With this Advanced master’s degree online, you will lead creative and high-impact advertising campaigns that will build long-term brand loyalty among consumers"

Senior Marketing and Advertising Management plays a crucial role in creating value for companies, as it is not only about capturing the consumer's attention, but also about building a solid and long-lasting relationship with them. Therefore, experts need to develop advanced skills ranging from the use of data and analytics to the integration of multichannel strategies and customer experience management.

In order to support them in this task, TECH presents an innovative Advanced master’s degree in Senior Marketing and Advertising Management. Created by references in this sector, the curriculum will delve into issues ranging from market research or the psychology of communication to the specificities of advertising language. Thanks to this, graduates will develop a comprehensive and strategic vision of Marketing and Advertising, being able to lead multidisciplinary teams, manage brands effectively and design advertising campaigns that connect deeply with the target audience.

In addition, TECH offers a 100% online educational environment, tailored to the needs of working professionals looking to advance their careers. It also employs its unique Relearning system, based on the natural and progressive repetition of key concepts to effectively lock in knowledge. Graduates will have access to a library full of multimedia resources in different audiovisual formats, such as interactive summaries, explanatory videos and infographics.

You will develop skills in marketing data collection and analysis, enabling you to measure campaign performance” 

This Advanced master’s degree in Senior Marketing and Advertising Management 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 Marketing and Advertising Management
• 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 Senior Marketing and Advertising Management
• 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 manage the most modern advertising strategies to increase the visibility of brands and generate a positive response from the public” 

It includes in its teaching staff professionals belonging to the field of Senior Marketing and Advertising Management, who pour into this program the experience of their work, in addition to recognized specialists from reference companies and prestigious universities.

Its multimedia content, developed with the latest educational technology, will provide professionals with situated and contextualized learning, that is, a simulated environment that will provide immersive study set up to prepare them in 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.

With the Relearning system you will not have to invest a great amount of study hours and you will focus on the most relevant concepts"

You will have at your disposal a library full of educational resources 24 hours a day and with material that stands out for its high quality"

The curriculum will delve into factors ranging from the fundamentals of public opinion or corporate identity to the most modern techniques to foster creativity in the communication process. At the same time, the syllabus will provide graduates with a variety of strategies to lead high-impact advertising campaigns that maximize the connection with the target audience.  

You will handle sophisticated digital tools to support informed strategic decision making” 

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. CSR Tools and Standards

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Corporations 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. Strategic 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

2.9.1. The Concept of Strategy
2.9.2. The Process of Strategic Management
2.9.3. 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 Management and Human Resources
3.3.2. Strategic People Management

3.4. Evolution of Resources. An Integrated Vision

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

3.5. Selection, Group Dynamics and HR 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. Management of Training

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 HR
3.12.2. Personal Branding for HR Professionals

3.13. Developing High-Performance Teams

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. Being 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. Human Resources Management 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-Cash

3.21.1. Monetary Compensation vs. Non-Cash
3.21.2. Wage Band Models
3.21.3. Non-Cash 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. Results Research

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. The Capital Budget
4.6.3. The Operating Budget
4.6.5. Treasury Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Necessary 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. Analysis of the Balance Sheet
4.16.2. Analysis of the Income Statement
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. Operations Management

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Logistics 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 (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. Optimizing Logistic Costs

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 Focus: Business 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 to 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 (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 Systems and Corporate Strategy
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. Balanced Scorecard (BSC)

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. BI in the Different Departments of the Company
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 and 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. Enterprise 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 the 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 versus Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy in the Face of 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 through 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 in Launching 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 in Creating 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. Features 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. Advertising and Commercial Management

8.1. Publicity

8.1.1. Historical Background of Advertising
8.1.2. Conceptual Framework of Advertising: Principles, Briefing Concept and Positioning
8.1.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.1.4. Importance of Advertising in Business
8.1.5. Advertising Trends and Challenges

8.2. Developing the Marketing Plan

8.2.1. Marketing Plan Concept
8.2.2. Situation Analysis and Diagnosis
8.2.3. Strategic Marketing Decisions
8.2.4. Operating Marketing Decisions

8.3. Promotion and Merchandising Strategies

8.3.1. Integrated Marketing Communication
8.3.2. Advertising Communication Plan
8.3.3. Merchandising as a Communication Technique
8.3.4. Media Planning

8.3.4.1. Origin and Evolution of Media Planning
8.3.4.2. Media
8.3.4.3. Media Plan

8.4. Fundamentals of Commercial Management

8.4.1. The Role of Commercial Management
8.4.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.4.3. Commercial Planning Systems of the Company
8.4.4. Main Competitive Strategies

8.5. Commercial Negotiation

8.5.1. Commercial Negotiation
8.5.2. Psychological Issues in Negotiation
8.5.3. Main Negotiation Methods
8.5.4. The Negotiation Process

8.6. Decision-Making in Commercial Management

8.6.1. Commercial Strategy and Competitive Strategy
8.6.2. Decision Making Models
8.6.3. Decision-Making Analytics and Tools
8.6.4. Human Behavior in Decision Making

8.7. Sales Network Management

8.7.1. Sales Management 
8.7.2. Networks Serving Commercial Activity
8.7.3. Salesperson Recruitment and Training Policies
8.7.4. Remuneration Systems for Own and External Commercial Networks
8.7.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information

8.8. Implementing the Commercial Function

8.8.1. Recruitment of Own Sales Representatives and Sales Agents
8.8.2. Controlling Commercial Activity
8.8.3. The Code of Ethics of Sales Personnel
8.8.4. Compliance with Legislation
8.8.5. Generally Accepted Standards of Business Conduct

8.9. Key Account Management

8.9.1. Concept of Key Account Management
8.9.2. The Key Account Manager
8.9.3. Key Account Management Strategy

8.10. Financial and Budgetary Management

8.10.1. The Break-Even Point
8.10.2. The Sales Budget. Control of Management and of the Annual Sales Plan
8.10.3. Financial Impact of Strategic Sales Decisions
8.10.4. Cycle Management, Turnover, Profitability and Liquidity
8.10.5. 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 from 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 Direction and Management

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

9.6. Change Management in Projects: Management of Training

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 Equipment
9.7.5. Planning Communications Management
9.7.6. Managing Communications
9.7.7. Monitoring Communications

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

9.9.1. Creation of a Startup
9.9.2. Organization and Culture
9.9.3. Top Ten Reasons Why Startups Fail
9.9.4. 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 General Manager's Action
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 Education

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. Market Research

11.1. Fundamentals of Marketing

11.1.1. Main Definitions
11.1.2. Basic Concepts
11.1.3. The Evolution of the Concept of Marketing

11.2. Marketing: From Idea to Market

11.2.1. Concept and Scope of Marketing
11.2.2. Marketing Dimensions
11.2.3. Marketing 3.0

11.3. New Competitive Environment

11.3.1. Technological Innovation and Economic Impact
11.3.2. Knowledge Society
11.3.3. The New Consumer Profile

11.4. Quantitative Research Methods and Techniques

11.4.1. Variables and Measurement Scales
11.4.2. Information Sources
11.4.3. Sampling Techniques
11.4.4. The Treatment and Analysis of Data

11.5. Qualitative Research Methods and Techniques

11.5.1. Direct Techniques: Focus Group
11.5.2. Anthropological Techniques
11.5.3. Indirect Techniques
11.5.4. The Two Face Mirror and the Delphi Method

11.6. Market Segmentation

11.6.1. Market Typologies
11.6.2. Concept and Analysis of the Demand
11.6.3. Segmentation and Criteria
11.6.4. Defining the Target Audience

11.7. Types of Buying Behavior

11.7.1. Complex Behavior
11.7.2. Dissonance Reducing Behavior
11.7.3. Variety Seeking Behavior
11.7.4. Habitual Purchasing Behavior

11.8. Marketing Information Systems

11.8.1. Conceptual Approaches to Marketing Information Systems
11.8.2. Data Warehouse and Datamining
11.8.3. Geographical Information Systems

11.9. Research Project Management

11.9.1. Information Analysis Tools
11.9.2. Developing an Expectation Management Plan
11.9.3. Assessing the Feasibility of Projects

11.10. Marketing Intelligence

11.10.1. Big Data
11.10.2. User Experience
11.10.3. Applying Techniques

Module 12. Customer Relationship Management

12.1. Knowing the Market and the Consumer

12.1.1. Open Innovation
12.1.2. Competitive Intelligence
12.1.3. Sharing Economy
12.2.1. Business Philosophy or Strategic Orientation
12.2.2. Customer Identification and Differentiation
12.2.3. The Company and Its Stakeholders
12.2.4. Clienting

12.3. Database Marketing and Customer Relationship Management

12.3.1. Database Marketing Applications
12.3.2. Information Sources, Storage, and Processing

12.4. Consumer Psychology and Behavior

12.4.1. The Study of Consumer Behavior
12.4.2. Internal and External Consumer Factors
12.4.3. Consumer Decision Process
12.4.4. Consumerism, Society, Marketing, and Ethics

12.5. Areas of CRM Management

12.5.1. Customer Service
12.5.2. Managing the Sales Force
12.5.3. Customer Service

12.6. Consumer Centric Marketing

12.6.1. Segmentation
12.6.2. Profitability Analysis
12.6.3. Customer Loyalty Strategies

12.7. CRM Management Techniques

12.7.1. Direct Marketing
12.7.2. Multichannel Integration
12.7.3. Viral Marketing

12.8. Advantages and Risks of Implementing CRM

12.8.1. CRM, Sales and Costs
12.8.2. Customer Satisfaction and Loyalty
12.8.3. Technology Implementation
12.8.4. Strategic and Management Errors

Module 13. Operational Marketing

13.1. Marketing Mix

13.1.1. The Marketing Value Proposition
13.1.2. Marketing Mix Policies, Strategies and Tactics
13.1.3. Elements of the Marketing Mix
13.1.4. Customer Satisfaction and Marketing Mix

13.2. Product Management

13.2.1. Consumption Distribution and Product Life Cycle
13.2.2. Obsolescence, Expiration, Periodic Campaigns
13.2.3. Order Management and Inventory Control Ratios

13.3. Pricing Principles

13.3.1. Analysis of the Environment
13.3.2. Production Costs and Discount Margins
13.3.3. Final Price and Positioning Map

13.4. Distribution Channel Management

13.4.1. Trade Marketing
13.4.2. Distribution Culture and Competition
13.4.3. Designing and Managing Channels
13.4.4. Functions of Distribution Channels
13.4.5. Route to Market

13.5. Promotion and Sales Channels

13.5.1. Corporate Branding
13.5.2. Publicity
13.5.3. Sales Promotion
13.5.4. Public Relations and Personal Selling
13.5.5. Street Marketing

13.6. Branding

13.6.1. Brand Evolution
13.6.2. Creating and Developing a Successful Brand
13.6.3. Brand Equity
13.6.4. Category Management

13.7. Managing Marketing Groups

13.7.1. Work Teams and Meeting Management
13.7.2. Coaching and Team Management
13.7.3. Managing Equality and Diversity

13.8. Communication and Marketing

13.8.1. Communication Integrated into Marketing
13.8.2. Designing a Marketing Communication Program
13.8.3. Communication Skills and Influence
13.8.4. Barriers to Business Communication

Module 14. Sectorial Marketing

14.1. Services Marketing

14.1.1. Evolution and Growth of the Service Sector
14.1.2. Function of Services Marketing
14.1.3. Marketing Strategy in the Service Sector

14.2. Tourism Marketing

14.2.1. Features of the Tourism Sector
14.2.2. Tourist Product
14.2.3. The Customer in Tourism Marketing

14.3. Political and Electoral Marketing

14.3.1. Political vs. Electoral Marketing
14.3.2. Political Market Segmentation
14.3.3. Electoral Campaign

14.4. Social Marketing and Responsible Marketing

14.4.1. Social Cause Marketing and CSR
14.4.2. Environmental Marketing.
14.4.3. Segmentation in Social Marketing

14.5. Retail Management

14.5.1. Relevance
14.5.2. Reward
14.5.3. Cost Reduction
14.5.4. Relationship with the Customer

14.6. Banking Marketing

14.6.1. State Regulation
14.6.2. Branches and Segmentation
14.6.3. Inbound Marketing in the Banking Sector

14.7. Health Services Marketing

14.7.1. Internal Marketing
14.7.2. User Satisfaction Studies
14.7.3. Market-Oriented Quality Management

14.8. Sensory Marketing

14.8.1. Shopping Experience as a Sensory Experience
14.8.2. Neuromarketing and Sensory Marketing
14.8.3. Arrangement and Presentation of the Point of Sale

Module 15. International Marketing

15.1. International Market Research

15.1.1. Emerging Markets Marketing
15.1.2. PES Analysis
15.1.3. What, How and Where to Export
15.1.4. International Marketing Mix Strategies

15.2. International Segmentation

15.2.1. Criteria for Market Segmentation at the International Level
15.2.2. Market Niches
15.2.3. International Segmentation Strategies

15.3. International Positioning

15.3.1. Branding in International Markets
15.3.2. Positioning Strategies in International Markets

15.4. Product Strategies in International Markets

15.4.1. Product Modification, Adaptation and Diversification
15.4.2. Global Standardized Products
15.4.3. The Product Portfolio

15.5. Prices and Exports

15.5.1. Export Prices Calculation
15.5.2. Incoterms
15.5.3. International Price Strategy

15.6. Quality in International Marketing

15.6.1. Quality and International Marketing
15.6.2. Standards and Certifications
15.6.3. CE Marking

15.7. International Promotion

15.7.1. The International Promotion MIX
15.7.2. Advertising and Publicity
15.7.3. International Fairs
15.7.4. Country Branding

15.8. Distribution through International Channels

15.8.1. Channel and Trade Marketing
15.8.2. Export Consortiums
15.8.3. Types of Exports and Foreign Trade

Module 16. Digital Marketing and e-Commerce

16.1. Digital Marketing and e-Commerce

16.1.1. The Digital Economy and the Sharing Economy
16.1.2. Trends and Social Changes in Consumers
16.1.3. Digital Transformation of Traditional Companies
16.1.4. The Roles of the Chief Digital Officer

16.2. Digital Strategy

16.2.1. Segmentation and Positioning in the Competitive Context
16.2.2. New Marketing Strategies for Products and Services
16.2.3. From Innovation to Cash Flow

16.3. Technology Strategy

16.3.1. Web Development
16.3.2. Hosting and Cloud Computing
16.3.3. Content Management Systems (CMS)
16.3.4. Formats and Digital Media
16.3.5. Technological e-Commerce Platforms

16.4. Digital Regulation

16.4.1. Privacy Policy and Personal Data Protection Act
16.4.2. Fake Profiles and Fake Followers

16.5. Online Market Research

16.5.1. Quantitative Research Tools in Online Markets
16.5.2. Dynamic Qualitative Customer Research Tools

16.6. Online Agencies, Media and Channels

16.6.1. Integral, Creative and Online Agencies
16.6.2. Traditional and New Media
16.6.3. Online Channels
16.6.4. Other Digital Players

Module 17. E-Commerce and Shopify

17.1. Digital E-Commerce Management

17.1.1. New E-Commerce Business Models
17.1.2. Planning and Developing an E-Commerce Strategic Plan
17.1.3. Technological Structure in E-Commerce

17.2. E-Commerce Operations and Logistics

17.2.1. How to Manage Fulfillment
17.2.2. Digital Point-of-Sale Management
17.2.3. Contact Center Management
17.2.4. Automation in Management and Monitoring Processes

17.3. Implementing E-Commerce Techniques

17.3.1. Social Media and Integration in the E-Commerce Plan
17.3.2. Multichannel Strategy
17.3.3. Personalizing Dashboards

17.4. Digital Pricing

17.4.1. Online Payment Methods and Payment Gateways
17.4.2. Electronic Promotions
17.4.3. Digital Price Timing
17.4.4. e-Auctions

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

17.5.1. e-Marketplace Business Models
17.5.2. s-Commerce and Brand Experience
17.5.3. Purchase via Mobile Devices

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

17.6.1. Integrating the Consumer in the Value Chain
17.6.2. Online Research and Loyalty Techniques
17.6.3. Planning a Customer Relationship Management Strategy

17.7. Digital Marketing Trade

17.7.1. Cross Merchandising
17.7.2. Designing and Managing Facebook Ads Campaigns
17.7.3. Designing and Managing Google Ad Campaigns

17.8. Online Marketing for e-Commerce

17.8.1. Inbound Marketing
17.8.2. Display and Programmatic Purchasing
17.8.3. Communication Plan

Module 18. Social Media and Community Management

18.1. Web 2.0 or the Social Web

18.1.1. Organization in the Age of Conversation
18.1.2. Web 2.0 Is All About People
18.1.3. New Environments, New Content

18.2. Digital Communication and Reputation

18.2.1. Crisis Management and Online Corporate Reputation
18.2.2. Online Reputation Report
18.2.3. Netiquette and Good Practices on Social Media
18.2.4. Branding and Networking 2.0 

18.3. General, Professional and Microblogging Platforms

18.3.1. Facebook
18.3.2. LinkedIn
18.3.3. Google+
18.3.4. Twitter

18.4. Video, Image and Mobility Platforms

18.4.1. YouTube
18.4.2. Instagram
18.4.3. Flickr
18.4.4. Vimeo
18.4.5. Pinterest

18.5. Corporate Blogging

18.5.1. How to Create a Blog
18.5.2. Content Marketing Strategy
18.5.3. How to Create a Content Plan for Your Blog
18.5.4. Content Curation Strategy

18.6. Social Media Strategies

18.6.1. Corporate Communication Plan 2.0 
18.6.2. Corporate PR and Social Media
18.6.3. Analysis and Evaluation of Results

18.7. Community Management

18.7.1. Functions, Duties and Responsibilities of the Community Manager
18.7.2. Social Media Manager
18.7.3. Social Media Strategist

18.8. Social Media Plan

18.8.1. Designing a Social Media Plan
18.8.2. Defining the Strategy to Be Followed in Each Medium
18.8.3. Contingency Protocol in Case of Crisis

Module 19. Communication Structure

19.1. Theory, Concept and Method of Communication Structure

19.1.1. Autonomy of the Discipline and Relationships with Other Subjects
19.1.2. The Structuralist Method
19.1.3. Definition and Purpose of the «Communication Structure»
19.1.4. Guide to the Analysis of Communication Structure

19.2. New International Communication Order

19.2.1. Control and Ownership of Communication
19.2.2. Communication Marketing
19.2.3. Cultural Dimension of Communication

19.3. Major Information Agencies

19.3.1. What Is an Information Agency?
19.3.2. Information and News. Importance of the Journalist
19.3.3. Before the Internet, the Great Unknowns
19.3.4. A Globalized Map. From Local to Transnational
19.3.5. News Agencies Can Be Seen Thanks to the Internet
19.3.6. The World's Major Agencies

19.4. The Advertising Industry and Its Relationship with the Media System

19.4.1. Advertising Industry, Consciousness Industries
19.4.2. The Need of Advertising for the Media
19.4.3. Structure of the Advertising Industry
19.4.4. The Media and its Relationship with the Advertising Industry
19.4.5. Advertising Regulation and Ethics

19.5. Cinema and the Culture and Leisure Market

19.5.1. Introduction
19.5.2. The Complex Nature of Cinema
19.5.3. The Origin of the Industry
19.5.4. Hollywood, the Film Capital of the World
19.5.5. The Power of Hollywood
19.5.6. From the Golden Hollywood Oscars to the Photocall of New Platforms
19.5.7. New Displays

19.6. Political Power and the Media

19.6.1. Influence of the Media in the Formation of Society
19.6.2. Media and Political Power
19.6.3. (Political) Manipulation and Power

19.7. Media Concentration and Communication Policies

19.7.1. Theoretical Approach to External Growth Processes
19.7.2. Competition and Communication Policies in the European Union

19.8. Communication Structure in Latin America

19.8.1. Introduction
19.8.2. Historical Approach
19.8.3. Bipolarity of the Latin American Media System
19.8.4. U.S. Hispanic Media

19.9. A Prospective of the Structure of Communication and Journalism

19.9.1. Digitalization and the New Media Structure
19.9.2. The Structure of Communication in Democratic Countries

Module 20. Introduction to the Psychology of Communication

20.1. History of Psychology

20.1.1. We Begin with the Study of Psychology
20.1.2. Science in Evolution. Historical and Paradigmatic Changes
20.1.3. Paradigms and Stages in Psychology
20.1.4. Cognitive Science

20.2. Introduction to Social Psychology

20.2.1. Beginning with the Study of Social Psychology: Influence
20.2.2. Empathy, Altruism and Helping Behavior

20.3. Social Cognition: the Processing of Social Information

20.3.1. Thinking and Knowing, Vital Necessities
20.3.2. Social Cognition
20.3.3. Organizing Information
20.3.4. Prototypical or Categorical Thinking
20.3.5. Mistakes We Make in Thinking: Inferential Biases
20.3.6. Automatic Information Processing

20.4. Personality Psychology

20.4.1. What Is the Self? Identity and Personality
20.4.2. Self-Awareness
20.4.3. Self-Esteem
20.4.4. Self-Knowledge
20.4.5. Interpersonal Variables in Personality Shaping
20.4.6. Macro-Social Variables in the Configuration of Personality

20.5. Emotions

20.5.1. What Do We Talk about When We Get Excited?
20.5.2. The Nature of Emotions
20.5.3. Emotions and Personality
20.5.4. From Another Perspective. Social Emotions

20.6. Psychology of Communication. Persuasion and Attitude Change

20.6.1. Introduction to the Psychology of Communication
20.6.2. Attitudes
20.6.3. Historical Models in the Study of Persuasive Communication
20.6.4. The Elaboration Probability Model (ELM)
20.6.5. Communication Processes through the Media

20.7. The Sender

20.7.1. The Source of Persuasive Communication
20.7.2. Source Characteristics. Credibility
20.7.3. Source Characteristics. The Appeal
20.7.4. Emitter Characteristics. The Power
20.7.5. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition

20.8. The Message

20.8.1. We Begin by Studying the Composition of the Message
20.8.2. Types of Messages: Rational Messages Compared to Emotional Messages
20.8.3. Emotional Messages and Communication: Fear-Inducing Messages
20.8.4. Rational Messages and Communication

20.9. The Receiver

20.9.1. The Role of the Recipient according to the Elaboration Probability Model
20.9.2. Recipient Needs and Motives: Their Impact on Changing Attitudes

20.10. New Perspectives in the Study of Communication

20.10.1. Unconscious Processing of Information. Automatic Processes
20.10.2. Measuring Automatic Processes in Communication
20.10.3. First Steps in the New Paradigms
20.10.4. Theories of Dual Processing Systems

Module 21. Advertising Language

21.1. Thinking and Writing: Definition

21.1.1. Definition of Copywriting
21.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization

21.2. Copywriting and Creativity

21.2.1. Conditions of the Copywriting Process
21.2.2. Linguistic Competence
21.2.3. Functions of the Copywriter
21.2.4. Definition of the Functions of the Copywriter

21.3. The Principle of Coherence and Campaign Conceptualization

21.3.1. The Principle of Campaign Unity
21.3.2. The Creative Team
21.3.3. The Conceptualization Process: Hidden Creativity
21.3.4. What Is a Concept?
21.3.5. Applications of the Conceptualization Process
21.3.6. The Advertising Concept
21.3.7. Utility and Advantages of the Advertising Concept

21.4. Advertising and Rhetoric

21.4.1. Copywriting and Rhetoric
21.4.2. Placing Rhetoric
21.4.3. The Phases of Rhetoric

21.4.3.1. Advertising Discourse and Classical Rhetorical Discourse
21.4.3.2. Topoi and Reason Why as Argumentation

21.5. Fundamentals and Characteristics of Copywriting

21.5.1. Correction
21.5.2. Adaptation
21.5.3. Efficiency
21.5.4. Characteristics of Copywriting

21.5.4.1. Morphological: Nominalization
21.5.4.2. Syntax: Destructuring
21.5.4.3. Graphics: Emphatic Punctuation

21.6. Argumentation Strategies

21.6.1. Description
21.6.2. The Enthymeme
21.6.3. Narration
21.6.4. Intertextuality

21.7. Styles and Slogans in Copywriting

21.7.1. The Length of the Sentence
21.7.2. The Styles
21.7.3. The Slogan
21.7.4. A Phrase of Wartime Origin
21.7.5. The Characteristics of the Slogan
21.7.6. The Elocution of the Slogan
21.7.7. The Forms of the Slogan
21.7.8. The Functions of the Slogan

21.8. Principles of Applied Copywriting and the Reason Why+USP Pairing

21.8.1. Rigor, Clarity, Accuracy
21.8.2. Synthesis and Simplicity
21.8.3. Advertising Text Constraints
21.8.4. Application of the Reason Why + USP Pairing

21.9. Copywriting in Conventional and Non-Conventional Media

21.9.1. The Division Above-the-Line/Below-the-Line
21.9.2. Integration: Overcoming the ATL-BTL Polemic
21.9.3. Television Copywriting
21.9.4. Radio Copywriting
21.9.5. Press Copywriting
21.9.6. Copywriting for Outdoor Media
21.9.7. Copywriting in Non-Conventional Media
21.9.8. Direct Marketing Copywriting
21.9.9. Interactive Media Copywriting

21.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases

21.10.1. Classical Models of Advertising Analysis
21.10.2. Impact and Relevance
21.10.3. The Checklist of the Writer
21.10.4. Translation and Adaptation of Advertising Texts
21.10.5. New Technologies, New Languages
21.10.6. Writing in Web 2.0 
21.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 22. Creativity in Communication

22.1. To Create Is to Think

22.1.1. The Art of Thinking
22.1.2. Creative Thinking and Creativity
22.1.3. Thought and Brain
22.1.4. The Lines of Research on Creativity: Systematization

22.2. Nature of the Creative Process

22.2.1. Nature of Creativity
22.2.2. Notion of Creativity: Creation and Creativity
22.2.3. The Creation of Ideas for Persuasive Communication
22.2.4. Nature of the Creative Process in Advertising

22.3. The Invention

22.3.1. Evolution and Historical Analysis of the Creation Process
22.3.2. Nature of the Classical Canon of the Invention
22.3.3. The Classical View of Inspiration in the Origin of Ideas
22.3.4. Invention, Inspiration, Persuasion

22.4. Rhetoric and Persuasive Communication

22.4.1. Rhetoric and Advertising
22.4.2. The Rhetorical Parts of Persuasive Communication
22.4.3. Rhetorical Figures
22.4.4. Rhetorical Laws and Functions of Advertising Language

22.5. Creative Behavior and Personality

22.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
22.5.2. Creative Behavior and Motivation
22.5.3. Perception and Creative Thinking
22.5.4. Elements of Creativity

22.6. Creative Skills and Abilities

22.6.1. Thinking Systems and Models of Creative Intelligence
22.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
22.6.3. Interaction Between Factors and Intellectual Capabilities
22.6.4. Creative Skills
22.6.5. Creative Capabilities

22.7. The Phases of the Creative Process

22.7.1. Creativity as a Process
22.7.2. The Phases of the Creative Process
22.7.3. The Phases of the Creative Process in Advertising

22.8. Troubleshooting

22.8.1. Creativity and Problem Solving
22.8.2. Perceptual Blocks and Emotional Blocks
22.8.3. Invention Methodology: Programs and Creative Methods

22.9. The Methods of Creative Thinking

22.9.1. Brainstorming as a Model for the Creation of Ideas
22.9.2. Vertical Thinking and Lateral Thinking

22.10. Creativity and Advertising Communication

22.10.1. The Creative Process as a Specific Product of Advertising Communication
22.10.2. Nature of the Creative Process in Advertising: Creativity and Process of Advertising Creation
22.10.3. Methodological Principles and Effects of Advertising Creation
22.10.4. Advertising Creation: From Problem to Solution
22.10.5. Creativity and Persuasive Communication

Module 23. Creative Advertising I: Copywriting

23.1. Writing Concept

23.1.1. Writing and Editing

23.2. Fundamentals of Copywriting

23.2.1. Correction
23.2.2. Adaptation
23.2.3. Efficiency

23.3. Characteristics of Copywriting

23.3.1. Nominalization
23.3.2. Destructuring

23.4. Text and Image

23.4.1. From Text to Image
23.4.2. Text Functions
23.4.3. Image Functions
23.4.4. Relationship Between Text and Imaging

23.5. Brand and Slogan

23.5.1. The Brand
23.5.2. Brand Characteristics
23.5.3. The Slogan

23.6. Press Advertising: The Long-Format Advertisement

23.6.1. Newspapers and Magazines
23.6.2. Superstructure
23.6.3. Formal Characteristics
23.6.4. Editorial Characteristics

23.7. Press Advertising: Other Formats

23.7.1. Word Advertisements
23.7.2. Superstructure
23.7.3. The Claim
23.7.4. Superstructure

23.8. Outdoor Advertising

23.8.1. Formats
23.8.2. Formal Characteristics
23.8.3. Editorial Characteristics

23.9. Radio Advertising

23.9.1. Radio Language
23.9.2. The Radio Spot
23.9.3. Superstructure
23.9.4. Wedge Types
23.9.5. Formal Characteristics

23.10. Audiovisual Advertising

23.10.1. The Image
23.10.2. The Text
23.10.3. Music and Sound Effects
23.10.4. Advertising Formats
23.10.5. The Script
23.10.6. The Storyboard

Module 24. Creative Advertising II: Art Management

24.1. Subjects and Object of Advertising Graphic Design

24.1.1. Related Professional Profiles
24.1.2. Academic Context and Competencies
24.1.3. Advertiser and Agency
24.1.4. Creative Direction and Creative Idea
24.1.5. Art Direction and Formal Idea

24.2. The Role of the Art Director

24.2.1. What Is Art Direction?
24.2.2. How Does Art Direction Work?
24.2.3. The Creative Team
24.2.4. The Role of the Art Director

24.3. Fundamentals of Advertising Graphic Design

24.3.1. Design Concepts and Design Standards
24.3.2. Trends and Styles
24.3.3. Design Thinking, Process and Management
24.3.4. Scientific Metaphor

24.4. Methodology of Advertising Graphics

24.4.1. Graphic Creativity
24.4.2. Design Process

24.5. Graphic Strategy

24.5.1. Formal Apprehension
24.5.2. Graphic Message

24.6. Graphic Architecture

24.6.1. Typometry
24.6.2. Graphic Spaces
24.6.3. Reticle
24.6.4. Pagination Standards

24.7. Final Arts

24.7.1. Processes and Systems

24.8. Creation of Advertising Graphic Supports

24.8.1. Publigraphy
24.8.2. Organizational Visual Image (OVI)
24.8.3. Graphic Advertisements
24.8.4. Packaging
24.8.5. Websites

24.9. Fundamentals of Video Editing
24.10. Tools of Video Editing

Module 25. Corporate Identity

25.1. The Importance of Image in Businesses

25.1.1. What Is Corporate Image?
25.1.2. Differences between Corporate Identity and Corporate Image
25.1.3. Where Can the Corporate Image Be Manifested?
25.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image?

25.2. Research Techniques in Corporate Image

25.2.1. Introduction
25.2.2. The Study of the Company's Image
25.2.3. Corporate Image Research Techniques
25.2.4. Qualitative Image Study Techniques
25.2.5. Types of Quantitative Techniques

25.3. Image Audit and Strategy

25.3.1. What Is Image Auditing?
25.3.2. Guidelines
25.3.3. Audit Methodology
25.3.4. Strategic Planning

25.4. Corporate Culture

25.4.1. What Is Corporate Culture?
25.4.2. Factors Involved in Corporate Culture
25.4.3. Functions of Corporate Culture
25.4.4. Types of Corporate Culture

25.5. Corporate Social Responsibility and Corporate Reputation

25.5.1. CSR: Concept and Application of the Company
25.5.2. Guidelines for Integrating CSR into Businesses
25.5.3. CSR Communication
25.5.4. Corporate Reputation

25.6. Examples of the Internationally Most Relevant Corporate Identities

25.7. Brand Image and Positioning
25.7.1. The Origins of Trademarks
25.7.2. What Is a Brand?
25.7.3. The Need to Build a Brand
25.7.4. Brand Image and Positioning
25.7.5. The Value of Brands

25.8. Image Management through Crisis Communication

25.8.1. Strategic Communication Plan
25.8.2. When It All Goes Wrong: Crisis Communication
25.8.3. Cases

25.9. The Influence of Promotions on Corporate Image

25.9.1. The New Advertising Industry Landscape
25.9.2. The Marketing Promotion
25.9.3. Features
25.9.4. Dangers
25.9.5. Promotional Types and Techniques

Module 26. Public Opinion

26.1. The Concept of Public Opinion

26.1.1. Introduction
26.1.2. Public Opinion as an Individual and Collective Phenomenon
26.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
26.1.4. Phases in the Growth of Public Opinion as a Discipline
26.1.5. The 20th Century: The Century of Public Opinion
26.1.6. Main Public Concerns that Keep It as a Discipline

26.2. Theoretical Framework of Public Opinion

26.2.1. Main Orientations and Perspectives of the Discipline of Public Opinion in the 20th Century
26.2.2. 20th Century Authors: Robert E. Park and the Spatial Conception of Public Opinion
26.2.3. Walter Lippmann: Biased Public Opinion
26.2.4. Jürgen Habermas: Political-Valuative Perspective
26.2.5. Niklas Luhmann: Public Opinion as a Communicative Modality

26.3. Social Psychology and Public Opinion

26.3.1. Introduction: Psychosociological Characteristics and Public Opinion
26.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with Their Public
26.3.3. Adaptation of Public Opinion to Persuasive Messages: Conformism Conformism

26.4. Media Influence Models

26.4.1. Types of "Effects" of the Media
26.4.2. Research on Media Effects
26.4.3. The Return to Media Power (Models from 1970 Onwards)

26.5. Public Opinion and Political Communication

26.5.1. Introduction: Public Opinion and Political Communication
26.5.2. Electoral Political Communication. Propaganda
26.5.3. Government Political Communication

26.6. Public Opinion and Elections

26.6.1. Do Election Campaigns Influence Public Opinion?
26.6.2. The Effect of the Media in Election Campaigns as a Reinforcement of Existing Opinions: The Theory of Selective Exposure
26.6.3. Bandwagon and Underdog Effects
26.6.4. The Perception of Media Influence on Others: the Third-Person Effect
26.6.5. The Influence of Electoral Debates and Television Commercials

26.7. Government and Public Opinion

26.7.1. Introduction
26.7.2. Representatives and their Constituents
26.7.3. Political Parties and Public Opinion
26.7.4. Public Policies as an Expression of the Government's Action

26.8. The Political Intermediation of the Press

26.8.1. Introduction
26.8.2. Journalists as Political Intermediaries
26.8.3. Dysfunctions of Journalistic Intermediation
26.8.4. Reliance on Journalists as Intermediaries

26.9. Public Sphere and Emerging Models of Democracy

26.9.1. Introduction: The Democratic Public Sphere
26.9.2. The Public Sphere in the Information Society
26.9.3. Emerging Models of Democracy

26.10. Methods and Techniques for Public Opinion Research

26.10.1. Introduction
26.10.2. Opinion Polls
26.10.3. Quantitative Content Analysis
26.10.4. The In-Depth Interview
26.10.5. Focus Groups

Module 27. Advertising Law

27.1. Basic Notions of the Advertising Law

27.1.1. Concept and Emergence of the Law of Advertising
27.1.2. Subjects of the Advertising Relationship
27.1.3. Personality Rights
27.1.4. Advertising Work, Intellectual and Industrial Property
27.1.5. Other Forms of Protection of Advertising Work

27.2. Sources of Advertising Law

27.2.1. Legal System and Rules
27.2.2. Sources of Advertising Law
27.2.3. Limits to the Effectiveness of Rules

27.3. Unfair Advertising

27.3.1. Misleading Advertising
27.3.2. Unfair Advertising
27.3.3. Covert Advertising
27.3.3. Aggressive Advertising
27.3.3. Comparative Advertising

27.4. Advertising Agreement

27.4.1. Legal Regime
27.4.2. Birth of the Contract
27.4.3. Ineffectiveness
27.4.4. Noncompliance
27.4.4. Common Provisions Specific to Advertising Agreements

27.5. The Advertising Creation Agreement

27.5.1. Concept
27.5.2. Characters
27.5.3. Content
27.5.4. Noncompliance
27.5.5. Extinction

26.6. The Advertising Broadcasting Agreement

26.6.1. Concept
26.6.2. Characters
26.6.3. Content
26.6.4. Noncompliance
26.6.5. Extinction

27.7. The Sponsorship Agreement

27.7.1. Concept
27.7.2. Characters
27.7.3. Content
27.7.4. Noncompliance
27.7.5. Extinction

27.8. Advertising Ethics and Self-Regulation

27.8.1. Advertising Deontology: Concept, Purpose and Value of Codes of Conduct
27.8.2. Self Control

27.9. The Importance of Advertising and the Need for Its Regulation

27.9.1. The Alternative to Self-Regulation
27.9.2. Benefits and Advantages of Self-Regulation
27.9.3. The Current Status of Self-Regulation

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