With this 100% online Advanced Master's Degree, you will develop the most cutting-edge Marketing and Sales strategies to significantly maximize companies' return on investment”

The field of Senior Manager of Marketing and Sales faces an increasingly challenging environment, where speed of decision making and the ability to adapt to market changes are essential for long-term survival and success. Globalization, changing consumer expectations and technological evolution have transformed the landscape of this sector. Therefore, specialists need to acquire advanced skills to make the most of emerging trends and lead organizations to success.   

With this in mind, TECH has developed an innovative Advanced Master's Degree in Senior Management of Marketing and Sales. Designed by experts in the field, the educational program will delve into subjects ranging from logistics operations management to the most sophisticated inbound marketing strategies for designing advertising campaigns that connect with consumers' minds, as well as various search engine optimization techniques for optimizing brands' presence in the main search engines. Graduates will therefore lead impactful projects that will capture the attention of diverse audiences.  

In addition, this university program will be taught 100% online, without fixed schedules or continuous assessment timetables. Graduates will have the opportunity to access the contents freely, according to their own availability and at any time of the 24 hours of the day. Likewise, for the assimilation of the more complex contents of this educational proposal, it will be able to rely on disruptive and original methods such as Relearning. This teaching strategy will enhance the assimilation of theoretical knowledge and the development of practical skills in a more efficient way. In addition, prestigious International Guest Directors will provide rigorous Masterclasses.

Thanks to TECH Euromed University, you will be able to access a series of unique and additional Masterclasses, created by internationally renowned experts in the field of Digital Marketing and Sales” 

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

• The development of case studies presented by experts in Senior Management of Marketing and Sales 
• Graphic, schematic, and practical contents which provide scientific and practical information on the disciplines that are essential for professional practice 
• Practical exercises where the process of self-assessment can be used to improve learning 
• Special emphasis on innovative methodologies in financial practice 
• 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 implement processes that guarantee a coherent and positive experience for customers in all interactions with brands" 

Its teaching staff includes professionals from the field of Senior Marketing and Sales Management, who bring their work experience to this program, as well as renowned specialists from leading companies 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 will design commercial strategies that maximize sales and long-term customer loyalty"

Thanks to TECH’s relearning, you will be able assimilate the essential concepts in a fast, natural and precise way"

The syllabus has been designed to prepare professionals with a comprehensive and strategic vision, capable of leading in a globalized and constantly evolving environment. Therefore, it will cover everything from the latest trends in business management to the development of essential management skills, such as leadership, decision making in complex and unstable contexts, and human resources management to maximize performance. In addition, international sustainability criteria applied to the design of business plans will be explored in depth and solid expertise in the economic and financial management of the company will be provided. 

You will integrate corporate objectives into innovative strategies, both traditional and digital, including the design of Digital Marketing plans, e-commerce and brand strengthening” 

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. Business Ethics

1.5.1. Ethics and morals
1.5.2. Business Ethics
1.5.3. Leadership and Ethics in Companies

1.6. Sustainability

1.6.1. Sustainability and Sustainable Development
1.6.2. The 2030 Agenda
1.6.3. Sustainable Companies

1.7. Corporate Social Responsibility

1.7.1. International Dimensions of Corporate Social Responsibility
1.7.2. Implementing Corporate Social Responsibility
1.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

1.8.1. CSR: The Corporate Social Responsibility
1.8.2. Essential Aspects for Implementing a Responsible Management Strategy
1.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
1.8.4. CSR Tools and Standards

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Companies and Human Rights
1.9.2. Multinational Corporations and International Law
1.9.3. Legal Instruments for Multinationals in the Area of Human Rights

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. 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: Typology

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Growth Strategies: Typology
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: Process of Strategic Planning

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 Management and Human Resources
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. Training Management

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 Hazard 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-Monetary

3.21.1. Monetary Compensation Vs. Non-Monetary
3.21.2. Wage Band Models
3.21.3. Non-Monetary 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
4.6.4. Treasury Budget
4.6.5. 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
4.21.2. 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. Operations Management

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Logistics 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 Management of the Supply Chain (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 4.0

5.11. Logistics Costs

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

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 Focus: Business 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 to 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 Planning (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 Systems and Corporate Strategy
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. Balanced Scorecard (BSC)

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 Models
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6.7.5. Strategic DB Analysis and Report Composition

6.8. Enterprise 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. BI in the Different Departments of the Company
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 y 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 or ERP Systems

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. The Basic Elements of Marketing
7.2.3. Marketing Activities in Companies

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 Vs. Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy given the Growing Digitalization of the Media
7.5.2. Designing and Creating 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 Support and Tools
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. Market 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. Execution Stages in Marketing Research
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. Advertising

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising: Principles, Briefing Concept 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. Operating 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. 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. Commercial Activity Control
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 from 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 Innovation Projects Management

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 the Team
9.7.5. Planning Communications Management
9.7.6. Communications Management
9.7.7. Communications Monitoring

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
9.9.4. Legal Aspects

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 General Manager's Action
10.1.3. The CEO and their Responsibilities
10.1.4. Transformation of the Management's Role

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. Management and Leadership 

11.1. General Management 

11.1.1. Integrating Functional Strategies into the Global Business Strategies 
11.1.2. Management Policy and Processes 
11.1.3. Society and Enterprise 

11.2. Strategic Management 

11.2.1. Establishing the Strategic Position: Mission, Vision, and Values 
11.2.2. Developing New Businesses 
11.2.3. Growing and Consolidating Companies 

11.3. Competitive Strategy 

11.3.1. Market Analysis 
11.3.2. Sustainable Competitive Advantage 
11.3.3. Return on Investment 

11.4. Corporate Strategy 

11.4.1. Driving Corporate Strategy 
11.4.2. Pacing Corporate Strategy 
11.4.3. Framing Corporate Strategy 

11.5. Planning and Strategy 

11.5.1. The Relevance of Strategic Direction in the Management Control Process 
11.5.2. Analysis of the Environment and the Organization 
11.5.3. Lean Management 

11.6. Talent Management 

11.6.1. Managing Human Capital 
11.6.2. Environment, Strategy, and Metrics 
11.6.3. Innovation in People Management 

11.7. Management and Leadership Development 

11.7.1. Leadership and Leadership Styles 
11.7.2. Motivation 
11.7.3. Emotional Intelligence 
11.7.4. Skills and Abilities of the Leader 2.0 
11.7.5. Efficient Meetings 

11.8. Change Management 

11.8.1. Performance Analysis 
11.8.2. Leading Change. Resistance to Change 
11.8.3. Managing Change Processes 
11.8.4. Managing Multicultural Teams 

Module 12. Logistics and Economic Management 

12.1. Financial Diagnosis 

12.1.1. Indicators for Analyzing Financial Statements 
12.1.2. Profitability Analysis 
12.1.3. Economic and Financial Profitability of a Company 

12.2. Economic Analysis of Decisions 

12.2.1. Budget Control 
12.2.2. Competitive Analysis. Comparative Analysis 
12.2.3. Decision Making. Business Investment or Divestment 

12.3. Investment Valuation and Portfolio Management 

12.3.1. Profitability of Investment Projects and Value Creation 
12.3.2. Models for Evaluating Investment Projects 
12.3.3. Sensitivity Analysis, Scenario Development and Decision Trees 

12.4. Purchasing Logistics Management 

12.4.1. Stocks Management 
12.4.2. Warehouse Management 
12.4.3. Purchasing and Procurement Management 

12.5. Supply Chain Management 

12.5.1. Costs and Efficiency of the Operations Chain 
12.5.2. Change in Demand Patterns 
12.5.3. Change in Operations Strategy 

12.6. Logistical Processes 

12.6.1. Organization and Management by Processes 
12.6.2. Procurement, Production, Distribution 
12.6.3. Quality, Quality Costs and Tools 
12.6.4. After-Sales Service 

12.7. Logistics and Customers 

12.7.1. Demand Analysis and Forecasting 
12.7.2. Sales Forecasting and Planning 
12.7.3. Collaborative Planning, Forecasting and Replacement 

12.8. International Logistics 

12.8.1. Customs, Export and Import Processes 
12.8.2. Methods and Means of International Payment 
12.8.3. International Logistics Platforms 

Module 13. Operational Marketing 

13.1. Marketing Mix   

13.1.1. The Marketing Value Proposition 
13.1.2. Marketing Mix Policies, Strategies and Tactics 
13.1.3. Elements of the Marketing Mix 
13.1.4. Customer Satisfaction and Marketing Mix 

13.2. Product Management 

13.2.1. Consumption Distribution and Product Life Cycle 
13.2.2. Obsolescence, Expiration, Periodic Campaigns 
13.2.3. Order Management and Inventory Control Ratios 

13.3. Pricing Principles 

13.3.1. Analysis of the Environment 
13.3.2. Production Costs and Discount Margins 
13.3.3. Final Price and Positioning Map 

13.4. Distribution Channel Management 

13.4.1. Trade Marketing 
13.4.2. Distribution Culture and Competition 
13.4.3. Designing and Managing Channels 
13.4.4. Functions of Distribution Channels 
13.4.5. Route to Market 

13.5. Promotion and Sales Channels 

13.5.1. Corporate Branding 
13.5.2. Advertising 
13.5.3. Sales Promotion 
13.5.4. Public Relations and Personal Selling 
13.5.5. Street Marketing 

13.6. Branding 

13.6.1. Brand Evolution 
13.6.2. Creating and Developing a Successful Brand 
13.6.3. Brand Equity 
13.6.4. Category Management 

13.7. Managing Marketing Groups 

13.7.1. Work Teams and Meeting Management 
13.7.2. Coaching and Team Management 
13.7.3. Managing Equality and Diversity 

13.8. Communication and Marketing 

13.8.1. Communication Integrated into Marketing 
13.8.2. Designing a Marketing Communication Program 
13.8.3. Communication Skills and Influence 
13.8.4. Barriers to Business Communication 

Module 14. Customer Relationship Management 

14.1. Knowing the Market and the Consumer 

14.1.1. Open Innovation 
14.1.2. Competitive Intelligence 
14.1.3. Sharing Economy 

14.2. CRM and Business Philosophy 

14.2.1. Business Philosophy or Strategic Orientation 
14.2.2. Customer Identification and Differentiation 
14.2.3. The Company and its Stakeholders 
14.2.4. Clienting 

14.3. Database Marketing and Customer Relationship Management 

14.3.1. Database Marketing Applications 
14.3.2. Laws and Regulations 
14.3.3. Information Sources, Storage, and Processing 

14.4. Consumer Psychology and Behavior 

14.4.1. The Study of Consumer Behavior 
14.4.2. Internal and External Consumer Factors 
14.4.3. Consumer Decision Process 
14.4.4. Consumerism, Society, Marketing, and Ethics 

14.5. Areas of CRM Management 

14.5.1. Customer Service 
14.5.2. Managing the Sales Force 
14.5.3. Customer Service 

14.6. Consumer Centric Marketing 

14.6.1. Segmentation 
14.6.2. Profitability Analysis 
14.6.3. Customer Loyalty Strategies 

14.7. CRM Management Techniques 

14.7.1. Direct Marketing 
14.7.2. Multichannel Integration 
14.7.3. Viral Marketing 

14.8. Advantages and Risks of Implementing CRM 

14.8.1. CRM, Sales and Costs 
14.8.2. Customer Satisfaction and Loyalty 
14.8.3. Technology Implementation 
14.8.4. Strategic and Management Errors 

Module 15. Sectorial Marketing 

15.1. Services Marketing 

15.1.1. Evolution and Growth of the Service Sector 
15.1.2. Function of Services Marketing 
15.1.3. Marketing Strategy in the Service Sector 

15.2. Touristic Marketing 

15.2.1. Features of the Tourism Sector 
15.2.2. Tourism Product 
15.2.3. The Customer in Tourism Marketing 

15.3. Political and Electoral Marketing 

15.3.1. Political vs Electoral Marketing 
15.3.2. Political Market Segmentation 
15.3.3. Electoral Campaign 

15.4. Social Marketing and Responsible Marketing 

15.4.1. Social Cause Marketing and CSR 
15.4.2. Environmental Marketing 
15.4.3. Segmentation in Social Marketing 

15.5. Retail Management 

15.5.1. Relevance 
15.5.2. Reward 
15.5.3. Cost Reduction 
15.5.4. Relationship with the Customer 

15.6. Banking Marketing 

15.6.1. State Regulation 
15.6.2. Branches and Segmentation 
15.6.3. Inbound Marketing in the Banking Sector 

15.7. Health Services Marketing 

15.7.1. Internal Marketing 
15.7.2. User Satisfaction Studies 
15.7.3. Market-Oriented Quality Management. 

15.8. Sensory Marketing 

15.8.1. Shopping Experience as a Sensory Experience 
15.8.2. Neuromarketing and Sensory Marketing 
15.8.3. Arrangement and Presentation of the Point of Sale 

Module 16. Digital Marketing and E-Commerce 

16.1. Digital Marketing and E-commerce 

16.1.1. The Digital Economy and the Sharing Economy 
16.1.2. Trends and Social Changes in Consumers 
16.1.3. Digital Transformation of Traditional Companies 
16.1.4. The Roles of the Chief Digital Officer 

16.2. Digital Strategy 

16.2.1. Segmentation and Positioning in the Competitive Context 
16.2.2. New Marketing Strategies for Products and Services 
16.2.3. From Innovation to Cash Flow 

16.3. Technology Strategy 

16.3.1. Basic Concepts of Web Development 
16.3.2. Hosting and Cloud Computing 
16.3.3. Content Management Systems (CMS) 
16.3.4. Formats and Digital Media 
16.3.5. Technological e-Commerce Platforms 

16.4. Digital Regulation 

16.4.1. Privacy Policy and Personal Data Protection Act 
16.4.2. Fake Profiles and Fake Followers 
16.4.3. Legal Aspects of Marketing, Advertising and Digital Content 

16.5. Online Market Research 

16.5.1. Quantitative Research Tools in Online Markets 
16.5.2. Dynamic Qualitative Customer Research Tools 

16.6. Online Agencies, Media and Channels 

16.6.1. Integral, Creative and Online Agencies 
16.6.2. Traditional and New Media 
16.6.3. Online Channels 
16.6.4. Other Digital Players 

Module 17. Inbound Marketing 

17.1. Definition of Inbound Marketing 

17.1.1. Effective Inbound Marketing 
17.1.2. Benefits of Inbound Marketing 
17.1.3. Measuring the Success of Inbound Marketing 

17.2. Target Research 

17.2.1. Consumer Intent Modelling and Buyer Personas 
17.2.2. Customer Journey Mapping 
17.2.3. Content Strategy 

17.3. Content Optimization 

17.3.1. Content Optimization for Search Engines 
17.3.2. Recycling and Content Improvement 

17.4. Content Creation 

17.4.1. User and Brand Generated Content 
17.4.2. Blogging Opportunities 
17.4.3. Video and Other Formats 

17.5. Content Dynamization 

17.5.1. Influencers 
17.5.2. Blogger Outreach 
17.5.3. Paid Content Seeding 

17.6. Conversion 

17.6.1. Lead Capturing and CRO 
17.6.2. Lead Nurturing and Marketing Automation 

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 Startups 
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 Startups

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

Module 19. Performance Marketing 

19.1. Permission Marketing 

19.1.1. How to Obtain a Users Permission? 
19.1.2. Personalizing the Message 
19.1.3. Mail Confirmation or Double Opt-in 

19.2. Strategy and Performance Techniques 

19.2.1. Performance Marketing: Results 
19.2.2. Digital Media Mix 
19.2.3. The Importance of the Funnel 

19.3. Programmatic Marketing and RTB 

19.3.1. RTB: Real-Time Planning and Purchasing 
19.3.2. Programmatic Purchasing Ecosystem 
19.3.3. How to Integrate RTB into the Media Mix 
19.3.4. Keys to RTB on Different Devices 

19.4. Affiliate Campaign Development 

19.4.1. Agencies and Affiliate Programs 
19.4.2. Postview 
19.4.3. Defining Affiliate Programs 

19.5. Launching an Affiliate Program 

19.5.1. Affiliation and Direct Affiliation Networks 
19.5.2. Results Analysis and Monitoring 
19.5.3. Fraud Control 

19.6. E-Mail Campaigns Development 

19.6.1. Designing E-Mail Marketing Campaigns 
19.6.2. E-mail Marketing 
19.6.3. Lists of Subscribers, Leads, and Customers 

19.7. E-Mail Marketing Tools and Resources 

19.7.1. Acumbamail 
19.7.2. Mailchimp 
19.7.3. Templates 
19.7.4. Inbox Inspection 

19.8. Online Writing for E-Mail Marketing Campaigns 

19.8.1. How to Create Good Headlines 
19.8.2. Writing Content for Newsletters 
19.8.3. Calls to Action in Newsletters 

19.9. Display and Campaign Optimization 

19.9.1. Advertising, Persuasive Communication 
19.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging 
19.9.3. Affiliation 
19.9.4. Campaign Preparation 

19.10. E-Mail Marketing Metrics 

19.10.1. List Metrics 
19.10.2. Newsletter Delivery Metrics 
19.10.3. Conversion Metrics 

Module 20. Search Engine Marketing and Search Engine Optimization (SEO) 

20.1. How Search Engines Work 

20.1.1. Indicators and Indexes 
20.1.2. Algorithms 
20.1.3. SEO and Corporate Branding 

20.2. Fundamental Variables of SEO 

20.2.1. Indexability 
20.2.2. Content 
20.2.3. Popularity 

20.3. SEO Analysis 

20.3.1. Determining KPIs 
20.3.2. Generating Scripts and Alerts 
20.3.3. Optimization of Images, Videos and Other Elements 

20.4. Linkbuilding 

20.4.1. Ways of Carrying Out Effective Link Building 
20.4.2. Link Baiting 
20.4.3. Link Audits 
20.4.4. Penalties 

20.5. App Store Optimization 

20.5.1. App Indexing 
20.5.2. Apps Visibility on Search Engines 
20.5.3. Measuring the Visibility of Search Engine Apps 

20.6. Technical SEO 

20.6.1. Web Performance Optimization 
20.6.2. Real Time and Content 
20.6.3. Relevant Tagging and Headers 
20.6.4. Advanced WPO Techniques 

20.7. SEO and E-Commerce 

20.7.1. Conversion Rate Optimization 
20.7.2. Google Search Console 
20.7.3. Social Proof and Viralization 
20.7.4. Navigation and Indexability 

20.8. Integration in an Online Marketing Plan 

20.8.1. Metrics and Impact 
20.8.2. Web Analytics 
20.8.3. Other Monitoring Tools 

Module 21. Search Engine Marketing (SEM) 

21.1. Keyword Hunting for SEM 

21.1.1. Adwords Keyword Tool 
21.1.2. Google Suggest 
21.1.3. Insights for Search 
21.1.4. GoogleTrends 

21.2. SEM and Google Ads  

21.2.1. Google Shopping  
21.2.2. Google Display Network  
21.2.3. Google Ads Mobile  
21.2.4. YouTube Advertising  

21.3. Google Products 

21.3.1. Google Products Integrated in Adwords 
21.3.2. Product Extensions vs Product Ads 
21.3.3. Google Shopping and Local 
21.3.4. Google Merchant 

21.4. Pay-Per-Click and SEM 

21.4.1. Search and Display 
21.4.2. Creating PPC Campaigns 
21.4.3. Tracking Conversions 

21.5. Facebook Ads 

21.5.1. PPC/PPF (Pay-Per-Fan) Adverts 
21.5.2. Creating Facebook Ads 
21.5.3. Facebook Power Editor 
21.5.4. Campaign Optimization 

21.6. Other PPC Platforms 

21.6.1. Twitter Ads 
21.6.2. LinkedIn 
21.6.3. Baldu 
21.6.4. Yandex 

21.7. Strategy in SEM 

21.7.1. Quality Score 
21.7.2. CPC Bidding 
21.7.3. Site Links 

21.8. Measurement in SEM 

21.8.1. KPIs 
21.8.2. Impressions, Clicks, Conversions 
21.8.3. Revenue, ROI, CPA 

Module 22. Conversion Optimization 

22.1. Introduction to Conversion Rate Optimization 

22.3.1. Purchase Cycle and Elements of Online Behavior 
22.3.2. Fundamentals of Neuromarketing 
22.3.3. Usability vs. Persuasion 

22.2. CRO Methodology 

22.2.1. Scientific Method 
22.2.2. Conversion Pyramid 
22.2.3. The CRO Process 

22.3. Web Analytics and CRO 

22.3.1. Qualitative Analysis 
22.3.2. Behavior Analysis 
22.3.3. Business and User Objectives 

22.4. User Experience and Conversion Rate Optimization 

22.4.1. Lean and User Experience 
22.4.2. Wireframing 
22.4.3. Persuasive Copy 

22.5. CRO and Psychology 

22.5.1. Neuromarketing 
22.5.2. Web Design and Neuromarketing 
22.5.3. Learning, Memory and Emotions 

22.6. Behavioral Economics 

22.6.1. Decision Factors 
22.6.2. Motivation and Anchoring 
22.6.3. The Role of the Unconscious 

22.7. Experimentation in CRO 

22.7.1. A/B vs Multivariates 
22.7.2. Testing Tools 
22.7.3. Implementation and Execution 

22.8. CRO in E-Commerce   

22.8.1. E-Commerce and CRO  
22.8.2. The E-Commerce Funnel  
22.8.3. Processes to Optimize  

Module 23. Social Media and Community Management 

23.1. Web 2.0 or the Social Web 

23.1.1. Organization in the Age of Conversation 
23.1.2. Web 2.0 Is All About People 
23.1.3. New Environments, New Content 

23.2. Digital Communication and Reputation 

23.2.1. Crisis Management and Online Corporate Reputation 
23.2.2. Online Reputation Report 
23.2.3. Etiquette and Good Practices on Social Networks 
23.2.4. Branding and Networking 2.0 

23.3. General, Professional, and Microblogging Platforms 

23.3.1. Facebook 
23.3.2. LinkedIn 
23.3.4. Twitter 

23.4. Video, Image, and Mobility Platforms 

23.4.1. YouTube 
23.4.2. Instagram 
23.4.3. Flickr 
23.4.4. Vimeo 
23.4.5. Pinterest 

23.5. Corporate Blogging 

23.5.1. How to Create a Blog 
23.5.2. Content Marketing Strategy 
23.5.3. How to Create a Content Plan for Your Blog 
23.5.4. Content Curation Strategy 

23.6. Social Media Strategies 

23.6.1. Corporate Communication Plan 2.0 
23.6.2. Corporate PR and Social Media 
23.6.3. Analysis and Evaluation of Results 

23.7. Community Management 

23.7.1. Functions, Duties, and Responsibilities of the Community Manager 
23.7.2. Social Media Manager 
23.7.3. Social Media Strategist 

23.8. Social Media Plan 

23.8.1. Designing a Social Media Plan 
23.8.2. Defining the Strategy to Be Followed in Each Medium 
23.8.3. Contingency Protocol in Case of Crisis 

Module 24. Design, Usability and User Experience 

24.1. UX Design 

24.1.1. Information Architecture 
24.1.2. SEO and Analytics for UX 
24.1.3. Landing Pages 

24.2. Technical Terms in UX Design 

24.2.1. Wireframe and Components 
24.2.2. Interaction Pattern and Navigation Flow 
24.2.3. User Profile 
24.2.4. Process and Process Funnel 

24.3. Research 

24.3.1. Research in Interface Design Projects 
24.3.2. Qualitative and Quantitative Approach 
24.3.3. Announce the Results of the Research 

24.4. Digital Design 

24.4.1. Digital Prototype 
24.4.2. Axure and Responsive 
24.4.3. Interaction Design and Visual Design 

24.5. User Experience 

24.5.1. User Focused Design Methodology 
24.5.2. User Research Techniques 
24.5.3. Involve the Customer in the Process 
24.5.4. Shopping Experience Management 

24.6. Designing the User Experience Strategy 

24.6.1. Content Trees 
24.6.2. High-Fidelity Wireframes 
24.6.3. Component Maps 
24.6.4. Usability Guides 

24.7. Usability Evaluation 

24.7.1. Usability Evaluation Techniques 
24.7.2. Data Visualization 
24.7.3. Presenting Data 

24.8. Customer Value and Customer Experience Management 

24.8.1. Use of Narratives and Storytelling 
24.8.2. Co-Marketing as a Strategy 
24.8.3. Content Marketing Management 
24.8.4. The ROI of Customer Experience Management 

Module 25. Mobile E-Commerce 

25.1. Mobile Marketing   

25.1.1. New Consumption and Mobility Habits  
25.1.2. The SoLoMo Model  
25.1.3. The 4 Ps of the Marketing Mix in Mobility  

25.2. Mobile Technology 

25.2.1. Mobile Operators 
25.2.2. Mobile Devices and Operating Systems 
25.2.3. Mobile Applications and WebApps 
25.2.4. Sensors and Integration with the Physical World 

25.3. Trends in Mobile Marketing 

25.3.1. Mobile Publishing 
25.3.2. Advergaming and Gamification 
25.3.3. Mobile Geolocalization 
25.3.4. Augmented Reality 

25.4. Mobile User Behavior 

25.4.1. New Search Habits on Mobile Devices 
25.4.2. Multi-Screen 
25.4.3. Mobile as a Purchasing Driver 
25.4.4. ASO, Mobile User Acquisition and Loyalty 

25.5. User Interface and Shopping Experience 

25.5.1. M-Commerce Rules and Platforms 
25.5.2. Omnichannel 
25.5.3. Mobile & Proximity Marketing 
25.5.4. Gap between Consumer and Advertiser 
25.5.5. Mobile Commerce Content Managers 

25.6. Apps and Purchases 

25.6.1. Designing Mobile Commerce Apps 
25.6.2. App Stores 
25.6.3. App Marketing for Customer Loyalty 
25.6.4. App Marketing for E-Commerce 

25.7. Mobile Payments 

25.7.1. Value Chain and Business Models of Mobile Payment Methods 
25.7.2. Keys to Improve UX in Mobile Payment 
25.7.3. Positioning Strategies in the Mobile Payments Market 
25.7.4. Fraud Management 

25.8. Mobile Analytics 

25.8.1. Mobile Measurement and Analysis Methodologies 
25.8.2. Mobile Metrics: Main KPIs 
25.8.3. Profitability Analysis 
25.8.4. Mobile Analytics 

25.9. Mobile Commerce 

25.9.1. Services 
25.9.2. Applications 
25.9.3. Mobile Social Shopping 

25.10. Mobile Social Media Applications 

25.10.1. Integrating Cell Phones into Social Networks 
25.10.2. Mobility, Relationship, Ubiquity and Publicity 
25.10.3. Facebook Places 
25.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping 

Module 26. Web Analytics and Marketing Analytics 

26.1. Web Analysis 

26.1.1. The Fundamentals of Web Analytics 
26.1.2. Classic Media vs Digital Media 
26.1.3. The Web Analyst's Basic Methodology 

26.2. Google Analytics 

26.2.1. Configuring an Account 
26.2.2. Javascript Tracking API 
26.2.3. Customized Reports and Segments 

26.3. Qualitative Analysis 

26.3.1. Research Techniques Applied in Web Analytics 
26.3.2. Customer Journey 
26.3.3. Purchase Funnel 

26.4. Digital Metrics 

26.4.1. Basic Metrics 
26.4.2. Ratios 
26.4.3. Setting Objectives and KPIs 

26.5. Acquisition and Marketing Analytics 

26.5.1. ROI 
26.5.2. ROAS 
26.5.3. CLV 

26.6. Strategy Analysis Areas 

26.6.1. Web Traffic Acquisition 
26.6.2. Activation 
26.6.3. Conversion 
26.6.4. Loyalty 

26.7. Data Science and Big Data 

26.7.1. Business Intelligence 
26.7.2. Methodology and Analysis of Large Volumes of Data 
26.7.3. Data Extraction, Processing and Loading 

26.8. Application Programming Interface (API) 

26.8.1. APIs and Google Analytics 
26.8.2. Query Explorer 
26.8.3. Supermetrics Functions 

26.9. Data Visualization 

26.9.1. Viewing and Interpreting Dashboards 
26.9.2. Converting Data into a Value 
26.9.3. Integrating Sources 
26.9.4. Presenting Reports 

26.10. Web Analytics Tools 

26.10.1. Technological Basis of WA Tool 
26.10.2. Logs and Tags 
26.10.3. Basic and Ad-hoc Labeling 

Module 27. Data Science and Big Data 

27.1. Data Science and Big Data 

27.1.1. Impact of Big Data and Data Science on Business Strategy 
27.1.2. Introduction to Command Line 
27.1.3. Data Science Problems and Solutions 

27.2. Data Hacking Languages 

27.2.1. SQL Databases 
27.2.2. Introduction to Python 
27.2.3. R Programming 

27.3. Statistics 

27.3.1. Introduction to Statistics 
27.3.2. Linear and Logistic Regression 
27.3.3. PCA and Clustering 

27.4. Machine Learning 

27.4.1. Model Selection and Regularization 
27.4.2. Random Trees and Forests 
27.4.3. Processing Natural Language 

27.5. Big Data 

27.5.1. Hadoop 
27.5.2. Spark 
27.5.3. Collaborative Recommendation and Filtering Systems 

27.6. Data Science Success Stories 

27.6.1. Customer Segmentation Using the RFM Model 
27.6.2. Experiment Design Application 
27.6.3. Supply Chain Value: Forecasting 
27.6.4. Business Intelligence 

27.7. Hybrid Architectures in Big Data 

27.7.1. Lambda Architecture 
27.7.2. Kappa Architecture 
27.7.3. Apache Flink and Practical Implementations 
27.7.4. Amazon Web Services 

27.8. Big Data in the Cloud 

27.8.1. AWS: Kinesis 
27.8.2. AWS: DynamosDB 
27.8.3. Google Cloud Computing 
27.8.4. Google BigQuery 

Module 28. E-Commerce and Shopify 

28.1. Digital E-Commerce Management 

28.1.1. New E-Commerce Business Models 
28.1.2. Planning and Developing an E-Commerce Strategic Plan 
28.1.3. Technological Structure in E-Commerce 

28.2. E-Commerce Operations and Logistics E-Commerce 

28.2.1. How to Manage Fulfillment 
28.2.2. Digital Point-of-Sale Management 
28.2.3. Contact Center Management 
28.2.4. Automation in Management and Monitoring Processes 

28.3. Implementing E-Commerce Techniques 

28.3.1. Social Media and Integration in the E-Commerce Plan 
28.3.2. Multichannel Strategy 
28.3.3. Personalizing Dashboards 

28.4. Digital Pricing 

28.4.1. Online Payment Methods and Payment Gateways 
28.4.2. Electronic Promotions 
28.4.3. Digital Price Timing 
28.4.4. E-Auctions 

28.5. From E-Commerce to M-Commerce and S-Commerce 

28.5.1. E-Marketplace Business Models 
28.5.2. S-Commerce and Brand Experience  
28.5.3. Purchase via Mobile Devices  

28.6. Customer Intelligence: from E-CRM to S-CRM 

28.6.1. Integrating the Consumer in the Value Chain 
28.6.2. Online Research and Loyalty Techniques 
28.6.3. Planning a Customer Relationship Management Strategy 

28.7. Digital Marketing Trade 

28.7.1. Cross Merchandising 
28.7.2. Designing and Managing Facebook Ads Campaigns 
28.7.3. Designing and Managing Google Ads Campaigns 

28.8. Online Marketing for E-Commerce 

28.8.1. Inbound Marketing 
28.8.2. Display and Programmatic Purchasing 
28.8.3. Communication Plan 

Module 29. Commercial Management 

29.1. Commercial Negotiation 

29.1.1. Emotional Intelligence in Negotiation and Sales 
29.1.2. Self-Motivation and Empathy 
29.1.3. Developing Negotiation Abilities 

29.2. Fundamentals of Commercial Management 

29.2.1. Internal and External Analysis. SWOT Analysis 
29.2.2. Sector and Competitive Analysis 
29.2.3. CANVAS Model 

29.3. Decision-Making in Commercial Management 

29.3.1. Commercial Strategy and Competitive Strategy 
29.3.2. Decision-Making Models 
29.3.3. Analytical and Decision Making Tools 

29.4. Sales Network Management 

29.4.1. Sales Campaign Planning 
29.4.2. Networks Serving Commercial Activity 
29.4.3. Salesperson Recruitment and Training Policies 
29.4.4. Sales Management 

29.5. Implementing the Commercial Function 

29.5.1. Commercial Contract 
29.5.2. Commercial Activity Control 
29.5.3. The Commercial Agent's Code of Ethics 

29.6. Key Account Management 

29.6.1. Identifying Key Accounts 
29.6.2. Benefits and Risks of the Key Account Manager 
29.6.3. Sales and Key Account Management 
29.6.4. KAM Strategic Action Phases 

29.7. Commercial Forecast 

29.7.1. Business Forecast and Sales Forecast 
29.7.2. Sales Forecasting Methods 
29.7.3. Practical Applications of Sales Forecasting 

29.8. Financial and Budgetary Management 

29.8.1. Marketing Balanced Scorecard 
29.8.2. Control of the Annual Marketing Plan 
29.8.3. Financial Impact of Strategic Decisions 

Module 30. 1 to 1 Marketing 

30.1. Emotional Intelligence in the Company 

30.1.1. Emotional Intelligence and Communication 
30.1.2. Assertiveness, Empathy, and Active Listening 
30.1.3. Self-Esteem and Emotional Language 

30.2. Relational Capital: Coworking 

30.2.1. Managing Human Capital 
30.2.2. Performance Analysis 
30.2.3. Managing Equality and Diversity 
30.2.4. Innovation in People Management 

30.3. Leadership and Team Management 

30.3.1. Leadership and Leadership Styles 
30.3.2. Skills and Abilities of the Leader 2.0 
30.3.3. Managing Change Processes 
30.3.4. Managing Multicultural Teams 
30.3.5. Coaching 

30.4. Selection of Target Customers (CRM) 

30.4.1. Designing an e-CRM 
30.4.2. Implications and limitations of the LOPD BORRAR 
30.4.3. Orientation towards the Consumer 
30.4.4. 1 to 1 Planning 

30.5. Key Account Management 

30.5.1. Identifying Key Accounts 
30.5.2. Benefits and Risks of the Key Account Manager 
30.5.3. Sales and Key Account Management 
30.5.4. KAM Strategic Action Phases 

30.6. The Loyalty Process 

30.6.1. In-depth Knowledge of the Customer 
30.6.2. The Commercial Process to be Carried Out with the Customer 
30.6.3. The Value that the Customer Has for the Company 

Module 31. Sales Campaign Planning 

31.1. Customer Portfolio Analysis 

31.1.1. Customer Planning 
31.1.2. Client Classification 

31.2. Commercial Segmentation 

31.2.1. Analysis of Distribution Channels, Sales Areas and Products 
31.2.2. Preparing Commercial Areas 
31.2.3. Implementing the Visiting Plan 

31.3. Selecting Target Customers (CRM) 

31.3.1. Designing an e-CRM 
31.3.2. Implications and limitations of the LOPD BORRAR 
31.3.3. Orientation towards the Consumer 
31.3.4. 1 to 1 Planning 

31.4. Key Account Management 

31.4.1. Identifying Key Accounts 
31.4.2. Benefits and Risks of the Key Account Manager 
31.4.3. Sales and Key Account Management 
31.4.4. KAM Strategic Action Phases 

31.5. Sales Projections 

31.5.1. Business Forecast and Sales Forecast 
31.5.2. Sales Forecasting Methods 
31.5.3. Practical Applications of Sales Forecasting 

31.6. Setting Sales Objectives 

31.6.1. Coherence of Corporate, Commercial and Sales Objectives 
31.6.2. Programming Objectives and Detailed Budgets 
31.6.3. Distributing Objectives by Business Activity Units 
31.6.4. Sales and Participation Objectives 

31.7. Sales Quota and Setting the Sales Quota 

31.7.1. Activity Quotas 
31.7.2. Volume and Profitability Quotas 
31.7.3. Participation Quotas 
31.7.4. Economic and Financial Quotas 
31.7.5. Seasonality and Quotas 

31.8. Contingency Plan 

31.8.1. Information Systems and Sales Control 
31.8.2. Control Panels 
31.8.3. Corrective Measures and Contingency Plans 

Module 32. Commercial and Sales Team Organization 

32.1. Commercial Organization 

32.1.1. Introduction to Commercial Organization 
32.1.2. Typical Commercial Structures 
32.1.3. Delegations Organization 
32.1.4. Developing Commercial Organizational Models 

32.2. Sales Network Organization 

32.2.1. Department Organization Chart 
32.2.2. Designing Sales Networks 
32.2.3. Multichannel Reality 

32.3. Internal Market Analysis 

32.3.1. Service Chain Definition 
32.3.2. Quality of Service Analysis 
32.3.3. Product Benchmarking 
32.3.4. Key Business Success Factors 

32.4. Sales Strategy 

32.4.1. Sales Methods 
32.4.2. Acquisition Strategies 
32.4.3. Service Strategies 

32.5. Go-To-Market Strategy 

32.5.1. Channel Management 
32.5.2. Competitive Advantage 
32.5.3. Sales Force 

32.6. Commercial Activity Control 

32.6.1. Main Ratios and Control Methods 
32.6.2. Supervision Tools 
32.6.3. Balanced Scorecard Methodology 

32.7. After-Sales Service Organization 

32.7.1. After-Sales Actions 
32.7.2. Relationships with the Customer 
32.7.3. Self-Analysis and Improvement 

32.8. Commercial Audit 

32.8.1. Possible Lines of Intervention 
32.8.2. Express Commercial Audit 
32.8.3. Strategic Team Assessment 
32.8.4. Marketing Policy Assessment 

Module 33. Selection, Education and Coaching of the Sales Network 

33.1. Managing Human Capital 

33.1.1. Intellectual Capital. The Intangible Asset of Knowledge 
33.1.2. Talent Acquisition 
33.1.3. Preventing the Loss of Human Resources 

33.2. Selecting Sales Teams 

33.2.1. Recruitment Actions 
33.2.2. Salesperson Profiles 
33.2.3. Interview 
33.2.4. Welcome Plan 

33.3. Training High-Level Salespeople 

33.3.1. Training Plan 
33.3.2. Salesperson Characteristics and Duties 
33.3.3. Training and Managing High-Performing Teams 

33.4. Training Management 

33.4.1. Learning Theories 
33.4.2. Talent Detection and Retention 
33.4.3. Gamification and Talent Management 
33.4.4. Training and Professional Obsolescence 

33.5. Personal Coaching and Emotional Intelligence 

33.5.1. Emotional Intelligence Applied to Sales Techniques 
33.5.2. Assertiveness, Empathy, and Active Listening 
33.5.3. Self-Esteem and Emotional Language 
33.5.4. Multiple Intelligences 

33.6. Motivation 

33.6.1. The Nature of Motivation 
33.6.2. Expectations Theory 
33.6.3. Needs Theory 
33.6.4. Motivation and Financial Compensation 

33.7. Compensation of Sales Networks 

33.7.1. Compensation Systems 
33.7.2. Incentive and Compensation Systems 
33.7.3. Distribution of Salary Concepts 

33.8. Compensation and Non-Economic Benefits 

33.8.1. Quality of Life in the Workplace Programs 
33.8.2. Expansion and Enrichment of the Job 
33.8.3. Flexible Schedules and Job Sharing 

Module 34. Commercial Activity Process 

34.1. Development of the Sales Process 

34.1.1. Methodology in the Sales Process 
34.1.2. Attracting Attention and Argumentation 
34.1.3. Objections and Demonstration 

34.2. Preparing the Commercial Visit 

34.2.1. Studying the Customers File 
34.2.2. Setting Customer Sales Targets 
34.2.3. Preparing the Interview 

34.3. Conducting the Commercial Visit 

34.3.1. Customer Presentation 
34.3.2. Determining Needs 
34.3.3. Argumentation 

34.4. Psychology and Sales Techniques 

34.4.1. Notions of Psychology Applied to Sales 
34.4.2. Techniques to Improve Verbal and Non-Verbal Communication 
34.4.3. Factors that Influence Consumer Behavior 

34.5. Negotiation and Closing the Sale 

34.5.1. Negotiation Phases 
34.5.2. Negotiation Tactics 
34.5.3. Closing and Customer Commitment 
34.5.4. Commercial Visit Analysis 

34.6. The Loyalty Process 

34.6.1. In-depth Knowledge of the Client 
34.6.2. The Commercial Process to be Carried Out with the Customer 
34.6.3. The Value that the Customer Has for the Company 

Module 35. Integration of Digital Channels in the Commercial Strategy 

35.1. Digital E-Commerce Management 

35.1.1. New E-Commerce Business Models 
35.1.2. Planning and Developing an E-Commerce Strategic Plan 
35.1.3. Technological Structure in E-Commerce 

35.2. Implementing E-Commerce Techniques 

35.2.1. Social Media and Integration in the E-Commerce Plan 
35.2.2. Multichannel Strategy 
35.2.3. Personalizing Dashboards 

35.3. Digital Pricing 

35.3.1. Online Payment Methods and Payment Gateways 
35.3.2. Electronic Promotions 
35.3.3. Digital Price Timing 
35.3.4. E-Auctions 

35.4. From E-Commerce to M-Commerce and S-Commerce 

35.4.1. E-Marketplace Business Models 
35.4.2. S-Commerce and Brand Experience 
35.4.3. Purchase via Mobile Devices 

35.5. Customer Intelligence: From E-CRM to S-CRM 

35.5.1. Integrating the Consumer in the Value Chain 
35.5.2. Online Research and Loyalty Techniques 
35.5.3. Planning a Customer Relationship Management Strategy 

35.6. Managing Virtual Communities: Community Management 

35.6.1. Changes in Communication Paradigms 
35.6.2. Business Intelligence and the Consumer 2.0 
35.6.3. Managing Networks and Communities 
35.6.4. Social Media Content Management 
35.6.5. Monitoring, Analytics and Results in Social Media 

35.7. Social Media Plan 

35.7.1. Designing a Social Media Plan 
35.7.2. Defining the Strategy to Be Followed in Each Medium 
35.7.3. Contingency Protocol in Case of Crisis 

35.8. Web Analytics and Social Media Intelligence 

35.8.1. Setting Objectives and KPIs 
35.8.2. Digital Marketing ROI 
35.8.3. Viewing and Interpreting Dashboards 

Module 36. Commerce and International Marketing 

36.1. International Market Research 

36.1.1. Emerging Markets Marketing 
36.1.2. SWOT Analysis 
36.1.3. What, How and Where to Export 
36.1.4. International Marketing Mix Strategies 

36.2. International Segmentation 

36.2.1. Criteria for Market Segmentation at the International Level 
36.2.2. Market Niches 
36.2.3. International Segmentation Strategies 

36.3. International Positioning 

36.3.1. Branding in International Markets 
36.3.2. Positioning Strategies in International Markets 
36.3.3. Global, Regional and Local Brands 

36.4. Product Strategies in International Markets 

36.4.1. Product Modification, Adaptation and Diversification. 
36.4.2. Global Standardized Products 
36.4.3. The Product Portfolio 

36.5. Prices and Exports 

36.5.1. Export Prices Calculation 
36.5.2. Incoterms 
36.5.3. International Price Strategy 

36.6. Quality in International Commerce 

36.6.1. Quality and International Commerce 
36.6.2. Standards and Certifications 
36.6.3. CE Marking 

36.7. International Promotion 

36.7.1. The International Promotion MIX 
36.7.2. Advertising and Publicity 
36.7.3. International Fairs 
36.7.4. Country Branding 

36.8. Distribution through International Channels 

36.8.1. Channel and Trade Marketing 
36.8.2. Export Consortiums 
36.8.3. Types of Exports and Foreign Trade 

You will acquire skills in designing marketing strategies, controlling logistical processes, managing high-performance sales teams and applying digital tools"