With a well cared and worked Personal Branding, you will be able to reach the most privileged positions"

Why Study at TECH?

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

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

At TECH Global University

Innovation

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

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

The Highest Standards

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

95% of TECH students successfully complete their studies.

Networking

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

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

Empowerment

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

500+ collaborative agreements with leading companies.

Talent

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

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

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 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 Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

To guarantee an effective and profitable educational experience for the manager, TECH has made a special effort to incorporate the most innovative pedagogical methodology in the educational sector,Relearning. Thanks to it, the most important concepts and terms related to Corporate Communications and Event Management are acquired in a natural way, as they are progressively reiterated throughout the program. This results in a substantial saving of the hours of study necessary to pass the qualification, while being able to deepen each topic through complementary readings and videos in detail of the highest quality. 

The faculty has developed a library of multimedia content created specifically for this qualification, serving as an essential support throughout your academic experience”    

Syllabus

The Advanced master’s degree in Corporate Communications and Event Management from TECH Global University is an intensive program that prepares students to face decisions and challenges in the most prestigious event organization and communication management spheres. 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 high-quality learning that can be applied to their daily practice. It is, therefore, an authentic immersion in real business situations.    

This program deals in depth with the complexity associated with Event Management, as well as the vicissitudes of Corporate Communication from a strategic, international and innovative perspective.   

A curriculum designed for students, focused on their professional improvement and that prepares them to achieve excellence in the field of Communication and Event Organization 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 competencies to solve critical situations in a creative and efficient way.   

This program is developed over 2 years and is divided into 20 modules:   

Módulo 1. The Events and Business Tourism Industry 
Módulo 2. Event Design 
Módulo 3. Event Planning 
Módulo 4. The Creation of the Candidatures for the Event 
Módulo 5. Finance Management 
Módulo 6. Marketing and Communication Management Strategies 
Módulo 7. Marketing Management and Digitization of Events 
Módulo 8. Event Operations and Logistics Management 
Módulo 9. Event Sponsorship 
Módulo 10. Communication Strategy in the Digital World 
Módulo 11. Digitization of Events How to Develop a Digital Event?
Módulo 12. Organizations Management 
Módulo 13. Managerial Skills 
Módulo 14. Ethics and Corporate Social Responsibility 
Módulo 15. Corporative Communication, Brand Strategy and Reputation 
Módulo 16. Strategic Planning in Corporate Communication 
Módulo 17. Managing Aspects of Corporate Communication
Módulo 18. Communication in Specialized Sectors 
Módulo 19. Marketing and Communication 
Módulo 20. Customer Relationship Management 

Where, when and how is it taught?

TECH offers the possibility of taking this program completely online. During the 2 years of the program, the students will be able to access all the contents in this program at any time, which will allow them to manage their own study time.   

Module 1. The Events and Business Tourism Industry

1.1. The MICE World 

1.1.1. What Is the MICE Sector? 
1.1.2. Who Do They Include? 
1.1.3. Where Does It Operate? 

1.2. Stakeholders and Sector Overview: Economic Impact 

1.2.1. Number of Events and People Moved Annually
1.2.2. Expectations for Growth in the Post-COVID-19 Era

1.3. Congresses, Conventions, Incentives

1.3.1. What Is a Convention, a Congress and an Incentive? 
1.3.2. Main Differences of These Events 
1.3.3. Types of Conventions, Congresses and Incentives 

1.4. Fairs 

1.4.1. Main Characteristics of the Fairs 
1.4.2. Types of Fairs 
1.4.3. The Trade Show 

1.5. The Role of Convention Bureaus 

1.5.1. What Is a Convention Bureau? 
1.5.2. Purpose of Convention Bureau 
1.5.3. Coordination between Public and Private Entities

1.6. Destination Marketing 

1.6.1. Strengths and Weaknesses of the Destination 
1.6.2. Threats and Strengths of the Destination 
1.6.3. Differentiation and Competitive Advantage 

1.7. Cultural Events 

1.7.1. The Cultural Events Market 
1.7.2. Types of Cultural Events 
1.7.3. How to Manage Profitable Cultural Events 

1.8. Musical Events 

1.8.1. Importance of Ticketing 
1.8.2. Concert Merchandising and Sponsorship 

1.9. Social Events 

1.9.1. The Role of the Wedding Planner 
1.9.2. Celebrations and Other Parties 

1.10. Sporting Events 

1.10.1. Major Sporting Events 
1.10.2. Regulations for Sporting Events 
1.10.3. Sponsoring

Module 2. Event Design 

2.1. Project Management 

2.1.1. Information Gathering, Project Start-Up: What Should We Know? 
2.1.2. Study of Possible Locations 
2.1.3. Pros and Cons of the Chosen Options 

2.2. Research Techniques. Design Thinking

2.2.1. Stakeholder Maps 
2.2.2. Focus Group 
2.2.3. Benchmarking 

2.3. Experiential Design Thinking 

2.3.1. Cognitive Immersion 
2.3.2. Covert Observation 
2.3.3. World Coffee 

2.4. Defining Target Audience 

2.4.1. Who Is the Event Aimed at?
2.4.2. Why Are We Doing the Event?
2.4.3. What Is the Purpose of the Event? 

2.5. Tendencies 

2.5.1. New Trends in Staging 
2.5.2. Digital Contributions 
2.5.3. Immersive and Experiential Events 

2.6. Personalization and Design Space 

2.6.1. Adequacy of the Space to the Brand 
2.6.2. Branding 
2.6.3. Brand Manual 

2.7. Experience Marketing 

2.7.1. Live the Experience 
2.7.2. Immersive Event 
2.7.3. Encourage Recall 

2.8. Signage 

2.8.1. Signage Techniques 
2.8.2. The Assistant's Vision 
2.8.3. Coherence of the Story Event with Signage 

2.9. The Event Venues 

2.9.1. Studies of Potential Venues The Five Whys 
2.9.2. Choice of Venue According to the Event 
2.9.3. Selection Criteria 

2.10. Proposal for Staging Types of Stages

2.10.1. New Proposal in Staging 
2.10.2. Prioritization of Proximity to the Speaker 
2.10.3. Stages Related to the Interaction 

Module 3. Event Planning 

3.1. Timing and Organization of the Program

3.1.1. Time Available for the Organization of the Event
3.1.2. Duration of the Event 
3.1.3. Event Activities 

3.2. Space Organization 

3.2.1. Number of Expected Attendees 
3.2.2. Number of Simultaneous Rooms 
3.2.3. Room Formats 

3.3. Speakers and Guests 

3.3.1. Choice of Speakers 
3.3.2. Contact and Confirmation of Speakers 
3.3.3. Management of Speakers' Attendance 

3.4. Protocol 

3.4.1. Range of Invited Guests 
3.4.2. Disposition of the Presidency 
3.4.3. Parliamentary Organization 

3.5. Security 

3.5.1. Access Control: The Security Perspective 
3.5.2. Coordination with Security Forces 
3.5.3. Internal Control of Spaces

3.6. Emergencies 

3.6.1. Evacuation Plan: 
3.6.2. Study of the Needs in Case of Emergency 
3.6.3. Creation of Medical Assistance Point 

3.7. Individuals 

3.7.1. Assessment of Capacity 
3.7.2. Distribution of Attendees at the Venue 
3.7.3. Maximum Capacities and Decisions to Be Made 

3.8. Accesses 

3.8.1. Study of the Number of Accesses 
3.8.2. Capacity of Each of the Accesses 
3.8.3. Timing Calculation for Entry and Exit for Each Access 

3.9. Transport 

3.9.1. Assessment of Transportation Possibilities 
3.9.2. Transportation Accessibility 
3.9.3. Personal or Public Transportation Pros and Cons 

3.10. Locations 

3.10.1. How Many Locations Does the Event Have?
3.10.2. Where Are They Located?
3.10.3. Ease of Access to Venues 

Module 4. The Creation of the Candidatures for the Event

4.1. Choice of Destination 

4.1.1. Study of Destination 
4.1.2. Destination Possibilities; Strengths 
4.1.3. Infrastructure of Destination 

4.2. Advantages of Destination

4.2.1. Transport and Access Facilities 
4.2.2. Accommodation and Venues
4.2.3. Tourism Offer 

4.3. Destination Capacity 

4.3.1. Type of Event That Can Be Hosted 
4.3.2. How Many Flights, Highways, Trains Does It Have 
4.3.3. Conference Centers, Venues and Hotel Services

4.4. Cultural and Activity Offer of the Destination 

4.4.1. Gastronomic Offer of the Destination 
4.4.2. Cultural and Leisure Offer of the Destination 
4.4.3. Activities Available at the Destination 

4.5. Accommodation 

4.5.1. Study of Hotel Supply 
4.5.2. Study of the Supply of Apartments, Campsites and Others 
4.5.3. Student Housing Options 

4.6. Transport 

4.6.1. Ease of Access to the Destination 
4.6.2. Access and Transportation to the Venue 
4.6.3. Destination's Internal Transportation Services 

4.7. Universities and Research Centers 

4.7.1. Know the Number of Universities in the Destination 
4.7.2. How Many Research Centers Are There 
4.7.3. Curricula or Prestige of Universities and Research Centers 

4.8. Sports and Cultural Facilities 

4.8.1. How Many Sports Facilities Are Available at the Destination 
4.8.2. How Many Cultural Facilities Are Available at the Destination 
4.8.3. Capacity of the Facilities and Possibilities of Use 

4.9. Gastronomy, Architecture and Art 

4.9.1. Gastronomic Offer of the City Michelin Star Restaurants 
4.9.2. Museums Available 
4.9.3. Recognized Architects or Singular Buildings of the Destination 

4.10. Congress and Sports Venues 

4.10.1. Number of Congress and Convention Centers 
4.10.2. Number of Sports Halls and Pavilions 
4.10.3. Infrastructure Possibilities of Congress and Sports Centers 

Module 5. Finance Management 

5.1. Event Budget 

5.1.1. Event Budgeting 
5.1.2. Budget Timing 
5.1.3. Budget Presentation 

5.2. Revenues 

5.2.1. Types of Revenues 
5.2.2. Revenue Confirmation Possibilities 
5.2.3. Revenue Payment Facilities 

5.3. Expenses 

5.3.1. Types of Expenses: Fixed and Variable 
5.3.2. Possibilities for Action Based on Expenditure 
5.3.3. Supplier Payment Agreements 

5.4. Contingency Plan 

5.4.1. Actions to Be Taken in the Face of Increased Expenses 
5.4.2. Actions to Be Taken in the Face of Declining Revenues 
5.4.3. Percentage of Unforeseen Expenses 

5.5. Income Statement 

5.5.1. Preparation of the Income Statement 
5.5.2. Use of the Income Statement 
5.5.3. Actions to Be Implemented Based on the Income Statement 

5.6. Benefit Management 

5.6.1. Purpose of the Event and Its Proceeds 
5.6.2. Management of Scholarships and Grants 
5.6.3. Investment Possibilities 

5.7. Cash Flow 

5.7.1. What Is Cash Flow? 
5.7.2. Cash Flow Contributions 
5.7.3. Actions to Be Taken Based on Cash Flow 

5.8. Taxation 

5.8.1. Taxation of Profits According to Use 
5.8.2. Difference between a Corporation and a Not-for-Profit Company 

5.9. Commission Management 

5.9.1. Determine the Number of Commissions Achieved
5.9.2. Customer-Based Commission Management 
5.9.3. Commission Agreement with the Supplier 

5.10. Amortization. ROI 

5.10.1. Calculate the Return of Investment 
5.10.2. Timing of Investment Recovery 
5.10.3. Amortization of Investment(s) 

Module 6. Marketing and Communication Management Strategies 

6.1. Strategic Communication 

6.1.1. Strategic Event Communication 
6.1.2. The Importance of Environment in the Strategy
6.1.3. Brands Betting on Long term return 

6.2. Consumer Behavior 

6.2.1. New Interpretation of Maslow 
6.2.2. Psychology of Today's Consumers 
6.2.3. Google Claims a New Model of Behavior 

6.3. Brand Purpose 

6.3.1. Current Importance of Brand Purpose 
6.3.2. Finding the Value and Purpose of the Brand 
6.3.3. Integration or Coexistence of Purpose with CSR

6.4. Sustainability as a Strategy 

6.4.1. Discovery and Practice of Sustainability 
6.4.2. Communication of Sustainable Development Goals 
6.4.3. Implementation of the SDGs at Events 

6.5. Global Communication Challenges 

6.5.1. International Marketing Theories 
6.5.2. Cross-Cultural Marketing y Its Application 
6.5.3. Moving Brands and Messages to Other Countries 

6.6. Advertising and Marketing 

6.6.1. Traditional and Digital Advertising 
6.6.2. Creativity: Art or Science 
6.6.3. Event Actions and Tools 

6.7. Analysis Models 

6.7.1. Internal Analysis: SWOT and CAME 
6.7.2. Strategic Analysis: Boston and Ansoff 
6.7.3. External Analysis: Porter's 5 Forces and PESTEL 

6.8. Media Relations 

6.8.1. Press Conferences, Press Releases and Other Tools 
6.8.2. Spokesperson Training 
6.8.3. Crisis Communication 

6.9. Agency Relationships 

6.9.1. Competitions, Contracts and Other Practices 
6.9.2. Project Management and Implementation 
6.9.3. Project Measurement and Results 

6.10. The Communication Plan 

6.10.1. The Communication Plan 
6.10.2. Development of the Tactical Part of the Communication Plan 
6.10.3. Implementation and Follow-Up of the Communication Plan 

Module 7. Marketing Management and Digitization of Events

7.1. Event Digitization 

7.1.1. New Communication Technologies 
7.1.2. Digital Events 
7.1.3. Big Data. Metrics and Analytics 

7.2. Digital Segmentation 

7.2.1. New Audiences and Types of Users 
7.2.2. New Segmentation Variables 
7.2.3. The Buyer and Their Development 

7.3. Digitization of Information 

7.3.1. Thinking and Communicating Digitally 
7.3.2. New Knowledge Management Models 
7.3.3. Fake News and Other Enemies of Digitalization

7.4. Digital Reputation Management 

7.4.1. Personal Brand 
7.4.2. Social Listening 
7.4.3. Inbound Marketing 

7.5. Digital Branding 

7.5.1. Branding 
7.5.2. Event Branding 
7.5.3. Actions to Be Taken Based on the Income Statement 

7.6. The Benchmarking Process 

7.6.1. Purpose of the Event 
7.6.2. Competitive Analysis 
7.6.3. Benchmarking of Results 

7.7. Event Campaigns 

7.7.1. Brainstorming 
7.7.2. Internal and External Part of the Campaign 
7.7.3. Campaign Implementation and Follow-Up 

7.8. Marketing and Communication Team Management 

7.8.1. Leadership Skills 
7.8.2. Keys to Pragmatic Management 
7.8.3. Day-to-Day Management 

Module 8. Event Operations and Logistics Management  

8.1. Operations and Logistics of Activities 

8.1.1. Study of the Activity Needs 
8.1.2. Projecting the Necessary Operations 
8.1.3. Know the Needs of the Operation's Staff 

8.2. Transport and Access Logistics 

8.2.1. Logistics According to the Type of Transport of the Event 
8.2.2. Logistics Based on Access 
8.2.3. Capacity at Access and Transport Points 

8.3. HR Event Management 

8.3.1. Types of HR Available for the Event 
8.3.2. Internal Communication 
8.3.3. Hierarchies and Chains of Command 

8.4. Supplier Management 

8.4.1. Communication Policy with Supplier 
8.4.2. Management of Each Supplier's Operations 
8.4.3. Adaptability and Needs of Each Supplier 

8.5. Speakers and VIP Guests Operation

8.5.1. VIP Contact Protocol 
8.5.2. Manage VIP Guest Needs (Access Areas, Security, Transportation, etc.) 
8.5.3. Management of VIP Support and Assistance Personnel Lecturer 

8.6. Accessibility Management 

8.6.1. Manage Event Accessibility Tasks to Perform 
8.6.2. Inclusive and Respectful Gastronomy 
8.6.3. Inclusion Programs for Assistants with Difficulties

8.7. Sustainability Management 

8.7.1. Local Gastronomy 
8.7.2. Event Waste Management 
8.7.3. Selection of Sustainable Materials and Products

8.8. Internal Transfers Operation 

8.8.1. Guest Transfer Management Protocol 
8.8.2. The Difficulty of the Airport and Its Operations 
8.8.3. Incident Management and Resolution 

8.9. Attendant Service Operation 

8.9.1. The Hospitality Desk 
8.9.2. Segmentation of Service Areas 
8.9.3. Management of Special Incidents 

8.10. Event Set-Up and Dismantling 

8.10.1. Timing and Personnel Calculation for Set-Up 
8.10.2. Assembly Logistics Requirements 
8.10.3. Event Dismantling Logistics 

Module 9. Event Sponsorship 

9.1. Sponsorship Planning and Strategy: Target Group Selection 

9.1.1. Aspects to Analyze of the Sector to Be Sponsored 
9.1.2. Selection of the Best Sponsors 
9.1.3. What to Sponsor and Reasons for Sponsorship 

9.2. Sector Policies. Code of Ethics. Compliance 

9.2.1. Code of Ethics for Each Sector 
9.2.2. Sponsor Data Management 
9.2.3. Compliance Departments and Their Importance

9.3. Making the Sponsorship Dossier. Introduction 

9.3.1. Introduction 
9.3.2. Identification 
9.3.3. Objectives 

9.4. Making the Sponsorship Dossier. Technical Data 

9.4.1. Identification of Endorsements and Guarantors 
9.4.2. Historical Data 
9.4.3. Sponsorship Opportunities 

9.5. Sales Price Management 

9.5.1. Calculate Sponsorship Selling Prices 
9.5.2. Individual Sale by Concept 
9.5.3. Group Sales of Different Sponsorships 

9.6. Floor Plans and Locations of Exhibit Areas 

9.6.1. Creation of the Stands Map 
9.6.2. What Should Be Displayed?
9.6.3. Attendee Traffic Flow 

9.7. Exhibition Area Planning 

9.7.1. Visualisation 
9.7.2. Notoriety 
9.7.3. Volume Equity 

9.8. Marketing Policies 

9.8.1. Where to Sell Sponsorships?
9.8.2. How to Sell Sponsorship?
9.8.3. Payment Terms and Penalties 

9.9. Management and Follow-Up of Sponsorship Sales 

9.9.1. Sponsorship Execution and Forecasting 
9.9.2. Viability Study 
9.9.3. Achievement of Objectives or Restatement 

9.10. Sponsorship Loyalty 

9.10.1. Sponsor Loyalty Actions 
9.10.2. Services to Provide 
9.10.3. Improvements or Innovations 

Module 10. Communication Strategy in the Digital World 

10.1. Web 2.0 or the Social Web 

10.1.1. Organization in the Age of Conversation 
10.1.2. Web 2.0 is all about People 
10.1.3. Digital Environment and New Communication Formats 

10.2. Digital Communication and Reputation 

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

10.3. Designing and Planning an Online Reputation Plan 

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

10.4. Generalist, Professional and Microblogging Platforms 

10.4.1. Facebook. 
10.4.2. LinkedIn 
10.4.3. Twitter 

10.5. Video, Image, and Mobility Platforms

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

10.6. Content Strategy and Storytelling 

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

10.7. Social Media Strategies 

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

10.8. Community Management: 

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

10.9. Social Media Plan 

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

10.10. Online Monitoring Tools

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

Module 11. Digitization of Events How to Develop a Digital Event?

11.1. The COVID-19 Era at Events 

11.1.1. Import Aspects to Know 
11.1.2. Timing to Make Decisions 

11.2. Planning Digital Events Schedule 

11.2.1. Creation of the Schedule 
11.2.2. Components to Consider in the Schedule 
11.2.3. Aspects to Reflect in the Schedule Priorities 

11.3. Supplier Selection 

11.3.1. Choice of Technology Partner 
11.3.2. Requirements to Be Requested from the Supplier
11.3.3. Supplier Selection Price Factor vs. Value Factor Experience 

11.4. Network and Internet Management 

11.4.1. Aspects of Network Management to Be Considered
11.4.2. Contracting Internet Services 
11.4.3. Network Stress and Saturation Tests 

11.5. Scope Objectives. Audience 

11.5.1. Determine Your Target Audience 
11.5.2. Rebroadcast in Other Languages 
11.5.3. Rooms to Broadcast 

11.6. Interaction of the Attendees. Voting 

11.6.1. Implementation of the Interaction System 
11.6.2. Elements to Be Taken into Account in the Interaction of Attendees 
11.6.3. Forms and Procedures for Developing Interaction

11.7. Introduction Videos. Chyrons. Music

11.7.1. Chyrons
11.7.2. Importance of the Instructions 
11.7.3. Resources to Consider 

11.8. Onsite and Digital Coordination. Onsite and Remote Speakers 

11.8.1. Contact with Speakers 
11.8.2. Delivery of the Action Program to the Speakers 
11.8.3. Timing and Organization of Speakers Rules to Follow 

11.9. Creating Virtual Sets 

11.9.1. Chroma 
11.9.2. Rear 
11.9.3. Led Screen 

11.10. Virtual and Hybrid Event Management

11.10.1. Follow-Up of the Event through Management 
11.10.2. Schedule and Order of Broadcasting 
11.10.3. Live Incident Resolution 

Module 12. Organizations Management 

12.1. Strategic Management 

12.1.1. Organisational Design 
12.1.2. Strategic Position of the Business 
12.1.3. Competitive and Corporate Strategies 

12.2. Corporate Finance 

12.2.1. Financial Policy and Growth 
12.2.2. Company Valuation Methods 
12.2.3. Capital Structure and Financial Leverage 
12.2.4. Finance for the Global Communications Officer

12.3. Strategic Leadership for Intangible Asset Economy 

12.3.1. Cultural Alignment Strategies 
12.3.2. Corporate and Differentiating Leadership 
12.3.3. Change and Transformation Agent 

12.4. Economic Situation 

12.4.1. The Fundamentals of the Global Economy 
12.4.2. The Globalization of Companies and Financial Markets 
12.4.3. Entrepreneurship and New Markets 

12.5. Innovation and Digital Transformation 

12.5.1. Management and Strategic Innovation 
12.5.2. Open Innovation 
12.5.3. Sharing Economy 

12.6. International Context 

12.6.1. Geopolitics 
12.6.2. Divisive Markets and Types of Change 
12.6.3. Hedging with Currency Exchange Contracts 
12.6.4. Foreign Investments and Exportation Financing

Module 13. Managerial Skills

13.1. Public Speaking and Spokesperson Training 

13.1.1. Interpersonal Communication 
13.1.2. Communication Skills and Influence 
13.1.3. Communication Barriers 

13.2. Communication and Leadership 

13.2.1. Leadership and Leadership Styles 
13.2.2. Motivation 
13.2.3. Skills and Abilities of the Leader 2.0 

13.3. Personal Branding 

13.3.1. Strategies for Personal Brand Development 
13.3.2. Personal Branding Laws 
13.3.3. Tools for Creating Personal Brands 

13.4. Team Management 

13.4.1. Work Teams and Meeting Management 
13.4.2. Managing Change Processes 
13.4.3. Managing Multicultural Teams 
13.4.4. Coaching 

13.5. Negotiation and Conflict Resolution 

13.5.1. Effective Negotiation Techniques 
13.5.2. Interpersonal Conflicts 
13.5.3. Intercultural Negotiation 

13.6. Emotional Intelligence 

13.6.1. Emotional Intelligence and Communication 
13.6.2. Assertiveness, Empathy, and Active Listening 
13.6.3. Self-Esteem and Emotional Language 

13.7. Relational Capital: Coworking 

13.7.1. Managing Human Capital 
13.7.2. Performance Analysis 
13.7.3. Managing Equality and Diversity 
13.7.4. Innovation in People Management 

13.8. Time Management 

13.8.1. Planning, Organisation and Control 
13.8.2. The Methodology of Time Management 
13.8.3. Action Plans 
13.8.4. Tools for Efficient Time Management 

Module 14. Ethics and Corporate Social Responsibility 

14.1. The Managerial Role and CSR 

14.1.1. Strategic Vision and Corporate Social Responsibility 
14.1.2. Balanced Scorecard 
14.1.3. Systems and Models for Implementing CSR 
14.1.4. Organization of CSR Roles and Responsibilities 

14.2. Corporate Responsibility

14.2.1. Value Creation in an Economy of Intangibles 
14.2.2. CSR: Corporate Commitment 
14.2.3. Social, Environmental, and Economic Impact 

14.3. Responsible Finance and Investment

14.3.1. Sustainability and Responsibility of the Financial Manager 
14.3.2. Transparency in Information 
14.3.3. Finance and Responsible Investment 
14.3.4. Social Economy, Cooperativity and Corporate Social Responsibility 

14.4. Business and Environment 

14.4.1. Sustainable Development 
14.4.2. Legislative Development in Environmental Responsibility 
14.4.3. Response of Companies to Environmental Problems 
14.4.4. Waste and Emissions 

14.5. Packaging and Environment 

14.5.1. Packaging as a Differentiation Business Strategy 
14.5.2. Encouragement and Communication at the Point of Sale 
14.5.3. Packaging Design and Future Trends 

14.6. Responsible Management Systems and Tools 

14.6.1. Social Responsibility Management Systems 
14.6.2. Integration Systems 
14.6.3. Quality Management Systems, the Environment and Occupational Health and Safety
14.6.4. Audits 

14.7. Multinationals and Human Rights 

14.7.1. Globalization, Human Rights and Multinational Companies 
14.7.2. Multinational Companies and International Law 
14.7.3. Specific Legal Instruments 

14.8. Legal Environment and Corporate Governance

14.8.1. International Rules on Importation and Exportation 
14.8.2. Intellectual and Industrial Property 
14.8.3. International Labor Law 

Module 15. Corporative Communication, Brand Strategy and Reputation 

15.1. Corporate Identity and Strategic Vision 

15.1.1. Identity and Redefining Business Values 
15.1.2. Corporate Business Culture 
15.1.3. Communication Department Challenges 
15.1.4. Public Image and Projection 

15.2. Corporate Brand Strategy 

15.2.1. Public Image and Stakeholders 
15.2.2. Corporate Branding Strategy and Management 
15.2.3. Corporate Communication Strategy in Line With Brand Identity 

15.3. Reputation Theory 

15.3.1. Reputation as a Paradigm of a Good Company
15.3.2. The Concept of Corporate Reputation 
15.3.3. Internal Reputation 
15.3.4. Influence of Internationalization on Corporative Reputation 

15.4. Reputation Evaluation 

15.4.1. Corporative Reputation Audit 
15.4.2. Listed Companies Reputation Monitor 
15.4.3. Reputational Good Governance Index 
15.4.4. Analysis of Sectorial Reputation 

15.5. Reputation Management

15.5.1. Corporative Reputation Management 
15.5.2. Focus on Brand Reputation 
15.5.3. Leadership Reputation Management 

15.6. Reputation Risk and Crisis Management

15.6.1. Listening to and Managing Feedback 
15.6.2. Procedures, Crisis Manual and Contingency Plans
15.6.3. Spokesperson Training in Emergency Situations 

15.7. Ethical Sustainability 

15.7.1. Sustainable Criteria and Strategies 
15.7.2. Communication Campaigns with Sustainability Criteria 
15.7.3. Sustainable Brand Positioning and Image 

15.8. Brand Metrics and Analysis and Reputation 

15.8.1. Introduction to the Metrics of Corporative Branding 
15.8.2. Internal and External Measurement Indexes 
15.8.3. Brand Management Tools 
15.8.4. Brand Assessment and Ranking 

Module 16. Strategic Planning in Corporate Communication 

16.1. Strategic Planner 

16.1.1. Strategic Planner: Origins and Functions 
16.1.2. The Strategic Planner in Advertising Companies, Strategic Consultancies and Communication Companies 
16.1.3. Stakeholder Management 

16.2. Planning Models and Schools 

16.2.1. Models for Intangibles Management 
16.2.2. Intangibles and Strategic Plans 
16.2.3. Evaluation of Intangibles 
16.2.4. Reputation and Intangibles 

16.3. Qualitative Research in Strategic Planning 

16.3.1. Insights Detection 
16.3.2. Focus Groups for Strategic Planning 
16.3.3. Planning of Strategic Interviews 

16.4. Quantitative Research in Strategic Planning 

16.4.1. Data Analysis and Drawing Conclusions 
16.4.2. Use of Psychometric Techniques 
16.4.3. Challenges of Applied Research in Business Communication 

16.5. Creative Strategy Formulation

16.5.1. Explore Alternative Strategies 
16.5.2. Counter briefing or Creative Briefing 
16.5.3. Branding and Positioning 

16.6. Strategic Use of Different Media 

16.6.1. 360º Campaigns 
16.6.2. Launching of New Products 
16.6.3. Social Trends 
16.6.4. Evaluation of Effectiveness 

16.7. Trends in Business Communication 

16.7.1. Generation and Distribution of Corporate Content 
16.7.2. Business Communication on the Web 2.0 
16.7.3. Implementation of Metrics in the Communication Process 

16.8. Sponsorship and Patronage 

16.8.1. Sponsorship, Patronage and Social Advertising Action Strategies 
16.8.2. Communication Opportunities and Tangible and Intangible Returns 
16.8.3. Hospitality and Collaboration Actions 

Module 17. Managing Aspects of Corporate Communication   

17.1. Communication in Organizations 

17.1.1. Organizations, People and Society 
17.1.2. Historical Evolution of Organizational Behavior 
17.1.3. Bidirectional Communication 
17.1.4. Communication Barriers 

17.2. Structure, Control and Challenges in Communication Management 

17.2.1. Departmental Structure in Communication Management 
17.2.2. Current Trends in Management Models 
17.2.3. Integration of Intangibles 
17.2.4. Communication Department Challenges 

17.3. Integral Communication Plans 

17.3.1. Audit and Diagnosis 
17.3.2. Elaboration of Communication Plan 
17.3.3. Measuring results: KPIs and ROI 

17.4. Effects of the Media 

17.4.1. Efficiency of Commercial and Advertising Communication 
17.4.2. Theories on the Effects of the Media 
17.4.3. Social and Co-creation Models 

17.5. Press Offices and Their Relationship with Communication Media

17.5.1. Identifying Opportunities and Information Needs 
17.5.2. Management of Reports and Interviews with Spokespersons 
17.5.3. Virtual Press Room and e-Communication 
17.5.4. Buying Advertising Space 

17.6. Public Relations 

17.6.1. PR Strategy and Practice
17.6.2. Protocol and Ceremonial Rules 
17.6.3. Event Organization and Creative Management 

17.7. Lobbies and Pressure Groups

17.7.1. Opinion Groups and Their Actions in Businesses and Institutions 
17.7.2. Institutional Relations and Lobbying 
17.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media 

17.8. Internal Communication 

17.8.1. Motivational Programs, Social Action, Participation and HR Training Programs 
17.8.2. Internal Communication Support and Tools 
17.8.3. Internal Communication Plan 

17.9. Branding & Naming 

17.9.1. Brand Management and Coordination in Launching of New Products 
17.9.2. Brand Repositioning 

17.10. Audience Forecasting and Data Sources 

17.10.1. Measurement Units and Audience Profiles 
17.10.2. Affinity, Share, Rating and GRPs 
17.10.3. Current Suppliers in the Advertising Market 

Module 18. Communication in Specialized Sectors  

18.1. Financial Communication 

18.1.1. Value of Intangibles 
18.1.2. Financial Communication in Listed Companies 
18.1.3. The Issuers of the Financial Communication 
18.1.4. Public Objective in Financial Operations 

18.2. Political and Electoral Communication 

18.2.1. Image in Political and Electoral Campaigns 
18.2.2. Political Advertising 
18.2.3. Political and Electoral Communication Plan 
18.2.4. Electoral Communication Audits 

18.3. Communication and Health 

18.3.1. Journalism and Health Information 
18.3.2. Interpersonal and Group Communication in the Field of Health 
18.3.3. Communication Risk and Communicative Management in a Health Crisis 

18.4. Digital Culture and Hypermedia Museography

18.4.1. Production and Diffusion of Art in the Digital Era
18.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
18.4.3. Constructive Participation in the Digital Culture 

18.5. Communication at the Forefront of Public Organizations 

18.5.1. Communication in the Public Sector 
18.5.2. Strategy and Creation in Public Organization Communications 
18.5.3. Intangible Assets in the Public Sector 
18.5.4. Information Policy of Public Organizations 

18.6. Communications in Non-Profit Organizations 

18.6.1. NPO and Relationship with Government Agencies 
18.6.2. Corporative Reputation in Non-Profit Organizations 
18.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations 
18.6.4. Different Figures and Communication Media 

Module 19. Marketing and Communication 

19.1. Product Placement and Branded Content 

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

19.2. Digital Media Planning and Contracting 

19.2.1. Real Time Bidding 
19.2.2. Integrated Digital Campaign Planning 
19.2.3. Advertising Investment Control Scorecard 

19.3. Promotional Marketing 

19.3.1. Consumer Promotions 
19.3.2. Sales Force, Channel, Point of Sale and Special Promotions 
19.3.3. Success and Cost-Effectiveness of Promotional Actions 

19.4. Planning, Execution and Measurement of SEM Campaigns 

19.4.1. Search Engine Marketing 
19.4.2. Conversion of Traffic to Qualified Traffic 
19.4.3. SEM Project Management 

19.5. Metrics and Results Analysis in Public Digital Campaigns 

19.5.1. Ad servers 
19.5.2. Traditional Metrics and Digital GRPs 
19.5.3. CrossMedia and Interactions 

19.6. Display Advertising, Rich Media and Viral Publicity 

19.6.1. Media, Formats and Supports 
19.6.2. The Conversion Cycle 
19.6.3. Buzz Marketing and WOM 

19.7. Mobile Marketing, Geo-Localization and Internet TV 

19.7.1. New Mobile Marketing Applications 
19.7.2. Geo-Localization 
19.7.3. Applications which Integrate Websites, Geotagging and Mobile 

19.8. Advertising Effectiveness 

19.8.1. Research Techniques and Tracking Campaigns 
19.8.2. Coverage and Effective Frequency Analysis 
19.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure 

Module 20. Customer Relationship Management 

20.1. CRM and Relational Marketing 

20.1.1. Business Philosophy or Strategic Orientation 
20.1.2. Customer Identification and Differentiation 
20.1.3. The Company and its Stakeholders 
20.1.4. Clienting 

20.2. Database Marketing and Customer Relationship Management 

20.2.1. Database Marketing Applications 
20.2.2. Laws and Regulations 
20.2.3. Information Sources, Storage, and Processing 

20.3. Consumer Psychology and Behavior

20.3.1. The Study of Consumer Behavior 
20.3.2. Internal and External Consumer Factors 
20.3.3. Consumer Decision Process 
20.3.4. Consumerism, Society, Marketing, and Ethics 

20.4. Consumer Centric Marketing 

20.4.1. Segmentation
20.4.2. Profitability Analysis 
20.4.3. Customer Loyalty Strategies 

20.5. CRM Management Techniques 

20.5.1. Direct Marketing 
20.5.2. Multichannel Integration 
20.5.3. Viral Marketing 

20.6. Advantages and Risks of Implementing CRM 

20.6.1. CRM, Sales and Costs 
20.6.2. Customer Satisfaction and Loyalty 
20.6.3. Technology Implementation 
20.6.4. Strategic and Management Errors 

An intensive educational journey to improve your skills in this field"