You are in front of a Hybrid Master's Degree that will position you as a Chief Marketing Officer of great value for the most powerful companies in the Marketing world”

All companies, regardless of the sector in which they operate, move in highly competitive environments, so they must focus on differentiation as a method to reach their target audience and stand out from competitors. In this sense, the figure of the Chief Marketing Officer, who, as head of the department, must design and promote the different campaigns, is of great importance. 

As a result, in recent decades, the unstoppable growth of the digital world has caused marketing strategies to expand towards an online look, sometimes leaving traditional offline campaigns in the background.  These changes require a broad mastery of essential areas such as e-commerce, customer relationship management or the functions of social media and community management. This is undoubtedly one of the great assets of this MBA in Marketing Management (CMO, Chief Marketing Officer) MBA in Marketing Management (CMO, Chief Marketing Officer), which provides executives with the most advanced and up-to-date knowledge in this area, so that they can continue their professional progression. 

A program that perfectly combines the most intensive theory with an essential practical stay in a prestigious company in the world of Marketing. The professional has before them a university degree with a syllabus that can be accessed exclusively online, and a face-to-face and 100% practical stage surrounded by the best specialists in the field of Marketing today. 

Undoubtedly, TECH provides an excellent opportunity for professional growth through a Hybrid Master's Degree unique in the academic panorama. A high-level education, compatible with work and personal responsibilities, and that at the same time favors direct knowledge, in an exceptional work environment of the latest trends in the field of Marketing Management.    

Thanks to this Hybrid Master's Degree, you will have the opportunity to work with a real team, in a prestigious company, and learn first-hand how work is carried out in Marketing departments”

This Hybrid Master's Degree in 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:

• The development of more than 100 case studies presented by experts in marketing management
• The graphic, schematic and practical contents with which they are conceived, gather specific information on those disciplines that are essential for professional practice 
• Comprehensive plans of systematized action in the field of business
• The interactive learning system based on algorithms for making decisions on the situations posed 
• Practical guides for the use of the main Marketing tools
• Its special emphasis on the most innovative methodologies for the application of leadership techniques in business
• 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
  The possibility of an internship in leading companies in the sector 

Marketing actions allow you to direct promotions to the target public and, with this, obtain higher profits. Your job as head of the area will be to design, implement and control these actions, following the objectives of your company"

In this program, of a professionalizing nature and blended learning modality, the program is aimed at updating Marketing professionals who develop their functions in companies, and who require a high level of qualification. The contents are based on the latest scientific evidence, and oriented in a didactic way to integrate theoretical knowledge into practice, and the theoretical-practical elements will facilitate the updating of knowledge and will allow it to lead the whole process of elaboration of the Marketing plan. 

Thanks to their multimedia content developed with the latest educational technology, they will allow the Marketing professional a situated and contextual learning, that is to say, a simulated environment that will provide an immersive learning programmed to training in real situations. The design of this Hybrid Master's Degree is centered on Problem Based Learning, by means of which you will have to try to solve the different professional practice situations of professional practice that will be posed throughout the program. For this purpose, you will have the help of an innovative interactive video system created by recognized experts. 

This Hybrid Professional Master's Degree will provide you with the keys to access more relevant positions, with more competitive salaries and real possibilities of growth within the company"

Take advantage of the tools offered by the Internet to carry out different marketing actions that reach your target audience"

Given the high level that managers must develop in the most advanced Marketing positions, the entire content of this Hybrid Master's Degree has been designed to cover the most important organizational, analytical and administrative areas in this field. Therefore, the manager will have access to specific knowledge modules on market research, logistics and economic management, international marketing or social media management, among others. 

You will have a multimedia library available to you 24 hours a day, giving you the flexibility you need to tackle this Hybrid Master's Degree”

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 Groups
1.5.2. Anthropological Techniques
1.5.3. Indirect Techniques
1.5.4. The Two Face Mirror and The Delphi Method

1.6. Market Segmentation

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

1.7. Types of Buying Behavior

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

1.8. Marketing Information Systems

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

1.9. Research Project Management

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

1.10. Marketing Intelligence

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

Module 2. Management and Leadership

2.1. General Management

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

2.2. Strategic Management

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

2.3. Competitive Strategy

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

2.4. Corporate Strategy

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

2.5. Planning and Strategy

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

2.6. Talent Management

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

2.7. Management and Leadership Development

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

2.8. Change Management

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

Module 3. Logistics and Economic Management

3.1. Financial Diagnosis

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

3.2. Economic Analysis of Decisions

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

3.3. Investment Valuation and Portfolio Management

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

3.4. Purchasing Logistics Management

3.4.1. Managing Stocks
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 Marketing Operational Marketing
4.1.4. Objectives in MBA in Marketing Management (Chief Marketing Officer)
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. Advertising
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. Laws and Regulations
6.3.3. 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 Marketing vs. Election 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. PESTLE 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
8.3.3. Global, Regional and Local Brands

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
9.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

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. Ecommerce 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 Adwords 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. Netiquette and Good Practices on Social Media
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. Flickr
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  

You will be able to delve deeper into all topics through supplementary readings, video summaries and in-depth videos created by the teachers themselves”