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”

Communication, at an integral level, plays a crucial role in fulfilling company objectives. For this reason, more and more organizations are opting for communication plans that optimally control the way in which the company communicates with each and every one of its audiences (whether internal or external). With this is mind, professionals at TECH have designed this academic program, which aims to provide professionals with in-depth knowledge that will enable them to act as Chief Communications Officer, designing and implementing highly effective strategies that promote the correct use of messages for each of the company's audiences. 

It is undoubtedly proven that communication is a powerful weapon in many scenarios, and one of the most important ones is in the business sector. 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.

For all these reasons, this Professional Master's Degree will analyze communication as a field of study and application. For this purpose, this program is presented by professionals with extensive professional careers at the top of companies in various sectors, as well as specialized journalists. There are also academic professionals, highly specialized in the field of corporate communication, who are also authors of numerous high impact publications with in-depth knowledge of the latest developments in this sector.

This MBA in Corporate Communications Management (CCO, Chief Communications Officer) deals, in great detail, 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, students will be able to take on their responsibilities with a more accurate vision of the sector and, therefore, be better prepared to take actions that will lead to professional success.

In addition, students will have access to a set of 10 exclusive and complementary Masterclasses, designed by a prestigious and internationally renowned lecturer, a recognized specialist in Business Management. Thanks to his guidance, graduates will acquire the knowledge and skills essential to excel in the competitive field of business.

Do you want to update your knowledge in Communication Business Management? TECH will give you access to 10 unique Masterclasses, designed by an international expert in this field"

This Professional master’s degree in MBA in Corporate Communications Management (Chief Communications Officer) 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 Corporate Communication
• 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
• The latest information on corporate communication
• Practical exercises where the self-assessment process can be carried out to improve learning
• With a special emphasis on innovative methodologies in Journalism and MBA in Corporate Communications Management (CCO, Chief Communications Officer)
• 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 academic program on the market in Professional master’s degree in MBA in Corporate Communications Management (Chief Communications Officer). You only have to bring your enthusiasm to study”

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

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

This program is designed around Problem-Based Learning, where professionals must try to solve the different professional practice situations that arise throughout the program. For this purpose, professionals will be assisted by an innovative interactive video system created by renowned and experienced experts.

Become an outstanding journalist and learn how to successfully work in the communications offices of companies in all sectors"

The career of a journalist has become considerably more diverse in the last few years. Today, one of the professional opportunities with plenty of job openings is in the field of corporate communication"

The content structure of this program has been designed by a team of Journalism, Marketing and Communication professionals who are aware of the relevance of up-to-date qualifications in this field as a way of deepening one’s professional knowledge. They have created a comprehensive syllabus specially designed to provide information to science professionals with competencies related to the unique features and characteristics of the world of corporate communication. Therefore, after successfully completing this academic course, students will be much more prepared to carry out their work in this field in a more autonomous and competent way.  

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. Organizations Management 

1.1. Strategic Management

1.1.1. Organizational Design
1.1.2. Strategic Position of the Business
1.1.3. Competitive and Corporate Strategies

1.2. Corporate Finance

1.2.1. Financial Policy and Growth
1.2.2. Company Valuation Methods
1.2.3. Capital Structure and Financial Leverage
1.2.4. Finance for the Global Communications Officer

1.3. Strategic Leadership for Intangible Asset Economy

1.3.1. Cultural Alignment Strategies
1.3.2. Corporate and Differentiating Leadership
1.3.3. Change and Transformation Agent

1.4. Economic Situation

1.4.1. The Fundamentals of the Global Economy
1.4.2. The Globalization of Companies and Financial Markets
1.4.3. Entrepreneurship and New Markets

1.5. Innovation and Digital Transformation

1.5.1. Management and Strategic Innovation
1.5.2. Creative Thinking and Design Thinking
1.5.3. Open Innovation
1.5.4. Sharing Economy

1.6. International Context

1.6.1. Geopolitics
1.6.2. Divisive Markets and Types of Change
1.6.3. Hedging with Currency Exchange Contracts
1.6.4. Foreign Investments and Exportation Financing

Module 2. Managerial Skills 

2.1. Public Speaking and Spokesperson Education

2.1.1. Interpersonal Communication
2.1.2. Communication Skills and Influence
2.1.3. Communication Barriers

2.2. Communication and Leadership

2.2.1. Leadership and Leadership Styles
2.2.2. Motivation
2.2.3. Skills and Abilities of the Leader 2.0

2.3. Personal Branding

2.3.1. Strategies to Develop Personal Branding
2.3.2. Personal Branding Laws
2.3.3. Tools for Creating Personal Brands

2.4. Team Management

2.4.1. Work Teams and Management Meetings
2.4.2. Managing Change Processes
2.4.3. Managing Multicultural Teams
2.4.4. Coaching

2.5. Negotiation and Conflict Resolution

2.5.1. Effective Negotiation Techniques
2.5.2. Interpersonal Conflicts
2.5.3. Intercultural Negotiation

2.6. Emotional Intelligence

2.6.1. Emotional Intelligence and Communication
2.6.2. Assertiveness, Empathy, and Active Listening
2.6.3. Self-Esteem and Emotional Language

2.7. Relational Capital: Coworking

2.7.1. Managing Human Capital
2.7.2. Performance Analysis
2.7.3. Managing Equality and Diversity
2.7.4. Innovation in People Management

2.8. Time Management

2.8.1. Planning, Organization and Control
2.8.2. The Methodology of Time Management
2.8.3. Action Plans
2.8.4. Tools for Efficient Time Management

Module 3. Ethics and Corporate Social Responsibility 

3.1. The Managerial Role and CSR 

3.1.1. Strategic Vision and Corporate Social Responsibility 
3.1.2. Balanced Scorecard
3.1.3. Systems and Models for Implementing CSR 
3.1.4. Organization of CSR Roles and Responsibilities

3.2. Corporate Responsibility 

3.2.1. Value Creation in an Economy of Intangibles 
3.2.2. CSR: Corporate Commitment
3.2.3. Social, Environmental, and Economic Impact

3.3. Responsible Finance and Investment 

3.3.1. Sustainability and Responsibility of the Financial Manager 
3.3.2. Transparency in Information
3.3.3. Finance and Responsible Investment 
3.3.4. Social Economy, Cooperativity and Corporate Social Responsibility

3.4. Business and Environment 

3.4.1. Sustainable Development 
3.4.2. Response of Companies to Environmental Problems 
3.4.3. Waste and Emissions

3.5. Packaging and Environment 

3.5.1. Packaging as a Differentiation Business Strategy 
3.5.2. Encouragement and Communication at the Point of Sale
3.5.3. Packaging Design and Future Trends

3.6. Responsible Management Systems and Tools 

3.6.1. Social Responsibility Management Systems
3.6.2. Integration Systems
3.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
3.6.4. Audits

3.7. Multinationals and Human Rights 

3.7.1. Globalization, Human Rights and Multinational Companies 
3.7.2. Multinational Companies and International Law
3.7.3. Specific Legal Instruments

3.8. Legal Environment and Corporate Governance 

3.8.1. International Rules on Importation and Exportation 
3.8.2. Intellectual and Industrial Property
3.8.3. International Labor Law 

Module 4. Corporative Communication, Brand Strategy and Reputation 

4.1. Corporate Identity and Strategic Vision 

4.1.1. Identity and Redefining Business Values
4.1.2. Corporate Business Culture
4.1.3. Communication Department Challenges
4.1.4. Public Image and Projection

4.2. Corporate Brand Strategy 

4.2.1. Public Image and Stakeholders 
4.2.2. Corporate Branding Strategy and Management 
4.2.3. Corporate Communication Strategy in Line With Brand Identity

4.3. Reputation Theory 

4.3.1. Reputation as a Paradigm of a Good Company
4.3.2. The Concept of Corporate Reputation
4.3.3. Internal Reputation
4.3.4. Influence of Internationalization on Corporative Reputation

4.4. Reputation Evaluation 

4.4.1. Corporative Reputation Audit
4.4.2. Listed Companies Reputation Monitor 
4.4.3. Reputational Good Governance Index 
4.4.4. Analysis of Sectorial Reputation

4.5. Reputation Management 

4.5.1. Corporative Reputation Management
4.5.2. Focus on Brand Reputation
4.5.3. Leadership Reputation Management 

4.6. Reputational Risk and Crisis Management 

4.6.1. Listening to and Managing Feedback
4.6.2. Procedures, Crisis Manual and Contingency Plans
4.6.3. Spokesperson Training in Emergency Situations

4.7. Ethical Sustainability 

4.7.1. Sustainable Criteria and Strategies 
4.7.2. Communication Campaigns with Sustainability Criteria
4.7.3. Sustainable Brand Positioning and Image

4.8. Brand Metrics and Analysis and Reputation 

4.8.1. Introduction to the Metrics of Corporative Branding
4.8.2. Internal and External Measurement Indexes
4.8.3. Brand Management Tools
4.8.4. Brand Assessment and Ranking

Module 5. Strategic Planning in Corporate Communication 

5.1. Strategic Planner 

5.1.1. Strategic Planner: Origins and Functions
5.1.2. The Strategic Planner in Public Businesses, Strategic Consultancies and Communication Companies
5.1.3. Stakeholder Management

5.2. Planning Models and Schools 

5.2.1. Models for Intangibles Management
5.2.2. Intangibles and Strategic Plans
5.2.3. Evaluation of Intangibles
5.2.4. Reputation and Intangibles

5.3. Qualitative Research in Strategic Planning 

5.3.1. Insights Detection
5.3.2. Focus Groups for Strategic Planning
5.3.3. Planning of Strategic Interviews

5.4. Quantative Research in Strategic Planning 

5.4.1. Data Analysis and Drawing Conclusions
5.4.2. Use of Psychometric Techniques
5.4.3. Challenges of Applied Research in Business Communication

5.5. Creative Strategy Formulation 

5.5.1. Explore Alternative Strategies
5.5.2. Counter briefing or Creative Briefing
5.5.3. Branding and Positioning

5.6. Strategic Use of Different Media 

5.6.1. 360º Campaigns
5.6.2. Launching of New Products
5.6.3. Social Trends
5.6.4. Evaluation of Effectiveness

5.7. Trends in Business Communication 

5.7.1. Generation and Distribution of Corporate Content 
5.7.2. Business Communication on the Web 2.0
5.7.3. Implementation of Metrics in the Communication Process 

5.8. Sponsorship and Patronage 

5.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
5.8.2. Communication Opportunities and Tangible and Intangible Returns
5.8.3. Hospitality and Collaboration Actions

Module 6. Managing Aspects of Corporate Communication 

6.1. Communication in Organizations 

6.1.1. Organizations, People and Society
6.1.2. Historical Evolution of Organizational Behavior 
6.1.3. Bidirectional Communication 
6.1.4. Communication Barriers 

6.2. Structure, Control and Challenges in Communication Management 

6.2.1. Departmental Structure in Communication Management
6.2.2. Current Trends in Management Models
6.2.3. Integration of Intangibles
6.2.4. Communication Department Challenges 

6.3. Integral Communication Plans 

6.3.1. Audit and Diagnosis
6.3.2. Elaboration of Communication Plan
6.3.3. Measuring Results: KPIs and ROI

6.4. Effects of the Media 

6.4.1. Efficiency of Commercial and Advertising Communication
6.4.2. Theories on the Effects of the Media 
6.4.3. Social and Co-Creation Models

6.5. Press Offices and Their Relationship with Communication Media 

6.5.1. Identifying Opportunities and Information Needs
6.5.2. Management of Reports and Interviews with Spokespersons
6.5.3. Virtual Press Room and E-Communication
6.5.4. Buying Advertising Space 

6.6. Public Relations 

6.6.1. PR Strategy and Practice 
6.6.2. Protocol and Ceremonial Rules 
6.6.3. Event Organization and Creative Management 

6.7. Lobbies and Pressure Groups 

6.7.1. Opinion Groups and Their Actions in Businesses and Institutions 
6.7.2. Institutional Relations and Lobbying
6.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

6.8. Internal Communication 

6.8.1. Motivational Programs, Social Action, Participation and HR Training Programs
6.8.2. Internal Communication Support and Tools
6.8.3. Internal Communication Plan

6.9. Branding & Naming 

6.9.1. Brand Management and Coordination in Launching of New Products
6.9.2. Brand Repositioning

6.10. Audience Forecasting and Data Sources 

6.10.1. Measurement Units and Audience Profiles
6.10.2. Affinity, Share, Rating and GRPs
6.10.3. Current Suppliers in the Advertising Market

Module 7. Communication in Specialized Sectors 

7.1. Financial Communication

7.1.1. Value of Intangibles
7.1.2. Financial Communication in Listed Companies
7.1.3. The Issuers of the Financial Communication
7.1.4. Public Objective in Financial Operations

7.2. Political and Electoral Communication 

7.2.1. Image in Political and Electoral Campaigns
7.2.2. Political Advertising
7.2.3. Political and Electoral Communication Plan
7.2.4. Electoral Communication Audits

7.3. Communication and Health 

7.3.1. Journalism and Health Information
7.3.2. Interpersonal and Group Communication in the Field of Health
7.3.3. Communication Risk and Communicative Management in a Health Crisis

7.4. Digital Culture and Hypermedia Museography 

7.4.1. Production and Diffusion of Art in the Digital Era
7.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
7.4.3. Constructive Participation in the Digital Culture

7.5. Communication at the Forefront of Public Organizations 

7.5.1. Communication in the Public Sector
7.5.2. Strategy and Creation in Public Organization Communications
7.5.3. Intangible Assets in the Public Sector
7.5.4. Information Policy of Public Organizations

7.6. Communications in Non-Profit Organizations 

7.6.1. NPO and Relationship with Government Agencies
7.6.2. Corporative Reputation in Non-Profit Organizations
7.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
7.6.4. Different Figures and Communication Media

Module 8. Marketing and Communication 

8.1. Product Placement and Branded Content

8.1.1. Unique Forms of Communication and Brand Placement
8.1.2. Concepts, Products and Services in User-Friendly Media

8.2. Digital Media Planning and Contracting 

8.2.1. Real Time Bidding
8.2.2. Integrated Digital Campaign Planning
8.2.3. Advertising Investment Control Scorecard

8.3. Promotional Marketing

8.3.1. Consumer Promotions
8.3.2. Sales Force, Channel, Point of Sale and Special Promotions
8.3.3. Success and Cost-Effectiveness of Promotional Actions 

8.4. Planning, Execution and Measurement of SEM Campaigns 

8.4.1. Search Engine Marketing
8.4.2. Conversion of Traffic to Qualified Traffic 
8.4.3. SEM Project Management

8.5. Metrics and Results Analysis in Public Digital Campaigns 

8.5.1. Ad servers
8.5.2. Traditional Metrics in Digital GRPs
8.5.3. Cross-Media and Interactions 

8.6. Display Advertising, Rich Media and Viral Publicity 

8.6.1. Media, Formats and Supports 
8.6.2. Conversion Funnel 
8.6.3. Buzz Marketing and WOM 

8.7. Mobile Marketing, Geo-localization and Internet TV 

8.7.1. New Mobile Marketing Applications
8.7.2. Geo-localization
8.7.3. Applications which Integrate Websites, Geotagging and Mobile

8.8. Advertising Effectiveness 

8.8.1. Research Techniques and Tracking Campaigns
8.8.2. Coverage and Effective Frequency Analysis
8.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 9. Customer Relationship Management 

9.1. CRM and Relational Marketing 

9.1.1. Business Philosophy or Strategic Orientation
9.1.2. Customer Identification and Differentiation
9.1.3. The Company and its Stakeholders
9.1.4. Clienting

9.2. Database Marketing and Customer Relationship Management

9.2.1. Database Marketing Applications
9.2.2. Information Sources, Storage, and Processing

9.3. Consumer Psychology and Behavior 

9.3.1. The Study of Consumer Behavior
9.3.2. Internal and External Consumer Factors
9.3.3. Consumer Decision Process
9.3.4. Consumerism, Society, Marketing, and Ethics

9.4. Consumer Centric Marketing 

9.4.1. Segmentation
9.4.2. Profitability Analysis
9.4.3. Customer Loyalty Strategies

9.5. CRM Management Techniques 

9.5.1. Direct Marketing 
9.5.2. Multichannel Integration 
9.5.3. Viral Marketing

9.6. Advantages and Risks of Implementing CRM 

9.6.1. CRM, Sales and Costs
9.6.2. Customer Satisfaction and Loyalty
9.6.3. Technology Implementation
9.6.4. Strategic and Management Errors

Module 10. Communication Strategy in the Digital World 

10.1. Web 2.0 or the Social Web 

10.1.1. Organization in the Age of Conversation 
10.1.2. Web 2.0 Is All About People
10.1.3. Digital Environment and New Communication Formats 

10.2. Digital Communication and Reputation 

10.2.1. Online Reputation Report
10.2.2. Etiquette and Best Practices in Social Networking
10.2.3. Branding and Networking 2.0

10.3. Designing and Planning an Online Reputation Plan 

10.3.1. Brand Reputation Plan
10.3.2. General metrics, ROI, and Social CRM
10.3.3. Online Crisis and Reputational SEO

10.4. Generalist, Professional and Microblogging Platforms 

10.4.1. Facebook
10.4.2. LinkedIn
10.4.3. Google+ 
10.4.4. Twitter

10.5. Video, Image, and Mobility Platforms

10.5.1. YouTube
10.5.2. Instagram 
10.5.3. Flickr 
10.5.4. Vimeo 
10.5.5. Pinterest 

10.6. Content Strategy and Storytelling 

10.6.1. Corporate Blogging 
10.6.2. Content Marketing Strategy
10.6.3. Creating a Content Plan
10.6.4. Content Curation Strategy

10.7. Social Media Strategies 

10.7.1. Corporate PR and Social Media
10.7.2. Defining the Strategy to Be Followed in Each Medium
10.7.3. Analysis and Evaluation of Results

10.8. Community Management: 

10.8.1. Functions, Duties, and Responsibilities of the Community Manager
10.8.2. Social Media Manager
10.8.3. Social Media Strategist

10.9. Social Media Plan 

10.9.1. Designing a Social Media Plan
10.9.2. Schedule, Budget, Expectations and Follow-up 
10.9.3. Contingency Protocol in Case of Crisis 

10.10. Online Monitoring Tools 

10.10.1. Management Tools and Desktop Applications 
10.10.2. Monitoring and Research Tools 

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. Cross Cultural Management

11.2.1. Cross Cultural Management Concept
11.2.2. Contributions to Knowledge of National Cultures
11.2.3. Diversity Management

11.3. Sustainability

11.3.1. Sustainability and Sustainable Development
11.3.2. The 2030 Agenda
11.3.3. Sustainable Companies

11.4. Corporate Social Responsibility

11.4.1. International Dimensions of Corporate Social Responsibility
11.4.2. Implementing Corporate Social Responsibility
11.4.3. The Impact and Measurement of Corporate Social Responsibility

11.5. Responsible Management Systems and Tools

11.5.1. CSR: Corporate Social Responsibility
11.5.2. Essential Aspects for Implementing a Responsible Management Strategy
11.5.3. Steps for the Implementation of a Corporate Social Responsibility Management System
11.5.4. CSR Tools and Standards

11.6. Multinationals and Human Rights

11.6.1. Globalization, Multinational Companies and Human Rights
11.6.2. Multinational Corporations and International Law
11.6.3. Legal Instruments for Multinationals in the Area of Human Rights

11.7. Legal Environment and Corporate Governance

11.7.1. International Rules on Importation and Exportation
11.7.2. Intellectual and Industrial Property
11.7.3. International Labor Law

Module 12. People and Talent Management

12.1. Strategic People Management

12.1.1. Strategic Management and Human Resources
12.1.2. Strategic People Management

12.2. Competency-based Human Resources Management

12.2.1. Potential Analysis
12.2.2. Remuneration Policy
12.2.3. Career/Succession Plans

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. Models of Strategic Talent Management
12.4.3. Identification, Training and Development of Talent
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. The Theory of Expectations
12.5.3. Theories of Needs
12.5.4. Motivation and Financial Rewards

12.6. Development of High-Performance Teams

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

12.7. Change Management

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

12.8. Productivity, Attraction, Retention and Activation of Talent

12.8.1. Productivity
12.8.2. 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 Budget Model
13.4.2. The Capital Budget
13.4.3. The Operating Budget
13.4.5. Treasury Budget
13.4.6. Budget Monitoring

13.5. Financial Management

13.5.1. The Company's Financial Decisions
13.5.2. Financial Department
13.5.3. Cash Surpluses
13.5.4. Risks Associated with Financial Management
13.5.5. Financial Administration Risk 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 Table
13.6.5. The Working Capital Table

13.7. Corporate Financial Strategy

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

13.8. Strategic Financing

13.8.1. Self-financing
13.8.2. Increase in 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 and  Strategic Marketing Management

14.1. Commercial Management

14.1.1. Conceptual Framework of Commercial Management
14.1.2. Business 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. Digital Marketing and E-commerce Objectives
14.4.2. Digital Marketing and Media Used
14.4.3. E-Commerce General Context
14.4.4. Categories of E-commerce
14.4.5. Advantages and Disadvantages of E-commerce Versus Traditional Commerce.

14.5. Digital Marketing to Reinforce a Brand

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

14.6. Digital Marketing to Attract and Retain Customers

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

14.7. Managing Digital Campaigns

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. Digital Communication and Reputation

14.9.1. Online Reputation
14.9.2. How to Measure Digital Reputation?
14.9.3. Online Reputation Tools
14.9.4. Online Reputation Report
14.9.5. 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 Communications 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

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