MASTER INDIGITALSTRATEGY &LEADERSHIP

Unit 1 INTRODUCTION TO DATA ANALYSIS

• Big Data
• History of Big Data
• Benefits of analysing Data to Make Decisions
• Storing Data
• Use of Big Data in Small And Medium Sized Businesses Small Data
• Merging Business and Technology

Unit 2 DIAGNOSING THE PROBLEM

• Types of Problems and How to Tackle Them
• Diagnosing a Problem
• Decision-Maker Profiles
• Tools for Diagnosing Problems
• Registering Problems in Excel

Unit 3 DEFINING OBJECTIVES

• OKRs (Objectives and Key Results)
• How to Define Objectives
• Metrics and KPIs
• Relevant Metrics for Business
• Cohort Analysis

Unit 4 THE DECISION-MAKING PROCESS

• Why Do We Make Bad Decisions?
• Types of Decisions
• The Decision-Making Process
• Enemies of Decision-Making: Decision Traps
• Open Decision-Making

Unit 5 ADVANCED TECHNIQUES

• The McKinsey Way
• The BCG Matrix

Unit 6IMPLEMENTING DECISIONS

• Understanding the Risks
• Planning Implementation
• Monitoring Progress
• The Strategic Value of Communication

Unit 7 BUSINESS INNOVATION MODELS

• Design Thinking
• The Lean Startup Model
• The 70/20/10 Learning Method
• Transformation Map: Long-Term Strategy

Unit 8 CORPORATE CULTURE

• Characteristics of Corporate Culture
• Improving or Changing the Corporate Culture
• Case Studies

Unit 1 INTRODUCTION TO CREATIVITY

• What is Creativity?
• Creativity in Marketing and Advertising
• The Four Stages of the Creative Process
• Creative Techniques

Unit 2 DIGITAL COMMUNICATION

• The Media Goes Digital
• Web Languages and Conventions
• Content Strategy
• Branded Content

Unit 3 DESIGN THINKING

• Problem, Idea, and Solution

Unit 4 THE PROBLEM

• The Creative Brief
• The Brand’s Tone and Personality
• The Objectives
• The Target
• Rational Benefit vs. Emotional Benefit
• Legal Issues

Unit 5THE SOLUTION

• Creative Strategy
• Brand Image
• The Creative Concept
• The Slogan and the Claim
• Insight
• The Reason Why
• Techniques for Creating Ideas
• Creative Techniques

Unit 6 DIGITAL DESIGN

• Elements of Web Design
• Navigation and Interface. User-centred Design
• CRO: Conversion Rate Optimisation
• Responsive Design
• E-commerce Design
• Designing Forms
• Designing Surveys
• Designing Calls to Action

Unit 7 CREATIVITY IN DIGITAL MEDIA

• Media Strategy
• Email
• Website
• Banners
• Advergaming
• Apps
• Social Networks

Unit 8 DIGITAL TOOLS FOR CREATIVITY

• Design Tools
• Prototyping Tools
• Case Study

Unit 1 THE PROJECT MANAGER

• The Project Manager’s Skills
• Project Management Fields
• The Project Manager’s Responsibilities

Unit 2 DIGITAL PROJECTS

• Disciplines Associated to Digital Projects
• Digital Business Transformation
• Digital Project Phases
• Development Areas of the Project Manager in Digital Projects

Unit 3 KICKING OFF THE DIGITAL PROJECT

• Defining Objectives
• Project Scope
• Project Timing
• Project Costs and Budget
• Assembling the Work Team

Unit 4 THE HUMAN FACTOR

• Identifying Stakeholders
• Managing the Team and Stakeholders
• Managing Communication During the Project

Unit 5 DEVELOPING THE PROJECT (I)

• Benchmarking
• The Brief
• The Three Levels of Web Design
• Information Architecture
• Information Architecture vs. Usability

Unit 6 PROJECT DEVELOPMENT (II)

• UI and UX Design
• Programming and Layout
• Domain and Hosting

Unit 7 WORK METHODOLOGIES

• Agile
• Scrum
• Lean
• Kanban

Unit 8 MANAGING CHANGES AND CONFLICTS

• Conflicts in the Project
• Problems in the Project
• Solving Conflicts and Problems
• Conflict-Solving Methods
• Managing Changes

Unit 9 PROJECT MANAGEMENT TOOLS

• Project Management Software
• File Sharing Tools

Unit 10 PROJECT TESTING AND DELIVERY

• Testing
• Project Report: Project Closure and Delivery
• Success Factors
• Project Review

Unit 1 INTRODUCTION TO GROWTH HACKING

• Growth Hacking Philosophy
• The Growth Hacker Profile
• The Growth Hacker’s Role in the Company
• The A2R2 Framework: Growth Hacking Funnel

Unit 2 RECOGNISING THE COMPANY’S SITUATION

• The Startup’s Context
• Objective: Grow Quickly
• Formulating Growth Objectives

Unit 3 HACK THE MIND

• Digital Consumer Psychology
• The Online Customer Lifetime Cycle
• The Power of Social Proof
• Emotional Content Strategies

Unit 4 APPLYING THE SCIENTIFIC METHOD

• Formulating the Hypothesis
• Investigation and Testing Phase
• Statistical Basis
• Optimise and Repeat

Unit 5 ATTRACTING CLIENTS

• Where do Clients Come From?
• Choosing the Channels
• Tools to Attract
• Building an Effective Mailing List
• Case Study

Unit 6 ACTIVATING SALES

• Analysing the Results
• Presenting the Results
• Automating Processes

Unit 7 RETENTION AND LOYALTY

• The End of the Conversion Tunnel
• Creating a Plan to Retain Users
• Customer Retention Tools
• Case Study

Unit 8 SCALABILITY

• Lean Startup Iterations
• Generating Viral Content
• From Client to Prosumer
• Creating a Scalability Plan
• Tools for Scalability

Unit 1 ANATOMY OF A STARTUP

• What Makes a Startup Different?
• Business Models
• Creating the Business Model Canvas
• Formulating the Value Proposition

Unit 2 ANATOMY OF THE ENTREPRENEUR

• The Entrepreneur's Mindset
• Types of Entrepreneurs
• Entrepreneurs' Most Common Errors

Unit LEAN STARTUP METHODOLOGY

• What is Lean Startup?
• Innovation as a Framework
• Lean Business Plan Creation
• The Importance of Testing
• Success Stories

Unit 4 IDEATE AND BUILD

• Managing
• Ideas

Unit 5 MINIMUM VIABLE PRODUCT

• Creating the Minimum Viable Product (MVP)
• Prototyping

Unit 6 LAUNCH

• Quick Launch
• Creating a Low-cost Strategy

Unit 7 MEASURING

• Analysing the Results
• Presenting the Results
• Automating Processes

Unit 8 LEARNING

• Validated Learning
• Pivoting: Changing your Mind
• Optimising: Changing or Improving Part of an Idea
• Persevering: Striving Forward
• Review and Tweaking

Unit 1 CORPORATE REPUTATION IN THE DIGITAL ERA

• Evaluating the Context: Types of Organisations vs. Reputation
• The New Digital Values; Businesses and their CSR
• Digital Reputation Inside Corporate Reputation

Unit 2 IDENTITY, POSITIONING AND REPUTATION

• Differences Between Identity and Reputation
• Differences Between Brand Identity and Corporate Identity
• The Brand’s DNA: Vision, Mission, and Values
• Online Brand Positioning
• Defining and Analysing Stakeholders

Unit 3 THE DIGITAL REPUTATION PLAN

• The ORM Plan
• Phases and Methodology for an Online Reputation Plan
• Start with Active Listening
• What, When, and How to Listen: Supports and Media
• Identifying Opinion Leaders, Influencers, and Social Shakers
• The Active Listening Monitoring Plan
• Active Listening Tools: Search Engines, Websites, and Social Networks
• Evaluating the Message and its Reach

Unit 4 TOOLS TO BUILD DIGITAL REPUTATION

• SEO as the Foundation of Digital Reputation
• Buzz Marketing and Digital Reputation
• User Generated Content and Types of Users
• Influencer Marketing for ORM
• Action Methods Depending on Results

Unit 5 CRISIS AND THOSE RESPONSIBLE

• What Is and Isn’t a Digital Reputation Crisis
• Types of Crises: Criticism, Conflict, and Crisis
• Don’t Feed the Trolls
• The Crisis Committee
• People Responsible for Each Crisis Phase

Unit 6 BEFORE THE CRISIS

• Prevention as a Weapon Against a Possible Crisis
• Identifying Reputation Crisis Triggers
• Creating a Crisis Manual
• Crisis Simulation

Unit 7 DURING THE CRISIS

• Analysing the Situation and its Scope
• What to Do, When, and Where
• The CEO'S Responsibility During a Crisis
• Priorities During a Crisis
• Creating Statements
• How to Interact with the Media

Unit 8 AFTER THE CRISIS

• Analysing the Repercussions on our Reputation
• Updating the Crisis Plan
• SEO After the Crisis
• Creating Postcrisis Statements
• Monitoring the Crisis and Diluting its Impact
• Tools for Reputation Monitoring

Unit 1 INTRODUCTION TO USABILITY

• The Origin of Web Usability
• Concepts Related to Usability
• Cognition and Human Perceptions
• User Experience (UX)
• Importance and Benefits of Web Usability
• Testing and Improving Usability
• The Three Levels of Design
• Usability and UX Specialists

Unit 2 FUNDAMENTAL PRINCIPLES OF USABILITY

• Nielsen’s 10 Usability Heuristics
• Shneiderman’s Rules of Interface Design
• General Recommendations for System Design
• Adapting to Mobile Devices

Unit 3 USABILITY FOR CONVERSION

• Return on Investment
• Customer Lifetime Value (CLV)
• Management Model
• Landing Pages: Optimising Conversions
• Evaluation and Testing Basics

Unit 4 THE WORK PROCESS IN USABILITY

• Definition of Requirements and Strategy
• Information Architecture
• The Sitemap
• UX/UI Design
• Deliverables: Wireframes and Prototypes

Unit 5 EVALUATION AND TESTING

• Heuristic Evaluation
• Studies with Users
• How to Plan Studies with Users

Unit 6 ANALYSIS OF THE USER EXPERIENCE

• Confidence Interval
• Metrics in Usability Studies
• Evaluation of Subjective Opinions
• Metrics for Web Analytics

Unit 7 SERVICE DESIGN

• What is Service Design?
• Moments of Truth
• The Rules for Service Design
• The Design Ladder
• Service Design Techniques
• Service Design Dynamics

Unit 8 OPTIMISING CONVERSION

• Areas Linked to Conversion Optimisation
• Conversion Rate Optimisation Phases
• Improving Conversion Through Usability
• How to Define Priorities
• Quick wins