Learn how to manage your company's social media and direct advertising campaigns in this medium towards achieving your company's objectives"

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. 

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

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

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

This Social Media Management: Community Manager has been structured following the quality criteria currently demanded by students. In this way, the syllabus is presented as an easy-to-understand guide which includes all the relevant aspects that business professionals should know in depth in order to carry out appropriate management in this area. The program is structured into 15 modules which will help students to understand the complexity of this branch of work.

A very well-structured program that will allow you to carry out a global study of the work of a community manager” 

Syllabus

The Social Media Management: Community Manager at TECH Global University is an intensive program that prepares students to face challenges and business decisions in the field of social networks management. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 2,700 hours of study, students will have access to a multitude of practical cases through individual work, which will allow them to acquire the necessary skills to successfully carry out their daily practice. It is, therefore, an authentic immersion in real business situations.  

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

A plan designed for students, focused on their professional improvement and one that prepares them to achieve excellence in the field of social media management. A program that understands their needs and those of their 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 skills to solve critical situations in a creative and efficient way.  

The program takes place over 12 months and is divided into 15 modules: 

Module 1. Fundamentals of Communication in the Digital Environment 
Module 2. Integrated Marketing Communications
Module 3. Creativity in Communication 
Module 4. Strategic Marketing
Module 5. Research in Digital Media 
Module 6. Advertising Creativity I: Copywriting 
Module 7. Advertising Creativity II: Art Direction 
Module 8. The Fundamentals of Graphic Design
Module 9. Corporate Identity
Module 10. Public Opinion
Module 11. Leadership, Ethics and Social Responsibility in Companies 
Module 12. People and Talent Management 
Module 13. Economic and Financial Management
Module 14. Commercial and  Strategic Marketing Management
Module 15. Executive  Management

Where, When and How is it Taught?

TECH offers its students the possibility of taking this program completely online. Over the course of the 12 months, the student will be able to access all the contents of this program at any time, allowing them to self-manage their study time.

Module 1. Fundamentals of Communication in the Digital Environment

1.1. Web 2.0 or the Social Web

1.1.1. Organization in the Age of Conversation
1.1.2. Web 2.0 Is All About People
1.1.3. Digital Environment and New Communication Formats

1.2. Digital Communication and Reputation

1.2.1. Online Reputation Report
1.2.2. Netiquette and Good Practices on Social Media
1.2.3. Branding and 2.0 Networks

1.3. Online Reputation Plan Design and Planning

1.3.1. Overview of the Main Social Media
1.3.2. Brand Reputation Plan
1.3.3. General Metrics, ROI, and Social CRM
1.3.4. Online Crisis and Reputational SEO

1.4. General, Professional, and Microblogging Platforms

1.4.1. Facebook
1.4.2. LinkedIn
1.4.3. Google+
1.4.4. Twitter

1.5. Video, Image, and Mobility Platforms

1.5.1. YouTube
1.5.2. Instagram 
1.5.3. Flickr
1.5.4. Vimeo
1.5.5. Pinterest

1.6. Content and Storytelling Strategy

1.6.1. Corporate Blogging
1.6.2. Content Marketing Strategy
1.6.3. Creating a Content Plan
1.6.4. Content Curation Strategy

1.7. Social Media Strategies

1.7.1. Corporate PR and Social Media
1.7.2. Defining the Strategy to Be Followed in Each Media
1.7.3. Analysis and Evaluation of Results

1.8. Community Administration

1.8.1. Roles, Tasks and Responsibilities of the Community Administration
1.8.2. Social Media Manager
1.8.3. Social Media Strategist

1.9. Social Media Plan

1.9.1. Designing a Social Media Plan
1.9.2. Schedule, Budget, Expectations and Follow-up
1.9.3. Contingency Protocol in Case of Crisis

1.10. Online Monitoring Tools

1.10.1. Management Tools and Desktop Applications
1.10.2. Monitoring and Research Tools

Module 2. Integrated Marketing Communications

2.1. Below the Line Advertising 

2.1.1. Introduction. Concept and Characteristics  
2.1.2. New Trends in Marketing Communications   
2.1.3. Non-Mass and Personal Media  

2.2. Direct and Interactive Marketing 05/

2.2.1. Concept and Characteristics of Direct Marketing  
2.2.2. Telemarketing  
2.2.3. E-mail Marketing, Letters, Newsletters, Personalized Information

2.3. Marketing Techniques at the Point of Sale 

2.3.1. Optimal Point-of-Sale Conditions  
2.3.2. Package Design: the Aesthetics of the Package  
2.3.3. Marketing  
2.3.4. Actions with Prizes or Bonuses

2.4. Importance of Public Relations

2.4.1. Characteristics of Public Relations  
2.4.2. Means and Formats of Public Relations  
2.4.3. Corporate Image: Intangible Value, the Brand

2.5. Branded Entertainment Marketing Trends

2.5.1. Concept and Characteristics of Branded Entertainment  
2.5.2. Viral Advertising Marketing  
2.5.3. Branded Content Marketing  
2.5.4. "Gamification»  

2.6. Digital Communication Strategy 

2.6.1. Introduction to the Planning and Strategy of Digital Marketing Communication  
2.6.2. E-Commerce  
2.6.3. Prosumer: Participatory Consumer  

2.7. Digital Communication Metrics 

2.7.1. Formats and Metrics of Digital Communication  
2.7.2. Search Engine Positioning  
2.7.3. Metrics and Analytics of Digital Marketing Actions 

2.8. Importance of Social Networks 

2.8.1. Types of Social Networks  
2.8.2. The Importance of Social Networks for your Business  
2.8.3. Blogs, Blogosphere and Mircroblogs Marketing Blogging  

2.9. Effective Segmentation and Social Media Tools

2.9.1. Segmenting Audience on the Web  
2.9.2. Segmenting on Facebook  
2.9.3. Segmenting on Twitter  

2.10. Advantages of Mobile Marketing

2.10.1. Features of Mobile Marketing  
2.10.2. Mobile Marketing Actions: Advertising, Cuponing, Localization, Messaging and Content  
2.10.3. Applications (Apps)

Module 3. Creativity in Communication

3.1. To Create is to Think

3.1.1. The Art of Thinking
3.1.2. Creative Thinking and Creativity
3.1.3. Thought and Brain
3.1.4. The Lines of Research on Creativity: Systematization

3.2. Nature of the Creative Process

3.2.1. Nature of Creativity
3.2.2. The Notion of Creativity: Creation and Creativity
3.2.3. The Creation of Ideas for Persuasive Communication
3.2.4. Nature of the Creative Process in Advertising

3.3. The Invention

3.3.1. Evolution and Historical Analysis of the Creation Process
3.3.2. Nature of the Classical Canon of the Invention
3.3.3. The Classical View of Inspiration in the Origin of Ideas
3.3.4. Invention, Inspiration, Persuasion

3.4. Rhetoric and Persuasive Communication

3.4.1. Rhetoric and Advertising
3.4.2. The Rhetorical Parts of Persuasive Communication
3.4.3. Rhetorical Figures

3.5. Creative Behavior and Personality

3.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
3.5.2. Creative Behavior and Motivation
3.5.3. Perception and Creative Thinking
3.5.4. Elements of Creativity

3.6. Creative Skills and Abilities

3.6.1. Thinking Systems and Models of Creative Intelligence
3.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
3.6.3. Interaction Between Factors and Intellectual Capabilities
3.6.4. Creative Skills
3.6.5. Creative Capabilities

3.7. The Phases of the Creative Process

3.7.1. Creativity as a Process
3.7.2. The Phases of the Creative Process
3.7.3. The Phases of the Creative Process in Advertising

3.8. Troubleshooting

3.8.1. Creativity and Problem Solving
3.8.2. Perceptual Blocks and Emotional Blocks
3.8.3. Methodology of Invention: Creative Programs and Methods

3.9. The Methods of Creative Thinking

3.9.1. Brainstorming as a Model for the Creation of Ideas
3.9.2. Vertical Thinking and Lateral Thinking
3.9.3. Methodology of Invention: Creative Programs and Methods

3.10. Creativity and Advertising Communication

3.10.1. The Creative Process as a Specific Product of Advertising Communication
3.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process
3.10.3. Methodological Principles and Effects of Advertising Creation
3.10.4. Advertising Creation: from the Problem to the Solution
3.10.5. Creativity and Persuasive Communication

Module 4. Strategic Marketing   

4.1. Marketing Management
4.2. Role of Strategic Marketing
4.3. Dimensions of Marketing Strategy
4.4. New Product Strategy Development
4.5. Price-Setting Policies 
4.6. Promotion and Merchandising Strategies
4.7. Distribution, Expansion, and Intermediation Strategies
4.8. Development of the marketing Plan 

Module 5. Digital Media Research

5.1. The Scientific Method and its Techniques

5.1.1. Introduction
5.1.2. The Scientific Method and its Techniques
5.1.3. Scientific Method and Methodological Techniques
5.1.4. Research Design and Phases
5.1.5. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing
5.1.6. Research Approaches and Perspectives

5.2. Methodology I

5.2.1. Introduction
5.2.2. Measurable Aspects: Quantitative Method
5.2.3. Quantitative Techniques
5.2.4. Types of Surveys
5.2.5. Questionnaire Preparation and Presentation of Results

5.3. II Methodology

5.3.1. Introduction
5.3.2. Measurable Aspects: Qualitative Method
5.3.3. Qualitative Techniques
5.3.4. Individual Interviews and their Typology
5.3.5. The Group Interview and its Variables: Focus Groups
5.3.6. Other Conversational Techniques: Philips 66, Delphi Brainstorming, Participatory Intervention Nuclei, Problem and Solution Tree
5.3.7. Participatory – Action Research

5.4. III Methodology 

5.4.1. Introduction
5.4.2. Revealing Communicative Behaviors and Interactions: Observation and its Variants
5.4.3. Observation as a Scientific Method
5.4.4. The Procedure: Planning Systematic Observation
5.4.5. Different Types of Observation
5.4.6. Online Observation: Virtual Ethnography

5.5. IV Methodology

5.5.1. Introduction
5.5.2. Uncovering the Content of Messages: Content and Discourse Analysis
5.5.3. Introduction to Quantitative Content Analysis
5.5.4. Sample Selection and Category Design
5.5.5. Data Processing
5.5.6. Critical Discourse Analysis
5.5.7. Other Techniques for the Analysis of Media Texts

5.6. Techniques for Collecting Digital Data

5.6.1. Introduction
5.6.2. Knowing the Reactions: Experimenting in Communication
5.6.3. Introduction to Experiments
5.6.4. What is an Experiment in Communication
5.6.5. Experimentation and its Types
5.6.6. The Practical Design of the Experiment

5.7. Techniques for Organizing Digital Data

5.7.1. Introduction
5.7.2. Digital Information
5.7.3. Problems and Methodological Proposals
5.7.4. Online Press: Characteristics and Approach to its Analysis

5.8. Participatory Instrumental Services

5.8.1. Introduction
5.8.2. The Internet as an Object of Study: Criteria for Assessing the Quality and Reliability of Internet Content
5.8.3. Internet as an Object of Study
5.8.4. Criteria for Evaluating the Quality and Reliability of Content on the Internet

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

5.9.1. Introduction
5.9.2. Research on the Internet and Digital Platforms
5.9.3. Searching and Browsing in the Online Environment
5.9.4. Approach to Research on Digital Formats: Blogs
5.9.5. Approach to Social Network Research Methods
5.9.6. Hyperlink Research

5.10. Activity Diffusion  

5.10.1. Introduction
5.10.2. Research Trends in Communication
5.10.3. Introduction to the Contemporary Environment of Research in Communication
5.10.4. The Readaptation of the Classic Objects of Communication Research
5.10.5. The Emergence of Classical Research Objects
5.10.6. Towards Interdisciplinarity and Methodological Hybridization

Module 6. Creative Advertising I: Writing

6.1. Writing Concept

6.1.1. Writing and Editing
6.1.2. Writing and Thought
6.1.3. Writing and Order

6.2. Fundamentals of Copywriting

6.2.1. Correction
6.2.2. Adaptation
6.2.3. Efficiency

6.3. Characteristics of Copywriting

6.3.1. Nominalization
6.3.2. Destructuring
6.3.3. Expressive Concentration

6.4. Text and Image

6.4.1. From Text to Image
6.4.2. Text Functions
6.4.3. Image Functions
6.4.4. Relationship Between Text and Imaging

6.5. Brand and Slogan

6.5.1. The Brand
6.5.2. Brand Characteristics
6.5.3. The Slogan

6.6. Direct Advertising

6.6.1. The Brochure
6.6.2. The Catalogue
6.6.3. Other Annexes

6.7. Press Advertising: the Large Format Advertisement 

6.7.1. Newspapers and Magazines
6.7.2. Superstructure
6.7.3. Formal Characteristics
6.7.4. Editorial Characteristics

6.8. Press Advertising: Other Formats

6.8.1. Word Advertisements
6.8.2. Superstructure
6.8.3. The Claim
6.8.4. Superstructure

6.9. Outdoor Advertising  

6.9.1. Formats
6.9.2. Formal Characteristics
6.9.3. Editorial Characteristics

6.10. Radio Advertising

6.10.1. Radio Language
6.10.2. The Radio Spot
6.10.3. Superstructure
6.10.4. Wedge Types
6.10.5. Formal Characteristics

6.11. Audiovisual Advertising 

6.11.1. The Image
6.11.2. The Text
6.11.3. Music and Sound Effects
6.11.4. Advertising Formats
6.11.5. The Script
6.11.6. The Story-Board

Module 7. Creative Advertising II: Art Management

7.1. Subjects and Object of Advertising Graphic Design

7.1.1. Related Professional Profiles
7.1.2. Academic Context and Competencies
7.1.3. Advertiser and Agency

7.2. Creative Direction and Creative Idea

7.2.1. Creative Process
7.2.2. Types of Creative Processes
7.2.3. Art Direction and Formal Idea

7.3. The Role of the Art Director

7.3.1. What is Art Direction?
7.3.2. How Does Art Direction Work?
7.3.3. The Creative Team
7.3.4. The Role of the Art Director

7.4. Fundamentals of Advertising Graphic Design 

7.4.1. Design Concepts and Design Standards
7.4.2. Trends and Styles
7.4.3. Design Thinking, Process and Management
7.4.4. Scientific Metaphor

7.5. Methodology of Advertising Graphics 

7.5.1. Graphic Creativity
7.5.2. Design Process
7.5.3. Communication and Aesthetics

7.6. Graphic Strategy

7.6.1. Apprehension Form
7.6.2. Graphic Message
7.6.3. Aesthetic State

7.7. Graphic Architecture

7.7.1. Typometry
7.7.2. Graphic Spaces
7.7.3. Reticle
7.7.4. Pagination Standards

7.8. Final Arts

7.8.1. Final Arts
7.8.2. Processes
7.8.3. Systems

7.9. Creation of Advertising Graphic Supports

7.9.1. Publigraphy
7.9.2. Organizational Visual Image (OVI)

7.10. Graphic Advertisements

7.10.1. Packaging
7.10.2. Websites
7.10.3. Corporate Image in Web Pages

Module 8. Fundamentals of Graphic Design

8.1. Introduction to Graphic Design

8.1.1. What Is Graphic Design?
8.1.2. Graphic Design Functions
8.1.3. Areas of Action in Graphic Design
8.1.3. The Value of Graphic Design

8.2. Graphic Design as a Professional Activity

8.2.1. Influence of Technology on the Development of the Profession
8.2.2. What is the Role of the Graphic Designer?
8.2.3. Professional Fields
8.2.4. The Designer as a Citizen

8.3. Basic Elements

8.3.1. Point
8.3.2. Line
8.3.3. The Shape
8.3.4. Texture
8.3.5. The Space

8.4. Formal Elements

8.4.1. Contrast
8.4.2. The Balance
8.4.3. The Proportion
8.4.4. Rhythm
8.4.5. Harmony
8.4.6. The Movement
8.4.7. Unit

8.5. Graphic Design References of the 20th and 21st Centuries

8.5.1. Graphic Designers who have made a Mark in History
8.5.2. Most Influential Designers
8.5.3. Graphic Designers Today
8.5.4. Visual References

8.6. Posters

8.6.1. Advertising Poster
8.6.2. Functions
8.6.3. 19th Century Posters
8.6.4. Visual References

8.7. Graphic Style

8.7.1. Iconic Language and Mass Culture
8.7.2. Graphic Design and Its Relationship with Art
8.7.3. Own Graphic Style
8.7.4. Design Isn’t a Profession, It’s a Lifestyle

8.8. From the Streets to the Office

8.8.1. Design as the Latest Avant-Garde
8.8.2. Street Art
8.8.3. Street Art Applied to Advertising
8.8.4. Street Art and Brand Image

8.9. Most Used Digital Tools

8.9.1. Adobe Lightroom
8.9.2. Adobe Photoshop
8.9.3. Adobe Illustrator
8.9.4. Adobe InDesign
8.9.5. Corel Draw

8.10. Starting a Design Project

8.10.1. Briefing
8.10.2. Definition
8.10.3. Justification
8.10.4. Implications
8.10.5. Objectives
8.10.6. Methodology

Module 9. Corporate Identity

9.1. The Importance of Image in Businesses 

9.1.1. What is Corporate Image?
9.1.2. Differences between Corporate Identity and Corporate Image
9.1.3. Where can the Corporate Image be Manifested?
9.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?

9.2. Research Techniques and Corporate Image

9.2.1. Introduction
9.2.2. The Study of the Company's Image
9.2.3. Corporate Image Research Techniques
9.2.4. Qualitative Image Study Techniques
9.2.5. Types of Quantitative Techniques

9.3. Image Audit and Strategy

9.3.1. What is Image Auditing?
9.3.2. Guidelines
9.3.3. Audit Methodology
9.3.4. Strategic Planning

9.4. Corporate Culture

9.4.1. What is Corporate Culture?
9.4.2. Factors Involved in Corporate Culture
9.4.3. Functions of Corporate Culture
9.4.4. Types of Corporate Culture

9.5. Corporate Social Responsibility and Corporate Reputation

9.5.1. CSR: Concept and Application of the Company
9.5.2. Guidelines for Integrating CSR into Businesses
9.5.3. CSR Communication
9.5.4. Corporate Reputation

9.6. Corporate Visual Identity and Naming

9.6.1. Corporate Visual Identity Strategies
9.6.2. Basic Elements
9.6.3. Basic Principles
9.6.4. Preparation of the Manual
9.6.5. Naming

9.7. Brand Image and Positioning

9.7.1. The Origins of Trademarks
9.7.2. What is a Brand?
9.7.3. The Need to Build a Brand
9.7.4. Brand Image and Positioning
9.7.5. The Value of Brands

9.8. Image Management through Crisis Communication

9.8.1. Strategic Communication Plan
9.8.2. When it all Goes Wrong: Crisis Communication
9.8.3. Cases

9.9. The Influence of Promotions on Corporate Image

9.9.1. The New Advertising Industry Landscape
9.9.2. The Marketing Promotion
9.9.3. Features
9.9.4. Dangers
9.9.5. Promotional Types and Techniques

9.10. The Distribution and the Image of the Point of Sale

9.10.1. The Main Players in Commercial Distribution
9.10.2. The Image of Retail Distribution Companies through Positioning
9.10.3. Through its Name and Logo

Module 10. Public Opinion

10.1. The Concept of Public Opinion

10.1.1. Introduction
10.1.2. Definition
10.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
10.1.4. Phases in the Growth of Public Opinion as a Discipline
10.1.5. The 20th Century

10.2. Theoretical Framework of Public Opinion

10.2.1. Introduction
10.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century.
10.2.3. Twentieth Century Authors
10.2.4. Walter Lippmann: Biased Public Opinion
10.2.5. Jürgen Habermas: the Political-Value Perspective
10.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality

10.3. Social Psychology and Public Opinion

10.3.1. Introduction
10.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public
10.3.3. The Name
10.3.4. Conformism

10.4. Media Influence Models

10.4.1. Introduction
10.4.2. Media Influence Models
10.4.3. Types of Media Effects
10.4.4. Research on Media Effects
10.4.5. The Power of the Media

10.5. Public Opinion and Political Communication

10.5.1. Introduction
10.5.2. Electoral Political Communication. Propaganda
10.5.3. Government Political Communication

10.6. Public Opinion and Elections

10.6.1. Introduction
10.6.2. Do Election Campaigns Influence Public Opinion?
10.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions
10.6.4. The Effects of Public Opinion 

10.7. Government and Public Opinion

10.7.1. Introduction
10.7.2. Representatives and their Constituents
10.7.3. Political Parties and Public Opinion
10.7.4. Public Policies as an Expression of the Government's Action

10.8. The Political Intermediation of the Press

10.8.1. Introduction
10.8.2. Journalists as Political Intermediaries
10.8.3. Dysfunctions of Journalistic Intermediation
10.8.4. Reliance on Journalists as Intermediaries

10.9. Public Sphere and Emerging Models of Democracy

10.9.1. Introduction
10.9.2. The Public Sphere in the Information Society
10.9.3. The Public Sphere in the Information Society
10.9.4. Emerging Models of Democracy

10.10. Methods and Techniques for Public Opinion Research

10.10.1. Introduction
10.10.2. Opinion Polls
10.10.3. Types of Surveys
10.10.4. Analysis

Module 11. Leadership, Ethics and Social Responsibility in Companies

11.1. Globalization and Governance

11.1.1. Governance and Corporate Governance
11.1.2. The Fundamentals of Corporate Governance in Companies
11.1.3. The Role of the Board of Directors in  the Corporate Governance Framework

11.2. Leadership 

11.2.1. Leadership A Conceptual Approach  
11.2.2. Leadership in Companies 
11.2.3. The Importance of Leaders in Business Management 

11.3. Cross Cultural Management 

11.3.1. Cross Cultural Management Concept    
11.3.2. Contributions to Knowledge of National Cultures
11.3.3. Diversity Management 

11.4. Management and Leadership Development

11.4.1. Concept of Management Development  
11.4.2. Concept of Leadership 
11.4.3. Leadership Theories 
11.4.4. Leadership Styles 
11.4.5. Intelligence in Leadership
11.4.6. The Challenges of Today's Leader

11.5. Business Ethics 

11.5.1. Ethics and Morality 
11.5.2. Business Ethics 
11.5.3. Leadership and Ethics in Companies

11.6. Sustainability

11.6.1. Sustainability and Sustainable Development 
11.6.2. The 2030 Agenda 
11.6.3. Sustainable Companies

11.7. Corporate Social Responsibility 

11.7.1. International Dimensions of Corporate Social Responsibility 
11.7.2. Implementing Corporate Social Responsibility 
11.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

10.8.1. CSR: Corporate Social Responsibility
11.8.2. Essential Aspects for Implementing a Responsible Management Strategy  
11.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
11.8.4. CSR Tools and Standards 

11.9. Multinationals and Human Rights 

11.9.1. Globalization, Multinational Companies and Human Rights 
11.9.2. Multinational Companies vs.International Law  
11.9.3. Legal Instruments for Multinationals in the Area of Human Rights 

11.10. Legal Environment and Corporate Governance

11.10.1. International Rules on Importation and Exportation 
11.10.2. Intellectual and Industrial Property 
11.10.3. International Labor Law

Module 12. People and Talent Management

12.1. Strategic People Management 

12.1.1. Strategic Human Resources Management
12.1.2. Strategic People Management

12.2. Human Resources Management by Competencies

12.2.1. Analysis of the Potential 
12.2.2. Remuneration Policy 
12.2.3. Career/Succession Planning

12.3. Performance Evaluation and Compliance Management

12.3.1. Performance Management 
12.3.2. Performance Management: Objectives and Process

12.4. Innovation in Talent and People Management

12.4.1. Strategic Talent Management Models  
12.4.2. Identification, Training and Development of Talent  
12.4.3. Loyalty and Retention  
12.4.4. Proactivity and Innovation

12.5. Motivation

12.5.1. The Nature of Motivation
12.5.2. Expectations Theory
12.5.3. Needs Theory
12.5.4. Motivation and Financial Compensation

12.6. Developing High Performance Teams

12.6.1. High-Performance Teams: Self-Managed Teams
12.6.2. Methodologies for the Management of High Performance Self-Managed Teams

12.7. Change Management

12.7.1. Change Management
12.7.2. Type of Change Management Processes
12.7.3. Stages or Phases in the Change Management Process

12.8. Negotiation and Conflict Management

12.8.1. Negotiation  
12.8.2. Conflict Management  
12.8.3. Crisis Management

12.9. Executive Communication

12.9.1. Internal and External Communication in the Corporate Environment  
12.9.2. Communication Departments
12.9.3. The Person in Charge of Communication of the Company The Profile of the Dircom

12.10. Productivity, Attraction, Retention and Talent Activation

12.10.1. Productivity 
12.10.2. Talent Attraction and Retention Levers

Módulo 13.Economic and Financial Management 

13.1. Economic Environment

13.1.1. Macroeconomic Environment and the National Financial System 
13.1.2. Financial Institutions 
13.1.3. Financial Markets 
13.1.4. Financial Assets 
13.1.5. Other Financial Sector Entities

13.2. Executive Accounting

13.2.1. Basic Concepts  
13.2.2. The Company's Assets  
13.2.3. The Company's Liabilities  
13.2.4. The Company's Net Worth  
13.2.5. The Income Statement

13.3. Information Systems and Business Intelligence

13.3.1. Fundamentals and Classification 
13.3.2. Cost Allocation Phases and Methods 
13.3.3. Choice of Cost Center and Impact

13.4. Budget and Management Control

13.4.1. The Budget Model  
13.4.2. The Capital Budget 
13.4.3. The Operating Budget  
13.4.5. Treasury Budget  
13.4.6. Budget Monitoring 

13.5. Financial Management 

13.5.1. The Company's Financial Decisions  
13.5.2. Financial Department  
13.5.3. Cash Surpluses  
13.5.4. Risks Associated with Financial Management   
13.5.5. Financial Administration Risk Management

13.6. Financial Planning

13.6.1. Definition of Financial Planning 
13.6.2. Actions to be Taken in Financial Planning  
13.6.3. Creation and Establishment of the Business Strategy  
13.6.4. The Cash Flow Table 
13.6.5. The Working Capital Table

13.7. Corporate Financial Strategy

13.7.1. Corporate Strategy and Sources of Financing   
13.7.2. Financial Products for Corporate Financing

13.8. Strategic Financing

13.8.1. Self-Financing  
13.8.2. Increase in Equity  
13.8.3. Hybrid Resources  
13.8.4. Financing Through Intermediaries

13.9. Financial Analysis and Planning

13.9.1. Analysis of the Balance Sheet 
13.9.2. Analysis of the Income Statement
13.9.3. Profitability Analysis

13.10. Analyzing and Solving Cases/Problems

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

Module 14. Commercial and  Strategic Marketing Management 

14.1. Commercial Management 

14.1.1. Conceptual Framework of Commercial Management 
14.1.2. Business Strategy and Planning  
14.1.3. The Role of Sales Managers

14.2. Marketing

14.2.1. The Concept of Marketing 
14.2.2. Basic Elements of Marketing 
14.2.3. Marketing Activities of the Company

14.3. Strategic Marketing Management

14.3.1. The Concept of Strategic Marketing 
14.3.2. Concept of Strategic Marketing Planning 
14.3.3. Stages in the Process of Strategic Marketing Planning

14.4. Digital Marketing and e-Commerce

14.4.1. Digital Marketing and E-commerce Objectives 
14.4.2. Digital Marketing and Media Used  
14.4.3. E-Commerce General Context  
14.4.4. Categories of E-commerce  
14.4.5. Advantages and Disadvantages of E-commerce Versus Traditional Commerce

14.5. Digital Marketing to Reinforce a Brand

14.5.1. Online Strategies to Improve Your Brand's Reputation 
14.5.2. Branded Content and Storytelling

14.6. Digital Marketing to Attract and Customer Loyalty

14.6.1. Loyalty and Engagement Strategies Through the Internet 
14.6.2. Visitor Relationship Management 
14.6.3. Hypersegmentation

14.7. Managing Digital Campaigns

14.7.1. What is a Digital Advertising Campaign?  
14.7.2. Steps to Launch an Online Marketing Campaign 
14.7.3. Mistakes in Digital Advertising Campaigns  

14.8. Sales Strategy

14.8.1. Sales Strategy 
14.8.2. Sales Methods

14.9. Corporate Communication

14.9.1. Concept 
14.9.2. The Importance of Communication in the Organization 
14.9.3. Type of Communication in the Organization
14.9.4. Functions of Communication in the Organization
14.9.5. Elements of Communication  
14.9.6. Communication Problems  
14.9.7. Communication Scenarios

14.10. Digital Communication and Reputation

14.10.1. Online Reputation  
14.10.2. How to Measure Digital Reputation?  
14.10.3. Online Reputation Tools   
14.10.4. Online Reputation Report   
14.10.5. Online Branding

Module 15. Executive Management 

15.1. General Management

15.1.1. The Concept of General Management   
15.1.2. The Role of the CEO 
15.1.3. The CEO and their Responsibilities 
15.1.4. Transforming the Work of Management

15.2. Manager Functions: Organizational Culture and Approaches

15.2.1. Manager Functions: Organizational Culture and Approaches

15.3. Operations Management

15.3.1. The Importance of Management 
15.3.2. Value Chain 
15.3.3. Quality Management

15.4. Public Speaking and Spokesperson Education

15.4.1. Interpersonal Communication  
15.4.2. Communication Skills and Influence  
15.4.3. Communication Barriers

15.5. Personal and Organizational  Communications Tools

15.5.1. Interpersonal Communication 
15.5.2. Interpersonal Communication Tools  
15.5.3. Communication in the Organization  
15.5.4. Tools in the Organization 

15.6. Communication in Crisis Situations

15.6.1. Crisis 
15.6.2. Phases of the Crisis 
15.6.3. Messages: Contents and Moments

15.7. Preparation of a Crisis Plan

15.7.1. Analysis of Possible Problems 
15.7.2. Planning 
15.7.3. Adequacy of Personnel 

15.8. Emotional Intelligence

15.8.1. Emotional Intelligence and Communication 
15.8.2. Assertiveness, Empathy, and Active Listening 
15.8.3. Self-Esteem and Emotional Communication

15.9. Personal Branding

15.9.1. Strategies to Develop Personal Branding
15.9.2. Personal Branding Laws 
15.9.3. Tools for Creating Personal Brands 

15.10. Leadership and Team Management

15.10.1. Leadership and Leadership Styles 
15.10.2. Leader Capabilities and Challenges  
15.10.3. Managing Change Processes  
15.10.4. Managing Multicultural Teams

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