You will acquire skills in personnel management, as well as tools to design and implement HR strategies that drive productivity, innovation and talent retention”  

In a fast-paced business environment, effective HR management has become one of the keys to organizational success. Therefore, experts play a key role in creating strategies that not only optimize staff performance, but also align human capital with the company's strategic objectives. For this reason, experts need to acquire advanced skills to lead the Human Resources area efficiently and improve the competitiveness of organizations through strategic talent management. 

In order to facilitate this task, TECH is launching an innovative Advanced Master's Degree in Human Resources Management. Designed by references in this sector, the academic itinerary will delve into issues ranging from the fundamentals of organizational behavior or the implementation of modern executive coaching techniques to the implementation of cutting-edge technological tools to optimize the accuracy of operational processes. As a result, graduates will be able to lead the Human Resources department with a strategic vision, promoting the integration of innovative technologies and optimizing the development of human talent within the organization. 

Moreover, the university program is complemented by multiple multimedia pills, specialized readings and case study simulations. This will allow specialists to engage in a fully dynamic learning process. The only thing professionals will need is a digital device with an Internet connection to access the Virtual Campus. At the same time, it will remain available 24 hours a day. And all this without in-person attendance or pre-set schedules. 

You will lead structural transformation processes in companies, ensuring the adaptation of teams to new ways of working and strategic approaches” 

This Advanced Master’s Degree in Senior Human Resources Management contains the most complete and up-to-date program on the market. The most important features include:

• The development of practical cases presented by experts in Senior Human Resources Management 
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice 
• Practical exercises where self-assessment can be used to improve learning 
• Special emphasis on innovative methodologies in Senior Human Resources 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 

You will create an inclusive environment that values diversity, promoting an equitable management of Human Resources and ensuring equal opportunities in institutions” 

It includes in its teaching staff professionals belonging to the field of Human Resources Senior Management, who pour into this program the experience of their work, in addition to recognized 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 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.   

Thanks to TECH Relearning you will be able to assimilate the essential concepts in a fast, natural and accurate way"

You will implement effective Human Resources policies, managing key areas such as hiring, compensation and career development"

This Advanced Master's Degree will address in detail the management and administration of Human Resources, with a practical focus on personnel selection and recruitment, ensuring that employers are able to design selection processes tailored to the needs of the company. In addition, a focus on organizational behavior and corporate culture, both nationally and internationally, will be included. Skills will also be developed in the application of cutting-edge methodologies, such as coaching and positive psychology, to motivate employees and enhance their talent. 

The curriculum has been designed to provide you with a comprehensive and advanced vision of business management, taking into account the latest global trends and the challenges faced by top management” 

Module 1. Leadership, Ethics and Social Responsibility in Companies 

1.1. Globalization and Governance 

1.1.1. Governance and Corporate Governance 
1.1.2. The Fundamentals of Corporate Governance in Companies 
1.1.3. The Role of the Board of Directors in  the Corporate Governance Framework 

1.2. Leadership 

1.2.1. Leadership. A Conceptual Approach 
1.2.2. Leadership in Companies 
1.2.3. The Importance of Leaders in Business Management 

1.3. Cross Cultural Management 

1.3.1. Cross Cultural Management Concept    
1.3.2. Contributions to Knowledge of National Cultures 
1.3.3. Diversity Management 

1.4. Management and Leadership Development 

1.4.1. Concept of Management Development 
1.4.2. Concept of Leadership 
1.4.3. Leadership Theories 
1.4.4. Leadership Styles 
1.4.5. Intelligence in Leadership 
1.4.6. The Challenges of Today's Leader 

1.5. Sustainability 

1.5.1. Sustainability and Sustainable Development 
1.5.2. The 2030 Agenda 
1.5.3. Sustainable Companies 

1.6. Corporate Social Responsibility 

1.6.1. International Dimensions of Corporate Social Responsibility 
1.6.2. Implementing Corporate Social Responsibility 
1.6.3. The Impact and Measurement of Corporate Social Responsibility 

1.7. Responsible Management Systems and Tools 

1.7.1. CSR: Corporate Social Responsibility 
1.7.2. Essential Aspects for Implementing a Responsible Management Strategy 
1.7.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
1.7.4. CSR Tools and Standards 

1.8. Multinationals and Human Rights 

1.8.1. Globalization, Multinational Corporations and Human Rights 
1.8.2. Multinational Corporations and International Law 
1.8.3. Legal Instruments for Multinationals in the Area of Human Rights 

1.9. Legal Environment and Corporate Governance 

1.9.1. International Rules on Importation and Exportation 
1.9.2. Intellectual and Industrial Property 
1.9.3. International Labor Law 

Module 2. Strategic Management and Executive Management  

2.1. Organizational Analysis and Design 

2.1.1. Conceptual Framework 
2.1.2. Key Elements in Organizational Design 
2.1.3. Basic Organizational Models 
2.1.4. Organizational Design: Typologies 

2.2. Corporate Strategy 

2.2.1. Competitive Corporate Strategy 
2.2.2. Types of Growth Strategies 
2.2.3. Conceptual Framework 

2.3. Strategic Planning and Strategy Formulation 

2.3.1. Conceptual Framework 
2.3.2. Elements of Strategic Planning 
2.3.3. Strategy Formulation: Strategic Planning Process 

2.4. Strategic Thinking 

2.4.1. The Company as a System 
2.4.2. Organization Concept 

2.5. Financial Diagnosis 

2.5.1. Concept of Financial Diagnosis 
2.5.2. Stages of Financial Diagnosis 
2.5.3. Assessment Methods for Financial Diagnosis 

2.6. Planning and Strategy 

2.6.1. The Plan from a Strategy 
2.6.2. Strategic Positioning 
2.6.3. Strategy in Companies 

2.7. Strategy Models and Patterns 

2.7.1. Conceptual Framework 
2.7.2. Strategic Models 
2.7.3. Strategic Patterns: The Five P’s of Strategy 

2.8. Competitive Strategy 

2.8.1. Competitive Advantage 
2.8.2. Choosing a Competitive Strategy 
2.8.3. Strategies based on the Strategic Clock Model 
2.8.4. Types of Strategies According to the Industrial Sector Life Cycle 

2.9. Strategic Management 

2.9.1. The Concept of Strategy 
2.9.2. The Process of Strategic Management 
2.9.3. Approaches in Strategic Management 

2.10. Strategy Implementation 

2.10.1. Indicator Systems and Process Approach 
2.10.2. Strategic Map 
2.10.3. Strategic Alignment 

2.11. Executive Management 

2.11.1. Conceptual Framework of Executive Management 
2.11.2. Executive Management. The Role of the Board of Directors and Corporate Management Tools 

2.12. Strategic Communication 

2.12.1. Interpersonal Communication  
2.12.2. Communication Skills and Influence  
2.12.3. Internal Communication  
2.12.4. Barriers to Business Communication 

Module 3. People and Talent Management  

3.1. Organizational Behavior 

3.1.1. Organizational Behavior. Conceptual Framework 
3.1.2. Main Factors of Organizational Behavior 

3.2. People in Organizations 

3.2.1. Quality of Work Life and Psychological Well-Being 
3.2.2. Work Teams and Meeting Management 
3.2.3. Coaching and Team Management 
3.2.4. Managing Equality and Diversity 

3.3. Strategic People Management 

3.3.1. Strategic Human Resources Management 
3.3.2. Strategic People Management 

3.4. Evolution of Resources. An Integrated Vision 

3.4.1. The Importance of HR 
3.4.2. A New Environment for People Management and Leadership 
3.4.3. Strategic HR Management 

3.5. Selection, Group Dynamics and HR Recruitment 

3.5.1. Approach to Recruitment and Selection 
3.5.2. Recruitment 
3.5.3. The Selection Process 

3.6. Human Resources Management by Competencies 

3.6.1. Analysis of the Potential 
3.6.2. Remuneration Policy 
3.6.3. Career/Succession Planning 

3.7. Performance Evaluation and Performance Management 

3.7.1. Performance Management 
3.7.2. Performance Management: Objectives and Process 

3.8. Management of Training 

3.8.1. Learning Theories 
3.8.2. Talent Detection and Retention 
3.8.3. Gamification and Talent Management 
3.8.4. Training and Professional Obsolescence 

3.9. Talent Management 

3.9.1. Keys for Positive Management 
3.9.2. Conceptual Origin of Talent and Its Implication in the Company 
3.9.3. Map of Talent in the Organization  
3.9.4. Cost and Added Value 

3.10. Innovation in Talent and People Management 

3.10.1. Strategic Talent Management Models 
3.10.2. Talent Identification, Training and Development 
3.10.3. Loyalty and Retention  
3.10.4. Proactivity and Innovation 

3.11. Motivation 

3.11.1. The Nature of Motivation  
3.11.2. Expectations Theory 
3.11.3. Needs Theory 
3.11.4. Motivation and Financial Compensation 

3.12. Employer Branding 

3.12.1. Employer Branding in HR  
3.12.2. Personal Branding for HR Professionals 

3.13. Developing High-Performance Teams 

3.13.1. High-Performance Teams: Self-Managed Teams 
3.13.2. Methodologies for the Management of High-Performance Self-Managed Teams 

3.14. Management Skills Development 

3.14.1. What Are Manager Competencies?  
3.14.2. Elements of Competencies  
3.14.3. Knowledge  
3.14.4. Management Skills  
3.14.5. Attitudes and Values in Managers  
3.14.6. Managerial Skills 

3.15. Time Management 

3.15.1. Benefits 
3.15.2. What Can Be the Causes of Poor Time Management? 
3.15.3. Time 
3.15.4. Time Illusions  
3.15.5. Attention and Memory 
3.15.6. State of Mind 
3.15.7. Time Management 
3.15.8. Being Proactive 
3.15.9. Be Clear About the Objective 
3.15.10. Order 
3.15.11. Planning 

3.16. Change Management 

3.16.1. Change Management 
3.16.2. Type of Change Management Processes 
3.16.3. Stages or Phases in the Change Management Process 

3.17. Negotiation and Conflict Management 

3.17.1. Negotiation  
3.17.2. Conflict Management  
3.17.3. Crisis Management 

3.18. Executive Communication 

3.18.1. Internal and External Communication in the Corporate Environment  
3.18.2. Communication Departments  
3.18.3. The Person in Charge of Communication of the Company. The Profile of the Dircom 

3.19. Human Resources Management and Occupational Risk Prevention Teams 

3.19.1. Management of Human Resources and Teams 
3.19.2. Occupational Risk Prevention 

3.20. Productivity, Attraction, Retention and Activation of Talent 

3.20.1. Productivity  
3.20.2. Talent Attraction and Retention Levers 

3.21. Monetary Compensation Vs. Non-Cash 

3.21.1. Monetary Compensation vs. Non-Cash  
3.21.2. Wage Band Models  
3.21.3. Non-Cash Compensation Models  
3.21.4. Working Model  
3.21.5. Corporate Community  
3.21.6. Company Image  
3.21.7. Emotional Salary  

3.22. Innovation in Talent and People Management 

3.22.1. Innovation in Organizations 
3.22.2. New Challenges in the Human Resources Department 
3.22.3. Innovation Management 
3.22.4. Tools for Innovation 

3.23. Knowledge and Talent Management 

3.23.1. Knowledge and Talent Management 
3.23.2. Knowledge Management Implementation 

3.24. Transforming Human Resources in the Digital Era 

3.24.1. The Socioeconomic Context 
3.24.2. New Forms of Corporate Organization 
3.24.3. New Methodologies 

Module 4. Economic and Financial Management  

4.1. Economic Environment 

4.1.1. Macroeconomic Environment and the National Financial System 
4.1.2. Financial Institutions 
4.1.3. Financial Markets 
4.1.4. Financial Assets 
4.1.5. Other Financial Sector Entities 

4.2. Company Financing 

4.2.1. Sources of Financing 
4.2.2. Types of Financing Costs 

4.3. Executive Accounting 

4.3.1. Basic Concepts  
4.3.2. The Company's Assets  
4.3.3. The Company's Liabilities  
4.3.4. The Company's Net Worth  
4.3.5. The Income Statement  

4.4. Management Accounting to Cost Accounting 

4.4.1. Elements of Cost Calculation 
4.4.2. Expenses in General Accounting and Cost Accounting 
4.4.3. Costs Classification 

4.5. Information Systems and Business Intelligence 

4.5.1. Fundamentals and Classification 
4.5.2. Cost Allocation Phases and Methods 
4.5.3. Choice of Cost Center and Impact 

4.6. Budget and Management Control 

4.6.1. The Budget Model  
4.6.2. The Capital Budget 
4.6.3. The Operating Budget  
4.6.5. Treasury Budget  
4.6.6. Budget Monitoring  

4.7. Treasury Management 

4.7.1. Accounting Working Capital and Necessary Working Capital 
4.7.2. Calculation of Operating Cash Requirements 
4.7.3. Credit Management 

4.8. Corporate Tax Responsibility 

4.8.1. Basic Tax Concepts  
4.8.2. Corporate Income Tax  
4.8.3. Value Added Tax  
4.8.4. Other Taxes Related to Commercial Activity  
4.8.5. The Company as a Facilitator of the Work of the State  

4.9. Corporate Control Systems 

4.9.1. Analysis of Financial Statements  
4.9.2. The Company's Balance Sheet  
4.9.3. The Profit and Loss Statement  
4.9.4. The Statement of Cash Flows  
4.9.5. Ratio Analysis  

4.10. Financial Management 

4.10.1. The Company's Financial Decisions  
4.10.2. Financial Department  
4.10.3. Cash Surpluses  
4.10.4. Risks Associated with Financial Management  
4.10.5. Financial Administration Risk Management  

4.11. Financial Planning 

4.11.1. Definition of Financial Planning 
4.11.2. Actions to be Taken in Financial Planning 
4.11.3. Creation and Establishment of the Business Strategy  
4.11.4. The Cash Flow Table 
4.11.5. The Working Capital Table 

4.12. Corporate Financial Strategy 

4.12.1. Corporate Strategy and Sources of Financing  
4.12.2. Financial Products for Corporate Financing  

4.13. Macroeconomic Context 

4.13.1. Macroeconomic Context 
4.13.2. Relevant Economic Indicators 
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes 
4.13.4. Economic Cycles  

4.14. Strategic Financing 

4.14.1. Self-Financing  
4.14.2. Increase in Equity  
4.14.3. Hybrid Resources  
4.14.4. Financing Through Intermediaries  

4.15. Money and Capital Markets 

4.15.1. The Money Market  
4.15.2. The Fixed Income Market  
4.15.3. The Equity Market  
4.15.4. The Foreign Exchange Market  
4.15.5. The Derivatives Market  

4.16. Financial Analysis and Planning 

4.16.1. Analysis of the Balance Sheet 
4.16.2. Analysis of the Income Statement 
4.16.3. Profitability Analysis 

4.17. Analyzing and Solving Cases/Problems 

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

Module 5. Operations and Logistics Management  

5.1. Operations Direction and Management 

5.1.1. The Role of Operations  
5.1.2. The Impact of Operations on the Management of Companies  
5.1.3. Introduction to Operations Strategy  
5.1.4. Introduction to Operations Strategy  

5.2. Industrial Organization and Logistics  

5.2.1. Industrial Organization Department 
5.2.2. Industrial Organization Department 

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)   

5.3.1. Production System 
5.3.2. Production Strategy   
5.3.3. Inventory Management System 
5.3.4. Production Indicators  

5.4. Structure and Types of Procurement   

5.4.1. Function of Procurement  
5.4.2. Procurement Management 
5.4.3. Types of Purchases  
5.4.4. Efficient Purchasing Management of a Company  
5.4.5. Stages of the Purchase Decision Process  

5.5. Economic Control of Purchasing  

5.5.1. Economic Influence of Purchases 
5.5.2. Cost Centers  
5.5.3. Budget 
5.5.4. Budgeting vs. Actual Expenditure 
5.5.5. Budgetary Control Tools 

5.6. Warehouse Operations Control  

5.6.1. Inventory Control 
5.6.2. Location Systems  
5.6.3. Stock Management Techniques 
5.6.4. Storage Systems 

5.7. Strategic Purchasing Management 

5.7.1. Business Strategy 
5.7.2. Strategic Planning 
5.7.3. Purchasing Strategies 

5.8. Typologies of the Supply Chain (SCM)  

5.8.1. Supply Chain 
5.8.2. Benefits of Supply Chain Management 
5.8.3. Logistical Management in the Supply Chain 

5.9. Supply Chain Management 

5.9.1. The Concept of Supply Chain Management (SCM) 
5.9.2. Costs and Efficiency of the Operations Chain 
5.9.3. Demand Patterns 
5.9.4. Operations Strategy and Change 

5.10. Interactions Between the SCM and All Other Departments 

5.10.1. Interaction of the Supply Chain  
5.10.2. Interaction of the Supply Chain. Integration by Parts 
5.10.3. Supply Chain Integration Problems  
5.10.4. Supply Chain 

5.11. Logistics Costs  

5.11.1. Logistics Costs 
5.11.2. Problems with Logistics Costs 
5.11.3. Optimizing Logistic Costs   

5.12. Profitability and Efficiency of Logistics Chains: KPIs  

5.12.1. Logistics Chain 
5.12.2. Profitability and Efficiency of the Logistics Chain.  
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain 

5.13. Process Management 

5.13.1. Process Management  
5.13.2. Process-Based Approach: Process Mapping  
5.13.3. Improvements in Process Management  

5.14. Distribution and Transportation Logistics 

5.14.1. Distribution in the Supply Chain  
5.14.2. Transportation Logistics  
5.14.3. Geographic Information Systems as a Support for Logistics  

5.15. Logistics and Customers 

5.15.1. Demand Analysis       
5.15.2. Demand and Sales Forecast  
5.15.3. Sales and Operations Planning 
5.15.4. Collaborative Planning, Forecasting and Replenishment (CPFR) 

5.16. International Logistics 

5.16.1. Export and Import Processes  
5.16.2. Customs  
5.16.3. Methods and Means of International Payment 
5.16.4. International Logistics Platforms 

5.17. Outsourcing of Operations 

5.17.1. Operations Management and Outsourcing  
5.17.2. Outsourcing Implementation in Logistics Environments  

5.18. Competitiveness in Operations 

5.18.1. Operations Management  
5.18.2. Operational Competitiveness  
5.18.3. Operations Strategy and Competitive Advantages  

5.19. Quality Management 

5.19.1. Internal and External Customers 
5.19.2. Quality Costs 
5.19.3. Ongoing Improvement and the Deming Philosophy 

Module 6. Information Systems Management 

6.1. Technological Environment 

6.1.1. Technology and Globalization  
6.1.2. Economic Environment and Technology  
6.1.3. Technological Environment and Its Impact on Companies  

6.2. Information Systems in Companies  

6.2.1. The Evolution of the IT Model 
6.2.2. Organization and IT Departments 
6.2.3. Information Technology and Economic Environment 

6.3. Corporate Strategy and Technology Strategy  

6.3.1. Creating Value for Customers and Shareholders 
6.3.2. Strategic IS/IT Decisions 
6.3.3. Corporate Strategy vs. Technological and Digital Strategy 

6.4. Information Systems Management 

6.4.1. Corporate Governance of Technology and Information Systems 
6.4.2. Management of Information Systems in Companies  
6.4.3. Expert Managers in Information Systems: Roles and Functions  

6.5. Information Technology Strategic Planning 

6.5.1. Information Technology Strategic Planning 
6.5.2. Strategic Planning of Information Systems   
6.5.3. Phases of Information Systems Strategic Planning 

6.6. Information Systems for Decision-Making 

6.6.1. Business Intelligence 
6.6.2. Data Warehouse 
6.6.3. BSC or Balanced Scorecard 

6.7. Exploring the Information 

6.7.1. SQL: Relational Databases. Basic Concepts 
6.7.2. Networks and Communications 
6.7.3. Operational System: Standardized Data Templates  
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards 
6.7.5. Strategic DB Analysis and Report Composition 

6.8. Corporate Business Intelligence 

6.8.1. The World of Data 
6.8.2. Relevant Concepts 
6.8.3. Main Characteristics 
6.8.4. Solutions in Today's Market 
6.8.5. Overall Architecture of a BI Solution 
6.8.6. Cybersecurity in BI and Data Science 

6.9. New Business Concept   

6.9.1. Why BI? 
6.9.2. Obtaining Information 
6.9.3. Obtaining Information 
6.9.4. Reasons to Invest in BI 

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool? 
6.10.2. Microsoft Power BI, MicroStrategy and Tableau 
6.10.3. SAP BI, SAS BI and Qlikview 
6.10.4. Prometheus 

6.11. BI Project Planning and Management   

6.11.1. First Steps to Define a BI Project 
6.11.2. BI Solution for the Company 
6.11.3. Requirements and Objectives  

6.12. Corporate Management Applications  

6.12.1. Information Systems and Corporate Management  
6.12.2. Applications for Corporate Management  
6.12.3. Enterprise Resource Planning Systems or ERP  

6.13. Digital Transformation 

6.13.1. Conceptual Framework of Digital Transformation  
6.13.2. Digital Transformation; Key Elements, Benefits and Drawbacks 
6.13.3. Digital Transformation in Companies  

6.14. Technology and Trends 

6.14.1. Main Trends in the Field of Technology that are Changing Business Models  
6.14.2. Analysis of the Main Emerging Technologies  

6.15. IT Outsourcing 

6.15.1. Conceptual Framework of Outsourcing  
6.15.2. IT Outsourcing and Its Impact on the Business  
6.15.3. Keys to Implement Corporate IT Outsourcing Projects 

Module 7. Commercial Management, Strategic Marketing and Corporate Communication 

7.1. Commercial Management 

7.1.1. Conceptual Framework of Commercial Management 
7.1.2. Business Strategy and Planning 
7.1.3. The Role of Sales Managers 

7.2. Marketing  

7.2.1. The Concept of Marketing 
7.2.2. Basic Elements of Marketing 
7.2.3. Marketing Activities of the Company 

7.3. Strategic Marketing Management 

7.3.1. The Concept of Strategic Marketing 
7.3.2. Concept of Strategic Marketing Planning 
7.3.3. Stages in the Process of Strategic Marketing Planning 

7.4. Digital Marketing and E-Commerce 

7.4.1. Digital Marketing and E-Commerce Objectives   
7.4.2. Digital Marketing and Media Used  
7.4.3. E-Commerce. General Context  
7.4.4. Categories of E-Commerce  
7.4.5. Advantages and Disadvantages of E-commerce Versus Traditional Commerce 

7.5. Managing Digital Business 

7.5.1. Competitive Strategy in the Face of the Growing Digitalization of the Media 
7.5.2. Design and Creation of a Digital Marketing Plan  
7.5.3. ROI Analysis in a Digital Marketing Plan  

7.6. Digital Marketing to Reinforce a Brand 

7.6.1. Online Strategies to Improve Your Brand's Reputation 
7.6.2. Branded Content and Storytelling 

7.7. Digital Marketing Strategy 

7.7.1. Defining the Digital Marketing Strategy  
7.7.2. Digital Marketing Strategy Tools  

7.8. Digital Marketing to Attract and Retain Customers  

7.8.1. Loyalty and Engagement Strategies through the Internet 
7.8.2. Visitor Relationship Management 
7.8.3. Hypersegmentation 

7.9. Managing Digital Campaigns 

7.9.1. What Is a Digital Advertising Campaign? 
7.9.2. Steps to Launch an Online Marketing Campaign 
7.9.3. Mistakes in Digital Advertising Campaigns 

7.10. Online Marketing Plan 

7.10.1. What is an Online Marketing Plan? 
7.10.2. Steps to Create an Online Marketing Plan 
7.10.3. Advantages of Having an Online Marketing Plan 

7.11. Blended Marketing 

7.11.1. What Is Blended Marketing? 
7.11.2. Differences Between Online and Offline Marketing 
7.11.3. Aspects to Be Taken into Account in the Blended Marketing Strategy 
7.11.4. Characteristics of a Blended Marketing Strategy 
7.11.5. Recommendations in Blended Marketing 
7.11.6. Benefits of Blended Marketing 

7.12. Sales Strategy  

7.12.1. Sales Strategy 
7.12.2. Sales Methods 

7.13. Corporate Communication  

7.13.1. Concept 
7.13.2. The Importance of Communication in the Organization 
7.13.3. Type of Communication in the Organization 
7.13.4. Functions of Communication in the Organization 
7.13.5. Elements of Communication 
7.13.6. Communication Problems 
7.13.7. Communication Scenarios 

7.14. Corporate Communication Strategy  

7.14.1. Motivational Programs, Social Action, Participation and Training with HR 
7.14.2. Internal Communication Tools and Supports” 
7.14.3. Internal Communication Plan 

7.15. Digital Communication and Reputation 

7.15.1. Online Reputation  
7.15.2. How to Measure Digital Reputation?  
7.15.3. Online Reputation Tools  
7.15.4. Online Reputation Report  
7.15.5. Online Branding 

Module 8. Market Research, Advertising and Commercial Management 

8.1. Market Research 

8.1.1. Marketing Research: Historical Origin  
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research  
8.1.3. Key Elements and Value Contribution of Market Research  

8.2. Quantitative Research Methods and Techniques 

8.2.1. Sample Size  
8.2.2. Sampling  
8.2.3. Types of Quantitative Techniques   

8.3. Qualitative Research Methods and Techniques 

8.3.1. Types of Qualitative Research 
8.3.2. Qualitative Research Techniques 

8.4. Market Segmentation 

8.4.1. Market Segmentation Concept  
8.4.2. Utility and Segmentation Requirements  
8.4.3. Consumer Market Segmentation  
8.4.4. Industrial Market Segmentation  
8.4.5. Segmentation Strategies  
8.4.6. Segmentation Based on Marketing Mix Criteria  
8.4.7. Market Segmentation Methodology 

8.5. Research Project Management 

8.5.1. Market Research as a Process 
8.5.2. Planning Stages in Market Research 
8.5.3. Stages of Market Research Implementation 
8.5.4. Managing a Research Project  

8.6. International Market Research  

8.6.1. International Market Research 
8.6.2. International Market Research Process 
8.6.3. The Importance of Secondary Sources in International Market Research 

8.7. Feasibility Studies    

8.7.1. Concept and Usefulness 
8.7.2. Outline of a Feasibility Study 
8.7.3. Development of a Feasibility Study 

8.8. Publicity 

8.8.1. Historical Background of Advertising  
8.8.2. Conceptual Framework of Advertising; Principles, Concept of Briefing and Positioning  
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals  
8.8.4. Importance of Advertising in Business 
8.8.5. Advertising Trends and Challenges  

8.9. Developing the Marketing Plan  

8.9.1. Marketing Plan Concept 
8.9.2. Situation Analysis and Diagnosis 
8.9.3. Strategic Marketing Decisions 
8.9.4. Operational Marketing Decisions 

8.10. Promotion and Merchandising Strategies 

8.10.1. Integrated Marketing Communication 
8.10.2. Advertising Communication Plan 
8.10.3. Merchandising as a Communication Technique 

8.11. Media Planning  

8.11.1. Origin and Evolution of Media Planning   
8.11.2. Media  
8.11.3. Media Plan  

8.12. Fundamentals of Commercial Management  

8.12.1. The Role of Commercial Management 
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation 
8.12.3. Commercial Planning Systems of the Company 
8.12.4. Main Competitive Strategies 

8.13. Commercial Negotiation 

8.13.1. Commercial Negotiation   
8.13.2. Psychological Issues in Negotiation 
8.13.3. Main Negotiation Methods 
8.13.4. The Negotiation Process 

8.14. Decision-Making in Commercial Management 

8.14.1. Commercial Strategy and Competitive Strategy 
8.14.2. Decision Making Models 
8.14.3. Decision-Making Analytics and Tools 
8.14.4. Human Behavior in Decision Making 

8.15. Sales Network Management 

8.15.1. Sales Management  
8.15.2. Networks Serving Commercial Activity 
8.15.3. Salesperson Recruitment and Training Policies 
8.15.4. Remuneration Systems for Own and External Commercial Networks 
8.15.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information 

8.16. Implementing the Commercial Function 

8.16.1. Recruitment of Own Sales Representatives and Sales Agents 
8.16.2. Controlling Commercial Activity  
8.16.3. The Code of Ethics of Sales Personnel 
8.16.4. Compliance with Legislation 
8.16.5. Generally Accepted Standards of Business Conduct 

8.17. Key Account Management 

8.17.1. Concept of Key Account Management   
8.17.2. The Key Account Manager 
8.17.3. Key Account Management Strategy  

8.18. Financial and Budgetary Management  

8.18.1. The Break-Even Point 
8.18.2. The Sales Budget. Control of Management and of the Annual Sales Plan 
8.18.3. Financial Impact of Strategic Sales Decisions 
8.18.4. Cycle Management, Turnover, Profitability and Liquidity.  
8.18.5. Income Statement 

Module 9. Innovation and Project Management 

9.1. Innovation  

9.1.1. Introduction to Innovation  
9.1.2. Innovation in the Entrepreneurial Ecosystem  
9.1.3. Instruments and Tools for the Business Innovation Process 

9.2. Innovation Strategy 

9.2.1. Strategic Intelligence and Innovation  
9.2.2. Innovation from Strategy  

9.3. Project Management for Startups 

9.3.1. Startup Concept 
9.3.2. Lean Startup Philosophy 
9.3.3. Stages of Startup Development 
9.3.4. The Role of a Project Manager in a Startup 

9.4. Business Model Design and Validation 

9.4.1. Conceptual Framework of a Business Model  
9.4.2. Business Model Design and Validation  

9.5. Project Management 

9.5.1. Project Management: Identification of Opportunities to Develop Corporate Innovation Projects  
9.5.2. Main Stages or Phases in the Direction and Management of Innovation Projects  

9.6. Project Change Management: Training Management 

9.6.1. Concept of Change Management 
9.6.2. The Change Management Process 
9.6.3. Change Implementation 

9.7. Project Communication Management 

9.7.1. Project Communications Management 
9.7.2. Key Concepts for Project Communications Management 
9.7.3. Emerging Trends 
9.7.4. Adaptations to Equipment 
9.7.5. Planning Communications Management 
9.7.6. Managing Communications 
9.7.7. Monitoring Communications 

9.8. Traditional and Innovative Methodologies 

9.8.1. Innovative Methodologies 
9.8.2. Basic Principles of Scrum 
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies 

9.9. Creation of a Startup 

9.9.1. Creation of a Startup  
9.9.2. Organization and Culture 
9.9.3. Top Ten Reasons Why Startups Fail 

9.10. Project Risk Management Planning 

9.10.1. Risk Planning 
9.10.2. Elements for Creating a Risk Management Plan 
9.10.3. Tools for Creating a Risk Management Plan 
9.10.4. Content of the Risk Management Plan 

Module 10. Executive Management 

10.1. General Management  

10.1.1. The Concept of General Management  
10.1.2. The Role of the CEO 
10.1.3. The CEO and Their Responsibilities 
10.1.4. Transforming the Work of Management 

10.2. Manager Functions: Organizational Culture and Approaches 

10.2.1. Manager Functions: Organizational Culture and Approaches 

10.3. Operations Management  

10.3.1. The Importance of Management 
10.3.2. Value Chain 
10.3.3. Quality Management 

10.4. Public Speaking and Spokesperson Education 

10.4.1.  Interpersonal Communication 
10.4.2. Communication Skills and Influence 
10.4.3. Communication Barriers 

10.5. Personal and Organizational Communications Tools 

10.5.1. Interpersonal Communication 
10.5.2. Interpersonal Communication Tools 
10.5.3. Communication in the Organization 
10.5.4. Tools in the Organization 

10.6. Communication in Crisis Situations 

10.6.1. Crisis 
10.6.2. Phases of the Crisis 
10.6.3. Messages: Contents and Moments 

10.7. Preparation of a Crisis Plan 

10.7.1. Analysis of Possible Problems 
10.7.2. Planning 
10.7.3. Adequacy of Personnel 

10.8. Emotional Intelligence  

10.8.1. Emotional Intelligence and Communication 
10.8.2. Assertiveness, Empathy and Active Listening 
10.8.3. Self-Esteem and Emotional Communication 

10.9. Personal Branding 

10.9.1. Strategies for Personal Brand Development 
10.9.2. Personal Branding Laws 
10.9.3. Tools for Creating Personal Brands 

10.10. Leadership and Team Management 

10.10.1. Leadership and Leadership Styles 
10.10.2. Leader Capabilities and Challenges 
10.10.3. Managing Change Processes 
10.10.4. Managing Multicultural Teams 

Module 11. Strategic HR Management 

11.1. Evolution of HR. An Integrated Vision 
11.2. Strategic Thinking and Systems 
11.3. Planning and Management of HR Department Projects 
11.4. Strategic Organizational Design 
11.5. Job Design, Recruitment, and Selection 
11.6. Strategic Leadership 
11.7. Audit and Control of Human Resources Management 

Module 12. HR Management and Administration Process 

12.1. Labor Recruitment 
12.2. Labor Intermediation 
12.3. Labor Relations and Information Technology 
12.4. Dismissals and Workforce Restructuring 
12.5. Collective Bargaining 
12.6. Occupational Disability and Health 
12.7. Occupational Health and Quality 

Module 13. Organizational Behavior 

13.1. Organizational Culture 
13.2. Organizational Structure 
13.3. Organization Management 
13.4. Behavior and Organizational Changes 
13.5. Power and Politics 
13.6. HR Department Organization 
13.7. People in Organizations 
13.8. Knowledge Management 

Module 14. Executive Coaching 

14.1. Neuromanagement 
14.2. Self-Control and Self-Efficacy 
14.3. Coaching 
14.4. Positive Psychology 
14.5. Management and Emotional Intelligence 
14.6. Empathy and Collaboration 
14.7. Time Management 

Module 15. Talent Management 

15.1. Job Analysis 
15.2. Selection, Group Dynamics and HR Recruitment 
15.3. Human Resources Management by Competencies 
15.4. Performance Evaluation and Performance Management 
15.5. Management of Training 
15.6. Talent Management 
15.7. Innovation in Talent and People Management 
15.8. Motivation 
15.9. Employer Branding 
15.10. Developing High-Performance Teams 

Module 16. Strategic Communication 

16.1. Communication in Organizations 
16.2. Internal Communication and Comprehensive Communication Plan 
16.3. Interpersonal Communication 
16.4. Open Communication  
16.5. Negotiation 

Module 17. Ethics and Corporate Social Responsibility 

17.1. The Managerial Role and CSR 
17.2. Corporate Responsibility 

Module 18. Transforming Human Resources in the Digital Era 

18.1. New Forms of Organization and New Work Methodologies 
18.2. Digital Skills and Professional Brand 
18.3. HR and Data Analysis 
18.4. Managing People in the Digital Age 

Make the most of this opportunity to surround yourself with expert professionals and learn from their work methodology"