You will participate in the formulation of long-term policies and strategies, contributing to sustained success and solid positioning in the highly competitive video game market” 

Why Study at TECH?

TECHis 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.

TECHis 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

Innovación

The university offers an online learning model that balances 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 prepared each year, +200 different nationalities.

Empowerment

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

+500 collaborative agreements with leading companies.

Talent

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

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

Multicultural Context

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

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECHteaching 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 (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational 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 analyses in academia”

This Advanced master’s degree will address a wide range of contents, designed to provide graduates with a comprehensive understanding of the video game industry and the necessary competencies to lead in it. Therefore, the program will cover fundamental aspects such as strategic management in the specific context of video games, including market analysis, business planning and development of competitive strategies. In addition, topics related to project management in the video game development life cycle, management of creative and technical teams, as well as project financing and monetization will be analyzed. 

You will address innovation management and adaptation to emerging technological trends, thanks to an extensive library with the most innovative multimedia resources” 

Syllabus

The Advanced master’s degree in Senior Management of Video Game Companies at TECH is an intensive program that prepares students to face challenges and business decisions 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 foundation of the top management of finances and is designed for managers to understand business management from a strategic, international and innovative perspective.

Módulo 1. Leadership, Ethics and Social Responsibility in Companies
Módulo 2. Strategic Managementand 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. Strategy in Digital and Video Games Businesses 
Módulo 12. Video Games Business Management 
Módulo 13. Digital Marketing and Digital Transformation of Video Games 
Módulo 14. Video Games Business Creation 
Módulo 15. Cooperation Project
Módulo 16. Innovation
Módulo 17. Financial Management 
Módulo 18. Commercial Management  
Módulo 19. eSports Management 
Módulo 20. Leadership and Talent Management

Where, When and How is it Taught?

TECHoffers the possibility of developing this Advanced master’s degree in Senior Management of Video Game 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. 

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 to 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 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 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  
4.6.4. 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 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 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 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 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 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 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 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 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. 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. Elements 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. Strategy in Digital and Video Games Businesses

11.1. Digital and Video Games Businesses 

11.1.1. Components of Strategy 
11.1.2. Digital Ecosystem and Video Games 
11.1.3. Strategic Positioning 

11.2. The Strategic Process   

11.2.1. Strategic Analysis  
11.2.2. Selection of Alternative Strategies  
11.2.3. Strategy Implementation  

11.3. Strategic Analysis   

11.3.1. Internal  
11.3.2. External   
11.3.3. SWOT and CAME Matrix  

11.4. Sectorial Analysis of Videogames   

11.4.1. M. Porter’s 5 Forces Model   
11.4.2. PESTEL Analysis   
11.4.3. Sectorial Segmentation  

11.5. Competitive Position Analysis   

11.5.1. Create and Monetize a Strategic Value  
11.5.2. Niche Search vs. Market Segmentation  
11.5.3. Sustainability of Competitive Positioning  

11.6. Economic Environment Analysis  

11.6.1. Globalization and Internationalization  
11.6.2. Investment and Savings  
11.6.3. Production, Productivity and Employment Indicators

11.7. Strategic Management  

11.7.1. A Framework for Strategy Analysis  
11.7.2. Analysis of the Sectoral Environment, Resources and Capabilities  
11.7.3. Putting the Strategy into Practice  

11.8. Strategy Formulation   

11.8.1. Corporate Strategies  
11.8.2. Generic Strategies  
11.8.3. Client Strategies   

11.9. Strategy Implementation   

11.9.1. Strategic Planning   
11.9.2. Communication and Organizational Participation Scheme  
11.9.3. Change Management  

11.10. The New Strategic Businesses

11.10.1. Blue Oceans   
11.10.2. Exhaustion of the Incremental Improvement in the Value Curve  
11.10.3. Zero Marginal Cost Businesses  

Module 12. Video Games Business Management

12.1. Industry and Value Chain   

12.1.1. Value in the Training Sector   
12.1.2. Elements of the Value Chain  
12.1.3. Relationship between Each of the Elements in the Value Chain  

12.2. Video Game Developers   

12.2.1. Conceptual Proposals  
12.2.2. Creative Design and Video Game Storylines  
12.2.3. Technology Applied to Video Game Development  

12.3. Console Manufacturing   

12.3.1. Components   
12.3.2. Types and Manufacturers  
12.3.3. Console Generation  

12.4. Publishers   

12.4.1. Selection   
12.4.2. Development Management   
12.4.3. Product and Service Creation   

12.5. Distributors   

12.5.1. Agreements With Distributors   
12.5.2. Distribution Models  
12.5.3. Distribution Logistics   

12.6. Retailers   

12.6.1. Retailers   
12.6.2. Orientation and Link With the Consumer   
12.6.3. Assessment Services   

12.7. Accessories Manufacturers   

12.7.1. Gaming Accessories   
12.7.2. Market   

12.8. Middleware Developers   

12.8.1. Middleware in the Video Game Industry   
12.8.2. Middleware Development   
12.8.3. Middleware Typology  

12.9. Professional Profiles of the Video Game Industry   

12.9.1. Game Designers and Programmers   
12.9.2. Modelers and Texturizers   
12.9.3. Animators and Illustrators   

12.10. Professional eSports Clubs  

12.10.1. Administrative Department   
12.10.2. Sports Department   
12.10.3. Communication Department 

Module 13. Digital Marketing and Digital Transformation of Video Games

13.1. Digital Marketing Strategy

13.1.1. Customer Centric   
13.1.2. Customer Journey and Marketing Funnel
13.1.3. Designing and Creating a Digital Marketing Plan   

13.2. Digital Assets   

13.2.1. Architecture and Web Design   
13.2.2. User Experience- CX   
13.2.3. Mobile Marketing   

13.3. Digital Media   

13.3.1. Strategy and Planning Media   
13.3.2. Display and Advertising Graphics   
13.3.3. Digital TV   

13.4. Search   

13.4.1. Development and Application of a Search Strategy   
13.4.2. SEO   
13.4.3. SEM   

13.5. Social Media   

13.5.1. Design, Planning and Analytics in a Social Media Strategy   
13.5.2. Marketing Techniques on Horizontal Social Media   
13.5.3. Marketing Techniques on Vertical Social Media   

13.6. Inbound Marketing   

13.6.1. Inbound Marketing Funnel   
13.6.2. Content Marketing Generation   
13.6.3. Leads Acquisition and Management   

13.7. Account Based Marketing   

13.7.1. B2B Marketing Strategy   
13.7.2. Decision Maker and Contact Map   
13.7.3. Account Based Marketing Plan   

13.8. Email Marketing and Landing Pages   

13.8.1. Email Marketing Characteristics   
13.8.2. Creativity and Landing Pages   
13.8.3. Email Marketing Campaigns and Actions   

13.9. Automization of Marketing   

13.9.1. Marketing Automation   
13.9.2. Big Data and AI Applied to Marketing   
13.9.3. Main Solutions of Marketing Automation   

13.10. Metrics, KPIs and ROI

13.10.1. Key Metrics and KPIs for Digital Marketing
13.10.2. Solutions and Measuring Tools   
13.10.3. ROI Calculation and Tracking   

Module 14. Video Games Business Creation

14.1. Entrepreneurship

14.1.1. Entrepreneurial Strategy   
14.1.2. Entrepreneurship Projects   
14.1.3. Agile Methodologies in Entrepreneurship   

14.2. Technological Innovations in Video Games   

14.2.1. Console and Peripheral Innovations   
14.2.2. Innovation in Motion Capture and Live Dealer   
14.2.3. Innovation in Graphics and Software   

14.3. The Business Plan   

14.3.1. Segments and Value Proposition   
14.3.2. Processes, Resources and Key Alliances   
14.3.3. Customer Relations and Interaction Channels   

14.4. Investments   

14.4.1. Investments in the Video Game Industry   
14.4.2. Critical Aspects to Capture Investments   
14.4.3. Financing Startups   

14.5. Finances

14.5.1. Revenues and Efficiencies   
14.5.2. Operative Costs and Capital   
14.5.3. Income Statement and Balance Sheet   

14.6. Video Game Production   

14.6.1. Production Simulation Tools   
14.6.2. Planned Production Management   
14.6.3. Production Control Management   

14.7. Operations Management   

14.7.1. Design, Localization and Maintenance   
14.7.2. Quality Management
14.7.3. Inventory and Supply Chain Management   

14.8. New Online Distribution Models   

14.8.1. Online Logistics Models   
14.8.2. Direct Online Delivery and SaaS   
14.8.3. Dropshipping   

14.9. Sustainability   

14.9.1. Creation of Sustainable Value   
14.9.2. ESG (Environmental, Social and Governance)   
14.9.3. Sustainability in Strategy   

14.10. Legal Aspects   

14.10.1. Industrial Property   
14.10.2. RGDP   

Module 15. Cooperation Project

15.1. Video Game Project Life Cycle   

15.1.1. Conceptual and Preproduction Phase   
15.1.2. Production Phase and Final Phases   
15.1.3. Post-Production Phase   

15.2. Video Game Projects   

15.2.1. Genre   
15.2.2. Serious Games   
15.2.3. Subgenre and New Genres   

15.3. Video Game Project Architecture   

15.3.1. Internal Architecture   
15.3.2. Relationship Between Elements   
15.3.3. Holistic Vision of Video Games   

15.4. Video Games   

15.4.1. Recreational Aspects in Video Games  
15.4.2. Video Game Design  
15.4.3. Gamification   

15.5. Video Game Technology   

15.5.1. Internal Elements   
15.5.2. Video Game Engines  
15.5.3. Influence of Technology and Marketing on Design   

15.6. Project Conception, Launch and Execution   

15.6.1. Early Development   
15.6.2. Phases of Video Game Development  
15.6.3. Involvement of the Consumer in the Development   

15.7. Video Game Project Management

15.7.1. Development Teams and Publishers
15.7.2. Operations Teams   
15.7.3. Sales and Marketing Teams   

15.8. Manual for the Development of Video Games   

15.8.1. Video Game Design and Technology Handbook  
15.8.2. Video Game Development Handbook   
15.8.3. Requirements Manual and Technical Specifications   

15.9. Video Game Publishing and Marketing  

15.9.1. Preparation for Video Game Kick Off   
15.9.2. Digital Communication Channels   
15.9.3. Delivery, Progress and Success Monitoring   

15.10. Agile Methodologies Applicable to Video Game Projects 

15.10.1. Design and Visual Thinking 
15.10.2. Lean Start-Up   
15.10.3. Scrum Development and Sales

Module 16. Innovation

16.1. Innovation and Strategy  

16.1.1. Innovation in Video Games  
16.1.2. Innovation Management in Video Games   
16.1.3. Innovation Models   

16.2. Innovative Talent   

16.2.1. Implementing an Innovation Culture in Organizations   
16.2.2. Talent   
16.2.3. Innovation Culture Map   

16.3. Talent Management in Digital Economy   

16.3.1. Talent Life Cycle   
16.3.2. Uptake - Generational Constraints   
16.3.3. Retention: Engagement, Loyalty, Evangelists   

16.4. Business Models in Video Game Innovation   

16.4.1. Innovation in Business Models   
16.4.2. Innovation Tools in Business   
16.4.3. Business Model Navigator   

16.5. Innovation Project Management  

16.5.1. Customers and Innovation Processes   
16.5.2. Value Proposition Design   
16.5.3. Exponential Organizations   

16.6. Agile Methodologies in Innovation   

16.6.1. Design Thinking and Lean Startup Methodologies   
16.6.2. Agile Project Management Models: Kanban and Scrum   
16.6.3. Lean Canvas  

16.7. Innovation Validation Management   

16.7.1. Prototyping (PMV)   
16.7.2. Customer Validation   
16.7.3. Pivot or Persevere   

16.8. Process Innovation   

16.8.1. Process Innovation Opportunities   
16.8.2. Time-to-Market, Reduction of Non-Value Tasks and Defect Elimination   
16.8.3. Methodological Tools for Process Innovation  

16.9. Disruptive Technologies   

16.9.1. Hybrid Physical-Digital Technologies   
16.9.2. Technologies Used in Communication and Data Handling   
16.9.3. Application Technologies in Management   

16.10. Return on Investment in Innovation 

16.10.1. Data Monetization Strategies and Innovation Assets
16.10.2. The ROI of Innovation General Focus   
16.10.3. Funnels 

Module 17. Financial Management

17.1. Accounting   

17.1.1. Accounting   
17.1.2. Annual Accounts and Other Reports   
17.1.3. Tangible Fixed Assets, Real Estate Investments and Intangible Assets   

17.2. Financial Management   

17.2.1. Financial Instruments   
17.2.2. Corporate Finance and Financial Management   
17.2.3. Finance for Entrepreneurs   

17.3 Financial Statement Analysis   

17.3.1. Financial Statement Analysis   
17.3.2. Liquidity and Solvency Analysis   
17.3.3. Treasury Management   

17.4. Financial Transactions   

17.4.1. Financial Transactions   
17.4.2. Investment Management   
17.4.3. Investment Selection Criteria   

17.5. Financial System   

17.5.1. Financial System   
17.5.2. Structure and Functioning of the Financial System   
17.5.3. Value Market   

17.6. Management Control   

17.6.1. Management Control   
17.6.2. Responsibility Centers   
17.6.3. Cost Systems   

17.7. Budget Control   

17.7.1. Budget Process  
17.7.2. Budget Management and Organization   
17.7.3. Budget Control   

17.8. Treasury Management   

17.8.1. Cash Management and Treasury Budget   
17.8.2. Collecting Trade Receivables   
17.8.3. Commercial Transaction Payments   

17.9. Business Financing   

17.9.1. Advantages, Disadvantages and Implications of Debt   
17.9.2. Choosing a Company Capital Structure   
17.9.3. Changes to Capital Structure   

17.10. Valuation of Companies   

17.10.1. Accounting Methods and Business Value   
17.10.2. Assets and Debt   
17.10.3. Business Valuation Diagnosis and Investor Presentation 

Module 18. Commercial Management

18.1. Commercial Organization Models   

18.1.1. Commercial Department   
18.1.2. Commercial Department Tools   
18.1.3. Sales Force   

18.2. Commercial Objectives   

18.2.1. Commercial Planning   
18.2.2. Forecasts and Budgets   
18.2.3. Commercial Budgets   

18.3. Commercial Forecast   

18.3.1. Commercial Department Cost Effectiveness   
18.3.2. Sales Projections   
18.3.3. Controlling Commercial Activity   

18.4. New Relationship Models   

18.4.1. Commercialization in New Business Models   
18.4.2. Personalization as the Main Driver of Customer Relations   
18.4.3. Developing Customer Experiences   

18.5. Consultative Selling   

18.5.1. Sales Psychology   
18.5.2. Persuasive Communication   
18.5.3. Sales Methods Introduction and Evolution 

18.6. Sales Methods   

18.6.1. Retail or B2C Sales   
18.6.2. B2B External Sales   
18.6.3. Online Sales   

18.7. Digital Social Selling   

18.7.1. Social Selling   
18.7.2. Social Attitude: Networking   
18.7.3. Process of Attracting a New Customers Using Social Media   

18.8. Digital Sales Methodologies   

18.8.1. Main Agile Methodologies in Digital Sales   
18.8.2. Scrum Sales, Neat Selling, Snap Selling, Spin Selling, etc.  
18.8.3. Inboud Sales, B2B and Account Based Marketing   

18.9. Marketing Support in the Commercial Department   

18.9.1. Marketing Management   
18.9.2. The Value of Digital Marketing (B2C/B2B)   
18.9.3. Marketing Mix Management in Commercial Departments  

18.10. Organization and Planning of the Salesperson's Work   

18.10.1. Sales Zones and Routes   
18.10.2. Time Management and Management Meetings   
18.10.3. Analysis and Decision Making

Module 19. E-Sports Management

19.1. eSports Industry  

19.1.1. eSports  
19.1.2. eSports Industry Actors   
19.1.3. The eSports Business Model and Marketplace  

19.2. eSports Club Management  

19.2.1. Importance of eSports Clubs  
19.2.2. Creation of Clubs   
19.2.3. eSports Club Management and Administration  

19.3. eGamers Relationship   

19.3.1. The Role of the Player   
19.3.2. Player’s Skills and Competencies   
19.3.3. Players as Ambassadors of the Brand   

19.4. Competitions and Events   

19.4.1. Delivery in eSports: Competitions and Events   
19.4.2. Event and Championship Management   
19.4.3. Main Local, Regional, National and Global Championships   

19.5. Sponsorship Management in eSports   

19.5.1. Sponsorship Management in eSports  
19.5.2. Types of Sponsorships in eSports  
19.5.3. Sponsorship Agreement in eSports  

19.6. Advertising Management in eSports   

19.6.1. Advergaming: New Advertising Format   
19.6.2. Branded Content in eSports  
19.6.3. eSports as a Communicative Strategy   

19.7. eSports Marketing Management  

19.7.1. Owned Media Management   
19.7.2. Paid Media Management   
19.7.3. Special Focus in Social Media   

19.8. Influencer Marketing   

19.8.1. Marketing Influencer   
19.8.2. Audience Management and its Impact on eSports  
19.8.3. Business Models in Influencer Marketing   

19.9. Merchant   

19.9.1. Sale of Services and Associated Products   
19.9.2. Merchandising   
19.9.3. E-Commerce and Market Places   

19.10. E-Sports Metrics and KPI  

19.10.1. Metrics   
19.10.2. KPI of Progress and Success   
19.10.3. Strategic Map for Objectives and Indicators

Module 20. Leadership and Talent Management

20.1. Business, Organization and Human Resources 

20.1.1. Organization and Organizational Structure 
20.1.2. Strategic Management 
20.1.3. Work Analysis and Organization 

20.2. Company Human Resources Management 

20.2.1. Organization in Human Resources 
20.2.2. Recruitment Channels 
20.2.3. Professional Profiles in the Video Game Industry   

20.3. Personal and Professional Leadership 

20.3.1. Leaders and Leadership Processes 
20.3.2. The Authority of Communication 
20.3.3. Negotiation With Success and Failure 

20.4. Knowledge and Talent Management 

20.4.1. Strategic Talent Management 
20.4.2. Technology Applied to Human Resources Management 
20.4.3. Innovation Models in Human Resources 

20.5. Knowledge Management as Key to Business Growth 

20.5.1. General Objectives in Knowledge Management 
20.5.2. Structure of Knowledge Management Systems and Flows 
20.5.3. Processes in Knowledge Management 

20.6. Coaching and Mentoring 

20.6.1. PNL 
20.6.2. Coaching and Mentoring 
20.6.3. Processes 

20.7. New Leadership Styles in VUCA Environments 

20.7.1. Individual Change Management 
20.7.2. Organizational Change Management 
20.7.3. Tools 

20.8. Diversity Management   

20.8.1. Incorporating New Generations into Leadership Roles   
20.8.2. Female Leadership  
20.8.3. Multicultural Management   

20.9. Coach Leader   

20.9.1. Coach Leadership Skills 
20.9.2. Feedback and Feedforward 
20.9.3. Recognition 

20.10. Adapting to New Technologies 

20.10.1. Attitudes 
20.10.2. Knowledge 
20.10.3. Security 

This 100% online Advanced master’s degree will offer you a balanced combination of theoretical and practical knowledge, preparing you to face the future in this exciting and competitive industry”