Master the most advanced strategies in Marketing and Business and Institutional Strategy in a high impact education for your professional career"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

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

At TECH Global University

Innovation

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

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

The Highest Standards

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

95% of TECH students successfully complete their studies.

Networking

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

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

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

Multicultural Context

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

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

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

Analysis

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

Academic Excellence

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

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

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

The Executive development program in Marketing and Business and Institutional Strategy of TECH Global University is a tailor made program that 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 6 months and is intended to be a unique and stimulating experience that lays the foundation for your success. 

What you study is very important. The skills and competencies you acquire are fundamental. You won't find a more complete syllabus than this one"

Syllabus

This Executive development program in Marketing and Business and Institutional Strategy has been created to enable students to acquire the necessary knowledge in this area in an intensive and efficient manner. An opportunity to improve your training, with the convenience of the most effective online method in the teaching market. TECH gives you the opportunity to incorporate knowledge in this area into your academic education. But, in addition, with this program, you will have access to a way of working designed to be fully compatible with your professional or personal life.

If you want to improve yourself, achieve a positive change at a professional level, interact with the best through an interesting online universe and belong to the new generation of professionals, able to carry out their work anywhere in the world, this may be your path.  

Throughout this education, the student analyzes a multitude of practical cases through individual and teamwork. It is, therefore, an authentic immersion in real life situations.

The content of the Executive development program in Marketing and Business and Institutional Strategy is designed to promote the development of competencies that allow for more rigorous decision-making in uncertain environments. 

This program has been created to allow students to acquire the necessary knowledge in this area in an intensive and efficient manner. An opportunity to improve your specialization, with the convenience of the most effective online method in the teaching market. TECH gives you the opportunity to incorporate knowledge in this area into your academic education. But, in addition, with this program, you will have access to a way of working designed to be fully compatible with your professional or personal life.     

This program is developed over 6 months and is divided into 6 main modules:  

Módulo 1. Management and Strategy of Companies and Organizations
Módulo 2. Strategic and Operational Marketing
Módulo 3. Corporate Communication
Módulo 4. Organizations: Crisis Management and Social Responsibility
Módulo 5. Marketing and Institutional Communication
Módulo 6. Leadership and Personal Communication

Where, When and How is it Taught?

TECH offers the possibility of developing this Executive development program in Marketing and Business and Institutional Strategy completely online. Over the course of 6 months, 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. Management and Strategy of Companies and Organizations

1.1. General Management  

1.1.1. The Concept of General Management
1.1.2. The Role of the Director
1.1.3. The CEO and their Responsibilities
1.1.4. Transforming the Work of Management

1.2. Management and Leadership Development  

1.2.1. Concept of Management Development
1.2.2. Concept of Leadership
1.2.3. Leadership Theories
1.2.4. Leadership Styles
1.2.5. Intelligence in Leadership
1.2.6. The Challenges of Today's Leader

1.3. Planning and Strategy  

1.3.1. The Plan in a Strategy
1.3.2. Strategic Positioning
1.3.3. Strategy in Companies
1.3.4. Plan

1.4. Strategic Management  

1.4.1. The Concept of Strategy
1.4.2. The Process of Strategic Management
1.4.3. Approaches in Strategic Management

1.5. Digital Strategy

1.5.1. Technology Strategy and its Impact on Digital Innovation
1.5.2. Strategic Planning of Information Technologies
1.5.3. Strategy and The Internet

1.6. Corporate Strategy   

1.6.1. The Concept of Corporate Strategy
1.6.2. Types of Corporate Strategies
1.6.3. Corporate Strategy Definition Tools

1.7. Corporate Strategy and Technology Strategy  

1.7.1. Creating Value for Customers and Shareholders
1.7.2. Strategic IS/IT Decisions
1.7.3. Corporate Strategy vs Technological and Digital Strategy

1.8. Strategy Implementation   

1.8.1. Indicator Systems and Process Approach
1.8.2. Strategic Map
1.8.3. Differentiation and Alignment

1.9. Financial Management

1.9.1. Sector Opportunities and Threats
1.9.2. The Concept of Value and Value Chain
1.9.3. Scenario Analysis, Decision-Making and Contingency Planning

1.10. Strategic Human Resources Management   

1.10.1. Job Design, Recruitment and Selection
1.10.2. Training and Career Development
1.10.3. Strategic Approach to People Management
1.10.4. Design and Implementation of Personnel Policies and Practices

Module 2. Strategic and Operational Marketing 

2.1. Fundamentals of Marketing 

2.1.1. The Concept of Marketing
2.1.2. The Basic Elements of Marketing
2.1.3. Marketing Activities in Companies

2.2. Marketing Management 

2.2.1. The Concept of Marketing Management
2.2.2. New Trends in Marketing
2.2.3. A New Marketplace: Consumer and Business Capabilities
2.2.4. Holistic MK Orientation
2.2.5. Update on the 4 Ps of Marketing
2.2.6. Marketing Management Tasks

2.3. The Function of Strategic Marketing 

2.3.1. The Concept of Marketing Strategic
2.3.2. Concept of Strategic Marketing Planning
2.3.3. Stages of the Strategic Marketing Planning Process

2.4. Marketing Strategy Dimensions

2.4.1. Marketing Strategies
2.4.2. Types of Marketing Strategies

2.5. Marketing Mix

2.5.1. Marketing Mix Concept
2.5.2. Product Strategies
2.5.3. Pricing Strategies
2.5.4. Distribution Strategies
2.5.5. Communication Strategies 

2.6. Digital Marketing    

2.6.1. Digital Marketing Concept
2.6.2. Marketing Strategies in Digital Marketing

2.7. Inbound Marketing  

2.7.1. Effective Inbound Marketing
2.7.2. The Benefits of Inbound Marketing
2.7.3. Measuring the Success of Inbound Marketing

2.8. Developing the Marketing Plan    

2.8.1. Marketing Plan Concept
2.8.2. Situation Analysis and Diagnosis
2.8.3. Strategic Marketing Decisions
2.8.4. Operating Marketing Decisions

2.9. Managing Marketing Groups

2.9.1. Marketing Groups
2.9.2. The Creation of Marketing Groups
2.9.3. Guidelines for Managing a Marketing Group
2.9.4. The Future of Marketing Groups

2.10. Social Business 

2.10.1. Web 2.0 Strategic Vision and its Challenges
2.10.2. Convergence Opportunities and ICT Trends
2.10.3. How to Monetize Web 2.0 and Social Media
2.10.4. Mobility and Digital Business

Module 3. Corporate Communication

3.1. Communication in Organizations

3.1.1. Organizations, People and Society
3.1.2. Historical Evolution of Organizational Behavior
3.1.3. Bidirectional Communication

3.2. Trends in Business Communication  

3.2.1. Generation and Distribution of Corporate Content
3.2.2. Business Communication on the Web 2.0
3.2.3. Implementation of Metrics in the Communication Process

3.3. Advertising Communication   

3.3.1. Integrated Marketing Communication
3.3.2. Advertising Communication Plan
3.3.3. Strategy in Companies
3.3.4. Merchandising as a Communication Technique 

3.4. Media Effects  

3.4.1. Efficiency of Commercial and Advertising Communication
3.4.2. Theories on the Effects of the Media
3.4.3. Social and Co-creation Models

3.5. Agencies, Media and Online Channels 

3.5.1. Integral, Creative, and Online Agencies
3.5.2. Traditional and New Media
3.5.3. Online Channels
3.5.4. Other Digital Players

3.6. Communication in Crisis Situations  

3.6.1. Definition and Types of Crises
3.6.2. Phases of the Crisis
3.6.3. Messages: Contents and Corporate Moments

3.7. Digital Communication and Reputation 

3.7.1. Online Reputation Report
3.7.2. Netiquette and Good Practices on Social Media
3.7.3. Branding and Networking 2.0

3.8. Internal Communication    

3.8.1. Motivational Programs, Social Action, Participation and HR Training Programs
3.8.2. Internal Communication Support and Tools
3.8.3. Internal Communication Plan

3.9. Branding

3.9.1. The Brand and Their Functions
3.9.2. Brand Creation (Branding)
3.9.3. Brand Architecture

3.10. Integral Communication Plans 

3.10.1. Audit and Diagnosis
3.10.2. Elaboration of Communication Plan
3.10.3. Measuring results: KPIs and ROI

Module 4. Organizations: Crisis Management and Social Responsibility

4.1. Organisational Design 

4.1.1. Concept of Organizational Design
4.1.2. Organizational Structure
4.1.3. Types of Organizational Designs 

4.2. Organizational Structure  

4.2.1. Main Coordination Mechanisms
4.2.2. Departments and Organization Charts
4.2.3. Authority and Responsibility
4.2.4. Empowerment

4.3. Corporate Social Responsibility

4.3.1. Social Commitment
4.3.2. Sustainable Organizations
4.3.3. Business Ethics

4.4. Social Responsibility in Organizations 

4.4.1. CSR Management in Organizations
4.4.2. CSR Towards Employees
4.4.3. Sustainable Action

4.5. Reputation Management

4.5.1. Corporative Reputation Management
4.5.2. Focus on Brand Reputation
4.5.3. Leadership Reputation Management

4.6. Reputation Risk and Crisis Management      

4.6.1. Listening to and Managing Feedback
4.6.2. Procedures, Crisis Manual and Contingency Plans
4.6.3. Spokesperson Training in Emergency Situations

4.7. Conflicts in Organizations   

4.7.1. Interpersonal Conflicts
4.7.2. Conflict Conditions
4.7.3. Consequences of Conflicts

4.8. Lobbies and Pressure Groups    

4.8.1. Opinion Groups and their Actions in Businesses and Institutions
4.8.2. Institutional Relations and Lobbying
4.8.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

4.9. Negotiation

4.9.1. Intercultural Negotiation
4.9.2. Negotiation Focuses
4.9.3. Effective Negotiation Techniques
4.9.4. Restructuring

4.10. Corporate Brand Strategy 

4.10.1. Public Image and Stakeholders
4.10.2. Corporate Branding Strategy and Management
4.10.3. Corporate Communication Strategy in Line with Brand Identity

Module 5. Marketing and Institutional Communication 

5.1. Political Action in Institutions

5.1.1. Concept of Institution
5.1.2. Types of Institutions and Social Groups
5.1.3. Institutional Actions

5.2. Institutional Marketing 

5.2.1. Institutional Markets: Citizens and Entities
5.2.2. Institutional Offer
5.2.3. Citizen Satisfaction

5.3. Marketing Plans in the Institutions   

5.3.1. Institutional Environment Analysis
5.3.2. Objectives of the Institution
5.3.3. Strategic and Operational Actions

5.4. Public Communication   

5.4.1. Political Communication Agents
5.4.2. Formal Means of Communication: Press and Institutions
5.4.3. Informal Means of Communication: Networks and Opinion Leaders

5.5. Institutional Communication Strategies 

5.5.1. Institutional Information Content
5.5.2. Institutional Communication Objectives
5.5.3. Main Communication Strategies

5.6. Institutional Policy Agenda Planning     

5.6.1. Development of the Institutional Agenda
5.6.2. Design of Institutional Campaigns
5.6.3. Target Groups of the Campaigns

5.7. Government communication: Open Government   

5.7.1. Open Government Concept
5.7.2. Media
5.7.3. Types of Messages

5.8. Political Communication in Democracies    

5.8.1. Demand for Information in Democratic Societies
5.8.2. Institutions as Sources of Information
5.8.3. The Media

5.9. Digital Democracy

5.9.1. Digital Democracy Concept
5.9.2. Social Dialogue on the Internet
5.9.3. Scenario Analysis, Taking Elements of Utilization on the Internet

5.10. Social Responsibility in Institutions 

5.10.1. Human Rights and Social Responsibility
5.10.2. Climate Change and Social Responsibility
5.10.3. Institutional Ethics

Module 6. Leadership and Personal Communication

6.1. Communication and Leadership  

6.1.1. Leadership and Leadership Styles
6.1.2. Motivation
6.1.3. Skills and Abilities of the Leader 2.0

6.2. Interpersonal Communication  

6.2.1. Body Language
6.2.2. Assertive Communication
6.2.3. Interviews

6.3. Personal and Influential Skills       

6.3.1. Personal and Influential Skills
6.3.2. Stress Mastery
6.3.3. Time Management

6.4. Strategic Leadership   

6.4.1. Leadership Models
6.4.2. Coaching
6.4.3. Mentoring
6.4.4. Transformational Leadership

6.5. Public Speaking and Spokesperson Training

6.5.1. Interpersonal Communication
6.5.2. Communication Skills and Influence
6.5.3. Barriers to Personal Communication

6.6. Power in the Organization   

6.6.1. Power within Organizations
6.6.2. Structural Power Sources
6.6.3. Political Tactics

6.7. The Managerial Role and CSR   

6.7.1. Strategic Vision and Corporate Social Responsibility
6.7.2. Systems and Models for Implementing CSR
6.7.3. Organization of CSR Roles and Responsibilities

6.8. Emotional Intelligence     

6.8.1. Emotional Intelligence and Communication
6.8.2. Emotional Intelligence and Communication
6.8.3. Self Esteem and Emotional Language

6.9. Psychological Profile of the Candidate

6.9.1. Psychology of Leadership
6.9.2. Politicians' Personality Typology
6.9.3. Expectations About the Ideal Candidate

6.10. Personal Branding  

6.10.1. Strategies for Personal Brand Development
6.10.2. Personal Branding Laws
6.10.3. Tools for Creating Personal Brands

A unique, key, and decisive training experience to boost your professional development and make the definitive leap”