Knowing the main tools for the management of creative industries will help you develop successfully in an innovative and highly competitive environment"  

Traditionally, creativity and management have been conceived as antagonistic disciplines. Today, however, creativity and innovation have become the main drivers of economic progress alongside technology. This reality demands new professional profiles capable of developing, in a harmonious and effective way, these tools in the management of the so-called creative industries. Many of these new companies are closely related to the journalism and communication sector, so more and more of these professionals are looking for a way to improve their qualifications in order to develop successfully in this field.

For this reason, TECH has designed this program, through which the student will master all the necessary topics for the management of companies and organizations in the current context of creative industries. The program does not focus solely on arts management, but aims to provide the tools to analyze the economic, social and cultural realities in which creative industries develop and transform today. But, with an added value, since it also provides the specific knowledge of an MBA. The Advanced master’s degree is designed to achieve academic and professional goals by acquiring the skills of market research, strategic vision, digital and co-creation methodologies.

This program is totally different from others that can be found in the market, since it places experience as the foundation of theory, allowing a global and sufficient knowledge to practice. And transferring all this knowledge to the planning and subsequent implementation of professional work. Therefore, students will rely on theoretical resources to improve their knowledge, but they will also have a multitude of practical cases that will be essential to fix the learning of the theoretical part, so that they will study in a contextual way, as if they were facing real situations.

Additionally, one of the main advantages of this program is that they will study it 100% online, without the need for travel or specific schedules, so that students can self-manage their studies, plan their schedules and pace of learning, which will be very useful to be able to combine it with the rest of their daily activities.

Creative industries are carving out a niche in the market, so more and more people are looking to specialize in this field" 

This Advanced master’s degree in Senior Management of Creative Industries contains the most complete and up-to-date educational program on the market. The most important features of the program include:

• The development of case studies presented by experts in journalism
• Graphic, schematic, and practical contents created to provide scientific and practical information on the disciplines that are essential for professional development
• Practical exercises where the self-assessment process can be carried out to improve learning
• Its special emphasis on innovative methodologies in the management of creative industries
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection

TECH provides you with a multitude of theoretical and practical resources and the latest educational methodology on the market" 

Its teaching staff includes professionals from the field of journalism, who bring to this program the experience of their work, as well as renowned specialists from reference societies and prestigious universities. 

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive educational experience designed to train for real-life situations. 

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

A program of great academic value that will be indispensable to improve your qualification"

At TECH you will be able to study with the most innovative teaching methodology on the market"

This TECH program has been structured in such a way that students can engage in contextual and self-managed learning about senior management of creative industries. 

To this end, the syllabus includes the most relevant aspects of Business Administration, as well as the management of creative industries, which is the ideal academic complement for those who wish to specialize in this field. This is, undoubtedly, a comprehensive program in which professional journalists will find the most advanced information on the market. 

This program will allow you to take an academic journey through the main strategies of the Senior Management of Creative Industries” 

Module 1. Leadership, Ethics, and CSR

1.1. Globalization and Governance

1.1.1. Globalization and Trends: Internationalization of Markets
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2. Leadership

1.2.1. Intercultural Environment
1.2.2. Leadership and Business Management
1.2.2. Management Roles and Responsibilities

1.3. Business Ethics

1.3.1. Ethics and Integrity
1.3.2. Ethical Behavior in Companies
1.3.3. Deontology, Codes of Ethics and Codes of Conduct
1.3.4. Fraud and Corruption Prevention

1.4. Sustainability

1.4.1. Business and Sustainable Development
1.4.2. Social, Environmental, and Economic Impact
1.4.3. The 2030 Agenda and the SDGs

1.5. Corporate Social Responsibility

1.5.1. Corporate Social Responsibility
1.5.2. Roles and Responsibilities
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture
2.1.2. Organisational Analysis
2.1.3. Designing the Organizational Structure

2.2. Corporate Strategy

2.2.1. Corporate-Level Strategy
2.2.2. Types of Corporate-Level Strategies
2.2.3. Determining the Corporate Strategy
2.2.4. Corporate Strategy and Reputational Image

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking
2.3.2. Strategic Planning and Formulation
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value, and Return on Investments
2.4.2. Corporate: Methodologies Strategy
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Strategic Mission, Vision, and Values
2.5.2. Balanced Scorecard/Dashboard
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy
2.5.4. Strategic Management and Reporting

2.6. Implementing and Executing Strategy

2.6.1. Strategic Implementation: Objectives, Actions and Impacts
2.6.2. Supervision and Strategic Alignment
2.6.3. Continuous Improvement Approach

2.7. Executive  Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies
2.7.2. Management Policy and Processes
2.7.3. Knowledge Management

2.8. Analyzing and Solving Cases/Problems

2.8.1. Problem Solving Methodology
2.8.2. Case Method
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management

3.1.Organizational Behavior

3.1.1. Organizational Theory
3.1.2. Key Factors for Change in Organizations
3.1.3. Corporate Strategies, Types, and Knowledge Management

3.2. Strategic People Management

3.2.1. Job Design, Recruitment, and Selection
3.2.2. Human Resources Strategic Plan: Design and Implementation
3.2.3. Job Analysis: Design and Selection of People
3.2.4. Training and Professional Development

3.3. Management and Leadership Development

3.3.1. Management Skills: 21st Century Skills and Abilities
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities
3.3.4. Leadership and People Management

3.4. Change Management

3.4.1. Performance Analysis
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management

3.5.1. Negotiation Objectives: Differentiating Elements
3.5.2. Effective Negotiation Techniques
3.5.3. Conflicts: Factors and Types
3.5.4. Efficient Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Performance Analysis
3.6.2. Leading Change. Resistance to Change
3.6.3. Managing Change Processes
3.6.4. Managing Multicultural Teams

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment
3.7.2. Team and People Management
3.7.3. Coaching and People Performance
3.7.4. Executive Meetings: Planning and Time Management

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations
3.8.2. Corporate Knowledge and Talent Management Models
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory
4.1.2. Key Factors for Change in Organizations
4.1.3. Corporate Strategies, Types, and Knowledge Management

4.2. Executive Accounting

4.2.1. International Accounting Framework
4.2.2. Introduction to the Accounting Cycle
4.2.3. Company Financial Statements
4.2.4. Analysis of Financial Statements: Decision-Making

4.3. Budget and Management Control

4.3.1. Budgetary Planning
4.3.2. Management Control: Design and Objectives
4.3.3. Supervision and Reporting

4.4. Corporate Tax Responsibility

4.4.1. Corporate Tax Responsibility
4.4.2. Tax Procedure: A Case-Country Approach

4.5. Corporate Control Systems

4.5.1. Types of Control
4.5.2. Legal/Regulatory Compliance
4.5.3. Internal Auditing
4.5.4. External Auditing

4.6. Financial Management

4.6.1. Introduction to Financial Management
4.6.2. Financial Management and Corporate Strategy
4.6.3. Chief Financial Officer (CFO): Managerial Skills

4.7. Financial Planning

4.7.1. Business Models and Financing Needs
4.7.2. Financial Analysis Tools
4.7.3. Short-Term Financial Planning
4.7.4. Long-Term Financial Planning

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context

4.9.1. Macroeconomic Analysis
4.9.2. Economic Indicators
4.9.3. Economic Cycle

4.10. Strategic Financing

4.10.1. Banking Business: Current Environment
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets

4.11.1. Fixed Income Market
4.11.2. Equity Market
4.11.3. Valuation of Companies

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem-Solving Methodology
4.12.2. Case Method

Module 5. Operations and LogisticsManagement

5.1. Operations Management

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management

5.2.1. Stock Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management (1)

5.3.1. Costs and Efficiency of the Operations Chain
5.3.2. Change in Demand Patterns
5.3.3. Change in Operations Strategy

5.4. Supply Chain Management (2) Implementation

5.4.1. Lean Manufacturing/Lean Thinking
5.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production, Distribution
5.5.3. Quality, Quality Costs, and Tools
5.5.4. After-Sales Service

5.6. Logistics and Customers

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning
5.6.3. Collaborative Planning, Forecasting, and Replacement

5.7. International Logistics

5.7.1. Customs, Export and Import processes
5.7.2. Methods and Means of International Payment
5.7.3. International Logistics Platforms

5.8. Competing through Operations

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management

6.1. Information Systems Management

6.1.1. Business Information Systems
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models

6.5.1. Technology-Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. e-Commerce

6.6.1. e-Commerce Strategic Plan
6.6.2. Logistics Management and Customer Service in e-Commerce
6.6.3. e-Commerce as an Opportunity for Internationalization

6.7. e-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business

6.8.1. Mobile e-Commerce
6.8.2. Design and Usability
6.8.3. e-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication

7.1. Commercial Management

7.1.1. Sales Management
7.1.2. Commercial Strategy
7.1.3. Sales and Negotiation Techniques
7.1.4. Management of Sales Teams

7.2. Marketing

7.2.1. Marketing and the Impact on the Company
7.2.2. Basic Variables of Marketing

7.3. Strategic Marketing Management

7.3.1. Sources of Innovation
7.3.1. Current Trends in Marketing
7.3.2. Marketing Tools
7.3.3. Marketing Strategy and Communication with Customers

7.4. Digital Marketing Strategy

7.4.1. Approach to Digital Marketing
7.4.2. Digital Marketing Tools
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

7.5.1. Positioning and Promotion
7.5.2. Public Relations
7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

7.6.1. Internal and External Communication
7.6.2. Communication Departments
7.6.3. Communication Managers: Managerial Skills and Responsibilities

7.7. Corporate Communication Strategy

7.7.1. Corporate Communication Strategy
7.7.2. Communication Plan
7.7.3. Press Release/Clipping/Publicity

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Macro Concept of Innovation
8.1.2. Types of Innovation
8.1.3. Continuous and Discontinuous Innovation
8.1.4. Training and Innovation

8.2. Innovation from Strategy

8.2.1. Innovation and Corporate Strategy
8.2.2. Global Innovation Project: Design and Management
8.2.3. Innovation Workshops

8.3. Business Model Design and Validation

8.3.1. Lean Start-Up Methodology
8.3.2. Innovative Business Initiative: Stages
8.3.3. Financing Modalities
8.3.4. Model Tools: Empathy Map, CANVAS, and Metrics
8.3.5. Growth and Loyalty

8.4. Project Management

8.4.1. Innovation Opportunities
8.4.2. Feasibility Study and Proposal Specification
8.4.3. Project Definition and Design
8.4.4. Project Implementation
8.4.5. Project Closure

Module 9. New Creative Industries 

9.1. New Creative Industries 

9.1.1. From the Cultural Industry to the Creative Industry 
9.1.2. Today’s Creative Industries 
9.1.3. Activities and Sectors that make up Creative Industries 

9.2. Economic Importance of Creative Industries Today 

9.2.1. Contribution 
9.2.2. Drivers of Growth and Change 
9.2.3. Job Outlook in Creative Industries 

9.3. New Global Context of Creative Industries 

9.3.1. Radiography of Creative Industries in the World 
9.3.2. Sources of Financing for Creative Industries in each Country 
9.3.3. Case Studies: Management Models and Public Policies 

9.4. Natural and Cultural Heritage 

9.4.1. Historical and Cultural Heritage 
9.4.2. By-Products and Services for Museum, Archaeological and Historical Sites, and Cultural Landscapes 
9.4.3. Intangible Cultural Heritage 

9.5. Visual Arts 

9.5.1. Plastic Arts 
9.5.2. Photography 
9.5.3. Crafts 

9.6. Performing Arts 

9.6.1. Theater and Dance 
9.6.2. Music and Festivals 
9.6.3. Fairs and Circuses 

9.7. Audiovisual Media 

9.7.1. Film, TV and Audiovisual Content 
9.7.2. Radio, Podcasts and Audio Content 
9.7.3. Video Games 

9.8. Current Publications 

9.8.1. Literature, Essays and Poetry 
9.8.2. Publishers 
9.8.3. Press 

9.9. Creative Services 

9.9.1. Design and Fashion 
9.9.2. Architecture and Landscaping 
9.9.3. Advertising 

9.10. Connections of the Creative Economy or Orange Economy 

9.10.1. Cascade Model - Concentric Circles 
9.10.2. Spillovers Creative, Production and Knowledge 
9.10.3. Culture at the Service of the Creative Economy

Module 10. Protection of Creative and Intangible Products 

10.1. Legal Protection of Intangible Assets 
10.2. Intellectual Property I 
10.3. Intellectual Property II 
10.4. Intellectual Property III 
10.5. Industrial Property I: Branding 
10.6. Industrial Property II: Industrial Designs 
10.7. Industrial Property III: Patents and Utility Models 
10.8. Intellectual and Industrial Property: Practice 
10.9. Advertising Law I 
10.10. Advertising Law II 

Module 11. Economic and Financial Management of Creative Companies 

11.1. Economic Sustainability as a Necessity 

11.1.1. The Financial Structure of a Creative Company 
11.1.2. Accounting in a Creative Company 
11.1.3. Triple Balance 

11.2. Revenues and Expenses of Today’s Creative Businesses 

11.2.1. Accounting of Costs 
11.2.2. Type of Costs 
11.2.3. Cost Allocation 

11.3. Types of Profit in the Company 

11.3.1. Contribution Margin 
11.3.2. Break-Even Point 
11.3.3. Evaluation of Alternatives 

11.4. Investment in the Creative Sector 

11.4.1. Investment in the Creative Industry 
11.4.2. Investment Appraisal 
11.4.3. The VAN Method: Net Present Value 

11.5. Profitability in Creative Industries 

11.5.1. Economic Profitability 
11.5.2. Time Profitability 
11.5.3. Financial Profitability 

11.6. Cash Flow: Liquidity and Solvency 

11.6.1. Cash Flow 
11.6.2. Balance Sheet and Income Statement 
11.6.3. Settlement and Leverage 

11.7. Financing Formulas currently on the Creative Market 

11.7.1. Venture Capital Funds 
11.7.2. Business Angels 
11.7.3. Calls for Proposals and Grants 

11.8. Product Pricing in the Creative Industry 

11.8.1. Pricing 
11.8.2. Profit vs Competition 
11.8.3. Pricing Strategy 

11.9. Pricing Strategy in the Creative Sector 

11.9.1. Types of Pricing Strategies 
11.9.2. Advantages 
11.9.3. Disadvantages 

11.10. Operational Budgets 

11.10.1. Tools of Strategic Planning 
11.10.2. Elements Included in the Operational Budget 
11.10.3. Development and Execution of the Operational Budget 

Module 12. Future Thinking How to Transform Today from Tomorrow? 

12.1. Methodology Futures Thinking 

12.1.1.  Futures Thinking 
12.1.2. Benefits of using this Methodology 
12.1.3. The Role of the “Futurist” in Creative Enterprises

12.2. Signs of Change 

12.2.1. The Sign of Change 
12.2.2. Identification of the Signs of Change 
12.2.3. Interpretation of the Signs 

12.3. Types of Futures 

12.3.1. Journey to the Past 
12.3.2. The Four Types of Futures 
12.3.3. Application of the Methodology Futures Thinking in the Workplace 

12.4. Future Forecasting 

12.4.1. Searching for Drivers 
12.4.2. How to Create a Forecast for the Future 
12.4.3. How to Design a Future Scenario 

12.5. Mental Stimulation Techniques 

12.5.1. Past, Future and Empathy 
12.5.2. Facts Vs Experience 
12.5.3. Alternative Routes 

12.6. Collaborative Forecasting 

12.6.1. The Future as a Game 
12.6.2. Future Wheel 
12.6.3. The Future from Different Approaches 

12.7. Epic Victories 

12.7.1. From Discovery to the Innovation Proposal 
12.7.2. The Epic Victory 
12.7.3. Fairness in the Game of the Future 

12.8. Preferred Futures 

12.8.1. The Preferred Future 
12.8.2. Techniques 
12.8.3. Working Backwards from the Future 

12.9. From Prediction to Action 

12.9.1. Images of the Future 
12.9.2. Artefacts of the Future 
12.9.3. Roadmap 

12.10. ODS. A Global and Multidisciplinary Vision of the Future ODS 

12.10.1. Sustainable Development as a Global Goal 
12.10.2. Human Management in Nature 
12.10.3. Social Sustainability 

Module 13. Consumer or User Management in Creative Businesses 

13.1. The User in the Current Context 

13.1.1. Consumer Change in Recent Times 
13.1.2. The Importance of Research 
13.1.3. Trend Analysis 

13.2. Strategy with the Focus on the Individual 

13.2.1. Human Centric Strategy 
13.2.2. Keys and Benefits of Being Human Centric 
13.2.3. Success Stories 

13.3. Data on the Human Centric Strategy 

13.3.1. Data on the Human Centric Strategy 
13.3.2. The Value of Data 
13.3.3. Customer 360º View 

13.4. Implementation of the Human Centric Strategy in the Creative Industry

13.4.1. Transformation of Dispersed Information into Customer Knowledge 
13.4.2. Opportunity Analysis 
13.4.3. Maximization Strategies and Initiatives

13.5. Human Centric Methodology

13.5.1. From Research to Prototyping 
13.5.2. Double Diamond Model: Process and Phases 
13.5.3. Tools 

13.6. Design Thinking 

13.6.1. Design Thinking 
13.6.2. Methodology 
13.6.3. Techniques and Tools of Design Thinking 

13.7. Brand Positioning in the User’s Mind 

13.7.1. Positioning Analysis 
13.7.2. Typology 
13.7.3. Methodology and Tools 

13.8. User Insights in Creative Businesses 

13.8.1.  Insights and Their Importance
13.8.2. Customer Journey and the Relevance of the Journey Map 
13.8.3. Research Techniques 

13.9. User Profiling (Archetypes and Buyer Persona) 

13.9.1. Archetypes 
13.9.2. The Buyer Persona 
13.9.3. Analysis Methodology 

13.10. Research Resources and Techniques 

13.10.1. Techniques in Context 
13.10.2. Visualization and Creation Techniques 
13.10.3.  Voice Contrast Techniques 

Module 14. Creative Branding: Creative Brand Communication and Management 

14.1. Brands and Branding 

14.1.1. The Brands 
14.1.2. The Evolution of Branding 
14.1.3. Positioning, Brand Personality, Recognition 

14.2. Brand Building 

14.2.1. Marketing Mix 
14.2.2. Brand Architecture 
14.2.3. Brand Identity 

14.3. Brand Expression 

14.3.1. Graphic Identity 
14.3.2. Visual Expression 
14.3.3. Other Elements that Reflect the Brand 

14.4. Communication

14.4.1. Focuses 
14.4.2. Brand Touchpoints 
14.4.3. Communication Techniques and Tools 

14.5. Branded Content 

14.5.1. From Brands to Entertainment Platforms 
14.5.2. The Rise of Branded Content 
14.5.3. Connecting with the Audience through Unique Storytelling 

14.6. Visual Storytelling 

14.6.1. Brand Analysis 
14.6.2. Creative Advertising Concepts 
14.6.3. The Creative Fan 

14.7. Customer Experience 

14.7.1. Customer Experience(CX) 
14.7.2. The Customer Journey 
14.7.3. Brand Alignment and CX

14.8. Strategic Planning 

14.8.1. Objectives 
14.8.2. Identification of Audiences and Insights 
14.8.3. Designing Corporate Strategy

14.9. Performance 

14.9.1. Briefing 
14.9.2. Tactics 
14.9.3. Production plan 

14.10. Assessment 

14.10.1. What to Evaluate
14.10.2. How to Evaluate (Measurement Tools)
14.10.3. Results Reports 

Module 15. Leadership and Innovation in Creative Industries 

15.1. Creativity Applied to Industry 

15.1.1. Creative Expression 
15.1.2. Creative Resources 
15.1.3. Creative Techniques 

15.2. The New Innovative Culture 

15.2.1. The Context of the Innovation 
15.2.2. Why Innovation Fails 
15.2.3. Academic Theories 

15.3. Innovation Dimensions and Levers 

15.3.1. Innovation Plans or Dimensions 
15.3.2. Innovative Attitudes 
15.3.3. Intrapreneurship and Technology 

15.4. Constraints and Obstacles to Innovation in the Creative Industry 

15.4.1. Personal and Group Restrictions 
15.4.2. Social Constraints and Organizations 
15.4.3. Industrial and Technological Restrictions 

15.5. Closed and Open Innovation 

15.5.1. From Closed to Open Innovation 
15.5.2. Practical Classes to Implement Open Innovation 
15.5.3. Open Innovation Experiences in Companies 

15.6. Innovative Business Models in IICCs 

15.6.1. Business Trends in the Creative Economy 
15.6.2. Study Cases 
15.6.3. Sector Revolution 

15.7. Leading and Managing an Innovation Strategy 

15.7.1. Boosting Adoption 
15.7.2. Leading the Process 
15.7.3. Portfolio Maps 

15.8. Financing Innovation 

15.8.1. CFO: Venture Capital Investor 
15.8.2. Dynamic Financing 
15.8.3. Response to Challenges 

15.9. Hybridization: Innovating in the Creative Economy 

15.9.1. Sector Intersection 
15.9.2. Generation of Disruptive Solutions 
15.9.3. The Medici Effect 

15.10. New Creative and Innovative Ecosystems 

15.10.1. Generation of Innovative Environments 
15.10.2. Creativity as a Lifestyle 
15.10.3. Icosystems 

Module 16. Digital Transformation in Creative Industries 

16.1. Digital Future of the Creative Industry 

16.1.1. Digital Transformation 
16.1.2. Situation of the Sector and its Comparison 
16.1.3. Future Challenges 

16.2. Forth Industrial Revolution 

16.2.1. Industrial Revolution 
16.2.2. Application 
16.2.3. Impacts 

16.3. Digital Enablers for Growth 

16.3.1. Operational Effectiveness, Acceleration and Improvement 
16.3.2. Continuous Digital Transformation 
16.3.3. Solutions and Services for Creative Industries 

16.4. The Application of Big Data to the Enterprise 

16.4.1. Data Value
16.4.2. Data in Decision-Making
16.4.3. Data Driven Company 

16.5.  Cognitive Technology 

16.5.1. AI and Digital Interaction 
16.5.2. IoT and Robotics 
16.5.3. Other Digital Training

16.6. Uses and Applications of Blockchain Technology 

16.6.1. Blockchain 
16.6.2. Value for the IICC Sector 
16.6.3. Transaction Versatility 

16.7. Omnichannel and Transmedia Development 

16.7.1. Impacts in the Sector 
16.7.2. Challenge Analysis
16.7.3. Evolution 

16.8. Entrepreneurship Ecosystems 

16.8.1. The Role of Innovation and Venture Capital 
16.8.2. The Start-Up Ecosystem and the Agents that Comprise It 
16.8.3. How to Maximize the Relationship between Creative Agents and Start-Ups 

16.9. New Disruptive Business Models 

16.9.1. Marketing-Based (Platforms and Marketplaces) 
16.9.2. Service-Based (Freemium, Premium or Subscription models) 
16.9.3. Community-Based (from Crowdfunding, Social Networking or Blogging) 

16.10. Methodologies to Promote a Culture of Innovation in Creative Industries 

16.10.1. Blue Ocean Innovation Strategy 
16.10.2. Lean Start-Up Innovation Strategy 
16.10.3. Agile Innovation Strategy 

Module 17. New Digital Marketing Strategies 

17.1. Technology and Audiences 

17.1.1. Digital Strategy and Differences between User Types 
17.1.2. Target Audience, Exclusionary Factors and Generations 
17.1.3. The Ideal Costumer Profile (ICP) and Buyer Persona 

17.2. Digital Analytics for Diagnostics 

17.2.1. Analytics prior to the Digital Strategy 
17.2.2. 0 Moment 
17.2.3. KPIs and Metrics, Typologies, Classification according to Methodologies

17.3. e-Entertainment: the impact of e-Commerce in the Entertainment Industry 

17.3.1. e-Commerce, Typologies and Platforms 
17.3.2. The Importance of Web Design: UX y UI 
17.3.3. Optimization of Online Space: Minimum Requirements 

17.4. Social Media and E-Influencer Marketing 

17.4.1. Impact and Evolution of Network Marketing 
17.4.2. Persuasion, Keys to Content and Viral Actions 
17.4.3. Planning Campaigns for Social Marketing and Influencer Marketing 

17.5. Mobile Marketing 

17.5.1. Mobile User 
17.5.2. Mobile Web and Apps 
17.5.3. Mobile Marketing Actions 

17.6. Advertising in Online Environments 

17.6.1. Advertising in RRSS and Objectives of the Social Ads 
17.6.2. Conversion Funnel or Purchase Funnel: Categories 
17.6.3. Social Ads Platforms 

17.7. Inbound Marketing Methodology 

17.7.1. Social Selling, Key Pillars and Strategy 
17.7.2. The CRM Platform in a Digital Strategy 
17.7.3. Inbound Marketing or Attraction Marketing: Actions and SEO 

17.8. Marketing Automation 

17.8.1. e-Mail Marketing and e-Mail Typology 
17.8.2. e-Mail Marketing Automation, Applications, Platforms and Advantages 
17.8.3. The Emergence of Bot & Chatbot Marketing: Typology and Platforms

17.9. Data Management Tools 

17.9.1. CRM in Digital Strategy, Typologies and Applications, Platforms and Trends
17.9.2. Big Data: Big Data, Business Analytics y Business Intelligence 
17.9.3. Big Data, Artificial Intelligence and Data Science 

17.10. Measuring Profitability 

17.10.1. ROI: the Definition of Return on Investment and ROI vs. ROAS 
17.10.2. ROI Optimization 
17.10.3. Key Metrics 

Module 18. Entrepreneurship in Creative Industries 

18.1. The Entrepreneurial Project 

18.1.1. Entrepreneurship, Types and Life Cycle 
18.1.2. Entrepreneur Profile 
18.1.3. Topics of Interest for Entrepreneurship 

18.2. Personal Leadership 

18.2.1. Self-knowledge 
18.2.2. Entrepreneurial Skills 
18.2.3. Development of Entrepreneurial Leadership Skills and Abilities 

18.3. Identification of Innovative and Entrepreneurial Opportunities 

18.3.1. Analysis of Megatrends and Competitive Forces 
18.3.2. Consumer Behavior and Demand Estimation 
18.3.3. Evaluation of Business Opportunities 

18.4. Business Idea Generation in Creative Industries 

18.4.1. Tools for the Generation of Ideas: Brainstorming,Mind Maps, Drawstorming, etc. 
18.4.2. Value Proposition Design: Canvas, 5W 
18.4.3. Development of the Value Proposition 

18.5. Prototyping and Validation 

18.5.1 Prototype Development 
18.5.2. Validation 
18.5.3. Prototyping Adjustments 

18.6. Business Model Design 

18.6.1. The Business Model 
18.6.2. Methodologies for the Creation of Business Models 

18.6.3. Business Model Design for Proposed Idea 

18.7. Team Leadership 
18.7.1. Team Profiles according to Temperaments and Personality 
18.7.2. Team Leadership Skills 
18.7.3. Teamwork Methods 

18.8. Cultural Markets 

18.8.1. Nature of Cultural Markets 
18.8.2. Types of Cultural Markets 
18.8.3. Identification of Local Cultural Markets 

18.9. Marketing Plan and Personal Branding 

18.9.1. Projection of the Personal and Entrepreneurial Project 
18.9.2. Short- and Medium-term Strategic Plan 
18.9.3. Variables for Measuring Success 

18.10. Sales Pitch 

18.10.1. Project Presentation for Investors 
18.10.2. Development of Attractive Presentations 
18.10.3. Development of Effective Communication Skills

A comprehensive program that will allow you to experience a quality academic journey through the most relevant concepts in this subject"