Training that will elevate your skills to the highest professional level, with up-to-date information on the latest business techniques and approaches"

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 puts all its resources at the student's disposal which 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. 

Show the world your talent after completing this program. 

Multicultural Context

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

TECH students represent more than 200 different nationalities. 

Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their 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 Re-learning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.      

Economy of Scale

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

At TECH you will have access to Harvard Business School case studies" 

This academic program will cover a wide variety of content, designed to provide professionals with an in-depth and up-to-date understanding of the digital landscape. Key topics will include social media Marketing strategies, data analysis and key metrics, online community management, creative content development and engagement strategies, as well as online reputation management and crisis resolution. In addition, the program usually covers aspects related to leadership and team management in digital environments, ethics and responsibility in the use of social networks. 

You will delve into advanced digital marketing strategies, emerging trends in social media and innovative approaches to engaging and building online communities” 

Syllabus

TECH Global University's Advanced master’s degree in Senior Management in Social Media and Community Management is an intensive program that prepares students to face business challenges and decisions internationally. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments.   

Throughout 3,600 hours of study, students will analyze a multitude of practical cases through individual work, achieving high quality learning that can be applied to their daily practice. It is, therefore, an authentic immersion in real business situations.    

This program deals in depth with the main fundamentals of Senior Management in Social Media and Community Managementand 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 social networks and Community Management. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the competencies to solve critical situations in a creative and efficient way.

This program is developed over 2 years and is divided into 20 modules: 

Module 1 Leadership, Ethics and Social Responsibility in Companies
Module 2 Strategic Managementand Executive Management 
Module 3 People and Talent Management
Module 4 Economic and Financial Management
Module 5 Operations and Logistics Management
Module 6 Information Systems Management
Module 7 Commercial Management, Strategic Marketing and Corporate Communications
Module 8 Market Research, Advertising and Commercial Management
Module 9 Innovation and Project Management
Module 10 Executive  Management
Module 11 Fundamentals of Communication in the Digital Environment   
Module 12 Social Media and Community Management   
Module 13 Creativity in Communication  
Module 14 Strategic Marketing 
Module 15 Research in Digital Media
Module 16 Creative Advertising I: Writing 
Module 17 Creative Advertising II: Art Management 
Module 18 The Fundamentals of Graphic Design 
Module 19 Corporate Identity 
Module 20 Public Opinion

Where, When and How is it Taught?

TECH offers the possibility of developing this Advanced master’s degree in Senior Management in Social Media and Community Management completely online. During the 2 years of the program, students will be able to access all the contents in this program at any time, which will allow them to manage their own study time. 

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 Knowledgeof 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. Multinationalsand Human Rights 

1.9.1. Globalization, Multinational Companiesand 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: Typologies 

2.2. Corporate Strategy 

2.2.1. Competitive Corporate Strategy
2.2.2. Types of Growth Strategies
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 for Business Communication

Module 3. People and Talent Management 

3.1. Organizational Behavior 

3.1.1. Organizational BehaviorConceptual 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 ResourcesAn 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 Compliance 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 Talentand 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 Conflicts 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 Communicationof 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. From General Accountingto 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  
4.6.5. Treasury Budget  
4.6.6. Budget Monitoring  

4.7. Treasury Management 

4.7.1. Accounting Working Capital and Necessary Working Capital 
4.7.2. Calculation of Operating Requirementsof Funds 
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 Commercialwith the Mercantile Activity  
4.8.5. The Company as a Facilitator of the Work of the of the State

4.9. Systems of Controlof Enterprises 

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 Takenin Financial Planning 
4.11.3. Creation and Establishmentof 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 andSources 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 Monitoring 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. Analysis and Resolutionof 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. Supply Chain Costs and Efficiency
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 Problems 

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 Efficiencyof the Logistics Chain
5.12.3. Indicators of Profitability and Efficiencyof 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 Transportationand Logistics

5.14.1. Distribution in the Supply Chain 
5.14.2. Transportation Logistics 
5.14.3. Geographic Information Systemsas a Support to 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 andand 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 and Technologies in the Enterprise 

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 Systemsin Companies 
6.4.3. Expert Managers in Information Systems: Roles and Functions 

6.5. Information Technology Strategic Planning

6.5.1. Information Systems and Corporate 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 and 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. Enterprise Resource Planning or ERP Systems 

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. Basic Elements of Marketing
7.2.3. Marketing Activities of the Company

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 the 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 anOnline 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. Characteristics 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     Components of Communication
7.13.6    Communication Problems
7.13.7    Communication Scenarios

7.14. Corporate Communication Strategy 

7.14.1. Motivational Programs, Social Action, Participation and Training 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. Marketing 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, Concept of Briefing 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: 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

9.9.1. Creation of a Startup 
9.9.2. Organization and Culture
9.9.3. Top Ten Reasons Why Startups Fail 
9.9.4. 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 to Develop Personal Branding 
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. Fundamentals of Communication in the Digital Environment

11.1. Web 2.0 or the Social Web   

11.1.1. Organization in the Age of Conversation.   
11.1.2. Web 2.0 Is All About People.   
11.1.3. Digital Environment and New Communication Formats   

11.2. Digital Communication and Reputation

11.2.1. Online Reputation Report 
11.2.2. Etiquette and Best Practices in Social Networking 
11.2.3. Branding and 2.0 Networks 

11.3. Online Reputation Plan Design and Planning 

11.3.1. Overview of the Main Social Media 
11.3.2. Brand Reputation Plan 
11.3.3. General Metrics, ROI, and Social CRM 
11.3.4. Online Crisis and Reputational SEO 

11.4. General, Professional, and Microblogging Platforms 

11.4.1. Facebook 
11.4.2. LinkedIn 
11.4.3. Google+ 
11.4.4. Twitter 

11.5. Video, Image, and Mobility Platforms 

11.5.1. YouTube 
11.5.2. Instagram 
11.5.3. Flickr 
11.5.4. Vimeo 
11.5.5. Pinterest 

11.6. Content and Storytelling Strategy 

11.6.1. Corporate Blogging 
11.6.2. Content Marketing Strategy 
11.6.3. Creating a Content Plan 
11.6.4. Content Curation Strategy 

11.7. Social Media Strategies 

11.7.1. Corporate PR and Social Media 
11.7.2. Defining the Strategy to Be Followed in Each Media 
11.7.3. Analysis and Evaluation of Results 

11.8. Community Administration 

11.8.1. Roles, Tasks and Responsibilities of the Community Administration 
11.8.2. Social Media Manager 
11.8.3. Social Media Strategist 

11.9. Social Media Plan 

11.9.1. Designing a Social Media Plan 
11.9.2. Schedule, Budget, Expectations and Follow-up 
11.9.3. Contingency Protocol in Case of Crisis 

11.10. Online Monitoring Tools 

11.10.1. Management Tools and Desktop Applications 
11.10.2. Monitoring and Research Tools

Module 12. Integrated Marketing Communication

13.1. To Create is to Think 

13.1.1. The Art of Thinking 
13.1.2. Creative Thinking and Creativity 
13.1.3. Thought and Brain 
13.1.4. The Lines of Research on Creativity: Systematization 

13.2. Nature of the Creative Process 

13.2.1. Nature of Creativity 
13.2.2. Notion of Creativity: Creation and Creativity 
13.2.3. The Creation of Ideas for Persuasive Communication 
13.2.4. Nature of the Creative Process in Advertising 

13.3 The Invention 

13.3.1. Evolution and Historical Analysis of the Creation Process 
13.3.2. Nature of the Classical Canon of Inventio 
13.3.3. The Classical View of Inspiration in the Origin of Ideas 
13.3.4. Invention, Inspiration, Persuasion 

13.4. Rhetoric and Persuasive Communication 

13.4.1. Rhetoric and Advertising 
13.4.2. The Rhetorical Parts of Persuasive Communication 
13.4.3. Rhetorical Figures 
13.4.4. Rhetorical Laws and Functions of Advertising Language 

13.5. Creative Behavior and Personality 

13.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
13.5.2. Creative Behavior and Motivation 
13.5.3. Perception and Creative Thinking 
13.5.4. Elements of Creativity 

13.6. Creative Skills and Abilities 

13.6.1. Thinking Systems and Models of Creative Intelligence 
13.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford 
13.6.3. Interaction Between Factors and Intellectual Capabilities 
13.6.4. Creative Skills 
13.6.5. Creative Capabilities 

13.7. The Phases of the Creative Process 

13.7.1. Creativity as a Process 
13.7.2. The Phases of the Creative Process 
13.7.3. The Phases of the Creative Process in Advertising 

13.8. Troubleshooting 

13.8.1. Creativity and Problem Solving 
13.8.2. Perceptual Blocks and Emotional Blocks 
13.8.3. Invention Methodology:
Programs and Creative Methods 

13.9. The Methods of Creative Thinking 

13.9.1. The Brainstorming as a Model for the Creation of Ideas 
13.9.2. Vertical Thinking and Lateral Thinking 
13.9.3. Invention Methodology: Programs and Creative Methods 

13.10. Creativity and Advertising Communication 

13.10.1. The Creative Process as a Specific Product of Advertising Communication 
13.10.2. Nature of the Creative Process in Advertising: Creativity and Process of Advertising Creation 
13.10.3. Methodological Principles and Effects of Advertising Creation 
13.10.4. Advertising Creation: From Problem to Solution 
13.10.5. Creativity and Persuasive Communication 

Module 14. Strategic Marketing

14.1. Marketing Management 
14.2. Role of Strategic Marketing 
14.3. Dimensions of Marketing Strategy 
14.4. New Product Strategy Development 
14.5. Price-Setting Policies 
14.6. Promotion and Merchandising Strategies 
14.7. Distribution, Expansion, and Intermediation Strategies 
14.8. Development of the Marketing Plan

Module 15. Digital Media Research  

15.1. The Scientific Method and its Techniques 

15.1.1. Introduction 
15.1.2. The Scientific Method and its Techniques 
15.1.3. Scientific Method and Methodological Techniques 
15.1.4. Research Design and Phases 
15.1.5. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing 
15.1.6. Research Approaches and Perspectives

15.2. Methodology I 

15.2.1. Introduction 
15.2.2. Measurable Aspects: The Quantitative Method 
15.2.3. Quantitative Techniques 
15.2.4. Types of Surveys 
15.2.5. Questionnaire Preparation and Presentation of Results 

15.3. II Methodology 

15.3.1. Introduction 
15.3.2. Measurable Aspects: The Qualitative Method 
15.3.3. Qualitative Techniques 
15.3.4. Individual Interviews and their Typology 
15.3.5. The Group Interview and its Variables: Discussion Groups 
15.3.6. Other Conversational Techniques: Philips 66, Brainstorming, Delphi, Participatory Intervention Nuclei, Problem and Solution Tree 
15.3.7. Participatory – Action Research 

15.4. III Methodology 

15.4.1. Introduction 
15.4.2. Revealing Behaviors and Communicative Interactions:Observation and its Variants 
15.4.3. Observation as a Scientific Method 
15.4.4. The Procedure: Planning a of a Systematic Observation 
15.4.5. Different Types of Observation 
15.4.6. Online Observation: Virtual Ethnography 

15.5. IV Methodology 

15.5.1. Introduction 
15.5.2. Revealing the Content of Messages: Content and Discourse Analysis 
15.5.3. Introduction to Quantitative Content Analysis 
15.5.4. Sample Selection and Category Design 
15.5.5. Data Processing 
15.5.6. Critical Discourse Analysis 
15.5.7. Other Techniques for the Analysis of Media Texts 

15.6. Techniques for Collecting Digital Data 

15.6.1. Introduction 
15.6.2. Know the Reactions: Experiment in Communication 
15.6.3. Introduction to Experiments 
15.6.4. What is an Experiment in Communication 
15.6.5. Experimentation and its Types 
15.6.6. The Practical Design of the Experiment 

15.7. Techniques for Organizing Digital Data 

15.7.1. Introduction 
15.7.2. Digital Information 
15.7.3. Problems and Methodological Proposals 
15.7.4. The Online Press: Characteristics and Approach to its Analysis 

15.8. Participatory Instrumental Services 

15.8.1. Introduction 
15.8.2. Internet as an Object of Study: Criteria for Evaluating the Quality and Reliability of Content 
15.8.3. Internet as an Object of Study 
15.8.4. Criteria for Evaluating the Quality and Reliability of Content on the Internet 

15.9. Internet Quality as a Source: Validation and Confirmation Strategies 

15.9.1. Introduction 
15.9.2. Research on the Internet and Digital Platforms 
15.9.3. Searching and Browsing in the Online Environment 
15.9.4. Approach to Digital Formats Research: Blogs 
15.9.5. Approach to Social Network Research Methods 
15.9.6. Hyperlink Research 

15.10. Dissemination of Research Activity 

15.10.1. Introduction 
15.10.2. Research Trends in Communication 
15.10.3. Introduction to the Contemporary Environment of Research in Communication 
15.10.4. The Readaptation of the Classic Objects of Communication Research 
15.10.5. The Emergence of Classical Research Objects 
15.10.6. Towards Interdisciplinarity and Methodological Hybridization 

Module 16. Creative Advertising I: Writing

16.1. Writing Concept 

16.1.1. Writing and Editing 
16.1.2 Writing and Thinking 
16.1.3 Writing and Order 

16.2. Fundamentals of Copywriting 

16.2.1. Correction 
16.2.2. Adaptation 
16.2.3. Efficiency 

16.3. Characteristics of Copywriting 

16.3.1. Nominalization 
16.3.2. Destructuring 
16.3.3. Expressive Concentration 

16.4. Text and Image 

16.4.1. From Text to Image 
16.4.2. Text Functions 
16.4.3. Image Functions 
16.4.4. Relationship Between Text and Imaging 

16.5. Brand and Slogan 

16.5.1. The Brand 
16.5.2. Brand Characteristics 
16.5.3. The Slogan 

16.6. Direct Advertising: The Letter 

16.6.1. The Brochure 
16.6.2. The Catalogue 
16.6.3. Other Annexes 

16.7. Press Advertising: The Large Format Advertisement 

16.7.1. Newspapers and Magazines 
16.7.2. Superstructure 
16.7.3. Formal Characteristics 
16.7.4. Editorial Characteristics 

16.8. Press Advertising Other Formats 

16.8.1. Word Advertisements 
16.8.2. Superstructure 
16.8.3. The Claim 
16.8.4. Superstructure 

16.9. Outdoor Advertising 

16.9.1. Formats 
16.9.2. Formal Characteristics 
16.9.3. Editorial Characteristics 

16.10. Radio Advertising 

16.10.1. Radio Language 
16.10.2. The Radio Spot 
16.10.3. Superstructure 
16.10.4. Wedge Types 
16.10.5. Formal Characteristics 

16.11. Audiovisual Advertising 

16.11.1. The Image 
16.11.2. The Text 
16.11.3. Music and Sound Effects 
16.11.4. Advertising Formats 
16.11.5. The Script 
16.11.6. Storyboard 

Module 17. Creative Advertising II: Art Management

17.1. Subjects and Object of Advertising Graphic Design 

17.1.1. Related Professional Profiles 
17.1.2. Academic Context and Competencies 
17.1.3. Advertiser and Agency 

17.2. Creative Direction and Creative Idea 

17.2.1. Creative Process 
17.2.2. Types of Creative Processes 
17.2.3. Art Direction and Formal Idea 

17.3. The Role of the Art Director 

17.3.1. What is Art Direction? 
17.3.2. How Art Direction Works? 
17.3.3. The Creative Team 
17.3.4. The Role of the Art Director 

17.4. Fundamentals of Advertising Graphic Design 

17.4.1. Design Concepts and Design Standards 
17.4.2. Trends and Styles 
17.4.3. Design Thinking, Process and Management 
17.4.4. Scientific Metaphor 

17.5. Methodology of Advertising Graphics 

17.5.1. Graphic Creativity 
17.5.2. Design Process 
17.5.3. Communication and Aesthetics 

17.6. Graphic Strategy 

17.6.1. Apprehension Form 
17.6.2. Graphic Message 
17.6.3. Aesthetic State 

17.7. Graphic Architecture 

17.7.1. Typometry 
17.7.2. Graphic Spaces 
17.7.3. Reticle 
17.7.4. Pagination Standards 
17.8. Final Arts 
17.8.1. Final Arts 
17.8.2. Processes 
17.8.3. Systems 

17.9. Creation of Advertising Graphic Supports

17.9.1. Publigraphy 
17.9.2. Organizational Visual Image (OVI) 

17.10. Graphic Advertisements 

17.10.1. Packaging 
17.10.2. Websites 
17.10.3. Corporate Image in Web Pages 

Module 18. Fundamentals of Graphic Design

18.1. Introduction to Graphic Design 

18.1.1. What Is Graphic Design? 
18.1.2. Graphic Design Functions 
18.1.3. Areas of Action in Graphic Design 
18.1.3. The Value of Graphic Design 

18.2. Graphic Design as a Professional Activity 

18.2.1. Influence of Technology on the Development of the Profession 
18.2.2. What is the Role of the Graphic Designer? 
18.2.3. Professional Fields 
18.2.4. The Designer as a Citizen 

18.3. Basic Elements 

18.3.1. Point 
18.3.2. Line 
18.3.3. The Shape 
18.3.4. Texture 
18.3.5. The Space 

18.4. Formal Elements 

18.4.1. Contrast 
18.4.2. The Balance 
18.4.3. The Proportion 
18.4.4. Rhythm 
18.4.5. Harmony 
18.4.6. The Movement 
18.4.7. Unit 

18.5. Graphic Design References of the 20th and 21st Centuries 

18.5.1. Graphic Designers who have made a Mark in History 
18.5.2. Most Influential Designers 
18.5.3. Graphic Designers Today 
18.5.4. Visual References 

18.6. Posters 

18.6.1. Advertising Poster 
18.6.2. Functions 
18.6.3. 19th Century Posters 
18.6.4. Visual References 

18.7. Graphic Style 

18.7.1. Iconic Language and Mass Culture 
18.7.2. Graphic Design and Its Relationship with Art 
18.7.3. Own Graphic Style 
18.7.4. Design Isn’t a Profession, It’s a Lifestyle 

18.8. From the Streets to the Office

18.8.1. Design as the Latest Avant-Garde 
18.8.2. Street Art 
18.8.3. Street Art Applied to Advertising 
18.8.4. Street Art and Brand Image 

18.9. Most Used Digital Tools 

18.9.1. Adobe Lightroom 
18.9.2. Adobe Photoshop 
18.9.3. Adobe Illustrator 
18.9.4. Adobe InDesign 
18.9.5. Corel Draw 

18.10 Starting a Design Project 

18.10.1. Briefing 
18.10.2. Definition 
18.10.3. Justification 
18.10.4. Implications 
18.10.5. Objectives 
18.10.6. Methodology 

Module 19. Corporate Identity

19.1. The Importance of Image in Businesses 

19.1.1. What is Corporate Image? 
19.1.2. Differences between Corporate Identity and Corporate Image 
19.1.3. Where can the Corporate Image be Manifested? 
19.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image? 

19.2. Research Techniques in Corporate Image 

19.2.1. Introduction 
19.2.2. The Study of the Company's Image 
19.2.3. Corporate Image Research Techniques 
19.2.4. Qualitative Image Study Techniques 
19.2.5. Types of Quantitative Techniques 

19.3. Image Audit and Strategy 

19.3.1. What is Image Auditing? 
19.3.2. Guidelines 
19.3.3. Audit Methodology 
19.3.4. Strategic Planning 

19.4. Corporate Culture 

19.4.1. What is Corporate Culture? 
19.4.2. Factors Involved in Corporate Culture 
19.4.3. Functions of Corporate Culture 
19.4.4. Types of Corporate Culture 

19.5. Corporate Social Responsibility and Corporate Reputation 

19.5.1. CSR: Concept and Application of the Company 
19.5.2. Guidelines for Integrating CSR into Businesses 
19.5.3. CSR Communication 
19.5.4. Corporate Reputation 

19.6. Corporate Visual Identity and Naming 

19.6.1. Corporate Visual Identity Strategies 
19.6.2. Basic Elements 
19.6.3. Basic Principles 
19.6.4. Preparation of the Manual 
19.6.5. The Naming 

19.7. Brand Image and Positioning 

19.7.1. The Origins of Trademarks 
19.7.2. What is a Brand? 
19.7.3. The Need to Build a Brand 
19.7.4. Brand Image and Positioning 
19.7.5. The Value of Brands 

19.8. Image Management through Crisis Communication 

19.8.1. Strategic Communication Plan 
19.8.2. When It All Goes Wrong: Crisis Communication 
19.8.3. Cases 

19.9. The Influence of Promotions on Corporate Image 

19.9.1. The New Advertising Industry Landscape 
19.9.2. The Marketing Promotion 
19.9.3. Features 
19.9.4. Dangers 
19.9.5. Promotional Types and Techniques 

19.10. Distribution and Image of the Point of Sale 

19.10.1. The Main Players in Commercial Distribution 
19.10.2. The Image of Retail Distribution Companies through Positioning 
19.10.3. Through its Name and Logo 

Module 20. Public Opinion

20.1. The Concept of Public Opinion 

20.1.1. Introduction 
20.1.2. Definition 
20.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control 
20.1.4. Phases in the Growth of Public Opinion as a Discipline 
20.1.5. The 20th Century 

20.2. Theoretical Framework of Public Opinion

20.2.1. Introduction 
20.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century. 
20.2.3. Twentieth Century Authors 
20.2.4. Walter Lippmann:Biased Public Opinion 
20.2.5. Jürgen Habermas:Political-Valuative Perspective 
20.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality 

20.3. Social Psychology and Public Opinion 

20.3.1. Introduction 
20.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public 
20.3.3. The Name 
20.3.4. Conformism 

20.4. Media Influence Models 

20.4.1. Introduction 
20.4.2. Media Influence Models 
20.4.3. Types of Media Effects 
20.4.4. Research on Media Effects 
20.4.5. The Power of the Media 

20.5. Public Opinion and Political Communication 

20.5.1. Introduction 
20.5.2. Electoral Political Communication.Propaganda 
20.5.3. Government Political Communication 

20.6. Public Opinion and Elections 

20.6.1. Introduction 
20.6.2. Do Election Campaigns Influence Public Opinion? 
20.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions 
20.6.4. The Effects of Public Opinion 

20.7. Government and Public Opinion 

20.7.1. Introduction 
20.7.2. Representatives and their Constituents 
20.7.3. Political Parties and Public Opinion 
20.7.4. Public Policies as an Expression of the Government's Action 

20.8. The Political Intermediation of the Press 

20.8.1. Introduction 
20.8.2. Journalists as Political Intermediaries 
20.8.3. Dysfunctions of Journalistic Intermediation 
20.8.4. Reliance on Journalists as Intermediaries 

20.9. Public Sphere and Emerging Models of Democracy 

20.9.1. Introduction 
20.9.2. The Public Sphere in the Information Society 
20.9.3. Emerging Models of Democracy 

20.10. Methods and Techniques of Public Opinion Research 

20.10.1. Introduction 
20.10.2. Opinion Polls 
20.10.3. Types of Surveys 
20.10.4. Analysis

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