This academic itinerary offers you 10 exclusive Masterclasses taught by an international expert who has participated in U.S. presidential campaigns and other political consultancies"

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 center for intensive managerial skills learning.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"     

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus. 

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...    

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players on 7 continents.    

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Show the world your talent after completing this program. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities. 

Learn with the best

In the classroom, TECH’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 careers and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique: 

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.    

Academic Excellence

TECH offers students the best online learning methodology. The university combines the 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.      

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" 

The Marketing Management and Political Communication is a program that is taught in a 100% online format. This way, you can choose the time and place that best suits your availability, schedule, and interests, achieving the most effective learning for you.

A program that takes place over 12 months and is intended to be a unique and stimulating experience that lays the foundation for your professional success as a political communication campaign manager. 

Develop the necessary skills to succeed in political communication"

Syllabus

This intensive program from TECH Global University prepares you to face challenges and decisions in the field of marketing management and political communication. The content is designed to promote the development of professional competencies that allow for more rigorous decision making in uncertain environments.

Throughout 2,700 hours of study, students will analyze a multitude of practical cases through individual work, achieving a contextual learning that allows them to perfectly understand possible situations they will face in their daily practice. It is, therefore, an authentic immersion in real business situations.

This MBA deals in depth with the management of marketing and political communication from a strategic, international and innovative perspective.

A plan designed for you, focused on your professional improvement and that prepares you to achieve excellence. A program that understands your needs and those of your organization through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will give you the skills to solve critical situations creatively and efficiently.

This program is developed over 12 months and is divided into 16 modules.

Module 1. Society, Citizenship and Politics
Module 2. Management and Strategy in Businesses and Organizations
Module 3. Strategic and Operational Marketing
Module 4. Corporate Communication
Module 5. Organizations: Crisis Management and Social Responsibility
Module 6. Marketing and Institutional Communication
Module 7. Political Marketing
Module 8. Electoral Marketing
Module 9. Leadership and Personal Communication
Module 10. Construction of the Political and Electoral Strategy
Module 11. The Electoral Campaign: Conventional Tools for Action
Module 12. The Election Campaign: Online Tools for Action
Module 13. Leadership, Ethics and Social Responsibility in Companies
Module 14. People and Talent Management 
Module 15. Economic and Financial Management 
Module 16. Executive Management 

Where, when, and how it is taught

TECH offers you the possibility of taking this program completely online. During the 12 months of training, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. Society, Citizenship and Politics 

1.1. Citizens and Society

1.1.1. Concept of Society
1.1.2. Types of Citizens

1.2. Social Change

1.2.1. Concept of Social Change
1.2.2. Factors of Social Change
1.2.3. Social Change Transformation

1.3. Citizen Participation

1.3.1. Social and Citizen Participation
1.3.2. Collective Decision Making
1.3.3. Forms of Citizen Participation

1.4. Public Opinion

1.4.1. Forms of Public Opinion
1.4.2. Pressure Groups
1.4.3. Population Groups in Public Opinion

1.5. Society, Politics and Power

1.5.1. Power in Society
1.5.2. Reality of Politics
1.5.3. Political Behavioral Factors

1.6. Ideologies and Political Action

1.6.1. Concept and Dimensions of Ideology
1.6.2. Ideological Groups
1.6.3. Manifestations of Ideology

1.7. Dimensions of Politics

1.7.1. Political Regimes
1.7.2. Political Systems
1.7.3. Public Policy Factors

1.8. Political Systems

1.8.1. Concept and Characteristics
1.8.2. Types of Policy Systems

1.9. Democracy: Representation and Participation

1.9.1. Definition of Democracy
1.9.2. Types of Democracy
1.9.3. Levels of Citizen Participation

1.10. International Political Scenarios

1.10.1. Policy Scenarios in Europe
1.10.2. Policy Scenarios in North America
1.10.3. Policy Scenarios in Central America
1.10.4. Policy Scenarios in Latin America

Module 2. Management and Strategy of Companies and Organizations 

2.1. General Management 

2.1.1. The Concept of General Management
2.1.2. The General Manager's Action
2.1.3. The General Manager and its Functions
2.1.4. Transforming the Work of Management

2.2. Management and Leadership Development 

2.2.1. Concept of Management Development
2.2.2. Concept of Leadership
2.2.3. Leadership Theories
2.2.4. Leadership Styles
2.2.5. Intelligence in Leadership
2.2.6. The Challenges of Today's Leader

2.3. Planning and Strategy 

2.3.1. The Plan in a Strategy
2.3.2. Strategic Positioning
2.3.3. Strategy in Companies
2.3.4. Planning

2.4. Strategic Management

2.4.1. The Concept of Strategy
2.4.2. The Process of Strategic Management
2.4.3. Approaches in Strategic Management

2.5. Digital Strategy

2.5.1. Technology Strategy and its Impact on Digital Innovation
2.5.2. Strategic Planning of Information Technologies
2.5.3. Strategy and The Internet

2.6. Corporate Strategy

2.6.1. The Concept of Corporate Strategy
2.6.2. Types of Corporate Strategies
2.6.3. Corporate Strategy Definition Tools

2.7. Corporate Strategy and Technology Strategy

2.7.1. Creating Value for Customers and Shareholders
2.7.2. Strategic IS/IT Decisions
2.7.3. Corporate Strategy Vs. Technology and Digital Strategy

2.8. Strategy Implementation

2.8.1. Indicator Systems and Process Approach
2.8.2. Strategic Map
2.8.3. Differentiation and Alignment

2.9. Financial Management

2.9.1. Sector Opportunities and Threats
2.9.2. The Concept of Value and Value Chain
2.9.3. Scenario Analysis, Decision-Making and Contingency Planning

2.10. Strategic Human Resources Management

2.10.1. Job Design, Recruitment and Selection
2.10.2. Training and Career Development
2.10.3. Strategic Approach to People Management
2.10.4. Design and Implementation of Personnel Policies and Practices

Module 3. Strategic and Operational Marketing 

3.1. Fundamentals of Marketing

3.1.1. The Concept of Marketing
3.1.2. The Basic Elements of Marketing
3.1.3. Marketing Activities in Companies

3.2. Marketing Management

3.2.1. The Concept of Marketing Management
3.2.2. New Trends in Marketing
3.2.3. A New Marketplace: Consumer and Business Capabilities
3.2.4. Holistic MK Orientation
3.2.5. Update on the 4 Ps of Marketing
3.2.6. Marketing Management Tasks

3.3. The Function of Strategic Marketing

3.3.1. The Concept of Marketing Strategic
3.3.2. Concept of Strategic Marketing Planning
3.3.3. Stages in the Process of Strategic Marketing Planning

3.4. Marketing Strategy Dimensions

3.4.1. Marketing Strategies
3.4.2. Types of Marketing Strategies

3.5. Marketing Mix

3.5.1. Marketing Mix Concept
3.5.2. Product Strategies
3.5.3. Pricing Strategies
3.5.4. Distribution Strategies
3.5.5. Communication Strategies 

3.6. Digital Marketing

3.6.1. Digital Marketing Concept
3.6.2. Marketing Strategies in Digital Marketing

3.7. Inbound Marketing

3.7.1. Effective Inbound Marketing
3.7.2. The Benefits of Inbound Marketing
3.7.3. Measuring the Success of Inbound Marketing

3.8. Developing the Marketing Plan

3.8.1. Marketing Plan Concept
3.8.2. Situation Analysis and Diagnosis
3.8.3. Strategic Marketing Decisions
3.8.4. Operating Marketing Decisions

3.9. Managing Marketing Groups

3.9.1. Marketing Groups
3.9.2. The Creation of Marketing Groups
3.9.3. Guidelines for Managing a Marketing Group
3.9.4. The Future of Marketing Groups

3.10. Social Business

3.10.1. Web 2.0 Strategic Vision and its Challenges
3.10.2. Convergence Opportunities and ICT Trends
3.10.3. How to Monetize Web 2.0 and Social Media?
3.10.4. Mobility and Digital Business

Module 4. Corporate Communication 

4.1. Communication in Organizations 

4.1.1. Organizations, People and Society
4.1.2. Historical Evolution of Organizational Behavior
4.1.3. Bidirectional Communication

4.2. Trends in Business Communication

4.2.1. Generation and Distribution of Corporate Content
4.2.2. Business Communication on the Web 2.0
4.2.3. Implementation of Metrics in the Communication Process

4.3. Advertising Communication

4.3.1. Integrated Marketing Communication
4.3.2. Advertising Communication Plan
4.3.3. Merchandising as a Communication Technique

4.4. Effects of the Media

4.4.1. Efficiency of Commercial and Advertising Communication
4.4.2. Theories on the Effects of the Media
4.4.3. Social and Co-Creation Models

4.5. Online Agencies, Media and Channels

4.5.1. Integral, Creative and Online Agencies
4.5.2. Traditional and New Media
4.5.3. Online Channels
4.5.4. Other Digital Players

4.6. Communication in Crisis Situations

4.6.1. Definition and Types of Crisis
4.6.2. Phases of the Crisis
4.6.3. Messages: Contents and Moments

4.7. Digital Communication and Reputation

4.7.1. Online Reputation Report
4.7.2. Netiquette and Good Practices on Social Media
4.7.3. Branding and Networking 2.0

4.8. Internal Communication

4.8.1. Motivational Programs, Social Action, Participation and Training with HR
4.8.2. Internal Communication Tools and Supports
4.8.3. Internal Communication Plan

4.9. Branding

4.9.1. The Brand and Their Functions
4.9.2. Brand Creation (Branding)
4.9.3. Brand Architecture

4.10. Integral Communication Plans

4.10.1. Audit and Diagnosis
4.10.2. Elaboration of Communication Plan
4.10.3. Measuring Results: KPIs and ROI

Module 5. Organizations: Crisis Management and Social Responsibility 

5.1. Organizational Design 

5.1.1. Organizational Design Concept
5.1.2. Organizational Structure
5.1.3. Types of Organizational Designs

5.2. Organizational Structure

5.2.1. Main Coordination Mechanisms
5.2.2. Departments and Organization Charts
5.2.3. Authority and Responsibility
5.2.4. Empowerment

5.3. Corporate Social Responsibility

5.3.1. Social Commitment
5.3.2. Sustainable Organizations
5.3.3. Business Ethics

5.4. Social Responsibility in Organizations

5.4.1. CSR Management in Organizations
5.4.2. CSR Towards Employees
5.4.3. Sustainable Action

5.5. Reputation Management 

5.5.1. Corporative Reputation Management
5.5.2. Focus on Brand Reputation
5.5.3. Leadership Reputation Management

5.6. Reputation Risk and Crisis Management 

5.6.1. Listening to and Managing Feedback
5.6.2. Procedures, Crisis Manual and Contingency Plans
5.6.3. Spokesperson Training in Emergency Situations

5.7. Conflicts in Organizations

5.7.1. Interpersonal Conflicts
5.7.2. Conflict Conditions
5.7.3. Consequences of Conflicts

5.8. Lobbies and Pressure Groups

5.8.1. Opinion Groups and Their Actions in Businesses and Institutions
5.8.2. Institutional Relations and Lobbying
5.8.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

5.9. Negotiation

5.9.1. Intercultural Negotiation
5.9.2. Negotiation Focuses
5.9.3. Effective Negotiation Techniques
5.9.4. Restructuring

5.10. Corporate Brand Strategy

5.10.1. Public Image and Stakeholders
5.10.2. Corporate Branding Strategy and Management
5.10.3. Corporate Communication Strategy in Line with Brand Identity

Module 6. Marketing and Institutional Communication 

6.1. Political Action in Institutions

6.1.1. Concept of Institution
6.1.2. Types of Institutions and Social Groups
6.1.3. Institutional Actions

6.2. Institutional Marketing

6.2.1. Institutional Markets: Citizens and Entities
6.2.2. Institutional Offer
6.2.3. Citizen Satisfaction

6.3. Marketing Plans in the Institutions

6.3.1. Institutional Environment Analysis
6.3.2. Objectives of the Institution
6.3.3. Strategic and Operational Actions

6.4. Public Communication

6.4.1. Political Communication Agents
6.4.2. Formal Media: Press and Institutions
6.4.3. Informal Media: Networks and Opinion Makers

6.5. Institutional Communication Strategies

6.5.1. Institutional Information Content
6.5.2. Institutional Communication Objectives
6.5.3. Main Communication Strategies

6.6. Institutional Policy Agenda Planning 

6.6.1. Development of the Institutional Agenda
6.6.2. Design of Institutional Campaigns
6.6.3. Target Groups of the Campaigns

6.7. Government Communication: Open Government

6.7.1. Open Government Concept
6.7.2. Media
6.7.3. Types of Messages

6.8. Political Communication in Democracies

6.8.1. Demand for Information in Democratic Societies
6.8.2. Institutions as Sources of Information 
6.8.3. The Media 

6.9. Digital Democracy

6.9.1. Concept of Digital Democracy
6.9.2. Social Dialogue on the Internet
6.9.3. Elements of Use on the Internet 

6.10. Social Responsibility in Institutions

6.10.1. Human Rights and Social Responsibility
6.10.2. Climate Change and Social Responsibility
6.10.3. Institutional Ethics

Module 7. Political Marketing 

7.1. Social Marketing 

7.1.1. Social Marketing
7.1.2.Socially Responsible Marketing
7.1.3.Social Cause Marketing

7.2. Introduction to Political and Electoral Marketing 

7.2.1. Political Marketing
7.2.2. Electoral Marketing
7.2.3. Political Market Components

7.3. Citizens 

7.3.1. Social Organizations
7.3.2.Organizations and Parties
7.3.3.Affiliates and Supporters

7.4. Social and Political Research 

7.4.1.Contents of Social and Political Research
7.4.2.Social Research Techniques
7.4.3.Results of Social and Political Research

7.5. Diagnosis of the Social and Political Situation 

7.5.1.Analysis of Social and Political Demand
7.5.2.Analysis of Political Offers
7.5.3.Social and Political Expectations

7.6. Political Marketing Plan 

7.6.1.Introduction
7.6.2.Advantages of the Political Marketing Plan
7.6.3.Stages of the Political Marketing Plan

7.7. Analysis of the Political Organization 

7.7.1.Internal Analysis of the Political Organization
7.7.2.Analysis of Political Competition
7.7.3.Analysis of the Social and Political Environment
7.7.4.SWOT Political Organization

7.8. Objectives and Strategies of the Political Marketing Plan 

7.8.1.Definition of Objectives
7.8.2.Determination of Strategies

7.9. Political Strategy Action Plan 

7.9.1.Contents of the Action Plan
7.9.2.Action Measurement Criteria
7.9.3.Monitoring Indicators

7.10. Implementation of the Political Marketing Plan 

7.10.1.Management Committee Tasks
7.10.2.Execution of the Action Plan
7.10.3.Plan Contingencies

Module 8. Electoral Marketing

8.1. Electoral Market Components 

8.1.1. Introduction to the Electoral Market
8.1.2. Electoral Roll
8.1.3. The Electoral Offer: Parties and Coalitions

8.2. Electoral Behavior 

8.2.1. Introduction
8.2.2. Voting Trends
8.2.3. Voting Motivations

8.3. Electoral Market Research 

8.3.1. Research Contents
8.3.2. Qualitative Techniques
8.3.3. Quantitative Techniques

8.4. Voting Intention Studies 

8.4.1. Pre-Election Studies
8.4.2. Exit Polls
8.4.3. Vote Estimates

8.5. Diagnosis of the Electoral Situation 

8.5.1. Electoral Demand Analysis
8.5.2. Parties Offer Analysis
8.5.3. Candidates Offer Analysis

8.6. Election Campaign Plan 

8.6.1. Introduction
8.6.2. Stages of the Electoral Campaign
8.6.3. Election Campaign Deadlines

8.7. Electoral Product 

8.7.1. Electoral Program
8.7.2. Candidates
8.7.3. Political Brands

8.8. Election Campaign Organization 

8.8.1. Election Campaign Committee
8.8.2. Work Teams

8.9. Election Campaign Action Plan 

8.9.1. Personal Actions
8.9.2. Virtual Actions
8.9.3. Electoral Publicity Actions
8.9.4. Follow-Up of Electoral Actions

8.10. Electoral Results 

8.10.1. Post-election Analysis
8.10.2. Interpretation of Electoral Results
8.10.3. Political and Electoral Consequences of the Result

Module 9. Leadership and Personal Communication  

9.1. Communication and Leadership

9.1.1. Leadership and Leadership Styles
9.1.2. Motivation
9.1.3. Skills and Abilities of the Leader 2.0

9.2. Interpersonal Communication 

9.2.1. Body Language
9.2.2. Assertive Communication
9.2.3. Interviews

9.3. Personal and Influential Skills 

9.3.1. Impact and Influence
9.3.2. Stress Mastery
9.3.3. Time Management

9.4. Strategic Leadership 

9.4.1. Leadership Models
9.4.2. Coaching
9.4.3. Mentoring
9.4.4. Transformational Leadership

9.5. Public Speaking and Spokesperson Education 

9.5.1. Interpersonal Communication
9.5.2. Communication Skills and Influence
9.5.3. Barriers to Personal Communication 

9.6. Power in the Organization 

9.6.1. Power within Organizations
9.6.2. Structural Power Sources
9.6.3. Political Tactics

9.7. The Managerial Role and CSR 

9.7.1. Strategic Vision and Corporate Social Responsibility
9.7.2. Systems and Models for Implementing CSR
9.7.3. Organization of CSR Roles and Responsibilities

9.8. Emotional Intelligence 

9.8.1. Emotional Intelligence and Communication
9.8.2. Assertiveness, Empathy, and Active Listening
9.8.3. Self-Esteem and Emotional Language

9.9. Psychological Profile of the Candidate 

9.9.1. Psychology of Leadership
9.9.2. Politicians' Personality Typology
9.9.3. Expectations About the Ideal Candidate

9.10. Personal Branding 

9.10.1. Strategies to Develop Personal Branding
9.10.2. Personal Branding Laws
9.10.3. Tools for Creating Personal Brands

Module 10. Construction of the Political and Electoral Strategy  

10.1. Electoral Systems 

10.1.1. Electoral Regulations

10.2. Data Science and Big Data

10.2.1. Business Intelligence
10.2.2. Methodology and Analysis of Large Volumes of Data
10.2.3. Data Extraction, Processing, and Loading.

10.3. Political Coaching 

10.3.1. Coaching Concept
10.3.2. Political Coaching Methodologies
10.3.3. Advantages of Political Coaching

10.4. Political Innovation 

10.4.1. Benefits of Innovation
10.4.2. Sources of Idea Generation
10.4.3. Innovative Ideas and Supports

10.5. Voter Behavior 

10.5.1. Political Information Processing
10.5.2. Message Evaluation
10.5.3. Voting Decision Models
10.5.4. Voting Decision Times

10.6. Voter Segmentation 

10.6.1. Voter Characteristics
10.6.2. Mobilized Voters: Loyal and Volatile
10.6.3. Targeting & Microtargeting

10.7. Political Branding 

10.7.1. Political Brand Building
10.7.2. Political Brand Importance
10.7.3. Political Branding and Candidate Branding

10.8. Political Leadership 

10.8.1. Definition
10.8.2. Leadership Styles in Politics
10.8.3. Candidate Positioning

10.9. Political Messages 

10.9.1. Creative Process in Electoral Campaigns
10.9.2. Core Message: Positioning of the Organization
10.9.3. Tactical Messages: Positive and Negative

10.10.Content and Storytelling Strategy 

10.10.1.Corporate Blogging
10.10.2.Content Marketing Strategy
10.10.3.Creating a Content Plan
10.10.4.Content Curation Strategy

Module 11. The Electoral Campaign: Conventional Tools for Action

11.1. Electoral Communication 

11.1.1. Image in Electoral Campaigns
11.1.2. Political Advertising
11.1.3. Electoral Communication Plan
11.1.4. Electoral Communication Audits

11.2. Communication Offices 

11.2.1. Identifying Opportunities and Information Needs
11.2.2. Management of Reports and Spokesperson Interviews
11.2.3. Virtual Press Room and e-Communication
11.2.4. Buying Advertising Space

11.3. Public Relations 

11.3.1. PR Strategy and Practice
11.3.2. Event Organization and Creative Management

11.4. Political Discourse 

11.4.1. Narrative Structure
11.4.2. NLP-Based Storytelling
11.4.3. Political Oratory

11.5. Electoral Debates 

11.5.1. Preparation: Topics, Interventions and Reactions
11.5.2. The Candidate's Image
11.5.3. Verbal and Non-Verbal Communication

11.6. Meetings with Voters 

11.6.1. Central Campaign Meeting
11.6.2. Sectoral Events
11.6.3. Segmented Meetings

11.7. Election Advertising: 360º Campaigns 

11.7.1. Claim Central and Campaign Complementary
11.7.2. Election Photos and Videos
11.7.3. Media Outlets

11.8. Campaign Logistics 

11.8.1. Organization of Events
11.8.2. Physical Distribution of Content
11.8.3. Human Resources in Electoral Logistics

11.9. Electoral Propaganda and Merchandising 

11.9.1. Institutional Announcements
11.9.2. Election Canvassing
11.9.3. Gift Material

11.10.Campaign Fundraising and Fund Management 

11.10.1.Arguments for Collection
11.10.2.Collection Activities
11.10.3.Crowdfunding Platforms
11.10.4.Ethical Management of Funds

Module 12. The Election Campaign: Online Tools for Action 

12.1. Social Media Platforms 

12.1.1. General, Professional, and Microblogging Platforms
12.1.2. Video, Image, and Mobility Platforms

12.2. Social Media Strategies 

12.2.1. Corporate PR and Social Media
12.2.2. Defining the Strategy to Be Followed in Each Medium
12.2.3. Analysis and Evaluation of Results

12.3. Social Web 

12.3.1. Organization in the Age of Conversation
12.3.2. Web 2.0 is all about People
12.3.3. Digital Environment and New Communication Formats

12.4. E-Mail Campaigns Develop 

12.4.1. Lists of Subscribers, Leads, and Customers
12.4.2. E-Mail Marketing Tools and Resources
12.4.3. Online Writing for E-Mail Marketing Campaigns

12.5. Mobile Marketing 

12.5.1. New Consumption and Mobility Habits
12.5.2. The SoLoMo Model
12.5.3. The 4 S of the Marketing Mix in Mobility

12.6. Trends in Mobile Marketing 

12.6.1. Mobile Publishing
12.6.2. Advergaming and Gamification
12.6.3. Mobile Geolocalization
12.6.4. Augmented Reality

12.7. Counter-Communication: Fake News 

12.7.1. Targets of Fake News in Campaigns
12.7.2. Creation of Fake News
12.7.3. Spreading of Fake News

12.8. Inbound Political Marketing 

12.8.1. How Inbound Political Marketing Works
12.8.2. Attraction of Traffic to Political Brand
12.8.3. Content Marketing
12.8.4. Conversion of Leads to Voters or Constituents

12.9. Web Analysis 

12.9.1. The Fundamentals of Web Analytics
12.9.2. Classical media vs. Digital Media
12.9.3. The Web Analyst's Basic Methodology

12.10. Digital Metrics 

12.10.1. Basic Metrics
12.10.2. Ratios
12.10.3. Setting Objectives and KPIs

Module 13. Leadership, Ethics and Social Responsibility in Companies

13.1. Globalization and Governance 

13.1.1. Governance and Corporate Governance 
13.1.2. The Fundamentals of Corporate Governance in Companies 
13.1.3. The Role of the Board of Directors inthe Corporate Governance Framework 

13.2. Cross Cultural Management 

13.2.1. Cross Cultural Management Concept 
13.2.2. Contributions to Knowledge of National Cultures 
13.2.3. Diversity Management 

13.3. Business Ethics 

13.3.1. Ethics and Morality 
13.3.2. Business Ethics 
13.3.3. Leadership and Ethics in Companies 

13.4. Sustainability 

13.4.1. Sustainability and Sustainable Development 
13.4.2. The 2030 Agenda 
13.4.3. Sustainable Companies 

13.5. Corporate Social Responsibility 

13.5.1. International Dimensions of Corporate Social Responsibility 
13.5.2. Implementing Corporate Social Responsibility 
13.5.3. The Impact and Measurement of Corporate Social Responsibility 

13.6. Multinationals and Human Rights 

13.6.1. Globalization, Multinational Companies and Human Rights 
13.6.2. Multinational Corporations and International Law 
13.6.3. Legal Instruments for Multinationals in the Area of Human Rights 

13.7. Legal Environment and Corporate Governance 

13.7.1. International Rules on Importation and Exportation 
13.7.2. Intellectual and Industrial Property 
13.7.3. International Labor Law 

Module 14. People and Talent Management 

14.1. Strategic People Management 

14.1.1. Strategic Management and Human Resources 
14.1.2. Strategic People Management 

14.2. Human Resources Management by Competencies 

14.2.1. Analysis of the Potential 
14.2.2. Remuneration Policy 
14.2.3. Career/Succession Planning 

14.3. Performance Evaluation and Compliance Management 

14.3.1. Performance Management 
14.3.2. Performance Management: Objectives and Process 

14.4. Innovation in Talent and People Management 

14.4.1. Strategic Talent Management Models 
14.4.2. Identification, Training and Development of Talent 
14.4.3. Loyalty and Retention 
14.4.4. Proactivity and Innovation 

14.5. Motivation 

14.5.1. The Nature of Motivation 
14.5.2. Expectations Theory 
14.5.3. Needs Theory 
14.5.4. Motivation and Financial Compensation 

14.6. Developing High Performance Teams 

14.6.1. High Performance Teams: Self-Managed Teams 
14.6.2. Methodologies for the Management of High Performance Self-Managed Teams 

14.7. Change Management 

14.7.1. Change Management 
14.7.2. Type of Change Management Processes 
14.7.3. Stages or Phases in the Change Management Process 

14.8. Productivity, Attraction, Retention and Activation of Talent 

14.8.1. Productivity 
14.8.2. Talent Attraction and Retention Levers

Module 15. Economic and Financial Management

15.1. Economic Environment 

15.1.1. Macroeconomic Environment and the National Financial System 
15.1.2. Financial Institutions 
15.1.3. Financial Markets 
15.1.4. Financial Assets 
15.1.5. Other Financial Sector Entities 

15.2. Executive Accounting 

15.2.1. Basic Concepts 
15.2.2. The Company's Assets 
15.2.3. The Company's Liabilities 
15.2.4. The Company's Net Worth 
15.2.5. The Income Statement 

15.3. Information Systems and Business Intelligence 

15.3.1. Fundamentals and Classification 
15.3.2. Cost Allocation Phases and Methods 
15.3.3. Choice of Cost Center and Impact 

15.4. Budget and Management Control 

15.4.1. The Budget Model 
15.4.2.The Capital Budget 
15.4.3. The Operating Budget 
15.4.5. Treasury Budget 
15.4.6. Budget Monitoring 

15.5. Financial Planning 

15.5.1. Definition of Financial Planning 
15.5.2. Actions to be Taken in Financial Planning 
15.5.3. Creation and Establishment of the Business Strategy 
15.5.4. The Cash Flow Table 
15.5.5. The Working Capital Table 

15.6. Corporate Financial Strategy 

15.6.1. Corporate Strategy and Sources of Financing 
15.6.2. Financial Products for Corporate Financing 

15.7. Strategic Financing 

15.7.1. Self-Financing 
15.7.2. Increase in Equity 
15.7.3. Hybrid Resources 
15.7.4. Financing Through Intermediaries 

15.8. Financial Analysis and Planning 

15.8.1. Analysis of the Balance Sheet 
15.8.2. Analysis of the Income Statement 
15.8.3. Profitability Analysis 

15.9. Analyzing and Solving Cases/Problems 

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

Module 16. Executive Management 

16.1. General Management 

16.1.1. The Concept of General Management 
16.1.2. The Role of the CEO 
16.1.3. The CEO and their Responsibilities 
16.1.4. Transforming the Work of Management 

16.2. Manager Functions: Organizational Culture and Approaches 

16.2.1. Manager Functions: Organizational Culture and Approaches 

16.3. Operations Management 

16.3.1. The Importance of Management 
16.3.2. Value Chain 
16.3.3. Quality Management 

16.4. Personal and Organizational Communications Tools 

16.4.1. Interpersonal Communication 
16.4.2. Interpersonal Communication Tools 
16.4.3. Communication in the Organization 
16.4.4. Tools in the Organization 

16.5. Preparation of a Crisis Plan 

16.5.1. Analysis of Possible Problems 
16.5.2. Planning 
16.5.3. Adequacy of Personnel 

The teaching materials of this program, elaborated by these specialists, have contents that are completely applicable to your professional experiences"