Specialize in Senior Management in the Audiovisual Industry and master the management of this type of companies until achieving the desired recognition" 

The Audiovisual Industry is one of the most important at a cultural level, since, in one way or another, it is consumed by practically all citizens, with the consequent contribution that this entails for world economies. In the field of journalism, the audiovisual sector is very important, since the combination of image and sound makes the message reach the public in a more effective way. Senior management in this field is an essential element in achieving the success of companies. Therefore, it is equally important for journalists to specialize in this field, which is why TECH has designed this comprehensive academic program.

With this approach, the syllabus covers the main concepts of the Audiovisual and Cultural Industry, exploring Cultural Journalism and its way of working. The technical part also acquires a relevant section in this program, focused on the realization of the projects, taking the student from the idea to the staging. A unique opportunity to learn about the structure of the audiovisual system and the production of this type of content, while studying the new genres and formats being used in television. Additionally, the syllabus is complemented with the most up-to-date concepts on Business Management, which will be a plus for journalists who have been in positions of responsibility for some time and who want to update their knowledge or who simply wish to access this type of work for the first time.

Likewise, one of the main advantages of this program is that it will be studied 100% online, without the need for transfers or specific schedules, so that the student himself can self-manage their study, planning his schedule and pace of learning, which will be very useful to be able to combine it with the rest of their daily obligations. 

The multitude of practical resources in this program will help you reinforce your theoretical knowledge" 

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

• Practical cases presented by experts in Journalism
• 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 Audiovisual Industries
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection

TECH offers you the most innovative teaching methodology in the current academic panorama" 

Its teaching staff includes professionals from the field of Journalism, who bring their work experience to this program, as well as recognized 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 training experience designed to train for real-life situations.

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

TECH offers you the most innovative teaching methodology in the current academic panorama" 

La Industria Audiovisual aporta un gran valor al tejido empresarial, por lo que la gestión adecuada de las empresas del sector puede marcar la diferencia entre el éxito y el fracaso”  

El plan de estudios de este programa ha sido diseñado pensando en las necesidades académicas de los profesionales del periodismo en el ámbito de la Dirección de Empresas Audiovisuales. Un completísimo temario que abarca cuestiones fundamentales de Business Administration, pero también los aspectos más relevantes de la Industria Audiovisual. Sin duda, un Advanced master’s degree de gran valor para quienes deseen especializarse en este campo y dar un salto cualitativo a su carrera.  

El mejor programa del mercado sobre Alta Dirección de Empresas Audiovisuales”  

Module 1. Leadership, Ethics and CSR

1.1. Globalization and Governance  

1.1.1. Globalization and Trends: Market Internationalization
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2. Leadership.

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

1.3. Business Ethics   

1.3.1. Ethics and Integrity
1.3.2. Ethical Behavior in Companies
1.3.3. Deontology, Codes of Ethics and Codes of Conduct
1.3.4. Fraud and Corruption Prevention

1.4. Sustainability 

1.4.1. Business and Sustainable Development
1.4.2. Social, Environmental, and Economic Impact 
1.4.3. The 2030 Agenda and the SDGs

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility
1.5.2. Roles and Responsibilities
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture
2.1.2. Organizational Analysis
2.1.3. Designing the Organizational Structure

2.2. Corporate Strategy

2.2.1. Corporate-Level Strategy
2.2.2. Types of Corporate-Level Strategies
2.2.3. Determining the Corporate Strategy
2.2.4. Corporate Strategy and Reputational Image

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking
2.3.2. Strategic Planning and Formulation
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value, and Return on Investments 
2.4.2. Corporate Strategy: Methods
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Mission, Vision and Strategic Values
2.5.2. The Balanced Scorecard
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy
2.5.4. Strategic Management and Reporting

2.6. Implementing and Executing Strategy

2.6.1. Strategic Implementation: Objectives, Actions and Impacts
2.6.2. Supervision and Strategic Alignment
2.6.3. Continuous Improvement Approach

2.7. Executive Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies
2.7.2. Management Policy and Processes
2.7.3. Knowledge Management

2.8. Analyzing and Solving Cases/Problems 

2.8.1. Problem Solving Methodology
2.8.2. Case Method 
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Theory
3.1.2. Key Factors for Change in Organizations
3.1.3. Corporate Strategies, Typologies and Knowledge Management

3.2. Strategic People Management

3.2.1. People Management and Strategic Alignment 
3.2.2. Human Resources Strategic Plan: Design and Implementation
3.2.3. Job Analysis, Design and Selection of People
3.2.4. Training and Professional Development

3.3. Management and Leadership Development

3.3.1. Management Skills: 21st Century Skills and Abilities
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities
3.3.4. Leadership and People Management

3.4. Change Management

3.4.1. Organizational Analysis  
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management  

3.5.1. Negotiation Objectives: Differentiating Elements
3.5.2. Effective Negotiation Techniques
3.5.3. Conflicts: Factors and Types
3.5.4. Effective Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Corporate Strategy and Management Communication 
3.6.2. Internal Communication: Influence and Impact 
3.6.3. Interpersonal Communication: Team Management and Skills 

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment
3.7.2. Team and People Management
3.7.3. Coaching and People Performance
3.7.4. Executive Meetings: Planning and Time Management

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations   
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Typologies and Knowledge Management

4.2. Executive Accounting

4.2.1. International Accounting Framework
4.2.2. Introduction to the Accounting Cycle
4.2.3. Company Financial Statements
4.2.4. Analysis of Financial Statements: Decision Making

4.3. Budget and Management Control

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting  

4.4. Company Tax Responsibility

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

4.5. Corporate Control Systems

4.5.1. Types of Control  
4.5.2. Regulatory Compliance   
4.5.3. Internal Auditing  
4.5.4. External Auditing

4.6. Financial Management  

4.6.1. Introduction to Financial Management  
4.6.2. Financial Management and Corporate Strategy    
4.6.3. Chief Financial Officer (CFO): Executive Skills

4.7. Financial Planning

4.7.1. Business Models and Financing Needs
4.7.2. Financial Analysis Tools
4.7.3. Short-Term Financial Planning
4.7.4. Long-Term Financial Planning

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context

4.9.1. Macroeconomic Analysis  
4.9.2. Economic Indicators  
4.9.3. Economic Cycle  

4.10. Strategic Financing 

4.10.1. Banking Business: Current Environment  
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

4.11.1. Fixed Income Market  
4.11.2. Equity Market  
4.11.3. Valuation of Companies  

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem Solving Methodology
4.12.2. Case Method

Module 5. Operations and Logistics Management

5.1. Operations Management

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management

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

5.3. Supply Chain Management (I)

5.3.1. Costs and Efficiency of the Operations Chain
5.3.2. Change in Demand Patterns
5.3.3. Change in Operations Strategy

5.4. Supply Chain Management (II) Implementation

5.4.1. Lean Manufacturing/Lean Thinking
5.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production, Distribution
5.5.3. Quality, Quality Costs, and Tools
5.5.4. After-Sales Service

5.6. Logistics and Customers

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning
5.6.3. Collaborative Planning, Forecasting, and Replacement

5.7. International Logistics

5.7.1. Customs, Export and Import processes
5.7.2. Methods and Means of International Payment
5.7.3. International Logistics Platforms

5.8. Competing through Operations

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management

6.1. Information Systems Management

6.1.1. Business Information Systems
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models

6.5.1. Technology-Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. E-Commerce

6.6.1. E-Commerce Strategic Plan
6.6.2. Logistics Management and Customer Service in E-Commerce
6.6.3. E-Commerce as an Opportunity for Internationalization

6.7. E-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business  

6.8.1. Mobile e-Commerce
6.8.2. Design and Usability
6.8.3. E-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communications

7.1. Commercial Management 

7.1.1. Sales Management
7.1.2. Commercial Strategy
7.1.3. Sales and Negotiation Techniques
7.1.4. Management of Sales Teams

7.2. Marketing

7.2.1. Marketing and the Impact on the Company  
7.2.2. Basic Marketing Variables  
7.2.3. Marketing Plan  

7.3. Strategic Marketing Management

7.3.1. Sources of Innovation
7.3.2. Current Trends in Marketing  
7.3.3. Marketing Tools  
7.3.4. Marketing Strategy and Communication with Customers  

7. 4. Digital Marketing Strategy 

7.4.1. Approach to Digital Marketing   
7.4.2. Digital Marketing Tools    
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

7.5.1. Positioning and Promotion  
7.5.2. Public Relations   
7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

7.6.1. Internal and External Communication  
7.6.2. Communication Departments  
7.6.3. Communication Managers: Executive Skills and Responsibilities

7.7. Corporate Communication Strategy

7.7.1. Corporate Communication Strategy    
7.7.2. Communication Plan  
7.7.3. Press Release/Clipping/Publicity Writing

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation  

8.2. Innovation Strategy

8.2.1. Innovation and Corporate Strategy  
8.2.2. Global Innovation Project: Design and Management   
8.2.3. Innovation Workshops  

8.3. Business Model Design and Validation

8.3.1. The Lean Start-up Methodology  
8.3.2. Innovative Business Initiative: Stages  
8.3.3. Financing Arrangements  
8.3.4. Model Tools: Empathy Map, Canvas Model and Metrics  
8.3.5. Growth and Loyalty  

8.4. Project Management

8.4.1. Innovation Opportunities   
8.4.2. Feasibility Study and Proposal Specification  
8.4.3. Project Definition and Design  
8.4.4. Project Execution  
8.4.5. Project Closure

Module 9. Cultural Journalism   

9.1. Concept and Scope of Cultural Journalism      

9.1.1. Introduction: The Concept of Culture 
9.1.2. Cultural Art Information 
9.1.3. Cultural Information on the Performing Arts
9.1.4. Cultural Cinema Information   
9.1.5. Cultural Music Information
9.1.6. Cultural Book Information

9.2. The Origins of Cultural Journalism   

9.2.1. Introduction   
9.2.2. The Origins of Cultural Information in the Press 
9.2.3. The Origins of Cultural Information on the Radio 
9.2.4. The Origins of Cultural Information on Television 

9.3. The Practice of Cultural Journalism 

9.3.1. Introduction
9.3.2. General Considerations
9.3.3. Factors of Interest and Evaluation Criteria for the Elaboration of Cultural Information

9.4. The Sources of Cultural Journalism  

9.4.1. Introduction 
9.4.2. General Sources of Cultural Information
9.4.3. Specific Sources of Audiovisual Information on Culture

9.5. Cultural Information Genres   

9.5.1. Introduction 
9.5.2. News  
9.5.3. Interview   
9.5.4. Chronicle  
9.5.5. Reporting 

9.6. The Current Diversification of Cultural Information in the Press, Radio and Television

9.6.1. Introduction 
9.6.2. Cultural Information in the Press
9.6.3. Cultural Information on the Radio  
9.6.4. Cultural Information on Television 

9.7. Culture and Internet

9.7.1. Introduction
9.7.2. Culture and Internet  
9.7.3. Benefits of Culture

9.8. Cultural Marketing  

9.8.1. Introduction 
9.8.2. Cultural Marketing
9.8.3. How is Cultural Marketing Carried Out?

9.9. Culture Analysis 

9.9.1. Introduction 
9.9.2. Theoretical and Methodological Approach to Culture
9.9.3. Culture, Communication and Meaning 
9.9.4. Culture and Imaginaries

9.10. Cyberculture and Digital Journalism of Cultural Contents

9.10.1. Introduction
9.10.2. Definition of Cyberculture  
9.10.3. Cyberculture and Digital Journalism of Cultural Contents 
9.10.4. Keys to Digital Journalism of Cultural Content

Module 10. Theory and Techniques for Performance

10.1. Realization as Construction of the Audiovisual Work. The Work Equipment   

10.1.1. From the Literary Script to the Technical Script or Playlist 
10.1.2. The Work Equipment  

10.2. The Elements of the Screen Layout Construction Materials

10.2.1. Spatial Preadaptation. Artistic Direction 
10.2.2. The Elements of the Screen Layout  

10.3. Preproduction Implementation Documents  

10.3.1. Technical Script  
10.3.2. The Scenographic Plan 
10.3.3. The Storyboard  
10.3.4. Planning  
10.3.5. The Shooting Schedule

10.4. The Expressive Value of Sound

10.4.1. Typology of Sound Elements  
10.4.2. Construction of Sound Space

10.5. The Expressive Value of Light  

10.5.1. Expressive Value of Light
10.5.2. Basic Lighting Techniques  

10.6. Basic Single-Camera Shooting Techniques

10.6.1. Uses and Techniques of Single-Camera Shooting  
10.6.2. The Found Footage Subgenre Fiction and Documentary Films  
10.6.3. Single-Camera Production in Television

10.7. Staging

10.7.1. Staging as Assembly. The Reconstruction of Space-Time
10.7.2. Non-Linear Staging Techniques  

10.8. Post-production and Color Grading   

10.8.1. Postproduction  
10.8.2. Vertical Mounting Concept 
10.8.3. Color Correction

10.9. Formats and Production Equipment   

10.9.1. Multi-Camera Formats 
10.9.2. The Studio and the Team  
10.10. Keys, Techniques and Routines in Multi-Camera Production 
10.10.1. Multi-Camera Techniques  
10.10.2. Some Common Formats

Module 11. Structure of the Audiovisual System

11.1. An Introduction to Cultural Industries (CI)

11.1.1. Concepts of Culture. Culture-Communication
11.1.2. C.I. Theory and Evolution: Typology and Models

11.2. Film Industry

11.2.1. Main Characteristics and Agents  
11.2.2. Structure of the Cinematographic System 

11.3. Film Industry II 

11.3.1. The U.S. Film Industry  
11.3.2. Independent Production Companies  
11.3.3. Problems and Debates in the Film Industry

11.4. Film Industry III   

11.4.1. Film Regulation: State and Culture. Policies for the Protection and Promotion of Cinematography
11.4.2. Case Study

11.5. Television Industry I

11.5.1. Economic Television 
11.5.2. Founder Models  
11.5.3. Transformations

11.6. Television Industry II 

11.6.1. The U.S. Television Industry
11.6.2. Main Features  
11.6.3. State Regulation

11.7. Television Industry III 

11.7.1. Public Service Television in Europe  
11.7.2. Crises and Debates  

11.8. The Axes of Change 

11.8.1. New Processes in the Audiovisual Industry 
11.8.2. Regulatory Discussion  

11.9. Digital Terrestrial Television (DTT)

11.9.1. Role of the State and Experiences
11.9.2. The New Features of the Television System 

11.10. New Operators in the Audiovisual Landscape  

11.10.1. Over-The-Top (OTT) Service Platforms
11.10.2. Consequences of its Appearance

Module 12. Audiovisual Production   

12.1. Audiovisual Production 

12.1.1. Introductory Concepts
12.1.2. The Audiovisual Industry 

12.2. The Production Team  

12.2.1. The Professionals  
12.2.2. The Producer and the Script  

12.3. The Audiovisual Project 

12.3.1. Project Management
12.3.2. Project Evaluation
12.3.3. Presentation of Projects

12.4. Production and Financing Modalities 

12.4.1. Financing of Audiovisual Production  
12.4.2. Modes of Audiovisual Production  
12.4.3. Resources for Pre-financing  

12.5. The Production Team and the Script Breakdown 

12.5.1. The Production Team 
12.5.2. The Breakdown of the Script

12.6. The Shooting Areas 

12.6.1. The Locations   
12.6.2. The Decorations

12.7. Casting and Film Contracts 

12.7.1. Casting 
12.7.2. Casting Test 
12.7.3. Contracts, Rights and Insurance 

12.8. The Work Plan and the Budget of the Audiovisual Work 

12.8.1. The Work Plan
12.8.2. Budget  

12.9. Production in Filming or Recording

12.9.1. Preparation for Filming   
12.9.2. Filming Equipment and Means

12.10. Post-Production and the Final Balance of the Audiovisual Work  

12.10.1. Editing and Post-Production  
12.10.2. Balance Sheet and Operations  

Module 13. Fiction Production and Acting Direction  

13.1. The Making of Fiction    

13.1.1. Introduction 
13.1.2. The Process and its Tools  

13.2. Optics and Camera    

13.2.1. Optics and Framing  
13.2.2. Camera Movement 
13.2.3. Continuity

13.3. Theoretical Aspects of Light and Color 

13.3.1. Exhibition
13.3.2. Color Theory  

13.4. Lighting in the Cinema

13.4.1. Tools  
13.4.2. Lighting as Narrative  

13.5. Color and Optics   

13.5.1. Color Control 
13.5.2. Opticals  
13.5.3. Image Control  

13.6. Work on the Shoot

13.6.1. The List of Drawings 
13.6.2. The Team and its Functions 

13.7. Technical Issues in Film Directing  

13.7.1. Technical Resources  

13.8. The Vision of the Directors 

13.8.1. Directors Take the Floor  

13.9. Digital Transformations   

13.9.1. Analog-Digital Transformations in Cinematographic Photography
13.9.2. The Reign of Digital Postproduction 

13.10. Direction of Actors  

13.10.1. Introduction  
13.10.2. Main Methods and Techniques  
13.10.3. Working with Actors

Module 14. Cultural Industries and New Communication Business Models  

14.1. The Concepts of Culture, Economy, Communication, Technology

14.1.1. Culture, Economy, Communication
14.1.2. Cultural Industries

14.2. Technology, Communication and Culture  

14.2.1. Commercialized Artisan Culture  
14.2.2. From Live Performance to Visual Arts  
14.2.3. Museums and Heritage  

14.3. The Major Sectors of the Cultural Industries

14.3.1. Editorial Products
14.3.2. Flow C.I.s   
14.3.3. Hybrid Models

14.4. The Digital Era in the Cultural Industries  

14.4.1. Digital Cultural Industries 
14.4.2. New Models in the Digital Era  

14.5. Digital Media and Media in the Digital Age   

14.5.1. The Online Newspaper Business
14.5.2. Radio in the Digital Environment
14.5.3. Particularities of the Media in the Digital Age  

14.6. Globalization and Diversity in Culture  

14.6.1. Concentration, Internationalization and Globalization of Cultural Industries
14.6.2. The Struggle for Cultural Diversity  

14.7. Cultural and Cooperation Policies

14.7.1. Cultural Policies
14.7.2. The Role of States and Country Regions   

14.8. Musical Diversity in the Cloud  

14.8.1. The Music Industry Today 
14.8.2. The Cloud  
14.8.3. Latin/Ibero-American Initiatives  

14.9. Diversity in the Audiovisual Industry 

14.9.1. From Pluralism to Diversity  
14.9.2. Diversity, Culture and Communication  
14.9.3. Conclusions and Suggestions  

14.10. Audiovisual Diversity on the Internet  

14.10.1. The Audiovisual System in the Internet Era   
14.10.2. Television Offering and Diversity 
14.10.3. Conclusions  

Module 15. Management and Promotion of Audiovisual Products

15.1. Audiovisual Distribution   

15.1.1. Introduction 
15.1.2. Distribution Players 
15.1.3. Marketing Products  
15.1.4. The Audiovisual Distribution Sectors   
15.1.5. National Distribution  
15.1.6. International Distribution  

15.2. The Distribution Company     

15.2.1. Organizational Sructures  
15.2.2. Negotiation of the Distribution Agreement
15.2.3. International Customers

15.3. Operating Windows, Contracts and International Sales

15.3.1. Operating Windows
15.3.2. International Distribution Contracts
15.3.3. International Sales

15.4. Film Marketing

15.4.1. Cinema Marketing 
15.4.2. The Film Production Value Chain  
15.4.3. Advertising Media at the Service of Promotion
15.4.4. Launching Tools  

15.5. Market Research in the Film Industry 

15.5.1. Introduction
15.5.2. Pre-Production Phase 
15.5.3. Post-Production Phase
15.5.4. Commercialization Phase  

15.6. Social Networks and Film Promotion 

15.6.1. Introduction  
15.6.2. Promises and Limits of Social Networking 
15.6.3. Objectives and their Measurement  
15.6.4. Promotion Calendar and Strategies
15.6.5. Interpreting What the Networks Are Saying 

15.7. Audiovisual Distribution on the Internet I      

15.7.1. The New World of Audiovisual Distribution    
15.7.2. The Internet Distribution Process  
15.7.3. Products and Possibilities in the New Scenario
15.7.4. New Distribution Modes 

15.8.  Audiovisual Distribution on the Internet II 

15.8.1. Keys to the New Scenario  
15.8.2. The Dangers of Internet Distribution 
15.8.3. Video On Demand (VOD) as a New Distribution Window

15.9. New Distribution Spaces 

15.9.1. Introduction
15.9.2. The Netflix Revolution

15.10. Film Festival 

15.10.1. Introduction
15.10.2. The Role of Film Festivals in Distribution and Exhibition  

Module 16. Television Genres, Formats and Programming

16.1. Gender in Television 

16.1.1. Introduction  
16.1.2. Television Genres 

16.2. The Television Format   

16.2.1. Approach to the Concept of Format   
16.2.2. Television Formats  

16.3. Create Television

16.3.1. The Creative Process in Entertainment  
16.3.2. The Creative Process in Fiction

16.4. Evolution of Formats in Today's International Market I 

16.4.1. Consolidation of the Format  
16.4.2. The Reality TV Format 
16.4.3. News in Reality TV  
16.4.4. Digital Terrestrial Television and Financial Crisis

16.5. Evolution of Formats in Today's International Market II 

16.5.1. Emerging Markets  
16.5.2. Global Brands 
16.5.3. Television Reinvents Itself 
16.5.4. The Era of Globalization  

16.6. Selling the Format. Pitching

16.6.1. Sale of a Television Format 
16.6.2. Pitching

16.7. Introduction to Television Programming     

16.7.1. The Role of Programming  
16.7.2. Factors Affecting Programming  

16.8. Television Programming Models   

16.8.1. United States and United Kingdom   
16.8.2. Spain 

16.9. The Professional Practice of Television Programming  

16.9.1. The Programming Department
16.9.2. Programming for Television 

16.10. Audience Research 

16.10.1. Television Audience Research
16.10.2. Audience Concepts and Ratings  

Module 17. Audiovisual Advertising

17.1. Audiences in the Audiovisual Media

17.1.1. Introduction
17.1.2. The Constitution of the Audiences

17.2. The Study of Audiences: Traditions I

17.2.1. Theory of Effects  
17.2.2. Theory of Uses and Gratifications 
17.2.3. Cultural Studies  

17.3. The Study of Audiences: Traditions II

17.3.1. Studies on Reception
17.3.2. Audiences for Humanistic Studies 

17.4. Hearings from an Economic Perspective    

17.4.1. Introduction 
17.4.2. Audience Measurement

17.5. Theories of Reception

17.5.1. Introduction to Reception Theories
17.5.2. Historical Approach to Reception Studies

17.6. Audiences in the Digital World   

17.6.1. Digital Environment 
17.6.2. Communication and Convergence Culture  
17.6.3. The Active Nature of the Audiences  
17.6.4. Interactivity and Participation  
17.6.5. The Transnationality of Audiences  
17.6.6. Audience Autonomy

17.7. Hearings: The Essential Questions I   

17.7.1. Introduction
17.7.2. Who are They?
17.7.3. Why do They Consume?

17.8. Hearings: Essential Questions II  

17.8.1. What do they Consume?  
17.8.2. How do they Consume?
17.8.3. With what Effects?

17.9. The Engagement Model I    

17.9.1. Engagement as a Metadimension of Audience Behavior
17.9.2. The Complex Assessment of Engagement  

17.10. The Engagement Model II

17.10.1. Introduction. The Dimensions of Engagement  
17.10.2. Engagement and User Experiences
17.10.3. Engagement as an Emotional Response from Audiences  
17.10.4. Engagement as a Result of Human Cognition 
17.10.5. Observable Behaviour of Audiences as an Expression of Engagement

Module 18. Television Script Programs and Fiction

18.1. Television Fiction 

18.1.1. Concepts and Limits
18.1.2. Codes and Structures  

18.2. Narrative Categories in Television 

18.2.1. Enunciation
18.2.2. Characters 
18.2.3. Actions and Transformations  
18.2.4. The Space  
18.2.5. The Weather  

18.3. Television Genres and Formats

18.3.1. Narrative Units
18.3.2. Television Genres and Formats

18.4. Fiction Formats

18.4.1. Television Fiction
18.4.2. Situation Comedy
18.4.3. Drama Series
18.4.4. The Soap Opera
18.4.5. Other Formats 

18.5. The Fiction Script in Television

18.5.1. Introduction 
18.5.2. The Technique  

18.6. Drama on Television 

18.6.1. Drama Series  
18.6.2. The Soap Opera    

18.7. Comedy Series

18.7.1. Introduction 
18.7.2. The Sitcom  

18.8. The Entertainment Script

18.8.1. The Script Step by Step
18.8.2. Writing to Say

18.9. Entertainment Script Writing

18.9.1. Script Meeting
18.9.2. Technical Script
18.9.3. Production Breakdown
18.9.4. Playlist

18.10. Entertainment Script Design

18.10.1. Magazine
18.10.2. Comedy Program 
18.10.3. Phases of the Accounting Cycle
18.10.4. Talent Show
18.10.5. Documentary 
18.10.6. Other Formats

A highly academic program that will be fundamental for your professional development"