Through this fully online Advanced master’s degree, you will successfully lead Communication teams and make strategic decisions that foster a coherent organizational culture” 

Effective communication and a strong corporate identity are key elements to ensure the success and sustainability of organizations in a dynamic business environment. As markets globalize and consumers become more demanding, companies must carefully manage their image and interactions with their audiences. For this reason, professionals need to manage the most effective approaches to improve public perception of the brand and ensure coherent and effective communication processes with different audiences. 

With this in mind, TECH presents a revolutionary Advanced master’s degree in Communication and Corporate Identity Management. Designed by experts in this field, the academic itinerary will delve into areas ranging from the fundamentals of the communicative process in the digital environment or corporate identity to the particularities of graphic design. Thanks to this, students will develop the necessary skills to lead the communication strategy and identity management of organizations, creating a solid and coherent brand image that effectively connects with key audiences. In addition, they will be prepared to use the most advanced digital tools, manage communication in various channels and design visual strategies that reinforce brand positioning. 

In addition, this program is based on a 100% online format, easily accessible from any device with an Internet connection and without predetermined schedules. Along the same lines, TECH employs its innovative Relearning method, so that the experts can deepen their knowledge of the contents without resorting to techniques that involve extra effort, such as memorization.  The only thing students will require is to have an electronic device with Internet access (such as a cell phone, tablet or computer) to access the Virtual Campus and enjoy the most comprehensive teaching materials on the market. Graduates will also have the opportunity to access exclusive and complementary Masterclasses, created by a prestigious international expert in Business Management. 

TECH will give you the opportunity to participate in unique and additional Masterclasses, designed by an internationally recognized specialist in Business Management” 

This Advanced master’s degree in Communication and Corporate Identity Management contains the most complete and up-to-date program on the market. The most important features include:

• The development of case studies presented by experts in Communication and Corporate Identity Management  
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice 
• Practical exercises where self-assessment can be used to improve learning 
• Its special emphasis on innovative methodologies in Communication and Corporate Identity Management  
• 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 integrate new technologies and tools in your daily management, working in a more agile and efficient way, while you design innovative policies to improve the competitiveness of the organization” 

It includes in its teaching staff professionals belonging to the field of Communication and Corporate Identity Management, who pour into this program the experience of their work, as well as recognized specialists from prestigious companies and 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 gain skills in the analysis and management of corporate reputation"

Take advantage of all the benefits of the Relearning methodology, which will allow you to organize your time and study pace, adapting to your schedule"

Through this curriculum, entrepreneurs will delve into the basic concepts and strategies that define human communication, the role of the media and Public Relations. They will also learn how to manage institutional communication, especially in crises, and how to develop effective communication strategies that strengthen the brand and corporate reputation. In addition, they will acquire skills to effectively manage the communication department of any organization, implementing metrics that demonstrate the positive impact of their actions on the business and stakeholders.  

You will develop key skills in the management of internal and external communication, strengthening the coherence between corporate values and public perception. With all the TECH Euromed University quality guarantees!" 

Module 1. Leadership, Ethics and Social Responsibility in Companies

1.1. Globalization and Governance

1.1.1. Governance and Corporate Governance
1.1.2. The Fundamentals of Corporate Governance in Companies
1.1.3. The Role of the Board of Directors in the Corporate Governance Framework

1.2. Leadership

1.2.1. Leadership. A Conceptual Approach
1.2.2. Leadership in Companies
1.2.3. The Importance of Leaders in Business Management

1.3. Cross Cultural Management

1.3.1. Cross Cultural Management Concept
1.3.2. Contributions to Knowledge of National Cultures
1.3.3. Diversity Management

1.4. Management and Leadership Development

1.4.1. Concept of Management Development
1.4.2. Concept of Leadership
1.4.3. Leadership Theories
1.4.4. Leadership Styles
1.4.5. Intelligence in Leadership
1.4.6. The Challenges of Today's Leader

1.5. Business Ethics

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

1.6. Sustainability

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

1.7. Corporate Social Responsibility

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

1.8. Responsible Management Systems and Tools

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

1.9. Multinationals and Human Rights

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

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. International Labor Law

Module 2. Strategic Management and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Conceptual Framework
2.1.2. Key Elements in Organizational Design
2.1.3. Basic Organizational Models
2.1.4. Organizational Design: Typology

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Growth Strategies: Typology
2.2.3. Conceptual Framework

2.3. Strategic Planning and Strategy Formulation

2.3.1. Conceptual Framework
2.3.2. Elements of Strategic Planning
2.3.3. Strategic Formulation: Process of Strategic Planning

2.4. Strategic Thinking

2.4.1. The Company as a System
2.4.2. Organization Concept

2.5. Financial Diagnosis

2.5.1. Concept of Financial Diagnosis
2.5.2. Stages of Financial Diagnosis
2.5.3. Assessment Methods for Financial Diagnosis

2.6. Planning and Strategy

2.6.1. The Plan from a Strategy
2.6.2. Strategic Positioning
2.6.3. Strategy in Companies

2.7. Strategy Models and Patterns

2.7.1. Conceptual Framework
2.7.2. Strategic Models
2.7.3. Strategic Patterns: The Five P’s of Strategy

2.8. Competitive Strategy

2.8.1. Competitive Advantage
2.8.2. Choosing a Competitive Strategy
2.8.3. Strategies based on the Strategic Clock Model
2.8.4. Types of Strategies according to the Industrial Sector Life Cycle

2.9. Strategic Management

2.9.1. The Concept of Strategy
2.9.2. The Process of Strategic Management
2.9.3. Approaches in Strategic Management

2.10. Strategy Implementation

2.10.1. Indicator Systems and Process Approach
2.10.2. Strategic Map
2.10.3. Strategic Alignment

2.11. Executive Management

2.11.1. Conceptual Framework of Executive Management
2.11.2. Executive Management. The Role of the Board of Directors and Corporate Management Tools

2.12. Strategic Communication

2.12.1. Interpersonal Communication
2.12.2. Communication Skills and Influence
2.12.3. Internal Communication
2.12.4. Barriers to Business Communication

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Behavior. Conceptual Framework
3.1.2. Main Factors of Organizational Behavior

3.2. People in Organizations

3.2.1. Quality of Work Life and Psychological Well-Being
3.2.2. Work Teams and Meeting Management
3.2.3. Coaching and Team Management
3.2.4. Managing Equality and Diversity

3.3. Strategic People Management

3.3.1. Strategic Management and Human Resources
3.3.2. Strategic People Management

3.4. Evolution of Resources. An Integrated Vision

3.4.1. The Importance of HR
3.4.2. A New Environment for People Management and Leadership
3.4.3. Strategic HR Management

3.5. Selection, Group Dynamics and HR Recruitment

3.5.1. Approach to Recruitment and Selection
3.5.2. Recruitment
3.5.3. The Selection Process

3.6. Human Resources Management by Competencies

3.6.1. Analysis of the Potential
3.6.2. Remuneration Policy
3.6.3. Career/Succession Planning

3.7. Performance Evaluation and Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Management of Training

3.8.1. Learning Theories
3.8.2. Talent Detection and Retention
3.8.3. Gamification and Talent Management
3.8.4. Training and Professional Obsolescence

3.9. Talent Management

3.9.1. Keys for Positive Management
3.9.2. Conceptual Origin of Talent and Its Implication in the Company
3.9.3. Map of Talent in the Organization
3.9.4. Cost and Added Value

3.10. Innovation in Talent and People Management

3.10.1. Strategic Talent Management Models
3.10.2. Talent Identification, Training and Development
3.10.3. Loyalty and Retention
3.10.4. Proactivity and Innovation

3.11. Motivation

3.11.1. The Nature of Motivation
3.11.2. Expectations Theory
3.11.3. Needs Theory
3.11.4. Motivation and Financial Compensation

3.12. Employer Branding

3.12.1. Employer Branding in HR
3.12.2. Personal Branding for HR Professionals

3.13. Developing High-Performance Teams

3.13.1. High-Performance Teams: Self-Managed Teams
3.13.2. Methodologies for the Management of High-Performance Self-Managed Teams

3.14. Management Skills Development

3.14.1. What are Manager Competencies?
3.14.2. Elements of Competencies
3.14.3. Knowledge
3.14.4. Management Skills
3.14.5. Attitudes and Values in Managers
3.14.6. Managerial Skills

3.15. Time Management

3.15.1. Benefits
3.15.2. What Can Be the Causes of Poor Time Management?
3.15.3. Time
3.15.4. Time Illusions
3.15.5. Attention and Memory
3.15.6. State of Mind
3.15.7. Time Management
3.15.8. Being Proactive
3.15.9. Be Clear About the Objective
3.15.10. Order
3.15.11. Planning

3.16. Change Management

3.16.1. Change Management
3.16.2. Type of Change Management Processes
3.16.3. Stages or Phases in the Change Management Process

3.17. Negotiation and Conflict Management

3.17.1. Negotiation
3.17.2. Conflict Management
3.17.3. Crisis Management

3.18. Executive Communication

3.18.1. Internal and External Communication in the Corporate Environment
3.18.2. Communication Departments
3.18.3. The Person in Charge of Communication of the Company. The Profile of the Dircom

3.19. Human Resources Management and Occupational Risk Prevention Teams

3.19.1. Management of Human Resources and Teams
3.19.2. Occupational Risk Prevention

3.20. Productivity, Attraction, Retention and Activation of Talent

3.20.1. Productivity
3.20.2. Talent Attraction and Retention Levers

3.21. Monetary Compensation vs. Non-Cash

3.21.1. Monetary Compensation vs. Non-Cash
3.21.2. Wage Band Models
3.21.3. Non-Cash Compensation Models
3.21.4. Working Model
3.21.5. Corporate Community
3.21.6. Company Image
3.21.7. Emotional Salary

3.22. Innovation in Talent and People Management

3.22.1. Innovation in Organizations
3.22.2. New Challenges in the Human Resources Department
3.22.3. Innovation Management
3.22.4. Tools for Innovation

3.23. Knowledge and Talent Management

3.23.1. Knowledge and Talent Management
3.23.2. Knowledge Management Implementation

3.24. Transforming Human Resources in the Digital Era

3.24.1. The Socioeconomic Context
3.24.2. New Forms of Corporate Organization
3.24.3. New Methodologies

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Macroeconomic Environment and the National Financial System
4.1.2. Financial Institutions
4.1.3. Financial Markets
4.1.4. Financial Assets
4.1.5. Other Financial Sector Entities

4.2. Company Financing

4.2.1. Sources of Financing
4.2.2. Types of Financing Costs

4.3. Executive Accounting

4.3.1. Basic Concepts
4.3.2. The Company's Assets
4.3.3. The Company's Liabilities
4.3.4. The Company's Net Worth
4.3.5. Results Research

4.4. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. The Capital Budget
4.6.3. The Operating Budget
4.6.5. Treasury Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Necessary Working Capital
4.7.2. Calculation of Operating Cash Requirements
4.7.3. Credit Management

4.8. Corporate Tax Responsibility

4.8.1. Basic Tax Concepts
4.8.2. Corporate Income Tax
4.8.3. Value Added Tax
4.8.4. Other Taxes Related to Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the State

4.9. Corporate Control Systems

4.9.1. Analysis of Financial Statements
4.9.2. The Company's Balance Sheet
4.9.3. The Profit and Loss Statement
4.9.4. The Statement of Cash Flows
4.9.5. Ratio Analysis

4.10. Financial Management

4.10.1. The Company's Financial Decisions
4.10.2. Financial Department
4.10.3. Cash Surpluses
4.10.4. Risks Associated with Financial Management
4.10.5. Financial Administration Risk Management

4.11. Financial Planning

4.11.1. Definition of Financial Planning
4.11.2. Actions to Be Taken in Financial Planning
4.11.3. Creation and Establishment of the Business Strategy
4.11.4. The Cash Flow Table
4.11.5. The Working Capital Table

4.12. Corporate Financial Strategy

4.12.1. Corporate Strategy and Sources of Financing
4.12.2. Financial Products for Corporate Financing

4.13. Macroeconomic Context

4.13.1. Macroeconomic Context
4.13.2. Relevant Economic Indicators
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes
4.13.4. Economic Cycles

4.14. Strategic Financing

4.14.1. Self-Financing
4.14.2. Increase in Equity
4.14.3. Hybrid Resources
4.14.4. Financing Through Intermediaries

4.15. Money and Capital Markets

4.15.1. The Money Market
4.15.2. The Fixed Income Market
4.15.3. The Equity Market
4.15.4. The Foreign Exchange Market
4.15.5. The Derivatives Market

4.16. Financial Analysis and Planning

4.16.1. Analysis of the Balance Sheet
4.16.2. Analysis of the Income Statement
4.16.3. Profitability Analysis

4.17. Analyzing and Solving Cases/Problems

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

Module 5. Operations and Logistics Management

5.1. Operations Direction and Management

5.1.1. The Role of Operations
5.1.2. The Impact of Operations on the Management of Companies
5.1.3. Introduction to Operations Strategy
5.1.4. Operations Management

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Logistics Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)

5.3.1. Production System
5.3.2. Production Strategy
5.3.3. Inventory Management System
5.3.4. Production Indicators

5.4. Structure and Types of Procurement

5.4.1. Function of Procurement
5.4.2. Procurement Management
5.4.3. Types of Purchases
5.4.4. Efficient Purchasing Management of a Company
5.4.5. Stages of the Purchase Decision Process

5.5. Economic Control of Purchasing

5.5.1. Economic Influence of Purchases
5.5.2. Cost Centers
5.5.3. Budget
5.5.4. Budgeting vs. Actual Expenditure
5.5.5. Budgetary Control Tools

5.6. Warehouse Operations Control

5.6.1. Inventory Control
5.6.2. Location Systems
5.6.3. Stock Management Techniques
5.6.4. Storage Systems

5.7. Strategic Purchasing Management

5.7.1. Business Strategy
5.7.2. Strategic Planning
5.7.3. Purchasing Strategies

5.8. Typologies of the Supply Chain (SCM)

5.8.1. Supply Chain
5.8.2. Benefits of Supply Chain Management
5.8.3. Logistical Management in the Supply Chain

5.9. Supply Chain Management

5.9.1. The Concept of Supply Chain Management (SCM)
5.9.2. Costs and Efficiency of the Operations Chain
5.9.3. Demand Patterns
5.9.4. Operations Strategy and Change

5.10. Interactions Between the SCM and All Other Departments

5.10.1. Interaction of the Supply Chain
5.10.2. Interaction of the Supply Chain. Integration by Parts
5.10.3. Supply Chain Integration Problems
5.10.4. Supply Chain 

5.11. Logistics Costs

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

5.12. Profitability and Efficiency of Logistics Chains: KPIs

5.12.1. Logistics Chain
5.12.2. Profitability and Efficiency of the Logistics Chain
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain

5.13. Process Management

5.13.1. Process Management
5.13.2. Process Based Focus: Business Process Mapping
5.13.3. Improvements in Process Management

5.14. Distribution and Transportation Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support to Logistics

5.15. Logistics and Customers

5.15.1. Demand Analysis
5.15.2. Demand and Sales Forecast
5.15.3. Sales and Operations Planning
5.15.4. Collaborative Planning, Forecasting and Replenishment (CPFR)

5.16. International Logistics

5.16.1. Export and Import Processes
5.16.2. Customs
5.16.3. Methods and Means of International Payment
5.16.4. International Logistics Platforms

5.17. Outsourcing of Operations

5.17.1. Operations Management and Outsourcing
5.17.2. Outsourcing Implementation in Logistics Environments

5.18. Competitiveness in Operations

5.18.1. Operations Management
5.18.2. Operational Competitiveness
5.18.3. Operations Strategy and Competitive Advantages

5.19. Quality Management

5.19.1. Internal and External Customers
5.19.2. Quality Costs
5.19.3. Ongoing Improvement and the Deming Philosophy

Module 6. Information Systems Management

6.1. Technological Environment

6.1.1. Technology and Globalization
6.1.2. Economic Environment and Technology
6.1.3. Technological Environment and Its Impact on Companies

6.2. Information Systems in Companies

6.2.1. The Evolution of the IT Model
6.2.2. Organization and IT Departments
6.2.3. Information Technology and Economic Environment

6.3. Corporate Strategy and Technology Strategy

6.3.1. Creating Value for Customers and Shareholders
6.3.2. Strategic IS/IT Decisions
6.3.3. Corporate Strategy vs. Technological and Digital Strategy

6.4. Information Systems Management

6.4.1. Corporate Governance of Technology and Information Systems
6.4.2. Management of Information Systems in Companies
6.4.3. Expert Managers in Information Systems: Roles and Functions

6.5. Information Technology Strategic Planning

6.5.1. Information Systems and Corporate Strategy
6.5.2. Strategic Planning of Information Systems
6.5.3. Phases of Information Systems Strategic Planning

6.6. Information Systems for Decision-Making

6.6.1. Business Intelligence
6.6.2. Data Warehouse
6.6.3. Balanced Scorecard (BSC)

6.7. Exploring the Information

6.7.1. SQL: Relational Databases. Basic Concepts
6.7.2. Networks and Communications
6.7.3. Operational System: Standardized Data Models
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6.7.5. Strategic DB Analysis and Report Composition

6.8. Enterprise Business Intelligence

6.8.1. The World of Data
6.8.2. Relevant Concepts
6.8.3. Main Characteristics
6.8.4. Solutions in Today's Market
6.8.5. Overall Architecture of a BI Solution
6.8.6. Cybersecurity in BI and Data Science

6.9. New Business Concept

6.9.1. Why BI?
6.9.2. Obtaining Information
6.9.3. BI in the Different Departments of the Company
6.9.4. Reasons to Invest in BI

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool?
6.10.2. Microsoft Power BI, MicroStrategy and Tableau
6.10.3. SAP BI, SAS BI and Qlikview
6.10.4. Prometheus

6.11. BI Project Planning and Management

6.11.1. First Steps to Define a BI Project
6.11.2. BI Solution for the Company
6.11.3. Requirements and Objectives

6.12. Corporate Management Applications

6.12.1. Information Systems and Corporate Management
6.12.2. Applications for Corporate Management
6.12.3. Enterpise Resource Planning Systems or ERP

6.13. Digital Transformation

6.13.1. Conceptual Framework of Digital Transformation
6.13.2. Digital Transformation; Key Elements, Benefits and Drawbacks
6.13.3. Digital Transformation in Companies

6.14. Technology and Trends

6.14.1. Main Trends in the Field of Technology that are Changing Business Models
6.14.2. Analysis of the Main Emerging Technologies

6.15. IT Outsourcing

6.15.1. Conceptual Framework of Outsourcing
6.15.2. IT Outsourcing and Its Impact on the Business
6.15.3. Keys to Implement Corporate IT Outsourcing Projects

Module 7. Commercial Management, Strategic Marketing and Corporate Communication

7.1. Commercial Management

7.1.1. Conceptual Framework of Commercial Management
7.1.2. Business Strategy and Planning
7.1.3. The Role of Sales Managers

7.2. Marketing

7.2.1. The Concept of Marketing
7.2.2. The Basic Elements of Marketing
7.2.3. Marketing Activities in Companies

7.3. Strategic Marketing Management

7.3.1. The Concept of Strategic Marketing
7.3.2. Concept of Strategic Marketing Planning
7.3.3. Stages in the Process of Strategic Marketing Planning

7.4. Digital Marketing and E-Commerce

7.4.1. Digital Marketing and E-Commerce Objectives
7.4.2. Digital Marketing and Media Used
7.4.3. E-Commerce. General Context
7.4.4. Categories of E-Commerce
7.4.5. Advantages and Disadvantages of E-Commerce versus Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
7.5.2. Designing and Creating a Digital Marketing Plan
7.5.3. ROI Analysis in a Digital Marketing Plan

7.6. Digital Marketing to Reinforce a Brand

7.6.1. Online Strategies to Improve Your Brand's Reputation
7.6.2. Branded Content and Storytelling

7.7. Digital Marketing Strategy

7.7.1. Defining the Digital Marketing Strategy
7.7.2. Digital Marketing Strategy Tools

7.8. Digital Marketing to Attract and Retain Customers

7.8.1. Loyalty and Engagement Strategies through the Internet
7.8.2. Visitor Relationship Management
7.8.3. Hypersegmentation

7.9. Managing Digital Campaigns

7.9.1. What Is a Digital Advertising Campaign?
7.9.2. Steps in Launching an Online Marketing Campaign
7.9.3. Mistakes in Digital Advertising Campaigns

7.10. Online Marketing Plan

7.10.1. What Is an Online Marketing Plan?
7.10.2. Steps in Creating an Online Marketing Plan
7.10.3. Advantages of Having an Online Marketing Plan

7.11. Blended Marketing

7.11.1. What Is Blended Marketing?
7.11.2. Differences Between Online and Offline Marketing
7.11.3. Aspects to Be Taken into Account in the Blended Marketing Strategy
7.11.4. Features of a Blended Marketing Strategy
7.11.5. Recommendations in Blended Marketing
7.11.6. Benefits of Blended Marketing

7.12. Sales Strategy

7.12.1. Sales Strategy
7.12.2. Sales Methods

7.13. Corporate Communication

7.13.1. Concept
7.13.2. The Importance of Communication in the Organization
7.13.3. Type of Communication in the Organization
7.13.4. Functions of Communication in the Organization
7.13.5. Elements of Communication
7.13.6. Communication Problems
7.13.7. Communication Scenarios

7.14. Corporate Communication Strategy

7.14.1. Motivational Programs, Social Action, Participation and Training with HR
7.14.2. Internal Communication Support and Tools
7.14.3. Internal Communication Plan

7.15. Digital Communication and Reputation

7.15.1. Online Reputation
7.15.2. How to Measure Digital Reputation?
7.15.3. Online Reputation Tools
7.15.4. Online Reputation Report
7.15.5. Online Branding

Module 8. Market Research, Advertising and Commercial Management

8.1. Market Research

8.1.1. Market Research: Historical Origin
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research
8.1.3. Key Elements and Value Contribution of Market Research

8.2. Quantitative Research Methods and Techniques

8.2.1. Sample Size
8.2.2. Sampling
8.2.3. Types of Quantitative Techniques

8.3. Qualitative Research Methods and Techniques

8.3.1. Types of Qualitative Research
8.3.2. Qualitative Research Techniques

8.4. Market Segmentation

8.4.1. Market Segmentation Concept
8.4.2. Utility and Segmentation Requirements
8.4.3. Consumer Market Segmentation
8.4.4. Industrial Market Segmentation
8.4.5. Segmentation Strategies
8.4.6. Segmentation Based on Marketing - Mix Criteria
8.4.7. Market Segmentation Methodology

8.5. Research Project Management

8.5.1. Market Research as a Process
8.5.2. Planning Stages in Market Research
8.5.3. Execution Stages in Marketing Research
8.5.4. Managing a Research Project

8.6. International Market Research

8.6.1. International Market Research
8.6.2. International Market Research Process
8.6.3. The Importance of Secondary Sources in International Market Research

8.7. Feasibility Studies

8.7.1. Concept and Usefulness
8.7.2. Outline of a Feasibility Study
8.7.3. Development of a Feasibility Study

8.8. Publicity

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising: Principles, Briefing Concept and Positioning
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.8.4. Importance of Advertising in Business
8.8.5. Advertising Trends and Challenges

8.9. Developing the Marketing Plan

8.9.1. Marketing Plan Concept
8.9.2. Situation Analysis and Diagnosis
8.9.3. Strategic Marketing Decisions
8.9.4. Operating Marketing Decisions

8.10. Promotion and Merchandising Strategies

8.10.1. Integrated Marketing Communication
8.10.2. Advertising Communication Plan
8.10.3. Merchandising as a Communication Technique

8.11. Media Planning

8.11.1. Origin and Evolution of Media Planning
8.11.2. Media
8.11.3. Media Plan

8.12. Fundamentals of Commercial Management

8.12.1. The Role of Commercial Management
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.12.3. Commercial Planning Systems of the Company
8.12.4. Main Competitive Strategies

8.13. Commercial Negotiation

8.13.1. Commercial Negotiation
8.13.2. Psychological Issues in Negotiation
8.13.3. Main Negotiation Methods
8.13.4. The Negotiation Process

8.14. Decision-Making in Commercial Management

8.14.1. Commercial Strategy and Competitive Strategy
8.14.2. Decision Making Models
8.14.3. Decision-Making Analytics and Tools
8.14.4. Human Behavior in Decision Making

8.15. Sales Network Management

8.15.1. Sales Management 
8.15.2. Networks Serving Commercial Activity
8.15.3. Salesperson Recruitment and Training Policies
8.15.4. Remuneration Systems for Own and External Commercial Networks
8.15.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information

8.16. Implementing the Commercial Function

8.16.1. Recruitment of Own Sales Representatives and Sales Agents
8.16.2. Controlling Commercial Activity
8.16.3. The Code of Ethics of Sales Personnel
8.16.4. Compliance with Legislation
8.16.5. Generally Accepted Standards of Business Conduct

8.17. Key Account Management

8.17.1. Concept of Key Account Management
8.17.2. The Key Account Manager
8.17.3. Key Account Management Strategy

8.18. Financial and Budgetary Management

8.18.1. The Break-Even Point
8.18.2. The Sales Budget. Control of Management and of the Annual Sales Plan
8.18.3. Financial Impact of Strategic Sales Decisions
8.18.4. Cycle Management, Turnover, Profitability and Liquidity
8.18.5. Income Statement

Module 9. Innovation and Project Management

9.1. Innovation

9.1.1. Introduction to Innovation
9.1.2. Innovation in the Entrepreneurial Ecosystem
9.1.3. Instruments and Tools for the Business Innovation Process

9.2. Innovation from Strategy

9.2.1. Strategic Intelligence and Innovation
9.2.2. Innovation from Strategy

9.3. Project Management for Startups

9.3.1. Startup Concept
9.3.2. Lean Startup Philosophy
9.3.3. Stages of Startup Development
9.3.4. The Role of a Project Manager in a Startup

9.4. Business Model Design and Validation

9.4.1. Conceptual Framework of a Business Model
9.4.2. Business Model Design and Validation

9.5. Project Direction and Management

9.5.1. Project Direction and Management: Identification of Opportunities to Develop Corporate Innovation Projects
9.5.2. Main Stages or Phases in the Direction and Management of Innovation Projects

9.6. Change Management in Projects: Management of Training

9.6.1. Concept of Change Management
9.6.2. The Change Management Process
9.6.3. Change Implementation

9.7. Project Communication Management

9.7.1. Project Communications Management
9.7.2. Key Concepts for Project Communications Management
9.7.3. Emerging Trends
9.7.4. Adaptations to Equipment
9.7.5. Planning Communications Management
9.7.6. Managing Communications
9.7.7. Monitoring Communications

9.8. Traditional and Innovative Methodologies

9.8.1. Innovative Methodologies
9.8.2. Basic Principles of Scrum
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies

9.9. Creation of a Startup

9.9.1. Creation of a Startup
9.9.2. Organization and Culture
9.9.3. Top Ten Reasons Why Startups Fail

9.10. Project Risk Management Planning

9.10.1. Risk Planning
9.10.2. Elements for Creating a Risk Management Plan
9.10.3. Tools for Creating a Risk Management Plan
9.10.4. Content of the Risk Management Plan

Module 10. Executive Management

10.1. General Management

10.1.1. The Concept of General Management
10.1.2. The General Manager's Action
10.1.3. The CEO and Their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Manager Functions: Organizational Culture and Approaches

10.2.1. Manager Functions: Organizational Culture and Approaches

10.3. Operations Management

10.3.1. The Importance of Management
10.3.2. Value Chain
10.3.3. Quality Management

10.4. Public Speaking and Spokesperson Education

10.4.1. Interpersonal Communication
10.4.2. Communication Skills and Influence
10.4.3. Communication Barriers

10.5. Personal and Organizational Communications Tools

10.5.1. Interpersonal Communication
10.5.2. Interpersonal Communication Tools
10.5.3. Communication in the Organization
10.5.4. Tools in the Organization

10.6. Communication in Crisis Situations

10.6.1. Crisis
10.6.2. Phases of the Crisis
10.6.3. Messages: Contents and Moments

10.7. Preparation of a Crisis Plan

10.7.1. Analysis of Possible Problems
10.7.2. Planning
10.7.3. Adequacy of Personnel

10.8. Emotional Intelligence

10.8.1. Emotional Intelligence and Communication
10.8.2. Assertiveness, Empathy and Active Listening
10.8.3. Self-Esteem and Emotional Communication

10.9. Personal Branding

10.9.1. Strategies for Personal Brand Development
10.9.2. Personal Branding Laws
10.9.3. Tools for Creating Personal Brands

10.10. Leadership and Team Management

10.10.1. Leadership and Leadership Styles
10.10.2. Leader Capabilities and Challenges
10.10.3. Managing Change Processes
10.10.4. Managing Multicultural Teams

Module 11. Structure of Communication

11.1. Theory, Concept and Method of the Communication Structure

11.1.1. Introduction
11.1.2. Autonomy of the Discipline and Relationships with other Subjects
11.1.3. The Structuralist Method
11.1.4. Definition and Purpose of the Communication Structure
11.1.5. Guide to the Analysis of Communication Structure

11.2. New International Communication Order

11.2.1. Introduction
11.2.2. State Control: Monopolies
11.2.3. Communication Marketing
11.2.4. Cultural Dimension of Communication

11.3. Major Information Agencies

11.3.1. Introduction
11.3.2. What Is an Information Agency?
11.3.3. News and Information
11.3.4. Before the Internet
11.3.5. News Agencies Can Be Seen Thanks to the Internet
11.3.6. The World's Major Agencies

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

11.4.1. Introduction
11.4.2. Advertising Industry
11.4.3. The Need of Advertising for the Media
11.4.4. La Structure of the Advertising Industry
11.4.5. The Media and its Relationship with the Advertising Industry
11.4.6. Advertising Regulations and Ethics

11.5. Cinema and the Culture and Leisure Market

11.5.1. Introduction
11.5.2. The Complex Nature of Cinema
11.5.3. The Origin of the Industry
11.5.4. Hollywood, the Film Capital of the World

11.6. Political Power and the Media

11.6.1. Introduction
11.6.2. Influence of the Media in the Formation of Society
11.6.3. Media and Political Power

11.7. Media Concentration and Communication Policies

11.7.1. Introduction
11.7.2. Media Concentration
11.7.3. Communication Policies

11.8. Communication Structure in Latin America

11.8.1. Introduction
11.8.2. Communication Structure in Latin America
11.8.3. New Trends

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

11.9.1. Introduction
11.9.2. Historical Approach
11.9.3. Bipolarity of the Latin American Media System
11.9.4. U.S. Hispanic Media 

11.10. Digitalization and the Future of Journalism

11.10.1. Introduction
11.10.2. Digitalization and the New Media Structure
11.10.3. The Structure of Communication in Democratic Countries

Module 12. Social Communication Theory

12.1. The Art of Communicating

12.1.1. Introduction: The Study of Communication as a Social Science
12.1.2. Knowledge

12.1.2.1. Sources of Knowledge

12.1.3. The Scientific Method

12.1.3.1. The Deductive Method
12.1.3.2. Inductive Method
12.1.3.3. Hypothetical-Deductive Method

12.1.4. Common Concepts in Scientific Research

12.1.4.1. Dependent and Independent Variables
12.1.4.2. Hypotheses
12.1.4.3. Operationalization
12.1.4.4. The Law or Theory of Hedging

12.2. Elements of Communication

12.2.1. Introduction
12.2.2. Elements of Communication
12.2.3. Empirical Research

12.2.3.1. Basic Versus Applied Research
12.2.3.2. Research Paradigms
12.2.3.3. Values in Research
12.2.3.4. The Unit of Analysis
12.2.3.5. Cross-Sectional and Longitudinal Studies

12.2.4. Define Communication

12.3. Trends in Social Communication Research

12.3.1. Introduction. Communication in the Ancient World
12.3.2. Communication Theorists

12.3.2.1. Greece
12.3.2.2. The Sophists, Early Communication Theorists
12.3.2.3. Aristotelian Rhetoric
12.3.2.4. Cicero and the Canons of Rhetoric
12.3.2.5. Quintilian: The Oratorical Institution

12.3.3. The Modern Period: The Theory of Argumentation

12.3.3.1. Anti-Retoricist Humanism
12.3.3.2. Communication in Baroque
12.3.3.3. From the Enlightenment to Mass Society

12.3.4. The 20th Century: The Rhetoric of the Mass Media

12.3.4.1. Media Communication

12.4. Communicative Behavior

12.4.1. Introduction: The Communicative Process
12.4.2. Communicative Behavior

12.4.2.1. Animal Ethology and the Study of Human Communication
12.4.2.2. The Biological Background of Communication
12.4.2.3. Intrapersonal Communication
12.4.2.4. Patterns of Communicative Behavior

12.4.3. The Study of Non-Verbal Communicative Behavior

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

12.5. The Communicative Transaction

12.5.1. Introduction: The Communicative Transaction
12.5.2. Transactional Analysis

12.5.2.1. The I-Child
12.5.2.2. The I-Parent
12.5.2.3. The I-Adult

12.5.3. Classification of Transactions

12.6. Identity, Self-Concept and Communication

12.6.1. Introduction
12.6.2. Identity, Self-Concept and Communication

12.6.2.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities
12.6.2.2. The Strategy of Negative Emotions
12.6.2.3. The Strategy of Positive Emotions
12.6.2.4. The Strategy to Induce Emotions in Others
12.6.2.5. The Mutual Commitment Strategy
12.6.2.6. The Strategy of Pity or Understanding

12.6.3. The Presentation of Oneself in Everyday Rituals

12.6.3.1. Symbolic Interactionism

12.6.4. Constructivism
12.6.5. Self-Concept Motivated to Interact

12.6.5.1. The Theory of Reasoned Action

12.6.6. Conversational Pragmatics

12.7. Communication in Groups and Organizations

12.7.1. Introduction: The Communicative Process
12.7.2. Communicative Behavior

12.7.2.1. Animal Ethology and the Study of Human Communication
12.7.2.2. The Biological Background of Communication
12.7.2.3. Intrapersonal Communication
12.7.2.4. Patterns of Communicative Behavior

12.7.3. The Study of Non-Verbal Communicative Behavior

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

12.8. Media Communication I

12.8.1. Introduction
12.8.2. Media Communication
12.8.3. Characteristics of the Media and its Messages

12.8.3.1. The Mass Media
12.8.3.2. Media Functions

12.8.4. The Powerful Effects of the Mass Media

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

12.9. Media Communication II

12.9.1. Introduction
12.9.2. The Hypodermic Theory
12.9.3. The Limited Effects of the Media
12.9.4. The Uses and Gratifications of Mass Communications

12.9.4.1. Theory of Uses and Gratifications
12.9.4.2. Origins and Principles
12.9.4.3. Objectives of the Theory of Uses and Gratifications
12.9.4.4. Expectations Theory

12.10. Media Communication III

12.10.1. Introduction
12.10.2. Computerized Communication and Virtual Reality

12.10.2.1. Computer-Assisted Communication: The Problem of Its Theoretical Integration
12.10.2.2. Definitions of Computerized Communication

12.10.3. Evolution of the Theory of Uses and Gratifications

12.10.3.1. Reinforcements of Media Dependency Theory

12.10.4. Virtual Reality as an Emerging Object of Study

12.10.4.1. Psychological Immersion of the User

12.10.5. Telepresence

Module 13. Technology and Information and Knowledge Management

13.1. New Communication Tendencies

13.1.1. Introduction to Computer Science
13.1.2. What Is a Computer?

13.1.2.1. Elements of a Computer

13.1.3. The Files

13.1.3.1. File Compression

13.1.4. Representation and Information Measurement
13.1.5. Distance Learning
13.1.6. Basic Rules of Online Communication
13.1.7. How to Download Information from the Internet?

13.1.7.1. Saving an Image

13.1.8. The Forums as a Place of Interaction

13.2. The Design and Use of Virtual Classrooms for Distance Learning

13.2.1. Introduction
13.2.2. Distance Learning

13.2.2.1. Features
13.2.2.2. Advantages of Distance Educational
13.2.2.3. Distance Education Generations

13.2.3. Virtual Classrooms in Distance Learning

13.2.3.1. The Design of Virtual Classrooms for Distance Learning

13.2.4. Virtual Worlds and Distance Education

13.2.4.1. Second Life

13.3. Plan and Organization Techniques

13.3.1. Introduction
13.3.2. Knowledge Maps

13.3.2.1. Functional Criteria
13.3.2.2. Classification of Knowledge Maps
13.3.2.3. Concept and Definition of the Knowledge Map
13.3.2.4. Mapping or Application of Knowledge

13.3.3. Construction of Knowledge Maps
13.3.4. Types of Knowledge Maps
13.3.5. Knowledge Maps with their Own Name

13.3.5.1. Concept Maps
13.3.5.2. Mind Maps
13.3.5.3. Yellow Pages

13.4. Collaborative Work Environments: Tools and Applications in the Cloud

13.4.1. Introduction
13.4.2. Benchmarking

13.4.2.1. Concepts

13.4.3. Benchmark and Benchmarking
13.4.4. Types and Phases of Benchmarking. Approaches and Approximations to Benchmarking
13.4.5. Benchmarking Costs and Benefits
13.4.6. The Xerox Case Study
13.4.7. Institutional Reports

13.5. Online Communication and Communication Online for Learning

13.5.1. Introduction
13.5.2. Online Communication

13.5.2.1. What Is Communication and How Is It Performed?
13.5.2.2. What Is Online Communication?
13.5.2.3. Communication Online for Learning
13.5.2.4. Communication Online for Learning and the Distance Learner

13.5.3. Free Online Communication Tools

13.5.3.1. E-mail
13.5.3.2. Instant Messaging Tools
13.5.3.3. Google Talk
13.5.3.4. Pidgin
13.5.3.5. Facebook Messenger
13.5.3.6. WhatsApp

13.6. Knowledge Management

13.6.1. Introduction to Knowledge Management
13.6.2. FADO Matrices
13.6.3. What is Communication and How is it Performed?
13.6.4. Definition

13.6.4.1. Steps to Construct a Cause-Effect Diagram

13.7. Data Processing Tools. Spreadsheets

13.7.1. Introduction to Calculation Sheets
13.7.2. Origins
13.7.3. Cells
13.7.4. Basic Arithmetic Operations in Spreadsheets

13.7.4.1. The Four Basic Operations

13.7.5. Operations with Constants
13.7.6. Operations with Variables. Advantages
13.7.7. Relativity

13.8. Digital Presentation Tools

13.8.1. Introduction
13.8.2. How to Prepare Effective Academic Presentations

13.8.2.1. Planning and Outlining the Presentation

13.8.3. Production
13.8.4. SlideShare

13.8.4.1. Main Characteristics and Functional Criteria
13.8.4.2. How to Use SlideShare?

13.9. Online Information Sources

13.9.1. Introduction
13.9.2. Traditional Media

13.9.2.1. Radio
13.9.2.2. Press
13.9.2.3. Television

13.9.3. Blog
13.9.4. YouTube
13.9.5. Social Networks

13.9.5.1. Facebook
13.9.5.2. Twitter
13.9.5.3. Instagram
13.9.5.4. Snapchat

13.9.6. Search Engine Advertising
13.9.7. Newletters

13.10. Saturation of Information

13.10.1. Introduction
13.10.2. Saturation of Information

13.10.2.1. Information in Today's World
13.10.2.2. Press
13.10.2.3. Television
13.10.2.4. Radio

13.10.3. Manipulating Information

Module 14. Fundamentals of Communication in the Digital Environment

14.1. Web 2.0 or the Social Web

14.1.1. Organization in the Age of Conversation
14.1.2. Web 2.0 Is All About People
14.1.3. Digital Environment and New Communication Formats

14.2. Digital Communication and Reputation

14.2.1. Online Reputation Report
14.2.2. Etiquette and Best Practices in Social Networking
14.2.3. Branding and 2.0 Networks 

14.3. Online Reputation Plan Design and Planning

14.3.1. Overview of the Main Social Media
14.3.2. Brand Reputation Plan
14.3.3. General Metrics, ROI, and Social CRM
14.3.4. Online Crisis and Reputational SEO

14.4. General, Professional and Microblogging Platforms

14.4.1. Facebook
14.4.2. LinkedIn
14.4.3. Google+
14.4.4. Twitter

14.5. Video, Image and Mobility Platforms

14.5.1. YouTube
14.5.2. Instagram
14.5.3. Flickr
14.5.4. Vimeo
14.5.5. Pinterest

14.6. Content and Storytelling Strategy

14.6.1. Corporate Blogging
14.6.2. Content Marketing Strategy
14.6.3. Creating a Content Plan
14.6.4. Content Curation Strategy

14.7. Social Media Strategies

14.7.1. Corporate PR and Social Media
14.7.2. Defining the Strategy to be Applied in Each Medium
14.7.3. Analysis and Evaluation of Results

14.8. Community Administration

14.8.1. Roles, Tasks and Responsibilities of the Community Administration
14.8.2. Social Media Manager
14.8.3. Social Media Strategist

14.9. Social Media Plan

14.9.1. Designing a Social Media Plan
14.9.2. Schedule, Budget, Expectations and Follow-up
14.9.3. Contingency Protocol in Case of Crisis

14.10. Online Monitoring Tools

14.10.1. Management Tools and Desktop Applications
14.10.2. Monitoring and Research Tools

Module 15. Written Communication

15.1. History of Communication

15.1.1. Introduction
15.1.2. Communication in Antiquity
15.1.3. The Revolution of Communication
15.1.4. Current Communication

15.2. Oral and Written Communication

15.2.1. Introduction
15.2.2. The Text and Its Linguistics
15.2.3. The Text and Its Properties: Coherence and Cohesion

15.2.3.1. Coherence
15.2.3.2. Cohesion
15.2.3.3. Recurrence

15.3. Planning or Prewriting

15.3.1. Introduction
15.3.2. Writing Processes
15.3.3. Planning
15.3.4. Documentation

15.4. The Act of Writing

15.4.1. Introduction
15.4.2. Style
15.4.3. Lexicon
15.4.4. Sentence
15.4.5. Paragraph

15.5. Rewriting

15.5.1. Introduction
15.5.2. The Review
15.5.3. How to Use the Computer to Improve the Text

15.5.3.1. Dictionary
15.5.3.2. Search/Change
15.5.3.3. Synonyms
15.5.3.4. Paragraph
15.5.3.5. Shades
15.5.3.6. Cut and Paste
15.5.3.7. Change Control, Commenting and Version Comparison

15.6. Spelling and Grammar Issues

15.6.1. Introduction
15.6.2. Most Common Accentuation Problems
15.6.3. Capitalization
15.6.4. Punctuation Marks
15.6.5. Abbreviations and Acronyms
15.6.6. Other Signs
15.6.7. Some Problems

15.7. Textual Models: Description

15.7.1. Introduction
15.7.2. Definition
15.7.3. Types of Description
15.7.4. Description Types
15.7.5. Techniques
15.7.6. Linguistic Elements

15.8. Textual Models: Narration

15.8.1. Introduction
15.8.2. Definition
15.8.3. Features
15.8.4. Components
15.8.5. The Narrator
15.8.6. Linguistic Elements

15.9. Textual Models: The Exposition and the Epistolary Genre

15.9.1. Introduction
15.9.2. The Exposition
15.9.3. The Epistolary Genre
15.9.4. Components

15.10. Textual Models: The Argumentation

15.10.1. Introduction
15.10.2. Definition
15.10.3. Elements and Structure of Argumentation
15.10.4. Types of Arguments
15.10.5. Fallacies
15.10.6. Structure
15.10.7. Linguistic Features

15.11. Academic Writing

15.11.1. Introduction
15.11.2. Scientific Work
15.11.3. Summary
15.11.4. The Review
15.11.5. The Trial
15.11.6. Appointments
15.11.7. Writing on the Internet

Module 16. Television Communication

16.1. The Message on Television

16.1.1. Introduction
16.1.2. The Message on Television
16.1.3. TV as the Union of Dynamic Image and Audio

16.2. History and Evolution of the Television Media

16.2.1. Introduction
16.2.2. Origin of the Television Medium
16.2.3. History and Evolution in the World of Television Media

16.3. Television Genres and Formats

16.3.1. Introduction
16.3.2. Television Genres
16.3.3. Format on Television

16.4. The Script on Television

16.4.1. Introduction
16.4.2. Types of Scripts
16.4.3. Role of the Script in Television

16.5. Television Programming

16.5.1. Introduction
16.5.2. History
16.5.3. Block Programming
16.5.4. Cross Programming
16.5.5. Counterprogramming

16.6. Language and Narration in Television

16.6.1. Introduction
16.6.2. Language in Television
16.6.3. Television Narration

16.7. Speech and Expression Techniques

16.7.1. Introduction
16.7.2. Speech Techniques
16.7.3. Expression Techniques

16.8. Creativity in Television

16.8.1. Introduction
16.8.2. Creativity in Television
16.8.3. The Future of Television

16.9. Production

16.9.1. Introduction
16.9.2. Television Production
16.9.3. Pre-Production
16.9.4. Production and Recording
16.9.5. Post-Production

16.10. Digital Technology and Techniques in Television

16.10.1. Introduction
16.10.2. The Role of Technology in Television
16.10.3. Digital Techniques in Television

Module 17. Broadcast Communication

17.1. History of Broadcasting

17.1.1. Introduction
17.1.2. Origins
17.1.3. Orson Welles and "The War of the Worlds"
17.1.4. Radio in the World
17.1.5. The New Radio

17.2. Current Overview of Radio in Latin America

17.2.1. Introduction
17.2.2. Radio History in Latin America
17.2.3. Present

17.3. Radio Language

17.3.1. Introduction
17.3.2. Characteristics of Radio Communication
17.3.3. Elements that Make Up the Radio Language
17.3.4. Characteristics of the Construction of Radiophonic Texts
17.3.5. Characteristics of Radiophonic Text Writing
17.3.6. Glossary of Terms Used in Radiophonic Language

17.4. The Radio Script. Creativity and Expression

17.4.1. Introduction
17.4.2. Radio Script
17.4.3. Basic Principles in the Development of a Script

17.5. Broadcast Production, Realization and Voice-Over in Broadcasting

17.5.1. Introduction
17.5.2. Production and Realization
17.5.3. Radio Voice-Over
17.5.4. Peculiarities of Radio Voice-Over
17.5.5. Practical Breathing and Voice-Over Exercises

17.6. Improvisation in Broadcasting

17.6.1. Introduction
17.6.2. Peculiarities of the Radio Media
17.6.3. What is Improvisation?
17.6.4. How is Improvisation Carried Out?
17.6.5. Sports Information in Radio. Characteristics and Language
17.6.6. Lexical Recommendations

17.7. Radio Genres

17.7.1. Introduction
17.7.2. Radio Genres

17.7.2.1. The News
17.7.2.2. The Chronicle
17.7.2.3. The Report
17.7.2.4. The Interview

17.7.3. The Round Table and the Debate

17.8. Radio Audience Research

17.8.1. Introduction
17.8.2. Radio Research and Advertising Investment
17.8.3. Main Research Methods
17.8.4. General Media Study
17.8.5. Summary of the General Media Study
17.8.6. Traditional Radio vs. Online Radio

17.9. Digital Sound

17.9.1. Introduction
17.9.2. Basic Concepts about Digital Sound
17.9.3. History of Sound Recording
17.9.4. Main Digital Sound Formats
17.9.5. Digital Sound Editing Audacity

17.10. New Radio Operator

17.10.1. Introduction
17.10.2. New Radio Operator
17.10.3. The Formal Organization of Broadcasters
17.10.4. The Task of the Editor
17.10.5. The Content Gathering
17.10.6. Immediacy or Quality?

Module 18. Creativity in Communication

18.1. To Create is to Think

18.1.1. The Art of Thinking
18.1.2. Creative Thinking and Creativity
18.1.3. Thought and Brain
18.1.4. The Lines of Research on Creativity: Systematization

18.2. Nature of the Creative Process

18.2.1. Nature of Creativity
18.2.2. The Notion of Creativity: Creation and Creativity
18.2.3. The Creation of Ideas for Persuasive Communication
18.2.4. Nature of the Creative Process in Advertising

18.3. The Invention

18.3.1. Evolution and Historical Analysis of the Creation Process
18.3.2. Nature of the Classical Canon of the Invention
18.3.3. The Classical View of Inspiration in the Origin of Ideas
18.3.4. Invention, Inspiration, Persuasion

18.4. Rhetoric and Persuasive Communication

18.4.1. Rhetoric and Advertising
18.4.2. The Rhetorical Parts of Persuasive Communication
18.4.3. Rhetorical Figures
18.4.4. Rhetorical Laws and Functions of Advertising Language

18.5. Creative Behavior and Personality

18.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
18.5.2. Creative Behavior and Motivation
18.5.3. Perception and Creative Thinking
18.5.4. Elements of Creativity

18.6. Creative Skills and Abilities

18.6.1. Thinking Systems and Models of Creative Intelligence
18.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
18.6.3. Interaction Between Factors and Intellectual Capabilities
18.6.4. Creative Skills
18.6.5. Creative Capabilities

18.7. The Phases of the Creative Process

18.7.1. Creativity as a Process
18.7.2. The Phases of the Creative Process
18.7.3. The Phases of the Creative Process in Advertising

18.8. Troubleshooting

18.8.1. Creativity and Problem Solving
18.8.2. Perceptual Blocks and Emotional Blocks
18.8.3. Invention Methodology: Programs and Creative Methods

18.9. The Methods of Creative Thinking

18.9.1. The Brainstorming as a Model for the Creation of Ideas
18.9.2. Vertical Thinking and Lateral Thinking
18.9.3. Invention Methodology: Programs and Creative Methods

18.10. Creativity and Advertising Communication

18.10.1. The Creative Process as a Specific Product of Advertising Communication
18.10.2. Nature of the Creative Process in Advertising: Creativity and Process of Advertising Creation
18.10.3. Methodological Principles and Effects of Advertising Creation
18.10.4. Advertising Creation: From Problem to Solution
18.10.5. Creativity and Persuasive Communication

Module 19. Corporate Identity

19.1. The Importance of Image in Businesses

19.1.1. What is Corporate Image?
19.1.2. Differences between Corporate Identity and Corporate Image
19.1.3. Where Can the Corporate Image Be Manifested?
19.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image?

19.2. Research Techniques in Corporate Image

19.2.1. Introduction
19.2.2. The Study of the Company's Image
19.2.3. Corporate Image Research Techniques
19.2.4. Qualitative Image Study Techniques
19.2.5. Types of Quantitative Techniques

19.3. Image Audit and Strategy

19.3.1. What Is Image Auditing?
19.3.2. Guidelines
19.3.3. Audit Methodology
19.3.4. Strategic Planning

19.4. Corporate Culture

19.4.1. What Is Corporate Culture?
19.4.2. Factors Involved in Corporate Culture
19.4.3. Functions of Corporate Culture
19.4.4. Types of Corporate Culture

19.5. Corporate Social Responsibility and Corporate Reputation

19.5.1. CSR: Concept and Application of the Company
19.5.2. Guidelines for Integrating CSR into Businesses
19.5.3. CSR Communication
19.5.4. Corporate Reputation

19.6. Corporate Visual Identity and Naming

19.6.1. Corporate Visual Identity Strategies
19.6.2. Basic Elements
19.6.3. Basic Principles
19.6.4. Preparation of the Manual
19.6.5. The Naming

19.7. Brand Image and Positioning

19.7.1. The Origins of Trademarks
19.7.2. What Is a Brand?
19.7.3. The Need to Build a Brand
19.7.4. Brand Image and Positioning
19.7.5. The Value of Brands

19.8. Image Management through Crisis Communication

19.8.1. Strategic Communication Plan
19.8.2. When It All Goes Wrong: Crisis Communication
19.8.3. Cases

19.9. The Influence of Promotions on Corporate Image

19.9.1. The New Advertising Industry Landscape
19.9.2. The Marketing Promotion
19.9.3. Features
19.9.4. Dangers
19.9.5. Promotional Types and Techniques

19.10. Distribution and Image of the Point of Sale

19.10.1. The Main Players in Commercial Distribution
19.10.2. The Image of Retail Distribution Companies through Positioning
19.10.3. Through Its Name and Logo

Module 20. The Fundamentals of Graphic Design

20.1. Introduction to Design

20.1.1. Design Concepts: Art and Design
20.1.2. Fields of Application of the Design
20.1.3. Design and Ecology: Ecodesign
20.1.4. Activist Design

20.2. Design and Configuration

20.2.1. The Design Process
20.2.2. The Idea of Progress
20.2.3. The Dichotomy between Need and Desire

20.3. Introduction to Adobe Lightroom I

20.3.1. Interface Walkthrough: Catalog and Preferences
20.3.2. Program Structure and Visualization
20.3.3. Structure of the Library
20.3.4. File Import

20.4. Introduction to Adobe Lightroom II

20.4.1. Fast Development, Keywords and Metadata
20.4.2. Simple Collections
20.4.3. Intelligent Collections
20.4.4. Practice

20.5. Library in Adobe Lightroom

20.5.1. Classification and Structuring Methods
20.5.2. Stacks, Virtual Copies, Files Not Found
20.5.3. Watermark and Logos
20.5.4. Exporting

20.6. Revealing in Adobe Lightroom I

20.6.1. Developed Module
20.6.2. Lens Correction and Cropping
20.6.3. The Histogram
20.6.4. Calibration and Profiling

20.7. Presets

20.7.1. What Are They?
20.7.2. How Are They Used?
20.7.3. What Kind of Pre-Established Settings are Saved in Lightroom Presets?
20.7.4. Search Resources

20.8. Tone in Adobe Lightroom

20.8.1. Tone Curve
20.8.2. HSL
20.8.3. Split Tones
20.8.4. Practice 

20.9. Revealing in Adobe Lightroom II

20.9.1. Masks
20.9.2. Development with Brush
20.9.3. Focus and Noise Reduction
20.9.4. Vignetting
20.9.5. Red Eye and Blemish Removal 

20.10. Revealing in Adobe Lightroom III

20.10.1. Transforming an Image
20.10.2. Creation of Panoramic Photographs
20.10.3. HDR, What Is It? How Do We Create iI?
20.10.4. Synchronize Settings

Module 21. Organization Management

21.1. Strategic Management

21.1.1. Organizational Design
21.1.2. Strategic Position of the Business
21.1.3. Competitive and Corporate Strategies

21.2. Corporate Finance

21.2.1. Financial Policy and Growth
21.2.2. Company Valuation Methods
21.2.3. Capital Structure and Financial Leverage
21.2.4. Finance for the Global Communications Officer

21.3. Strategic Leadership for Intangible Asset Economy

21.3.1. Cultural Alignment Strategies
21.3.2. Corporate and Differentiating Leadership
21.3.3. Change and Transformation Agent

21.4. Economic Situation

21.4.1. The Fundamentals of the Global Economy
21.4.2. The Globalization of Companies and Financial Markets
21.4.3. Entrepreneurship and New Markets

21.5. Innovation and Digital Transformation

21.5.1. Management and Strategic Innovation
21.5.2. Creative Thinking and Design Thinking
21.5.3. Open Innovation
21.5.4. Sharing Economy

21.6. International Context

21.6.1. Geopolitics
21.6.2. Divisive Markets and Types of Change
21.6.3. Hedging with Currency Exchange Contracts
21.6.4. Foreign Investments and Exportation Financing

Module 22. Managerial Skills

22.1. Public Speaking and Spokesperson Education

22.1.1. Interpersonal Communication
22.1.2. Communication Skills and Influence
22.1.3. Communication Barriers

22.2. Communication and Leadership

22.2.1. Leadership and Leadership Styles
22.2.2. Motivation
22.2.3. Skills and Abilities of the Leader 2.0 

22.3. Personal Branding

22.3.1. Strategies for Personal Brand Development
22.3.2. Personal Branding Laws
22.3.3. Tools for Creating Personal Brands

22.4. Team Management

22.4.1. Work Teams and Management Meetings
22.4.2. Managing Change Processes
22.4.3. Managing Multicultural Teams
22.4.4. Coaching

22.5. Negotiation and Conflict Resolution

22.5.1. Effective Negotiation Techniques
22.5.2. Interpersonal Conflicts
22.5.3. Intercultural Negotiation

22.6. Emotional Intelligence

22.6.1. Emotional Intelligence and Communication
22.6.2. Assertiveness, Empathy and Active Listening
22.6.3. Self-Esteem and Emotional Language

22.7. Relational Capital: Coworking

22.7.1. Managing Human Capital
22.7.2. Performance Analysis
22.7.3. Managing Equality and Diversity
22.7.4. Innovation in People Management

22.8. Time Management

22.8.1. Planning, Organization and Control
22.8.2. The Methodology of Time Management
22.8.3. Action Plans
22.8.4. Tools for Efficient Time Management

Module 23. Managerial Aspects of Corporate Communication

23.1. Communication in Organizations

23.1.1. Organizations, People and Society
23.1.2. Historical Evolution of Organizational Behavior
23.1.3. Bidirectional Communication
23.1.4. Communication Barriers

23.2. Structure, Control and Challenges in Communication Management

23.2.1. Departmental Structure in Communication Management
23.2.2. Current Trends in Management Models
23.2.3. Integration of Intangibles
23.2.4. Communication Department Challenges

23.3. Integral Communication Plans

23.3.1. Audit and Diagnosis
23.3.2. Elaboration of Communication Plan
23.3.3. Measurement of the Results: KPIs and ROI

23.4. Effects of the Media

23.4.1. Efficiency of Commercial and Advertising Communication
23.4.2. Theories on the Effects of the Media
23.4.3. Social and Co-Creation Models

23.5. Press Offices and Their Relationship with Communication Media

23.5.1. Identifying Opportunities and Information Needs
23.5.2. Management of Reports and Interviews with Spokespersons
23.5.3. Virtual Press Room and e-Communication
23.5.4. Buying Advertising Space

23.6. Public Relations

23.6.1. PR Strategy and Practice
23.6.2. Protocol and Ceremonial Rules
23.6.3. Event Organization and Creative Management

23.7. Lobbies and Pressure Groups

23.7.1. Opinion Groups and Their Actions in Businesses and Institutions
23.7.2. Institutional Relations and Lobbying
23.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

23.8. Internal Communication

23.8.1. Motivational Programs, Social Action, Participation and Training with HR
23.8.2. Internal Communication Support and Tools
23.8.3. Internal Communication Plan

23.9. Branding & Naming

23.9.1. Brand Management and Coordination in Launching of New Products
23.9.2. Brand Repositioning

23.10. Audience Forecasting and Data Sources

23.10.1. Measurement Units and Audience Profiles
23.10.2. Affinity, Sharing, Rating and and GrP's
23.10.3. Current Suppliers in the Advertising Market

Module 24. Communication in Specialized Sectors

24.1. Financial Communication

24.1.1. Value of Intangibles
24.1.2. Financial Communication in Listed Companies
24.1.3. The Issuers of the Financial Communication
24.1.4. Public Objective in Financial Operations

24.2. Political and Electoral Communication

24.2.1. Image in Political and Electoral Campaigns
24.2.2. Political Advertising
24.2.3. Political and Electoral Communication Plan
24.2.4. Electoral Communication Audits

24.3. Communication and Health

24.3.1. Journalism and Health Information
24.3.2. Interpersonal and Group Communication in the Field of Health
24.3.3. Communication Risk and Communicative Management in a Health Crisis

24.4. Digital Culture and Hypermedia Museography

24.4.1. Production and Diffusion of Art in the Digital Era
24.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
24.4.3. Constructive Participation in the Digital Culture

24.5. Communication at the Forefront of Public Organizations

24.5.1. Communication in the Public Sector
24.5.2. Strategy and Creation in Public Organization Communications
24.5.3. Intangible Assets in the Public Sector
24.5.4. Information Policy of Public Organizations

24.6. Communications in Non-Profit Organizations

24.6.1. NPO and Relationship with Government Agencies
24.6.2. Corporative Reputation in Non-Profit Organizations
24.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
24.6.4. Different Figures and Communication Media

Module 25. Marketing and Communication

25.1. Product Placement and Branded Content

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

25.2. Digital Media Planning and Contracting

25.2.1. Real Time Bidding
25.2.2. Integrated Digital Campaign Planning
25.2.3. Advertising Investment Control Scorecard

25.3. Promotional Marketing

25.3.1. Consumer Promotions
25.3.2. Sales Force, Channel, Point of Sale and Special Promotions
25.3.3. Success and Cost-Effectiveness of Promotional Actions

25.4. Planning, Execution and Measurement of SEM Campaigns

25.4.1. Search Engine Marketing
25.4.2. Conversion of Traffic to Qualified Traffic
25.4.3. SEM Project Management

25.5. Metrics and Results Analysis in Public Digital Campaigns

25.5.1. Ad Servers
25.5.2. Traditional Metrics and Digital GrPs
25.5.3. Crossmedia and Interactions

25.6. Display Advertising, Rich Media and Viral Publicity

25.6.1. Media, Formats and Supports
25.6.2. Conversion Funnel
25.6.3. Buzz Marketing and WOM

25.7. Mobile Marketing, Geo-Localization and Internet TV

25.7.1. New Mobile Marketing Applications
25.7.2. Geo-Localization
25.7.3. Applications which Integrate Websites, Geotagging and Mobile

25.8. Advertising Effectiveness

25.8.1. Research Techniques and Tracking Campaigns
25.8.2. Coverage and Effective Frequency Analysis
25.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 26. Customer Relationship Management

26.1. CRM and Relational Marketing

26.1.1. Business Philosophy or Strategic Orientation
26.1.2. Customer Identification and Differentiation
26.1.3. The Company and Its Stakeholders
26.1.4. Clienting

26.2. Database Marketing and Customer Relationship Management

26.2.1. Database Marketing Applications
26.2.2. Information Sources, Storage, and Processing

26.3. Consumer Psychology and Behavior

26.3.1. The Study of Consumer Behavior
26.3.2. Internal and External Consumer Factors
26.3.3. Consumer Decision Process
26.3.4. Consumerism, Society, Marketing, and Ethics

26.4. Consumer Centric Marketing

26.4.1. Segmentation
26.4.2. Profitability Analysis
26.4.3. Customer Loyalty Strategies

26.5. CRM Management Techniques

26.5.1. Direct Marketing
26.5.2. Multichannel Integration
26.5.3. Viral Marketing

26.6. Advantages and Risks of Implementing CRM

26.6.1. CRM, Sales and Costs
26.6.2. Customer Satisfaction and Loyalty
26.6.3. Technology Implementation
26.6.4. Strategic and Management Errors

Module 27. Communication Strategy in the Digital World

27.1. Web 2.0 or the Social Web

27.1.1. Organization in the Age of Conversation
27.1.2. Web 2.0 Is All about People
27.1.3. Digital Environment and New Communication Formats

27.2. Digital Communication and Reputation

27.2.1. Online Reputation Report
27.2.2. Netiquette and Good Practices on Social Media
27.2.3. Branding and Networking 2.0 

27.3. Designing and Planning an Online Reputation Plan

27.3.1. Brand Reputation Plan
27.3.2. General Metrics, ROI, and Social CRM
27.3.3. Online Crisis and Reputational SEO

27.4. General, Professional, and Microblogging Platforms

27.4.1. Facebook
27.4.2. LinkedIn
27.4.3. Twitter

27.5. Video, Image, and Mobility Platforms

27.5.1. YouTube
27.5.2. Instagram
27.5.3. Flickr
27.5.4. Vimeo
27.5.5. Pinterest

27.6. Content and Storytelling Strategy

27.6.1. Corporate Blogging
27.6.2. Content Marketing Strategy
27.6.3. Creating a Content Plan
27.6.4. Content Curation Strategy

27.7. Social Media Strategies

27.7.1. Corporate PR and Social Media
27.7.2. Defining the Strategy to Be Followed in Each Medium
27.7.3. Analysis and Evaluation of Results

27.8. Community Management

27.8.1. Functions, Duties, and Responsibilities of the Community Manager
27.8.2. Social Media Manager
27.8.3. Social Media Strategist

27.9. Social Media Plan

27.9.1. Designing a Social Media Plan
27.9.2. Schedule, Budget, Expectations and Follow-up
27.9.3. Contingency Protocol in Case of Crisis

27.10. Online Monitoring Tools

27.10.1. Management Tools and Desktop Applications
27.10.2. Monitoring and Research Tools

You will have access to a library of multimedia resources 7 days a week, 24 hours a day"