You will develop advanced strategic skills in areas such as digital campaign management, personalization through AI and data analysis for informed decision making” 

Digitalization has profoundly transformed the way companies communicate their products and services, which has led Marketing Management to redefine its role within organizations. With the proliferation of mobile devices, the expansion of e-commerce and the omnipresence of social networks, brands must adapt to a constantly changing digital environment. Faced with this reality, professionals need to manage best practices to lead the digital transformation and achieve superior performance in their campaigns.

In this context, TECH launches an innovative MBA program in Digital Marketing Management. Designed by references in this area, the academic itinerary will delve into subjects ranging from market research or particularities of executive management to the optimization of the presence of brands in major search engines. In this way, students will acquire advanced skills to design impactful advertising campaigns that connect with the minds of consumers and build long-term loyalty.

It should be noted that the academic program is based on the innovative Relearning method. This educational delivery system focuses on reiterating key principles to ensure a complete understanding of the content. The only thing students will require is a device with an Internet connection to access the Virtual Campus, where they will find a library full of multimedia resources with which they will strengthen their learning process in a dynamic way.

You will optimize E-commerce platforms for mobile devices, ensuring smooth navigation and shopping” 

This Advanced master’s degree MBA in Digital Marketing Management contains the  most complete and up-to-date educational program on the market. Its most notable features are:

• The development of case studies presented by experts in Digital Marketing Management
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice
• Practical exercises where the self-assessment process can be carried out to improve learning
• Special emphasis on innovative methodologies in Digital Marketing Management
• 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 address the implementation of innovative strategies in marketing, sales and communication, integrating information technologies and advanced digital tools. What are you waiting for to enroll?" 

It includes in its teaching staff professionals belonging to the field of Digital Marketing Management, who pour into this program the experience of their work, in addition to recognized specialists from leading companies and prestigious 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.

The characteristic Relearning system of this program will allow you to learn at your own pace without depending on external teaching constraints"

You will acquire skills to integrate new technologies into business strategies, improving efficiency and competitiveness"

The program has been designed to train entrepreneurs in the most innovative trends in business management, responding to the demands of a globalized and competitive environment. In this way, professionals will be able to identify and apply the latest corporate strategies that reinforce competitiveness, developing sustainable business plans aligned with international standards. Emphasis will also be placed on decision-making in unstable contexts, the efficient management of human and financial resources, and the design of e-commerce-oriented business models. These skills will enable them to anticipate economic and logistical changes. 

From effective communication to managing digitized teams and negotiating with digital suppliers, you will be equipped with key tools to successfully influence and lead any business” 

Module 1. Leadership, Ethics and Social Responsibility in Companies

1.1. Globalization and Governance

1.1.1. Governance and Corporate Governance
1.1.2. The Fundamentals of Corporate Governance in Companies
1.1.3. The Role of the Board of Directors in  the Corporate Governance Framework

1.2. Leadership

1.2.1. Leadership. A Conceptual Approach
1.2.2. Leadership in Companies
1.2.3. The Importance of Leaders in Business Management

1.3. Cross Cultural Management

1.3.1. Cross Cultural Management Concept
1.3.2. Contributions to Knowledge of National Cultures
1.3.3. Diversity Management

1.4. Management and Leadership Development

1.4.1. Concept of Management Development
1.4.2. Concept of Leadership
1.4.3. Leadership Theories
1.4.4. Leadership Styles
1.4.5. Intelligence in Leadership
1.4.6. The Challenges of Today's Leader

1.5. Business Ethics

1.5.1. Ethics and Morality
1.5.2. Business Ethics
1.5.3. Leadership and Ethics in Companies

1.6. Sustainability

1.6.1. Sustainability and Sustainable Development
1.6.2. The 2030 Agenda
1.6.3. Sustainable Companies

1.7. Corporate Social Responsibility

1.7.1. International Dimensions of Corporate Social Responsibility
1.7.2. Implementing Corporate Social Responsibility
1.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

1.8.1. CSR: Corporate Social Responsibility
1.8.2. Essential Aspects for Implementing a Responsible Management Strategy
1.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
1.8.4. CSR Tools and Standards

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Corporations and Human Rights
1.9.2. Multinational Corporations and International Law
1.9.3. Legal Instruments for Multinationals in the Area of Human Rights

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. International Labor Law

Module 2. Strategic Management and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Conceptual Framework
2.1.2. Key Elements in Organizational Design
2.1.3. Basic Organizational Models
2.1.4. Organizational Design: Typologies

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Types of Growth Strategies
2.2.3. Conceptual Framework

2.3. Strategic Planning and Strategy Formulation

2.3.1. Conceptual Framework
2.3.2. Elements of Strategic Planning
2.3.3. Strategy Formulation: Strategic Planning Process

2.4. Strategic Thinking

2.4.1. The Company as a System
2.4.2. Organization Concept

2.5. Financial Diagnosis

2.5.1. Concept of Financial Diagnosis
2.5.2. Stages of Financial Diagnosis
2.5.3. Assessment Methods for Financial Diagnosis

2.6. Planning and Strategy

2.6.1. The Plan from a Strategy
2.6.2. Strategic Positioning
2.6.3. Strategy in Companies

2.7. Strategy Models and Patterns

2.7.1. Conceptual Framework
2.7.2. Strategic Models
2.7.3. Strategic Patterns: The Five P’s of Strategy

2.8. Competitive Strategy

2.8.1. Competitive Advantage
2.8.2. Choosing a Competitive Strategy
2.8.3. Strategies based on the Strategic Clock Model
2.8.4. Types of Strategies According to the Industrial Sector Life Cycle

2.9. Strategic Management

2.9.1. The Concept of Strategy
2.9.2. The Process of Strategic Management
2.9.3. Approaches in Strategic Management

2.10. Strategy Implementation

2.10.1. Indicator Systems and Process Approach
2.10.2. Strategic Map
2.10.3. Strategic Alignment

2.11. Executive Management

2.11.1. Conceptual Framework of Executive Management
2.11.2. Executive Management. The Role of the Board of Directors and Corporate Management Tools

2.12. Strategic Communication

2.12.1. Interpersonal Communication
2.12.2. Communication Skills and Influence
2.12.3. Internal Communication
2.12.4. Barriers to Business Communication

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Behavior. Conceptual Framework
3.1.2. Main Factors of Organizational Behavior

3.2. People in Organizations

3.2.1. Quality of Work Life and Psychological Well-Being
3.2.2. Work Teams and Meeting Management
3.2.3. Coaching and Team Management
3.2.4. Managing Equality and Diversity

3.3. Strategic People Management

3.3.1. Strategic Human Resources Management
3.3.2. Strategic People Management

3.4. Evolution of Resources. An Integrated Vision

3.4.1. The Importance of HR
3.4.2. A New Environment for People Management and Leadership
3.4.3.  Strategic HR Management

3.5. Selection, Group Dynamics and HR Recruitment

3.5.1. Approach to Recruitment and Selection
3.5.2. Recruitment
3.5.3. The Selection Process

3.6. Human Resources Management by Competencies

3.6.1. Analysis of the Potential
3.6.2. Remuneration Policy
3.6.3. Career/Succession Planning

3.7. Performance Evaluation and Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Management of Training

3.8.1.  Learning Theories
3.8.2. Talent Detection and Retention
3.8.3. Gamification and Talent Management
3.8.4. Training and Professional Obsolescence

3.9. Talent Management

3.9.1. Keys for Positive Management
3.9.2. Conceptual Origin of Talent and Its Implication in the Company
3.9.3. Map of Talent in the Organization
3.9.4. Cost and Added Value

3.10. Innovation in Talent and People Management

3.10.1. Strategic Talent Management Models
3.10.2.  Talent Identification, Training and Development
3.10.3. Loyalty and Retention
3.10.4. Proactivity and Innovation

3.11. Motivation

3.11.1. The Nature of Motivation
3.11.2. Expectations Theory
3.11.3. Needs Theory
3.11.4. Motivation and Financial Compensation

3.12. Employer Branding

3.12.1. Employer Branding in HR
3.12.2. Personal Branding for HR Professionals

3.13. Developing High-Performance Teams

3.13.1. High-Performance Teams: Self-Managed Teams
3.13.2. Methodologies for the Management of High-Performance Self-Managed Teams

3.14. Management Skills Development

3.14.1. What Are Manager Competencies?
3.14.2. Elements of Competencies
3.14.3. Knowledge
3.14.4. Management Skills
3.14.5. Attitudes and Values in Managers
3.14.6. Managerial Skills

3.15. Time Management

3.15.1. Benefits
3.15.2. What Can Be the Causes of Poor Time Management?
3.15.3. Time
3.15.4. Time Illusions
3.15.5. Attention and Memory
3.15.6.  State of Mind
3.15.7. Time Management
3.15.8. Being Proactive
3.15.9. Being Clear About the Objective
3.15.10. Order
3.15.11. Planning

3.16. Change Management

3.16.1. Change Management
3.16.2. Type of Change Management Processes
3.16.3. Stages or Phases in the Change Management Process

3.17. Negotiation and Conflict Management

3.17.1. Negotiation
3.17.2. Conflict Management
3.17.3. Crisis Management

3.18. Executive Communication

3.18.1. Internal and External Communication in the Corporate Environment
3.18.2. Communication Departments
3.18.3. The Person in Charge of Communication of the Company. The Profile of the Dircom

3.19. Human Resources Management and Occupational Risk Prevention Teams

3.19.1. Management of Human Resources and Teams
3.19.2.  Occupational Risk Prevention

3.20. Productivity, Attraction, Retention and Activation of Talent

3.20.1. Productivity
3.20.2. Talent Attraction and Retention Levers

3.21. Monetary Compensation vs. Non-Cash

3.21.1. Monetary Compensation vs. Non-Cash
3.21.2. Wage Band Models
3.21.3. Non-Cash Compensation Models
3.21.4. Working Model
3.21.5. Corporate Community
3.21.6. Company Image
3.21.7. Emotional Salary

3.22. Innovation in Talent and People Management

3.22.1. Innovation in Organizations
3.22.2. New Challenges in the Human Resources Department
3.22.3. Innovation Management
3.22.4. Tools for Innovation

3.23. Knowledge and Talent Management

3.23.1. Knowledge and Talent Management
3.23.2. Knowledge Management Implementation

3.24. Transforming Human Resources in the Digital Era

3.24.1. The Socioeconomic Context
3.24.2. New Forms of Corporate Organization
3.24.3. New Methodologies

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Macroeconomic Environment and the National Financial System
4.1.2. Financial Institutions
4.1.3. Financial Markets
4.1.4. Financial Assets
4.1.5. Other Financial Sector Entities

4.2. Company Financing

4.2.1. Sources of Financing
4.2.2. Types of Financing Costs

4.3. Executive Accounting

4.3.1. Basic Concepts
4.3.2. The Company's Assets
4.3.3. The Company's Liabilities
4.3.4. The Company's Net Worth
4.3.5. The Income Statement

4.4. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. The Capital Budget
4.6.3. The Operating Budget
4.6.5. Treasury Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Necessary Working Capital
4.7.2. Calculation of Operating Cash Requirements
4.7.3. Credit Management

4.8. Corporate Tax Responsibility

4.8.1. Basic Tax Concepts
4.8.2. Corporate Income Tax
4.8.3. Value Added Tax
4.8.4. Other Taxes Related to Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the State

4.9. Corporate Control Systems

4.9.1. Analysis of Financial Statements
4.9.2. The Company's Balance Sheet
4.9.3. The Profit and Loss Statement
4.9.4. The Statement of Cash Flows
4.9.5. Ratio Analysis

4.10. Financial Management

4.10.1. The Company's Financial Decisions
4.10.2. Financial Department
4.10.3. Cash Surpluses
4.10.4. Risks Associated with Financial Management
4.10.5. Financial Administration Risk Management

4.11. Financial Planning

4.11.1. Definition of Financial Planning
4.11.2. Actions to Be Taken in Financial Planning
4.11.3. Creation and Establishment of the Business Strategy
4.11.4. The Cash Flow Table
4.11.5. The Working Capital Table

4.12. Corporate Financial Strategy

4.12.1. Corporate Strategy and Sources of Financing
4.12.2. Financial Products for Corporate Financing

4.13. Macroeconomic Context

4.13.1. Macroeconomic Context
4.13.2. Relevant Economic Indicators
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes
4.13.4. Economic Cycles

4.14. Strategic Financing

4.14.1. Self-Financing
4.14.2. Increase in Equity
4.14.3. Hybrid Resources
4.14.4. Financing Through Intermediaries

4.15. Money and Capital Markets

4.15.1. The Money Market
4.15.2. The Fixed Income Market
4.15.3. The Equity Market
4.15.4. The Foreign Exchange Market
4.15.5. The Derivatives Market

4.16. Financial Analysis and Planning

4.16.1.  Analysis of the Balance Sheet
4.16.2. Analysis of the Income Statement
4.16.3. Profitability Analysis

4.17. Analyzing and Solving Cases/Problems

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

Module 5. Operations and Logistics Management

5.1. Operations Direction and Management

5.1.1. The Role of Operations
5.1.2. The Impact of Operations on the Management of Companies
5.1.3. Introduction to Operations Strategy
5.1.4. Introduction to Operations Strategy

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Industrial Organization Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)

5.3.1. Production System
5.3.2. Production Strategy
5.3.3. Inventory Management System
5.3.4. Production Indicators

5.4. Structure and Types of Procurement

5.4.1. Function of Procurement
5.4.2. Procurement Management
5.4.3. Types of Purchases
5.4.4. Efficient Purchasing Management of a Company
5.4.5. Stages of the Purchase Decision Process

5.5. Economic Control of Purchasing

5.5.1. Economic Influence of Purchases
5.5.2.  Cost Centers
5.5.3. Budget
5.5.4. Budgeting vs. Actual Expenditure
5.5.5. Budgetary Control Tools

5.6. Warehouse Operations Control

5.6.1. Inventory Control
5.6.2. Location Systems
5.6.3. Stock Management Techniques
5.6.4. Storage Systems

5.7. Strategic Purchasing Management

5.7.1. Business Strategy
5.7.2. Strategic Planning
5.7.3. Purchasing Strategies

5.8. Typologies of the Supply Chain (SCM)

5.8.1. Supply Chain
5.8.2. Benefits of Supply Chain Management
5.8.3. Logistical Management in the Supply Chain

5.9. Supply Chain Management

5.9.1. The Concept of Supply Chain Management (SCM)
5.9.2. Costs and Efficiency of the Operations Chain
5.9.3. Demand Patterns
5.9.4. Operations Strategy and Change

5.10. Interactions Between the SCM and All Other Departments

5.10.1. Interaction of the Supply Chain
5.10.2. Interaction of the Supply Chain. Integration by Parts
5.10.3. Supply Chain Integration Problems
5.10.4. Supply Chain 

5.11. Logistics Costs

5.11.1. Logistics Costs
5.11.2. Problems with Logistics Costs
5.11.3. Optimizing Logistic Costs

5.12. Profitability and Efficiency of Logistics Chains: KPIs

5.12.1. Logistics Chain
5.12.2. Profitability and Efficiency of the Logistics Chain
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain

5.13. Process Management

5.13.1.  Process Management
5.13.2. Process-Based Approach: Process Mapping
5.13.3. Improvements in Process Management

5.14. Distribution and Transportation Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support for Logistics

5.15. Logistics and Customers

5.15.1. Demand Analysis
5.15.2. Demand and Sales Forecast
5.15.3. Sales and Operations Planning
5.15.4. Collaborative Planning, Forecasting and Replenishment (CPFR)

5.16. International Logistics

5.16.1.  Export and Import Processes
5.16.2. Customs
5.16.3. Methods and Means of International Payment
5.16.4. International Logistics Platforms

5.17. Outsourcing of Operations

5.17.1. Operations Management and Outsourcing
5.17.2. Outsourcing Implementation in Logistics Environments

5.18. Competitiveness in Operations

5.18.1. Operations Management
5.18.2. Operational Competitiveness
5.18.3. Operations Strategy and Competitive Advantages

5.19. Quality Management

5.19.1. Internal and External Customers
5.19.2. Quality Costs
5.19.3. Ongoing Improvement and the Deming Philosophy

Module 6. Information Systems Management

6.1. Technological Environment

6.1.1. Technology and Globalization
6.1.2. Economic Environment and Technology
6.1.3. Technological Environment and Its Impact on Companies

6.2. Information Systems in Companies

6.2.1. The Evolution of the IT Model
6.2.2. Organization and IT Departments
6.2.3. Information Technology and Economic Environment

6.3. Corporate Strategy and Technology Strategy

6.3.1. Creating Value for Customers and Shareholders
6.3.2. Strategic IS/IT Decisions
6.3.3. Corporate Strategy vs. Technological and Digital Strategy

6.4. Information Systems Management

6.4.1. Corporate Governance of Technology and Information Systems
6.4.2. Management of Information Systems in Companies
6.4.3. Expert Managers in Information Systems: Roles and Functions

6.5. Information Technology Strategic Planning

6.5.1. Information Technology Strategic Planning
6.5.2. Strategic Planning of Information Systems
6.5.3. Phases of Information Systems Strategic Planning

6.6. Information Systems for Decision-Making

6.6.1. Business Intelligence
6.6.2. Data Warehouse
6.6.3. BSC or Balanced Scorecard

6.7. Exploring the Information

6.7.1. SQL: Relational Databases. Basic Concepts
6.7.2. Networks and Communications
6.7.3. Operational System: Standardized Data Templates
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6.7.5. Strategic DB Analysis and Report Composition

6.8. Corporate Business Intelligence

6.8.1. The World of Data
6.8.2. Relevant Concepts
6.8.3. Main Characteristics
6.8.4. Solutions in Today's Market
6.8.5. Overall Architecture of a BI Solution
6.8.6. Cybersecurity in BI and Data Science

6.9. New Business Concept

6.9.1. Why BI?
6.9.2. Obtaining Information
6.9.3. Obtaining Information
6.9.4. Reasons to Invest in BI

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool?
6.10.2. Microsoft Power BI, MicroStrategy and Tableau
6.10.3. SAP BI, SAS BI and Qlikview
6.10.4. Prometheus

6.11. BI Project Planning and Management

6.11.1. First Steps to Define a BI Project
6.11.2.  BI Solution for the Company
6.11.3. Requirements and Objectives

6.12. Corporate Management Applications

6.12.1. Information Systems and Corporate Management
6.12.2. Applications for Corporate Management
6.12.3. Enterprise Resource Planning or ERP Systems

6.13. Digital Transformation

6.13.1.  Conceptual Framework of Digital Transformation
6.13.2. Digital Transformation; Key Elements, Benefits and Drawbacks
6.13.3. Digital Transformation in Companies

6.14. Technology and Trends

6.14.1. Main Trends in the Field of Technology that are Changing Business Models
6.14.2. Analysis of the Main Emerging Technologies

6.15. IT Outsourcing

6.15.1. Conceptual Framework of Outsourcing
6.15.2. IT Outsourcing and Its Impact on the Business
6.15.3. Keys to Implement Corporate IT Outsourcing Projects

Module 7. Commercial Management, Strategic Marketing and Corporate Communication

7.1. Commercial Management

7.1.1. Conceptual Framework of Commercial Management
7.1.2. Business Strategy and Planning
7.1.3. The Role of Sales Managers

7.2. Marketing

7.2.1. The Concept of Marketing
7.2.2. Basic Elements of Marketing
7.2.3. Marketing Activities of the Company

7.3. Strategic Marketing Management

7.3.1. The Concept of Strategic Marketing
7.3.2. Concept of Strategic Marketing Planning
7.3.3. Stages in the Process of Strategic Marketing Planning

7.4. Digital Marketing and E-Commerce

7.4.1. Digital Marketing and E-Commerce Objectives
7.4.2. Digital Marketing and Media Used
7.4.3. E-Commerce. General Context
7.4.4. Categories of E-Commerce
7.4.5. Advantages and Disadvantages of E-Commerce Versus Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
7.5.2. Design and Creation of a Digital Marketing Plan
7.5.3. ROI Analysis in a Digital Marketing Plan

7.6. Digital Marketing to Reinforce a Brand

7.6.1. Online Strategies to Improve Your Brand's Reputation
7.6.2. Branded Content and Storytelling

7.7. Digital Marketing Strategy

7.7.1. Defining the Digital Marketing Strategy
7.7.2. Digital Marketing Strategy Tools

7.8. Digital Marketing to Attract and Retain Customers

7.8.1. Loyalty and Engagement Strategies through the Internet
7.8.2. Visitor Relationship Management
7.8.3. Hypersegmentation

7.9. Managing Digital Campaigns

7.9.1.  What Is a Digital Advertising Campaign?
7.9.2. Steps to Launch an Online Marketing Campaign
7.9.3. Mistakes in Digital Advertising Campaigns

7.10. Online Marketing Plan

7.10.1. What Is an Online Marketing Plan?
7.10.2. Steps to Create an Online Marketing Plan
7.10.3. Advantages of Having an Online Marketing Plan

7.11. Blended Marketing

7.11.1. What Is Blended Marketing?
7.11.2. Differences Between Online and Offline Marketing
7.11.3. Aspects to Be Taken into Account in the Blended Marketing Strategy
7.11.4. Characteristics of a Blended Marketing Strategy
7.11.5.  Recommendations in Blended Marketing
7.11.6. Benefits of Blended Marketing

7.12. Sales Strategy

7.12.1.  Sales Strategy
7.12.2. Sales Methods

7.13. Corporate Communication

7.13.1. Concept
7.13.2. The Importance of Communication in the Organization
7.13.3. Type of Communication in the Organization
7.13.4. Functions of Communication in the Organization
7.13.5. Elements of Communication
7.13.6. Communication Problems
7.13.7. Communication Scenarios

7.14. Corporate Communication Strategy

7.14.1. Motivational Programs, Social Action, Participation and Training with HR
7.14.2. Internal Communication Tools and Supports”
7.14.3. Internal Communication Plan

7.15. Digital Communication and Reputation

7.15.1. Online Reputation
7.15.2. How to Measure Digital Reputation?
7.15.3. Online Reputation Tools
7.15.4. Online Reputation Report
7.15.5. Online Branding

Module 8. Market Research, Advertising and Commercial Management

8.1. Market Research

8.1.1. Marketing Research: Historical Origin
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research
8.1.3. Key Elements and Value Contribution of Market Research

8.2. Quantitative Research Methods and Techniques

8.2.1. Sample Size
8.2.2. Sampling
8.2.3. Types of Quantitative Techniques

8.3. Qualitative Research Methods and Techniques

8.3.1. Types of Qualitative Research
8.3.2. Qualitative Research Techniques

8.4. Market Segmentation

8.4.1. Market Segmentation Concept
8.4.2. Utility and Segmentation Requirements
8.4.3. Consumer Market Segmentation
8.4.4. Industrial Market Segmentation
8.4.5. Segmentation Strategies
8.4.6. Segmentation Based on Marketing Mix Criteria
8.4.7. Market Segmentation Methodology

8.5. Research Project Management

8.5.1. Market Research as a Process
8.5.2. Planning Stages in Market Research
8.5.3. Stages of Market Research Implementation
8.5.4. Managing a Research Project

8.6. International Market Research

8.6.1. International Market Research
8.6.2. International Market Research Process
8.6.3. The Importance of Secondary Sources in International Market Research

8.7. Feasibility Studies

8.7.1. Concept and Usefulness
8.7.2. Outline of a Feasibility Study
8.7.3. Development of a Feasibility Study

8.8. Publicity

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising; Principles, Concept of Briefing and Positioning
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.8.4. Importance of Advertising in Business
8.8.5. Advertising Trends and Challenges

8.9. Developing the Marketing Plan

8.9.1. Marketing Plan Concept
8.9.2. Situation Analysis and Diagnosis
8.9.3. Strategic Marketing Decisions
8.9.4. Operational Marketing Decisions

8.10. Promotion and Merchandising Strategies

8.10.1. Integrated Marketing Communication
8.10.2. Advertising Communication Plan
8.10.3. Merchandising as a Communication Technique

8.11. Media Planning

8.11.1. Origin and Evolution of Media Planning
8.11.2. Media
8.11.3. Media Plan

8.12. Fundamentals of Commercial Management

8.12.1. The Role of Commercial Management
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.12.3. Commercial Planning Systems of the Company
8.12.4. Main Competitive Strategies

8.13. Commercial Negotiation

8.13.1. Commercial Negotiation
8.13.2. Psychological Issues in Negotiation
8.13.3. Main Negotiation Methods
8.13.4. The Negotiation Process

8.14. Decision-Making in Commercial Management

8.14.1. Commercial Strategy and Competitive Strategy
8.14.2. Decision Making Models
8.14.3.  Decision-Making Analytics and Tools
8.14.4. Human Behavior in Decision Making

8.15. Sales Network Management

8.15.1. Sales Management 
8.15.2. Networks Serving Commercial Activity
8.15.3. Salesperson Recruitment and Training Policies
8.15.4. Remuneration Systems for Own and External Commercial Networks
8.15.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information

8.16. Implementing the Commercial Function

8.16.1. Recruitment of Own Sales Representatives and Sales Agents
8.16.2. Controlling Commercial Activity
8.16.3. The Code of Ethics of Sales Personnel
8.16.4. Compliance with Legislation
8.16.5. Generally Accepted Standards of Business Conduct

8.17. Key Account Management

8.17.1. Concept of Key Account Management
8.17.2. The Key Account Manager
8.17.3. Key Account Management Strategy

8.18. Financial and Budgetary Management

8.18.1. The Break-Even Point
8.18.2. The Sales Budget. Control of Management and of the Annual Sales Plan
8.18.3. Financial Impact of Strategic Sales Decisions
8.18.4.  Cycle Management, Turnover, Profitability and Liquidity
8.18.5. Income Statement

Module 9. Innovation and Project Management

9.1. Innovation

9.1.1. Introduction to Innovation
9.1.2. Innovation in the Entrepreneurial Ecosystem
9.1.3. Instruments and Tools for the Business Innovation Process

9.2. Innovation Strategy

9.2.1. Strategic Intelligence and Innovation
9.2.2. Innovation from Strategy

9.3. Project Management for Startups

9.3.1.  Startup Concept
9.3.2. Lean Startup Philosophy
9.3.3. Stages of Startup Development
9.3.4. The Role of a Project Manager in a Startup

9.4. Business Model Design and Validation

9.4.1. Conceptual Framework of a Business Model
9.4.2. Business Model Design and Validation

9.5. Project Management

9.5.1. Project Management: Identification of Opportunities to Develop Corporate Innovation Projects
9.5.2. Main Stages or Phases in the Direction and Management of Innovation Projects

9.6. Project Change Management: Training Management

9.6.1. Concept of Change Management
9.6.2. The Change Management Process
9.6.3. Change Implementation

9.7. Project Communication Management

9.7.1. Project Communications Management
9.7.2. Key Concepts for Project Communications Management
9.7.3. Emerging Trends
9.7.4. Adaptations to Equipment
9.7.5. Planning Communications Management
9.7.6. Managing Communications
9.7.7. Monitoring Communications

9.8. Traditional and Innovative Methodologies

9.8.1. Innovative Methodologies
9.8.2. Basic Principles of Scrum
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies

9.9. Creation of a Startup

9.9.1. Creation of a Startup
9.9.2. Organization and Culture
9.9.3. Top Ten Reasons Why Startups Fail

9.10. Project Risk Management Planning

9.10.1.  Risk Planning
9.10.2. Elements for Creating a Risk Management Plan
9.10.3. Tools for Creating a Risk Management Plan
9.10.4. Content of the Risk Management Plan

Module 10. Executive Management

10.1. General Management

10.1.1. The Concept of General Management
10.1.2. The Role of the CEO
10.1.3. The CEO and Their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Manager Functions: Organizational Culture and Approaches

10.2.1. Manager Functions: Organizational Culture and Approaches

10.3. Operations Management

10.3.1. The Importance of Management
10.3.2. Value Chain
10.3.3. Quality Management

10.4. Public Speaking and Spokesperson Education

10.4.1. Interpersonal Communication
10.4.2. Communication Skills and Influence
10.4.3. Communication Barriers

10.5. Personal and Organizational Communications Tools

10.5.1. Interpersonal Communication
10.5.2. Interpersonal Communication Tools
10.5.3.  Communication in the Organization
10.5.4. Tools in the Organization

10.6. Communication in Crisis Situations

10.6.1. Crisis
10.6.2. Phases of the Crisis
10.6.3. Messages: Contents and Moments

10.7. Preparation of a Crisis Plan

10.7.1. Analysis of Possible Problems
10.7.2. Planning
10.7.3. Adequacy of Personnel

10.8. Emotional Intelligence

10.8.1. Emotional Intelligence and Communication
10.8.2. Assertiveness, Empathy and Active Listening
10.8.3. Self-Esteem and Emotional Communication

10.9. Personal Branding

10.9.1. Strategies for Personal Brand Development
10.9.2. Personal Branding Laws
10.9.3. Tools for Creating Personal Brands

10.10. Leadership and Team Management

10.10.1. Leadership and Leadership Styles
10.10.2. Leader Capabilities and Challenges
10.10.3. Managing Change Processes
10.10.4. Managing Multicultural Teams

Module 11. Digital Marketing and E-Commerce

11.1. Digital Marketing and E-Commerce

11.1.1. The Digital Economy and the Sharing Economy
11.1.2. Trends and Social Changes in Consumers
11.1.3. Digital Transformation of Traditional Companies
11.1.4. The Roles of the Chief Digital Officer

11.2. Digital Strategy

11.2.1. Segmentation and Positioning in the Competitive Context
11.2.2. New Marketing Strategies for Products and Services
11.2.3. From Innovation to Cash Flow

11.3. Technology Strategy

11.3.1. Basic Concepts of Web Development
11.3.2. Hosting and Cloud Computing
11.3.3. Content Management Systems (CMS)
11.3.4. Formats and Digital Media
11.3.5. Technological e-Commerce Platforms

11.4. Digital Regulation

11.4.1. Privacy Policy and Personal Data Protection Act
11.4.2. Fake Profiles and Fake Followers
11.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

11.5. Online Market Research

11.5.1. Quantitative Research Tools in Online Markets
11.5.2. Dynamic Qualitative Customer Research Tools

11.6. Online Agencies, Media and Channels

11.6.1. Integral, Creative and Online Agencies
11.6.2. Traditional and New Media
11.6.3. Online Channels
11.6.4. Other Digital Players

Module 12. Inbound Marketing

12.1. The Definition of Inbound Marketing

12.1.1. Effective Inbound Marketing
12.1.2. The Benefits of Inbound Marketing
12.1.3. Measuring the Success of Inbound Marketing

12.2. Target Research

12.2.1. Consumer Intent Modeling and Buyer Personas
12.2.2. Customer Journey Mapping
12.2.3. Content Strategy

12.3. Content Optimization

12.3.1. Content Optimization for Search Engines
12.3.2. Recycling and Content Improvement

12.4. Content Creation

12.4.1. User and Brand Generated Content
12.4.2. Opportunity Blogging
12.4.3. Video and Other Formats

12.5. Content Dynamization

12.5.1. Influencers
12.5.2. Blogger Outreach
12.5.3. Paid Content Seeding

12.6. Conversion

12.6.1. Lead Capturing and CRO
12.6.2. Lead Nurturing and Marketing Automation

Module 13. Entrepreneurship

13.1. Innovation Methodology and Knowledge Society

13.1.1. Design Thinking
13.1.2. The Blue Ocean Strategy
13.1.3. Collaborative Innovation
13.1.4. Open Innovation

13.2. Strategic Innovation Intelligence

13.2.1. Technology Monitoring
13.2.2. Technology Foresight
13.2.3. Coolhunting

13.3. Entrepreneurship and Innovation

13.3.1. Strategies to Search for Business Opportunities
13.3.2. Assessing the Feasibility of New Projects
13.3.3. Innovation Management Systems
13.3.4. Entrepreneur Soft Skills

13.4. Project Management

13.4.1. Agile Development
13.4.2. Lean Management in Startups
13.4.3. Project Tracking and Project Steering

13.5. Business Plan

13.5.1. Business Plan in the Digital Era
13.5.2. Value Proposition Model

13.6. Financing Startups

13.6.1. Seed Phase: Financial Funds and Subsidies
13.6.2. Startup Phase: Business Angels
13.6.3. Growth Phase: Venture Capital
13.6.4. Consolidation Phase: IPO

Module 14. Performance Marketing

14.1. Permission Marketing

14.1.1. How to Obtain a User’s Permission
14.1.2. Personalizing the Message
14.1.3. Mail Confirmation or Double Opt-In

14.2. Strategy and Performance Techniques

14.2.1. Performance Marketing: Results
14.2.2. Digital Media Mix
14.2.3. The Importance of the Funnel

14.3. Programmatic Marketing and RTB

14.3.1. RTB: Real-Time Planning and Purchasing
14.3.2. Programmatic Purchasing Ecosystem
14.3.3. How to Integrate RTB into the Media Mix ?
14.3.4. Keys to RTB on Different Devices

14.4. Affiliate Campaign Development

14.4.1. Agencies and Affiliate Programs
14.4.2. Postview
14.4.3. Defining Affiliate Programs

14.5. Launching an Affiliate Program

14.5.1. Affiliation and Direct Affiliation Networks
14.5.2. Results Analysis and Monitoring
14.5.3. Fraud Control

14.6. Developing E-mailing Campaigns

14.6.1. Designing E-Mail Marketing Campaigns
14.6.2. E-Mail Marketing
14.6.3. Lists of Subscribers, Leads, and Customers

14.7. E-Mail Marketing Tools and Resources

14.7.1. Acumbamail
14.7.2. Mailchimp
14.7.3. Templates
14.7.4. Inbox Inspection

14.8. Online Writing for E-Mail Marketing Campaigns

14.8.1. How to Create Good Headlines
14.8.2. Writing Content for Newsletters
14.8.3. Calls to Action in Newsletters

14.9. Display and Campaign Optimization

14.9.1. Advertising, Persuasive Communication
14.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging
14.9.3. Affiliation
14.9.4. Campaign Preparation

14.10. E-Mail Marketing Metrics

14.10.1. List Metrics
14.10.2. Newsletter Delivery Metrics
14.10.3. Conversion Metrics

Module 15. Search Engine Marketing and Search Engine Optimization (SEO)

15.1. How Search Engines Work

15.1.1. Indicators and Indexes
15.1.2. Algorithms
15.1.3. SEO and Corporate Branding

15.2. Fundamental Variables of SEO

15.2.1. Indexability
15.2.2. Content
15.2.3. Popularity

15.3. SEO Analysis

15.3.1. Determining KPIs
15.3.2. Generating Scripts and Alerts
15.3.3. Optimization of Images, Videos and Other Elements

15.4. Linkbuilding

15.4.1. Ways of Carrying Out Effective Linkbuilding
15.4.2. Link Baiting
15.4.3. Link Audits
15.4.4. Penalties

15.5. App Store Optimization

15.5.1. App Indexing
15.5.2. App Visibility on Search Engines
15.5.3. Measuring the Visibility of Search Engine Apps

15.6. Technical SEO

15.6.1. Web Performance Optimization
15.6.2. Real Time and Content
15.6.3. Relevant Tagging and Headers
15.6.4. Advanced WPO Techniques

15.7. SEO and e-Commerce

15.7.1. Conversion Rate Optimization
15.7.2. Google WebMaster Tools
15.7.3. Social Proof and Viralization
15.7.4. Navigation and Indexability

15.8. Integration in an Online Marketing Plan

15.8.1. Metrics and Impact
15.8.2. Web Analytics
15.8.3. Other Monitoring Tools

Module 16. Search Engine Marketing (SEM)

16.1. Keyword Hunting for SEM

16.1.1. Adwords Keyword Tool
16.1.2. Google Suggest
16.1.3. Insights for Search
16.1.4. Google Trends

16.2. SEM and Google Adwords

16.2.1. Google Shopping
16.2.2. Google Display Network
16.2.3. Google AdWords Mobile
16.2.4. YouTube Advertising

16.3. Google Products

16.3.1. Google Products Integrated in Adwords
16.3.2. Product Extensions vs. Product Ads
16.3.3. Google Shopping and Local
16.3.4. Google Merchant

16.4. Pay-Per-Click and SEM

16.4.1. Search and Display
16.4.2. Creating PPC Campaigns
16.4.3. Tracking Conversions

16.5. Facebook Ads

16.5.1. PPC/PPF (Pay-Per-Fan) Adverts
16.5.2. Creating Facebook Ads
16.5.3. Facebook Power Editor
16.5.4. Campaign Optimization

16.6. Other PPC Platforms

16.6.1. Twitter Ads
16.6.2. LinkedIn
16.6.3. Baldu
16.6.4. Yandex

16.7. Strategy in SEM

16.7.1. Quality Score
16.7.2. CPC Bidding
16.7.3. Site Links

16.8. Measurement in SEM

16.8.1. KPIs
16.8.2. Impressions, Clicks and Conversions
16.8.3. Revenue, ROI, CPA

Module 17. Social Media and Community Management

17.1. Web 2.0 or the Social Web

17.1.1. Organization in the Age of Conversation
17.1.2. Web 2.0 Is All About People
17.1.3. New Environments, New Content

17.2. Digital Communication and Reputation

17.2.1. Crisis Management and Online Corporate Reputation
17.2.2. Online Reputation Report
17.2.3. Netiquette and Good Practices on Social Media
17.2.4. Branding and Networking 2.0 

17.3. General, Professional, and Microblogging Platforms

17.3.1. Facebook
17.3.2. LinkedIn
17.3.3. Twitter

17.4. Video, Image and Mobility Platforms

17.4.1. YouTube
17.4.2. Instagram
17.4.3. Flickr
17.4.4. Vimeo
17.4.5. Pinterest

17.5. Corporate Blogging

17.5.1. How to Create a Blog?
17.5.2. Content Marketing Strategy
17.5.3. How to Create a Content Plan for Your Blog?
17.5.4. Content Curation Strategy

17.6. Social Media Strategies

17.6.1. Corporate Communication Plan 2.0 
17.6.2. Corporate PR and Social Media
17.6.3. Analysis and Evaluation of Results

17.7. Community Management

17.7.1. Functions, Duties, and Responsibilities of the Community Manager
17.7.2. Social Media Manager
17.7.3. Social Media Strategist

17.8. Social Media Plan

17.8.1. Designing a Social Media Plan
17.8.2. Defining the Strategy to Be Followed in Each Medium
17.8.3. Contingency Protocol in Case of Crisis

Module 18. Marketing Analysis

18.1. Web Analysis

18.1.1. The Fundamentals of Web Analytics
18.1.2. Classic Media vs Digital Media
18.1.3. The Web Analyst's Basic Methodology

18.2. Google Analytics

18.2.1. Configuring an Account
18.2.2. Javascript Tracking API
18.2.3. Customized Reports and Segments

18.3. Qualitative Analysis

18.3.1. Research Techniques Applied in Web Analytics
18.3.2. Customer Journey
18.3.3. Purchase Funnel

18.4. Digital Metrics

18.4.1. Basic Metrics
18.4.2. Ratios
18.4.3. Setting Objectives and KPIs

18.5. Acquisition and Marketing Analytics

18.5.1. ROI
18.5.2. ROAS
18.5.3. CLV

18.6. Strategy Analysis Areas

18.6.1. Web Traffic Acquisition
18.6.2. Activation
18.6.3. Conversion
18.6.4. Loyalty

18.7. Data Science and Big Data

18.7.1. Business Intelligence
18.7.2. Methodology and Analysis of Large Volumes of Data
18.7.3. Data Extraction, Processing and Loading

18.8. Application Programming Interface (API)

18.8.1. APIs and Google Analytics
18.8.2. Query Explorer
18.8.3. Supermetrics Functions

18.9. Data Visualization

18.9.1. Viewing and Interpreting Dashboards
18.9.2. Converting Data into a Value
18.9.3. Integrating Sources
18.9.4. Presenting Reports

18.10. Web Analytics Tools

18.10.1. Technological Basis of WA Tool
18.10.2. Logs and Tags
18.10.3. Basic and Ad-hoc Labeling

Module 19. Mobile E-Commerce

19.1. Mobile Marketing

19.1.1. New Consumption and Mobility Habits
19.1.2. The SoLoMo Model
19.1.3. The 4 Ps of the Marketing Mix in Mobility

19.2. Mobile Technology

19.2.1. Mobile Operators
19.2.2. Mobile Devices and Operating Systems
19.2.3. Mobile Apps and Web Apps
19.2.4. Sensors and Integration with the Physical World

19.3. Trends in Mobile Marketing

19.3.1. Mobile Publishing
19.3.2. Advergaming and Gamification
19.3.3. Mobile Geolocalization
19.3.4. Augmented Reality

19.4. Mobile User Behavior

19.4.1. New Search Habits on Mobile Devices
19.4.2. Multi-Screen
19.4.3. Mobile as a Purchasing Driver
19.4.4. ASO, Mobile User Acquisition and Loyalty

19.5. User Interface and Shopping Experience

19.5.1. Rules and Platforms m-Commerce
19.5.2. Omnichannel
19.5.3. Mobile & Proximity Marketing
19.5.4. Gap between Consumer and Advertiser
19.5.5. Mobile Commerce Content Managers

19.6. Apps and Purchases

19.6.1. Designing Mobile Commerce Apps
19.6.2. App Stores
19.6.3. App Marketing for Customer Loyalty
19.6.4. App Marketing for e-Commerce

19.7. Mobile Payments

19.7.1. Value Chain and Business Models of Mobile Payment Methods
19.7.2. Keys to Improve UX in Mobile Payment
19.7.3. Positioning Strategies in the Mobile Payments Market
19.7.4. Fraud Management

19.8. Mobile Analytics

19.8.1. Mobile Measurement and Analysis Methodologies
19.8.2. Mobile Metrics: Main KPIs
19.8.3. Profitability Analysis
19.8.4. Mobile Analytics

19.9. Mobile Commerce

19.9.1. Services
19.9.2. Applications
19.9.3. Mobile Social Shopping

19.10. Mobile Social Media Applications

19.10.1. Integrating Cell Phones into Social Networks
19.10.2. Mobility, Relationship, Ubiquity and Publicity
19.10.3. Facebook Places
19.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 20. Data Trading

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. R Programming

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

You will be able to attract, engage and retain users through Inbound Marketing campaigns, SEM and SEO strategies, and the use of Social Media as a strategic asset. With TECH's quality assurance!”