If you are looking for a specialization in the management of communication companies, TECH offers you the most complete syllabus on the market"

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. 

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 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.  

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 MBA in Communication Company Management is a tailor-made program that is taught in a 100% online format so that they can choose the time and place that best can choose their availability, schedule and interests. A program that is developed over 12 months and is intended to be a unique and stimulating experience that lays the foundations for their success as a manager and entrepreneur of communication companies. 

TECH offers you the most complete syllabus to develop your skills in the management of communication companies"

Syllabus

The MBA in Communication Company Management at TECH Global University is an intense program that prepares professionals to face challenges and business decisions, both nationally and internationally. The content of this program is designed to promote the development of managerial skills that allow them to make decisions with greater rigor in uncertain environments.

Throughout 2,700 hours of study, they will analyze a multitude of practical cases through individual work, achieving a contextual learning that will allow them to perfectly understand possible situations that they will face in their daily practice. It is, therefore, an authentic immersion in real business situations.

This MBA in Communication Company Management deals in depth with different areas of the company and is designed to specialize executives who understand the management of communication entities from a strategic, international and innovative perspective, a plan designed for graduates, focused on their professional improvement and that prepares them to achieve excellence in the field of management and business management. A program that understands their needs and those of their company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the necessary skills to solve critical situations in a creative and efficient way.

This MBA in Communication Company Management takes place over 12 months and is divided into 15 modules:

Module 1. Management and Leadership 
Module 2. Business Strategy
Module 3. Organization, Management and Corporate Policies 
Module 4. Communication Company Management 
Module 5. Strategic and Corporate Communication
Module 6. Communication Methods
Module 7. Social Media
Module 8. Information Product Management 
Module 9. Market and Communication Environments 
Module 10. Market and Customer Management 
Module 11. Leadership, Ethics and Social Responsibility in Companies
Module 12. People and Talent Management
Module 13. Economic and Financial Management
Module 14. Commercial and  Strategic Marketing Management
Module 15. Executive Management

Where, When and How is it Taught?

TECH offers you the possibility to study this MBA in Communication Company Management completely online. Throughout the 12 months of the educational program, the students will be able to access all the contents of this program at any time, allowing them to self-manage their study time.

Module 1. Managementand Leadership

1.1. General Management  

1.1.1. The Concept of General Management 
1.1.2. The General Manager's Action  
1.1.3. The CEO and their Responsibilities 
1.1.4. Transforming the Work of Management 

1.2. Management and Leadership Development 

1.2.1. Concept of Management Development  
1.2.2. Concept of Leadership  
1.2.3. Leadership Theories 
1.2.4. Leadership Styles 
1.2.5. Intelligence in Leadership 
1.2.6. The Challenges of Today's Leader

1.3. Negotiation 

1.3.1. Intercultural Negotiation
1.3.2. Negotiation Focuses
1.3.3. Effective Negotiation Techniques
1.3.4. Restructuring

1.4. Human Resources Management by Competencies 

1.4.1. Analysis of the Potential
1.4.2. Remuneration Policy
1.4.3. Career/Succession Planning

1.5. Talent Management and Commitment 

1.5.1. Keys for Positive Management
1.5.2. Talent Map of the Organization
1.5.3. Cost and Added Value

1.6. Innovation in Talent and People Management 

1.6.1. Strategic Talent Management Models 
1.6.2. Talent Identification, Training and Development
1.6.3. Loyalty and Retention
1.6.4. Proactivity and Innovation

1.7. Developing High Performance Teams 

1.7.1. Personal Factors and Motivation for Successful Work
1.7.2. Integrating a High-Performance Team
1.7.3. People and Business Change and Development Projects
1.7.4. Financial Keys for HR: Business and People

1.8. Motivation 

1.8.1. The Nature of Motivation
1.8.2. Expectations Theory
1.8.3. Needs Theory
1.8.4. Motivation and Financial Compensation

1.9. Organizational Changes 

1.9.1. The Transformation Process
1.9.2. Anticipation and Action
1.9.3. Organizational Learning
1.9.4. Resistance to Change

1.10. Financial Diagnosis 

1.10.1. Concept of Financial Diagnosis 
1.10.2. Stages of Financial Diagnosis 
1.10.3. Assessment Methods for Financial Diagnosis 

Module 2. Business Strategy 

2.1. Strategic Management 

2.1.1. The Concept of Strategy  
2.1.2. The Process of Strategic Management 
2.1.3. Approaches in Strategic Management 

2.2. Planning and Strategy   

2.2.1. The Plan in a Strategy 
2.2.2. Strategic Positioning  
2.2.3. Strategy in Companies  
2.2.4. Planning 

2.3. Strategy Implementation 

2.3.1. Indicator Systems and Process Approach 
2.3.2. Strategic Map 
2.3.3. Differentiation and Alignment 

2.4. Corporate Strategy 

2.4.1. The Concept of Corporate Strategy 
2.4.2. Types of Corporate Strategies 
2.4.3. Corporate Strategy Definition Tools

2.5. Digital Strategy 

2.5.1. Technology Strategy and its Impact on Digital Innovation 
2.5.2. Strategic Planning of Information Technologies 
2.5.3. Strategy and The Internet  

2.6. Corporate Strategy and Technology Strategy 

2.6.1. Creating Value for Customers and Shareholders
2.6.2. Strategic IS/IT Decisions
2.6.3. Corporate Strategy vs Technological and Digital Strategy

2.7. Competitive Strategy 

2.7.1. The Concept of Competitive Strategy  
2.7.2. Competitive Advantage 
2.7.3. Choosing a Competitive Strategy
2.7.4. Strategies Based on the Strategic Clock Model 
2.7.5. Types of Strategies according to the Industrial Sector Life Cycle

2.8. Marketing Strategy Dimensions 

2.8.1. Marketing Strategies      
2.8.2. Types of Marketing Strategies

2.9. Sales Strategy 

2.9.1. Sales Methods
2.9.2. Acquisition Strategies
2.9.3. Service Strategies

2.10. Social Business

2.10.1. Web 2.0 Strategic Vision and its Challenges
2.10.2. Convergence Opportunities and ICT Trends
2.10.3. How to Monetize Web 2.0 and Social Media?
2.10.4. Mobility and Digital Business 

Module 3. Organization, Management and Corporate Policies  

3.1. Organizational Structure

3.1.1. Main Coordination Mechanisms
3.1.2. Departments and Organization Charts 
3.1.3. Authority and Responsibility 
3.1.4. Empowerment 

3.2. Organizational Design  

3.2.1. Organizational Design Concept 
3.2.2. Organizational structure 
3.2.3. Types of Organizational Designs 

3.3. Strategic Human Resources Management 

3.3.1. Job Design, Recruitment, and Selection
3.3.2. Training and Career Development
3.3.3. Strategic Approach to People Management
3.3.4. Design and Implementation of Personnel Policies and Practices

3.4. Financial Management 

3.4.1. Sector Opportunities and Threats 
3.4.2. The Concept of Value and Value Chain
3.4.3. Scenario Analysis, Decision-Making and Contingency Planning

3.5. Fundamentals of Commercial Management 

3.5.1. Internal and External Analysis. SWOT Analysis  
3.5.2. Sector and Competitive Analysis 
3.5.3. The Canvas Model

3.6. Product Management 

3.6.1. Product Classifications 
3.6.2. Differentiation 
3.6.3. The Design 
3.6.4. Luxury 
3.6.5. Environmental Issues  

3.7. Pricing Principles 

3.7.1. Introduction to Pricing 
3.7.2. Stages in Pricing

3.8. Distribution Channel Management 

3.8.1. Concept and Functions of Commercial Distribution  
3.8.2. Design and Management of Distribution Channels 

3.9. Advertising Communication 

3.9.1. Integrated Marketing Communication
3.9.2. Advertising Communication Plan 
3.9.3. Merchandising as a Communication Technique 

3.10. e-Commerce  

3.10.1. Introduction to e-Commerce 
3.10.2. Differences between Traditional Commerce and E-commerce 
3.10.3. Technological e-Commerce Platforms  

Module 4. Communication Company Management 

4.1. The Industries of Communication 

4.1.1. Mediamorphosis 
4.1.2. Digital Transformation 
4.1.3. Cybermedia 

4.2. Legal and Economic Structure of Communication Enterprises 

4.2.1. Individual Entrepreneur 
4.2.2. Trading Companies  
4.2.3. Media Conglomerates 

4.3. Structure, Administration and Challenges of Management

4.3.1. Departmental Structure in Communication Management
4.3.2. Current Trends in Management Models 
4.3.3. Integration of Intangibles
4.3.4. Communication Department Challenges 

4.4. Strategic Analysis and Competitiveness Factors 

4.4.1. Analysis of the Competitive Environment 
4.4.2. Competitiveness Determinants

4.5. Business Ethics  

4.5.1. Ethical Behavior in Companies
4.5.2. Deontology and Ethical Codes
4.5.3. Fraud and Conflicts of Interest

4.6. The Importance of Marketing in Communication Companies 

4.6.1. Marketing Strategies in Traditional Media 
4.6.2. Impact of Social Networks on the Media Agenda   

4.7. Strategic Thinking and Systems

4.7.1. The Company as a System
4.7.2. Strategic Thinking Derived from Corporate Culture
4.7.3. The Strategic Approach From a People Management Perspective

4.8. Branding 

4.8.1. The Brand and Their Functions   
4.8.2. Brand Creation (Branding) 
4.8.3. Brand Architecture

4.9. Creative Strategy Formulation

4.9.1. Explore Alternative Strategies
4.9.2. Counter Briefing or Creative Briefing
4.9.3. Branding and Positioning

4.10. Design of Crisis Manual/Crisis Communication Plan 

4.10.1. Preventing the Crisis 
4.10.2. Managing Crisis Communication 
4.10.3. Recovering from the Crisis  

Module 5. Strategic and Corporate Communication

5.1. Communication in Organizations

5.1.1. Organizations, People and Society
5.1.2. Historical Evolution of Organizational Behavior
5.1.3. Bidirectional Communication

5.2. Trends in Business Communication

5.2.1. Generation and Distribution of Corporate Content
5.2.2. Business Communication on the Web 2.0
5.2.3. Implementation of Metrics in the Communication Process

5.3. Integral Communication Plans

5.3.1. Audit and Diagnosis
5.3.2. Elaboration of Communication Plan
5.3.3. Measuring results: KPIs and ROI

5.4. Internal Communication

5.4.1. Motivational Programs, Social Action, Participation and HR Training Programs
5.4.2. Internal Communication Support and Tools
5.4.3. Internal Communication Plan

5.5. External Communication

5.5.1. External Communication Actions
5.5.2. The Need for Communication Offices

5.6. Reputation Management

5.6.1. Corporative Reputation Management
5.6.2. Focus on Brand Reputation
5.6.3. Leadership Reputation Management

5.7. Digital Communication and Reputation

5.7.1. Online Reputation Report
5.7.2. Netiquette and Good Practices on Social Media
5.7.3. Branding and Networking 2.0

5.8. Communication in Crisis Situations

5.8.1. Definition and Types of Crises
5.8.2. Phases of the Crisis
5.8.3. Messages: Contents and Moments

5.9. Lobbies and Pressure Groups

5.9.1. Opinion Groups and Their Actions in Businesses and Institutions
5.9.2. Institutional Relations and Lobbying
5.9.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

5.10. Corporate Brand Strategy

5.10.1. Public Image and Stakeholders
5.10.2. Corporate Branding Strategy and Management
5.10.3. Corporate Communication Strategy in Line With Brand Identity

Module 6. Media

6.1. Introduction to the Media  

6.1.1. What is the Media? 
6.1.2. Characteristics of the Media 
6.1.3. Media Utility 

6.2. Press 

6.2.1. Introduction and Brief History of the Media 
6.2.2. Main Features 
6.2.3. From Paper to Digital 

6.3. Radio 

6.3.1. Introduction and Brief History of the Media 
6.3.2. Main Features 

6.4. Television  

6.4.1. Introduction and Brief History of the Media 
6.4.2. Traditional Television 
6.4.3. New Forms of Television Consumption

6.5. Social Networks as a Means of Communication 

6.5.1. The Network as a New Communication Environment 
6.5.2. Communicative Possibilities of Social Networks 

6.6. New Platforms and Devices 

6.6.1. A Multi-Screen Environment 
6.6.2. Second Television Screens 
6.6.3. The Multitasker Consumer 

6.7. Glocalization 

6.7.1. Local Media  
6.7.2. Proximity Journalism 

6.8. Effects of the Media 

6.8.1. Efficiency of Commercial and Advertising Communication
6.8.2. Theories on the Effects of the Media 
6.8.3. Social and Co-creation Models

6.9. Media Convergence 

6.9.1. A New Media Ecosystem 
6.9.2. Convergence Culture 

6.10. User-Generated Content 

6.10.1. From Consumer to Prosumer 
6.10.2. Participatory Culture 
6.10.3. Collective Intelligence 

Module 7. Social Media 

7.1. Web 2.0

7.1.1. Organization in the Age of Conversation
7.1.2. Web 2.0 Is All About People
7.1.3. New Environments, New Content

7.2. Social Media Strategies

7.2.1. Corporate Communication Plan 2.0
7.2.2. Corporate PR and Social Media
7.2.3. Analysis and Evaluation of Results

7.3. Social Media Plan

7.3.1. Designing a Social Media Plan
7.3.2. Defining the Strategy to Be Followed in Each Medium
7.3.3. Contingency Protocol in Case of Crisis

7.4. Approach to Network Positioning: SEO and SEM

7.4.1. Introduction to SEO and SEM
7.4.2. How Search Engines Work
7.4.3. User Behavior

7.5. Generalist, Professional and Microblogging Platforms

7.5.1. Facebook
7.5.2. LinkedIn
7.5.3. Twitter

7.6. Video, Image, and Mobility Platforms

7.6.1. YouTube
7.6.2. Instagram
7.6.3. Flickr
7.6.4. Vimeo
7.6.5. Pinterest

7.7. Corporate Blogging

7.7.1. How to Create a Blog?
7.7.2. Content Marketing Strategy
7.7.3. How to Create a Content Plan for Your Blog?
7.7.4. Content Curation Strategy

7.8. Online Marketing Plan

7.8.1. Online Research
7.8.2. Creating an Online Marketing Plan
7.8.3. Configuration and Activation
7.8.4. Launch and Management

7.9. Community Management:

7.9.1. Functions, Duties, and Responsibilities of the Community Manager
7.9.2. Social Media Manager
7.9.3. Social Media Strategist

7.10. Web Analytics and Social Media 

7.10.1. Setting Objectives and KPIs
7.10.2. Digital Marketing ROI
7.10.3. Viewing and Interpreting Dashboards

Module 8. Information Product Management 

8.1. Information Product Definition 

8.1.1. Concept 
8.1.2. Features 
8.1.3. Types 

8.2. Information Product Development Process 

8.2.1. Phases of Information Production 
8.2.2. Agenda Setting

8.3. Strategies for Launching New Information Products

8.3.1. Tangible Strategies 
8.3.2. Intangible Strategies 
8.3.3. Product Portfolio Strategy 

8.4. Competitor Strategy Study  

8.4.1. Benchmarking 
8.4.2. Types of Benchmarking 
8.4.3. Advantages  

8.5. Information Product Portfolio Innovation Process 

8.5.1. Transmedia Narratives 
8.5.2. Fan Phenomenon 

8.6. Innovation in Strategic Positioning   

8.6.1. Gamification 
8.6.2. New Narrative World 

8.7. Journalistic Documentation 

8.7.1. Essential Guides to Cultural Journalism Documentation 
8.7.2. Historical Documentation 
8.7.3. Current Documentation 
8.7.4. The Raging News

8.8. Designing and Planning an Online Reputation Plan  

8.8.1. Brand Reputation Plan. General metrics, ROI, and Social CRM
8.8.2. Online Crisis and Reputational SEO 

8.9. The Importance of Communication in Today's Organizations 

8.9.1. Mechanisms and Systems for Communication with the Media 
8.9.2. Errors in Organizational Communication 

8.10. Inbound Marketing 

8.10.1. Effective Inbound Marketing
8.10.2. The Benefits of Inbound Marketing 
8.10.3. Measuring the Success of Inbound Marketing

Module 9. Market and Communication Environments 

9.1. Company's Macro-Environment 

9.1.1. Concept of Macro-Environment 
9.1.2. Macro-Environment Variables 

9.2. Company's Micro-Environment 

9.2.1. Approach to the Concept of Micro-Environment
9.2.2. Actors in the Micro-Environment 

9.3. New Competitive Environment 

9.3.1. Technological Innovation and Economic Impact 
9.3.2. Knowledge Society 
9.3.3. The New Consumer Profile 

9.4. Knowing the Market and the Consumer  

9.4.1. Open Innovation 
9.4.2. Competitive Intelligence 
9.4.3. Competitive Economy

9.5. The Market and Audiences 

9.5.1. Profile of Media Users 
9.5.2. Audience Fragmentation 

9.6. Developing the Marketing Plan 

9.6.1. Marketing Plan Concept 
9.6.2. Situation Analysis and Diagnosis 
9.6.3. Strategic Marketing Decisions 
9.6.4. Operating Marketing Decisions 

9.7. Market Segmentation 

9.7.1. Market Segmentation Concept  
9.7.2. Utility and Requirements of Segmentation  
9.7.3. Consumer Market Segmentation  
9.7.4. Industrial Market Segmentation
9.7.5. Segmentation Strategies  
9.7.6. Segmentation Based in Marketing - Mix Criteria

9.8. Competitive Positioning   

9.8.1. Positioning Concept on the Market 
9.8.2. The Positioning Process 

9.9. Commercial Segmentation 

9.9.1. Analysis of Distribution Channels, Sales Areas and Products
9.9.2. Preparing Commercial Areas
9.9.3. Implementing the Visiting Plan

9.10. Corporate Social Responsibility 

9.10.1. Social Commitment 
9.10.2. Sustainable Organizations  
9.10.3. Business Ethics

Module 10. Market and Customer Management 

10.1. Marketing Management 

10.1.1. The Concept of Marketing Management     
10.1.2. New Trends in Marketing 
10.1.3. A New Marketplace: Consumer and Business Capabilities 
10.1.4. Holistic MK Orientation 
10.1.5. Update on the 4Ps of Marketing 
10.1.6. Marketing Management Tasks 

10.2. Relationship Marketing

10.2.1. Concept of Marketing Relations  
10.2.2. The Customer as an Asset of the Company 
10.2.3. CRM as a Relationship Marketing Tool  

10.3. Data Base Marketing 

10.3.1. Data Base Marketing Applications 
10.3.2. Laws and Regulations  
10.3.3. Information Sources 

10.4. Types of Buying Behavior  

10.4.1. The Process in Purchasing Decisions 
10.4.2. The Stages in the Buying Process 
10.4.3. Types of Buying Behavior  
10.4.4. Features of the Types of Buying Behaviour

10.5. The Loyalty Process  

10.5.1. In-Depth Knowledge of the Client   
10.5.2. Loyalty Process 
10.5.3. The Value of the Customer 

10.6. Selecting Target Customers- CRM

10.6.1. Designing an e-CRM
10.6.2. Implications and Limitations of the Personal Data Protection Law
10.6.3. Orientation towards the Consumer
10.6.4. 1 to 1 Planning

10.7. Research Project Management 

10.7.1. Information Analysis Tools
10.7.2. Developing an Expectation Management Plan
10.7.3. Assessing the Feasibility of Projects

10.8. Online Market Research 

10.8.1. Quantitative Research Tools in Online Markets 
10.8.2. Dynamic Qualitative Customer Research Tools

10.9. Study of Traditional Audiences 

10.9.1. Audience Measurement Origin. Basic Concepts 
10.9.2. How are Traditional Audiences Measured? 
10.9.3. EGM and Kantar Media 

10.10. Internet Audience Studies 

10.10.1. The Social Audience 
10.10.2. Measuring Social Impact: Tuitele 

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

11.4. Business Ethics

11.4.1. Ethics and Morality
11.4.2. Business Ethics
11.4.3. Leadership and Ethics in Companies

11.5. Sustainability

11.5.1. Sustainability and Sustainable Development
11.5.2. The 2030 Agenda
11.5.3. Sustainable Companies

11.6. Corporate Social Responsibility

11.6.1. International Dimensions of Corporate Social Responsibility
11.6.2. Implementing Corporate Social Responsibility
11.6.3. The Impact and Measurement of Corporate Social Responsibility

11.7. Responsible Management Systems and Tools

11.7.1. CSR: Corporate Social Responsibility
11.7.2. Essential Aspects for Implementing a Responsible Management Strategy
11.7.3. Steps for the Implementation of a Corporate Social Responsibility Management System
11.7.4. CSR Tools and Standards

11.8. Multinationals and Human Rights

11.8.1. Globalization, Multinational Companies and Human Rights
11.8.2. Multinational Corporations and International Law
11.8.3. Legal Instruments for Multinationals in the Area of Human Rights

11.9. Legal Environment and Corporate Governance

11.9.1. International Rules on Importation and Exportation
11.9.2. Intellectual and Industrial Property
11.9.3. 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. Performance Evaluation and Performance Management

12.2.1. Performance Management
12.2.2. Performance Management: Objectives and Process

12.3. Change Management

12.3.1. Change Management
12.3.2. Type of Change Management Processes
12.3.3. Stages or Phases in the Change Management Process

12.4. Productivity, Attraction, Retention and Activation of Talent

12.4.1. Productivity
12.4.2. 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 Management, Strategic Marketing and Corporate Communication

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. 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. Communication Problems
14.9.7. Communication Scenarios

Module 15. Executive Management

15.1. Manager Functions: Organizational Culture and Approaches

15.1.1. Manager Functions: Organizational Culture and Approaches

15.2. Operations Management

15.2.1.  The Importance of Management
15.2.2. Value Chain
15.2.3. Quality Management

15.3. Public Speaking and Spokesperson Education

15.3.1. Interpersonal Communication
15.3.2. Communication Skills and Influence
15.3.3. Communication Barriers

15.4. Personal and Organizational  Communications Tools

15.4.1. Interpersonal Communication
15.4.2. Interpersonal Communication Tools
15.4.3. Communication in the Organization
15.4.4. Tools in the Organization

15.5. Preparation of a Crisis Plan

15.5.1. Analysis of Possible Problems
15.5.2. Planning
15.5.3. Adequacy of Personnel

15.6. Emotional Intelligence

15.6.1. Emotional Intelligence and Communication
15.6.2. Assertiveness, Empathy, and Active Listening
15.6.3. Self-Esteem and Emotional Communication

15.7. Personal Branding

15.7.1. Strategies for Personal Brand Development
15.7.2. Personal Branding Laws
15.7.3. Tools for Creating Personal Brands

15.8. Leadership and Team Management

15.8.1. Leadership and Leadership Styles
15.8.2. Leader Capabilities and Challenges
15.8.3. Managing Change Processes
15.8.4. Managing Multicultural Teams

The teaching materials of this program, elaborated by these specialists, have contents that are completely applicable to your professional experiences"