We offer you the best teaching methodology and a multitude of practical cases to simulate the real life situations which you could face throughout your career” 

Journalism is undoubtedly a profession with many specialties, which means that professionals can choose among them in their professional practice. One of the most prominent in recent times is fashion and luxury journalism, a branch highly demanded by companies and that requires the relevant specialization by professionals in order to understand in depth the workings of these sectors. Aware of this, TECH professionals have designed this Professional Master’s Degree that aims to unravel the most important aspects of fashion, beauty and luxury companies in order to prepare specialized journalists to be much more competent and prepared to successfully solve the daily exercise of their profession and aspire to professional growth. 

It has been proven that communication is a powerful weapon in many scenarios, and one of the most prominent is in the fields of beauty and fashion. In this area, communication is a powerful resource for directing a certain message through various channels such as social media, mass communication media or circles of influence. Throughout the years, leaders have identified communication as an indispensable tool in the art of telling stories, improving the general mood of a group and as information transmitters, capable of “creating movement” through messages which incite some form of action.

The content of this academic program has been designed with the objective of favoring the development of professional skills that promote more rigorous decision-making in uncertain environments. Therefore, the graduate will be able to generate innovative communication strategies oriented to the fashion and beauty sector successfully, boosting their skills to the next level. Over the course of 2,700 hours of instruction, the student will analyze a multitude of practical cases through individual and team work. It is, therefore, an authentic immersion in real business situations. In addition, this exclusive program deals in depth with all the aspects that influence the communication of a company, from a strategic and international perspective, as well as the work of the specialized journalist from a global point of view. In this way, the student will assume their position with a more accurate vision of the sector thanks to a curriculum designed and focused on professional improvement.

Therefore, you will achieve your objectives 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 in a creative and efficient way. Furthermore, the 100% online format of the course allows the student to control their hours of study, without the inconvenience of traveling to an education center for classes. In addition, this academic program also offers 10 intensive Masterclasses, which are led by an internationally renowned expert.

This program will allow you to enhance your skills and become a successful journalist in the his exclusive Masterclasses"

This Professional master’s degree in Fashion and Luxury Communication 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 fashion and luxury journalism
• 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
• News on fashion and luxury journalism
• Practical exercises where the self-assessment process can be carried out to improve learning
• With special emphasis on innovative methodologies in journalism and Fashion and Luxury Communications Management
• Algorithm-based interactive learning system for decision-making in situations focused on journalism and digital communication
• 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

TECH offers you the best program on the market in journalism and fashion and luxury communication. You only have to bring your enthusiasm to study”

The program includes in its teaching staff professionals belonging to the field of journalism and communication, who bring to this program the experience of their work, as well as recognized specialists from renowned societies and prestigious universities. 

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive program designed to learn in real situations.

This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. To do so, the professional will be assisted by an innovative interactive video system created by renowned and experienced experts in the field of fashion, beauty and luxury journalism.

Become an excellent journalist and learn how to narrate fashion news with a new perspective"

Professional journalists must provide truthful, objective and independent information. Only in this way will citizens be able to reliably know what is happening in the world"

The structure of the contents has been designed by a team of journalism, marketing and communication professionals, aware of the importance of the current relevance of professional development in this field as a means to delve into this area of knowledge, have designed this program’s syllabus specially to prepare professionals in the singularities and characteristics of the world of communication and managerial skills. Therefore, after completing the program, the student will be much better prepared to work in this field in a more autonomous and competent manner.

We guarantee the most complete and up-to-date learning program on the market, which will allow you to enter an exciting world with every guarantee of success”

Module 1. Introduction to Communication in the MBL Industry 

1.1. Development and Evolution of the Fashion Industry

1.1.1. Fashion Throughout History
1.1.2. Evolution of the Textile Industry
1.1.3. The Fast Fashion Model and Today's Consumer Industry

1.2. Main Milestones and Characteristics of the Beauty and Perfumery Industry

1.2.1. History of Perfumery
1.2.2. Perfumery as the Main Point of Contact to the Luxury Market
1.2.3. Communication in the Main Beauty and Perfumery Retail Chains

1.3. Introduction to the Sociology of Fashion

1.3.1. Fashion as a Social Agent
1.3.2. Sociology of Trends
1.3.3. Fashion as an Artistic Concept

1.4. Luxury in the 21st Century and the Digital Experience

1.4.1. New Ways of Understanding Luxury
1.4.2. Fashion and Luxury in the Digital Environment
1.4.3. How Digital Tools Can Enrich the Luxury Experience?

1.5. Adaptation of the Brand Discourse to Each Communication Channel

1.5.1. Main Communication Channels in the Fashion, Beauty and Luxury Industry
1.5.2. Mapping the Communication Strategy. Choice of Channel and Message
1.5.3. The Profile of the Communicator in Social Media

1.6. Evolution of Brand Legacy in the Luxury Industry

1.6.1. History as a Backdrop. Building a Brand Discourse from the Past
1.6.2. The Role of Creative Management in the Brand Discourse
1.6.3. Beginning the Brand Legacy in the 21st Century

1.7. Fashion Communication in the Digital Environment. Globalization and the Single Market

1.7.1. Communicating in the Digital Environment
1.7.2. Internationalization of Brands
1.7.3. Effects of Globalization on Fashion and Beauty Communication

1.8. Principles of Branding

1.8.1. The Brand Is What Prevails Management of Intangibles
1.8.2. Tons and Manners Construction of the Brand Discourse
1.8.3. Building a Brand in a Global Market

1.9. Approach to Sustainability in the MBL Markets 

1.9.1. Sustainability and Environment in the Fashion System Actors and Processes
1.9.2. Diversity and Inclusion in the Fashion and Beauty Industry
1.9.3. Sustainability in the Luxury Market

1.10. The Communication Professional in the Fashion Industry

1.10.1. The Role of the Communication Department in a Fashion Company
1.10.2. Outsourcing of the Communication Department The Role of Agencies
1.10.3. Professional Profiles of Communication in the Fashion, Beauty and Luxury Industry

Module 2. Consumer Identity and Evolving Trends 

2.1. Fashion as a Social Communication Tool

2.1.1. Expansion of the Fashion Phenomenon and Social Changes
2.1.2. Appearance as a Form of Individual Identity
2.1.3. Elements Defining the Visual Language of Fashion

2.2. Visual Expression of Color

2.2.1. The Importance of Color in Purchasing Decisions
2.2.2. Color Theory and Chromatic Emotions
2.2.3. The Use of Color in the Fashion Ecosystem

2.3. New Consumer Profiles

2.3.1. The Correct Segmentation of Consumers in the 21st Century
2.3.2. Brands Facing New Customers: From Consumers to Prosumers
2.3.3. Trends and Factors Conditioning the Purchasing Process

2.4. Preferences of the Luxury Consumer

2.4.1. The Lifestyle of the Luxury Client: Values and Priorities
2.4.2. The Dynamics of Consumption in the Luxury World
2.4.3. Discovering Luxury Retail and E-tail

2.5. Observation and Research of Trends in "Coolhunting" Theory

2.5.1. The Figure of the Trend Hunter in the Fashion Industry
2.5.2. From Trendsetters to Mass Consumption
2.5.3. Trend Research Agencies

2.6. Novelty, Trends and Hype From Innovation to Consolidation

2.6.1. Differentiation of Concepts
2.6.2. Macrotrends and Microtrends
2.6.3. Cycles and Theories of Trend Diffusion

2.7. Methodology and Analysis for Trend Detection

2.7.1. The Art and Science of Trend Spotting. CSI (“Coolhunting Science Insights”)
2.7.2. Observation and Documentation as Disciplines of Analysis
2.7.3. Methods to Obtain Data From the Interview to the Delphi Method

2.8. The Cosmetics Sector, Beauty as a Lifestyle

2.8.1. The Beauty Industry, the Sale of Intangibles
2.8.2. Market Trends in the 21st Century
2.8.3. The Informed Consumer: The Rise of Niche and Eco Cosmetics

2.9. Concept Stores Physical and Digital Trend Spaces

2.9.1. An Unusual Selling Space in the Right Hotspots
2.9.2. The Shopping Experience Beyond Fashion. Art, Culture and Design
2.9.3. Concept Stores also Online

2.10. Post-Covid19 Fashion , Beauty and Luxury Consumer Trends

2.10.1. What Has Changed Forever in Consumption Habits?
2.10.2. What the Shopping of the Future Will Be Like
2.10.3. Sustainability, Technology and Innovation as Key Elements

Module 3. Content Creation: The Message 

3.1. Elements of Communication: The Sender, the Receiver and the Message - Slogan 

3.1.1. The Communication Process and the Components Involved
3.1.2. Cognitive, Emotional and Social Messages in the Fashion Ecosystem 
3.1.3. Evolution of the Advertising Slogan in the Beauty Market 

3.2. Traditional Methods of Information Transmission in the Fashion Industry: Advertising 

3.2.1. Advertisements as Sources of Value Transmission 
3.2.2. The Formation of the Stereotype from the Prototype 
3.2.3. The Structure and Composition of an Advertising Cartoon 

3.3. New Tools for Digital Content Creation: Ads 

3.3.1. Google Ads Algorithm 
3.3.2. Matching Levels and Key Metrics 
3.3.3. Creating an Ad for the Digital Environment 

3.4. Channels for the Diffusion of Content in Fashion, Luxury & Beauty 

3.4.1. Fashion Consumer Preferences 
3.4.2. The Off and Online Media and Their Complementarity 
3.4.3. Trends in the Dissemination of Information in the Luxury Market 

3.5. Personalization of Contents in the Luxury Sector 

3.5.1. The Style of Fashion Language and Its Technicalities 
3.5.2. Happiness, Quality and Functionality versus Cheap, Free and Urgent 
3.5.3. Omnidirectional Communication between Brand and User 

3.6. Implementing Content Automation in CRM 

3.6.1. What Is CRM and What Is It For? 
3.6.2. Types of Messages According to Customer Segmentation 
3.6.3. Salesforce Structure and Usability 

3.7. Design and Layout of the Fashion, Beauty and Luxury Newsletter 

3.7.1. The Organization and Structure of the information 
3.7.2. Differences between the Press Release, the Newsletter and the Advertisement 
3.7.3. Frequency of Notifications and Measurement of Impact 

3.8. The Style of Language and the Impact of Image in the Fashion Industry 

3.8.1. The "Fashion" Colors: Integrating Pantone in Your Communication Strategy 
3.8.2. What Do Fashion Specialists Talk About? 
3.8.3. Information Design 

3.9. CMS Structure and Application 

3.9.1. The Purpose of the Content Management System 
3.9.2. Content Types for the Fashion Web 
3.9.3. Prestashop 

3.10. Content Plan 

3.10.1. Key Points in the Planning of Content in the Fashion and Beauty Areas 
3.10.2. Seasonal Campaigns in the Fashion Industry 
3.10.3. Launching Flash Campaigns 

Module 4. Communication Techniques in the Fashion, Beauty and Luxury Ecosystem

4.1. The Fashion Ecosystem and Its Composition 

4.1.1. Construction and Maintenance of a Phygital Ecosystem 
4.1.2. Search Resources and the Development of SERPs 
4.1.3. Ecosystem Monitoring and Retrofitting 

4.2. Creation of a Brand Ecosystem: SEO, SEM and SMO 

4.2.1. Positioning of Digital Content: SEO 
4.2.2. The Creativity of SEM Campaigns 
4.2.3. The Relevance of SMO in the Fashion Industry 

4.3. Differences and Similarities in MBL Brand Communication

4.3.1. Differences between a CMS Website and an E-Commerce Site 
4.3.2. Evolution of Communication Objectives 
4.3.3. Interaction in Content Creation 

4.4. Traditional Offline Communication Techniques: Press Release, News, and News Report 

4.4.1. Objective Communication: The Press Release and Relevant Information
4.4.2. Social Communication: The News as a Driver of New Information 
4.4.3. Commercial Communication: The Advertorial as a Sales Element

4.5. The Creation of Blogs and Digital Dissemination Magazines 

4.5.1. Bidirectional Communication in Static Tools 
4.5.2. Structure and Composition of Blogs 
4.5.3. Content Creation for Digital Fashion Magazines 

4.6. Transmedia Narrative and Storytelling 

4.6.1. The Composition of Space and Time in Fashion Communication 
4.6.2. Virtual Realism in Transmedia Storytelling 
4.6.3. Stages in Storytelling Creation 

4.7. The Audiovisual Language in the Fashion Environment 

4.7.1. The Strength of the Image for the Beauty Sector 
4.7.2. The Storyline in a Brand Story 
4.7.3. The Creation of Fashion Icons and Myths 

4.8. The Creation of Content Based on the Google Trends Universe 

4.8.1. Functioning and Search Dynamics in Google Trends 
4.8.2. The Description of the Story in Relation to Keywords and Fashion Tagging 
4.8.3. The Integration of Competitors and Virality 

4.9. Functioning of an Ecosystem in the Whole Universe

4.9.1. Alignment of Content and Trends 
4.9.2. The Musical Atmosphere in Audiovisual Communication 
4.9.3. Fashion Films 

4.10. Redefinition and Adaptation of the Brand Ecosystem 

4.10.1. Creativity, Innovation and Invention as Dynamics of Growth 
4.10.2. Inspiration and Aspirations of the Fashion Industry 
4.10.3. Reordering the Fashion Universe: Content for the Whole Community 

Module 5. Metrics for Communication Analysis 

5.1. The Analysis of Communication and the Management of Intangibles 

5.1.1. The Evolution of Communication: From Mass to Globalization 
5.1.2. Concept and Context of Intangible Assets 
5.1.3. The Measurement of the Brand, Identity and Corporate Culture 

5.2. Specific Indicators: Beyond the Benchmark 

5.2.1. What Is Fashion Made of? 
5.2.2. Specific Indicators of the Fashion Environment 
5.2.3. The Objective of Measurement and the Choice of Method 

5.3. Detection of Measurement Errors 

5.3.1. Error Analysis: Inference and the Contrastive Method 
5.3.2. Type of Errors and Their Seriousness in Fashion Communication 
5.3.3. The Planning and the Budget in the Communicative Actions

5.4. Traditional Metrics for Communication Analysis 

5.4.1. Statistical Principles and Data Structure 
5.4.2. Qualitative Research Methodology 
5.4.3. Types of Traditional Metrics: Structure and Function 

5.5. Digital Metrics: Google Analytics 

5.5.1. Web Positioning in Fashion Brands 
5.5.2. What Are We Measuring in the Digital Environment? 
5.5.3. Types of Digital Metrics: Structure and Function

5.6. Creation and Adaptation of the Communicative Product 

5.6.1. The Value of the Communicative Product in the Fashion Industry 
5.6.2. The Interpretation of Data and the Effectiveness of Solutions 
5.6.3. Individual Perceptions Hidden in the Psychology of the Fashion Consumer 

5.7. Impact of Measurement on Decision-Making 

5.7.1. Appropriate Questions and Hypothesis Formulation 
5.7.2. Benchmark and the Competitive Environment 
5.7.3. Change Management, Trust and Measuring Success in a Fashion Brand 

5.8. Forecasting and Metrics as a Long-Term Strategy 

5.8.1. The Brand Behavior Pattern 
5.8.2. Frequency Map and Fashion Evolution Analysis 
5.8.3. Simulating Innovation Scenarios 

5.9. The Analytical Report and Its Presentation 

5.9.1. Purpose of the Report: The Brand's Behavior Pattern 
5.9.2. Components of the Analytical Report on Fashion Communication 
5.9.3. Data Visualization 

5.10. Express Evaluation for Crisis Situations 

5.10.1. Decisive Variables 
5.10.2. Short-Term Impact and Strategy Reframing 
5.10.3. The Untouchables: The Scale of Priorities of a Fashion Brand 

Module 6. Specialized Press and Public Relations 

6.1. Communication in the Specialized Press 

6.1.1. Media Specialized in Fashion and Beauty, Women's Press 
6.1.2. The Role of the Communication Agency in Communication 
6.1.3. The Current Value of the Offline Press 

6.2. Evolution of PR Communication Models 

6.2.1. Concept of Public Relations 
6.2.2. Theoretical Approach to Classical PR Models (Grunig and Hunt) 
6.2.3. Towards a New Approach to Public Relations, the 5th Model 

6.3. Persuasive Communication in PR 

6.3.1. Persuasive and Informative Component of PR 
6.3.2. Differentiation between Public Relations and Journalistic Activity 
6.3.3. The Role of Relations vs. the Role of Marketing and Advertising 

6.4. Tools for Communicating with the Press 

6.4.1. The Press Office and How It Works 
6.4.2. Useful Press Materials 
6.4.3. How to Construct an Effective Press Release?

6.5. Fashion and Beauty Communication Planning and Strategy 

6.5.1. Preliminary Study: Briefing Analysis 
6.5.2. The RACE Method 
6.5.3. The Communication Plan 

6.6. Communication Actions and Events for Fashion & Beauty 

6.6.1. Types of Communication in the Service of Brands 
6.6.2. Criteria for Selecting Communication Actions 
6.6.3. Design of Activities and Agenda Setting in Beauty and Fashion 

6.7. Measuring Results 

6.7.1. The Need for Public Relations Monitoring 
6.7.2. Classic Quantitative Measurement Tools: Clipping and VPE 
6.7.3.  The Importance of Qualitative Valuation 

6.8. Mistakes to Avoid in Communication and the Field of PR 

6.8.1. Downplaying the Importance of the Media 
6.8.2. Excessive Content and Lack of Relevance 
6.8.3. Improvisation vs. Planning 

6.9. Ethics and Psychosocial Perspective 

6.9.1. Public Relations in the 21st Century: Between Progress and Social Welfare
6.9.2. Social Responsibility and Public Relations 
6.9.3. The Ethics of Public Relations: Self-Awareness, Independence, and Commitment 

6.10. Latest Trends and Studies in Public Relations 

6.10.1. The New PR, More "Social" than Ever Before 
6.10.2. Emotional Communication and Neuromarketing 
6.10.3. Key Insights of Current Consumers 

Module 7. New Communication Channels: Social Networks & YouTube 

7.1. Influence and Other Power Strategies in the New Digital Channels 

7.1.1. Power Strategies Linked to Fashion Communication
7.1.2. Influencing in the Field of Social Media 
7.1.3. Managing the New Digital Leaders: Fashion Influencers 

7.2. The Choice of the Communication Channel: Forrester Research Theory 

7.2.1. The New Public Opinion: Managing the Masses One by One 
7.2.2. What Is the Forrester Theory? 
7.2.3. Application of the Forrester Research Theory to the Fashion Industry 

7.3. The Power of Audiovisual Language and Nonverbal Communication 

7.3.1. The Growing Market Share of Non-Verbal Communication 
7.3.2. The Impact of the Audiovisual Message in Fashion 
7.3.3. Composition of the Photographic Discourse in Social Networks 

7.4. Evolution and Functioning of Social Networks in the Fashion Industry 

7.4.1. Stages of Emergence and Evolution of the Internet 
7.4.2. The Multichannel Strategy Within Fashion Social Media 
7.4.3. What is a Social Network? Differences with Traditional Channels 

7.5. Facebook, the Big Database 

7.5.1. Transversal Communication 
7.5.2. Community Interest 
7.5.3. Facebook Presence Models 

7.6. Instagram, Much More than Fashion Photos 

7.6.1. Emotional Messages and Empathy Management
7.6.2. The Intimacy of Everyday Life in Images 
7.6.3. Standing Out in the Most Important Social Network in Fashion 

7.7. Professional Content on LinkedIn 

7.7.1. Creating a Personal Brand 
7.7.2. Cognitive Messages in Fashion Branding 
7.7.3. Managing Relationships with Competitors 

7.8. The Politicization of Twitter 

7.8.1. Impulsive and Omnidirectional Communication 
7.8.2. The Direct Message and the Creation of Content in 20 Characters 
7.8.3. The Impact of Headlines: From Depth to Lightness 

7.9. TikTok, Beyond Generation Z 

7.9.1. The Audiovisual Revolution and the Acceleration of the Makeovers in a Slow FashionContext 
7.9.2. The Democratization in the Creation of Audiovisual Content 
7.9.3. Fashion as a Newsworthy and Newsworthy Event 

7.10. YouTube, as an Exponent of Audiovisual Content 

7.10.1. The Management of Expectations in the Creation of Audiovisual Content
7.10.2. Map of Contents on YouTube about Fashion, Beauty and Luxury 
7.10.3. New Trends in Public Opinion: The Microinfluencers. 

Module 8. Internal Communication, Corporatism and Crisis Management 

8.1. The Stakeholder Ecosystem: Who Are My Stakeholders? 

8.1.1. What Is a Stakeholder? 
8.1.2. The Main Stakeholders in Fashion: Consumer, Employee, 
8.1.3. The Concept of Social Responsibility: Components and Principles 

8.2 Internal Communication I: Employer Branding 

8.2.1. The Management of Internal Communication: Concept and Tools 
8.2.2. Evolution and Principles of Employer Branding 
8.2.3. Human Resources as a Communication Tool in the Fashion Industry 

8.3. Internal Communication II: Employee Advocacy 

8.3.1. Employee Advocacy: Concept and Evolution 
8.3.2. Employees as Brand Ambassadors in the Luxury Industry 
8.3.3. Tools: Buffer and Hootsuite 

8.4. Building Reputation I: Brand Identity at MBL 

8.4.1. Concept of Brand Identity: Corporate Identity 
8.4.2. Brand Identity as an Element of Corporate Reputation 
8.4.3. Visual Identity in the MBL 

8.5. Building Reputation II: Brand Image at MBL 

8.5.1. Concept of Brand Image 
8.5.2. Brand Image as an Element of Corporate Reputation 
8.5.3. Branded Content in MBL 

8.6. Building Reputation III: Corporate Reputation at MBL 

8.6.1. Reputation: Concept, Characteristics and Effects 
8.6.2. Metrics for the Analysis of a Global Reputation 
8.6.3. The Rise of Corporate Activism 

8.7. Crisis Management I: Strategic Plan 

8.7.1. Types of Crisis 
8.7.2. Contingency Plan 
8.7.3. The Strategic Plan 

8.8. Crisis Management II: Crisis Communication 

8.8.1. Spokespersons and the Discourse of Communication Leaders 
8.8.2. The Impact of the Crisis on the Income Statement 
8.8.3. Post-Crisis Actions: Getting back to Normality 

8.9. Sustainability and Corporate Reputation at MBL 

8.9.1. The Three Dimensions of Sustainability: Social, Environmental and Corporate at MBL 
8.9.2. The Value Chain of the Fashion Industry 
8.9.3. Sustainability Communication: Reporting 

8.10. Sustainability in Crisis Management at MBL 

8.10.1. Types of Crisis in Each Area of Sustainability 
8.10.2. Authenticity and Transparency in the Eye of the Public 
8.10.3. Sustainability as Part of the Crisis Solution 

Module 9. Business Strategies in MBL Companies 

9.1. Strategic and Competitive Framework of the Fashion System

9.1.1. The Fashion Industry Sector at a Global Level Structure and Evolution of the Sector Worldwide
9.1.2. The Concept of the Fashion Value Chain
9.1.3. The Collaboration of the Links in the Value Chain

9.2. Business Models in the Fashion Industry

9.2.1. The Evolution of Business Models: From Designers to Fast Fashion Chains
9.2.2. The Competitiveness of Fashion Business Models: The French Model, the American Model, the Italian Model, and the Asian Model
9.2.3. Fashion Business Models: Designers, Luxury Brands, Premium Brands, Large-scale Distribution

9.3. The Distribution of the Luxury Sector and the Profitability of Spaces

9.3.1. Distribution in the Luxury Industry and Its Profitability
9.3.2. The New Luxury Customers, Millennials, Asians, etc.
9.3.3. The Integration of the Supply Chain in the Luxury Industry

9.4. Main Business Strategies in the Major Fashion Brands 

9.4.1. Main Operators in the Fashion Business
9.4.2. Business Strategies of the Leading Fashion Retailers
9.4.3. Business Strategies of the Cosmetics and Perfumes Retailers 

9.5. Entrepreneurship and Creation of the Start Up in the Fashion Sector

9.5.1. What Is Entrepreneurship? The Entrepreneurial Ecosystem 
9.5.2. The Start Up Model in Fashion Businesses 
9.5.3. Entrepreneurs in the Fashion, Luxury and Beauty Sector; Success and Failure Cases 

9.6. The Value Proposition of Beauty Brands 

9.6.1. The Cosmetics Franchise Sector 
9.6.2. What Is a Brand License? 
9.6.3. Licensing in the Cosmetics Sector

9.7. Profitability in Traditional Models 

9.7.1. The Evolution of the Multibrand Channel and Department Stores
9.7.2. The Keys to the Future of the Multibrand Channel
9.7.3. Differential Value and the Shopping Experience in Department Stores

9.8. E-Commerce in Fashion, Beauty and Luxury: Trends, Users and the Future

9.8.1. Global Growth of E-Commerce
9.8.2. E-Commerce Buyer Profile
9.8.3. Trends in the E-commerce Sector 

9.9. Planning the Internationalization of the Fashion Company

9.9.1. Internationalization Planning
9.9.2. Research and Selection of Foreign Markets
9.9.3. Strategies for Accessing International Markets

9.10. Introducing Innovation in Fashion Dynamics

9.10.1. What Is Innovation? 
9.10.2. How to Materialize Innovation in My Company? 
9.10.3. Innovative Business Models

Module 10. The Communication Plan 

10.1. The Fashion Calendar and the Dynamics of the Times in the Industry 

10.1.1. The Origin and Evolution of Fashion Weeks and Haute Couture 
10.1.2. General Calendar of the Industry 
10.1.3. How COVID Is Affecting the Established Dynamics?

10.2. The Impact of Internal Communications on an MBL Brand 

10.2.1. Internal Communication 
10.2.2. Objectives and Tools 
10.2.3. Strategic Internal Communication Plan 

10.3. Communicating Sustainable and Eco-Luxury Brands 

10.3.1. Slow Fashion and Eco-Luxury 
10.3.2. Evolution of Consumer Trends in the World of Fashion 
10.3.3. How to Communicate Sustainable Brands and Terminology to Be Used?

10.4. The Functionality of the Communication Plan and Available Resources 

10.4.1. What Is the Communication Plan and What Is It For? 
10.4.2. Above the Line – Below the Line 
10.4.3. Communication Channels in Fashion Brands and Analysis of Available Resources 

10.5. SWOT Analysis and the Rice Matrix 

10.5.1. The Fashion Market and Its Competitors 
10.5.2. Development and Application of the SWOT Analysis 
10.5.3. The Rice Matrix as the Epicenter of the Blue Ocean 

10.6. Situation Analysis and Objective Setting 

10.6.1. Company Background and Diagnosis of the Brand's Situation with Respect to the Market 
10.6.2. Determination of Objectives in Relation to Goals 
10.6.3. Analysis and Reorganization of Objectives in a Fashion Firm 

10.7. The Audience and the Message 

10.7.1. Is This Customer Profile for My Campaign? 
10.7.2. Are These Messages for My Campaign? Key Messages by Customer Type 
10.7.3. The Communication Strategy of Fashion Brands 

10.8. Channels: Offline and Online 

10.8.1. The Choice of the Offline Channel 
10.8.2. The Online Campaign 
10.8.3. Advantages of the Online Channel 

10.9. The Action Plan and the Calendar 

10.9.1. Types of Communicative Actions in Fashion 
10.9.2. Structure and Approach of the Action Plan 
10.9.3. Integration of the Action Plan into the Strategy as a Whole 

10.10. Evaluation of the Communication and Strategy Plan 

10.10.1. Main Metrics for the Evaluation of the Communication Plan 
10.10.2. Advanced Analysis of the Communication Plan 
10.10.3. Reformulation of the Communication Strategy 

Module 11. Leadership, Ethics and Social Responsibility in Companies 

11.1. Globalization and Governance 

11.1.1. Governance and Corporate Governance 
11.1.2. The Fundamentals of Corporate Governance in Companies 
11.1.3. The Role of the Board of Directors in the Corporate Governance Framework 

11.2. Leadership 

11.2.1. Leadership. A Conceptual Approach 
11.2.2. Leadership in Companies 
11.2.3. The Importance of Leaders in Business Management 

11.3. Cross-Cultural Management 

11.3.1. Concept of Cross-Cultural Management
11.3.2. Contributions to the Knowledge of National Cultures 
11.3.3. Diversity Management 

11.4. Management and Leadership Development 

11.4.1. Concept of Management Development 
11.4.2. Concept of Leadership 
11.4.3. Leadership Theories 
11.4.4. Leadership Styles 
11.4.5. Intelligence in Leadership 
11.4.6. The Challenges of Today's Leader 

11.5. Business Ethics 

11.5.1. Ethics and Morality 
11.5.2. Business Ethics 
11.5.3. Leadership and Ethics in Companies 

11.6. Sustainability 

11.6.1. Sustainability and Sustainable Development 
11.6.2. The 2030 Agenda 
11.6.3. Sustainable Companies 

11.7. Corporate Social Responsibility 

11.7.1. International Dimensions of Corporate Social Responsibility 
11.7.2. Implementing Corporate Social Responsibility 
11.7.3. The Impact and Measurement of Corporate Social Responsibility 

11.8. Responsible Management Systems and Tools 

11.8.1. CSR: Corporate Social Responsibility 
11.8.2. Essential Aspects for Implementing a Responsible Management Strategy 
11.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
11.8.4. Tools and Standards of CSR 

11.9. Multinationals and Human Rights 

11.9.1. Globalization, Multinational Corporations and Human Rights 
11.9.2. Multinational Corporations and International Law
11.9.3. Legal Instruments for Multinationals in the Field of Human Rights

11.10. Legal Environment and Corporate Governance 

11.10.1. International Rules on Importation and Exportation 
11.10.2. Intellectual and Industrial Property 
11.10.3. International Labor Law

Module 12. People and Talent Management 

12.1. Strategic People Management

12.1.1. Strategic Human Resources Management
12.1.2. Strategic People Management

12.2. Human Resources Management by Competencies

12.2.1. Analysis of the Potential
12.2.2. Remuneration Policy
12.2.3. Career/Succession Planning

12.3. Performance Evaluation and Performance Management

12.3.1. Performance Management
12.3.2. Performance Management: Objectives and Process

12.4. Innovation in Talent and People Management

12.4.1. Strategic Talent Management Models
12.4.2. Talent Identification, Training and Development
12.4.3. Loyalty and Retention
12.4.4. Proactivity and Innovation

12.5. Motivation 

12.5.1. The Nature of Motivation 
12.5.2. Expectations Theory 
12.5.3. Needs Theory 
12.5.4. Motivation and Financial Compensation 

12.6. Developing High Performance Teams 

12.6.1. High-Performance Teams: Self-Managing Teams 
12.6.2. Methodologies for Managing High Performance Self-Managed Teams 

12.7. Change Management 

12.7.1. Change Management 
12.7.2. Types of Change Management Processes 
12.7.3. Stages or Phases in Change Management 

12.8. Negotiation and Conflict Management 

12.8.1. Negotiation 
12.8.2. Conflict Management  
12.8.3. Crisis Management 

12.9. Executive Communication 

12.9.1. Internal and External Communication in the Business Environment 
12.9.2. Communication Departments 
12.9.3. The Head of Communication of the Company. The Profile of the Dircom 

12.10. Productivity, Attraction, Retention and Activation of Talent 

12.10.1. Productivity 
12.10.2. Talent Attraction and Retention Levers 

Module 13. Economic and Financial Management 

13.1. Economic Environment 

13.1.1. Macroeconomic Environment and the National Financial System 
13.1.2. Financial Institutions 
13.1.3. Financial Markets 
13.1.4. Financial Assets 
13.1.5. Other Financial Sector Entities 

13.2. Executive Accounting 

13.2.1. Basic Concepts 
13.2.2. The Company's Assets 
13.2.3. The Company's Liabilities 
13.2.4. The Company's Net Worth 
13.2.5. The Income Statement 

13.3. Information Systems and Business Intelligence 

13.3.1. Fundamentals and Classification 
13.3.2. Cost Allocation Phases and Methods 
13.3.3. Choice of Cost Center and Impact 

13.4. Budget and Management Control 

13.4.1. The Budgetary Model 
13.4.2. The Capital Budget 
13.4.3. The Operating Budget 
13.4.5. The Cash Budget 
13.4.6. Budget Monitoring 

13.5. Financial Management 

13.5.1. The Company's Financial Decisions 
13.5.2. The Financial Department 
13.5.3. Cash Surpluses 
13.5.4. Risks Associated with Financial Management 
13.5.5. Risk Management of the Financial Management 

13.6. Financial Planning 

13.6.1. Definition of Financial Planning 
13.6.2. Actions to Be Taken in Financial Planning 
13.6.3. Creation and Establishment of the Business Strategy 
13.6.4. The Cash Flow Chart 
13.6.5. The Working Capital Chart 

13.7. Corporate Financial Strategy 

13.7.1. Corporate Strategy and Sources of Financing 
13.7.2. Corporate Financing Financial Products 

13.8. Strategic Financing 

13.8.1. Self-financing 
13.8.2. Increase in Shareholder's Equity 
13.8.3. Hybrid Resources 
13.8.4. Financing through Intermediaries 

13.9. Financial Analysis and Planning 

13.9.1. Analysis of the Balance Sheet 
13.9.2. Analysis of the Income Statement 
13.9.3. Profitability Analysis 

13.10. Analyzing and Solving Cases/Problems 

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

Module 14. Commercial Management and Strategic Marketing 

14.1. Commercial Management 

14.1.1. Conceptual Framework of Commercial Management 
14.1.2. Commercial Strategy and Planning 
14.1.3. The Role of Sales Managers 

14.2. Marketing 

14.2.1. The Concept of Marketing 
14.2.2. The Basic Elements of Marketing 
14.2.3. Marketing Activities in Companies 

14.3. Strategic Marketing Management 

14.3.1. The Concept of Strategic Marketing 
14.3.2. Concept of Strategic Marketing Planning 
14.3.3. Stages in the Process of Strategic Marketing Planning 

14.4. Digital Marketing and e-Commerce 

14.4.1. Objectives of Digital Marketing and e-Commerce 
14.4.2. Digital Marketing and the Media It Uses  
14.4.3. E-Commerce. General Context 
14.4.4. Categories of e-Commerce 
14.4.5. Advantages and Disadvantages of e-Commerce Compared to Traditional Commerce 

14.5. Digital Marketing to Reinforce a Brand 

14.5.1. Online Strategies to Improve Brand Reputation 
14.5.2. Branded Content and Storytelling 

14.6. Digital Marketing to Attract and Retain Customers 

14.6.1. Loyalty and Engagement Strategies Using the Internet 
14.6.2. Visitor Relationship Management 
14.6.3. Hypersegmentation 

14.7. Digital Campaign Management 

14.7.1. What Is a Digital Advertising Campaign? 
14.7.2. Steps to Launch an Online Marketing Campaign 
14.7.3. Mistakes in Digital Advertising Campaigns 

14.8. Sales Strategy  

14.8.1. Sales Strategy 
14.8.2. Sales Methods 

14.9. Corporate Communication 

14.9.1. Concept 
14.9.2. The Importance of Communication in the Organization 
14.9.3. Type of Communication in the Organization 
14.9.4. Functions of Communication in the Organization 
14.9.5. Elements of Communication 
14.9.6. Problems of Communication 
14.9.7. Communication Scenarios 

14.10. Digital Communication and Reputation 

14.10.1. Online Reputation 
14.10.2. How to Measure Digital Reputation? 
14.10.3. Online Reputation Tools  
14.10.4. Online Reputation Report 
14.10.5. Online Branding 

Module 15. Executive Management 

15.1. General Management 
15.1.1. The Concept of General Management
15.1.2. The Role of the CEO 
15.1.3. The CEO and their Responsibilities 
15.1.4. Transforming the Work of Management 

15.2. Manager Functions: Organizational Culture and Approaches 

15.2.1. Manager Functions: Organizational Culture and Approaches 

15.3. Operations Management 

15.3.1. The Importance of Management 
15.3.2. Value Chain 
15.3.3. Quality Management 

15.4. Public Speaking and Spokesperson Education 

15.4.1. Interpersonal Communication 
15.4.2. Communication Skills and Influence 
15.4.3. Communication Barriers 

15.5. Personal and Organizational Communication Tools 

15.5.1. Interpersonal Communication 
15.5.2. Interpersonal Communication Tools 
15.5.3. Communication in the Organization 
15.5.4. Tools in the Organization 

15.6. Communication in Crisis Situations 

15.6.1. Crisis 
15.6.2. Phases of the Crisis 
15.6.3. Messages: Contents and Moments 

15.7. Preparation of a Crisis Plan 

15.7.1. Analysis of Possible Problems 
15.7.2. Planning 
15.7.3. Adequacy of Personnel 

15.8. Emotional Intelligence  

15.8.1. Emotional Intelligence and Communication 
15.8.2. Assertiveness, Empathy, and Active Listening 
15.8.3. Self- Esteem and Emotional Communication 

15.9. Personal Branding 

15.9.1. Strategies for Personal Brand Development 
15.9.2. Personal Branding Laws 
15.9.3. Tools for Creating Personal Brands 

15.10. Leadership and Team Management 

15.10.1. Leadership and Leadership Styles 
15.10.2. Leadership Skills and Challenges 
15.10.3. Managing Change Processes 
15.10.4. Managing Multicultural Teams

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