Acquire the skills necessary for successful communication management with this program's comprehensive Masterclasses by a renowned International Guest Director"

Why study at TECH?

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

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

At TECH Global University

Innovation

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

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

The Highest Standards

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

95% of TECH students successfully complete their studies.

Networking

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

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

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

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 MBA in Corporate Communications Management (Chief Communications Officer) includes innovative and highly specialized content designed with the needs of professionals in the sector in mind. With an eminently practical, technical and business approach, the program's syllabus covers all the necessary aspects to practice communication management in an efficient and successful way. 

Our comprehensive syllabus will allow you to acquire the knowledge required to develop successfully in the field of corporate communication" 

Syllabus

The MBA in Corporate Communications Management (Chief Communications Officer) of TECH Global University is an intensive program that prepares you to face decisions in business communication. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments.  

Through 2700 hours of study, you will analyze a multitude of practical cases through individual work, achieving an effective learning process that will be very useful for your daily work. It is, therefore, an authentic immersion in real business situations.  

This master's degree deals in depth with different areas of the company and is designed to specialize managers who understand corporate communication from a strategic, international and innovative perspective.  

A plan designed for you, focused on improving your career and preparing you to achieve excellence in leadership and business management. A program that understands both yours and your company's needs 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 skills to solve critical situations, creatively and efficiently.  

This MBA Degree takes place over 12 months and is divided into three main blocks: 

Module 1. Organizations Management
Module 2. Managerial Skills
Module 3. Ethics and Corporate Social Responsibility (CSR)
Module 4. Corporative Communication, Brand Strategy and Reputation
Module 5. Strategic Planning in Corporate Communication
Module 6. Management Aspects of Corporate Communication
Module 7. Communication in Specialized Sectors
Module 8. Marketing and Communication
Module 9. Customer Relationship Management
Module 10. Communication Strategy in the Digital World
Module 11. Leadership, Ethics and Social Responsibility in Companies
Module 12. People and Talent Management
Module 13. Economic and Financial Management 
Module 14. Commercial and  Strategic Marketing Management 
Module 15. Executive  Management

Where, When and How is it Taught?

TECH offers the possibility of taking this MBA in Corporate Communications Management (Chief Communications Officer) completely online. Throughout the 7 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. Organizational Management

1.1. Strategic Management

1.1.1. Organizational Design
1.1.2. Strategic Position of the Business
1.1.3. Competitive and Corporate Strategies

1.2. Corporate Finance

1.2.1. Financial Policy and Growth
1.2.2. Company Valuation Methods
1.2.3. Capital Structure and Financial Leverage
1.2.4. Finance for the Global Communications Officer

1.3. Strategic Leadership for Intangible Asset Economy

1.3.1. Cultural Alignment Strategies
1.3.2. Corporate and Differentiating Leadership
1.3.3. Change and Transformation Agent

1.4. Economic Situation

1.4.1. The Fundamentals of the Global Economy
1.4.2. The Globalization of Companies and Financial Markets
1.4.3. Entrepreneurship and New Markets

1.5. Innovation and Digital Transformation

1.5.1. Management and Strategic Innovation
1.5.2. Creative Thinking and Design Thinking
1.5.3. Open Innovation
1.5.4. Sharing Economy

1.6. International Context

1.6.1. Geopolitics
1.6.2. Divisive Markets and Types of Change
1.6.3. Hedging with Currency Exchange Contracts
1.6.4. Foreign Investments and Exportation Financing

Module 2. Managerial Skills

2.1. Public Speaking and Spokesperson Training

2.1.1. Interpersonal Communication
2.1.2. Communication Skills and Influence
2.1.3. Communication Barriers

2.2. Communication and Leadership

2.2.1. Leadership and Leadership Styles
2.2.2. Motivation
2.2.3. Skills and Abilities of the Leader 2.0

2.3. Personal Branding

2.3.1. Strategies for Personal Brand Development
2.3.2. Personal Branding Laws
2.3.3. Tools for Creating Personal Brands

2.4. Team Management

2.4.1. Work Teams and Meeting Management
2.4.2. Managing Change Processes
2.4.3. Managing Multicultural Teams
2.4.4. Coaching

2.5. Negotiation and Conflict Resolution

2.5.1. Effective Negotiation Techniques
2.5.2. Interpersonal Conflicts
2.5.3. Intercultural Negotiation

2.6. Emotional Intelligence

2.6.1. Emotional Intelligence and Communication
2.6.2. Assertiveness, Empathy, and Active Listening
2.6.3. Self-Esteem and Emotional Language

2.7. Relational Capital: Coworking

2.7.1. Managing Human Capital
2.7.2. Performance Analysis
2.7.3. Managing Equality and Diversity
2.7.4. Innovation in People Management

2.8. Time Management

2.8.1. Planning, Organization and Control
2.8.2. The Methodology of Time Management
2.8.3. Action Plans
2.8.4. Tools for Efficient Time Management

Module 3. Ethics and Corporate Social Responsibility

3.1. The Managerial Role and CSR

3.1.1. Strategic Vision and Corporate Social Responsibility
3.1.2. Balanced Scorecard
3.1.3. Systems and Models for Implementing CSR
3.1.4. Organization of CSR: Roles and Responsibilities

3.2. Corporate Responsibility 

3.2.1. Value Creation in an Economy of Intangibles
3.2.2. CSR: Corporate Commitment
3.2.3. Social, Environmental and Economic Impact

3.3. Responsible Finance and Investment

3.3.1. Sustainability and Responsibility of the Financial Manager
3.3.2. Transparency in Information
3.3.3. Finance and Responsible Investment
3.3.4. Social Economy, Cooperativity and Corporate Social Responsibility

3.4. Business and Environment

3.4.1. Sustainable Development
3.4.3. Response of Companies to Environmental Problems
3.4.4. Waste and Emissions

3.5. Packaging and Environment

3.5.1. Packaging as a Differentiation Business Strategy
3.5.2. Encouragement and Communication at the Point of Sale
3.5.3. Packaging Design and Future Trends

3.6. Responsible Management Systems and Tools

3.6.1. Social Responsibility Management Systems
3.6.2. Integration Systems
3.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
3.6.4. Audits

3.7. Multinationals and Human Rights

3.7.1. Globalization, Human Rights and Multinational Companies
3.7.2. Multinational Companies and International Law
3.7.3. Specific Legal Instruments

3.9. Legal Environment and Corporate Governance 

3.9.1. International Rules on Importation and Exportation
3.9.2. Intellectual and Industrial Property
3.9.3. International Labor Law

Module 4. Corporate Communication, Brand Strategy and Reputation

4.1. Corporate Identity and Strategic Vision

4.1.1. Identity and Redefining Business Values
4.1.2. Corporate Business Culture
4.1.3. Communication Department Challenges
4.1.4. Public Image and Projection

4.2. Corporate Brand Strategy

4.2.1. Public Image and Stakeholders
4.2.2. Corporate Branding Strategy and Management
4.2.3. Corporate Communication Strategy in Line with Brand Identity

4.3. Reputation Theory

4.3.1. Reputation as a Paradigm of a Good Company
4.3.2. The Concept of Corporate Reputation
4.3.3. Internal Reputation
4.3.4. Influence of Internationalization on Corporate Reputation

4.4. Reputation Evaluation

4.4.1. Corporate Reputation Audit
4.4.2. Listed Companies Reputation Monitor
4.4.3. Reputational Good Governance Index
4.4.4. Analysis of Sectorial Reputation

4.5. Reputation Management 

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

4.6. Reputation Risk and Crisis Management

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

4.7. Ethical Sustainability

4.7.1. Sustainable Criteria and Strategies
4.7.2. Communication Campaigns with Sustainability Criteria
4.7.3. Sustainable Brand Positioning and Image

4.8. Brand Metrics and Analysis and Reputation

4.8.1. Introduction to the Metrics of Corporate Branding
4.8.2. Internal and External Measurement Indexes
4.8.3. Brand Management Tools
4.8.4. Brand Assessment and Ranking

Module 5. Strategic Planning in Corporate Communication

5.1. Strategic Planner

5.1.1. Strategic Planner: Origins and Functions
5.1.2. The Strategic Planner  Public Businesses, Strategic Consultancies and Communication Companies
5.1.3. Stakeholders Management

5.2. Planning Models and Schools

5.2.1. Models for Intangibles Management
5.2.2. Intangibles and Strategic Plans
5.2.3. Evaluation of Intangibles
5.2.4. Reputation and Intangibles

5.3. Qualitative Research in Strategic Planning

5.3.1. Insight Detection
5.3.2. Focus Group for Strategic Planning
5.3.3. Planning of Strategic Interviews

5.4. Quantitative Research in Strategic Planning

5.4.1. Data Analysis and Drawing Conclusions
5.4.2. Use of Psychometric Techniques
5.4.3. Challenges of Applied Research in Business Communication

5.5. Creative Strategy Formulation 

5.5.1. Explore Alternative Strategies
5.5.2. Counter Briefing or Creative Briefing
5.5.3. Branding and Positioning

5.6. Strategic Use of Different Media

5.6.1. 360º Campaigns
5.6.2. Launching of New Products
5.6.3. Social Trends
5.6.4. Evaluation of Effectiveness

5.7. Trends in Business Communication

5.7.1. Generation and Distribution of Corporate Content
5.7.2. Business Communication on the Web 2.0
5.7.3. Implementation of Metrics in the Communication Process

5.8. Sponsorship and Patronage

5.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
5.8.2. Communication Opportunities and Tangible and Intangible Returns
5.8.3. Hospitality and Collaboration Actions

Module 6. Managing Aspects of Corporate Communication 

6.1. Communication in Organizations

6.1.1. Organizations, People and Society
6.1.2. Historical Evolution of Organizational Behavior
6.1.3. Bidirectional Communication
6.1.4. Communication Barriers

6.2. Structure, Control and Challenges in Communication Management

6.2.1. Departmental Structure in Communication Management
6.2.2. Current Trends in Management Models
6.2.3. Integration of Intangibles
6.2.4. Communication Department Challenges

6.3. Integral Communication Plans

6.3.1. Audit and Diagnosis
6.3.2. Elaboration of Communication Plan
6.3.3. Measuring results: KPIs and ROI

6.4. Effects of the Media

6.4.1. Efficiency of Commercial and Advertising Communication
6.4.2. Theories on the Effects of the Media
6.4.3. Social and Co-creation Models

6.5. Press Offices and Their Relationship with Communication Media

6.5.1. Identifying Opportunities and Information Needs
6.5.2. Management of Reports and Spokesperson Interviews
6.5.3. Virtual Press Room and e-Communication
6.5.4. Buying Advertising Space

6.6. Public Relations

6.6.1. PR Strategy and Practice
6.6.2. Protocol and Ceremonial Rules
6.6.3. Event Organization and Creative Management

6.7. Lobbies and Pressure Groups 

6.7.1. Opinion Groups and Their Actions in Businesses and Institutions
6.7.2. Institutional Relations and Lobbying
6.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

6.8. Internal Communication

6.8.1. Motivational Programs, Social Action, Participation and Training with HR
6.8.2. Internal Communication Support and Tools
6.8.3. Internal Communication Plan

6.9. Branding and Naming

6.9.1. Brand Management and Coordination 
in Launching of New Products
6.9.2. Brand Repositioning

6.10. Audience Forecasting and Data Sources

6.10.1. Measurement Units and Audience Profiles
6.10.2. Affinity, Share, Rating and GRPs
6.10.3. Current Suppliers in the Advertising Market

Module 7. Communication in Specialized Sectors

7.1. Financial Communication

7.1.1. Value of Intangibles
7.1.2. Financial Communication in Listed Companies
7.1.3. The Issuers of the Financial Communication
7.1.4. Public Objective in Financial Operations

7.2. Political and Electoral Communication

7.2.1. Image in Political and Electoral Campaigns
7.2.2. Political Advertising
7.2.3. Political and Electoral Communication Plan
7.2.4. Electoral Communication Audits

7.3. Communication and Health

7.3.1. Journalism and Health Information
7.3.2. Interpersonal and Group Communication in the Field of Health
7.3.3. Communication Risk and Communicative Management in a Health Crisis

7.4. Digital Culture and Hypermedia Museography

7.4.1. Production and Diffusion of Art in the Digital Era
7.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
7.4.3. Constructive Participation in the Digital Culture

7.5. Communication at the Forefront of Public Organizations

7.5.1. Communication in the Public Sector
7.5.2. Strategy and Creation in Public Organization Communications
7.5.3. Intangible Assets in the Public Sector
7.5.4. Information Policy of Public Organizations

7.6. Communications in Non-Profit Organizations

7.6.1. NPO and Relationship with Government Agencies
7.6.2. Corporate Reputation in Non-Profit Organizations
7.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
7.6.4. Different Figures and Communication Media

Module 8. Marketing and Communication

8.1. Product Placement and Branded Content

8.1.1. Unique Forms of Communication and Brand Placement
8.1.2. Concepts, Products and Services in User-Friendly Media

8.2. Digital Media Planning and Contracting

8.2.1. Real-Time Bidding
8.2.2. Integrated Digital Campaign Planning
8.2.3. Advertising Investment Control Scorecard

8.3. Promotional Marketing

8.3.1. Consumer Promotions
8.3.2. Sales Force, Channel, Point of Sale and Special Promotions
8.3.3. Success and Cost-Effectiveness of Promotional Actions

8.4. Planning, Execution and Measurement of SEM Campaigns

8.4.1. Search Engine Marketing
8.4.2. Conversion of Traffic to Qualified Traffic
8.4.3. SEM Project Management

8.5. Metrics and Results Analysis in Public Digital Campaigns

8.5.1. Ad Servers
8.5.2. Traditional Metrics in Digital GRPs
8.5.3. Cross-Media and Interactions

8.6. Display Advertising, Rich Media and Viral Publicity

8.6.1. Media, Formats and Supports
8.6.2. The Conversion Cycle
8.6.3. Buzz Marketing and WOM

8.7. Mobile Marketing, Geo-Localization and Internet TV

8.7.1. New Mobile Marketing Applications
8.7.2. Geo-Localization
8.7.3. Applications that Integrate Websites, Geotagging and Mobile

8.8. Advertising Effectiveness

8.8.1. Research Techniques and Tracking Campaigns
8.8.2. Coverage and Effective Frequency Analysis
8.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 9. Customer Relationship Management

9.1. CRM and Relational Marketing

9.1.1. Business Philosophy or Strategic Orientation
9.1.2. Customer Identification and Differentiation
9.1.3. The Company and its Stakeholders
9.1.4. Clienteling

9.2. Database Marketing and Customer Relationship Management

9.2.1. Database Marketing Applications
9.2.2. Information Sources, Storage, and Processing

9.3. Consumer Psychology and Behavior

9.3.1. The Study of Consumer Behavior
9.3.2. Internal and External Consumer Factors
9.3.3. Consumer Decision Process
9.3.4. Consumerism, Society, Marketing and Ethics

9.4. Consumer Centric Marketing

9.4.1. Segmentation
9.4.2. Profitability Analysis
9.4.3. Customer Loyalty Strategies

9.5. CRM Management Techniques

9.5.1. Direct Marketing
9.5.2. Multichannel Integration
9.5.3. Viral Marketing

9.6. Advantages and Risks of Implementing CRM

9.6.1. CRM, Sales and Costs
9.6.2. Customer Satisfaction and Loyalty
9.6.3. Technology Implementation
9.6.4. Strategic and Management Errors

Module 10. Communication Strategy in the Digital World

10.1. Web 2.0 or the Social Web

10.1.1. Organization in the Age of Conversation
10.1.2. Web 2.0 Is All About People
10.1.3. Digital Environment and New Communication Formats

10.2. Digital Communication and Reputation

10.2.1. Online Reputation Report
10.2.2. Netiquette and Good Practices on Social Media
10.2.3. Branding and Networking 2.0

10.3. Designing and Planning an Online Reputation Plan

10.3.1. Brand Reputation Plan
10.3.2. General Metrics, ROI, and Social CRM
10.3.3. Online Crisis and Reputational SEO

10.4. Generalist, Professional and Microblogging Platforms

10.4.1. Facebook
10.4.2. LinkedIn
10.4.3. Twitter

10.5. Video, Image and Mobility Platforms

10.5.1. YouTube
10.5.2. Instagram
10.5.3. Flickr
10.5.4. Vimeo
10.5.5. Pinterest

10.6. Content and Storytelling Strategy

10.6.1. Corporate Blogging
10.6.2. Content Marketing Strategy
10.6.3. Creating a Content Plan
10.6.4. Content Curation Strategy

10.7. Social Media Strategies

10.7.1. Corporate PR and Social Media
10.7.2. Defining the Strategy to be Applied in Each Medium
10.7.3. Analysis and Evaluation of Results

10.8. Community Management:

10.8.1. Functions, Duties, and Responsibilities of the Community Manager
10.8.2. Social Media Manager
10.8.3. Social Media Strategist

10.9. Social Media Plan

10.9.1. Designing a Social Media Plan
10.9.2. Schedule, Budget, Expectations, and Monitoring
10.9.3. Contingency Protocol in Case of Crisis

10.10. Online Monitoring Tools 

10.10.1.Management Tools and Desktop Applications
10.10.2. Monitoring and Research Tools

Module 11. Leadership, Ethics and Social Responsibility in Companies 

11.1. Globalization and Governance 

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

11.2. Cross Cultural Management 

11.2.1. Cross Cultural Management Concept 
11.2.2. Contributions to Knowledge of National Cultures 
11.2.3. Diversity Management 

11.3. Sustainability 

11.3.1. Sustainability and Sustainable Development 
11.3.2. The 2030 Agenda 
11.3.3. Sustainable Companies 

11.4. Corporate Social Responsibility 

11.4.1. International Dimensions of Corporate Social Responsibility 
11.4.2. Implementing Corporate Social Responsibility 
11.4.3. The Impact and Measurement of Corporate Social Responsibility 

11.5. Responsible Management Systems and Tools 

11.5.1. CSR: Corporate Social Responsibility 
11.5.2. Essential Aspects for Implementing a Responsible Management Strategy 
11.5.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
11.5.4. CSR Tools and Standards 

11.6. Multinationals and Human Rights 

11.6.1. Globalization, Multinational Companies and Human Rights 
11.6.2. Multinational Corporations and International Law 
11.6.3. Legal Instruments for Multinationals in the Area of Human Rights 

11.7. Legal Environment and Corporate Governance 

11.7.1. International Rules on Importation and Exportation 
11.7.2. Intellectual and Industrial Property 
11.7.3. International Labor Law

Module 12. People and Talent Management 

12.1. Strategic People Management 

12.1.1. Strategic Management and Human Resources 
12.1.2. Strategic People Management 

12.2. Human Resources Management by Competencies 

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

12.3. Performance Evaluation and Performance Management 

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

12.4. Innovation in Talent and People Management 

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

12.5. Motivation 

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

12.6. Developing High Performance Teams 

12.6.1. High-Performance Teams: Self-Managed Teams 
12.6.2. Methodologies for the Management of High Performance Self-Managed Teams 

12.7. Change Management 

12.7.1. Change Management 
12.7.2. Type of Change Management Processes 
12.7.3. Stages or Phases in the Change Management Process 

12.8. Productivity, Attraction, Retention and Activation of Talent 

12.8.1. Productivity 
12.8.2. Talent Attraction and Retention Levers 

Module 13. Economic and Financial Management

13.1. Economic Environment 

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

13.2. Executive Accounting 

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

13.3. Information Systems and Business Intelligence 

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

13.4. Budget and Management Control 

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

13.5. Financial Management 

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

13.6. Financial Planning 

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

13.7. Corporate Financial Strategy 

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

13.8. Strategic Financing 

13.8.1. Self-financing 
13.8.2. Increase in Equity 
13.8.3. Hybrid Resources 
13.8.4. Financing Through Intermediaries 

13.9. Financial Analysis and Planning 

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

13.10. Analyzing and Solving Cases/Problems 

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

Module 14. Commercial andStrategic Marketing Management 

14.1. Commercial Management 

14.1.1. Conceptual Framework of Commercial Management 
14.1.2. Business Strategy and Planning 
14.1.3. The Role of Sales Managers 

14.2. Marketing 

14.2.1. The Concept of Marketing 
14.2.2. The Basic Elements of Marketing 
14.2.3. Marketing Activities in Companies 

14.3. Strategic Marketing Management 

14.3.1. The Concept of Strategic Marketing 
14.3.2. Concept of Strategic Marketing Planning 
14.3.3. Stages in the Process of Strategic Marketing Planning 

14.4. Digital Marketing and e-Commerce 

14.4.1. Digital Marketing and E-commerce Objectives 
14.4.2. Digital Marketing and Media Used 
14.4.3. E-Commerce General Context 
14.4.4. Categories of E-commerce 
14.4.5. Advantages and Disadvantages of E-commerce Versus Traditional Commerce 

14.5. Digital Marketing to Reinforce a Brand 

14.5.1. Online Strategies to Improve Your Brand's Reputation 
14.5.2. Branded Content and Storytelling

14.6. Digital Marketing to Attract and Retain Customers 

14.6.1. Loyalty and Engagement Strategies through the Internet 
14.6.2. Visitor Relationship Management 
14.6.3. Hypersegmentation 

14.7. Managing Digital Campaigns 

14.7.1. What is a Digital Advertising Campaign? 
14.7.2. Steps to Launch an Online Marketing Campaign 
14.7.3. Mistakes in Digital Advertising Campaigns 

14.8. Sales Strategy 

14.8.1. Sales Strategy 
14.8.2. Sales Methods 

14.9. Digital Communication and Reputation 

14.9.1. Online Reputation 
14.9.2. How to Measure Digital Reputation? 
14.9.3. Online Reputation Tools 
14.9.4. Online Reputation Report 
14.9.5. Online Branding

Module 15. Executive Management

15.1. General Management 

15.1.1. The Concept of General Management 
15.1.2. The Role of the CEO 
15.1.3. The CEO and their Responsibilities 
15.1.4. Transforming the Work of Management 

15.2. Manager Functions: Organizational Culture and Approaches 

15.2.1. Manager Functions: Organizational Culture and Approaches 

15.3. Operations Management 

15.3.1. The Importance of Management 
15.3.2. Value Chain 
15.3.3. Quality Management 

15.4. Public Speaking and Spokesperson Education 

15.4.1. Interpersonal Communication 
15.4.2. Communication Skills and Influence 
15.4.3. Communication Barriers 

15.5. Personal and OrganizationalCommunications Tools 

15.5.1. Interpersonal Communication 
15.5.2. Interpersonal Communication Tools 
15.5.3. Communication in the Organization 
15.5.4. Tools in the Organization 

15.6. Communication in Crisis Situations 

15.6.1. Crisis 
15.6.2. Phases of the Crisis 
15.6.3. Messages: Contents and Moments 

15.7. Preparation of a Crisis Plan 

15.7.1. Analysis of Possible Problems 
15.7.2. Planning 
15.7.3. Adequacy of Personnel