Why study at TECH?

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

Why study at TECH?

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

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

At TECH Technological University

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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. 


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

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

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

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

Teachers representing 20 different nationalities. 

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

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

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Academic Excellence

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

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Economy of Scale

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

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

Structure and content

The Advanced Master’s Degree MBA in Commercial Marketing Management is a program designed to cater for professionals and is taught in a 100% online format so they can choose the time and place that best suits their 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. 

We have designed a high-level program for professionals who wish to achieve academic and professional excellence"


This TECH Technological University Advanced Master’s Degree in MBA in Commercial Marketing Management is an intense program that prepares you to face challenges and business decisions both on a national and international level. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 3,000 hours of study, students will analyze a multitude of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real business situations.  

This Advanced Master’s Degree MBA in Commercial Marketing Management deals in depth with the main areas of a company, and it is designed for managers to understand information technology management from a strategic, international and innovative perspective. 

A plan designed for professional improvement, that also prepares them to achieve excellence in the field of business management. 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.

This Advanced Master’s Degree takes place over 24 months and is divided into 19 modules: 

Module 1. Leadership, Ethics, and CSR
Module 2. Strategic Leadership and Executive Management
Module 3. People and Talent Management
Module 4. Economic and Financial Management
Module 5. Operations and Logistics Management 
Module 6. Information Systems Management 
Module 7. Commercial Management, Marketing, and Corporate Communication
Module 8. Innovation and Project Management
Module 9. Management and Leadership
Module 10. Logistics and Economic Management
Module 11. Market Research
Module 12. Commercial Management
Module 13. Commercial Structure and Organization
Module 14. Training and Coaching in Sales Networks
Module 15. Strategy in Marketing Management Operational Marketing
Module 16. International Marketing
Module 17. Digital Marketing
Module 18. Customer Relationship Management
Module 19. 1 to 1 Marketing


master online MBA in Commercial Marketing Management

Where, When and How is it Taught?

TECH offers the possibility of taking this program completely online. Over the course of the 24 months, the student will be able to access all the contents of this program at any time, allowing them to self-manage their study time. 

Module 1. Leadership, Ethics, and CSR

1.1. Globalization and Governance  

1.1.1. Globalization and Internationalization Trends in the Market
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2.     Leadership

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

1.3. Business ethics   

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

1.4. Sustainability 

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

1.5.    Corporate Social Responsibility 

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

Module 2. Strategic Leadership and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture
2.1.2. Organisational Analysis
2.1.3. Designing the Organizational Structures

2.2. Corporate Strategy 

2.2.1. Corporate Level Strategy
2.2.2. Types of Corporate Level Strategies.
2.2.3. Determining the Corporate Strategy
2.2.4. Corporate Strategy and Reputation/Image

2.3. Strategic Planning and Strategy Formulation

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

2.4. Strategy Models and Patterns

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

2.5. Strategic Management

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

2.6. Implementing and Executing Strategy

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

2.7. Executive Management

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

2.8. Analyzing and Solving Cases/Problems 

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

Module 3. People and Talent Management

3.1. Organizational Behavior

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

3.2. Strategic People Management

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

3.3. Management and Leadership Development

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

3.4. Change Management

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

3.5. Negotiation and Conflict Management  

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

3.6. Executive Communication

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

3.7. Team Management and People Performance

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

3.8. Knowledge and Talent Management

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

Module 4. Economic and Financial Management

4.1. Economic Environment

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

4.2. Executive Accounting

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

4.3. Budget and Management Control

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

4.4. Corporate Tax Responsibility

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

4.5. Corporate Control Systems

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

4.6. Financial Management  

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

4.7. Financial Planning

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

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context

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

4.10. Strategic Financing 

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

4.11. Money and Capital Markets 

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

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem Solving Methodology
4.12.2. Case Method

Module 5. Operations and Logistics Management 

5.1. Operations Management

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

5.2. Purchasing Management 

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

5.3. Supply Chain Management (I)

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

5.4. Supply Chain Management (II) Implementation

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

5.5. Logistical Processes

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

5.6. Logistics and Customers 

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

5.7. International Logistics

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

5.8. Competing through Operations 

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

Module 6. Information Systems Management 

6.1. Information Systems Management

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

6.2. Information Technology and Business Strategy 

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

6.3. IS Strategic Planning  

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

6.4. Information Systems and Business Intelligence

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

6.5. New ICT-Based Business Models

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

6.6. E-Commerce

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

6.7. E-Business Strategies

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

6.8. Digital Business 

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

Module 7. Commercial Management, Marketing, and Corporate Communication

7.1. Commercial Management 

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

7.2. Marketing

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

7.3. Strategic Marketing Management

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

7.4. Digital Marketing Strategy 

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

7.5. Sales and Communication Strategy

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

7.6. Corporate Communication

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

7.7. Corporate Communication Strategy

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

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Innovation: Conceptual Framework  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation  

8.2. Innovation Strategy

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

8.3. Business Model Design and Validation

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

8.4. Project Management

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

Module 9. Management and Strategy

9.1. General Management 

9.1.1. Integrating Functional Strategies into Global Business Strategies 
9.1.2. Management Policy and Processes
9.1.3. Society and Enterprise

9.2. Competitive Strategy 

9.2.1. Market Analysis 
9.2.2. Sustainable Competitive Advantage 
9.2.3. Return on Investment 

9.3. Planning and Strategy 

9.3.1. The Relevance of Strategic Management in the Process of Management Control 
9.3.2. Analysis of the Environment and the Organization 
9.3.3. Lean Management 

9.4. Talent Management 

9.4.1. Managing Human Capital 
9.4.2. Environment, Strategy, and Metrics 
9.4.3. Innovation in People Management 

Module 10. Logistics and Economic Management 

10.1. Financial Diagnosis

10.1.1. Indicators for Analyzing Financial Statements 
10.1.2. Profitability Analysis 
10.1.3. Economic and Financial Profitability of a Company 

10.2. Economic Analysis of Decisions 

10.2.1. Budget Control 
10.2.2. Competitive Analysis Comparative Analysis 
10.2.3. Decision-Making Business Investment or Divestment 

10.3. Investment Valuation and Portfolio Management

10.3.1. Profitability of Investment Projects and Value Creation 
10.3.2. Models for Evaluating Investment Projects 
10.3.3. Sensitivity Analysis, Scenario Development, and Decision Trees 

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 the Idea to the 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. Society of Knowledge
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 Groups
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 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 Behavior

11.8. Marketing Information Systems

11.8.1. Conceptual Approaches to Marketing Information Systems
11.8.2. Data Warehouse and Data Mining
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 Project Feasibility

11.10. Marketing Intelligence

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

Module 12. Commercial Management

12.1. Organizational Behavior

12.1.1. Emotional Intelligence in Negotiation and Sales 
12.1.2. Self-Motivation and Empathy
12.1.3. Developing Negotiation Abilities

12.2. Fundamentals of Commercial Management 

12.2.1. Internal and External Analysis. SWOT
12.2.2. Sector and Competitive Analysis
12.2.3. The CANVAS Model

12.3. Decision-Making in Commercial Management

12.3.1. Commercial Strategy and Competitive Strategy
12.3.2. Decision Making Models
12.3.3. Analytical and Decision-Making Tools

12.4. Sales Network Management

12.4.1. Sales Campaign Planning
12.4.2. Networks Serving Commercial Activity
12.4.3. Recruiting Sales Representatives and Training Policies
12.4.4. Sales Management

12.5. Implementing the Commercial Function 

12.5.1. Commercial Contracts
12.5.2. Controlling Commercial Activity
12.5.3. Sales Representative Code of Ethics

12.6. Key Account Management

12.6.1. Identifying Key Accounts
12.6.2. Benefits and Risks of the Key Account Manager
12.6.3. Sales and Key Account Management
12.6.4. KAM Strategic Action Phases

12.7. Commercial Forecast

12.7.1. Business and Sales Forecast
12.7.2. Sales Forecasting Methods 
12.7.3. Practical Applications of Sales Forecasting 

12.8. Financial and Budgetary Management 

12.8.1. Balanced Scorecard in Marketing
12.8.2. Controlling the Annual Sales Plan
12.8.3. Financial Impact of Strategic Decisions

Module 13. Commercial Structure and Organization

13.1. Commercial Organization 

13.1.1. Introduction to Commercial Organization
13.1.2. Typical Commercial Structures
13.1.3. Delegations Organization
13.1.4. Developing Commercial Organizational Models

13.2. Sales Network Organization

13.2.1. Department Organization Chart
13.2.2. Designing Sales Networks
13.2.3. Multichannel Reality

13.3. Internal Market Analysis 

13.3.1. Service Chain Definition 
13.3.2. Service Analysis Quality 
13.3.3. Product Benchmark
13.3.4. Key Factors in Business Success

13.4. Sales Strategy

13.4.1. Sales Methods
13.4.2. Recruitment Strategies
13.4.3. Service Strategies

13.5. Go-To-Market Strategy

13.5.1. Channel Management
13.5.2. Competitive Advantage
13.5.3. Sales Force

13.6. Sales Campaign Planning

13.6.1. Setting Targets and Quotas
13.6.2. Commercial Productivity
13.6.3. Planning Commercial Activity
13.6.4. Contingency Plans

13.7. Customer Portfolio Organization

13.7.1. Customer Planning
13.7.2. Customer Classification

13.8. Preparing Commercial Areas

13.8.1. Implementing Visiting Plans
13.8.2. Arranging Visits

13.9. Controlling Commercial Activity

13.9.1. Main Ratios and Control Methods
13.9.2. Supervision Tools
13.9.3. Methodology: Balanced Scorecard

13.10. After-Sales Service Organization 

13.10.1. After-Sales Actions
13.10.2. Relationships with the Customer
13.10.3. Self-Analysis and Improvement

Module 14. Training and Coaching in Sales Networks

14.1. Selecting Sales Teams

14.1.1. Recruitment Actions
14.1.2. Sales Representative Profiles
14.1.3. Interview
14.1.4. Welcome Plan 

14.2. Training High-Level Salespeople

14.2.1. Training Plan
14.2.2. Sales Representative Characteristics and Activities
14.2.3. Training and Managing High-Performing Teams

14.3. Personal Coaching and Emotional Intelligence

14.3.1. Emotional Intelligence Applied to Sales Techniques
14.3.2. Assertiveness, Empathy, and Active Listening
14.3.3. Self-Esteem and Emotional Language
14.3.4. Multiple intelligences

14.4. Motivation and Compensation of Sales Networks

14.4.1. Motivation Techniques
14.4.2. Compensation Systems
14.4.3. Incentive and Compensation Systems

14.5. Psychology and Sales Techniques

14.5.1. Notions in Psychology Applied to Sales
14.5.2. Techniques to Improve Verbal and Non-Verbal Communication
14.5.3. Factors that Influence Consumer Behavior

14.6. Development of the Sales Process

14.6.1. Methodology in Sales Processes
14.6.2. Attracting Attention and Argumentation
14.6.3. Objections and Demonstration

14.7. Preparing the Commercial Visit

14.7.1. Studying Customers Files
14.7.2. Setting Customer Sales Targets
14.7.3. Preparing the Interview

14.8. Conducting the Commercial Visit

14.8.1. Presenting to the Customer
14.8.2. Determining Needs
14.8.3. Argumentation

14.9. Negotiation and Closing the Sale

14.9.1. Negotiation Phases
14.9.2. Negotiation Tactics
14.9.3. Closing and Customer Commitment

14.10. The Loyalty Process

14.10.1. In-depth Knowledge of the Client/Customer
14.10.2. The Commercial Process to be Carried Out with Customers/Clients
14.10.3. The Value that the Customer Has for the Company

Module 15. Strategy in Marketing Management and Operational Marketing

15.1. Marketing Management

15.1.1. Positioning and Value Creation
15.1.2. Marketing Orientation and Positioning
15.1.3. Strategic vs. Operational Marketing
15.1.4. Objectives in Marketing Management
15.1.5. Integrated Marketing Communications

15.2. The Function of Strategic Marketing

15.2.1. Main Marketing Strategies
15.2.2. Segmentation, Targeting and Positioning
15.2.3. Strategic Marketing Management

15.3. Marketing Strategy Dimensions

15.3.1. Necessary Resources and Investments
15.3.2. Fundamentals of Competitive Advantage
15.3.3. The Company’s Competitive Behavior
15.3.4. Focus Marketing

15.4. New Product Strategy Development

15.4.1. Pricing Policies
15.4.2. Promotional Strategies and Merchandising
15.4.3. Distribution, Expansion, and Intermediation Strategies

15.5. Marketing Mix

15.5.1. The Marketing Value Proposition
15.5.2. Marketing Mix Policies, Strategies, and Tactics
15.5.3. Elements of the Marketing Mix.
15.5.4. Customer Satisfaction and Marketing Mix

15.6. Product Management 

15.6.1. Consumption Distribution and Product Life Cycle
15.6.2. Obsolescence, Expiration and Periodic Campaigns
15.6.3. Order Management and Inventory Control Ratios

15.7. Pricing Principles

15.7.1. Environmental Analysis
15.7.2. Production Costs and Discount Margins
15.7.3. Final Price and Positioning Map

15.8. Distribution Channel Management

15.8.1. Trade Marketing
15.8.2. Distribution Culture and Competition
15.8.3. Designing and Managing Channels
15.8.4. Functions of Distribution Channels
15.8.5. Route to Market

15.8. Distribution Channel Management

15.8.1. Trade Marketing
15.8.2. Distribution Culture and Competition
15.8.3. Designing and Managing Channels
15.8.4. Functions of Distribution Channels
15.8.5. Route to Market

15.9. Promotion and Sales Channels

15.9.1. Branding for Corporations
15.9.2. Advertising
15.9.3. Sales Promotion
15.9.4. Public Relations and Personal Selling
15.9.5. Street Marketing

15.10. Branding

15.10.1. Brand Evolution
15.10.2. Creating and Developing a Successful  Brand
15.10.3. Brand Equity
15.10.4. Category Management

15.11. Managing Marketing Groups

15.11.1. Work Teams and Meeting Management
15.11.2. Coaching and Team Management
15.11.3. Managing Equality and Diversity

15.12. Communication and Marketing

15.12.1. Communication Integrated into Marketing
15.12.2. Designing a Marketing Communication Program
15.12.3. Communication Skills and Influence
15.12.4. Barriers to Business Communication

Module 16. International Marketing

16.1. International Market Research

16.1.1. Emerging Markets Marketing
16.1.2. PES Analysis
16.1.3. What, How, and Where to Export?
16.1.4. International Marketing-Mix Strategies

16.2. International Segmentation

16.2.1. Criteria for Market Segmentation at the International Level
16.2.2. Market Niches
16.2.3. International Segmentation Strategies

16.3. International Positioning

16.3.1. Branding in International Markets
16.3.2. Positioning Strategies in International Markets
16.3.3. Global, Regional, and Local Brands

16.4. Product Strategies in International Markets

16.4.1. Product Modification, Adaptation, and Diversification 
16.4.2. Global Standardized Products
16.4.3. Product Portfolios

16.5. Prices and Exports

16.5.1. Calculating Export Prices
16.5.2. Incoterms
16.5.3. International Pricing Strategy

16.6. Quality in International Marketing

16.6.1. Quality and International Marketing
16.6.2. Standards and Certifications
16.6.3. CE Marking

16.7. International Promotion

16.7.1. The International Promotion MIX
16.7.2. Advertising and Publicity
16.7.3. International Fairs
16.7.4. Country Branding

16.8. Distribution through International Channels

16.8.1. Channel and Trade Marketing
16.8.2. Export Consortium
16.8.3. Types of Exports and Foreign Trade

Module 17. Digital Marketing

17.1. Digital Marketing

17.1.1. Integrate Marketing Plan: Conventional and Digital
17.1.2. Strategic Digital Marketing and Decision Making
17.1.3. CANVAS Model in Digital Marketing

17.2. Managing Virtual Communities: Community Management

17.2.1. Changes in Communication Paradigms
17.2.2. Marketing Intelligence and Consumers 2.0
17.2.3. Managing Networks and Communities
17.2.4. Managing Social Media Content
17.2.5. Online Communication Marketing 2.0
17.2.6. Monitoring, Analytics, and Results in Social Media

17.3. Internationalization Strategies

17.3.1. Apps and Mobile Marketing
17.3.2. Gamification and Advergaming
17.3.3. Strategic Planning and Implementation in Mobile Marketing

17.4. E-Commerce

17.4.1. Logistics and Distribution in e-Commerce
17.4.2. Sales, Payment Methods and Internet Security
17.4.3. Digital Marketing Applied to e-Commerce
17.4.4. Technological e-Commerce Platforms

17.5. Performance Marketing

17.5.1. Affiliate Marketing
17.5.2. Developing Campaigns Via Emailing
17.5.3. Management Tools for Performance Marketing

17.6. Web Analytics and Social Media Intelligence

17.6.1. Setting Objectives and KPIs
17.6.2. ROI in Digital Marketing
17.6.3. Viewing and Interpreting Dashboards

17.7. Search Engine Marketing (SEM)

17.7.1. Google AdWords and Other Google Trends
17.7.2. SEM Campaign Management Using Other Tools
17.7.3. Measuring and Managing SEM Campaigns

17.8. Search Engine Optimization (SEO)

17.8.1. Basic Principles in Search Engine Functionality
17.8.2. Selecting KWs
17.8.3. Basic Elements in a SEO Analysis

Module 18. Customer Relationship Management 

18.1. Knowing the Market and the Consumer

18.1.1. Open Innovation
18.1.2. Competitive Intelligence
18.1.3. Sharing Economy

18.2. CRM and Relational Marketing

18.2.1. Business Philosophy or Strategic Orientation
18.2.2. Customer Identification and Differentiation
18.2.3. The Company and Its Stakeholders
18.2.4. Clienting

18.3. Database Marketing and Customer Relationship Management

18.3.1. Database Marketing Applications
18.3.2. Laws and Regulations
18.3.3. Information Sources, Storage, and Processing

18.4. Consumer Psychology and Behavior

18.4.1. The Study of Consumer Behavior
18.4.2. Internal and External Consumer Factors
18.4.3. Consumer Decision Process
18.4.4. Consumerism, Society, Marketing, and Ethics

18.5. Areas of CRM Management

18.5.1. Customer Service
18.5.2. Managing the Sales Force
18.5.3. Customer Service

18.6. Consumer Centric Marketing

18.6.1. Segmentation
18.6.2. Profitability Analysis
18.6.3. Customer Loyalty Strategies

18.7. CRM Management Techniques

18.7.1. Direct Marketing
18.7.2. Multichannel Integration
18.7.3. Viral Marketing

18.8. Advantages and Risks of Implementing CRM

18.8.1. CRM, Sales and Costs
18.8.2. Customer Satisfaction and Loyalty
18.8.3. Technology Implementation
18.8.4. Strategic and Management Errors

Module 19. 1 to 1 Marketing

19.1. In Company Emotional Intelligence

19.1.1. Emotional Intelligence and Communication
19.1.2. Assertiveness, Empathy, and Active Listening
19.1.3. Self-Esteem and Emotional Language

19.2. Relational Capital: Coworking

19.2.1. Managing Human Capital
19.2.2. Performance Analysis
19.2.3. Managing Equality and Diversity
19.2.4. Innovation in People Management

19.3. Leadership and Team Management

19.3.1. Leadership and Leadership Styles
19.3.2. Skills and Abilities of the Leader 2.0
19.3.3. Managing Change Processes
19.3.4. Managing Multicultural Teams
19.3.5. Coaching

19.4. Selecting Target Customers (CRM)

19.4.1. Designing an e-CRM
19.4.2. Implications and Limitations of the Personal Data Protection Law
19.4.3. Consumer Orientation
19.4.4. 1 to 1 Planning

19.5. Key Account Management

19.5.1. Identifying Key Accounts
19.5.2. Benefits and Risks of the Key Account Manager
19.5.3. Sales and Key Account Management
19.5.4. KAM Strategic Action Phases

19.6. The Loyalty Process

19.6.1. In-depth Knowledge of the Client/Customer
19.6.2. The Commercial Process to be Carried Out with Customers/Clients
19.6.3. The Value that the Customer Has for the Company

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