Take this Professional master’s degree from TECH and master the essentials of digital social communication to effectively enhance and maintain the reputations of large companies" 

Why Study at TECH?

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

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

At TECH Global University

Innovation

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

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

The Highest Standards

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

of TECH students successfully complete their studies

Networking

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

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

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

Multicultural Context

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

TECH students represent more than 200 different nationalities.  

Learn with the best

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

Teachers representing 20 different nationalities. 

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

Analysis

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

Academic Excellence

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

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

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

The Professional master’s degree in MBA in Digital Communication and Reputation Management (CMO, Chief Marketing Officer) comprises a complete program structured into ten modules, with content prepared by experts in the sector so that the student can learn about digital communication in a realistic way, exploring the functioning and influence of different communication channels and how to manage any crises that companies are exposed to. In this way, the professional will master all the aspects that structure communication, through high-quality content, thereby enhancing their profile in this competitive environment. 

You will have 24-hour access to the online syllabus so that you can study at the time that best suits your lifestyle” 

Syllabus

The Professional master’s degree in MBA in Digital Communication and Reputation Management (CMO, Chief Marketing Officer) from TECH Global University is an intensive program that prepares students to master digital communications in various formats and manage any related crises that may occur. 

The content of the Professional master’s degree is designed to promote the development of managerial skills that allow students to make decisions with greater rigor in uncertain environments, facing the business challenges that may arise in the field of communication. 

Thus, over 1,500 hours of study, students will analyze a multitude of practical cases via individual practice and teamwork. It is, therefore, an authentic immersion in real business situations, that will enhance their professional profile. 

The Professional master’s degree explores the theory of social communication and its fundamentals in the digital environment, with a global and up-to-date approach. A program of studies designed to educate business professionals and walk them through this sector from a strategic, international and innovative perspective. 

Therefore, this program is designed for students seeking professional development that allows them to achieve excellence in the digital environment, with innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty. 

This program takes place over 12 months and is divided into 10 modules: 

Module 1. Social Communication Theory
Module 2. Introduction to the Psychology of Communication
Module 3. Fundamentals of Communication in the Digital Environment
Module 4. Corporate Identity
Module 5. Public Opinion
Module 6. Structure of the Communication
Module 7. Written Communication
Module 8. Social Media Community Management 
Module 9. Lobbying and Persuasion
Module 10. Research in Digital Media

Where, When and How is it Taught?

TECH offers the possibility of developing this Digital Communications and Reputation Management completely online. Over the course of 12 months, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. Social Communication Theory 

1.1. The Art of Communicating 

1.1.1. Introduction: The Study of Communication as a Social Science 
1.1.2. Knowledge

1.1.2.1. Sources of Knowledge

1.1.3. The Scientific Method

1.1.3.1. The Deductive Method 
1.1.3.2. Inductive Method 
1.1.3.3. Hypothetical-Deductive Method

1.1.4. Common Concepts in Scientific Research

1.1.4.1. Dependent and Independent Variables 
1.1.4.2. Hypotheses 
1.1.4.3. Operationalization
1.1.4.4. The Law or Theory of Hedging

1.2. Elements of Communication 

1.2.1. Introduction 
1.2.2. Elements of Communication 
1.2.3. Empirical Research

1.2.3.1. Basic Versus Applied Research
1.2.3.2. Research Paradigms
1.2.3.3. Values in Research
1.2.3.4. The Unit of Analysis 
1.2.3.5. Cross-Sectional and Longitudinal Studies 

1.2.4. Define Communication 

1.3. Trends in Social Communication Research

1.3.1. Introduction. Communication in the Ancient World
1.3.2. Communication Theorists

1.3.2.1. Greece
1.3.2.2. The Sophists, Early Communication Theorists
1.3.2.3. Aristotelian Rhetoric
1.3.2.4. Cicero and the Canons of Rhetoric
1.3.2.5. Quintilian: The Oratorical Institution 

1.3.3. The Modern Period: The Theory of Argumentation

1.3.3.1. Anti-Rhetoric Humanism
1.3.3.2. Communication in Baroque
1.3.3.3. From the Enlightenment to Mass Society

1.3.4. The20th Century: The Rhetoric of the Mass Media

1.3.4.1. Media Communication

1.4. Communicative Behavior 

1.4.1. Introduction: The Communicative Process 
1.4.2. Communicative Behavior

1.4.2.1. Animal Ethology and the Study of Human Communication
1.4.2.2. The Biological Background of Communication
1.4.2.3. Intrapersonal Communication
1.4.2.4. Patterns of Communicative Behavior

1.4.3. The Study of Non-Verbal Communicative Behavior

1.4.3.1. The Movement of the Body as a Pattern of Communicative Action
1.4.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements

1.5. The Communicative Transaction 

1.5.1. Introduction: The Communicative Transaction 
1.5.2. Transactional Analysis

1.5.2.1. The Child Self
1.5.2.2. The Parent Self
1.5.2.3. The Adult Self 

1.5.3. Classification of Transactions 

1.6. Identity, Self-Concept and Communication 

1.6.1. Introduction 
1.6.2. Identity, Self-Concept and Communication

1.6.2.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities
1.6.2.2. The Strategy of Negative Emotions
1.6.2.3. The Strategy of Positive Emotions
1.6.2.4. The Strategy to Induce Emotions in Others
1.6.2.5. The Mutual Commitment Strategy
1.6.2.6. The Strategy of Pity or Understanding

1.6.3. The Presentation of Oneself in Everyday Rituals

1.6.3.1. Symbolic Interactionism 

1.6.4. Constructivism 
1.6.5. Self-Concept Motivated to Interact

1.6.5.1. The Theory of Reasoned Action

1.6.6. Conversational Pragmatics 

1.7. Communication in Groups and Organizations 

1.7.1. Introduction: The Communicative Process 
1.7.2. Communicative Behavior

1.7.2.1. Animal Ethology and the Study of Human Communication
1.7.2.2. The Biological Background of Communication
1.7.2.3. Intrapersonal Communication
1.7.2.4. Patterns of Communicative Behavior 

1.7.3. The Study of Non-Verbal Communicative Behavior

1.7.3.1. The Movement of the Body as a Pattern of Communicative Action
1.7.3.2. The Latent Content of Non-Verbal Communication: Deception in Body Movements

1.8. Media Communication I 

1.8.1. Introduction 
1.8.2. Media Communication 
1.8.3. Characteristics of the Media and its Messages

1.8.3.1. The Mass Media
1.8.3.2. Media Functions 

1.8.4. The Powerful Effects of the Mass Media

1.8.4.1. The Media Tell us What to Think and What not to Think 

1.9. Media Communication II 

1.9.1. Introduction 
1.9.2. The Hypodermic Theory 
1.9.3. The Limited Effects of the Media 
1.9.4. The Uses and Gratifications of Mass Communications

1.9.4.1. Theory of Uses and Gratifications
1.9.4.2. Origins and Principles
1.9.4.3. Objectives of the Theory of Uses and Gratifications
1.9.4.4. Expectations Theory

1.10. Media Communication III 

1.10.1. Introduction 
1.10.2. Computerized Communication and Virtual Reality

1.10.2.1. Computer-Mediated Communication: The Problem of its Theoretical Integration
1.10.2.2. Definitions of Computed Communication

1.10.3. Evolution of the Theory of Uses and Gratifications

1.10.3.1. Reinforcements of Media Dependency Theory 

1.10.4. Virtual Reality as an Emerging Area of Study

1.10.4.1. Psychological Immersion of the User

1.10.5. Telepresence

Module 2. Introduction to the Psychology of Communication

2.1. History of Psychology 

2.1.1. Introduction 
2.1.2. Beginning with the Study of Psychology 
2.1.3. Science in Evolution. Historical and Paradigmatic Changes 
2.1.4. Paradigms and Stages in Psychology 
2.1.5. Cognitive Science 

2.2. Social Psychology 

2.2.1. Introduction 
2.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology 
2.2.3. Empathy, Altruism and Helping Behavior 

2.3. Social Cognition 

2.3.1. Introduction 
2.3.2. Thinking and Knowing, Vital Necessities 
2.3.3. Social Cognition 
2.3.4. Organizing Information 
2.3.5. Prototypical or Categorical Thinking 
2.3.6. The Mistakes We Make in Thinking: Inferential Biases 
2.3.7. Automatic Information Processing 

2.4. Personality Psychology 

2.4.1. Introduction 
2.4.2. What is the Self? Identity and Personality 
2.4.3. Self-Awareness 
2.4.4. Self-Esteem 
2.4.5. Self-knowledge 
2.4.6. Interpersonal Variables in Personality Shaping
2.4.7. Macro-social Variables in the Configuration of Personality 
2.4.8. A New Perspective in the Study of Personality. Narrative Personality

2.5. Emotions 

2.5.1. Introduction 
2.5.2. What do we Talk about When we Get Excited? 
2.5.3. The Nature of Emotions

2.5.3.1. Emotion as Preparation for Action 

2.5.4. Emotions and Personality 
2.5.5. From another Perspective. Social Emotions 

2.6. Psychology of Communication. Persuasion and Attitude Change 

2.6.1. Introduction 
2.6.2. Attitudes 
2.6.3. Historical Models in the Study of Persuasive Communication 
2.6.4. The Probability of Elaboration Model 
2.6.5. Communication Processes through the Media

2.6.5.1. A Historical Perspective

2.7. The Sender 

2.7.1. Introduction 
2.7.2. The Source of Persuasive Communication 
2.7.3. Source Characteristics: Credibility 
2.7.4. Source Characteristics. The Appeal 
2.7.5. Emitter Characteristics: The Power 
2.7.6. Processes in Persuasive Communication Mechanisms Based on Primary Cognition 
2.7.7. New Processes in Communication Mechanisms Based on Secondary Cognition 

2.8. The Message 

2.8.1. Introduction 
2.8.2. We Begin by Studying the Composition of the Message 
2.8.3. Types of Messages: Rational vs. Emotional Messages 
2.8.4. Emotional Messaging and Communication: Fear Inducing Messages 

2.9. The Receiver 

2.9.1. Introduction 
2.9.2. The Role of the Recipient according to the Elaboration Probability Model 
2.9.3. Recipient Needs and Motives: Their Impact on Attitude Change 
2.9.4. Need for Esteem and Communication 

2.10. New Approaches to the Study of Communication 

2.10.1. Introduction 
2.10.2. Unconscious Processing of Information. Automatic Processes 
2.10.3. Measuring Automatic Processes in Communication
2.10.4. First Steps in the New Paradigms 
2.10.5. Theories of Dual Processing Systems 

2.10.5.1. Main Limitations of Dual Systems Theories

Module 3. Fundamentals of Communication in the Digital Environment

3.1. Web2.0 or the Social Web 

3.1.1. Organization in the Age of Conversation
3.1.2. Web2.0 is all about People
3.1.3. Digital Environment and New Communication Formats

3.2. Digital Communication and Reputation 

3.2.1. Online Reputation Report
3.2.2. Netiquette and Good Practices on Social Media
3.2.3. Branding and2.0 Networks

3.3. Online Reputation Plan Design and Planning 

3.3.1. Overview of the Main Social Media 
3.3.2. Brand Reputation Plan 
3.3.3. General metrics, ROI, and Social CRM 
3.3.4. Online Crisis and Reputational SEO 

3.4. Generalist, Professional and Microblogging Platforms 

3.4.1. Facebook
3.4.2. LinkedIn 
3.4.3. Google+
3.4.4. Twitter

3.5. Video, Image, and Mobility Platforms

3.5.1. YouTube 
3.5.2. Instagram
3.5.3. Flickr
3.5.4. Vimeo
3.5.5. Pinterest

3.6. Content Strategy and Storytelling 

3.6.1. Corporate Blogging
3.6.2. Content Marketing Strategy
3.6.3. Creating a Content Plan
3.6.4. Content Curation Strategy

3.7. Social Media Strategies 

3.7.1. Corporate PR and Social Media
3.7.2. Defining the Strategy to be Applied in Each Medium
3.7.3. Analysis and Evaluation of Results

3.8. Community Administration 

3.8.1. Roles, Tasks and Responsibilities of the Community Administration
3.8.2. Social Media Manager
3.8.3. Social Media Strategist

3.9. Social Media Plan 

3.9.1. Designing a Social Media Plan
3.9.2. Schedule, Budget, Expectations and Follow-up
3.9.3. Contingency Protocol in Case of Crisis

3.10. Online Monitoring Tools 

3.10.1. Management Tools and Desktop Applications
3.10.2. Monitoring and Research Tools

Module 4. Corporate Identity

4.1. The Importance of Image in Businesses 

4.1.1. What is Corporate Image? 
4.1.2. Differences between Corporate Identity and Corporate Image 
4.1.3. Where can the Corporate Image be Manifested?
4.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image? 

4.2. Research Techniques for Corporate Image 

4.2.1. Introduction 
4.2.2. The Study of the Company's Image 
4.2.3. Corporate Image Research Techniques 
4.2.4. Qualitative Image Study Techniques 
4.2.5. Types of Quantitative Techniques 

4.3. Image Audit and Strategy 

4.3.1. What is Image Audit?
4.3.2. Guidelines 
4.3.3. Audit Methodology 
4.3.4. Strategic Planning 

4.4. Corporate Culture 

4.4.1. What is Corporate Culture? 
4.4.2. Factors Involved in Corporate Culture 
4.4.3. Functions of Corporate Culture 
4.4.4. Types of Corporate Culture 

4.5. Corporate Social Responsibility and Corporate Reputation 

4.5.1. CSR: Concept and Application of the Company
4.5.2. Guidelines for Integrating CSR into Businesses
4.5.3. CSR Communication 
4.5.4. Corporate Reputation 

4.6. Corporate Visual Identity and Naming 

4.6.1. Corporate Visual Identity Strategies 
4.6.2. Basic Elements 
4.6.3. Basic Principles 
4.6.4. Preparation of the Manual 
4.6.5. Naming 

4.7. Brand Image and Positioning 

4.7.1. The Origins of Trademarks 
4.7.2. What is a Brand? 
4.7.3. The Need to Build a Brand 
4.7.4. Brand Image and Positioning 
4.7.5. The Value of Brands 

4.8. Image Management through Crisis Communication 

4.8.1. Strategic Communication Plan 
4.8.2. When it All Goes Wrong: Crisis Communication 
4.8.3. Cases 

4.9. The Influence of Promotions on Corporate Image 

4.9.1. The New Advertising Industry Landscape 
4.9.2. The Marketing Promotion 
4.9.3. Features 
4.9.4. Dangers 
4.9.5. Promotional Types and Techniques 

4.10. Distribution and Image of the Point of Sale 

4.10.1. The Main Players in Commercial Distribution 
4.10.2. The Image of Retail Distribution Companies through Positioning 
4.10.3. Through its Name and Logo 

Module 5. Public Opinion

5.1. The Concept of Public Opinion 

5.1.1. Introduction 
5.1.2. Definition 
5.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control 
5.1.4. Phases in the Growth of Public Opinion as a Discipline 
5.1.5. The20th Century 

5.2. Theoretical Framework of Public Opinion 

5.2.1. Introduction
5.2.2. Views on Public Opinion in the20th Century 
5.2.3. Twentieth Century Authors 
5.2.4. Walter Lippmann: The Biased Public Opinion 
5.2.5. Jürgen Habermas: the Political-Value Perspective
5.2.6. Niklas Luhmann: Public Opinion as a Communicative Form 

5.3. Social Psychology and Public Opinion 

5.3.1. Introduction 
5.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public 
5.3.3. The Name 
5.3.4. Conformism 

5.4. Media Influence Models 

5.4.1. Introduction 
5.4.2. Media Influence Models 
5.4.3. Types of Media Effects 
5.4.4. Research on Media Effects 
5.4.5. The Power of the Media 

5.5. Public Opinion and Political Communication

5.5.1. Introduction 
5.5.2. Electoral Political Communication. Propaganda
5.5.3. Government Political Communication 

5.6. Public Opinion and Elections 

5.6.1. Introduction 
5.6.2. Do Election Campaigns Influence Public Opinion?
5.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions 
5.6.4. Bandwagon and Underdog Effects 

5.7. Government and Public Opinion 

5.7.1. Introduction 
5.7.2. Representatives and their Constituents 
5.7.3. Political Parties and Public Opinion 
5.7.4. Public Policies as an Expression of the Government's Action 

5.8. The Political Intermediation of the Press

5.8.1. Introduction 
5.8.2. Journalists as Political Intermediaries 
5.8.3. Dysfunctions of Journalistic Intermediation 
5.8.4. Reliance on Journalists as Intermediaries 

5.9. Public Sphere and Emerging Models of Democracy 

5.9.1. Introduction 
5.9.2. The Public Sphere in the Information Society 
5.9.3. The Public Sphere in the Information Society 
5.9.4. Emerging Models of Democracy 

5.10. Methods and Techniques for Public Opinion Research 

5.10.1. Introduction 
5.10.2. Opinion Polls 
5.10.3. Types of Surveys 
5.10.4. Analysis 

Module 6. Structure of the Communication 

6.1. Theory, Concept and Method of the Communication Structure 

6.1.1. Introduction 
6.1.2. Autonomy of the Discipline and Relationships with other Subjects 
6.1.3. The Structuralist Method 
6.1.4. Definition and Purpose of the Communication Structure 
6.1.5. Guide to the Analysis of Communication Structure 

6.2. New International Communication Order 

6.2.1. Introduction 
6.2.2. State Control: Monopolies 
6.2.3. Communication Marketing 
6.2.4. Cultural Dimension of Communication 

6.3. Major Information Agencies 

6.3.1. Introduction 
6.3.2. What is an Information Agency?
6.3.3. News and Information 
6.3.4. Before the Internet 
6.3.5. News Agencies Can Be Seen Thanks to the Internet 
6.3.6. The World's Major Agencies 

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

6.4.1. Introduction 
6.4.2. Advertising Industry 
6.4.3. The Need of Advertising for the Media 
6.4.4. The Structure of the Advertising Industry 
6.4.5. The Media and its Relationship with the Advertising Industry 
6.4.6. Advertising Regulations and Ethics 

6.5. Cinema and the Culture and Leisure Market 

6.5.1. Introduction 
6.5.2. The Complex Nature of Cinema 
6.5.3. The Origin of the Industry 
6.5.4. Hollywood, the Film Capital of the World 

6.6. Political Power and the Media 

6.6.1. Introduction 
6.6.2. Influence of the Media in the Formation of Society 
6.6.3. Media and Political Power 

6.7. Media Concentration and Communication Policies 

6.7.1. Introduction 
6.7.2. Media Concentration 
6.7.3. Communication Policies 

6.8. Communication Structure in Latin America 

6.8.1. Introduction 
6.8.2. Communication Structure in Latin America 
6.8.3. New Trends 

6.9. Media System in Latin America and the Digitization of Journalism 

6.9.1. Introduction 
6.9.2. Historical Approach 
6.9.3. Bipolarity of the Latin American Media System 
6.9.4. U.S. Hispanic Media 

6.10. Digitalization and the Future of Journalism 

6.10.1. Introduction 
6.10.2. Digitalization and the New Media Structure 
6.10.3. The Structure of Communication in Democratic Countries 

Module 7. Written Communication

7.1. History of Communication 

7.1.1. Introduction 
7.1.2. Communication in Antiquity 
7.1.3. The Revolution of Communication 
7.1.4. Current Communication 

7.2. Oral and Written Communication 

7.2.1. Introduction 
7.2.2. The Text and its Linguistics 
7.2.3. The Text and its Properties: Coherence and Cohesion

7.2.3.1. Coherence
7.2.3.2. Cohesion
7.2.3.3. Recurrence 

7.3. Planning or Prewriting 

7.3.1. Introduction 
7.3.2. Writing Processes 
7.3.3. Planning 
7.3.4. Documentation 

7.4. The Act of Writing 

7.4.1. Introduction 
7.4.2. Style 
7.4.3. Lexicon 
7.4.4. Sentence 
7.4.5. Paragraph 

7.5. Rewriting 

7.5.1. Introduction 
7.5.2. The Review
7.5.3. How to Use the Computer to Improve the Text?

7.5.3.1. Dictionary 
7.5.3.2. Search/Change 
7.5.3.3. Synonyms 
7.5.3.4. Paragraph
7.5.3.5. Shades
7.5.3.6. Cut and Paste 
7.5.3.7. Change Control, Commenting and Version Comparison 

7.6. Spelling and Grammar Issues 

7.6.1. Introduction 
7.6.2. Most Common Accentuation Problems 
7.6.3. Capitalization 
7.6.4. Punctuation Marks 
7.6.5. Abbreviations and Acronyms 
7.6.6. Other Signs 
7.6.7. Some Problems 

7.7. Textual Models: The Description 

7.7.1. Introduction 
7.7.2. Definition 
7.7.3. Types of Description 
7.7.4. Description Types 
7.7.5. Techniques 
7.7.6. Linguistic Elements 

7.8. Textual Models: Narration 

7.8.1. Introduction 
7.8.2. Definition 
7.8.3. Features 
7.8.4. Components 
7.8.5. The Narrator 
7.8.6. Linguistic Elements 

7.9. Textual Models: The Exposition and the Epistolary Genre 

7.9.1. Introduction 
7.9.2. The Exposition 
7.9.3. The Epistolary Genre 
7.9.4. Components 

7.10. Textual Models: Argumentation 

7.10.1. Introduction 
7.10.2. Definition 
7.10.3. Elements and Structure of Argumentation 
7.10.4. Types of Arguments 
7.10.5. Fallacies 
7.10.6. Structure 
7.10.7. Linguistic Features 

7.11. Academic Writing 

7.11.1. Introduction 
7.11.2. Scientific Work 
7.11.3. Summary 
7.11.4. The Review 
7.11.5. The Trial 
7.11.6. Appointments 
7.11.7. Writing on the Internet 

Module 8. Social Media Community Management 

8.1. Introduction and Typology of Social Media

8.1.1. Social Media Against Traditional Media
8.1.2. What is a Social Network? 
8.1.3. Evolution of Social Networks on the Internet? 
8.1.4. Social Media Today
8.1.5. Features of Social Media on the Internet
8.1.6. Social Media Typology

8.2. Functions of the Community Manager

8.2.1. The Figure of the Community Manager and their Role in the Company
8.2.2. A Guide to the Community Manager
8.2.3. The Profile of the Community Manager

8.3. Social Media within the Structure of the Business

8.3.1. The Importance of Social Media in the Company
8.3.2. The Different Profiles that Work in Social Media
8.3.3. How to Choose the Best Structure for Social Media Management 
8.3.4. Customer Care on Social Media
8.3.5. Relationship of the Social Media Team with Other Departments in the Company

8.4. Introduction to Digital Marketing 

8.4.1. The Internet: Making Marketing Infinite
8.4.2. Objectives of Marketing on the Internet
8.4.3. Key Concepts on the Internet
8.4.4. Operative Marketing on the Web
8.4.5. Search Engine Positioning 
8.4.6. Social Media
8.4.7. Community Manager
8.4.8. E-Commerce

8.5. Social Media Strategic Plan and Social Media Plan

8.5.1. The Importance of Having a Social Media Plan Aligned with the Company's Strategic Plan
8.5.2. Previous Analysis
8.5.3. Objectives
8.5.4. Strategy
8.5.5. Actions
8.5.6. Budget
8.5.7. Schedules
8.5.8. Contingency Plan

8.6. Online Reputation
8.7. Main Social Media Outlets I

8.7.1. Facebook: Increase the Presence of Our Brand

8.7.1.1. Introduction: What is Facebook and How Can it Help Us?
8.7.1.2. Main Elements in the Professional Field
8.7.1.3. Content Promotion
8.7.1.4. Analytics

8.7.2. Twitter:140 Characters to Achieve the Objectives

8.7.2.1. Introduction: What is Twitter and How Can it Help Us? 
8.7.2.2. Main Elements
8.7.2.3. Content Promotion
8.7.2.4. Analytics

8.7.3. LinkedIn. The Professional Social Network for Excellence

8.7.3.1. Introduction: What is LinkedIn and How Can it Help Us? 
8.7.3.2. Main Elements
8.7.3.3. Content Promotion

8.8. Main Social Media Outlets II

8.8.1. YouTube: The Second Most Important Search Engine on the Internet
8.8.2. Main Elements
8.8.3. Advertising
8.8.4. YouTube Analytics
8.8.5. Success Stories
8.8.6. Instagram and Pinterest. The Power of Image
8.8.7. Instagram
8.8.8. Success Stories
8.8.9. Pinterest

8.9. Blogs and Personal Branding 

8.9.1. Definition 
8.9.2. Typology 

8.10. Tools for the Community Manager

8.10.1. Monitoring and Programming. Hootsuite
8.10.2. Specific Tools for Each Social Network
8.10.3. Active Listening Tools
8.10.4. URL Shortening Tools
8.10.5. Tools for the Generation of Content

Module 9. Lobbying and Persuasion

9.1. Introduction to Lobbying

9.1.1. What is a Lobby?
9.1.2. Background to Lobbying
9.1.3. Public Affairs Strategies

9.2. The Lobbyist

9.2.1. A Day in the Life of a Lobbyist
9.2.2.Lobbying, Vocation or Training
9.2.3. Ten Qualities of a Good Lobbyist

9.3. The Basics of Lobbying

9.3.1. Mobilization in Digital Environments
9.3.2. Clients
9.3.3. Lobbying and Internationalization 

9.4. Lobbying in Small Businesses

9.4.1. Association 
9.4.2. Approach 
9.4.3. Anticipation 
9.4.4. Activation 
9.4.5. Access 
9.4.6. Assessment 

9.5. Case Studies

9.5.1. Public-Private Collaboration: The Case of PPP Forum
9.5.2. A Success Story: Introduction to Hybrid Technology
9.5.3. "Varicella and Public Health" Case 

9.6. Lobbying Strategies

9.6.1. A View of Lobbying in the Pre-Legislative Administration
9.6.2. The Butterfly Effect
9.6.3. Light and Stenographers

9.7. Lobbying in The Media

9.7.1. Lobbying on the Internet and Social Media
9.7.2. Most Popular Social Media Used by Lobbyists 
9.7.3. Lobbies in Conventional Media 

9.8. Types of Groups 

9.8.1. Opinion Groups 
9.8.2. Stakeholders 
9.8.3. Power Groups 

9.9. Types of Lobbying 

9.9.1. According to their Organizational Aspect 
9.9.2. According to their Legal Nature 
9.9.3. According to their Goals, Objectives and Interests 

9.10. Positive and Negative Aspects of Lobbying 

9.10.1. Positive Aspects 
9.10.2. Negative Aspects 
9.10.3. Lobbyists' Vision 

Module 10. Research in Digital Media

10.1. The Scientific Method and its Techniques 

10.1.1. Introduction 
10.1.2. The Scientific Method and its Techniques 
10.1.3. Scientific Method and Methodological Techniques 
10.1.4. Research Design and Phases 
10.1.5. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing 
10.1.6. Research Approaches and Perspectives 
10.1.7. Ethical and Deontological Rules 

10.2. Methodology I 

10.2.1. Introduction 
10.2.2. Measurable Aspects: Quantitative Method 
10.2.3. Quantitative Techniques 
10.2.4. Types of Surveys 
10.2.5. Questionnaire Preparation and Presentation of Results 

10.3. II Methodology 

10.3.1. Introduction 
10.3.2. Measurable Aspects: Qualitative Method 
10.3.3. Qualitative Techniques 
10.3.4. Individual Interviews and their Typology 
10.3.5. The Group Interview and its Variables: Discussion Groups or Focus Groups 
10.3.6. Other Conversational Techniques: Philips66, Brainstorming, Delphi, Participatory Intervention Cores, Problem and Solution Trees
10.3.7. Participatory – Action Research 

10.4. III Methodology 

10.4.1. Introduction 
10.4.2. Revealing Communicative Behaviors and Interactions: Observation and its Variants 
10.4.3. Observation as a Scientific Method 
10.4.4. The Procedure: Planning Systematic Observation 
10.4.5. Different Types of Observation 
10.4.6. Online Observation: Virtual Ethnography 

10.5. IV Methodology 

10.5.1. Introduction 
10.5.2. Uncovering the Content of Messages: Content and Discourse Analysis 
10.5.3. Introduction to Quantitative Content Analysis 
10.5.4. Sample Selection and Category Design 
10.5.5. Data Processing 
10.5.6. Critical Discourse Analysis 
10.5.7. Other Techniques for the Analysis of Media Texts 

10.6. Techniques for Collecting Digital Data 

10.6.1. Introduction 
10.6.2. Knowing the Reactions: Experimenting in Communication 
10.6.3. Introduction to Experiments 
10.6.4. What is an Experiment in Communication?
10.6.5. Experimentation and its Types 
10.6.6. The Practical Design of the Experiment 

10.7. Techniques for Organizing Digital Data 

10.7.1. Introduction 
10.7.2. Digital Information 
10.7.3. Problems and Methodological Proposals 
10.7.4. Online Press: Characteristics and Approach to its Analysis 

10.8. Participatory Instrumental Services 

10.8.1. Introduction 
10.8.2. The Internet as an Object of Study: Criteria for Assessing the Quality and Reliability of Internet Content 
10.8.3. Internet as an Object of Study 
10.8.4. Criteria for Evaluating the Quality and Reliability of Content on the Internet 

10.9. Internet Quality as a Source: Validation and Confirmation Strategies 

10.9.1. Introduction 
10.9.2. Research on the Internet and Digital Platforms
10.9.3. Searching and Browsing in the Online Environment 
10.9.4. Approach to Research on Digital Formats: Blogs
10.9.5. Approach to Social Network Research Methods
10.9.6. Hyperlink Research 

10.10. Diffusion of Research Activity 

10.10.1. Introduction 
10.10.2. Research Trends in Communication 
10.10.3. Introduction to the Contemporary Environment of Research in Communication 
10.10.4. The Readaptation of the Classic Objects of Communication Research 
10.10.5. The Emergence of Classical Research Objects
10.10.6. Towards Interdisciplinarity and Methodological Hybridization 

The teaching materials of this program, elaborated by these specialists, have contents that are completely applicable to your professional experiences"