Bachelor 3rd year

The Customer Relationship Management (CRM) course focuses on the importance of creating and maintaining positive and lasting relationships with customers in a business environment.
This syllabus aims to provide students with the skills necessary to manage effectively manage customer relationships, focusing on the importance of customer customer satisfaction, loyalty and long-term value creation. The students are encouraged to apply theoretical concepts to practical scenarios scenarios through case studies and projects to reinforce their understanding of CRM.

1. Introduction to CRM - Basic CRM concepts - Evolution and importance of CRM in the modern enterprise - Objectives and benefits of CRM for businesses

2. Understanding the customer - Consumer behavior - Customer segmentation and targeting - Analysis of customer needs and expectations

3. Customer Experience Management - Customer experience design - Customer touch point management - Continuous improvement of customer experience

4. CRM technologies - CRM systems and software tools - Customer data collection and analysis - Personalization and automation of customer interactions

5. Marketing and sales strategies - Relationship marketing - Customer-oriented sales force management - Customer loyalty techniques

6. Customer service and satisfaction - Complaints and returns management - Customer satisfaction measurement - Online customer relationship management

7. Long-term customer relationship management - Customer loyalty and retention strategies - Development of loyalty programs - Lifetime customer relationship management

8. Case studies and projects - Analysis of concrete CRM successes and failures.
Applied projects implementing CRM strategies

The Consumer Behaviour course is a key discipline in the field of marketing that focuses on understanding the motivations, needs and behaviours of consumers when making purchasing decisions.
This syllabus aims to provide students with a thorough understanding of the psychological, social and cultural aspects that influence consumer purchasing behaviour. Students are encouraged to apply theoretical concepts to practical situations through case studies and analysis in order to develop practical marketing skills based on understanding consumer behaviour.

1. Introduction to Consumer Behavior – Basic Concepts of Consumer Behavior – Importance of Studying Consumer Behavior for Marketers – Models and Theories of Consumer Behavior

2. Purchasing Decision Process – Consumer purchasing decision process –
Factors that influence the decision-making process – Information search and
evaluation of alternatives

3. Consumer Motivations and Needs – Theories of motivation and consumer needs – Maslow’s hierarchy of needs – Influence of culture, personality and values ​​on consumer motivations

4. Psychological and Social Factors – Consumer perception and cognition –
Influence of family, reference group and culture on purchasing behavior – Group effect, social norms and socialization processes

5. External and Contextual Factors – Impact of advertising, product design and price on purchasing behavior – Influence of technology and environment on purchasing decisions – Marketing strategies based on consumer behavior

6. Post-Purchase Behavior Analysis – Consumer Satisfaction and Dissatisfaction – Consumer Loyalty and Word-of-Mouth Behavior – Customer Relationship Management

7. Practical Applications of Consumer Behavior – Case studies and concrete examples – Analysis and interpretation of marketing research data – Development of marketing strategies based on the analysis of consumer behavior

The Strategic Marketing course focuses on long-term planning and strategic decision-making to achieve the company's business objectives. This syllabus aims to prepare students to develop effective marketing plans, understand the importance of long-term vision, and make strategic decisions
to support the company's business objectives. Students are encouraged to apply theoretical concepts to practical cases and projects to develop practical strategic marketing skills.

1. Introduction to Strategic Marketing – Basic Concepts of Strategic Marketing –
Importance of Strategic Planning in Marketing – Relationship between
Strategic Marketing and Business Objectives

2. Environmental Analysis – Analysis of the external environment (market research,
competition analysis) – Analysis of the internal environment (strengths and weaknesses of the company) – SWOT analysis (strengths, weaknesses, opportunities, threats)

3. Definition of Objectives and Market Segments – Establishment of marketing objectives – Identification of target market segments – Positioning of the company on the market

4. Development of the Marketing Strategy – Differentiation and
positioning strategies – Development of the marketing mix (product, price, distribution,
promotion) – Growth and market penetration strategies

5. Brand Management and Digital Marketing – Brand Building and Management –
Digital Marketing and Online Strategies – Using Social Media in Strategic Marketing

6. International Marketing and Global Strategies – Adapting Marketing Strategies for International Markets – Challenges and Opportunities of International Marketing – Globalization and Standardization Strategies

7. Evaluation and Control – Measuring marketing performance – Results evaluation tools (key performance indicators) – Strategic adjustments and improvements

8. Case Studies and Practical Projects – Analysis of real cases of companies applying
strategic marketing strategies – Strategic marketing project including
the development of a marketing plan

A course on competitive intelligence and benchmarking allows professionals who wish to remain competitive in the market by monitoring the competitive environment and identifying industry best practices.
This syllabus aims to provide students with the skills necessary to conduct competitive intelligence and benchmarking activities effectively, use this information to make informed decisions and improve overall business performance. Students will have the opportunity to apply the concepts learned to real-world case studies and practical projects to strengthen their understanding of these essential business practices.

1. Introduction to Competitive Intelligence and Benchmarking – Definitions of competitive intelligence and benchmarking – Objectives and importance of these practices in business – Differences between competitive intelligence and benchmarking

2. Monitoring and Analysis Methodologies – Sources of information for competitive monitoring – Data collection and analysis tools – Methods for interpreting and disseminating results

3. Competitive Analysis – Analysis of the sector of activity and the competition –
Identification of direct and indirect competitors – Analysis of the strengths and weaknesses of competitors

4. Benchmarking – Types of benchmarking (internal, competitive, functional) –
Benchmarking methods (process, performance, best practices) – Implementation of a benchmarking plan and a comparative approach

5. Strategic Monitoring – Definition of strategic monitoring – Anticipation of market developments and trends – Use of monitoring for strategic decision-making

6. Technology and Innovation Monitoring – Impact of emerging technologies on monitoring and benchmarking – Monitoring of innovations and industry patents – Integration of technology monitoring into business strategy

7. Case Studies and Practical Applications – Analysis of concrete monitoring and benchmarking cases – Use of monitoring tools and methods in real situations – Development of practical skills through exercises

8. Evaluation and Use of Results – Evaluation of the effectiveness of monitoring and
benchmarking – Use of the data collected to improve decision-making
– Monitoring and adjustment of strategies based on the results obtained

A course on financial dashboards and monitoring tools provides an understanding and use of key performance indicators to track and analyze the financial health of a company.
This syllabus aims to provide students with the knowledge and skills
necessary to effectively design, implement and use financial dashboards to track a company’s financial performance, make informed decisions and effectively communicate financial results.
Students will have the opportunity to apply these concepts to real-world case studies and practical projects to strengthen their understanding and skills in this critical area of ​​corporate finance.

1. Introduction to Financial Dashboards – Concept and objectives of financial dashboards – Importance of key performance indicators (KPIs) in finance – Use of dashboards for strategic decision making

2. Key Financial Metrics – Review of the main financial indicators (gross margin, net margin, EBITDA, ROA, ROE, etc.) – Interpretation and analysis of financial ratios – Links between the different financial indicators

3. Development of a Financial Dashboard – Identification of key performance indicators for the company – Design and implementation of a financial dashboard – Use of tools and software for creating dashboards

4. Strategic Dashboards – Integrating financial indicators into the company’s strategic objectives – Benchmarking financial performance – Using dashboards to track performance against objectives

5. Real-Time Financial Monitoring – Using real-time data for financial monitoring – Benefits and challenges of real-time financial monitoring – Using technologies to automate financial monitoring

6. Sensitivity Analysis and Financial Forecasting – Using dashboards for sensitivity analysis – Financial forecasting and budgeting based on dashboard data – Strategic adjustments based on forecasts

7. Financial Communication and Reporting – Communication of financial results to internal and external stakeholders – Effective and transparent financial reporting –
Use of dashboards for the presentation of financial information

8. Case Studies and Practical Applications – Analysis of real cases of use of
financial dashboards – Application of the concepts learned to practical examples
– Development of practical skills through exercises and projects

Public relations and media are essential elements for any organization wishing to effectively manage and promote its image and reputation. This course will provide students with a solid foundation in the field of public relations and media, with an emphasis on the practical skills needed to succeed in this dynamic and rapidly evolving field. Students will be able to apply the concepts learned to real-world case studies and practical projects to strengthen their understanding and skills in this key area of ​​corporate communication.

1. Introduction to Public Relations and Media – Definition of public relations and its role in an organization – Importance of media in disseminating information

2. Public Relations Strategies – Development of effective communication strategies – Reputation and brand image management

3. Crisis Management and Crisis Communication – Preparation and management of crisis situations – Effective communication in the event of a crisis

4. Media Relations – Understanding how the media works – Managing relationships with journalists and the media

5. Writing Press Releases and Media Content – ​​Writing impactful press releases – Creating content tailored for traditional and digital media 6. Using Social Media in Public Relations – Social media public relations strategies – Using social media to promote and protect reputation

7. Events and Public Relations – Planning and management of media events – Promotion of events and management of relations with stakeholders

8. Impact Measurement and Evaluation – Methods for assessing the effectiveness of public relations activities – Using data to improve strategies and tactics This course will provide students with a solid foundation in the field of public and media relations, with an emphasis on the practical skills needed to succeed in this dynamic and rapidly evolving field. Students will be able to apply the concepts learned to real-world case studies and hands-on projects to strengthen their understanding and skills in this key area of ​​corporate communications.

This course aims to familiarize students with the key concepts of
brand strategy and prepare them to effectively design, develop and manage
brands in a constantly changing competitive environment.
This course will enable students to develop a thorough understanding of the concepts, strategies and tools needed to design, manage and evaluate an effective brand strategy. By combining theory and practice, this course will provide students with the skills and knowledge needed to succeed in the complex and rewarding field of brand management.

1. Introduction to Branding – Definition of brand and its importance – Fundamental concepts of branding

2. Brand Identity and Positioning – Brand Identity Development –
Market Positioning Strategies

3. Brand Architecture – Brand Architecture Management – ​​Brand Extension and Sub-Brand Strategies

4. Brand Management and Customer Experience – Strategic Brand Management –
Creating a customer experience consistent with the brand

5. Brand Communication – Brand communication strategies – Management of
messages and communication platforms

6. Measuring Brand Value – Methods for assessing brand value – Using key performance indicators to measure the effectiveness of branding strategy

7. Crisis Management and Brand Reputation – Management of crisis situations affecting the brand – Protection and restoration of brand reputation

8. Brands and Social Media – Using social media to build brand
– Managing online presence and consumer interactions