Reach the top of your business career with TECH! You will have access to 10 exclusive Masterclasses, designed by an internationally recognized Digital Marketing expert"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class center for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience by studying in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH's students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

TheProfessional master’s degree in MBA in Digital Marketing is a tailor-made program that is taught 100% online so that you can choose the time and place that best suits your availability, schedule and interests. 
The program takes place over 12 months and is intended to be a unique and stimulating experience that lays the foundation for your success as a digital marketing manager and/or e-Commerce manager. 

The skills and abilities that you acquire by completing a program like this are fundamental to your personal and professional development" 

Syllabus

The Professional master’s degree in MBA in Digital Marketing from TECH Global University is an intensive program that prepares you to face challenges and business decisions in e-commerce and marketing management in digital environments. 
The content of the MBA in Digital Marketing is designed to promote the development of managerial skills that enable more thorough decision-making in uncertain environments. 

Over the course of 2,700 hours, the student analyzes a plethora of practical cases through individual and team work. It is, therefore, an authentic immersion in real business situations. 

This Professional master’s degree deals with the digital world, marketing in this environment, as well as implementing e-commerce in companies, and is designed to specialize executives to understand digital marketing and e-commerce from a strategic, international and innovative perspective. 

A plan designed for you, focused on improving your career and preparing you to achieve excellence in leadership and business management. A program that understands both yours and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently. 

This Executive Master's Degree takes place over 12 months and is divided into 4 large blocks: 

Module 1. Digital Marketing and e-Commerce
Module 2. Digital Marketing Strategy
Module 3. Inbound Marketing
Module 4. Entrepreneurship
Module 5. Performance Marketing
Module 6. Search Engine Marketing and Search Engine Optimization (SEO)
Module 7. Search Engine Marketing (SEM)
Module 8.Conversion Optimization
Module 9. Social Media and Community Management
Module 10. e-Commerce Platforms
Module 11. Marketing Analysis
Module 12. Digital Marketing and e-Commerce
Module 13. Mobile e-Commerce
Module 14. Data Trading
Module 15. Leadership, Ethics and Social Responsibility in Companies
Module 16. People and Talent Management
Module 17. Economic and Financial Management
Module 18. Executive Management 

Where, When and How is it Taught?

TECH offers the possibility to study this Professional master’s degree in MBA in Digital Marketing completely online. During the 12 months of training, the student will be able to access all the contents of this program at any time, which will allow them to self-manage their study time.

Module 1. Digital Marketing and e-Commerce

1.1. Digital Marketing and e-Commerce

1.1.1. The Digital Economy and the Sharing Economy
1.1.2. Trends and Social Changes in Consumers
1.1.3. Digital Transformation of Traditional Companies
1.1.4. The Roles of the Chief Digital Officer

1.2. Digital Strategy

1.2.1. Segmentation and Positioning in the Competitive Context
1.2.2. New Marketing Strategies for Products and Services
1.2.3. From Innovation to Cash Flow

1.3. Technology Strategy

1.3.1. Basic Concepts of Web Development
1.3.2. Hosting and Cloud Computing
1.3.3. Content Management Systems (CMS)
1.3.4. Formats and Digital Media
1.3.5. Technological e-Commerce Platforms

1.4. Digital Regulation

1.4.1. Privacy Policy and Personal Data Protection Act
1.4.2. Fake Profiles and Fake Followers
1.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

1.5. Online Market Research

1.5.1. Quantitative Research Tools in Online Markets
1.5.2. Dynamic Qualitative Customer Research Tools

1.6. Online Agencies, Media and Channels

1.6.1. Integral, Creative and Online Agencies
1.6.2. Traditional and New Media
1.6.3. Online Channels
1.6.4. Other Digital Players

Module 2. Digital Marketing Strategy

2.1. Managing Digital Business

2.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
2.1.2. Designing and Creating a Digital Marketing Plan
2.1.3. Digital Media Planning and Contracting
2.1.4. ROI Analysis in a Digital Marketing Plan

2.2. Digital Marketing to Reinforce a Brand

2.2.1. Branded Content and Storytelling
2.2.2. Hypersegmentation
2.2.3. Videomarketing
2.2.4. Social Sales

2.3. Defining the Digital Marketing Strategy

2.3.1. Closed Loop Marketing
2.3.2. Continuous Loop Marketing
2.3.3. Multichannel Marketing

2.4. Digital Marketing to Attract and Retain Customers

2.4.1. Hypersegmentation and Micro-Localization
2.4.2. Loyalty and Engagement Strategies using the Internet
2.4.3. Visitor Relationship Management

2.5. Digital Marketing Trends

2.5.1. Remarketing
2.5.2. Digital Neuromarketing
2.5.3. Avatar Marketing
2.5.4. Bluecasting

2.6. Digital Campaign Management

2.6.1. Display Advertising and Rich Media
2.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
2.6.3. Advertising on Digital Television

2.7. Online Marketing Plan

2.7.1. Online Research
2.7.2. Creating an Online Marketing Plan
2.7.3. Configuration and Activation
2.7.4. Launch and Management

2.8. Blended Marketing

2.8.1. Integrating On and Off Actions
2.8.2. Personalize and Segment
2.8.3. Improve the User Experience 

Module 3. Inbound Marketing

3.1. The Definition of Inbound Marketing 

3.1.1. Effective Inbound Marketing
3.1.2. The Benefits of Inbound Marketing
3.1.3. Measuring the Success of Inbound Marketing

3.2. Target Research

3.2.1. Consumer Intent Modelling and Buyer Personas
3.2.2. Customer Journey Mapping
3.2.3. Content Strategy

3.3. Content Optimization 

3.3.1. Content Optimization for Search Engines
3.3.2. Recycling and Content Improvement

3.4. Content Creation

3.4.1. User and Brand Generated Content
3.4.2. Opportunity Blogging
3.4.3. Video and Other Formats

3.5. Content Dynamization

3.5.1. Influencers
3.5.2. Blogger Outreach
3.5.3. Paid Content Seeding 

3.6. Conversion

3.6.1. Lead Capturing and CRO
3.6.2. Lead Nurturing and Marketing Automation

Module 4. Entrepreneurship

4.1. Innovation Methodology and Knowledge Society

4.1.1. Design Thinking
4.1.2. The Blue Ocean Strategy
4.1.3. Collaborative Innovation
4.1.4. Open Innovation

4.2. Strategic Innovation Intelligence

4.2.1. Technology Monitoring
4.2.2. Technology Foresight
4.2.3. Coolhunting

4.3. Entrepreneurship and Innovation

4.3.1. Strategies to Search for Business Opportunities
4.3.2. Assessing the Feasibility of New Projects
4.3.3. Innovation Management Systems
4.3.4. Entrepreneur Soft Skills

4.4. Project Management

4.4.1. Agile Development
4.4.2. Lean Management in Startups
4.4.3. Project Tracking and Project Steering

4.5. Business Plan 

4.5.1. Business Plan in the Digital Era
4.5.2. Value Proposition Model

4.6. Financing Startups

4.6.1. Seed Phase: Financial Funds and Subsidies
4.6.2. StartupPhase: Business Angels
4.6.3. Growth Phase: Venture Capital
4.6.4. Consolidation Phase. IPO

Module 5. Performance Marketing

5.1. Permission Marketing

5.1.1. How to Obtain a User’s Permission
5.1.2. Personalizing the Message
5.1.3. Mail Confirmation or Double Opt-in

5.2. Strategy and Performance Techniques

5.2.1. Performance Marketing: Results
5.2.2. Digital Media Mix
5.2.3. The Importance of the Funnel

5.3. Programmatic Marketing and RTB

5.3.1. RTB: Real-Time Planning and Purchasing.
5.3.2. Programmatic Purchasing Ecosystem
5.3.3. How to Integrate RTB into the Media Mix?
5.3.4. Keys to RTB on Different Devices

5.4. Affiliate Campaign Development

5.4.1. Agencies and Affiliate Programs
5.4.2. Postview
5.4.3. Designing Affiliate Programs

5.5. Launching an Affiliate Program

5.5.1. Affiliation and Direct Affiliation Networks
5.5.2. Results Analysis and Monitoring
5.5.3. Fraud Control

5.6. Developing E-Mail Campaigns

5.6.1. Designing E-Mail Marketing Campaigns
5.6.2. E-mail Marketing
5.6.3. Lists of Subscribers, Leads, and Customers

5.7. E-Mail Marketing Tools and Resources

5.7.1. Acumbamail
5.7.2. Mailchimp
5.7.3. Templates
5.7.4. Inbox Inspection

5.8. Online Writing for E-Mail Marketing Campaigns

5.8.1. How to Create Good Headlines
5.8.2. Writing Content for Newsletters
5.8.3. Calls to Action in Newsletters

5.9. Display and Campaign Optimization

5.9.1. Advertising, Persuasive Communication
5.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging
5.9.3. Affiliation
5.9.4. Campaign Preparation

5.10. E-Mail Marketing Metrics

5.10.1. List Metrics
5.10.2. Newsletter Delivery Metrics
5.10.3. Conversion Metrics

Module 6. Search Engine Marketing and Search Engine Optimization (SEO)

6.1. How Search Engines Work

6.1.1. Indicators and Indexes
6.1.2. Algorithms
6.1.3. SEO and Corporate Branding

6.2. Fundamental Variables of SEO

6.2.1. Indexability
6.2.2. Content
6.2.3. Popularity 

6.3. SEO Analysis

6.3.1. Determining KPIs
6.3.2. Generating Scripts and Alerts
6.3.3. Optimization of Images, Videos and Other Elements

6.4. Linkbuilding

6.4.1. Ways of Carrying Out Effective Linkbuilding
6.4.2. Link Baiting
6.4.3. Link Audits
6.4.4. Penalties

6.5. App Store Optimization 

6.5.1. App Indexing
6.5.2. App Visibility on Search Engines
6.5.3. Measuring the Visibility of Search Engine Apps

6.6. Technical SEO

6.6.1. Web Performance Optimization
6.6.2. Real Time and Content
6.6.3. Relevant Tagging and Headers
6.6.4. Advanced WPO Techniques

6.7. SEO and e-Commerce

6.7.1. Conversion Rate Optimization
6.7.2. Google Webmaster Tools
6.7.3. Social Proof and Viralization
6.7.4. Navigation and Indexability

6.8. Integration in an Online Marketing Plan

6.8.1. Metrics and Impact
6.8.2. Web Analytics
6.8.3. Other Monitoring Tools

Module 7. Search Engine Marketing (SEM)

7.1. Keyword Hunting for SEM

7.1.1. Adwords Keyword Tool
7.1.2. Google Suggest
7.1.3. Insights for Search
7.1.4. Google Trends

7.2. SEM and Google Adwords 

7.2.1. Google Shopping
7.2.2. Google Display Network
7.2.3. Google AdWords Mobile
7.2.4. YouTube Advertising

7.3. Google Products

7.3.1. Google Products Integrated in Adwords
7.3.2. Product Extensions vs. Product Ads
7.3.3. Google Shopping and Local
7.3.4. Google Merchant

7.4. Pay-Per-Click and SEM

7.4.1. Search and Display
7.4.2. Creating PPC Campaigns
7.4.3. Tracking Conversions

7.5. Facebook Ads

7.5.1. PPC/PPF (Pay-Per-Fan) Adverts
7.5.2. Creating Facebook Ads
7.5.3. Facebook Power Editor
7.5.4. Campaign Optimization

7.6. Other PPC Platforms

7.6.1. Twitter Ads
7.6.2. LinkedIn
7.6.3. Baldu
7.6.4. Yandex

7.7. Strategy in SEM

7.7.1. Quality Score
7.7.2. CPC Bidding
7.7.3. Site Links

7.8. Measurement in SEM

7.8.1. KPIs
7.8.2. Impressions, Clicks and Conversions
7.8.3. Revenue, ROI, CPA

Module 8. Conversion Optimization

8.1. Introduction to Conversion Rate Optimization

8.1.1. Purchase Cycle and Elements of Online Behavior
8.1.2. Fundamentals of Neuromarketing
8.1.3. Usability vs. Persuasion

8.2. CRO Methodology

8.2.1. Scientific Method
8.2.2. Conversion Pyramid
8.2.3. The CRO Process

8.3. Web Analytics and CRO

8.3.1. Qualitative Analysis
8.3.2. Behavior Analysis
8.3.3. Business and User Objectives

8.4. User Experience y Conversion Rate Optimization

8.4.1. Lean and User Experience
8.4.2. Wireframing
8.4.3. Persuasive Copy

8.5. CRO and Psychology

8.5.1. Neuromarketing
8.5.2. Web Design and Neuromarketing
8.5.3. Learning, Memory, and Emotions

8.6. Behavioral Economics

8.6.1. Decision Factors
8.6.2. Motivation and Anchoring
8.6.3. The Role of the Unconscious

8.7. Experimentation in CRO

8.7.1. A/B vs. Multivariates
8.7.2. Testing Tools
8.7.3. Implementation and Execution

8.8. CRO in e-Commerce

8.8.1. E-Commerce and CRO
8.8.2. The e-Commerce Funnel
8.8.3. Processes to Optimize

Module 9. Social Media and Community Management

9.1. Web 2.0 or the Social Web

9.1.1. Organization in the Age of Conversation
9.1.2. Web 2.0 Is All About People
9.1.3. New Environments, New Content

9.2. Digital Communication and Reputation

9.2.1. Crisis Management and Online Corporate Reputation
9.2.2. Online Reputation Report
9.2.3. Netiquette and Good Practices on Social Media
9.2.4. Branding and Networking 2.0

9.3. General, Professional, and Microblogging Platforms

9.3.1. Facebook
9.3.2. LinkedIn
9.3.3. Twitter

9.4. Video, Image, and Mobility Platforms

9.4.1. YouTube
9.4.2. Instagram
9.4.3. Flickr
9.4.4. Vimeo
9.4.5. Pinterest

9.5. Corporate Blogging

9.5.1. How to Create a Blog?
9.5.2. Content Marketing Strategy
9.5.3. How to Create a Content Plan for Your Blog?
9.5.4. Content Curation Strategy

9.6. Social Media Strategies

9.6.1. Corporate Communication Plan 2.0
9.6.2. Corporate PR and Social Media
9.6.3. Analysis and Evaluation of Results

9.7. Community Management

9.7.1. Functions, Duties, and Responsibilities of the Community Manager
9.7.2. Social Media Manager
9.7.3. Social Media Strategist

9.8. Social Media Plan

9.8.1. Designing a Social Media Plan
9.8.2. Defining the Strategy to Be Followed in Each Medium
9.8.3. Contingency Protocol in Case of Crisis

Module 10. e-Commerce Platforms

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. Marketing Analysis

11.1. Web Analysis

11.1.1. The Fundamentals of Web Analytics
11.1.2. Classic Media vs Digital Media
11.1.3. The Web Analyst's Basic Methodology

11.2. Google Analytics

11.2.1. Configuring an Account
11.2.2. Javascript Tracking API
11.2.3. Customized Reports and Segments

11.3. Qualitative Analysis

11.3.1. Research Techniques Applied in Web Analytics
11.3.2. Customer Journey
11.3.3. Purchase Funnel

11.4. Digital Metrics

11.4.1. Basic Metrics
11.4.2. Ratios
11.4.3. Setting Objectives and KPIs

11.5. Acquisition and Marketing Analytics

11.5.1. ROI
11.5.2. ROAS
11.5.3. CLV

11.6. Strategy Analysis Areas

11.6.1. Web Traffic Acquisition
11.6.2. Activation
11.6.3. Conversion
11.6.4. Loyalty

11.7. Data Science and Big Data

11.7.1. Business Intelligence
11.7.2. Methodology and Analysis of Large Volumes of Data
11.7.3. Data Extraction, Processing, and Loading

11.8. Application Programming Interface (API)

11.8.1. APIs and Google Analytics
11.8.2. Query Explorer
11.8.3. Supermetrics Functions

11.9. Data Visualization

11.9.1. Viewing and Interpreting Dashboards
11.9.2. Converting Data into a Value
11.9.3. Integrating Sources
11.9.4. Presenting Reports

11.10. Web Analytics Tools

11.10.1. Technological Basis of WA Tool
11.10.2. Logs and Tags
11.10.3. Basic and Ad-hoc Labeling

Module 12. Digital Marketing and e-Commerce

12.1. UX Design

12.1.1. Information Architecture
12.1.2. SEO and Analytics for UX
12.1.3. Landing Pages

12.2. Technical Terms in UX Design

12.2.1. Wireframe and Components
12.2.2. Interaction Pattern and Navigation Flow
12.2.3. User Profile
12.2.4. Process and Process Funnel

12.3. Research

12.3.1. Research in Interface Design Projects
12.3.2. Qualitative and Quantitative Approach
12.3.3. Announce the Results of the Research

12.4. Digital Design

12.4.1. Digital Prototype
12.4.2. Axure and Responsive
12.4.3. Interaction Design and Visual Design

12.5. User Experience

12.5.1. User Focused Design Methodology
12.5.2. User Research Techniques
12.5.3. Involve the Customer in the Process
12.5.4.  Shopping Experience Management

12.6. Designing the User Experience Strategy

12.6.1. Content Trees
12.6.2. High-Fidelity Wireframes
12.6.3. Component Maps
12.6.4. Usability Guides

12.7. Usability Evaluation

12.7.1. Usability Evaluation Techniques
12.7.2. Data Visualization
12.7.3. Presenting Data

12.8. Customer Value and Customer Experience Management

12.8.1. Use of Narratives and Storytelling
12.8.2. Co-Marketing as a Strategy
12.8.3. Content Marketing Management
12.8.4. The ROI of Customer Experience Management

Module 13. Mobile e-Commerce

13.1. Mobile Marketing

13.1.1. New Consumption and Mobility Habits
13.1.2. The SoLoMo Model
13.1.3. The 4 Ps of the Marketing Mix in Mobility

13.2. Mobile Technology

13.2.1. Mobile Operators
13.2.2. Mobile Devices and Operating Systems
13.2.3. Mobile Apps and Web Apps
13.2.4. Sensors and Integration with the Physical World

13.3. Trends in Mobile Marketing

13.3.1. Mobile Publishing
13.3.2. Advergaming and Gamification
13.3.3. Mobile Geolocalization 
13.3.4. Augmented Reality

13.4. Mobile User Behavior

13.4.1. New Search Habits on Mobile Devices
13.4.2. Multi-Screen
13.4.3. Mobile as a Purchasing Driver 
13.4.4. ASO, Mobile User Acquisition and Loyalty

13.5. User Interface and Shopping Experience

13.5.1. m-Commerce Rules and Platforms
13.5.2. Omnichannel
13.5.3. Mobile & Proximity Marketing
13.5.4. Gap between Consumer and Advertiser
13.5.5. Mobile Commerce Content Managers

13.6. Apps and Purchases

13.6.1. Designing Mobile Commerce Apps
13.6.2. App Stores
13.6.3. App Marketing for Customer Loyalty
13.6.4. App Marketing for eCommerce

13.7. Mobile Payments

13.7.1. Value Chain and Business Models of Mobile Payment Methods
13.7.2. Keys to Improve UX in Mobile Payment
13.7.3. Positioning Strategies in the Mobile Payments Market
13.7.4. Fraud Management

13.8. Mobile Analytics

13.8.1. Mobile Measurement and Analysis Methodologies
13.8.2. Mobile Metrics: Main KPIs
13.8.3. Profitability Analysis
13.8.4. Mobile Analytics

13.9. Mobile Commerce

13.9.1. Services
13.9.2. Applications
13.9.3. Mobile Social Shopping

13.10. Mobile Social Media Applications

13.10.1. Integrating Cell Phones into Social Networks
13.10.2. Mobility, Relationship, Ubiquity and Publicity
13.10.3. Facebook Places
13.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 14. Data Trading

14.1. Data Science and Big Data

14.1.1. Impact of Big Data and Data Science on Business Strategy
14.1.2. Introduction to Command Line
14.1.3. Data Science Problems and Solutions

14.2. Data Hacking Languages

14.2.1. SQL Databases
14.2.2. Introduction to Python
14.2.3. R Programming

14.3. Statistics

14.3.1. Introduction to Statistics
14.3.2. Linear and Logistic Regression
14.3.3. PCA and Clustering

14.4. Machine Learning

14.4.1. Model Selection and Regularization
14.4.2. Random Trees and Forests
14.4.3. Processing Natural Language

14.5. Big Data

14.5.1. Hadoop
14.5.2. Spark
14.5.3. Collaborative Recommendation and Filtering Systems

14.6. Data Science Success Stories

14.6.1. Customer Segmentation Using the RFM Model
14.6.2. Experiment Design Application
14.6.3. Supply Chain Value: Forecasting
14.6.4. Business Intelligence

14.7. Hybrid Architectures in Big Data

14.7.1. Lambda Architecture
14.7.2. Kappa Architecture
14.7.3. Apache Flink and Practical Implementations
14.7.4. Amazon Web Services

14.8. Big Data in the Cloud

14.8.1. AWS: Kinesis
14.8.2. AWS: DynamosDB
14.8.3. Google Cloud Computing
14.8.4. Google BigQuery

Module 15. Leadership, Ethics and Social Responsibility in Companies

15.1. Globalization and Governance

15.1.1. Governance and Corporate Governance
15.1.2. The Fundamentals of Corporate Governance in Companies
15.1.3. The Role of the Board of Directors in the Corporate Governance Framework

15.2. Leadership

15.2.1. Leadership. A Conceptual Approach
15.2.2. Leadership in Companies
15.2.3. The Importance of Leaders in Business Management

15.3. Cross-Cultural Management

15.3.1. Concept of Cross-Cultural Management
15.3.2. Contributions to the Knowledge of National Cultures
15.3.3. Diversity Management

15.4. Management and Leadership Development

15.4.1. Concept of Management Development
15.4.2. Concept of Leadership
15.4.3. Leadership Theories
15.4.4. Leadership Styles
15.4.5. Intelligence in Leadership
15.4.6. The Challenges of Today's Leader

15.5. Business Ethics

15.5.1. Ethics and Morality
15.5.2. Business Ethics
15.5.3. Leadership and Ethics in Companies

15.6. Sustainability

15.6.1. Sustainability and Sustainable Development
15.6.2. The 2030 Agenda
15.6.3. Sustainable Companies

15.7. Corporate Social Responsibility

15.7.1. International Dimensions of Corporate Social Responsibility
15.7.2. Implementing Corporate Social Responsibility
15.7.3. The Impact and Measurement of Corporate Social Responsibility

15.8. Responsible Management Systems and Tools

15.8.1. CSR: Corporate Social Responsibility
15.8.2. Essential Aspects for Implementing a Responsible Management Strategy
15.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
15.8.4. Tools and Standards of CSR

15.9. Multinationals and Human Rights

15.9.1. Globalization, Multinational Corporations and Human Rights
15.9.2. Multinational Corporations and International Law
15.9.3. Legal Instruments for Multinationals in the Field of Human Rights

15.10. Legal Environment and Corporate Governance

15.10.1. International Rules on Importation and Exportation
15.10.2. Intellectual and Industrial Property
15.10.3. International Labor Law

Module 16. People and Talent Management

16.1. Strategic People Management

16.1.1. Strategic Human Resources Management
16.1.2. Strategic People Management

16.2. Human Resources Management by Competencies

16.2.1. Analysis of the Potential
16.2.2. Remuneration Policy
16.2.3. Career/Succession Planning

16.3. Performance Evaluation  and Compliance Management

16.3.1. Performance Management
16.3.2. Performance Management: Objectives and Process

16.4. Innovation in Talent and People Management

16.4.1. Strategic Talent Management Models
16.4.2. Talent Identification, Training and Development
16.4.3. Loyalty and Retention
16.4.4. Proactivity and Innovation

16.5. Motivation

16.5.1. The Nature of Motivation
16.5.2. Expectations Theory
16.5.3. Needs Theory
16.5.4. Motivation and Financial Compensation

16.6. Developing High Performance Teams

16.6.1. High-Performance Teams: Self-Managing Teams
16.6.2. Methodologies for Managing High Performance Self-Managed Teams

16.7. Change Management

16.7.1. Change Management
16.7.2. Types of Change Management Processes
16.7.3. Stages or Phases in Change Management

16.8. Negotiation and Conflict Management

16.8.1. Negotiation
16.8.2. Conflict Management
16.8.3. Crisis Management

16.9. Executive Communication

16.9.1. Internal and External Communication in the Business Environment
16.9.2. Communication Departments
16.9.3. The Head of Communication of the Company. The Profile of the Dircom

16.10. Productivity, Attraction, Retention and Activation of Talent

16.10.1. Productivity
16.10.2. Talent Attraction and Retention Levers

Module 17. Economic and Financial Management

17.1. Economic Environment

17.1.1. Macroeconomic Environment and the National Financial System
17.1.2. Financial Institutions
17.1.3. Financial Markets
17.1.4. Financial Assets
17.1.5. Other Financial Sector Entities

17.2. Executive Accounting

17.2.1. Basic Concepts
17.2.2. The Company's Assets
17.2.3. The Company's Liabilities
17.2.4. The Company's Net Worth
17.2.5. The Income Statement

17.3. Information Systems and Business Intelligence

17.3.1. Fundamentals and Classification
17.3.2. Cost Allocation Phases and Methods
17.3.3. Choice of Cost Center and Impact

17.4. Budget and Management Control

17.4.1. The Budgetary Model
17.4.2. The Capital Budget
17.4.3. The Operating Budget
17.4.5. The Cash Budget
17.4.6. Budget Monitoring

17.5. Financial Management

17.5.1. The Company's Financial Decisions
17.5.2. The Financial Department
17.5.3. Cash Surpluses
17.5.4. Risks Associated with Financial Management
17.5.5. Risk Management of the Financial Management

17.6. Financial Planning

17.6.1. Definition of Financial Planning
17.6.2. Actions to Be Taken in Financial Planning
17.6.3. Creation and Establishment of the Business Strategy
17.6.4. The Cash Flow Chart
17.6.5. The Working Capital Chart

17.7. Corporate Financial Strategy

17.7.1. Corporate Strategy and Sources of Financing
17.7.2. Corporate Financing Financial Products

17.8. Strategic Financing

17.8.1. Self-financing
17.8.2. Increase in Shareholder's Equity
17.8.3. Hybrid Resources
17.8.4. Financing through Intermediaries

17.9. Financial Analysis and Planning

17.9.1. Analysis of the Balance Sheet
17.9.2. Analysis of the Income Statement
17.9.3. Profitability Analysis

17.10. Analyzing and Solving Cases/Problems

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

Module 18. Executive Management

18.1. General Management

18.1.1. The Concept of General Management
18.1.2. The Role of the CEO
18.1.3. The CEO and their Responsibilities
18.1.4. Transforming the Work of Management

18.2. Manager Functions: Organizational Culture and Approaches

18.2.1. Manager Functions: Organizational Culture and Approaches

18.3. Operations Management

18.3.1. The Importance of Management
18.3.2. Value Chain
18.3.3. Quality Management

18.4. Public Speaking and Spokesperson Education

18.4.1. Interpersonal Communication
18.4.2. Communication Skills and Influence
18.4.3. Communication Barriers

18.5. Personal and Organizational Communication Tools

18.5.1. Interpersonal Communication
18.5.2. Interpersonal Communication Tools
18.5.3. Communication in the Organization
18.5.4. Tools in the Organization

18.6. Communication in Crisis Situations

18.6.1. Crisis
18.6.2. Phases of the Crisis
18.6.3. Messages: Contents and Moments

18.7. Preparation of a Crisis Plan

18.7.1. Analysis of Possible Problems
18.7.2. Planning
18.7.3. Adequacy of Personnel

18.8. Emotional Intelligence

18.8.1. Emotional Intelligence and Communication
18.8.2. Assertiveness, Empathy, and Active Listening
18.8.3. Self- Esteem and Emotional Communication

18.9. Personal Branding

18.9.1. Strategies for Personal Brand Development
18.9.2. Personal Branding Laws
18.9.3. Tools for Creating Personal Brands

18.10. Leadership and Team Management

18.10.1. Leadership and Leadership Styles
18.10.2. Leadership Skills and Challenges
18.10.3. Managing Change Processes
18.10.4. Managing Multicultural Teams

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