Become a leader in Creative Business thanks to the 10 exhaustive Masterclasses that an international expert of wide prestige has contributed to this university degree" 

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 structure and contents of the MBA in Creative Business Management have been conceived and designed by a group of highly prestigious professionals in this area of knowledge, who have poured the experience of their years of work into this up-to-date program. In this way, the syllabus TECH presents for this program is conceived in multimedia format, in order to help the student to internalize the knowledge in the most comfortable and easy way possible. 

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

Syllabus

Traditionally, creativity and management have been conceived as antagonistic disciplines. Today, however, creativity and innovation have become the main drivers of economic progress alongside technology. This reality demands new professional profiles capable of harmoniously and efficiently developing these tools in the management of the so-called creative industries.  

Through this complete program, the student obtains mastery of all the units necessary for the management of companies and organizations in the new context of the creative industries. The program does not focus solely on arts management, but aims to provide the tools to analyze the economic, social and cultural realities in which the creative industries develop and transform today.  

Likewise, this program is designed to be studied with a methodology that promotes the acquisition of skills in the field of market research, strategic vision, digital tools and co-creation.  

On the other hand, jobs in this sector are constantly evolving. Therefore, the program aims to provide students with the necessary skills to develop and evolve their professional profile in both business and entrepreneurial environments. 

All of this, condensed into an academic program divided into ten didactic modules taught over 12 months, is intended to become a turning point in the student's professional career. In this way, and after completing the program, the student will be able to start working in companies in the creative industry with a higher success rate. 

This program takes place over 12 months and is divided into 14 modules:  

Module 1. New Creative Industries
Module 2. Protection of Creative and Intangible Products in Today's Marketplace
Module 3. Economic and Financial Management of Creative Companies
Module 4. Futures Thinking: How to Transform Today from Tomorrow
Module 5. Consumer or User Management in Creative Businesses
Module 6. Creative Branding: Communication and Management of Creative Brands
Module 7. Leadership and Innovation in Creative Industries
Module 8. Digital Transformation in the Creative Industry
Module 9. New Digital Marketing Strategy
Module 10. Entrepreneurship in the Creative Industries
Module 11. Leadership, Ethics and Social Responsibility in Companies
Module 12. People and Talent Management 
Module 13. Economic and Financial Management
Module 14. Executive Management 

Where, When and How is it Taught?

TECH offers the possibility of developing this Professional master’s degree MBA in Creative Business Managementcompletely online. Over the course of 12 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. New Creative Industries

1.1. New Creative Industries 

1.1.1. From the Cultural Industry to the Creative Industry 
1.1.2. Today's Creative Industries 
1.1.3. Activities and Sectors that make up the Creative Industries 

1.2. Economic Importance of the Creative Industries Today 

1.2.1. Contribution 
1.2.2. Drivers of Growth and Change 
1.2.3. Job outlook in the Creative Industries 

1.3. New Global Context of the Creative Industries 

1.3.1. Radiography of the Creative Industries in the World 
1.3.2. Sources of Financing for the Creative Industries in each Country 
1.3.3. Case Studies: Management Models and Public Policies 

1.4. Natural and Cultural Heritage 

1.4.1. Historical and Cultural Heritage 
1.4.2. By-products and Services for Museum, Archaeological and Historical Sites and Cultural Landscapes 
1.4.3. Intangible Cultural Heritage 

1.5. Visual Arts 

1.5.1. Plastic Arts 
1.5.2. Photography 
1.5.3. Crafts 

1.6. Performing Arts 

1.6.1. Theater and Dance 
1.6.2. Music and Festivals 
1.6.3. Fairs and Circuses 

1.7. Audiovisual Media 

1.7.1. Movies, TV and Audiovisual Content 
1.7.2. Radio, Podcasts and Audio Content 
1.7.3. Video Games 

1.8. Current Publications 

1.8.1. Literature, Essays and Poetry 
1.8.2. Publishers 
1.8.3. Press 

1.9. Creative Services 

1.9.1. Design and Fashion 
1.9.2. Architecture and Landscaping 
1.9.3. Advertising 

1.10. Connections of the Creative Economy or Orange Economy 

1.10.1. Cascade Model and Concentric Circles 
1.10.2. Creative, Production and Knowledge Spillovers 
1.10.3. Culture at the Service of the Creative Economy 

Module 2. Protection of Creative and Intangible Products in Today's Marketplace 

2.1. Legal Protection of Intangible Assets
2.2. Intellectual Property I
2.3. Intellectual Property II
2.4. Intellectual Property III
2.5. Industrial Property I: Branding.
2.6. Industrial Property II: Industrial Designs
2.7. Industrial Property III: Patents and Utility Models
2.8. Intellectual and Industrial Property: Practice
2.9. Advertising Law I
2.10. Advertising Law II

Module 3. Economic and Financial Management of Creative Companies

3.1. The Necessary Economic Sustainability 

3.1.1. The Financial Structure of a Creative Company 
3.1.2. Accounting in a Creative Company 
3.1.3. Triple Balance 

3.2. Revenues and Expenses of Today's Creative Businesses 

3.2.1. Accounting of Costs 
3.2.2. Type of Costs 
3.2.3. Cost Allocation 

3.3. Types of Profit in the Company 

3.3.1. Contribution Margin 
3.3.2. Break-even Point 
3.3.3. Evaluation of Alternatives 

3.4. Investment in the Creative Sector 

3.4.1. Investment in the Creative Industry 
3.4.2. Investment Appraisal 
3.4.3. The NPV Method: Net Present Value 

3.5. Profitability in the Creative Industry 

3.5.1. Economic Profitability 
3.5.2. Time Profitability 
3.5.3. Financial Profitability 

3.6. Cash Flow: Liquidity and Solvency 

3.6.1. Cash Flow 
3.6.2. Balance Sheet and Income Statement 
3.6.3. Settlement and Leverage 

3.7. Financing Formulas Currently on the Creative Market 

3.7.1. Venture Capital Funds 
3.7.2. Business Angels 
3.7.3. Calls for Proposals and Grants 

3.8. Product Pricing in the Creative Industry 

3.8.1. Pricing 
3.8.2. Profit vs. Competition 
3.8.3. Pricing Strategy 

3.9. Pricing Strategy in the Creative Sector 

3.9.1. Types of Pricing Strategies 
3.9.2. Advantages 
3.9.3. Disadvantages 

3.10. Operational Budgets 

3.10.1. Tools of Strategic Planning 
3.10.2. Elements Included in the Operational Budget 
3.10.3. Development and Execution of the Operational Budget

Module 4. Future Thinking: How to Transform Today from Tomorrow?

4.1. Future Thinking Methodology 

4.1.1. Futures Thinking 
4.1.2. Benefits of using this Methodology 
4.1.3. The Role of the "Futurist" in the Creative Enterprise 

4.2. Signs of Change 

4.2.1. The Sign of Change 
4.2.2. Identification of the Signs of Change 
4.2.3. Interpretation of the Signs 

4.3. Types of Futures 

4.3.1. Journey to the Past 
4.3.2. The Four Types of Futures 
4.3.3. Application of the Future Thinking Methodology in the Workplace 

4.4. Future Forecasting 

4.4.1. Searching for Drivers 
4.4.2. How to Create a Forecast for the Future?
4.4.3. How to Design a Future Scenario?

4.5. Mental Stimulation Techniques 

4.5.1. Past, Future and Empathy 
4.5.2. Facts vs. Experience 
4.5.3. Alternative Routes 

4.6. Collaborative Forecasting 

4.6.1. The Future as a Game 
4.6.2. Future Wheel 
4.6.3. The Future from Different Approaches 

4.7. Epic Victories 

4.7.1. From Discovery to the Innovation Proposal 
4.7.2. The Epic Victory 
4.7.3. Fairness in the Game of the Future 

4.8. Preferred Futures 

4.8.1. The Preferred Future 
4.8.2. Techniques 
4.8.3. Working Backwards from the Future 

4.9. From Prediction to Action 

4.9.1. Images of the Future 
4.9.2. Artifacts of the Future 
4.9.3. Roadmap 

4.10. ODS. A Global and Multidisciplinary Vision of the Future ODS 

4.10.1. Sustainable Development as a Global Goal 
4.10.2. Human Management in Nature 
4.10.3. Social Sustainability 

Module 5. Consumer or User Management in Creative Businesses

5.1. The User in the Current Context 

5.1.1. Consumer Change in Recent Times 
5.1.2. The Importance of Research 
5.1.3. Trend Analysis 

5.2. Strategy with the Focus on the Individual 

5.2.1. Human Centric Strategy 
5.2.2. Keys and Benefits of Being Human Centric 
5.2.3. Success Stories 

5.3. Data on the Human Centric Strategy 

5.3.1. Data on the Human Centric Strategy 
5.3.2. The Value of the Data 
5.3.3. 360º View of the Customer 

5.4. Implementation of the Human Centric Strategy in the Creative Industry 

5.4.1. Transformation of Dispersed Information into Customer Knowledge 
5.4.2. Opportunity Analysis 
5.4.3. Maximization Strategies and Initiatives 

5.5. Human Centric Methodology

5.5.1. From Research to Prototyping 
5.5.2. Double Diamond Model: Process and Phases 
5.5.3. Tools 

5.6. Design Thinking 

5.6.1. Design Thinking 
5.6.2. Methodology 
5.6.3. The Techniques and Tools of Design Thinking 

5.7. Brand Positioning in the User's Mind 

5.7.1. Positioning Analysis 
5.7.2. Typology 
5.7.3. Methodology and Tools 

5.8. User Insights in Creative Businesses 

5.8.1. Insights and their Importance
5.8.2. Customer Journey and the Relevance of the Journey Map 
5.8.3. Research Techniques

5.9. User Profiling (Archetypes and Buyer Persona) 

5.9.1. Archetypes 
5.9.2. Buyer Persona 
5.9.3. Methodology of Analysis 

5.10. Research Resources and Techniques 

5.10.1. Techniques in Context 
5.10.2. Visualization and Creation Techniques 
5.10.3. Voice Contrast Techniques 

Module 6. Creative Branding: Communication and Management of Creative Brands

6.1. Brands and Branding 

6.1.1. The Brands 
6.1.2. The Evolution of Branding 
6.1.3. Positioning, Brand Personality, Notoriety 

6.2. Brand Building 

6.2.1. Marketing Mix 
6.2.2. Brand Architecture 
6.2.3. Brand Identity 

6.3. Brand Expression 

6.3.1. Graphic Identity 
6.3.2. Visual Expression 
6.3.3. Other Elements that Reflect the Brand 

6.4. Communication 

6.4.1. Focuses 
6.4.2. Brand Touchpoints 
6.4.3. Communication Techniques and Tools 

6.5. Branded Content 

6.5.1. From Brands to Entertainment Platforms 
6.5.2. The Rise of Branded Content 
6.5.3. Connecting with the Audience through Unique Storytelling 

6.6. Visual Storytelling 

6.6.1. Brand Analysis 
6.6.2. Creative Advertising Concepts 
6.6.3. The Creative Fan 

6.7. Customer Experience 

6.7.1. Customer Experience (CX) 
6.7.2. Customer Journey 
6.7.3. Brand Alignment and CX 

6.8. Strategic Planning 

6.8.1. Objectives 
6.8.2. Identification of Audiences and Insights 
6.8.3. Designing the Corporate Strategy 

6.9. Performance 

6.9.1. Briefing 
6.9.2. Tactics 
6.9.3. Production Plan 

6.10. Assessment 

6.10.1. What to Assess? 
6.10.2. How to Assess it? (Measuring Tools) 
6.10.3. Results Reports 

Module 7. Leadership and Innovation in Creative Industries

7.1. Creativity Applied to Industry 

7.1.1. Creative Expression 
7.1.2. Creative Resources 
7.1.3. Creative Techniques 

7.2. The New Innovative Culture 

7.2.1. The Context of the Innovation 
7.2.2. Why does Innovation Fail?
7.2.3. Academic Theories 

7.3. Innovation Dimensions and Levers 

7.3.1. The Plans or Dimensions of Innovation 
7.3.2. Attitudes for Innovation 
7.3.3. Intrapreneurship and Technology 

7.4. Constraints and Obstacles to Innovation in the Creative Industry 

7.4.1. Personal and Group Restrictions 
7.4.2. Social Constraints and Organizations 
7.4.3. Industrial and Technological Restrictions 

7.5. Closed Innovation and Open Innovation 

7.5.1. From Closed Innovation to Open Innovation 
7.5.2. Practical Classes to Implement Open Innovation 
7.5.3. Experiences of Open Innovation in Companies 

7.6. Innovative Business Models in Creative Industries 

7.6.1. Business Trends in the Creative Economy 
7.6.2. Study Cases 
7.6.3. Sector Revolution 

7.7. Leading and Managing an Innovation Strategy 

7.7.1. Boosting Adoption 
7.7.2. Leading the Process 
7.7.3. Portfolio Maps 

7.8. Financing Innovation 

7.8.1. CFO: Venture Capital Investor 
7.8.2. Dynamic Financing 
7.8.3. Response to the Challenges 

7.9. Hybridization: Innovating in the Creative Economy 

7.9.1. Intersection of Sectors 
7.9.2. Generation of Disruptive Solutions 
7.9.3. The Medici Effect 

7.10. New Creative and Innovative Ecosystems 

7.10.1. Generation of Innovative Environments 
7.10.2. Creativity as a Lifestyle 
7.10.3. Ecosystems 

Module 8. Digital Transformation in the Creative Industry 

8.1. Digital Future of the Creative Industry 

8.1.1. Digital Transformation 
8.1.2. Situation of the Sector and its Comparison 
8.1.3. Future Challenges 

8.2. Fourth Industrial Revolution 

8.2.1. Industrial Revolution 
8.2.2. Application 
8.2.3. Impacts 

8.3. Digital Enablers for Growth 

8.3.1. Operational Effectiveness, Acceleration and Improvement 
8.3.2. Continuous Digital Transformation 
8.3.3. Solutions and Services for the Creative Industries 

8.4. The Application of Big Data to the Enterprise 

8.4.1. Data Value
8.4.2. Data in Decision-Making
8.4.3. Data Driven Company 

8.5. Cognitive Technology 

8.5.1. AI and Digital Interaction 
8.5.2. IoT and Robotics 
8.5.3. Other Digital Training 

8.6. Uses and Applications of Blockchain Technology 

8.6.1. Blockchain 
8.6.2. Value for the Creative Industry Sector 
8.6.3. Transaction Versatility 

8.7. Omnichannel and Transmedia Development 

8.7.1. Impacts in the Sector 
8.7.2. Challenge Analysis
8.7.3. Evolution 

8.8. Entrepreneurship Ecosystems 

8.8.1. The Role of Innovation and Venture Capital 
8.8.2. The Start-up Ecosystem and the Agents that Comprise it 
8.8.3. How to Maximize the Relationship between the Creative Agent and the Start-up 

8.9. New Disruptive Business Models

8.9.1. Marketing-based (Platforms and Marketplaces) 
8.9.2. Service-based (freemium, Premium or Subscription models) 
8.9.3. Community-Based (from Crowdfunding, Social Networking or Blogging) 

8.10. Methodologies to Promote a Culture of Innovation in the Creative Industries 

8.10.1. Blue Ocean Innovation Strategy 
8.10.2. Lean Start-up Innovation Strategy 
8.10.3. Agile Innovation Strategy 

Module 9. New Digital Marketing Strategies

9.1. Technology and Audiences 

9.1.1. Digital Strategy and Differences between User Types 
9.1.2. Target Audience, Exclusionary Factors and Generations 
9.1.3. The Ideal Costumer Profile (ICP) and Buyer Persona 

9.2. Digital Analytics for Diagnostics 

9.2.1. Analytics prior to the Digital Strategy 
9.2.2. Moment 0 
9.2.3. KPIs and Metrics, Typologies, Classification according to Methodologies

9.3. E-Entertainment: The Impact of E-Commerce in the Entertainment Industry 

9.3.1. E-commerce, Typologies and Platforms
9.3.2. The Importance of Web Design: UX and UI 
9.3.3. Optimization of Online Space: Minimum Requirements 

9.4. Social Media and E-Influencer Marketing 

9.4.1. Impact and Evolution of Network Marketing 
9.4.2. Persuasion, Keys to Content and Viral Actions 
9.4.3. Planning Campaigns for Social Marketing and Influencer Marketing 

9.5. Mobile Marketing 

9.5.1. Mobile User 
9.5.2. Mobile Web and Apps 
9.5.3. Mobile Marketing Actions 

9.6. Advertising in Online Environments

9.6.1. Advertising in RRSS and Objectives of the Social Ads 
9.6.2. The Conversion Funnel or Purchase Funnel: Categories 
9.6.3. Social Ads Platforms 

9.7. The Inbound Marketing Methodology 

9.7.1. Social Selling, Key Pillars and Strategy 
9.7.2. The CRM Platform in a Digital Strategy 
9.7.3. Inbound Marketing or Attraction Marketing: Actions and SEO 

9.8. Automization of Marketing 

9.8.1. Email Marketing and Email Typology 
9.8.2. Email Marketing Automation, Applications, Platforms and Advantages
9.8.3. The Emergence of Bot & Chatbot Marketing: Typology and Platforms

9.9. Data Management Tools 

9.9.1. CRM in Digital Strategy, Typologies and Applications, Platforms and Trends
9.9.2. Big Data: Big Data, Business Analytics and Business Intelligence 
9.9.3. Big Data, Artificial Intelligence and Data Science 

9.10. Measuring Profitability 

9.10.1. ROI: the Definition of Return on Investment and ROI vs. ROAS 
9.10.2. ROI Optimization 
9.10.3. Key Metrics 

Module 10. Entrepreneurship in the Creative Industries

10.1. The Entrepreneurial Project 

10.1.1. Entrepreneurship, Types and Life Cycle 
10.1.2. Entrepreneur Profile 
10.1.3. Topics of Interest for Entrepreneurship 

10.2. Personal Leadership

10.2.1. Self-Knowledge 
10.2.2. Entrepreneurial Skills 
10.2.3. Development of Entrepreneurial Leadership Skills and Abilities 

10.3. Identification of Innovative and Entrepreneurial Opportunities 

10.3.1. Analysis of Megatrends and Competitive Forces 
10.3.2. Consumer Behavior and Demand Estimation 
10.3.3. Evaluation of Business Opportunities

10.4. Business Idea Generation in the Creative Industry 

10.4.1. Tools for the Generation of Ideas: Brainstorming, Mind Maps, Drawstorming, etc.
10.4.2. Value Proposition Design: Canvas, 5 W 
10.4.3. Development of the Value Proposition 

10.5. Prototyping and Validation 

10.5.1. Prototype Development 
10.5.2. Validation 
10.5.3. Prototyping Adjustments 

10.6. Business Model Design 

10.6.1. The Business Model 
10.6.2. Methodologies for the Creation of Business Models 
10.6.3. Business Model Design for Proposed Idea 

10.7. Team Leadership 

10.7.1. Team Profiles according to Temperaments and Personality 
10.7.2. Team Leadership Skills 
10.7.3. Teamwork Methods 

10.8. Cultural Markets 

10.8.1. Nature of Cultural Markets 
10.8.2. Types of Cultural Markets 
10.8.3. Identification of Local Cultural Markets

10.9. Marketing Plan and Personal Branding 

10.9.1. Projection of the Personal and Entrepreneurial Project 
10.9.2. Short- and Medium-Term Strategic Plan 
10.9.3. Variables for Measuring Success 

10.10. Sales Pitch 

10.10.1. Project Presentation for Investors 
10.10.2. Development of Attractive Presentations 
10.10.3. Development of Effective Communication Skills

Module 11. Leadership, Ethics and Social Responsibility in Companies

11.1. Globalization and Governance 

11.1.1. Governance and Corporate Governance
11.1.2. The Fundamentals of Corporate Governance in Companies  
11.1.3. The Role of the Board of Directors in the Corporate Governance Framework 

11.2. Leadership 

11.2.1. Leadership. A Conceptual Approach
11.2.2. Leadership in Companies 
11.2.3. The Importance of Leaders in Business Management 

11.3. Cross-Cultural Management 

11.3.1. Concept of Cross-Cultural Management  
11.3.2. Contributions to the Knowledge of National Cultures 
11.3.3. Diversity Management 

11.4. Management and Leadership Development 

11.4.1. Concept of Management Development 
11.4.2. Concept of Leadership  
11.4.3. Leadership Theories  
11.4.4. Leadership Styles  
11.4.5. Intelligence in Leadership 
11.4.6. The Challenges of Today's Leader 

11.5. Business Ethics 

11.5.1. Ethics and Morality  
11.5.2. Business Ethics  
11.5.3. Leadership and Ethics in Companies 

11.6. Sustainability 

11.6.1. Sustainability and Sustainable Development 
11.6.2. The 2030 Agenda  
11.6.3. Sustainable Companies 

11.7. Corporate Social Responsibility 

11.7.1. International Dimensions of Corporate Social Responsibility 
11.7.2. Implementing Corporate Social Responsibility 
11.7.3. The Impact and Measurement of Corporate Social Responsibility 

11.8. Responsible Management Systems and Tools 

11.8.1. CSR: Corporate Social Responsibility 
11.8.2. Essential Aspects for Implementing a Responsible Management Strategy 
11.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
11.8.4. Tools and Standards of CSR 

11.9. Multinationals and Human Rights 

11.9.1. Globalization, Multinational Corporations and Human Rights 
11.9.2. Multinational Corporations and International Law 
11.9.3. Legal Instruments for Multinationals in the Field of Human Rights 

11.10. Legal Environment and Corporate Governance 

11.10.1. International Rules on Importation and Exportation  
11.10.2. Intellectual and Industrial Property 
11.10.3. International Labor Law

Module 12. People and Talent Management

12.1. Strategic People Management 

12.1.1. Strategic Human Resources Management 
12.1.2. Strategic People Management 

12.2. Human Resources Management by Competencies 

12.2.1. Analysis of the Potential  
12.2.2. Remuneration Policy  
12.2.3. Career/Succession Planning 

12.3. Performance Evaluation and Performance Management 

12.3.1. Performance Management  
12.3.2. Performance Management: Objectives and Process 

12.4. Innovation in Talent and People Management 

12.4.1. Strategic Talent Management Models 
12.4.2. Talent Identification, Training and Development  
12.4.3. Loyalty and Retention  
12.4.4. Proactivity and Innovation 

12.5. Motivation 

12.5.1. The Nature of Motivation  
12.5.2. Expectations Theory  
12.5.3. Needs Theory  
12.5.4. Motivation and Financial Compensation 

12.6. Developing High Performance Teams 

12.6.1. High-Performance Teams: Self-Managing Teams 
12.6.2. Methodologies for Managing High Performance Self-Managed Teams 

12.7. Change Management 

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

12.8. Negotiation and Conflict Management 

12.8.1. Negotiation  
12.8.2. Conflict Management  
12.8.3. Crisis Management 

12.9. Executive Communication 

12.9.1. Internal and External Communication in the Business Environment  
12.9.2. Communication Departments  
12.9.3. The Head of Communication of the Company. The Profile of the Dircom 

12.10. Productivity, Attraction, Retention and Activation of Talent 

12.10.1. Productivity  
12.10.2. Talent Attraction and Retention Levers 

Module 13. Economic and Financial Management

13.1. Economic Environment 

13.1.1. Macroeconomic Environment and the National Financial System  
13.1.2. Financial Institutions  
13.1.3. Financial Markets  
13.1.4. Financial Assets  
13.1.5. Other Financial Sector Entities 

13.2. Executive Accounting  

13.2.1. Basic Concepts  
13.2.2. The Company's Assets  
13.2.3. The Company's Liabilities  
13.2.4. The Company's Net Worth  
13.2.5. The Income Statement  

13.3. Information Systems and Business Intelligence  

13.3.1. Fundamentals and Classification  
13.3.2. Cost Allocation Phases and Methods
13.3.3. Choice of Cost Center and Impact 

13.4. Budget and Management Control 

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

13.5. Financial Management 

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

13.6. Financial Planning 

13.6.1. Definition of Financial Planning 
13.6.2. Actions to Be Taken in Financial Planning  
13.6.3. Creation and Establishment of the Business Strategy  
13.6.4. The Cash Flow Chart  
13.6.5. The Working Capital Chart  

13.7. Corporate Financial Strategy 

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

13.8. Strategic Financing 

13.8.1. Self-financing  
13.8.2. Increase in Shareholder's Equity  
13.8.3. Hybrid Resources  
13.8.4. Financing through Intermediaries 

13.9. Financial Analysis and Planning 

13.9.1. Analysis of the Balance Sheet  
13.9.2. Analysis of the Income Statement 
13.9.3. Profitability Analysis  

13.10. Analyzing and Solving Cases/Problems  

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

Module 14. Executive Management

14.1. General Management 

14.1.1. The Concept of General Management 
14.1.2. The Role of the CEO 
14.1.3. The CEO and their Responsibilities 
14.1.4. Transforming the Work of Management

14.2. Manager Functions: Organizational Culture and Approaches 

14.2.1. Manager Functions: Organizational Culture and Approaches 

14.3. Operations Management 

14.3.1. The Importance of Management 
14.3.2. Value Chain  
14.3.3. Quality Management 

14.4. Public Speaking and Spokesperson Education

14.4.1. Interpersonal Communication 
14.4.2. Communication Skills and Influence 
14.4.3. Communication Barriers 

14.5. Personal and Organizational Communication Tools 

14.5.1. Interpersonal Communication  
14.5.2. Interpersonal Communication Tools  
14.5.3. Communication in the Organization 
14.5.4. Tools in the Organization  

14.6. Communication in Crisis Situations  

14.6.1. Crisis  
14.6.2. Phases of the Crisis  
14.6.3. Messages: Contents and Moments 

14.7. Preparation of a Crisis Plan 

14.7.1. Analysis of Possible Problems  
14.7.2. Planning  
14.7.3. Adequacy of Personnel  

14.8. Emotional Intelligence 

14.8.1. Emotional Intelligence and Communication 
14.8.2. Assertiveness, Empathy, and Active Listening 
14.8.3. Self- Esteem and Emotional Communication 

14.9. Personal Branding  

14.9.1. Strategies for Personal Brand Development  
14.9.2. Personal Branding Laws  
14.9.3. Tools for Creating Personal Brands  

14.10. Leadership and Team Management 

14.10.1. Leadership and Leadership Styles  
14.10.2. Leadership Skills and Challenges 
14.10.3. Managing Change Processes 
14.10.4. Managing Multicultural Teams 

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