TECH's team of experts has put all its efforts into this program to create the best program on the market with which you will master the keys to corporate communications and event management"

All large companies have a communications team in charge of managing their public and corporate image. On many occasions, their success depends on the strategies employed, so that professionals working in this field must always act bearing in mind that any mistake, however small, can seriously affect the reputation of the entity, which translates into unquantifiable economic losses. Among the actions that can be carried out is event management, which requires exhaustive and meticulous planning, based on current trends and the specific protocols of each sector.

Given the importance that resides in the figure of the manager of this team, the labor market increasingly demands professionals specialized in this field, capable of leading successful projects with a minimum margin of error. Therefore, having in your academic curriculum a program as complete as this Advanced master’s degree in Corporate Communications and Event Management will not only provide you with extensive and up-to-date information about this world, but will also open the doors to a prosperous future full of prestigious job offers.

It is a program that combines, in a single 100% online course, the keys to both sectors, focusing on the development of a deep knowledge of the current affairs of each one of them. The graduate will be able to delve into the characteristics of the different types of events, their planning, financial management, marketing plans management, the use of the latest digital tools and the strategy to get the best sponsors. In addition, the program also includes the management of corporate communication, the most appropriate protocols and the aspects to be taken into account depending on the specialized sector in which the activity is to be developed.

Including all this content in a single program and guaranteeing a dynamic and highly beneficial educational experience for the professional development of the graduate is only possible thanks to the use of the most avant-garde pedagogical methodology. In addition, you will have at your disposal hundreds of hours of additional material in different formats, so that you can go deeper into each aspect of the syllabus in a personalized way and get the most out of this program.

It is a 100% online program that brings together, in a single program, the most current strategies in the communication sector, so that you can implement them in your professional practice and obtain the best results" 

This Advanced master’s degree in Corporate Communications and Event Management contains the most complete and up-to-date program on the market. Its most notable features are:

• Case studies presented by experts in and Marketing Communications
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional development
• Practical exercises where self-assessment can be used to improve learning
• Its special emphasis on innovative methodologies in communication and organizational management
• 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

This program delves into operations management and event logistics, from transportation and access to supplier management, so you can gain a complete understanding" 

Its teaching staff includes professionals from the field of communication, who bring to this program the experience of their work, as well as renowned specialists from leading 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 learning experience designed to prepare 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.

You can access the virtual classroom at any time and from any device with an internet connection, allowing you to organize this program in an orderly way"

You will gain an in-depth knowledge of MICE tourism, which will help you organize specialized events based on their requirements and demands"

Developing this Advanced master’s degree has been a real challenge for TECH and its team of experts, who, despite being experts in communication and marketing, have had to carry out an exhaustive research task in order to create a complete, comprehensive, up-to-date program adapted to the pedagogical criteria that define and differentiate this university. In addition, with an emphasis on the multidisciplinary factor that characterizes all the qualifications of this center, they have also included in their content hours of additional material in audiovisual format, research articles, dynamic summaries and complementary readings so that the graduate can take full advantage of this educational experience and delve into the most relevant aspects of the syllabus for their professional performance. 

You will learn about the latest developments in digital event planning, the best tools to carry them out, the protocols of each phase and the infallible strategies to ensure their success"

Module 1. The Events and Business Tourism Industry

1.1. The MICE World

1.1.1. What Is the MICE Sector?
1.1.2. Who Do They Include?
1.1.3. Where Does It Operate?

1.2. Stakeholders and Sector Overview: Economic Impact

1.2.1. Number of Events and People Moved Annually
1.2.2. Expectations for Growth in the PostCOVID-19 Era

1.3. Congresses, Conventions, Incentives

1.3.1. What Is a Convention, a Congress and an Incentive?
1.3.2. Main Differences of These Events
1.3.3. Types of Conventions, Congresses and Incentives

1.4. Fairs

1.4.1. Main Characteristics of the Fairs
1.4.2. Types of Fairs
1.4.3. The Trade Show

1.5. The Role of Convention Bureaus

1.5.1. What Is a Convention Bureau?
1.5.2. Purpose of Convention Bureau
1.5.3. Coordination between Public and Private Entities

1.6. Destination Marketing

1.6.1. Strengths and Weaknesses of the Destination
1.6.2. Threats and Strengths of the Destination
1.6.3. Differentiation and Competitive Advantage

1.7. Cultural Events

1.7.1. The Cultural Events Market
1.7.2. Types of Cultural Events
1.7.3. How to Manage Profitable Cultural Events?

1.8. Musical Events

1.8.1. Importance of Ticketing
1.8.2. Concert Merchandising and Sponsorship

1.9. Social Events

1.9.1. The Role of the Wedding Planner
1.9.2. Celebrations and Other Parties

1.10. Sporting Events

1.10.1. Major Sporting Events
1.10.2. Regulations for Sporting Events
1.10.3. Sponsoring

Module 2. Event Design

2.1. Project Management

2.1.1. Information Gathering, Project Start-Up: What Should We Know?
2.1.2. Study of Possible Locations
2.1.3. Pros and Cons of the Chosen Options

2.2. Research Techniques. Design Thinking

2.2.1. Stakeholder Maps
2.2.2. Focus Group
2.2.3. Benchmarking

2.3. Experiential Design Thinking 

2.3.1. Cognitive Immersion
2.3.2. Covert Observation
2.3.3. World Coffee

2.4. Defining Target Audience

2.4.1. Who Is the Event Aimed at?
2.4.2. Why Are We Doing the Event?
2.4.3. What Is the Purpose of the Event?

2.5. Tendencies

2.5.1. New Trends in Staging
2.5.2. Digital Contributions
2.5.3. Immersive and Experiential Events

2.6. Personalization and Design Space

2.6.1. Adequacy of the Space to the Brand
2.6.2. Branding
2.6.3. Brand Manual

2.7. Experience Marketing

2.7.1. Live the Experience
2.7.2. Immersive Event
2.7.3. Encourage Recall

2.8. Signage

2.8.1. Signage Techniques
2.8.2. The Assistant's Vision
2.8.3. Coherence of the Story Event with Signage

2.9. The Event Venues

2.9.1. Studies of Potential Venues The Five Whys
2.9.2. Choice of Venue According to the Event
2.9.3. Selection Criteria

2.10. Proposal for Staging Types of Stages

2.10.1. New Proposal in Staging
2.10.2. Prioritization of Proximity to the Speaker
2.10.3. Stages Related to the Interaction

Module 3. Event Planning

3.1. Timing and Organization of the Program

3.1.1. Time Available for the Organization of the Event
3.1.2. Duration of the Event
3.1.3. Event Activities

3.2. Space Organization

3.2.1. Number of Expected Attendees
3.2.2. Number of Simultaneous Rooms
3.2.3. Room Formats

3.3. Speakers and Guests

3.3.1. Choice of Speakers
3.3.2. Contact and Confirmation of Speakers
3.3.3. Management of Speakers' Attendance

3.4. Protocol

3.4.1. Range of Invited Guests
3.4.2. Disposition of the Presidency
3.4.3. Parliamentary Organization

3.5. Security

3.5.1. Access Control: the Security Perspective
3.5.2. Coordination with Security Forces
3.5.3. Internal Control of Spaces

3.6. Emergencies

3.6.1. Evacuation Plan:
3.6.2. Study of the Needs in Case of Emergency
3.6.3. Creation of Medical Assistance Point

3.7. Individuals

3.7.1. Assessment of Capacity
3.7.2. Distribution of Attendees at the Venue
3.7.3. Maximum Capacities and Decisions to Be Made

3.8. Accesses

3.8.1. Study of the Number of Accesses
3.8.2. Capacity of Each of the Accesses
3.8.3. Timing  Calculation for Entry and Exit for Each Access

3.9. Transport

3.9.1. Assessment of Transportation Possibilities
3.9.2. Transportation Accessibility
3.9.3. Personal or Public Transportation Pros and Cons

3.10. Locations

3.10.1. How Many Locations Does the Event Have?
3.10.2. Where Are They Located
3.10.3. Ease of Access to Venues

Module 4. The Creation of the Candidatures for the Event

4.1. Choice of Destination

4.1.1. Study of Destination
4.1.2. Destination Possibilities; Strengths
4.1.3. Infrastructure of Destination

4.2. Advantages of Destination

4.2.1. Transport and Access Facilities
4.2.2. Accommodation and Venues
4.2.3. Tourism Offer

4.3. Destination Capacity

4.3.1. Type of Event That Can Be Hosted
4.3.2. How Many Flights, Highways, and Trains Does It Have
4.3.3. Conference Centers, Venues  and Hotel Services

4.4. Cultural and Activity Offer of the Destination

4.4.1. Gastronomic Offer of the Destination
4.4.2. Cultural and Leisure Offer of the Destination
4.4.3. Activities Available at the Destination

4.5. Accommodation

4.5.1. Study of Hotel Supply
4.5.2. Study of the Supply of Apartments, Campsites and Others
4.5.3. Student Housing Options

4.6. Transport

4.6.1. Ease of Access to the Destination
4.6.2. Access and Transportation to the Venue
4.6.3. Destination's Internal Transportation Services

4.7. Universities and Research Centers

4.7.1. Know the Number of Universities in the Destination
4.7.2. How Many Research Centers Are There
4.7.3. Curricula or Prestige of Universities and Research Centers

4.8. Sports and Cultural Facilities

4.8.1. How Many Sports Facilities Are Available at the Destination
4.8.2. How Many Cultural Facilities Are Available at the Destination
4.8.3. Capacity of the Facilities and Possibilities of Use

4.9 Gastronomy, Architecture and Art

4.9.1. Gastronomic Offer of the City Michelin Star Restaurants
4.9.2. Museums Available
4.9.3. Recognized Architects or Singular Buildings of the Destination

4.10. Congress and Sports Venues

4.10.1. Number of Congress and Convention Centers
4.10.2. Number of Sports Halls and Pavilions
4.10.3. Infrastructure Possibilities of Congress and Sports Centers

Module 5. Finance Management

5.1. Event Budget

5.1.1. Event Budgeting
5.1.2. Budget Timing
5.1.3. Budget Presentation

5.2. Revenues

5.2.1. Types of Revenues
5.2.2. Revenue Confirmation Possibilities
5.2.3. Revenue Payment Facilities

5.3. Expenses

5.3.1. Types of Expenses: Fixed and Variable
5.3.2. Possibilities for Action Based on Expenditure
5.3.3. Supplier Payment Agreements

5.4. Contingency Plan

5.4.1. Actions to Be Taken in the Face of Increased Expenses
5.4.2. Actions to Be Taken in the Face of Declining Revenues
5.4.3. Percentage of Unforeseen Expenses

5.5. Income Statement

5.5.1. Preparation of the Income Statement
5.5.2. Use of the Income Statement
5.5.3. Actions to Be Implemented Based on the Income Statement

5.6. Benefit Management

5.6.1. Purpose of the Event and Its Proceeds
5.6.2. Management of Scholarships and Grants
5.6.3. Investment Possibilities

5.7. Cash Flow

5.7.1. What Is Cash Flow?
5.7.2. Cash Flow Contributions
5.7.3. Actions to Be Taken Based on Cash Flow

5.8. Taxation

5.8.1. Taxation of Profits According to Use
5.8.2. Difference between a Corporation and a Not-for-Profit Company

5.9. Commission Management

5.9.1. Determine the Number of Commissions Achieved
5.9.2. Customer-Based Commission Management
5.9.3. Commission Agreement with the Supplier

5.10. Amortization. ROI

5.10.1. Calculate the Return of Investment
5.10.2. Timing of Investment Recovery
5.10.3. Amortization of Investment(s)

Module 6. Marketing and Communication Management Strategies

6.1. Strategic Communication

6.1.1. Strategic Event Communication
6.1.2. The Importance of Environment in the Strategy
6.1.3. Brands Betting on Long-Term Return

6.2. Consumer Behavior

6.2.1. New Interpretation of Maslow
6.2.2. Psychology of Today's Consumers
6.2.3. Google Claims a New Model of Behavior

6.3. Brand Purpose

6.3.1. Current Importance of Brand Purpose
6.3.2. Finding the Value and Purpose of the Brand
6.3.3. Integration or Coexistence of Purpose with CSR

6.4. Sustainability as a Strategy

6.4.1. Discovery and Practice of Sustainability
6.4.2. Communication of Sustainable Development Goals
6.4.3. Implementation of the SDGs at Events

6.5. Global Communication Challenges

6.5.1. International Marketing Theories
6.5.2. Cross Cultural Marketing y Its Application
6.5.3. Moving Brands and Messages to Other Countries

6.6. Advertising and Marketing

6.6.1. Traditional and Digital Advertising
6.6.2. Creativity: Art or Science
6.6.3. Event Actions and Tools

6.7. Analysis Models

6.7.1. Internal Analysis: SWOT and CAME
6.7.2. Strategic Analysis: Boston and Ansoff
6.7.3. External Analysis: Porter's 5 Forces and PESTEL

6.8. Media Relations

6.8.1. Press Conferences, Press Releases and Other Tools
6.8.2. Spokesperson Training
6.8.3. Crisis Communication

6.9. Agency Relationships

6.9.1. Competitions, Contracts and Other Practices
6.9.2. Project Management and Implementation
6.9.3. Project Measurement and Results

6.10. The Communication Plan

6.10.1. The Communication Plan
6.10.2. Development of the Tactical Part of the Communication Plan
6.10.3. Implementation and Follow-Up of the Communication Plan

Module 7. Marketing Management and Digitization of Events

7.1. Event Digitization

7.1.1. New Communication Technologies
7.1.2. Digital Events
7.1.3. Big Data. Metrics and Analytics

7.2. Digital Segmentation

7.2.1. New Audiences and Types of Users
7.2.2. New Segmentation Variables
7.2.3. The Buyer  and Their Development

7.3. Digitization of Information

7.3.1. Thinking and Communicating Digitally
7.3.2. New Knowledge Management Models
7.3.3. Fake News  and Other Enemies of Digitalization

7.4. Digital Reputation Management

7.4.1. Personal Brand
7.4.2. Social Listening
7.4.3. Inbound Marketing

7.5. Digital Branding

7.5.1. Branding 
7.5.2. Event Branding 
7.5.3. Actions to Be Taken Based on the Income Statement

7.6. The Benchmarking Process

7.6.1. Purpose of the Event
7.6.2. Competitive Analysis
7.6.3. Benchmarking of Results

7.7. Event Campaigns

7.7.1. Brainstorming 
7.7.2. Internal and External Part of the Campaign
7.7.3. Campaign Implementation and Follow-Up

7.8. Marketing and Communication Team Management

7.8.1. Leadership Skills
7.8.2. Keys to Pragmatic Management 
7.8.3. Day-to-Day Management

Module 8. Event Operations and Logistics Management

8.1. Operations and Logistics of Activities

8.1.1. Study of the Activity Needs
8.1.2. Projecting the Necessary Operations
8.1.3. Know the Needs of the Operation's Staff

8.2. Transport and Access Logistics

8.2.1. Logistics According to the Type of Transport of the Event
8.2.2. Logistics Based on Access
8.2.3. Capacity at Access and Transport Points

8.3. Event HR Management

8.3.1. Types of HR Available for the Event
8.3.2. Internal Communication
8.3.3. Hierarchies and Chains of Command

8.4. Supplier Management

8.4.1. Communication Policy with Supplier
8.4.2. Management of Each Supplier's Operations
8.4.3. Adaptability and Needs of Each Supplier

8.5. Speakers and VIP Guests Operation

8.5.1. VIP Contact Protocol
8.5.2. Manage VIP Guest Needs (Access Areas, Security, Transportation, etc.)
8.5.3. Management of VIP Support and Assistance Personnel Lecturer

8.6. Accessibility Management

8.6.1. Manage Event Accessibility Tasks to Perform
8.6.2. Inclusive and Respectful Gastronomy
8.6.3. Inclusion Programs for Assistants with Difficulties

8.7. Sustainability Management

8.7.1. Local Gastronomy
8.7.2. Event Waste Management
8.7.3. Selection of Sustainable Materials and Products

8.8. Internal Transfers Operation

8.8.1. Guest Transfer Management Protocol
8.8.2. The Difficulty of the Airport and Its Operations
8.8.3. Incident Management and Resolution

8.9. Attendant Service Operation

8.9.1. The Hospitality Desk
8.9.2. Segmentation of Service Areas
8.9.3. Management of Special Incidents

8.10. Event Set-Up and Dismantling

8.10.1. Timing  and Personnel Calculation for Set-Up
8.10.2. Assembly Logistics Requirements
8.10.3. Event Dismantling Logistics

Module 9. Event Sponsorship

9.1. Sponsorship Planning and Strategy: Target Group Selection

9.1.1. Aspects to Analyze of the Sector to Be Sponsored
9.1.2. Selection of the Best Sponsors
9.1.3. What to Sponsor and Reasons for Sponsorship

9.2. Sector Policies. Code of Ethics. Compliance

9.2.1. Code of Ethics for Each Sector
9.2.2. Sponsor Data Management
9.2.3. Compliance Departments and Their Importance

9.3. Making the Sponsorship Dossier. Introduction

9.3.1. Introduction
9.3.2. Identification
9.3.3. Objectives

9.4. Making the Sponsorship Dossier. Technical Data

9.4.1. Identification of Endorsements and Guarantors
9.4.2. Historical Data
9.4.3. Sponsorship Opportunities

9.5. Sales Price Management

9.5.1. Calculate Sponsorship Selling Prices
9.5.2. Individual Sale by Concept
9.5.3. Group Sales of Different Sponsorships

9.6. Floor Plans and Locations of Exhibit Areas

9.6.1. Creation of the Stands Map
9.6.2. What Should Be Displayed?
9.6.3. Attendee Traffic Flow

9.7. Exhibition Area Planning

9.7.1. Visualisation
9.7.2. Notoriety
9.7.3. Volume Equity

9.8. Marketing Policies

9.8.1. Where to Sell Sponsorships
9.8.2. How to Sell Sponsorship
9.8.3. Payment Terms and Penalties

9.9. Management and Follow-Up of Sponsorship Sales

9.9.1. Sponsorship Execution and Forecasting
9.9.2. Viability Study
9.9.3. Achievement of Objectives or Restatement

9.10. Sponsorship Loyalty

9.10.1. Sponsor Loyalty Actions
9.10.2. Services to Provide
9.10.3. Improvements or Innovations

Module 10. Communication Strategy in the Digital World

10.1. Web 2.0 or the Social Web

10.1.1. Organization in the Age of Conversation
10.1.2. Web 2.0 Is All About People
10.1.3. Digital Environment and New Communication Formats

10.2. Digital Communication and Reputation

10.2.1. Online Reputation Report
10.2.2. Netiquette and Good Practices on Social Media
10.2.3. Branding and Networking 2.0

10.3. Designing and Planning an Online Reputation Plan

10.3.1. Brand Reputation Plan
10.3.2. General Metrics, ROI, and Social CRM
10.3.3. Online Crisis and Reputational SEO

10.4. Generalist, Professional and Microblogging Platforms

10.4.1. Facebook.
10.4.2. LinkedIn
10.4.3. Twitter

10.5. Video, Image, and Mobility Platforms

10.5.1. YouTube
10.5.2. Instagram
10.5.3. Flickr
10.5.4. Vimeo
10.5.5. Pinterest

10.6. Content and Storytelling Strategy

10.6.1. Corporate Blogging
10.6.2. Content Marketing Strategy
10.6.3. Creating a Content Plan
10.6.4. Content Curation Strategy

10.7. Social Media Strategies

10.7.1. Corporate PR and  Social Media
10.7.2. Defining the Strategy to Be Followed in Each Medium
10.7.3. Analysis and Evaluation of Results

10.8. Community Management:

10.8.1. Functions, Duties, and Responsibilities of the Community Manager
10.8.2. Social Media Manager
10.8.3. Social Media Strategist

10.9. Social Media Plan

10.9.1. Designing a Social Media Plan
10.9.2. Schedule, Budget, Expectations and Follow-up
10.9.3. Contingency Protocol in Case of Crisis

10.10. Online Monitoring Tools

10.10.1. Management Tools and Desktop Applications
10.10.2. Monitoring and Research Tools

Module 11. Digitization of Events How to Develop a Digital Event

11.1. The COVID-19 Era at Events

11.1.1. Import Aspects to Know
11.1.2. Timing to Make Decisions

11.2. Planning Digital Events Schedule

11.2.1. Creation of the Schedule
11.2.2. Components to Consider in the Schedule
11.2.3. Aspects to Reflect in the Schedule Priorities

11.3. Supplier Selection

11.3.1. Choice of Technology Partner 
11.3.2. Requirements to Be Requested from the Supplier
11.3.3. Supplier Selection Price Factor vs. Value Factor Experience

11.4. Network and Internet Management

11.4.1. Aspects of Network Management to Be Considered
11.4.2. Contracting Internet Services
11.4.3. Network Stress and Saturation Tests

11.5. Scope Objectives. Audience

11.5.1. Determine Your Target Audience
11.5.2. Rebroadcast in Other Languages
11.5.3. Rooms to Broadcast

11.6. Interaction of the Attendees. Voting

11.6.1. Implementation of the Interaction System
11.6.2. Elements to Be Taken into Account in the Interaction of Attendees
11.6.3. Forms and Procedures for Developing Interaction

11.7. Introduction Videos. Chyrons. Music

11.7.1. Chyrons.
11.7.2. Importance of the Instructions
11.7.3. Resources to Consider

11.8. Onsite and Digital Coordination. Onsite and Remote Speakers

11.8.1. Contact with Speakers
11.8.2. Delivery of the Action Program to the Speakers
11.8.3. Timing and Organization of Speakers Rules to Follow

11.9. Creating Virtual Sets

11.9.1. Chroma
11.9.2. Rear
11.9.3. Led Screen

11.10. Virtual and Hybrid Event Management

11.10.1. Follow-Up of the Event through Management
11.10.2. Schedule and Order of Broadcasting
11.10.3. Live Incident Resolution

Module 12. Organizations Management

12.1. Strategic Management

12.1.1. Organisational Design
12.1.2. Strategic Position of the Business
12.1.3. Competitive and Corporate Strategies

12.2. Corporate Finance

12.2.1. Financial Policy and Growth
12.2.2. Company Valuation Methods
12.2.3. Capital Structure and Financial Leverage
12.2.4. Finance for the Global Communications Officer

12.3. Strategic Leadership for Intangible Asset Economy

12.3.1. Cultural Alignment Strategies
12.3.2. Corporate and Differentiating Leadership
12.3.3. Change and Transformation Agent

12.4. Economic Situation

12.4.1. The Fundamentals of the Global Economy
12.4.2. The Globalization of Companies and Financial Markets
12.4.3. Entrepreneurship and New Markets

12.5. Innovation and Digital Transformation

12.5.1. Management and Strategic Innovation
12.5.2. Open Innovation
12.5.3. Sharing Economy

12.6. International Context

12.6.1. Geopolitics
12.6.2. Divisive Markets and Types of Change
12.6.3. Hedging with Currency Exchange Contracts
12.6.4. Foreign Investments and Exportation Financing

Module 13. Managerial Skills

13.1. Public Speaking and Spokesperson Training

13.1.1. Interpersonal Communication
13.1.2. Communication Skills and Influence
13.1.3. Communication Barriers

13.2. Communication and Leadership

13.2.1. Leadership and Leadership Styles
13.2.2. Motivation
13.2.3. Skills and Abilities of the Leader 2.0

13.3. Personal Branding

13.3.1. Strategies for Personal Brand Development
13.3.2. Personal Branding Laws
13.3.3. Tools for Creating Personal Brands

13.4. Team Management

13.4.1. Work Teams and Meeting Management
13.4.2. Managing Change Processes
13.4.3. Managing Multicultural Teams
13.4.4. Coaching

13.5. Negotiation and Conflict Resolution

13.5.1. Effective Negotiation Techniques
13.5.2. Interpersonal Conflicts
13.5.3. Intercultural Negotiation

13.6. Emotional Intelligence

13.6.1. Emotional Intelligence and Communication
13.6.2. Assertiveness, Empathy, and Active Listening
13.6.3. Self-Esteem and Emotional Language

13.7. Relational Capital: Coworking

13.7.1. Managing Human Capital
13.7.2. Performance Analysis
13.7.3. Managing Equality and Diversity
13.7.4. Innovation in People Management

13.8. Time Management

13.8.1. Planning, Organization and Control
13.8.2. The Methodology of Time Management
13.8.3. Action Plans
13.8.4. Tools for Efficient Time Management

Module 14. Ethics and Corporate Social Responsibility

14.1. The Managerial Role and CSR

14.1.1. Strategic Vision and Corporate Social Responsibility
14.1.2. Balanced Scorecard
14.1.3. Systems and Models for Implementing CSR
14.1.4. Organization of CSR Roles and Responsibilities

14.2. Corporate Responsibility

14.2.1. Value Creation in an Economy of Intangibles
14.2.2. CSR: Corporate Commitment
14.2.3. Social, Environmental, and Economic Impact

14.3. Responsible Finance and Investment

14.3.1. Sustainability and the CFO's Responsibility
14.3.2. Transparency in Information
14.3.3. Finance and Responsible Investment
14.3.4. Social Economy, Cooperativity and Corporate Social Responsibility

14.4. Business and Environment

14.4.1. Sustainable Development
14.4.2. Legislative Development in Environmental Responsibility
14.4.3. Response of Companies to Environmental Problems
14.4.4. Waste and Emissions

14.5. Packaging and Environment

14.5.1. Packaging as a Differentiation Business Strategy
14.5.2. Encouragement and Communication at the Point of Sale
14.5.3. Packaging Design and Future Trends

14.6. Responsible Management Systems and Tools

14.6.1. Social Responsibility Management Systems
14.6.2. Integration Systems
14.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
14.6.4. Audits

14.7. Multinationals and Human Rights

14.7.1. Globalization, Human Rights and Multinational Companies
14.7.2. Multinational Companies and International Law
14.7.3. Specific Legal Instruments

14.8. Legal Environment and Corporate Governance

14.8.1. International Rules on Importation and Exportation
14.8.2. Intellectual and Industrial Property
14.8.3. International Labor Law

Module 15. Corporative Communication, Brand Strategy and Reputation

15.1. Corporate Identity and Strategic Vision

15.1.1. Identity and Redefining Business Values
15.1.2. Corporate Business Culture
15.1.3. Communication Department Challenges
15.1.4. Public Image and Projection

15.2. Corporate Brand Strategy

15.2.1. Public Image and Stakeholders
15.2.2. Corporate Branding Strategy and Management
15.2.3. Corporate Communication Strategy in Line With Brand Identity

15.3. Reputation Theory

15.3.1. Reputation as a Paradigm of a Good Company
15.3.2. The Concept of Corporate Reputation
15.3.3. Internal Reputation
15.3.4. Influence of Internationalization on Corporative Reputation

15.4. Reputation Evaluation

15.4.1. Corporative Reputation Audit
15.4.2. Listed Companies Reputation Monitor
15.4.3. Reputational Good Governance Index
15.4.4. Analysis of Sectorial Reputation

15.5. Reputation Management

15.5.1. Corporative Reputation Management
15.5.2. Focus on Brand Reputation
15.5.3. Leadership Reputation Management

15.6. Reputation Risk and Crisis Management

15.6.1. Listening to and Managing Feedback
15.6.2. Procedures, Crisis Manual and Contingency Plans
15.6.3. Spokesperson Training in Emergency Situations

15.7. Ethical Sustainability

15.7.1. Sustainable Criteria and Strategies
15.7.2. Communication Campaigns with Sustainability Criteria
15.7.3. Sustainable Brand Positioning and Image

15.8. Brand Metrics and Analysis and Reputation

15.8.1. Introduction to the Metrics of Corporative Branding
15.8.2. Internal and External Measurement Indexes
15.8.3. Brand Management Tools
15.8.4. Brand Assessment and Ranking

Module 16. Strategic Planning in Corporate Communication

16.1. Strategic Planner

16.1.1. Strategic Planner: Origins and Functions
16.1.2. The Strategic Planner in Advertising Companies, Strategic Consultancies and Communication Companies
16.1.3. Stakeholder Management

16.2. Planning Models and Schools

16.2.1. Models for Intangibles Management
16.2.2. Intangibles and Strategic Plans
16.2.3. Evaluation of Intangibles
16.2.4. Reputation and Intangibles

16.3. Qualitative Research in Strategic Planning

16.3.1. InsightDetection
16.3.2. Focus Groups for Strategic Planning
16.3.3. Planning of Strategic Interviews

16.4. Quantitative Research in Strategic Planning

16.4.1. Data Analysis and Drawing Conclusions
16.4.2. Use of Psychometric Techniques
16.4.3. Challenges of Applied Research in Business Communication

16.5. Creative Strategy Formulation

16.5.1. Explore Alternative Strategies
16.5.2. Counter Briefing or Creative Briefing
16.5.3. Branding and Positioning

16.6. Strategic Use of Different Media

16.6.1. 360º Campaigns
16.6.2. Launching of New Products
16.6.3. Social Trends
16.6.4. Evaluation of Effectiveness

16.7. Trends in Business Communication

16.7.1. Generation and Distribution of Corporate Content
16.7.2. Business Communication on the Web 2.0
16.7.3. Implementation of Metrics in the Communication Process

16.8. Sponsorship and Patronage

16.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
16.8.2. Communication Opportunities and Tangible and Intangible Returns
16.8.3. Hospitality and Collaboration Actions

Module 17. Managing Aspects of Corporate Communication

17.1. Communication in Organizations

17.1.1. Organizations, People and Society
17.1.2. Historical Evolution of Organizational Behavior
17.1.3. Bidirectional Communication
17.1.4. Communication Barriers

17.2. Structure, Control and Challenges in Communication Management

17.2.1. Departmental Structure in Communication Management
17.2.2. Current Trends in Management Models
17.2.3. Integration of Intangibles
17.2.4. Communication Department Challenges

17.3. Integral Communication Plans

17.3.1. Audit and Diagnosis
17.3.2. Elaboration of Communication Plan
17.3.3. Measuring results: KPIs and ROI

17.4. Effects of the Media

17.4.1. Efficiency of Commercial and Advertising Communication
17.4.2. Theories on the Effects of the Media
17.4.3. Social and Co-Creation Models

17.5. Press Offices and Their Relationship with Communication Media

17.5.1. Identifying Opportunities and Information Needs
17.5.2. Management of Reports and Interviews with Spokespersons
17.5.3. Virtual Press Room and e-Communication
17.5.4. Buying Advertising Space

17.6. Public Relations

17.6.1. PR Strategy and Practice
17.6.2. Protocol and Ceremonial Rules
17.6.3. Event Organization and Creative Management

17.7. Lobbies and Pressure Groups

17.7.1. Opinion Groups and Their Actions in Businesses and Institutions
17.7.2. Institutional Relations and Lobbying
17.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

17.8. Internal Communication

17.8.1. Motivational Programs, Social Action, Participation and Training with HR
17.8.2. Internal Communication Support and Tools
17.8.3. Internal Communication Plan

17.9. Branding & Naming

17.9.1. Brand Management and Coordination in Launching of New Products
17.9.2. Brand Repositioning

17.10. Audience Forecasting and Data Sources

17.10.1. Measurement Units and Audience Profiles
17.10.2. Affinity, Share, Rating and GRP´s
17.10.3. Current Suppliers in the Advertising Market

Module 18. Communication in Specialized Sectors

18.1. Financial Communication

18.1.1. Value of Intangibles
18.1.2. Financial Communication in Listed Companies
18.1.3. The Issuers of the Financial Communication
18.1.4. Public Objective in Financial Operations

18.2. Political and Electoral Communication

18.2.1. Image in Political and Electoral Campaigns
18.2.2. Political Advertising
18.2.3. Political and Electoral Communication Plan
18.2.4. Electoral Communication Audits

18.3. Communication and Health

18.3.1. Journalism and Health Information
18.3.2. Interpersonal and Group Communication in the Field of Health
18.3.3. Communication Risk and Communicative Management in a Health Crisis

18.4. Digital Culture and Hypermedia Museography

18.4.1. Production and Diffusion of Art in the Digital Era
18.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
18.4.3. Constructive Participation in the Digital Culture

18.5. Communication at the Forefront of Public Organizations

18.5.1. Communication in the Public Sector
18.5.2. Strategy and Creation in Public Organization Communications
18.5.3. Intangible Assets in the Public Sector
18.5.4. Information Policy of Public Organizations

18.6. Communications in Non-Profit Organizations

18.6.1. NPO and Relationship with Government Agencies
18.6.2. Corporative Reputation in Non-Profit Organizations
18.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
18.6.4. Different Figures and Communication Media

Module 19. Marketing and Communication

19.1. Product Placement and Branded Content

19.1.1. Unique Forms of Communication and Brand Placement
19.1.2. Concepts, Products and Services in User-Friendly Media

19.2. Digital Media Planning and Contracting

19.2.1. Real Time Bidding
19.2.2. Integrated Digital Campaign Planning
19.2.3. Advertising Investment Control Scorecard

19.3. Promotional Marketing

19.3.1. Consumer Promotions
19.3.2. Sales Force, Channel, Point of Sale and Special Promotions
19.3.3. Success and Cost-Effectiveness of Promotional Actions

19.4. Planning, Execution and Measurement of SEM Campaigns

19.4.1. Search Engine Marketing
19.4.2. Conversion of Traffic to Qualified Traffic
19.4.3. SEM Project Management

19.5. Metrics and Results Analysis in Public Digital Campaigns

19.5.1. Ad servers
19.5.2. Traditional Metrics in Digital GRPs
19.5.3. Crossmedia and Interactions

19.6. Display Advertising, Rich Media and Viral Publicity

19.6.1. Media, Formats and Supports
19.6.2. The Conversion Cycle
19.6.3. Buzz Marketing and WOM

19.7. Mobile Marketing, Geo-Localization and Internet TV

19.7.1. New Mobile Marketing Applications
19.7.2. Geo-Localization
19.7.3. Applications which Integrate Websites, Geotagging and Mobile

19.8. Advertising Effectiveness

19.8.1. Research Techniques and Tracking Campaigns
19.8.2. Coverage and Effective Frequency Analysis
19.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 20. Customer Relationship Management

20.1. CRM and Relational Marketing

20.1.1. Business Philosophy or Strategic Orientation
20.1.2. Customer Identification and Differentiation
20.1.3. The Company and Its Stakeholders
20.1.4. Clienting

20.2. Database Marketing and Customer Relationship Management

20.2.1. Database Marketing Applications
20.2.2. Laws and Regulations
20.2.3. Information Sources, Storage, and Processing

20.3. Consumer Psychology and Behavior

20.3.1. The Study of Consumer Behavior
20.3.2. Internal and External Consumer Factors
20.3.3. Consumer Decision Process
20.3.4. Consumerism, Society, Marketing, and Ethics

20.4. Consumer Centric Marketing

20.4.1. Segmentation.
20.4.2. Profitability Analysis
20.4.3. Customer Loyalty Strategies

20.5. CRM Management Techniques

20.5.1. Direct Marketing
20.5.2. Multichannel Integration
20.5.3. Viral Marketing

20.6. Advantages and Risks of Implementing CRM

20.6.1. CRM, Sales and Costs
20.6.2. Customer Satisfaction and Loyalty
20.6.3. Technology Implementation
20.6.4. Strategic and Management Errors

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