Learn how to generate effective digital communication for companies and position yourself as an expert in the sector"

Digital communication and crisis management is a fundamental area in any business and, for this reason, companies are increasingly contributing more resources to its development. Understanding it requires the interdisciplinary study of basic concepts of Communication Sciences as a starting point for the development of all the skills required to work in this area. Therefore, this Professional master’s degree will explore the concepts that affect the psychology of communication, an area of compulsory knowledge for any communicative approach in the professional field.

Likewise, one of the primary objectives of the program is the understanding and knowledge of the use of digital resources applied to communication: from the search for information to its dissemination. Corporate identity and its creation will also be developed in the Professional master’s degree with a global vision of the requirements that companies may need.

Specifically, it is a comprehensive and fully analytical tour that will lead students to know the ways of creating public opinion, its flows, forms of movement and, above all, its link with power and its capacity for historical influence. In this context, knowledge of the functioning of the media in the local and global context will be one of the most current topics of the program.

In addition, it must be taken into account that nowadays the Internet is the most powerful communication channel that exists, since it offers companies and users new ways of communication, sales, participation and knowledge exchange.

For this reason, the program will include rigorous Masterclasses given by a prestigious International Guest Director that will provide graduates with advanced skills to experience a significant leap in quality in their careers as Communication Directors.

A renowned International Guest Director will offer disruptive Masteclasses that will delve into the most innovative strategies in the field of Communication and Digital Reputation Management"

This MBA in Communication and Digital Reputation Management contains the most complete and up-to-date program on the market. The most important features include:

• The use of the latest technology in e-learning software
• The intensely visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teacher and individual reflection work.
• Content that is accessible from any fixed or portable device with an Internet connection
• Complementary resource banks that are permanently available

This program will open doors to new avenues for your professional advancement"

The teaching staff of this program is made up of professionals from different fields related to this specialty. In this way, TECH is able to offer students the most effective way to update their knowledge, which is one of the primary objectives of the program. A multidisciplinary team of experienced professionals in different environments who will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service.

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.
 
The design of this program focuses on Problem-Based Learning. An approach that conceives learning as a highly practical process. To achieve this remotely, telepractice will be used. Therefore, with the help of an innovative interactive video system, and Learning from an Expert, the student will be able to acquire the knowledge as if they were facing the very cases being studied. A concept that will allow students to integrate and memorize what they have learn in a more realistic and permanent way.

A Professional master’s degree that will enable you to work in all areas of digital communication and crisis management, with the credibility of a high-level professional"

A unique opportunity to study while continuing to work, thanks to its 100% online format"

The contents of this Professional master’s degree have been developed by different experts with a clear purpose: to ensure that our students acquire each and every one of the skills they need to become true experts in Communications and Online Reputation Management. A complete and well-structured program will take you to the highest standards of quality and success. And all this, thanks to a 100% online format through which students can self-manage their study time. 

A comprehensive teaching program, structured in well-developed teaching units, oriented towards learning that is compatible with your personal and professional life"

Module 1. Social Communication Theory

1.1. The Art of Communicating

1.1.1. Introduction: The Study of Communication as a Social Science
1.1.2. Knowledge

 1.1.2.1. Sources of Knowledge

1.1.3. The Scientific Method

 1.1.3.1. The Deductive Method
 1.1.3.2. Inductive Method
 1.1.3.3. Hypothetical-Deductive Method

1.1.4. Common Concepts in Scientific Research

 1.1.4.1. Dependent and Independent Variables
 1.1.4.2. Hypotheses
 1.1.4.3. Operationalization
 1.1.4.4. The Law or Theory of Hedging

1.2. Elements of Communication

1.2.1. Introduction
1.2.2. Elements of Communication
1.2.3. Empirical Research

 1.2.3.1. Basic Research vs. Applied Research
 1.2.3.2. Research Paradigms
 1.2.3.3. Values in Research
 1.2.3.4. The Unit of Analysis
 1.2.3.5. Cross-Sectional and Longitudinal Studies

1.2.4. Define Communication

1.3. Trends in Social Communication Research

1.3.1. Introduction. Communication in the Ancient World
1.3.2.  Communication Theorists

 1.3.2.1. Greece
 1.3.2.2. The Sophists, Early Communication Theorists
 1.3.2.3. Aristotelian Rhetoric
 1.3.2.4. Cicero and the Canons of Rhetoric
 1.3.2.5. Quintilian: The Oratorical Institution

1.3.3.  The Modern Period: The Theory of Argumentation

 1.3.3.1. Anti-Retoricist Humanism
 1.3.3.2. Communication in Baroque
 1.3.3.3. From the Enlightenment to Mass Society

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

 1.3.4.1. Media Communication

1.4. Communicative Behavior

1.4.1. Introduction: the Communicative Process
1.4.2. Communicative Behavior

 1.4.2.1. Animal Ethology and the Study of Human Communication
 1.4.2.2. The Biological Background of Communication
 1.4.2.3. Intrapersonal Communication
 1.4.2.4. Patterns of Communicative Behavior

1.4.3. The Study of Non-Verbal Communicative Behavior

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

1.5. The Communicative Transaction

1.5.1. Introduction: The Communicative Transaction
1.5.2. Transactional Analysis

 1.5.2.1. The Child Self
 1.5.2.2. The Parent Self
 1.5.2.3. The Adult Self

1.5.3. Classification of Transactions

1.6. Identity, Self-Concept and Communication

1.6.1. Introduction
1.6.2. Identity, Self-Concept and Communication

 1.6.2.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities
 1.6.2.2. The Strategy of Negative Emotions
 1.6.2.3. The Strategy of Positive Emotions
 1.6.2.4. The Strategy to Induce Emotions in Others
 1.6.2.5. The Mutual Commitment Strategy
 1.6.2.6. The Strategy of Pity or Understanding

1.6.3. The Presentation of Oneself in Everyday Rituals

 1.6.3.1. Symbolic Interactionism

1.6.4. Constructivism
1.6.5. Self-Concept Motivated to Interact

 1.6.5.1. The Theory of Reasoned Action

1.6.6. Conversational Pragmatics

1.7. Communication in Groups and Organizations

1.7.1. Introduction: the Communicative Process
1.7.2. Communicative Behavior

 1.7.2.1. Animal Ethology and the Study of Human Communication
 1.7.2.2. The Biological Background of Communication
 1.7.2.3. Intrapersonal Communication
 1.7.2.4. Patterns of Communicative Behavior

1.7.3. The Study of Non-Verbal Communicative Behavior

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

1.8. Media Communication I

1.8.1. Introduction
1.8.2. Media Communication
1.8.3. Characteristics of the Media and its Messages

 1.8.3.1. The Mass Media
 1.8.3.2. Media Functions

1.8.4. The Powerful Effects of the Mass Media

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

1.9. Media Communication II

1.9.1. Introduction
1.9.2. The Hypodermic Theory
1.9.3. The Limited Effects of the Media
1.9.4. The Uses and Gratifications of Mass Communications

 1.9.4.1. Theory of Uses and Gratifications
 1.9.4.2. Origins and Principles
 1.9.4.3. Objectives of the Theory of Uses and Gratifications
 1.9.4.4. Expectations Theory

1.10. Media Communication III

1.10.1. Introduction
1.10.2. Computerized Communication and Virtual Reality

 1.10.2.1. Computer-Mediated Communication: the Problem of its Theoretical Integration
 1.10.2.2. Definitions of Computed Communication

1.10.3. Evolution of the Theory of Uses and Gratifications

 1.10.3.1. Reinforcements of Media Dependency Theory

1.10.4. Virtual Reality as an Emerging Object of Study

1.10.4.1. Psychological Immersion of the User

1.10.5. Telepresence

Module 2. Introduction to the Psychology of Communication

2.1. History of Psychology

2.1.1. Introduction
2.1.2. We Begin with the Study of Psychology
2.1.3. Science in Evolution. Historical and Paradigmatic Changes
2.1.4. Paradigms and Stages in Psychology
2.1.5. Cognitive Science

2.2. Social Psychology

2.2.1. Introduction
2.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology
2.2.3. Empathy, Altruism and Helping Behavior

2.3. Social Cognition

2.3.1. Introduction
2.3.2. Thinking and Knowing, Vital Necessities
2.3.3. Social Cognition
2.3.4. Organizing Information
2.3.5. Prototypical or Categorical Thinking
2.3.6. The Mistakes We Make in Thinking: Inferential Biases
2.3.7. Automatic Information Processing

2.4. Personality Psychology

2.4.1. Introduction
2.4.2. What is the Self? Identity and Personality
2.4.3. Self-awareness
2.4.4. Self-esteem
2.4.5. Self-knowledge
2.4.6. Interpersonal Variables in Personality Shaping
2.4.7. Macro-social Variables in the Configuration of Personality
2.4.8. A New Perspective in the Study of Personality. Narrative Personality

2.5. Emotions

2.5.1. Introduction
2.5.2. What do we Talk about When we Get Excited?
2.5.3. The Nature of Emotions

2.5.3.1. Emotion as Preparation for Action

2.5.4. Emotions and Personality
2.5.5. From another Perspective. Social Emotions

2.6. Psychology of Communication. Persuasion and Attitude Change

2.6.1. Introduction
2.6.2. Attitudes
2.6.3. Historical Models in the Study of Persuasive Communication
2.6.4. The Probability of Elaboration Model
2.6.5. Communication Processes through the Media

2.6.5.1. A Historical Perspective

2.7. The Sender

2.7.1. Introduction
2.7.2. The Source of Persuasive Communication
2.7.3. Source Characteristics. Credibility
2.7.4. Source Characteristics. The Appeal
2.7.5. Emitter Characteristics. The Power
2.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition
2.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition

2.8. The Message

2.8.1. Introduction
2.8.2. We Begin by Studying the Composition of the Message
2.8.3. Types of Messages: Rational vs. Emotional Messages
2.8.4. Emotional Messaging and Communication: Fear Inducing Messages

2.9. The Receiver

2.9.1. Introduction
2.9.2. The Role of the Recipient according to the Elaboration Probability Model
2.9.3. Recipient Needs and Motives: Their Impact on Attitude Change
2.9.4. Need for Esteem and Communication

2.10. New Approaches to the Study of Communication

2.10.1. Introduction
2.10.2. Non-conscious Processing of Information. Automatic Processes
2.10.3. Measuring Automatic Processes in Communication
2.10.4. First Steps in the New Paradigms
2.10.5. Theories of Dual Processing Systems

2.10.5.1. Main Limitations of Dual Systems Theories

Module 3. Fundamentals of Communication in the Digital Environment

3.1. Web 2.0 or the Social Web

3.1.1. Organization in the Age of Conversation
3.1.2. Web 2.0 Is All About People
3.1.3. Digital Environment and New Communication Formats

3.2. Digital Communication and Reputation

3.2.1. Online Reputation Report
3.2.2. Netiquette and Good Practices on Social Media
3.2.3. Branding and 2.0 Networks

3.3. Online Reputation Plan Design and Planning

3.3.1. Overview of the Main Social Media
3.3.2. Brand Reputation Plan
3.3.3. General Metrics, ROI, and Social CRM
3.3.4. Online Crisis and Reputational SEO

3.4. General, Professional, and Microblogging Platforms

3.4.1. Facebook
3.4.2. LinkedIn
3.4.3. Google+
3.4.4. Twitter

3.5. Video, Image, and Mobility Platforms

3.5.1. YouTube
3.5.2. Instagram
3.5.3. Flickr
3.5.4. Vimeo
3.5.5. Pinterest

3.6. Content Strategy and Storytelling

3.6.1. Corporate Blogging
3.6.2. Content Marketing Strategy
3.6.3. Creating a Content Plan
3.6.4. Content Curation Strategy

3.7. Social Media Strategies

3.7.1. Corporate PR and Social Media
3.7.2. Defining the Strategy to Be Followed in Each Medium
3.7.3. Analysis and Evaluation of Results

3.8. Community Administration

3.8.1. Roles, Tasks and Responsibilities of the Community Administration
3.8.2. Social Media Manager
3.8.3. Social Media Strategist

3.9. Social Media Plan

3.9.1. Designing a Social Media Plan
3.9.2. Schedule, Budget, Expectations and Follow-up
3.9.3. Contingency Protocol in Case of Crisis

3.10. Online Monitoring Tools

3.10.1. Management Tools and Desktop Applications
3.10.2. Monitoring and Research Tools

Module 4. Corporate Identity

4.1. The Importance of Image in Businesses

4.1.1. What is Corporate Image?
4.1.2. Differences between Corporate Identity and Corporate Image
4.1.3. Where can the Corporate Image be Manifested?
4.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?

4.2. Research Techniques in Corporate Image

4.2.1. Introduction
4.2.2. The Study of the Company's Image
4.2.3. Corporate Image Research Techniques
4.2.4. Qualitative Image Study Techniques
4.2.5. Types of Quantitative Techniques

4.3. Image Audit and Strategy

4.3.1. What is Image Audit?
4.3.2. Guidelines
4.3.3. Audit Methodology
4.3.4. Strategic Planning

4.4. Corporate Culture

4.4.1. What is Corporate Culture?
4.4.2. Factors Involved in Corporate Culture
4.4.3. Functions of Corporate Culture
4.4.4. Types of Corporate Culture

4.5. Corporate Social Responsibility and Corporate Reputation

4.5.1. CSR: Concept and Application of the Company
4.5.2. Guidelines for Integrating CSR into Businesses
4.5.3. CSR Communication
4.5.4. Corporate Reputation

4.6. Corporate Visual Identity and Naming

4.6.1. Corporate Visual Identity Strategies
4.6.2. Basic Elements
4.6.3. Basic Principles
4.6.4. Preparation of the Manual
4.6.5. The Naming

4.7. Brand Image and Positioning

4.7.1. The Origins of Trademarks
4.7.2. What is a Brand?
4.7.3. The Need to Build a Brand
4.7.4. Brand Image and Positioning
4.7.5. The Value of Brands

4.8. Image Management through Crisis Communication

4.8.1. Strategic Communication Plan
4.8.2. When it All Goes Wrong: Crisis Communication
4.8.3. Cases

4.9. The Influence of Promotions on Corporate Image

4.9.1. The New Advertising Industry Landscape
4.9.2. The Marketing Promotion
4.9.3. Features
4.9.4. Dangers
4.9.5. Promotional Types and Techniques

4.10. Distribution and Image of the Point of Sale

4.10.1. The Main Players in Commercial Distribution
4.10.2. The Image of Retail Distribution Companies through Positioning
4.10.3. Through its Name and Logo

Module 5. Public Opinion

5.1. The Concept of Public Opinion

5.1.1. Introduction
5.1.2. Definition
5.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
5.1.4. Phases in the Growth of Public Opinion as a Discipline
5.1.5. The 20th Century

5.2. Theoretical Framework of Public Opinion

5.2.1. Introduction
5.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century.
5.2.3. Twentieth Century Authors
5.2.4. Walter Lippmann: Biased Public Opinion
5.2.5. Jürgen Habermas: the Political-Value Perspective
5.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality

5.3. Social Psychology and Public Opinion

5.3.1. Introduction
5.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public
5.3.3. The Name
5.3.4. Conformism

5.4. Media Influence Models

5.4.1. Introduction
5.4.2. Media Influence Models
5.4.3. Types of Media Effects
5.4.4. Research on Media Effects
5.4.5. The Power of the Media

5.5. Public Opinion and Political Communication

5.5.1. Introduction
5.5.2. Electoral Political Communication. Propaganda
5.5.3. Government Political Communication

5.6. Public Opinion and Elections

5.6.1. Introduction
5.6.2. Do Election Campaigns Influence Public Opinion?
5.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions
5.6.4. The Bandwagon and Underdog Effects

5.7. Government and Public Opinion

5.7.1. Introduction
5.7.2. Representatives and their Constituents
5.7.3. Political Parties and Public Opinion
5.7.4. Public Policies as an Expression of the Government's Action

5.8. The Political Intermediation of the Press

5.8.1. Introduction
5.8.2. Journalists as Political Intermediaries
5.8.3. Dysfunctions of Journalistic Intermediation
5.8.4. Reliance on Journalists as Intermediaries

5.9. Public Sphere and Emerging Models of Democracy

5.9.1. Introduction
5.9.2. The Public Sphere in the Information Society
5.9.3. The Public Sphere in the Information Society
5.9.4. Emerging Models of Democracy

5.10. Methods and Techniques for Public Opinion Research

5.10.1. Introduction
5.10.2. Opinion Polls
5.10.3. Types of Surveys
5.10.4. Analysis

Module 6. Structure of Communication

6.1. Theory, Concept and Method of Communication Structure

6.1.1. Introduction
6.1.2. Autonomy of the Discipline and Relationships with other Subjects
6.1.3. The Structuralist Method
6.1.4. Definition and Purpose of Communication Structure
6.1.5. Guide to the Analysis of Communication Structure

6.2. New International Communication Order

6.2.1. Introduction
6.2.2. State Control: Monopolies
6.2.3. Communication Marketing
6.2.4. Cultural Dimension of Communication

6.3. Major Information Agencies

6.3.1. Introduction
6.3.2. What is an Information Agency?
6.3.3. News and Information
6.3.4. Before the Internet
6.3.5. News Agencies can be seen Thanks to the Internet
6.3.6. The World's Major Agencies

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

6.4.1. Introduction
6.4.2. Advertising Industry
6.4.3. The Need of Advertising for the Media
6.4.4. Structure of the Advertising Industry
6.4.5. The Media and its Relationship with the Advertising Industry

6.5. Cinema and the Culture and Leisure Market

6.5.1. Introduction
6.5.2. The Complex Nature of Cinema
6.5.3. The Origin of the Industry
6.5.4. Hollywood, the Film Capital of the World

6.6. Political Power and the Media

6.6.1. Introduction
6.6.2. Influence of the Media in the Formation of Society
6.6.3. Media and Political Power

6.7. Media Concentration and Communication Policies

6.7.1. Introduction
6.7.2. Media Concentration
6.7.3. Communication Policies

6.8. Communication Structure in Latin America

6.8.1. Introduction
6.8.2. Communication Structure in Latin America
6.8.3. New Trends

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

6.9.1. Introduction
6.9.2. Historical Approach
6.9.3. Bipolarity of the Latin American Media System
6.9.4. U.S. Hispanic Media

6.10. Digitalization and the Future of Journalism

6.10.1. Introduction
6.10.2. Digitalization and the New Media Structure
6.10.3. The Structure of Communication in Democratic Countries

Module 7. Written Communication

7.1. History of Communication.

7.1.1. Introduction
7.1.2. Communication in Antiquity
7.1.3. The Revolution of Communication
7.1.4. Current Communication

7.2. Oral and Written Communication

7.2.1. Introduction
7.2.2. The Text and its Linguistics
7.2.3. The Text and its Properties: Coherence and Cohesion

 7.2.3.1. Coherence
 7.2.3.2. Cohesion
 7.2.3.3. Recurrence

7.3. Planning or Prewriting

7.3.1. Introduction
7.3.2. Writing Processes
7.3.3. Planning
7.3.4. Documentation

7.4. The Act of Writing

7.4.1. Introduction
7.4.2. Style
7.4.3. Lexicon
7.4.4. Sentence
7.4.5. Paragraph

7.5. Rewriting

7.5.1. Introduction
7.5.2. The Review
7.5.3. How to Use the Computer to Improve the Text

 7.5.3.1. Dictionary
 7.5.3.2. Search/Change
 7.5.3.3. Synonyms
 7.5.3.4. Paragraph
 7.5.3.5. Shades
 7.5.3.6. Cut and Paste
 7.5.3.7. Change Control, Commenting and Version Comparison

7.6. Spelling and Grammar Issues

7.6.1. Introduction
7.6.2. Most Common Accentuation Problems
7.6.3. Capitalization
7.6.4. Punctuation Marks
7.6.5. Abbreviations and Acronyms
7.6.6. Other Signs
7.6.7. Some Problems

7.7. Textual Models: the Description

7.7.1. Introduction
7.7.2. Definition
7.7.3. Types of Description
7.7.4. Description Types
7.7.5. Techniques
7.7.6. Linguistic Elements

7.8. Textual Models: Narration

7.8.1. Introduction
7.8.2. Definition
7.8.3. Features
7.8.4. Components
7.8.5. The Narrator
7.8.6. Linguistic Elements

7.9. Textual Models: the Exposition and the Epistolary Genre

7.9.1. Introduction
7.9.2. The Exposition
7.9.3. The Epistolary Genre
7.9.4. Components

7.10. Textual Models: Argumentation

7.10.1. Introduction
7.10.2. Definition
7.10.3. Elements and Structure of Argumentation
7.10.4. Types of Arguments
7.10.5. Fallacies
7.10.6. Structure
7.10.7. Linguistic Features

7.11. Academic Writing

7.11.1. Introduction
7.11.2. Scientific Work
7.11.3. Summary
7.11.4. The Review
7.11.5. The Trial
7.11.6. Appointments
7.11.7. Writing on the Internet

Module 8. Social Media and Community Management

8.1. Introduction and Typology of Social Media

8.1.1. Social Media Against Traditional Media
8.1.2. What is a Social Network?
8.1.3. Evolution of Social Networks on the Internet?
8.1.4. Social Media Today
8.1.5. Features of Social Media on the Internet
8.1.6. Social Media Typology

8.2. Functions of the Community Manager

8.2.1. The Figure of the Community Manager and their Function in the Company
8.2.2. Community Manager Guide
8.2.3. The Profile of the Community Manager

8.3. Social Media within the Structure of the Business

8.3.1. The Importance of Social Media in the Company
8.3.2. The Different Profiles that Work in Social Media
8.3.3. How to Choose the Best Structure for Social Media Management
8.3.4. Customer Care on Social Media
8.3.5. Relationship of the Social Media Team with Other Departments in the Company

8.4. Introduction to Digital Marketing

8.4.1. The Internet: Making Marketing Infinite
8.4.2. Objectives of Marketing on the Internet
8.4.3. Key Concepts on the Internet
8.4.4. Operative Marketing on the Web
8.4.5. Search Engine Positioning
8.4.6. Social Media
8.4.7. Community Manager
8.4.8. e-Commerce

8.5. Social Media Strategic Plan and Social Media Plan

8.5.1. The Importance of Having a Social Media Plan Aligned with the Company's Strategic Plan
8.5.2. Previous Analysis
8.5.3. Objectives
8.5.4. Strategy
8.5.5. Actions
8.5.6. Budget
8.5.7. Schedules
8.5.8. Contingency Plan

8.6. Online Reputation

8.7.  Main Social Media Outlets I

8.7.1. Facebook: Increase the Presence of Our Brand

8.7.1.1. Introduction: What is Facebook and How Can it Help Us?
8.7.1.2. Main Elements in the Professional Field
8.7.1.3. Content Promotion
8.7.1.4. Analytics

8.7.2. Twitter: 140 Characters to Achieve the Objectives

 8.7.2.1. Introduction: What is Twitter and How Can it Help Us?
 8.7.2.2. Main Elements
 8.7.2.3. Content Promotion
 8.7.2.4. Analytics

8.7.3. LinkedIn. The Professional Social Network for Excellence

 8.7.3.1. Introduction: What is LinkedIn and How Can it Help Us?
 8.7.3.2. Main Elements
 8.7.3.3. Content Promotion

8.8. Main Social Media Outlets II

8.8.1. YouTube: The Second Most Important Search Engine on the Internet
8.8.2. Main Elements
8.8.3. Advertising
8.8.4. YouTube Analytics
8.8.5. Success Stories
8.8.6. Instagram and Pinterest. The Power of Image
8.8.7. Instagram
8.8.8. Success Stories
8.8.9. Pinterest

8.9. Blogs and Personal Branding

8.9.1. Definition
8.9.2. Typology

8.10. Tools for the Community Manager

8.10.1. Monitoring and Programming. Hootsuite
8.10.2. Specific Tools for Each Social Network
8.10.3. Active Listening Tools
8.10.4. URL Shortening Tools
8.10.5. Tools for the Generation of Content

Module 9. Lobbying and Persuasion

9.1. Introduction to Lobbying

9.1.1. What is Lobbying?
9.1.2. Origins of Lobbying
9.1.3. Public Affairs Strategies

9.2. The Lobbyist

9.2.1. A Day in the Life of a Professional Lobbyist
9.2.2. Lobbying, Vocation or Training
9.2.3. Ten Qualities of a Good Lobbyist

9.3. The Basics of Lobbying

9.3.1. Mobilization in Digital Environments
9.3.2. Clients
9.3.3. Lobbying and Internationalization

9.4.  Lobbying in Small Businesses

9.4.1.  Association
9.4.2.  Approach
9.4.3.  Anticipation
9.4.4.  Activation
9.4.5.  Access
9.4.6.  Assessment

9.5. Study Cases

9.5.1. Case Studies The ForoPPP Case
9.5.2. A Success Story: Introduction to Hybrid Technology
9.5.3. "Varicella and Public Health" Case

9.6. Lobbying Strategies

9.6.1. The Butterfly Effect
9.6.3. Light and Stenographers

9.7. Lobbying in The Media

9.7.1. Lobbying on the Internet and Social Media
9.7.2. Most Popular Social Media Used by Lobbyists
9.7.3. Lobbies in Conventional Media

9.8. Types of Groups

9.8.1. Opinion Groups
9.8.2. Stakeholders
9.8.3  Power Groups

9.9. Types of Lobbying

9.9.1. According to their Organizational Aspect
9.9.2. According to their Legal Nature
9.9.3. According to their Goals, Objectives and Interests

9.10. Positive and Negative Aspects of Lobbying

9.10.1. Positive Aspects
9.10.2. Negative Aspects
9.10.3. Lobbyists' Vision

Module 10. Research in Digital Media

10.1. The Scientific Method and its Techniques

10.1.1. Introduction
10.1.2. The Scientific Method and its Techniques
10.1.3. Scientific Method and Methodological Techniques
10.1.4. Research Design and Phases
10.1.5. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing
10.1.6. Research Approaches and Perspectives

10.2. Methodology I

10.2.1. Introduction
10.2.2. Measurable Aspects: Quantitative Method
10.2.3. Quantitative Techniques
10.2.4. Types of Surveys
10.2.5. Questionnaire Preparation and Presentation of Results

10.3. II Methodology

10.3.1. Introduction
10.3.2. Measurable Aspects: Qualitative Method
10.3.3. Qualitative Techniques
10.3.4. Individual Interviews and their Typology
10.3.5. The Group Interview and its Variables: Discussion Groups or Focus Groups
10.3.6. Other Conversational Techniques: Philips 66, Brainstorming, Delphi, Participatory Intervention Cores, Problem and Solution Trees
10.3.7. Participatory – Action Research

10.4. III Methodology

10.4.1. Introduction
10.4.2. Revealing Communicative Behaviors and Interactions: Observation and its Variants
10.4.3. Observation as a Scientific Method
10.4.4. The Procedure: Planning Systematic Observation
10.4.5. Different Types of Observation
10.4.6. Online Observation: Virtual Ethnography

10.5. IV Methodology

10.5.1. Introduction
10.5.2. Uncovering the Content of Messages: Content and Discourse Analysis
10.5.3. Introduction to Quantitative Content Analysis
10.5.4. Sample Selection and Category Design
10.5.5. Data Processing
10.5.6. Critical Discourse Analysis
10.5.7. Other Techniques for the Analysis of Media Texts

10.6. Techniques for Collecting Digital Data

10.6.1. Introduction
10.6.2. Knowing the Reactions: Experimenting in Communication
10.6.3. Introduction to Experiments
10.6.4. What is an Experiment in Communication
10.6.5. Experimentation and its Types
10.6.6. The Practical Design of the Experiment

10.7. Techniques for Organizing Digital Data

10.7.1. Introduction
10.7.2. Digital Information
10.7.3. Problems and Methodological Proposals
10.7.4. Online Press: Characteristics and Approach to its Analysis

10.8. Participatory Instrumental Services

10.8.1. Introduction
10.8.2. The Internet as an Object of Study: Criteria for Assessing the Quality and Reliability of Internet Content
10.8.3. Internet as an Object of Study
10.8.4. Criteria for Evaluating the Quality and Reliability of Content on the Internet

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

10.9.1. Introduction
10.9.2. Research on the Internet and Digital Platforms
10.9.3. Searching and Browsing in the Online Environment
10.9.4. Approach to Research on Digital Formats: Blogs
10.9.5. Approach to Social Network Research Methods
10.9.6. Hyperlink Research

10.10. Diffusion of Research Activity

10.10.1. Introduction
10.10.2. Research Trends in Communication
10.10.3. Introduction to the Contemporary Environment of Research in Communication
10.10.4. The Readaptation of the Classic Objects of Communication Research
10.10.5. The Emergence of Classical Research Objects
10.10.6. Towards Interdisciplinarity and Methodological Hybridization

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. Concept of Cross-Cultural Management
11.3.2. Contributions to the 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

11.8. Responsible Management Systems and Tools

11.8.1. 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. Tools and Standards of CSR

11.9. Multinationals and Human Rights

11.9.1. Globalization, Multinational Corporations
11.9.2. Multinational Corporations and International Law
11.9.3. Legal Instruments for Multinationals in the Field 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 Performance 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. Talent Identification, Training and Development
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-Managing Teams
12.6.2. Methodologies for Managing High Performance Self-Managed Teams

12.7. Change Management

12.7.1. Change Management
12.7.2. Types of Change Management Processes
12.7.3. Stages or Phases in Change Management

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 Business Environment
12.9.2. Communication Departments
12.9.3. The Head of Communication of the Company. The Profile of the Dircom

12.10. Productivity, Attraction, Retention and Activation of Talent

12.10.1. Productivity
12.10.2. Talent Attraction and Retention Levers

Module 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 Budgetary Model
13.4.2. The Capital Budget
13.4.3. The Operating Budget
13.4.5. The Cash Budget
13.4.6. Budget Monitoring

13.5. Financial Management

13.5.1. The Company's Financial Decisions
13.5.2. The Financial Department
13.5.3. Cash Surpluses
13.5.4. Risks Associated with Financial Management
13.5.5. Risk Management of the Financial 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 Chart
13.6.5. The Working Capital Chart

13.7. Corporate Financial Strategy

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

13.8. Strategic Financing

13.8.1. Self-financing
13.8.2. Increase in Shareholder's 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 Management and Strategic Marketing

14.1. Commercial Management

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

14.2. Marketing

14.2.1. The Concept of Marketing
14.2.2. The Basic Elements of Marketing
14.2.3. Marketing Activities in Companies

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. Objectives of Digital Marketing and e-Commerce
14.4.2. Digital Marketing and the Media It Uses
14.4.3. E-Commerce. General Context
14.4.4. Categories of e-Commerce
14.4.5. Advantages and Disadvantages of e-Commerce Compared to Traditional Commerce

14.5. Digital Marketing to Reinforce a Brand

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

14.6. Digital Marketing to Attract and Retain Customers

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

14.7. Digital Campaign Management

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. The Functions of Communication in the Organization
14.9.5. Elements of Communication
14.9.6. Problems of Communication
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 Communication 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 for Personal Brand Development
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. Leadership Skills and Challenges
15.10.3. Managing Change Processes
15.10.4. Managing Multicultural Teams

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