Thanks to this 100% online program, you will develop innovative organizational strategies focused on digitalization, maximizing the value of emerging technologies” 

The digital transformation has completely reconfigured the business scene, requiring companies to adapt to new technologies and business models in order to remain competitive. In this sense, the Senior Management of Digital Companies plays a fundamental role in this process, leading the integration of technological solutions and the development of digital strategies that optimize organizational efficiency. For this reason, it is essential that professionals have the skills required to manage the optimal transition to an increasingly digitalized environment that increases the competitiveness of institutions.

In response to this, TECH has developed a revolutionary program in Senior Management of Digital Companies. Designed by renowned experts in this field, the syllabus will delve into issues ranging from the fundamentals of executive management or the most sophisticated digital marketing techniques to increase the visibility of companies on social networks to the use of cutting-edge technological tools such as big data. In this way, graduates will acquire advanced technical skills to manage digital companies with an innovative approach adapted to global market trends.

It is worth noting that this university program becomes more dynamic thanks to the multimedia pills and the wide variety of didactic resources offered by TECH (such as specialized readings, interactive summaries or case studies). Likewise, TECH's Relearning methodology will allow professionals to obtain a much more effective update in less time. Therefore, their learning process will be completely natural and progressive, so they will not have to invest long hours of study. Additionally, the program will have the collaboration of some renowned International Guest Directors, who will teach comprehensive Masterclasses.

Renowned International Guest Directors will deliver high-intensity Masterclasses covering the most recent innovations in Senior Management of Digital Companies” 

This Advanced master’s degree in Senior Management of Digital Companies contains the most complete and up-to-date educational program on the market. Its most notable features are:

• The development of case studies presented by experts in Senior Management of Digital Companies
• 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 the self-assessment process can be carried out to improve learning
• Special emphasis on innovative methodologies in the management of Digital Companies
• 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 develop skills in the management of digital projects, from planning to execution to guarantee their long-term sustainability” 

Its teaching staff includes professionals from the field of Senior Management of Digital Companies who bring their work experience to this program, as well as renowned specialists from leading companies and prestigious universities.

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive  educational experience designed to prepare students for real-life situations.

This program is designed around Problem-Based Learning, whereby students must try to solve the different professional practice situations that arise during the academic year. For this purpose, professionals will be assisted by an innovative interactive video system created by renowned and experienced experts.

You will lead Digital Transformation processes in any organization, implementing digital business models that optimize efficiency"

With TECH's Relearning system, you won't have to invest a lot of hours studying and instead you will be able to focus on the most relevant concepts"

Specialization in the management of online institutions is key to keeping up with the latest innovations and successfully leading in this dynamic sector. For this reason, TECH has developed this comprehensive program in Senior Management of Digital Companies, where students will gain access to advanced knowledge and practical tools to apply during their professional career. A program of excellence, designed for professionals who aspire to stand out and lead the digital transformation in their organizations. 

You will master the most modern techniques of Predictive Analysis to anticipate market trends and develop exclusive products” 

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. Corporate Social Responsibility: The 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. Tools and Standards of the Corporate Social Responsibility

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Companies and Human Rights
1.9.2. Multinational Corporations and International Law
1.9.3. Legal Instruments for Multinationals in the Field 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 Direction 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. Strategy 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 Human Resources Importance
3.4.2. A New Environment for People Management and Leadership
3.4.3.  Strategic Human Resources Management

3.5. Selection, Group Dynamics and Human Resources 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. Training Management

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. Management of Human Resources and Occupational Risk Prevention Teams

3.19.1. Management of Human Resources and Teams
3.19.2. Occupational Health and Safety 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-Monetary

3.21.1. Monetary Compensation Vs. Non-Monetary
3.21.2. Wage Band Models
3.21.3. Non-Monetary 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. The Income Statement

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. Capital Budgeting
4.6.3. Operating Budget
4.6.5. Treasury Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Required 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. Balance Sheet Analysis
4.16.2. Income Statement Analysis
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. Typology of the Supply Chain

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 Management of the Supply Chain
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. Logistic Costs Optimization

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 Planning (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 y 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. Enterprise Resource Planning or ERP Systems

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 Communications

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 Vs. Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy given 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 to Launch 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 to Create 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. Characteristics 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. Motivation, Social Action, Participation and Training Programs with Human Resources
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. Advertising

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. 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. Commercial Activity Control
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 Management

9.5.1. Project 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. Project Change Management: Training Management

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 the Team
9.7.5. Planning Communications Management
9.7.6. Communications Management
9.7.7. Communications Monitoring

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

9.3.1. Creation of a Startup
9.3.2. Organization and Culture
9.3.3. Top Ten Reasons Why Startups Fail
9.3.4. Legal Aspects

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 Role of the CEO
10.1.3. The CEO and their Responsibilities
10.1.4. Transformation of the Management's Role

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. Competitive Environment and Strategy

11.1. Global Economic Environment

11.1.1. The Fundamentals of the Global Economy
11.1.2. The Globalization of Companies and Financial Markets
11.1.3. Entrepreneurship and New Markets

11.2. Corporate Finance

11.2.1. Financial Policy and Growth
11.2.2. Company Valuation Methods
11.2.3. Capital Structure and Financial Leverage

11.3. Economic Analysis of Decisions

11.3.1. Budget Control
11.3.2. Competitive Analysis. Comparative Analysis
11.3.3. Decision Making. Business Investment or Divestment

11.4. Information Systems in Companies

11.4.1. The Evolution of the IT Model
11.4.2. Organization and IT Department
11.4.3. Information Technology and Economic Environment

11.5. Corporate Strategy and Technology Strategy

11.5.1. Creating Value for Customers and Shareholders
11.5.2. Strategic IS/IT Decisions
11.5.3. Corporate Strategy vs Technology and Digital Strategy

11.6. Information Systems for Decision-Making

11.6.1. Business Intelligence
11.6.2. Data Warehouse
11.6.3. Balanced Scorecard (BSC)

11.7. Online Business Models

11.7.1. Analyzing Established Companies in the Technology Sector
11.7.2. Business Model Generation Systems
11.7.3. Analyzing Innovative Business Models in Traditional Sectors
11.7.4. Analyzing Innovative Business Models on The Internet

Module 12. Entrepreneurial Innovation and Initiative

12.1. Design Thinking

12.1.2. The Blue Ocean Strategy
12.1.3. Collaborative Innovation
12.1.4. Open Innovation

12.2. Strategic Innovation Intelligence

12.2.1. Technology Monitoring
12.2.2. Technology Foresight
12.2.3. Coolhunting

12.3. Entrepreneurship and Innovation

12.3.1. Strategies to Search for Business Opportunities
12.3.2. Assessing the Feasibility of New Projects
12.3.3. Innovation Management Systems
12.3.4. Entrepreneur Soft Skills

12.4. Managing Startups

12.4.1. Introduction to Financial Management in Startup Companies
12.4.2. Financial Metrics for Startups
12.4.3. Financial Planning: Projection Models and their Interpretation
12.4.4. Valuation Methods
12.4.5. Legal Aspects

12.5. The Business Plan

12.5.1. Business Plan in the Digital Era
12.5.2. The Canvas Model
12.5.3. Value Proposition Model
12.5.4. Content and Presentation

12.6. Project Management

12.6.1. Agile Development
12.6.2. Lean Management in Startups
12.6.3. Project Tracking and Project Steering

12.7. Growth Phases in Startup Companies

12.7.1. Seed Phase
12.7.2. Startup Phase
12.7.3. Growth Phase
12.7.4. Consolidation Phase

12.8. Financing Startups

12.8.1. Bank Financing
12.8.2. Subsidies
12.8.3. Seed Capital and Accelerators. Business Angels
12.8.4. Venture Capital. IPO
12.8.5. Public to Private Partnership

12.9. National and International Venture Capital and Seed Capital Entities

12.9.1. Public Institutions:  CDTI, ENISA
12.9.2. National and International Venture Capital Entities
12.9.3. Private Investors: Caixa Capital Risc. Bstartup
12.9.4. FOND-ICO Global
12.9.5. Accelerators:  Wayra, Lanzadera and Plug & Play

12.10. Lean Management

12.10.1. The Basic Principles of Lean Management
12.10.2. Improvement and Problem-Solving Groups
12.10.3. New Forms of Maintenance and Quality Management

Module 13. Digital Marketing and E-Commerce

13.1. Digital E-Commerce Management

13.1.1. New E-Commerce Business Models
13.1.2. Planning and Developing an E-Commerce Strategic Plan
13.1.3. Technological Structure in E-Commerce

13.2. E-Commerce Operations and Logistics

13.2.1. How to Manage Fulfillment
13.2.2. Digital Point-of-Sale Management
13.2.3. Contact Center Management
13.2.4. Automation in Management and Monitoring Processes

13.3. Implementing E-Commerce Techniques

13.3.1. Social Media and Integration in the E-Commerce Plan
13.3.2. Multichannel Strategy
13.3.3. Personalizing Dashboards

13.4. Digital Pricing

13.4.1. Online Payment Methods and Payment Gateways
13.4.2. Electronic Promotions
13.4.3. Digital Price Timing
13.4.4. E-Auctions

13.5. From E-Commerce to M-Commerce and S-Commerce

13.5.1. E-Marketplace Business Models
13.5.2. S-Commerce and Brand Experience
13.5.3. Purchase via Mobile Devices

13.6. Customer Intelligence: from E-CRM to S-CRM

13.6.1. Integrating the Consumer in the Value Chain
13.6.2. Online Research and Loyalty Techniques
13.6.3. Planning a Customer Relationship Management Strategy

13.7. Digital Marketing Trade

13.7.1. Cross Merchandising
13.7.2. Designing and Managing Facebook Ads Campaigns
13.7.3. Designing and Managing Google Ads Campaigns

13.8. Online Marketing for E-Commerce

13.8.1. Inbound Marketing
13.8.2. Display and Programmatic Purchasing
13.8.3. Communication Plan

Module 14. Digital Communication and Online Reputation

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. Netiquette and Good Practices on Social Media
14.2.3. Branding and Networking 2.0 

14.3. Designing and Planning an Online Reputation Plan

14.3.1. Overview of the Main Social Media in Spain BORRAR
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
14.4.4. 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 Followed in Each Medium
14.7.3. Analysis and Evaluation of Results

14.8. Community Management

14.8.1. Functions, Duties, and Responsibilities of the Community Manager
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. Performance and Inbound Marketing

15.1. Permission Marketing

15.1.1. How to Obtain a Users Permission?
15.1.2. Personalizing the Message
15.1.3. Mail Confirmation or Double Opt-in

15.2. Strategy and Performance Techniques

15.2.1. Performance Marketing: Results
15.2.2. Digital Media Mix
15.2.3. The Importance of the Funnel

15.3. Affiliate Campaign Development

15.3.1. Agencies and Affiliate Programs
15.3.2. Postview
15.3.3. Defining Affiliate Programs
15.3.4. Display and Campaign Optimization

15.4. Launching an Affiliate Program

15.4.1. Affiliation and Direct Affiliation Networks
15.4.2. Results Analysis and Monitoring
15.4.3. Fraud Control

15.5. Developing E-Mail Campaigns

15.5.1. Lists of Subscribers, Leads and Customers
15.5.2. E-Mail Marketing Tools and Resources
15.5.3. Online Writing for E-Mail Marketing Campaigns

15.6. E-Mail Marketing Metrics

15.6.1. List Metrics
15.6.2. Newsletter Delivery Metrics
15.6.3. Conversion Metrics

15.7. Inbound Marketing

15.7.1. Effective Inbound Marketing 
15.7.2. The Benefits of Inbound Marketing
15.7.3. Measuring the Success of Inbound Marketing

15.8. Target Research

15.8.1. Consumer Intent Modelling and Buyer Personas
15.8.2. Customer Journey Mapping
15.8.3. Content Strategy

15.9. Content Optimization

15.9.1. Content Optimization for Search Engines
15.9.2. Content Creation
15.9.3. Content Dynamization

15.10. Conversion

15.10.1. Lead Capture and CRO
15.10.2. Lead Nurturing and Marketing Automation

Module 16. Web Analytics and Marketing Analytics

16.1. Web Analysis

16.1.1. The Fundamentals of Web Analytics
16.1.2. Classic Media vs Digital Media
16.1.3. The Web Analyst's Basic Methodology

16.2. Google Analytics

16.2.1. Configuring an Account
16.2.2. Javascript Tracking API
16.2.3. Customized Reports and Segments

16.3. Qualitative Analysis

16.3.1. Research Techniques Applied in Web Analytics
16.3.2. Customer Journey
16.3.3. Purchase Funnel

16.4. Digital Metrics

16.4.1. Basic Metrics
16.4.2. Ratios
16.4.3. Setting Objectives and KPIs

16.5. Strategy Analysis Areas

16.5.1. Web Traffic Acquisition
16.5.2. Activation
16.5.3. Conversion
16.5.4. Loyalty

16.6. Data Science and Big Data

16.6.1. Business Intelligence
16.6.2. Methodology and Analysis of Large Volumes of Data
16.6.3. Data Extraction, Processing and Loading

16.7. Data Visualization

16.7.1. Viewing and Interpreting Dashboards
16.7.2. Converting Data into a Value
16.7.3. Integrating Sources
16.7.4. Presenting Reports

16.8. Web Analytics Tools

16.8.1. Technological Basis of WA Tool
16.8.2. Logs and Tags
16.8.3. Basic and Ad-hoc Labeling

Module 17. Innovation, E-Logistics and Supply Chain Technology

17.1. Process Engineering and Product Engineering

17.1.1. Innovation Strategies
17.1.2. Open Innovation
17.1.3. Innovative Organization and Culture
17.1.4. Multifunctional Teams

17.2. Launch and Industrialization of New Products

17.2.1. Design of New Products
17.2.2. Lean Design
17.2.3. Industrialization of New Products
17.2.4. Manufacture and Assembly

17.3. Digital E-Commerce Management

17.3.1. New E-Commerce Business Models
17.3.2. Planning and Developing an E-Commerce Strategic Plan
17.3.3. Technological Structure in E-Commerce

17.4. E-Commerce Operations and Logistics

17.4.1. Digital Point-of-Sale Management
17.4.2. Contact Center Management
17.4.3. Automation in Management and Monitoring Processes

17.5. E-Logistics. B2C and B2B

17.5.1. E-Logistics
17.5.2. B2C: E-Fulfillment, the Last Mile
17.5.3. B2B: E-Procurement. Marketplaces

17.6. Digital Pricing

17.6.1. Online Payment Methods and Payment Gateways
17.6.2. Electronic Promotions
17.6.3. Digital Price Timing
17.6.4. E-Auctions

17.7. Legal Aspects of E-Commerce

17.7.1. EU Regulations
17.7.2. Data protection
17.7.3. Fiscal Aspects of E-Commerce
17.7.4. General Sales Conditions

17.8. The Warehouse in E-Commerce

17.8.1. Peculiarities of the Warehouse in E-Commerce
17.8.2. Warehouse Design and Planning
17.8.3. Infrastructure. Fixed and Mobile Devices
17.8.4. Zoning and Locations

17.9. Designing an Online Store

17.9.1. Design and Usability
17.9.2. Most Common Functionalities
17.9.3. Alternative Technologies

17.10. Supply Chain Management and Future Trends

17.10.1. The Future of E-Business
17.10.2. The Current and Future Reality of E-Commerce
17.10.3. SC Operating Models for Global Companies

Module 18. Mobile E-Commerce

18.1. Mobile Marketing

18.1.1. New Consumption and Mobility Habits
18.1.2. The SoLoMo Model
18.1.3. The 4 Ps of the Marketing Mix in Mobility

18.2. Mobile Technology

18.2.1. Mobile Operators
18.2.2. Mobile Devices and Operating Systems
18.2.3. Mobile Applications and WebApps
18.2.4. Sensors and Integration with the Physical World

18.3. Trends in Mobile Marketing

18.3.1. Mobile Publishing
18.3.2. Advergaming and Gamification
18.3.3. Mobile Geolocalization
18.3.4. Augmented Reality

18.4. Mobile User Behavior

18.4.1. New Search Habits on Mobile Devices
18.4.2. Multi-Screen
18.4.3. Mobile as a Purchasing Driver
18.4.4. ASO, Mobile User Acquisition and Loyalty

18.5. User Interface and Shopping Experience

18.5.1. M-Commerce Rules and Platforms
18.5.2. Omnichannel
18.5.3. Mobile & Proximity Marketing
18.5.4. Gap between Consumer and Advertiser
18.5.5. Mobile Commerce Content Managers

18.6. Apps and Purchases

18.6.1. Designing Mobile Commerce Apps
18.6.2. App Stores
18.6.3. App Marketing for Customer Loyalty
18.6.4. App Marketing for E-Commerce

18.7. Mobile Payments

18.7.1. Value Chain and Business Models of Mobile Payment Methods
18.7.2. Keys to Improve UX in Mobile Payment
18.7.3. Positioning Strategies in the Mobile Payments Market
18.7.4. Fraud Management

18.8. Mobile Analytics

18.8.1. Mobile Measurement and Analysis Methodologies
18.8.2. Mobile Metrics: Main KPIs
18.8.3. Profitability Analysis
18.8.4. Mobile Analytics

18.9. Mobile Commerce

18.9.1. Services
18.9.2. Applications
18.9.3. Mobile Social Shopping

18.10. Mobile Social Media Applications

18.10.1. Integrating Cell Phones into Social Networks
18.10.2. Mobility, Relationship, Ubiquity and Publicity
18.10.3. Facebook Places
18.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 19. New Digital Trends

19.1. The Internet of Things

19.1.1. Visions and Challenges
19.1.2. Key Technologies
19.1.3. Pioneering Projects

19.2. Gamification

19.2.1. Business Gamification Techniques
19.2.2. Gamification Design Framework
19.2.3. Operating Mechanisms and Motivation
19.2.4. Benefits and Return of Investment

19.3. Big Data

19.3.1. Sectoral Application
19.3.2. Business Models
19.3.3. New Professions

19.4. Artificial Intelligence

19.4.1. Methodological Aspects in Artificial Intelligence
19.4.2. Heuristic Search
19.4.3. Rule Inference Methods
19.4.4. Semantic Networks

19.5. Robotics

19.5.1. Robot Morphology
19.5.2. Mathematical Tools for Spatial Localization
19.5.3. Cinematic Control
19.5.4. Criteria for Implementing an Industrial Robot

19.6. Modelling and Simulation

19.6.1. Modelling using DEVS
19.6.2. Modelling of Random Inputs
19.6.3. Generation of Random Inputs
19.6.4. Design of Experiments and Optimization

19.7. Implementing Cryptography in Technology Projects

19.7.1. Electronic Signature
19.7.2. Digital Certificate
19.7.3. Data Encryption
19.7.4. Practical Applications of Cryptography

19.8. Other Trends

19.8.1. 3D Printing
19.8.2. Drones
19.8.3. Computer Vision
19.8.4. Augmented Reality

Module 20. Talent Management and Management Skills

20.1. Management Skills Development

20.1.1. Leadership
20.1.2. Emotional Intelligence
20.1.3. Organization: Areas, Processes and Projects

20.2. Managing Talent as a Competitive Advantage

20.2.1. Keys for Positive Management
20.2.2. Talent Map of the Organization
20.2.3. Cost and Added Value

20.3. Team Management

20.3.1. Developing High-Performance Teams
20.3.2. The Roles of People in Groups
20.3.3. Personal Factors and Motivation for Successful Work
20.3.4. Integrating a High-Performance Team

20.4. Systems and Organizational Changes

20.4.1. The Transformation Process
20.4.2. Anticipation and Action
20.4.3. Organizational Learning
20.4.4. Resistance to Change

20.5. Management and Motivation

20.5.1. The Nature of Motivation
20.5.2. Expectations Theory
20.5.3. Needs Theory
20.5.4. Motivation and Financial Compensation

20.6. Innovation in Talent and People Management

20.6.1. Strategic Talent Management Models
20.6.2. Talent Identification, Training and Development
20.6.3. Loyalty and Retention
20.6.4. Proactivity and Innovation

Module 21. Technological Management

21.1. Information Systems in Companies

21.1.1. The Evolution of the IT Model
21.1.2. Organization and IT Department
21.1.3. Information Technology and Economic Environment

21.2. IT Position of the Business

21.2.1. Perception of Value Added to the Business
21.2.2. Strategy Maturity Level
21.2.3. IT Governance and Corporate Governance

21.3. Development of Management Skills

21.3.1. Managerial Functions and Roles
21.3.2. The Role of the CIO in the Company
21.3.3. IT Director: Vision and Mission
21.3.4. E-leadership , and Holistic Innovation Management

21.4. Relational and Political Capabilities

21.4.1. Steering Committees
21.4.2. Influence
21.4.3. Stakeholders
21.4.4. Conflict Management

21.5. Corporate Strategy and Technology Strategy

21.5.1. Creating Value for Customers and Shareholders
21.5.2. Strategic IS/IT Decisions
21.5.3. Corporate Strategy vs Technology and Digital Strategy

21.6. Information Systems for Decision-Making

21.6.1. Business Intelligence
21.6.2. Data Warehouse
21.6.3. Balanced Scorecard (BSC)

Module 22. Strategic Planning and IT Project Management

22.1. Process of Strategic Planning

22.1.1. Phases of the Plan
22.1.2. Conceptual Vision
22.1.3. Organization of Work

22.2. Understanding the Business Strategy

22.2.1. Information Needs
22.2.2. Business Process Mapping
22.2.3. Business Aspirations or Priorities

22.3. Analysis of Current IS/IT

22.3.1. Resource Level and Expenditure/Investment Level Analysis
22.3.2. Analysis of Perceived Quality
22.3.3. Application and Infrastructure Analysis
22.3.4. Analysis of the Environment and Competitors

22.4. Strategy Formulation

22.4.1. Aspirations and Strategic Directions of the Plan
22.4.2. The Target IS/IT Model
22.4.3. Strategic Initiatives
22.4.4. Implications of the Plan

22.5. Implementation Plan

22.5.1. Implementation Approach
22.5.2. Project Plan

22.6. Information Systems Projects

22.6.1. IT Project Planning
22.6.2. Project Follow-up and Closure
22.6.3. Project Management Strategies

22.7. Management of Technological Resources

22.7.1. Technological Offer
22.7.2. Time and Cost Management
22.7.3. Agile Project Management and Productivity

22.8. Lean IT

22.8.1. Lean IT and Lean Thinking
22.8.2. The Basic Principles of Lean Management
22.8.3. Improvement and Problem-Solving Groups
22.8.4. Maintenance and Quality Management Forms

Module 23. Information Security Systems

23.1. Introduction to Information Security

23.1.1. Types of Attacks on a Computer System
23.1.2. Measures to Ensure Computer System Security
23.1.3. Risk Plan, Safety Plan and Contingency Plan

23.2. Security in Computer Networks

23.2.1. Online Threats
23.2.2. Computer Viruses
23.2.3. Social Engineering
23.2.4. Hackers
23.3. Ethical Hacking
23.3.1. Legal Considerations
23.3.2. Vulnerability Scanning
23.3.3. Useful Tools

23.4. Design and Management of Secure Networks and Risk Management

23.4.1. Server Operating Systems
23.4.2. Network Deployment
23.4.3. IT Governance, Risk Management and Regulatory Compliance

23.5. Implementation of an ISMS According to ISO 27000 Standards

23.5.1. Information Security Management Systems and Benefits
23.5.2. Information Security Management Standards
23.5.3. Stages of Implementation of an ISMS

23.6. Industrial and Intellectual Property in the Technological Field

23.6.1. Industrial Property
23.6.2. Domain Names and Brands
23.6.3. Intellectual Property

23.7. Recruitment and the ICT Sector

23.7.1. Contracting Management and Legal Aspects
23.7.2. Main Contractual Figures Related to the IT Sector

23.8. Data Protection, Privacy and Confidentiality

23.8.1. The Data Protection Regime in Spain BORRAR
23.8.2. Labor Relations, Privacy and the Right to Privacy
23.8.3. Main Fundamental Rights Related to the IT Environment

Module 24. Digital Marketing Strategy.

24.1. Managing Digital Business

24.1.1. Competitive Strategy given the Growing Digitalization of the Media
24.1.2. Designing and Creating a Digital Marketing Plan
24.1.3. Digital Media Planning and Contracting
24.1.4. ROI Analysis in a Digital Marketing Plan

24.2. Digital Marketing to Reinforce a Brand

24.2.1. Branded Content and Storytelling
24.2.2. Hypersegmentation
24.2.3. Videomarketing
24.2.4. Social Sales

24.3. Defining the Digital Marketing Strategy

24.3.1. Closed Loop Marketing
24.3.2. Continuous Loop Marketing
24.3.3. Multichannel Marketing

24.4. Digital Marketing to Attract and Retain Customers

24.4.1. Hypersegmentation and Micro-Localization
24.4.2. Loyalty and Engagement Strategies through the Internet
24.4.3. Visitor Relationship Management

24.5. Digital Marketing Trends

24.5.1. Remarketing
24.5.2. Digital Neuromarketing
24.5.3. Avatar Marketing
24.5.4. Bluecasting

24.6. Managing Digital Campaigns

24.6.1. Display Advertising and Rich Media
24.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
24.6.3. Advertising on Digital Television

24.7. Online Marketing Plan

24.7.1. Online Research
24.7.2. Creating an Online Marketing Plan
24.7.3. Configuration and Activation
24.7.4. Launch and Management

24.8. Blended Marketing

24.8.1. Integrating On and Off Actions
24.8.2. Personalize and Segment
24.8.3. Improve the User Experience

Module 25. Search Engine Marketing and Search Engine Optimization

25.1. How Search Engines Work

25.1.1. Indicators and Indexes
25.1.2. Algorithms
25.1.3. SEO and Corporate Branding

25.2. Fundamental Variables of SEO

25.2.1. Indexability
25.2.2. Content
25.2.3. Popularity

25.3. SEO Analysis

25.3.1. Determining KPIs
25.3.2. Generating Scripts and Alerts
25.3.3. Optimization of Images, Videos and Other Elements

25.4. Linkbuilding

25.4.1. Ways of Carrying Out Effective Link Building
25.4.2. Link Baiting
25.4.3. Link Audits
25.4.4. Penalties

25.5. App Store Optimization

25.5.1. App Indexing
25.5.2. Apps Visibility on Search Engines
25.5.3. Measuring the Visibility of Search Engine Apps

25.6. Technical SEO

25.6.1. Web Performance Optimization
25.6.2. Real Time and Content
25.6.3. Relevant Tagging and Headers
25.6.4. Advanced WPO Techniques

25.7. SEO and E-Commerce

25.7.1. Conversion Rate Optimization
25.7.2. Google WebMaster Tools
25.7.3. Social Proof and Viralization
25.7.4. Navigation and Indexability

25.8. Integration in an Online Marketing Plan

25.8.1. Metrics and Impact
25.8.2. Web Analytics
25.8.3. Other Monitoring Tools

Module 26. Search Engine Marketing (SEM)

26.1. Keyword Hunting for SEM

26.1.1. Adwords Keyword Tool
26.1.2. Google Suggest
26.1.3. Insights for Search
26.1.4. GoogleTrends

26.2. SEM and Google Adwords

26.2.1. Google Shopping
26.2.2. Google Display Network
26.2.3. Google AdWords Mobile
26.2.4. YouTube Advertising

26.3. Google Products

26.3.1. Google Products Integrated in Adwords
26.3.2. Product Extensions vs Product Ads
26.3.3. Google Shopping and Local
26.3.4. Google Merchant

26.4. Pay-Per-Click and SEM

26.4.1. Search and Display
26.4.2. Creating PPC Campaigns
26.4.3. Tracking Conversions

26.5. Facebook Ads

26.5.1. PPC/PPF (Pay-Per-Fan) Adverts
26.5.2. Creating Facebook Ads
26.5.3. Facebook Power Editor
26.5.4. Campaign Optimization

26.6. Other PPC Platforms

26.6.1. Twitter Ads
26.6.2. LinkedIn
26.6.3. Baldu
26.6.4. Yandex

26.7. Strategy in SEM

26.7.1. Quality Score
26.7.2. CPC Bidding
26.7.3. Site Links

26.8. Measurement in SEM

26.8.1. KPIs
26.8.2. Impressions, Clicks, Conversions
26.8.3. Revenue, ROI, CPA

Module 27. Conversion Optimization

27.1. Introduction to Conversion Rate Optimization

27.1.1. Purchase Cycle and Elements of Online Behavior
27.1.2. Fundamentals of Neuromarketing
27.1.3. Usability vs. Persuasion

27.2. CRO Methodology

27.2.1. Scientific Method
27.2.2. Conversion Pyramid
27.2.3. The CRO Process

27.3. Web Analytics and CRO

27.3.1. Qualitative Analysis
27.3.2. Behavior Analysis
27.3.3. Business and User Objectives

27.4. User Experience and Conversion Rate Optimization

27.4.1. Lean and User Experience
27.4.2. Wireframing
27.4.3. Persuasive Copy

27.5. CRO and Psychology

27.5.1. Neuromarketing
27.5.2. Web Design and Neuromarketing
27.5.3. Learning, Memory and Emotions

27.6. Behavioral Economics

27.6.1. Decision Factors
27.6.2. Motivation and Anchoring
27.6.3. The Role of the Unconscious

27.7. Experimentation in CRO

27.7.1. A/B vs Multivariates
27.7.2. Testing Tools
27.7.3. Implementation and Execution

27.8. CRO in E-Commerce

27.8.1. E-Commerce and CRO
27.8.2. The E-Commerce Funnel
27.8.3. Processes to Optimize

Module 28. Designing the User Experience Strategy

28.1. UX Design

28.1.1. Information Architecture
28.1.2. SEO and Analytics for UX
28.1.3. Landing Pages

28.2. Technical Terms in UX Design

28.2.1. Wireframe and Components
28.2.2. Interaction Pattern and Navigation Flow
28.2.3. User Profile
28.2.4. Process and Process Funnel

28.3. Research

28.3.1. Research in Interface Design Projects
28.3.2. Qualitative and Quantitative Approach
28.3.3. Announce the Results of the Research

28.4. Digital Design

28.4.1. Digital Prototype
28.4.2. Axure and Responsive
28.4.3. Interaction Design and Visual Design

28.5. User Experience

28.5.1. User Focused Design Methodology
28.5.2. User Research Techniques
28.5.3. Involve the Customer in the Process
28.5.4. Shopping Experience Management

28.6. Designing the User Experience Strategy

28.6.1. Content Trees
28.6.2. High-Fidelity Wireframes
28.6.3. Component Maps
28.6.4. Usability Guides

28.7. Usability Evaluation

28.7.1. Usability Evaluation Techniques
28.7.2. Data Visualization
28.7.3. Presenting Data

28.8. Customer Value and Customer Experience Management

28.8.1. Use of Narratives and Storytelling
28.8.2. Co-Marketing as a Strategy
28.8.3. Content Marketing Management
28.8.4. The ROI of Customer Experience Management

Module 29. Data Science and Big Data

29.1. Data Science and Big Data

29.1.1. Impact of Big Data and Data Science on Business Strategy
29.1.2. Introduction to Command Line
29.1.3. Data Science Problems and Solutions

29.2. Data Hacking Languages

29.2.1. SQL Databases
29.2.2. Introduction to Python
29.2.3. R Programming

29.3. Statistics

29.3.1. Introduction to Statistics
29.3.2. Linear and Logistic Regression
29.3.3. PCA and Clustering

29.4. Machine Learning

29.4.1. Model Selection and Regularization
29.4.2. Random Trees and Forests
29.4.3. Processing Natural Language

29.5. Big Data

29.5.1. Hadoop
29.5.2. Spark
29.5.3. Collaborative Recommendation and Filtering Systems

29.6. Data Science Success Stories

29.6.1. Customer Segmentation Using the RFM Model
29.6.2. Experiment Design Application
29.6.3. Supply Chain Value: Forecasting
29.6.4. Business Intelligence

29.7. Hybrid Architectures in Big Data

29.7.1. Lambda Architecture
29.7.2. Kappa Architecture
29.7.3. Apache Flink and Practical Implementations
29.7.4. Amazon Web Services

29.8. Big Data in the Cloud

29.8.1. AWS: Kinesis
29.8.2. AWS: DynamosDB
29.8.3. Google Cloud Computing
29.8.4. Google BigQuery

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