After studying this Advanced master’s degree, you will be a highly-sought-after professional, capable of managing business communication in a company"

Successfully and effectively managing corporate communication is essential for the survival of any company, since it is the department responsible for maintaining the company's reputation through the implementation of communication strategies, and protecting the business from possible smear campaigns. But also, it is responsible for creating a corporate image that is easily recognized by the general public, through which the work done by the company is recognized.

Similarly, the advance of new technologies has led this department to gain relevance in recent years, since, at present, the company-customer relationship has moved to the digital world, particularly on social networks, where a great deal of the communication between the two is carried out. Therefore, it is essential that communication managers are highly-skilled in the use of these tools and are able to use them for the benefit of the company's image. For this reason, at TECH we have designed this very complete Advanced master’s degree with which the student will be able to acquire the skills required to develop in this field.

With this program, we will not only take you through the theoretical knowledge we offer, but we will show you another way of studying and learning which is more organic, simpler and more efficient. We will work to keep you motivated and to create in you a passion for learning. We will also push you to think and develop your critical thinking skills.   

This Advanced master’s degree is designed to give you access to the key information related to this discipline in an intensive and practical way which will be of great value for any professional.  And it takes place in a 100% online format, allowing you to decide where and when to study. Without the restrictions of fixed timetables or having to move between classrooms, this course can be combined with work and family life.   

A high-level specialization, supported by advanced technological development and the teaching experience of the best professionals"

This Advanced master’s degree in Communications and Corporate Identity Management contains the most complete and up-to-date academic program on the university scene. The most important features of the program include: 

• The latest technology in online teaching software     
• A highly visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand      
• Practical cases presented by practising experts     
• State-of-the-art interactive video systems     
• Teaching supported by remote training      
• Continuous updating and retraining systems     
• Self-organized learning which makes the course completely compatible with other commitments     
• Practical exercises for self-evaluation and learning verification     
• Support groups and educational synergies: questions to the expert, debate and knowledge forums     
• Content that is accessible from any, fixed or portable device with an Internet connection     
• Complementary resource banks that are permanently available

A program created for professionals who aspire to excellence that will allow you to acquire new skills and strategies in a smooth and effective way" 

Our teaching staff is made up of working professionals. In this way we ensure that we provide you with the up-to-date knowledge we are aiming for. A multidisciplinary team of professionals trained and experienced in different environments, who will develop theoretical knowledge efficiently, but, above all, will invest in the specialization the practical knowledge derived from their own experience.

Developed by a multidisciplinary team of e-learning experts, this Advanced master’s degree integrates the latest advances in educational technology. This way you will be able to study with a range of easy-to-use and versatile multimedia tools that will give you the skills you need for your specialization.

The design of this program is based on Problem-Based Learning, an approach that conceives learning as a highly practical process. To achieve this remotely, we will use online learning. With the help of an innovative interactive video system and Learning from an Expert, you will be able to acquire the knowledge as if you were actually dealing with the case you are studying. A concept that will allow you to integrate and consolidate your learning in a more realistic and permanent way.

Specializing in Business Communication will help your CV stand out from the rest"

We have the best teaching methodology and a multitude of simulated cases that will help you learn in real situations"

The contents of this Advanced master’s degree have been developed by different professionals, with a clear purpose: To ensure that our students acquire each and every one of the skills required to become true experts in this field. The content of this Advanced Master's Degree will allow you to learn all aspects of the different disciplines involved in this area. A comprehensive and well-structured program that will take you to the highest standards of quality and success. 

Through a very well-organized syllabus, you will be able to access the most advanced knowledge of the moment in Communications and Corporate Identity Management       

Module 1. The Structure of Communication

1.1. Theory, Concept and Method of the Structure of Communication

1.1.1. Autonomy in the Discipline and Relationship with other Subjects 
1.1.2. The Structuralist Method 
1.1.3. Definition and Purpose of the "Structure of Communication" 
1.1.4. Guide for the Analysis of the Structure of Communication

1.2. New International Communication Order 

1.2.1. Control and Ownership of Communication 
1.2.2. Communication Marketing 
1.2.3. Cultural Dimension of Communication 

1.3. Major News Agencies 

1.3.1. What is an Information Agency? 
1.3.2. News and Information: Importance of the Journalist 
1.3.3. Before the Internet, the Great Unknowns 
1.3.4. A Globalized World Map: From Local to Transnational 
1.3.5. News Agencies Can be Seen Thanks to the Internet 
1.3.6. The World's Leading Agencies 

1.4. The Advertising Industry and its Relationship with the Media System

1.4.1. Advertising Industry, Consciousness Industries 
1.4.2. The Need for Advertising in the Media 
1.4.3. Structure of the Advertising Industry 
1.4.4. The Media and its Relationship with the Advertising Industry 
1.4.5. Advertising Regulations and Ethics 

1.5. Cinema and the Culture and Leisure Market

1.5.1. Introduction 
1.5.2. The Complex Nature of Film 
1.5.3. The Origin of the Industry 
1.5.4. Hollywood, the Movie Capital of the World 
1.5.5. The Power of Hollywood 
1.5.6. From the Golden Hollywood Oscars to the Photocall of New Platforms 
1.5.7. The New Screens 

1.6. Political Power and the Media 

1.6.1. Influence of the Media in the Shaping of Society 
1.6.2. Media and Political Power 
1.6.3. Manipulation and Political Power 

1.7. Media Concentration and Communication Policies 

1.7.1. Theoretical Approach to External Growth Processes 
1.7.2. Competition and Communication Policies in the European Union 

1.8. Communication Structure in Spain 

1.8.1. The Communication Sector within the Framework of Spain's Economic Activity 
1.8.2. The Communication Market 
1.8.3. Communication in the Spanish Production System: Between Perfect Competition and Oligopoly 
1.8.4. The Public and Private Communication Sectors in Spain 
1.8.5. Main Media Sectors in the Spanish Information Market 
1.8.6. Structure of Television in Spain 
1.8.7. Radio in Spain 
1.8.8. Written and Digital Press 
1.8.9. Communication Groups and Supplements 
1.8.10. The Decline of the Free Press and the Emerging Digital Press 

1.9. Communication Structure in Latin America

1.9.1. Introduction 
1.9.2. Historical Approach
1.9.3. Bipolarity of the Hispanic American Media System 
1.9.4. Hispanic Media in the United States 

1.10. A Perspective on the Structure of Communications and Journalism 

1.10.1. Digitalization and the New Media Structure 
1.10.2. The Structure of Communication in Democratic Countries  

Module 2. Social Communication Theory 

2.1. Introduction. The Science of Communication as a Social Science 

2.1.1. Introduction: The Study of Communication as a Social Science 
2.1.2. Knowledge 
2.1.3. The Scientific Method 
2.1.4. Common Concepts in Scientific Research 

2.2. Elements of Communication. Scientific Fields of Social Communication 

2.2.1. Empirical Research on Communicative Phenomena 
2.2.2. The Concept of Communication 

2.3. Scientific Fields of Communication 

2.3.1. Trends in Social Communication Research 
2.3.2. The Origins of the Study of Communication 
2.3.3. The Modern Period: The Split between the Theory of Argumentation and the Art of Pronunciation 
2.3.4. The 20th century: the rhetoric of the mass media 

2.4. Communicative Behavior 

2.4.1. An Overview of the Concept of Communicative Behavior 
2.4.2. Animal Ethology and the Study of Human Communication 
2.4.3. The Biological Background of Communication 
2.4.4. Intrapersonal Communication 
2.4.5. Patterns of Communicative Behavior 
2.4.6. The Study of Nonverbal Communicative Behavior 

2.5. The Communicative Transaction 

2.5.1. Symbolic Exchange and Human Culture 
2.5.2. Transactional Analysis

2.6. Identity, Self-Concept and Communication 

2.6.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities  
2.6.2. The Presentation of Oneself in Daily Routines 
2.6.3. The Construction of the Self-Concept and its Expression 
2.6.4. Self-concept Motivated to Interact 
2.6.5. Conversational Pragmatics 

2.7. Communication in Groups and Organizations

2.7.1. The Social Group 
2.7.2. Social Networks, Sociometry and Intra- and Intergroup Communication 
2.7.3. Units and Levels of Analysis of Group Communication 
2.7.4. The Diffusion of Innovation Theory  
2.7.5. Communication in Organizations 

2.8. Media Communication (I). Theories on the Power of the Media 

2.8.1. Media Communication 
2.8.2. Characteristics of the Media and their Messages 
2.8.3. The Powerful Effects of the Mass Media

2.9. Media Communication (II). Limited effects 

2.9.1. General Approach to the Relative Safety of the Media 
2.9.2. Selective Processing 
2.9.3. The Uses and Gratifications of Mass Communications 

2.10. Computerized Communication and Virtual Reality as Emerging Objects of Study 

2.10.1. Computer-mediated Communication: The Problem of its Theoretical Integration 
2.10.2. Progress Towards the Consolidation of a Theoretical Corpus of Computer-mediated Communication 
2.10.3. Evolution of the Theory of Uses and Gratifications 
2.10.4. Virtual Reality as an Emerging Object of Study 

Module 3. Technology and Information and Knowledge Management 

3.1. Online Teaching-Learning Environment 

3.1.1. Introduction to Computer Science

3.1.1.1. What is a Computer? 
3.1.1.2. The Components of a Computer 
3.1.1.3. The Files 
3.1.1.4. Representation and Information Measurement 

3.1.2. Distance Learning 
3.1.3. The Moodle e-learning Platform: Virtual Classrooms  

3.1.3.1. Didactic Activities 

3.1.4. Basic Rules of Online Communication 
3.1.5. How to Download Information from the Internet? 

3.1.5.1. Download Files 
3.1.5.2. Saving an Image 

3.1.6. The Forums as a Place of Interaction 

3.1.6.1. The Forum for Collaborative Study: Participation in Forums 
3.1.6.2. Features of the Forums in the Virtual Classroom 
3.1.6.3. Types of Forums 

3.2. Online Communication and Online Communication for Learning 

3.2.1. Introduction
3.2.2. Online Communication 

3.2.2.1. What is Communication and how is it performed? 
3.2.2.2. What is Online Communication? 
3.2.2.3. Online Communication for Learning 
3.2.2.4. Online Communication for Distance Learning and the Distance Learner 

3.3. Free Online Communication Tools 

3.3.1. E-mail 
3.3.2. Instant Messaging Tools 
3.3.3. Google Talk 
3.3.4. Pidgin 

3.4. Virtual Reality Environments or Virtual Worlds

3.4.1. Definition 
3.4.2. Advantages 
3.4.3. Features 
3.4.4. Virtual Worlds and Distance Education 
3.4.5. Second Life 

Module 4. Fundamentals of Communication in the Digital Environment 

4.1. 360º Communication 

4.1.1. Introduction 
4.1.2. What is 360º Communication? 
4.1.3. Consumer Insights 
4.1.4. Conventional and Non-Conventional Media 
4.1.5. Communicate, always Communicate 
4.1.6. Business Case Study: Fanta 

4.2. Online Advertising Techniques and Web Presence 

4.2.1. Introduction 
4.2.2. Online Advertising 
4.2.3. E-mail marketing 
4.2.4. The Corporate Website 
4.2.5. Business Case Study: Bic sends emails to 17 countries in 13 languages and 4 alphabets 

4.3. Social Communication on the Web 

4.3.1. Introduction 
4.3.2. Blogs and the Blogosphere 
4.3.3. Types of Blogs 
4.3.4. Microblogs or Nanoblogs 
4.3.5. Social Networks 
4.3.6. Web 3.0 
4.3.7. Business Case Study: Johnnie Walker 

4.4. Viral Communication and Buzz marketing

4.4.1. Introduction 
4.4.2. Word Of Mouth (WOM) Communication 
4.4.3. Techniques based on Word-of-mouth Communication 
4.4.4. Ways to Generate Word-of-Mouth Communication 
4.4.5. Sub-Viral Marketing 
4.4.6. Prankvertising
4.4.7. The Buzz Marketing 
4.4.8. Aspects to take into account when carrying out a BuzzMarketing or Viral Communication Campaign 
4.4.9. Business Case Study: The Art of Making a Campaign a Viral Hit 

4.5. Techniques of Communicating on Mobile Devices 

4.5.1. Introduction 
4.5.2. Internet in your Pocket 
4.5.3. Messaging as a Communication Tool 
4.5.4. Proximity Marketing 
4.5.5. Play and Communicate 
4.5.6. The Multiscreen Phenomenon and other Forms of Mobile Communication 
4.5.7. Current Mobile Communication: Location Based Advertising 
4.5.8. Augmented Reality Fiction or Reality? 
4.5.9. The Future of Mobile Technologies 
4.5.10. Business Case: The ipad or the Advantage of Being Apple

4.6. New Trends in Internal Communication 

4.6.1. Introduction 
4.6.2. The New Internal Communication Challenges: Multidirectional Interaction and Collaborative Work 
4.6.3. Internal Communication: A Tool with a High Strategic Value for the Company 
4.6.4. Recruitment through Social Networks 
4.6.5. Social Networks as Engagement Drivers 
4.6.6. Brand Ambassadors: Advocacy 
4.6.7. Business Case Study: Dell. Be the Reason  

4.7. Communication and Content Marketing 

4.7.1. Introduction 
4.7.2. What is Contents Marketing? 
4.7.3. Branded Content 
4.7.4. Inbound Marketing 
4.7.5. Native Advertising 
4.7.6. Storytelling and Transmedia Narrative 
4.7.7. Business Case Study: Coca-Cola and Content Marketing 

4.8. The Importance of Advergaming as an Advertising Tool

4.8.1. Introduction: The Videogame Market 
4.8.2. What is Advergaming? Delimitation with respect to Related Figures: In Game Advertising 
4.8.3. The Evolution of Advergaming 
4.8.4. Advergaming as an Advertising Tool 
4.8.5. Advergaming in Spain 
4.8.6. Case Study: Magnum Pleasure Hunt 

4.9. Big Data and Communication  

4.9.1. Introduction 
4.9.2. What is Big Data? 
4.9.3. How do you Create Value with Big Data? 
4.9.4. Big Data Analyst Profile 
4.9.5. Big Data Techniques 
4.9.5. Business Case Study: Netflix 

4.10. Emerging Trends in Communication 

4.10.1. Introduction 
4.10.2. Tryverstising: Product Testing in Real-life Situations 
4.10.3. Advertorial: The Advertisement that Simulates an Editorial Content 
4.10.4. Artvertising: Art in Advertisements 
4.10.5. Radical Marketing: The Evolution of Guerrilla Marketing 
4.10.6. Engagement Marketing 
4.10.7. Advertainment: Entertainment Advertising 
4.10.8. Ambush Marketing

Module 5. Written Communication 

5.1. Oral and Written Communication 

5.1.1. Introduction 
5.1.2. Oral and Written Codes 
5.1.3. The Text and its Linguistics 
5.1.4. The Text and its Properties: Coherence and Cohesion 

5.2. Planning or Prewriting 

5.2.1. Writing Processes 
5.2.2. Planning 
5.2.3. Documentation 

5.3. The Act of Writing 

5.3.1. Style 
5.3.2. Lexicon 
5.3.3. Prayer 
5.3.4. Paragraph 
5.3.5. Connectors 

5.4. Rewriting 

5.4.1. The Review 
5.4.2. How to Use the Computer to Improve the Text? 

5.5. Spelling and Grammar Issues 

5.5.1. Most Common Accentuation Problems 
5.5.2. Capitalization 
5.5.3. Punctuation Marks 
5.5.4. Abbreviations and Acronyms 
5.5.5. Other Signs 

5.6. Text Models: The Description 

5.6.1. Definition 
5.6.2. Types of Description 
5.6.3. Classes of Description 
5.6.4. Techniques 
5.6.5. Linguistic Elements  

5.7. Textual Models: Narrative 

5.7.1. Introduction 
5.7.2. Definition 
5.7.3. Features 
5.7.4. Elements: Action, Characters, Complication and Moral
5.7.5. The Narrator 
5.7.6. Narrative Outline 
5.7.7. Linguistic Elements 

5.8. Textual Models: The Exposition and the Epistolary Genre 

5.8.1. The Exhibition 
5.8.2. The Epistolary Genre

5.9. Textual Models: Argumentation

5.9.1. What is Argumentation? 
5.9.2. Elements and Structure of Argumentation 
5.9.3. Types of Arguments 
5.9.4. Fallacies 
5.9.5. Structure 
5.9.6. Linguistic Features 

5.10. Academic Writing 

5.10.1. Scientific Work 
5.10.2. Summary 
5.10.3. Review 
5.10.4. Testing 
5.10.5. Appointments 
5.10.6. Writing on the Internet 

Module 6. Television Communication

6.1. Television Communication 
6.2. The Message on Television 
6.3. History and Evolution of the Television Media 
6.4. Television Genres and Formats 
6.5. The Television Script 
6.6. Television Programs 
6.7. Language and Narration in Television 
6.8. Speech and Expression Techniques 
6.9. Creativity in Television 
6.10. Production 
6.11. Digital Technologies and Techniques in Television 

Module 7. Radio Communication  

7.1. History of Broadcasting 

7.1.1. Origins of Broadcasting 
7.1.2. Orson Welles and "The War of the Worlds"
7.1.3. Radio in Spain 
7.1.4. The New Radio 
7.1.5. Challenges of Radio in Spain

7.2. Current Overview of the Radio in Spain 

7.2.1. General Overview of the Radio in Spain 
7.2.2. Public Stations 
7.2.3. Private Stations 
7.2.4. Types of Programming 
7.2.5. The Mastery of Block Programming 

7.3. Radio Language 

7.3.1. Introduction 
7.3.2. Characteristics of Radio Communication 
7.3.3. Elements that make up the Radio Language 
7.3.4. Characteristics of the Construction of Radiophonic Texts 
7.3.5. Characteristics of Radio Text Writing 
7.3.6. Glossary of Terms used in Radiophonic Language 

7.4. The Radio Script. Creativity and Expression 

7.4.1. The Radio Script 
7.4.2. Basic Principles in the development of a Script 

7.5. Production, Execution and Voice-over in Broadcasting 

7.5.1. Introduction 
7.5.2. Production and Execution 
7.5.3. Radio Voice-over 
7.5.4. Characteristics of Radio Broadcasting 
7.5.5. Practical Breathing and Speaking Exercises

7.6. Improvisation in Broadcasting 

7.6.1. Characteristics of the Radio Medium 
7.6.2. What is Improvisation? 
7.6.3. How is Improvisation carried out? 
7.6.4. Sports Information on Radio. Characteristics and Language
7.6.5. Lexical Recommendations

7.7. Radio Genres 

7.7.1. Radio Genres 
7.7.2. The News 
7.7.3. The Chronicle 
7.7.4. The Report 
7.7.5. The Interview 
7.7.6. The Commentary 
7.7.7. The Round Table and the Debate 
7.7.8. Other Genres 

7.8. Radio Audience Research 

7.8.1. Radio Research and Advertising Investment 
7.8.2. Main Research Methods 
7.8.3. General Media Study 
7.8.4. Summary of the General Media Study 
7.8.5. Traditional Radio vs. Radio Online

7.9. Digital Sound

7.9.1. Basic Concepts about Digital Sound 
7.9.2. History of Sound Recording 
7.9.3. The Sound Capture Process 
7.9.4. Main Digital Sound Formats 
7.9.5. Digital Sound Editing. Audacity 

7.10. The New Radio Operator 

7.10.1. The New Radio Operator 
7.10.2. The Formal Organization of Broadcasters 
7.10.3. The Role of the Editor 
7.10.4. The Content Meeting 
7.10.5. Immediacy or Quality? 

Module 8. Creativity in Communication

8.1. To Create is to Think 

8.1.1. The Art of Thinking 
8.1.2. Creative Thinking and Creativity 
8.1.3. Thought and the Brain 
8.1.4. The Areas of Research on Creativity: Systematization 

8.2. The Nature of the Creative Process 

8.2.1. The Nature of Creativity 
8.2.2. The Notion of Creativity: Creation and Creativity 
8.2.3. The Creation of Ideas for Persuasive Communication 
8.2.4. Nature of the Creative Process in Advertising 

8.3. The Invention 

8.3.1. Evolution and Historical Analysis of the Creation Process 
8.3.2. Nature of the Classical Canon of Inventio 
8.3.3. The Classical View of Inspiration in the Origin of Ideas 
8.3.4. Invention, Inspiration and Persuasion  

8.4. Rhetoric and Persuasive Communication 

8.4.1. Rhetoric and Advertising 
8.4.2. The Rhetorical Parts of Persuasive Communication 
8.4.3. Rhetorical Figures
8.4.4. Rhetorical Laws and Functions of Advertising Language 

8.5. Creative Behavior and Personality 

8.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
8.5.2. Creative Behavior and Motivation 
8.5.3. Perception and Creative Thinking 
8.5.4. Elements of Creativity

8.6. Creative Skills and Abilities 

8.6.1. Thinking Systems and Models of Creative Intelligence 
8.6.2. Guilford's Three-dimensional Model of the Structure of the Intellect 
8.6.3. Interaction between Factors and Intellectual Capabilities 
8.6.4. Creative Skills 
8.6.5. Creative Capabilities 

8.7. The Phases of the Creative Process 

8.7.1. Creativity as a Process 
8.7.2. The Phases of the Creative Process 
8.7.3. The Phases of the Creative Process in Advertising 

8.8. Troubleshooting 

8.8.1. Creativity and Problem Solving 
8.8.2. Perceptual Blocks and Emotional Blocks 
8.8.3. Methodology of Invention: Creative Programs and Methods 

8.9. The Methods of Creative Thinking 

8.9.1. Brainstorming as a Model for Idea Creation 
8.9.2. Vertical and Lateral Thinking 

8.10. Creativity and Advertising Communication 

8.10.1. The Creative Process as a Specific Product of Advertising Communication 
8.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
8.10.3. Methodological Principles and Effects of Advertising Creation 
8.10.4. Advertising Creation: from the Problem to the Solution 
8.10.5. Creativity and Persuasive Communication

Module 9. Corporate Identity 

9.1. The Importance of Corporate Image in Companies 

9.1.1. Introduction 
9.1.2. What is Corporate Image? 
9.1.3. Differences between Corporate Identity and Corporate Image 
9.1.4. Where can the Corporate Image Be Presented? 
9.1.5. Changing Situations of Corporate Image. Why should a Good Corporate Image be Achieved? 

9.2. Research Techniques in Corporate Image 

9.2.1. Introduction 
9.2.2. The Study of the Company's Image 
9.2.3. Corporate image Research Techniques 
9.2.4. Qualitative Image Study Techniques 
9.2.5. Types of Quantitative Techniques 

9.3. Image Audit and Strategy

9.3.1. What is Image Auditing? 
9.3.2. Guidelines 
9.3.3. Audit Methodology 
9.3.4. Strategic Planning 

9.4. Corporate Culture 

9.4.1. What is Corporate Culture? 
9.4.2. Factors Involved in the Corporate Culture 
9.4.3. Functions of Corporate Culture 
9.4.4. Types of Corporate Culture 

9.5. Corporate Social Responsibility and Corporate Reputation 

9.5.1. CSR: Concept and Application of the Company 
9.5.2. Guidelines for Integrating CSR into Businesses 
9.5.3. CSR Communication 
9.5.4. Corporate Reputation 

9.6. Corporate Visual Identity and Naming 

9.6.1. Corporate Visual Identity Strategies 
6.6.2. Basic Elements 
9.6.3. Basic Principles 
9.6.4. Preparation of the Manual 
9.6.5. The naming

9.7. Brand Image and Positioning

9.7.1. The Origins of Brands 
9.7.2. What is a Brand? 
9.7.3. The Need to Build a Brand 
9.7.4. Brand Image and Positioning 
9.7.5. The Value of Brands

9.8. Image Management through Crisis Communication 

9.8.1. Strategic Communication Plan 
9.8.2. When it all Goes Wrong: Crisis Communication 
9.8.3. Cases 

9.9. The Influence of Promotions on Corporate Image 

9.9.1. The New Advertising Industry Landscape 
9.9.2. Promotional Marketing 
9.9.3. Features 
9.9.4. Hazards 
9.9.5. Promotional Types and Techniques 

9.10. The Distribution and Image of the Point of Sale 

9.10.1. The Main Players in Retail Distribution in Spain 
9.10.2. The Image of Retail Distribution Companies through Positioning 
9.10.3. Through its Name and Logo 

Module 10. The Fundamentals of Graphic Design  

10.1. Introduction to Design 
10.2. Design and Configuration 
10.3. Introduction to Adobe Lightroom I 
10.4. Introduction to Adobe Lightroom I 
10.5. Library and Adobe Lightroom 
10.6. Developed in Adobe Lightroom I 
10.7. Presets 
10.8. Shades in Adobe Lightroom 
10.9. Developed in Adobe Lightroom II 
10.10. Developed in Adobe Lightroom III 

Module 11. Organizations Management 

11.1. Strategic Management 

11.1.1. Organisational Design
11.1.2. Strategic Position of the Business
11.1.3. Competitive and Corporate Strategies

11.2. Corporate Finance 

11.2.1. Financial Policy and Growth
11.2.2. Company Valuation Methods
11.2.3. Capital Structure and Financial Leverage
11.2.4. Finance for the Global Communications Officer

11.3. Strategic Leadership for Intangible Asset Economy 

11.3.1. Cultural Alignment Strategies
11.3.2. Corporate and Differentiating Leadership 
11.3.3. Change and Transformation Agent

11.4. Economic Situation 

11.4.1. The Fundamentals of the Global Economy 
11.4.2. The Globalization of Companies and Financial Markets
11.4.3. Entrepreneurship and New Markets

11.5. Innovation and Digital Transformation 

11.5.1. Management and Strategic Innovation
11.5.2. Creative Thinking and Design Thinking 
11.5.3. Open Innovation
11.5.4. Sharing Economy

11.6. International Context 

11.6.1. Geopolitics
11.6.2. Divisive Markets and Types of Change
11.6.3. Hedging with Currency Exchange Contracts
11.6.4. Foreign Investments and Exportation Financing

Module 12. Managerial Skills 

12.1. Public Speaking and Spokesperson Training 

12.1.1. Interpersonal Communication
12.1.2. Communication Skills and Influence
12.1.3. Communication Barriers

12.2. Communication and Leadership 

12.2.1. Leadership and Leadership Styles 
12.2.2. Motivation
12.2.3. Skills and Abilities of the Leader 2.0

12.3. Personal Branding 

12.3.1. Strategies for Personal Brand Development
12.3.2. Personal Branding Laws
12.3.3. Tools for Creating Personal Brands

12.4. Team Management

12.4.1. Work Teams and Management Meetings
12.4.2. Managing Change Processes
12.4.3. Managing Multicultural Teams 
12.4.4. Coaching

12.5. Negotiation and Conflict Resolution 

12.5.1. Effective Negotiation Techniques
12.5.2. Interpersonal Conflicts
12.5.3. Intercultural Negotiation

12.6. Emotional Intelligence 

12.6.1. Emotional Intelligence and Communication
12.6.2. Assertiveness, Empathy, and Active Listening
12.6.3. Self-Esteem and Emotional Language

12.7. Relational Capital: Coworking 

12.7.1. Managing Human Capital
12.7.2. Performance Analysis
12.7.3. Managing Equality and Diversity
12.7.4. Innovation in People Management

12.8. Time Management 

12.8.1. Planning, Organisation and Control
12.8.2. The Methodology of Time Management
12.8.3. Action Plans
12.8.4. Tools for Efficient Time Management

Module 13. Ethics and Corporate Social Responsibility

13.1. The Managerial Role and CSR 

13.1.1. Strategic Vision and Corporate Social Responsibility
13.1.2. Balanced Scorecard
13.1.3. Systems and Models for Implementing CSR
13.1.4. Organization of CSR Roles and Responsibilities

13.2. Corporate Responsibility 

13.2.1. Value Creation in an Economy of Intangibles
13.2.2. CSR: Corporate Commitment
13.2.3. Social, Environmental, and Economic Impact

13.3. Responsible Finance and Investment

13.3.1. Sustainability and the CFO's Responsibility
13.3.2. Transparency in Information
13.3.3. Finance and Responsible Investment
13.3.4. Social Economy, Cooperation and Corporate Social Responsibility

13.4. Business and Environment 

13.4.1. Sustainable Development
13.4.2. Legislative Development in Environmental Responsibility
13.4.3. Response of Companies to Environmental Problems 
13.4.4. Waste and Emissions

13.5. Packaging and the Environment 

13.5.1. Packaging as a Differentiation Business Strategy
13.5.2. Encouragement and Communication at the Point of Sale
13.5.3. Packaging Design and Future Trends

13.6. Responsible Management Systems and Tools 

13.6.1. Social Responsibility Management Systems
13.6.2. Integration Systems
13.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
13.6.4. Audits

13.7. Business ethics 

13.7.1. Ethical Behavior in Companies
13.7.2. Deontology and Ethical Codes
13.7.3. Fraud and Conflicts of Interest

13.8. Multinationals and Human Rights 

13.8.1. Globalization, Human Rights and Multinational Companies
13.8.2. Multinational Companies and International Law
13.8.3. Specific Legal Instruments

13.9. Legal Environment and Corporate Governance 

13.9.1. International Rules on Importation and Exportation
13.9.2. Intellectual and Industrial Property
13.9.3. International Labor Law 

Module 14. Corporative Communication, Brand Strategy and Reputation 

14.1. Corporate Identity and Strategic Vision 

14.1.1. Identity and Redefining Business Values
14.1.2. Corporate Business Culture
14.1.3. Communication Department Challenges
14.1.4. Public Image and Projection

14.2. Corporate Brand Strategy 

14.2.1. Public Image and Stakeholders
14.2.2. Corporate Branding Strategy and Management
14.2.3. Corporate Communication Strategy in Line With Brand Identity

14.3. Reputation Theory 

14.3.1. Reputation as a Paradigm of a Good Company
14.3.2. The Concept of Corporate Reputation
14.3.3. Internal Reputation
14.3.4. Influence of Internationalization on Corporative Reputation

14.4. Reputation Evaluation 

14.4.1. Corporative Reputation Audit
14.4.2. Listed Companies Reputation Monitor 
14.4.3. Reputational Good Governance Index 
14.4.4. Analysis of Sectorial Reputation

14.5. Reputation Management 

14.5.1. Corporative Reputation Management 
14.5.2. Focus on Brand Reputation
14.5.3. Leadership Reputation Management 

14.6. Reputation Risk and Crisis Management 

14.6.1. Listening to and Managing Feedback
14.6.2. Procedures, Crisis Manual and Contingency Plans
14.6.3. Spokesperson Training in Emergency Situations

14.7. Ethical Sustainability 

14.7.1. Sustainable Criteria and Strategies
14.7.2. Communication Campaigns with Sustainability Criteria
14.7.3. Sustainable Brand Positioning and Image

14.8. Brand Metrics and Analysis and Reputation 

14.8.1. Introduction to the Metrics of Corporative Branding
14.8.2. Internal and External Measurement Indexes
14.8.3. Brand Management Tools 
14.8.4. Brand Assessment and Ranking

Module 15. Strategic Planning in Corporate Communication 

15.1. Strategic Planner 

15.1.1. Strategic Planner: Origins and Functions
15.1.2. The Strategic Planner in Public Businesses, Strategic Consultancies and Communication Companies
15.1.3. Stakeholders Management 

15.2. Planning Models and Schools

15.2.1. Models for Intangibles Management
15.2.2. Intangibles and Strategic Plans
15.2.3. Evaluation of Intangibles
15.2.4. Reputation and Intangibles 

15.3. Qualitative Research in Strategic Planning 

15.3.1. Insight Detection
15.3.2. Focus Groups for Strategic Planning
15.3.3. Planning of Strategic Interviews

15.4. Quantitative Research in Strategic Planning

15.4.1. Data Analysis and Drawing Conclusions
15.4.2. Use of Psychometric Techniques
15.4.3. Challenges of Applied Research in Business Communication

15.5. Creative Strategy Formulation 

15.5.1. Explore Alternative Strategies
15.5.2. Counterbriefing or Creative Briefing 
15.5.3. Branding and Positioning

15.6. Strategic Use of Different Media 

15.6.1. 360º Campaigns
15.6.2. Launching of New Products
15.6.3. Social Trends
15.6.4. Evaluation of Effectiveness

15.7. Trends in Business Communication

15.7.1. Generation and Distribution of Corporate Content
15.7.2. Business Communication on the Web 2.0
15.7.3. Implementation of Metrics in the Communication Process

15.8. Sponsorship and Patronage 

15.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
15.8.2. Communication Opportunities and Tangible and Intangible Returns
15.8.3. Hospitality and Collaboration Actions

Module 16. Managing Aspects of Corporate Communication  

16.1. Communication in Organizations 

16.1.1. Organizations, People and Society
16.1.2. Historical Evolution of Organizational Behavior
16.1.3. Bidirectional Communication
16.1.4. Communication Barriers

16.2. Structure, Control and Challenges in Communication Management 

16.2.1. Departmental Structure in Communication Management
16.2.2. Current Trends in Management Models
16.2.3. Integration of Intangibles
16.2.4. Communication Department Challenges

16.3. Integral Communication Plans 

16.3.1. Audit and Diagnosis
16.3.2. Elaboration of Communication Plan
16.3.3. Measuring results: KPIs and ROI

16.4. Effects of the Media 

16.4.1. Efficiency of Commercial and Advertising Communication
16.4.2. Theories on the Effects of the Media
16.4.3. Social and Co-creation Models

16.5. Press Offices and Their Relationship with Communication Media 

16.5.1. Identifying Opportunities and Information Needs
16.5.2. Management of Reports and Spokesperson Interviews
16.5.3. Virtual Press Room and e-Communication
16.5.4. Buying Advertising Space

16.6. Public Relations 

16.6.1. PR Strategy and Practice 
16.6.2. Protocol and Ceremonial Rules 
16.6.3. Event Organization and Creative Management

16.7. Lobbies and Pressure Groups

16.7.1. Opinion Groups and Their Actions in Businesses and Institutions
16.7.2. Institutional Relations and Lobbying
16.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

16.8. Internal Communication 

16.8.1. Motivational Programs, Social Action, Participation and Training with HR
16.8.2. Internal Communication Support and Tools 
16.8.3. Internal Communication Plan

16.9. Branding & Naming 

16.9.1. Brand Management and Coordination in Launching of New Products
16.9.2. Brand Repositioning

16.10. Audience Forecasting and Data Sources 

16.10.1. Measurement Units and Audience Profiles
16.10.2. Affinity, Share, Rating and GRP's
16.10.3. Current Suppliers in the Advertising Market

Module 17. Communication in Specialized Sectors 

17.1. Financial Communication 

17.1.1. Value of Intangibles
17.1.2. Financial Communication in Listed Companies
17.1.3. The Issuers of the Financial Communication
17.1.4. Public Objective in Financial Operations

17.2. Political and Electoral Communication 

17.2.1. Image in Political and Electoral Campaigns
17.2.2. Political Advertising
17.2.3. Political and Electoral Communication Plan
17.2.4. Electoral Communication Audits

17.3. Communication and Health 

17.3.1. Journalism and Health Information
17.3.2. Interpersonal and Group Communication in the Field of Health
17.3.3. Communication Risk and Communicative Management in a Health Crisis

17.4. Digital Culture and Hypermedia Museography 

17.4.1. Production and Diffusion of Art in the Digital Era
17.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
17.4.3. Constructive Participation in the Digital Culture

17.5. Communication at the Forefront of Public Organizations 

17.5.1. Communication in the Public Sector
17.5.2. Strategy and Creation in Public Organization Communications
17.5.3. Intangible Assets in the Public Sector
17.5.4. Information Policy of Public Organizations

17.6. Communications in Non-Profit Organizations 

17.6.1. NPO and Relationship with Government Agencies
17.6.2. Corporative Reputation in Non-Profit Organizations
17.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
17.6.4. Different Figures and Communication Media

Module 18. Marketing and Communication 

18.1. Product Placement and Branded Content

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

18.2. Digital Media Planning and Contracting 

18.2.1. Real Time Bidding
18.2.2. Integrated Digital Campaign Planning
18.2.3. Advertising Investment Control Scorecard

18.3. Promotional Marketing 

18.3.1. Consumer Promotions
18.3.2. Sales Force, Channel, Point of Sale and Special Promotions
18.3.3. Success and Cost-Effectiveness of Promotional Actions

18.4. Planning, Execution and Measurement of SEM Campaigns

18.4.1. Search Engine Marketing
18.4.2. Conversion of Traffic to Qualified Traffic
18.4.3. SEM Project Management

18.5. Metrics and Results Analysis in Public Digital Campaigns 

18.5.1. Ad servers
18.5.2. Traditional Metrics in Digital GRPs
18.5.3. CrossMedia and Interactions

18.6. Display Advertising, Rich Media and Viral Publicity 

18.6.1. Media, Formats and Supports
18.6.2. The Conversion Cycle
18.6.3. Buzz Marketing and WOM

18.7. Mobile Marketing, Geo-localization and Internet TV 

18.7.1. New Mobile Marketing Applications
18.7.2. Geo-localization
18.7.3. Applications which Integrate Websites, Geotagging and Mobiles

18.8. Advertising Effectiveness 

18.8.1. Research Techniques and Tracking Campaigns
18.8.2. Coverage and Effective Frequency Analysis
18.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 19. Customer Relationship Management

19.1. CRM and Relational Marketing 

19.1.1. Business Philosophy or Strategic Orientation
19.1.2. Customer Identification and Differentiation
19.1.3. The Company and its Stakeholders
19.1.4. Clienting 

19.2. Database Marketing and Customer Relationship Management

19.2.1. Database Marketing Applications
19.2.2. Laws and Regulations
19.2.3. Information Sources, Storage, and Processing

19.3. Consumer Psychology and Behavior

19.3.1. The Study of Consumer Behavior
19.3.2. Internal and External Consumer Factors
19.3.3. Consumer Decision Process
19.3.4. Consumerism, Society, Marketing, and Ethics 

19.4. Consumer Centric Marketing 

19.4.1. Segmentation
19.4.2. Profitability Analysis
19.4.3. Customer Loyalty Strategies

19.5. CRM Management Techniques 

19.5.1. Direct Marketing
19.5.2. Multichannel Integration
19.5.3. Viral Marketing

19.6. Advantages and Risks of Implementing CRM

19.6.1. CRM, Sales and Costs
19.6.2. Customer Satisfaction and Loyalty
19.6.3. Technology Implementation
19.6.4. Strategic and Management Errors

Module 20. Communication Strategy in the Digital World

20.1. Web 2.0 or the Social Web 

20.1.1. Organization in the Age of Conversation
20.1.2. Web 2.0 Is All About People
20.1.3. Digital Environment and New Communication Formats

20.2. Digital Communication and Reputation

20.2.1. Online Reputation Report
20.2.2. Netiquette and Good Practices on Social Media
20.2.3. Branding and Networking 2.0

20.3. Designing and Planning an Online Reputation Plan

20.3.1. Overview of the Main Social Media in Spain
20.3.2. Brand Reputation Plan
20.3.3. General metrics, ROI, and Social CRM
20.3.4. Online Crisis and Reputational SEO

20.4. General, Professional, and Microblogging Platforms 

20.4.1. Facebook
20.4.2. LinkedIn
20.4.3. Google+ 
20.4.4. Twitter

20.5. Video, Image, and Mobility Platforms 

20.5.1. YouTube
20.5.2. Instagram
20.5.3. Flickr
20.5.4. Vimeo 
20.5.5. Pinterest

20.6. Content and Storytelling Strategy 

20.6.1. Corporate Blogging
20.6.2. Content Marketing Strategy
20.6.3. Creating a Content Plan
20.6.4. Content Curation Strategy

20.7. Social Media Strategies 

20.7.1. Corporate PR and Social Media
20.7.2. Defining the Strategy to Be Followed in Each Medium
20.7.3. Analysis and Evaluation of Results

20.8. Community Management 

20.8.1. Functions, Duties, and Responsibilities of the Community Manager
20.8.2. Social Media Manager
20.8.3. Social Media Strategist

20.9. Social Media Plan 

20.9.1. Designing a Social Media Plan
20.9.2. Schedule, Budget, Expectations, and Monitoring
20.9.3. Contingency Protocol in Case of Crisis

20.10. Online Monitoring Tools 

20.10.1. Management Tools and Desktop Applications
20.10.2. Monitoring and Research Tools

A comprehensive specialized program that will take you through the necessary training to compete with the best in your profession”