Do you want to specialize in Digital Marketing? Now you can thanks to TECH! A prestigious International Guest Director will give 10 unique Masterclasses in this dynamic field"

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.   

At TECH you will have access to Harvard Business School case studies"  

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus. 

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...    

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

Show the world your talent after completing this program. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities. 

Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique: 

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.    

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.      

Economy of Scale

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

At TECH you will have access to Harvard Business School case studies" 

The MBA in Digital Business is a tailor-made program that is delivered in a 100% online format. This way, you can choose the time and place that best suits your availability, schedule and interests.

A program that takes place over 12 months and is intended to be a unique and stimulating experience that lays the foundation for your success as a digital business manager. 

At TECH we put all our resources at your disposal so that you can acquire the skills and abilities necessary for your professional development"

Syllabus

The MBA in Digital Business at TECH Global University is an intensive program that prepares you 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 2,700 hours, the student analyzes a plethora of practical cases through individual and team work. It is, therefore, an authentic immersion in real business situations.  

This MBA deals extensively with different areas of business and is designed to specialize executives who understand senior management from a strategic, international, and innovative perspective. 

A plan designed for you, focused on improving your career and preparing you to achieve excellence in leadership and business management. A program that understands both yours and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently.  

This MBA takes place over 12 months and is divided into 14 modules: 

Module 1. Competitive Environment and Strategy
Module 2. Entrepreneurial Innovation and Initiative
Module 3. Digital Marketing and E-Commerce
Module 4. Search Engine Marketing
Module 5. Digital Communication and Online Reputation
Module 6. Performance and Inbound Marketing
Module 7. Web Analytics and Marketing Analytics
Module 8. Innovation, e-Logistics, and Technology in the Supply Chain 
Module 9. Mobile E-commerce
Module 10. New Digital Trends
Module 11. Leadership, Ethics and Social Responsibility in Companies
Module 12. People and Talent Management
Module 13. Economic and Financial Management
Module 14. Executive Management

Where, When and How is it Taught?

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

Module 1. Competitive Environment and Strategy

1.1. Global Economic Environment 

1.1.1. The Fundamentals of the Global Economy
1.1.2. The Globalization of Companies and Financial Markets
1.1.3. Entrepreneurship and New Markets

1.2. Corporate Finance 

1.2.1. Financial Policy and Growth
1.2.2. Company Valuation Methods
1.2.3. Capital Structure and Financial Leverage

1.3. Economic Analysis of Decisions 

1.3.1. Budget Control
1.3.2. Competitive Analysis. Comparative Analysis
1.3.3. Decision-Making. Business Investment or Divestment

1.4. Information Systems in Companies

1.4.1. The Evolution of the IT Model
1.4.2. Organization and IT Department
1.4.3. Information Technology and Economic Environment

1.5. Corporate Strategy and Technology Strategy

1.5.1. Creating Value for Customers and Shareholders
1.5.2. Strategic IS/IT Decisions
1.5.3. Corporate Strategy vs Technological and Digital Strategy

1.6. Information Systems for Decision-Making

1.6.1. Business Intelligence
1.6.2. Data Warehouse
1.6.3. Balanced Scorecard (BSC)

1.7. Digital Strategy 

1.7.1. Technology Strategy and its Impact on Digital Innovation
1.7.2. Strategic Planning of Information Technologies
1.7.3. Strategy and The Internet

1.8. Online Business Models

1.8.1. Analyzing Established Companies in the Technology Sector
1.8.2. Business Model Generation Systems
1.8.3. Analyzing Innovative Business Models in Traditional Sectors
1.8.4. Analyzing Innovative Business Models on The Internet

1.9. Company Systems based on Internet Collaboration

1.9.1. Customer Management Systems: Customer Relationship Management (CRM)
1.9.2. Supply Chain Management Systems
1.9.3. e-Commerce Systems

1.10. Social Business

1.10.1. Web 2.0 Strategic Vision and its Challenges
1.10.2. Convergence Opportunities and ICT Trends
1.10.3. How to Monetize Web 2.0 and Social Media?
1.10.4. Mobility and Digital Business

Module 2. Entrepreneurial Innovation and Initiative

2.1. Design Thinking

2.1.1. The Blue Ocean Strategy
2.1.2. Collaborative Innovation
2.1.3. Open Innovation

2.2. Strategic Innovation Intelligence

2.2.1. Technology Monitoring
2.2.2. Technology Foresight
2.2.3. Coolhunting

2.3. Entrepreneurship and Innovation

2.3.1. Strategies to Search for Business Opportunities
2.3.2. Assessing the Feasibility of New Projects
2.3.3. Innovation Management Systems
2.3.4. Entrepreneur Soft Skills

2.4. Management of Startups

2.4.1. Introduction to Financial Management in Startup Companies
2.4.2. Financial Metrics for Startups
2.4.3. Financial Planning: Projection Models and their Interpretation
2.4.4. Valuation Methods

2.5. The Business Plan

2.5.1. Business Plan in the Digital Era
2.5.2. CANVAS Model
2.5.3. Value Proposition Model
2.5.4. Content and Presentation

2.6. Project Management

2.6.1. Agile Development
2.6.2. Lean Management in Startups
2.6.3. Project Tracking and Project Steering

2.7. Growth Phases in Startup Companies

2.7.1. Seed Phase
2.7.2. Startup Phase
2.7.3. Growth Phase
2.7.4. Consolidation Phase

2.8. Financing Startups

2.8.1. Bank Financing
2.8.2. Subsidies
2.8.3. Seed Capital and Accelerators. Business Angels
2.8.4. Venture Capital. IPO
2.8.5. Public to Private Partnership

2.9. Lean Management

2.9.1. The Basic Principles of Lean Management
2.9.2. Improvement and Problem-Solving Groups
2.9.3. New Forms of Maintenance and Quality Management

Module 3. Digital Marketing and e-Commerce

3.1. Digital e-Commerce Management

3.1.1. New e-Commerce Business Models 
3.1.2. Planning and Developing an e-Commerce Strategic Plan
3.1.3. Technological Structure in e-Commerce

3.2. e-Commerce Operations and Logistics

3.2.1. How to Manage Fulfillment?
3.2.2. Digital Point-of-Sale Management
3.2.3. Contact Center Management
3.2.4. Automation in Management and Monitoring Processes

3.3. Implementing e-Commerce Techniques

3.3.1. Social Media and Integration in the E-Commerce Plan
3.3.2. Multichannel Strategy
3.3.3. Personalizing Dashboards

3.4. Digital Pricing

3.4.1. Online Payment Methods and Payment Gateways
3.4.2. Electronic Promotions
3.4.3. Digital Price Timing
3.4.4. e-Auctions

3.5. From e-Commerce to m-Commerce and s-Commerce

3.5.1. e-Marketplace Business Models
3.5.2. s-Commerce and Brand Experience
3.5.3. Purchase via Mobile Devices

3.6. Customer Intelligence: from e-CRM to s-CRM

3.6.1. Integrating the Consumer in the Value Chain
3.6.2. Online Research and Loyalty Techniques
3.6.3. Planning a Customer Relationship Management Strategy

3.7. Digital Marketing Trade

3.7.1. Cross Merchandising
3.7.2. Designing and Managing Facebook Ads Campaigns
3.7.3. Designing and Managing Google Adwords Campaigns

3.8. Online Marketing for e-Commerce

3.8.1. Inbound Marketing
3.8.2. Display and Programmatic Purchasing
3.8.3. Communication Plan

Module 4. Search Engine Marketing 

4.1. How Search Engines Work

4.1.1. Indicators and Indexes
4.1.2. Algorithms
4.1.3. SEO and Corporate Branding

4.2. SEO Analysis

4.2.1. Determining KPIs
4.2.2. Generating Scripts and Alerts
4.2.3. Optimization of Images, Videos and Other Elements
4.2.4. Link Building

4.3. Technical SEO

4.3.1. Web Performance Optimization
4.3.2. Real Time and Content
4.3.3. Relevant Tagging and Headers
4.3.4. Advanced WPO Techniques

4.4. SEO and e-Commerce

4.4.1. Conversion Rate Optimization
4.4.2. Google Search Console
4.4.3. Social Proof and Viralization
4.4.4. Navigation and Indexability

4.5. Keyword Hunting for SEM

4.5.1. Adwords Keyword Tool
4.5.2. Google Suggest
4.5.3. Insights for Search
4.5.4. GoogleTrends

4.6. SEM and Google Ads 

4.6.1. Google Shopping
4.6.2. Google Display Network
4.6.3. Google Ads Mobile
4.6.4. YouTube Advertising

4.7. Facebook Ads

4.7.1. PPC/PPF (Pay-Per-Fan) Adverts
4.7.2. Creating Facebook Ads
4.7.3. Facebook Power Editor
4.7.4. Campaign Optimization

4.8. SEM Strategy and Measurement

4.8.1. Quality Score
4.8.2. Site Links
4.8.3. KPIs
4.8.4. Impressions, Clicks, Conversions. Revenue, ROI, CPA

Module 5. Digital Communication and Online Reputation

5.1. Web 2.0 or the Social Web

5.1.1. Organization in the Age of Conversation
5.1.2. Web 2.0 Is All About People
5.1.3. Digital Environment and New Communication Formats

5.2. Digital Communication and Reputation

5.2.1. Online Reputation Report
5.2.2. Netiquette and Good Practices on Social Media
5.2.3. Branding and Networking 2.0

5.3. Designing and Planning an Online Reputation Plan

5.3.1. Brand Reputation Plan
5.3.2. General Metrics, ROI, and Social CRM
5.3.3. Online Crisis and Reputational SEO

5.4. General, Professional, and Microblogging Platforms

5.4.1. Facebook
5.4.2. LinkedIn
5.4.3. Twitter

5.5. Video, Image, and Mobility Platforms

5.5.1. YouTube
5.5.2. Instagram
5.5.3. Flickr
5.5.4. Vimeo
5.5.5. Pinterest

5.6. Content and Storytelling Strategy

5.6.1. Corporate Blogging
5.6.2. Content Marketing Strategy
5.6.3. Creating a Content Plan
5.6.4. Content Curation Strategy

5.7. Social Media Strategies

5.7.1. Corporate PR and Social Media
5.7.2. Defining the Strategy to Be Followed in Each Medium
5.7.3. Analysis and Evaluation of Results

5.8. Community Management

5.8.1. Functions, Duties, and Responsibilities of the Community Manager
5.8.2. Social Media Manager
5.8.3. Social Media Strategist

5.9. Social Media Plan

5.9.1. Designing a Social Media Plan
5.9.2. Schedule, Budget, Expectations and Follow-up
5.9.3. Contingency Protocol in Case of Crisis

5.10. Online Monitoring Tools 

5.10.1. Management Tools and Desktop Applications
5.10.2. Monitoring and Research Tools

Module 6. Performance and Inbound Marketing

6.1. Permission Marketing

6.1.1. How to Obtain a User’s Permission
6.1.2. Personalizing the Message
6.1.3. Mail Confirmation or Double Opt-in

6.2. Strategy and Performance Techniques

6.2.1. Performance Marketing: Results
6.2.2. Digital Media Mix
6.2.3. The Importance of the Funnel

6.3. Affiliate Campaign Development

6.3.1. Agencies and Affiliate Programs 
6.3.2. Post View
6.3.3. Defining Affiliate Programs 
6.3.4. Display and Campaign Optimization

6.4. Launching an Affiliate Program

6.4.1. Affiliation and Direct Affiliation Networks
6.4.2. Results Analysis and Monitoring
6.4.3. Fraud Control

6.5. Developing E-Mail Campaigns

6.5.1. Lists of Subscribers, Leads, and Customers
6.5.2. E-Mail Marketing Tools and Resources
6.5.3. Online Writing for E-Mail Marketing Campaigns

6.6. E-Mail Marketing Metrics

6.6.1. List Metrics
6.6.2. Newsletter Delivery Metrics
6.6.3. Conversion Metrics

6.7. Inbound Marketing 

6.7.1. Effective Inbound Marketing
6.7.2. Benefits of Inbound Marketing
6.7.3. Measuring the Success of Inbound Marketing

6.8. Target Research

6.8.1. Consumer Intent Modelling and Buyer Personas
6.8.2. Customer Journey Mapping
6.8.3. Content Strategy

6.9. Content Optimization 

6.9.1. Content Optimization for Search Engines
6.9.2. Content Creation
6.9.3. Content Dynamization

6.10. Conversion

6.10.1. Lead Capture and CRO
6.10.2. Lead Nurturing and Marketing Automation

Module 7. Web Analytics and Marketing Analytics

7.1. Web Analysis

7.1.1. The Fundamentals of Web Analytics
7.1.2. Classical media vs. Digital Media
7.1.3. The Web Analyst's Basic Methodology

7.2. Google Analytics

7.2.1. Configuring an Account
7.2.2. Javascript Tracking API
7.2.3. Customized Reports and Segments

7.3. Qualitative Analysis

7.3.1. Research Techniques Applied in Web Analytics
7.3.2. Customer Journey
7.3.3. Purchase Funnel

7.4. Digital Metrics

7.4.1. Basic Metrics
7.4.2. Ratios
7.4.3. Setting Objectives and KPIs

7.5. Strategy Analysis Areas

7.5.1. Web Traffic Acquisition
7.5.2. Activation
7.5.3. Conversion
7.5.4. Loyalty

7.6. Data Science and Big Data

7.6.1. Business Intelligence
7.6.2. Methodology and Analysis of Large Volumes of Data
7.6.3. Data Extraction, Processing, and Loading.

7.7. Data Visualization

7.7.1. Viewing and Interpreting Dashboards
7.7.2. Converting Data into a Value
7.7.3. Integrating Sources
7.7.4. Presenting Reports

7.8. Web Analytics Tools 

7.8.1. Technological Basis of WA Tool
7.8.2. Logs and Tags
7.8.3. Basic and Ad-hoc Labeling

Module 8. Innovation, e-Logistics, and Technology in the Supply Chain 

8.1. Process Engineering and Product Engineering 

8.1.1. Innovation Strategies
8.1.2. Open Innovation
8.1.3. Innovative Organization and Culture
8.1.4. Multifunctional Teams

8.2. Launch and Industrialization of New Products 

8.2.1. Design of New Products 
8.2.2. Lean Design
8.2.3. Industrialization of New Products
8.2.4. Manufacture and Assembly

8.3. Digital e-commerce management 

8.3.1. New e-Commerce Business Models
8.3.2. Planning and Developing an e-Commerce Strategic Plan
8.3.3. Technological Structure in e-Commerce

8.4. e-Commerce Operations and Logistics 

8.4.1. Digital Point-of-Sale Management
8.4.2. Contact Center Management
8.4.3. Automation in Management and Monitoring Processes

8.5. E-Logistics B2C and B2B 

8.5.1. e-Logistics
8.5.2. B2C: e-Fulfilment, the Last Mile
8.5.3. B2B: e-Procurement. Marketplaces

8.6. Digital Pricing 

8.6.1. Online Payment Methods and Payment Gateways
8.6.2. Electronic Promotions
8.6.3. Digital Price Timing
8.6.4. e-Auctions

8.7. The Warehouse in e-Commerce

8.7.1. Peculiarities of the Warehouse in e-Commerce
8.7.2. Warehouse Design and Planning
8.7.3. Infrastructure. Fixed and Mobile Devices
8.7.4. Zoning and Locations

8.8. Designing an Online Store 

8.8.1. Design and Usability
8.8.2. Most Common Functionalities
8.8.3. Alternative Technologies

8.9. Supply Chain Management and Future Trends 

8.9.1. The Future of e-Business
8.9.2. The Current and Future Reality of e-Commerce  
8.9.3. SC Operating Models for Global Companies

Module 9. Mobile E-commerce

9.1. Mobile Marketing

9.1.1. New Consumption and Mobility Habits 
9.1.2. The SoLoMo Model
9.1.3. The 4 Ps of the Marketing Mix in Mobility

9.2. Mobile Technology 

9.2.1. Mobile Operators
9.2.2. Mobile Devices and Operating Systems 
9.2.3. Mobile and Web Apps
9.2.4. Sensors and Integration with the Physical World

9.3. Trends in Mobile Marketing 

9.3.1. Mobile Publishing
9.3.2. Advergaming and Gamification
9.3.3. Mobile Geolocalization
9.3.4. Augmented Reality

9.4. Mobile User Behavior 

9.4.1. New Search Habits on Mobile Devices 
9.4.2. Multi-Screen
9.4.3. Mobile as a Purchasing Driver
9.4.4. ASO, Mobile User Acquisition and Loyalty

9.5. User Interface and Shopping Experience 

9.5.1. Rules and Platforms m-Commerce 
9.5.2. Omnichannel
9.5.3. Mobile & Proximity Marketing
9.5.4. Gap between Consumer and Advertiser
9.5.5. Mobile Commerce Content Managers 

9.6. Apps and Purchases

9.6.1. Designing Mobile Commerce Apps  
9.6.2. App Stores
9.6.3. App Marketing for Customer Loyalty  
9.6.4. App Marketing for eCommerce

9.7. Mobile Payments 

9.7.1. Value Chain and Business Models of Mobile Payment Methods
9.7.2. Keys to Improve UX in Mobile Payment
9.7.3. Positioning Strategies in the Mobile Payments Market
9.7.4. Fraud Management

9.8.  Mobile Analytics  

9.8.1. Mobile Measurement and Analysis Methodologies  
9.8.2. Mobile Metrics: Main KPIs 
9.8.3. Profitability Analysis
9.8.4. Mobile Analytics

9.9.  Mobile Commerce 

9.9.1. Services
9.9.2. Applications
9.9.3. Mobile Social Shopping

9.10.  Mobile Social Media Applications  

9.10.1. Integrating Cell Phones into Social Networks
9.10.2. Mobility, Relationship, Ubiquity and Publicity
9.10.3. Facebook Places
9.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 10. New Digital Trends

10.1. The Internet of Things

10.1.1. Visions and Challenges
10.1.2. Key Technologies 
10.1.3. Pioneering Projects

10.2. Gamification 

10.2.1. Business Gamification Techniques
10.2.2. Gamification Design Framework
10.2.3. Operating Mechanisms and Motivation
10.2.4. Benefits and Return of Investment

10.3. Big Data 

10.3.1. Sectoral Application
10.3.2. Business Models
10.3.3. New Professions

10.4. Artificial Intelligence

10.4.1. Methodological Aspects in Artificial Intelligence
10.4.2. Heuristic Search
10.4.3. Rule Inference Methods
10.4.4. Semantic Networks

10.5. Robotics

10.5.1. Robot Morphology
10.5.2. Mathematical Tools for Spatial Localization
10.5.3. Cinematic Control
10.5.4. Criteria for Implementing an Industrial Robot

10.6. Modelling and Simulation

10.6.1. Modelling using DEVS
10.6.2. Modelling of Random Inputs
10.6.3. Generation of Random Inputs
10.6.4. Design of Experiments and Optimization

10.7. Implementing Cryptography in Technology Projects 

10.7.1. Electronic Signature
10.7.2. Digital Certificate
10.7.3. Data Encryption
10.7.4. Practical Applications of Cryptography

10.8. Other Trends

10.8.1. 3D Printing
10.8.2. Drones
10.8.3. Computer Vision
10.8.4. Augmented Reality

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.  Talent Identification, Training and Development
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. Analysis and Resolution of Cases/Problems

13.10.1. Financial Information on Industria de Diseño y Textil, S.A. (INDITEX)

Module 14. Executive Management

14.1.  General Management

14.1.1.  The Concept of General Management
14.1.2.  The Role of the CEO
14.1.3.  The CEO and their Responsibilities
14.1.4.  Transforming the Work of Management

14.2.  Manager Functions: Organizational Culture and Approaches

14.2.1.  Manager Functions: Organizational Culture and Approaches

14.3.  Operations Management

14.3.1. The Importance of Management
14.3.2.  Value Chain
14.3.3.  Quality Management

14.4.  Public Speaking and Spokesperson Education

14.4.1.  Interpersonal Communication
14.4.2.  Communication Skills and Influence
14.4.3.  Communication Barriers

14.5.  Personal and Organizational Communication Tools

14.5.1.  Interpersonal Communication
14.5.2.  Interpersonal Communication Tools
14.5.3.  Communication in the Organization
14.5.4.  Tools in the Organization

14.6.  Communication in Crisis Situations

14.6.1.  Crisis
14.6.2.  Phases of the Crisis
14.6.3.  Messages: Contents and Moments

14.7.  Preparation of a Crisis Plan

14.7.1.  Analysis of Possible Problems
14.7.2.  Planning
14.7.3.  Adequacy of Personnel

14.8.  Emotional Intelligence

14.8.1.  Emotional Intelligence and Communication
14.8.2.  Assertiveness, Empathy, and Active Listening
14.8.3.  Self- Esteem and Emotional Communication

14.9.  Personal Branding

14.9.1.  Strategies for Personal Brand Development
14.9.2.  Personal Branding Laws
14.9.3.  Tools for Creating Personal Brands

14.10. Leadership and Team Management

14.10.1. Leadership and Leadership Styles
14.10.2. Leadership Skills and Challenges
14.10.3. Managing Change Processes
14.10.4. Managing Multicultural Teams

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