Training that will elevate your skills to the highest professional level, with up-to-date information on the latest business techniques and approaches"

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

TECH students represent more than 200 different nationalities. 

Learn with the best

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

Teachers representing 20 different nationalities. 

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" 

This TECH Advanced master’s degree has been structured in such a way that business professionals are able to learn in depth and comprehensively through the most up-to-date concepts of advertising and public relations management. To do so, they will be able to carry out a self-guided study that will take them through the latest contributions to these professional areas so that they can learn, in depth, those techniques and tools that they will be able to apply to their daily practice. Undoubtedly, a state-of-the-art program for professionals seeking excellence.  

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 in Advertising and Public Relations of TECH Global University is an intensive program that prepares the professional to face challenges and business 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, a multitude of practical cases will be analyzed through individual work, achieving high quality learning that you will be able to apply later to your 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 advertising and public relations management from a strategic, international and innovative perspective.  

A plan focused on professional improvement that prepares the professional to achieve excellence in the field of management and business management. A program that understands the needs of your students and your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them 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. Innovation and Project Management
Module 8. Commercial Management, Marketing and Corporate Communications 
Module 9. Advertising Theory
Module 10. Fundamentals of Public Relations 
Module 11. History of Advertising and Public Relations 
Module 12. Advertising and Public Relations Company 
Module 13. Introduction to the Psychology of Communication 
Module 14. Public Opinion 
Module 15. Advertising Language 
Module 16. Fundamentals of Communication in the Digital Environment
 Module 17. Corporate Identity
Module 18. Creativity in Communication 

Where, when, and how it is taught.

TECH offers the possibility of developing this program completely online. During the 2 years of training, the student will be able to access all the contents in this program at any time, which will allow them to manage their own study time.  

Módulo 1. Leadership, Ethics, and CSR

1.1. Globalization and Governance 

1.1.1. Globalization and Trends: Market Internationalization 
1.1.2. Economic Environment and Corporate Governance 
1.1.3. Accountability or the Rendition of Accounts 

1.2. Leadership. 

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

1.3. Business Ethics 

1.3.1. 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. The 2030 Agenda and the SDGs

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility 
1.5.2. Roles and Responsibilities 
1.5.3. Implementation of 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 Organizations 
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: Methods   
2.4.3. Growing and Consolidating the Corporate Strategy 

2.5. Strategic Management 

2.5.1. Mission, Vision and Strategic Values 
2.5.2. Balanced Scorecard/Control Panel
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. Director Management  

2.7.1. Functional Integration of the Corporate Strategy  
2.7.2. ExecutiveManagement 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 Skills 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. Accounting Statements of the Companies  
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. Company Tax Responsibility 

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

4.5. Corporate Control Systems 

4.5.1. Types of Control 
4.5.2. Regulatory Legislative/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 Competencies 

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. Stock Management  
5.2.2. Warehouse Management  
5.2.3. Purchasing and Procurement Management  

5.3. Supply chain Management (1)  

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 (2) 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 MediaStrategies  
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 Communications 

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. Digital Marketing Tools   
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. Framework 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. Lean Startup Methodology 
8.3.2. Innovative Business Initiative: Stages 
8.3.3. Financing Arrangements 
8.3.4. Model Tools: Empathy Map,Canvas Model, 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. Advertising Theory

9.1. Advertising Theory

9.1.1. Introduction
9.1.2. Basic Notions on Advertising and Marketing

9.1.2.1. Marketing
9.1.2.2. Advertising

9.1.3. Advertising, Public Relations and Publicity
9.1.4. Dimensions and Social Scope of Contemporary Advertising
9.1.5. Successful Advertising: KFC

9.2. History of Advertising  

9.2.1. Introduction
9.2.2. Origin
9.2.3. The Industrial Revolution and Advertising
9.2.4. The Development of the Advertising Industry
9.2.5. Advertising in the Internet World
9.2.6. Successful Advertising: Coca-Cola Case Study

9.3. Advertising and its Protagonists I: The Advertiser

9.3.1. Introduction
9.3.2. How the Advertising Industry Works
9.3.3. Types of Advertisers
9.3.4. Advertising in the Company's Organization Chart
9.3.5. Successful Advertising: Facebook Case Study

9.4. Advertising and its Protagonists II: Advertising Agencies

9.4.1. Introduction
9.4.2. The Advertising Agency: Advertising Communication Professionals
9.4.3. The Organizational Structure of Advertising Agencies
9.4.4. Types of Advertising Agencies
9.4.5. Fee Management in Advertising Agencies
9.4.6. Successful Advertising: Nike

9.5. Advertising and its Protagonists III: The Advertising Receiver

9.5.1. Introduction
9.5.2. The Advertising Recipient and its Context
9.5.3. The Advertising Recipient as a Consumer
9.5.4. Needs and Desires in Advertising
9.5.5. Advertising and Memory: on Advertising Effectiveness
9.5.6. Successful Advertising: IkeaCase Study

9.6. The Advertising Creation Process I: From Advertiser to Media  

9.6.1. Introduction
9.6.2. Preliminary Aspects of the Advertising Creation Process
9.6.3. The Advertising Brief or Communication Brief  
9.6.4. Creative Strategy
9.6.5. Media Strategy

9.6.5.1. Successful Advertising: Apple

9.7. The Process of Advertising Creation II: Creativity and Advertising

9.7.1. Introduction  
9.7.2. Fundamentals of Advertising Creative Work
9.7.3. Advertising Creativity and its Communicative Statute
9.7.4. Creative Work in Advertising
9.7.5. Successful Advertising: Real Madrid Case Study

9.8. The Process of Advertising Creation III: Ideation and Development of the Advertising Manifesto

9.8.1. Introduction
9.8.2. Creative Conception and Strategy
9.8.3. The Creative Conception Process
9.8.4. The Ten Basic Ways of Creativity According to Lluis Bassat: Advertising Genres
9.8.5. Advertising Formats
9.8.6. Successful Advertising: McDonalds

9.9. Advertising Media Planning

9.9.1. Introduction
9.9.2. Media and Planning
9.9.3. Advertising Media and their Classification
9.9.4. Media Planning Tools
9.9.5. Successful Advertising: Pepsi

9.10. Advertising, Society and Culture

9.10.1. Introduction
9.10.2. The Relationship between Advertising and Society
9.10.3. Advertising and Emotions
9.10.4. Advertising, Subjects and Things
9.10.5. Successful Advertising: Burger King

Module 10. Fundamentals of Public Relations

10.1. Theoretical Framework of Public Relations  

10.1.1. Introduction  
10.1.2. Public Relations Research  
10.1.3. Main Public Relations Theorists  
10.1.4. Public Relations and Related Items  
10.1.5. Definition of Public Relations  

10.2. Evolution Over Time  

10.2.1. Stages  
10.2.2. The Origin of Public Relations
10.2.3. Trends in Public Relations  

10.3. External Communication  

10.3.1. Characteristics and Audiences  
10.3.2. Media Relations  
10.3.3. Provision of Information

10.4. Internal Communication  

10.4.1. Introduction  
10.4.2. Functions and Objectives
10.4.3. Types of Internal Communication  
10.4.4. Internal Communication Tools  

10.5. Public Relations and Public Opinion  

10.5.1. Powerful Media Image  
10.5.2. The limited Influence of the Media  
10.5.3. Structural Effects on the Company  

10.6. International Public Relations  

10.6.1. Characteristics of the International Society 
10.6.2. Definition  
10.6.3. The Role of International Public Relations  
10.6.4. Types of Actions  

10.7. Public Relations and Crisis  

10.7.1. The Organization in the Face of a Crisis  
10.7.2. Characteristics of Crises
10.7.3. Crisis Typologies

10.8. Stages of Crisis  

10.8.1. Preliminary Phase
10.8.2. Acute Phase
10.8.3. Chronic Phase
10.8.4. Post-traumatic Phase

10.9. Preparation of a Crisis Plan

10.9.1. Analysis of Possible Problems
10.9.2. Plan
10.9.3. Adequacy of Personnel

10.10. Communication Technologies in Crises

10.10.1. Advantages
10.10.2. Disadvantages
10.10.3. Tools

Module 11. History of Advertising and Public Relations

11.1. Advertising Activity before the Printing Press

11.1.1. Advertising in its Most Primitive Forms  
11.1.2. First Manifestations  
11.1.3. The Old World

11.2. From the Printing Press to the Industrial Revolution  

11.2.1. Some Aspects that Contributed to the Emergence of the Printing Press in Europe  
11.2.2. First Expressions: Brochures and Posters  
11.2.3. Brands and Labels  
11.2.4. The Loud and Talkative Advertisements  
11.2.5. The Sign and the Commercial Mural  
11.2.6. The Birth of a New Media  
11.2.7. Communication and Power: Controlling Persuasion  

11.3. The Revolutions  

11.3.1. Advertising and the Industrial Revolution
11.3.2. The Long and Tortuous Road to Press Freedom  
11.3.3. From Propaganda to Advertising  
11.3.4. Propaganda and Political Advertising: Concepts  
11.3.5. Characteristics of this Advertisement
11.3.6. The Industrial Revolution in the Birth of Commercial Advertising  

11.4. Birth of Advertising  

11.4.1. The Origin of Commercial Advertising  
11.4.2. The Technological Revolution  
11.4.3. Printing Systems  
11.4.4. The Paper  

11..5. Photography  

11.4.6. The Telegraph  
11.4.7. Print Advertising
11.4.8. Posters  

11.5. Consolidation of Advertising Activity  

11.5.1. Economic Factors between 1848-1914
11.5.2. New Forms of Commercialization  
11.5.3. Newspapers  
11.5.4. Magazines  
11.5.5. The Art of the Poster  
11.5.6. Fundamentals of Modern Advertising  
11.5.7. American Advertising Agencies  
11.5.8. Advertising Technique and Craftsmanship

11.6. Advertising Between Two Wars  

11.6.1. Characteristics of the Period 1914-1950
11.6.2. Advertising in World War I  
11.6.3. Consequences of World War I on Advertising
11.6.4. Advertising Campaigns in the Second World War  
11.6.5. Consequences of World War II on Advertising  
11.6.6. Advertising Media  
11.6.7. Poster and Advertising Graphic Design  
11.6.8. Outdoor Advertising  
11.6.9. The Cinema  
11.6.10. Cinema as a Means of Persuasion  
11.6.11. The Radio  
11.6.12. Commercial Radio

11.7. The Development of the Advertising Technique  

11.7.1. Advertising Activity between 1914 and 1950
11.7.2. Advertising Organization  
11.7.3. Agencies and Styles  

11.8. Electronic Advertising  

11.8.1. TV. The Third Dimension of Advertising  
11.8.2. Advertising in the 1950s and 1960s
11.8.3. The Arrival of Television

11.9. Current Advertising  

11.9.1. Introduction  
11.9.2. The Current Advertising Context: A Technological Perspective
11.9.3. Main Challenges of Today's Advertising Communication
11.9.4. Main Opportunities in Today's Advertising Communication  

11.10. History of Public Relations  

11.10.1. The Origins  
11.10.2. Bernays and his Contributions  
11.10.3. Expansion: PR in the Second Half of the Twentieth Century

Module 12. Advertising and Public Relations Company

12.1. Structure of Advertising and/or Public Relations Agencies  

12.1.1. Structure  
12.1.2. Functions  
12.1.3. Agency Selection

12.2. Economic Management of the Agency  

12.2.1. Types of Legal Form
12.2.2. Business Model
12.2.3. Project Development and Control

12.3. Economic Relations in the Advertising Business

12.3.1. Economic Relationships with Advertisers
12.3.2. Economic Relationships with Employees and Partners
12.3.3. Individual Entrepreneur and Self-Employed

12.4. The Operating Account of the Advertising Agency

12.4.1. Investment, Revenue and Turnover

12.4.1.1. Expenses  
12.4.1.2. Personal
12.4.1.3. Rent
12.4.1.4. Amortization  
12.4.1.5. Non-billable Expenses
12.4.1.6. Prospecting
12.4.1.7. Delinquency  
12.4.1.8. Financial Expenses  

12.4.2. Results
12.4.3. Annual Budget

12.5. The Link Between Advertising and Public Relations

12.5.1. In Relation to the Objectives
12.5.2. Regarding the Target Audience of the Activity
12.5.3. On the Selection of Media and Supports

12.6. Remuneration Systems  

12.6.1. Remuneration of Agencies  
12.6.2. Accounting Dimension of the Agency  
12.6.3. Determination of the Budget

12.7. Relations with External Stakeholders  

12.7.1. Advertising Agency Relations  
12.7.2. Media Agency Relations  
12.7.3. End Consumer Agency Relations  

12.8. Types of Growth Strategies  

12.8.1. Holdings  
12.8.2. Value Chain  
12.8.3. Challenges of Organizational Growth  

12.9. Internal Organization Chart of an Advertising Agency

12.9.1. Agency Management Model
12.9.2. Accounts Department
12.9.3. Creative Department
12.9.4. Media Department
12.9.5. Production Department

12.10. Team Management  

12.10.1. Motivation  
12.10.2. Change Management and Leadership  
12.10.3. Internal Communication

Module 13. Introduction to the Psychology of Communication

13.1. History of Psychology

13.1.1. Introduction
13.1.2. We Begin with the Study of Psychology
13.1.3. Science in Evolution. Historical and Paradigmatic Changes
13.1.4. Paradigms and Stages in Psychology
13.1.5. Cognitive Science

13.2. Social Psychology

13.2.1. Introduction
13.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology
13.2.3. Empathy, Altruism and Helping Behavior

13.3. Social Cognition

13.3.1. Introduction
13.3.2. Thinking and Knowing, Vital Necessities
13.3.3. Social Cognition
13.3.4. Organizing Information
13.3.5. Prototypical or Categorical Thinking
13.3.6. The Mistakes We Make in Thinking: Inferential Biases
13.3.7. Automatic Information Processing

13.4. Personality Psychology

13.4.1. Introduction
13.4.2. What is the Self? Identity and Personality
13.4.3. Self-awareness
13.4.4. Self-esteem
13.4.5. Self-knowledge
13.4.6. Interpersonal Variables in Personality Shaping
13.4.7. Macro-social Variables in the Configuration of Personality
13.4.8. A New Perspective in the Study of Personality. Narrative Personality

13.5. Emotions

13.5.1. Introduction
13.5.2. What do we Talk about When we Get Excited?
13.5.3. The Nature of Emotions

13.5.3.1. Emotion as Preparation for Action

13.5.4. Emotions and Personality
13.5.5. From another Perspective. Social Emotions  

13.6. Psychology of Communication. Persuasion and Attitude Change

13.6.1. Introduction
13.6.2. Attitudes
13.6.3. Historical Models in the Study of Persuasive Communication
13.6.4. The Probability of Elaboration Model
13.6.5. Communication Processes through the Media

13.6.5.1. A Historical Perspective

13.7. The Sender

13.7.1. Introduction
13.7.2. The Source of Persuasive Communication
13.7.3. Source Characteristics. Credibility
13.7.4. Source Characteristics. The Appeal
13.7.5. Emitter Characteristics. The Power
13.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition
13.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition

13.8. The Message

13.8.1. Introduction
13.8.2. We Begin by Studying the Composition of the Message
13.8.3. Types of Messages: Rational vs. Emotional Messages
13.8.4. Emotional Messaging and Communication: Fear Inducing Messages  

13.9. The Receiver

13.9.1. Introduction
13.9.2. The Role of the Recipient according to the Elaboration Probability Model
13.9.3. Recipient Needs and Motives: Their Impact on Attitude Change
13.9.4. Need for Esteem and Communication

13.10. New Approaches to the Study of Communication

13.10.1. Introduction
13.10.2. Non-conscious Processing of Information. Automatic Processes
13.10.3. Measuring Automatic Processes in Communication
13.10.4. First Steps in the New Paradigms
13.10.5. Theories of Dual Processing Systems

13.10.5.1. Main Limitations of Dual Systems Theories

Module 14. Public Opinion

14.1. The Concept of Public Opinion

14.1.1. Introduction
14.1.2. Definition
14.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
14.1.4. Phases in the Growth of Public Opinion as a Discipline
14.1.5. The 20th Century

14.2. Theoretical Framework of Public Opinion

14.2.1. Introduction
14.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century
14.2.3. Twentieth Century Authors
14.2.4. Walter Lippmann: Biased Public Opinion
14.2.5. Jürgen Habermas: The Political Value Perspective
14.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality

14.3. Social Psychology and Public Opinion

14.3.1. Introduction
14.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public
14.3.3. The Name
14.3.4. Conformism

14.4. Media Influence Models

14.4.1. Introduction
14.4.2. Media Influence Models
14.4.3. Types of Media Effects
14.4.4. Research on Media Effects
14.4.5. The Power of the Media

14.5. Public Opinion and Political Communication

14.5.1. Introduction
14.5.2. Electoral Political Communication. Propaganda
14.5.3. Government Political Communication

14.6. Public Opinion and Elections

14.6.1. Introduction  
14.6.2. Do Election Campaigns Influence Public Opinion?
14.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions
14.6.4. Bandwagon and Underdog Effects

14.7. Government and Public Opinion

14.7.1. Introduction
14.7.2. Representatives and their Constituents
14.7.3. Political Parties and Public Opinion
14.7.4. Public Policies as an Expression of the Government's Action

14.8. The Political Intermediation of the Press

14.8.1. Introduction
14.8.2. Journalists as Political Intermediaries
14.8.3. Dysfunctions of Journalistic Intermediation
14.8.4. Reliance on Journalists as Intermediaries

14.9. Public Sphere and Emerging Models of Democracy

14.9.1. Introduction
14.9.2. The Public Sphere in the Information Society
14.9.3. The Public Sphere in the Information Society
14.9.4. Emerging Models of Democracy

14.10. Methods and Techniques for Public Opinion Research

14.10.1. Introduction
14.10.2. Opinion Polls
14.10.3. Types of Surveys
14.10.4. Analysis

Module 15. Advertising Language

15.1. Thinking and Writing: Definition  

15.1.1. Definition of Copywriting  
15.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization  

15.2. Copywriting and Creativity  

15.2.1. Conditions of the Copywriting Process  
15.2.2. Linguistic Competence  
15.2.3. Functions of the Copywriter  

15.2.3.1. Definition of the Functions of the Copywriter  

15.3. The Principle of Coherence and Campaign Conceptualization  

15.3.1. The Principle of Campaign Unity  
15.3.2. The Creative Team  
15.3.3. The Conceptualization Process: Hidden Creativity  
15.3.4. What is a Concept?
15.3.5. Applications of the Conceptualization Process  
15.3.6. The Advertising Concept  
15.3.7. Utility and Advantages of the Advertising Concept  

15.4. Advertising and Rhetoric  

15.4.1. Copywriting and Rhetoric  
15.4.2. Placing Rhetoric  
15.4.3. The Phases of Rhetoric  

15.4.3.1. Advertising Discourse and Classical Rhetorical Discourse  
15.4.3.2. Topoi and Reason Why as Argumentation  

15.5. Fundamentals and Characteristics of Copywriting  

15.5.1. Correction  
15.5.2. Adaptation  
15.5.3. Efficiency  
15.5.4. Characteristics of Copywriting  
15.5.5. Morphological: Nominalization  
15.5.6. Syntactics: Destructuring  
15.5.7. Graphics: Emphatic Punctuation  

15.6. Argumentation Strategies  

15.6.1. Description  
15.6.2. The Enthymeme  
15.6.3. Narration  
15.6.4. Intertextuality  

15.7. Styles and Slogans in Copywriting  

15.7.1. The Length of the Sentence  
15.7.2. The Styles  
15.7.3. The Slogan  
15.7.4. A Phrase of Wartime Origin  
15.7.5. The Characteristics of the Slogan  
15.7.6. The Elocution of the Slogan  
15.7.7. The Forms of the Slogan  
15.7.8. The Functions of the Slogan  

15.8. Principles of Applied Copywriting and the Reason Why+USP Pairing  

15.8.1. Rigor, Clarity, Accuracy  
15.8.2. Synthesis and Simplicity  
15.8.3. Advertising Text Constraints
15.8.4. Application of the Reason Why + USP Pairing  

15.9. Copywriting in Conventional and Non-Conventional Media  

15.9.1. The Division Above-the-line/Below-the-line  
15.9.2. Integration: Overcoming the ATL- BTL Controversy  
15.9.3. Television Copywriting  
15.9.4. Radio Copywriting  
15.9.5. Press Copywriting  
15.9.6. Copywriting for Outdoor Media  
15.9.7. Copywriting in Non-Conventional Media  
15.9.8. Direct Marketing Copywriting  
15.9.9. Interactive Media Copywriting  

15.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases  

15.10.1. Classical Models of Advertising Analysis  
15.10.2. Impact and Relevance  
15.10.3. The Checklist of the Writer  
15.10.4. Translation and Adaptation of Advertising Texts  
15.10.5. New Technologies, New Languages  
15.10.6. Writing in Web 2.0
15.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 16. Fundamentals of Communication in the Digital Environment

16.1. Web 2.0 or the Social Web

16.1.1. Organization in the Age of Conversation
16.1.2. Web 2.0 is all about People
16.1.3. Digital Environment and New Communication Formats

16.2. Digital Communication and Reputation

16.2.1. Online Reputation Report
16.2.2. Etiquette and Best Practices in Social Networking
16.2.3. Branding and 2.0 Networks

16.3. Online Reputation Plan Design and Planning

16.3.1. Overview of the Main Social Media
16.3.2. Brand Reputation Plan
16.3.3. General Metrics, ROI, and Social CRM
16.3.4. Online Crisis and Reputational SEO

16.4. Generalist, Professional and Microblogging Platforms

16.4.1. Facebook
16.4.2. LinkedIn
16.4.3. Twitter

16.5. Video, Image, and Mobility Platforms

16.5.1. YouTube
16.5.2. Instagram
16.5.3. Flickr
16.5.4. Vimeo
16.5.5 Pinterest

16.6. Content Strategy and Storytelling

16.6.1. Corporate Blogging
16.6.2. Content Marketing Strategy
16.6.3. Creating a Content Plan
16.6.4. Content Curation Strategy

16.7. Social Media Strategies

16.7.1. Corporate PR and Social Media
16.7.2. Defining the Strategy to be Applied in Each Medium
16.7.3. Analysis and Evaluation of Results

16.8. Community Administration

16.8.1. Roles, Tasks and Responsibilities of the Community Administration
16.8.2. Social Media Manager
16.8.3. Social Media Strategist

16.9. Social Media Plan

16.9.1. Designing a Social Media Plan
16.9.2. Schedule, Budget, Expectations and Follow-up
16.9.3. Contingency Protocol in Case of Crisis

16.10. Online Monitoring Tools

16.10.1. Management Tools and Desktop Applications
16.10.2. Monitoring and Research Tools

Module 17. Corporate Identity

17.1. The Importance of Image in Businesses  

17.1.1. What is Corporate Image?  
17.1.2. Differences between Corporate Identity and Corporate Image  
17.1.3. Where can the Corporate Image be Manifested?  
17.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image?

17.2. Research Techniques in Corporate Image  

17.2.1. Introduction  
17.2.2. The study of the Company's Image  
17.2.3. Corporate Image Research Techniques  
17.2.4. Qualitative Image Study Techniques  
17.2.5. Types of Quantitative Techniques  

17.3. Image Audit and Strategy  

17.3.1. What is Image Audit?
17.3.2. Guidelines  
17.3.3. Audit Methodology  
17.3.4. Strategic Planning  

17.4. Corporate Culture  

17.4.1. What is Corporate Culture?  
17.4.2. Factors Involved in Corporate Culture  
17.4.3. Functions of Corporate Culture  
17.4.4. Types of Corporate Culture  

17.5. Corporate Social Responsibility and Corporate Reputation  

17.5.1. CSR: Concept and Application of the Company  
17.5.2. Guidelines for Integrating CSR into Businesses  
17.5.3. CSR Communication  
17.5.4. Corporate Reputation  

17.6. Corporate Visual Identity and Naming  

17.6.1. Corporate Visual Identity Strategies
17.6.2. Basic Elements  
17.6.3. Basic Principles  
17.6.4. Preparation of the Manual  
17.6.5. The Naming  

17.7. Brand Image and Positioning  

17.7.1. The Origins of Trademarks  
17.7.2. What is a Brand?  
17.7.3. The Need to Build a Brand  
17.7.4. Brand Image and Positioning  
17.7.5. The Value of Brands  

17.8. Image Management through Crisis Communication  

17.8.1. Strategic Communication Plan  
17.8.2. When it All Goes Wrong: Crisis Communication  
17.8.3. Cases  

17.9. The Influence of Promotions on Corporate Image  

17.9.1. The New Advertising Industry Landscape  
17.9.2. The Marketing Promotion  
17.9.3. Features  
17.9.4. Dangers  
17.9.5. Promotional Types and Techniques  

17.10. Distribution and Image of the Point of Sale  

17.10.1. The Main Players in Commercial Distribution
17.10.2. The Image of Retail Distribution Companies through Positioning
17.10.3. Through its Name and Logo

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 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. Guilford'sThree-Dimensional Model of Intellectual Structure  
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. Methodology of Invention: Creative Programs and Methods  

18.9. The Methods of Creative Thinking  

18.9.1. Brainstorming as a Model of Idea Creation  
18.9.2. Vertical Thinking and Lateral Thinking  
18.9.3. Methodology of Invention: Creative Programs and 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 the Creative Advertising Process
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

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