Why study at TECH?

New purchasing styles make it necessary to create comprehensive marketing plans and so professionals with high qualifications in this field are needed" 

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 Senior Management in Marketing and Sales is a tailor-made program that is delivered in a 100% online format so that the student can choose the time and place that best suits their availability, schedules 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 syllabus designed to strengthen your knowledge in a field that is essential at the business level" 


The Advanced Master’s Degree in Senior Management in Marketing and Sales at TECH Technological University is an intensive program that prepares the professional 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, a multitude of case studies will be analyzed through individual work, which will be very useful for your daily practice. It is, therefore, an authentic immersion in real business situations. 

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

A plan designed for students, focused on professional improvement and preparing them to achieve excellence in the field of business management and administration. A program that understands the needs of your customers and your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the competencies to solve critical situations in a creative and efficient way. 

This program takes place over 24 months and is divided into 29 modules:   

Module 1. Market Research
Module 2. Management and Leadership
Module 3. Logistics and Economic Management
Module 4. Strategy in Marketing Management
Module 5. Customer Relationship Management
Module 6. Operational Marketing
Module 7. Sectorial Marketing
Module 8. Digital Marketing and E-Commerce
Module 9. Digital Marketing Strategy
Module 10. Inbound Marketing
Module 11. Entrepreneurship
Module 12. Performance Marketing
Module 13. Search Engine Marketing and Search Engine Optimization (SEO)
Module 14. Search Engine Marketing (SEM)
Module 15. Conversion Optimization
Module 16. Social Media and Community Management
Module 17. Designing the User Experience Strategy
Module 18. Mobile E-Commerce
Module 19. Web Analytics and Marketing Analytics
Module 20. Data Science and Big Data
Module 21. E-Commerce and Shopify
Module 22. Commercial Management
Module 23. 1 to 1 Marketing
Module 24. Sales Campaign Planning
Module 25. Commercial and Sales Team Organization
Module 26. aining, and Coaching the Sales Network
Module 27. Commercial Activity Process
Module 28. igital Channels into the Commercial Strategy
Module 29. Commerce and International Marketing

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Where, When and How is it Taught?

TECH offers the possibility of developing this Advanced Master’s Degree in Senior Management in Marketing and Sales completely online. Over the course of 24 months, 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. Market Research

1.1. Fundamentals of Marketing

1.1.1. Main Definitions
1.1.2. Basic Concepts
1.1.3. The Evolution of the Concept of Marketing

1.2. Marketing: From the Idea to the Market

1.2.1. Concept and Scope of Marketing
1.2.2. Marketing Dimensions
1.2.3. Marketing 3.0

1.3. New Competitive Environment

1.3.1. Technological Innovation and Economic Impact
1.3.2. Knowledge Society
1.3.3. The New Consumer Profile

1.4. Quantitative Research Methods and Techniques

1.4.1. Variables and Measurement Scales
1.4.2. Information Sources
1.4.3. Sampling Techniques
1.4.4. The Treatment and Analysis of Data

1.5. Qualitative Research Methods and Techniques

1.5.1. Direct Techniques: Focus Group
1.5.2. Anthropological Techniques
1.5.3. Indirect Techniques
1.5.4. The Two Face Mirror and The Delphi Method

1.6. Market Segmentation

1.6.1. Market Typologies
1.6.2. Concept and Analysis of the Demand
1.6.3. Segmentation and Criteria
1.6.4. Defining the Target Audience

1.7. Types of Buying Behavior

1.7.1. Complex Behavior
1.7.2. Dissonance Reducing Behavior
1.7.3. Variety Seeking Behavior
1.7.4. Habitual Purchasing Behavior

1.8. Marketing Information Systems

1.8.1. Conceptual Approaches to Marketing Information Systems
1.8.2. Data Warehouse and Datamining
1.8.3. Geographical Information Systems

1.9. Research Project Management

1.9.1. Information Analysis Tools
1.9.2. Developing an Expectation Management Plan
1.9.3. Assessing the Feasibility of Projects

1.10. Marketing Intelligence

1.10.1. Big Data
1.10.2. User Experience
1.10.3. Applying Techniques

Module 2. Management and Leadership

2.1. General Management 

2.1.1. Integrating Functional Strategies into the Global Business Strategies
2.1.2. Management Policy and Processes
2.1.3. Society and Enterprise

2.2. Strategic Management

2.2.1. Establish the Strategic Position: Mission, Vision and Values
2.2.2. Developing New Businesses
2.2.3. Growing and Consolidating Companies

2.3. Competitive Strategy

2.3.1. Market Analysis
2.3.2. Sustainable Competitive Advantage
2.3.3. Return on Investment

2.4. Corporate Strategy

2.4.1. Driving Corporate Strategy
2.4.2. Pacing Corporate Strategy
2.4.3. Framing Corporate Strategy

2.5. Planning and Strategy

2.5.1. The Relevance of Strategic Direction in the Management Control Process
2.5.2. Analysis of the Environment and the Organization
2.5.3. Lean Management

2.6. Talent Management

2.6.1. Managing Human Capital
2.6.2. Environment, Strategy and Metrics
2.6.3. Innovation in People Management

2.7. Management and Leadership Development

2.7.1. Leadership and Leadership Styles
2.7.2. Motivation
2.7.3. Emotional Intelligence
2.7.4. Skills and Abilities of the Leader 2.0
2.7.5. Efficient Meetings

2.8. Change Management

2.8.1. Performance Analysis
2.8.2. Leading Change. Resistance to Change
2.8.3. Managing Change Processes
2.8.4. Managing Multicultural Teams

Module 3. Logistics and Economic Management

3.1. Financial Diagnosis

3.1.1. Indicators for Analyzing Financial Statements
3.1.2. Profitability Analysis
3.1.3. Economic and Financial Profitability of a Company

3.2. Economic Analysis of Decisions

3.2.1. Budget Control
3.2.2. Competitive Analysis. Comparative Analysis
3.2.3. Decision-Making. Business Investment or Divestment

3.3. Investment Valuation and Portfolio Management

3.3.1. Profitability of Investment Projects and Value Creation
3.3.2. Models for Evaluating Investment Projects
3.3.3. Sensitivity Analysis, Scenario Development and Decision Trees

3.4. Purchasing Logistics Management

3.4.1. Stocks Management
3.4.2. Warehouse Management
3.4.3. Purchasing and Procurement Management

3.5. Supply Chain Management

3.5.1. Costs and Efficiency of the Operations Chain
3.5.2. Change in Demand Patterns
3.5.3. Change in Operations Strategy

3.6. Logistical Processes

3.6.1. Organization and Management by Processes
3.6.2. Procurement, Production and Distribution
3.6.3. Quality, Quality Costs and Tools
3.6.4. After-Sales Service

3.7. Logistics and Customers

3.7.1. Demand Analysis and Forecasting
3.7.2. Sales Forecasting and Planning
3.7.3. Collaborative Planning, Forecasting and Replacement

3.8. International Logistics

3.8.1. Customs, Export and Import processes
3.8.2. Methods and Means of International Payment
3.8.3. International Logistics Platforms

Module 4. Strategy in Marketing Management

4.1. Marketing Management

4.1.1. Positioning and Value Creation
4.1.2. Company's Marketing Orientation and Positioning
4.1.3. Strategic Marketing vs. Operational Marketing
4.1.4. Objectives in Marketing Management
4.1.5. Integrated Marketing Communications

4.2. The Function of Strategic Marketing

4.2.1. Main Marketing Strategies
4.2.2. Segmentation, Targeting and Positioning
4.2.3. Managing Strategic Marketing

4.3. Marketing Strategy Dimensions

4.3.1. Necessary Resources and Investments
4.3.2. Fundamentals of Competitive Advantage
4.3.3. Company’s Competitive Behavior
4.3.4. Focus Marketing

4.4. New Product Strategy Development

4.4.1. Creativity and Innovation in Marketing
4.4.2. Generation and Filtering of Ideas
4.4.3. Commercial Viability Analysis
4.4.4. Development, Market Testing and Commercialization

4.5. Pricing Policies

4.5.1. Short and Long Term Aims
4.5.2. Types of Pricing
4.5.3. Factors that Affect Pricing

4.6. Promotion and Merchandising Strategies

4.6.1. Advertising Management
4.6.2. Communication and Media Plan
4.6.3. Merchandising as a Marketing Technique
4.6.4. Visual Merchandising

4.7. Distribution, Expansion and Intermediation Strategies

4.7.1. Outsourcing of Sales Force and Customer Service
4.7.2. Commercial Logistics in Product and Service Sales Management
4.7.3. Sales Cycle Management

4.8. Developing the Marketing Plan

4.8.1. Analysis and Diagnosis
4.8.2. Strategic Decisions
4.8.3. Operational Decisions

Module 5. Customer Relationship Management 

5.1. Knowing the Market and the Consumer

5.1.1. Open Innovation
5.1.2. Competitive Intelligence
5.1.3. Sharing Economy

5.2. CRM and Business Philosophy

5.2.1. Business Philosophy or Strategic Orientation
5.2.2. Customer Identification and Differentiation
5.2.3. The Company and its Stakeholders
5.2.4. Clienting

5.3. Database Marketing and Customer Relationship Management

5.3.1. Database Marketing Applications
5.3.2. Laws and Regulations
5.3.3. Information Sources, Storage, and Processing

5.4. Consumer Psychology and Behavior

5.4.1. The Study of Consumer Behavior
5.4.2. Internal and External Consumer Factors
5.4.3. Consumer Decision Process
5.4.4. Consumerism, Society, Marketing and Ethics

5.5. Areas of CRM Management

5.5.1. Customer Service.
5.5.2. Managing the Sales Force
5.5.3. Customer Service

5.6. Consumer Centric Marketing

5.6.1. Segmentation
5.6.2. Profitability Analysis
5.6.3. Customer Loyalty Strategies

5.7. CRM Management Techniques

5.7.1. Direct Marketing
5.7.2. Multichannel Integration
5.7.3. Viral Marketing

5.8. Advantages and Risks of Implementing CRM

5.8.1. CRM, Sales and Costs
5.8.2. Customer Satisfaction and Loyalty
5.8.3. Technology Implementation
5.8.4. Strategic and Management Errors

Module 6. Operational Marketing

6.1. Marketing Mix

6.1.1. The Marketing Value Proposition
6.1.2. Marketing Mix Policies, Strategies and Tactics
6.1.3. Elements of the Marketing Mix
6.1.4. Customer Satisfaction and Marketing Mix

6.2. Product Management

6.2.1. Consumption Distribution and Product Life Cycle
6.2.2. Obsolescence, Expiration, Periodic Campaigns
6.2.3. Order Management and Inventory Control Ratios

6.3. Pricing Principles

6.3.1. Environmental Analysis
6.3.2. Production Costs and Discount Margins
6.3.3. Final Price and Positioning Map

6.4. Distribution Channel Management

6.4.1. Trade Marketing
6.4.2. Distribution Culture and Competition
6.4.3. Designing and Managing Channels
6.4.4. Functions of Distribution Channels
6.4.5. Route to Market

6.5. Promotion and Sales Channels

6.5.1. Corporate Branding
6.5.2. Advertising
6.5.3. Sales Promotion
6.5.4. Public Relations and Personal Selling
6.5.5. Street Marketing

6.6. Branding

6.6.1. Brand Evolution
6.6.2. Creating and Developing a Successful Brand
6.6.3. Brand Equity
6.6.4. Category Management

6.7. Marketing Groups Management

6.7.1. Work Teams and Meeting Management
6.7.2. Coaching and Team Management
6.7.3. Managing Equality and Diversity

6.8. Communication and Marketing

6.8.1. Communication Integrated into Marketing
6.8.2. Designing a Marketing Communication Program
6.8.3. Communication Skills and Influence
6.8.4. Barriers to Business Communication

Module 7. Sectorial Marketing

7.1. Services Marketing

7.1.1. Evolution and Growth of the Services Sector
7.1.2. Function of Services Marketing
7.1.3. Marketing Strategy in the Service Sector

7.2. Touristic Marketing

7.2.1. Features of the Tourism Sector
7.2.2. Tourist Product
7.2.3. The Customer in Tourism Marketing

7.3. Political and Electoral Marketing

7.3.1. Political Marketing vs. Electoral Marketing
7.3.2. Political Market Segmentation
7.3.3. Electoral Campaign

7.4. Social Marketing and Responsible Marketing

7.4.1. Social Cause Marketing and CSR
7.4.2. Environmental Marketing
7.4.3. Segmentation in Social Marketing

7.5. Retail Management

7.5.1. Relevance
7.5.2. Reward
7.5.3. Cost Reduction
7.5.4. Relationship with the Customer

7.6. Banking Marketing

7.6.1. State Regulation
7.6.2. Branches and Segmentation
7.6.3. Inbound Marketing in the Banking Sector

7.7. Health Services Marketing

7.7.1. Internal Marketing
7.7.2. User Satisfaction Studies
7.7.3. Market Oriented Quality Management

7.8. Sensory Marketing    

7.8.1. Shopping Experience as a Sensory Experience
7.8.2. Neuromarketing and Sensory Marketing
7.8.3. Arrangement and Presentation of the Point of Sale

Module 8. Digital Marketing and E-Commerce

8.1. Digital Marketing and E-Commerce

8.1.1. The Digital Economy and the Sharing Economy
8.1.2. Trends and Social Changes in Consumers
8.1.3. Digital Transformation of Traditional Companies
8.1.4. The Roles of the Chief Digital Officer

8.2. Digital Strategy

8.2.1. Segmentation and Positioning in the Competitive Context
8.2.2. New Marketing Strategies for Products and Services
8.2.3. From Innovation to Cash Flow

8.3. Technology Strategy

8.3.1. Basic Concepts of Web Development
8.3.2. Hosting and Cloud Computing
8.3.3. Content Management Systems (CMS)
8.3.4. Formats and Digital Media
8.3.5. Technological E-Commerce Platforms

8.4. Digital Regulation

8.4.1. Privacy Policy and Personal Data Protection Act
8.4.2. Fake Profiles and Fake Followers
8.4.3. Legal Aspects of Marketing, Advertising and Digital Content

8.5. Online Market Research

8.5.1. Quantitative Research Tools in Online Markets
8.5.2. Dynamic Qualitative Customer Research Tools

8.6. Online Agencies, Media, and Channels

8.6.1. Integral, Creative and Online Agencies
8.6.2. Traditional and New Media
8.6.3. Online Channels
8.6.4. Other Digital Players

Module 9. Digital Marketing Strategy 

9.1. Managing Digital Business

9.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
9.1.2. Designing and Creating a Digital Marketing Plan
9.1.3. Digital Media Planning and Contracting
9.1.4. ROI Analysis in a Digital Marketing Plan

9.2. Digital Marketing to Reinforce a Brand

9.2.1. Branded Content and Storytelling
9.2.2. Hypersegmentation
9.2.3. Videomarketing
9.2.4. Social Sales

9.3. Defining the Digital Marketing Strategy

9.3.1. Closed Loop Marketing
9.3.2. Continuous Loop Marketing
9.3.3. Multichannel Marketing

9.4. Digital Marketing to Attract and Retain Customers

9.4.1. Hypersegmentation and Micro-Localization
9.4.2. Loyalty and Engagement Strategies using the Internet
9.4.3. Visitor Relationship Management

9.5. Digital Marketing Trends

9.5.1. Remarketing
9.5.2. Digital Neuromarketing
9.5.3. Avatar Marketing
9.5.4. Bluecasting

9.6. Managing Digital Campaigns

9.6.1. Display Advertising and Rich Media
9.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
9.6.3. Advertising on Digital Television

9.7. Online Marketing Plan

9.7.1. Online Research
9.7.2. Creating an Online Marketing Plan
9.7.3. Configuration and Activation
9.7.4. Launch and Management

9.8. Blended Marketing

9.8.1. Integrating On and Off Actions
9.8.2. Personalize and Segment
9.8.3. Improve the User Experience

Module 10. Inbound Marketing 

10.1. The Definition of Inbound Marketing

10.1.1. Effective Inbound Marketing
10.1.2. The Benefits of Inbound Marketing
10.1.3. Measuring the Success of Inbound Marketing

10.2. Target Research

10.2.1. Consumer Intent Modelling and Buyer Personas
10.2.2. Customer Journey Mapping
10.2.3. Content Strategy

10.3. Content Optimization

10.3.1. Content Optimization for Search Engines
10.3.2. Recycling and Content Improvement

10.4. Content Creation

10.4.1. User and Brand Generated Content
10.4.2. Opportunity Blogging
10.4.3. Video and Other Formats

10.5. Content Dynamization

10.5.1. Influencers
10.5.2. Blogger Outreach
10.5.3. Paid Content Seeding 

10.6. Conversion

10.6.1. Lead Capturing and CRO
10.6.2. Lead Nurturing and Marketing Automation

Module 11. Entrepreneurship 

11.1. Innovation Methodology and Knowledge Society

11.1.1. Design Thinking
11.1.2. The Blue Ocean Strategy
11.1.3. Collaborative Innovation
11.1.4. Open Innovation

11.2. Strategic Innovation Intelligence

11.2.1. Technology Monitoring
11.2.2. Technology Foresight
11.2.3. Coolhunting

11.3. Entrepreneurship and Innovation

11.3.1. Strategies to Search for Business Opportunities
11.3.2. Assessing the Feasibility of New Projects
11.3.3. Innovation Management Systems
11.3.4. Entrepreneur Soft Skills

11.4. Project Management

11.4.1. Agile Development
11.4.2. Lean Management in Start-Ups
11.4.3. Project Tracking and Project Steering

11.5. Business Plan

11.5.1. Business Plan in the Digital Era
11.5.2. Value Proposition Model

11.6. Financing Start-Ups

11.6.1. Seed Phase: Financial Funds and Subsidies
11.6.2. Start-up Phase: Business Angels
11.6.3. Growth Phase: Venture Capital
11.6.4. Consolidation Phase. IPO

Module 12. Performance Marketing

12.1. Permission Marketing

12.1.1. How to Obtain a User’s Permission
12.1.2. Personalizing the Message
12.1.3. Mail Confirmation or Double Opt-In

12.2. Strategy and Performance Techniques

12.2.1. Performance Marketing: Results
12.2.2. Digital Media Mix
12.2.3. The Importance of the Funnel

12.3. Programmatic Marketing and RTB

12.3.1. RTB: Real Time Planning and Purchasing
12.3.2. Programmatic Purchasing Ecosystem
12.3.3. How to Integrate RTB into the Media Mix
12.3.4. Keys to RTB on Different Devices

12.4. Affiliate Campaign Development

12.4.1. Agencies and Affiliate Programs
12.4.2. Postview
12.4.3. Defining Affiliate Programs

12.5. Launching an Affiliate Program

12.5.1. Affiliation and Direct Affiliation Networks
12.5.2. Results Analysis and Monitoring
12.5.3. Fraud Control

12.6. Developing Email Campaigns

12.6.1. Designing Email Marketing Campaigns
12.6.2. Email Marketing
12.6.3. Lists of Subscribers, Leads and Customers

12.7. Email Marketing Tools and Resources

12.7.1. Acumbamail
12.7.2. Mailchimp
12.7.3. Templates
12.7.4. Inbox Inspection

12.8. Online Writing for Email Marketing Campaigns

12.8.1. How to Create Good Headlines
12.8.2. Writing Content for Newsletters
12.8.3. Calls to Action in Newsletters

12.9. Display and Campaign Optimization

12.9.1. Advertising, Persuasive Communication
12.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging 
12.9.3. Affiliation
12.9.4. Campaign Preparation

12.10. Email Marketing Metrics

12.10.1. List Metrics
12.10.2. Newsletter Delivery Metrics
12.10.3. Conversion Metrics

Module 13. Search Engine Marketing and Search Engine Optimization (SEO)

13.1. How Search Engines Work

13.1.1. Indicators and Indexes
13.1.2. Algorithms
13.1.3. SEO and Corporate Branding

13.2. Fundamental Variables of SEO

13.2.1. Indexability
13.2.2. Contents
13.2.3. Popularity

13.3. SEO Analysis

13.3.1. Determining KPIs
13.3.2. Generating Scripts and Alerts
13.3.3. Optimization of Images, Videos and Other Elements

13.4. Linkbuilding

13.4.1. Ways of Carrying Out Effective Linkbuilding
13.4.2. Link Baiting
13.4.3. Link Audits
13.4.4. Penalties

13.5. App Store Optimization

13.5.1. App Indexing
13.5.2. App Visibility on Search Engines
13.5.3. Measuring the Visibility of Search Engine Apps

13.6. Technical SEO

13.6.1. Web Performance Optimization
13.6.2. Real Time and Content
13.6.3. Relevant Tagging and Headers
13.6.4. Advanced WPO Techniques

13.7. SEO and E-Commerce

13.7.1. Conversion Rate Optimization
13.7.2. Google WebMaster Tools
13.7.3. Social Proof and Viralization
13.7.4. Navigation and Indexability

13.8. Integration in an Online Marketing Plan

13.8.1. Metrics and Impact
13.8.2. Web Analytics
13.8.3. Other Monitoring Tools

Module 14. Search Engine Marketing (SEM)

14.1. Keyword Hunting for SEM

14.1.1. Adwords Keyword Tool
14.1.2. Google Suggest
14.1.3. Insights for Search
14.1.4. Google Trends

14.2. SEM and Google Adwords

14.2.1. Google Shopping
14.2.2. Google Display Network
14.2.3. Google AdWords Mobile
14.2.4. YouTube Advertising

14.3. Google Products

14.3.1. Google Products Integrated in Adwords
14.3.2. Product Extensions vs. Product Ads
14.3.3. Google Shopping and Local
14.3.4. Google Merchant

14.4. Pay-Per-Click and SEM

14.4.1. Search and Display
14.4.2. Creating PPC Campaigns
14.4.3. Tracking Conversions

14.5. Facebook Ads

14.5.1. PPC/PPF (Pay-Per-Fan) Adverts
14.5.2. Creating Facebook Ads
14.5.3. Facebook Power Editor
14.5.4. Campaign Optimization

14.6. Other PPC Platforms

14.6.1. Twitter Ads
14.6.2. LinkedIn
14.6.3. Baldu
14.6.4. Yandex

14.7. Strategy in SEM

14.7.1. Quality Score
14.7.2. CPC Bidding
14.7.3. Site Links

14.8. Measurement in SEM

14.8.1. KPIs
14.8.2. Impressions, Clicks, Conversions
14.8.3. Revenue, ROI, CPA

Module 15. Conversion Optimization

15.1. Introduction to Conversion Rate Optimization

15.1.1. Purchase Cycle and Elements of Online Behavior
15.1.2. Fundamentals of Neuromarketing
15.1.3. Usability vs. Persuasion

15.2. CRO Methodology

15.2.1. Scientific Method
15.2.2. Conversion Pyramid
15.2.3. The CRO Process

15.3. Web Analytics and CRO

15.3.1. Qualitative Analysis
15.3.2. Behavior Analysis
15.3.3. Business and User Objectives

15.4. User Experience y Conversion Rate Optimization

15.4.1. Lean and User Experience
15.4.2. Wireframing
15.4.3. Persuasive Copy

15.5. CRO and Psychology

15.5.1. Neuromarketing
15.5.2. Web Design and Neuromarketing
15.5.3. Learning, Memory and Emotions

15.6. Behavioral Economics

15.6.1. Decision Factors
15.6.2. Motivation and Anchoring
15.6.3. The Role of the Unconscious

15.7. Experimentation in CRO

15.7.1. A/B vs. Multivariate
15.7.2. Testing Tools
15.7.3. Implementation and Execution

15.8. CRO in E-Commerce

15.8.1. E-Commerce and CRO
15.8.2. The E-Commerce Funnel
15.8.3. Processes to Optimize

Module 16. Social Media and Community Management

16.1. Web 2.0 or the Social Web

16.1.1. Organization in the Age of Conversation
16.1.2. Web 2.0 Is All About People
16.1.3. New Environments, New Content

16.2. Digital Communication and Reputation

16.2.1. Crisis Management and Online Corporate Reputation
16.2.2. Online Reputation Report
16.2.3. Netiquette and Good Practices on Social Media
16.2.4. Branding and Networking 2.0

16.3. General, Professional, and Microblogging Platforms

16.3.1. Facebook
16.3.2. LinkedIn
16.3.3. Twitter

16.4. Video, Image, and Mobility Platforms

16.4.1. YouTube
16.4.2. Instagram
16.4.3. Flickr
16.4.4. Vimeo
16.4.5. Pinterest

16.5. Corporate Blogging

16.5.1. How to Create a Blog
16.5.2. Content Marketing Strategy
16.5.3. How to Create a Content Plan for Your Blog
16.5.4. Content Curation Strategy

16.6. Social Media Strategies

16.6.1. Corporate Communication Plan 2.0
16.6.2. Corporate PR and Social Media
16.6.3. Analysis and Evaluation of Results

16.7. Community Management

16.7.1. Functions, Duties, and Responsibilities of the Community Manager
16.7.2. Social Media Manager
16.7.3. Social Media Strategist

16.8. Social Media Plan

16.8.1. Designing a Social Media Plan
16.8.2. Defining the Strategy to Be Followed in Each Medium
16.8.3. Contingency Protocol in Case of Crisis

Module 17. Designing the User Experience Strategy

17.1. UX Design

17.1.1. Information Architecture
17.1.2. SEO and Analytics for UX
17.1.3. Landing Pages

17.2. Technical Terms in UX Design

17.2.1. Wireframe and Components
17.2.2. Interaction Pattern and Navigation Flow
17.2.3. User Profile
17.2.4. Process and Process Funnel

17.3. Research

17.3.1. Research in Interface Design Projects
17.3.2. Qualitative and Quantitative Approach
17.3.3. Announce the Results of the Research

17.4. Digital Design

17.4.1. Digital Prototype
17.4.2. Axure and Responsive
17.4.3. Interaction Design and Visual Design

17.5. User Experience

17.5.1. User Focused Design Methodology
17.5.2. User Research Techniques
17.5.3. Involve the Customer in the Process
17.5.4. Shopping Experience Management

17.6. Designing the User Experience Strategy

17.6.1. Content Trees
17.6.2. High-Fidelity Wireframes
17.6.3. Component Maps
17.6.4. Usability Guides

17.7. Usability Evaluation

17.7.1. Usability Evaluation Techniques
17.7.2. Viewing Data
17.7.3. Presenting Data

17.8. Customer Value and Customer Experience Management

17.8.1. Use of Narratives and Storytelling
17.8.2. Co-Marketing as a Strategy
17.8.3. Content Marketing Management
17.8.4. The ROI of Customer Experience Management

Module 18. Mobile E-Commerce

18.1. Mobile Marketing

18.1.1. New Consumption and Mobility Habits
18.1.2. The SoLoMo Model
18.1.3. The 4 Ps of the Marketing Mix in Mobility

18.2. Mobile Technology

18.2.1. Mobile Operators
18.2.2. Mobile Devices and Operating Systems
18.2.3. Mobile Applications and WebApps
18.2.4. Sensors and Integration with the Physical World

18.3. Trends in Mobile Marketing

18.3.1. Mobile Publishing
18.3.2. Advergaming and Gamification
18.3.3. Mobile Geolocalization
18.3.4. Augmented Reality

18.4. Mobile User Behavior

18.4.1. New Search Habits on Mobile Devices
18.4.2. Multi-Screen
18.4.3. Mobile as a Purchasing Driver
18.4.4. ASO, Mobile User Acquisition and Loyalty.

18.5. User Interface and Shopping Experience

18.5.1. M-Commerce Rules and Platforms.
18.5.2. Omnichannel
18.5.3. Mobile & Proximity Marketing
18.5.4. Gap between Consumer and Advertiser
18.5.5. Mobile Commerce Content Managers

18.6. Apps and Purchases

18.6.1. Designing Mobile Commerce Apps
18.6.2. App Stores
18.6.3. App Marketing for Customer Loyalty
18.6.4. App Marketing for eCommerce

18.7. Mobile Payments

18.7.1. Value Chain and Business Models of Mobile Payment Methods
18.7.2. Keys to Improve UX in Mobile Payment
18.7.3. Positioning Strategies in the Mobile Payments Market
18.7.4. Fraud Management

18.8. Mobile Analytics

18.8.1. Mobile Measurement and Analysis Methodologies
18.8.2. Mobile Metrics: Main KPIs
18.8.3. Profitability Analysis
18.8.4. Mobile Analytics

18.9. Mobile Commerce

18.9.1. Services
18.9.2. Applications
18.9.3. Mobile Social Shopping

18.10. Mobile Social Media Applications

18.10.1 Integrating Cell Phones into Social Networks
18.10.2 Mobility, Relationship, Ubiquity and Publicity
18.10.3 Facebook Places
18.10.4 Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 19. Web Analytics and Marketing Analytics

19.1. Web Analysis

19.1.1. The Fundamentals of Web Analytics
19.1.2. Classic Media vs. Digital Media
19.1.3. The Web Analyst's Basic Methodology

19.2. Google Analytics

19.2.1. Configuring an Account
19.2.2. Javascript Tracking API
19.2.3. Customized Reports and Segments

19.3. Qualitative Analysis

19.3.1. Research Techniques Applied in Web Analytics
19.3.2. Customer Journey
19.3.3. Purchase Funnel

19.4. Digital Metrics

19.4.1. Basic Metrics
19.4.2. Ratios
19.4.3. Setting Objectives and KPIs

19.5. Acquisition and Marketing Analytics

19.5.1. ROI
19.5.2. ROAS
19.5.3. CLV

19.6. Strategy Analysis Areas

19.6.1. Web Traffic Acquisition
19.6.2. Activation
19.6.3. Conversion
19.6.4. Loyalty

19.7. Data Science and Big Data

19.7.1. Business Intelligence
19.7.2. Methodology and Analysis of Large Volumes of Data
19.7.3. Data Extraction, Processing and Loading

19.8. Application Programming Interface (API)

19.8.1. APIs and Google Analytics
19.8.2. Query Explorer
19.8.3. Supermetrics Functions

19.9. Viewing Data

19.9.1. Viewing and Interpreting Dashboards
19.9.2. Converting Data into a Value
19.9.3. Integrating Sources
19.9.4. Presenting Reports

19.10. Web Analytics Tools

19.10.1 Technological Basis of WA Tool
19.10.2 Logs and Tags
19.10.3 Basic and Ad-hoc Labeling

Module 20. Data Science and Big Data

20.1. Data Science and Big Data

20.1.1. Impact of Big Data and Data Science on Business Strategy
20.1.2. Introduction to Command Line
20.1.3. Data Science Problems and Solutions

20.2. Data Hacking Languages

20.2.1. SQL Databases
20.2.2. Introduction to Python
20.2.3. Programming in R

20.3. Statistics

20.3.1. Introduction to Statistics
20.3.2. Linear and Logistic Regression
20.3.3. PCA and Clustering

20.4. Machine Learning

20.4.1. Model Selection and Regularization
20.4.2. Random Trees and Forests
20.4.3. Processing Natural Language

20.5. Big Data

20.5.1. Hadoop
20.5.2. Spark
20.5.3. Collaborative Recommendation and Filtering Systems

20.6. Data Science Success Stories

20.6.1. Customer Segmentation Using the RFM Model
20.6.2. Experiment Design Application
20.6.3. Supply Chain Value: Forecasting
20.6.4. Business Intelligence

20.7. Hybrid Architectures in Big Data

20.7.1. Lambda Architecture
20.7.2. Kappa Architecture
20.7.3. Apache Flink and Practical Implementations
20.7.4. Amazon Web Services

20.8. Big Data in the Cloud

20.8.1. AWS: Kinesis
20.8.2. AWS: DynamosDB
20.8.3. Google Cloud Computing
20.8.4. Google BigQuery

Module 21. E-Commerce and Shopify

21.1. Digital E-Commerce Management

21.1.1. New E-Commerce Business Models
21.1.2. Planning and Developing an E-Commerce Strategic Plan
21.1.3. Technological Structure in E-Commerce

21.2. E-Commerce Operations and Logistics

21.2.1. How to Manage Fulfillment
21.2.2. Digital Point-of-Sale Management
21.2.3. Contact Center Management
21.2.4. Automation in Management and Monitoring Processes

21.3. Implementing E-Commerce Techniques

21.3.1. Social Media and Integration in the E-Commerce Plan
21.3.2. Multichannel Strategy
21.3.3. Personalizing Dashboards

21.4. Digital Pricing

21.4.1. Online Payment Methods and Payment Gateways
21.4.2. Electronic Promotions
21.4.3. Digital Price Timing
21.4.4. E-Auctions

21.5. From E-Commerce to M-Commerce and S-Commerce

21.5.1. E-Marketplace Business Models
21.5.2. S-Commerce and Brand Experience
21.5.3. Purchase via Mobile Devices

21.6. Customer Intelligence: from E-CRM to S-CRM

21.6.1. Integrating the Consumer in the Value Chain
21.6.2. Online Research and Loyalty Techniques
21.6.3. Planning a Customer Relationship Management Strategy

21.7. Digital Marketing Trade

21.7.1. Cross Merchandising
21.7.2. Designing and Managing Facebook Ads Campaigns
21.7.3. Designing and Managing Google Ad Campaigns

21.8. Online Marketing for E-Commerce

21.8.1. Inbound Marketing
21.8.2. Display and Programmatic Purchasing
21.8.3. Communication Plan

Module 22. Commercial Management

22.1. Commercial Negotiation

22.1.1. Emotional Intelligence in Negotiation and Sales
22.1.2. Self-Motivation and Empathy
22.1.3. Developing Negotiation Abilities

22.2. Fundamentals of Commercial Management

22.2.1. Internal and External Analysis. SWOT Analysis
22.2.2. Sector and Competitive Analysis
22.2.3. CANVAS Model

22.3. Decision-Making in Commercial Management

22.3.1. Commercial Strategy and Competitive Strategy
22.3.2. Decision Making Models
22.3.3. Analytical and Decision Making Tools

22.4. Sales Network Management

22.4.1. Sales Campaign Planning
22.4.2. Networks Serving Commercial Activity
22.4.3. Salesperson Recruitment and Training Policies
22.4.4. Sales Management

22.5. Implementing the Commercial Function

22.5.1. Commercial Contract
22.5.2. Controlling Commercial Activity
22.5.3. The Commercial Agent's Code of Ethics

22.6. Key Account Management

22.6.1. Identifying Key Accounts
22.6.2. Benefits and Risks of the Key Account Manager
22.6.3. Sales and Key Account Management
22.6.4. KAM Strategic Action Phases

22.7. Commercial Forecast

22.7.1. Business Forecast and Sales Forecast
22.7.2. Sales Forecasting Methods
22.7.3. Practical Applications of Sales Forecasting

22.8. Financial and Budgetary Management

22.8.1. Marketing Balanced Scorecard
22.8.2. Control of the Annual Marketing Plan
22.8.3. Financial Impact of Strategic Decisions

Module 23. 1 to 1 Marketing

23.1. Emotional Intelligence in the Company

23.1.1. Emotional Intelligence and Communication
23.1.2. Assertiveness, Empathy, and Active Listening
23.1.3. Self-Esteem and Emotional Language

23.2. Relational Capital: Coworking

23.2.1. Managing Human Capital
23.2.2. Performance Analysis
23.2.3. Managing Equality and Diversity
23.2.4. Innovation in People Management

23.3. Leadership and Team Management

23.3.1. Leadership and Leadership Styles
23.3.2. Skills and Abilities of the Leader 2.0
23.3.3. Managing Change Processes
23.3.4. Managing Multicultural Teams
23.3.5. Coaching

23.4. Selecting Target Customers (CRM)

23.4.1. Designing an E-CRM
23.4.2. Implications and Limitations of the Personal Data Protection Law
23.4.3. Orientation towards the Consumer
23.4.4. 1 to 1 Planning

23.5. Key Account Management

23.5.1. Identifying Key Accounts
23.5.2. Benefits and Risks of the Key Account Manager
23.5.3. Sales and Key Account Management
23.5.4. KAM Strategic Action Phases

23.6. The Loyalty Process

23.6.1. In-Depth Knowledge of the Client
23.6.2. The Commercial Process to be Carried Out with the Customer
23.6.3. The Value that the Customer Has for the Company

Module 24. Sales Campaign Planning

24.1. Customer Portfolio Analysis

24.1.1. Customer Planning
24.1.2. Customer Classification

24.2. Commercial Segmentation

24.2.1. Analysis of Distribution Channels, Sales Areas and Products
24.2.2. Preparing Commercial Areas
24.2.3. Implementing the Visiting Plan

24.3. Selecting Target Customers (CRM)

24.3.1. Designing an E-CRM
24.3.2. Implications and Limitations of the Personal Data Protection Law
24.3.3. Orientation towards the Consumer
24.3.4. 1 to 1 Planning

24.4. Key Account Management

24.4.1. Identifying Key Accounts
24.4.2. Benefits and Risks of the Key Account Manager
24.4.3. Sales and Key Account Management
24.4.4. KAM Strategic Action Phases

24.5. Sales Projections

24.5.1. Business Forecast and Sales Forecast
24.5.2. Sales Forecasting Methods
24.5.3. Practical Applications of Sales Forecasting

24.6. Setting Sales Objectives

24.6.1. Coherence of Corporate, Commercial and Sales Objectives
24.6.2. Programming Objectives and Detailed Budgets
24.6.3. Distributing Objectives by Business Activity Units
24.6.4. Sales and Participation Objectives

24.7. Sales Quota and Setting the Sales Quota

24.7.1. Activity Quotas
24.7.2. Volume and Profitability Quotas
24.7.3. Participation Quotas
24.7.4. Economic and Financial Quotas
24.7.5. Seasonality and Quotas

24.8. Contingency Plan

24.8.1. Information Systems and Sales Control
24.8.2. Scorecards
24.8.3. Corrective Measures and Contingency Plans

Module 25. Commercial and Sales Team Organization

25.1. Commercial Organization

25.1.1. Introduction to Commercial Organization
25.1.2. Typical Commercial Structures
25.1.3. Delegations Organization
25.1.4. Developing Commercial Organizational Models

25.2. Sales Network Organization

25.2.1. Department Organization Chart
25.2.2. Designing Sales Networks
25.2.3. Multichannel Reality

25.3. Internal Market Analysis

25.3.1. Service Chain Definition
25.3.2. Quality of Service Analysis
25.3.3. Product Benchmark
25.3.4. Key Business Success Factors

25.4. Sales Strategy

25.4.1. Sales Methods
25.4.2. Acquisition Strategies
25.4.3. Service Strategies

25.5. Go-To-Market Strategy

25.5.1. Channel Management
25.5.2. Competitive Advantage
25.5.3. Sales Force

25.6. Controlling Commercial Activity

25.6.1. Main Ratios and Control Methods
25.6.2. Supervision Tools
25.6.3. Balanced Scorecard Methodology

25.7. After-Sales Service Organization

25.7.1. After-Sales Actions
25.7.2. Relationships with the Customer
25.7.3. Self-Analysis and Improvement

25.8. Commercial Audit

25.8.1. Possible Lines of Intervention
25.8.2. Express Commercial Audit
25.8.3. Strategic Team Assessment
25.8.4. Marketing Policy Assessment

Module 26. Selecting, Training, and Coaching the Sales Network

26.1. Managing Human Capital

26.1.1. Intellectual Capital The Intangible Asset of Knowledge
26.1.2. Talent Acquisition
26.1.3. Preventing the Loss of Human Resources

26.2. Selecting Sales Teams

26.2.1. Recruitment Actions
26.2.2. Salesperson Profiles
26.2.3. Interview
26.2.4. Welcome Plan

26.3. Training High-Level Salespeople

26.3.1. Training Plan
26.3.2. Salesperson Characteristics and Duties
26.3.3. Training and Managing High-Performing Teams

26.4. Training Management

26.4.1. Learning Theories
26.4.2. Talent Detection and Retention
26.4.3. Gamification and Talent Management
26.4.4. Training and Professional Obsolescence

26.5. Personal Coaching and Emotional Intelligence

26.5.1. Emotional Intelligence Applied to Sales Techniques
26.5.2. Assertiveness, Empathy, and Active Listening
26.5.3. Self-Esteem and Emotional Language
26.5.4. Multiple intelligences

26.6. Motivation

26.6.1. The Nature of Motivation
26.6.2. Expectations Theory
26.6.3. Needs Theory
26.6.4. Motivation and Financial Compensation

26.7. Compensation of Sales Networks

26.7.1. Compensation Systems
26.7.2. Incentive and Compensation Systems
26.7.3. Distribution of Salary Concepts

26.8. Compensation and Non-Economic Benefits

26.8.1. Quality of Life in the Workplace Programs
26.8.2. Expansion and Enrichment of the Job
26.8.3. Flexible Schedules and Job Sharing

Module 27. Commercial Activity Process

27.1. Development of the Sales Process

27.1.1. Methodology in the Sales Process
27.1.2. Attracting Attention and Argumentation
27.1.3. Objections and Demonstration

27.2. Preparing the Commercial Visit

27.2.1. Studying the Customers File
27.2.2. Setting Customer Sales Targets
27.2.3. Preparing the Interview

27.3. Conducting the Commercial Visit

27.3.1. Customer Presentation
27.3.2. Determining Needs
27.3.3. Argumentation

27.4. Psychology and Sales Techniques

27.4.1. Notions of Psychology Applied to Sales
27.4.2. Techniques to Improve Verbal and Non-Verbal Communication
27.4.3. Factors that Influence Consumer Behavior

27.5. Negotiation and Closing the Sale

27.5.1. Negotiation Phases
27.5.2. Negotiation Tactics
27.5.3. Closing and Customer Commitment
27.5.4. Commercial Visit Analysis

27.6. The Loyalty Process

27.6.1. In-Depth Knowledge of the Client
27.6.2. The Commercial Process to be Carried Out with the Customer
27.6.3. The Value that the Customer Has for the Company

Module 28. Integrating Digital Channels into the Commercial Strategy

28.1. Digital E-Commerce Management

28.1.1. New E-Commerce Business Models 
28.1.2. Planning and Developing an E-Commerce Strategic Plan
28.1.3. Technological Structure in E-Commerce

28.2. Implementing E-Commerce Techniques

28.2.1. Social Media and Integration in the E-Commerce Plan
28.2.2. Multichannel Strategy
28.2.3. Personalizing Dashboards

28.3. Digital Pricing

28.3.1. Online Payment Methods and Payment Gateways
28.3.2. Electronic Promotions
28.3.3. Digital Price Timing
28.3.4. E-Auctions

28.4. From E-Commerce to M-Commerce and S-Commerce

28.4.1. E-Marketplace Business Models
28.4.2. S-Commerce and Brand Experience
28.4.3. Purchase via Mobile Devices

28.5. Customer Intelligence: From E-CRM to S-CRM

28.5.1. Integrating the Consumer in the Value Chain
28.5.2. Online Research and Loyalty Techniques
28.5.3. Planning a Customer Relationship Management Strategy

28.6. Managing Virtual Communities: Community Management

28.6.1. Changes in Communication Paradigms
28.6.2. Business Intelligence and the Consumer 2.0
28.6.3. Managing Networks and Communities
28.6.4. Social Media Content Management
28.6.5. Monitoring, Analytics and Results in Social Media

28.7. Social Media Plan

28.7.1. Designing a Social Media Plan
28.7.2. Defining the Strategy to Be Followed in Each Medium
28.7.3. Contingency Protocol in Case of Crisis

28.8. Web Analytics and Social Media Intelligence

28.8.1. Setting Objectives and KPIs
28.8.2. ROI in Digital Marketing
28.8.3. Viewing and Interpreting Dashboards

Module 29. Commerce and International Marketing

29.1. International Market Research

29.1.1. Emerging Markets Marketing
29.1.2. PES Analysis
29.1.3. What, How, and Where to Export
29.1.4. International Marketing-Mix Strategies

29.2. International Segmentation

29.2.1. Criteria for Market Segmentation at the International Level
29.2.2. Market Niches
29.2.3. International Segmentation Strategies

29.3. International Positioning

29.3.1. Branding in International Markets
29.3.2. Positioning Strategies in International Markets
29.3.3. Global, Regional and Local Brands

29.4. Product Strategies in International Markets

29.4.1. Product Modification, Adaptation and Diversification
29.4.2. Global Standardized Products
29.4.3. The Product Portfolio

29.5. Prices and Exports

29.5.1. Export Prices Calculation
29.5.2. Incoterms
29.5.3. International Price Strategy

29.6. Quality in International Commerce

29.6.1. Quality and International Commerce
29.6.2. Standards and Certifications
29.6.3. CE Marking

29.7. International Promotion

29.7.1. The International Promotion MIX
29.7.2. Advertising and Publicity
29.7.3. International Fairs
29.7.4. Country Branding

29.8. Distribution through International Channels

29.8.1. Channel and Trade Marketing
29.8.2. Export Consortiums
29.8.3. Types of Exports and Foreign Trade

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