Why study at TECH?

The figure of the upright, inflexible and authoritarian manager has become obsolete. A new profile has emerged, one that is much more in line with new trends and stands out for being technologically savvy, practising active listening and being self-critical of their work"

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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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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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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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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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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. 
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Multicultural Context 

While studying at TECH, students will enjoy a unique experience by studying 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 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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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

El Advanced Master’s Degree in International Digital Entrepreneurship is a tailor-made program delivered in a 100% online format so 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 managers and entrepreneurs.

What you study is very important. The abilities and skills you acquire are fundamental. You won't find a more complete syllabus than this one, believe us...” 


Este Advanced Master’s Degree in International Digital Entrepreneurship at TECH Technological University is an intense program that prepares students to face challenges and business decisions both on a national and international level.
The content of the Advanced Master’s Degree in International Digital Entrepreneurship is designed to promote the development of managerial skills that enable more thorough decision-making in uncertain environments.

Over the course of 3,000 hours of training, students will analyze a plethora of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real business situations. 

Este Advanced Master’s Degree in International Digital Entrepreneurship deals in depth with the main areas of a company, and is designed to train managers who understand business management from a strategic, international and innovative perspective.

A plan designed for students, focused on their professional improvement, that also prepares them to achieve excellence in the field of business management and administration. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional teaching staff, which will provide you with the skills to creatively and efficiently resolve critical situations. 

Module 1. Business Administration: Introduction and Organization
Module 2. Introduction to ICTs
Module 3. Financial Accounting
Module 4. Commercial Management I
Module 5. Business Management
Module 6. Company Tax Regime
Module 7. Digital Marketing Strategy
Module 8. Technology and Information in Digital Companies
Module 9. Founding and Managing Companies in the Digital Environment
Module 10. Innovation Management in Digital environments
Module 11. Competitive Environment and Strategy
Module 12. Entrepreneurial Innovation and Initiative
Module 13. Digital Marketing and e-Commerce
Module 14. Search Engine Marketing
Module 15. Digital Communication and Online Reputation
Module 16. Performance and Inbound Marketing
Module 17. Web Analytics and Marketing Analytics
Module 18. International Finance
Module 19. Mobile e-Commerce
Module 20. New Digital Trends

Where, When and How is it Taught?

Este Advanced Master’s Degree takes place over 24 months and is divided into two terms. You can complete it 100% online, even attending virtual workshops and conferences.

Module 1. Business Administration: Introduction and Organization

1.1. The Company and Its Components

1.1.1. The Concept of a Company
1.1.2. Functions and Classification of Business Objects
1.1.3. The Business Community 
1.1.4. Types of Companies

1.2. The Company as System  

1.2.1. Concepts of the System
1.2.2. Models
1.2.3. Company Subsystems
1.2.4. Values Subsystems 

1.3. The Business Environment 

1.3.1. Environment and Value   
1.3.2. General Environment
1.3.3. Specific Environment
1.3.4. Analysis Tools

1.4. The Managerial Function

1.4.1. Basic Concepts
1.4.2. What Is Managing? 
1.4.3. Decision-Making  
1.4.4. Leadership

1.5. Corporate Planning   

1.5.1. Corporate Plans 
1.5.2. Planning Components
1.5.3. Stages
1.5.4. Planning Tools

1.6. Business Control

1.6.1. Concept, Types and Terminology
1.6.2. Management Control
1.6.3. Quality Control
1.6.4. Balanced Scorecard

1.7. Business Organization   

1.7.1. Basic Concepts  
1.7.2. Organizational Structure
1.7.3. Cultural Dimensions
1.7.4. Structural Models

1.8. Human Resources Management

1.8.1. Motivation  
1.8.2. Recruitment and Selection 
1.8.3. Personnel Training   
1.8.4. Performance Assessment

1.9. Marketing and Financial Components

1.9.1. Concept and Stages 
1.9.2. Marketing and Markets
1.9.3. Strategic Marketing 
1.9.4. Relationships and Synergies  

Module 2. Introduction to ICTs 

2.1. Information Systems: Features, Functions and Types

2.1.1. Introduction to ICTs
2.1.2. Principles
2.1.3. Features
2.1.4. Onset
2.1.5. Advantages and Disadvantages
2.1.6. Typology
2.1.7. Types of Information Systems
2.1.8. Business Processes

2.2. Information Systems: Influence, Competitive Advantage and Strategies Based on Networks and Web 2.0

2.2.1. ICT Influences
2.2.2. Current ICTs
2.2.3. Global ICTs
2.2.4. Competitive Advantages
2.2.5. Strategies Based on Web 2.0
2.2.6. Network Strategies

2.3. Information and Communication Technologies (ICT)

2.3.1. Components
2.3.2. Concept
2.3.3. Types of Components
2.3.4. Applications
2.3.5. Infrastructure Evolution
2.3.6. History
2.3.7. Current Situation and Development
2.3.8. ICT Infrastructure Administration
2.3.9. Drivers
2.3.10. Administration

2.4. Hardware and Hardware Trends

2.4.1. Hardware
2.4.2. Concept
2.4.3. Hardware Evolution
2.4.4. Hardware and Software Classification
2.4.5. Hardware Trends
2.4.6. Data Processing
2.4.7. Accelerating Processes
2.4.8. Storing Processed Data
2.4.9. Graphic Visualization

2.5. Integration of Processing and Telecommunication Platforms

2.5.1. Integration
2.5.2. Conceptualization
2.5.3. Evolution
2.5.4. Business Interdependence
2.5.5. Integration and Competition
2.5.6. Integration Tools
2.5.7. Big Data

2.6. Processing Modes, Virtualization and Multi-Core Processors

2.6.1. Different Models
2.6.2. Multiprocessor Systems
2.6.3. Concept of Processing
2.6.4. Virtualization
2.6.5. Requirements
2.6.6. Hypervisors
2.6.7. Paravirtualization

2.7. Software and Software Platforms

2.7.1. Software
2.7.2. Context
2.7.3. Concepts and Definitions
2.7.4. Applications
2.7.5. Software Platforms
2.7.6. Current Platforms
2.7.7. The Evolution of Platforms

2.8. Java Language and Business Application Integration

2.8.1. Java
2.8.2. Concepts
2.8.3. Features
2.8.4. Highlights
2.8.5. Business Applications Architecture
2.8.6. Concept
2.8.7. Integration in Companies
2.8.8. Transcoding
2.8.9. Adapting Semantic Content

2.9. Networks: Corporate Networks and Connectivity Technologies

2.9.1. Corporate Networks and Connectivity Technologies
2.9.2. Transformation
2.9.3. Connectivity in Companies
2.9.4. Connectivity Solutions
2.9.5. Transmission Types and Means
2.9.6. Concept and Definitions
2.9.7. Transmission Maps

2.10. The Internet, the Web, Web 2.0 and Web 3.0

2.10.1. What Is the Internet?
2.10.2. Conceptualization
2.10.3. Applications
2.10.4. Web 1.0
2.10.5. Conceptualization
2.10.6. Static Content
2.10.7. Dissemination
2.10.8. Web 2.0
2.10.9. Conceptualization
2.10.10. Dynamic Content
2.10.11. Development
2.10.12. Web 3.0
2.10.13. Conceptualization
2.10.14. Multidevice Content
2.10.15. The Intelligent Web

2.11. Business Tools for Communication and Coordination

2.11.1. Business Tools
2.11.2. Distance Management
2.11.3. Planning Communication
2.11.4. Coordination Methods
2.11.5. International Coordination
2.11.6. International Coordination
2.11.7. Concept of Online

2.12. Traditional File Organization, Data Management Systems, and Data Warehouses and Mining

2.12.1. Data storage
2.12.2. Data Analysis
2.12.3. Types of Storage
2.12.4. Type of Storable Information
2.12.5. Data Variability
2.12.6. Data Management Systems
2.12.7. Balanced Scorecard
2.12.8. Planning Process
2.12.9. Management Indicators
2.12.10. Data Mining
2.12.11. Concept
2.12.12. Computational Complexity Theory
2.12.13. Trends

2.13. Company Systems: Business Management and Decision Support Systems

2.13.1. Decision Support Systems
2.13.2. Support Systems: DSS
2.13.3. Decision Making Based on Data Management
2.13.4. Business Management Processes
2.13.5. Concept of Management
2.13.6. Stages of the Process

2.14. E-Commerce

2.14.1. E-Commerce Significance
2.14.2. Concept
2.14.3. B2B
2.14.4. Implications
2.14.5. E-Commerce Challenges
2.14.6. Main Types of e-Commerce
2.14.7. Types of e-Commerce
2.14.8. Trading Markets
2.14.9. Evolution and Repercussion
2.14.10. Expansion
2.14.11. Global Repercussion

Module 3. Financial Accounting

3.1. Financial Accounts: Components and Formulation

3.1.1. Balance Sheet, Income Statement and Financial Statement Notes
3.1.2. Statement of Changes in Equity
3.1.3. Cash Flow Statement
3.1.4. Financial Accounts Formulation Rules
3.1.5. Financial Statement Templates

3.2. Assessment Criteria

3.2.1. Historical Cost
3.2.2. Fair Value
3.2.3. Net Realizable Value
3.2.4. Utilization Value
3.2.5. Book or Carrying Value
3.2.6. Creative Accounting

3.3. Property, Plant and Equipment and Intangible Assets

3.3.1. Regulations and Method of Acquisition
3.3.2. Amortization
3.3.3. Impairment or Disposal Losses
3.3.4. Real Estate Investments

3.4. Financial Instruments

3.4.1. Financial Assets
3.4.2. Financial Liabilities
3.4.3. Risk Assessment, Identification and Management
3.4.4. Hedging and Trading
3.4.5. Equity Instruments Accounting

3.5. Equity Study and Valuation

3.5.1. Balance Sheet Equity
3.5.2. Grants, Donations and Legacies
3.5.3. Equity and Adjustments for Changes in Value

3.6. Restructuring Operations

3.6.1. Mergers
3.6.2. Demergers
3.6.3. Non-Monetary Contributions
3.6.4. Value Exchanges

3.7. Income Tax

3.7.1. Corporate Income Tax Structure
3.7.2. Calculation and Recording of the Accrued Corporate Income Tax Expense
3.7.3. Permanent and Temporary Differences

3.8. Foreign Currency Accounting

3.8.1. Functional and Presentation Currency
3.8.2. Valuation of Monetary and Non-Monetary Items
3.8.3. Temporary Transaction Differences in Foreign Currencies

Module 4. Commercial Management I

4.1. Market Research

4.1.1. Consumer Behavior
4.1.2. Market Research Techniques
4.1.3. Data Analysis Tools
4.1.4. Scope and Limitations

4.2. Advertising

4.2.1. The Importance of Public Companies
4.2.2. Purchase Experience
4.2.3. Advertising and Digital Media

4.3. Media Planning

4.3.1. Audiences and Advertising Markets
4.3.2. Selecting Media and Support
4.3.3. Measuring Sustainability

4.4. Commercial Management

4.4.1. Internal and External Analysis. SWOT
4.4.2. Sector and Competitive Analysis
4.4.3. Models: Canvas

Module 5. Business Management

5.1. Manager Functions: Organizational Culture and Approaches

5.1.1. Manager Functions
5.1.2. Management Strategy
5.1.3. Organizational Culture

5.2. Change Management Process  

5.2.1. Types
5.2.2. Resistance
5.2.3. Stimulating Innovation
5.2.4. Management Models

5.3. Decision Making

5.3.1. Management and Decision-Making Processes
5.3.2. Management Styles
5.3.3. Types of Decisions

5.4. Strategic Planning

5.4.1. Objectives
5.4.2. Methods
5.4.3. Planning Dynamic Environments

5.5. The Process of Strategic Management

5.5.1. Types of Processes
5.5.2. Processes Mission and Analysis
5.5.3. Implementing Processes and Assessment

5.6. Organizational Structures

5.6.1. General Concepts
5.6.2. Mechanistic Structures
5.6.3. Organic Structures

5.7. Organizational Designs

5.7.1. Purpose behind Organization
5.7.2. Contingency Factors
5.7.3. Types of Design

5.8. Team Development and Performance

5.8.1. Definition and General Concepts
5.8.2. Efficient Teams
5.8.3. Global Teams

5.9. Company Communication

5.9.1. Function of Company Communication
5.9.2. Communication Methods
5.9.3. ICT Influences

5.10. Interpersonal and Organizational Communication

5.10.1. Basic Concepts
5.10.2. Interpersonal Communication
5.10.3. Organizational Communication

5.11. Company Motivation

5.11.1. Concept of Motivation and Application
5.11.2. Motivation Theories
5.11.3. Motivation Implementation

5.12. Company Leadership

5.12.1. Contingency Theories
5.12.2. Types of Leadership
5.12.3. Company Leadership Implementation

5.13. Operations Control

5.13.1. Concepts of Control and Management Control
5.13.2. Control Processes
5.13.3. Measurements and Assessment

5.14. Operations Control Management

5.14.1. Control Tools
5.14.2. Correction Systems
5.14.3. Operations Control Advantages and Problems

5.15. Operations Management

5.15.1. The Importance of Management
5.15.2. Value Chain
5.15.3. Quality Management
5.10.4. Storage Costs, Picking and Packing 
5.10.5. Distribution Costs

Module 6. Company Tax Regime

6.1. Concept and Characteristics of Taxes
6.2. Judicial Relationship and Tax Liability
6.3. Exemption, Non-Taxation, Accrual and Enforceability
6.4. Essential Components of Tax Liability
6.5. The Tax System and Tax Classification
6.6. Corporate Income Tax Calculation
6.7. Special Tax Regimes
6.8. Calculating Personal Income Tax
6.9. VAT
6.10. Liability

Module 7. Digital Marketing Strategies 

7.1. Digital Business Administration

7.1.1. Competitive Strategy in the Face of Growing Digitalization in Media
7.1.2. Designing and Creating a Digital Marketing Plan
7.1.3. Digital Media Planning and Contracting
7.1.4. ROI Analysis in a Digital Marketing Plan

7.2. Digital Marketing for Brand Reinforcement

7.2.1. Brand Content and Storytelling
7.2.2. Hyper-Segmentation
7.2.3. Video Marketing
7.2.4. Social Sales

7.3. Defining the Digital Marketing Strategy

7.3.1. Closed Loop Marketing
7.3.2. Continuous Loop Marketing
7.3.3. Multichannel Marketing

7.4. Digital Marketing for Customer Engagement and Retention

7.4.1. Hyper-Segmentation and Micro-Localization
7.4.2. Loyalty and Engagement Strategies Using the Internet
7.4.3. Visitor Relationship Management

7.5. Digital Marketing Trends

7.5.1. Digital Neuro-Marketing
7.5.2. Avatar Marketing
7.5.3. Bluecasting

7.6. Managing Digital Campaigns

7.6.1. Display Advertising and Rich Media
7.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
7.6.3. Advertising on Digital Television

7.7. Online Marketing Plan

7.7.1. Online Research
7.7.2. Creating an Online Marketing Plan
7.7.3. Configuration and Activation
7.7.4. Launch and Management

7.8. Blended Marketing

7.8.1. Integrating ‘on’ and ‘off’ Actions
7.8.2. Personalization and Segmentation
7.8.3. Improve User Experience

Module 8. Technology and Information in Digital Companies

8.1 Technological Environments

8.1.1. The Technological Environment
8.1.2. Functioning and Importance of IT in the Company
8.1.3. Needs and Opportunity Areas

8.2. Information Systems Management

8.2.1. Business Information Systems
8.2.2. Strategic Decisions
8.2.3. The Role of the CIO

8.3. Information Technology Strategic Planning

8.3.1. The Process of Strategic Planning
8.3.2. Formulating IS Strategies
8.3.3. Strategy Implementation Plan

8.4. Information Systems and Business Intelligence

8.4.1. CRM and Business Intelligence
8.4.2. Project Management and Business Intelligence
8.4.3. Business Intelligence Architecture

8.5. Corporate Management Applications

8.5.1. Company and Industry Sector Analysis
8.5.2. Online Business Models
8.5.3. The Value of IT in a Company

8.6. Digital Transformation

8.6.1. Technology-Based Business Models
8.6.2. Innovation Abilities
8.6.3. Redesigning Value Chain Processes

8.7. Technology and Trends

8.7.1. E-Commerce Strategies
8.7.2. Strategies Using Social Media
8.7.3. E-Commerce Models

8.8. Outsourcing Information Technology

8.8.1. Establishing IT Goals
8.8.2. Supplier Selection

Module 9. Founding and Managing Companies in the Digital Environment

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
9.3.3. Comparative Analysis
9.3.4. Decision-Making
9.3.5. 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 Departments
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 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 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 Businesses

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. Innovation Management in Digital environments 

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. Entrepreneurial Soft Skills

10.4. Managing Start-Ups

10.4.1. Introduction to Financial Management in Startup Companies
10.4.2. Financial Metrics for Start-Ups
10.4.3. Financial Planning: Projection Models and Interpretation
10.4.4. Valuation Methods
10.4.5. Legal Aspects

10.5. The Business Plan

10.5.1. Business Plans in the Digital Era
10.5.2. Models: Canvas
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 Startups
10.6.3. Monitoring and Project Management

10.7. Growth Phases in Startup Companies

10.7.1. Seed Phase
10.7.2. Startup Phase
10.7.3. Growth Phase
10.7.4. Consolidation Phase

10.8. Financing Startups

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 Bstartup
10.9.4. FOND-ICO Global
10.9.5. Accelerators: Wayra, Lanzadera and Plug & Play

10.10. Lean Management

10.10.1. The Basic Principles of Lean Management
10.10.2. Improvement and Problem-Solving Teams
10.10.3. New Forms of Maintenance and Quality Management
10.10.3. Customer Communication Channels
10.10.4. Online Store Integration
10.10.5. Online Service Centers

Module 11. Competitive Environment and Strategy

11.1. Global Economic Environment 

11.1.1. The Fundamentals of the Global Economy
11.1.2. The Globalization of Companies and Financial Markets
11.1.3. Entrepreneurship and New Markets

11.2. Corporate Finance 

11.2.1. Financial Policy and Growth
11.2.2. Company Valuation Methods
11.2.3. Capital Structure and Financial Leverage

11.3. Economic Analysis of Decisions 

11.3.1. Budget Control
11.3.2. Competitive Analysis Comparative Analysis
11.3.3. Decision Making Business Investment or Divestment

11.4. Information Systems in Companies

11.4.1. The Evolution of the IT Model
11.4.2. Organization and IT Departments
11.4.3. Information Technology and Economic Environment

11.5. Corporate Strategy and Technology Strategy

11.5.1. Creating Value for Customers and Shareholders
11.5.2. Strategic IS/IT Decisions
11.5.3. Corporate Strategy vs. Technology and Digital Strategy

11.6. Information Systems for Decision Making

11.6.1. Business Intelligence
11.6.2. Data Warehouse
11.6.3. Balanced Scorecard (BSC)

11.7. Digital Strategy 

11.7.1. Technology Strategy and Impact on Digital Innovation
11.7.2. Strategic Planning of Information Technologies
11.7.3. Strategy and the Internet

11.8. Online Business Models

11.8.1. Analyzing Established Companies in the Technology Sector
11.8.2. Business Model Generation Systems
11.8.3. Analyzing Innovative Business Models in Traditional Sectors
11.8.4. Analyzing Innovative Business Models on the Internet

11.9. Company Systems based on Internet Collaboration

11.9.1. Customer Management Systems: Customer Relationship Management (CRM)
11.9.2. Supply Chain Management Systems
11.9.3. E-Commerce Systems

11.10. Social Business

11.10.1. Web 2.0 Strategic Vision and Challenges
11.10.2. Convergence Opportunities and ICT Trends
11.10.3. How to Monetize Web 2.0 and Social Media
11.10.4. Mobility and Digital Business

Module 12. Entrepreneurial Innovation and Initiative

12.1. Design Thinking

12.1.1. The Blue Ocean Strategy
12.1.2. Collaborative Innovation
12.1.3. Open Innovation

12.2. Strategic Innovation Intelligence

12.2.1. Technology Monitoring
12.2.2. Technology Foresight
12.2.3. Coolhunting

12.3. Entrepreneurship and Innovation

12.3.1. Strategies to Search for Business Opportunities
12.3.2. Assessing the Feasibility of New Projects
12.3.3. Innovation Management Systems
12.3.4. Entrepreneurial Soft Skills

12.4. Managing Startups

12.4.1. Introduction to Financial Management in Startup Companies
12.4.2. Financial Metrics for Startups
12.4.3. Financial Planning: Projection Models and Interpretation
12.4.4. Valuation Methods
12.4.5. Legal Aspects

12.5. The Business Plan

12.5.1. Business Plans in the Digital Era
12.5.2. Canvas Model
12.5.3. Value Proposition Model
12.5.4. Content and Presentation

12.6. Project Management

12.6.1. Agile Development
12.6.2. Lean Management in Start-Ups
12.6.3. Project Tracking and Steering

12.7. Growth Phases in Startup Companies

12.7.1. Seed Phase
12.7.2. Startup Phase
12.7.3. Growth Phase
12.7.4. Consolidation Phase

12.8. Financing Startups

12.8.1. Bank Financing
12.8.2. Subsidies
12.8.3. Seed Capital and Accelerators Business Angels
12.8.4. Venture Capital IPO
12.8.5. Public to Private Partnership

12.9. National and International Venture Capital and Seed Capital Entities

12.9.1. Public Institutions: CDTI, ENISA
12.9.2. National and International Venture Capital Entities
12.9.3. Private Investors: Caixa Capital Risc Bstartup
12.9.4. FOND-ICO Global
12.9.5. Accelerators: Wayra, Lanzadera y Plug & Play

12.10. Lean Management

12.10.1. The Basic Principles of Lean Management
12.10.2. Improvement and Problem-Solving Teams
12.10.3. New Forms of Maintenance and Quality Management

Module 13. Digital Marketing and e-Commerce

13.1. Digital e-Commerce Management

13.1.1. New e-Commerce Business Models
13.1.2. Planning and Developing an e-Commerce Strategy Plan
13.1.3. Technological Structure in e-Commerce

13.2. E-Commerce Operations and Logistics

13.2.1. How to Manage Fulfillment
13.2.2. Digital Point-of-Sale Management
13.2.3. Contact Center Management
13.2.4. Automation in Management and Monitoring Processes

13.3. Implementing e-Commerce Techniques

13.3.1. Social Media and Integration in e-Commerce Plans
13.3.2. Multichannel Strategy
13.3.3. Personalizing Dashboards

13.4. Digital Pricing

13.4.1. Online Payment Methods and Gateways
13.4.2. Electronic Promotions
13.4.3. Digital Price Timing
13.4.4. E-Auctions

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

13.5.1. E-Marketplace Business Models
13.5.2. S-Commerce and Brand Experience
13.5.3. Purchasing via Mobile Devices

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

13.6.1. Integrating the Consumer in the Value Chain
13.6.2. Online Research and Loyalty Techniques
13.6.3. Planning a Customer Relationship Management Strategy

13.7. Digital Marketing Trade

13.7.1. Cross Merchandising
13.7.2. Designing and Managing Facebook Ads Campaigns
13.7.3. Designing and Managing Google Adwords Campaigns

13.8. Online Marketing for e-Commerce

13.8.1. Inbound Marketing
13.8.2. Display and Programmatic Purchasing
13.8.3. Communication Plan

Module 14. Search Engine Marketing 

14.1. How Search Engines Work

14.1.1. Indicators and Indexes
14.1.2. Algorithms
14.1.3. SEO and Corporate Branding

14.2. SEO Analysis

14.2.1. Determining KPIs
14.2.2. Generating Scripts and Alerts
14.2.3. Image, Video and Other Elements Optimization
14.2.4. Linkbuilding

14.3. Technical SEO

14.3.1. Web Performance Optimization
14.3.2. Real Time and Content
14.3.3. Relevant Tagging and Headers
14.3.4. Advanced WPO Techniques

14.4. SEO and e-Commerce

14.4.1. Conversion Rate Optimization
14.4.2. Google WebMaster Tools
14.4.3. Social Proof and Viralization
14.4.4. Navigation and Indexability

14.5. Keyword Hunting for SEM

14.5.1. Adwords Keyword Tool
14.5.2. Google Suggest
14.5.3. Insights for Search
14.5.4. GoogleTrends

14.6. SEM and Google Adwords 

14.6.1. Google Shopping
14.6.2. Google Display Network
14.6.3. Google AdWords Mobile
14.6.4. Advertising on YouTube

14.7. Facebook Ads

14.7.1. PPC/PPF (Pay-Per-Fan) Adverts
14.7.2. Creating Facebook Ads
14.7.3. Facebook Power Editor
14.7.4. Campaign Optimization

14.8. SEM Strategy and Measurement

14.8.1. Quality Score
14.8.2. Site Links
14.8.3. KPIs
14.8.4. Impressions, Clicks, Conversions. Revenue, ROI, CPA

Module 15. Digital Communication and Online Reputation

15.1. Web 2.0 or the Social Web

15.1.1. Organization in the Age of Conversation
15.1.2. Web 2.0 Is All About People
15.1.3. Digital Environment and New Communication Formats

15.2. Digital Communication and Reputation

15.2.1. Online Reputation Report
15.2.2. Netiquette and Good Practices on Social Media
15.2.3. Branding and Networking 2.0

15.3. Designing and Planning an Online Reputation Plan

15.3.1. Overview of the Main Social Media in Spain
15.3.2. Brand Reputation Plan
15.3.3. General metrics, ROI, and Social CRM
15.3.4. Online Crisis and Reputational SEO

15.4. General, Professional, and Microblogging Platforms

15.4.1. Facebook
15.4.2. LinkedIn
15.4.3. Google+
15.4.4. Twitter

15.5. Video, Image, and Mobility Platforms

15.5.1. YouTube
15.5.2. Instagram
15.5.3. Flickr
15.5.4. Vimeo
15.5.5. Pinterest

15.6. Content and Storytelling Strategy

15.6.1. Corporate Blogging
15.6.2. Content Marketing Strategy
15.6.3. Creating a Content Plan
15.6.4. Content Curation Strategy

15.7. Social Media Strategies

15.7.1. Corporate PR and Social Media
15.7.2. Defining the Strategy to Be Followed in Each Medium
15.7.3. Analysis and Evaluation of Results

15.8. Community Management

15.8.1. Functions, Duties, and Responsibilities of Community Managers
15.8.2. Social Media Manager
15.8.3. Social Media Strategist

15.9. Social Media Plan

15.9.1. Designing a Social Media Plan
15.9.2. Schedule, Budget, Expectations, and Monitoring
15.9.3. Contingency Protocol in Case of Crisis

15.10. Online Monitoring Tools 

15.10.1. Management Tools and Desktop Applications
15.10.2. Monitoring and Research Tools

Module 16. Performance and Inbound Marketing

16.1. Permission Marketing

16.1.1. How to Obtain User Permission
16.1.2. Personalizing the Message
16.1.3. Mail Confirmation or Double Opt-in

16.2. Strategy and Performance Techniques

16.2.1. Performance Marketing: Results
16.2.2. Digital Media Mix
16.2.3. The Importance of the Funnel

16.3. Affiliate Campaign Development

16.3.1. Agencies and Affiliate Programs 
16.3.2. Postview
16.3.3. Defining Affiliate Programs
16.3.4. Display and Campaign Optimization

16.4. Launching an Affiliate Program

16.4.1. Affiliation and Direct Affiliation Networks
16.4.2. Results Analysis and Monitoring
16.4.3. Fraud Control

16.5. Developing Campaigns Via e-mailing

16.5.1. Lists of Subscribers, Leads, and Customers
16.5.2. e-Mail Marketing Tools and Resources
16.5.3. Online Writing for e-Mail Marketing Campaigns

16.6. e-Mail Marketing Metrics

16.6.1. List Metrics
16.6.2. Newsletter Delivery Metrics
16.6.3. Conversion Metrics

16.7. Inbound Marketing 

16.7.1. Effective Inbound Marketing
16.7.2. The Benefits of Inbound Marketing
16.7.3. Measuring the Success of Inbound Marketing

16.8. Target Research

16.8.1. Consumer Intent Modelling and Buyer Personas
16.8.2. Customer Journey Mapping
16.8.3. Content Strategy

16.9. Content Optimization 

16.9.1. Content Optimization for Search Engines
16.9.2. Content Creation
16.9.3. Content Dynamization

16.10. Conversion

16.10.1. Lead Capturing and CRO
16.10.2. Lead Nurturing and Marketing Automation

Module 17. Web Analytics and Marketing Analytics

17.1. Web Analysis

17.1.1. The Fundamentals of Web Analytics
17.1.2. Classic Media vs Digital Media
17.1.3. The Web Analyst's Basic Methodology

17.2. Google Analytics

17.2.1. Configuring an Account
17.2.2. Javascript Tracking API
17.2.3. Customized Reports and Segments

17.3. Qualitative Analysis

17.3.1. Research Techniques Applied in Web Analytics
17.3.2. Customer Journey
17.3.3. Purchase Funnel

17.4. Digital Metrics

17.4.1. Basic Metrics
17.4.2. Ratios
17.4.3. Setting Objectives and KPIs

17.5. Strategy Analysis Areas

17.5.1. Web Traffic Acquisition
17.5.2. Activation
17.5.3. Conversion
17.5.4. Loyalty

17.6. Data Science and Big Data

17.6.1. Business Intelligence
17.6.2. Methodology and Analysis of Large Volumes of Data
17.6.3. Data Extraction, Processing, and Loading

17.7. Viewing Data

17.7.1. Viewing and Interpreting Dashboards
17.7.2. Converting Data into Value
17.7.3. Integrating Sources
17.7.4. Presenting Reports

17.8. Web Analytics Tools 

17.8.1. Technological Basis of WA Tool
17.8.2. Logs and Tags
17.8.3. Basic and Ad-hoc Labeling       

Module 18. International Finance

18.1. Process Engineering and Product Engineering

18.1.1. Innovation Strategies
18.1.2. Open Innovation
18.1.3. Innovative Organization and Culture
18.1.4. Multi-functional Teams

18.2. Launch and Industrialization of New Products

18.2.1. Designing New Products
18.2.2. Lean Design
18.2.3. Industrializing New Products
18.2.4. Manufacture and Assembly

18.3. E-Logistics B2C and B2B

18.3.1. E-Logistics
18.3.2. B2C e-Fulfillment, the Last Mile
18.3.3. B2B e-Procurement Marketplaces

18.4. Legal Aspects in e-Commerce

18.4.1. EU and Spanish Regulations
18.4.2. Data Protection
18.4.3. Fiscal Aspects in e-Commerce
18.4.4. General Sales Conditions

18.5. The Warehouse in e-Commerce

18.5.1. Peculiarities of the Warehouse in e-Commerce
18.5.2. Warehouse Design and Planning
18.5.3. Infrastructure: Fixed and Mobile Devices
18.5.4. Zoning and Locations

18.6. Designing an Online Store

18.6.1. Design and Usability
18.6.2. Most Common Functionalities
18.6.3. Alternative Technologies

18.7. Supply Chain Management and Future Trends

18.7.1. The Future of e-Business
18.7.2. The Current and Future Reality of e-Commerce
18.7.3. SC Operating Models for Global Companies

Module 19. Mobile e-Commerce

19.1. Mobile Marketing

19.1.1. New Consumption and Mobility Habits
19.1.2. SoLoMo Model
19.1.3. The 4 Ps of Mobile Marketing Mix

19.2. Mobile Technology

19.2.1. Mobile Operators
19.2.2. Mobile Devices and Operating Systems
19.2.3. Mobile Applications and WebApps
19.2.4. Sensors and Integration with the Physical World

19.3. Trends in Mobile Marketing

19.3.1. Mobile Publishing
19.3.2. Advergaming and Gamification
19.3.3. Mobile Geolocalization
19.3.4. Augmented Reality

19.4. Mobile User Behavior

19.4.1. New Search Habits on Mobile Devices
19.4.2. Multi-Screen
19.4.3. Mobile as a Purchasing Driver
19.4.4. ASO, Mobile User Acquisition and Loyalty

19.5. User Interface and Shopping Experience

19.5.1. Rules and Platforms m-Commerce
19.5.2. Omnichannel
19.5.3. Mobile & Proximity Marketing
19.5.4. Gap between Consumer and Advertiser
19.5.5. Mobile Commerce Content Managers

19.6. Apps and Purchases

19.6.1. Designing Mobile Commerce Apps
19.6.2. App Stores
19.6.3. App Marketing for Customer Loyalty
19.6.4. App Marketing for eCommerce

19.7. Mobile Payments

19.7.1. Value Chain and Business Models of Mobile Payment Methods
19.7.2. Keys to Improve UX in Mobile Payment
19.7.3. Positioning Strategies in the Mobile Payment Market
19.7.4. Fraud Management

19.8. Mobile Analytics

19.8.1. Mobile Measurement and Analysis Methodologies
19.8.2. Mobile Metrics: Main KPIs
19.8.3. Profitability Analysis
19.8.4. Mobile Analytics

19.9. Mobile Commerce

19.9.1. Services
19.9.2. Applications
19.9.3. Mobile Social Shopping

19.10. Mobile Social Media Applications

19.10.1. Integrating Cell Phones into Social Networks
19.10.2. Mobility, Relationship, Ubiquity, and Advertising
19.10.3. Facebook Places
19.10.4. Geolocation, Mobile Directories, Online Recommendations, and Shopping

Module 20. New Digital Trends

20.1. The Internet of Things

20.1.1. Visions and Challenges
20.1.2. Key Technologies
20.1.3. Pioneering Projects

20.2. Gamification 

20.2.1. Business Gamification Techniques
20.2.2. Gamification Design Framework
20.2.3. Operating Mechanisms and Motivation
20.2.4. Benefits and Return on Investment

20.3. Big Data 

20.3.1. Sectoral Application
20.3.2. Business Models
20.3.3. New Professions

20.4. Artificial Intelligence

20.4.1. Methodological Aspects in Artificial Intelligence
20.4.2. Heuristic Search
20.4.3. Rule Inference Methods
20.4.4. Semantic Networks

20.5. Robotics

20.5.1. Robot Morphology
20.5.2. Mathematical Tools for Spatial Localization
20.5.3. Cinematic Control
20.5.4. Criteria for Implementing an Industrial Robot

20.6. Modelling and Simulation

20.6.1. Modeling Using DEVS
20.6.2. Modeling Random Inputs
20.6.3. Generating Random Inputs
20.6.4. Experiments and Optimization Design

20.7. Implementing Cryptography in Technology Projects 

20.7.1. Electronic Signatures
20.7.2. Digital Certificates
20.7.3. Data Encryption
20.7.4. Practical Applications of Cryptography

20.8. Other Trends

20.8.1. 3D Printing
20.8.2. Drones
20.8.3. Artificial Vision
20.8.4. Augmented Reality

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