With this Professional master’s degree, you will be able to obtain the latest content on social network management so that you can become a true community manager" 

When social networks were born in the early 1990s, a few theorists and experts in digital technologies were able to glimpse the great potential for communication and interaction that they had. This development has led to the constant emergence of new virtual environments in which to exchange content and conversations, create spaces for debate and even generate public opinion, which has brought about substantial changes in socioeconomic issues.  

Few are strangers to networks such as YouTube, Twitter, LinkedIn or Facebook. Each one occupies a space on the Internet with its target audience, content and specific characteristics, where the figure of community management has become key for the most appropriate management of public and private profiles. An administration that requires in-depth knowledge of digital environments, the essential tools for content generation and the keys to be able to create a positive and relevant image of the professional or business profile you manage. 
In a growing market, TECH offers the Professional master’s degree in Social Networks and Community Management, which will allow the journalists or communicators to acquire a learning process that will boost their professional career in this field. To do so, you will be provided with innovative multimedia content that will introduce you to monitoring tools, active listening, programming and the main market research techniques.  

Additionally, students will find in this program the necessary practical material to be able to approach in a much more direct and clear way the daily reality of the community manager.  

A 100% online degree that provides students with an excellent opportunity to advance in their work environment through a convenient and flexible university education. All you need is a computer, tablet or cell phone to access the entire syllabus of the university program. This will also allow you to distribute the teaching load according to your needs, making it compatible with your professional and/or personal responsibilities.  

Stand out in a competitive sector thanks to the up-to-date knowledge you will obtain in this program. Take the step and enroll now"   

This Professional master’s degree in Social Networks and Community Management contains the most complete and up-to-date program on the market. The most important features include:  

• The development of practical cases presented by experts in Social Networks
• The graphic, schematic, and practical contents with which they are created, provide technical and practical information on the disciplines that are essential for professional practice
• Practical exercises where self-assessment can be used to improve learning
• Its special emphasis on innovative methodologies  
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an internet connection   

From and when you wish, you can access the entire syllabus that makes up this university degree. Enroll now”   

The program’s teaching staff includes professionals from the sector who contribute their work experience to this training program, as well as renowned specialists from leading societies and prestigious universities.  

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide immersive training programmed to train in real situations.  

This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. For this purpose, the student will be assisted by an innovative interactive video system created by renowned and experienced experts.   

Delve into public opinion, public communication and media influence models with a 100% online program that adapts to you” 

Design a strategy, create quality content, schedule and monitor. Follow all the steps for professional success with this university education” 

The contents of this program have been developed with the aim of ensuring that students acquire each and every one of the skills necessary to become a professional specialized in Social Networks and Community Management. A program structured in 10 modules, which provide the necessary keys for successful communication in digital environments. All this, through a syllabus enriched with multimedia didactic material and a Relearning learning system, which will allow you to flow through the program in a more agile way while reducing the hours of study.  

Generate the most engaging content for major social networks with the tools and techniques this university teaching shows you" 

Module 1. Fundamentals of Communication in the Digital Environment  

1.1. Web 2.0 or the Social Web  

1.1.1. Organization in the Age of Conversation
1.1.2. Web 2.0 Is All About People 
1.1.3. Digital Environment and New Communication Formats

1.2. Digital Communication and Reputation  

1.2.1. Online Reputation Report 
1.2.2. Netiquette and Good Practices on Social Networks 
1.2.3. Branding and 2.0 Networks

1.3. Online Reputation Plan Design and Planning  

1.3.1. Overview of the Main Social Media  
1.3.2. Brand Reputation Plan 
1.3.3. General Metrics, ROI, and Social CRM 
1.3.4. Online Crisis and Reputational SEO

1.4. General, Professional, and Microblogging Platforms  

1.4.1. Facebook 
1.4.2. LinkedIn 
1.4.3. Google + 
1.4.4. Twitter

1.5. Video, Image, and Mobility Platforms  

1.5.1. Youtube 
1.5.2. Instagram  
1.5.3. Flickr  
1.5.4. Vimeo  
1.5.5. Pinterest

1.6. Content and Storytelling Strategy  

1.6.1. Corporate Blogging  
1.6.2. Content Marketing Strategy 
1.6.3. Creating a Content Plan  
1.6.4. Content Curation Strategy

1.7. Social Media Strategies  

1.7.1. Corporate PR and Social Media 
1.7.2. Defining the Strategy to be Applied in Each Media  
1.7.3. Analysis and Evaluation of Results

1.8. Community Administration  

1.8.1. Roles, Tasks and Responsibilities of the Community Administration  
1.8.2. Social Media Manager 
1.8.3. Social Media Strategist

1.9. Social Media Plan  

1.9.1 Designing a Social Media Plan 
1.9.2 Schedule, Budget, Expectations and Monitoring 
1.9.3 Contingency Protocol in Case of Crisis

1.10. Online Monitoring Tools  

1.10.1. Management Tools and Desktop Applications  
1.10.2. Monitoring and Research Tools

Module 2. Integrated Marketing Communication  

2.1. Below the Line Advertising    

2.2. Direct and Interactive Marketing     
2.3. Point-of-Sale Marketing Techniques   
2.4. Importance of Public Relations    
2.5. Branded Entertainment Marketing Trends    
2.6. Digital Communication Strategy 
2.7. Metrics of Digital Communication  
2.8. Importance of Social Networks   
2.9. Effective Segmentation and Social Media Tools  
2.10. Advantages of Mobile Marketing

Module 3. Creativity in Communication  

3.1. To Create is to Think  

3.1.1. The Art of Thinking   
3.1.2. Creative Thinking and Creativity   
3.1.3. Thinking and Brain   
3.1.4. The Lines of Research on Creativity: Systematization  

3.2. Nature of the Creative Process  

3.2.1. Nature of Creativity   
3.2.2. The Notion of Creativity: Creation and Creativity   
3.2.3. The Creation of Ideas for Persuasive Communication   
3.2.4. Nature of the Creative Process in Advertising  

3.3. The Invention  

3.3.1. Evolution and Historical Analysis of the Creation Process   
3.3.2. Nature of the Classical Canon of the Invention   
3.3.3. The Classical View of Inspiration in the Origin of Ideas   
3.3.4. Invention, Inspiration, Persuasion  

3.4. Rhetoric and Persuasive Communication  

3.4.1. Rhetoric and Advertising   
3.4.2. The Rhetorical Parts of Persuasive Communication   
3.4.3. Rhetorical Figures  
3.4.4. Rhetorical Laws and Functions of Advertising Language  

3.5. Creative Behavior and Personality  

3.5.1. Creativity as a Personal Characteristic, as a Product and as a Process   
3.5.2. Creative Behavior and Motivation   
3.5.3. Perception and Creative Thinking   
3.5.4. Components of Creativity  

3.6. Creative Skills and Abilities  

3.6.1. Thinking Systems and Models of Creative Intelligence   
3.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford   
3.6.3. Interaction Between Factors and Intellectual Capabilities   
3.6.4. Creative Skills   
3.6.5. Creative Capabilities  

3.7. The Phases of the Creative Process  

3.7.1. Creativity as a Process   
3.7.2. The Phases of the Creative Process   
3.7.3. The Phases of the Creative Process in Advertising  

3.8. Troubleshooting  

3.8.1. Creativity and Problem Solving   
3.8.2. Perceptual Blocks and Emotional Blocks  
3.8.3. Methodology of Invention: Creative Programs and Methods  

3.9. The Methods of Creative Thinking  

3.9.1. Brainstorming as a Model for the Creation of Ideas   
3.9.2. Vertical Thinking and Lateral Thinking   
3.9.3. Methodology of Invention: Creative Programs and Methods  

3.10. Creativity and Advertising Communication  

3.10.1. The Creative Process as a Specific Product of Advertising Communication   
3.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process  
3.10.3. Methodological Principles and Effects of Advertising Creation   
3.10.4. Advertising Creation: From Problem to Solution   
3.10.5. Creativity and Persuasive Communication  

Module 4. Strategic Marketing

4.1. Strategic Management and Marketing

4.1.1. Marketing in the Context of Strategic Management: Orientation Towards the Market 
4.1.2. Strategic Management and Marketing of the Company 
4.1.3. Marketing Information Systems

4.2. External Analysis: Markets, Competition and Environment in General  

4.2.1. Market and Customer Analysis 
4.2.2. Competitive Analysis 
4.2.3. Analysis of Other Variable of the Environment. Social Demand  
4.2.4. Strategic Uncertainty  

4.3. Internal Analysis  

4.3.1. Financial Indicators and Performance Indicators 
4.3.2. Business Matrices and Decision Support Systems  
4.3.3. Formulation of Goals and Objectives  

4.4. Marketing Strategies (I): The Company  

4.4.1. Environment Management and Socially Oriented Marketing 
4.4.2. Divestment Strategies  
4.4.3. Growth Strategies

4.5. Marketing Strategies (II): the Product-Market  

4.5.1. Market Coverage Strategies and Determination of Target Audience  
4.5.2. Competitive Strategy 
4.5.3. Strategic Partnerships

4.6. Marketing Strategies (III): The Product  

4.6.1. New Product Strategy: Process of Diffusion and Adoption  
4.6.2. Differentiation and Positioning Strategy 
4.6.3. Product Life Cycle Strategies

4.7. Offer Strategies  

4.7.1. Introduction   
4.7.2. Brand Strategies 
4.7.3. Product Strategies   
4.7.4. Pricing Strategies  
4.7.5. Service Strategies

4.8. Go-to-Market Strategies

4.8.1. Distribution Strategies   
4.8.2. Communication Strategies   
4.8.3. Sales Force, Internet and Direct Marketing Strategies  

4.9. Organization of Marketing Activities and Relations  

4.9.1. Organization of Marketing Activities   
4.9.2. Concept of Marketing Relations 
4.9.3. Marketing Connections

4.10. Marketing Strategy Implementation and Control  

4.10.1. Introduction   
4.10.2. Marketing Plan   
4.10.3. Execution of the Marketing Plan 
4.10.4. Internal Marketing  
4.10.5. Evaluation and Control

Module 5. Research in Digital Media  

5.1. The Scientific Method and its Techniques  

5.1.1. Introduction  
5.1.2. The Scientific Method and its Techniques  
5.1.3. Scientific Method and Methodological Techniques  
5.1.4. Research Design and Phases  
5.1.5. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing  
5.1.6. Research Approaches and Perspectives  
5.1.7. Ethical and Deontological Rules  

5.2. Methodology I  

5.2.1. Introduction  
5.2.2. Measurable Aspects: Quantitative Method  
5.2.3. Quantitative Techniques  
5.2.4. Types of Surveys  
5.2.5. Questionnaire Preparation and Presentation of Results  

5.3. II Methodology  

5.3.1. Introduction  
5.3.2. Measurable Aspects: Qualitative Method  
5.3.3. Qualitative Techniques  
5.3.4. Individual Interviews and their Typology  
5.3.5. The Group Interview and its Variables: Discussion Groups or Focus Groups  
5.3.6. Other Conversational Techniques: Philips 66, Brainstorming, Delphi, Participatory Intervention Cores, Problem and Solution Trees  
5.3.7. Participatory – Action Research  

5.4. III Methodology  

5.4.1. Introduction  
5.4.2. Revealing Communicative Behaviors and Interactions: Observation and its Variants  
5.4.3. Observation as a Scientific Method  
5.4.4. The Procedure: Planning Systematic Observation  
5.4.5. Different Types of Observation  
5.4.6. Online Observation: Virtual Ethnography  

5.5. IV Methodology  

5.5.1. Introduction  
5.5.2. Uncovering the Content of Messages: Content and Discourse Analysis  
5.5.3. Introduction to Quantitative Content Analysis  
5.5.4. Sample Selection and Category Design  
5.5.5. Data Processing  
5.5.6. Critical Discourse Analysis  
5.5.7. Other Techniques for the Analysis of Media Texts  

5.6. Techniques for Collecting Digital Data  

5.6.1. Introduction  
5.6.2. Knowing the Reactions: Experimenting in Communication  
5.6.3. Introduction to Experiments  
5.6.4. What is an Experiment in Communication  
5.6.5. Experimentation and its Types  
5.6.6. The Practical Design of the Experiment  

5.7. Techniques for Organizing Digital Data  

5.7.1. Introduction  
5.7.2. Digital Information  
5.7.3. Problems and Methodological Proposals  
5.7.4. Online Press: Characteristics and Approach to its Analysis  

5.8. Participatory Instrumental Services  

5.8.1. Introduction  
5.8.2. The Internet as an Object of Study: Criteria for Assessing the Quality and Reliability of Internet Content  
5.8.3. Internet as an Object of Study  
5.8.4. Criteria for Evaluating the Quality and Reliability of Content on the Internet  

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

5.9.1. Introduction  
5.9.2. Research on the Internet and Digital Platforms  
5.9.3. Searching and Browsing in the Online Environment  
5.9.4. Approach to Research on Digital Formats: Blogs  
5.9.5. Approach to Social Network Research Methods  
5.9.6. Hyperlink Research  

5.10. Diffusion of Research Activity  

5.10.1. Introduction  
5.10.2. Research Trends in Communication  
5.10.3. Introduction to the Contemporary Environment of Research in Communication  
5.10.4. The Readaptation of the Classic Objects of Communication Research  
5.10.5. The Emergence of Classical Research Objects  
5.10.6. Towards Interdisciplinarity and Methodological Hybridization  

Module 6. Advertising Creativity I: Copywriting  

6.1. Writing Concept  

6.1.1. Writing and Editing   
6.1.2. Copywriting and Thought   
6.1.3. Copywriting and Order  

6.2. Fundamentals of Advertising Copywriting  

6.2.1. Correction   
6.2.2. Adaptation   
6.2.3. Efficiency  

6.3. Characteristics of Copywriting  

6.3.1. Nominalization   
6.3.2. Destructuring   
6.3.3. Expressive Concentration  

6.4. Text and Image  

6.4.1. From Text to Image   
6.4.2. Text Functions   
6.4.3. Image Functions   
6.4.4. Relationship Between Text and Imaging  

6.5. Brand and Slogan  

6.5.1. The Brand   
6.5.2. Brand Characteristics   
6.5.3. The Slogan  

6.6. Direct Advertising  

6.6.1. The Brochure   
6.6.2. The Catalogue   
6.6.3. Other Annexes  

6.7. Press Advertising: The Large Format Advertisement  

6.7.1. Newspapers and Magazines   
6.7.2. Superstructure   
6.7.3. Formal Characteristics   
6.7.4. Editorial Characteristics  

6.8. Press Advertising: Other Formats  

6.8.1. Word Advertisements   
6.8.2. Superstructure   
6.8.3. The Claim   
6.8.4. Superstructure  

6.9. Outdoor Advertising    

6.9.1. Formats   
6.9.2. Formal Characteristics   
6.9.3. Editorial Characteristics  

6.10. Radio Advertising  

6.10.1. Radio Language   
6.10.2. The Radio Spot   
6.10.3. Superstructure  
6.10.4. Wedge Types   
6.10.5. Formal Characteristics  

6.11. Audiovisual Advertising    

6.11.1. The Image   
6.11.2. The Text   
6.11.3. Music and Sound Effects    
6.11.4. Advertising Formats   
6.11.5. The Script   
6.11.6. Storyboard  

Module 7. Advertising Creativity II: Art Direction  

7.1. Subjects and Object of Advertising Graphic Design  

7.1.1. Related Professional Profiles   
7.1.2. Academic Context and Competencies   
7.1.3. Advertiser and Agency  

7.2. Creative Direction and Creative Idea  

7.2.1. Creative Process  
7.2.2. Types of Creative Processes  
7.2.3. Art Direction and Formal Idea  

7.3. The Role of the Art Director  

7.3.1. What is Art Direction?    
7.3.2. How Art Direction Works?   
7.3.3. The Creative Team   
7.3.4. The Role of the Art Director    

7.4. Fundamentals of Advertising Graphic Design  

7.4.1. Design Concepts and Design Standards   
7.4.2. Trends and Styles   
7.4.3. Design Thinking, Process and Management   
7.4.4. Scientific Metaphor  

7.5. Methodology of Advertising Graphics    

7.5.1. Creativity Graphics   
7.5.2. Design Process   
7.5.3. Communication and Aesthetics  

7.6. Graphic Strategy  

7.6.1. Apprehension Form  
7.6.2. Graphic Message   
7.6.3. Aesthetic State  

7.7. Graphic Architecture  

7.7.1. Typometry   
7.7.2. Graphic Spaces   
7.7.3. Reticle   
7.7.4. Pagination Standards  

7.8. Final Arts  

7.8.1. Final Arts  
7.8.2. Processes   
7.8.3. Systems  

7.9. Creation of Advertising Graphic Supports  

7.9.1. Publigraphy   
7.9.2. Organizational Visual Image (OVI)  

7.10. Graphic Advertisements  

7.10.1. Packaging   
7.10.2. Websites  
7.10.3. Corporate Image in Web Pages  

Module 8. The Fundamentals of Graphic Design  

8.1. Introduction to Design

8.1.1. Design Concepts Art and Design  
8.1.2. Fields of Application of the Design  
8.1.3. Design and Ecology: Ecodesign  
8.1.4. Activist Design

8.2. Design and Configuration

8.2.1. The Design Process  
8.2.2. The Idea of Progress  
8.2.3. The Dichotomy Between Need and Desire

8.3. Introduction to Adobe Lightroom I

8.3.1. Interface Walkthrough: Catalog and Preferences  
8.3.2. Program Structure and Visualization 
8.3.3. Structure of the library 
8.3.4. File Import

8.4. Introduction to Adobe Lightroom II

8.4.1. Fast Development, Keywords and Metadata 
8.4.2. Simple Collections 
8.4.3. Intelligent Collections 
8.4.4. Practice  

8.5. Library in Adobe Lightroom  

8.5.1. Classification and Structuring Methods  
8.5.2. Stacks, Virtual Copies, Files Not Found  
8.5.3. Watermark and Logos  
8.5.4. Export  

8.6. Revealing in Adobe Lightroom I  

8.6.1. Developed Module  
8.6.2. Lens Correction and Cropping 
8.6.3. The Histogram 
8.6.4. Calibration and Profiling  

8.7. Presets  

8.7.1. What are they?  
8.7.2. How Are They Used?  
8.7.3. What Kind of Pre-Established Settings are Saved in Lightroom Presets?  
8.7.4. Search Resources

8.8. Tone in Adobe Lightroom

8.8.1. Tone Curve  
8.8.2. HSL 
8.8.3. Split Tones 
8.8.4. Practice

8.9. Revealing in Adobe Lightroom II  

8.9.1. Masks 
8.9.2. Development with Brush  
8.9.3. Focus and Noise Reduction  
8.9.4. Vignetting  
8.9.5. Red Eye and Blemish Removal

8.10. Revealing in Adobe Lightroom III

8.10.1. Transform an Image 
8.10.2. Creation of Panoramic Photographs  
8.10.3. HDR, What Is It? How Do We Create iI?  
8.10.4. Synchronize Settings

Module 9. Corporate Identity  

9.1. The Importance of Image in Businesses    

9.1.1. What is Corporate Image?   
9.1.2. Differences between Corporate Identity and Corporate Image   
9.1.3. Where can the Corporate Image be Manifested?   
9.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?  

9.2. Research Techniques in Corporate Image  

9.2.1. Introduction   
9.2.2. The Study of the Company's Image   
9.2.3. Corporate Image Research Techniques   
9.2.4. Qualitative Image Study Techniques   
9.2.5. Types of Quantitative Techniques  

9.3. Image Audit and Strategy  

9.3.1. What is Image Audit?
9.3.2. Guidelines   
9.3.3. Audit Methodology   
9.3.4. Strategic Planning  

9.4. Corporate Culture  

9.4.1. What is Corporate Culture?   
9.4.2. Factors Involved in Corporate Culture   
9.4.3. Functions of Corporate Culture   
9.4.4. Types of Corporate Culture  

9.5. Corporate Social Responsibility and Corporate Reputation  

9.5.1. CSR: Concept and Application of the Company   
9.5.2. Guidelines for Integrating CSR into Businesses   
9.5.3. CSR Communication   
9.5.4. Corporate Reputation  

9.6. Corporate Visual Identity and Naming  

9.6.1. Corporate Visual Identity Strategies  
9.6.2. Basic Elements   
9.6.3. Basic Principles   
9.6.4. Preparation of the Manual   
9.6.5. The Naming  

9.7. Brand Image and Positioning  

9.7.1. The Origins of Trademarks   
9.7.2. What is a Brand?   
9.7.3. The Need to Build a Brand   
9.7.4. Brand Image and Positioning   
9.7.5. The Value of Brands  

9.8. Image Management through Crisis Communication  

9.8.1. Strategic Communication Plan   
9.8.2. When it All Goes Wrong: Crisis Communication   
9.8.3. Cases  

9.9. The Influence of Promotions on Corporate Image  

9.9.1. The New Advertising Industry Landscape   
9.9.2. Promotional Marketing   
9.9.3. Features   
9.9.4. Dangers   
9.9.5. Promotional Types and Techniques  

9.10. Distribution and Image of the Point of Sale  

9.10.1. The Main Players in Commercial Distribution  
9.10.2. The Image of Retail Distribution Companies through Positioning  
9.10.3. Through its Name and Logo  

Module 10. Public opinion  

10.1. The Concept of Public Opinion  

10.1.1. Introduction  
10.1.2. Definition  
10.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control  
10.1.4. Phases in the Growth of Public Opinion as a Discipline  
10.1.5. The 20th Century  

10.2. Theoretical Framework of Public Opinion  

10.2.1. Introduction 
10.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century
10.2.3. Twentieth Century Authors  
10.2.4. Walter Lippmann: Biased Public Opinion  
10.2.5. Jürgen Habermas: the Political-Value Perspective  
10.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality  

10.3. Social Psychology and Public Opinion  

10.3.1. Introduction  
10.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public  
10.3.3. The Name  
10.3.4. Conformism  

10.4. Media Influence Models  

10.4.1. Introduction  
10.4.2. Media Influence Models  
10.4.3. Types of Media Effects  
10.4.4. Research on Media Effects  
10.4.5. The Power of the Media  

10.5. Public Opinion and Political Communication  

10.5.1. Introduction  
10.5.2. Electoral Political Communication. Propaganda  
10.5.3. Government Political Communication  

10.6. Public Opinion and Elections  

10.6.1. Introduction   
10.6.2. Do Election Campaigns Influence Public Opinion?  
10.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions  
10.6.4. Bandwagon and UnderdogEffects  

10.7. Government and Public Opinion  

10.7.1. Introduction  
10.7.2. Representatives and their Constituents  
10.7.3. Political Parties and Public Opinion  
10.7.4. Public Policies as an Expression of the Government's Action  

10.8. The Political Intermediation of the Press  

10.8.1. Introduction  
10.8.2. Journalists as Political Intermediaries  
10.8.3. Dysfunctions of Journalistic Intermediation  
10.8.4. Reliance on Journalists as Intermediaries  

10.9. Public Sphere and Emerging Models of Democracy  

10.9.1. Introduction  
10.9.2. The Public Sphere in the Information Society  
10.9.3. The Public Sphere in the Information Society  
10.9.4. Emerging Models of Democracy  

10.10. Methods and Techniques for Public Opinion Research  

10.10.1. Introduction  
10.10.2. Opinion Polls  
10.10.3. Types of Surveys  
10.10.4. Analysis 

Boost your professional career as a community management in a digital environment in constant growth"