Why study at TECH?

This program has been designed to push students' competencies towards the highest quality standards, until they become true Marketing and Advertising Managers"  

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Why Study at TECH?

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

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

At TECH Technological University

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The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  
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The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.
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Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.
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Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.
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This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 
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Multicultural Context 

While studying at TECH, students will enjoy a unique experience. 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 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 structure of this academic program at TECH Technological University has been designed with the needs of business professionals in mind, who demand high quality programs to grow successfully in areas that are becoming more and more important within the field of business. For this purpose, the syllabus has been structured in a schematic way, so that students can organize their own study time, following a specific academic path on the most innovative concepts and strategies.

A very well-structured syllabus and a totally digital format with allow you to self-manage you study time” 


The Advanced Master’s Degree in Senior Marketing and Advertising Management at TECH Technological University is an intensive program that prepares students to face business challenges and 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, achieving a deep learning that you will be able to transfer to your daily practice. It is, therefore, an authentic immersion in real business situations.

This program deals in depth with different areas of the company and is designed to specialize managers who understand Marketing and Advertising Management from a strategic, international and innovative perspective.

A plan designed for students, focused on their professional development, which prepares them to achieve excellence in the field of marketing and advertising. A program that understands both yours 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 25 modules:

Module 1. Leadership, Ethics, and CSR
Module 2. People and Talent Management
Module 3. Economic and Financial Management 
Module 4. Information Systems Management
Module 5. Innovation and Project Management
Module 6. Market Research 
Module 7. Management and Leadership 
Module 8. Logistics and Economic Management  
Module 9. Strategy in Marketing Management
Module 10. Customer Relationship Management
Module 11. Operational Marketing 
Module 12. Sectorial Marketing
Module 13. International Marketing  
Module 14. Digital Marketing and e-Commerce
Module 15. e-Commerce and Shopify
Module 16. Social Media and Community Management
Module 17. Structure of Communication 
Module 18. Introduction to the Psychology of Personality 
Module 19. Advertising Language
Module 20. Creativity in Communication 
Module 21. Creative Advertising I: Writing 
Module 22. Creative Advertising II: Art Management 
Module 23. Coporate Identity 
Module 24. Public Opinion 
Module 25. Advertising Law 

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Where, When and How is it Taught?

TECH offers the possibility of developing this Advanced Master’s Degree in Senior Marketing and Advertising Management 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. Leadership, Ethics, and CSR

1.1. Globalization and Governance

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

1.2. Business Ethics

1.2.1. Ethics and Integrity
1.2.2. Ethical Behavior in Companies
1.2.3. Deontology, Codes of Ethics and Codes of Conduct
1.2.4. Fraud and Corruption Prevention

1.3. Sustainability

1.3.1. Business and Sustainable Development
1.3.2. Social, Environmental, and Economic Impact
1.3.3. The 2030 Agenda and the SDGs.

1.4. Corporate Social Responsibility

1.4.1. Corporate Social Responsibility
1.4.2. Roles and Responsibilities
1.4.3. Implementing Corporate Social Responsibility

Module 2. People and Talent Management

2.1. Organizational Behavior

2.1.1. Organizational Theory
2.1.2. Key Factors for Change in Organizations
2.1.3. Corporate Strategies, Typologies and Knowledge Management

2.2. Strategic People Management

2.2.1. Job Design, Recruitment, and Selection
2.2.2. Design and Implementation of Human Resources Strategic Plan 
2.2.3. Job Analysis: Design and Selection of People
2.2.4. Training and Professional Development

2.3. Management and Leadership Development

2.3.1. Management Skills: 21st Century Skills and Abilities
2.3.2. Non-Managerial Skills
2.3.3. Map of Skills and Abilities
2.3.4. Leadership and People Management

2.4. Change Management

2.4.1. Performance Analysis
2.4.2. Strategic Approach
2.4.3. Change Management: Key Factors, Process Design and Management
2.4.4. Continuous Improvement Approach

2.5. Negotiation and Conflict Management

2.5.1. Negotiation Objectives: Differentiating Elements
2.5.2. Effective Negotiation Techniques
2.5.3. Conflicts: Factors and Types
2.5.4. Efficient Management of Conflicts: Negotiation and Communication

2.6. Executive Communication

2.6.1. Performance Analysis
2.6.2. Leading Change. Resistance to Change
2.6.3. Managing Change Processes
2.6.4. Managing Multicultural Teams

2.7. Team Management and People Performance

2.7.1. Multicultural and Multidisciplinary Environment
2.7.2. Team and People Management
2.7.3. Coaching and People Performance
2.7.4. Executive Meetings: Planning and Time Management

2.8. Knowledge and Talent Management

2.8.1. Identifying Knowledge and Talent in Organizations
2.8.2. Corporate Knowledge and Talent Management Models
2.8.3. Creativity and Innovation

Module 3. Economic and Financial Management 

3.1. Economic Environment

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

3.2. Executive Accounting

3.2.1. International Accounting Framework
3.2.2. Introduction to the Accounting Cycle
3.2.3. Company Financial Statements
3.2.4. Analysis of Financial Statements: Decision-Making

3.3.  Budget and Management Control

3.3.1. Budgetary Planning
3.3.2. Management Control: Design and Objectives
3.3.3. Supervision and Reporting

3.4. Corporate Tax Responsibility

3.4.1. Corporate Tax Responsibility
3.4.2. Tax Procedure: A Case-Country Approach

3.5. Corporate Control Systems

3.5.1. Types of Control
3.5.2. Regulatory Compliance
3.5.3. Internal Auditing
3.5.4. External Auditing

3.6. Financial Management

3.6.1. Introduction to Financial Management
3.6.2. Financial Management and Corporate Strategy
3.6.3. Chief Financial Officer (CFO): Managerial Skills

3.7. Financial Planning

3.7.1. Business Models and Financing Needs
3.7.2. Financial Analysis Tools
3.7.3. Short-Term Financial Planning
3.7.4. Long-Term Financial Planning

3.8. Corporate Financial Strategy

3.8.1. Corporate Financial Investments
3.8.2. Strategic Growth: Types

3.9. Macroeconomic Context

3.9.1. Macroeconomic Analysis
3.9.2. Economic Indicators
3.9.3. Economic Cycle

3.10. Strategic Financing

3.10.1. Banking Business: Current Environment
3.10.2. Risk Analysis and Management

3.11. Money and Capital Markets

3.11.1. Fixed Income Market
3.11.2. Equity Market
3.11.3. Valuation of Companies

3.12. Analyzing and Solving Cases/Problems

3.12.1. Problem Solving Methodology
3.12.2. Case Method

Module 4. Information Systems Management

4.1. Information Systems Management

4.1.1. Business Information Systems
4.1.2. Strategic Decisions
4.1.3. The Role of the CIO

4.2. Information Technology and Business Strategy

4.2.1. Company and Industry Sector Analysis
4.2.2. Online Business Models
4.2.3. The Value of IT in a Company

4.3. IS Strategic Planning

4.3.1. The Process of Strategic Planning
4.3.2. Formulating the IS Strategy
4.3.3. Strategy Implementation Plan

4.4. Information Systems and Business Intelligence

4.4.1. CRM and Business Intelligence
4.4.2. Business Intelligence Project Management
4.4.3. Business Intelligence Architecture

4.5. New ICT-Based Business Models

4.5.1. Technology-Based Business Models
4.5.2. Innovation Abilities
4.5.3. Redesigning the Value Chain Processes

4.6. E-Business Strategies

4.6.1. Social Media Strategies
4.6.2. Optimizing Service Channels and Customer Support
4.6.3. Digital Regulation

4.7. Digital Business

4.7.1. Mobile e-Commerce
4.7.2. Design and Usability
4.7.3. E-Commerce Operations

Module 5. Innovation and Project Management

5.1. Innovation

5.1.1. Macro Concept of Innovation
5.1.2. Types of Innovation
5.1.3. Continuous and Discontinuous Innovation
5.1.4. Training and Innovation

5.2. Innovation Strategy

5.2.1. Innovation and Corporate Strategy
5.2.2. Global Innovation Project: Design and Management
5.2.3. Innovation Workshops

5.3. Business Model Design and Validation

5.3.1. The Lean Startup Methodology
5.3.2. Innovative Business Initiative: Stages
5.3.3. Financing Arrangements
5.3.4. Model Tools: Empathy Map, Canvas Model and Metrics
5.3.5. Growth and Loyalty

5.4. Project Management

5.4.1. Innovation Opportunities
5.4.2. Feasibility Study and Proposal Specification
5.4.3. Project Definition and Design
5.4.4. Project Execution
5.4.5. Project Closure

Module 6. Market Research 

6.1. Fundamentals of Marketing

6.1.1. Main Definitions
6.1.2. Basic Concepts
6.1.3. The Evolution of the Concept of Marketing

6.2. Marketing: From the Idea to the Market 

6.2.1. Concept and Scope of Marketing
6.2.2. Marketing Dimensions
6.2.3. Marketing 3.0

6.3. New Competitive Environment

6.3.1. Technological Innovation and Economic Impact
6.3.2. Knowledge Society
6.3.3. The New Consumer Profile

6.4. Quantitative Research Methods and Techniques

6.4.1. Variables and Measurement Scales
6.4.2. Information Sources
6.4.3. Sampling Techniques 
6.4.4. The Treatment and Analysis of Data

6.5. Qualitative Research Methods and Techniques

6.5.1. Direct Techniques: Focus Group
6.5.2. Anthropological Techniques
6.5.3. Indirect Techniques
6.5.4. The Two Face Mirror and The Delphi Method

6.6. Market Segmentation 

6.6.1. Market Typologies
6.6.2. Concept and Analysis of the Demand
6.6.3. Segmentation and Criteria
6.6.4. Defining the Target Audience

6.7. Types of Buying Behaviour

6.7.1. Complex Behaviour
6.7.2. Dissonance-Reducing Behaviour
6.7.3. Variety-Seeking Behavior
6.7.4. Habitual Behavior

6.8. Marketing Information Systems

6.8.1. Conceptual Approaches to Marketing Information Systems
6.8.2. Data Warehouse and Datamining
6.8.3. Geographical Information Systems

6.9. Research Project Management

6.9.1. Information Analysis Tools
6.9.2. Developing an Expectation Management Plan
6.9.3. Assessing the Feasibility of Projects

6.10. Marketing Intelligence

6.10.1. Big Data
6.10.2. User Experience
6.10.3. Applying Techniques

Module 7. Management and Leadership 

7.1. General Management 

7.1.1. Integrating Functional Strategies into the Global Business Strategies
7.1.2. Management Policy and Processes
7.1.3. Society and Enterprise

7.2. Strategic Management

7.2.1. Establishing the Strategic Position: Mission, Vision, and Values
7.2.2. Developing New Businesses
7.2.3. Growing and Consolidating Companies

7.3. Competitive Strategy 

7.3.1. Market Analysis
7.3.2. Sustainable Competitive Advantage
7.3.3. Return on Investment

7.4. Corporate Strategy 

7.4.1. Driving Corporate Strategy
7.4.2. Pacing Corporate Strategy
7.4.3. Framing Corporate Strategy

7.5. Planning and Strategy 

7.5.1. The Relevance of Strategic Direction in the Management Control Process
7.5.2. Analysis of the Environment and the Organization
7.5.3. Lean Management

7.6. Talent Management

7.6.1. Managing Human Capital
7.6.2. Environment, Strategy, and Metrics
7.6.3. Innovation in People Management

7.7. Management and Leadership Development 

7.7.1. Leadership and Leadership Styles
7.7.2. Motivation 
7.7.3. Emotional Intelligence
7.7.4. Skills and Abilities of the Leader 7.0
7.7.5. Efficient Meetings

7.8. Change Management 

7.8.1. Performance Analysis
7.8.2. Leading Change. Resistance to Change
7.8.3. Managing Change Processes
7.8.4. Managing Multicultural Teams

Module 8. Logistics and Economic Management  

8.1. Financial Diagnosis

8.1.1. Indicators for Analyzing Financial Statements
8.1.2. Profitability Analysis
8.1.3. Economic and Financial Profitability of a Company

8.2. Economic Analysis of Decisions 

8.2.1. Budget Control
8.2.2. Competitive Analysis. Comparative Analysis
8.2.3. Decision-Making. Business Investment or Divestment

8.3. Investment Valuation and Portfolio Management 

8.3.1. Profitability of Investment Projects and Value Creation
8.3.2. Models for Evaluating Investment Projects
8.3.3. Sensitivity Analysis, Scenario Development, and Decision Trees

8.4. Purchasing Logistics Management

8.4.1. Stock Management
8.4.2. Warehouse Management
8.4.3. Purchasing and Procurement Management

8.5. Supply Chain Management

8.5.1. Costs and Efficiency of the Operations Chain
8.5.2. Change in Demand Patterns
8.5.3. Change in Operations Strategy

8.6. Logistical Processes

8.6.1. Organization and Management by Processes 
8.6.2. Procurement, Production, Distribution 
8.6.3. Quality, Quality Costs, and Tools
8.6.4. After-Sales Service

8.7. Logistics and Customers

8.7.1. Demand Analysis and Forecasting
8.7.2. Sales Forecasting and Planning
8.7.3. Collaborative Planning, Forecasting, and Replacement

8.8. International Logistics

8.8.1. Customs, Export and Import processes
8.8.2. Methods and Means of International Payment
8.8.3. International Logistics Platforms

Module 9. Strategy in Marketing Management

9.1. Marketing Management

9.1.1. Positioning and Value Creation
9.1.2. Company's Marketing Orientation and Positioning.
9.1.3. Strategic vs. Operational Marketing
9.1.4. Objectives in Marketing Management
9.1.5. Integrated Marketing Communications

9.2. The Function of Strategic Marketing

9.2.1. Main Marketing Strategies
9.2.2. Segmentation, Targeting, and Positioning
9.2.3. Managing Strategic Marketing

9.3. Marketing Strategy Dimensions

9.3.1. Necessary Resources and Investments
9.3.2. Fundamentals of Competitive Advantage
9.3.3. The Company’s Competitive Behavior
9.3.4. Focus Marketing

9.4. New Product Strategy Development

9.4.1. Creativity and Innovation in Marketing
9.4.2. Generation and Filtering of Ideas
9.4.3. Commercial Viability Analysis
9.4.4. Development, Market Testing, and Commercialization

9.5. Price-Setting Policies

9.5.1. Short and Long-Term Aims
9.5.2. Types of Pricing
9.5.3. Factors that Affect Pricing

9.6. Promotion and Merchandising Strategies

9.6.1. Advertising Management
9.6.2. Communication and Media Plan
9.6.3. Merchandising as a Marketing Technique
9.6.4. Visual Merchandising

9.7. Distribution, Expansion, and Intermediation Strategies

9.7.1. Outsourcing of Sales Force and Customer Service
9.7.2. Commercial Logistics in Product and Service Sales Management
9.7.3. Sales Cycle Management

9.8. Developing the Marketing Plan

9.8.1. Analysis and Diagnosis
9.8.2. Strategic Decisions
9.8.3. Operational Decisions

Module 10. Customer Relationship Management

10.1. Knowing the Market and the Consumer

10.1.1. Open Innovation
10.1.2. Competitive Intelligence
10.1.3. Sharing Economy

10.2. CRM and Business Philosophy

10.2.1. Business Philosophy or Strategic Orientation
10.2.2. Customer Identification and Differentiation
10.2.3. The Company and its Stakeholders
10.2.4. Clientèle

10.3. Database Marketing and Customer Relationship Management

10.3.1. Database Marketing Applications
10.3.2. Laws and Regulations
10.3.3. Information Sources, Storage, and Processing

10.4. Consumer Psychology and Behavior

10.4.1. The Study of Consumer Behavior
10.4.2. Internal and External Consumer Factors
10.4.3. Consumer Decision Process
10.4.4. Consumerism, Society, Marketing, and Ethics

10.5. Areas of CRM Management

10.5.1. Customer Service
10.5.2. Managing the Sales Force
10.5.3. Customer Service

10.6. Consumer Centric Marketing

10.6.1. Segmentation
10.6.2. Profitability Analysis
10.6.3. Customer Loyalty Strategies

10.7. CRM Management Techniques

10.7.1. Direct Marketing
10.7.2. Multichannel Integration
10.7.3. Viral Marketing

10.8. Advantages and Risks of Implementing CRM

10.8.1. CRM, Sales and Costs
10.8.2. Customer Satisfaction and Loyalty
10.8.3. Technology Implementation
10.8.4. Strategic and Management Errors

Module 11. Operational Marketing 

11.1. Marketing Mix

11.1.1. The Marketing Value Proposition
11.1.2. Marketing Mix Policies, Strategies, and Tactics
11.1.3. Elements of the Marketing Mix
11.1.4. Customer Satisfaction and Marketing Mix

11.2. Product Management 

11.2.1. Consumption Distribution and Product Life Cycle
11.2.2. Obsolescence, Expiration, Periodic Campaigns
11.2.3. Management Ratios of Orders and Stocks Control 

11.3. Pricing Principles

11.3.1. Environmental Analysis
11.3.2. Production Costs and Discount Margins
11.3.3. Final Price and Positioning Map

11.4. Distribution Channel Management

11.4.1. Trade Marketing
11.4.2. Distribution Culture and Competition
11.4.3. Designing and Managing Channels
11.4.4. Functions of Distribution Channels
11.4.5. Route to Market

11.5. Promotion and Sales Channels

11.5.1. Corporate Branding
11.5.2. Advertising
11.5.3. Sales Promotion
11.5.4. Public Relations and Personal Selling
11.5.5. Street Marketing

11.6. Branding

11.6.1. Brand Evolution
11.6.2. Creating and Developing a Successful Brand
11.6.3. Brand Equity
11.6.4. Category Management

11.7. Managing Marketing Groups

11.7.1. Work Teams and Meeting Management
11.7.2. Coaching and Team Management
11.7.3. Managing Equality and Diversity

11.8. Communication and Marketing

11.8.1. Communication Integrated into Marketing
11.8.2. Designing a Marketing Communication Program 
11.8.3. Communication Skills and Influence
11.8.4. Barriers to Business Communication

Module 12. Sectorial Marketing

12.1. Services Marketing

12.1.1. Evolution and Growth of the Services Sector
12.1.2. Function of Services Marketing
12.1.3. Marketing Strategy in the Service Sector

12.2. Touristic Marketing

12.2.1. Features of the Tourism Sector
12.2.2. Tourist Product
12.2.3. The Customer in Tourism Marketing

12.3. Political and Electoral Marketing

12.3.1. Political Marketing vs. Electoral Marketing
12.3.2. Political Market Segmentation
12.3.3. Electoral Campaign

12.4. Social Marketing and Responsible Marketing

12.4.1. Social Cause Marketing and CSR 
12.4.2. Environmental Marketing
12.4.3. Segmentation in Social Marketing

12.5. Retail Management

12.5.1. Relevance
12.5.2. Reward
12.5.3. Cost Reduction
12.5.4. Relationship with the Customer

12.6. Banking Marketing

12.6.1. State Regulation
12.6.2. Branches and Segmentation
12.6.3. Inbound Marketing in the Banking Sector

12.7. Health Services Marketing

12.7.1. Internal Marketing
12.7.2. User Satisfaction Studies
12.7.3. Market-Oriented Quality Management

12.8. Sensory Marketing 

12.8.1. Shopping Experience as a Sensory Experience
12.8.2. Neuromarketing and Sensory Marketing
12.8.3. Arrangement and Presentation of the Point of Sale

Module 13. International Marketing  

13.1. International Market Research

13.1.1. Emerging Markets Marketing
13.1.2. PES Analysis
13.1.3. What, How, and Where to Export?
13.1.4. International Marketing-Mix Strategies

13.2. International Segmentation

13.2.1. Criteria for Market Segmentation at the International Level
13.2.2. Niche Markets
13.2.3. International Segmentation Strategies

13.3. International Positioning

13.3.1. Branding in International Markets
13.3.2. Positioning Strategies in International Markets
13.3.3. Global, Regional, and Local Brands

13.4. Product Strategies in International Markets

13.4.1. Product Modification, Adaptation, and Diversification
13.4.2. Global Standardized Products
13.4.3. The Product Portfolio

13.5. Prices and Exports

13.5.1. Export Prices Calculation
13.5.2. Incoterms
13.5.3. International Price Strategy

13.6. Quality in International Marketing

13.6.1. Quality and International Marketing
13.6.2. Standards and Certifications
13.6.3. CE Marking

13.7. International Promotion

13.7.1. The International Promotion MIX
13.7.2. Advertising 
13.7.3. International Fairs
13.7.4. Country Branding

13.8. Distribution Through International Channels

13.8.1. Channel and Trade Marketing
13.8.2. Export Consortiums
13.8.3. Types of Exports and Foreign Trade

Module 14. Digital Marketing and e-Commerce

14.1. Digital Marketing and e-Commerce

14.1.1. The Digital Economy and the Sharing Economy
14.1.2. Trends and Social Changes in Consumers
14.1.3. Digital Transformation of Traditional Companies
14.1.4. The Roles of the Chief Digital Officer

14.2. Digital Strategy

14.2.1. Segmentation and Positioning in the Competitive Context
14.2.2. New Marketing Strategies for Products and Services
14.2.3. From Innovation to Cash Flow

14.3. Technology Strategy

14.3.1. Web Development
14.3.2. Hosting and Cloud Computing
14.3.3. Content Management Systems (CMS)
14.3.4. Formats and Digital Media
14.3.5. Technological e-Commerce Platforms

14.4. Digital Regulation

14.4.1. Privacy Policy and Personal Data Protection Act
14.4.2. Fake Profiles and Fake Followers
14.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

14.5. Online Market Research

14.5.1. Quantitative Research Tools in Online Markets
14.5.2. Dynamic Qualitative Customer Research Tools

14.6. Online Agencies, Media, and Channels

14.6.1. Integral, Creative, and Online Agencies
14.6.2. Traditional and New Media
14.6.3. Online Channels
14.6.4. Other Digital Players 

Module 15. e-Commerce and Shopify

15.1. Digital e-Commerce Management

15.1.1. New e-Commerce Business Models
15.1.2. Planning and Developing an e-Commerce Strategic Plan
15.1.3. Technological Structure in e-Commerce

15.2. e-Commerce Operations and Logistics

15.2.1. How to Manage Fulfillment
15.2.2. Digital Point-of-Sale Management
15.2.3. Contact Center Management
15.2.4. Automation in Management and Monitoring Processes

15.3. Implementing e-Commerce Techniques

15.3.1. Social Media and Integration in the e-Commerce Plan
15.3.2. Multichannel Strategy
15.3.3. Personalizing Dashboards

15.4. Digital Pricing

15.4.1. Online Payment Methods and Payment Gateways
15.4.2. Electronic Promotions
15.4.3. Digital Price Timing
15.4.4. e-Auctions

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

15.5.1. e-Marketplace Business Models
15.5.2. s-Commerce and Brand Experience
15.5.3. Purchasing via Mobile Devices

15.6. Customer Intelligence: From e-CRM to s-CRM

15.6.1. Integrating the Consumer in the Value Chain
15.6.2. Online Research and Loyalty Techniques
15.6.3. Planning a Customer Relationship Management Strategy

15.7. Digital Marketing Trade

15.7.1. Cross Merchandising
15.7.2. Designing and Managing Facebook Ads Campaigns
15.7.3. Designing and Managing Google Ad Campaigns

15.8. Online Marketing for e-Commerce

15.8.1. Inbound Marketing
15.8.2. Display and Programmatic Purchasing
15.8.3. Communication Plan

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. Google+
16.3.4. 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 Applied in Each Medium
16.8.3. Contingency Protocol in Case of Crisis

Module 17. Structure of Communication 

17.1. Theory, Concept and Method of the Structure of Communication 

17.1.1. Introduction 
17.1.2. Autonomy of the Discipline and Relationships with Other Subjects 
17.1.3. Structuralist Method 
17.1.4. Definition and Object of the Structure of Communication 
17.1.5. Guide for the Analysis of the Structure of Communication 

17.2. New International Order of Communcation 

17.2.1. Introduction 
17.2.2. State Control: Monopolies  
17.2.3. Communication Commercialization 
17.2.4. Cultural Dimension of Communication 

17.3.  Major News Agencies 

17.3.1. Introduction 
17.3.2. What is a News Agency?
17.3.3. Information and News 
17.3.4.  Before the Internet  
17.3.5.  News Agencies That Are Seen Thanks to the Internet 
17.3.6. Major Worldwide Agencies

17.4. The Advertising Industry and its Relationship with Media Systems 

17.4.1.  Introduction 
17.4.2.  Advertising Industry 
17.4.3.  The Need for Media Advertising 
17.4.4. The Structure of the Advertising Industry 
17.4.5.  The Media and its Relationship with the Advertising Industry 
17.4.6.  Advertising Regulations and Ethics 

17.5. Cinema and Culture and Leisure Market  

17.5.1.  Introduction 
17.5.2.  The Complex Nature of Cinema 
17.5.3.  The Origin of the Industry 
17.5.4. Hollywood, the World Capital of Cinema

17.6.  Political Power and Communication Media 

17.6.1.  Introduction  
17.6.2.  The Influence of the Media in the Formation of Society 
17.6.3.  Communication Media and Political Power

17.7.  Concentration of Media and Communication Policies 

17.7.1.  Introduction 
17.7.2.  Concentration of Media  
17.7.3.  Communication Policies

17.8.  Structure of Communication in Latin America 

17.8.1.  Introduction 
17.8.2.  Structure of Communication in Latin America 
17.8.3.  New Trends 

17.9.  The Media System in Latin America and the Digitalization of Journalism 

17.9.1.  Introduction 
17.9.2.  Historical Approach 
17.9.3.  Bipolarity of the Hispanic American Media System 
17.9.4.  Hispanic Media in USA

17.10. Digitalization and the Future of Journalism 

17.10.1. Introduction 
17.10.2. Digitalization and the New Structure of The Media 
17.10.3. Structure of Communication in Democratic Countries 

Module 18. Introduction to the Psychology of Personality 

18.1. History of Psychology 

18.1.1. Introduction 
18.1.2. Let’s Start With the Study of Psychology 
18.1.3. Science in Evolution. Historical and Paradigmatic Changes 
18.1.4. Paradigms and Stages in Psychology 
18.1.5. Cognitive Science

18.2. Psychological Science 

18.2.1. Introduction 
18.2.2. Beginning with the Study of Social Psychology: nfluence 
18.2.3. Empathy, Altruism and Support Behavior 

18.3. Social Cognition 

18.3.1. Introduction 
18.3.2. Think and Know, Vital Needs 
18.3.3. Social Cognition 
18.3.4. Organizing Information 
18.3.5. Thought: Prototypical or Categorical 
18.3.6. The Errors We Make When Thinking: Inferential Biases 
18.3.7. The Automatic Processing of Information 

18.4. Personality Psychology 

18.4.1. Introduction 
18.4.2. What Does It Mean To Be Me? Identity and Personality 
18.4.3. Self-Conscience 
18.4.4. Self-Esteem 
18.4.5. Self-Knowledge 
18.4.6. Interpersonal Variables in the Configuration of Personality 
18.4.7. Macro-Social Variables in the Configuration of Personality 
18.4.8. A New Perspective in the Study of Personality. The Narrative Personality 

18.5. Emotions  

18.5.1. Introduction 
18.5.2. What Do We Mean When We Talk About Emotions? 
18.5.3. The Importance of Emotions 
18.5.4. Emotions and Personality 
18.5.5. From Another Perspective. Social Emotions 

18.6. Psychology of Communication. Persuasion and Change of Attitude 

18.6.1. Introduction 
18.6.2. Attitudes 
18.6.3. Historical Models in the Study of Persuasive Communication 
18.6.4. The Elaboration Probability Model 
18.6.5. The Processes of Communication Through the Media 

18.7. The Emitter 

18.7.1. Introduction 
18.7.2. The Source of Persuasive Communication 
18.7.3. Features of the Source. Credibility 
18.7.4. Features of the Source. Attractiveness 
18.7.5. Features of the Emitter. Power 
18.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition 
18.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition

18.8. The Message 

18.8.1. Introduction 
18.8.2. Let’s Start By Studying the Composition of the Message 
18.8.3. Types of Messages: Rational Messages Compared to Emotional Messages 
18.8.4. Emotional Messages and Communication: Fear-Inducing Messages  

18.9. The Receptor 

18.9.1. Introduction 
18.9.2. The Role of the Receptor According to the Elaboration Probability Model 
18.9.3. Needs and Motives of the Receptor: Their Incidence for the Change of Attitudes 
18.9.4. Need for Esteem and Communication 

18.10. New Approximations for the Study of Communication 

18.10.1. Introduction 
18.10.2. The Unconscious Processing of Information. Automatic Processes 
18.10.3. Measuring Automatic Processes in Communication 
18.10.4. First Steps in New Paradigms 
18.10.5. The Theory of Dual Processing Systems

Module 19. Advertising Language

19.1. Think and Write: Definition  

19.1.1. Definition of Advertising Copywriting  
19.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization 

19.2. Advertising Copy and Creativity  

19.2.1. Conditions of Advertising Copywriting  
19.2.2. Linguistic Competence  
19.2.3. Functions of Advertising Copywriting 

19.3. The Principle of Coherence and Campaign Conceptualization  

19.3.1. The Campaign of Principles of Unity  
19.3.2. The Creative Team  
19.3.3. The Process of Conceptualization: Hidden Creativity  
19.3.4. What is a Concept?  
19.3.5. Applications of the Conceptualization Process  
19.3.6. The Advertising Concept   
19.3.7. Use and Advantages of the Advertising Concept  

19.4. Advertisement and Rhetoric  

19.4.1. Advertising Copy and Rhetoric  
19.4.2. Location of the Rhetoric
19.4.3. Phases of the Rhetoric

19.5. Fundamentals and Characteristics of Advertising Copwriting  

19.5.1. Correction  
19.5.2. Adaptation  
19.5.3. Efficacy  
19.5.4. Characteristics of Advertising Copy  
19.5.5. Morphological: Nominalization  
19.5.6. Syntax: Destructuring  
19.5.7. Graphic: Emphatic Punctuation  

19.6. Argument Strategies  

19.6.1. Description  
19.6.2. Enthymeme  
19.6.3. Narration  
19.6.4. Intertextuality  

19.7. Styles and Slogans in Advertising Copwriting  

19.7.1. The Length of a Phrase  
19.7.2. Styles  
19.7.3. Slogan  
19.7.4. A Phrase of Wartime Origin  
19.7.5. Characteristics of the Slogan  
19.7.6. Elocution of the Slogan  
19.7.7. Forms of the Slogan  
19.7.8. Functions of the Slogan  

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

19.8.1. Rigor, Clarity, Precision  
19.8.2. Synthesis and Simplicity  
19.8.3. Advertising Copy Constraints 
19.8.4. Application of the Reason Why+USP Binomial 

19.9. Advertising Copy in Conventional and Non-Conventional Media  

19.9.1. The Above-The-Line/Below-The-Line Division
19.9.2. Integrations: Overcoming the ATL-BTL Polemic  
19.9.3. Advertising Copy on the Television  
19.9.4. Advertising Copy on the Radio  
19.9.5. Advertising Copy in the Press  
19.9.6. Advertising Copy in the External Media  
19.9.7. Advertising Copy in Non-Conventional Media  
19.9.8. Advertising Copy in Direct Marketing
19.9.9. Advertising Copy in Interactive Media 

19.10. Criteria for the Evaluation of Advertising Copy and Other Cases of Copywriting  

19.10.1. Classic Models of Advertising Analysis  
19.10.2. Impact and Relevance  
19.10.3. The Check-list of the Copywriter  
19.10.4. Translation and Adaptation of Advertising Copy  
19.10.5. New Technologies, New Languages  
19.10.6. Copywriting on the Web 2.0 
19.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 20. Creativity in Communication 

20.1. Creating is Thinking  

20.1.1. The Art of Thinking  
20.1.2. Creative Thinking and Creativity  
20.1.3. Thought and the Brain  
20.1.4. Lines of Research on Creativity Systemization  

20.2. Nature of the Creative Process  

20.2.1. Nature of the Creativity  
20.2.2. Notion of Creativity: Creation and Creativity  
20.2.3. The Creation of Ideas in the Service of Persuasive Communication  
20.2.4. Nature of the Creative Process in Advertising  

20.3. Invention  

20.3.1. Evolution and Historical Analysis of the Processof Creation  
20.3.2. Nature of the Classical Canon of Invention  
20.3.3. Classical Vision of Inspiration and the Origin of Ideas  
20.3.4. Invention, Inspiration and Persuasion  

20.4. Rhetoric and Persuasive Communication  

20.4.1. Rhetoric and Advertising  
20.4.2. Rhetoric Parts of Persuasive Communication  
20.4.3. Rhetoric Figures
20.4.4. Laws and Rhetorical Functions of the Advertising Language  

20.5. Creative Behavior and Personality  

20.5.1. Creativity as a Personal Characteristic, as a Product and a Process  
20.5.2. Creative Behavior and Motivation  
20.5.3. Perception and Creative Thought  
20.5.4. Elements of Creativity  

20.6. Creative Aptitudes and Skills  

20.6.1. Thought Systems and Models of Creative Intelligence  
20.6.2. Guilford's Three-Dimensional Model of Intellect Structure  
20.6.3. Interaction Between Intellect Factors and Capabilities  
20.6.4. Creation Aptitudes  
20.6.5. Creative Skills  

20.7. The Phases of the Creative Process  

20.7.1. Creativity as a Process  
20.7.2. The Phases of the Creative Process  
20.7.3. The Phases of the Creative Process in Advertising  

20.8. Problem Solving  

20.8.1. Creativity and Problem Solving  
20.8.2. Perceptive Blocks and Emotional Blocks 
20.8.3. Invention Methodology: Programs and Creative Methods  

20.9. Creative Thought Methods  

20.9.1. Brainstorming as a Model for Creating Ideas  
20.9.2. Vertical and Lateral Thought  
20.9.3. Invention Methodology: Programs and Creative Methods 

20.10. Creativity and Advertising Communication  

20.10.1. The Process of Creation as a Specific Product of Advertising Communication  
20.10.2. Nature of the Creative Process in Advertising: Creativity and Process of Advertising Creation 
20.10.3. Methodological Principles and Effects of Advertising Creation  
20.10.4. Advertising Creation: From the Problem to the Solution  
20.10.5. Creativity and Persuasive Communication

Module 21. Creative Advertising I: Writing 

21.1. Concept of Copywriting  

21.1.1. Drafting and Writing  
21.1.2. Copywriting and Thought  
21.1.3. Copywriting and Order 

21.2. Fundamentals of Advertising Copy  

21.2.1. Correction  
21.2.2. Adaptation  
21.2.3. Efficacy  

21.3. Characteristics of Advertising Copy  

21.3.1. Nominalization  
21.3.2. Destructuring  
21.3.3. Expressive Concentration 

21.4. Text and the Image  

21.4.1. From Text to the Image  
21.4.2. Functions of the Text  
21.4.3. Functions of the Image  
21.4.4. Relationship Between the Text and the Image  

21.5. The Brand and the Slogan  

21.5.1. The Brand  
21.5.2. Brand Characteristics  
21.5.3. Slogan  

21.6.  Direct Advertising  

21.6.1.  The Brochure  
21.6.2.  Catalogue  
21.6.3.  Other Annexes

21.7.  Advertising in the Press: the Large Format Ad  

21.7.1.  Newspapers and Magazines  
21.7.2.  Superstructure  
21.7.3.  Formal Characteristics  
21.7.4.  Copywriting Characteristics 

21.8.  Adevrtising in the Press: Other Formats  

21.8.1.  Word Ads  
21.8.2.  Superstructure  
21.8.3.  Claims or Complaints  
21.8.4.  Superstructure  

21.9.  External Advertising   

21.9.1.  Formats  
21.9.2.  Formal Characteristics  
21.9.3. Copywriting Characteristics

21.10. Radio Advertising  

21.10.1. Radio Language  
21.10.2. Radio Announcement  
21.10.3. Superstructure 
21.10.4. Types of Announcements  
21.10.5. Formal Characteristics  

21.11. Audiovisual Advertising   

21.11.1. Image  
21.11.2. Text  
21.11.3. Music and Sound Effects   
21.11.4. Advertising Formats  
21.11.5. Script  
21.11.6. Story-board 

Module 22. Creative Advertising II: Art Management 

22.1. Subjects and Object of Advertising Graphic Desig  

22.1.1.  Linked Professional Profiles  
22.1.2.  Academic Context and Skills  
22.1.3. Advertiser and Agency  

22.2. Creative Management and Creative Idea  

22.2.1.  Creative Process 
22.2.2.  Types of Creative Processes 
22.2.3.  Art and Formal Idea Management

22.3.  The Function of the Art Director  

22.3.1.  What is Art Management?
22.3.2.  How Does Art Management Work?
22.3.3.  The Creative Team  
22.3.4.  The Function of the Art Director 

22.4.  Fundamentals of Advertising Graphic Design  

22.4.1.  Concepts of Design and Design Standards  
22.4.2.  Trends and Styles  
22.4.3.  Thought, Process and Design Management  
22.4.4.  Scientific Metaphor  

22.5.  Methodology of Graphic Advertising   

22.5.1. Graphic Creativity  
22.5.2.  Design Processes  
22.5.3. Communication and Aesthetics 

22.6. Graphic Strategy  

22.6.1.  Apprehension Form 
22.6.2.  Graphic Message  
22.6.3.  Aesthetic State

22.7.  Graphic Architecture  

22.7.1. Typometry  
22.7.2.   Graphic Spaces  
22.7.3.  Grid  
22.7.4.  Pagination Standards  

22.8.  Final Art  

22.8.1.  Final Art
22.8.2.  Processes  
22.8.3.  Systems

22.9.  Creation of Advertising Graphic Supports  

22.9.1.  Graphic Advertising  
22.9.2.  Organizational Visual Image (OVI)

22.10. Graphic Advertising Announcements  

22.10.1. Packaging  
22.10.2. Web Pages 
22.10.3. Corporate Image in Web Pages 

Module 23. Coporate Identity 

23.1. The Importance of Image in Companies   

23.1.1. What is Corporate Image?  
23.1.2. Differences Between Identity and Corporate Image  
23.1.3. Where Can the Corporate Image Be Displayed?  
23.1.4. Situations of Change for Corporative Image. Why Achieve a Good Corporate Image? 

23.2. Research Techniques in Corporate Image  

23.2.1. Introduction  
23.2.2. The Study of the Company’s Image
23.2.3. Corporate Image Research Techniques  
23.2.4. Qualitative Techniques for Studying the Image  
23.2.5. Types of Quantitative Techniques  

23.3. Auditing and Strategy of the Image  

23.3.1. What is Image Auditing?
23.3.2. Guidelines  
23.3.3. Auditing Methodology  
23.3.4. Strategic Planning

23.4. Corporate Culture  

23.4.1. What is Corporate Culture?  
23.4.2. Factors Involved in Corporate Culture  
23.4.3. Functions of Corporate Culture  
23.4.4. Types of Corporate Culture  

23.5. Corporate Social Responsibility. And Corporate Reputation  

23.5.1. CSR: Concept and Application of the Company  
23.5.2. Guidelines for Integrating CSR in Companies  
23.5.3. Communication of CSR  
23.5.4. Corporate Reputation  

23.6. Corporate Visual Identity and Naming  

23.6.1. Corporate Visual Identity Strategies 
23.6.2. Basic Elements  
23.6.3. Basic Principles  
23.6.4. Elaboration of the Manual  
23.6.5. Naming  

23.7. Brand Imaging and Positioning  

23.7.1. The Origins of Brands  
23.7.2. What is a Brand?  
23.7.3. The Need to Build a Brand  
23.7.4. Brand Imaging and Positioning  
23.7.5. The Value of Brands  

23.8. Image Management Through Crisis Communication  

23.8.1. Strategic Communication Plan  
23.8.2. When It All Goes Wrong: Crisis Communication  
23.8.3. Cases  

23.9. Influence of Promotions in Corporate Image  

23.9.1. The New Outlook for the Advertising Industry  
23.9.2. Promotional Marketing  
23.9.3. Features  
23.9.4. Dangers  
23.9.5. Promotional Types and Techniques  

23.10. Distribution and Image of the Point of Sale

23.10.1. The Main Protagonists of Commercial Distribution 
23.10.2. The Image of Commercial Distribution Companies Through Positioning 
23.10.3. Through Their Name and Logo 

Module 24. Public Opinion 

24.1. The Concept of Public Opinion 

24.1.1. Introduction 
24.1.2. Definition 
24.1.3. Public Opinion and a Rational Phenomena and How to Form Social Control 
24.1.4. Phases of Public Opinion Growth as a Discipline 
24.1.5. The 20th Century 

24.2. Theoretical Framework of Public Opinion 

24.2.1. Introduction
24.2.2. Perspectives of Public Opinion in the 20th Century 
24.2.3. Authors of the 20th Century 
24.2.4. Walter Lippmann: The Biased Public Opinion 
24.2.5. Jürgen Habermas: The Political-Value Perspective 
24.2.6. Niklas Luhmann: Public Opinion as a Means of Communication 

24.3. Social Psychology and Public Opinion 

24.3.1. Introduction 
24.3.2. Psychosocial Variables in Relation to the Persuasive Entities with their Audiences 
24.3.3. Name 
24.3.4. Conformism 

24.4. Media Influence Models 

24.4.1. Introduction 
24.4.2. Media Influence Models 
24.4.3. Types of Effects of the Media 
24.4.4. Research Into the Effects of the Media 
24.4.5. The Power of the Media 

24.5. Public Opinion and Political Communication 

24.5.1. Introduction 
24.5.2. Electoral Political Communication. Propaganda 
24.5.3. Political Communication of the Governments 

24.6. Public Opinion and Elections 

24.6.1. Introduction  
24.6.2. Do Electoral Campaigns Influence Public Opinion? 
24.6.3. The Effect of the Media in Electoral Campaigns as a Reinforcement of Opinions 
24.6.4. The Bandwagon and Underdog Effects 

24.7. Government and Public Opinion 

24.7.1. Introduction 
24.7.2. The Representatives and the Represented 
24.7.3. Political Parties and Public Opinion 
24.7.4. Public Policies as an Expression of Government Action 

24.8. The Political Intermediation of the Press 

24.8.1. Introduction 
24.8.2. Journalists as Political Intermediators 
24.8.3. Dysfunctions of Journalistic Intermediation 
24.8.4. Confidence in Journalists as Intermediators 

24.9. The Public Sphere and Emerging Models of Democracy 

24.9.1. Introduction 
24.9.2. The Public Sphere in the Information Society  
24.9.3. Emerging Models of Democracy 

24.10. Public Opinion Research Methods and Techniques 

24.10.1. Introduction 
24.10.2. Opinion Questionnaires 
24.10.3. Types of Questionnaires 
24.10.4. Analysis

Module 25. Advertising Law 

25.1. Basic Notions of Advertising Law  

25.1.1. Concept and Emergence of Advertising Law 
25.1.2. Subjects of the Advertising Relationship  
25.1.3. Personality Rights  
25.1.4. Advertising, Intellectual Property and Industrial Property
25.1.5. Other Forms of Protection of the Advertising Work  

25.2. Sources of Advertising Law

25.2.1. Legal System and Standards 
25.2.2. Sources of Advertising Law  
25.2.3. Limitations of the Efficacy of the Standards  

25.3. Illicit Advertising

25.3.1. Advertising for Minors  
25.3.2. Subliminal Advertising  
25.3.3. Advertising Contrary to Specific Regulations  
25.3.4. Advertising Crime

25.4. Unfair Advertising

25.4.1. Deceptive Advertising  
25.4.2. Unfair Advertising  
25.4.3. Covert Advertising 
25.4.4. Aggressive Advertising  
25.4.5. Comparative Advertising

25.5. Advertising Contracts

25.5.1. Legal Regime  
25.5.2. Birth of the Contract  
25.5.3. Ineffectiveness  
25.5.4. Non-Compliance  
25.5.5. Common Provisions Specific to Advertising Contracts  

25.6. The Contract for Advertising Creation

25.6.1. Concept 
25.6.2. Characters  
25.6.3. Contents  
25.6.4. Non-Compliance  
25.6.5. Extinction

25.7. The Contract for Advertising Dissemination  

25.7.1. Concept  
25.7.2. Characters  
25.7.3. Contents  
25.7.4. Non-Compliance  
25.7.5. Extinction

25.8. The Patent Contract

25.8.1. Concept  
25.8.2. Characters 
25.8.3. Contents  
25.8.4. Non-Compliance  
25.8.5. Extinction

25.9. Advertising Deontology and Self-Regulation

25.9.1. Advertising Deontology: Concepts and Objectives 
25.9.2. Value of the Codes of Conduct 
25.9.3. Self Control

25.10. The Importance of Advertising and the Need for its Regulation 

25.10.1. The Alternative to Self-Regulation 
25.10.2. Benefits and Advantages of Self-Regulation 
25.10.3. The Current Status of Self-Regulation 

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