University certificate
The world's largest school of business”
Why study at TECH?
Learn about the importance of corporate communication to achieve business success and contribute all your knowledge to improve the company's reputation"
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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
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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.
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The |
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.
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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.
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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.
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Talent |
This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision.
After completing this program, TECH helps students show the world their talent.
Show the world your talent after completing this program.
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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.
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Learn with the best |
In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world.
Teachers representing 20 different nationalities.
TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:
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Analysis |
TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.
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Academic Excellence |
TECH offers students the best online learning methodology. The university combines the Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.
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Economy of Scale |
TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.
At TECH you will have access to Harvard Business School case studies"
Syllabus
The Advanced master’s degree in Senior Communications Management is a program designed to suit the professional, which is taught in a 100% online format so that you can choose the time and place that best suits your availability, schedule and interests. A program that takes place over 2 Years and is intended to be a unique and stimulating experience that lays the foundation for your success as a Communication Manager.
Our curriculum will guide you through a compendium of highly updated knowledge that will be of great use in your daily practice"
Syllabus
The Advanced master’s degree in Senior Communications Management from TECH Global University is an intense program that prepares you to face business challenges and decisions both nationally and internationally. Its content is designed to promote the development of managerial skills that enable more rigorous Decision-Making in uncertain environments.
Throughout 3,000 hours of study,the student will analyze a multitude of practical cases through individual work, which will allow them to obtain a superior training that will be very useful for their daily practice. It is, therefore, an authentic immersion in real business situations.
This Advanced master’s degree in Senior Communications Management deals extensively with the main areas of the company, and is designed for managers to understand corporate communication from a strategic, international and innovative perspective.
A plan designed for professionals, focused on their professional improvement and preparing them to achieve excellence in the field of management and business management. A program that understands both yours and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently.
This Advanced master’s degree takes place over 2 Years and is divided into 18 modules:
Module 1. Leadership, Ethics, and CSR.
Module 2. Strategic Management and Executive Management
Module 3. People and Talent Management
Module 4. Economic and Financial Management
Module 5. Operations and Logistics Management
Module 6. Information Systems Management
Module 7. Commercial Management, Marketing, and Corporate Communication
Module 8. Innovation and Project Management
Module 9. Organizations Management
Module 10. Managerial Skills
Module 11. Ethics and Corporate Social Responsibility
Module 12. Corporative Communication, Brand Strategy and Reputation
Module 13. Strategic Planning in Corporate Communication
Module 14. Managing Aspects of Corporate Communication
Module 15. Communication in Specialized Sectors
Module 16. Marketing and Communication
Module 17. Customer Relationship Management
Module 18. Communication Strategy in the Digital World
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Where, When and How is it Taught?
TECH offers the possibility of developing this program completely online. During the 24 months of training, you will be able to access all the contents of this program at any time, which will allow the student to self-manage their study time.
Module 1. Leadership, Ethics, and CSR
1.1. Globalization and Governance
1.1.1. Globalization and Trends Internationalization of Markets
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 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 Management and Executive Management
2.1. Organizational Analysis and Design
2.1.1. Organizational Culture
2.1.2. Organisational 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: Methodology
2.4.3. Growing and Consolidating the Corporate Strategy
2.5. Strategic Management
2.5.1. Strategic Mission, Vision, and Values
2.5.2. 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. Strategic Alignment and Supervision
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, Types, and Knowledge Management
3.2. Strategic People Management
3.2.1. Job Design, Recruitment, and Selection
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: Competencies and Skills for the 21st Century
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. Performance Analysis
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach
3.5. Negotiation and Conflict Management
3.5.1. Negotiation Objectives: Differentiating Elements
3.5.2. Effective Negotiation Techniques
3.5.3. Conflicts: Factors and Types
3.5.4. Efficient Conflict Management: Negotiation and Communication
3.6. Executive Communication
3.6.1. Performance Analysis
3.6.2. Leading Change. Resistance to Change
3.6.3. Managing Change Processes
3.6.4. Managing Multicultural Teams
3.7. Team Management and People Performance
3.7.1. Multicultural and Multidisciplinary Environment
3.7.2. Team and People Management
3.7.3. Coaching and People Performance
3.7.4. Management Meetings: Planning and Time Management
3.8. Knowledge and Talent Management
3.8.1. Identifying Knowledge and Talent in Organizations
3.8.2. Corporate Knowledge and Talent Management Models
3.8.3. Creativity and Innovation
Module 4. Economic and Financial Management
4.1. Economic Environment
4.1.1. Organizational Theory
4.1.2. Key Factors for Change in Organizations
4.1.3. Corporate Strategies, Types, and Knowledge Management
4.2. Executive Accounting
4.2.1. International Accounting Framework
4.2.2. Introduction to the Accounting Cycle
4.2.3. 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. Corporate 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): Managerial 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. Stocks 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 ECommerce
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. ECommerce Operations
Module 7. Commercial Management, Marketing, and Corporate Communication
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: Managerial Skills and Responsibilities
7.7. Corporate Communication Strategy
7.7.1. Corporate Communication Strategy
7.7.2. Communication Plan
7.7.3. Press Release/Clipping/Publicity Writing
Module 8. Innovation and Project Management
8.1. Innovation
8.1.1. 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. Organizations Management
9.1. Corporate Finance
9.1.1. Financial Policy and Growth
9.1.2. Company Valuation Methods
9.1.3. Capital Structure and Financial Leverage
9.1.4. Finance for the Global Communications Officer
9.2. Strategic Leadership for Intangible Asset Economy
9.2.1. Cultural Alignment Strategies
9.2.2. Corporate and Differentiating Leadership
9.2.3. Change and Transformation Agent
9.3. Economic Situation
9.3.1. The Fundamentals of the Global Economy
9.3.2. The Globalization of Companies and Financial Markets
9.3.3. Entrepreneurship and New Markets
9.4. Innovation and Digital Transformation
9.4.1. Management and Strategic Innovation
9.4.2. Creative Thinking and Design Thinking
9.4.3. Open Innovation
9.4.4. Sharing Economy
9.5. International Context
9.5.1. Geopolitics
9.5.2. Divisive Markets and Types of Change
9.5.3. Hedging with Currency Exchange Contracts
9.5.4. Foreign Investments and Exportation Financing
Module 10. Managerial Skills
10.1. Public Speaking and Spokesperson Training
10.1.1. Interpersonal Communication
10.1.2. Communication Skills and Influence
10.1.3. Communication Barriers
10.2. Communication and Leadership
10.2.1. Leadership and Leadership Styles
10.2.2. Motivation
10.2.3. Skills and Abilities of the Leader 2.0
10.3. Personal Branding
10.3.1. Strategies for Personal Brand Development
10.3.2. Personal Branding Laws
10.3.3. Tools for Creating Personal Brands
10.4. Team Management
10.4.1. Work Teams and Management Meetings
10.4.2. Managing Change Processes
10.4.3. Managing Multicultural Teams
10.4.4. Coaching
10.5. Negotiation and Conflict Resolution
10.5.1. Effective Negotiation Techniques
10.5.2. Interpersonal Conflicts
10.5.3. Intercultural Negotiation
10.6. Emotional Intelligence
10.6.1. Emotional Intelligence and Communication
10.6.2. Assertiveness, Empathy, and Active Listening
10.6.3. Self-Esteem and Emotional Language
10.7. Relational Capital: Coworking
10.7.1. Managing Human Capital
10.7.2. Performance Analysis
10.7.3. Managing Equality and Diversity
10.7.4. Innovation in People Management
10.8. Time Management
10.8.1. Planning, Organisation and Control
10.8.2. The Methodology of Time Management
10.8.3. Action Plans
10.8.4. Tools for Efficient Time Management
Module 11. Ethics and Corporate Social Responsibility
11.1. The Managerial Role and CSR
11.1.1. Strategic Vision and Corporate Social Responsibility
11.1.2. Balanced Scorecard
11.1.3. Systems and Models for Implementing CSR
11.1.4. Organization of CSR Roles and Responsibilities
11.2. Corporate Responsibility
11.2.1. Value Creation in an Economy of Intangibles
11.2.2. CSR: Corporate Commitment
11.2.3. Social, Environmental, and Economic Impact
11.3. Responsible Finance and Investment
11.3.1. Sustainability and the CFO's Responsibility
11.3.2. Transparency in Information
11.3.3. Finance and Responsible Investment
11.3.4. Social Economy, Cooperativity and Corporate Social Responsibility
11.4. Business and Environment
11.4.1. Sustainable Development
11.4.2. Legislative Development in Environmental Responsibility
11.4.3. Response of Companies to Environmental Problems
11.4.4. Waste and Emissions
11.5. Packaging and Environment
11.5.1. Packaging as a Differentiation Business Strategy
11.5.2. Encouragement and Communication at the Point of Sale
11.5.3. Packaging Design and Future Trends
11.6. Responsible Management Systems and Tools
11.6.1. Social Responsibility Management Systems
11.6.2. Integration Systems
11.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
11.6.4. Audits
11.7. Multinationals and Human Rights
11.7.1. Globalization, Human Rights and Multinational Companies
11.7.2. Multinational Companies and International Law
11.7.3. Specific Legal Instruments
11.8. Legal Environment and Corporate Governance
11.8.1. International Rules on Importation and Exportation
11.8.2. Intellectual and Industrial Property
11.8.3. International Labor Law
Module 12. Corporative Communication, Brand Strategy and Reputation
12.1. Corporate Identity and Strategic Vision
12.1.1. Identity and Redefining Business Values
12.1.2. Corporate Business Culture
12.1.3. Communication Department Challenges
12.1.4. Public Image and Projection
12.2. Corporate Brand Strategy
12.2.1. Public Image and Stakeholders
12.2.2. Corporate Branding Strategy and Management
12.2.3. Corporate Communication Strategy in Line with Brand Identity
12.3. Reputation Theory
12.3.1. Reputation as a Paradigm of a Good Company
12.3.2. The Concept of Corporate Reputation
12.3.3. Internal Reputation
12.3.4. Influence of Internationalization on Corporative Reputation
12.4. Reputation Evaluation
12.4.1. Corporative Reputation Audit
12.4.2. Listed Companies Reputation Monitor
12.4.3. Reputational Good Governance Index
12.4.4. Analysis of Sectorial Reputation
12.5. Reputation Management
12.5.1. Corporative Reputation Management
12.5.2. Focus on Brand Reputation
12.5.3. Leadership Reputation Management
12.6. Reputation Risk and Crisis Management
12.6.1. Listening to and Managing Feedback
12.6.2. Procedures, Crisis Manual and Contingency Plans
12.6.3. Spokesperson Training in Emergency Situations
12.7. Ethical Sustainability
12.7.1. Sustainable Criteria and Strategies
12.7.2. Communication Campaigns with Sustainability Criteria
12.7.3. Sustainable Brand Positioning and Image
12.8. Brand Metrics and Analysis and Reputation
12.8.1. Introduction to the Metrics of Corporative Branding
12.8.2. Internal and External Measurement Indexes
12.8.3. Brand Management Tools
12.8.4. Brand Assessment and Ranking
Module 13. Strategic Planning in Corporate Communication
13.1. Strategic Planner
13.1.1. Strategic Planner: Origins and Functions
13.1.2. The Strategic Planner in Public Businesses, Strategic Consultancies and Communication Companies
13.1.3. Stakeholder Management
13.2. Models and Schools for Planning
13.2.1. Models for Intangibles Management
13.2.2. Intangibles and Strategic Plans
13.2.3. Evaluation of Intangibles
13.2.4. Reputation and Intangibles
13.3. Qualitative Research in Strategic Planning
13.3.1. Insight Detection
13.3.2. Focus Groups for Strategic Planning
13.3.3. Planning of Strategic Interviews
13.4. Quantitative Research in Strategic Planning
13.4.1. Data Analysis and Drawing Conclusions
13.4.2. Use of Psychometric Techniques
13.4.3. Challenges of Applied Research in Business Communication
13.5. Creative Strategy Formulation
13.5.1. Explore Alternative Strategies
13.5.2. Counterbriefing or Creative Briefing
13.5.3. Branding and Positioning
13.6. Strategic Use of Different Media
13.6.1. 360º Campaigns
13.6.2. Launching of New Products
13.6.3. Social Trends
13.6.4. Evaluation of Effectiveness
13.7. Trends in Business Communication
13.7.1. Generation and Distribution of Corporate Content
13.7.2. Business Communication on the Web 2.0
13.7.3. Implementation of Metrics in the Communication Process
13.8. Sponsorship and Patronage
13.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
13.8.2. Communication Opportunities and Tangible and Intangible Returns
13.8.3. Hospitality and Collaboration Actions
Module 14. Managing Aspects of Corporate Communication
14.1. Communication in Organizations
14.1.1. Organizations, People and Society
14.1.2. Historical Evolution of Organizational Behavior
14.1.3. Bidirectional Communication
14.1.4. Communication Barriers
14.2. Structure, Control and Challenges in Communication Management
14.2.1. Departmental Structure in Communication Management
14.2.2. Current Trends in Management Models
14.2.3. Integration of Intangibles
14.2.4. Communication Department Challenges
14.3. Integral Communication Plans
14.3.1. Audit and Diagnosis
14.3.2. Elaboration of Communication Plan
14.3.3. Measuring results: KPIs and ROI
14.4. Effects of the Media
14.4.1. Efficiency of Commercial and Advertising Communication
14.4.2. Theories on the Effects of the Media
14.4.3. Social and Co-creation Models
14.5. Press Offices and Their Relationship with Communication Media
14.5.1. Identifying Opportunities and Information Needs
14.5.2. Management of Reports and Spokesperson Interviews
14.5.3. Virtual Press Room and e-Communication
14.5.4. Buying Advertising Space
14.6. Public Relations
14.6.1. PR Strategy and Practice
14.6.2. Protocol and Ceremonial Rules
14.6.3. Event Organization and Creative Management
14.7. Lobbies and Pressure Groups
14.7.1. Opinion Groups and Their Actions in Businesses and Institutions
14.7.2. Institutional Relations and Lobbying
14.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media
14.8. Internal Communication
14.8.1. Motivational Programs, Social Action, Participation and Training with HR
14.8.2. Internal Communication Support and Tools
14.8.3. Internal Communication Plan
14.9. Branding & Naming
14.9.1. Brand Management and Coordination in Launching of New Products
14.9.2. Brand Repositioning
14.10. Audience Forecasting and Data Sources
14.10.1. Measurement Units and Audience Profiles
14.10.2. Affinity, Sharing, Rating and GRPs
14.10.3. Current Suppliers in the Advertising Market
Module 15. Communication in Specialized Sectors
15.1. Financial Communication
15.1.1. Value of Intangibles
15.1.2. Financial Communication in Listed Companies
15.1.3. The Issuers of the Financial Communication
15.1.4. Public Objective in Financial Operations
15.2. Political and Electoral Communication
15.2.1. Image in Political and Electoral Campaigns
15.2.2. Political Advertising
15.2.3. Political and Electoral Communication Plan
15.2.4. Electoral Communication Audits
15.3. Communication and Health
15.3.1. Journalism and Health Information
15.3.2. Interpersonal and Group Communication in the Field of Health
15.3.3. Communication Risk and Communicative Management in a Health Crisis
15.4. Digital Culture and Hypermedia Museography
15.4.1. Production and Diffusion of Art in the Digital Era
15.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
15.4.3. Constructive Participation in the Digital Culture
15.5. Communication at the Forefront of Public Organizations
15.5.1. Communication in the Public Sector
15.5.2. Strategy and Creation in Public Organization Communications
15.5.3. Intangible Assets in the Public Sector
15.5.4. Information Policy of Public Organizations
15.6. Communications in Non-Profit Organizations
15.6.1. NPO and Relationship with Government Agencies
15.6.2. Corporative Reputation in Non-Profit Organizations
15.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
15.6.4. Different Figures and Communication Media
Module 16. Marketing and Communication
16.1. Product Placement y Branded Content
16.1.1. Unique Forms of Communication and Brand Placement
16.1.2. Concepts, Products and Services in User-Friendly Media
16.2. Digital Media Planning and Contracting
16.2.1. Real Time Bidding
16.2.2. Integrated Digital Campaign Planning
16.2.3. Advertising Investment Control Scorecard
16.3. Promotional Marketing
16.3.1. Consumer Promotions
16.3.2. Sales Force, Channel, Point of Sale and Special Promotions
16.3.3. Success and Cost-Effectiveness of Promotional Actions
16.4. Planning, Execution and Measurement of SEM Campaigns
16.4.1. Search Engine Marketing
16.4.2. Conversion of Traffic to Qualified Traffic
16.4.3. SEM Project Management
16.5. Metrics and Results Analysis in Public Digital Campaigns
16.5.1. Ad servers
16.5.2. Traditional Metrics and Digital GrP
16.5.3. Cross Media and Interactions
16.6. Display Advertising, Rich Media y Viral Publicity
16.6.1. Media, Formats and Supports
16.6.2. The Conversion Cycle
16.6.3. Buzz Marketing andWOM
16.7. Mobile Marketing, Geo-localization and Internet TV
16.7.1. New Mobile Marketing Applications
16.7.2. Geo-localization
16.7.3. Applications which Integrate Websites, Geotagging and Mobile
16.8. Advertising Effectiveness
16.8.1. Research Techniques and Tracking Campaigns
16.8.2. Coverage and Effective Frequency Analysis
16.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure
Module 17. Customer Relationship Management
17.1. CRM and Relational Marketing
17.1.1. Business Philosophy or Strategic Orientation
17.1.2. Customer Identification and Differentiation
17.1.3. The Company and its Stakeholders
17.1.4. Clienting
17.2. Database Marketing and Customer Relationship Management
17.2.1. Database Marketing Applications
17.2.2. Laws and Regulations
17.2.3. Information Sources, Storage, and Processing
17.3. Consumer Psychology and Behavior
17.3.1. The Study of Consumer Behavior
17.3.2. Internal and External Consumer Factors
17.3.3. Consumer Decision Process
17.3.4. Consumerism, Society, Marketing, and Ethics
17.4. Consumer Centric Marketing
17.4.1. Segmentation
17.4.2. Profitability Analysis
17.4.3. Customer Loyalty Strategies
17.5. CRM Management Techniques
17.5.1. Direct Marketing
17.5.2. Multichannel Integration
17.5.3. Viral Marketing
17.6. Advantages and Risks of Implementing CRM
17.6.1. CRM, Sales and Costs
17.6.2. Customer Satisfaction and Loyalty
17.6.3. Technology Implementation
17.6.4. Strategic and Management Errors
Module 18. Communication Strategy in the Digital World
18.1. Web 2.0 or the Social Web
18.1.1. Organization in the Age of Conversation
18.1.2. WEB 2.0 Is All About People
18.1.3. Digital Environment and New Communication Formats
18.2. Digital Communication and Reputation
18.2.1. Online Reputation Report
18.2.2. Netiquette and Good Practices on Social Media
18.2.3. Branding and Networking 2.0
18.3. Designing and Planning an Online Reputation Plan
18.3.1. Brand Reputation Plan
18.3.2. General metrics, ROI, and Social CRM
18.3.3. Online Crisis and Reputational SEO
18.4. General, Professional, and MicrobloggingPlatforms
18.4.1. Facebook
18.4.2. LinkedIn
18.4.3. Twitter
18.5. Video, Image, and Mobility Platforms
18.5.1. YouTube
18.5.2. Instagram
18.5.3. Flickr
18.5.4. Vimeo
18.5.5. Pinterest
18.6. Content and Storytelling Strategy
18.6.1. Corporate Blogging
18.6.2. Content Marketing Strategy
18.6.3. Creating a Content Plan
18.6.4. Content Curation Strategy
18.7. Social Media Strategies
18.7.1. Corporate PR and Social Media
18.7.2. Defining the Strategy to Be Followed in Each Medium
18.7.3. Analysis and Evaluation of Results
18.8. Community Management
18.8.1. Functions, Duties, and Responsibilities of the Community Manager
18.8.2. Social Media Manager
18.8.3. Social Media Strategist
18.9. Social Media Plan
18.9.1. Designing a Social Media Plan
18.9.2. Schedule, Budget, Expectations, and Monitoring
18.9.3. Contingency Protocol in Case of Crisis
18.10. Online Monitoring Tools
18.10.1. Management Tools and Desktop Applications
18.10.2. Monitoring and Research Tools
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