Join TECH's educational community and specialize in Senior Management of Creative Industries. You will notice a professional growth that will help you to become a high-level manager"

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... 

95% 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. 

Show the world your talent after completing this program. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience by studying 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. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique: 

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 Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.      

Economy of Scale

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 Harvard Business School case studies" 

The structure of this Advanced master’s degree in Senior Management of Creative Industries has been developed with the academic needs of business professionals in such a new area in mind. Thus, managers will be able to understand how they should apply all their knowledge to work in creative environments, in addition to learning new techniques and strategies that will be fundamental for their professional future. And, all this, they will study in a very comfortable way, through the Internet, and with the teaching resources that TECH has made available through its virtual campus. 

A very well-structured syllabus in a fully digital format that will allow you to self-manage your study time"   

Syllabus

The Advanced Master's Degree in Senior Management of Creative Industries at TECH Global University is an intensive program that prepares students to face business challenges and decisions both nationally and internationally. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments.

Throughout 3,000 hours of study, students will analyze a multitude of practical cases through individual work, achieving high quality learning that can be applied to their daily practice. It is, therefore, an authentic immersion in real business situations.

This program deals in depth with the main areas of the company and is designed for managers to understand the management of creative companies from a strategic, international and innovative perspective.

A plan designed for students, focused on their professional improvement and preparing them to achieve excellence in the field of management and business management. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the competencies to solve critical situations in a creative and efficient way.

This program is developed over 2 years and is divided into 18 modules:

Module 1. Leadership, Ethics, and CSR. 
Module 2. Strategic Management and Executive Management 
Module 3. People and Talent Management 
Module 4. Economic and Financial Management 
Module 5. Operations and Logistics Management 
Module 6. Information Systems Management 
Module 7. Commercial Management, Marketing, and Corporate Communication 
Module 8. Innovation and Project Management 
Module 9. New Creative Industries 
Module 10. Protection of Creative and Intangible Products in Today's Marketplace 
Module 11. Economic and Financial Management of Creative Companies 
Module 12. Futures Thinking: How to Transform Today from Tomorrow 
Module 13. Consumer or User Management in Creative Businesses  
Module 14. Creative Branding: Communication and Management of Creative Brands 
Module 15. Leadership and Innovation in the Creative Industries 
Module 16. Digital Transformation in the Creative Industry 
Module 17. New Digital Marketing Strategies 
Module 18. Entrepreneurship in the Creative Industries 

Where, When and How is it Taught?

TECH offers students to the possibility of developing this program completely online. During the 24 months of training, will be able to access all the contents of this program at any time, which will allow the student to self-manage study time. 

Module 1. Leadership, Ethics, and CSR. 

1.1. Globalization and Governance  

1.1.1. Globalization and Trends: Internationalization of Markets  
1.1.2. Economic Environment and Corporate Governance  
1.1.3. Accountability  

1.2. Leadership

1.2.1. Intercultural Environment
1.2.2. Leadership and Business Management  
1.2.3. Management Roles and Responsibilities  

1.3. Business ethics  

1.2.1. Ethics and Integrity  
1.3.2. Ethical Behavior in Companies  
1.3.3. Deontology, Codes of Ethics and Codes of Conduct  
1.3.4. Fraud and Corruption Prevention  

1.4. Sustainability  

1.4.1. Business and Sustainable Development  
1.4.2. Social, Environmental, and Economic Impact  
1.4.3. Agenda 2030 and SDGs  

1.5. Corporate Social Responsibility  

1.5.1. Corporate Social Responsibility  
1.5.2. Roles and Responsibilities  
1.5.3. Implementing Corporate Social Responsibility 

Module 2. Strategic Management and Executive Management 

2.1. Organizational Analysis and Design   

2.1.1. Organizational Culture  
2.1.2. Analysis of Organisation  
2.1.3. Designing the Organizational Structure  

2.2. Corporate Strategy  

2.2.1. Corporate Level Strategy
2.2.2. Types of Corporate Level Strategies
2.2.3. Determining the Corporate Strategy  
2.2.4. Corporate Strategy and Reputational Image  

2.3. Strategic Planning and Strategy Formulation  

2.3.1. Strategic Thinking
2.3.2. Strategic Planning and Strategy Formulation  
2.3.3. Sustainability and Corporate Strategy  

2.4. Strategy Models and Patterns  

2.4.1. Wealth, Value, and Return on Investments  
2.4.2. Corporate Strategy: Methodologies    
2.4.3. Growing and Consolidating the Corporate Strategy  

2.5. Strategic Management  

2.5.1. Strategic Mission, Vision, and Values
2.5.2. Balanced Scorecard   
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy
2.5.4. Strategic Management and Reporting  

2.6. Implementing and Executing Strategy  

2.6.1. Strategic implementation: objectives, actions and impacts
2.6.2. Strategic Alignment and Supervision  
2.6.3. Continuous Improvement Approach    

2.7. Executive  Management  

2.7.1. Revising corporate strategy   
2.7.2. Executive Management and Process Development  
2.7.3. Knowledge Management  

2.8. Analyzing and Solving Cases/Problems  

2.8.1. Problem Solving Methodology   
2.8.2. Case Method  
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management 

3.1. Organizational Behavior   

3.1.1. Organizational Theory  
3.1.2. Key Factors for Change in Organizations  
3.1.3. Corporate Strategies, Types, and Knowledge Management  

3.2. Strategic People Management  

3.2.1. People Management and Strategic Alignment  
3.2.2. Human Resources Strategic Plan: Design and Implementation  
3.2.3. Job Analysis: Design and Selection of People   
3.2.4. Training and Professional Development  

3.3. Management and Leadership Development  

3.3.1. Management Skills: 21st Century Competencies and Abilities  
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities   
3.3.4. Leadership and People Management  

3.4. Change Management  

3.4.1. Organisational analysis   
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach  

3.5. Negotiation and Conflict Management  

3.5.1. Negotiation Objectives Differentiating Elements
3.5.2. Effective Negotiation Techniques   
3.5.3. Conflicts: Factors and Types  
3.5.4. Efficient Conflict Management: Negotiation and Communication  

3.6. Executive Communication  

3.6.1. Corporate Strategy and Management Communication  
3.6.2. Internal Communication: Influence and Impact  
3.6.3. Interpersonal Communication: Team Management and Skills  

3.7. Team Management and People Performance  

3.7.1. Multicultural and Multidisciplinary Environment  
3.7.2. Team and People Management  
3.7.3. Coaching and People Performance  
3.7.4. Management Meetings: Planning and Time Management  

3.8. Knowledge and Talent Management  

3.8.1. Identifying Knowledge and Talent in Organizations   
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation  

Module 4. Economic and Financial Management 

4.1. Economic Environment 

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Types, and Knowledge Management  

4.2. Executive Accounting  

4.2.1. International Accounting Framework  
4.2.2. Introduction to the Accounting Cycle  
4.2.3. Company Financial Statements   
4.2.4. Analysis of Financial Statements: Decision-Making

4.3. Budget and Management Control  

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting  

4.4. Corporate Tax Responsibility  

4.4.1. Corporate Tax Responsibility  
4.4.2. Tax Procedure: A Country-case Approach    

4.5. Corporate Control Systems  

4.5.1. Types of Control  
4.5.2. Legal/Regulatory Compliance   
4.5.3. Internal Auditing  
4.5.4. External Auditing  

4.6. Financial Management  

4.6.1. Introduction to Financial Management  
4.6.2. Financial Management and Corporate Strategy    
4.6.3. Chief Financial Officer (CFO): Managerial Skills  

4.7. Financial Planning  

4.7.1. Business Models and Financing Needs   
4.7.2. Financial Analysis Tools  
4.7.3. Short-Term Financial Planning
4.7.4. Long-Term Financial Planning

4.8. Corporate Financial Strategy  

4.8.1. Corporate Financial Investments  
4.8.2. Strategic Growth: Types  

4.9. Macroeconomic Context  

4.9.1. Macroeconomic Analysis  
4.9.2. Economic Indicators  
4.9.3. Economic Cycle  

4.10. Strategic Financing  

4.10.1. Banking Business: Current Environment  
4.10.2. Risk Analysis and Management  

4.11. Money and Capital Markets  

4.11.1. Fixed Income Market  
4.11.2. Equity Market  
4.11.3. Valuation of Companies  

4.12. Analyzing and Solving Cases/Problems  

4.12.1. Problem Solving Methodology   
4.12.2. Case Method 

Module 5. Operations and Logistics Management 

5.1. Operations Management   

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management   

5.2.1. Stocks Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management I  

5.3.1. Costs and Efficiency of the Operations Chain
5.3.2. Change in Demand Patterns
5.3.3. Change in Operations Strategy

5.4. Supply Chain Management II. Implementation   

5.4.1. Lean Manufacturing/Lean Thinking
5.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes   

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production, Distribution
5.5.3. Quality, Quality Costs, and Tools
5.5.4. After-Sales Service

5.6. Logistics and Customers   

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning
5.6.3. Collaborative Planning, Forecasting, and Replacement

5.7. International Logistics   

5.7.1. Customs, Export and Import processes
5.7.2. Methods and Means of International Payment
5.7.3. International Logistics Platforms

5.8. Competing through Operations   

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management 

6.1. Information Systems Management  

6.1.1. Business Information Systems
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy   

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning   

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence   

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models   

6.5.1. Technology-Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. E-Commerce   

6.6.1. ECommerce Strategic Plan
6.6.2. Logistics Management and Customer Service in E-Commerce
6.6.3. E-Commerce as an Opportunity for Internationalization

6.7. E-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business

6.8.1. Mobile E-Commerce
6.8.2. Design and Usability
6.8.3. E-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication 

7.1. Commercial Management  

7.1.1. Sales Management  
7.1.2. Commercial Strategy  
7.1.3. Sales and Negotiation Techniques  
7.1.4. Management of Sales Teams  

7.2. Marketing  

7.2.1. Marketing and the Impact on the Company  
7.2.2. Basic Marketing Variables  
7.2.3. Marketing Plan  

7.3. Strategic Marketing Management  

7.3.1. Current Trends in Marketing  
7.3.2. Marketing Tools  
7.3.3. Marketing Strategy and Communication with Customers  

7.4. Digital Marketing Strategy

7.4.1. Approach to Digital Marketing
7.4.2. The Tools of Digital Marketing
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy  

7.5.1. Positioning and Promotion  
7.5.2. Public Relations   
7.5.3. Sales and Communication Strategy  

7.6. Corporate Communication  

7.6.1. Internal and External Communication  
7.6.2. Communication Departments  
7.6.3. Communication Managers: Managerial Skills and Responsibilities  

7.7. Corporate Communication Strategy  

7.7.1. Corporate Communication Strategy    
7.7.2. Communication Plan  
7.7.3. Press Release/Clipping/Publicity Writing  

Module 8. Innovation and Project Management 

8.1. Innovation    

8.1.1. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation  

8.2. Innovation Strategy  

8.2.1. Innovation and Corporate Strategy  
8.2.2. Global Innovation Project: Design and Management   
8.2.3. Innovation Workshops  

8.3. Business Model Design and Validation  

8.3.1. The Lean Start-up Methodology  
8.3.2. Innovative Business Initiative: Stages  
8.3.3. Financing Arrangements  
8.3.4. Model Tools: Empathy Map, Canvas CANVAS, and Metrics  
8.3.5. Growth and Loyalty  

8.4. Project Management  

8.4.1. Innovation Opportunities   
8.4.2. Feasibility Study and Proposal Specification  
8.4.3. Project Definition and Design  
8.4.4. Project Execution  
8.4.5. Project Closure  

Module 9. New Creative Industries 

9.1. New Creative Industries 

9.1.1. From the Cultural Industry to the Creative Industry 
9.1.2. Today's Creative Industries 
9.1.3. Activities and Sectors that make up the Creative Industries 

9.2. Economic Importance of the Creative Industries Today 

9.2.1. Contribution 
9.2.2. Drivers of Growth and Change 
9.2.3. Job Outlook in the Creative Industries 

9.3. New Global Context of the Creative Industries 

9.3.1. Radiography of the Creative Industries in the World  
9.3.2. Sources of Financing for the Creative Industries in each Country  
9.3.3. Case Studies: Management Models and Public Policies 

9.4. Natural and Cultural Heritage 

9.4.1. Historical and Cultural Heritage 
9.4.2. By-products and Services for Museum, Archaeological and Historical Sites and Cultural Landscapes 
9.4.3. Intangible Cultural Heritage 

9.5. Visual Arts  

9.5.1. Plastic Arts 
9.5.2. Photography
9.5.3. Crafts 

9.6. Performing Arts 

9.6.1. Theater and Dance 
9.6.2. Music and Festivals 
9.6.3. Fairs and Circuses 

9.7. Audiovisual Media 

9.7.1. Movies, TV and Audiovisual Content 
9.7.2. Radio, Podcasts and Audio Content 
9.7.3. Video Games 

9.8. Current Publications 

9.8.1. Literature, Essays and Poetry 
9.8.2. Publishers 
9.8.3. Press

9.9. Creative Services 

9.9.1. Design and Fashion 
9.9.2. Architecture and Landscaping 
9.9.3. Advertising 

9.10. Connections of the Creative Economy or Orange Economy 

9.10.1. Cascade Model - Concentric Circles 
9.10.2. Spillovers Creative, Production and Knowledge 
9.10.3. Culture at the Service of the Creative Economy

Module 10. Protection of Creative and Intangible Products in Today's Marketplace 

10.1. Legal Protection of Intangible Assets
10.2. Intellectual Property I
10.3. Intellectual Property II
10.4. Intellectual Property III
10.5. Industrial Property I: Branding.
10.6. Industrial Property II: Industrial Designs
10.7. Industrial Property III: Patents and Utility Models
10.8. Intellectual and Industrial Property: Practice
10.9. Advertising Law I
10.10. Advertising Law II

Module 11. Economic and Financial Management of Creative Companies 

11.1. The Necessary Economic Sustainability  

11.1.1. The Financial Structure of a Creative Company 
11.1.2. Accounting in a Creative Company 
11.1.3. Triple Balance 

11.2. Revenues and Expenses of today's Creative Businesses 

11.2.1. Accounting of Costs 
11.2.2. Type of Costs 
11.2.3. Cost Allocation 

11.3. Types of Profit in the Company 

11.3.1. Contribution Margin 
11.3.2. Break-even Point 
11.3.3. Evaluation of Alternatives 

11.4. Investment in the Creative Sector 

11.4.1. Investment in the Creative Industry 
11.4.2. Investment Appraisal 
11.4.3. The NPV Method: Net Present Value 

11.5. Profitability in the Creative Industry 

11.5.1. Economic Profitability 
11.5.2. Time Profitability 
11.5.3. Financial Profitability 

11.6. Cash Flow: Liquidity and Solvency 

11.6.1. Cash Flow 
11.6.2. Balance Sheet and Income Statement  
11.6.3. Settlement and Leverage 

11.7. Financing Formulas currently on the Creative Market 

11.7.1. Venture Capital Funds 
11.7.2. Business Angels
11.7.3. Calls for Proposals and Grants 

11.8. Product Pricing in the Creative Industry 

11.8.1. Pricing 
11.8.2. Profit vs. Competition
11.8.3. Pricing Strategy 

11.9. Pricing Strategy in the Creative Sector 

11.9.1. Types of Pricing Strategies 
11.9.2. Advantages 
11.9.3. Disadvantages 

11.10. Operational Budgets 

11.10.1. Tools of Strategic Planning 
11.10.2. Elements Included in the Operational Budget 
11.10.3. Development and Execution of the Operational Budget

Module 12. Futures Thinking: How to Transform Today from Tomorrow 

12.1. Methodology Futures Thinking 

12.1.1. Futures Thinking 
12.1.2. Benefits of using this Methodology 
12.1.3. The Role of the "Futurist" in the Creative Enterprise 

12.2. Signs of Change 

12.2.1. The Sign of Change 
12.2.2. Identification of the Signs of Change 
12.2.3. Interpretation of the Signs 

12.3. Types of Futures 

12.3.1. Journey to the Past 
12.3.2. The Four Types of Futures 
12.3.3. Application of the Methodology Futures Thinking in the Workplace  

12.4. Future Forecasting 

12.4.1. Searching for Drivers 
12.4.2. How to Create a Forecast for the Future 
12.4.3. How to Design a Future Scenario 

12.5. Mental Stimulation Techniques 

12.5.1. Past, Future and Empathy 
12.5.2. Facts vs. Experience 
12.5.3. Alternative Routes 

12.6. Collaborative Forecasting 

12.6.1. The Future as a Game 
12.6.2. Future Wheel 
12.6.3. The Future from Different Approaches 

12.7. Epic Victories 

12.7.1. From Discovery to the Innovation Proposal 
12.7.2. The Epic Victory 
12.7.3. Fairness in the Game of the Future 

12.8. Preferred Futures 

12.8.1. The Preferred Future 
12.8.2. Techniques 
12.8.3. Working Backwards from the Future 

12.9. From Prediction to Action 

12.9.1. Images of the Future 
12.9.2. Artifacts of the Future 
12.9.3. Roadmap 

12.10. ODS. A Global and Multidisciplinary Vision of the Future ODS 

12.10.1. Sustainable Development as a Global Goal 
12.10.2. Human Management in Nature 
12.10.3. Social Sustainability 

Module 13. Consumer or User Management in Creative Businesses  

13.1. The User in the Current Context 

13.1.1. Consumer Change in Recent Times 
13.1.2. The Importance of Research 
13.1.3. Trend Analysis 

13.2. Strategy with the Focus on the Individual 

13.2.1. Human Centric Strategy 
13.2.2. Keys and Benefits of Being Human Centric 
13.2.3. Success Stories 

13.3. Data on the Human Centric Strategy 

13.3.1. Data on the Human Centric Strategy 
13.3.2. The Value of the Data 
13.3.3. 360º View of the Customer 

13.4. Implementation of the Human Centric Strategy in the Creative Industry 

13.4.1. Transformation of Dispersed Information into Customer Knowledge 
13.4.2. Opportunity Analysis 
13.4.3. Maximization Strategies and Initiatives 

13.5. Human Centric Methodology 

13.5.1. From Research to Prototyping 
13.5.2. Double Diamond Model: Process and Phases 
13.5.3. Tools 

13.6. Design Thinking  

13.6.1. Design Thinking 
13.6.2. Methodology 
13.6.3. The Techniques and Tools of Design Thinking 

13.7. Brand Positioning in the User's Mind  

13.7.1. Positioning Analysis 
13.7.2. Typology 
13.7.3. Methodology and Tools 

13.8. User Insights in Creative Businesses 

13.8.1. Insights and their Importance
13.8.2. Customer Journey and the Relevance of the Journey Map 
13.8.3. Research Techniques

13.9. User Profiling (Archetypes and Buyer Persona) 

13.9.1. Archetypes 
13.9.2. Buyer persona 
13.9.3. Methodology of Analysis 

13.10. Research Resources and Techniques 

13.10.1. Techniques in Context 
13.10.2. Visualization and Creation Techniques 
13.10.3. Voice Contrast Techniques 

Module 14. Creative Branding: Communication and Management of Creative Brands 

14.1. Brands and Branding 

14.1.1. The Brands 
14.1.2. The Evolution of Branding 
14.1.3. Positioning, Brand Personality, Notoriety 

14.2. Brand Building 

14.2.1. Marketing Mix 
14.2.2. Brand Architecture 
14.2.3. Brand Identity 

14.3. Brand Expression 

14.3.1. Graphic Identity 
14.3.2. Visual Expression 
14.3.3. Other Elements that Reflect the Brand 

14.4. Communication

14.4.1. Focuses 
14.4.2. Brand Touchpoints 
14.4.3. Communication Tools and Techniques 

14.5. Branded Content 

14.5.1. From Brands to Entertainment Platforms 
14.5.2. The Rise of Branded Content 
14.5.3. Connecting with the Audience through Unique Storytelling 

14.6. Visual Storytelling  

14.6.1. Brand Analysis 
14.6.2. Creative Advertising Concepts 
14.6.3. The Creative Fan 

14.7. Customer Experience 

14.7.1. Customer Experience (CX) 
14.7.2. Customer Journey
14.7.3. Brand Alignment and CX 

14.8. Strategic Planning 

14.8.1. Objectives 
14.8.2. Identification of Audiences and Insights 
14.8.3. Designing the Corporate Strategy

14.9. Performance 

14.9.1. Briefing 
14.9.2. Tactics 
14.9.3. Production plan 

14.10. Assessment  

14.10.1. What to Evaluate?
14.10.2. How to Evaluate (Measurement Tools)?
14.10.3. Results Reports 

Module 15. Leadership and Innovation in the Creative Industries 

15.1. Creativity Applied to Industry 

15.1.1. Creative Expression 
15.1.2. Creative Resources 
15.1.3. Creative Techniques 

15.2. The New Innovative Culture 

15.2.1. The Context of the Innovation 
15.2.2. Why does Innovation Fail?
15.2.3. Academic Theories  

15.3. Innovation Dimensions and Levers 

15.3.1. The Plans or Dimensions of Innovation 
15.3.2. Attitudes for Innovation 
15.3.3. Intrapreneurship and Technology  

15.4. Constraints and Obstacles to Innovation in the Creative Industry 

15.4.1. Personal and Group Restrictions 
15.4.2. Social Constraints and Organizations 
15.4.3. Industrial and Technological Restrictions 

15.5. Closed Innovation and Open Innovation 

15.5.1. From Closed Innovation to Open Innovation 
15.5.2. Practical Classes to Implement Open Innovation 
15.5.3. Experiences of Open Innovation in Companies 

15.6. Innovative Business Models in IICCs 

15.6.1. Business Trends in the Creative Economy 
15.6.2. Study Cases  
15.6.3. Sector Revolution 

15.7. Leading and Managing an Innovation Strategy 

15.7.1. Boosting Adoption 
15.7.2. Leading the Process 
15.7.3. Portfolio Maps 

15.8. Financing Innovation 

15.8.1. CFO: Venture Capital Investor 
15.8.2. Dynamic Financing 
15.8.3. Response to the Challenges 

15.9. Hybridization: Innovating in the Creative Economy 

15.9.1. Intersection of Sectors 
15.9.2. Generation of Disruptive Solutions 
15.9.3. The Medici Effect 

15.10. New Creative and Innovative Ecosystems 

15.10.1. Generation of Innovative Environments 
15.10.2. Creativity as a Lifestyle 
15.10.3. Icosystems 

Module 16. Digital Transformation in the Creative Industry 

16.1. Digital Future of the Creative Industry 

16.1.1. Digital Transformation  
16.1.2. Situation of the Sector and its Comparison 
16.1.3. Future Challenges 

16.2. Forth Industrial Revolution 

16.2.1. Industrial Revolution 
16.2.2. Application 
16.2.3. Impacts 

16.3. Digital Enablers for Growth  

16.3.1. Operational Effectiveness, Acceleration and Improvement 
16.3.2. Continuous Digital Transformation 
16.3.3. Solutions and Services for the Creative Industries 

16.4. The Application of Big Battery to the Company  

16.4.1. Data Value
16.4.2. Data in Decision-Making
16.4.3. Data Driven Company 

16.5. Cognitive Technology 

16.5.1. AI and  Digital Interaction 
16.5.2. IoT and Robotics 
16.5.3. Other Digital Training 

16.6. Uses and Applications of Blockchain Technology 

16.6.1. Blockchain  
16.6.2. Value for the IICC Sector 
16.6.3. Transaction Versatility 

16.7. Omnichannel and Transmedia Development 

16.7.1. Impacts in the Sector  
16.7.2. Challenge Analysis
16.7.3. Evolution 

16.8. Entrepreneurship Ecosystems 

16.8.1. The Role of Innovation and Venture Capital 
16.8.2. The Startup Ecosystem and the Agents that comprise it 
16.8.3. How to Maximize the Relationship between the Creative Agent and the Startup 

16.9. New Disruptive Business Models

16.9.1. Marketing-based (Platforms and Marketplaces) 
16.9.2. Service-based (Freemium, Premium or Subscription models) 
16.9.3. Community-based (from Crowdfunding, Social Networking or Blogging) 

16.10. Methodologies to Promote a Culture of Innovation in the Creative Industries 

16.10.1. Blue Ocean Innovation Strategy 
16.10.2. Lean Star-up Innovation Strategy 
16.10.3. Agile Innovation Strategy 

Module 17. New Digital Marketing Strategies 

17.1. Technology and Audiences  

17.1.1. Digital Strategy and Differences between User Types 
17.1.2. Target Audience, Exclusionary Factors and Generations 
17.1.3. The Ideal Costumer Profile (ICP) and Buyer Persona 

17.2. Digital Analytics for Diagnostics  

17.2.1. Analytics prior to the Digital Strategy 
17.2.2. Moment 0 
17.2.3. KPIs and Metrics, Typologies, Classification according to Methodologies

17.3. E-entertainment: The impact of E-Commerce in the Entertainment Industry 

17.3.1. E-commerce, Typologies and Platforms
17.3.2. The Importance of Web Design: UX y UI 
17.3.3. Optimization of Online Space: Minimum Requirements 

17.4. Social Media and E-Influencer Marketing 

17.4.1. Impact and Evolution of Network Marketing 
17.4.2. Persuasion, Keys to Content and Viral Actions 
17.4.3. Planning Campaigns for  Social Marketing and Influencer Marketing 

17.5. Mobile Marketing 

17.5.1. Mobile User 
17.5.2. Mobile Web and Apps 
17.5.3. Mobile Marketing Actions  

17.6. Advertising in Online Environments 

17.6.1. Advertising in Social Networks and Objectives of the Social Ads 
17.6.2. The Conversion Funnel or Purchase Funnel: Categories 
17.6.3. Social Ads Platforms 

17.7. The Inbound Marketing Methodology 

17.7.1. Social Selling, Key Pillars and Strategy 
17.7.2. The CRM Platform in a Digital Strategy 
17.7.3. Inbound Marketing or Attraction Marketing: Actions and SEO 

17.8. Marketing Automation  

17.8.1. Email Marketing and Email Typology 
17.8.2. Email Marketing Automation, Applications, Platforms and Advantages
17.8.3. The Emergence of Bot & Chatbot Marketing: Typology and Platforms

17.9. Data Management Tools  

17.9.1. CRM in Digital Strategy, Typologies and Applications, Platforms and Trends 
17.9.2. Big Data: Big Data, Business Analytics y Business Intelligence
17.9.3. Big Data, Artificial Intelligence and Data Science 

17.10. Measuring Profitability 

17.10.1. ROI: The Definition of Return on Investment and ROI vs. ROAS
17.10.2. ROI Optimization 
17.10.3. Key Metrics

Module 18. Entrepreneurship in the Creative Industries 

18.1. The Entrepreneurial Project 

18.1.1. Entrepreneurship, Types and Life Cycle 
18.1.2. Entrepreneur Profile 
18.1.3. Topics of Interest for Entrepreneurship 

18.2. Personal Leadership

18.2.1. Self-Knowledge 
18.2.2. Entrepreneurial Skills 
18.2.3. Development of Entrepreneurial Leadership Skills and Abilities 

18.3. Identification of Innovative and Entrepreneurial Opportunities 

18.3.1. Analysis of Megatrends and Competitive Forces 
18.3.2. Consumer Behavior and Demand Estimation 
18.3.3. Evaluation of Business Opportunities

18.4. Business Idea Generation in the Creative Industry 

18.4.1. Tools for the Generation of Ideas: Brainstorming,Mind Maps, Drawstorming, etc. 
18.4.2. Value Proposition Design: CANVAS, 5 w 
18.4.3. Development of the Value Proposition 

18.5. Prototyping and Validation 

18.5.1. Prototype Development 
18.5.2. Validation 
18.5.3. Prototyping Adjustments 

18.6. Business Model Design 

18.6.1. The Business Model 
18.6.2. Methodologies for the Creation of Business Models 
18.6.3. Business Model Design for Proposed Idea 

18.7. Team Leadership 

18.7.1. Team Profiles according to Temperaments and Personality 
18.7.2. Team Leadership Skills 
18.7.3. Teamwork Methods 

18.8. Cultural Markets  

18.8.1. Nature of Cultural Markets 
18.8.2. Types of Cultural Markets 
18.8.3. Identification of Local Cultural Markets

18.9. Marketing Plan and Personal Branding 

18.9.1. Projection of the Personal and Entrepreneurial Project 
18.9.2. Short- and Medium-term Strategic Plan 
18.9.3. Variables for Measuring Success 

18.10. Sales Pitch 

18.10.1. Project Presentation for Investors 
18.10.2. Development of Attractive Presentations 
18.10.3. Development of Effective Communication Skills