The Metaverse represents a horizon, where digital connectivity becomes a powerful tool to improve our lives in surprising ways. What are you waiting for to enroll?”

Why study at TECH?

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

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. TECHhas 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’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: 

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.  

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 the most rigorous and up-to-date case studies in the academic community”

The content of this Advanced master’s degree in Senior Management of Communication Companies will cover a wide range of strategic and specialized topics, designed to provide professionals with a deep and updated knowledge of the sector. 
Therefore, fundamental topics such as the strategic management of corporate communication, media planning, the creation and execution of effective campaigns, as well as the analysis of relevant data and metrics will be addressed. In addition, we will delve into essential aspects of leadership and team management in the specific context of the communication industry. 

Ethical and legal aspects of communication, as well as understanding audiences and crisis management, will be some of the aspects you will delve into in this study plan.”

Syllabus

The Advanced master’s degree in Senior Management of Communication Companies of TECH Global University is an intensive program that prepares students to face challenges and business 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 this study, students will analyze a multitude of practical cases through individual work, achieving a high quality learning that can be applied, later, to their daily practice. It is, therefore, an authentic immersion in real business situations.

This program deals in depth with the main areas of the communication and company and is designed for managers to understand business management from a strategic, international and innovative perspective. 

A plan designed for students, focused on their professional improvement and that prepares them to achieve excellence in the field of communication and business management. A program that understands their needs and those of their company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide them with the skills to solve critical situations in a creative and efficient way.

This program takes place over 24 months and is divided into 20 modules:  

Módulo 1. Leadership, Ethics and Social Responsibility in Companies 
Módulo 2. Strategic Management and Executive Management 
Módulo 3. People and Talent Management  
Módulo 4. Economic and Financial Management 
Módulo 5. Operations and Logistics Management   
Módulo 6. Information Systems Management  
Módulo 7. Commercial Management, Strategic Marketing and Corporate Communications   
Módulo 8. Market Research, Advertising and Commercial Management 
Módulo 9. Innovation and Project Management 
Módulo 10. Executive  Management   
Módulo 11. Management and Leadership  
Módulo 12. Business Strategy   
Módulo 13. Organization, Management and Corporate Policies 
Módulo 14. Communication Company Management  
Módulo 15. Strategic and Corporate Communication 
Módulo 16. Communication Methods 
Módulo 17. Social Media 
Módulo 18. Information Product Management  
Módulo 19. Market and Communication Environments  
Módulo 20. Market and Customer Management

Where, When and How is it Taught?

TECH offers the possibility of developing this Advanced Master's Degree in Senior Management of Communication Companies completely online. Throughout the 24 months of the educational program, the students will be able to access all the contents of this program at any time, allowing them to self-manage their study time. 

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

Module 1. Leadership, Ethics and Social Responsibility in Companies

1.1. Globalization and Governance

1.1.1. Governance and Corporate Governance
1.1.2. The Fundamentals of Corporate Governance in Companies
1.1.3. The Role of the Board of Directors in  the Corporate Governance Framework

1.2. Leadership

1.2.1. Leadership A Conceptual Approach
1.2.2. Leadership in Companies
1.2.3. The Importance of Leaders in Business Management

1.3. Cross Cultural Management

1.3.1. Cross Cultural Management Concept
1.3.2. Contributions to the Knowledge of National Cultures
1.3.3. Diversity Management

1.4. Management and Leadership Development

1.4.1. Concept of Management Development
1.4.2. Concept of Leadership
1.4.3. Leadership Theories
1.4.4. Leadership Styles
1.4.5. Intelligence in Leadership
1.4.6. The Challenges of Today's Leader

1.5. Business Ethics

1.5.1. Ethics and Morality
1.5.2. Business Ethics
1.5.3. Leadership and Ethics in Companies

1.6. Sustainability

1.6.1. Sustainability and Sustainable Development
1.6.2. The 2030 Agenda
1.6.3. Sustainable Companies

1.7. Corporate Social Responsibility

1.7.1. International Dimensions of Corporate Social Responsibility
1.7.2. Implementing Corporate Social Responsibility
1.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

1.8.1. CSR: Corporate Social Responsibility
1.8.2. Essential Aspects for Implementing a Responsible Management Strategy
1.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
1.8.4. CSR Tools and Standards

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Companies and Human Rights
1.9.2. Multinational Companies vs. International Law
1.9.3. Legal Instruments for Multinationals in the Area of Human Rights

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. International Labor Law

Module 2. Strategic Management and Executive Management 

2.1. Organizational Analysis and Design

2.1.1. Conceptual Framework
2.1.2. Key Elements in Organizational Design
2.1.3. Basic Organizational Models
2.1.4. Organizational Design: Typology

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Growth Strategies: Typology
2.2.3. Conceptual Framework

2.3. Strategic Planning and Strategy Formulation

2.3.1. Conceptual Framework
2.3.2. Elements of Strategic Planning
2.3.3. Strategy Formulation: Strategic Planning Process

2.4. Strategic Thinking

2.4.1. The Company as a System
2.4.2. Organization Concept

2.5. Financial Diagnosis

2.5.1. Concept of Financial Diagnosis
2.5.2. Stages of Financial Diagnosis
2.5.3. Assessment Methods for Financial Diagnosis

2.6. Planning and Strategy

2.6.1. The Plan from a Strategy
2.6.2. Strategic Positioning
2.6.3. Strategy in Companies

2.7. Strategy Models and Patterns

2.7.1. Conceptual Framework
2.7.2. Strategic Models
2.7.3. Strategic Patterns: The Five P´s of Strategy

2.8. Competitive Strategy

2.8.1. The Competitive Advantage
2.8.2. Choosing a Competitive Strategy
2.8.3. Strategies based on the Strategic Clock Model
2.8.4. Types of Strategies According to the Industrial Sector Life Cycle

2.9. Strategic Management

2.9.1. The Concept of Strategy
2.9.2. The Process of Strategic Management
2.9.3. Approaches in Strategic Management

2.10. Strategy Implementation

2.10.1. Indicator Systems and Process Approach
2.10.2. Strategic Map
2.10.3. Strategic Alignment

2.11. Executive Management

2.11.1. Conceptual Framework of Executive Management
2.11.2. Executive Management The Role of the Board of Directors and Corporate Management Tools

2.12. Strategic Communication

2.12.1. Interpersonal Communication
2.12.2. Communication Skills and Influence
2.12.3. Internal Communication
2.12.4. Barriers to Business Communication

Module 3. People and Talent Management 

3.1. Organizational Behavior

3.1.1. Organizational Behavior Conceptual Framework
3.1.2. Main Factors of Organizational Behavior

3.2. People in Organizations

3.2.1. Quality of Work Life and Psychological Well-Being
3.2.2. Work Teams and Meeting Management
3.2.3. Coaching and Team Management
3.2.4. Managing Equality and Diversity

3.3. Strategic People Management

3.3.1. Strategic Human Resources Management
3.3.2. Strategic People Management

3.4. Evolution of Resources An Integrated Vision

3.4.1. The Importance of HR
3.4.2. A New Environment for People Management and Leadership
3.4.3. Strategic HR Management

3.5. Selection, Group Dynamics and HR Recruitment

3.5.1. Approach to Recruitment and Selection
3.5.2. Recruitment
3.5.3. The Selection Process

3.6. Human Resources Management by Competencies

3.6.1. Analysis of the Potential
3.6.2. Remuneration Policy
3.6.3. Career/Succession Planning

3.7. Performance Evaluation and Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Training Management

3.8.1. Learning Theories
3.8.2. Talent Detection and Retention
3.8.3. Gamification and Talent Management
3.8.4. Training and Professional Obsolescence

3.9. Talent Management

3.9.1. Keys for Positive Management
3.9.2. Conceptual Origin of Talent and its Implication in the Company
3.9.3. Map of Talent in the Organization
3.9.4. Cost and Added Value

3.10. Innovation in Talent and People Management

3.10.1. Strategic Talent Management Models
3.10.2. Identification, Training and Development of Talent
3.10.3. Loyalty and Retention
3.10.4. Proactivity and Innovation

3.11. Motivation

3.11.1. The Nature of Motivation
3.11.2. Expectations Theory
3.11.3. Needs Theory
3.11.4. Motivation and Financial Compensation

3.12. Employer Branding

3.12.1. Employer Branding in HR
3.12.2. Personal Branding for HR Professionals

3.13. Developing High Performance Teams 

3.13.1. High-Performance Teams: Self-Managed Teams 
3.13.2. Methodologies for the Management of High Performance Self-Managed Teams

3.14. Management Skills Development

3.14.1. What are Manager Competencies?
3.14.2. Elements of Competencies
3.14.3. Knowledge
3.14.4. Management Skills
3.14.5. Attitudes and Values in Managers
3.14.6. Managerial Skills

3.15. Time Management

3.15.1. Benefits
3.15.2. What Can be the Causes of Poor Time Management?
3.15.3. Time
3.15.4. Time Illusions
3.15.5. Attention and Memory
3.15.6. State of Mind
3.15.7. Time Management
3.15.8. Being Proactive
3.15.9. Be Clear About the Objective
3.15.10. Order
3.15.11. Planning

3.16. Change Management

3.16.1. Change Management
3.16.2. Type of Change Management Processes
3.16.3. Stages or Phases in the Change Management Process

3.17. Negotiation and Conflict Management

3.17.1. Negotiation
3.17.2. Conflict Management
3.17.3. Crisis Management

3.18. Executive Communication

3.18.1. Internal and External Communication in the Corporate Environment
3.18.2. Communication Departments
3.18.3. The Person in Charge of Communication of the Company The Profile of the Dircom

3.19. Human Resources Managementand PRL Teams

3.19.1. Management of Human Resources and Teams
3.19.2. Prevention of Occupational Hazards

3.20. Productivity, Attraction, Retention and Activation of Talent

3.20.1. Productivity
3.20.2. Talent Attraction and Retention Levers

3.21. Monetary Compensation Vs. Non-Cash

3.21.1. Monetary Compensation Vs. Non-Cash
3.21.2. Wage Band Models
3.21.3. Non-cash Compensation Models
3.21.4. Working Model
3.21.5. Corporate Community
3.21.6. Company Image
3.21.7. Emotional Salary

3.22. Innovation in Talent and People Management II

3.22.1. Innovation in Organizations
3.22.2. New Challenges in the Human Resources Department
3.22.3. Innovation Management    
3.22.4. Tools for Innovation

3.23. Knowledge and Talent Management

3.23.1. Knowledge and Talent Management
3.23.2. Knowledge Management Implementation

3.24. Transforming Human Resources in the Digital Era

3.24.1. The Socioeconomic Context
3.24.2. New Forms of Corporate Organization
3.24.3. New Methodologies

Module 4. Economic and Financial Management 

4.1. Economic Environment

4.1.1. Macroeconomic Environment and the National Financial System
4.1.2. Financial Institutions
4.1.3. Financial Markets
4.1.4. Financial Assets
4.1.5. Other Financial Sector Entities

4.2. Company Financing

4.2.1. Sources of Financing
4.2.2. Types of Financing Costs

4.3. Executive Accounting

4.3.1. Basic Concepts
4.3.2. The Company's Assets
4.3.3. The Company's Liabilities
4.3.4. The Company's Net Worth
4.3.5. The Income Statement

4.4. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. The Capital Budget
4.6.3. The Operating Budget
4.6.4. Treasury Budget
4.6.5. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Necessary Working Capital
4.7.2. Calculation of Operating Cash Requirements
4.7.3. Credit Management

4.8. Corporate Tax Responsibility

4.8.1. Basic Tax Concepts
4.8.2. Corporate Income Tax
4.8.3. Value Added Tax
4.8.4. Other Taxes Related to Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the of the State

4.9. Corporate Control Systems

4.9.1. Analysis of Financial Statements
4.9.2. The Company's Balance Sheet
4.9.3. The Profit and Loss Statement
4.9.4. The Statement of Cash Flows
4.9.5. Ratio Analysis

4.10. Financial Management

4.10.1. The Company's Financial Decisions
4.10.2. Financial Department
4.10.3. Cash Surpluses
4.10.4. Risks Associated with Financial Management
4.10.5. Financial Administration Risk Management

4.11. Financial Planning

4.11.1. Definition of Financial Planning
4.11.2. Actions to be Taken in Financial Planning
4.11.3. Creation and Establishment of the Business Strategy
4.11.4. The Cash Flow Table
4.11.5. The Working Capital Table

4.12. Corporate Financial Strategy

4.12.1. Corporate Strategy and Sources of Financing
4.12.2. Financial Products for Corporate Financing

4.13. Macroeconomic Context

4.13.1. Macroeconomic Context
4.13.2. Relevant Economic Indicators
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes
4.13.4. Economic Cycles

4.14. Strategic Financing

4.14.1. Self-Financing
4.14.2. Increase in Equity
4.14.3. Hybrid Resources
4.14.4. Financing Through Intermediaries

4.15. Money and Capital Markets

4.15.1. The Money Market
4.15.2. The Fixed Income Market
4.15.3. The Equity Market
4.15.4. The Foreign Exchange Market
4.15.5. The Derivatives Market

4.16. Financial Analysis and Planning

4.16.1.  Analysis of the Balance Sheet
4.16.2. Analysis of the Income Statement
4.16.3. Profitability Analysis

4.17. Analyzing and Solving Cases/Problems

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

Module 5. Operations and Logistics Management

5.1. Operations Direction and Management

5.1.1. The Role of Operations
5.1.2. The Impact of Operations on the Management of Companies
5.1.3. Introduction to Operations Strategy
5.1.4. Operations Management

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Logistics Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO, etc)

5.3.1. Production System
5.3.2. Production Strategy
5.3.3. Inventory Management System
5.3.4. Production Indicators

5.4. Structure and Types of Procurement

5.4.1. Function of Procurement
5.4.2. Procurement Management
5.4.3. Types of Purchases
5.4.4. Efficient Purchasing Management of a Company
5.4.5. Stages of the Purchase Decision Process

5.5. Economic Control of Purchasing

5.5.1. Economic Influence of Purchases
5.5.2. Cost Centers
5.5.3. Budget
5.5.4. Budgeting vs. Actual Expenditure
5.5.5. Budgetary Control Tools

5.6. Warehouse Operations Control

5.6.1. Inventory Control
5.6.2. Location Systems
5.6.3. Stock Management Techniques
5.6.4. Storage Systems

5.7. Strategic Purchasing Management

5.7.1. Business Strategy
5.7.2. Strategic Planning
5.7.3. Purchasing Strategies

5.8. Typologies of the Supply Chain (SCM)

5.8.1. Supply Chain
5.8.2. Benefits of Supply Chain Management
5.8.3. Logistical Management in the Supply Chain

5.9. Supply Chain Management

5.9.1. The Concept of Management of the Supply Chain (SCM)
5.9.2.  Costs and Efficiency of the Operations Chain
5.9.3. Demand Patterns
5.9.4. Operations Strategy and Change

5.10. Interactions Between the SCM and All Other Departments

5.10.1. Interaction of the Supply Chain
5.10.2. Interaction of the Supply Chain Integration by Parts
5.10.3. Supply Chain Integration Issues
5.10.4. Supply Chain

5.11. Logistics Costs

5.11.1. Logistics Costs
5.11.2. Problems with Logistics Costs
5.11.3. Optimizing Logistic Costs

5.12. Profitability and Efficiency of Logistics Chains: KPIS

5.12.1. Logistics Chain
5.12.2. Profitability and Efficiency of the Logistics Chain
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain

5.13. Process Management

5.13.1. Process Management
5.13.2. Process-Based Approach: Process Mapping
5.13.3. Improvements in Process Management

5.14. Distribution and Transportation and Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support for Logistics

5.15. Logistics and Customers

5.15.1. Demand Analysis
5.15.2. Demand and Sales Forecast
5.15.3. Sales and Operations Planning
5.15.4. Participatory Planning, Forecasting and and Replenishment Planning (CPFR)

5.16. International Logistics

5.16.1. Export and Import Processes
5.16.2. Customs
5.16.3. Methods and Means of International Payment
5.16.4. International Logistics Platforms

5.17. Outsourcing of Operations

5.17.1. Operations Management and Outsourcing
5.17.2. Outsourcing Implementation in Logistics Environments

5.18. Competitiveness in Operations

5.18.1. Operations Management
5.18.2. Operational Competitiveness
5.18.3. Operations Strategy and Competitive Advantages

5.19. Quality Management

5.19.1. Internal and External Customers
5.19.2. Quality Costs
5.19.3. Ongoing Improvement and the Deming Philosophy

Module 6. Information Systems Management

6.1. Technological Environment

6.1.1. Technology and Globalization
6.1.2. Economic Environment and Technology
6.1.3. Technological Environment and its Impact on Companies

6.2. Information Systems in Companies

6.2.1. The Evolution of the IT Model
6.2.2. Organization and IT Departments
6.2.3. Information Technology and Economic Environment

6.3. Corporate Strategy and Technology Strategy

6.3.1. Creating Value for Customers and Shareholders
6.3.2. Strategic IS/IT Decisions
6.3.3. Corporate Strategy vs Technological and Digital Strategy

6.4. Information Systems Management

6.4.1. Corporate Governance of Technology and Information Systems
6.4.2. Management of Information Systems in Companies
6.4.3. Expert Managers in Information Systems: Roles and Functions

6.5. Information Technology Strategic Planning

6.5.1. Information Systems and Organization Strategy
6.5.2. Strategic Planning of Information Systems
6.5.3. Phases of Information Systems Strategic Planning

6.6. Information Systems for Decision-Making

6.6.1. Business Intelligence
6.6.2. Data Warehouse
6.6.3. BSC or Balanced Scorecard

6.7. Exploring the Information

6.7.1. SQL: Relational Databases Basic Concepts
6.7.2. Networks and Communications
6.7.3. Operational System: Standardized Data Models
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6.7.5. Strategic DB Analysis and Report Composition

6.8. Enterprise Business Intelligence

6.8.1. The World of Data
6.8.2. Relevant Concepts
6.8.3. Main Characteristics
6.8.4. Solutions in Today's Market
6.8.5. Overall Architecture of a BI Solution
6.8.6. Cybersecurity in BI and Data Science

6.9. New Business Concept

6.9.1. Why BI
6.9.2. Obtaining Information
6.9.3. BI in the Different Departments of the Company
6.9.4. Reasons to Invest in BI

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool?
6.10.2. Microsoft Power BI, MicroStrategy y Tableau
6.10.3. SAP BI, SAS BI and Qlikview
6.10.4. Prometheus

6.11. BI Project Planning and Management

6.11.1. First Steps to Define a BI Project
6.11.2. BI Solution for the Company
6.11.3. Requirements and Objectives

6.12. Corporate Management Applications

6.12.1. Information Systems and Corporate Management
6.12.2. Applications for Corporate Management
6.12.3. Enterpise Resource Planning Systems or ERP

6.13. Digital Transformation

6.13.1. Conceptual Framework of Digital Transformation
6.13.2. Digital Transformation: Key Elements, Benefits and Drawbacks
6.13.3. Digital Transformation in Companies

6.14. Technology and Trends

6.14.1. Main Trends in the Field of Technology that are Changing Business Models
6.14.2. Analysis of the Main Emerging Technologies

6.15. IT Outsourcing

6.15.1. Conceptual Framework of Outsourcing
6.15.2. IT Outsourcing and its Impact on the Business
6.15.3. Keys to Implement Corporate IT Outsourcing Projects

Module 7. Commercial Management, Strategic Marketing and Corporate Communication

7.1. Commercial Management

7.1.1. Conceptual Framework of Commercial Management
7.1.2. Business Strategy and Planning
7.1.3. The Role of Sales Managers

7.2. Marketing

7.2.1. The Concept of Marketing
7.2.2. The Basic Elements of Marketing
7.2.3. Marketing Activities in Companies

7.3. Strategic Marketing Management

7.3.1. The Concept of Strategic Marketing
7.3.2. Concept of Strategic Marketing Planning
7.3.3. Stages in the Process of Strategic Marketing Planning

7.4. Digital Marketing and E-Commerce

7.4.1. Digital Marketing and E-Commerce Objectives
7.4.2. Digital Marketing and Media Used
7.4.3. E-Commerce General Context
7.4.4. Categories of E-Commerce
7.4.5. Advantages and Disadvantages of E-commerce Versus Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
7.5.2. Design and Creation of a Digital Marketing Plan
7.5.3. ROI Analysis in a Digital Marketing Plan

7.6. Digital Marketing to Reinforce a Brand

7.6.1. Online Strategies to Improve Your Brand's Reputation
7.6.2. Branded Content and Storytelling

7.7. Digital Marketing Strategy

7.7.1. Defining the Digital Marketing Strategy
7.7.2. Digital Marketing Strategy Tools

7.8. Digital Marketing to Attract and Retain Customers

7.8.1. Loyalty and Engagement Strategies Through the Internet
7.8.2. Visitor Relationship Management
7.8.3. Hypersegmentation

7.9. Managing Digital Campaigns

7.9.1. What is a Digital Advertising Campaign?
7.9.2. Steps to Launch an Online Marketing Campaign
7.9.3. Mistakes in Digital Advertising Campaigns

7.10. Online Marketing Plan

7.10.1. What is an Online Marketing Plan?
7.10.2. Steps to Create an Online Marketing Plan
7.10.3. Advantages of Having an Online Marketing Plan

7.11. Blended Marketing

7.11.1. What is Blended Marketing?
7.11.2. Differences Between Online and Offline Marketing
7.11.3. Aspects to be Taken into Account in the Blended Marketing Strategy
7.11.4. Features of a Blended Marketing Strategy
7.11.5. Recommendations in Blended Marketing
7.11.6. Benefits of Blended Marketing

7.12. Sales Strategy

7.12.1. Sales Strategy
7.12.2. Sales Methods

7.13. Corporate Communication

7.13.1. Concept
7.13.2. The Importance of Communication in the Organization
7.13.3. Type of Communication in the Organization
7.13.4. Functions of Communication in the Organization
7.13.5. Elements of Communication
7.13.6. Communication Problems
7.13.7. Communication Scenarios

7.14. Corporate Communication Strategy

7.14.1. Motivation, Social Action, Participation and Training Programs with HR
7.14.2. Internal Communication Tools and Supports
7.14.3. Internal Communication Plan

7.15. Digital Communication and Reputation

7.15.1. Online Reputation
7.15.2. How to Measure Digital Reputation?
7.15.3. Online Reputation Tools
7.15.4. Online Reputation Report
7.15.5. Online Branding

Module 8. Market Research, Advertising and Commercial Management

8.1. Market Research

8.1.1. Market Research: Historical Origin
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research
8.1.3. Key Elements and Value Contribution of Market Research

8.2. Quantitative Research Methods and Techniques

8.2.1. Sample Size
8.2.2. Sampling
8.2.3. Types of Quantitative Techniques

8.3. Qualitative Research Methods and Techniques

8.3.1. Types of Qualitative Research
8.3.2. Qualitative Research Techniques

8.4. Market Segmentation

8.4.1. Market Segmentation Concept
8.4.2. Utility and Segmentation Requirements
8.4.3. Consumer Market Segmentation
8.4.4. Industrial Market Segmentation
8.4.5. Segmentation Strategies
8.4.6. Segmentation Based on Marketing Mix Criteria
8.4.7. Market Segmentation Methodology

8.5. Research Project Management

8.5.1. Market Research as a Process
8.5.2. Planning Stages in Market Research
8.5.3. Stages of Market Research Implementation
8.5.4. Managing a Research Project

8.6. International Market Research

8.6.1. International Market Research
8.6.2. International Market Research Process
8.6.3. The Importance of Secondary Sources in International Market Research

8.7. Feasibility Studies

8.7.1. Concept and Usefulness
8.7.2. Outline of a Feasibility Study
8.7.3. Development of a Feasibility Study

8.8. Publicity

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising: Principles, Briefing Concept and Positioning
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.8.4. Importance of Advertising in Business
8.8.5. Advertising Trends and Challenges

8.9. Developing the Marketing Plan

8.9.1. Marketing Plan Concept
8.9.2. Situation Analysis and Diagnosis
8.9.3. Strategic Marketing Decisions
8.9.4. Operational Marketing Decisions

8.10. Promotion and Merchandising Strategies

8.10.1. Integrated Marketing Communication
8.10.2. Advertising Communication Plan
8.10.3. Merchandising as a Communication Technique

8.11. Media Planning

8.11.1. Origin and Evolution of Media Planning
8.11.2. Media
8.11.3. Media Plan

8.12. Fundamentals of Commercial Management

8.12.1. The Role of Commercial Management
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.12.3. Commercial Planning Systems of the Company
8.12.4. Main Competitive Strategies

8.13. Commercial Negotiation

8.13.1. Commercial Negotiation
8.13.2. Psychological Issues in Negotiation
8.13.3. Main Negotiation Methods
8.13.4. The Negotiation Process

8.14. Decision-Making in Commercial Management

8.14.1. Commercial Strategy and Competitive Strategy
8.14.2. Decision Making Models
8.14.3. Decision-Making Analytics and Tools
8.14.4. Human Behavior in Decision Making

8.15. Leadership and Management of the Sales Network

8.15.1. Sales Management Sales Management
8.15.2. Networks Serving Commercial Activity
8.15.3. Salesperson Recruitment and Training Policies
8.15.4. Remuneration Systems for Own and External Commercial Networks
8.15.5. Management of the Commercial Process Control and Assistance to the Work of the Sales Representatives Based on the Information

8.16. Implementing the Commercial Function

8.16.1. Recruitment of Own Sales Representatives and Sales Agents
8.16.2. Controlling Commercial Activity
8.16.3. The Code of Ethics of Sales Personnel
8.16.4. Compliance with Legislation
8.16.5. Generally Accepted Standards of Business Conduct

8.17. Key Account Management

8.17.1. Concept of Key Account Management
8.17.2. The Key Account Manager
8.17.3. Key Account Management Strategy

8.18. Financial and Budgetary Management

8.18.1. The Break-Even Point
8.18.2. The Sales Budget Control of Management and of the Annual Sales Plan
8.18.3. Financial Impact of Strategic Sales Decisions
8.18.4. Cycle Management, Turnover, Profitability and Liquidity
8.18.5. Income Statement

Module 9. Innovation and Project Management

9.1. Innovation

9.1.1. Introduction to Innovation
9.1.2. Innovation in the Entrepreneurial Ecosystem
9.1.3. Instruments and Tools for the Business Innovation Process

9.2. Innovation Strategy

9.2.1. Strategic Intelligence and Innovation
9.2.2. Innovation from Strategy

9.3. Project Management for Startups

9.3.1. Startup Concept
9.3.2. Lean Startup Philosophy
9.3.3. Stages of Startup Development
9.3.4. The Role of a Project Manager in a Startup

9.4. Business Model Design and Validation

9.4.1. Conceptual Framework of a Business Model
9.4.2. Business Model Design and Validation

9.5. Project Management

9.5.1. Project Management and Direction: Identification of Opportunities to Develop Corporate Innovation Projects
9.5.2. Main stages or Phases in the Direction and Management of Innovation Projects

9.6. Project Change Management: Training Management

9.6.1. Concept of Change Management
9.6.2. The Change Management Process
9.6.3. Change Implementation

9.7. Project Communication Management

9.7.1. Project Communications Management
9.7.2. Key Concepts for Project Communications Management
9.7.3. Emerging Trends
9.7.4. Adaptations to Equipment
9.7.5. Planning Communications Management
9.7.6. Manage Communications
9.7.7. Monitoring Communications

9.8. Traditional and Innovative Methodologies

9.8.1. Innovative Methodologies
9.8.2. Basic Principles of Scrum
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies

9.9. Creation of a Startup

9.3.1. Creation of a Startup
9.3.2. Organization and Culture
9.3.3. Top Ten Reasons Why Startups Fail
9.3.4. Legal Aspects

9.10. Project Risk Management Planning

9.10.1. Risk Planning
9.10.2. Elements for Creating a Risk Management Plan
9.10.3. Tools for Creating a Risk Management Plan
9.10.4. Content of the Risk Management Plan

Module 10. Executive  Management

10.1. General Management

10.1.1. The Concept of General Management
10.1.2. The General Manager's Action
10.1.3. The CEO and their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Manager Functions: Organizational Culture and Approaches

10.2.1. Manager Functions: Organizational Culture and Approaches

10.3. Operations Management

10.3.1. The Importance of Management
10.3.2. Value Chain
10.3.3. Quality Management

10.4. Public Speaking and Spokesperson Education

10.4.1. Interpersonal Communication
10.4.2. Communication Skills and Influence
10.4.3. Communication Barriers

10.5. Personal and Organizational Communications Tools

10.5.1. Interpersonal Communication
10.5.2. Interpersonal Communication Tools
10.5.3. Communication in the Organization
10.5.4. Tools in the Organization

10.6. Communication in Crisis Situations

10.6.1. Crisis
10.6.2. Phases of the Crisis
10.6.3. Messages: Contents and Moments

10.7. Preparation of a Crisis Plan

10.7.1. Analysis of Possible Problems
10.7.2. Planning
10.7.3. Adequacy of Personnel

10.8. Emotional Intelligence

10.8.1. Emotional Intelligence and Communication
10.8.2. Assertiveness, Empathy, and Active Listening
10.8.3. Self-Esteem and Emotional Communication

10.9. Personal Branding

10.9.1. Strategies for Personal Brand Development
10.9.2. Personal Branding Laws
10.9.3. Tools for Creating Personal Brands

10.10. Leadership and Team Management

10.10.1. Leadership and Leadership Styles
10.10.2. Leader Capabilities and Challenges
10.10.3. Managing Change Processes
10.10.4. Managing Multicultural Teams

Module 11. Management and Leadership

11.1. General Management

11.1.1. The Concept of General Management
11.1.2. The Role of the Director
11.1.3. The General Manager and its Functions
11.1.4. Transforming the Work of Management

11.2. Management and Leadership Development

11.2.1. Concept of Management Development
11.2.2. Concept of Leadership
11.2.3. Leadership Theories
11.2.4. Leadership Styles
11.2.5. Intelligence in Leadership
11.2.6. The Challenges of Today's Leader

11.3. Negotiation

11.3.1. Intercultural Negotiation
11.3.2. Negotiation Focuses
11.3.3. Effective Negotiation Techniques
11.3.4. Restructuring

11.4. Human Resources Management by Competencies

11.4.1. Analysis of the Potential
11.4.2. Remuneration Policy
11.4.3. Career/Succession Planning

11.5. Talent Management and Commitment

11.5.1. Keys for Positive Management
11.5.2. Talent Map of the Organization
11.5.3. Cost and Added Value

11.6. Innovation in Talent and People Management

11.6.1. Strategic Talent Management Models
11.6.2. Identification, Training and Development of Talent
11.6.3. Loyalty and Retention
11.6.4. Proactivity and Innovation

11.7. Developing High Performance Teams

11.7.1. Personal Factors and Motivation for Successful Work
11.7.2. Integrating a High Performance Team
11.7.3. People and Business Change and Development Projects
11.7.4. Financial Keys for HR: Business and People

11.8. Motivation

11.8.1. The Nature of Motivation
11.8.2. Expectations Theory
11.8.3. Needs Theory
11.8.4. Motivation and Financial Compensation

11.9. Organizational Changes

11.9.1. The Transformation Process
11.9.2. Anticipation and Action
11.9.3. Organizational Learning
11.9.4. Resistance to Change

11.10. Financial Diagnosis

11.10.1. Concept of Financial Diagnosis
11.10.2. Stages of Financial Diagnosis
11.10.3. Assessment Methods for Financial Diagnosis

Module 12. Business Strategy

12.1. Strategic Management

12.1.1. The Concept of Strategy
12.1.2. The Process of Strategic Management
12.1.3. Approaches in Strategic Management

12.2. Planning and Strategy

12.2.1. The Plan in a Strategy
12.2.2. Strategic Positioning
12.2.3. Strategy in Companies
12.2.4. Planning

12.3. Strategy Implementation

12.3.1. Indicator Systems and Process Approach
12.3.2. Strategic Map
12.3.3. Differentiation and Alignment

12.4. Corporate Strategy

12.4.1. The Concept of Corporate Strategy
12.4.2. Types of Corporate Strategies
12.4.3. Corporate Strategy Definition Tools

12.5. Digital Strategy

12.5.1. Technology Strategy and its Impact on Digital Innovation
12.5.2. Strategic Planning of Information Technologies
12.5.3. Strategy and The Internet

12.6. Corporate Strategy and Technology Strategy

12.6.1. Creating Value for Customers and Shareholders
12.6.2. Strategic IS/IT Decisions
12.6.3. Corporate Strategy vs Technology and Digital Strategy

12.7. Competitive Strategy

12.7.1. The Concept of Competitive Strategy
12.7.2. Competitive Advantage
12.7.3. Choosing a Competitive Strategy
12.7.4. Strategies according to the Strategic Clock Model 
12.7.5. Types of Strategies According to the Industrial Sector Life Cycle

12.8. Marketing Strategy Dimensions

12.8.1. Marketing Strategies
12.8.2. Types of Marketing Strategies

12.9. Sales Strategy

12.9.1. Sales Methods
12.9.2. Acquisition Strategies
12.9.3. Service Strategies

12.10. Social Business

12.10.1. Web 2.0 Strategic Vision and its Challenges
12.10.2. Convergence Opportunities and ICT Trends
12.10.3. How to Monetize Web 2.0 and Social Media
12.10.4. Mobility and Digital Business

Module 13. Organization, Management and Corporate Policies

13.1. Organizational Structure 

13.1.1. Main Coordination Mechanisms 
13.1.2. Departments and Organization Charts 
13.1.3. Authority and Responsibility 
13.1.4. Empowerment 

13.2. Organizational Design  

13.2.1. Organizational Design Concept 
13.2.2. Organizational Structure 
13.2.3. Types of Organizational Designs  

13.3. Strategic Human Resources Management 

13.3.1. Job Design, Recruitment, and Selection 
13.3.2. Training and Career Development 
13.3.3. The Strategic Approach from People Management 
13.3.4. Design and Implementation of Personnel Policies and Practices 

13.4. Financial Management 

13.4.1. Sector Opportunities and Threats 
13.4.2. The Concept of Value and Value Chain 
13.4.3. Scenario Analysis, Decision-Making and Contingency Planning 

13.5. Fundamentals of Commercial Management 

13.5.1. Internal and External Analysis SWOT Analysis  
13.5.2. Sector and Competitive Analysis 
13.5.3. CANVAS Model 

13.6. Product Management 

13.6.1. Product Classifications 
13.6.2. Differentiation 
13.6.3. The Design 
13.6.4. Luxury 
13.6.5. Environmental Issues  

13.7. Pricing Principles 

13.7.1. Introduction to Pricing 
13.7.2. Stages in Pricing 

13.8. Distribution Channel Management 

13.8.1. Concept and Functions of Commercial Distribution  
13.8.2. Design and Management of Distribution Channels 

13.9. Advertising Communication 

13.9.1. Integrated Marketing Communication 
13.9.2. Advertising Communication Plan 
13.9.3. Merchandising as a Communication Technique 

13.10. E-Commerce  

13.10.1. Introduction to E-Commerce 
13.10.2. Differences between Traditional Commerce and E-Commerce 
13.10.3. Technological E-Commerce Platforms 

Module 14. Communication Company Management 

14.1. The Industries of Communication

14.1.1. Mediamorphosis
14.1.2. Digital Transformation
14.1.3. Cybermedia

14.2. Legal and Economic Structure of Communication Enterprises

14.2.1. Individual Entrepreneur
14.2.2. Trading Companies
14.2.3. Media Conglomerates

14.3. Structure, Administration and Challenges of Management

14.3.1. Departmental Structure in Communication Management
14.3.2. Current Trends in Management Models
14.3.3. Integration of Intangibles
14.3.4. Communication Department Challenges

14.4. Strategic Analysis and Competitiveness Factors

14.4.1. Analysis of the Competitive Environment
14.4.2. Competitiveness Determinants

14.5. The Importance of Marketing in Communication Companies

14.5.1. Marketing Strategies in Traditional Media
14.5.2. Impact of Social Networks on the Media Agenda

14.6. Strategic Thinking and Systems

14.6.1. The Company as a System
14.6.2. Strategic Thinking Derived from Corporate Culture
14.6.3. The Strategic Approach From a People Management Perspective

14.7. Branding

14.7.1. The Brand and Their Functions
14.7.2. Brand Creation (Branding)
14.7.3. Brand Architecture

14.8. Creative Strategy Formulation

14.8.1. Explore Alternative Strategies
14.8.2. Counter briefing or Creative Briefing
14.8.3. Branding and Positioning

14.9. Design of a Crisis Manual/Crisis Communication Plan

14.9.1. Preventing the Crisis
14.9.2. Managing Crisis Communication
14.9.3. Recovering from the Crisis

Module 15. Strategic and Corporate Communication

15.1. Communication in Organizations  

15.1.1. Organizations, People and Society 
15.1.2. Historical Evolution of Organizational Behavior 
15.1.3. Bidirectional Communication 

15.2. Trends in Business Communication 

15.2.1. Generation and Distribution of Corporate Content 
15.2.2. Business Communication on the Web 2.0 
15.2.3. Implementation of Metrics in the Communication Process 

15.3. Integral Communication Plans 

15.3.1. Audit and Diagnosis 
15.3.2. Elaboration of Communication Plan 
15.3.3. Measurement of Results: KPIs and ROI 

15.4. Internal Communication 

15.3.1. Motivation, Social Action, Participation and Training Programs with HR
15.3.2. Internal Communication Tools and Supports 
15.3.3. Internal Communication Plan 

15.5. External Communication 

15.5.1. External Communication Actions 
15.5.2. The Need for Communication Offices 

15.6. Reputation Management  

15.6.1. Corporative Reputation Management 
15.6.2. Focus on Brand Reputation 
15.6.3. Leadership Reputation Management 

15.7. Digital Communication and Reputation 

15.7.1. Online Reputation Report 
15.7.2. Netiquette and Good Practices on Social Media 
15.7.3. Branding and Networking 2.0 

15.8. Communication in Crisis Situations 

15.8.1. Definition and Types of Crisis 
15.8.2. Phases of the Crisis 
15.8.3. Messages: Contents and Moments 

15.9. Lobbies and Pressure Groups 

15.9.1. Opinion Groups and Their Actions in Businesses and Institutions 
15.9.2. Institutional Relations and Lobbying 
15.9.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media 

15.10. Corporate Brand Strategy 

15.10.1. Public Image and Stakeholders 
15.10.2. Corporate Branding Strategy and Management 
15.10.3. Corporate Communication Strategy in Line With Brand Identity 

Module 16. Communication Methods

16.1. Introduction to the Media

16.1.1. What is the Media?
16.1.2. Media Characteristics
16.1.3. Media Utility

16.2. Press

16.2.1. Introduction and Brief History of the Media
16.2.2. Main Features
16.2.3. From Paper to Digital

16.3. Radio

16.3.1. Introduction and Brief History of the Media
16.3.2. Main Features

16.4. Television

16.4.1. Introduction and Brief History of the Media
16.4.2. Traditional Television
16.4.3. New Forms of Television Consumption

16.5. Social Networks as a Means of Communication

16.5.1. The Network as a New Communication Environment
16.5.2. Communicative Possibilities of Social Networks

16.6. New Platforms and Devices

16.6.1. A Multi-Screen Environment
16.6.2. Second Television Screens
16.6.3. The Multitasker Consumer

16.7. Glocalization

16.7.1. Local Media
16.7.2. Proximity Journalism

16.8. Media Effects

16.8.1. Efficiency of Commercial and Advertising Communication
16.8.2. Theories on the Effects of the Media
16.8.3. Social and Co-Creation Models

16.9. Media Convergence

16.9.1. A New Media Ecosystem
16.9.2. Convergence Culture

16.10. User-Generated Content

16.10.1. From Consumer to Prosumer
16.10.2. Participatory Culture
16.10.3. Collective Intelligence

Module 17. Social Media

17.1. Web 2.0

17.1.1. Organization in the Age of Conversation
17.1.2. Web 2.0 is all about People
17.1.3. New Environments, New Content

17.2. Social Media Strategies

17.2.1. Corporate Communication Plan 2.0
17.2.2. Corporate PR and Social Media
17.2.3. Analysis and Evaluation of Results

17.3. Social Media Plan

17.3.1. Designing a Social Media Plan
17.3.2. Defining the Strategy to be Applied in Each Media
17.3.3. Contingency Protocol in Case of Crisis

17.4. Approach to Network Positioning: SEO and SEM

17.4.1. Introduction to SEO and SEM
17.4.2. How Search Engines Work
17.4.3. User Behavior

17.5. General, Professional, and Microblogging Platforms

17.5.1. Facebook
17.5.2. LinkedIn
17.5.3. Google+
17.5.4. Twitter

17.6. Video, Image, and Mobility Platforms

17.6.1. YouTube
17.6.2. Instagram
17.6.3. Flickr
17.6.4. Vimeo
17.6.5. Pinterest

17.7. Corporate Blogging

17.7.1. How to Create a Blog
17.7.2. Content Marketing Strategy
17.7.3. How to Create a Content Plan for your Blog
17.7.4. Content Curation Strategy

17.8. Online Marketing Plan

17.8.1. Online Research
17.8.2. Creating an Online Marketing Plan
17.8.3. Configuration and Activation
17.8.4. Launch and Management

17.9. Community Management:

17.9.1. Functions, Duties, and Responsibilities of the Community Manager
17.9.2. Social Media Manager
17.9.3. Social Media Strategist

17.10. Web Analytics and Social Media

17.10.1. Setting Objectives and KPIs
17.10.2. Digital Marketing ROI
17.10.3. Viewing and Interpreting Dashboards

Module 18. Information Product Management

18.1. Information Product Definition

18.1.1. Concept
18.1.2. Features
18.1.3. Types

18.2. Information Product Development Process

18.2.1. Phases of Information Production
18.2.2. Agenda Setting

18.3. Strategies for Launching New Information Products

18.3.1. Tangible Strategies
18.3.2. Intangible Strategies
18.3.3. Product Portfolio Strategy

18.4. Competitor Strategy Study

18.4.1. Benchmarking
18.4.2. Types of Benchmarking
18.4.3. Advantages

18.5. Information Product Portfolio Innovation Process

18.5.1. Transmedia Narratives
18.5.2. Fan Phenomenon

18.6. Innovation in Strategic Positioning

18.6.1. Gamification
18.6.2. New Narrative World

18.7. Journalistic Documentation

18.7.1. Essential Guides to Cultural Journalism Documentation
18.7.2. Historical Documentation
18.7.3. Current Documentation
18.7.4. The Raging News

18.8. Designing and Planning an Online Reputation Plan

18.8.1. Brand Reputation Plan
18.8.2. General Metrics, ROI, and Social CRM
18.8.3. Online Crisis and Reputational SEO

18.9. The Importance of Communication in Today's Organizations

18.9.1. Mechanisms and Systems for Communication with the Media
18.9.2. Errors in Organizational Communication

18.10. Inbound Marketing

18.10.1. Effective Inbound Marketing
18.10.2. The Benefits of Inbound Marketing
18.10.3. Measuring the Success of Inbound Marketing

Module 19. Market and Communication Environments

19.1. Company's Macro-Environment 

19.1.1. Concept of Macro-Environment 
19.1.2. Macro-Environment Variables 

19.2. Company's Micro-Environment 

19.2.1. Approach to the Concept of Micro-Environment 
19.2.2. Actors in the Micro-Environment 

19.3. New Competitive Environment 

19.3.1. Technological Innovation and Economic Impact 
19.3.2. Knowledge Society 
19.3.3. The New Consumer Profile 

19.4. Knowing the Market and Consumer  

19.4.1. Open Innovation 
19.4.2. Competitive Intelligence 
19.4.3. Competitive Economy   

19.5. The Market and Audiences 

19.5.1. Profile of Media Users 
19.5.2. Audience Fragmentation 

19.6. Developing the Marketing Plan 

19.6.1. Marketing Plan Concept 
19.6.2. Situation Analysis and Diagnosis 
19.6.3. Strategic Marketing Decisions 
19.6.4. Operating Marketing Decisions 

19.7. Market Segmentation   

19.7.1. Market Segmentation Concept  
19.7.2. Utility and Segmentation Requirements  
19.7.3. Consumer Market Segmentation  
19.7.4. Industrial Market Segmentation  
19.7.5. Segmentation Strategies  
19.7.6. Segmentation Based on Marketing Mix Criteria  

19.8. Competitive Positioning   

19.8.1. Positioning Concept on the Market 
19.8.2. The Positioning Process 

19.9. Commercial Segmentation 

19.9.1. Analysis of Distribution Channels, Sales Areas and Products 
19.9.2. Preparing Commercial Areas 
19.9.3. Implementing the Visiting Plan 

19.10. Corporate Social Responsibility 

19.10.1. Social Commitment 
19.10.2. Sustainable Organizations  
19.10.3. Business Ethics 

Module 20. Market and Customer Management

20.1. Marketing Management

20.1.1. The Concept of Marketing Management
20.1.2. New Trends Marketing
20.1.3. A New Marketplace: Consumer and Business Capabilities
20.1.4. Holistic MK Orientation
20.1.5. Update on the 4Ps of Marketing
20.1.6. Marketing Management Tasks

20.2. Relationship Marketing

20.2.1. Concept of Marketing Relations
20.2.2. The Customer as an Asset of the Company
20.2.3. CRM as a Relationship Marketing Tool

20.3. Data Base Marketing

20.3.1. Data Base Marketing Applications
20.3.2. Information Sources

20.4. Types of Buying Behavior

20.4.1. The Process in Purchasing Decisions
20.4.2. The Stages in the Buying Process
20.4.3. Types of Buying Behavior
20.4.4. Features of the Types of Buying Behaviour

20.5. The Loyalty Process

20.5.1. In-depth Knowledge of the Client
20.5.2. Loyalty Process
20.5.3. The Value of the Customer

20.6. Selection of Target Customers- CRM

20.6.1. Designing an E-CRM
20.6.2. Orientation towards the Consumer
20.6.3. 1 to 1 Planning

20.7. Research Project Management

20.7.1. Information Analysis Tools
20.7.2. Developing an Expectation Management Plan
20.7.3. Assessing the Feasibility of Projects

20.8. Online Market Research

20.8.1. Quantitative Research Tools in Online Markets
20.8.2. Dynamic Qualitative Customer Research Tools

20.9. Study of Traditional Audiences

20.9.1. Audience Measurement Origin Basic Concepts
20.9.2. How are Traditional Audiences Measured?
20.9.3. EGM and Kantar Media

20.10. Internet Audience Studies

20.10.1. The Social Audience
20.10.2. Measuring Social Impact: Tuitele

You will cover crisis management, strategic communication planning, media trend analysis and informed decision making in a dynamic business environment.”