.3. Internal Communication Plan

7.15. Digital Communication and Reputation

7.15.1. Online Reputation
7.15.2. How to Measure Digital Reputation?
7.15.3. Online Reputation Tools
7.15.4. Online Reputation Report
7.15.5. Online Branding

Module 8. Market Research, Advertising and Commercial Management

8.1. Market Research

8.1.1. Market Research: Historical Origin
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research
8.1.3. Key Elements and Value Contribution of Market Research

8.2. Quantitative Research Methods and Techniques

8.2.1. Sample Size
8.2.2. Sampling
8.2.3. Types of Quantitative Techniques

8.3. Qualitative Research Methods and Techniques

8.3.1. Types of Qualitative Research
8.3.2. Qualitative Research Techniques

8.4. Market Segmentation

8.4.1. Market Segmentation Concept
8.4.2. Utility and Segmentation Requirements
8.4.3. Consumer Market Segmentation
8.4.4. Industrial Market Segmentation
8.4.5. Segmentation Strategies
8.4.6. Segmentation Based on Marketing Mix Criteria
8.4.7. Market Segmentation Methodology

8.5. Research Project Management

8.5.1. Market Research as a Process
8.5.2. Planning Stages in Market Research
8.5.3. Execution Stages in Marketing Research
8.5.4. Managing a Research Project

8.6. International Market Research

8.6.1. International Market Research
8.6.2. International Market Research Process
8.6.3. The Importance of Secondary Sources in International Market Research

8.7. Feasibility Studies

8.7.1. Concept and Usefulness
8.7.2. Outline of a Feasibility Study
8.7.3. Development of a Feasibility Study

8.8. Advertising

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising: Principles, Briefing Concept and Positioning
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.8.4. Importance of Advertising in Business
8.8.5. Advertising Trends and Challenges

8.9. Developing the Marketing Plan

8.9.1. Marketing Plan Concept
8.9.2. Situation Analysis and Diagnosis
8.9.3. Strategic Marketing Decisions
8.9.4. Operating Marketing Decisions

8.10. Promotion and Merchandising Strategies

8.10.1. Integrated Marketing Communication
8.10.2. Advertising Communication Plan
8.10.3. Merchandising as a Communication Technique

8.11. Media Planning

8.11.1. Origin and Evolution of Media Planning
8.11.2. Media
8.11.3. Media Plan

8.12. Fundamentals of Commercial Management

8.12.1. The Role of Commercial Management
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.12.3. Commercial Planning Systems of the Company
8.12.4. Main Competitive Strategies

8.13. Commercial Negotiation

8.13.1. Commercial Negotiation
8.13.2. Psychological Issues in Negotiation
8.13.3. Main Negotiation Methods
8.13.4. The Negotiation Process

8.14. Decision-Making in Commercial Management

8.14.1. Commercial Strategy and Competitive Strategy
8.14.2. Decision-Making Models
8.14.3. Decision-Making Analytics and Tools
8.14.4. Human Behavior in Decision Making

8.15. Sales Network Management

8.15.1. Sales management. Sales Management
8.15.2. Networks Serving Commercial Activity
8.15.3. Salesperson Recruitment and Training Policies
8.15.4. Remuneration Systems for Own and External Commercial Networks
8.15.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information.

8.16. Implementing the Commercial Function

8.16.1. Recruitment of Own Sales Representatives and Sales Agents
8.16.2. Commercial Activity Control
8.16.3. The Code of Ethics of Sales Personnel
8.16.4. Compliance with Legislation
8.16.5. Generally Accepted Standards of Business Conduct

8.17. Key Account Management

8.17.1. Concept of Key Account Management
8.17.2. The Key Account Manager
8.17.3. Key Account Management Strategy

8.18. Financial and Budgetary Management

8.18.1. The Break-Even Point
8.18.2. The Sales Budget. Control of Management and of the Annual Sales Plan
8.18.3. Financial Impact of Strategic Sales Decisions
8.18.4. Cycle Management, Turnover, Profitability and Liquidity
8.18.5. Income Statement

Module 9. Innovation and Project Management

9.1. Innovation

9.1.1. Introduction to Innovation
9.1.2. Innovation in the Entrepreneurial Ecosystem
9.1.3. Instruments and Tools for the Business Innovation Process

9.2. Innovation Strategy

9.2.1. Strategic Intelligence and Innovation
9.2.2. Innovation from Strategy

9.3. Project Management for Startups

9.3.1. Startup Concept
9.3.2. Lean Startup Philosophy
9.3.3. Stages of Startup Development
9.3.4. The Role of a Project Manager in a Startup

9.4. Business Model Design and Validation

9.4.1. Conceptual Framework of a Business Model
9.4.2. Business Model Design and Validation

9.5. Project Management

9.5.1. Project Management: Identification of Opportunities to Develop Corporate Innovation Projects
9.5.2. Main Stages or Phases in Innovation Projects Management

9.6. Project Change Management: Training Management

9.6.1. Concept of Change Management
9.6.2. The Change Management Process
9.6.3. Change Implementation

9.7. Project Communication Management

9.7.1. Project Communications Management
9.7.2. Key Concepts for Project Communications Management
9.7.3. Emerging Trends
9.7.4. Adaptations to the Team
9.7.5. Planning Communications Management
9.7.6. Communications Management
9.7.7. Communications Monitoring

9.8. Traditional and Innovative Methodologies

9.8.1. Innovative Methodologies
9.8.2. Basic Principles of Scrum
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies

9.9. Creation of a Startup

9.3.1. Creation of a Startup
9.3.2. Organization and Culture
9.3.3. Top Ten Reasons Why Startups Fail
9.3.4. Legal Aspects

9.10. Project Risk Management Planning

9.10.1. Risk Planning
9.10.2. Elements for Creating a Risk Management Plan
9.10.3. Tools for Creating a Risk Management Plan
9.10.4. Content of the Risk Management Plan

Module 10. Executive Management

10.1. General Management

10.1.1.  The Concept of General Management
10.1.2. The Role of the CEO
10.1.3. The CEO and their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Manager Functions. Organizational Culture and Approaches

10.2.1. Manager Functions. Organizational Culture and Approaches

10.3. Operations Management

10.3.1. The Importance of Management
10.3.2. Value Chain
10.3.3. Quality Management

10.4. Public Speaking and Spokesperson Training

10.4.1. Interpersonal Communication
10.4.2. Communication Skills and Influence
10.4.3. Communication Barriers

10.5. Personal and Organizational Communications Tools

10.5.1. Interpersonal Communication
10.5.2. Interpersonal Communication Tools
10.5.3. Communication in the Organization
10.5.4. Tools in the Organization

10.6. Communication in Crisis Situations

10.6.1. Crisis
10.6.2. Phases of the Crisis
10.6.3. Messages: Contents and Moments

10.7. Preparation of a Crisis Plan

10.7.1. Analysis of Possible Problems
10.7.2. Planning
10.7.3. Adequacy of Personnel

10.8. Emotional Intelligence

10.8.1. Emotional Intelligence and Communication
10.8.2. Assertiveness, Empathy and Active Listening
10.8.3. Self-Esteem and Emotional Communication

10.9. Personal Branding

10.9.1. Strategies for Personal Brand Development
10.9.2. Personal Branding Laws
10.9.3. Tools for Creating Personal Brands

10.10. Leadership and Team Management

10.10.1. Leadership and Leadership Styles
10.10.2. Leader Capabilities and Challenges
10.10.3. Managing Change Processes
10.10.4. Managing Multicultural Teams

Module 11. New Creative Industries

11.1. New Creative Industries

11.1.1. From the Cultural Industry to the Creative Industry
11.1.2. Today's Creative Industries
11.1.3. Activities and Sectors that Make up the Creative Industries

11.2. Economic Importance of the Creative Industries Today

11.2.1. Contribution
11.2.2. Drivers of Growth and Change
11.2.3. Job outlook in the Creative Industries

11.3. New Global Context of the Creative Industries

11.3.1. Radiography of the Creative Industries in the World
11.3.2. Sources of Financing for the Creative Industries in each Country
11.3.3. Case Studies: Management Models and Public Policies

11.4. Natural and Cultural Heritage

11.4.1. Historical and Cultural Heritage
11.4.2. By-products and Services for Museum, Archaeological and Historical Sites and Cultural Landscapes
11.4.3. Intangible Cultural Heritage

11.5. Visual Arts

11.5.1. Plastic Arts
11.5.2. Photography
11.5.3. Crafts

11.6. Performing Arts

11.6.1. Theater and Dance
11.6.2. Music and Festivals
11.6.3. Fairs and Circuses

11.7. Audiovisual Media

11.7.1. Movies, TV and Audiovisual Content
11.7.2. Radio, Podcasts and Audio Content
11.7.3. Video Games

11.8. Current Publications

11.8.1. Literature, Essays and Poetry
11.8.2. Publishers
11.8.3. Press

11.9. Creative Services

11.9.1. Design and Fashion
11.9.2. Architecture and Landscaping
11.9.3. Advertising

11.10. Connections of the Creative Economy or Orange Economy

11.10.1. Cascade Model - Concentric Circles
11.10.2. Spillovers Creative, Production and Knowledge
11.10.3. Culture at the Service of the Creative Economy

Module 12. Protection of Creative and Intangible Products

12.1. Legal Protection of Intangible Assets
12.2. Intellectual Property I
12.3. Intellectual Property II
12.4. Intellectual Property III
12.5. Industrial Property I: Brands
12.6. Industrial Property II: Industrial Designs
12.7. Industrial Property III: Patents and Utility Models
12.8. Intellectual and Industrial Property: Practice
12.9. Advertising Law I
12.10. Advertising Law II

Module 13. Economic and Financial Management of Creative Companies

13.1. The Necessary Economic Sustainability

13.1.1. The Financial Structure of a Creative Company
13.1.2. Accounting in a Creative Company
13.1.3. Triple Balance

13.2. Revenues and Expenses of today's Creative Businesses

13.2.1. Accounting of Costs
13.2.2. Type of Costs
13.2.3. Cost Allocation

13.3. Types of Profit in the Company

13.3.1. Contribution Margin
13.3.2. Break-even Point
13.3.3. Evaluation of Alternatives

13.4. Investment in the Creative Sector

13.4.1. Investment in the Creative Industry
13.4.2. Investment Appraisal
13.4.3. The VAN Method: Net Present Value

13.5. Profitability in the Creative Industry

13.5.1. Economic Profitability
13.5.2. Time Profitability
13.5.3. Financial Profitability

13.6. Cash Flow: Liquidity and Solvency

13.6.1. Cash Flow
13.6.2. Balance Sheet and Income Statement
13.6.3. Settlement and Leverage

13.7. Financing Formulas currently on the Creative Market

13.7.1. Venture Capital Funds
13.7.2. Business Angels.
13.7.3. Calls for Proposals and Grants

13.8. Product Pricing in the Creative Industry

13.8.1. Pricing
13.8.2. Profit vs. Competition
13.8.3. Pricing Strategy

13.9. Pricing Strategy in the Creative Sector

13.9.1. Types of Pricing Strategies
13.9.2. Advantages
13.9.3. Disadvantages

13.10. Operational Budgets

13.10.1. Tools of Strategic Planning
13.10.2. Elements Included in the Operational Budget
13.10.3. Development and Execution of the Operational Budget

Module 14. Future Thinking: How to Transform Today from Tomorrow

14.1. Futures Thinking Methodology

14.1.1. Future Thinking
14.1.2. Benefits of using this Methodology
14.1.3. The Role of the "Futurist" in the Creative Enterprise

14.2. Signs of Change

14.2.1. The Sign of Change
14.2.2. Identification of the Signs of Change
14.2.3. Interpretation of the Signs

14.3. Types of Futures

14.3.1. Journey to the Past
14.3.2. The Four Types of Futures
14.3.3. Application of the Futures Thinking Methodology in the Workplace

14.4. Future Forecasting

14.4.1. Searching for Drivers
14.4.2. How to Create a Forecast for the Future
14.4.3. How to Design a Future Scenario

14.5. Mental Stimulation Techniques

14.5.1. Past, Future and Empathy
14.5.2. Facts Vs Experience
14.5.3. Alternative Routes

14.6. Collaborative Forecasting

14.6.1. The Future as a Game
14.6.2. Future Wheel
14.6.3. The Future from Different Approaches

14.7. Epic Victories

14.7.1. From Discovery to the Innovation Proposal
14.7.2. The Epic Victory
14.7.3. Fairness in the Game of the Future

14.8. Preferred Futures

14.8.1. The Preferred Future
14.8.2. Techniques
14.8.3. Working Backwards from the Future

14.9. From Prediction to Action

14.9.1. Images of the Future
14.9.2. Artifacts of the Future
14.9.3. Roadmap

14.10. ODS. A Global and Multidisciplinary Vision of the Future ODS

14.10.1. Sustainable Development as a Global Goal
14.10.2. Human Management in Nature
14.10.3. Social Sustainability

Module 15. Consumer or User Management in Creative Businesses

15.1. The User in the Current Context

15.1.1. Consumer Change in Recent Times
15.1.2. The Importance of Research
15.1.3. Trend Analysis

15.2. Strategy with the Focus on the Individual

15.2.1. Human Centric Strategy
15.2.2. Keys and Benefits of Being Human Centric
15.2.3. Success Stories

15.3. Data on the Human Centric Strategy

15.3.1. Data on the Human Centric Strategy
15.3.2. The Value of the Data
15.3.3. 360º View of the Customer

15.4. Implementation of the Human Centric Strategy in the Creative Industry

15.4.1. Transformation of Dispersed Information into Customer Knowledge
15.4.2. Opportunity Analysis
15.4.3. Maximization Strategies and Initiatives

15.5. Human Centric Methodology

15.5.1. From Research to Prototyping
15.5.2. Double Diamond Model: Process and Phases
15.5.3. Tools

15.6. Design Thinking

15.6.1. Design Thinking
15.6.2. Methodology
15.6.3. The Techniques and Tools of Design Thinking

15.7. Brand Positioning in the User's Mind

15.7.1. Positioning Analysis
17.7.2. Typology
15.7.3. Methodology and Tools

15.8. User Insights in Creative Businesses

15.8.1. Insights and their Importance
15.8.2. Customer Journey and the Relevance of the Journey Map
15.8.3. Research Techniques

15.9. User Profiling (Archetypes and Buyer Persona)

15.9.1. Archetypes
15.9.2. Buyer persona
15.9.3. Methodology of Analysis

15.10. Research Resources and Techniques

15.10.1. Techniques in Context
15.10.2. Visualization and Creation Techniques
15.10.3. Voice Contrast Techniques

Module 16. Creative Branding: Communication and Management of Creative Brands

16.1. Brands and Branding

16.1.1. The Brands
16.1.2. The Evolution of Branding
16.1.3. Positioning, Brand Personality, Notoriety

16.2. Brand Building

16.2.1. Marketing Mix
16.2.2. Brand Architecture
16.2.3. Brand Identity

16.3. Brand Expression

16.3.1. Graphic Identity
16.3.2. Visual Expression
16.3.3. Other Elements that Reflect the Brand

16.4. Communication

16.4.1. Focuses
16.4.2. Brand Touchpoints
16.4.3. Communication Techniques and Tools

16.5. Branded Content

16.5.1. From Brands to Entertainment Platforms
16.5.2. The Rise of Branded Content
16.5.3. Connecting with the Audience through Unique Storytelling

16.6. Visual Storytelling

16.6.1. Brand Analysis
16.6.2. Creative Advertising Concepts
16.6.3. The Creative Fan

16.7. Customer Experience

16.7.1. Customer Experience (CX)
16.7.2. Customer Journey
16.7.3. Brand Alignment and CX

16.8. Strategic Planning

16.8.1. Objectives
16.8.2. Identification of Audiences and Insights
16.8.3. Designing the Corporate Strategy:

16.9. Performance

16.9.1. Briefing
16.9.2. Tactics
16.9.3. Production plan

16.10. Assessment

16.10.1. What to Evaluate?
16.10.2. How to Evaluate (Measurement Tools)
16.10.3. Results Reports

Module 17. Leadership and Innovation in Creative Industries

17.1. Creativity Applied to Industry

17.1.1. Creative Expression
17.1.2. Creative Resources
17.1.3. Creative Techniques

17.2. The New Innovative Culture

17.2.1. The Context of the Innovation
17.2.2. Why does Innovation Fail?
17.2.3. Academic Theories

17.3. Innovation Dimensions and Levers

17.3.1. The Plans or Dimensions of Innovation
17.3.2. Attitudes for Innovation
17.3.3. Intrapreneurship and Technology

17.4. Constraints and Obstacles to Innovation in the Creative Industry

17.4.1. Personal and Group Constraints
17.4.2. Social Constraints and Organizations
17.4.3. Industrial and Technological Constraints

17.5. Closed Innovation and Open Innovation

17.5.1. From Closed Innovation to Open Innovation
17.5.2. Practical Classes to Implement Open Innovation
17.5.3. Experiences of Open Innovation in Companies

17.6. Innovative Business Models in Creative Industries

17.6.1. Business Trends in the Creative Economy
17.6.2. Study Cases
17.6.3. Sector Revolution

17.7. Leading and Managing an Innovation Strategy

17.7.1. Boosting Adoption
17.7.2. Leading the Process
17.7.3. Portfolio Maps

17.8. Financing Innovation

17.8.1. CFO: Venture Capital Investor
17.8.2. Dynamic Financing
17.8.3. Response to the Challenges

17.9. Hybridization: Innovation in the Creative Economy

17.9.1. Intersection of Sectors
17.9.2. Generation of Disruptive Solutions
17.9.3. The Medici Effect

17.10. New Creative and Innovative Ecosystems

17.10.1. Generation of Innovative Environments
17.10.2. Creativity as a Lifestyle
17.10.3. Icosystems

Module 18. Digital Transformation in the Creative Industry

18.1. Digital Future of the Creative Industry

18.1.1. Digital Transformation
18.1.2. Situation of the Sector and its Comparison
18.1.3. Future Challenges

18.2. Forth Industrial Revolution

18.2.1. Industrial Revolution
18.2.2. Application
18.2.3. Impacts

18.3. Digital Enablers for Growth

18.3.1. Operational Effectiveness, Acceleration and Improvement
18.3.2. Continuous Digital Transformation
18.3.3. Solutions and Services for the Creative Industries

18.4. The Application of Big Data to the Enterprise

18.4.1. Data Value
18.4.2. Data in Decision-Making.
18.4.3. Data Driven Company

18.5. Cognitive Technology

18.5.1. AI and  Digital Interaction
18.5.2. IoT and Robotics
18.5.3. Other Digital Training

18.6. Uses and Applications of Blockchain Technology

18.6.1. Blockchain
18.6.2. Value for the Creative Industry Sector
18.6.3. Transaction Versatility

18.7. Omnichannel and Transmedia Development

18.7.1. Impacts in the Sector
18.7.2. Challenge Analysis
18.7.3. Evolution

18.8. Entrepreneurship Ecosystems

18.8.1. The Role of Innovation and Venture Capital
18.8.2. The Startup Ecosystem and the Agents that Comprise It
18.8.3. How to Maximize the Relations between the Creative Agent and the Startup

18.9. New Disruptive Business Models

18.9.1. Marketing-Based (Platforms and Marketplaces)
18.9.2. Service-Based (Freemium, Premium or Subscription models)
18.9.3. Community-Based (from Crowdfunding, Social Networking or Blogging)

18.10. Methodologies to Promote a Culture of Innovation in the Creative Industries

18.10.1. Blue Ocean Innovation Strategy
18.10.2. Lean Startup Innovation Strategy
18.10.3. Agile Innovation Strategy

Module 19. New Digital Marketing Strategy

19.1. Technology and Audiences

19.1.1. Digital Strategy and Differences between User Types
19.1.2. Target Audience, Exclusionary Factors and Generations
19.1.3. The Ideal Costumer Profile (ICP) and Buyer Persona

19.2. Digital Analytics for Diagnostics

19.2.1. Analytics prior to the Digital Strategy
19.2.2. Moment 0
19.2.3. KPIs and Metrics, Typologies, Classification according to Methodologies

19.3. E-entertainment: The impact of E-Commerce on the Entertainment Industry

19.3.1. E-commerce, Typologies and Platforms
19.3.2.  The Importance of Web Design: UX and UI
19.3.3. Optimization of Online Space: Minimum Requirements

19.4. Social Media and E-Influencer Marketing

19.4.1. Impact and Evolution of Network Marketing
19.4.2. Persuasion, Keys to Content and Viral Actions
19.4.3. Planning Social Marketing and Influencer Marketing Campaigns

19.5. Mobile Marketing

19.5.1. Mobile User
19.5.2. Mobile Web and Apps
19.5.3. Mobile Marketing Actions

19.6. Advertising in Online Environments

19.6.1. Advertising in Social Media and Objectives of the Social Ads
19.6.2. The Conversion Funnel or Purchase Funnel: Categories
19.6.3. Social Ads Platforms

19.7. The Inbound Marketing Methodology

19.7.1. Social Selling, Key Pillars and Strategy
19.7.2. The CRM Platform in a Digital Strategy
19.7.3. Inbound Marketing or Attraction Marketing: Actions and SEO

19.8. Automization of Marketing

19.8.1. Email Marketing and Email Typology
19.8.2. Email Marketing Automation, Applications, Platforms and Advantages
19.8.3. The Emergence of Bot & Chatbot Marketing: Typology and Platforms

19.9. Data Management Tools

19.9.1. CRM in Digital Strategy, Typologies and Applications, Platforms and Trends
19.9.2. Big Data: Big Data, Business Analytics and Business Intelligence
19.9.3. Big Data, Artificial Intelligence and Data Science

19.10. Measuring Profitability

19.10.1. ROI: the Definition of Return on Investment and ROI vs. ROAS
19.10.2. ROI Optimization
19.10.3. Key Metrics

Module 20. Entrepreneurship in the Creative Industries

20.1. The Entrepreneurial Project

20.1.1. Entrepreneurship, Types and Life Cycle
20.1.2. Entrepreneur Profile
20.1.3. Topics of Interest for Entrepreneurship

20.2. Personal Leadership

20.2.1. Self-Knowledge
20.2.2. Entrepreneurial Skills
20.2.3. Development of Entrepreneurial Leadership Skills and Abilities

20.3. Identification of Innovative and Entrepreneurial Opportunities

20.3.1. Analysis of Megatrends and Competitive Forces
20.3.2. Consumer Behavior and Demand Estimation
20.3.3. Evaluation of Business Opportunities

20.4. Business Idea Generation in the Creative Industry

20.4.1. Tools for the Generation of Ideas: Brainstorming, Mind Maps, Drawstorming, etc.
20.4.2. Value Proposition Design: Canvas, 5W
20.4.3. Development of the Value Proposition

20.5. Prototyping and Validation

20.5.1. Prototype Development
20.5.2. Validation
20.5.3. Prototyping Adjustments

20.6. Business Model Design

20.6.1. The Business Model
20.6.2. Methodologies for the Creation of Business Models
20.6.3. Business Model Design for Proposed Idea

20.7. Team Leadership

20.7.1. Team Profiles according to Temperaments and Personality
20.7.2. Team Leadership Skills
20.7.3. Teamwork Methods

20.8. Cultural Markets

20.8.1. Nature of Cultural Markets
20.8.2. Types of Cultural Markets
20.8.3. Identification of Local Cultural Markets

20.9. Marketing Plan and Personal Branding

20.9.1. Projection of the Personal and Entrepreneurial Project
20.9.2. Short- and Medium-Term Strategic Plan
20.9.3. Variables for Measuring Success

20.10. Sales Pitch

20.10.1. Project Presentation for Investors
20.10.2. Development of Attractive Presentations
20.10.3. Development of Effective Communication Skills

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