Learn about the specifics of digital business and achieve success in your company" 

Why study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"     

At TECH Global University

Innovation

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

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

The Highest Standards

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

95% of TECH students successfully complete their studies.

Networking

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

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

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

Show the world your talent after completing this program. 

Multicultural Context

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

TECH students represent more than 200 different nationalities. 

Learn with the best

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

Teachers representing 20 different nationalities. 

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

Analysis

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

Academic Excellence

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

Economy of Scale

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

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The Advanced master’s degree in Senior Management of Digital Companies is a tailor-made program that is taught 100% online so that you can choose the time and place that best suits your availability, schedule, and interests. A program that takes place over 24 months and is intended to be a unique and stimulating experience that lays the foundations for your success as a manager and entrepreneur. 

Our syllabus has been strategically designed to provide you with a deep understanding of digital business that will enable you to strategically manage an online business"  

Syllabus

The Advanced master’s degree in Senior Management of Digital Companies from TECH Global University is an intense program that prepares you to face business challenges and 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. 

Throughout 3,000 hours of study, you will analyze a multitude of practical cases through individual work, which will allow you to obtain in-depth knowledge that will be very useful for your daily practice. It is, therefore, an authentic immersion in real business situations.  

This Advanced master’s degree in Senior Management of Digital Companies deals extensively with different areas of business and is designed for executives to understand the nature of business 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 your 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 Advanced master’s degree takes place over 24 months and is divided into 23 modules:

Module 1. Competitive Environment and Strategy
Module 2. Entrepreneurial Innovation and Initiative
Module 3. Digital Marketing and E-Commerce
Module 4. Digital Communication and Online Reputation
Module 5. Performance and Inbound Marketing
Module 6. Web Analytics and Marketing Analytics
Module 7. Innovation, E-Logistics, and Technology in the Supply Chain
Module 8. Mobile E-Commerce
Module 9. New Digital Trends
Module 10. Talent Management and Management Skills
Module 11. Technological Direction
Module 12. Strategic Planning and IT Project Management
Module 13. Innovation Management
Module 14. Information Security Systems
Module 15. Digital Business Strategy
Module 16. Social Media and Community Management
Module 17. Digital Marketing Strategist
Module 18. Entrepreneurship
Module 19. Marketing in Search Engines and Search Engine Optimization (SEO)
Module 20. Search Engine Marketing (SEM)
Module 21. Conversion Optimization
Module 22. Design, Usability and User Experience
Module 23. Data Science and Big Data

Where, When and How is it Taught?

TECH offers the possibility of developing this Advanced master’s degree in Senior Management of Digital Companies completely online. Over the course of 24 months, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. 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. 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 Technology 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 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. Managing Start-Ups

2.4.1. Introduction to Financial Management in Start-Up Companies
2.4.2. Financial Metrics for Start-Ups
2.4.3. Financial Planning: Projection Models and their Interpretation
2.4.4. Valuation Methods
2.4.5. Legal Aspects

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 Start-Ups
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. Start-Up Financing

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. National and International Venture Capital and Seed Capital Entities

2.9.1. Public Institutions: CDTI, ENISA
2.9.2. National and International Venture Capital Entities
2.9.3. Private Investors: Caixa Capital Risc Bstartup
2.9.4. FOND-ICO Global
2.9.5. Accelerators: Wayra, Lanzadera and Plug & Play

2.10. Lean Management

2.10.1. The Basic Principles of Lean Management
2.10.2. Improvement and Problem-Solving Groups
2.10.3. 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. Digital Communication and Online Reputation

4.1. Web 2.0 or the Social Web

4.1.1. Organization in the Age of Conversation
4.1.2. Web 2.0 Is All About People
4.1.3. Digital Environment and New Communication Formats

4.2. Digital Communication and Reputation

4.2.1. Online Reputation Report
4.2.2. Netiquette and Good Practices on Social Media
4.2.3. Branding and Networking 2.0

4.3. Designing and Planning an Online Reputation Plan

4.3.1. Overview of the Main Social Media
4.3.2. Brand Reputation Plan
4.3.3. General Metrics, ROI, and Social CRM
4.3.4. Online Crisis and Reputational SEO

4.4. General, Professional, and Microblogging Platforms

4.4.1. Facebook
4.4.2. LinkedIn
4.4.3. Google+
4.4.4. Twitter

4.5. Video, Image, and Mobility Platforms

4.5.1. You Tube
4.5.2. Instagram
4.5.3. Flickr
4.5.4. Vimeo
4.5.5. Pinterest

4.6. Content and Storytelling Strategy

4.6.1. Corporate Blogging
4.6.2. Content Marketing Strategy
4.6.3. Creating a Content Plan
4.6.4. Content Curation Strategy

4.7. Social Media Strategies

4.7.1. Corporate PR and Social Media
4.7.2. Defining the Strategy to Be Followed in Each Medium
4.7.3. Analysis and Evaluation of Results

4.8. Community Management

4.8.1. Functions, Duties, and Responsibilities of the Community Manager
4.8.2. Social Media Manager
4.8.3. Social Media Strategist

4.9. Social Media Plan

4.9.1. Designing a Social Media Plan
4.9.2. Schedule, Budget, Expectations, and Monitoring
4.9.3. Contingency Protocol in Case of Crisis

4.10. Online Monitoring Tools

4.10.1. Management Tools and Desktop Applications
4.10.2. Monitoring and Research Tools

Module 5. Performance and Inbound Marketing

5.1. Permission Marketing

5.1.1. How to Obtain a User’s Permission
5.1.2. Personalizing the Message
5.1.3. Mail Confirmation or Double Opt-In

5.2. Strategy and Performance Techniques

5.2.1. Performance Marketing: Results
5.2.2. Digital Media Mix
5.2.3. The Importance of the Funnel

5.3. Affiliate Campaign Development

5.3.1. Agencies and Affiliate Programs
5.3.2. Postview
5.3.3. Defining Affiliate Programs
5.3.4. Display and Campaign Optimization

5.4. Launching an Affiliate Program

5.4.1. Affiliation and Direct Affiliation Networks
5.4.2. Results Analysis and Monitoring
5.4.3. Fraud Control

5.5. Developing E-Mail Campaigns

5.5.1. Lists of Subscribers, Leads, and Customers
5.5.2. E-Mail Marketing Tools and Resources
5.5.3. Online Writing for E-Mail Marketing Campaigns

5.6. E-Mail Marketing Metrics

5.6.1. List Metrics
5.6.2. Newsletter Delivery Metrics
5.6.3. Conversion Metrics

5.7. Inbound Marketing

5.7.1. Effective Inbound Marketing
5.7.2. The Benefits of Inbound Marketing
5.7.3. Measuring the Success of Inbound Marketing

5.8. Target Research

5.8.1. Consumer Intent Modelling and Buyer 
5.8.2. Customer Journey Mapping
5.8.3. Content Strategy

5.9. Content Optimization

5.9.1. Content Optimization for Search Engines
5.9.2. Content Creation
5.9.3. Content Dynamization

5.10. Conversion

5.10.1. Lead Capturing and CRO
5.10.2. Lead Nurturing and Marketing Automation

Module 6. Web Analytics and Marketing Analytics

6.1. Web Analysis

6.1.1. The Fundamentals of Web Analytics
6.1.2. Classic Media Vs Digital Media
6.1.3. The Web Analyst's Basic Methodology

6.2. Google Analytics

6.2.1. Configuring an Account
6.2.2. Javascript Tracking API
6.2.3. Customized Reports and Segments

6.3. Qualitative Analysis

6.3.1. Research Techniques Applied in Web Analytics
6.3.2. Customer Journey
6.3.3. Purchase Funnel

6.4. Digital Metrics

6.4.1. Basic Metrics
6.4.2. Ratios
6.4.3. Setting Objectives and KPIs

6.5. Strategy Analysis Areas

6.5.1. Web Traffic Acquisition
6.5.2. Activation
6.5.3. Conversion
6.5.4. Loyalty

6.6. Data Science and Big Data

6.6.1. Business Intelligence
6.6.2. Methodology and Analysis of Large Volumes of Data
6.6.3. Data Extraction, Processing, and Loading

6.7. Viewing Data

6.7.1. Viewing and Interpreting Dashboards
6.7.2. Converting Data into a Value
6.7.3. Integrating Sources
6.7.4. Presenting Reports

6.8. Web Analytics Tools

6.8.1. Technological Basis of WA Tool
6.8.2. Logs and Tags
6.8.3. Basic and Ad-hoc Labeling

Module 7. Innovation, E-Logistics, and Technology in the Supply Chain

7.1. Process Engineering and Product Engineering

7.1.1. Innovation Strategies
7.1.2. Open Innovation
7.1.3. Innovative Organization and Culture
7.1.4. Multifunctional Teams

7.2. Launch and Industrialization of New Products

7.2.1. Design of New Products
7.2.2. Lean Design
7.2.3. Industrialisation of New Products
7.2.4. Manufacture and Assembly

7.3. Digital E-Commerce Management

7.3.1. New E-Commerce Business Models
7.3.2. Planning and Developing an eCommerce Strategic Plan
7.3.3. Technological Structure in E-Commerce

7.4. E-Commerce Operations and Logistics

7.4.1. Digital Point-of-Sale Management
7.4.2. Contact Center Management
7.4.3. Automation in Management and Monitoring Processes

7.5. E-Logistics B2C and B2B

7.5.1. E-Logistics
7.5.2. B2C E-Fulfilment, the Last Mile
7.5.3. B2B E-Procurement. Marketplaces

7.6. Digital Pricing

7.6.1. Online Payment Methods and Payment Gateways
7.6.2. Electronic Promotions
7.6.3. Digital Price Timing
7.6.4. E-Auctions

7.7. Legal Aspects of E-Commerce

7.7.1. EU and Spanish Regulations
7.7.2. Data Protection
7.7.3. Fiscal Aspects of E-Commerce
7.7.4. General Sales Conditions

7.8. The Warehouse in E-Commerce

7.8.1. Peculiarities of the Warehouse in E-Commerce
7.8.2. Warehouse Design and Planning
7.8.3. Infrastructure. Fixed and Mobile Devices
7.8.4. Zoning and Locations

7.9. Designing an Online Store

7.9.1. Design and Usability
7.9.2. Most Common Functionalities
7.9.3. Technological Alternatives

7.10. Supply Chain Management and Future Trends

7.10.1. The Future of E-Business
7.10.2. The Current and Future Reality of E-Commerce
7.10.3. SC Operating Models for Global Companies

Module 8. Mobile E-Commerce

8.1. Mobile Marketing

8.1.1. New Consumption and Mobility Habits
8.1.2. The SoLoMo Model
8.1.3. The 4 Ps of the Marketing Mix in Mobility

8.2. Mobile Technology

8.2.1. Mobile Operators
8.2.2. Mobile Devices and Operating Systems
8.2.3. Mobile Applications and WebApps
8.2.4. Sensors and Integration with the Physical World

8.3. Trends in Mobile Marketing

8.3.1. Mobile Publishing
8.3.2. Advergaming and Gamification
8.3.3. Mobile Geolocalization
8.3.4. Augmented Reality

8.4. Mobile User Behavior

8.4.1. New Search Habits on Mobile Devices
8.4.2. Multi-Screen
8.4.3. Mobile as a Purchasing Driver
8.4.4. ASO, Mobile User Acquisition, and Loyalty

8.5. User Interface and Shopping Experience

8.5.1. M-Commerce Rules and Platforms
8.5.2. Omnichannel
8.5.3. Mobile & Proximity Marketing
8.5.4. Gap between Consumer and Advertiser
8.5.5. Mobile Commerce Content Managers

8.6. Apps and Purchases

8.6.1. Designing Mobile Commerce Apps
8.6.2. App Stores
8.6.3. App Marketing for Customer Loyalty
8.6.4. App Marketing for E-Commerce

8.7. Mobile Payments

8.7.1. Value Chain and Business Models of Mobile Payment Methods
8.7.2. Keys to Improve UX in Mobile Payment
8.7.3. Positioning Strategies in the Mobile Payments Market
8.7.4. Fraud Management

8.8. Mobile Analytics

8.8.1. Mobile Measurement and Analysis Methodologies
8.8.2. Mobile Metrics: Main KPIs
8.8.3. Profitability Analysis
8.8.4. Mobile Analytics

8.9. Mobile Commerce

8.9.1. Services
8.9.2. Applications
8.9.3. Mobile Social Shopping

8.10. Mobile Social Media Applications

8.10.1. Integrating Cell Phones into Social Networks
8.10.2. Mobility, Relationship, Ubiquity, and Publicity
8.10.3. Facebook Places
8.10.4. Geolocation, Mobile Directories, Online Recommendations, and Shopping

Module 9. New Digital Trends

9.1. The Internet of Things

9.1.1. Visions and Challenges
9.1.2. Key Technologies
9.1.3. Pioneering Projects

9.2. Gamification

9.2.1. Business Gamification Techniques
9.2.2. Gamification Design Framework
9.2.3. Operating Mechanisms and Motivation
9.2.4. Benefits and Return on Investment

9.3. Big Data

9.3.1. Sectoral Application
9.3.2. Business Models
9.3.3. New Professions

9.4. Artificial Intelligence

9.4.1. Methodological Aspects in Artificial Intelligence
9.4.2. Heuristic Search
9.4.3. Rule Inference Methods
9.4.4. Semantic Networks

9.5. Robotics

9.5.1. Robot Morphology
9.5.2. Mathematical Tools for Spatial Localization
9.5.3. Cinematic Control
9.5.4. Criteria for Implementing an Industrial Robot

9.6. Modelling and Simulation

9.6.1. Modelling using DEVS
9.6.2. Modelling of Random Inputs
9.6.3. Generation of Random Inputs
9.6.4. Design of Experiments and Optimization

9.7. Implementing Cryptography in Technology Projects

9.7.1. Electronic Signature
9.7.2. Digital Certificate
9.7.3. Data Encryption
9.7.4. Practical Applications of Cryptography

9.8. Other Trends

9.8.1. 3D Printing
9.8.2. Drones
9.8.3. Artificial Vision
9.8.4. Augmented Reality

Module 10. Talent Management and Management Skills

10.1. Management Skills Development

10.1.1. Leadership
10.1.2. Emotional Intelligence
10.1.3. Organization: Areas, Processes and Projects

10.2. Managing Talent as a Competitive Advantage

10.2.1. Keys to Positive Management
10.2.2. Talent Map in the Organization
10.2.3. Cost and Added Value

10.3. Team Management

10.3.1. Development of High-Performance Teams
10.3.2. The Roles of People in Groups
10.3.3. Personal Factors and Motivation for Successful Work
10.3.4. Integrating High-Performance Teams

10.4. Systems and Organizational Changes

10.4.1. The Transformation Process
10.4.2. Anticipation and Action
10.4.3. Organized Learning
10.4.4. Resistance to Change

10.5. Management and Motivation

10.5.1. The Nature of Motivation
10.5.2. Expectations Theory
10.5.3. Needs Theory
10.5.4. Motivation and Financial Compensation

10.6. Innovation in Talent and People Management

10.6.1. Strategic Talent Management Models
10.6.2. Talent Identification, Training and Development
10.6.3. Loyalty and Retention
10.6.4. Proactivity and Innovation

Module 11. Technological Direction 

11.1. Information Systems in Companies

11.1.1. Evolution of the IT Model
11.1.2. Organization and IT Department
11.1.3. Information Technology and Economic Environment

11.2. IT Position of the Business

11.2.1. Perception of Value Added to the Business
11.2.2. Strategy Maturity Level
11.2.3. IT Governance and Corporate Governance

11.3. Development of Management Skills

11.3.1. Management Function and Management Roles
11.3.2. The Role of CIO in the Company
11.3.3. Vision and Mission of the IT Director
11.3.4. E-Leadership, and Holistic Innovation Management

11.4. Relational and Political Capabilities

11.4.1. Steering Committees
11.4.2. Influence
11.4.3. Stakeholders
11.4.4. Conflict Management

11.5. Corporate Strategy and Technology Strategy

11.5.1. Creating Value for Customers and Shareholders
11.5.2. Strategic IS/IT Decisions
11.5.3. Corporate Strategy Vs Technology and Digital Strategy

11.6. Information Systems for Decision-Making

11.6.1. Business Intelligence
11.6.2. Data Warehouse
11.6.3. Balanced Scorecard (BSC)

Module 12. Strategic Planning and IT Project Management

12.1. Process of Strategic Planning

12.1.1. Phases of the Plan
12.1.2. Conceptual Vision
12.1.3. Organization of Work

12.2. Understanding the Business Strategy

12.2.1. Information Needs
12.2.2. Process Map
12.2.3. Business Aspirations or Priorities

12.3. Analysis of Current IS/IT

12.3.1. Analysis of the Level of Resources and Expenditure/Investment
12.3.2. Analysis of Perceived Quality
12.3.3. Application and Infrastructure Analysis
12.3.4. Analysis of the Environment and Competitors

12.4. Strategy Formulation

12.4.1. Aspirations and Strategic Guidelines of the Plan
12.4.2. The Target IS/IT Model
12.4.3. Strategic Initiatives
12.4.4. Implications of the Plan

12.5. Implementation Plan

12.5.1. Implementation Approach
12.5.2. Project Plan

12.6. Projects of Information Systems

12.6.1. IT Project Planning
12.6.2. Project Follow-Up and Closure
12.6.3. Project Management Strategies

12.7. Technological Resources Management

12.7.1. Technological Offer
12.7.2. Time and Cost Management
12.7.3. Agile Project Management and Productivity

12.8. Lean IT

12.8.1. Lean IT and Lean Thinking
12.8.2. The Basic Principles of Lean Management
12.8.3. Improvement and Problem-Solving Groups
12.8.4. New Forms of Maintenance and Quality Management

Module 13. Innovation Management

13.1. Creative Thinking: Innovation

13.1.1. Innovation in the Technology Company
13.1.2. Techniques to Encourage Creativity
13.1.3. Process of Conception of Innovative Ideas

13.2. Process Engineering and Product Engineering

13.2.1. Innovation Strategies
13.2.2. Open Innovation
13.2.3. Innovative Organization and Culture
13.2.4. Multifunctional Teams

13.3. Launch and Industrialization of New Products

13.3.1. Design of New Products
13.3.2. Lean Design
13.3.3. Industrialisation of New Products
13.3.4. Manufacture and Assembly

13.4. R&D&I Management Systems

13.4.1. Requirements of a R&D&I Management Systems
13.4.2. Line of Action, Activity, Process and Procedure
13.4.3. Recommended Framework for R&D&I Management

13.5. Audit and Certification of R&D&I

13.5.1. Basic Principles of R&D&I Audits
13.5.2. R&D&I Audit Phases
13.5.3. Certifications in the Field of R&D&I
13.5.4. Certification of R&D&I Management Systems

13.6. Tools for R&D&I Management

13.6.1. Cause-Effect Diagram for R&D&I
13.6.2. Weighted Selection for R&D&I
13.6.3. Pareto Diagram for R&D&I
13.6.4. Priority Matrix for R&D&I

13.7. Benchmarking Applied to R&D&I

13.7.1. Types of Benchmarking
13.7.2. The Benchmarking  Process in R&D&I
13.7.3. Methodology Benchmarking Process Applied to the R&D&I
13.7.4. Advantages of Benchmarking

13.8. Reengineering for the Radical Innovation of the Company's Business Processes

13.8.1. Origins and Evolution of the Process Reengineering
13.8.2. Objectives of Reengineering
13.8.3. Correct Approach to Reengineering

13.9. Direction and Management of R&D&I Projects

13.9.1. Elements that Make Up an R&D&I Project
13.9.2. Most Significant Stages of an R&D&I Project
13.9.3. Processes for the Management of R&D&I Projects

13.10. Project Quality Management in R&D&I

13.10.1. The Quality Management System in R&D&I Projects
13.10.2. Quality Plans for R&D&I Projects
13.10.3. Content of a Quality Plan for R&D&I Projects

Module 14. Information Security Systems

14.1. Introduction to Information Security

14.1.1. Types of Attacks on a Computer System
14.1.2. Measures to Ensure the Security of the Computer System
14.1.3. Risk Plan, Safety Plan and Contingency Plan

14.2. Security in Computer Networks

14.2.1. Online Threats
14.2.2. Computer Viruses
14.2.3. Social Engineering
14.2.4. Hackers

14.3. Ethical Hacking

14.3.1. Legal Considerations
14.3.2. Vulnerability Scanning
14.3.3. Useful Tools

14.4. Design and Management of Secure Networks and Risk Management

14.4.1. Operating Systems for Servers
14.4.2. Network Configuration
14.4.3. IT Governance, Risk Management and Regulatory Compliance

14.5. Implementation of an ISMS According toIso 27000 Standards

14.5.1. Information Security Management Systems and Benefits
14.5.2. Information Security Management Standards
14.5.3. Stages of an SGSI Implementation

14.6. Industrial and Intellectual Property in the Technological Field

14.6.1. Industrial Property
14.6.2. Trademarks and Domain Names
14.6.3. Intellectual Property

14.7. Recruitment and the ICT Sector

14.7.1. Contracting Management and Legal Aspects
14.7.2. Main Contractual Figures Related to the IT Sector

14.8. Data Protection, Privacy and Intimacy

14.8.1. The Data Protection Regime in Spain
14.8.2. Labor Relations, Privacy and the Right to Privacy
14.8.3. Main Fundamental Rights

Module 15. Digital Business Strategy

15.1. Digital Strategy

15.1.1. Online Business Models
15.1.2. Technology Strategy and its Impact on Digital Innovation
15.1.3. Strategic Planning of Information Technologies
15.1.4. Strategy and Internet

15.2. Sourcing Strategy

15.2.1. Tools to Develop a Sourcing Strategy
15.2.2. Cloud Computing
15.2.3. IT Sourcing Management

15.3. IT Governance

15.3.1. Analysis of Current Trends and Best Practices in the IT Function
15.3.2. Key Management Challenges and Decisions
15.3.3. Management Procedures, Requirements, Strategies and Outsourcing Models

15.4. Social Business

15.4.1. Web 2.0 Strategic Vision and its Challenges
15.4.2. Convergence Opportunities and ICT Trends
15.4.3. How to Monetize Web 2.0 and Social Media
15.4.4. Mobility and Digital Business

15.5. Business Process Management

15.5.1. Management of the Company by Processes
15.5.2. Process Reengineering
15.5.3. Corporate Information Systems

15.6. Company Systems based on Internet Collaboration

15.6.1. Customer Management Systems: Customer Relationship Management (CRM)
15.6.2. Supply Chain Management Systems
15.6.3. E-Commerce Systems

15.7. Systems for Knowledge Management and Collaboration in the Enterprise

15.7.1. Managing Content
15.7.2. Collaborative Work and Employee Portals
15.7.3. Knowledge Management Policies and Processes

15.8. Effective Organization of the Systems Unit

15.8.1. IT Governance
15.8.2. Risks of Implementation 
15.8.3. Operating Risks

Module 16. Social Media and Community Management 

16.1. Web 2.0 or the Social Web

16.1.1. Organization in the Age of Conversation
16.1.2. Web 2.0 Is All About People
16.1.3. New Environments, New Content

16.2. Digital Communication and Reputation

16.2.1. Crisis Management and Online Corporate Reputation
16.2.2. Online Reputation Report
16.2.3. Netiquette and Good Practices on Social Media
16.2.4. Branding and Networking 2.0

16.3. General, Professional, and Microblogging Platforms

16.3.1. Facebook
16.3.2. LinkedIn
16.3.3. Twitter

16.4. Video, Image, and Mobility Platforms

16.4.1. YouTube
16.4.2. Instagram
16.4.3. Flickr
16.4.4. Vimeo
16.4.5. Pinterest

16.5. Corporate Blogging

16.5.1. How to Create a Blog
16.5.2. How to Create a Content Plan for Your Blog
16.5.3. Content Curation Strategy

16.6. Social Media Strategies

16.6.1. Corporate Communication Plan 2.0
16.6.2. Corporate PR and Social Media
16.6.3. Analysis and Evaluation of Results

16.7. Community Management

16.7.1. Functions, Duties, and Responsibilities of the Community Manager
16.7.2. Social Media Manager
16.7.3. Social Media Strategist

16.8. Social Media Plan

16.8.1. Designing a Social Media Plan
16.8.2. Defining the Strategy to Be Followed in Each Medium
16.8.3. Contingency Protocol in Case of Crisis

Module 17. Digital Marketing Strategist

17.1. Managing Digital Business

17.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
17.1.2. Designing and Creating a Digital Marketing Plan
17.1.3. Digital Media Planning and Contracting
17.1.4. ROI Analysis in a Digital Marketing Plan

17.2. Digital Marketing to Reinforce a Brand

17.2.1. Branded Content and Storytelling
17.2.2. Hypersegmentation
17.2.3. Videomarketing
17.2.4. Social Sales

17.3. Defining the Digital Marketing Strategy

17.3.1. Closed Loop Marketing
17.3.2. Continuous Loop Marketing
17.3.3. Multichannel Marketing

17.4. Digital Marketing to Attract and Retain Customers

17.4.1. Hypersegmentation and Micro-Localization
17.4.2. Loyalty and Engagement Strategies using the Internet
17.4.3. Visitor Relationship Management

17.5. Digital Marketing Trends

17.5.1. Remarketing
17.5.2. Digital Neuromarketing
17.5.3. Avatar Marketing
17.5.4. Bluecasting

17.6. Managing Digital Campaigns

17.6.1. Display Advertising and Rich Media
17.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
17.6.3. Advertising on Digital Television

17.7. Online Marketing Plan

17.7.1. Online Research
17.7.2. Creating an Online Marketing Plan
17.7.3. Configuration and Activation
17.7.4. Launch and Management

17.8. Blended Marketing

17.8.1. Integrating on and off actions
17.8.2. Personalize and Segment
17.8.3. Improve the User Experience

Module 18. Entrepreneurship

18.1. Innovation Methodology and Knowledge Society

18.1.1. Design Thinking
18.1.2. The Blue Ocean Strategy
18.1.3. Collaborative Innovation
18.1.4. Open Innovation

18.2. Strategic Innovation Intelligence

18.2.1. Technology Monitoring
18.2.2. Technology Foresight
18.2.3. Coolhunting

18.3. Entrepreneurship and Innovation

18.3.1. Strategies to Search for Business Opportunities
18.3.2. Assessing the Feasibility of New Projects
18.3.3. Innovation Management Systems
18.3.4. Entrepreneur Soft Skills

18.4. Project Management

18.4.1. Agile Development
18.4.2. Lean Management in StarT-Ups
18.4.3. Project Tracking and Project Steering

18.5. Business Plan

18.5.1. Business Plan in the Digital Era
18.5.2. Value Proposition Model

18.6. Financing Start-Ups

18.6.1. Seed Phase: Financial Funds and Subsidies
18.6.2. Start-Up Phase Business Angels
18.6.3. Growth Phase Venture Capital
18.6.4. Consolidation Phase. IPO

Module 19. Marketing in Search Engines and Search Engine Optimization (SEO)

19.1. How Search Engines Work

19.1.1. Indicators and Indices
19.1.2. Algorithms
19.1.3. SEO and Corporate Branding

19.2. Fundamental Variables of SEO

19.2.1. Indexability
19.2.2. Contents
19.2.3. Popularity 

19.3. SEO Analysis

19.3.1. Determining KPIs
19.3.2. Generating Scripts and Alerts
19.3.3. Optimization of Images, Videos and Other Elements

19.4. Linkbuilding

19.4.1. Ways of Carrying Out Effective Linkbuilding
19.4.2. Link Baiting
19.4.3. Link Audits
19.4.4. Penalties

19.5. App Store Optimization

19.5.1. App Indexing
19.5.2. App Visibility on Search Engines
19.5.3. Measuring the Visibility of Search Engine Apps

19.6. Technical SEO

19.6.1. Web Performance Optimization
19.6.2. Real Time and Content
19.6.3. Relevant Tagging and Headers 
19.6.4. Advanced WPO Techniques

19.7. SEO and E-Commerce

19.7.1. Conversion Rate Optimization
19.7.2. Google Web Master Tools
19.7.3. Social Proof and Viralization
19.7.4. Navigation and Indexability

19.8. Integration in an Online Marketing Plan

19.8.1. Metrics and Impact
19.8.2. Web Analytics
19.8.3. Other Monitoring Tools

Module 20. Search Engine Marketing (SEM)

20.1. Keyword Hunting for SEM

20.1.1. Adwords Keyword Tool
20.1.2. Google Suggest
20.1.3. Insights for Search
20.1.4. GoogleTrends

20.2. SEM and Google Adwords

20.2.1. Google Shopping
20.2.2. Google Display Network
20.2.3. Google AdWords Mobile
20.2.4. Publicity in You Tube

20.3. Google Products

20.3.1. Google Products Integrated in Adwords
20.3.2. Product Extensions Vs. Product Ads
20.3.3. Google Shopping and Local
20.3.4. Google Merchant

20.4. Pay-Per-Click and SEM

20.4.1. Search and Display
20.4.2. Creating PPC Campaigns
20.4.3. Tracking Conversions

20.5. Facebook Ads

20.5.1. PPC/PPF (Pay-Per-Fan) Adverts
20.5.2. Creating Facebook Ads
20.5.3. Facebook Power Editor
20.5.4. Campaign Optimization

20.6. Other PPC Platforms

20.6.1. Twitter Ads
20.6.2. LinkedIn
20.6.3. Baldu
20.6.4. Yandex

20.7. Strategy in SEM

20.7.1. Quality Score
20.7.2. CPC Bidding
20.7.3. Site Links

20.8. Measurement in SEM

20.8.1. KPIs
20.8.2. Impressions, Clicks, Conversions
20.8.3. Revenue, ROI, CPA

Module 21. Conversion Optimization

21.1. Introduction to Conversion Rate Optimization

21.1.1. Purchase Cycle and Elements of Online Behavior
21.1.2. Fundamentals of Neuromarketing
21.1.3. Usability vs. Persuasion

21.2. CRO Methodology

21.2.1. Scientific Method
21.2.2. Conversion Pyramid
21.2.3. The CRO Process

21.3. Web Analytics and CRO

21.3.1. Qualitative Analysis
21.3.2. Behavior Analysis
21.3.3. Business and User Objectives

21.4. User Experience and Conversion Rate Optimization

21.4.1. Lean and User Experience
21.4.2. Wireframing
21.4.3. Persuasive Copy

21.5. CRO and Psychology

21.5.1. Neuromarketing
21.5.2. Web Design and Neuromarketing
21.5.3. Learning, Memory, and Emotions

21.6. Behavioral Economics

21.6.1. Decision Factors
21.6.2. Motivation and Anchoring
21.6.3. The Role of the Unconscious

21.7. Experimentation in CRO

21.7.1. A/B Vs . Multivariates
21.7.2. Testing Tools
21.7.3. Implementation and Execution

21.8. CRO in E-Commerce

21.8.1. E-Commerce and CRO
21.8.2. The E-Commerce Funnel
21.8.3. Processes to Optimize

Module 22. Design, Usability and User Experience

22.1. UX Design

22.1.1. Information Architecture
22.1.2. SEO and Analytics for UX
22.1.3. Landing Pages

22.2. Technical Terms in UX Design

22.2.1. Wireframe and Components
22.2.2. Interaction Pattern and Navigation Flow
22.2.3. User Profile
22.2.4. Process and Process Funnel

22.3. Research

22.3.1. Research in Interface Design Projects
22.3.2. Qualitative and Quantitative Approach
22.3.3. Announce the Results of the Research

22.4. Digital Design

22.4.1. Digital Prototype
22.4.2. Axure and Responsive
22.4.3. Interaction Design and Visual Design

22.5. User Experience

22.5.1. User Focused Design Methodology
22.5.2. User Research Techniques
22.5.3. Involve the Customer in the Process
22.5.4. Shopping Experience Management

22.6. Designing the User Experience Strategy

22.6.1. Content Trees
22.6.2. High-Fidelity Wireframes
22.6.3. Component Maps
22.6.4. Usability Guides

22.7. Usability Evaluation

22.7.1. Usability Evaluation Techniques
22.7.2. Viewing Data
22.7.3. Presenting Data

22.8. Customer Value and Customer Experience Management

22.8.1. Use of Narratives and Storytelling
22.8.2. Co-Marketing as a Strategy
22.8.3. Content Marketing Management
22.8.4. The ROI of Customer Experience Management

Module 23. Data Science and Big Data

23.1. Data Science and Big Data

23.1.1. Impact of Big Data and Data Science on Business Strategy
23.1.2. Introduction to Command Line
23.1.3. Data Science Problems and Solutions

23.2. Data Hacking Languages

23.2.1. SQL Databases
23.2.2. Introduction to Python
23.2.3. Programming in R

23.3. Statistics

23.3.1. Introduction to Statistics
23.3.2. Linear and Logistic Regression
23.3.3. PCA and Clustering

23.4. Machine Learning

23.4.1. Model Selection and Regularization
23.4.2. Random Trees and Forests
23.4.3. Processing Natural Language

23.5. Big Data

23.5.1. Hadoop
23.5.2. Spark
23.5.3. Collaborative Recommendation and Filtering Systems

23.6. Data Science Success Stories

23.6.1. Customer Segmentation Using the RFM Model
23.6.2. Experiment Design Application
23.6.3. Supply Chain Value
23.6.4. Business Intelligence

23.7. Hybrid Architectures in Big Data

23.7.1. Lambda Architecture
23.7.2. Kappa Architecture
23.7.3. Apache Flink and Practical Implementations
23.7.4. Amazon Web Services

23.8. Big Data in the Cloud

23.8.1. AWS: Kinesis
23.8.2. AWS: DynamosDB
23.8.3. Google Cloud Computing
23.8.4. Google BigQuery

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