The Internet has revolutionized the way we work, so professionals must find a speciality to lead their companies into the digital world" 

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

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 the most rigorous and up-to-date case studies in the academic community”

The Advanced master’s degree in Senior Digital Transformation Management is a program designed to suit the student, and is taught in a 100% online format so that they can choose the time and place that best suits their availability, schedule and interests. It is a program that takes place over 24 months and is intended to be a unique and stimulating experience that lays the foundation for students’ success as a Project Manager and entrepreneur in the digital field. 

Our syllabus will lead you through a high-level educational journey’’

Syllabus

The Advanced master’s degree in Senior Digital Transformation Management at TECH Global University is an intensive program that prepares the professional to face challenges and business decisions both nationally and internationally. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Over the course of 3,000 hours of study, a multitude of practical cases will be analyzed through individual work, achieving an in-depth learning that will be of great use in daily practice. It is, therefore, an authentic immersion in real business situations. 

This program deals in depth with different areas of digital business and is designed for managers who understand business management from a strategic, international and innovative perspective. 

A plan designed for students, focusing on their professional improvement and preparing them to achieve excellence in the field of business management and administration. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology. In addition, the exceptional faculty will provide you with the competencies to solve critical situations in a creative and efficient way. 

This program takes place over 24 months and is divided into 20 modules:  

Module 1. Digital Impact on Business: New Digital Business Models
Module 2. The Digital Environment in Business Processes
Module 3. The Digital Transformation of the Company
Module 4. Digital Transformation of the Company: Areas Impacted by the Transformation
Module 5. Digital Transformation as a 360º strategy
Module 6. The New Digital Era: Internet of Things (IoT)
Module 7. Marketing Channels in the Digital Age
Module 8. Digital Marketing: The Transformation of Communication and Marketing
Module 9. User Experience Management in a Digital Ecosystem
Module 10. E-commerce: New Sales Channels
Module 11. New Drivers in the Digital Transformation of Companies
Module 12. Business Process Management (BPM)
Module 13. Process Modeling and Analysis
Module 14. Control and Optimization of Processes
Module 15. dologies for the Development of New Business Models: Canvas Business Model
Module 16. dologies for Project Management and Technology
Module 17. Innovation Methodologies: Design Thinking
Module 18. Agile Methodologies for New Products and Businesses: Lean Start-Up 
Module 19. New Trends in Digital Transformation and their Impact on Businesses
Module 20. Legal Aspects of the Digital Transformation

Where, When and How is it Taught?

TECH offers the possibility of developing this Advanced master’s degree in Senior Digital Transformation Management completely online. Over the course of 24 months, 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. Digital Impact on Business: New Digital Business Models

1.1. Internet and its Impact on Society

1.1.1. Internet Development and its Social Impact
1.1.2. Web 1.0 Starts
1.1.3. Connectivity
1.1.4. Future New Trends

1.2. The Internet as a Means of Communication: Social and Economic Change

1.2.1. The Media
1.2.2. Contribution of the Internet as a Means of Communication
1.2.3. Inconveniences

1.3. Web 2.0: A Paradigm Shift

1.3.1. Internet 2.0
1.3.2. The Clue Train Manifesto
1.3.3. The New Communication Paradigm and the New Consumer
1.3.4. Cell Phone

1.4. Business Models

1.4.1. Business Model
1.4.2. Revenue Generation
1.4.3. Target Audience
1.4.4. The Competition
1.4.5. Value Proposition

1.5. Competing in the Digital Economy

1.5.1. New Developments in the Digital Economy
1.5.2. Increased Competition
1.5.3. Innovations and Their Impact

1.6. Business Models of the Digital Economy I: Advertising

1.6.1. Content-Based Business Models
1.6.2. Advertising
1.6.3. Affiliation

1.7. Business Models of the Digital Economy II: Transactions

1.7.1. Online Stores
1.7.2. Marketplaces
1.7.3. Subscription
1.7.4. Sharing Economy
1.7.5. Freemium

1.8. Business Models of the Digital Economy III: Products and Services

1.8.1. Products
1.8.2. Services
1.8.3. Information
1.8.4. Community

1.9. Competition Based on New Business Models

1.9.1. Value Contribution vs. Revenues
1.9.2. Revenue Models Development
1.9.3. Competing in the New Digital Environment

1.10. Development of Projects in the Digital Economy

1.10.1. Valuation of Companies
1.10.2. Priorities
1.10.3. Procurement Policy
1.10.4. Financing

Module 2. The Digital Environment in Business Processes

2.1. The Digital World 

2.1.1. Trends and Opportunities 
2.1.2. Digital Transformation: Choice or Necessity 
2.1.3. The Impact of the Digital Age on Customers 

2.2. Impacts of Digital Transformation 

2.2.1. Internal and External Communication 
2.2.2. In Sales and Customer Channels 
2.2.3. New Business Models 

2.3. Process Management 

2.3.1. Processes 
2.3.2. Process and Cycle Deming 
2.3.3. Business Process Mapping 

2.3.3.1. Strategic Management 
2.3.3.2. Operational or Value Chain 
2.3.3.3. Support 

2.4. Optimization in Process Management 

2.4.1. Process Based Focus 
2.4.2. Process Improvement Phases 
2.4.3. Continuous Improvement and Organization 

2.5. Process Innovation 

2.5.1. Design Thinking 
2.5.2. Agile Approach 
2.5.3. Lean Start-Up 

2.6. Digital Strategy in the Company 

2.6.1. Digital Marketing and E-Commerce 
2.6.2. Integrating Traditional and Digital Marketing 
2.6.3. Online Marketing Tools 

2.7. Organizational Environment 

2.7.1. Change Management 
2.7.2. Strategy for the Management of Change 
2.7.3. Organizational Change Implementation 

2.8. Analysis and Management of Data 

2.8.1. History, Evolution and Trends of Web Analytics 
2.8.2. The Importance of Data Analytics 
2.8.3. Big Data and Business Intelligence 

2.8.3.1. Big Data 
2.8.3.2. Business Intelligence (BI) 

2.9. Innovation and Technology

2.9.1. Innovative Companies 
2.9.2. Competitiveness Factors. Creativity and Innovation 
2.9.3. Innovation and Process Management 

2.10. Applications and Success Stories

2.10.1. Path of Digital Transformation 
2.10.2. Projecting Digital Transformation 
2.10.3. How to Succeed in Digital Transformation

Module 3. Digital Transformation of the Company

3.1. Digital and Business Transformation

3.1.1. Digitization vs. Digital Transformation 
3.1.2. Social Business: Platforms, Processes and People 
3.1.3. Organizational Models 

3.2. Smart Company or Company 4.0

3.2.1. Difference between Smart Company, Digital Company and Traditional Company 
3.2.2. Keys to Management in Digital Native Companies 
3.2.3. Design, Manufacturing, Logistics and Distribution of the Company 4.0 

3.3. Digital Transformation

3.3.1. Challenges of Digital Transformation 
3.3.2. Advantages of Digital Transformation 
3.3.3. Barriers of Digital Transformation 

3.4. Typology of Digital Transformation

3.4.1. Digital Transformation by Type of Business 
3.4.2. Digital Transformation by Business Model 
3.4.3. Digital Transformation by User Profile 

3.5. Profiles Leading the Digital Transformation by Area

3.5.1. Technology 
3.5.2. Marketing and Growth 
3.5.3. Human Resources 
3.5.4. Management 

3.6. TI/ IS Strategic Planning

3.6.1. The IT/IS Plan 
3.6.2. Structure of an IT/IS Plan 
3.6.3. Phases of an IT/IS Plan 

3.7. Information Systems Project Management

3.7.1. Functional and Non-Functional Requirements 
3.7.2. Typology of Information Systems 
3.7.3. Entity-Relationship Model

3.8. Differences Between Methodologies

3.8.1. Differences between Design Thinking, Lean Startup, Agile, Growth Hacking 
3.8.2. Delving into the Methodology of Growth Hacking 
3.8.3. Other Methodologies Design Sprint, Kanban and Six Sigma 

3.9. Digital Competencies

3.9.1. Strategic, Communicative and Agile Vision 
3.9.2. Data Analytics 
3.9.3. Creativity Management 
3.9.4. Security/Safety 

3.10. Consequences of Digital Transformation

3.10.1. Digitization of Society 
3.10.2. Digital Division 
3.10.3. Flexible Work, Work by Objectives and Teleworking

Module 4. Digital Transformation of the Company: Areas Impacted by the Transformation

4.1. Digital Transformation

4.1.1. The New Industrial Revolution
4.1.2. Growing in a Digital Environment
4.1.3. Corporate Culture in a Digital Environment 
4.1.4. Digital Native Companies

4.2. Organizational Culture and Leadership

4.2.1. Initial Analysis, Identifying the Degree of Maturity of the Organization in the Aspects of Leadership and Digitization 
4.2.2. Definition of Strategic Objectives for Digital Transformation
4.2.3. Development of a Strategic Plan, Identifying Initiatives and Needs. Prioritizing those Considered to be Important in the Strategic Objectives 
4.2.4. Leadership in Digital Transformation 
4.2.5. Measurement and Monitoring of Strategic Objectives 

4.3. IT Department

4.3.1. New Roles in the Organization 
4.3.2. Tools for Use in IT 
4.3.3. Digital Transformation Leadership by the IT Department

4.4. Customer Digitization 

4.4.1. Factors that Influence Customer Loyalty
4.4.2. Customer Orientation, a Key Strategy 
4.4.3. Understand Customer Behavior 
4.4.4. Use of Data to Learn About the Customer 
4.4.5. Corporate Reputation and Customer Satisfaction, Efficiency 

4.5. From HR to People Management 

4.5.1. Changes from the HR Point of View
4.5.2. New Digital Skills for the New Workers 
4.5.3. Digital Experts vs. Digital Talent
4.5.4. Talent Selection Tools
4.5.5. Data-Driven Decision Making

4.6. Marketing and Sales

4.6.1. From Interrupting the Conversation to Part of it with Relevant Content 
4.6.2. Transmit Emotions from Our Digital Assets in Immersive Way 
4.6.3. Integrate Commerce + Mobile + Social to Achieve Impact to Accelerate Purchase 
4.6.4. Hyper-Localization: Local is Global, Breaking the Paradigms of Commerce 
4.6.5. Social Intelligence: from Big Data to Small Data to Predict Behaviors 

4.7. Purchasing Department

4.7.1. Revaluation of the Purchasing Department 
4.7.2. New Functionalities and Roles 
4.7.3. More Effective Supply Chain Optimization
4.7.4. Skills and Capabilities of Purchasing Personnel 

4.8. Industry 4.0

4.8.1. Mobile Internet and M2M Communication are the Foundation of IoT 
4.8.2. Data Analysis (Big Data) Will Make it Possible to Identify Patterns and Interdependencies, Find Inefficiencies, and Even Predict Future Events 
4.8.3. Applications and Infrastructures Offered in the Cloud

4.9. Financial Department 

4.9.1. Data Analytics: Automated Data Analysis
4.9.2. Fact-Based Analysis of Actual Processes and Events
4.9.3. Artificial Intelligence for the Development of New Financial Models 
4.9.4. Automation of the Most Repetitive Processes
4.9.5. Control of Operations by Blockchain 

4.10. Logistics Department

4.10.1. Customer Experience
4.10.2. New Digital Profiles for Logistics
4.10.3. Leadership
4.10.4. Digital Platforms

Module 5. Digital Transformation as a 360º strategy

5.1. 360º Strategy

5.1.1. Brand Awareness 
5.1.2. Content Mapping and Customer Journey 
5.1.3. Strategy Always On 

5.2. Rebranding

5.2.1. Rebranding 
5.2.2. When to Apply a Rebranding Strategy 
5.2.3. How to Apply a Rebranding Strategy 

5.3. HR Marketing

5.3.1. Recruitment Marketing 
5.3.2. Phases of HR Marketing 
5.3.3. Communication Strategy: Internal and External 

5.4. Relationship Marketing

5.4.1. Relationship Marketing 
5.4.2. Inbound Marketing 
5.4.3. Tools 

5.5. Innovation Communities and Ecosystems

5.5.1. Innovative Ecosystems 
5.5.2. Types of Profiles 
5.5.3. Keys to having an Internal and External Community 

5.6. Social Selling

5.6.1. Social Selling 
5.6.2. How to Apply a Social Selling Strategy?
5.6.3. Applications based on Social Selling 

5.7. Marketing Expertise

5.7.1. Marketing Expertise 
5.7.2. Objectives in an Experiential Marketing campaign 
5.7.3. Use of Technology in Experiential Marketing 

5.8. Branded Content and Native Advertising

5.8.1. Branded Content and Debranding 
5.8.2. Content Marketing vs. Brand Journalism 
5.8.3. Native Advertising 

5.9. Real Time Marketing

5.9.1. Real Time Marketing 
5.9.2. Preparation of a Real Time Marketing campaign 
5.9.3. Personalization as a Key Concept 
5.9.4. Corporate Social Responsibility 

5.10. Key Performance Indicators (KPIS) in the Digital Age

5.10.1. Organizational Indicators 
5.10.2. Innovation Indicators 
5.10.3. Marketing Indicators 

Module 6. The New Digital Era: Internet of Things (IoT)

6.1. Internet of Things

6.1.1. Analysis of Internet of Things 
6.1.2. Scope and Evolution 
6.1.3. Transformation Implications for Companies 

6.2. Big Data

6.2.1. Big Data and Small Data 
6.2.2. The 4 Vs of Big Data 
6.2.3. Predictive Analytics 
6.2.4. Focus Data Driven 

6.3. Cloud Productivity

6.3.1. Features 
6.3.2. Implementation models 
6.3.3. Levels or Layers 

6.4. Technology Blockchain

6.4.1. Blockchain 
6.4.2. Benefits of Blockchain 
6.4.3. Blockchain Applications in the Business World 

6.5. Artificial Intelligence (AI)

6.5.1. Artificial Intelligence 
6.5.2. Types of Artificial Intelligences 
6.5.3. Applications of Artificial Intelligences 
6.5.4. Machine Learning vs. Artificial Intelligence 

6.6. Extended Reality (XR) 

6.6.1. Extended Reality (XR) 
6.6.2. Virtual Reality (VR) 
6.6.3. Augmented Reality (AR) 
6.6.4. Mixed Reality (MR) 

6.7. Augmented Humans or Human 2.0

6.7.1. Human Enhancement Technologies (HET) 
6.7.2. Biohacking 
6.7.3. Accelerated Learning 

6.8. 3D Printing

6.8.1. Evolution and Scope of 3D Printing 
6.8.2. Types of 3D Printing 
6.8.3. Applications of 3D Printing 

6.9. Localisation-Based Services (LBS)

6.9.1. Bluetooth Low Energy (BLE): Beacons 
6.9.2. GPS Location 
6.9.3. Wireless Location: Geofending and Geotagging (RFID and NFC, barcodes, QR scanners) 

6.10. 5G Technology

6.10.1. Connectivity 
6.10.2. Advantages of 5G 
6.10.3. Applications

Module 7. Marketing Channels in the Digital Age

7.1. Social Networks

7.1.1. Relational 
7.1.2. Entertainment 
7.1.3. Professional 
7.1.4. Niche 

7.2. Influencer Marketing

7.2.1. Classification of Influencers 
7.2.2. Design of Campaigns with Influencers 
7.2.3. Types of Campaigns with Influencers 

7.3. Email Marketing

7.3.1. The Objectives of Email Marketing 
7.3.2. Key Factors in Email Marketing 
7.3.3. Email Automation 

7.4. Website and SEO

7.4.1. Website 
7.4.2. SEO On Page 
7.4.3. SEO Off Page 

7.5. Mobile Applications and ASO

7.5.1. Types of Applications 
7.5.2. Key Concepts 
7.5.3. ASO Positioning 

7.6. Paid Campaigns

7.6.1. Paid Media Strategy 
7.6.2. Google Ads 
7.6.3. Facebook Ads 

7.7. Affiliate Marketing

7.7.1. Affiliate Marketing Analysis 
7.7.2. Types of Affiliate Marketing 
7.7.3. Key Aspects 

7.8. Programmatic Advertising

7.8.1. Programmatic Advertising 
7.8.2. Key Players 
7.8.3. Benefits of Programmatic Advertising 
7.8.4. Real time Bidding (RTB) 

7.9. Loyalty Programs

7.9.1. Loyalty Programs 
7.9.2. Importance of Gamification 
7.9.3. Types of Loyalty Programs 

7.10. Co-Branding

7.10.1. Co-Branding Campaign 
7.10.2. Types of Cobranding 
7.10.3. Co-Branding vs. Co-Marketing

Module 8. Digital Marketing: The Transformation of Communication and Marketing

8.1. The Digital Revolution in Marketing

8.1.1. The Impact of the Internet on Communication
8.1.2. Transcendence of the Internet in Communication
8.1.3. The 4 Ps of Online Marketing

8.2. The Marketing Plan in a Digital Environment

8.2.1. Utility of the Digital Marketing Plan
8.2.2. Plan Parts
8.2.3. Preparation of an Effective Marketing Plan

8.3. Competitive Strategy

8.3.1. Contribution Value
8.3.2. The Brand as a Competitive Element
8.3.3. Unique Selling Proposition
8.3.4. Changes in Brand-Consumer Relationships

8.4. Communication Objectives

8.4.1. Types of Objectives
8.4.2. Branding
8.4.3. Performance
8.4.4. SMART Objectives

8.5. Target Audience

8.5.1. How Should It Be Defined?
8.5.2. Segmentation
8.5.3. Buyer Persona

8.6. Communication Strategy

8.6.1. Insights
8.6.2. Positioning
8.6.3. The Message

8.7. Digital Marketing Tools I: The Web

8.7.1. Web
8.7.2. Web Types
8.7.3. Operation
8.7.4. Content Management System (CMS)

8.8. Digital Marketing Tools II: Search Engines

8.8.1. Search Engine Marketing
8.8.2. SEO
8.8.3. SEM

8.9. Digital Marketing Tools III: Social Media

8.9.1. Types of Networks
8.9.2. Social Media Optimization
8.9.3. Social Ads

8.10. Digital Marketing Tools IV: Other Tools

8.10.1. Emailing
8.10.2. Affiliation
8.10.3. Display
8.10.4. Videos

Module 9. User Experience Management in a Digital Ecosystem

9.1. User Experience

9.1.1. User Experience and Its Value
9.1.2. Why it Cannot Be Analyzed as an Isolated Entity
9.1.3. Process: Lean UX

9.2. User Experience Research Techniques in a Digital Ecosystem I: User Research

9.2.1. User Research
9.2.2. Key Methods
9.2.3. Practical Application

9.3. User Experience Research Techniques in the Digital Ecosystem II: User Research Strategy

9.3.1. Other User Research Methods
9.3.2. Methodologies to Be Used According to Project
9.3.3. Combination with Other Data

9.4. User Experience Research Techniques in a Digital Ecosystem III: User Interviews

9.4.1. When to Do Them and Why?
9.4.2. User Interview Types
9.4.3. Practical Application

9.5. User Experience Research Techniques in a Digital Ecosystem IV: People

9.5.1. Definition and Identification
9.5.2. Creation
9.5.3. Application of this Methodology in Practice 

9.6. User Experience Research Techniques in a Digital Ecosystem V: Usability Testing

9.6.1. Step-by-step Instructions on How to Conduct Your Own Usability Studies
9.6.2. Objectives, Benefits and Limitations
9.6.3. Application of this Methodology in Practice 

9.7. User Experience Research Techniques in the Digital Ecosystem VI: Remote Usability Testing

9.7.1. Definition and Types
9.7.2. Tools and How to Recruit Users
9.7.3. Data Analysis and Presentation of Findings

9.8. User Experience Research Techniques in a Digital Ecosystem VII: User Experience Analysis

9.8.1. What to do When We Have No Data on Our Users?
9.8.2. Usability Inspection Methods
9.8.3. Other Techniques

9.9. User Experience Research Techniques in a Digital Ecosystem VIII: MVP

9.9.1. Formulate Hypotheses to be Validated and Prioritize Them
9.9.2. MVP and Its Benefits
9.9.3. Most Common Mistakes

9.10. User Experience Research Techniques in a Digital Ecosystem IX: Web Analytics

9.10.1. User Research and Analytics
9.10.2. UX Discovery, Optimization and Goals
9.10.3. Define Metrics

Module 10. E-commerce: New Sales Channels

10.1. E-Commerce and E-Commerce Types

10.1.1. Sales Channels
10.1.2. Origin of E-Markets
10.1.3. Advantages and Challenges
10.1.4. Types of E-Commerce

10.2. E-Commerce Strategy and Competitive Advantage

10.2.1. Key Success Factors
10.2.2. The Long Tail
10.2.3. Competitive Advantage in Online Selling

10.3. Technology

10.3.1. Technology Requirements
10.3.2. Elements of a Sales Platform
10.3.3. Platform Types

10.4. Surgery

10.4.1. Online Sales Operations
10.4.2. Operational and Logistical Processes
10.4.3. Customer Service

10.5. Means of Payment

10.5.1. Relevance
10.5.2. Main Means of Payment
10.5.3. Fraud and Its Management

10.6. Online Sales

10.6.1. Levers
10.6.2. Visits
10.6.3. Conversion
10.6.4. Average Order

10.7. The Sales Funnel

10.7.1. Sales Funnel Development
10.7.2. Engagement
10.7.3. Check Out

10.8. Loyalty

10.8.1. Customer Relationship Management (CRM)
10.8.2. Process
10.8.3. Segmentation

10.9. Internationalization

10.9.1. First stage
10.9.2. Second Stage
10.9.3. Third stage
10.9.4. Fourth Stage

10.10. Omnichannel

10.10.1. Cell Phone Impact
10.10.2. Multichannel vs. Omnichannel
10.10.3. Omnichannel Challenges

Module 11. New Drivers in the Digital Transformation of Companies

11.1. New Adopted Behaviors

11.1.1. Social Distancing
11.1.2. A-Commerce
11.1.3. Mentor to Protégé (M2P)

11.2. Trends in Communication

11.2.1. Inclusive and Social Marketing
11.2.2. Ecology and Proximity
11.2.3. Humanization
11.2.4. Differentiation

11.3. Evolution of Contents

11.3.1. Evolution of Fast Content
11.3.2. Immediate Content
11.3.3. From Storytelling to Storydoing
11.3.4. The Rise of Premium Content

11.4. The Evolution of Genetics

11.4.1. The Intent to Search
11.4.2. Voice Marketing
11.4.3. Visual Search
11.4.4. Interactive Searches

11.5. Advances of the Supports

11.5.1. OOH Digital Advertising
11.5.2. Connected TV and Over-The-Top (OTT) Video
11.5.3. Podcasting and Online Audio 
11.5.4. Streaming

11.6. Customer Centric

11.6.1. Customer Centric vs Customer Experience vs. Product Centric
11.6.2. User Generated Content
11.6.3. Share of Voice
11.6.4. Personalization

11.7. The Evolution of E-commerce

11.7.1. Developments and Outlook
11.7.2. System Types
11.7.3. Types of E-commerce

11.8. Behavioral Economics

11.8.1. Behavioral Economics
11.8.2. Types of Biases and Nudges
11.8.3. CRO
11.8.4. UX vs. UI

11.9. Digital Transformation Physical + Digital

11.9.1. Age of Digitalization
11.9.2. Social, Location and Mobile (SoLoMo)
11.9.3. Evolution of Payment Methods
11.9.4. New Challenges in Retail

11.10. Evolution by Sectors in the Digital Environment

11.10.1. Tourism
11.10.2. Mobility
11.10.3. Health

Module 12. Business Process Management (BPM)

12.1. Business Architecture

12.1.1. Holistic View of Business Architecture 
12.1.2. Value Chain 
12.1.3. Process Architecture 

12.2. Diagnosis of BPM

12.2.1. Business Process Management 
12.2.2. Business Drivers 
12.2.3. Necessary Elements for a Successful Implementation 
12.2.4. Maturity Cycle 

12.3. BPM Principles

12.3.1. Context Adaptability 
12.3.2. Continuity
12.3.3. Development of Competencies 
12.3.4. Holism 
12.3.5. Institutionalization 
12.3.6. Participation of Key Stakeholders 
12.3.7. Common Language 
12.3.8. Purpose 
12.3.9. Simplicity 
12.3.10. Adoption of technology 

12.4. Benefits of BPM

12.4.1. Corporate 
12.4.2. Customers 
12.4.3. Management 
12.4.4. Stakeholders 
12.4.5. BPM Applications

12.4.5.1. Business Process Improvement (BPI) 
12.4.5.2. Enterprise Process Management (EPM) 
12.4.5.3. Continuous Refinement (CR) 

12.5. Sectoral Application of BPM

12.5.1. Financial Entities 
12.5.2. Telecommunications 
12.5.3. Health 
12.5.4. Insurance 
12.5.5. Public Administration
12.5.6. Manufacturing Industry 

12.6. Process Reference Models

12.6.1. APQC Model 
12.6.2. SCOR Model 

12.7. Process Center of Excellence (COE)

12.7.1. COE Functions and Benefits 
12.7.2. Steps to Establish a COE and Governance Model 

12.8. Steps to BPM Success

12.8.1. Discover and Simplify 
12.8.2. Capture and Document 
12.8.3. Publish and Animate 
12.8.4. Design and Improve 
12.8.5. Simulate and Optimize 
12.8.6. Generate and Execute 
12.8.7. Monitor and Manage 

12.9. Challenges of Business Process Management

12.9.1. Risks Depending on the Stage of the Process 
12.9.2. Strategies to Overcome Risk 
12.9.3. Implementation Errors 

12.10. Considerations when Starting a BPM Project

12.10.1. Select the Correct Starting Point 
12.10.2. Engaging with Users 
12.10.3. Measuring from the Start

Module 13. Process Modeling and Analysis

13.1. Process Modeling

13.1.1. Purposes of Process Modeling 
13.1.2. Benefits of Using a Standardized Notational Model 
13.1.3. Considerations for Selecting a Notation Model 

13.2. Business Process Modelling Notation (BPMN)

13.2.1. BPMN Components 
13.2.2. Types of BPMN Charts 
13.2.3. Advantages of BPMN 
13.2.4. Disadvantages of BPMN 

13.3. Other Types of Process Modeling

13.3.1. Swim Lanes 
13.3.2. Flow Charting 
13.3.3. Event Process Chain (EPC) 
13.3.4. Unified Modeling Language (UML) 
13.3.5. Integrated Definition Language (IDEF) 
13.3.6. Value Stream Mapping 

13.4. Process Modeling Approaches

13.4.1. Value Chain 
13.4.2. Supplier Input Process Output Customer (SIPOC) 
13.4.3. System Dynamics 

13.5. Process Modeling Levels

13.5.1. Corporate Perspective 
13.5.2. Business Perspective 
13.5.3. Operational Perspective 

13.6. Data Collection

13.6.1. Direct Observation 
13.6.2. Interviews 
13.6.3. Surveys 
13.6.4. Structured Workshops 
13.6.5. Web Conferences 

13.7. Modeling Software (BPMS)

13.7.1. AuraPortal 
13.7.2. Bizagi Modeler 
13.7.3. Trisotech 
13.7.4. iGrafx 
13.7.5. IBM Blueworks Live 
13.7.6. OnBase by Hyland 
13.7.7. Oracle BPM Suite 
13.7.8. Signavio 

13.8. Process Analysis

13.8.1. Implementation Phase 
13.8.2. Roles in the Analysis 
13.8.3. Factors for Process Analysis 
13.8.4. Economic Analysis 
13.8.5. Cause and Effect Tree 
13.8.6. Risk Analysis 
13.8.7. Resource Capacity Analysis 
13.8.8. Human Talent Analysis 

13.9. Considerations for Process Analysis

13.9.1. Leadership at the Managerial Level 
13.9.2. Process Management Maturity 
13.9.3. Avoid Troubleshooting during Analysis 
13.9.4. Efficient Analysis 
13.9.5. Potential Resistance 
13.9.6. Omission of Culpability in Non-conformities 
13.9.7. Understanding Organizational Culture 
13.9.8. Customer Focus 
13.9.9. Resources Availability 

13.10. Simulation of Business Processes

13.10.1. Technical and Policy Considerations for Simulation 
13.10.2. Business Process Simulation Step by Step 
13.10.3. Simulation Tools

Module 14. Control and Optimization of Processes

14.1. Process Design

14.1.1. Fundamental Aspects of Process Design 
14.1.2. Transition from "As is" to "To be’’
14.1.3. Economic Analysis of the "To be" Process

14.2. Towards Process Performance Control

14.2.1. Taking into Account the Maturity Level of the Process 
14.2.2. Performance Interpretations 
14.2.3. Measurable Aspects 
14.2.4. Performance Measurement Design 

14.3. Process Performance Measurement and Control

14.3.1. Importance of Process Measurement 
14.3.2. Process Management Indicators 
14.3.3. Steps to Create Management Indicators 

14.4. Methods to Measure and Control Performance

14.4.1. Value Stream Map (VSM) 
14.4.2. Activity-Based Costing Systems 
14.4.3. Statistical Control 

14.5. Statistical Process Control

14.5.1. Statistical Parameters 
14.5.2. Variability Analysis 
14.5.3. Control Charts 
14.5.4. Sampling Plans 

14.6. Process Mining

14.6.1. State of the Art of Process Mining 
14.6.2. Process Mining Methodology 
14.6.3. Factors to Consider for Implementation 

14.7. Process Intelligence

14.7.1. Process Intelligence 
14.7.2. BAM (Business Activity Monitoring) Tools 
14.7.3. Dashboards 

14.8. The Management of Change

14.8.1. Resistance to Change 
14.8.2. Uncertainty Management of Human Talent 
14.8.3. Change Management Process 

14.9. Organizational Transformation

14.9.1. Beyond Improvement 
14.9.2. Transforming the Organization 
14.9.3. Continuous Optimization 

14.10. A New Business Process Management

14.10.1. Aspects of a Process-Oriented Organization 
14.10.2. Organizational Maturity Assessment 
14.10.3. Implementation of the Governance Model 
14.10.4. BPM Roadmap Design

Module 15. Agile Methodologies for the Development of New Business Models: Canvas Business Model

15.1. Development of New Business Models

15.1.1. Patterns
15.1.2. Design Ideas
15.1.3. Prototyping

15.2. Value Proposition

15.2.1. Giving Value to Our Customers
15.2.2. Solution to Our Customers Problems
15.2.3. Satisfied Customers and Their Needs
15.2.4. Particularize Products or Services to Each Customer Sector 

15.3. Customer Segments. Customer Segment Selection

15.3.1. Creating Value for Each Customer
15.3.2. Knowing How to Identify the Most Important Customers
15.3.3. Niche Markets

15.4. Communication and Distribution Channels

15.4.1. Make Customers Aware of Products/Services
15.4.2. Help Customers Evaluate the Proposal
15.4.3. Enable Customers to Purchase Products/Services
15.4.4. Provide Customers with a Value Proposition 
15.4.5. Offer Customers After-Sale Services 

15.5. Relationship with the Customer 

15.5.1. Customer Acquisition
15.5.2. Customer Loyalty
15.5.3. Sales Stimulation 

15.6. Revenue Flows

15.6.1. Revenues Within the Business Plan
15.6.2. Revenues from Transactions Derived from One-Time Payments
15.6.3. Recurring Income Derived from Periodic Payments 

15.7. Key Resources

15.7.1. Physical
15.7.2. Intellectual
15.7.3. Human
15.7.4. Economic

15.8. Key Activities

15.8.1. Production Activities
15.8.2. Problem Solving Activities 
15.8.3. Platform/Network Activities

15.9. Strategic Partnerships 

15.9.1. Strategic Alliances Between Non-Competing Companies 
15.9.2. Strategic Alliances Between Competing Companies 
15.9.3. Joint Ventures
15.9.4. Customer-Supplier Relationships 

15.10. Cost Structure 

15.10.1. The Role of Cost in the Business Plan
15.10.2. Cost Structures According to Costs
15.10.3. Cost Structures According to Value

Module 16. Agile Methodologies for Project Management and Technology

16.1. State of the Art in Agile Methodologies

16.1.1. Context of the Emergence of these Methodologies
16.1.2. Challenges that Help Us Solve
16.1.3. Ecosystem of Methodologies and the Relationships Between Them

16.2. Agile Manifesto and Principles

16.2.1. Principles of the Manifesto
16.2.2. Meaning, Importance and Implications 
16.2.3. Points of Contact with Key Aspects of Other Contemporary Methodologies

16.3. SCRUM I

16.3.1. SCRUM
16.3.2. Challenges and Benefits
16.3.3. SCRUM Features
16.3.4. Procedure and Phases
16.3.5. Roles

16.4. SCRUM II - Planning and Sprints

16.4.1. Study of the "Sprint’’
16.4.2. Understanding this Phase
16.4.3. Objectives and Challenges
16.4.4. Practical Procedure

16.5. SCRUM III - Review Phase

16.5.1. Understanding this Phase
16.5.2. Objectives and Challenges
16.5.3. Practical Procedure

16.6. SCRUM IV - Retrospective Phase

16.6.1. Understanding this Phase
16.6.2. Objectives and Challenges
16.6.3. Practical Procedure

16.7. SCRUM V - Documentation and Good Practices

16.7.1. Why Should We Document?
16.7.2. How to Document
16.7.3. Good Practices

16.8. Extreme Programming

16.8.1. Analysis of Extreme Programming
16.8.2. Objectives and Challenges of the Extreme Programming Methodology
16.8.3. Practical Procedure

16.9. KANBAN

16.9.1. KANBAN Methodology
16.9.2. Objectives, Benefits and Limitations
16.9.3. Methodology in Practice 

16.10. Application of Agile Methodologies in Different Fields

16.10.1. Understanding How Agile Methodologies Can Help Us in Different Areas
16.10.2. Agile Software Development
16.10.3. Agile Marketing
16.10.4. Agile Sales

Module 17. Innovation Methodologies: Design Thinking

17.1. Design Thinking: People-Centered Innovation

17.1.1. Understand the Fundamental Principles of Design Thinking
17.1.2. Objectives and Limitations
17.1.3. Benefits Within the Current Context 

17.2. Design Thinking Phases

17.2.1. Understand the Development Flow of this Methodology
17.2.2. Challenges in Each Phase of a Project
17.2.3. Errors and Malpractice

17.3. Research Methodologies in Design Thinking I

17.3.1. Methods I
17.3.2. Objectives, Benefits and Limitations I
17.3.3. Practical Application I

17.4. Research Methodologies in Design Thinking II

17.4.1. Methodology II
17.4.2. Objectives, Benefits and Limitations II
17.4.3. Practical Application II

17.5. The Customer Journey

17.5.1. The Customer Journey
17.5.2. Objectives, Benefits and Use Cases
17.5.3. Practical Application

17.6. Workflow in Design Thinking I: Immersion

17.6.1. Objectives
17.6.2. Procedure
17.6.3. Challenges and Good Practices

17.7. Workflow in Design Thinking II: Conception

17.7.1. Objectives
17.7.2. Procedure
17.7.3. Challenges and Good Practices

17.8. Workflow in Design Thinking III: Implementation

17.8.1. Objectives
17.8.2. Procedure
17.8.3. Challenges and Good Practices

17.9. Workflow in Design Thinking IV: Testing and Closing Up

17.9.1. Objectives
17.9.2. Procedure
17.9.3. Challenges and Precautions Prior to Solution Implementation

17.10. Good and Bad Practices in Design Thinking

17.10.1. Risks and Common Mistakes in the Practice of Design Thinking 
17.10.2. Cases in Which We Should Not Apply this Methodology
17.10.3. Final Recommendations and Checklist

Module 18. Agile Methodologies for New Products and Businesses: Lean Start-Up

18.1. Entrepreneurial Spirit

18.1.1. Entrepreneur
18.1.2. Entrepreneur Characteristics
18.1.3. Types of Entrepreneurs

18.2. Entrepreneurship and Teamwork

18.2.1. Teamwork
18.2.2. Characteristics of Teamwork
18.2.3. Advantages and Disadvantages of Teamwork

18.3. Creation of a Company

18.3.1. Being an Entrepreneur
18.3.2. Company Concept and Model
18.3.3. Stages of the Business Creation Process

18.4. Basic Components of a Company

18.4.1. Different Approaches
18.4.2. The 8 Components of a Company

18.4.2.1. Customers
18.4.2.2. Environment
18.4.2.3. Technology
18.4.2.4. Material Resources
18.4.2.5. Human Resources
18.4.2.6. Finances
18.4.2.7. Enterprise Networks
18.4.2.8. Opportunity

18.5. Value Proposition

18.5.1. Value Proposition
18.5.2. Ideas Generation
18.5.3. General Recommendations for Value Propositions

18.6. Helpful Tools for the Entrepreneur

18.6.1. Lean Start-Up
18.6.2. Design Thinking
18.6.3. Open Innovation

18.7. Lean Start-Ups

18.7.1. Lean Start-Up
18.7.2. Lean Start-Up Methodology
18.7.3. Phases a Start-Up Goes Through

18.8. Business Approach Sequence

18.8.1. Validate Hypotheses
18.8.2. MVP: Minimum Viable Product MVP
18.8.3. Measure: Lean Analytics
18.8.4. Pivot or Persevere

18.9. Innovate

18.9.1. Innovation
18.9.2. The Ability to Innovate, Creativity and Growth
18.9.3. Innovation Cycle

18.10. Creativity

18.10.1. Creativity as a Skill
18.10.2. Creativity Process
18.10.3. Types of Creativity

Module 19. New Trends in Digital Transformation and their Impact on Businesses

19.1. Internet Evolution

19.1.1. Evolution of the Digital Ecosystem
19.1.2. New Digital Trends
19.1.3. New Customer and Future Customer

19.2. E-Commerce 2.0: Trends

19.2.1. From 1.0 to 2.0
19.2.2. Emotional Selling
19.2.3. Sharing Economy
19.2.4. New Trends in Online Sales

19.3. CRO and Growth Hacking

19.3.1. Importance of Conversion
19.3.2. CRO
19.3.3. Growth Hacking

19.4. Big Data and Data Science

19.4.1. The Importance of Data
19.4.2. Big Data
19.4.3. Data Scientist Role

19.5. Internet of Things (IoT)

19.5.1. IoT Analysis
19.5.2. Impact on the Company
19.5.3. Wearables
19.5.4. Connected Home

19.6. Industry 4.0

19.6.1. New Trends
19.6.2. Makers
19.6.3. New Industrial Production and Robotization

19.7. Digital Marketing Trends:

19.7.1. Programmatic
19.7.2. Video
19.7.3. Content: Native Advertising

19.8. Internet 3.0 Semantic Web

19.8.1. Where the Network is Evolving To
19.8.2. Robot Assistants: Alexa, Siri and Google Assistant
19.8.3. Semantic Web

19.9. Future of Relationships: The Privacy Challenge

19.9.1. Privacy Challenge
19.9.2. Data Protection Regulation
19.9.3. Consumer Privacy 

19.10. New Technological Horizons

19.10.1. New Trends
19.10.2. Blockchain
19.10.3. Future Evolution and New Challenges 
19.10.4. Upcoming Technologies

Module 20. Legal Aspects of the Digital Transformation

20.1. Law in the Digital Transformation

20.1.1. Relationship Between Law and Technology 
20.1.2. Legal Challenges in the Digital Era 
20.1.3. Forms of Association 
20.1.4. Big Data
20.1.5. Legal Challenges of Artificial Intelligence 
20.1.6. Tax Aspects 

20.2. Corporate Recruitment

20.2.1. Conceptualization of Corporate Recruitment 
20.2.2. Technology Transfer Contracts 
20.2.3. Smart Contracts 
20.2.4. Cloud Computing 
20.2.5. The Digital Labor Contract 
20.2.6. Remote Work 

20.3. Intellectual Property

20.3.1. Copyright and Related Rights 
20.3.2. Multimedia Content and Protection Measures in the Digital Environment 
20.3.3. International Copyright System 
20.3.4. Distinctive Signs (Trademarks, Names, Trade Names, Trade Ensigns and Appellations of Origin) 
20.3.5. Patents (Inventions, Utility Models and Industrial Designs) 
20.3.6. Domain Names 

20.4. Legal Information Technology

20.4.1. Blockchain 
20.4.2. Digital Signatures and Electronic Signatures 
20.4.3. Computer Forensics 

20.5. Competition/Antitrust

20.5.1. Market Analysis: Microeconomics 
20.5.2. Competition Law in the Digital Age 
20.5.3. Defence and Compliance Strategies 

20.6. Free Trade Agreements

20.6.1. Fundamental Elements of Free Trade Agreements 
20.6.2. Competitive Advantages of Free Trade Agreement Management 
20.6.3. Main Free Trade Agreements in the Digital Area 

20.7. Valuation of Intangible Assets

20.7.1. Classification of Intangible Assets 
20.7.2. International Asset Valuation Standards 
20.7.3. Current Trends in the Intangible Economy 

20.8. Protection of Personal Data

20.8.1. Applicable Concepts 
20.8.2. Databases 
20.8.3. Big Data
20.8.4. Data Protection in the European Union and in the United States 

20.9. Protection of Consumer Rights 

20.9.1. Consumer Rights 
20.9.2. International Regulation of Electronic Commerce 
20.9.3. Consumer Arbitration 
20.9.4. Tendencies 

20.10. Legal TECH

20.10.1. Legal TECH for Documents 
20.10.2. Legal TECH for Contracts 
20.10.3. Legal TECH for Financial 
20.10.4. Legal TECH for Design 
20.10.5. Legal TECH for Evidence

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