With this 100% online Advanced master’s degree, you will master the most innovative marketing strategies and create impactful campaigns that connect with the audience's minds” 

Marketing Management is a strategic area within companies, responsible for aligning the needs of the market with the capabilities of the organization. With globalization and constant technological evolution, marketing managers face complex challenges that require constant adaptation and creativity. Therefore, it is essential for specialists to know the best practices to manage business strategies in changing and highly competitive environments. 

In this context, TECH presents a pioneering Advanced master’s degree in Marketing Management. Conceived by leaders in this field, the academic itinerary will delve into subjects ranging from the fundamentals of corporate social responsibility or human talent management to the most sophisticated techniques of operational marketing to optimize the operational efficiency of institutions. In this way, students will be able to effectively manage the key areas of Marketing, aligning strategies with organizational objectives and improving competitiveness in the market. In addition, they will be prepared to lead multidisciplinary teams, implement advanced technologies in digital marketing and optimize business processes to maximize profitability. 

Furthermore, with regard to the methodology of this university program, it should be noted that it reinforces its innovative character. TECH provides students with a 100% online educational environment, therefore adapting to the needs of busy professionals who want to advance in their careers. It also employs the Relearning teaching system, based on the repetition of key concepts to fix knowledge and facilitate learning. In this way, the combination of flexibility and a robust pedagogical approach makes it highly accessible. 

You will manage the internalization of products and services, optimizing the positioning of brands globally” 

This Advanced master’s degree MBA in Marketing Management contains the most complete and up-to-date program on the market. The most important features include:

• The development of case studies presented by experts in 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 
• Its special emphasis on innovative methodologies in financial practice 
• 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 

A study plan designed to suit your academic needs and that, with the help of Relearning, will facilitate the assimilation of complex concepts in a fast and flexible way” 

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 implement digital marketing strategies that increase online visibility and improve customer conversion"

You will have access to the multimedia resource library and the entire syllabus from day one. No fixed schedules!"

This Advanced master’s degree has been meticulously designed to specialize present and future leaders in the field of business marketing. Therefore, its structure is composed of multidisciplinary modules that will cover, from the fundamental foundations of marketing, to the latest trends in data analysis and digital technology. In addition, it offers a cutting-edge methodology, global connections and the guidance of renowned experts in this field. This synergy between knowledge, experience and mentoring will not only enrich the academic itinerary, but will also prepare graduates to execute the most innovative management trends and models. 

A very complete program that includes a variety of explanatory videos, interactive summaries and other didactic resources in multimedia format” 

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 Morals 
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. Tools and Standards of Corporate Social Responsibility 

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 Field 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: Process of Strategic Planning 

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 Management and Human Resources 
3.3.2. Strategic People Management 

3.4. Evolution of Resources. An Integrated Vision 

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

3.5. Selection, Group Dynamics and Human Resources 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 Human Resources 
3.12.2. Personal Branding for Human Resources 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 Health and Safety Teams 

3.19.1. Management of Human Resources and Teams 
3.19.2. Occupational Health and Safety 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. Team Management and People Performance 

3.22.1. High-Performance Teams: Self-Managed Teams
3.22.2. Methodologies for the Management of High-Performance Self-Managed Teams  

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. Results Research  

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. Capital Budget 
4.6.3. The Operating Budget  
4.6.5. The Treasury’s Budget  
4.6.6. Budget Monitoring  

4.7. Treasury Management 

4.7.1. Accounting Working Capital and Required 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. Money Market  
4.15.2. Fixed Income Market  
4.15.3. Equity Markets  
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. Income Statement Analysis 
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  

5.2. Industrial Organization and Logistics  

5.2.1. 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 to 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 
6.5.3. 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. 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 Communications 

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. The Basic Elements of Marketing 
7.2.3. Marketing Activities in Companies 

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. Designing and Creating 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 in Launching 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 in Creating 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 Human Resources
7.14.2. Internal Communication Support and Tools 
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. Execution Stages in Marketing Research 
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. Operating 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 Direction and Management 

9.5.1. Project Management and Direction: 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 

9.3.1. Creation of a Startup  
9.3.2. Organization and Culture 
9.3.3. Top Ten Reasons Why Startups Fail 
9.3.4. TECH Euromed University 

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 General Manager's Action 
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. 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 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. Order Management and Inventory Control Ratios 

11.3. Pricing Principles 

11.3.1. Analysis of the Environment 
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. Publicity 
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. Customer Relationship Management 

12.1. Knowing the Market and the Consumer 

12.1.1. Open Innovation 
12.1.2. Competitive Intelligence 
12.1.3. Sharing Economy 

12.2. CRM and Business Philosophy 

12.2.1. Business Philosophy or Strategic Orientation 
12.2.2. Customer Identification and Differentiation 
12.2.3. The Company and its Stakeholders 
12.2.4. Clienting 

12.3. Database Marketing and Customer Relationship Management 

12.3.1. Database Marketing Applications  
12.3.2. Information Sources, Storage, and Processing 

12.4. Consumer Psychology and Behavior 

12.4.1. The Study of Consumer Behavior 
12.4.2. Internal and External Consumer Factors 
12.4.3. Consumer Decision Process 
12.4.4. Consumerism, Society, Marketing, and Ethics 

12.5. Areas of CRM Management 

12.5.1. Customer Service 
12.5.2. Managing the Sales Force 
12.5.3. Customer Service 

12.6. Consumer Centric Marketing 

12.6.1. Segmentation 
12.6.2. Profitability Analysis 
12.6.3. Customer Loyalty Strategies 

12.7. CRM Management Techniques 

12.7.1. Direct Marketing 
12.7.2. Multichannel Integration 
12.7.3. Viral Marketing 

12.8. Advantages and Risks of Implementing CRM 

12.8.1. CRM, Sales and Costs 
12.8.2. Customer Satisfaction and Loyalty 
12.8.3. Technology Implementation 
12.8.4. Strategic and Management Errors 

Module 13. Sectorial Marketing 

13.1. Services Marketing 

13.1.1. Evolution and Growth of the Service Sector 
13.1.2. Function of Services Marketing 
13.1.3. Marketing Strategy in the Service Sector 

13.2. Tourism Marketing 

13.2.1. Features of the Tourism Sector 
13.2.2. Tourist Product 
13.2.3. The Customer in Tourism Marketing 

13.3. Political and Electoral Marketing 

13.3.1. Political Marketing vs. Electoral Marketing 
13.3.2. Political Market Segmentation 
13.3.3. Electoral Campaign 

13.4. Social Marketing and Responsible Marketing 

13.4.1. Social Cause Marketing and Corporate Social Responsibility 
13.4.2. Environmental Marketing. 
13.4.3. Segmentation in Social Marketing 

13.5. Retail Management 

13.5.1. Relevance 
13.5.2. Reward 
13.5.3. Cost Reduction 
13.5.4. Relationship with the Customer 

13.6. Banking Marketing 

13.6.1. State Regulation 
13.6.2. Branches and Segmentation 
13.6.3. Inbound Marketing in the Banking Sector 

13.7. Health Services Marketing 

13.7.1. Internal Marketing 
13.7.2. User Satisfaction Studies 
13.7.3. Market-Oriented Quality Management 

13.8. Sensory Marketing 

13.8.1. Shopping Experience as a Sensory Experience  
13.8.2. Neuromarketing and Sensory Marketing 
13.8.3. Arrangement and Presentation of the Point of Sale 

Module 14. International Marketing  

14.1. International Market Research 

14.1.1. Emerging Markets Marketing 
14.1.2. PES Analysis 
14.1.3. What, How and Where to Export 
14.1.4. International Marketing Mix Strategies 

14.2. International Segmentation 

14.2.1. Criteria for Market Segmentation at the International Level 
14.2.2. Market Niches 
14.2.3. International Segmentation Strategies 

14.3. International Positioning 

14.3.1. Branding in International Markets 
14.3.2. Positioning Strategies in International Markets 

14.4. Product Strategies in International Markets 

14.4.1. Product Modification, Adaptation and Diversification 
14.4.2. Global Standardized Products 
14.4.3. The Product Portfolio 

14.5. Prices and Exports 

14.5.1. Export Prices Calculation 
14.5.2. Incoterms 
14.5.3. International Price Strategy 

14.6. Quality in International Marketing 

14.6.1. Quality and International Marketing 
14.6.2. Standards and Certifications 
14.6.3. CE Marking 

14.7. International Promotion 

14.7.1. The International Promotion Mix 
14.7.2. Advertising and Publicity 
14.7.3. International Fairs 
14.7.4. Country Branding 

14.8. Distribution through International Channels 

14.8.1. Channel and Trade Marketing 
14.8.2. Export Consortiums 
14.8.3. Types of Exports and Foreign Trade 

Module 15. Digital Marketing and E-Commerce 

15.1. Digital Marketing and E-Commerce 

15.1.1. The Digital Economy and the Sharing Economy 
15.1.2. Trends and Social Changes in Consumers 
15.1.3. Digital Transformation of Traditional Companies 
15.1.4. The Roles of the Chief Digital Officer 

15.2. Digital Strategy 

15.2.1. Segmentation and Positioning in the Competitive Context 
15.2.2. New Marketing Strategies for Products and Services 
15.2.3. From Innovation to Cash Flow 

15.3. Technology Strategy 

15.3.1. Web Development 
15.3.2. Hosting and Cloud Computing 
15.3.3. Content Management Systems (CMS) 
15.3.4. Formats and Digital Media 
15.3.5. Technological e-Commerce Platforms 

15.4. Digital Regulation 

15.4.1. Privacy Policy and Personal Data Protection Act 
15.4.2. Fake Profiles and Fake Followers 

15.5. Online Market Research 

15.5.1. Quantitative Research Tools in Online Markets 
15.5.2. Dynamic Qualitative Customer Research Tools 

15.6. Online Agencies, Media and Channels 

15.6.1. Integral, Creative and Online Agencies 
15.6.2. Traditional and New Media 
15.6.3. Online Channels 
15.6.4. Other Digital Players 

Module 16. e-Commerce and Shopify 

16.1. Digital e-Commerce Management 

16.1.1. New e-Commerce Business Models 
16.1.2. Planning and Developing an e-Commerce Strategic Plan 
16.1.3. Technological Structure in e-Commerce 

16.2. e-Commerce Operations and Logistics 

16.2.1. How to Manage Fulfillment? 
16.2.2. Digital Point-of-Sale Management 
16.2.3. Contact Center Management 
16.2.4. Automation in Management and Monitoring Processes 

16.3. Implementing e-Commerce Techniques 

16.3.1. Social Media and Integration in the E-Commerce Plan 
16.3.2. Multichannel Strategy 
16.3.3. Personalizing Dashboards 

16.4. Digital Pricing 

16.4.1. Online Payment Methods and Payment Gateways 
16.4.2. Electronic Promotions 
16.4.3. Digital Price Timing 
16.4.4.  e-Auctions 

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

16.5.1. e-Marketplace Business Models 
16.5.2. s-Commerce and Brand Experience 
16.5.3. Purchase via Mobile Devices 

16.6. Customer Intelligence: from eCRM to sCRM 

16.6.1. Integrating the Consumer in the Value Chain 
16.6.2. Online Research and Loyalty Techniques 
16.6.3. Planning a Customer Relationship Management Strategy 

16.7. Digital Marketing Trade 

16.7.1. Cross Merchandising 
16.7.2. Designing and Managing Facebook Ads Campaigns 
16.7.3. Designing and Managing Google Adwords Campaigns 

16.8. Online Marketing for e-Commerce 

16.8.1. Inbound Marketing 
16.8.2. Display and Programmatic Purchasing 
16.8.3. Communication Plan 

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. Google+ 
17.3.4. 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 

An intensive academic journey that will provide you with an in-depth understanding of consumer behavior to strategic analysis of global markets”