Deepen your knowledge of the fundamentals of the advertising system and successfully carry out strategic communication management in any field thanks to this Professional master’s degree from TECH" 

Why Study at TECH?

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

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 balances 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 prepared each year, 200+ different nationalities.

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

Multicultural Context

While studying at TECH, students will enjoy a unique experience. 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 Relearning method (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational itinerary. 

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

At TECH, you will have access to the most rigorous and up-to-date case analyses in academia” 

The MBA in Advertising and Public Relations Management comprises a complete program structured in ten modules, whose content has been elaborated by experts in the sector so that the student enters into all the concepts in a concise and real way, knowing in depth the functioning of the power of Advertising and the management of the communication approach. In this way, the professionals will master all aspects of advertising language and corporate identity, through quality content to make his profile stand out in a competitive environment.  

A syllabus with quality content, 100% online, so that you can study it at your own pace as it suits you best. TECH adapts to you” 

Syllabus

TheMBA in Advertising and Public Relations Management from TECH Global University is an intensive program that prepares students to master the fundamentals of the advertising system and communication in the field of public relations.

The content of the Professional master’s degree is designed to promote the development of managerial skills that allow the students to make decisions with greater rigor in uncertain environments, facing the business challenges that may arise in the advertising field.

Throughout 2,700 hours of preparation, the student will analyze a multitude of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real business situations, which will position the professional's profile.

In this way, the Professional master’s degree focuses on the Advertising and Public Relations system from its history and theory to its management in companies, agencies and organizations with a global and up-to-date approach. A curriculum designed to specialize professionals in the business environment and orient them towards this sector from a strategic, international and innovative perspective.

Therefore, this program is designed for students, focused on their professional improvement, preparing them to achieve excellence in a competitive and creative environment, with innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the skills to develop successfully in this environment. 

This Professional master’s degree takes place over 12 months and is divided into 15 modules:

Module 1. Advertising Theory 
Module 2. Fundamentals of Public Relations 
Module 3. History of Advertising and Public Relations 
Module 4. Advertising and Public Relations Company
Module 5. Introduction to the Psychology of Communication
Module 6. Public Opinion
Module 7. Advertising Language
Module 8. Fundamentals of Communication in the Digital Environment 
Module 9. Corporate Identity
Module 10. Creativity in Communication
Module 11. Leadership, Ethics and Social Responsibility in Companies
Module 12. People and Talent Management
Module 13. Economic and Financial Management
Module 14. Commercial Management and Strategic Marketing
Module 15. Executive Management

Where, When and How is it Taught?

TECH offers the possibility of developing this Professional master’s degree MBA in Advertising and Public Relations Management completely online. Throughout the 12 months of the educational program, 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. Advertising Theory

1.1. Advertising Fundamentals

1.1.1. Introduction
1.1.2. Basic Notions about Advertising and Marketing

1.1.2.1. Marketing
1.1.2.1. Advertising

1.1.3. Advertising, Public Relations and Publicity
1.1.4. Dimensions and Social Scope of Contemporary Advertising 
1.1.5. Successful Advertising: KFC

1.2. History of Advertising  

1.2.1. Introduction 
1.2.2. Origin 
1.2.3. The Industrial Revolution and Advertising 
1.2.4. The Development of the Advertising Industry 
1.2.5. Advertising in the Internet World 
1.2.6. Successful Advertising: Coca-Cola Case Study

1.3. Advertising and its Protagonists I: The Advertiser 

1.3.1. Introduction 
1.3.2. How the Advertising Industry Works 
1.3.3. Types of Advertisers 
1.3.4. Advertising in the Company's Organization Chart 
1.3.5. Successful Advertising: Facebook Case Study 

1.4. Advertising and its Protagonists II: Advertising Agencies

1.4.1. Introduction
1.4.2. The Advertising Agency: Advertising Communication Professionals
1.4.3. The Organizational Structure of Advertising Agencies
1.4.4. Types of Advertising Agencies
1.4.5. Fee Management in Advertising Agencies
1.4.6. Successful Advertising: Nike

1.5. Advertising and its Protagonists III: The Advertising Receiver

1.5.1. Introduction
1.5.2. The Advertising Recipient and its Context
1.5.3. The Advertising Recipient as a Consumer
1.5.4. Needs and Desires in Advertising
1.5.5. Advertising and Memory: on Advertising Effectiveness
1.5.6. Successful Advertising: Ikea Case Study

1.6. The Advertising Creation Process I: From Advertiser to Media 

1.6.1. Introduction
1.6.2. Preliminary Aspects of the Advertising Creation Process
1.6.3. The Advertising Brief or Communication Brief
1.6.4. Creative Strategy
1.6.5. Media Strategy

1.6.5.1. Successful Advertising: Apple

1.7. The Process of Advertising Creation II: Creativity and Advertising

1.7.1. Introduction
1.7.2. Fundamentals of Advertising Creative Work
1.7.3. Advertising Creativity and its Communicative Statute
1.7.4. Creative Work in Advertising
1.7.5. Successful Advertising: Real Madrid Case Study.

1.8. The Process of Advertising Creation III: Ideation and Development of the Advertising Manifesto

1.8.1. Introduction
1.8.2. Creative Conception and Strategy
1.8.3. The Creative Conception Process
1.8.4. The Ten Basic Ways of Creativity According to Luis Bassat: Advertising Genres
1.8.5. Advertising Formats
1.8.6. Successful Advertising: McDonald’s

1.9. Advertising Media Planning

1.9.1. Introduction
1.9.2. Media and Planning
1.9.3. Advertising Media and their Classification
1.9.4. Media Planning Tools
1.9.5. Successful Advertising: Pepsi

1.10. Advertising, Society and Culture

1.10.1. Introduction
1.10.2. The Relationship between Advertising and Society
1.10.3. Advertising and Emotions
1.10.4. Advertising, Subjects and Things
1.10.5. Successful Advertising: Burger King

Module 2. Fundamentals of Public Relations

2.1. Theoretical Framework of Public Relations

2.1.1. Introduction
2.1.2. Public Relations Research 
2.1.3. Main Public Relations Theorists 
2.1.4. Public Relations and Related Items 
2.1.5. Definition of Public Relations

2.2. Evolution Over Time  

2.2.1. Stages  
2.2.2. The Origin of Public Relations 
2.2.3. Trends in Public Relations  

2.3. External Communication  

2.3.1. Characteristics and Audiences  
2.3.2. Media Relations  
2.3.3. Provision of Information 

2.4. Internal Communication  

2.4.1. Introduction  
2.4.2. Functions and Objectives 
2.4.3. Types of Internal Communication  
2.4.4. Internal Communication Tools  

2.5. Public Relations and Public Opinion  

2.5.1. Powerful Media Image  
2.5.2. The limited Influence of the Media  
2.5.3. Structural Effects on the Company  

2.6. International Public Relations  

2.6.1. Characteristics of the International Society  
2.6.2. Definition  
2.6.3. The Role of International Public Relations  
2.6.4. Types of Actions  

2.7. Public Relations and Crisis  

2.7.1. The Organization in the Face of a Crisis  
2.7.2. Characteristics of Crises 
2.7.3. Crisis Typologies 

2.8. Stages of Crisis  

2.8.1. Preliminary Phase 
2.8.2. Acute Phase 
2.8.3. Chronic Phase 
2.8.4. Post-Traumatic Phase 

2.9. Preparation of a Crisis Plan 

2.9.1. Analysis of Possible Problems 
2.9.2. Planning 
2.9.3. Adequacy of Personnel 

2.10. Communication Technologies in Crises 

2.10.1. Advantages 
2.10.2. Disadvantages 
2.10.3. Tools

Module 3. History of Advertising and Public Relations

3.1. Advertising Activity before the Printing Press 

3.1.1. Advertising in its Most Primitive Forms  
3.1.2. First Manifestations  
3.1.3. The Ancient World 

3.2. From the Printing Press to the Industrial Revolution  

3.2.1. Some Aspects that Contributed to the Emergence of the Printing Press in Europe  
3.2.2. First Expressions: Brochures and Posters  
3.2.3. Brands and Labels  
3.2.4. The Loud and Talkative Advertisements  
3.2.5. The Sign and the Commercial Mural  
3.2.6. The Birth of a New Media  
3.2.7. Communication and Power: Controlling Persuasion  

3.3. The Revolutions  

3.3.1. Advertising and the Industrial Revolution 
3.3.2. The Long and Tortuous Road to Press Freedom  
3.3.3. From Propaganda to Advertising  
3.3.4. Propaganda and Political Advertising: Concepts  
3.3.5. Characteristics of this Advertisement 
3.3.6. The Industrial Revolution in the Birth of Commercial Advertising  

3.4. Birth of Advertising  

3.4.1. The Origin of Commercial Advertising  
3.4.2. The Technological Revolution  
3.4.3. Printing Systems  
3.4.4. The Paper  
3.4.5. Photography  
3.4.6. The Telegraph  
3.4.7. Print Advertising 
3.4.8. Posters  

3.5. Consolidation of Advertising Activity  

3.5.1. Economic Factors between 1848-1914 
3.5.2. New Forms of Commercialization  
3.5.3. Newspapers  
3.5.4. Magazines  
3.5.5. The Art of the Poster  
3.5.6. Fundamentals of Modern Advertising  
3.5.7. American Advertising Agencies  
3.5.8. Advertising Technique and Craftsmanship

3.6. Advertising Between Two Wars  

3.6.1. Characteristics of the Period 1914-1950 
3.6.2. Advertising in World War I  
3.6.3. Consequences of World War I on Advertising 
3.6.4. Advertising Campaigns in the Second World War  
3.6.5. Consequences of World War II on Advertising  
3.6.6. Advertising Media  
3.6.7. Poster and Advertising Graphic Design  
3.6.8. Outdoor Advertising  
3.6.9. The Cinema  
3.6.10. Cinema as a Means of Persuasion  
3.6.11. The Radio  
3.6.12. Commercial Radio

3.7. The Development of the Advertising Technique  

3.7.1. Advertising Activity between 1914 and 1950 
3.7.2. Advertising Organization  
3.7.3. Agencies and Styles  

3.8. Electronic Advertising  

3.8.1. TV The Third Dimension of Advertising  
3.8.2. Advertising in the 1950s and 1960s 
3.8.3. The Arrival of Television 

3.9. Current Advertising  

3.9.1. Introduction  
3.9.2. The Current Advertising Context: A Technological Perspective  
3.9.3. Main Challenges of Today's Advertising Communication 
3.9.4. Main Opportunities in Today's Advertising Communication  

3.10. History of Public Relations  

3.10.1. The Origins  
3.10.2. Bernays and His Contributions  
3.10.3. Expansion: Public Relations In the Second Half of the 20th Century

Module 4. Advertising and Public Relations Company

4.1. Structure of Advertising and/or Public Relations Agencies  

4.1.1. Structure 
4.1.2. Functions 
4.1.3. Agency Selection 

4.2. Economic Management of the Agency 

4.2.1. Types of Legal Form 
4.2.2. Business Model
4.2.3. Project Development and Control

4.3. Economic Relations in the Advertising Business 

4.3.1. Economic Relationships with Advertisers 
4.3.2. Economic Relationships with Employees and Partners
4.3.3. Individual Entrepreneur and Self-Employed

4.4. The Operating Account of the Advertising Agency 

4.4.1. Investment, Revenue and Turnover 

4.4.1.1. Expenses
4.4.1.2.Personal
4.4.1.3. Rent
4.4.1.4. Amortization
4.4.1.5. Non-billable Expenses
4.4.1.6. Prospecting
4.4.1.7. Delinquency
4.4.1.8. Financial Expenses 

4.4.2. Results 
4.4.3. Annual Budget 

4.5. The Link Between Advertising and Public Relations 

4.5.1. In Relation to the Objectives 
4.5.2. Regarding the Target Audience of the Activity 
4.5.3. On the Selection of Media and Supports 

4.6. Remuneration Systems  

4.6.1. Remuneration of Agencies 
4.6.2. Accounting Dimension of the Agency  
4.6.3. Determination of the Budget 

4.7. Relations with External Stakeholders 

4.7.1. Advertising Agency Relations
4.7.2. Media Agency Relations  
4.7.3. End - Consumer Agency Relations  

4.8. Types of Growth Strategies  

4.8.1. Holdings
4.8.2. Value Chain 
4.8.3. Challenges of Organizational Growth

4.9. Internal Organization Chart of an Advertising Agency

4.9.1. Agency Management Model
4.9.2. Accounts Department 
4.9.3. Creative Department 
4.9.4. Media Department 
4.9.5. Production Department 

4.10. Team Management  

4.10.1. Motivation
4.10.2. Change Management and Leadership 
4.10.3. Internal Communication

Module 5. Introduction to the Psychology of Communication

5.1. History of Psychology 

5.1.1. Introduction 
5.1.2. It starts with the Study of Psychology 
5.1.3. Science in Evolution. Historical and Paradigmatic Changes 
5.1.4. Paradigms and Stages in Psychology 
5.1.5. Cognitive Science

5.2. Social Psychology 

5.2.1. Introduction 
5.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology 
5.2.3. Empathy, Altruism and Helping Behavior 

5.3. Social Cognition 

5.3.1. Introduction 
5.3.2. Thinking and Knowing, Vital Necessities 
5.3.3. Social Cognition 
5.3.4. Organizing Information 
5.3.5. Prototypical or Categorical Thinking 
5.3.6. Mistakes in Thinking: Inferential Biases 
5.3.7. Automatic Information Processing 

5.4. Personality Psychology 

5.4.1. Introduction 
5.4.2. What is the Self? Identity and Personality 
5.4.3. Self-awareness 
5.4.4. Self-esteem 
5.4.5. Self-knowledge 
5.4.6. Interpersonal Variables in Personality Shaping 
5.4.7. Macro-social Variables in the Configuration of Personality 
5.4.8. A New Perspective in the Study of Personality. Narrative Personality 

5.5. Emotions 

5.5.1. Introduction 
5.5.2. What do we Talk about When we Get Excited? 
5.5.3. The Nature of Emotions

5.5.3.1. Emotion as Preparation for Action 

5.5.4. Emotions and Personality 
5.5.5. From another Perspective. Social Emotions 

5.6. Psychology of Communication. Persuasion and Attitude Change 

5.6.1. Introduction 
5.6.2. Attitudes 
5.6.3. Historical Models in the Study of Persuasive Communication 
5.6.4. The Probability of Elaboration Model 
5.6.5. Communication Processes through the Media

5.6.5.1. A Historical Perspective

5.7. The Sender 

5.7.1. Introduction 
5.7.2. The Source of Persuasive Communication 
5.7.3. Source Characteristics. Credibility 
5.7.4. Source Characteristics. The Appeal 
5.7.5. Emitter Characteristics. The Power 
5.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition 
5.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition 

5.8. The Message 

5.8.1. Introduction 
5.8.2. We It starts by Studying the Composition of the Message 
5.8.3. Types of Messages: Rational vs. Emotional Messages 
5.8.4. Emotional Messaging and Communication: Fear Inducing Messages  

5.9. The Receiver 

5.9.1. Introduction 
5.9.2. The Role of the Recipient according to the Elaboration Probability Model 
5.9.3. Recipient Needs and Motives: Their Impact on Attitude Change 
5.9.4. Need for Esteem and Communication 

5.10. New Approaches to the Study of Communication 

5.10.1. Introduction 
5.10.2. Non-conscious Processing of Information. Automatic Processes 
5.10.3. Measuring Automatic Processes in Communication 
5.10.4. First Steps in the New Paradigms 
5.10.5. Theories of Dual Processing Systems

5.10.5.1. Main Limitations of Dual Systems Theories

Module 6. Public Opinion

6.1. The Concept of Public Opinion 

6.1.1. Introduction 
6.1.2. Definition 
6.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control 
6.1.4. Phases in the Growth of Public Opinion as a Discipline 
6.1.5. The 20th Century 

6.2. Theoretical Framework of Public Opinion 

6.2.1. Introduction
6.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century. 
6.2.3. Twentieth Century Authors 
6.2.4. Walter Lippmann: Biased Public Opinion 
6.2.5. Jürgen Habermas: the Political-Value Perspective 
6.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality 

6.3. Social Psychology and Public Opinion 

6.3.1. Introduction 
6.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public 
6.3.3. The Name 
6.3.4. Conformism 

6.4. Media Influence Models 

6.4.1. Introduction 
6.4.2. Media Influence Models 
6.4.3. Types of Media Effects 
6.4.4. Research on Media Effects 
6.4.5. The Power of the Media 

6.5. Public Opinion and Political Communication 

6.5.1. Introduction 
6.5.2. Electoral Political Communication.Propaganda 
6.5.3. Government Political Communication 

6.6. Public Opinion and Elections 

6.6.1. Introduction  
6.6.2. Do Election Campaigns Influence Public Opinion? 
6.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions 
6.6.4. The Bandwagon and Underdog Effects 

6.7. Government and Public Opinion 

6.7.1. Introduction 
6.7.2. Representatives and their Constituents 
6.7.3. Political Parties and Public Opinion 
6.7.4. Public Policies as an Expression of the Government's Action 

6.8. The Political Intermediation of the Press 

6.8.1. Introduction 
6.8.2. Journalists as Political Intermediaries 
6.8.3. Dysfunctions of Journalistic Intermediation 
6.8.4. Reliance on Journalists as Intermediaries 

6.9. Public Sphere and Emerging Models of Democracy 

6.9.1. Introduction 
6.9.2. The Public Sphere in the Information Society 
6.9.3. The Public Sphere in the Information Society 
6.9.4. Emerging Models of Democracy 

6.10. Methods and Techniques for Public Opinion Research 

6.10.1. Introduction 
6.10.2. Opinion Polls 
6.10.3. Types of Surveys 
6.10.4. Analysis

Module 7. Advertising Language

7.1. Thinking and Writing: Definition  

7.1.1. Definition of Copywriting  
7.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization 

7.2. Copywriting and Creativity 

7.2.1. Conditions of the Copywriting Process  
7.2.2. Linguistic Competence  
7.2.3. Functions of the Copywriter

7.2.3.1. Definition of the Functions of the Copywriter

7.3. The Principle of Coherence and Campaign Conceptualization  

7.3.1. The Principle of Campaign Unity  
7.3.2. The Creative Team  
7.3.3. The Conceptualization Process: Hidden Creativity  
7.3.4. What is a Concept?  
7.3.5. Applications of the Conceptualization Process  
7.3.6. The Advertising Concept   
7.3.7. Utility and Advantages of the Advertising Concept  

7.4. Advertising and Rhetoric  

7.4.1. Copywriting and Rhetoric  
7.4.2. Placing Rhetoric
7.4.3. The Phases of Rhetoric

7.4.3.1. Advertising Discourse and Classical Rhetorical Discourse 
7.4.3.2. Topoi and Reason Why as Argumentation

7.5. Fundamentals and Characteristics of Copywriting  

7.5.1. Correction  
7.5.2. Adaptation  
7.5.3. Efficiency  
7.5.4. Characteristics of Copywriting  
7.5.5. Morphological: Nominalization  
7.5.6. Syntactics: Destructuring  
7.5.7. Graphics: Emphatic Punctuation  

7.6. Argumentation Strategies  

7.6.1. Description  
7.6.2. The Enthymeme  
7.6.3. Narration  
7.6.4. Intertextuality  

7.7. Styles and Slogans in Copywriting  

7.7.1. The Length of the Sentence  
7.7.2. The Styles  
7.7.3. The Slogan  
7.7.4. A Phrase of Wartime Origin  
7.7.5. The Characteristics of the Slogan  
7.7.6. The Elocution of the Slogan  
7.7.7. The Forms of the Slogan  
7.7.8. The Functions of the Slogan  

7.8. Principles of Applied Copywriting and the Reason Why+USP Pairing  

7.8.1. Rigor, Clarity, Accuracy  
7.8.2. Synthesis and Simplicity  
7.8.3. Advertising Text Constraints 
7.8.4. Application of the ReasonWhy + USP Pairing 

7.9. Copywriting in Conventional and Non-Conventional Media  

7.9.1. The Above-The-Line/Below-The-Line Division  
7.9.2. Integration: Overcoming the ATL- BTL Controversy  
7.9.3. Television Copywriting  
7.9.4. Radio Copywriting  
7.9.5. Press Copywriting  
7.9.6. Copywriting for Outdoor Media  
7.9.7. Copywriting in Non-Conventional Media  
7.9.8. Direct Marketing Copywriting  
7.9.9. Interactive Media Copywriting  

7.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases  

7.10.1. Classical Models of Advertising Analysis  
7.10.2. Impact and Relevance  
7.10.3. The Editor's Checklist  
7.10.4. Translation and Adaptation of Advertising Texts  
7.10.5. New Technologies, New Languages  
7.10.6. Writing in Web 2.0 
7.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 8. Fundamentals of Communication in the Digital Environment

8.1. Web 2.0 or the Social Web 

8.1.1. Organization in the Age of Conversation 
8.1.2. Web 2.0 Is All About People
8.1.3. Digital Environment and New Communication Formats

8.2. Digital Communication and Reputation 

8.2.1. Online Reputation Report 
8.2.2. Netiquette and Good Practices on Social Media
8.2.3. Branding and 2.0 Networks 

8.3. Online Reputation Plan Design and Planning 

8.3.1. Overview of the Main Social Media 
8.3.2. Brand Reputation Plan
8.3.3. General Metrics, ROI, and Social CRM
8.3.4. Online Crisis and Reputational SEO

8.4. Generalist, Professional and Microblogging Platforms 

8.4.1. Facebook
8.4.2. LinkedIn 
8.4.3. Google+ 
8.4.4. Twitter

8.5. Video, Image, and Mobility Platforms 

8.5.1. YouTube
8.5.2. Instagram
8.5.3. Flickr
8.5.4. Vimeo
8.5.5. Pinterest

8.6. Content Strategy and Storytelling 

8.6.1. Corporate Blogging 
8.6.2. Content Marketing Strategy 
8.6.3. Creating a Content Plan
8.6.4. Content Curation Strategy 

8.7. Social Media Strategies 

8.7.1. Corporate PR and Social Media
8.7.2. Defining the Strategy to be Applied in Each Medium 
8.7.3. Analysis and Evaluation of Results

8.8. Community Administration 

8.8.1. Roles, Tasks and Responsibilities of the Community Administration 
8.8.2. Social Media Manager 
8.8.3. Social Media Strategist 

8.9. Social Media Plan 

8.9.1. Designing a Social Media Plan
8.9.2. Schedule, Budget, Expectations and Follow-up
8.9.3. Contingency Protocol in Case of Crisis

8.10. Online Monitoring Tools 

8.10.1. Management Tools and Desktop Applications
8.10.2. Monitoring and Research Tools 

Module 9. Corporate Identity

9.1. The Importance of Image in Businesses   

9.1.1. What is Corporate Image?  
9.1.2. Differences between Corporate Identity and Corporate Image  
9.1.3. Where can the Corporate Image be Manifested?  
9.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image? 

9.2. Research Techniques in Corporate Image  

9.2.1. Introduction  
9.2.2. The Study of the Company's Image  
9.2.3. Corporate Image Research Techniques  
9.2.4. Qualitative Image Study Techniques  
9.2.5. Types of Quantitative Techniques  

9.3. Image Audit and Strategy  

9.3.1. What is Image Auditing?  
9.3.2. Guidelines  
9.3.3. Audit Methodology  
9.3.4. Strategic Planning

9.4. Corporate Culture  

9.4.1. What is Corporate Culture?  
9.4.2. Factors Involved in Corporate Culture  
9.4.3. Functions of Corporate Culture  
9.4.4. Types of Corporate Culture  

9.5. Corporate Social Responsibility and Corporate Reputation  

9.5.1. CSR: Concept and Application of the Company  
9.5.2. Guidelines for Integrating CSR into Businesses  
9.5.3. CSR Communication  
9.5.4. Corporate Reputation  

9.6. Corporate Visual Identity and Naming  

9.6.1. Corporate Visual Identity Strategies 
9.6.2. Basic Elements  
9.6.3. Basic Principles  
9.6.4. Preparation of the Manual  
9.6.5. The Naming  

9.7. Brand Image and Positioning  

9.7.1. The Origins of Trademarks  
9.7.2. What is a Brand?  
9.7.3. The Need to Build a Brand  
9.7.4. Brand Image and Positioning  
9.7.5. The Value of Brands  

9.8. Image Management through Crisis Communication  

9.8.1. Strategic Communication Plan  
9.8.2. When it All Goes Wrong: Crisis Communication  
9.8.3. Cases  

9.9. The Influence of Promotions on Corporate Image  

9.9.1. The New Advertising Industry Landscape  
9.9.2. The Marketing Promotion  
9.9.3. Features  
9.9.4. Dangers  
9.9.5. Promotional Types and Techniques  

9.10. Distribution and Image of the Point of Sale

9.10.1. The Main Players in Commercial Distribution 
9.10.2. The Image of Retail Distribution Companies through Positioning 
9.10.3. Through its Name and Logo 

Module 10. Creativity in Communication

10.1. To Create is to Think  

10.1.1. The Art of Thinking  
10.1.2. Creative Thinking and Creativity  
10.1.3. Thought and Brain  
10.1.4. The Lines of Research on Creativity: Systematization  

10.2. Nature of the Creative Process  

10.2.1. Nature of Creativity  
10.2.2. The Notion of Creativity: Creation and Creativity  
10.2.3. The Creation of Ideas for Persuasive Communication  
10.2.4. Nature of the Creative Process in Advertising  

10.3. The Invention  

10.3.1. Evolution and Historical Analysis of the Creation Process  
10.3.2. Nature of the Classical Canon of the Invention  
10.3.3. The Classical View of Inspiration in the Origin of Ideas  
10.3.4. Invention, Inspiration, Persuasion  

10.4. Rhetoric and Persuasive Communication  

10.4.1. Rhetoric and Advertising  
10.4.2. The Rhetorical Parts of Persuasive Communication  
10.4.3. Rhetorical Figures
10.4.4. Rhetorical Laws and Functions of Advertising Language  

10.5. Creative Behavior and Personality  

10.5.1. Creativity as a Personal Characteristic, as a Product and as a Process  
10.5.2. Creative Behavior and Motivation  
10.5.3. Perception and Creative Thinking  
10.5.4. Elements of Creativity  

10.6. Creative Skills and Abilities  

10.6.1. Thinking Systems and Models of Creative Intelligence  
10.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford  
10.6.3. Interaction Between Factors and Intellectual Capabilities  
10.6.4. Creative Skills  
10.6.5. Creative Capabilities  

10.7. The Phases of the Creative Process  

10.7.1. Creativity as a Process  
10.7.2. The Phases of the Creative Process  
10.7.3. The Phases of the Creative Process in Advertising  

10.8. Troubleshooting  

10.8.1. Creativity and Problem Solving  
10.8.2. Perceptual Blocks and Emotional Blocks 
10.8.3. Methodology of Invention: Creative Programs and Methods  

10.9. The Methods of Creative Thinking  

10.9.1. Brainstorming as a Model of Idea Creation  
10.9.2. Vertical Thinking and Lateral Thinking  
10.9.3. Methodology of Invention: Creative Programs and Methods 

10.10. Creativity and Advertising Communication  

10.10.1. The Creative Process as a Specific Product of Advertising Communication  
10.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
10.10.3. Methodological Principles and Effects of Advertising Creation  
10.10.4. Advertising Creation: From Problem to Solution  
10.10.5. Creativity and Persuasive Communication

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 Compliance 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. 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. 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 to Develop Personal Branding
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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