A 100% online program, designed to enhance your skills in strategic marketing and business leadership” 

Marketing is one of the fundamental pillars in business strategy, as it allows companies to position themselves in the market, attract and retain customers, and develop sustainable competitive advantages. In an increasingly digitalized and globalized environment, companies need leaders capable of managing brands, interpreting market trends and optimizing communication strategies. In addition, the advance of digital transformation has led to the need for marketing managers to master innovative tools such as data analytics, automation and artificial intelligence to maximize the impact of their campaigns and improve strategic decision making. 

Against this backdrop, marketing professionals face the challenge of updating their skills and developing more versatile profiles that allow them to take on responsibilities in highly competitive markets. In response to these needs arises TECH's MBA in Marketing Management (CMO, Chief Marketing Officer), a program designed to provide advanced knowledge in strategic management, digital marketing and business leadership. This comprehensive program delves into the latest trends, methodologies and tools that Marketing managers must manage to achieve sustained growth in their organizations. 

The curriculum covers key aspects such as brand management, strategic planning, customer experience and advertising campaign optimization.  

This program has a 100% online methodology, which allows students to organize their learning without interfering with their work or personal responsibilities. The contents are available 24 hours a day, 7 days a week, accessible from any device with an Internet connection and can be downloaded. In addition, the Relearning method facilitates the assimilation of key concepts through progressive repetition, ensuring effective learning applied to the real work environment. 

Thanks to the Relearning methodology you will be able to study all the contents of this program from the comfort of your home and without the need to move to a learning center” 

This Master's Degree MBA in Marketing Management (CMO, Chief Marketing Officer) contains the most complete and up-to-date program on the market. The most important features include:

• Practical cases presented by experts in Marketing 
• The graphic, schematic and eminently practical content of the book provides scientific and practical information on those disciplines that are essential for professional practice 
• Practical exercises where the process of self-assessment can be used to improve learning 
• Its special emphasis on innovative methodologies  
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments 
• Content that is accessible from any fixed or portable device with an Internet connection 

You will optimize the profitability of brands through the effective management of resources, budgets and campaigns to improve the customer experience” 

Its teaching staff includes professionals from the field of Marketing Management, who contribute their work experience to this program, as well as renowned specialists from prestigious companies and universities. 

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive learning experience designed to prepare for real-life situations. 

This program is designed around Problem-Based Learning, whereby the student must try to solve the different professional practice situations that arise throughout the program. For this purpose, the professional will be assisted by an innovative interactive video system created by renowned and experienced experts. 

You will design and implement marketing plans aligned with the global objectives of companies"

You will have access to the most advanced teaching methodology, optimized for strategic learning in dynamic business environments"

The teaching materials that make up this MBA in Marketing Management (CMO, Chief Marketing Officer) have been designed by a team of experts in strategic management and digital marketing. Thanks to this, the curriculum delves into the most innovative trends in the sector, allowing graduates to develop high-impact strategies in highly competitive business environments. 

You will lead your company's marketing strategy with an innovative and results-oriented approach” 

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. Establishing 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. Stock 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, 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 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. The 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. Operational Marketing  

5.1. Marketing Mix  

5.1.1. The Marketing Value Proposition 
5.1.2. Marketing Mix Policies, Strategies and Tactics  
5.1.3. Elements of Marketing Mix  
5.1.4. Customer Satisfaction and Marketing Mix  

5.2. Product Management  

5.2.1. Consumption Distribution and Product Life Cycle 
5.2.2. Obsolescence, Expiration, Periodic Campaigns 
5.2.3. Order Management and Inventory Control Ratios 

5.3. Pricing Principles  

5.3.1. Analysis of the Environment 
5.3.2. Production Costs and Discount Margins 
5.3.3. Final Price and Positioning Map 

5.4. Distribution Channel Management  

5.4.1. Trade Marketing 
5.4.2. Distribution Culture and Competition 
5.4.3. Designing and Managing Channels 
5.4.4. Functions of Distribution Channels 
5.4.5. Route to Market 

5.5. Promotion and Sales Channels  

5.5.1. Corporate Branding 
5.5.2. Publicity 
5.5.3. Sales Promotion 
5.5.4. Public Relations and Personal Selling 
5.5.5. Street Marketing 

5.6. Branding  

5.6.1. Brand Evolution  
5.6.2. Creating and Developing a Successful Brand 
5.6.3. Brand Equity 
5.6.4. Category Management 

5.7. Managing Marketing Groups  

5.7.1. Work Teams and Meeting Management 
5.7.2. Coaching and Team Management 
5.7.3. Managing Equality and Diversity 

5.8. Communication and Marketing  

5.8.1. Communication Integrated into Marketing 
5.8.2. Designing a Marketing Communication Program 
5.8.3. Communication Skills and Influence 
5.8.4. Barriers to Business Communication 

Module 6. Customer Relationship Management 

6.1. Knowing the Market and the Consumer  

6.1.1. Open Innovation 
6.1.2. Competitive Intelligence 
6.1.3. Sharing Economy 

6.2. CRM and Business Philosophy  

6.2.1. Business Philosophy or Strategic Orientation 
6.2.2. Customer Identification and Differentiation 
6.2.3. The Company and Its Stakeholders 
6.2.4. Clienting 

6.3. Database Marketing and Customer Relationship Management  

6.3.1. Database Marketing Applications 
6.3.2. Information Sources, Storage, and Processing 

6.4. Consumer Psychology and Behavior  

6.4.1. The Study of Consumer Behavior 
6.4.2. Internal and External Consumer Factors  
6.4.3. Consumer Decision Process 
6.4.4. Consumerism, Society, Marketing, and Ethics 

6.5. Areas of CRM Management  

6.5.1. Customer Service  
6.5.2. Managing the Sales Force 
6.5.3. Customer Service 

6.6. Consumer Centric Marketing  

6.6.1. Segmentation 
6.6.2. Profitability Analysis 
6.6.3. Customer Loyalty Strategies 

6.7. CRM Management Techniques  

6.7.1. Direct Marketing 
6.7.2. Multichannel Integration 
6.7.3. Viral Marketing 

6.8. Advantages and Risks of Implementing CRM  

6.8.1. CRM, Sales and Costs 
6.8.2. Customer Satisfaction and Loyalty 
6.8.3. Technology Implementation 
6.8.4. Strategic and Management Errors 

Module 7. Sectorial Marketing  

7.1. Services Marketing  

7.1.1. Evolution and Growth of the Service 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 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. International Marketing 

8.1. International Market Research  

8.1.1. Emerging Markets Marketing 
8.1.2. PES Analysis 
8.1.3. What, How and Where to Export  
8.1.4. International Marketing-Mix Strategies 

8.2. International Segmentation  

8.2.1. Criteria for Market Segmentation at the International Level 
8.2.2. Market Niches 
8.2.3. International Segmentation Strategies 

8.3. International Positioning  

8.3.1. Branding in International Markets 
8.3.2. Positioning Strategies in International Markets 

8.4. Product Strategies in International Markets  

8.4.1. Product Modification, Adaptation and Diversification 
8.4.2. Global Standardized Products 
8.4.3. The Product Portfolio 

8.5. Prices and Exports  

8.5.1. Export Prices Calculation 
8.5.2. Incoterms 
8.5.3. International Price Strategy 

8.6. Quality in International Marketing  

8.6.1. Quality and International Marketing 
8.6.2. Standards and Certifications  
8.6.3. CE Marking

8.7. International Promotion  

8.7.1. The International Promotion MIX 
8.7.2. Advertising and Publicity 
8.7.3. International Fairs 
8.7.4. Country Branding 

8.8. Distribution through International Channels  

8.8.1. Channel and Trade Marketing 
8.8.2. Export Consortiums 
8.8.3. Types of Exports and Foreign Trade 

Module 9. Digital Marketing and E-Commerce 

9.1. Digital Marketing and E-Commerce  

9.1.1. The Digital Economy and the Sharing Economy 
9.1.2. Trends and Social Changes in Consumers 
9.1.3. Digital Transformation of Traditional Companies 
9.1.4. The Roles of the Chief Digital Officer 

9.2. Digital Strategy 

9.2.1. Segmentation and Positioning in the Competitive Context 
9.2.2. New Marketing Strategies for Products and Services 
9.2.3. From Innovation to Cash Flow 

9.3. Technology Strategy  

9.3.1. Web Development 
9.3.2. Hosting and Cloud Computing 
9.3.3. Content Management Systems (CMS) 
9.3.4. Formats and Digital Media 
9.3.5. Technological e-Commerce Platforms 

9.4. Digital Regulation 

9.4.1. Privacy Policy and Personal Data Protection Act 
9.4.2. Fake Profiles and Fake Followers 

9.5. Online Market Research  

9.5.1. Quantitative Research Tools in Online Markets 
9.5.2. Dynamic Qualitative Customer Research Tools 

9.6. Online Agencies, Media and Channels  

9.6.1. Integral, Creative and Online Agencies 
9.6.2. Traditional and New Media 
9.6.3. Online Channels 
9.6.4. Other Digital Players 

Module 10. e-Commerce and Shopify  

10.1. Digital e-Commerce Management  

10.1.1. New e-Commerce Business Models 
10.1.2. Planning and Developing an e-Commerce Strategic Plan 
10.1.3. Technological Structure in e-Commerce 

10.2. e-Commerce Operations and Logistics  

10.2.1. How to Manage Fulfillment 
10.2.2. Digital Point-of-Sale Management 
10.2.3. Contact Center Management 
10.2.4. Automation in Management and Monitoring Processes 

10.3. Implementing e-Commerce Techniques  

10.3.1. Social Media and Integration in the E-Commerce Plan 
10.3.2. Multichannel Strategy 
10.3.3. Personalizing Dashboards 

10.4. Digital Pricing  

10.4.1. Online Payment Methods and Payment Gateways 
10.4.2. Electronic Promotions 
10.4.3. Digital Price Timing 
10.4.4.  e-Auctions 

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

10.5.1. e-Marketplace Business Models 
10.5.2. s-Commerce and Brand Experience 
10.5.3. Purchase via Mobile Devices 

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

10.6.1. Integrating the Consumer in the Value Chain 
10.6.2. Online Research and Loyalty Techniques 
10.6.3. Planning a Customer Relationship Management Strategy 

10.7. Digital Marketing Trade  

10.7.1. Cross Merchandising 
10.7.2. Designing and Managing Facebook Ads Campaigns 
10.7.3. Designing and Managing Google Ad Campaigns 

10.8. Online Marketing for e-Commerce  

10.8.1. Inbound Marketing 
10.8.2. Display and Programmatic Purchasing 
10.8.3. Communication Plan 

Module 11. Social Media and Community Management 

11.1. Web 2.0 or the Social Web  

11.1.1. Organization in the Age of Conversation 
11.1.2. Web 2.0 Is All About People 
11.1.3. New Environments, New Content 

11.2. Digital Communication and Reputation  

11.2.1. Crisis Management and Online Corporate Reputation 
11.2.2. Online Reputation Report 
11.2.3. Etiquette and Good Practices on Social Networks 
11.2.4. Branding and Networking 2.0  

11.3. General, Professional and Microblogging Platforms  

11.3.1. Facebook 
11.3.2. LinkedIn 
11.3.3. Google+  
11.3.4. Twitter 

11.4. Video, Image and Mobility Platforms  

11.4.1. YouTube 
11.4.2. Instagram 
11.4.3. Flick 
11.4.4. Vimeo 
11.4.5. Pinterest 

11.5. Corporate Blogging  

11.5.1. How to Create a Blog 
11.5.2. Content Marketing Strategy 
11.5.3. How to Create a Content Plan for Your Blog 
11.5.4. Content Curation Strategy 

11.6. Social Media Strategies 

11.6.1. Corporate Communication Plan 2.0 
11.6.2. Corporate PR and Social Media 
11.6.3. Analysis and Evaluation of Results 

11.7. Community Management  

11.7.1. Functions, Duties, and Responsibilities of the Community Manager 
11.7.2. Social Media Manager 
11.7.3. Social Media Strategist 

11.8. Social Media Plan  

11.8.1. Designing a Social Media Plan 
11.8.2. Defining the Strategy to Be Followed in Each Medium 
11.8.3. Contingency Protocol in Case of Crisis 

Module 12. Leadership, Ethics and Social Responsibility in Companies 

12.1. Globalization and Governance 

12.1.1. Governance and Corporate Governance 
12.1.2. The Fundamentals of Corporate Governance in Companies
12.1.3. The Role of the Board of Directors in  the Corporate Governance Framework 

12.2. Cross Cultural Management 

12.2.1. Cross Cultural Management Concept    
12.2.2. Contributions to Knowledge of National Cultures
12.2.3. Diversity Management 

12.3. Business Ethics 

12.3.1. Ethics and Morality
12.3.2. Business Ethics
12.3.3. Leadership and Ethics in Companies 

12.4. Sustainability

12.4.1. Sustainability and Sustainable Development
12.4.2. The 2030 Agenda
12.4.3. Sustainable Companies 

12.5. Corporate Social Responsibility 

12.5.1. International Dimensions of Corporate Social Responsibility 
12.5.2. Implementing Corporate Social Responsibility 
12.5.3. The Impact and Measurement of Corporate Social Responsibility

12.6. Responsible Management Systems and Tools 

12.6.1. CSR: Corporate Social Responsibility
12.6.2. Essential Aspects for Implementing a Responsible Management Strategy
12.6.3. Steps for the Implementation of a Corporate Social Responsibility Management System
12.6.4. CSR Tools and Standards 

12.7. Multinationals and Human Rights 

12.7.1. Globalization, Multinational Corporations and Human Rights 
12.7.2. Multinational Corporations and International Law
12.7.3. Legal Instruments for Multinationals in the Area of Human Rights

12.8. Legal Environment and Corporate Governance 

12.8.1. International Rules on Importation and Exportation
12.8.2. Intellectual and Industrial Property
12.8.3. International Labor Law 

Module 13. People and Talent Management 

13.1. Strategic People Management 

13.1.1. Strategic Human Resources Management
13.1.2. Strategic People Management 

13.2. Human Resources Management by Competencies 

13.2.1. Analysis of the Potential
13.2.2. Remuneration Policy
13.2.3. Career/Succession Planning 

13.3. Performance Evaluation and Performance Management 

13.3.1. Performance Management
13.3.2. Performance Management: Objectives and Process 

13.4. Innovation in Talent and People Management 

13.4.1. Strategic Talent Management Models
13.4.2. Identification, Training and Development of Talent
13.4.3. Loyalty and Retention 
13.4.4. Proactivity and Innovation 

13.5. Motivation 

13.5.1. The Nature of Motivation 
13.5.2. Expectations Theory
13.5.3. Needs Theory
13.5.4. Motivation and Financial Compensation 

13.6. Developing High-Performance Teams 

13.6.1. High-Performance Teams: Self-Managed Teams 
13.6.2. Methodologies for the Management of High-Performance Self-Managed Teams 

13.7. Negotiation and Conflict Management 

13.7.1. Negotiation 
13.7.2. Conflict Management
13.7.3. Crisis Management 

13.8. Executive Communication 

13.8.1. Internal and External Communication in the Corporate Environment 
13.8.2. Communication Departments 
13.8.3. The Person in Charge of Communication of the Company. The Profile of the Dircom 

13.9. Productivity, Attraction, Retention and Activation of Talent 

13.9.1. Productivity 
13.9.2. Talent Attraction and Retention Levers 

Module 14. Economic and Financial Management 

14.1. Economic Environment

14.1.1. Macroeconomic Environment and the National Financial System 
14.1.2. Financial Institutions
14.1.3. Financial Markets
14.1.4. Financial Assets
14.1.5. Other Financial Sector Entities

14.2. Executive Accounting 

14.2.1. Basic Concepts
14.2.2. The Company's Assets
14.2.3. The Company's Liabilities
14.2.4. The Company's Net Worth
14.2.5. The Income Statement

14.3. Information Systems and Business Intelligence

14.3.1. Fundamentals and Classification
14.3.2. Cost Allocation Phases and Methods
14.3.3. Choice of Cost Center and Impact

14.4. Budget and Management Control

14.4.1. The Budget Model
14.4.2. The Capital Budget
14.4.3. The Operating Budget
14.4.5. Treasury Budget
14.4.6. Budget Monitoring

14.5. Financial Management

14.5.1. The Company's Financial Decisions
14.5.2. Financial Department
14.5.3. Cash Surpluses
14.5.4. Risks Associated with Financial Management
14.5.5. Financial Administration Risk Management

14.6. Financial Planning

14.6.1. Definition of Financial Planning
14.6.2. Actions to Be Taken in Financial Planning
14.6.3. Creation and Establishment of the Business Strategy
14.6.4. The Cash Flow Table
14.6.5. The Working Capital Table

14.7. Corporate Financial Strategy

14.7.1. Corporate Strategy and Sources of Financing
14.7.2. Financial Products for Corporate Financing 

14.8. Strategic Financing

14.8.1. Self-Financing
14.8.2. Increase in Equity
14.8.3. Hybrid Resources
14.8.4. Financing Through Intermediaries 

14.9. Financial Analysis and Planning

14.9.1. Analysis of the Balance Sheet
14.9.2. Analysis of the Income Statement
14.9.3. Profitability Analysis

14.10. Analyzing and Solving Cases/Problems

14.10.1. Financial Information on Industria de Diseño y Textil, S.A. (INDITEX) 

Module 15. Executive Management 

15.1. Manager Functions: Organizational Culture and Approaches 

15.1.1. Manager Functions: Organizational Culture and Approaches 

15.2. Operations Management

15.2.1. Management Objectives
15.2.2. Value Chain
15.2.3. Quality Management

15.3. Public Speaking and Spokesperson Education

15.3.1. Interpersonal Communication
15.3.2. Communication Skills and Influence
15.3.3. Communication Barriers

15.4. Personal and Organizational Communications Tools

15.4.1. Interpersonal Communication
15.4.2. Interpersonal Communication Tools
15.4.3. Communication in the Organization
15.4.4. Tools in the Organization

15.5. Communication in Crisis Situations

15.5.1. Crisis
15.5.2. Phases of the Crisis
15.5.3. Messages: Contents and Moments

15.6. Preparation of a Crisis Plan

15.6.1. Analysis of Possible Problems
15.6.2. Planning
15.6.3. Adequacy of Personnel

15.7. Emotional Intelligence

15.7.1. Emotional Intelligence and Communication
15.7.2. Assertiveness, Empathy and Active Listening
15.7.3. Self-Esteem and Emotional Communication

15.8. Personal Branding

15.8.1. Strategies for Personal Brand Development
15.8.2. Personal Branding Laws
15.8.3. Tools for Creating Personal Brands

You will make strategic decisions informed by data, using analytics tools to maximize customer conversion”