A program created for professionals who aspire to excellence, that will enable them to acquire new skills and strategies easily and effectively"

The Corporate Communications Director is an essential figure in the corporate organizational chart, since they are responsible for the correct management of corporate communications. The company's brand will be affected by the decisions it makes, thereby leading to an improvement or worsening of the corporate reputation. Therefore, this Advanced master’s degree offers the necessary techniques and strategies for the development of a communication plan that brings benefits and allows the company's objectives to be achieved. 

To do so, the professional must have in depth knowledge of the business environment, the organization itself, as well as the goals set by the company. All this, together with the correct management of the corporate media, whether digital or physical, will allow the company to achieve success with a positive reputation and known by all.

TECH is passionately commited to helping highly qualified individuals to specialize and develop their personal, social and professional skills.

The student will not only be guided through the theoretical knowledge offered, but will also find another way of studying and learning, one which is more organic, simpler and more efficient. TECH works to keep you motivated and to create a passion for learning that will drive you develop critical thinking.  

This Advanced master’s degree is designed to give you access to the specific knowledge of this discipline in an intensive and practical way, which is of great value to any professional.  

Furthermore, as it is a 100% online specialization, the student decides where and when to study. Without the restrictions of fixed timetables or having to move between classrooms, this course can be combined with work and family life.

A deep and complete immersion in Corporate Communication strategies and approaches"

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

• The latest technology in online teaching software   
• A highly visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand    
• Practical cases presented by practising experts   
• State of the art interactive video systems   
• Teaching supported by remote learning    
• Continuous updating and retraining systems   
• Autonomous learning: full compatibility with other occupations   
• Practical exercises for self evaluation and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teacher and individual reflection work   
• Content that is accessible from any, fixed or portable device with an Internet connection  
• Supplementary documentation databases are permanently available, even after the program

A high level of scientific learning, supported by advanced technological development and the teaching experience of the best professionals"

Our teaching staff is made up of working professionals. In this way TECH ensures that it delivers the up-to-date information it aims to. A multidisciplinary team of professionals who have experience in different environments will develop the theoretical knowledge in an efficient way, but above all, will contribute their practical knowledge from their own experience to the course: one of the differential qualities of this TECH Advanced master’s degree.   

This command of the subject is complemented by the effectiveness of the methodological design of this Advanced master’s degree. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. In this way, the student will be able to study with a range of comfortable and versatile multimedia tools that will give them the operability they need in their specialization.   

The design of this program is based on Problem-Based Learning: an approach that conceives learning as a highly practical process. To achieve this remotely, we will use telepractice. With the help of an innovative interactive video system and Learning from an Expert, the student will be able to acquire the knowledge as if they were actually dealing with the situations they are learning about. A concept that will allow them to integrate and consolidate learning in a more realistic and permanent way.

A complete program that will allow you to get intensive education in each and every aspect of Corporate Communication"

We have the best teaching methodology and a multitude of simulated cases that will help you learn in real situations"

The contents of this specialization have been developed by the different teachers of this program, with a clear purpose: to ensure that our students acquire each and every one of the necessary skills to become true experts in this field. The content of this course enables you to learn all aspects of the different disciplines involved in this field. A complete and well structured program that will take you to the highest standards of quality and success.

Our syllabus has been designed with teaching effectiveness in mind: so that you learn faster, more efficiently and on a more permanent basis"

Module 1. Leadership, Ethics, and CSR

1.1. Globalization and Governance 

1.1.1. Globalization and Trends: Internationalization of Markets
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2. Leadership

1.2.1. Intercultural Environment
1.2.2. Leadership and Business Management
1.2.3. Management Roles and Responsibilities

1.3. Business Ethics 

1.3.1. Ethics and Integrity
1.3.2. Ethical Behavior in Companies
1.3.3. Deontology, Codes of Ethics and Codes of Conduct
1.3.4. Fraud and Corruption Prevention

1.4. Sustainability 

1.4.1. Business and Sustainable Development
1.4.2. Social, Environmental, and Economic Impact
1.4.3. The 2030 Agenda and SDGs

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility
1.5.2. Roles and Responsibilities
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Management and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture
2.1.2. Organizational analysis
2.1.3. Designing the Organizational Structure

2.2. Corporate Strategy 

2.2.1. Corporate Level Strategy
2.2.2. Types of Corporate Level Strategies
2.2.3. Determining the Corporate Strategy
2.2.4. Corporate Strategy and Reputational Image

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking
2.3.2. Strategic Planning and Formulation
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value, and Return on Investments 
2.4.2. Corporate Strategy: Methodology
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Strategic Mission, Vision, and Values
2.5.2. Balanced Scorecard
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy
2.5.4. Strategic Management and Reporting

2.6. Implementing and Executing Strategy

2.6.1. Implementing the Strategy: Objectives, Actions, and Impacts
2.6.2. Strategic Alignment and Supervision
2.6.3. Continuous Improvement Approach

2.7. Executive Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies
2.7.2. Management Policy and Processes
2.7.3. Knowledge Management

2.8. Analyzing and Solving Cases/Problems 

2.8.1. Problem Solving Methodology
2.8.2. Case Method
2.8.3. Positioning and Decision Making

Module 3. People and Talent Management

3.1. Organizational Behavior

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

3.2. Strategic People Management

3.2.1. Job Design, Recruitment, and Selection
3.2.2. Human Resources Strategic Plan: Design and Implementation
3.2.3. Job Analysis: Design and Selection of People
3.2.4. Training and Professional Development

3.3. Management and Leadership Development

3.3.1. Management Skills: Competencies and Skills for the 21st Century
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities
3.3.4. Leadership and People Management

3.4. Change Management

3.4.1. Performance Analysis
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management 

3.5.1. Negotiation Objectives: Differentiating Elements
3.5.2. Effective Negotiation Techniques
3.5.3. Conflicts: Factors and Types
3.5.4. Efficient Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Performance Analysis
3.6.2. Leading Change. Resistance to Change
3.6.3. Managing Change Processes
3.6.4. Managing Multicultural Teams

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment
3.7.2. Team and People Management
3.7.3. Coaching and People Performance
3.7.4. Management Meetings: Planning and Time Management

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations   
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Types, and Knowledge Management

4.2. Executive Accounting

4.2.1. International Accounting Framework
4.2.2. Introduction to the Accounting Cycle
4.2.3. Company Financial Statements
4.2.4. Analysis of Financial Statements: Decision Making

4.3. Budget and Management Control

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting 

4.4. Corporate Tax Responsibility

4.4.1. Corporate Tax Responsibility
4.4.2. Tax Procedure: A Case Country Approach

4.5. Corporate Control Systems

4.5.1. Types of Control  
4.5.2. Regulatory Compliance   
4.5.3. Internal Auditing  
4.5.4. External Auditing

4.6. Financial Management 

4.6.1. Introduction to Financial Management  
4.6.2. Financial Management and Corporate Strategy    
4.6.3. Chief Financial Officer (CFO): Managerial Skills

4.7. Financial Planning

4.7.1. Business Models and Financing Needs
4.7.2. Financial Analysis Tools
4.7.3. Short Term Financial Planning
4.7.4. Long Term Financial Planning

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context

4.9.1. Macroeconomic Analysis  
4.9.2. Economic Indicators  
4.9.3. Economic Cycle

4.10. Strategic Financing

4.10.1. Banking Business: Current Environment  
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

4.11.1. Fixed Income Market  
4.11.2. Equity Market  
4.11.3. Valuation of Companies 

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem Solving Methodology
4.12.2. Case Method

Module 5. Operations and Logistics Management 

5.1. Operations Management

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management

5.2.1. Stocks Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management (1)

5.3.1. Costs and Efficiency of the Operations Chain
5.3.2. Change in Demand Patterns
5.3.3. Change in Operations Strategy

5.4. Supply Chain Management (2). Implementation

5.4.1. Lean Manufacturing/Lean Thinking
5.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production, Distribution
5.5.3. Quality, Quality Costs, and Tools
5.5.4. After-Sales Service

5.6. Logistics and Customers 

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning
5.6.3. Collaborative Planning, Forecasting, and Replacement

5.7. International Logistics

5.7.1. Customs, Export and Import processes
5.7.2. Methods and Means of International Payment
5.7.3. International Logistics Platforms

5.8. Competing through Operations 

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management 

6.1. Information Systems Management

6.1.1. Business Information Systems
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy 

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning  

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models

6.5.1. Technology Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. e-Commerce

6.6.1. e-Commerce Strategic Plan
6.6.2. Logistics Management and Customer Service in e-Commerce
6.6.3. e-Commerce as an Opportunity for Internationalization

6.7. e-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business

6.8.1. Mobile e-Commerce
6.8.2. Design and Usability
6.8.3. e-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication 

7.1. Commercial Management 

7.1.1. Sales Management
7.1.2. Commercial Strategy
7.1.3. Sales and Negotiation Techniques
7.1.4. Management of Sales Teams

7.2. Marketing

7.2.1. Marketing and the Impact on the Company  
7.2.2. Basic Marketing Variables  
7.2.3. Marketing Plan 

7.3. Strategic Marketing Management

7.3.1. Sources of Innovation
7.3.2. Current Trends in Marketing  
7.3.3. Marketing Tools  
7.3.4. Marketing Strategy and Communication with Customers 

7.4. Digital Marketing Strategy 

7.4.1. Approach to Digital Marketing   
7.4.2. Digital Marketing Tools    
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

7.5.1. Positioning and Promotion  
7.5.2. Public Relations   
7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

7.6.1. Internal and External Communication  
7.6.2. Communication Departments  
7.6.3. Communication Managers: Managerial Skills and Responsibilities

7.7. Corporate Communication Strategy

7.7.1. Corporate Communication Strategy    
7.7.2. Communication Plan  
7.7.3. Press Release/Clipping/Publicity Writing

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation 

8.2. Innovation Strategy

8.2.1. Innovation and Corporate Strategy  
8.2.2. Global Innovation Project: Design and Management   
8.2.3. Innovation Workshops 

8.3. Business Model Design and Validation

8.3.1. The Lean Start up Methodology  
8.3.2. Innovative Business Initiative: Stages  
8.3.3. Financing Arrangements  
8.3.4. Model Tools: Empathy Map, Canvas Model, and Metrics  
8.3.5. Growth and Loyalty 

8.4. Project Management

8.4.1. Innovation Opportunities   
8.4.2. Feasibility Study and Proposal Specification  
8.4.3. Project Definition and Design  
8.4.4. Project Execution  
8.4.5. Project Closure

Module 9. Organizations Management

9.1. Corporate Finance

9.1.1. Financial Policy and Growth
9.1.2. Company Valuation Methods
9.1.3. Capital Structure and Financial Leverage
9.1.4. Finance for the Global Communications Officer

9.2. Strategic Leadership for Intangible Asset Economy

9.2.1. Cultural Alignment Strategies
9.2.2. Corporate and Differentiating Leadership
9.2.3. Change and Transformation Agent

9.3. Economic Situation

9.3.1. The Fundamentals of the Global Economy
9.3.2. The Globalization of Companies and Financial Markets
9.3.3. Entrepreneurship and New Markets

9.4. Innovation and Digital Transformation

9.4.1. Management and Strategic Innovation
9.4.2. Creative Thinking and Design Thinking
9.4.3. Open Innovation
9.4.4. Sharing Economy

9.5. International Context

9.5.1. Geopolitics
9.5.2. Divisive Markets and Types of Change
9.5.3. Hedging with Currency Exchange Contracts
9.5.4. Foreign Investments and Exportation Financing

Module 10. Managerial Skills

10.1. Public Speaking and Spokesperson Training

10.1.1. Interpersonal Communication
10.1.2. Communication Skills and Influence
10.1.3. Communication Barriers

10.2. Communication and Leadership

10.2.1. Leadership and Leadership Styles
10.2.2. Motivation
10.2.3. Skills and Abilities of the Leader 2.0

10.3. Personal Branding

10.3.1. Strategies for Personal Brand Development
10.3.2. Personal Branding Laws
10.3.3. Tools for Creating Personal Brands

10.4. Team Management

10.4.1. Work Teams and Management Meetings
10.4.2. Managing Change Processes
10.4.3. Managing Multicultural Teams
10.4.4. Coaching

10.5. Negotiation and Conflict Resolution

10.5.1. Effective Negotiation Techniques
10.5.2. Interpersonal Conflicts
10.5.3. Intercultural Negotiation

10.6. Emotional Intelligence

10.6.1. Emotional Intelligence and Communication
10.6.2. Assertiveness, Empathy, and Active Listening
10.6.3. Self Esteem and Emotional Language

10.7. Relational Capital: Coworking

10.7.1. Managing Human Capital
10.7.2. Performance Analysis
10.7.3. Managing Equality and Diversity
10.7.4. Innovation in People Management

10.8. Time Management

10.8.1. Planning, Organization and Control
10.8.2. The Methodology of Time Management
10.8.3. Action Plans
10.8.4. Tools for Efficient Time Management

Module 11. Ethics and Corporate Social Responsibility

11.1. The Managerial Role and CSR

11.1.1. Strategic Vision and Corporate Social Responsibility
11.1.2. Balanced Scorecard
11.1.3. Systems and Models for Implementing CSR
11.1.4. Organization of CSR Roles and Responsibilities

11.2. Corporate Responsibility 

11.2.1. Value Creation in an Economy of Intangibles
11.2.2. CSR: Corporate Commitment
11.2.3. Social, Environmental, and Economic Impact

11.3. Responsible Finance and Investment

11.3.1. Sustainability and the CFO's Responsibility
11.3.2. Transparency in Information
11.3.3. Finance and Responsible Investment
11.3.4. Social Economy, Cooperativity and Corporate Social Responsibility

11.4. Business and Environment

11.4.1. Sustainable Development
11.4.2. Legislative Development in Environmental Responsibility
11.4.3. Response of Companies to Environmental Problems
11.4.4. Waste and Emissions

11.5. Packaging and Environment

11.5.1. Packaging as a Differentiation Business Strategy
11.5.2. Encouragement and Communication at the Point of Sale
11.5.3. Packaging Design and Future Trends

11.6. Responsible Management Systems and Tools

11.6.1. Social Responsibility Management Systems
11.6.2. Integration Systems
11.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
11.6.4. Audits

11.7. Multinationals and Human Rights

11.7.1. Globalization, Human Rights and Multinational Companies
11.7.2. Multinational Companies and International Law
11.7.3. Specific Legal Instruments

11.8. Legal Environment and Corporate Governance 

11.8.1. International Rules on Importation and Exportation
11.8.2. Intellectual and Industrial Property
11.8.3. International Labor Law

Module 12. Corporative Communication, Brand Strategy and Reputation

12.1. Corporate Identity and Strategic Vision

12.1.1. Identity and Redefining Business Values
12.1.2. Corporate Business Culture
12.1.3. Communication Department Challenges
12.1.4. Public Image and Projection

12.2. Corporate Brand Strategy

12.2.1. Public Image and Stakeholders
12.2.2. Corporate Branding Strategy and Management
12.2.3. Corporate Communication Strategy in Line with Brand Identity

12.3. Reputation Theory

12.3.1. Reputation as a Paradigm of a Good Company
12.3.2. The Concept of Corporate Reputation
12.3.3. Internal Reputation
12.3.4. Influence of Internationalization on Corporative Reputation

12.4. Reputation Evaluation

12.4.1. Corporative Reputation Audit
12.4.2. Listed Companies Reputation Monitor
12.4.3. Reputational Good Governance Index
12.4.4. Analysis of Sectorial Reputation

12.5. Reputation Management 

12.5.1. Corporative Reputation Management
12.5.2. Focus on Brand Reputation
12.5.3. Leadership Reputation Management

12.6. Reputation Risk and Crisis Management

12.6.1. Listening to and Managing Feedback
12.6.2. Procedures, Crisis Manual and Contingency Plans
12.6.3. Spokesperson Training in Emergency Situations

12.7. Ethical Sustainability

12.7.1. Sustainable Criteria and Strategies
12.7.2. Communication Campaigns with Sustainability Criteria
12.7.3. Sustainable Brand Positioning and Image

12.8. Brand Metrics and Analysis and Reputation

12.8.1. Introduction to the Metrics of Corporative Branding
12.8.2. Internal and External Measurement Indexes
12.8.3. Brand Management Tools
12.8.4. Brand Assessment and Ranking

Module 13. Strategic Planning in Corporate Communication

13.1. Strategic Planner

13.1.1. Strategic Planner: Origins and Functions
13.1.2. The Strategic Planner in Public Businesses, Strategic Consultancies and Communication Companies
13.1.3. Stakeholder Management

13.2. Models and Schools for Planning

13.2.1. Models for Intangibles Management
13.2.2. Intangibles and Strategic Plans
13.2.3. Evaluation of Intangibles
13.2.4. Reputation and Intangibles

13.3. Qualitative Research in Strategic Planning

13.3.1. Insight Detection
13.3.2. Focus Groups for Strategic Planning
13.3.3. Planning of Strategic Interviews

13.4. Quantitative Research in Strategic Planning

13.4.1. Data Analysis and Drawing Conclusions
13.4.2. Use of Psychometric Techniques
13.4.3. Challenges of Applied Research in Business Communication

13.5. Creative Strategy Formulation 

13.5.1. Explore Alternative Strategies
13.5.2. Counterbriefing or Creative Briefing
13.5.3. Branding and Positioning

13.6. Strategic Use of Different Media

13.6.1. 360º Campaigns
13.6.2. Launching of New Products
13.6.3. Social Trends
13.6.4. Evaluation of Effectiveness

13.7. Trends in Business Communication

13.7.1. Generation and Distribution of Corporate Content
13.7.2. Business Communication on the Web 2.0
13.7.3. Implementation of Metrics in the Communication Process

13.8. Sponsorship and Patronage

13.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
13.8.2. Communication Opportunities and Tangible and Intangible Returns
13.8.3. Hospitality and Collaboration Actions

Module 14. Managing Aspects of Corporate Communication

14.1. Communication in Organizations

14.1.1. Organizations, People and Society
14.1.2. Historical Evolution of Organizational Behavior
14.1.3. Bidirectional Communication
14.1.4. Communication Barriers

14.2. Structure, Control and Challenges in Communication Management

14.2.1. Departmental Structure in Communication Management
14.2.2. Current Trends in Management Models
14.2.3. Integration of Intangibles
14.2.4. Communication Department Challenges

14.3. Integral Communication Plans

14.3.1. Audit and Diagnosis
14.3.2. Elaboration of Communication Plan
14.3.3. Measuring results: KPIs and ROI

14.4. Effects of the Media

14.4.1. Efficiency of Commercial and Advertising Communication
14.4.2. Theories on the Effects of the Media
14.4.3. Social and Co-creation Models

14.5. Press Offices and Their Relationship with Communication Media

14.5.1. Identifying Opportunities and Information Needs
14.5.2. Management of Reports and Spokesperson Interviews
14.5.3. Virtual Press Room and e-Communication
14.5.4. Buying Advertising Space

14.6. Public Relations

14.6.1. PR Strategy and Practice
14.6.2. Protocol and Ceremonial Rules
14.6.3. Event Organization and Creative Management

14.7. Lobbies and Pressure Groups 

14.7.1. Opinion Groups and Their Actions in Businesses and Institutions
14.7.2. Institutional Relations and Lobbying
14.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

14.8. Internal Communication

14.8.1. Motivational Programs, Social Action, Participation and Training with HR
14.8.2. Internal Communication Support and Tools
14.8.3. Internal Communication Plan

14.9. Branding & Naming

14.9.1. Brand Management and Coordination in Launching of New Products
14.9.2. Brand Repositioning

14.10. Audience Forecasting and Data Sources

14.10.1. Measurement Units and Audience Profiles
14.10.2. Affinity, Sharing, Rating and GRPs
14.10.3. Current Suppliers in the Advertising Market

Module 15. Communication in Specialized Sectors

15.1. Financial Communication

15.1.1. Value of Intangibles
15.1.2. Financial Communication in Listed Companies
15.1.3. The Issuers of the Financial Communication
15.1.4. Public Objective in Financial Operations

15.2. Political and Electoral Communication

15.2.1. Image in Political and Electoral Campaigns
15.2.2. Political Advertising
15.2.3. Political and Electoral Communication Plan
15.2.4. Electoral Communication Audits

15.3. Communication and Health

15.3.1. Journalism and Health Information
15.3.2. Interpersonal and Group Communication in the Field of Health
15.3.3. Communication Risk and Communicative Management in a Health Crisis

15.4. Digital Culture and Hypermedia Museography

15.4.1. Production and Diffusion of Art in the Digital Era
15.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
15.4.3. Constructive Participation in the Digital Culture

15.5. Communication at the Forefront of Public Organizations

15.5.1. Communication in the Public Sector
15.5.2. Strategy and Creation in Public Organization Communications
15.5.3. Intangible Assets in the Public Sector
15.5.4. Information Policy of Public Organizations

15.6. Communications in Non Profit Organizations

15.6.1. NPO and Relationship with Government Agencies
15.6.2. Corporative Reputation in Non Profit Organizations
15.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
15.6.4. Different Figures and Communication Media

Module 16. Marketing and Communication

16.1. Product Placement and Branded Content

16.1.1. Unique Forms of Communication and Brand Placement
16.1.2. Concepts, Products and Services in User Friendly Media

16.2. Digital Media Planning and Contracting

16.2.1. Real Time Bidding
16.2.2. Integrated Digital Campaign Planning
16.2.3. Advertising Investment Control Scorecard

16.3. Promotional Marketing

16.3.1. Consumer Promotions
16.3.2. Sales Force, Channel, Point of Sale and Special Promotions
16.3.3. Success and Cost Effectiveness of Promotional Actions

16.4. Planning, Execution and Measurement of SEM Campaigns

16.4.1. Search Engine Marketing
16.4.2. Conversion of Traffic to Qualified Traffic
16.4.3. SEM Project Management

16.5. Metrics and Results Analysis in Public Digital Campaigns

16.5.1. Ad Servers
16.5.2. Traditional Metrics in Digital GRPs
16.5.3. CrossMedia and Interactions

16.6. Display Advertising, Rich Media and Viral Publicity

16.6.1. Media, Formats and Supports
16.6.2. The Conversion Cycle
16.6.3. Buzz Marketing and WOM

16.7. Mobile Marketing, Geo Localization and Internet TV

16.7.1. New Mobile Marketing Applications
16.7.2. Geo Localization
16.7.3. Applications which Integrate Websites, Geotagging and Mobile

16.8. Advertising Effectiveness

16.8.1. Research Techniques and Tracking Campaigns
16.8.2. Coverage and Effective Frequency Analysis
16.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 17. Customer Relationship Management

17.1. CRM and Relational Marketing

17.1.1. Business Philosophy or Strategic Orientation
17.1.2. Customer Identification and Differentiation
17.1.3. The Company and its Stakeholders
17.1.4. Clienting

17.2. Database Marketing and Customer Relationship Management

17.2.1. Database Marketing Applications
17.2.2. Laws and Regulations
17.2.3. Information Sources, Storage, and Processing

17.3. Consumer Psychology and Behavior

17.3.1. The Study of Consumer Behavior
17.3.2. Internal and External Consumer Factors
17.3.3. Consumer Decision Process
17.3.4. Consumerism, Society, Marketing, and Ethics

17.4. Consumer Centric Marketing

17.4.1. Segmentation
17.4.2. Profitability Analysis
17.4.3. Customer Loyalty Strategies

17.5. CRM Management Techniques

17.5.1. Direct Marketing
17.5.2. Multichannel Integration
17.5.3. Viral Marketing

17.6. Advantages and Risks of Implementing CRM

17.6.1. CRM, Sales and Costs
17.6.2. Customer Satisfaction and Loyalty
17.6.3. Technology Implementation
17.6.4. Strategic and Management Errors

Module 18. Communication Strategy in the Digital World

18.1. Web 2.0 or the Social Web

18.1.1. Organization in the Age of Conversation
18.1.2. Web 2.0 Is All About People
18.1.3. Digital Environment and New Communication Formats

18.2. Digital Communication and Reputation

18.2.1. Online Reputation Report
18.2.2. Netiquette and Good Practices on Social Media
18.2.3. Branding and Networking 2.0

18.3. Designing and Planning an Online Reputation Plan

18.3.1. Overview of the Main Social Media in Spain
18.3.2. Brand Reputation Plan
18.3.3. General metrics, ROI, and Social CRM
18.3.4. Online Crisis and Reputational SEO

18.4. General, Professional, and MicrobloggingPlatforms

18.4.1. Facebook
18.4.2. LinkedIn
18.4.3. Google+
18.4.4. Twitter

18.5. Video, Image, and Mobility Platforms

18.5.1. YouTube
18.5.2. Instagram
18.5.3. Flickr
18.5.4. Vimeo
18.5.5. Pinterest

18.6. Content and Storytelling Strategy

18.6.1. Corporate Blogging 
18.6.2. Content Marketing Strategy
18.6.3. Creating a Content Plan
18.6.4. Content Curation Strategy

18.7. Social Media Strategies

18.7.1. Corporate PR and Social Media
18.7.2. Defining the Strategy to Be Followed in Each Medium
18.7.3. Analysis and Evaluation of Results

18.8. Community Management

18.8.1. Functions, Duties, and Responsibilities of the Community Manager
18.8.2. Social Media Manager
18.8.3. Social Media Strategist

18.9. Social Media Plan

18.9.1. Designing a Social Media Plan
18.9.2. Schedule, Budget, Expectations, and Monitoring
18.9.3. Contingency Protocol in Case of Crisis

18.10. Online Monitoring Tools 

18.10.1. Management Tools and Desktop Applications
18.10.2. Monitoring and Research Tools

A comprehensive specialized program that will take you through the necessary learning to compete with the best in your profession”