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 Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

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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 the most rigorous and up-to-date case studies in the academic community”

Structure and content

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

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

A very well-structured curriculum designed to provide you with superior training that will enable you to achieve professional success" 


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

Throughout 3,000 hours of study, you will analyze a multitude of practical cases through individual work, thanks to which you will obtain a learning experience that will be very useful for your daily practice. It is, therefore, an authentic immersion in real business situations.  

This Advanced Master’s Degree in Operational Marketing Senior Management deals in depth with the main areas of the company and is designed for managers to understand the application of marketing from a strategic, international and innovative perspective. 

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

This program takes place over 24 months and is divided into 26 modules: 

Module 1 Structure of the Communication
Module 2 Introduction to the Psychology of Communication
Module 3 Advertising Language
Module 4 Creativity in Communication
Module 5 Advertising Creativity I: Copywriting
Module 6 Advertising Creativity II: Art Direction
Module 7 Market Research
Module 8 Management and Leadership
Module 9 Logistics and Economic Management
Module 10 Marketing Processes and Variables
Module 11 Strategy in Marketing Management
Module 12 Customer Relationship Management
Module 13 Operational Marketing
Module 14 Sectorial Marketing
Module 15 International Marketing
Module 16 Digital Marketing and E-Commerce
Module 17 E-Commerce and Shopify
Module 18 Social Media and Community Management
Module 19 Corporate Identity
Module 20 Public Opinion
Module 21 Advertising Law
Module 22 Market and Customer Management
Module 23 Qualitative Research Techniques
Module 24 Quantitative Research Techniques
Module 25 Internet Analytics and Metrics
Module 26 Analysis of Results and Market Research Applications

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Where, When and How is it Taught?

TECH offers you the possibility of taking this program completely online. Throughout the 24 months of training, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. Structure of the Communication

1.1. Theory, Concept and Method of the Communication Structure 

1.1.1. Autonomy of the Discipline and Relationships with other Subjects 
1.1.2. The Structuralist Method 
1.1.3. Definition and Purpose of the “Communication Structure” 
1.1.4. Guide to the Analysis of Communication Structure 

1.2. New International Communication Order

1.2.1. Control and Ownership of Communication 
1.2.2. Communication Marketing 
1.2.3. Cultural Dimension of Communication 

1.3. Major Information Agencies 

1.3.1. What is an Information Agency? 
1.3.2. Information and News Importance of the Journalist 
1.3.3. Before the Internet, the Great Unknown 
1.3.4. A Globalized Map From Local to Transnational 
1.3.5. News Agencies Can Be Seen Thanks to the Internet 
1.3.6. The World's Major Agencies 

1.4. The Advertising Industry and its Relationship with the Media System 

1.4.1. Advertising Industry, Consciousness Industries 
1.4.2. The Need of Advertising for the Media 
1.4.3. Structure of the Advertising Industry 
1.4.4. The Media and its Relationship with the Advertising Industry 
1.4.5. Advertising Regulation and Ethics 

1.5. Cinema and the Culture and Leisure Market 

1.5.1. Introduction 
1.5.2. The Complex Nature of Cinema 
1.5.3. The Origin of the Industry  
1.5.4. Hollywood, the Film Capital of the World 
1.5.5. The Power of Hollywood 
1.5.6. From the Golden Hollywood Oscars to the photocall of new platforms. 
1.5.7. New Displays 

1.6. Political Power and the Media

1.6.1. Influence of the Media in the Formation of Society 
1.6.2. Media and Political Power 
1.6.3. Manipulation and (Political) Power 

1.7. Media Concentration and Communication Policies 

1.7.1. Theoretical Approach to External Growth Processes 
1.7.2. Competition and Communication Policies in the European Union

1.8. Communication Structure in Spain 

1.8.1. The Communication Sector within the Framework of Spain's Economic Activity 
1.8.2. Communication Market 
1.8.3. Communication in the Spanish Production System: Between Perfect Competition and Oligopoly  
1.8.4. The Public and Private Communication Sectors in Spain
1.8.5. Main Media Sectors in the Spanish Information Market 
1.8.6. Television Structure in Spain 
1.8.7. The Radio in Spain 
1.8.8. Written and Digital Press 
1.8.9. Communication Groups and Supplements 
1.8.10. The Decline of the Free Press and the Emerging Digital Press

1.9. Communication Structure in Latin America

1.9.1. Introduction 
1.9.2. Historical Approach 
1.9.3. Bipolarity of the Latin American Media System 
1.9.4. U.S. Hispanic Media 

1.10. A Prospective of the Structure of Communication and Journalism

1.10.1. Digitalization and the New Media Structure 
1.10.2. The Structure of Communication in Democratic Countries 

Module 2. Introduction to the Psychology of Communication

2.1. History of Psychology

2.1.1. We Begin with the Study of Psychology 
2.1.2. Science in Evolution Historical and Paradigmatic Changes 
2.1.3. Paradigms and Stages in Psychology
2.1.4. Cognitive Science 

2.2. Introduction to Social Psychology

2.2.1. Beginning with the Study of Social Psychology: The Influence
2.2.2. Empathy, Altruism and Helping Behavior

2.3. Social Cognition: The Processing of Social Information

2.3.1. Thinking and Knowing, Vital Needs 
2.3.2. Social Cognition 
2.3.3. Organizing Information
2.3.4. Thinking: Prototypical or Categorical 
2.3.5. The Mistakes We Make in Thinking: Inferential Biases
2.3.6. Automatic Information Processing  

2.4. Personality Psychology 

2.4.1. What is The Self? Identity and Personality 
2.4.2. Self-Awareness 
2.4.3. Self-Esteem
2.4.4. Self-Knowledge
2.4.5. Interpersonal Variables in Personality Shaping 
2.4.6. Macro-Social Variables in the Configuration of Personality

2.5. Emotions 

2.5.1. What Do We Talk About When We Get Excited? 
2.5.2. The Nature of Emotions
2.5.3. Emotions and Personality
2.5.4. From Another Perspective. Social Emotions

2.6. Psychology of Communication. Persuasion and Attitude Change

2.6.1. Introduction to the Psychology of Communication 
2.6.2. Attitudes
2.6.3. Historical Models in the Study of Persuasive Communication 
2.6.4. The Elaboration Probability Model (elm)
2.6.5. Communication Processes through the Media

2.7. The Sender 

2.7.1. The Source of Persuasive Communication 
2.7.2. Characteristics of the Source Credibility
2.7.3. Characteristics of the Source Attractiveness
2.7.4. Sender Characteristics Power
2.7.5. Processes in Persuasive Communication Mechanisms Based on Primary Cognition

2.8. The Message

2.8.1. We Begin by Studying the Composition of the Message 
2.8.2. Types of Messages: Rational vs. Emotional Messages 
2.8.3. Emotional Messages and Communication: Fear Inducing Messages 
2.8.4. Rational Messages and Communication

2.9. The Receiver 

2.9.1. The Role of the Receiver Under the Elaboration Probability Model 
2.9.2. Receiver Needs and Motives: Their Impact on Changing Attitudes

2.10. New Perspectives in the Study of Communication 

2.10.1. Non-Conscious Processing of Information Automatic Processes
2.10.2. The Measurement of Automatic Processes in Communication 
2.10.3. First Steps in the New Paradigms
2.10.4. Theories of Dual Processing Systems

Module 3. Advertising Language

3.1. Thinking and Writing: Definition 

3.1.1. Definition of Advertising Copywriting 
3.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization 

3.2. Advertising Copywriting and Creativity

3.2.1. Conditioning Factors of Advertising Copywriting 
3.2.2. Linguistic Competence 
3.2.3. Duties of the Advertising Copywriter Definition of the Duties of the Advertising Copywriter

3.3. The Principle of Coherence and Campaign Conceptualization 

3.3.1. The Principle of Campaign Unity 
3.3.2. The Creative Team 
3.3.3. The Conceptualization Process: Hidden Creativity 
3.3.4. What is a Concept? 
3.3.5. Applications of the Conceptualization Process 
3.3.6. The Advertising Concept  
3.3.7. Utility and Advantages of the Advertising Concept 

3.4. Advertising and Rhetoric 

3.4.1. Advertising Copywriting and Rhetoric 
3.4.2. Location of Rhetoric 
3.4.3. The Phases of Rhetoric Advertising Discourse and Classical Rhetorical Discourse Topoi and Reason Why as Argumentation 

3.5. Fundamentals and Characteristics of Advertising Copywriting 

3.5.1. Correction 
3.5.2. Adaptation 
3.5.3. Efficiency 
3.5.4. Characteristics of Advertising Copywriting 
3.5.5. Morphological: Nominalization 
3.5.6. Syntactics: Destructuring 
3.5.7. Graphics: Emphatic Punctuation 

3.6. Argumentation Strategies 

3.6.1. Description 
3.6.2. The Enthymeme 
3.6.3. Narration 
3.6.4. Intertextuality 

3.7. Styles and Slogans in Advertising Copywriting 

3.7.1. The Length of the Sentence 
3.7.2. The Styles 
3.7.3. The Slogan 
3.7.4. A Sentence of Warlike Origin 
3.7.5. The Characteristics of the Slogan 
3.7.6. The Elocution of the Slogan 
3.7.7. The Types of Slogan 
3.7.8. The Function of the Slogan 

3.8. Principles of Applied Advertising Copywriting and the Reason Why + USP Binomial 

3.8.1. Rigor, Clarity, Accuracy 
3.8.2. Synthesis and Simplicity 
3.8.3. Advertising Text Constraints
3.8.4. Application of the Reason Why + USP Binomial 

3.9. Advertising Copywriting in Conventional and Non-Conventional Media 

3.9.1. The Division above-the-line/below-the-line 
3.9.2. Integration: Overcoming the ATL- BTL Controversy 
3.9.3. Television Advertising Copywriting 
3.9.4. Radio Advertising Copywriting 
3.9.5. Press Advertising Copywriting 
3.9.6. Advertising Copywriting for Outdoor Media 
3.9.7. Advertising Copywriting in Non-Conventional Media 
3.9.8. Direct Marketing Advertising Copywriting 
3.9.9. Advertising Copywriting for Interactive Media 

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

3.10.1. Classical Models of Advertising Analysis 
3.10.2. Impact and Relevance 
3.10.3. The Checklist of the Writer 
3.10.4. Translation and Adaptation of Advertising Texts 
3.10.6. New Technologies, New Languages 
3.10.7. Writing in Web 2.0 
3.10.8. Naming, Guerrilla Advertising and Other Advertising Copywriting Cases

Module 4. Creativity in Communication

4.1. Creating is Thinking 

4.1.1. The Art of Thinking 
4.1.2. Creative Thinking and Creativity 
4.1.3. Thought and Brain 
4.1.4. The Lines of Research on Creativity: Systematization 

4.2. Nature of the Creative Process 

4.2.1. Nature of Creativity 
4.2.2. The Notion of Creativity: Creation and Creativity 
4.2.3. The Creation of Ideas for Persuasive Communication 
4.2.4. Nature of the Creative Process in Advertising 

4.3. The Invention 

4.3.1. Evolution and Historical Analysis of the Creation Process 
4.3.2. Nature of the Classical Canon of the Invention 
4.3.3. The Classical View of Inspiration in the Origin of Ideas 
4.3.4. Invention, Inspiration, Persuasion 

4.4. Rhetoric and Persuasive Communication

4.4.1. Rhetoric and Advertising 
4.4.2. The Rhetorical Parts of Persuasive Communication 
4.4.3. Rhetorical Figures
4.4.4. Rhetorical Laws and Functions of Advertising Language 

4.5. Creative Behavior and Personality 

4.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
4.5.2. Creative Behavior and Motivation 
4.5.3. Perception and Creative Thinking 
4.5.4. Elements of Creativity 

4.6. Creative Skills and Abilities 

4.6.1. Thinking Systems and Models of Creative Intelligence 
4.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford 
4.6.3. Interaction Between Factors and Intellectual Capabilities 
4.6.4. Creative Skills 
4.6.5. Creative Capabilities 

4.7. The Phases of the Creative Process 

4.7.1. Creativity as a Process 
4.7.2. Phases of the Creative Process 
4.7.3. Phases of the Creative Process in Advertising 

4.8. Problem Solving 

4.8.1. Creativity and Problem Solving 
4.8.2. Perceptual Blocks and Emotional Blocks
4.8.3. Methodology of Invention: Creative Programs and Methods

4.9. Methods of Creative Thinking 

4.9.1. Brainstorming as a Model for the Creation of Ideas 
4.9.2. Vertical Thinking and Lateral Thinking

4.10. Creativity and Advertising Communication 

4.10.1. The Creative Process as a Specific Product of Advertising Communication 
4.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
4.10.3. Methodological Principles and Effects of Advertising Creation 
4.10.4. Advertising Creation: from the Problem to the Solution 
4.10.5. Creativity and Persuasive Communication

Module 5. Advertising Creativity I: Copywriting

5.1. Writing Concept 

5.1.1. Writing and Editing

5.2. Fundamentals of Advertising Copywriting 

5.2.1. Correction 
5.2.2. Adaptation 
5.2.3. Efficiency 

5.3. Characteristics of Advertising Copywriting 

5.3.1. Nominalization 
5.3.2. Destructuring 

5.4. Text and Image 

5.4.1. From Text to Image 
5.4.2. Text Functions 
5.4.3. Image Functions 
5.4.4. Relationship Between Text and Imaging 

5.5. Brand and Slogan 

5.5.1. The Brand 
5.5.2. Brand Characteristics 
5.5.3. The Slogan 

5.6. Press Advertising: The Large Format Advertisement 

5.6.1. Newspapers and Magazines 
5.6.2. Superstructure 
5.6.3. Formal Characteristics 
5.6.4. Editorial Characteristics

5.7. Press Advertising: Other Formats 

5.7.1. Word Advertisements 
5.7.2. Superstructure 
5.7.3. The Claim 
5.7.4. Superstructure

5.8. Outdoor Advertising  

5.8.1. Formats 
5.8.2. Formal Characteristics 
5.8.3. Editorial Characteristics 

5.9. Radio Advertising

5.9.1. Radio Language 
5.9.2. The Radio Spot 
5.9.3. Superstructure
5.9.4. Wedge Types 
5.9.5. Formal Characteristics 

5.10. Audiovisual Advertising

5.10.1. The Image 
5.10.2. The Text 
5.10.3. Music and Sound Effects  
5.10.4. Advertising Formats 
5.10.5. The Script 
5.10.6. The Storyboard

Module 6. Advertising Creativity II: Art Direction

6.1. Subjects and Object of Advertising Graphic Design 

6.1.1. Related Professional Profiles 
6.1.2. Academic Context and Competencies 
6.1.3. Advertiser and Agency 
6.1.4. Creative Direction and Creative Idea 
6.1.5. Art Direction and Formal Idea 

6.2. The Role of the Art Director 

6.2.1. What is Art Direction?  
6.2.2. How Art Direction Works? 
6.2.3. The Creative Team 
6.2.4. The Role of the Art Director 

6.3. Fundamentals of Advertising Graphic Design

6.3.1. Design Concepts and Design Standards 
6.3.2. Trends and Styles 
6.3.3. Design Thinking, Process and Management 
6.3.4. Scientific Metaphor

6.4. Methodology of Advertising Graphics 

6.4.1. Creativity Graphics 
6.4.2. Design Process

6.5. Graphic Strategy

6.5.1. Formal Apprehension 
6.5.2. Graphic Message 

6.6. Graphic Architecture 

6.6.1. Typometry 
6.6.2. Graphic Spaces 
6.6.3. Reticle 
6.6.4. Pagination Standards

6.7. Final Arts 

6.7.1. Processes and Systems

6.8. Creation of Advertising Graphic Supports 

6.8.1. Publigraphy 
6.8.2. Organizational Visual Image (OVI) 
6.8.3. Graphic Advertisements 
6.8.4. Packaging 
6.8.5. Websites

6.9. Fundamentals of Video Editing 
6.10. Tools of Video Editing

Module 7. Market Research

7.1. Fundamentals of Marketing

7.1.1. Main Definitions
7.1.2. Basic Concepts
7.1.3. The Evolution of the Concept of Marketing

7.2. Marketing: From the Idea to the Market

7.2.1. Concept and Scope of Marketing
7.2.2. Marketing Dimensions
7.2.3. Marketing 3.0

7.3. New Competitive Environment

7.3.1. Technological Innovation and Economic Impact
7.3.2. Knowledge Society
7.3.3. The New Consumer Profile

7.4. Quantitative Research Methods and Techniques

7.4.1. Variables and Measurement Scales
7.4.2. Information Sources
7.4.3. Sampling Techniques
7.4.4. The Treatment and Analysis of Data

7.5. Qualitative Research Methods and Techniques

7.5.1. Direct Techniques: Focus Group
7.5.2. Anthropological Techniques
7.5.3. Indirect Techniques
7.5.4. The Two-Face Mirror and The Delphi Method

7.6. Market Segmentation

7.6.1. Market Typologies
7.6.2. Concept and Analysis of the Demand
7.6.3. Segmentation and Criteria
7.6.4. Defining the Target Audience

7.7. Types of Buying Behavior

7.7.1. Complex Behavior
7.7.2. Dissonance Reducing Behavior
7.7.3. Variety Seeking Behavior
7.7.4. Habitual Purchasing Behavior

7.8. Marketing Information Systems

7.8.1. Conceptual Approaches to Marketing Information Systems
7.8.2. Data Warehouse and Datamining
7.8.3. Geographical Information Systems

7.9. Research Project Management

7.9.1. Information Analysis Tools
7.9.2. Developing an Expectation Management Plan
7.9.3. Assessing the Feasibility of Projects

7.10. Marketing Intelligence

7.10.1. Big Data
7.10.2. User Experience
7.10.3. Applying Techniques

Module 8. Managementand Leadership

8.1. General Management

8.1.1. Integrating Functional Strategies into the Global Business Strategies 
8.1.2. Management Policy and Processes 
8.1.3. Society and Enterprise 

8.2. Strategic Management

8.2.1. Establishing the Strategic Position: Mission, Vision, and Values 
8.2.2. Developing New Businesses 
8.2.3. Growing and Consolidating Companies 

8.3. Competitive Strategy

8.3.1. Market Analysis 
8.3.2. Sustainable Competitive Advantage 
8.3.3. Return on Investment 

8.4. Corporate Strategy

8.4.1. Driving Corporate Strategy 
8.4.2. Pacing Corporate Strategy 
8.4.3. Framing Corporate Strategy

8.5. Planning and Strategy

8.5.1. The Relevance of Strategic Direction in the Management Control Process 
8.5.2. Analysis of the Environment and the Organization 
8.5.3. Lean Management

8.6. Talent Management

8.6.1. Managing Human Capital 
8.6.2. Environment, Strategy and Metrics 
8.6.3. Innovation in People Management 

8.7. Management and Leadership Development

8.7.1. Leadership and Leadership Styles 
8.7.2. Motivation 
8.7.3. Emotional Intelligence 
8.7.4. Skills and Abilities of the Leader 2.0 
8.7.5. Efficient Meetings 

8.8. Change Management

8.8.1. Performance Analysis 
8.8.2. Leading Change. Resistance to Change 
8.8.3. Managing Change Processes 
8.8.4. Managing Multicultural Teams

Module 9. Logistics and Economic Management

9.1. Financial Diagnosis

9.1.1. Indicators for Analyzing Financial Statements 
9.1.2. Profitability Analysis 
9.1.3. Economic and Financial Profitability of a Company 

9.2. Economic Analysis of Decisions

9.2.1. Budget Control 
9.2.2. Competitive Analysis. Comparative Analysis 
9.2.3. Decision-Making. Business Investment or Divestment 

9.3. Investment Valuation and Portfolio Management

9.3.1. Profitability of Investment Projects and Value Creation 
9.3.2. Models for Evaluating Investment Projects 
9.3.3. Sensitivity Analysis, Scenario Development and Decision Trees 

9.4. Purchasing Logistics Management

9.4.1. Stocks Management 
9.4.2. Warehouse Management 
9.4.3. Purchasing and Procurement Management 

9.5. Supply Chain Management

9.5.1. Costs and Efficiency of the Operations Chain 
9.5.2. Change in Demand Patterns 
9.5.3. Change in Operations Strategy 

9.6. Logistical Processes

9.6.1. Organization and Management by Processes 
9.6.2. Procurement, Production, Distribution 
9.6.3. Quality, Quality Costs and Tools 
9.6.4. After-Sales Service. 

9.7. Logistics and Customers

9.7.1. Demand Analysis and Forecasting 
9.7.2. Sales Forecasting and Planning 
9.7.3. Collaborative Planning, Forecasting and Replacement 

9.8. International Logistics

9.8.1. Customs, Export and Import processes 
9.8.2. Methods and Means of International Payment 
9.8.3. International Logistics Platforms

Module 10. Marketing Processes and Variables

10.1. Developing the Marketing Plan
10.2. Marketing Mix
10.3. Product Management 
10.4. Pricing Principles
10.5. Distribution Channel Management
10.6. Advertising Communication
10.7. E-commerce
10.8. Marketing Information System
10.9. Marketing Intelligence
10.10. Branding

Module 11. Strategy in Marketing Management

11.1. Marketing Management

11.1.1. Positioning and Value Creation 
11.1.2. Company's Marketing Orientation and Positioning 
11.1.3. Strategic Marketing vs. Operational Marketing 
11.1.4. Objectives in Marketing Management 
11.1.5. Integrated Marketing Communications 

11.2. The Function of Strategic Marketing

11.2.1. Main Marketing Strategies 
11.2.2. Segmentation, Targeting and Positioning 
11.2.3. Managing Strategic Marketing 

11.3. Marketing Strategy Dimensions

11.3.1. Necessary Resources and Investments 
11.3.2. Fundamentals of Competitive Advantage 
11.3.3. Company’s Competitive Behavior 
11.3.4. Focus Marketing

11.4. New Product Strategy Development 

11.4.1. Creativity and Innovation in Marketing 
11.4.2. Generation and Filtering of Ideas 
11.4.3. Commercial Viability Analysis 
11.4.4. Development, Market Testing and Commercialization

11.5. Pricing Policies

11.5.1. Short and Long Term Aims 
11.5.2. Types of Pricing 
11.5.3. Factors that Affect Pricing 

11.6. Promotion and Merchandising Strategies

11.6.1. Advertising Management 
11.6.2. Communication and Media Plan 
11.6.3. Merchandising as a Marketing Technique 
11.6.4. Visual Merchandising 

11.7. Distribution, Expansion and Intermediation Strategies

11.7.1. Outsourcing of Sales Force and Customer Service 
11.7.2. Commercial Logistics in Product and Service Sales Management 
11.7.3. Sales Cycle Management 

11.8. Developing the Marketing Plan

11.8.1. Analysis and Diagnosis 
11.8.2. Strategic Decisions 
11.8.3. Operational Decisions

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. CRM and Business Philosophy

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. Clienteling 

12.3. Database Marketing and Customer Relationship Management

12.3.1. Database Marketing Applications 
12.3.2. Laws and Regulations 
12.3.3. 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 Stocks Control Ratios 

13.3. Pricing Principles

13.3.1. Environmental Analysis 
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. Advertising 
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 Services Sector 
14.1.2. Function of Services Marketing 
14.1.3. Marketing Strategy in the Service Sector 

14.2. Touristic 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. Policy Marketing 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 
15.3.3. Global, Regional and Local Brands 

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 
16.4.3. Legal Aspects of Marketing, Advertising and Digital Content 

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-Commerceand Shopify

17.1. Digital E-Commerce Management

17.1.1. New E-Commerce Business Models 
17.1.2. Planning and Developing an eCommerce 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 Adwords 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. 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. Corporate Identity

19.1. The Importance of Imaging in Companies 

19.1.1. What is Corporate Image? 
19.1.2. Differences Between Corporate Identity and Corporate Image 
19.1.3. Where Can the Corporate Image be Manifested? 
19.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?

19.2. Research Techniques in Corporate Image 

19.2.1. Introduction 
19.2.2. The Study of the Company's Image 
19.2.3. Corporate Image Research Techniques 
19.2.4. Qualitative Image Study Techniques 
19.2.5. Types of Quantitative Techniques

19.3. Image Audit and Strategy 

19.3.1. What are Imaging Audits?
19.3.2. Guidelines 
19.3.3. Research Methodology 
19.3.4. Strategic Planning 

19.4. Corporate Culture

19.4.1. What is Corporate Culture? 
19.4.2. Factors Involved in Corporate Culture 
19.4.3. Corporate Culture Functions 
19.4.4. Types of Corporate Culture

19.5. Corporate Social Responsibility and Corporate Reputation

19.5.1. CSR: Concept and Company Application 
19.5.2. Guidelines for Integrating CSR into Businesses 
19.5.3. CSR Communication 
19.5.4. Corporate Reputation 

19.6. Examples of the Internationally Most Relevant Corporate Identities
19.7. Brand Image and Positioning

19.7.1. The Origins of Brands 
19.7.2. What is a Brand? 
19.7.3. The Need to Build a Brand 
19.7.4. Brand Image and Positioning 
19.7.5. Brand Value

19.8. Image Management through Crisis Communication

19.8.1. Strategic Communication Plan 
19.8.2. When it all Goes Wrong: Crisis Communication 
19.8.3. Cases 

19.9. The Influence of Promotions on Corporate Image

19.9.1. The New Landscape of the Advertising Industry 
19.9.2. Promotional Marketing 
19.9.3. Features 
19.9.4. Risks 
19.9.5. Promotional Types and Techniques

19.10. The Distribution and The Image of the Point of Sale 

19.10.1. The Main Players in Commercial Distribution in Spain 
19.10.2. The Image of Retail Distribution Companies through Positioning
19.10.3. Through its Name and Logo

Module 20. Public Opinion

20.1. The Concept of Public Opinion

20.1.1. Introduction 
20.1.2. Public Opinion as an Individual and Collective Phenomenon 
20.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
20.1.4. Phases in the Growth of Public Opinion as a Discipline
20.1.5. The 20th Century: The Century of Public Opinion 
20.1.6. Main Public Concerns that Keep it as a Discipline

20.2. Theoretical Framework of Public Opinion 

20.2.1. Main Orientations and Perspectives of the Discipline of Public Opinion in the 20th Century 
20.2.2. 20th Century Authors: Robert E. Park and the Spatial Conception of Public Opinion
20.2.3. Walter Lippmann: Biased Public Opinion 
20.2.4. Jürgen Habermas: The Political-Value Perspective 
20.2.5. Niklas Luhmann: Public Opinion as a Communicative Modality 

20.3. Social Psychology and Public Opinion

20.3.1. Introduction: Psychosociological Characteristics and Public Opinion
20.3.2. Psychosocial Variables in the Relationship between Persuasive Entities and their Publics 
20.3.3. Adaptation of Public Opinion to Persuasive Messages: Conformism

20.4. Media Influence Models 

20.4.1. Types of "Effects" of the Media 
20.4.2. Research on Media Effects 
20.4.3. The Return to Media Power (Models from 1970 Onwards) 

20.5. Public Opinion and Political Communication

20.5.1. Introduction: Public Opinion and Political Communication 
20.5.2. Electoral Political Communication Propaganda
20.5.3. Government Political Communication

20.6. Public Opinion and Elections

20.6.1. Do Election Campaigns Influence Public Opinion? 
20.6.2. The Effect of the Media in Election Campaigns as a Reinforcement of Existing Opinions: The Selective Exposure Theory
20.6.3. Bandwagon and Underdog Effects
20.6.4. The Perception of Media Influence on Others: The Third-Person Effect 
20.6.5. The Influence of Electoral Debates and Television Commercials

20.7. Government and Public Opinion 

20.7.1. Introduction 
20.7.2. Representatives and their Constituents 
20.7.3. Political Parties and Public Opinion 
20.7.4. Public Policies as an Expression of the Government's Action

20.8. The Political Intermediation of the Press

20.8.1. Introduction 
20.8.2. Journalists as Political Intermediaries
20.8.3. Dysfunctions of Journalistic Intermediation
20.8.4. Reliance on Journalists as Intermediaries

20.9. Public Sphere and Emerging Models of Democracy

20.9.1. Introduction: The Democratic Public Sphere
20.9.2. The Public Sphere in the Information Society
20.9.3. Emerging Models of Democracy

20.10. Methods and Techniques for Public Opinion Research

20.10.1. Introduction 
20.10.2. Opinion Polls
20.10.3. Quantitative Content Analysis
20.10.4. The In-depth Interview
20.10.5. Focus Groups

Module 21. Advertising Law

21.1. Basic Notions of the Advertising Law

21.1.1. Concept and Emergence of the Law of Advertising 
21.1.2. Subjects of the Advertising Relationship
21.1.3. Personality Rights
21.1.4.  Advertising Work, Intellectual and Industrial Property
21.1.5.  Other Forms of Protection of Advertising Work

21.2. Sources of Advertising Law

21.2.1. Legal System and Rules 
21.2.2. Sources of Advertising Law
21.2.3. Limits to the Effectiveness of Rules

21.3. Unlawful Advertising

21.3.1. Advertising Contrary to the Spanish Constitution
21.3.2. Advertising of Minors
21.3.3. Subliminal Advertising 
21.3.4.  Advertising Contrary to the Specific Regulations
21.3.5.  Advertising Offense 

21.4. Unfair Advertising

21.4.1. Misleading Advertising 
21.4.2. Unfair Advertising 
21.4.3. Covert Advertising
21.4.3. Aggressive Advertising 
21.4.4. Comparative Advertising

21.5. Advertising Agreement

21.5.1. Legal Regime 
21.5.2. Birth of the Contract 
21.5.3. Ineffectiveness 
21.5.4. Noncompliance 
21.5.5. Common Provisions Specific to Advertising Agreements 

21.6. The Advertising Creation Agreement

21.6.1. Concept
21.6.2. Characters 
21.6.3. Contents 
21.6.4. Noncompliance 
21.6.5. Extinction 

21.7. The Advertising Broadcasting Agreement 

21.7.1. Concept 
21.7.2. Characters 
21.7.3. Contents 
21.7.4. Noncompliance 
21.7.5. Extinction

21.8. The Sponsorship Agreement 

21.8.1. Concept 
21.8.2. Characters
21.8.3. Contents 
21.8.4. Noncompliance 
21.8.5. Extinction

21.9. Advertising Ethics and Self-Regulation

21.9.1. Advertising Deontology: Concept, Purpose and Value of Codes of Conduct 
21.9.2. Self-Control 

21.10. Jurisdictional

Module 22. Market and Customer Management

22.1. Marketing Management
22.2. Relationship Marketing
22.3. Data Base Marketing
22.4. Types of Buying Behaviour
22.5. Consumer Centric Marketing
22.6. Logistics and Customers
22.7. The Loyalty Process
22.8. Knowing the Market and the Consumer
22.9. Social Web
22.10. Social Media Platforms 

Module 23. Qualitative Research Techniques.

23.1. Introduction to Qualitative Research
23.2. Group Dynamics
23.3. InDepth Interview
23.4. Projective Techniques
23.5. Creativity Techniques
23.6. Observation as Qualitative Technique
23.7. Neuromarketing Brain Responses
23.8. Pseudo-Purchase
23.9. Digital Qualitative Research
23.10. Application of Qualitative Research

Module 24. Quantitative Research Techniques 

24.1. Introduction to Quantitative Research
24.2. Personal Survey
24.3. Telephone Survey
24.4. The Self-Administered Survey
24.5. Omnibus
24.6. Panel
24.7. Tracking 
24.8. Observation as Quantitative Technique
24.9. Experimentation
24.10. Application of Quantitative Research 

Module 25. Internet Analytics and Metrics

25.1. Information Systems for Decision-Making
25.2. Web Analysis
25.3. Google Analytics
25.4. Qualitative Analyses
25.5. Digital Metrics
25.6. Strategy Analysis Areas
25.7. Data Science and Big Data
25.8. Web Analytics Tools
25.9. Viewing Data
25.10. Mobile Analytics 

Module 26. Analysis of Results and Market Research Applications

26.1. Information Analysis Plan
26.2. Descriptive Analysis of Information
26.3. Bivariate Analysis
26.4. Multivariate Dependency Analysis
26.5. Multivariate Interdependence Analysis
26.6. Market Research Conclusions
26.7. Creating a Report
26.8. International Market Research
26.9. Feasibility Studies
26.10. Voting Intention Studies 

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