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" 

The Advanced master’s degree MBA in Marketing Management is a program designed to suit the professional which is taught in a 100% online format so that you can choose the time and place that best suits your availability, schedule and interests. A program that takes place over 24 months and is intended to be a unique and stimulating experience that lays the foundation for your success as a manager and entrepreneur. 

A program strategically designed so that you can self-manage your study"  

Syllabus

The Advanced master’s degree in Marketing Management of TECH Global University is an intensive program that prepares you to face challenges and business decisions at both national and international levels. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 3,000 hours of study, the student will analyze a multitude of practical cases through individual work, achieving a very useful learning to apply in your daily practice. It is, therefore, an authentic immersion in real business situations.  

This Advanced master’s degree MBA in Marketing Management deals in depth with the main areas of the company related to marketing, advertising and communication, and is designed for managers to understand marketing management from a strategic, international and innovative perspective. 

A plan designed for the professional, focused on their professional improvement and that prepares them to achieve excellence in the field of direction and business 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 skills to solve critical situations in a creative and efficient way.

This program takes place over 24 months and is divided into 19 modules:

Module 1 Leadership, Ethics, and CSR.
Module 2 Strategic Direction and 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, Marketing, and Corporate Communication 
Module 8 Innovation and Project Management
Module 9 Market Research
Module 10 Managementand Leadership
Module 11 Logistics and Economic Management
Module 12 Strategy in Marketing Management
Module 13 Operational Marketing
Module 14 Customer Relationship Management
Module 15 Sectorial Marketing
Module 16 International Marketing
Module 17 Digital Marketing and E-Commerce
Module 18 e-Commerce and Shopify
Module 19 Social Media and Community Management

Where, When and How is it Taught?

TECH offers you the possibility of taking this program completely online. Throughout the 24 months of training, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time. 

Module 1. Leadership, Ethics, and CSR.

1.1. Globalization and Governance  

1.1.1. Globalization and Trends: Market Internationalization 
1.1.2. Economic Environment and Corporate Governance 
1.1.3. Accountability 

1.2. Leadership

1.2.1. Intercultural Environment 
1.2.2. Leadership and Business Management 
1.2.3. Management Roles and Responsibilities 

1.3. Business ethics   

1.3.1. Ethics and Integrity 
1.3.2. Ethical Behavior in Companies 
1.3.3. Deontology, Ethical Codes and Codes of Conduct 
1.3.4. Fraud and Corruption Prevention 

1.4. Sustainability 

1.4.1. Business and Sustainable Development 
1.4.2. Social, Environmental and Economic Impact  
1.4.3. The 2030 Agenda and the SDGs.

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility 
1.5.2. Roles and Responsibilities 
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture 
2.1.2. Organisational analysis 
2.1.3. Designing the Organizational Structure 

2.2. Corporate Strategy 

2.2.1. Corporate Level Strategy 
2.2.2. Typologies of Corporate Level Strategies 
2.2.3. Determining the Corporate Strategy 
2.2.4. Corporate Strategy and Reputational Image

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking 
2.3.2. Strategic Planning and Formulation 
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value and Return on Investments 
2.4.2. Corporate Strategy: Methodologies 
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Strategic Mission, Vision and Values 
2.5.2. Balanced Scorecard 
2.5.3. Analyzing, Monitoring and Evaluating the Corporate Strategy 
2.5.4. Strategic Management and Reporting 

2.6. Strategic Implementation and Execution

2.6.1. Strategic Implementation: Objectives, Actions and Impacts 
2.6.2. Strategic Alignment and Supervision 
2.6.3. Continuous Improvement Approach 

2.7. Executive Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies 
2.7.2. Management Policy and Processes 
2.7.3. Knowledge Management 

2.8. Analyzing and Solving Cases/Problems 

2.8.1. Problem Solving Methodology 
2.8.2. Case Method  
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Theory 
3.1.2. Key Factors for Change in Organizations 
3.1.3. Corporate Strategies, Types, and Knowledge Management 

3.2. Strategic People Management

3.2.1. Job Design, Recruitment and Selection 
3.2.2. Human Resources Strategic Plan: Design and Implementation 
3.2.3. Job Analysis: Design and Selection of People 
3.2.4. Training and Professional Development 

3.3. Management and Leadership Development

3.3.1. Management Skills: 21st Century Skills and Abilities 
3.3.2. Non-Managerial Skills 
3.3.3. Map of Skills and Abilities 
3.3.4. Leadership and People Management 

3.4. Change Management

3.4.1. Performance Analysis 
3.4.2. Strategic Approach 
3.4.3. Change Management: Key Factors, Process Design and Management 
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management  

3.5.1. Negotiation Objectives: Differentiating Elements 
3.5.2. Effective Negotiation Techniques 
3.5.3. Conflicts: Factors and Types 
3.5.4. Efficient Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Performance Analysis 
3.6.2. Leading Change. Resistance to Change 
3.6.3. Managing Change Processes 
3.6.4. Managing Multicultural Teams 

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment 
3.7.2. Team and People Management 
3.7.3. Coaching and People Performance 
3.7.4. Management Meetings: Planning and Time Management 

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations   
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Types, and Knowledge Management

4.2.    Management Accounting

4.2.1. International Accounting Framework 
4.2.2. Introduction to the Accounting Cycle 
4.2.3. Company Financial Statements 
4.2.4. Analysis of Financial Statements: Decision-Making

4.3. Budget and Management Control

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting  

4.4. Corporate Tax Responsibility

4.4.1. Corporate Tax Responsibility 
4.4.2. Tax Procedure: a Country-Case Approach 

4.5. Corporate Control Systems

4.5.1. Types of Control  
4.5.2. Regulatory Compliance
4.5.3. Internal Auditing  
4.5.4. External Auditing

4.6. Financial Management  

4.6.1. Introduction to Financial Management  
4.6.2. Financial Management and Corporate Strategy    
4.6.3. Chief Financial Officer (CFO): Managerial Skills 

4.7.    Financial Planning

4.7.1. Business Models and Financing Needs 
4.7.2. Financial Analysis Tools 
4.7.3. Short-Term Financial Planning 
4.7.4. Long-Term Financial Planning 

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments 
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context

4.9.1. Macroeconomic Analysis  
4.9.2. Economic Indicators  
4.9.3. Economic Cycle  

4.10. Strategic Financing 

4.10.1. Banking Business: Current Environment  
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

4.11.1. Fixed Income Market  
4.11.2. Equity Market  
4.11.3. Valuation of Companies  

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem Solving Methodology 
4.12.2. Case Method

Module 5. Operations and Logistics Management 

5.1. Operations Management

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management 

5.2.1. Stocks Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management 

5.3. Supply Chain Management (I)

5.3.1. Costs and Efficiency of the Operations Chain 
5.3.2. Change in Demand Patterns 
5.3.3. Change in Operations Strategy 

5.4. Supply Chain Management (II) Implementation

5.4.1. Lean Manufacturing/Lean Thinking 
5.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production, Distribution
5.5.3. Quality, Quality Costs and Tools
5.5.4. After-Sales Service. 

5.6. Logistics and Customers 

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning 
5.6.3. Collaborative Planning, Forecasting and Replacement

5.7. International Logistics

5.7.1. Customs, Export and Import processes 
5.7.2. Methods and Means of International Payment 
5.7.3. International Logistics Platforms 

5.8. Competing through Operations 

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management 

6.1. Information Systems Management

6.1.1. Business Information Systems
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models

6.5.1. Technology-Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. E-Commerce

6.6.1. e-Commerce Strategic Plan
6.6.2. Logistics Management and Customer Service in e-Commerce
6.6.3.  e-Commerce as an Opportunity for Internationalization

6.7. e-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business

6.8.1. Mobile e-Commerce
6.8.2. Design and Usability
6.8.3. e-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication 

7.1. Commercial Management 

7.1.1. Sales Management
7.1.2. Commercial Strategy
7.1.3. Sales and Negotiation Techniques
7.1.4. Management of Sales Teams

7.2. Marketing

7.2.1. Marketing and the Impact on the Company  
7.2.2. Basic Marketing Variables  
7.2.3. Marketing Plan  

7.3. Strategic Marketing Management

7.3.1. Sources of Innovation
7.3.2. Current Trends in Marketing  
7.3.3. Marketing Tools  
7.3.4. Marketing Strategy and Communication with Customers

7. 4. Digital Marketing Strategy 

7.4.1. Approach to Digital Marketing   
7.4.2. Digital Marketing Tools    
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

7.5.1. Positioning and Promotion  
7.5.2. Public Relations   
7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

7.6.1. Internal and External Communication  
7.6.2. Communication Departments  
7.6.3. Communication Managers: Managerial Skills and Responsibilities

7.7. Corporate Communication Strategy

7.7.1. Corporate Communication Strategy    
7.7.2. Communication Plan  
7.7.3. Press Release/Clipping/Publicity Writing

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation  

8.2. Innovation Strategy

8.2.1. Innovation and Corporate Strategy  
8.2.2. Global Innovation Project: Design and Management   
8.2.3. Innovation Workshops  

8.3. Business Model Design and Validation

8.3.1. The Lean Start-up Methodology  
8.3.2. Innovative Business Initiative: Stages  
8.3.3. Financing Arrangements  
8.3.4. Model Tools: Empathy Map, Canvas Model, and Metrics  
8.3.5. Growth and Loyalty  

8.4. Project Direction and Management

8.4.1. Innovation Opportunities   
8.4.2. Feasibility Study and Proposal Specification  
8.4.3. Project Definition and Design  
8.4.4. Project Execution  
8.4.5. Project Closure

Module 9. Market Research

9.1. Fundamentals of Marketing

9.1.1. Main Definitions 
9.1.2. Basic Concepts 
9.1.3. The Evolution of the Concept of Marketing 

9.2. Marketing: From the Idea to the Market 

9.2.1. Concept and Scope of Marketing 
9.2.2. Marketing Dimensions 
9.2.3. Marketing 3.0

9.3. New Competitive Environment

9.3.1. Technological Innovation and Economic Impact 
9.3.2. Knowledge Society 
9.3.3. The New Consumer Profile 

9.4. Quantitative Research Methods and Techniques

9.4.1. Variables and Measurement Scales 
9.4.2. Information Sources 
9.4.3. Sampling Techniques 
9.4.4. The Treatment and Analysis of Data 

9.5. Qualitative Research Methods and Techniques

9.5.1. Direct Techniques: Focus Group 
9.5.2. Anthropological Techniques 
9.5.3. Indirect Techniques 
9.5.4. The Two Face Mirror and The Delphi Method 

9.6. Market Segmentation 

9.6.1. Market Typologies 
9.6.2. Concept and Analysis of the Demand 
9.6.3. Segmentation and Criteria 
9.6.4. Defining the Target Audience 

9.7. Types of Buying Behavior

9.7.1. Complex Behavior 
9.7.2. Dissonance Reducing Behavior 
9.7.3. Variety Seeking Behavior 
9.7.4. Habitual Purchasing Behavior 

9.8. Marketing Information Systems

9.8.1. Conceptual Approaches to Marketing Information Systems 
9.8.2. Data Warehouse and Datamining 
9.8.3. Geographical Information Systems 

9.9. Research Project Management

9.9.1. Information Analysis Tools 
9.9.2. Developing an Expectation Management Plan 
9.9.3. Assessing the Feasibility of Projects 

9.10. Marketing Intelligence

9.10.1. Big Data 
9.10.2. User Experience 
9.10.3. Applying Techniques

Module 10. Managementand Leadership

10.1. General Management 

10.1.1. Integrating Functional Strategies into the Global Business Strategies 
10.1.2. Management Policy and Processes 
10.1.3. Society and Enterprise 

10.2. Competitive Strategy 

10.2.1. Market Analysis 
10.2.2. Sustainable Competitive Advantage 
10.2.3. Return on Investment 

10.3. Planning and Strategy 

10.3.1. The Relevance of Strategic Direction in the Management Control Process 
10.3.2. Analysis of the Environment and the Organization 
10.3.3. Lean Management 

10.4. Talent Management 

10.4.1. Managing Human Capital 
10.4.2. Environment, Strategy and Metrics 
10.4.3. Innovation in People Management

Module 11. Logistics and Economic Management

11.1. Financial Diagnosis 

11.1.1. Indicators for Analyzing Financial Statements 
11.1.2. Profitability Analysis 
11.1.3. Economic and Financial Profitability of a Company 

11.2. Economic Analysis of Decisions 

11.2.1. Budget Control 
11.2.2. Competitive Analysis. Comparative Analysis 
11.2.3. Decision-Making. Business Investment or Divestment 

11.3. Investment Valuation and Portfolio Management 

11.3.1. Profitability of Investment Projects and Value Creation 
11.3.2. Models for Evaluating Investment Projects 
11.3.3. Sensitivity Analysis, Scenario Development and Decision Trees 

11.4. Purchasing Logistics Management 

11.4.1. Stocks Management 
11.4.2. Warehouse Management 
11.4.3. Purchasing and Procurement Management 

Module 12. Strategy in Marketing Management

12.1. Marketing Management

12.1.1. Positioning and Value Creation 
12.1.2. Company's Marketing Orientation and Positioning 
12.1.3. Strategic Marketing vs. Operational Marketing 
12.1.4. Objectives in Marketing Management 
12.1.5. Integrated Marketing Communications 

12.2. The Function of Strategic Marketing

12.2.1. Main Marketing Strategies 
12.2.2. Segmentation, Targeting and Positioning 
12.2.3. Managing Strategic Marketing 

12.3. Marketing Strategy Dimensions

12.3.1. Necessary Resources and Investments 
12.3.2. Fundamentals of Competitive Advantage 
12.3.3. Company’s Competitive Behavior 
12.3.4. Focus Marketing 

12.4. New Product Strategy Development 

12.4.1. Creativity and Innovation in Marketing 
12.4.2. Generation and Filtering of Ideas 
12.4.3. Commercial Viability Analysis 
12.4.4. Development, Market Testing and Commercialization

12.5. Pricing Policies

12.5.1. Short and Long Term Aims 
12.5.2. Types of Pricing 
12.5.3. Factors that Affect Pricing 

12.6. Promotion and Merchandising Strategies

12.6.1. Advertising Management 
12.6.2. Communication and Media Plan 
12.6.3. Merchandising as a Marketing Technique 
12.6.4. Visual Merchandising 

12.7. Distribution, Expansion and Intermediation Strategies

12.7.1. Outsourcing of Sales Force and Customer Service 
12.7.2. Commercial Logistics in Product and Service Sales Management 
12.7.3. Sales Cycle Management 

12.8. Developing the Marketing Plan

12.8.1. Analysis and Diagnosis 
12.8.2. Strategic Decisions 
12.8.3. Operational Decisions

Module 13. Operational Marketing

13.1. Marketing Mix

13.1.1. The Marketing Value Proposition 
13.1.2. Marketing Mix Policies, Strategies and Tactics
13.1.3. Elements of the Marketing Mix
13.1.4. Customer Satisfaction and Marketing Mix

13.2. Product Management 

13.2.1. Consumption Distribution and Product Life Cycle 
13.2.2. Obsolescence, Expiration, Periodic Campaigns 
13.2.3. Order Management and Stocks Control Ratios 

13.3. Pricing Principles

13.3.1. Environmental Analysis 
13.3.2. Production Costs and Discount Margins 
13.3.3. Final Price and Positioning Map 

13.4. Distribution Channel Management

13.4.1. Trade Marketing 
13.4.2. Distribution Culture and Competition 
13.4.3. Designing and Managing Channels 
13.4.4. Functions of Distribution Channels 
13.4.5. Route to Market

13.5. Promotion and Sales Channels

13.5.1. Corporate Branding 
13.5.2. Advertising 
13.5.3. Sales Promotion 
13.5.4. Public Relations and Personal Selling 
13.5.5. Street Marketing 

13.6. Branding

13.6.1. Brand Evolution
13.6.2. Creating and Developing a Successful Brand 
13.6.3. Brand Equity 
13.6.4. Category Management 

13.7. Managing Marketing Groups

13.7.1. Work Teams and Meeting Management 
13.7.2. Coaching and Team Management 
13.7.3. Managing Equality and Diversity 

13.8. Communication and Marketing

13.8.1. Communication Integrated into Marketing 
13.8.2. Designing a Marketing Communication Program  
13.8.3. Communication Skills and Influence 
13.8.4. Barriers to Business Communication

Module 14. Customer Relationship Management

14.1. Knowing the Market and the Consumer

14.1.1. Open Innovation 
14.1.2. Competitive Intelligence 
14.1.3. Sharing Economy 

14.2. CRM and Business Philosophy

14.2.1. Business Philosophy or Strategic Orientation 
14.2.2. Customer Identification and Differentiation 
14.2.3. The Company and its Stakeholders 
14.2.4. Clienting 

14.3. Database Marketing and Customer Relationship Management

14.3.1. Database Marketing Applications 
14.3.2. Laws and Regulations 
14.3.3. Information Sources, Storage and Processing 

14.4. Consumer Psychology and Behavior

14.4.1. The Study of Consumer Behavior 
14.4.2. Internal and External Consumer Factors 
14.4.3. Consumer Decision Process 
14.4.4. Consumerism, Society, Marketing, and Ethics

14.5. Areas of CRM Management

14.5.1. Customer Service.
14.5.2. Managing the Sales Force 
14.5.3. Customer Service 

14.6. Consumer Centric Marketing

14.6.1. Segmentation 
14.6.2. Profitability Analysis 
14.6.3. Customer Loyalty Strategies 

14.7. CRM Management Techniques

14.7.1. Direct Marketing 
14.7.2. Multichannel Integration 
14.7.3. Viral Marketing 

14.8. Advantages and Risks of Implementing CRM

14.8.1. CRM, Sales and Costs 
14.8.2. Customer Satisfaction and Loyalty 
14.8.3. Technology Implementation 
14.8.4. Strategic and Management Errors

Module 15. Sectorial Marketing 

15.1. Services Marketing

15.1.1. Evolution and Growth of the Services Sector 
15.1.2. Function of Services Marketing 
15.1.3. Marketing Strategy in the Service Sector 

15.2. Touristic Marketing

15.2.1. Features of the Tourism Sector 
15.2.2. Tourist Product 
15.2.3. The Customer in Tourism Marketing 

15.3. Political and Electoral Marketing

15.3.1. Policy Marketing vs. Electoral Marketing 
15.3.2. Political Market Segmentation 
15.3.3. Electoral Campaign 

15.4. Social Marketing and Responsible Marketing

15.4.1. Social Cause Marketing and CSR
15.4.2. Environmental Marketing 
15.4.3. Segmentation in Social Marketing

15.5. Retail Management

15.5.1. Relevance 
15.5.2. Reward 
15.5.3. Cost Reduction 
15.5.4. Relationship with the Customer 

15.6. Banking Marketing

15.6.1. State Regulation 
15.6.2. Branches and Segmentation 
15.6.3. Inbound Marketing in the Banking Sector 

15.7. Health Services Marketing

15.7.1. Internal Marketing 
15.7.2. User Satisfaction Studies 
15.7.3. Market Oriented Quality Management 

15.8. Sensory Marketing 

15.8.1. Shopping Experience as a Sensory Experience 
15.8.2. Neuromarketing and Sensory Marketing 
15.8.3. Arrangement and Presentation of the Point of Sale.

Module 16. International Marketing

16.1. International Market Research

16.1.1. Emerging Markets Marketing 
16.1.2. PES Analysis 
16.1.3. What, How, and Where to Export?
16.1.4. International Marketing-Mix Strategies 

16.2. International Segmentation

16.2.1. Criteria for Market Segmentation at the International Level 
16.2.2. Market Niches 
16.2.3. International Segmentation Strategies 

16.3. International Positioning

16.3.1. Branding in International Markets 
16.3.2. Positioning Strategies in International Markets 
16.3.3. Global, Regional and Local Brands 

16.4. Product Strategies in International Markets

16.4.1. Product Modification, Adaptation and Diversification 
16.4.2. Global Standardized Products 
16.4.3. The Product Portfolio 

16.5. Prices and Exports

16.5.1. Export Prices Calculation 
16.5.2. Incoterms 
16.5.3. International Price Strategy 

16.6. Quality in International Marketing

16.6.1. Quality and International Marketing 
16.6.2. Standards and Certifications 
16.6.3. CE Marking 

16.7. International Promotion

16.7.1. The International Promotion MIX 
16.7.2. Advertising and Publicity 
16.7.3. International Fairs 
16.7.4. Country Branding 

16.8. Distribution through International Channels

16.8.1. Channel and Trade Marketing 
16.8.2. Export Consortiums 
16.8.3. Types of Exports and Foreign Trade

Module 17. Digital Marketing and e-Commerce

17.1. Digital Marketing and e-Commerce

17.1.1. The Digital Economy and the Sharing Economy 
17.1.2. Trends and Social Changes in Consumers 
17.1.3. Digital Transformation of Traditional Companies 
17.1.4. The Roles of the Chief Digital Officer 

17.2. Digital Strategy

17.2.1. Segmentation and Positioning in the Competitive Context 
17.2.2. New Marketing Strategies for Products and Services 
17.2.3. From Innovation to Cash Flow 

17.3. Technology Strategy

17.3.1. Web Development 
17.3.2. Hosting and Cloud Computing 
17.3.3. Content Management Systems (CMS) 
17.3.4. Formats and Digital Media 
17.3.5. Technological e-Commerce Platforms 

17.4. Digital Regulation

17.4.1. Privacy Policy and Personal Data Protection Act 
17.4.2. Fake Profiles and Fake Followers 
17.4.3. Legal Aspects of Marketing, Advertising and Digital Content 

Module 18. E-commerce and Shopify

18.1. Digital e-Commerce Management

18.1.1. New e-Commerce Business Models 
18.1.2. Planning and Developing an eCommerce Strategic Plan 
18.1.3. Technological Structure in e-Commerce 

18.2. E-Commerce Operations and Logistics

18.2.1. How to Manage Fulfillment? 
18.2.2. Digital Point-of-Sale Management 
18.2.3. Contact Center Management 
18.2.4. Automation in Management and Monitoring Processes 

18.3. Implementing e-Commerce Techniques

18.3.1. Social Media and Integration in the e-Commerce Plan 
18.3.2. Multichannel Strategy 
18.3.3. Personalizing Dashboards 

18.4. Digital Pricing

18.4.1. Online Payment Methods and Payment Gateways 
18.4.2. Electronic Promotions 
18.4.3. Digital Price Timing 
18.4.4. E-Auctions 

18.5. From e-Commerce to m-Commerce and S-Commerce

18.5.1. E-Marketplace Business Models 
18.5.2. S-Commerce and Brand Experience 
18.5.3. Purchase via Mobile Devices 

18.6. Customer Intelligence: from e-CRM to s-CRM

18.6.1. Integrating the Consumer in the Value Chain 
18.6.2. Online Research and Loyalty Techniques 
18.6.3. Planning a Customer Relationship Management Strategy 

18.7. Digital Marketing Trade

18.7.1. Cross Merchandising 
18.7.2. Designing and Managing Facebook Ads Campaigns 
18.7.3. Designing and Managing Google Adwords Campaigns 

18.8. Online Marketing for e-Commerce

18.8.1. Inbound Marketing 
18.8.2. Display and Programmatic Purchasing 
18.8.3. Communication Plan

Module 19. Social Media and Community Management

19.1. Web 2.0 or the Social Web

19.1.1. Organization in the Age of Conversation 
19.1.2. WEB 2.0 Is All About People 
19.1.3. New Environments, New Content 

19.2. Digital Communication and Reputation

19.2.1. Crisis Management and Online Corporate Reputation 
19.2.2. Online Reputation Report 
19.2.3. Netiquette and Good Practices on Social Networks 
19.2.4. Branding and Networking 2.0

19.3. General, Professional and Microblogging Platforms

19.3.1. Facebook 
19.3.2. LinkedIn 
19.3.3. Google+
19.3.4. Twitter 

19.4. Video, Image, and Mobility Platforms

19.4.1. YouTube 
19.4.2. Instagram 
19.4.3. Flickr 
19.4.4. Vimeo 
19.4.5. Pinterest 

19.5. Corporate Blogging

19.5.1. How to Create a Blog 
19.5.2. Content Marketing Strategy 
19.5.3. How to Create a Content Plan for Your Blog? 
19.5.4. Content Curation Strategy 

19.6. Social Media Strategies

19.6.1. Corporate Communication Plan 2.0
19.6.2. Corporate PR and Social Media 
19.6.3. Analysis and Evaluation of Results 

19.7. Community Management

19.7.1. Functions, Duties, and Responsibilities of the Community Manager 
19.7.2. Social Media Manager 
19.7.3. Social Media Strategist 

19.8. Social Media Plan

19.8.1. Designing a Social Media Plan 
19.8.2. Defining the Strategy to be Applied in Each Media 
19.8.3. Contingency Protocol in Case of Crisis

A very well-structured program to help you expand your knowledge in this field"