You will learn to analyze the theories and models on the organization and functioning of Health Systems, with the vision of an internationally renowned 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 centre 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. 

Show the world your talent after completing this program. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study 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 students represent more than 200 different nationalities. 

Learn with the best

In the classroom, TECH’s 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 Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.      

Economy of Scale

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 Harvard Business School case studies" 

Developed by professionals of proven competence in this field, the contents of this Professional master’s degree have been created based on a high quality criterion in each of the learning moments. For this purpose, the most relevant and comprehensive topics have been selected, with the latest and most interesting updates For this reason, more and more professionals wish to specialize in this field, through high quality programs such as the one offered by TECH, specifically in Hospital and Health Services Management for Nursing, which provides the latest information in this field. 

Our study plan will allow you to carry out a contextual and guided study of the main aspects of hospital management"

Syllabus

The MBA in Hospital and Health Services Management for Nursing from TECH Global University is an intense program that prepares you to face challenges and decisions both on a national and international level. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments.

Throughout 2,700 hours of study, you will analyze a multitude of practical cases through individual work, which will allow you to obtain deep knowledge about the most relevant aspects of this subject, which you will be able to transfer, later on, to your daily work. It is, therefore, an authentic immersion in real business situations.

This MBA in Hospital and Health Services Management for Nursing deals in depth with different areas of healthcare centers and is designed to specialize managers who understand hospital management from a strategic, international and innovative perspective.

A plan designed for you, focused on improving your career and preparing you to achieve excellence in the management of hospitals and health services. 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 Professional master’s degree takes place over 12 months and is divided into 21 modules:

Module 1. Planning and Control of Health Organizations
Module 2. Health Systems and Policies
Module 3. Medical and Welfare Management Department in the Health System
Module 4. Clinical Management
Module 5. Chronicity and Telemedicine Management
Module 6. People and Talent Management
Module 7. Management and Economic Assessment
Module 8. Quality Management
Module 9. Management by Process Lean Healthcare
Module 10. Competency Management
Module 11. Patient Security
Module 12. Quality Accreditation in Healthcare
Module 13. Leadership Management
Module 14. Change, Decision-Making and Time Management
Module 15. Internal Communication in Management
Module 16. Creating a Personal Brand
Module 17. Communication and Marketing in Health
Module 18. Teaching and Research Management
Module 19. Leadership, Ethics and Social Responsibility in Companies
Module 20. Commercial Management and Strategic Marketing 
Module 21. Executive Management

Where, When and How is it Taught?

TECH offers you the possibility of taking this program completely online. Throughout the 12 months of training, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. Planning and Control of Health Organizations

1.1. The Process of Strategic Planning

1.1.1. Mission, Vision, and Values
1.1.2. The Cycle of Strategic Planning. Strategic Plan and Strategic Lines
1.1.3. Planning and Continuous Quality Improvement. Advantages of Planning
1.1.4. Internal and Competitive Analysis of the Environment. Benchmarking

1.2. Management by Values and Objectives

1.2.1. Operative Planning. Obtaining Objectives from Strategic Lines of Action
1.2.2. Types of Objectives Goals
1.2.3. Management by Values and Objectives: Management Plans
1.2.4. Assessment of the Strategic and Operational Plan

1.3. Organizational Theory Applied to Healthcare

1.3.1. Types of Organization
1.3.2. Organizational Behavior Studies
1.3.3. Characteristics of the Public Organization
1.3.4. New Organizational Models. Fluid and Matrix Organizations

1.4. Management and Direction

1.4.1. The Management Process
1.4.2. Collegiate Management Bodies
1.4.3. Management Styles

1.5. Future Organization

1.5.1. Organizational Environment
1.5.2. Knowledge Management as the Driving Force of the Organization of the Future
1.5.3. Innovative Hospitals and Health Centers

Module 2. Health Systems and Policies

2.1. Health Systems

2.1.1. Main Health System Models. Comparison and Results
2.1.2. Beverige SMS Health Systems Model: Example
2.1.3. Health Systems Biskmark Assurance Model: Examples
2.1.4. Evolution of the Different Health Systems

2.2. Healthcare Financing and Provision

2.2.1. Financing of the Health Systems. Public Contributions
2.2.2. The Right to Health Care: Basic and Complementary Services
2.2.3. Different Provision Models in a NHS. Private Provision
2.2.4. Co-payment and User Financing

2.3. Evolution and Other Aspects of Health Systems

2.3.1. Complexity and Chronicity Care
2.3.2. Information Technology as a Driver for the Transformation of Healthcare Systems
2.3.3. Promotion of Health and Heath Education Prevention
2.3.4. Traditional Public Health and Its Evolution
2.3.5. Health Coordination or Integration. The Concept of a Public Health Space

2.4. Alternatives to the Traditional Management Models

2.4.1. Evaluation of New Management Models. Results and Experience

Module 3. Medical and Welfare Management Department in the Health System 

3.1. Classical Medical Management VS. Care Management

3.1.1. Structure and Content of Health System Governing Bodies. Current Organization Charts and Future Alternatives
3.1.2. Physicians as Managers: From Board Members to Care Directors and Managers, Including General Management
3.1.3. Preparation and Value Contribution
3.1.4. Medical Division: Critical Areas
3.1.5. Different Organizational Structures within the Medical Division

3.2. Management Information Systems and Electronic Medical Records

3.2.1. Control Panels
3.2.2. Electronic Clinical History
3.2.3. Assisted Prescription Systems
3.2.4. Other Useful Information Systems in Health Management

3.3. Continuity of Care: Integration of Primary Care, Hospital Care and Social Healthcare

3.3.1. The Need for Healthcare Integration
3.3.2. Integrated Health Organizations. Initial Bases
3.3.3. Starting an OSI

3.4. Bioethics and Humanization in Medical Practice

3.4.1. Bioethical Principles
3.4.2. Ethics Committees in Health Organizations
3.4.3. Humanization of Health Care

3.5. Medical and Healthcare Management: Relations with the Nursing Division

3.5.1. Knowledge Management Tools for Clinical and Healthcare Management
3.5.2. Medical and Healthcare Management: Relations with the Nursing Division

3.6. Public Health, Promotion of Health and Health EpS for Healthcare Directorates

3.6.1. Public Health Concept and Scope
3.6.2. Promotion of Health and Heath Education
3.6.3. Prevention Programs Types

3.7. Transformation of the Healthcare Model: The Triple Objective

3.7.1. Continuity of Healthcare Strategy
3.7.2. Social Health Strategy
3.7.3. Efficiency, Health and Patient Experience

Module 4. Clinical Management

4.1. Definitions and Regulation of Clinical Analysis Management

4.1.1. Different Definitions and Visions of Clinical Management
4.1.2. Different decrees and Regulations on Clinical Management
4.1.3. Levels of Autonomy

4.2. Processes and Protocols in Clinical Management. Handling Scientific Evidence

4.2.1. Types and Classification of Scientific Evidence
4.2.2. Protocols, Clinical Practice Guidelines, Clinical Pathways: Differences
4.2.3. Grade and Care Routes

4.3. Patient Classification Systems

4.3.1. Patient Classification Systems
4.3.2. Patient Dependency Analysis. Dependency Scales and Classification
4.3.3. Calculation of Staffing/Cash Flow Based on Patient Classification. Workload Distribution

4.4. Models and Clinical Management Units

4.4.1. Types of Clinical Management Units
4.4.2. Mixed Primary and Specialized Care Units
4.4.3. Interservice Units
4.4.4. Inter-hospital Units

4.5. Prudent Drug Prescription. Electronic Prescription

4.5.1. Prudent Prescribing: Choosing Wisely
4.5.2. “Non-Action” Strategies

4.6. Prescription Complementary Tests

4.6.1. Prudent Prescribing vs. Defensive Medicine
4.6.2. Prescription Audits and Prescription Monitoring: Results

Module 5. Chronicity and Telemedicine Management

5.1. Complex and Chronic Patient Management

5.3.1. Chronic Care Model and Population Stratification. Kaiser Permanente
5.3.2. Management of Population Groups at Risk. Management of Complex and/or Chronic Diseases at Home
5.3.3. Chronicity and Social and Health Care

5.2. Experiences in Patient Empowerment: Active Patients, School of Patients

5.2.1. Active Patient Model. Stanford University
5.2.2. Self-care Education Program. International Experiences
5.2.3. Patient Schools
5.2.4. Patient Empowerment and Nursing Input

5.3. Telemedicine

5.3.1. Services Currently in Place and Future Perspectives

Module 6. People and Talent Management

6.1. Personnel Assessment and Talent Development. Social and Institutional Climate

6.1.1. Welcoming, Mentoring and Dismissal Plans
6.1.2. Talent Detection and Development
6.1.3. Institutional and Social Climate: Measurement and Improvement

6.2. Staffing and Performance Calculations

6.2.1. Estimated Staffing Requirements
6.2.2. Staffing Calculation
6.2.3. Allocate Time for Healthcare Activity

6.3. Visibility in Clinical and Care Management: Blogs and Networks

6.3.1. The Digital Revolution in Welfare Practice and Clinical Management. Description of New Digital Tools. How to Improve Visibility
6.3.2. Experiences with Networks and Blogs of Health Professionals

6.4. Health Professionals and Types of Relationships

6.4.1. The Digital Revolution in Welfare Practice and Clinical Management. Description of New Digital Tools
6.4.2. Experiences with Networks and Blogs of Health Professionals

Module 7. Management and Economic Assessment

7.1. Cost Calculation

7.1.1. Weighting and Calculation of Health Costs

7.1.1.1. Cost/Benefit
7.1.1.2. Cost/Utility
7.1.1.3. Cost/Productivity

7.2. Accounting Basis

7.2.1. General Accounting Principles
7.2.2. What is a Budget? Types of Budgeting and Financial Management
7.2.3. Retrospective Income and Expenses Budget
7.2.4. Prospective Public Budget by Chapters

7.3. Budget and Purchasing

7.3.1. Purchasing Management. Purchasing and Procurement Commissions
7.3.2. Integrated Procurement Systems. Centralized Purchasing
7.3.3. Management of Public Service Procurement: Competitions, Bid for Tenders
7.3.4. Hiring in the Private Sector
7.3.5. Supply Logistics

7.4. Efficiency and Sustainability of Health Systems

7.4.1. Financial Situation of the Public Health System, Sustainability Crisis
7.4.2. Spending for Health Benefits. Comparison of Investments for Further Health Benefits
7.4.3. Expenditure Control in the Public Health System

7.5. Funding Models

7.5.1. Financing Based on Historical Budget and Activity
7.5.2. Capitation Funding
7.5.3. Financing by DRGs and Processes, Payment per Procedure
7.5.4. Incentives for Professionals Based on Funding

7.6. Management Agreements

7.6.1. Management Agreements. Definition and Models
7.6.2. Development and Assessment of a Management Agreement

Module 8. Quality Management 

8.1. Quality in Health Care

8.1.1. Definitions of Quality and of the Historical Development of the Concept. Quality Dimensions
8.1.2. Quality Assessment and Improvement Cycle
8.1.3. EFQM Quality Improvement Model. Implementation.
8.1.4. ISO Standards and External Quality Accreditation Models

8.2. Quality of Healthcare Programs

8.2.1. Quality Circles
8.2.2. Continuous Quality Improvement Strategies
8.2.3. LEAN

Module 9. Management by Process Lean Healthcare 

9.1. Management of "What": Process Management and Management by Processes

9.1.1. Conceptual Principles
9.1.2. Process Management

9.2. Management of "How"

9.2.1. Health Care Processes
9.2.2. Integrated Healthcare Processes
9.2.3. Procedures
9.2.4. Standard Operating Procedures (SOP)
9.2.5. Protocols
9.2.6. Clinical Practice Guidelines. Grade Method. AGREE Instrument
9.2.7. Clinical Pathways
9.2.8. Care Guidelines

9.3. Process Improvement

9.3.1. Continuous Process Improvement. PDCA Cycle (Plan, Do, Check, Act)
9.3.2. Process Re-engineering
9.3.3. Other Methods for Process Improvement

Module 10. Competency Management

10.1. Performance Evaluation. Competency Management

10.1.1. Definition of Competencies
10.1.2. Performance Evaluation Procedure. Implementation
10.1.3. Feedback from Professions for Improving their Performance and Self-evaluation.
10.1.4. Training Itinerary Design for Skills Development

10.2. Methods and Techniques

10.2.1. The Assessment Interview. Instructions for the Assessor
10.2.2. Main Common Errors and Impediments in Assessment
10.2.3. Motivational Interview
10.2.4. Miller’s Pyramid

Module 11. Patient Security

11.1. Patient Safety: Historical Evolution

11.1.1. Introduction and Definition. Background and Current Situation
11.1.2. Basic Studies on Patient Safety

11.2. Nosocomial Infections

11.2.1. Hospital Infection Control and Surveillance Programs and Networks
11.2.2. Asepsis, Disinfection and Sterilization

11.3. Prevention

11.3.1. Prevention and Detection of Adverse Events Related to Health Care
11.3.2. FMEA: (Modal Analysis of Failures and Effects). Cause / Root Analysis

11.4. Information and Record Systems

11.4.1. Adverse Event Reporting and Recording Systems

11.5. Secondary and Tertiary Victims

11.5.1. Health Professionals in the Face of Adverse Effects
11.5.2. Recovery Trajectory and Emotional Support
11.5.3. Impact on Corporate Image

Module 12. Quality Accreditation in Healthcare

12.1. Accreditation in Health Care

12.1.1. Specific Features of Health Services Accreditation
12.1.2. The Value of Being Accredited. How the Organization and Patients Benefit
12.1.3. Health Accreditation in Clinical Services

12.2. Joint Commission International

12.2.1. Criteria and Process Phases

12.3. EFQM Model

12.3.1. The Concept of Self-assessment
12.3.2. Improvement Plans
12.3.3. An Example of EFQM Model Implementation in a Hospital and in an Area of Health Care

12.4. ISO Accreditation

12.4.1. Definition and General Criteria
12.4.2. ISO 9001
12.4.3. ISO 14001
12.4.4. Other Types of ISO Relevant to the Health Sector

Module 13. Leadership Management

13.1. Team Leadership

13.1.1. Theories on the Nature and Origin of Authority: Traditional or Institutional Conceptions. Functional Approach Behavioral Approach Integrative Approach
13.1.2. Authority and Power, Types of Power
13.1.3. Leadership. Components of Leadership and Types
13.1.4. How to Create a Leader
13.1.5. New Leadership Models. Situational Leadership Coaching
13.1.6. The Term ‘Staff’, Functional Hierarchical Scheme, Different Types of Staff, Line and Staff Concepts; Theories, Influence of Cultures on Leadership

13.2. Motivation

13.2.1. Motivating Agents. Intrinsic and Extrinsic Motivation
13.2.2. Differences Between Motivation and Satisfaction and Their Different Theories
13.2.3. Available Evidence on How to Motivate Professionals

13.3. Delegation

13.3.1. What is Delegation? Forms of Delegation Ways to Evaluate Delegation, Tasks and Delegation, Non-Delegable Tasks and Functions
13.3.2. Personal Attitudes Towards Delegation. Guidelines for Effective Delegation

13.4. Executive Coaching

13.4.1. Coaching. Types of Coaching
13.4.2. Organizational Benefits and Applications to the Health Sector. Examples

Module 14. Change, Decision-Making and Time Management 

14.1. Decision Making

14.1.1. Deciding as an Organizational Process
14.1.2. Decision Process Phases
14.1.3. Features of any Decision

14.2. The Decision Process

14.2.1. Centralized Decision-Making Process, Individual Decision-Making Process, Group Decision-Making Process
14.2.2. Limiting Factor Principle. Cost Effectiveness and Efficiency in the Decision-making Process
14.2.3. Choosing the Best Solution. Prioritization. Decision Tree

14.3. Time, Stress and Happiness Management

14.3.1. Techniques for Managing Time, Personal Agenda and Work-Life Balance
14.3.2. Stress Management Techniques and Techniques for Promoting Personal and Professional Happiness

Module 15. Internal Communication in Management

15.1. Communication

15.1.1. Communication and Information. The Communication Process. Elements of Communication. Requirements for Communication. Communication Barriers
15.1.2. Communication Methods and Tools. Verbal Communication. Non-Verbal Communication. Written Communication

15.2. Meetings

15.2.1. Techniques for Holding Profitable Meetings. Preparation for Meetings and Types of Meetings. Participant Selection
15.2.2. Healthcare and Technical Committees and Commissions in Hospitals, Centers and Areas of Health Care
15.2.3. Negotiation. Strategy Types, Assertiveness Win-Win Strategy

15.3. Conflict Management

15.3.1. Possible Conflicts in Health Organizations. Preventive Strategies
15.3.2. Conflict Management. Mediation

Module 16. Creating a Personal Brand

16.1. Public Profile

16.1.1. Presenting Ourselves to the World. Our Digital Footprint
16.1.2. Professional Profile on Professional Social Networks
16.1.3. Digital Reputation. Positive References
16.1.4. Cover Letter

16.2. Interview for a Managerial Position

16.2.1. How to Tackle an Interview
16.2.2. Body Language During an Interview. Kinesics

Module 17. Communication and Marketing in Health 

17.1. Marketing and Social Media

17.1.1. Definition of the Term. Dimensions of Marketing. Marketing Mission and Cycles. Marketing Tools
17.1.2. Patient, Client, User? Marketing Aimed at Public Health Care Users
17.1.3. External Marketing Planning in a Private Center
17.1.4. The Internal Client. Marketing and Internal Communication Plans in Healthcare Institutions
17.1.5. Management of Institutional Presence on Social Networks. Facebook
17.1.6. Use of Twitter by the Organization
17.1.7. Use of LinkedIn by the Organization on a Professional Level
17.1.8. Use of Other Networks: Instagram, Tumbler, etc

17.2. Communication in Organizations

17.2.1. Communication Systems in Organizations. Intranet/Internet
17.2.2. Communication Specific to Welfare Institutions. Hospitals.
17.2.3. Welfare Awards. Presentation of Nominations
17.2.4. Organization of Conferences, Congresses and Other Educational Events
17.2.5. Managing Local Communication: Press
17.2.6. Managing Local Communication: Radio
17.2.7. Managing Local Communication: Television
17.2.8. External Conflicts. Information Crises Due to Bad News and How it is Managed

17.3. Relations with Social Agents, Users and Suppliers

17.3.1. Communication With the Public, Patient and Consumer Associations - Users
17.3.2. Communication with Political Leaders– Owners-Shareholders, and Suppliers
17.3.3. Collaboration with the Pharmaceutical Industry
17.3.4. Internationalisation of the Health Sector. Health Tourism

17.4. Corporate Social Responsibility. Good Healthcare Governance

17.4.1. CSR in the Welfare Sector. CSR Strategic Plans in Organizations. Good Welfare Governance: Transparency From Public and Private Companies
17.4.2. Environmental Management and Energy Efficiency in Healthcare Institutions
17.4.3. Development Cooperation through Healthcare Institutions
17.4.4. Networking. Strategic Partnerships
17.4.5. The Patient Portal. Health Promotion and Disease Prevention Through the Internet

Module 18. Teaching and Research Management 

18.1. Research Methodology: Epidemiology and Research Study Designs and Biases

18.1.1. Epidemiology and Clinical Epidemiology
18.1.2. Main Study Designs in Clinical Research
18.1.3. Quality of Studies: Reliability and Validity. Biases

18.2. Sources of Information for Research and Sourcing Strategies

18.2.1. Clinical Research Questions
18.2.2. Information Sources
18.2.3. Where and How to Search for Information
18.2.4. Searching
18.2.5. Databases

18.3. Critical Reading of Articles

18.3.1. Phases in Critical Reading
18.3.2. Tools for Critical Reading
18.3.3. Main Mistakes

18.4. Research Projects: Financial Resources. Product and Patents Development

18.4.1. Research Project Design
18.4.2. Funding in Research
18.4.3. Exploitation of Research Results

18.5. Communication and Diffusion of Research Findings

18.5.1. Research Reports
18.5.2. Choosing a Journal for Publication
18.5.3. Some Style Recommendations

Module 19. Leadership, Ethics and Social Responsibility in Companies

19.1. Globalization and Governance 

19.1.1. Governance and Corporate Governance 
19.1.2. The Fundamentals of Corporate Governance in Companies 
19.1.3. The Role of the Board of Directors in the Corporate Governance Framework 

19.2. Cross-Cultural Management 

19.2.1. Concept of Cross-Cultural Management 
19.2.2. Contributions to the Knowledge of National Cultures 
19.2.3. Diversity Management 

19.3. Business Ethics 

19.3.1. Ethics and Morality 
19.3.2. Business Ethics 
19.3.3. Leadership and Ethics in Companies 

19.4. Sustainability 

19.4.1. Sustainability and Sustainable Development 
19.4.2. The 2030 Agenda 
19.4.3. Sustainable Companies 

19.5. Corporate Social Responsibility 

19.5.1. International Dimensions of Corporate Social Responsibility 
19.5.2. Implementing Corporate Social Responsibility 
19.5.3. The Impact and Measurement of Corporate Social Responsibility 

19.6. Responsible Management Systems and Tools 

19.6.1. CSR: Corporate Social Responsibility 
19.6.2. Essential Aspects for Implementing a Responsible Management Strategy 
19.6.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
19.6.4. Tools and Standards of CSR 

19.7. Multinationals and Human Rights 

19.7.1. Globalization, Multinational Corporations and Human Rights 
19.7.2. Multinational Corporations and International Law 
19.7.3. Legal Instruments for Multinationals in the Field of Human Rights 

19.8. Legal Environment and Corporate Governance 

19.8.1. International Rules on Importation and Exportation 
19.8.2. Intellectual and Industrial Property 
19.8.3. International Labor Law  

Module 20. Commercial Management and Strategic Marketing

20.1. Commercial Management 

20.1.1. Conceptual Framework of Commercial Management 
20.1.2. Commercial Strategy and Planning 
20.1.3. The Role of Sales Managers 

20.2. Digital Marketing and e-Commerce 

20.2.1. Objectives of Digital Marketing and e-Commerce 
20.2.2. Digital Marketing and the Media It Uses 
20.2.3. E-Commerce. General Context 
20.2.4. Categories of e-Commerce 
20.2.5. Advantages and Disadvantages of e-Commerce Compared to Traditional Commerce 

20.3. Digital Marketing to Reinforce a Brand 

20.3.1. Online Strategies to Improve Brand Reputation 
20.3.2. Branded Content and Storytelling 

20.4. Digital Marketing to Attract and Retain Customers 

20.4.1. Loyalty and Engagement Strategies Using the Internet 
20.4.2. Visitor Relationship Management 
20.4.3. Hypersegmentation 

20.5. Digital Campaign Management 

20.5.1. What Is a Digital Advertising Campaign? 
20.5.2. Steps to Launch an Online Marketing Campaign 
20.5.3. Mistakes in Digital Advertising Campaigns 

20.6. Sales Strategy 

20.6.1. Sales Strategy 
20.6.2. Sales Methods 

20.7. Corporate Communication 

20.7.1. Concept 
20.7.2. The Importance of Communication in the Organization 
20.7.3. Type of Communication in the Organization 
20.7.4. Functions of Communication in the Organization 
20.7.5. Elements of Communication 
20.7.6. Problems of Communication 
20.7.7. Communication Scenarios 

20.8. Digital Communication and Reputation 

20.8.1. Online Reputation 
20.8.2. How to Measure Digital Reputation? 
20.8.3. Online Reputation Tools 
20.8.4. Online Reputation Report 
20.8.5. Online Branding 

Module 21. Executive Management

21.1. General Management 

21.1.1. The Concept of General Management 
21.1.2. The Role of the CEO 
21.1.3. The CEO and their Responsibilities 
21.1.4. Transforming the Work of Management 

21.2. Manager Functions: Organizational Culture and Approaches 

21.2.1. Manager Functions: Organizational Culture and Approaches 

21.3. Operations Management 

21.3.1. The Importance of Management 
21.3.2. Value Chain 
21.3.3. Quality Management 

21.4. Public Speaking and Spokesperson Education 

21.4.1. Interpersonal Communication 
21.4.2. Communication Skills and Influence 
21.4.3. Communication Barriers 

21.5. Personal and Organizational Communication Tools 

21.5.1. Interpersonal Communication 
21.5.2. Interpersonal Communication Tools 
21.5.3. Communication in the Organization 
21.5.4. Tools in the Organization 

21.6 Communication in Crisis Situations 

21.6.1. Crisis 
21.6.2. Phases of the Crisis 
21.6.3. Messages: Contents and Moments 

21.7. Preparation of a Crisis Plan 

21.7.1. Analysis of Possible Problems 
21.7.2. Planning 
21.7.3. Adequacy of Personnel 

21.8. Emotional Intelligence 

21.8.1. Emotional Intelligence and Communication 
21.8.2. Assertiveness, Empathy, and Active Listening 
21.8.3. Self- Esteem and Emotional Communication 

21.9. Leadership and Team Management 

21.9.1. Leadership and Leadership Styles 
21.9.2. Leadership Skills and Challenges 
21.9.3. Managing Change Processes 
21.9.4. Managing Multicultural Teams

A unique opportunity to specialize in a sector of the future, which will allow you to achieve professional success"