With this 100% online Advanced master’s degree, you will design innovative advertising campaigns in diverse media and connect with the audience's mind” 

Senior Management in Advertising and Public Relations is an area that plays a fundamental role in building the reputation and image of organizations. In a business environment where competition is fierce and public perception can change rapidly, communication management has become one of the most powerful tools to differentiate and establish lasting relationships with key audiences. Experts therefore need to acquire advanced skills to effectively manage communication strategies and build strong relationships with different audiences. 

In this context, TECH launches an innovative Advanced master’s degree in Senior Management in Advertising and Public Relations. Designed by references in this field, the curriculum will delve into issues ranging from the fundamentals of Public Relations and the generation of public opinion to techniques to promote creativity in advertising campaigns. In this way, students will develop the necessary skills to lead communication and advertising teams, implementing strategies that not only improve the image of brands, but also strengthen relationships with key audiences. 

To consolidate such didactic content, professionals have an innovative methodology: Relearning. This TECH-driven system promotes the gradual assimilation of the most complex concepts through repetition, while minimizing the investment of time and effort in having to memorize them. Also, the program is developed 100% online, another significant advantage that provides autonomy to the graduates, allowing them to organize their learning pace depending on their other obligations. In addition, there will be the collaboration of a renowned International Guest Director, who will give exclusive and complementary Masterclasses, analyzing the latest innovations in these areas. 

Boost your career with this benchmark qualification! TECH will offer you access to unique and additional Masterclasses, designed and taught by a celebrated International Guest Director” 

This Advanced master’s degree in Senior Management in Advertising and Public Relations contains the most complete and up-to-date program on the market. The most important features include: 

• The development of case studies presented by experts in Senior Management in Advertising and Public Relations
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice 
• Practical exercises where self-assessment can be used to improve learning 
• Special emphasis on innovative methodologies in Senior Management in Advertising and Public Relations
• 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 

You will develop essential leadership skills to lead teams in an effective and aligned way with digital tools, through the best teaching materials in the academic landscape” 

Its teaching staff includes professionals belonging to the field of Senior Management in Advertising and Public Relations, who bring to this program the experience of their work, as well as recognized specialists from leading companies 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 an immersive learning experience designed to prepare for real-life situations. 

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

You will be able to monitor public opinion and media impact"

The Relearning system will allow you to learn with less effort and more performance, involving you more in your professional specialization"

The curriculum of this university program will enable entrepreneurs to understand the fields of Advertising and Public Relations, identifying the essential skills for effective strategic management. In this sense, they will be able to optimize the use of digital media, create effective advertising campaigns and organize events that respect protocol regulations. In addition, they will be prepared to develop business projects, from conception to execution, applying the best communication and marketing practices to position their products and improve the company's image. 

You will address emerging trends in Digital Marketing, branding and strategic communication, enabling you to make informed decisions and efficiently manage multidisciplinary teams” 

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 Knowledge of 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. Multinationals and Human Rights

1.9.1. Globalization, Multinational Corporations and Human Rights
1.9.2. Multinational Corporations and 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: Typology

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Growth Strategies: Typology
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. 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 Behavior. Conceptual 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 Resources. An 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 Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Management of Training

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. Talent Identification, Training and Development
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 Communication of the Company. The Profile of the Dircom

3.19. Human Resources Management and Occupational Risk Prevention Teams

3.19.1. Management of Human Resources and Teams
3.19.2. Occupational Risk Prevention

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

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. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. The Capital Budget
4.6.3. The Operating Budget
4.6.5. Treasury Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Necessary Working Capital
4.7.2. Calculation of Operating Cash Requirements
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 Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the State

4.9. Corporate Control Systems

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 Taken in Financial Planning
4.11.3. Creation and Establishment of 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 and Sources of Financing
4.21.2. 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 the Control 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. Analyzing and Solving 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

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)

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 Supply Chain Management (SCM)
5.9.2. Costs and Efficiency of the Operations Chain
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 Efficiency of 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 Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support for 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. Collaborative Planning, Forecasting and Replenishment (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 in Companies

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. 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. 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 Systems or ERP

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. The Basic Elements of Marketing
7.2.3. Marketing Activities in Companies

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 a 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 Support and Tools
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. Market 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, Briefing Concept 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. Sales Network Management

8.15.1. 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 and Direction: 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. Change Management in Projects: Management of Training

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. Managing 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

9.10. 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 for Personal Brand Development
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. Advertising Theory

11.1. Advertising Theory

11.1.1. Introduction
11.1.2. Advertising and Marketing Basics

11.1.2.1. Marketing
11.1.2.2. Advertising

11.1.3. Advertising, Public Relations and Publicity
11.1.4. Dimensions and Social Scope of Contemporary Advertising
11.1.5. Successful Advertising: KFC

11.2. History of Advertising

11.2.1. Introduction
11.2.2. Origin
11.2.3. The Industrial Revolution and Advertising
11.2.4. The Development of the Advertising Industry
11.2.5. Advertising in the Internet World
11.2.6. Successful Advertising: Coca-Cola Case Study

11.3. Advertising and its Protagonists I: The Advertiser

11.3.1. Introduction
11.3.2. How the Advertising Industry Works
11.3.3. Types of Advertisers
11.3.4. Advertising in the Company's Organization Chart
11.3.5. Successful Advertising: Facebook Case Study

11.4. Advertising and Its Protagonists II: Advertising Agencies

11.4.1. Introduction
11.4.2. Advertising Agency: Advertising Communication Professionals
11.4.3. The Organizational Structure of Advertising Agencies
11.4.4. Types of Advertising Agencies
11.4.5. Fee Management in Advertising Agencies
11.4.6. Successful Advertising: Nike

11.5. Advertising and Its Protagonists III: The Advertising Recipient.

11.5.1. Introduction
11.5.2. The Advertising Recipient and Their Context
11.5.3. The Advertising Recipient as a Consumer
11.5.4. Needs and Desires in Advertising
11.5.5. Advertising and Memory: About Advertising Effectiveness
11.5.6. Successful Advertising: Ikea Case Study

11.6. The Advertising Creation Process I: From the Advertiser to the Media

11.6.1. Introduction
11.6.2. Preliminary Aspects of the Advertising Creation Process
11.6.3. The Advertising Brief or Communication Brief
11.6.4. Creative Strategy
11.6.5. Media Strategy
11.6.6. Successful Advertising: Apple

11.7. The Advertising Creation Process II: Creativity and Advertising

11.7.1. Introduction
11.7.2. Fundamentals of Advertising Creative Work
11.7.3. Advertising Creativity and its Communicative Statute
11.7.4. Creative Work in Advertising
11.7.5. Successful Advertising: Real Madrid Case Study

11.8. The Advertising Creation Process III: Ideation and Development of the Advertising Manifesto

11.8.1. Introduction
11.8.2. Creative Conception and Strategy
11.8.3. The Creative Conception Process
11.8.4. The Ten Basic Ways of Creativity According to Lluis Bassat: Advertising Genres
11.8.5. Advertising Formats
11.8.6. Successful Advertising: McDonald’s

11.9. Advertising Media Planning

11.9.1. Introduction
11.9.2. Media and Planning
11.9.3. Advertising Media and their Classification
11.9.4. Media Planning Tools
11.9.5. Successful Advertising: Pepsi

11.10. Advertising, Society and Culture

11.10.1. Introduction
11.10.2. The Relationship between Advertising and Society
11.10.3. Advertising and Emotions
11.10.4. Advertising, Subjects and Things
11.10.5. Successful Advertising: Burger King

Module 12. Fundamentals of Public Relations

12.1. Theoretical Framework of Public Relations

12.1.1. Introduction
12.1.2. Public Relations Research
12.1.3. Main Public Relations Theorists
12.1.4. Public Relations and Related Items
12.1.5. Definition of Public Relations

12.2. Evolution Over Time

12.2.1. Stages
12.2.2. The Origin of Public Relations
12.2.3. Trends in Public Relations

12.3. External Communication

12.3.1. Characteristics and Audiences
12.3.2. Media Relations
12.3.3. Provision of Information

12.4. Internal Communication

12.4.1. Introduction
12.4.2. Functions and Objectives
12.4.3. Types of Internal Communication
12.4.4. Internal Communication Tools

12.5. Public Relations and Public Opinion

12.5.1. Powerful Media Image
12.5.2. The Limited Influence of the Media
12.5.3. Structural Effects on the Company

12.6. International Public Relations

12.6.1. Characteristics of the International Society
12.6.2. Definition
12.6.3. The Role of International Public Relations
12.6.4. Types of Actions

12.7. Public Relations and Crisis

12.7.1. The Organization in the Face of a Crisis
12.7.2. Characteristics of Crises
12.7.3. Crisis Typologies

12.8. Stages of Crisis

12.8.1. Preliminary Phase
12.8.2. Acute Phase
12.8.3. Chronic Phase
12.8.4. Post-Traumatic Phase

12.9. Preparation of a Crisis Plan

12.9.1. Analysis of Possible Problems
12.9.2. Planning
12.9.3. Adequacy of Personnel

12.10. Communication Technologies in Crises

12.10.1. Advantages
12.10.2. Disadvantages
12.10.3. Tools

Module 13. History of Advertising and Public Relations

13.1. Advertising Activity before the Printing Press

13.1.1. Advertising in Its Most Primitive Forms
13.1.2. First Manifestations
13.1.3. The Old World

13.2. From the Printing Press to the Industrial Revolution

13.2.1. Some Aspects that Contributed to the Emergence of the Printing Press in Europe
13.2.2. First Expressions: Leaflets and Posters
13.2.3. Brands and Labels
13.2.4. The Loud and Talkative Advertisements
13.2.5. The Sign and the Commercial Mural
13.2.6. The Birth of a New Media
13.2.7. Communication and Power: The Control of Persuasion

13.3. The Revolutions

13.3.1. Advertising and the Industrial Revolution
13.3.2. The Long and Tortuous Road to Press Freedom
13.3.3. From Propaganda to Advertising
13.3.4. Propaganda and Political Advertising: Concepts
13.3.5. Characteristics of this Advertisement
13.3.6. The Industrial Revolution in the Birth of Commercial Advertising

13.4. Birth of Advertising

13.4.1. The Origin of Commercial Advertising
13.4.2. The Technological Revolution
13.4.3. Printing Systems
13.4.4. The Paper
13.4.5. Photography
13.4.6. The Telegraph
13.4.7. Print Advertising
13.4.8. Posters

13.5. Consolidation of Advertising Activity

13.5.1. Economic Factors between 1848-1914
13.5.2. New Forms of Commercialization
13.5.3. Newspapers
13.5.4. Magazines
13.5.5. The Art of the Poster
13.5.6. Fundamentals of Modern Advertising
13.5.7. American Advertising Agencies
13.5.8. Advertising Technique and Craftsmanship

13.6. Advertising Between Two Wars

13.6.1. Characteristics of the Period 1914-1950
13.6.2. Advertising in World War I
13.6.3. Consequences of World War I on Advertising
13.6.4. Advertising Campaigns in the Second World War
13.6.5. Consequences of World War II on Advertising
13.6.6. Advertising Media
13.6.7. Poster and Advertising Graphic Design
13.6.8. Outdoor Advertising
13.6.9. The Cinema
13.6.10. Cinema as a Means of Persuasion
13.6.11. Radio
13.6.12. Commercial Radio

13.7. The Development of the Advertising Technique

13.7.1. Advertising Activity between 1914 and 1950
13.7.2. Advertising Organization
13.7.3. Agencies and Styles

13.8. Electronic Advertising

13.8.1. TV. The Third Dimension of Advertising
13.8.2. Advertising in the 1950s and 1960s
13.8.3. The Arrival of Television

13.9. Current Advertising

13.9.1. Introduction
13.9.2. The Current Advertising Context: A Technological Perspective
13.9.3. Main Challenges of Today's Advertising Communication
13.9.4. Main Opportunities in Today's Advertising Communication

13.10. History of Public Relations

13.10.1. The Origins
13.10.2. Bernays and His Contributions
13.10.3. The Expansion: Public Relations in the Second Half of the 20th Century

Module 14. Advertising and Public Relations Company

14.1. Structure of Advertising and/or Public Relations Agencies

14.1.1. Structure
14.1.2. Functions
14.1.3. Agency Selection

14.2. Economic Management of the Agency

14.2.1. Types of Legal Form
14.2.2. Business Model
14.2.3. Project Development and Control

14.3. Economic Relations in the Advertising Business

14.3.1. Economic Relationships with Advertisers
14.3.2. Economic Relationships with Employees and Partners
14.3.3. Individual Entrepreneur and Self-Employed

14.4. The Operating Account of the Advertising Agency

14.4.1. Investment, Revenue and Turnover

14.4.1.1. Expenses
14.4.1.2. Personal
14.4.1.3. Rent
14.4.1.4. Amortization
14.4.1.5. Non-billable Expenses
14.4.1.6. Prospecting
14.4.1.7. Delinquency
14.4.1.8. Financial Expenses

14.4.2. Results
14.4.3. Annual Budget

14.5. The Link Between Advertising and Public Relations

14.5.1. In Relation to the Objectives
14.5.2. Regarding the Target Audience of the Activity
14.5.3. On the Selection of Media and Supports

14.6. Remuneration Systems

14.6.1. Remuneration of Agencies
14.6.2. Accounting Dimension of the Agency
14.6.3. Determination of the Budget

14.7. Relations with External Stakeholders

14.7.1. Advertising Agency Relations
14.7.2. Agency-Media Relations
14.7.3. End-Consumer Agency Relations

14.8. Types of Growth Strategies

14.8.1. Holdings
14.8.2. Value Chain
14.8.3. Challenges of Organizational Growth

14.9. Internal Organization Chart of an Advertising Agency

14.9.1. Agency Management Model
14.9.2. Accounts Department
14.9.3. Creative Department
14.9.4. Media Department
14.9.5. Production Department

14.10. Team Management

14.10.1. Motivation
14.10.2. Change Management and Leadership
14.10.3. Internal Communication

Module 15. Introduction to the Psychology of Communication

15.1. History of Psychology

15.1.1. Introduction
15.1.2. We Begin with the Study of Psychology
15.1.3. Science in Evolution. Historical and Paradigmatic Changes
15.1.4. Paradigms and Stages in Psychology
15.1.5. Cognitive Science

15.2. Social Psychology

15.2.1. Introduction
15.2.2. Beginning with the Study of Social Psychology: Influence
15.2.3. Empathy, Altruism and Helping Behavior

15.3. Social Cognition

15.3.1. Introduction
15.3.2. Thinking and Knowing, Vital Necessities
15.3.3. Social Cognition
15.3.4. Organizing Information
15.3.5. Thought: Prototypical or Categorical
15.3.6. Mistakes We Make in Thinking: Inferential Biases
15.3.7. Automatic Information Processing

15.4. Personality Psychology

15.4.1. Introduction
15.4.2. What Is the Self? Identity and Personality
15.4.3. Self-Awareness
15.4.4. Self-Esteem
15.4.5. Self-Knowledge
15.4.6. Interpersonal Variables in Personality Shaping
15.4.7. Macro-Social Variables in the Configuration of Personality
15.4.8. A New Perspective in the Study of Personality. Narrative Personality

15.5. Emotions

15.5.1. Introduction
15.5.2. What Do We Talk about When We Get Excited?
15.5.3. The Nature of Emotions

15.5.3.1. Emotion as Preparation for Action

15.5.4. Emotions and Personality
15.5.5. From Another Perspective. Social Emotions

15.6. Psychology of Communication. Persuasion and Attitude Change

15.6.1. Introduction
15.6.2. Attitudes
15.6.3. Historical Models in the Study of Persuasive Communication
15.6.4. The Probability of Elaboration Model
15.6.5. Communication Processes through the Media

15.6.5.1. A Historical Perspective

15.7. The Sender

15.7.1. Introduction
15.7.2. The Source of Persuasive Communication
15.7.3. Source Characteristics. Credibility
15.7.4. Source Characteristics. The Appeal
15.7.5. Emitter Characteristics. The Power
15.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition
15.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition

15.8. The Message

15.8.1. Introduction
15.8.2. We Begin by Studying the Composition of the Message
15.8.3. Types of Messages: Rational Messages Compared to Emotional Messages
15.8.4. Emotional Messages and Communication: Fear-Inducing Messages

15.9. The Receiver

15.9.1. Introduction
15.9.2. The Role of the Recipient according to the Elaboration Probability Model
15.9.3. Recipient Needs and Motives: Their Impact on Changing Attitudes
15.9.4. Need for Esteem and Communication

15.10. New Approaches to the Study of Communication

15.10.1. Introduction
15.10.2. Unconscious Processing of Information. Automatic Processes
15.10.3. Measuring Automatic Processes in Communication
15.10.4. First Steps in the New Paradigms
15.10.5. Theories of Dual Processing Systems

15.10.5.1. Main Limitations of Dual Systems Theories

Module 16. Public Opinion

16.1. The Concept of Public Opinion

16.1.1. Introduction
16.1.2. Definition
16.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
16.1.4. Phases in the Growth of Public Opinion as a Discipline
16.1.5. The 20th Century

16.2. Theoretical Framework of Public Opinion

16.2.1. Introduction
16.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century
16.2.3. Twentieth Century Authors
16.2.4. Walter Lippmann: Biased Public Opinion
16.2.5. Jürgen Habermas: Political-Valuative Perspective
16.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality

16.3. Social Psychology and Public Opinion

16.3.1. Introduction
16.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with Their Public
16.3.3. The Name
16.3.4. Conformism

16.4. Media Influence Models

16.4.1. Introduction
16.4.2. Media Influence Models
16.4.3. Types of Media Effects
16.4.4. Research on Media Effects
16.4.5. The Power of the Media

16.5. Public Opinion and Political Communication

16.5.1. Introduction
16.5.2. Electoral Political Communication. Propaganda
16.5.3. Government Political Communication

16.6. Public Opinion and Elections

16.6.1. Introduction
16.6.2. Do Election Campaigns Influence Public Opinion?
16.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions
16.6.4. Bandwagon and Underdog Effects

16.7. Government and Public Opinion

16.7.1. Introduction
16.7.2. Representatives and their Constituents
16.7.3. Political Parties and Public Opinion
16.7.4. Public Policies as an Expression of the Government's Action

16.8. The Political Intermediation of the Press

16.8.1. Introduction
16.8.2. Journalists as Political Intermediaries
16.8.3. Dysfunctions of Journalistic Intermediation
16.8.4. Reliance on Journalists as Intermediaries

16.9. Public Sphere and Emerging Models of Democracy

16.9.1. Introduction
16.9.2. The Public Sphere in the Information Society
16.9.3. The Public Sphere in the Information Society
16.9.4. Emerging Models of Democracy

16.10. Methods and Techniques for Public Opinion Research

16.10.1. Introduction
16.10.2. Opinion Polls
16.10.3. Types of Surveys
16.10.4. Analysis

Module 17. Advertising Language

17.1. Thinking and Writing: Definition

17.1.1. Definition of Copywriting
17.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization

17.2. Copywriting and Creativity

17.2.1. Conditions of the Copywriting Process
17.2.2. Linguistic Competence
17.2.3. Functions of the Copywriter

17.2.3.1. Definition of the Functions of the Copywriter

17.3. The Principle of Coherence and Campaign Conceptualization

17.3.1. The Principle of Campaign Unity
17.3.2. The Creative Team
17.3.3. The Conceptualization Process: Hidden Creativity
17.3.4. What is a Concept?
17.3.5. Applications of the Conceptualization Process
17.3.6. The Advertising Concept
17.3.7. Utility and Advantages of the Advertising Concept

17.4. Advertising and Rhetoric

17.4.1. Copywriting and Rhetoric
17.4.2. Placing Rhetoric
17.4.3. The Phases of Rhetoric

17.4.3.1. Advertising Discourse and Classical Rhetorical Discourse
17.4.4.2. Topoi and Reason Why as Argumentation

17.5. Fundamentals and Characteristics of Copywriting

17.5.1. Correction
17.5.2. Adaptation
17.5.3. Efficiency
17.5.4. Characteristics of Copywriting
17.5.5. Morphological: Nominalization
17.5.6. Syntax: Destructuring
17.5.7. Graphics: Emphatic Punctuation

17.6. Argumentation Strategies

17.6.1. Description
17.6.2. The Enthymeme
17.6.3. Narration
17.6.4. Intertextuality

17.7. Styles and Slogans in Copywriting

17.7.1. The Length of the Sentence
17.7.2. The Styles
17.7.3. The Slogan
17.7.4. A Phrase of Wartime Origin
17.7.5. The Characteristics of the Slogan
17.7.6. The Elocution of the Slogan
17.7.7. The Forms of the Slogan
17.7.8. The Functions of the Slogan

17.8. Principles of Applied Copywriting and the Reason Why+USP Pairing

17.8.1. Rigor, Clarity, Accuracy
17.8.2. Synthesis and Simplicity
17.8.3. Advertising Text Constraints
17.8.4. Application of the Reason Why + USP Pairing

17.9. Copywriting in Conventional and Non-Conventional Media

17.9.1. The Division Above-the-line/Below-the-line
17.9.2. Integration: Overcoming the ATL-BTL Polemic
17.9.3. Television Copywriting
17.9.4. Radio Copywriting
17.9.5. Press Copywriting
17.9.6. Copywriting for Outdoor Media
17.9.7. Copywriting in Non-Conventional Media
17.9.8. Direct Marketing Copywriting
17.9.9. Interactive Media Copywriting

17.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases

17.10.1. Classical Models of Advertising Analysis
17.10.2. Impact and Relevance
17.10.3. The Checklist of the Writer
17.10.4. Translation and Adaptation of Advertising Texts
17.10.6. New Technologies, New Languages
17.10.7. Writing in Web 2.0    
17.10.8. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 18. Fundamentals of Communication in the Digital Environment

18.1. Web 2.0 or the Social Web

18.1.1. Organization in the Age of Conversation
18.1.2. Web 2.0 Is All About People
18.1.3. Digital Environment and New Communication Formats

18.2. Digital Communication and Reputation

18.2.1. Online Reputation Report
18.2.2. Etiquette and Best Practices in Social Networking
18.2.3. Branding and 2.0 Networks    

18.3. Online Reputation Plan Design and Planning

18.3.1. Overview of the Main Social Media
18.3.2. Brand Reputation Plan
18.3.3. General Metrics, ROI, and Social CRM
18.3.4. Online Crisis and Reputational SEO

18.4. General, Professional and Microblogging Platforms

18.4.1. Facebook
18.4.2. LinkedIn
18.4.3. Google+
18.4.4. Twitter 

18.5. Video, Image and Mobility Platforms

18.5.1. YouTube
18.5.2. Instagram
18.5.3. Flickr
18.5.4. Vimeo
18.5.5. Pinterest

18.6. Content and Storytelling Strategy

18.6.1. Corporate Blogging
18.6.2. Content Marketing Strategy
18.6.3. Creating a Content Plan
18.6.4. Content Curation Strategy

18.7. Social Media Strategies

18.7.1. Corporate PR and Social Media
18.7.2. Defining the Strategy to be Applied in Each Medium
18.7.3. Analysis and Evaluation of Results

18.8. Community Administration

18.8.1. Roles, Tasks and Responsibilities of the Community Administration
18.8.2. Social Media Manager
18.8.3. Social Media Strategist 

18.9. Social Media Plan

18.9.1. Designing a Social Media Plan
18.9.2. Schedule, Budget, Expectations and Follow-up
18.9.3. Contingency Protocol in Case of Crisis 

18.10. Online Monitoring Tools

18.10.1. Management Tools and Desktop Applications
18.10.2. Monitoring and Research Tools

Module 19. Corporate Identity

19.1. The Importance of Image in Businesses

19.1.1. What Is Corporate Image?
19.1.2. Differences between Corporate Identity and Corporate Image
19.1.3. Where Can the Corporate Image Be Manifested?
19.1.4. Situations of Corporate Image Change. Why Get a Good Corporate Image?

19.2. Research Techniques in Corporate Image

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

19.3. Image Audit and Strategy

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

19.4. Corporate Culture

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

19.5. Corporate Social Responsibility and Corporate Reputation

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

19.6. Corporate Visual Identity and Naming

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

19.7. Brand Image and Positioning

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

19.8. Image Management through Crisis Communication

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

19.9. The Influence of Promotions on Corporate Image

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

19.10. Distribution and Image of the Point of Sale

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

Module 20. Creativity in Communication

20.1. To Create Is to Think

20.1.1. The Art of Thinking
20.1.2. Creative Thinking and Creativity
20.1.3. Thought and Brain
20.1.4. The Lines of Research on Creativity: Systematization

20.2. Nature of the Creative Process

20.2.1. Nature of Creativity
20.2.2. Notion of Creativity: Creation and Creativity
20.2.3. The Creation of Ideas for Persuasive Communication
20.2.4. Nature of the Creative Process in Advertising

20.3. The Invention

20.3.1. Evolution and Historical Analysis of the Creation Process
20.3.2. Nature of the Classical Canon of Invention
20.3.3. The Classical View of Inspiration in the Origin of Ideas
20.3.4. Invention, Inspiration, Persuasion

20.4. Rhetoric and Persuasive Communication

20.4.1. Rhetoric and Advertising
20.4.2. The Rhetorical Parts of Persuasive Communication
20.4.3. Rhetorical Figures
20.4.4. Rhetorical Laws and Functions of Advertising Language

20.5. Creative Behavior and Personality

20.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
20.5.2. Creative Behavior and Motivation
20.5.3. Perception and Creative Thinking
20.5.4. Elements of Creativity

20.6. Creative Skills and Abilities

20.6.1. Thinking Systems and Models of Creative Intelligence
20.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
20.6.3. Interaction Between Factors and Intellectual Capabilities
20.6.4. Creative Skills
20.6.5. Creative Capabilities

20.7. The Phases of the Creative Process

20.7.1. Creativity as a Process
20.7.2. The Phases of the Creative Process
20.7.3. The Phases of the Creative Process in Advertising

20.8. Troubleshooting

20.8.1. Creativity and Problem Solving
20.8.2. Perceptual Blocks and Emotional Blocks
20.8.3. Invention Methodology: Programs and Creative Methods

20.9. The Methods of Creative Thinking

20.9.1. The Brainstorming as a Model for the Creation of Ideas
20.9.2. Vertical Thinking and Lateral Thinking
20.9.3. Invention Methodology: Programs and Creative Methods

20.10. Creativity and Advertising Communication

20.10.1. The Creative Process as a Specific Product of Advertising Communication
20.10.2. Nature of the Creative Process in Advertising: Creativity and Process of Advertising Creation
20.10.3. Methodological Principles and Effects of Advertising Creation
20.10.4. Advertising Creation: From Problem to Solution
20.10.5. Creativity and Persuasive Communication

You will integrate innovative technologies, such as Artificial Intelligence, into your advertising campaigns, optimizing resources and improving ROI, thanks to an extensive library of multimedia resources”