With this 100% online MBA, you will design the most effective Digital Marketing strategies and increase brand performance” 

Digital Marketing can generate exponential growth in emerging companies, increase customer loyalty through content and engagement strategies, or even position brands globally. In this sense, its ability to interpret trends, anticipate market changes and combine creativity with data analysis makes it a fundamental pillar for business success in the digital era. Therefore, it is essential that experts incorporate into their practice the most innovative strategies to increase the presence and performance of brands in the online environment. 

With this idea in mind, TECH launches a cutting-edge Professional master’s degree MBA in Digital Marketing has been designed to train leaders capable of driving business growth through innovative strategies. This university program equips students with the essential skills to increase profitability, optimize audience segmentation and reduce customer acquisition costs. It also enables students to master the design of highly personalized campaigns through the use of artificial intelligence and data analysis, key tools for predicting consumer behavior and strengthening strategic decision making. 

The curriculum delves into general aspects of Digital Marketing applied to business and, subsequently, develops specific modules focused on strategic brand management, digital advertising, data analysis and e-commerce. Through these contents, graduates make data-driven decisions to maximize profitability, thus strengthening their profile in a highly competitive market. 
In addition, this program has a 100% online methodology, which allows students flexibility. Access to the syllabus is available 24 hours a day, 7 days a week, from any device with an Internet connection, with the possibility of downloading the contents for offline study.

You will lead multidisciplinary teams, managing Digital Marketing projects from planning to execution” 

This Professional master’s degree MBA in Digital Marketing contains the most complete and up-to-date educational program on the market. Its most notable features are:

• Practical cases presented by experts in Digital Marketing
• The graphic, schematic and eminently practical content of the book provides scientific and practical information on those disciplines that are essential for professional practice 
• Practical exercises where the process of self-assessment can be used to improve learning 
• Its special emphasis on innovative methodologies 
• 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 adapt Digital Marketing strategies to different international markets, taking into account cultural, economic and social factors” 

It includes in its teaching staff professionals belonging to the field of Digital Marketing, who pour into this program the experience of their work, in addition to recognized specialists from reference 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 be able to optimize online stores, improving the user experience and increasing the conversion rate"

TECH gives you the opportunity to study at your own pace while becoming the most competitive professional in the digital market"

This academic itinerary addresses the general concepts of business management, leadership and marketing strategies, while, as the program progresses, it delves into specific techniques such as social media advertising, SEO, SEM, web analytics and electronics. Students will learn to create and execute effective digital strategies, optimize campaigns through data analytics and lead digital transformation within organizations. In addition, they will be trained in online marketing project management, content personalization and the use of artificial intelligence to improve customer experience. 

You will handle Marketing and Sales tools to maximize revenue through e-commerce platforms” 

Module 1. Digital Marketing and E-Commerce 

1.1. Digital Marketing and E-Commerce 

1.1.1. The Digital Economy and the Sharing Economy 
1.1.2. Trends and Social Changes in Consumers 
1.1.3. Digital Transformation of Traditional Companies 
1.1.4. The Roles of the Chief Digital Officer 

1.2. Digital Strategy 

1.2.1. Segmentation and Positioning in the Competitive Context 
1.2.2. New Marketing Strategies for Products and Services 
1.2.3. From Innovation to Cash Flow 

1.3. Technology Strategy 

1.3.1. Basic Concepts of Web Development 
1.3.2. Hosting and Cloud Computing 
1.3.3. Content Management Systems (CMS) 
1.3.4. Formats and Digital Media 
1.3.5. Technological e-Commerce Platforms 

1.4. Digital Regulation 

1.4.1. Privacy Policy and Personal Data Protection Act 
1.4.2. Fake Profiles and Fake Followers 
1.4.3. Legal Aspects of Marketing, Advertising, and Digital Content 

1.5. Online Market Research 

1.5.1. Quantitative Research Tools in Online Markets 
1.5.2. Dynamic Qualitative Customer Research Tools 

1.6. Online Agencies, Media and Channels 

1.6.1. Integral, Creative and Online Agencies 
1.6.2. Traditional and New Media 
1.6.3. Online Channels 
1.6.4. Other Digital Players 

Module 2. Digital Marketing Strategy 

2.1. Managing Digital Business 

2.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media 
2.1.2. Design and Creation of a Digital Marketing Plan 
2.1.3. Digital Media Planning and Contracting 
2.1.4. ROI Analysis in a Digital Marketing Plan 

2.2. Digital Marketing to Reinforce a Brand 

2.2.1. Branded Content and Storytelling 
2.2.2. Hypersegmentation 
2.2.3. Videomarketing 
2.2.4. Social Sales 

2.3. Defining the Digital Marketing Strategy 

2.3.1. Closed Loop Marketing 
2.3.2. Continuous Loop Marketing 
2.3.3. Multichannel Marketing 

2.4. Digital Marketing to Attract and Retain Customers 

2.4.1. Hypersegmentation and Micro-Localization 
2.4.2. Loyalty and Engagement Strategies using the Internet 
2.4.3. Visitor Relationship Management 

2.5. Digital Marketing Trends 

2.5.1. Remarketing 
2.5.2. Digital Neuromarketing 
2.5.3. Avatar Marketing 
2.5.4. Bluecasting 

2.6. Managing Digital Campaigns 

2.6.1. Display Advertising and Rich Media 
2.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns 
2.6.3. Advertising on Digital Television 

2.7. Online Marketing Plan 

2.7.1. Online Research 
2.7.2. Creating an Online Marketing Plan 
2.7.3. Configuration and Activation 
2.7.4. Launch and Management 

2.8. Blended Marketing 

2.8.1. Integrating On and Off Actions 
2.8.2. Personalize and Segment 
2.8.3. Improve the User Experience 

Module 3. Inbound Marketing 

3.1. The Definition of Inbound Marketing 

3.1.1. Effective Inbound Marketing 
3.1.2. The Benefits of Inbound Marketing 
3.1.3. Measuring the Success of Inbound Marketing 

3.2. Target Research 

3.2.1. Consumer Intent Modeling and Buyer Personas 
3.2.2. Customer Journey Mapping 
3.2.3. Content Strategy 

3.3. Content Optimization 

3.3.1. Content Optimization for Search Engines 
3.3.2. Recycling and Content Improvement 

3.4. Content Creation 

3.4.1. User and Brand Generated Content 
3.4.2. Opportunity Blogging 
3.4.3. Video and Other Formats 

3.5. Content Dynamization 

3.5.1. Influencers 
3.5.2. Blogger Outreach 
3.5.3. Paid Content Seeding 

3.6. Conversion 

3.6.1. Lead Capturing and CRO 
3.6.2. Lead Nurturing and Marketing Automation 

Module 4. Entrepreneurship 

4.1. Innovation Methodology and Knowledge Society 

4.1.1. Design Thinking 
4.1.2. The Blue Ocean Strategy 
4.1.3. Collaborative Innovation 
4.1.4. Open Innovation 

4.2. Strategic Innovation Intelligence 

4.2.1. Technology Monitoring 
4.2.2. Technology Foresight 
4.2.3. Coolhunting 

4.3. Entrepreneurship and Innovation 

4.3.1. Strategies to Search for Business Opportunities 
4.3.2. Assessing the Feasibility of New Projects 
4.3.3. Innovation Management Systems 
4.3.4. Entrepreneur Soft Skills 

4.4. Project Management 

4.4.1. Agile Development 
4.4.2. Lean Management in Startups 
4.4.3. Project Tracking and Project Steering 

4.5. Business Plan 

4.5.1. Business Plan in the Digital Era 
4.5.2. Value Proposition Model 

4.6. Financing Startups

4.6.1. Seed Phase: Financial Funds and Subsidies 
4.6.2. Startup Phase: Business Angels 
4.6.3. Growth Phase: Venture Capital 
4.6.4. Consolidation Phase: IPO 

Module 5. Performance Marketing 

5.1. Permission Marketing 

5.1.1. How to Obtain a Users Permission? 
5.1.2. Personalizing the Message 
5.1.3. Mail Confirmation or Double Opt-In. 

5.2. Strategy and Performance Techniques 

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

5.3. Programmatic Marketing and RTB 

5.3.1. RTB: Real-Time Planning and Purchasing 
5.3.2. Programmatic Purchasing Ecosystem 
5.3.3. How to Integrate RTB into the Media Mix 
5.3.4. Keys to RTB on Different Devices 

5.4. Affiliate Campaign Development 

5.4.1. Agencies and Affiliate Programs 
5.4.2. Postview 
5.4.3. Defining Affiliate Programs 

5.5. Launching an Affiliate Program 

5.5.1. Affiliation and Direct Affiliation Networks 
5.5.2. Results Analysis and Monitoring 
5.5.3. Fraud Control 

5.6. Developing E-Mail Campaigns 

5.6.1. Designing E-Mail Marketing Campaigns 
5.6.2. E-mail Marketing 
5.6.3. Lists of Subscribers, Leads, and Customers 

5.7. E-Mail Marketing Tools and Resources 

5.7.1. Acumbamail 
5.7.2. Mailchimp 
5.7.3. Templates 
5.7.4. Inbox Inspection 

5.8. Online Writing for E-Mail Marketing Campaigns 

5.8.1. How to Create Good Headlines 
5.8.2. Writing Content for Newsletters 
5.8.3. Calls to Action in Newsletters 

5.9. Display and Campaign Optimization 

5.9.1. Advertising, Persuasive Communication 
5.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging 
5.9.3. Affiliation 
5.9.4. Campaign Preparation 

5.10. E-Mail Marketing Metrics 

5.10.1. List Metrics 
5.10.2. Newsletter Delivery Metrics 
5.10.3. Conversion Metrics 

Module 6. Search Engine Marketing and Search Engine Optimization (SEO) 

6.1. How Search Engines Work 

6.1.1. Indicators and Indexes 
6.1.2. Algorithms 
6.1.3. SEO and Corporate Branding 

6.2. Fundamental Variables of SEO 

6.2.1. Indexability 
6.2.2. Content 
6.2.3. Popularity 

6.3. SEO Analysis 

6.3.1. Determining KPIs 
6.3.2. Generating Scripts and Alerts 
6.3.3. Optimization of Images, Videos and Other Elements 

6.4. Linkbuilding 

6.4.1. Ways of Carrying Out Effective Linkbuilding 
6.4.2. Link Baiting 
6.4.3. Link Audits 
6.4.4. Penalties 

6.5. App Store Optimization 

6.5.1. App Indexing 
6.5.2. App Visibility on Search Engines 
6.5.3. Measuring the Visibility of Search Engine Apps 

6.6. Technical SEO 

6.6.1. Web Performance Optimization 
6.6.2. Real Time and Content 
6.6.3. Relevant Tagging and Headers 
6.6.4. Advanced WPO Techniques 

6.7. SEO and e-Commerce 

6.7.1. Conversion Rate Optimization 
6.7.2. Google Search Console 
6.7.3. Social Proof and Viralization 
6.7.4. Navigation and Indexability 

6.8. Integration in an Online Marketing Plan 

6.8.1. Metrics and Impact 
6.8.2. Web Analytics 
6.8.3. Other Monitoring Tools 

Module 7. Search Engine Marketing (SEM) 

7.1. Keyword Hunting for SEM 

7.1.1. Adwords Keyword Tool 
7.1.2. Google Suggest 
7.1.3. Insights for Search 
7.1.4. GoogleTrends 

7.2. SEM and Google Ads 

7.2.1. Google Shopping 
7.2.2. Google Display Network 
7.2.3. Google Ads Mobile 
7.2.4. YouTube Advertising 

7.3. Google Products

7.3.1. Google Products Integrated in Adwords 
7.3.2. Product Extensions vs. Product Ads 
7.3.3. Google Shopping and Local 
7.3.4. Google Merchant 

7.4. Pay-Per-Click and SEM 

7.4.1. Search and Display. 
7.4.2. Creating PPC Campaigns 
7.4.3. Tracking Conversions 

7.5. Facebook Ads 

7.5.1. PPC/PPF (Pay-Per-Fan) Adverts 
7.5.2. Creating Facebook Ads 
7.5.3. Facebook Power Editor 
7.5.4. Campaign Optimization 

7.6. Other PPC Platforms 

7.6.1. Twitter Ads 
7.6.2. LinkedIn 
7.6.3. Baldu 
7.6.4. Yandex 

7.7. Strategy in SEM 

7.7.1. Quality Score 
7.7.2. CPC Bidding 
7.7.3. Site Links 

7.8. Measurement in SEM 

7.8.1. KPIs 
7.8.2. Impressions, Clicks, Conversions 
7.8.3. Revenue, ROI, CPA 

Module 8. Conversion Optimization 

8.1. Introduction to Conversion Rate Optimization 

8.3.1. Purchase Cycle and Elements of Online Behavior 
8.3.2. Fundamentals of Neuromarketing 
8.3.3. Usability vs. Persuasion 

8.2. CRO Methodology 

8.2.1. Scientific Method 
8.2.2. Conversion Pyramid 
8.2.3. The CRO Process 

8.3. Web Analytics and CRO 

8.3.1. Qualitative Analysis 
8.3.2. Behavior Analysis 
8.3.3. Business and User Objectives 

8.4. User Experience and Conversion Rate Optimization 

8.4.1. Lean and User Experience 
8.4.2. Wireframing 
8.4.3. Persuasive Copy 

8.5. CRO and Psychology 

8.5.1. Neuromarketing 
8.5.2. Web Design and Neuromarketing 
8.5.3. Learning, Memory, and Emotions 

8.6. Behavioral Economics 

8.6.1. Decision Factors 
8.6.2. Motivation and Anchoring 
8.6.3. The Role of the Unconscious 

8.7. Experimentation in CRO 

8.7.1. A/B vs. Multivariates 
8.7.2. Testing Tools 
8.7.3. Implementation and Execution 

8.8. CRO in E-Commerce 

8.8.1. E-Commerce and CRO 
8.8.2. The E-Commerce Funnel 
8.8.3. Processes to Optimize 

Module 9. Social Media and Community Management 

9.1. Web 2.0 or the Social Web 

9.1.1. Organization in the Age of Conversation 
9.1.2. Web 2.0 Is All About People 
9.1.3. New Environments, New Content 

9.2. Digital Communication and Reputation 

9.2.1. Crisis Management and Online Corporate Reputation 
9.2.2. Online Reputation Report 
9.2.3. Etiquette and Good Practices on Social Networks 
9.2.4. Branding and Networking 2.0. 

9.3. General, Professional and Microblogging Platforms 

9.3.1. Facebook 
9.3.2. LinkedIn 
9.3.4. Twitter 

9.4. Video, Image and Mobility Platforms 

9.4.1. YouTube 
9.4.2. Instagram 
9.4.3. Flickr 
9.4.4. Vimeo 
9.4.5. Pinterest 

9.5. Corporate Blogging 

9.5.1. How to Create a Blog 
9.5.2. Content Marketing Strategy 
9.5.3. How to Create a Content Plan for Your Blog 
9.5.4. Content Curation Strategy 

9.6. Social Media Strategies 

9.6.1. Corporate Communication Plan 2.0 
9.6.2. Corporate PR and Social Media 
9.6.3. Analysis and Evaluation of Results 

9.7. Community Management 

9.7.1. Functions, Duties and Responsibilities of the Community Manager 
9.7.2. Social Media Manager 
9.7.3. Social Media Strategist 

9.8. Social Media Plan 

9.8.1. Designing a Social Media Plan 
9.8.2. Defining the Strategy to Be Followed in Each Medium 
9.8.3. Contingency Protocol in Case of Crisis 

Module 10. Design, Usability and User Experience 

10.1. UX Design 

10.1.1. Information Architecture 
10.1.2. SEO and Analytics for UX 
10.1.3. Landing Pages 

10.2. Technical Terms in UX Design 

10.2.1. Wireframe and Components 
10.2.2. Interaction Pattern and Navigation Flow 
10.2.3. User Profile 
10.2.4. Process and Process Funnel 

10.3. Research 

10.3.1. Research in Interface Design Projects 
10.3.2. Qualitative and Quantitative Approach 
10.3.3. Announce the Results of the Research 

10.4. Digital Design 

10.4.1. Digital Prototype 
10.4.2. Axure and Responsive 
10.4.3. Interaction Design and Visual Design 

10.5. User Experience 

10.5.1. User Focused Design Methodology 
10.5.2. User Research Techniques 
10.5.3. Involve the Customer in the Process 
10.5.4. Shopping Experience Management 

10.6. Designing the User Experience Strategy 

10.6.1. Content Trees 
10.6.2. High-Fidelity Wireframes 
10.6.3. Component Maps 
10.6.4. Usability Guides 

10.7. Usability Evaluation 

10.7.1. Usability Evaluation Techniques 
10.7.2. Data Visualization 
10.7.3. Presenting Data 

10.8. Customer Value and Customer Experience Management 

10.8.1. Use of Narratives and Storytelling 
10.8.2. Comarketing as a Strategy 
10.8.3. Content Marketing Management 
10.8.4. The ROI of Customer Experience Management 

Module 11. Mobile e-Commerce 

11.1. Mobile Marketing 

11.1.1. New Consumption and Mobility Habits 
11.1.2. The SoLoMo Model 
11.1.3. The 4 Ps of the Marketing Mix in Mobility 

11.2. Mobile Technology 

11.2.1. Mobile Operators 
11.2.2. Mobile Devices and Operating Systems 
11.2.3. Mobile Applications and WebApps 
11.2.4. Sensors and Integration with the Physical World 

11.3. Trends in Mobile Marketing 

11.3.1. Mobile Publishing 
11.3.2. Advergaming and Gamification 
11.3.3. Mobile Geolocalization 
11.3.4. Augmented Reality 

11.4. Mobile User Behavior 

11.4.1. New Search Habits on Mobile Devices 
11.4.2. Multi-Screen 
11.4.3. Mobile as a Purchasing Driver 
11.4.4. ASO, Mobile User Acquisition and Loyalty 

11.5. User Interface and Shopping Experience 

11.5.1. Rules and Platforms m-Commerce 
11.5.2. Omnichannel 
11.5.3. Mobile & Proximity Marketing 
11.5.4. Gap between Consumer and Advertiser 
11.5.5. Mobile Commerce Content Managers 

11.6. Apps and Purchases 

11.6.1. Designing Mobile Commerce Apps 
11.6.2. App Stores 
11.6.3. App Marketing for Customer Loyalty 
11.6.4. App Marketing for e-Commerce 

11.7. Mobile Payments 

11.7.1. Value Chain and Business Models of Mobile Payment Methods 
11.7.2. Keys to Improve UX in Mobile Payment 
11.7.3. Positioning Strategies in the Mobile Payments Market 
11.7.4. Fraud Management 

11.8. Mobile Analytics 

11.8.1. Mobile Measurement and Analysis Methodologies 
11.8.2. Mobile Metrics: Main KPIs 
11.8.3. Profitability Analysis 
11.8.4. Mobile Analytics 

11.9. Mobile Commerce 

11.9.1. Services 
11.9.2. Applications 
11.9.3. Mobile Social Shopping 

11.10. Mobile Social Media Applications 

11.10.1. Integrating Cell Phones into Social Networks 
11.10.2. Mobility, Relationship, Ubiquity and Publicity 
11.10.3. Facebook Places 
11.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping 

Module 12. Web Analytics and Marketing Analytics 

12.1. Web Analysis 

12.1.1. The Fundamentals of Web Analytics 
12.1.2. Classic Media vs. Digital Media 
12.1.3. The Web Analyst's Basic Methodology 

12.2. Google Analytics 

12.2.1. Configuring an Account 
12.2.2. Javascript Tracking API 
12.2.3. Customized Reports and Segments 

12.3. Qualitative Analysis 

12.3.1. Research Techniques Applied in Web Analytics 
12.3.2. Customer Journey 
12.3.3. Purchase Funnel 

12.4. Digital Metrics 

12.4.1. Basic Metrics 
12.4.2. Ratios 
12.4.3. Setting Objectives and KPIs 

12.5. Acquisition and Marketing Analytics 

12.5.1. ROI 
12.5.2. ROAS 
12.5.3. CLV 

12.6. Strategy Analysis Areas 

12.6.1. Web Traffic Acquisition 
12.6.2. Activation 
12.6.3. Conversion 
12.6.4. Loyalty 

12.7. Data Science and Big Data 

12.7.1. Business Intelligence 
12.7.2. Methodology and Analysis of Large Volumes of Data 
12.7.3. Data Extraction, Processing and Loading 

12.8. Application Programming Interface (API) 

12.8.1. APIs and Google Analytics 
12.8.2. Query Explorer 
12.8.3. Supermetrics Functions 

12.9. Data Visualization 

12.9.1. Viewing and Interpreting Dashboards 
12.9.2. Converting Data into a Value 
12.9.3. Integrating Sources 
12.9.4. Presenting Reports 

12.10. Web Analytics Tools 

12.10.1. Technological Basis of WA Tool 
12.10.2. Logs and Tags 
12.10.3. Basic and Ad-hoc Labeling 

Module 13. Data Science and Big Data 

13.1. Data Science and Big Data 

13.1.1. Impact of Big Data and Data Science on Business Strategy 
13.1.2. Introduction to Command Line 
13.1.3. Data Science Problems and Solutions 

13.2. Data Hacking Languages 

13.2.1. SQL Databases 
13.2.2. Introduction to Python 
13.2.3. R Programming 

13.3. Statistics 

13.3.1. Introduction to Statistics 
13.3.2. Linear and Logistic Regression 
13.3.3. PCA and Clustering 

13.4. Machine Learning 

13.4.1. Model Selection and Regularization 
13.4.2. Random Trees and Forests 
13.4.3. Processing Natural Language 

13.5. Big Data 

13.5.1. Hadoop 
13.5.2. Spark 
13.5.3. Collaborative Recommendation and Filtering Systems 

13.6. Data Science Success Stories 

13.6.1. Customer Segmentation Using the RFM Model 
13.6.2. Experiment Design Application 
13.6.3. Supply Chain Value: Forecasting 
13.6.4. Business Intelligence 

13.7. Hybrid Architectures in Big Data 

13.7.1. Lambda Architecture 
13.7.2. Kappa Architecture 
13.7.3. Apache Flink and Practical Implementations 
13.7.4. Amazon Web Services 

13.8. Big Data in the Cloud 

13.8.1. AWS: Kinesis 
13.8.2. AWS: DynamosDB 
13.8.3. Google Cloud Computing 
13.8.4. Google BigQuery 

Module 14. e-Commerce and Shopify 

14.1. Digital e-Commerce Management 

14.1.1. New e-Commerce Business Models 
14.1.2. Planning and Developing an e-Commerce Strategic Plan 
14.1.3. Technological Structure in e-Commerce 

14.2. E-Commerce Operations and Logistics E-Commerce 

14.2.1. How to Manage Fulfillment 
14.2.2. Digital Point-of-Sale Management 
14.2.3. Contact Center Management 
14.2.4. Automation in Management and Monitoring Processes 

14.3. Implementing e-Commerce Techniques 

14.3.1. Social Media and Integration in the E-Commerce Plan 
14.3.2. Multichannel Strategy 
14.3.3. Personalizing Dashboards 

14.4. Digital Pricing 

14.4.1. Online Payment Methods and Payment Gateways 
14.4.2. Electronic Promotions 
14.4.3. Digital Price Timing 
14.4.4. e-Auctions 

14.5. From e-Commerce to m-Commerce and s-Commerce 

14.5.1. e-Marketplace Business Models 
14.5.2. s-Commerce and Brand Experience 
14.5.3. Purchase via Mobile Devices 

14.6. Customer Intelligence: from e-CRM to s-CRM 

14.6.1. Integrating the Consumer in the Value Chain 
14.6.2. Online Research and Loyalty Techniques 
14.6.3. Planning a Customer Relationship Management Strategy 

14.7. Digital Marketing Trade 

14.7.1. Cross Merchandising 
14.7.2. Designing and Managing Facebook Ads Campaigns 
14.7.3. Designing and Managing Google Ad Campaigns 

14.8. Online Marketing for e-Commerce 

14.8.1. Inbound Marketing. 
14.8.2. Display and Programmatic Purchasing 
14.8.3. Communication Plan 

Module 15. Leadership, Ethics and Social Responsibility in Companies 

15.1. Globalization and Governance 

15.1.1. Governance and Corporate Governance
15.1.2. The Fundamentals of Corporate Governance in Companies
15.1.3. The Role of the Board of Directors in the Corporate Governance Framework 

15.2. Leadership

15.2.1. Leadership. A Conceptual Approach
15.2.2. Leadership in Companies
15.2.3. The Importance of Leaders in Business Management 

15.3. Cross Cultural Management 

15.3.1. Cross Cultural Management Concept 
15.3.2. Contributions to Knowledge of National Cultures
15.3.3. Diversity Management 

15.4. Management and Leadership Development 

15.4.1. Concept of Management Development
15.4.2. Concept of Leadership
15.4.3. Leadership Theories
15.4.4. Leadership Styles
15.4.5. Intelligence in Leadership
15.4.6. The Challenges of Today's Leader 

15.5. Business Ethics 

15.5.1. Ethics and Morality
15.5.2. Business Ethics
15.5.3. Leadership and Ethics in Companies 

15.6. Sustainability

15.6.1. Sustainability and Sustainable Development
15.6.2. The 2030 Agenda
15.6.3. Sustainable Companies 

15.7. Corporate Social Responsibility 

15.7.1. International Dimensions of Corporate Social Responsibility 
15.7.2. Implementing Corporate Social Responsibility 
15.7.3. The Impact and Measurement of Corporate Social Responsibility

15.8. Responsible Management Systems and Tools 

15.8.1. CSR: Corporate Social Responsibility
15.8.2. Essential Aspects for Implementing a Responsible Management Strategy
15.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
15.8.4. CSR Tools and Standards 

15.9. Multinationals and Human Rights 

15.9.1. Globalization, Multinational Corporations and Human Rights 
15.9.2. Multinational Corporations and International Law
15.9.3. Legal Instruments for Multinationals in the Area of Human Rights

15.10. Legal Environment and Corporate Governance 

15.10.1. International Rules on Importation and Exportation 
15.10.2. Intellectual and Industrial Property
15.10.3. International Labor Law 

Module 16. People and Talent Management 

16.1. Strategic People Management 

16.1.1. Strategic Human Resources Management
16.1.2. Strategic People Management 

16.2. Human Resources Management by Competencies 

16.2.1. Analysis of the Potential
16.2.2. Remuneration Policy
16.2.3. Career/Succession Planning 

16.3. Performance Evaluation and Performance Management 

16.3.1. Performance Management
16.3.2. Performance Management: Objectives and Process 

16.4. Innovation in Talent and People Management 

16.4.1. Strategic Talent Management Models
16.4.2. Talent Identification, Training and Development
16.4.3. Loyalty and Retention 
16.4.4. Proactivity and Innovation 

16.5. Motivation 

16.5.1. The Nature of Motivation 
16.5.2. Expectations Theory
16.5.3. Needs Theory
16.5.4. Motivation and Financial Compensation 

16.6. Developing High-Performance Teams 

16.6.1. High-Performance Teams: Self-Managed Teams 
16.6.2. Methodologies for the Management of High-Performance Self-Managed Teams 

16.7. Change Management 

16.7.1. Change Management
16.7.2. Type of Change Management Processes
16.7.3. Stages or Phases in the Change Management Process 

16.8. Negotiation and Conflict Management 

16.8.1. Negotiation 
16.8.2. Conflict Management 
16.8.3. Crisis Management 

16.9. Executive Communication 

16.9.1. Internal and External Communication in the Corporate Environment 
16.9.2. Communication Departments 
16.9.3. The Person in Charge of Communication of the Company. The Profile of the Dircom 

16.10. Productivity, Attraction, Retention and Activation of Talent 

16.10.1. Productivity 
16.10.2. Talent Attraction and Retention Levers 

Module 17. Economic and Financial Management 

17.1. Economic Environment

17.1.1. Macroeconomic Environment and the National Financial System
17.1.2. Financial Institutions
17.1.3. Financial Markets
17.1.4. Financial Assets
17.1.5. Other Financial Sector Entities

17.2. Executive Accounting

17.2.1. Basic Concepts 
17.2.2. The Company's Assets 
17.2.3. The Company's Liabilities 
17.2.4. The Company's Net Worth 
17.2.5. The Income Statement 

17.3. Information Systems and Business Intelligence

17.3.1. Fundamentals and Classification
17.3.2. Cost Allocation Phases and Methods
17.3.3. Choice of Cost Center and Impact

17.4. Budget and Management Control

17.4.1. The Budget Model 
17.4.2. The Capital Budget
17.4.3. The Operating Budget 
17.4.5. Treasury Budget 
17.4.6. Budget Monitoring 

17.5. Financial Management

17.5.1. The Company's Financial Decisions 
17.5.2. Financial Department 
17.5.3. Cash Surpluses 
17.5.4. Risks Associated with Financial Management 
17.5.5. Financial Administration Risk Management 

17.6. Financial Planning

17.6.1. Definition of Financial Planning 
17.6.2. Actions to Be Taken in Financial Planning 
17.6.3. Creation and Establishment of the Business Strategy 
17.6.4. The Cash Flow Table
17.6.5. The Working Capital Table

17.7. Corporate Financial Strategy

17.7.1. Corporate Strategy and Sources of Financing 
17.7.2. Financial Products for Corporate Financing 

17.8. Strategic Financing

17.8.1. Self-Financing 
17.8.2. Increase in Equity 
17.8.3. Hybrid Resources 
17.8.4. Financing Through Intermediaries 

17.9. Financial Analysis and Planning

17.9.1. Analysis of the Balance Sheet
17.9.2. Analysis of the Income Statement
17.9.3. Profitability Analysis

17.10. Analyzing and Solving Cases/Problems

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

Module 18. Executive Management 

18.1. General Management 

18.1.1. The Concept of General Management 
18.1.2. The Role of the CEO
18.1.3. The CEO and Their Responsibilities
18.1.4. Transforming the Work of Management 

18.2. Manager Functions: Organizational Culture and Approaches 

18.2.1. Manager Functions: Organizational Culture and Approaches 

18.3. Operations Management 

18.3.1. The Importance of Management
18.3.2. Value Chain
18.3.3. Quality Management

18.4. Public Speaking and Spokesperson Education

18.4.1. Interpersonal Communication
18.4.2. Communication Skills and Influence
18.4.3. Communication Barriers

18.5. Personal and Organizational Communications Tools

18.5.1. Interpersonal Communication
18.5.2. Interpersonal Communication Tools 
18.5.3. Communication in the Organization
18.5.4. Tools in the Organization

18.6. Communication in Crisis Situations

18.6.1. Crisis
18.6.2. Phases of the Crisis
18.6.3. Messages: Contents and Moments

18.7. Preparation of a Crisis Plan

18.7.1. Analysis of Possible Problems
18.7.2. Planning
18.7.3. Adequacy of Personnel

18.8. Emotional Intelligence 

18.8.1. Emotional Intelligence and Communication
18.8.2. Assertiveness, Empathy and Active Listening
18.8.3. Self-Esteem and Emotional Communication

18.9. Personal Branding

18.9.1. Strategies for Personal Brand Development 
18.9.2. Personal Branding Laws
18.9.3. Tools for Creating Personal Brands

18.10. Leadership and Team Management

18.10.1. Leadership and Leadership Styles
18.10.2. Leader Capabilities and Challenges
18.10.3. Managing Change Processes
18.10.4. Managing Multicultural Teams 

With each module, you will develop key skills to be the professional who defines the most effective digital campaigns”