Organic Law 2/2006, of 3 May, of Education, provides in Article 39.6 that the Government, after consulting the Autonomous Communities, will establish the qualifications corresponding to the vocational training studies, thus as the basic aspects of the curriculum for each of them.

The Organic Law of 19 June, of the Qualifications and of Vocational Training, establishes in Article 10.1 that the General Administration of the State, in accordance with the provisions of Article 149.1.30. Establishment and after consultation of the General Council of Vocational Training, the certificates and certificates of professionalism, which shall constitute the offers of vocational training referred to in the National Catalogue of Qualifications, shall be determined. Professionals.

Law 2/2011, of 4 March, of Sustainable Economy, and the Organic Law 4/2011, of 11 March, complementary to the Law of Sustainable Economy, amending the Law of the Organic Law, of the Qualifications and of the Vocational training, and 2/2006, of Education, have introduced an ambitious set of legislative changes necessary to stimulate and accelerate the development of a more competitive, more innovative economy, capable of renewing the productive sectors The Commission has been able to make the most of its work in the field of quality.

Royal Decree 1147/2011 of 29 July 2011 provides for the general management of vocational training of the educational system and defines in Article 9 the structure of vocational training qualifications, based on the catalogue National of Professional Qualifications, guidelines set by the European Union and other aspects of social interest.

On the other hand, this royal decree in Article 7 gives the professional profile of these titles, which will include general competence, professional, personal and social skills, qualifications and, where appropriate, the (a) the national catalogue of vocational qualifications included in the titles, so that each degree will, at least, incorporate a complete vocational qualification, in order to ensure that the qualifications of vocational training respond effectively to the needs demanded by the productive system and the personal and social values that enable democratic citizenship to be exercised.

This regulatory framework makes it necessary for the Government, after consulting the Autonomous Communities, to establish each of the titles which will form the catalogue of titles of vocational training of the educational system, its minimum teaching and other aspects of academic management which, without prejudice to the competences conferred on the educational authorities in this field, constitute the basic aspects of the curriculum which ensure a common and ensure the validity of the securities, in compliance with the provisions of Article 6.2 of the Law Organic 2/2006, of 3 May, of Education.

For these purposes, it is appropriate to determine for each title their identification, their professional profile, the professional environment, the prospective of the title in the sector or sectors, the teaching of the training cycle, the correspondence of the professional modules with the units of competence for their accreditation, validation or exemption, and the basic parameters of the training context (minimum spaces and equipment, qualifications and specialties of teachers and their equivalent to (a) the Court of Justice, after consulting the Autonomous Communities, as provided for in the Article 95 of the Organic Law 2/2006, of 3 May, of Education.

Also, in each title, the access to other studies and, where appropriate, the modalities and subjects of baccalaureate that facilitate the admission in case of competitive concurrency, the convalidations, exemptions and equivalences and, where appropriate, information on the requirements for the professional exercise, in accordance with the legislation in force.

In order to facilitate the recognition of credits between higher technical qualifications and the teachings leading to university degrees and vice versa, in the higher education courses the equivalence of each professional module with European ECTS credits, as defined in Royal Decree 1125/2003 of 5 September, establishing the European credit system and the system of qualifications in university degrees official character and validity throughout the national territory.

Thus, the present royal decree, as provided for in Royal Decree 1147/2011, of 29 July, establishes and regulates, in the basic aspects and elements mentioned above, the title of vocational training of the educational system of Superior Technician in Marketing and Advertising.

A regulatory standard has been used to establish state bases in line with the Constitutional Court, which admits that "exceptionally" the bases can be established by regulatory standards in certain This is the case, as is the case in the present case, where 'it is essential to ensure the lowest common denominator laid down in the basic legal rules' (as, inter alia, in SSTC 25/1983, 32/1983 and 48/1988).

In the process of drawing up this royal decree, the Autonomous Communities have been consulted and the General Council of Vocational Training, the School Council of the State and the Ministry of Foreign Affairs have issued a report. Territorial and Public Administration.

In its virtue, on the proposal of the Minister of Education and prior deliberation of the Council of Ministers at its meeting on November 4, 2011.

DISPONGO:

CHAPTER I

General provisions

Article 1. Object.

This royal decree aims to establish the title of Superior Technician in Marketing and Advertising, with official character and validity throughout the national territory, as well as its corresponding teachings. minimum.

CHAPTER II

Identification of title, professional profile, professional and prospective title of the title in the sector or sectors

Article 2. Identification.

The title of Top Technician in Marketing and Advertising is identified by the following elements:

Naming: Marketing and Advertising.

Level: Higher Grade Professional Training.

Duration: 2,000 hours.

Professional Family: Trade and Marketing.

Concerning the International Standard Classification of Education: CINE-5b.

Level of the Spanish Qualifications Framework for Higher Education: Level 1 Technical Superior.

Article 3. Professional profile of the title.

The professional profile of the title of Higher Technician in Marketing and Advertising is determined by his general competence, his professional, personal and social competences, and by the relationship of qualifications and, if necessary, units of competence of the National Catalogue of Professional Qualifications included in the title.

Article 4. General competence.

The general competence of this title is to define and track marketing policies based on commercial studies and to promote and advertise products and/or services in media and media. appropriate communication, preparing the necessary promotional materials.

Article 5. Professional, personal and social skills.

The professional, personal and social competencies of this title are as follows:

(a) Make the necessary arrangements for the establishment and implementation of a commercial enterprise, planning and managing the procurement of the necessary financial resources to ensure economic and financial profitability of the company.

b) Assist in the elaboration and monitoring of marketing policies and plans, analyzing the marketing variables mix to achieve the business goals defined by the company.

c) Plan and develop digital marketing actions, managing web pages and communication systems across the Internet, to achieve the company's marketing goals and e-commerce policy.

d) Obtain, analyse and organise reliable market information, applying statistical techniques and establishing an effective information system (SIM), which serves as a support in the definition of commercial strategies and in the taking of marketing decisions.

e) Organize groups of pollsters and/or interviewers and conduct surveys and/or interviews, planning field work and using established techniques and procedures, to meet the objectives set in the commercial research.

f) Design the company's public relations policy and organize and manage marketing and communication events, interpreting the briefing, hiring suppliers, actors and agents, assisting, directing and monitoring the events, to comply with the marketing plan communication policy.

g) Manage customer, customer and customer complaints and complaints services, consumer and customer information, providing quality service to achieve full customer satisfaction and transmission of a good image of the company or organization.

h) Develop the company's advertising media plan, combining them appropriately, and track and control it to achieve its execution and effectiveness.

i) Manage the launch and deployment of products and/or services on the market, applying appropriate marketing strategies and promotional actions, as set out in the company's marketing plan or organization.

j) Develop promotional and informative materials, respecting the current regulations in the field of advertising, and using techniques and computer editing and design applications in various media, to disseminate them according to the scheduled plans.

k) Communicate in English with fluency, both in word and in writing, with all operators and agencies involved in commercial operations.

l) Adapting to new employment situations, keeping up to date the scientific, technical and technological knowledge related to their professional environment, managing their training and existing resources in learning throughout life and using information and communication technologies.

m) Solve situations, problems or contingencies with initiative and autonomy in the field of their competence, with creativity, innovation and spirit of improvement in the personal work and in the team members.

n) Organize and coordinate work teams with responsibility, monitoring the development of the work, maintaining fluid relationships and assuming leadership, as well as providing solutions to group conflicts that present.

n) Communicate with their peers, superiors, clients and persons under their responsibility, using effective means of communication, transmitting the appropriate information or knowledge and respecting the autonomy and competence of the persons involved in the scope of their work.

o) Generate safe environments in the development of your work and that of your team, monitoring and applying the procedures for the prevention of occupational and environmental risks, as established by the regulations and objectives of the company.

p) Monitor and apply quality management procedures, universal accessibility and "design for all", in the professional activities included in the processes of production or delivery of services.

q) Perform basic management for the creation and operation of a small business and have an initiative in its professional activity with a sense of social responsibility.

r) Exercise their rights and comply with the obligations arising from their professional activity, in accordance with the laws in force, actively participating in economic, social and cultural life.

Article 6. Relationship of qualifications and competence units of the National Catalogue of Professional Qualifications included in the title.

1. Full professional qualification:

Assistance to commercial research COM 312_3 (Royal Decree 109/2008, of February 1), comprising the following units of competence:

UC0993_3: Prepare necessary information and instruments for market research.

UC0994_3: Organize and control the activity of pollsters.

UC0995_2: Perform surveys and/or interviews using established techniques and procedures.

UC0997_3: Collaborate on the analysis and draw conclusions from market research.

2. Incomplete professional qualifications:

a) Marketing and communication management COM652_3 (Royal Decree 1550/2011, of October 31):

UC2185_3: Assist in defining and tracking marketing policies and plan.

UC2186_3: Manage the launch and deployment of products and services on the market.

UC2187_3: Organize and manage marketing and communication events, following established protocol and criteria.

UC2188_3: Attend organizing and tracking the media plan and media set.

UC2189_3: Develop and disseminate in different media, materials, simple and self-editable, publipromotional and informative.

b) Customer, consumer, or user care COM087_3: (Royal Decree 295/2004, February 20):

UC0241_2: Run Customer/Consumer Service/User service actions.

UC0245_3: Manage customer/consumer/user complaints and complaints.

c) Commercial and financial management of road transport COM 651_3 (Royal Decree 1550/2011 of 31 October):

UC2183_3: Manage the economic-financial activity of road transport.

Article 7. Professional environment.

1. The people who obtain this title exercise their activity in companies in any productive sector, mainly in the public and private sector of commerce and marketing, carrying out planning, organizing and managing activities of marketing, commercial research, advertising and public relations.

These are self-employed persons who manage their business by carrying out communication and advertising activities and events in the public and private sphere, or by employees who are engaged in the activities of their employees. marketing, communication and press office and communication departments of any company or organisation, or in communication companies, advertising agencies and events in the public and private sector, as well as in companies, organisations and Market research institutes and public opinion within the survey departments and/or research in the subsectors of:

-Industry, commerce and agriculture, in the department of marketing, advertising, public relations or survey and research.

-Wholesale and/or retail commercial distribution companies, in the department of marketing, advertising, public relations or survey and research.

-Financial and insurance entities, in the department of marketing, advertising, public relations or survey and research.

-Import, export and distribution companies-marketing companies.

-Logistics and transport companies.

-Associations, institutions, agencies and non-governmental organizations (NGOs).

2. The most relevant occupations and jobs are as follows:

-Product Manager Assistant.

-Marketing Technician.

-Advertising Technician.

-Public relations technician.

-Marketing and communication event organizer.

-Media aid in advertising companies.

-A cursive or broadcast controller in the media.

-Technical in market studies and public opinion.

-Technician in field jobs.

-Inspector of pollsters.

-Surveys and censuses agent.

-Data encoder for market research.

Article 8. Prospective of the title in the sector or sectors.

Educational administrations will take into account, when developing the corresponding curriculum, the following considerations:

a) Throughout the last half of the 20th century, companies have evolved into productive systems more focused on consumer preferences, rather than the indiscriminate production of goods and services. Currently, the company is investigating products or services that the consumer demands and, based on this information, the company makes the necessary decisions before launching the product or service to the market.

Currently, companies have a marketing department, which is responsible for making decisions not only on the promotion of products and services but also on distribution channels, prices and above all. products, that is, in the current company the marketing department decides which products or services the company will produce or provide, the channels for which they are to be marketed and the price and promotions to be performed.

These are all momentous decisions for the normal operation of the company and the main arguments on which its decisions are based are obtained from market studies and information systems of the company.

The constant evolution of new communication technologies makes it essential to know and use it, to take advantage of the advertising and promotional actions carried out by companies.

It is therefore necessary for the trade sector to have professionals with sufficient training in marketing actions, in market studies, in useful and effective information systems, in communication skills and that be able to take advantage of new information and communication technologies to manage the business knowledge needed to meet the business objectives set by the marketing management. This training had not been sufficiently addressed in vocational training today it is considered necessary to achieve a job position in companies that have a marketing department.

This title addresses marketing, commercial and advertising training, framing it in a professional profile that is completed with sales and management training. The necessary updating is also incorporated into the new information technologies, which are essential as a means of communication between the commercial enterprise and its environment.

b) The role of this technician in the workplace will be greatly affected by the widespread application of new technologies to decision-making in order to make them useful and effective within the company, and apply fundamentally to:

-The design, development, and control processes of the company's marketing plan actions.

-The business information systems design and deployment processes.

-The processes of searching, processing and analyzing the information received.

-The processes of implementing marketing actions in products or services, pricing, promotions, and distribution.

-The design and development of promotional actions for companies ' products or services.

-The processes of marketing products and services.

-Customer communication and customer support.

-The processes of marketing through digital channels.

-Quality control of services provided.

-The methods of organizing the job.

c) The technological changes of a digital nature that have occurred in recent years mainly in the field of telecommunications worldwide with the generalization of the use of the Internet has caused an additional flow information to be used by companies to generate added value in the quality of products and services offered, as well as greater efficiency in their relationship with other companies and/or customers, among which they can be mentioned:

-The widespread use of the Internet for communications and demarches via e-mail.

-The use of digital media and communication systems to develop different marketing and promotion actions.

-The use of secure digital media to perform business transactions and document management reliably, securely and confidentially.

d) Consequently, the professional profile of the title within the business sector marks an evolution towards those competences that not only contribute to the technical and economic efficiency sector, but also achieve the incorporation and take advantage of new technologies in the operation of global markets, to ensure that companies contribute to creating a more just, environmentally engaged and socially more equal society.

CHAPTER III

Formative cycle teachings and basic context parameters

Article 9. General objectives.

The general objectives of this training cycle are as follows:

a) Know and assess available sources and financial products, such as loans, loans and other financial instruments, as well as possible grants and select the most appropriate for the company, analyzing the accounting information and assessing the costs, risks, requirements and guarantees required by financial institutions to obtain the necessary financial resources required for the development of the activity.

b) Develop base reports and briefings, analyzing and defining the different marketing strategies of the mix marketing variables, to assist in the elaboration and monitoring of marketing policies and plans.

c) Using new communication technologies across the Internet, building, hosting and maintaining corporate websites and managing digital communication systems, to plan and perform actions digital marketing.

d) Design commercial research plans, determining the information needs, collecting the secondary and primary data needed to obtain and organize reliable information from the markets.

e) Develop commercial reports, analyzing information obtained from the market by applying statistical techniques, to establish an effective marketing information system (SIM).

f) Determine the characteristics of field personnel, defining selection criteria, dimension, training, motivation and remuneration, to organize groups of pollsters and/or interviewers.

g) correctly interpret a questionnaire and the attached instructions and pass it to the respondents, ensuring the fluidity and accuracy of the responses, to conduct surveys and/or interviews.

h) Define the objectives and instruments of the company's public relations or organization, as established in the marketing plan, to design the company's public relations policy.

i) Relating and coordinating the various suppliers, actors and stakeholders, directing and monitoring the event according to the established protocol and resolving the incidents proactively, to organize and manage marketing and communication events.

j) Organize the department of customer service and establish the lines of action to achieve customer satisfaction and loyalty, applying appropriate communication techniques to manage care services and customer information.

k) Establish the procedure for the attention and resolution of complaints and complaints from clients, applying appropriate communication and negotiation techniques and/or mediation or arbitration to manage complaints and complaints from the client, consumer, and user.

l) Make proposals for the combination of media and advertising media, respecting the current regulations on advertising and drafting reports of emission control and cursing, to develop the advertising media plan.

m) Develop the product or service sales argumentation for presentation to the sales network and define marketing and commercial promotion actions, analyzing data from the market information system and the briefing of the product, to manage the launch and implementation of products and/or services on the market.

n) Apply persuasive advertising and customer attraction techniques, selecting content, texts and images, and using the company's own commercial and informative communication style to elaborate publipromotional and informational materials.

n) Manage in English relationships with clients, suppliers, public agencies, national and international banks, and other operators involved in commercial activities.

o) Analyze and use the resources and learning opportunities related to the scientific, technological and organizational evolution of the sector and information and communication technologies, to maintain the spirit of updating and adapting to new work and personal situations.

p) Develop creativity and the spirit of innovation to respond to the challenges that arise in processes and in the organization of work and personal life.

q) Making decisions based on a grounded basis, analyzing the variables involved, integrating knowledge of different scope and accepting the risks and the possibility of error in the same, to face and solve different situations, problems or contingencies.

r) Develop leadership, motivation, monitoring, and communication techniques in group work contexts to facilitate the organization and coordination of work teams.

s) Apply communication strategies and techniques, adapting to the contents that will be transmitted, to the purpose and the characteristics of the receivers, to ensure the effectiveness in the communication processes.

t) Assess situations of prevention of occupational risks and environmental protection, proposing and implementing personal and collective prevention measures, in accordance with the applicable regulations in the work processes, for ensure secure environments.

u) Identify and propose the necessary professional actions, to respond to universal accessibility and "design for all".

v) Identify and apply quality parameters in the work and activities carried out in the learning process, to assess the culture of assessment and quality and to be able to monitor and improve procedures quality management.

w) Use procedures related to entrepreneurial, entrepreneurial and professional-initiative culture to perform the basic management of a small business or undertake a job.

x) Recognize your rights and duties as an active agent in society, taking into account the legal framework that regulates social and working conditions, to participate as a democratic citizen.

Article 10. Professional modules.

1. The professional modules of this training cycle:

(a) They are developed in Annex I to this royal decree, complying with the provisions of Article 10 of Royal Decree 1147/2011 of 29 July 2011.

b) These are the following:

0623. Economic and financial management of the company.

0930. Marketing policies.

0931. Digital marketing.

1007. Design and manufacture of communication material.

1008. Media and media.

1009. Public relations and organization of marketing events.

1010. Commercial research.

1011. Field work in commercial research.

1109. Launch of products and services.

1110. Customer, consumer, and user attention.

0179. English.

1012. Marketing and advertising project.

1014. Training and employment guidance.

1013. Training in job centres.

2. The educational administrations will establish the corresponding curricula, respecting what is established in this royal decree and in accordance with the provisions of Article 8 of Royal Decree 1147/2011, of July 29, for the establishment of the general vocational training of the educational system.

Article 11. Spaces and equipment.

1. The spaces necessary for the development of the teachings of this formative cycle are those set out in Annex II of this royal decree.

2. The spaces will have the necessary and sufficient surface to develop the teaching activities that are derived from the learning outcomes of each of the professional modules that are taught in each of the spaces. In addition, they must meet the following conditions:

(a) The area will be established on the basis of the number of people occupying the training space and should enable the development of learning activities with the ergonomics and mobility required within the same.

b) They should cover the spatial need for furniture, equipment and auxiliary work instruments.

c) They must respect the spaces or safety surfaces required by the machines and equipment in operation.

d) Respect the regulations on the prevention of occupational risks, the regulations on safety and health at the workplace and how many other rules are applicable.

3. The established training spaces may be occupied by different groups that heal the same or other formative cycles, or educational stages.

4. The various identified learning spaces should not necessarily be differentiated by closure.

5. The equipment included in each space must be the necessary and sufficient to guarantee to the students the acquisition of the learning outcomes and the quality of the teaching. In addition, they must meet the following conditions:

(a) The equipment (equipment, machines, etc.) shall have the necessary installation for its proper operation, comply with the safety and risk prevention rules and with the other applicable standards.

(b) The quantity and characteristics of the equipment must be based on the number of persons registered and enable the acquisition of the learning outcomes, taking into account the evaluation criteria and the content that are included in each of the professional modules that are delivered in the referenced spaces.

6. The competent authorities shall ensure that the spaces and equipment are adequate in quantity and characteristics for the development of the teaching and learning processes resulting from the learning outcomes of the modules. and thus ensure the quality of these teachings.

Article 12. Teachers.

1. The teaching of the vocational modules which constitute the teaching of this training cycle corresponds to the teaching staff of the Secondary Teaching Body, the Secondary School Teachers 'Corps and the Teachers' Body. Professional Training Technicians, as appropriate, of the specialties set out in Annex III A) of this royal decree.

2. The qualifications required for access to the aforementioned teaching bodies are, in general, those laid down in Article 13 of Royal Decree 276/2007 of 23 February, approving the entry, access and acquisition of the new specialties in the teaching bodies referred to in the Organic Law 2/2006 of 3 May of Education, and the transitional admission regime is regulated, which refers to the transitional provision of the said law. The qualifications equivalent to those before these same effects are, for the various specialties of the faculty, those listed in Annex III B) of the present royal decree.

3. For the teachers of the centres of private ownership or of public ownership of other administrations other than the educational ones, the required qualifications and the necessary requirements, for the delivery of the professional modules The title, are those included in Annex III C) of the present royal decree. In any case, the lessons to be taught to the qualifications mentioned shall be required to cover the objectives of the professional modules and, if those objectives are not included, in addition to the certification, they must be accredited by means of "certification", a work experience of at least three years in the sector related to the professional family, carrying out productive activities in companies that are implicitly related to learning outcomes.

4. The competent authorities shall ensure that the teachers providing the professional modules comply with the specified requirements and thus ensure the quality of these lessons.

CHAPTER IV

Accesses and links to other studies, and correspondence of professional modules with the competition units

Article 13. Preferences for access to this training cycle in relation to the forms and subjects of baccalaureate courses.

They will have a preference to access this training cycle who have been in the high school of Humanities and Social Sciences.

Article 14. Access and linkage to other studies.

1. The title of Top Technician in Marketing and Advertising allows for direct access to cure any other higher grade training cycle, under the conditions of admission that are established.

2. The title of Senior Technician in Marketing and Advertising allows direct access to the teachings conducive to undergraduate degrees, under the conditions of admission to be established.

3. The Government, heard by the Council of Universities, shall, as a rule, regulate the recognition of claims between the qualifications of the higher technical vocational training and the degree of university teaching. In order to facilitate the validation regime, in this royal decree, 120 ECTS credits have been allocated among all the professional modules of this training cycle.

Article 15. Validations and exemptions.

1. The convalidations between professional training modules established under the Organic Law 1/1990 of 3 October of General Ordination of the Educational System and the professional modules of the title established in the This royal decree is as set out in Annex IV.

2. Those who have passed the vocational training and guidance module or the professional business module and entrepreneurial initiative in any of the training cycles corresponding to the securities established under the Law Organic 2/2006, of 3 May, of Education, will have validated these modules in any other formative cycle established under the same law.

3. Those who have obtained the accreditation of all the units of competence included in the title, by means of the procedure laid down in Royal Decree 1224/2009 of 17 July of recognition of the professional skills acquired by work experience, may validate the vocational training and guidance module provided that:

-Credit at least one year of work experience.

-Be in possession of the accreditation of the training established for the performance of the basic level functions of the preventive activity, issued in accordance with the provisions of Royal Decree 39/1997, of January 17, by the The Regulation of the Prevention Services is approved.

4. In accordance with Article 39 of Royal Decree 1147/2011 of 29 July 2011, the total or partial exemption of the vocational training module in the workplace may be determined by correspondence with the work experience, provided that an experience related to this training cycle is established in the terms provided for in that Article.

Article 16. Correspondence of professional modules with the units of competence for their accreditation, validation or exemption.

1. The correspondence of the units of competence with the professional modules which form the teaching of the title of Higher Technician in Marketing and Advertising, for their validation or exemption, is determined in Annex V A) of this real decree.

2. The correspondence of the professional modules that form the teaching of the title of Superior Technician in Marketing and Advertising with the units of competence, for their accreditation, is determined in Annex V B) of this royal decree.

Additional disposition first. Title reference in the European framework.

Once the national qualifications framework has been established, in accordance with the European recommendations, the corresponding level of this qualification will be determined in the national framework and its equivalent in the European framework.

Additional provision second. Distance offering of this Title.

The professional modules that form the teachings of this training cycle can be offered at a distance, provided that it is guaranteed that the students can achieve the learning outcomes of the same, according to the provisions in the present royal decree. To this end, the educational authorities, within the scope of their respective powers, shall take the measures they deem necessary and shall give the precise instructions.

Additional provision third. Equivalent qualifications and links with vocational training.

The training established in this royal decree in the vocational training and guidance module enables the training to carry out professional responsibilities equivalent to those required by the basic level activities in the prevention of occupational risks, as set out in Royal Decree 39/1997 of 17 January, which approves the Prevention Services Regulation, provided that it has at least 45 teaching hours.

Additional provision fourth. Regulation of the exercise of the profession.

The title established in this royal decree does not constitute a regulation of the exercise of a regulated profession.

Additional provision fifth. Equivalences for the purposes of teaching in the selective entry procedures in the Professional Training Technical Teachers ' Corps.

The title of Technical Superior or Specialist Technician is declared equivalent to those required for access to the Technical Teachers ' Body of Vocational Training, when the title has been used as an interim teacher in schools. public in the field of the administrative authority, in the field of teaching to which it intends to access and for a minimum period of two years before 31 August 2007.

Additional provision sixth. Universal accessibility in the teachings of this title.

1. In the field of their respective competences, the educational authorities will include in the curriculum of this training cycle the elements necessary to ensure that the persons who are cured develop the competences included in the curriculum in "design for all".

2. They shall also take the measures they deem necessary to enable this student to access and to pursue that training cycle under the conditions laid down in the final provision of Law 51/2003 of 2 December 2003. equal opportunities, non-discrimination and universal accessibility for people with disabilities.

Single repeal provision. Repeal of rules.

All are repealed and all provisions of equal or lower rank are opposed to the provisions of this royal decree.

Final disposition first. Competence title.

This royal decree is of a basic standard, under the powers conferred on the State by Article 149.1.1º and 30 º of the Constitution.

Final disposition second. Implementation of the new curriculum.

The educational administrations will implement the new curriculum of these teachings in the 2012-2013 school year.

Final disposition third. Entry into force.

This royal decree will enter into force on the day following its publication in the "Official State Gazette".

Given in Madrid, on November 4, 2011.

JOHN CARLOS R.

The Minister of Education,

ANGEL GABILONDO PUJOL

ANNEX I

Professional Modules

Professional Module: Economic and financial management of the enterprise.

Equivalence in ECTS credits: 12

Code: 0623

Learning results and evaluation criteria.

1. Collects information about entrepreneurial initiatives and business creation opportunities, assessing the impact on the performance environment and incorporating ethical values.

Assessment Criteria:

a) The concept of entrepreneurial culture and its importance as a source of job creation and social welfare have been evaluated.

b) The importance of individual initiative, creativity, training and collaboration has been valued to succeed in entrepreneurial activity.

c) The basic functions of the company have been individually described and have all been analyzed together as a comprehensive system.

d) The main components of the general environment surrounding the company have been identified: economic, social, demographic and cultural.

e) The concepts of enterprise culture and corporate image, and their relationship to business objectives, have been evaluated.

f) The phenomenon of corporate social responsibility and its importance as an element of business strategy has been recognized.

g) Practices that incorporate ethical and social values have been identified.

h) A study of the economic and financial viability of an SME has been carried out.

2. It establishes the legal form of the company, complying with the current regulations.

Assessment Criteria:

a) The different legal forms of companies have been evaluated.

(b) The costs of setting up and running the company derived from the various legal forms have been calculated, in consultation with the legislation in force.

c) Information on potential aid and official grants for the creation of a company has been obtained.

d) The most appropriate legal form has been selected from a comparative study, assessing costs, liability and legal obligations.

e) The legal and administrative procedures to be performed for the establishment of the company have been determined on the basis of the information obtained from the competent authorities and bodies.

f) Administrative procedures, authorizations, licenses and professional training have been determined, if any, that are required for the start-up of a company.

g) Labor and tax obligations arising from the exercise of the economic activity of the company have been identified.

h) The roles of trade unions, works councils, staff representatives, labour inspectors and other social institutions involved in the relevant sector have been analysed.

i) The situations of insolvency, bankruptcy and suspension of payments and the procedure for the competition of creditors in cases of insolvency, as well as the responsibility of the employer, have been analysed.

3. It organizes the procedures for obtaining the necessary resources for the financing of investments and supplies, evaluating the various possible financial alternatives.

Assessment Criteria:

(a) The bodies reporting on the procurement of public grants and grants for the acquisition and renewal of assets have been identified.

b) Information has been obtained on the most common financial and credit instruments for the financing of investments and other operations of the company.

c) Information about the procedure, requirements, guarantees and documentation that are required to obtain a credit or loan in a financial institution has been analyzed.

(d) The costs have been calculated and the required requirements and guarantees have been analysed in the leasing and renting operations for the purchase of vehicles and other fixed assets.

e) The concepts of nominal interest and effective interest and the equivalent annual rate (SAD) have been differentiated, both in investments and in financial instruments (loans and loans).

(f) The costs and depreciation fees of a loan have been calculated using the most widely used depreciation systems.

g) The most advantageous financial alternative for the purchase of vehicles, machinery and other assets has been selected on the basis of costs, risks and guarantees.

h) The procedure and conditions for requesting the bank guarantees, guarantees and guarantees required to perform certain special transport operations have been analyzed.

i) Spreadsheets have been used to analyze, through appropriate functions, different financial operations.

4. Determines the formalities for the purchase and/or rental of vehicles and other assets, analyzing the needs of investments and supplies and the necessary financial resources.

Assessment Criteria:

(a) The needs of vehicles, facilities, machinery and other assets and supplies needed in companies have been determined.

(b) The fundamental differences between the purchase and rental of vehicles, machinery and equipment necessary for the exercise of the activity have been analysed.

c) The variables of an investment plan have been identified, differentiating their own and foreign funding and the recovery of short-and long-term investments.

d) The needs of supplies and maintenance services and spare parts have been determined, as well as the costs that arise from the different provisioning systems.

e) Different investment plans have been evaluated from the costs and the revenue forecast.

f) The advantages and disadvantages of the first and second hand and vehicle rental markets and other assets have been analyzed.

g) Online and offline have been contacted with different suppliers and potential suppliers and the submission of offers and budgets has been requested in accordance with the specifications received.

h) The different alternatives for the acquisition and renovation of vehicles, machinery and facilities have been evaluated, based on the comparative analysis of the purchase budgets and payment terms.

5. It produces invoices, receipts and documents for the collection and payment of the products and services provided, applying the business rules and billing prosecutors.

Assessment Criteria:

a) Commercial and tax rules and trade practices that regulate the billing of products or services, including electronic invoicing, have been interpreted.

b) Taxes have been identified that tax transport services and the applicable tax rates in each case.

(c) The Value Added Tax (VAT) aspects and the obligations established for the billing of domestic and international products and/or services have been interpreted.

d) The billing of product sales and/or service delivery has been performed using the appropriate IT applications.

e) The characteristics, cost of collection and negotiation management, and the risks of different means of payment or collection have been analyzed.

(f) Customer unpaid has been managed, complying with the requirements and deadlines laid down in the current regulations.

g) The payment and collection conditions of foreign exchange transactions have been monitored.

6. Manages the accounting and tax process of the company, applying the current business and tax regulations and the principles and rules of the General Accounting Plan.

Assessment Criteria:

(a) The different balance sheet items have been differentiated, analyzing their functional relationship: active (fixed and circulating), passive (fixed and circulating) and net worth.

b) The concepts of investment, expenditure and payment, revenue and recovery have been differentiated.

c) The operations performed have been recorded and the result has been calculated, in accordance with the general principles and valuation rules of the Accounting General Plan.

(d) The depreciation of the vehicles and other elements of the fixed assets has been determined, in accordance with the current tax rules and the General Accounting Plan.

e) Annual accounts have been prepared, in accordance with the General Accounting Plan for SMEs.

f) Tax obligations arising from the application and management of Value Added Tax (VAT) have been identified.

g) The steps to be taken have been established for the liquidation of the Vehicle Circulation Tax, interpreting the regulations that regulate it.

(h) Taxes have been identified on certain vehicles, as well as charges, fees and rights of use to be paid for the use of certain infrastructure.

i) Tax obligations relating to taxes on profits have been determined, depending on the legal form of the company: IRPF and Corporate Tax.

j) An accounting computing application has been used.

7. It determines the profitability of the investments and the solvency and efficiency of the company, analyzing the economic data and the accounting information available.

Assessment Criteria:

a) The applications and utilities of accounting information and financial statements have been used for the effective management of the company.

(b) The necessary balance of the balance between the investments made and the own and the external financial resources have been valued, differentiating between the basic and the circulating funding.

c) The most common methods for the evaluation of return on investments have been applied: internal rate of return (IRR), net present value (NPV) and rate of return.

d) The acquisition value, useful life, current value, replacement value, and residual value of the assets were calculated.

e) Cash flows or cash-flow and the average maturity period have been calculated.

f) The deadlock or profitability threshold has been calculated.

g) The main ratios and financial indicators have been calculated to analyze the financial statements through the balance sheet and the profit and loss account.

h) Spreadsheets have been used for the determination of the different financial ratios and the calculation of the company's profitability.

Duration: 105 hours.

Basic contents:

Collecting information about entrepreneurial initiatives and business creation opportunities:

-Business Plan: the business idea.

-Key factors for entrepreneurs: initiative, creativity and training.

-Basic business functions.

-The enterprise as a system.

-Analysis of the general and specific environment of an SME.

-Sme relationships with your environment.

-Relations of the Sme with the whole of society.

Setting the Company's Legal Form:

-The individual company. Legal liability and formal obligations.

-Civil societies and communities of goods.

-The Mercantile Company. Types of companies.

-Anonymous company, limited partnership and others.

-Working societies: anonymous and limited.

-Associated work cooperatives and transport cooperatives.

-Bodies and institutions with competence in the field of transport.

-Constitution and start-up of the company: requirements, formal obligations and formalities to be performed.

-Official grants and support for the establishment and implementation of a company.

-Company tax and labor obligations.

Organization of procedures for obtaining financial resources:

-Investment and financing: economic structure and financial structure of the company.

-Enterprise investment needs.

-Sources of self-financing and others. Internal and external funding.

-Official grants and financial assistance to the business of the company.

-Long-term financing. Financial products: loans and loans, leasing and leasing, other forms of financing.

-Short-term financing: commercial credits and payment deferrals, bank credits, trading of business effects and factoring.

-Management of spreadsheet and other computing applications for the calculation of financial costs and amortization of loans and other financial products.

Determination of formalities for the purchase or rental of vehicles and other assets:

-Determining equipment and investment needs.

-Purchasing and leasing management of vehicles and supplies.

-Analysis and selection of investments. Decision to purchase or hire vehicles and other immobilized vehicles.

-Search for suppliers and suppliers. Request for offers and quotes.

-Quotes and conditions of purchase and rental: quantity, quality, price, discounts, delivery times, taxes, conditions of payment and financing.

-Elaboration of documents relating to the purchase and rental of vehicles and other equipment, using the appropriate IT tools: contract development and order formulation.

-Creating and maintaining vendor and supplier databases: supplier master file, high and low, introduction, and data update.

-Using a procurement management computing application.

Making invoices, receipts, and payment and payment documents:

-Making budgets.

-Service billing and invoice accrual: features and legal requirements, models and types of invoices, fulfillment, and issue of invoices.

-How to store and register invoices in accordance with business and tax rules.

-Taxation of company operations: Value Added Tax (VAT) and other taxes.

-Intra-Community operations: features and billing of products and/or services.

-Payment and payment means and documents: check, bank transfer, standard receipt, change letter, credit card and pay, among others.

-Creating and maintaining client databases.

-Handling a billing computing application.

Managing the accounting and tax process in companies:

-Company accounting obligations. Business and tax rules.

-The company's assets: assets, liabilities and net worth.

-The accounts. Terminology, structure, and types.

-Accounting and record books.

-The General Accounting Plan for SMEs.

-The accounting cycle. Accounting records, redemptions and adjustments, calculation of the result and close of the financial year.

-Annual accounts.

-The result of the exercise.

-The Income Tax of Physical Persons (IRPF).

-Corporate Tax.

-Value Added Tax.

-Vehicle Circulation Tax.

-Taxes on certain vehicles, tolls, charges and fees for the use of certain infrastructure.

-Managing a financial accounting application for accounting records and for the production of annual accounts.

Determining the profitability of investments:

-Interpretation and analysis of the accounting and economic-financial information of the company applicable to business management.

-The deadlock or profitability threshold.

-Assessment of investments and calculation of profitability.

-Average maturation period.

-Analysis and interpretation of results.

-Company Financial Statements Analysis.

-Major financial ratios.

-Economic analysis. Profitability and efficiency ratios.

-Using the spreadsheet and other computing applications for the calculation of ratios and the economic-financial analysis of the company.

Pedagogical guidelines.

This professional module contains the necessary training to perform the functions related to the financial and economic management of a company, such as:

-Constitution and startup of the company.

-Getting and managing the financial resources required.

-Calculation of financial costs.

-Evaluation and selection of investments.

-Managing the purchase and/or rental of vehicles, equipment and other necessary assets.

-Making budgets.

-Managing the billing process.

-Payment and payment management, in accordance with established rules and protocols.

-Record and documentation file.

-Calculation of company result.

-Elaboration and management of the documents derived from the company's tax obligations.

-Calculation of the company's profitability, efficiency, solvency and liquidity.

The professional activities associated with this function apply to:

-Economic and financial management of the company and optimization of resources.

-Managing collections and payments.

-Processing and managing the business, administrative, and tax documentation of the company.

The formation of the module contributes to the achievement of the general objectives (a), (o), (p), (q), (r), (s), (t), (u), (v), (w) and (x) of the training cycle, and powers (a), (l), (m), (n), (n), (o), (p), (q) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Fulfilling and processing of the documents necessary for the establishment and implementation of a company.

-Analysis of existing financial and credit products on the market and evaluation of alternatives.

-Analysis of the investment needs and assessment of alternatives.

-Managing the purchase or rental of assets from the quiesced.

-Making and managing invoices, receipts, and payment and payment documents.

-Tax obligations and tax management and other taxes resulting from the business of the company.

-Analysis of the accounting statements of the company and calculation of the principal financial ratios.

Professional Module: Marketing Policies.

Equivalence in ECTS credits: 12

Code: 0930

Learning results and evaluation criteria.

1. Evaluates market opportunities, product launch, entry into new markets or improved product or service positioning, analyzing marketing-mix variables and market trends and trends.

Assessment Criteria:

(a) The available data relating to the supply and demand of the product or service have been analysed, compared with those of the competition and the replacement and complementary products.

b) Information has been analyzed on the evolution and trend of sales by products, product lines or brands, or according to the type of customers, by calculating the market share and the variation rates, using the application appropriate computer science.

c) The profile and buying habits of the actual and potential customers have been analyzed in order to match the product or service to the needs, motivations and shopping habits.

d) Market niches have been identified in which the company may have commercial opportunities, applying appropriate analysis techniques.

e) The segments or groups of customers with purchase potential and commercially attractive have been identified for the company, using volume and frequency of purchase criteria, degree of loyalty, identification with the brand and product differentiation capacity, among others.

f) Reports have been produced with the findings of the data analysis performed, using the appropriate computer application.

2. Defines the product policy, analyzing the characteristics, attributes, and utilities of the product or service to fit the needs and profile of the clients to whom it is addressed.

Assessment Criteria:

a) The attributes of the product or service have been identified, depending on their nature, their usefulness and the needs that they can meet, and the consumer's perception and reasons for purchase.

b) A database of the products, lines, families and categories of products that the company markets has been developed, incorporating the relevant information on the technical characteristics, uses, presentation, packaging and brand of the same.

c) A comparative analysis of the products or services with those of the competition has been performed, comparing the technical characteristics, utilities, presentation, brand and packaging, among others.

d) Product positioning, service or product range on the market has been determined using different ratios, growth rate, market shares, growth-participation matrix of BCG and other techniques of analysis.

e) The life cycle of different products has been analyzed to determine at what stage they are located.

f) Information about products or services has been updated, gathering information from the sales network, distributors, and customers ' stores or groups, using the appropriate computing tool.

g) Possible business strategies have been defined in product policy, taking into account the product life cycle and the client profile to which it is addressed.

h) Reports on products, services or product lines have been developed, analyzing brand image, positioning and potential business strategies.

3. It defines the price policy of products or services, analysing costs, demand, competition and other factors involved in the training and calculation of prices.

Assessment Criteria:

(a) The current legal regulations relating to the pricing and marketing of products or services have been identified for application in the company's pricing policy.

(b) The factors determining the sales price of the product have been identified, considering the manufacturing and distribution costs, commissions, margins and discounts and taking into account the product life cycle, its positioning and marketing strategy.

(c) The effect of variations in manufacturing and marketing costs on the final sale price of the product and on the sales volume has been assessed, analysing the elasticity of the demand for the product or service.

d) The sales price of the product has been calculated, starting from the cost of manufacturing and distribution costs.

e) The gross margin of the product or service has been calculated, based on the analysis of the cost components, the deadlock and the market trend, proposing possible improvements in the margins.

f) A comparative analysis of the price of the product or service has been carried out with respect to those of the competition, analysing the causes of the differences.

g) The different pricing strategies have been analysed, taking into account the costs, the product life cycle, the competition prices and the characteristics of the market segment to which it is addressed.

h) Reports on product prices, services or product lines have been produced for decision making.

4. Selects the most appropriate form and distribution channel for each product, service, or product range, analyzing the available distribution alternatives.

Assessment Criteria:

a) The commercial distribution functions have been identified, valuing their strategic importance within marketing-mix.

b) Different ways of selling have been characterized, depending on the sector, the type of product or service and type of customer.

c) The different distribution channels have been classified according to the number and type of intermediaries, the degree of association between them and the functions they perform.

d) A comparative analysis of different commercial distribution structures has been conducted, analyzing channel levels, number and type of intermediaries and valuing the possibility of online distribution.

e) The most appropriate distribution channel has been selected, depending on the strategy of self-distribution and others and the coverage of the market that is intended to be achieved.

f) The different types of commercial intermediation contracts have been analyzed in which the relationship between the manufacturers and the distribution and sales network is formalized.

g) The commercial distribution cost has been calculated by considering all the elements that make it up.

h) There have been reports on commercial distribution, based on cost analysis data, times, available intermediaries and viable strategies, for decision making.

5. Selects the most appropriate communication actions to launch new products and services or prolong their stay in the market and thus reinforce the corporate and brand image, evaluating the different alternatives available.

Assessment Criteria:

a) The objectives of the communication policy have been defined, considering the characteristics of the target audience or targets to be achieved.

b) The different forms and types of actions that integrate the communication mix have been characterized.

c) The instruments and types of communication actions have been differentiated, depending on the target audience, corporate image, and the objectives and strategies of the organization.

d) A comparative analysis of different communication actions has been carried out according to the expected impact, objectives, budget and media and supports available in the media market.

e) The variables of frequency, period and deadlines of the communication actions have been defined, according to criteria of efficiency and effectiveness of the impact on the target audience, of the achievements of previous actions, the actions of the competitors and the available budget.

f) The ability of the organization to execute or contract communication actions has been evaluated, depending on the resources available and the media to be used.

g) The most appropriate communication and promotion actions have been selected to launch new products or prolong their stay in the market, reinforcing the corporate and brand image.

h) A base report of the communication policy has been developed, containing the objectives and targets or target audience and the analysis of the available means.

6. Elaborates briefings of products, services or brands for the execution or external procurement of communication actions, relating the variables of marketing-mix, business objectives and the profile of the clients.

Assessment Criteria:

a) The objectives and purpose of the briefing of a product, service or brand have been defined for the development of marketing actions.

b) The structure of the briefing and its component elements have been characterized, depending on the type of marketing action and the recipient of the same.

c) The data that is required to elaborate the base or briefing information for the product, service, or brand has been selected based on the type of action to be performed.

d) The information contained in a briefing has been analyzed, conveniently characterized, pointing out the object of the same and obtaining relevant conclusions.

e) The briefing of a product or service for a given communication action has been drafted, in accordance with the specifications received and using computer and presentation tools.

7. Elaborates the marketing plan, selecting the product's base information, price, distribution, and communication and relating the marketing variables to each other.

Assessment Criteria:

a) The stages or phases of the business planning process have been characterized and the marketing plan utilities have been identified.

b) The database data or information that will be analyzed is selected.

c) A situation analysis has been performed, both external and internal (DAFO), using appropriate statistical techniques and computer applications.

d) The objectives that are intended to be achieved have been set and the most appropriate marketing strategies have been chosen to achieve them.

e) The product, price, distribution, and communication policy actions and relationships between them have been established.

f) The budget has been drawn up, specifying the financial and human resources required to implement the planned policies and the time needed for the implementation of the plan.

g) The marketing plan has been drafted and presented, using the appropriate IT tools.

8. It tracks and controls the commercial policies and actions established in the marketing plan, assessing its development and the degree of achievement of the intended objectives.

Assessment Criteria:

a) The procedures for monitoring and monitoring marketing plan policies have been established, collecting information from the departments and agents involved, and from the sales and distribution network.

b) The information obtained in the marketing actions control process has been updated, using the applications and information systems, the SIM, the CRM and others.

c) The control ratios of the marketing plan actions have been calculated from the information obtained from other departments, the sales network and the SIM.

d) The results obtained with the objectives foreseen in the marketing plan have been compared, determining the deviations produced in the execution of the plan.

e) Corrective measures have been proposed to address deviations and errors in the implementation of trade policies and actions.

f) Control and evaluation reports have been developed for the marketing plan, collecting the information obtained in the monitoring process, the deviations detected and the proposal for corrective measures.

Duration: 105 hours.

Basic contents:

Assessment of a company's market opportunities:

-Concept and content of marketing.

-Marketing functions in the economy.

-Enterprise management marketing.

-Marketing types.

-Strategic Marketing. Analysis of market opportunities.

-Market segmentation strategies.

-Operational Marketing. The marketing-mix variables.

-Defining and developing marketing-mix policies.

-Service Marketing.

Defining the product or service policy:

-The product as a marketing tool. Features and attributes. Product types.

-The product dimension.

-The product lifecycle.

-The product policy. Objectives.

-Analysis of the portfolio of products, services, or brands.

-Product policy strategies.

-Creating and launching new products.

-Diversification of products.

-The differentiation of the product or service.

-The mark. Purpose and legal regulation. Types of marks. Strategies.

-Image and positioning of products, services and brands.

-Developing product reports, using IT tools.

Defining the pricing policy:

-The price of the product as a marketing tool.

-Components of the price of a product or service.

-The pricing process. Factors that influence the same.

-Pricing policy. Objectives.

-Legal rules on pricing.

-Pricing methods: based on costs, on competition and on market demand.

-Strategies in pricing policy.

-Psychological pricing strategies.

-Calculation of the costs and determination of the sales price of a product, using the spreadsheet.

-Reporting pricing, using appropriate IT tools.

Selection of form and distribution channel:

-Commercial distribution as a marketing tool.

-Distribution channels. Concept, structure and types.

-Commercial brokers. Functions and types of brokers.

-Distribution Policy. Objectives.

-Factors that condition the choice of the shape and the distribution channel.

-Sales methods: traditional selling, self-service, and store-free, among others.

-Commercial forms of distribution: independent, associated and integrated commerce.

-Distribution strategies. The manufacturer's relationship to the network and points of sale.

-Forms and commercial broker contracts.

-Franchise contract.

-Distribution costs: structure and calculation.

-Reporting distribution using computer applications.

Selection of communication actions:

-The business communication process. Basic elements.

-The communication mix: types and shapes.

-Communication policies.

-Advertising.

-Sales promotion.

-Public relations.

-Direct marketing.

-Relational marketing.

-Merchandising.

-Personal sales.

-Online marketing.

-Reporting on communication policy, using computer applications.

Elaboration of products, services, or brands briefings:

-The briefing of a product or service: objectives and purpose.

-Structure of the briefing.

-Elements and information that compose it.

-Making a briefing using computer applications.

Designing the marketing plan:

-Marketing planning: purpose and objectives.

-The marketing plan: features, utilities, and structure.

-Analysis of the situation: internal and external analysis. DAFO Analysis.

-Setting general and marketing goals.

-Choosing marketing strategies.

-Marketing-mix actions and policies. Relationship between them.

-Budget.

-Running and controlling the marketing plan.

-Redaction and presentation of the marketing plan, using the IT applications.

-The marketing plan for the services.

Tracking and controlling marketing plan policies and actions:

-Tracking and controlling marketing plan actions.

-Calculation of the most common control ratios, using spreadsheets.

-Calculation of the deviations produced and proposed corrective measures.

Pedagogical guidelines.

This professional module contains the training required to perform the functions of defining, applying, and tracking marketing policies.

The definition, application, and tracking feature of marketing policies includes aspects such as:

-Assessment of market opportunities for the launch of new products or entry into new markets.

-Analysis of product characteristics and attributes, service or product lines and adequacy to the client's needs and profile.

-Application of marketing techniques for the design, launch and distribution of products on the market.

-Pricing of products or services.

-Design and application of strategies in pricing policy.

-Selecting the most appropriate distribution form for the product, service, or product range.

-Selecting the product, product line, or brand communication and promotion policy.

-Applying marketing strategies and techniques to reinforce corporate and brand image.

-Involvement in the development of the marketing plan.

-Tracking and controlling marketing plan actions and policies.

The professional activities associated with this function apply to:

-The design, application, and monitoring of product, price, communication, and distribution policies.

-Elaboration, execution, and control of the company's marketing plan.

The formation of the module contributes to achieving the general objectives (b), (o), (p), (q), (r), (s), (t), (u), (v), (w) and (x) of the training cycle, and (b), (l), (m), (n), (n), (o), (p), (q) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Product analysis, product lines, and brands.

-Calculation of the product price by applying different methods.

-Analysis of different forms of commercial distribution.

-Application of marketing techniques in the development of promotion campaigns, depending on the product and the type of customer they are targeting.

-Selecting appropriate advertising actions, depending on the expected impact, objectives, budget, and available media and media.

-Analysis of different marketing strategies.

-Making business reports for marketing decision making, using the right computing applications.

-Elaboration and presentation of the marketing plan, defining product, price, distribution and communication policies, using the available computing applications.

-Tracking and evaluating the marketing plan, calculating the ratios and control measures to detect possible deviations from the forecast, using the appropriate computer applications.

Professional Module: Digital Marketing.

Equivalence in ECTS credits: 11

Code: 0931

Learning results and evaluation criteria.

1. Manages access and connections to public, semi-public and private networks, using browsers and information seekers specialized in the Internet public network.

Assessment Criteria:

a) The essential concepts of network operation and use have been identified.

b) The different connection systems to the network have been evaluated.

c) Access to the computer system has been configured on the network.

d) The characteristics of the intranets and extranets have been proven.

e) The major browser programs have been used to move around the network.

f) Selective information searches have been performed using specific applications.

g) Specialized search engines and other advanced search applications have been used.

2. Manages various Internet services and protocols, handling e-mail and file transfer programs, among others.

Assessment Criteria:

a) The elements that configure the email have been identified.

b) Email was used directly from the web.

c) Email client programs have been used to manage the sending and receiving of messages.

d) Network protocol for file transfer (FTP) has been identified from a client computer to a server.

e) Files have been shared across a peer-to-peer (peer-to-peer P2P) computer network.

f) Free software has been downloaded with and without usage time limitations.

g) Downloads of videos, music, and video games have been performed, among others.

3. Performs electronic billing and other administrative tasks in a telematic manner, using in each case specific software.

Assessment Criteria:

a) The electronic invoice formats of greater or less complexity (EDIFACT, XML, PDF, html, doc, xls, gif, jpeg or txt, among others) have been identified.

b) Telematics transmission between computers has been established.

c) The integrity and authenticity of telematic transmissions through a recognized electronic signature has been guaranteed.

d) Specific applications for electronic invoice issuance have been used.

e) Common tools have been used on the Internet regarding our company's relationship with public agencies and other entities.

f) Several generalist tools that are used in the network have been tested.

g) The programs that are harmful to the security and integrity of the data stored in our computer equipment have been identified.

h) The necessary security barriers have been applied to safeguard the information of our company.

4. It determines the strategy to be followed in the interrelationships with other network users, using specific programs, communication forums, and enterprise-wide social networks.

Assessment Criteria:

a) Web programs have been used to maintain text chats.

b) Instant messaging programs have been used.

c) Oral communication systems that use only sound or sound and image have been applied.

d) Contacts have been established with other network users through discussion and opinion forums.

e) Contacts have been established on specific topics through professional content blogs.

f) Communications, advertising, and sales have been made with other network users via social networks.

g) Audiovisual and photographic content of the business, products and business processes have been generated.

5. It builds attractive web pages for Internet users, using positioning criteria, easy handling and persuasion.

Assessment Criteria:

a) The most commonly used statements in hypertext (HTML) label language have been written.

b) You have used commercial programs that allow you to easily create the files that make up the web pages.

c) The web page address has been registered with its own domain or with free hosting.

d) Web files created using programs specialized in this task have been sent to the Internet server.

e) Specific programs for inclusion of texts, images, and sound have been used.

f) An efficient web for e-commerce has been built.

g) Links of interest have been included on the web capable of generating traffic oriented and interested in what is being offered.

6. Designs the digital marketing plan in the online marketplace, defining strategic solutions through the implementation of specific commercial brand development actions.

Assessment Criteria:

a) A digital marketing plan has been prepared to achieve the business objectives of the company.

b) Online positioning and marketing processes have been defined.

c) The guidelines to be followed for online advertising and promotion have been established.

d) The elements that configure search engine marketing have been identified.

e) The challenges of electronic marketing have been assessed: trust in the means of payment, logistical problems and security.

f) The necessary tasks have been performed to manage and fidelize customers across the network.

g) New communication and customer relationship trends in digital marketing have been identified.

h) Marketing actions have been performed through mobile devices.

7. Defines the company's e-commerce policy by setting the actions required to effect online sales.

Assessment Criteria:

a) The required parameters for creating or adapting an on-line business have been set.

b) Electronic commerce focused recruitment actions have been defined.

c) Existing business models have been recognized in the network.

d) A virtual store has been designed.

e) The management of the received orders and the entire logistics process are planned.

f) The legal and data protection aspects of electronic commerce have been identified.

g) The payment means to be used have been set.

h) Security systems have been selected to ensure the privacy and invulnerability of operations.

i) The different types of electronic business have been identified.

Duration: 100 hours.

Basic contents:

Administering access and network connections:

-Introduction. What is the Internet and its origin.

-How it works: servers and clients, the TCP/IP protocol, the World Wide Web, the domains of the network.

-Modos to connect to the Internet.

-Configuring access.

-Intranets and extranets.

-What a browser is and how it works: more used browsers.

-Searching for information on the network.

-The search engines: search engines and indexes, thematic search engines, multi-search engines, and metabuses.

-Basic search concepts with operators, special search syntax, advanced search option, inclusion in additional services, and specific tools.

Managing various Internet services and protocols:

-Email: what it is and how it works.

-Web mail: Create an account, perform the basic functions of reading, responding, and sending.

-Undesired mail.

-POP3 mail: what it is and how to use it.

-Manage POP3 mailing, receive, and maintenance operations.

-File transfer: what it is and how to use it.

-FTP servers. FTP applications.

-P2P (peer to peer) networks: applications.

-Downloads: musicals, videos, and software.

-Freeware and shareware.

-Voice telephone connections.

Performing electronic invoicing and other administrative tasks in a telematic way:

-Electronic invoice: general aspects, conditions for their use and legal regulations.

-Security: recognized electronic signature.

-Electronic billing programs.

-Relationship with other companies and public agencies: electronic banking, social security procedures, and tax relations with finance among others.

-PDF file display and print programs.

-Player programs, organizers and synchronizers of music, videos, movies, television programs, and audiobooks, among other applications.

-Internet security: spam, computer viruses, spyware and phising.

-Anti-virus, firewall, and anti-spy programs.

Determining the strategy to be followed in interrelationships with other network users:

-Chat or chat groups: IRC programs and webchat programs.

-Instant messaging service.

-Internet Telephony.

-Video Conference.

-The forums: read and write to a forum.

-The discussion groups.

-Social networks.

-Weblogs, blogs, or logbooks.

-Social networks for businesses.

-Add elements to a social network page.

-Use photographic and audio-visual elements on a social network page.

-Add professional applications to a page.

-External blog and RSS.

-How to find an interesting group.

-Create a network of influential contacts.

-Buy and sell on social media.

Building web pages:

-Structure of a web page.

-HTML language.

-Creating web pages with the most common web editors.

-Choosing the server to host web pages.

-Web page publishing via FTP.

-High in search engines.

-Graphic design programs and other web utilities.

-Online catalog.

-Cash flows and financing from the online store.

-Hot zones and user zones.

-The online shopping cart.

Digital Marketing Plan Design:

-Developing the digital marketing plan.

-The behavior of the online client.

-Online and offline promotion of the web.

-Search engine positioning tools: e-mail marketing, SEM, SEO, and related page campaigns.

-Catch policies: a process of creating a brand.

-Analysis of statistics and measurement of results.

-Membership Marketing.

-Relational marketing and customer relationship management (CRM).

-Cross marketing.

-Viral marketing.

-Marketing one-to-one.

-Mobile marketing and DTT applications, among others.

Defining an enterprise's e-commerce policy:

-Idea and layout of a virtual store.

-Digital business models: horizontal, B2B, and B2C portals, among others.

-Domain selection and registration.

-Web storefront. Electronic catalog.

-Logistics control of goods sold online.

-The claim as a customer loyalty instrument.

-The financial importance of the claim.

-Electronic payment means.

-Reflection periods and cancellations.

-Cryptography: symmetric key, asymmetric key, and single key encryption.

-Signature.

-Digital certificates.

-Encryptation.

-Electronic business: e-shop, e-mail, e-procurement, e-marketplace and e-auction, among others.

Pedagogical guidelines.

This module contains the necessary training for the performance of activities related to the use of the Internet such as:

-The network configuration and access to it.

-Advanced search for information.

-Managing email as a means of communication and as a selling tool.

-The transfer of information and applications of all types.

-The development, publishing, and maintenance of the company's website.

-The use of a wide variety of complementary programs of all kinds, such as those dedicated to electronically billing or those for relations with public bodies.

-The direct relationship to sales with other users through chats, messages, discussion groups and blogs.

-Creating and maintaining the company's web page.

-The definition of the company's digital advertising and marketing plan.

-The development of the company's e-commerce policy.

The professional activities associated with this function apply to:

-Creating, maintaining, and publishing the company's web page.

-Creating, maintaining, and publishing the enterprise virtual store.

-The programming of the company's digital marketing plan.

-The administrative management of e-commerce.

-Managing collections and payments.

-Processing and managing the commercial, administrative, and tax documentation generated electronically.

-Market research and national and international marketing.

The formation of the module contributes to achieving the general objectives (c), (o), (p), (q), (r), (s), (t), (u), (v), (w) and (x) of the training cycle, and (c), (l), (m), (n), (n), (o), (p), (q) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Using the Internet as a means of searching for information.

-Using all kinds of complementary computer applications to the Internet.

-Using specific Web page creation programs.

-Using the Internet as an advertising support for our company and products.

-Electronic sales of our products through the virtual store.

Professional Module: Design and elaboration of communication material.

Equivalence in ECTS credits: 9

Code: 1007

Learning results and evaluation criteria.

1. Prepares the content of communication and advertising materials in all types of media, using the information available.

Assessment Criteria:

a) Online and offline information sources have been identified according to the objectives, content, type of support and material.

b) Information, data and images have been obtained, respecting at all times the Law on Intellectual Property and the rules of confidentiality of the organization.

c) Communication materials intended to display the corporate image of the company have been identified.

d) The communication materials used to advertise the company's activities and products have been evaluated.

e) Information on the contents and communication materials used in the open air has been gathered.

f) The advertising actions to be carried out in the different mass media have been related: press, magazines, radio and television.

g) The media, video and interactive media have been evaluated where to disseminate the advertising materials.

h) The main advertising materials present on the Internet have been recognized.

2. It draws up advertising and information materials, using graphic, audiovisual and artistic design techniques.

Assessment Criteria:

a) Publipromotional materials have been designed in graphic media, in accordance with the objectives of the transmission of the information, the briefing and the indications received.

b) The composition and format of the material has been performed, respecting principles of harmony, proportion, balance and symmetry, among others.

c) Principles of psychological association of images, contents, likeness, continuity and symmetry have been applied, among others.

d) Design and self-publishing techniques have been employed regarding visual perception, legibility and color contrasts, among others, respecting the manual of style and corporate identity.

e) Image graphic publishing materials have been designed, maintaining a balanced distribution of all elements.

f) Expressive techniques and resources have been used to create materials with visual and audiovisual content.

g) Advertising and promotional works have been carried out on the Internet.

3. It applies persuasive communication techniques, identifying the own styles of commercial and information communication in the company.

Assessment Criteria:

a) Rules of persuasive communication, written as well as audiovisual, have been applied to publipromotional and informative materials.

b) The different styles and genres that are commonly used in the advertising sector have been recognized.

c) The characteristics of the different concepts of direct marketing, online, viral, and others have been defined.

d) The target or target audience defined in the briefing of a promotional brochure has been identified.

e) Advertising messages have been developed using different communication styles.

f) Press releases based on news with lexical correction, spelling and journalistic style have been developed.

4. It elaborates advertising and informational materials, using specific software for each support.

Assessment Criteria:

a) General purpose computer applications for the creation of presentations and advertising material have been used.

b) Communication materials have been prepared by using graphical design computing applications.

c) Promotional and advertising materials have been obtained, handling computer applications for the layout of texts and graphics.

d) Manipulations have been performed on graphic objects, using photographic retouching computer applications.

e) Advertising and promotional works have been carried out on the Internet through the use of web design computing applications.

5. Organizes the dissemination plan for publipromotional and informative materials respecting the corporate identity.

Assessment Criteria:

(a) Actions for the dissemination of promotional and informative materials have been carried out taking into account the number, quality and destination established in the company's briefing.

b) A study has been conducted that values the economy and effectiveness of the different communication systems.

c) A calendar for dissemination of advertising and information materials has been developed.

d) The monitoring of the dissemination of materials produced by other professionals, as provided for in the briefing and agreed contracts, has been carried out.

e) Backup copies of the publipromotional and informational materials have been saved, in physical and computer support.

Duration: 85 hours.

Basic contents:

Preparing communication materials:

-Sources of offline and online information commonly used for their reliability and cost in the advertising and graphic design sectors.

-Online search engines for image banks.

-Rules for the use and copyright of data banks and images, both online and offline.

-Copyright.

-Features and functions of corporate stationery.

-Information media for developed events, products, and services.

-Importance of product labeling design, packaging, secondary and tertiary packaging.

-Features and functions of the advertising media used on the outside.

-Other advertising communication materials.

-Traditional mass media.

-Media Media.

-Existing designs on the Internet.

Making advertising materials on different media:

-Composition, color and typography of brochures, triptics and posters.

-Writing and layout of press announcements.

-The composition of the elements: scale, proportion, balance in a composition and contrast of tone and scale.

-Visual perception.

-Balance, voltage and levelling.

-Sense of reading.

-Visual communication techniques.

-Fases for the development of audiovisual material.

-Product test and review.

-Banners.

-Pop-up or pop-up windows and pop-under.

-Direct marketing. Custom mailing.

-Free advertising in search engines and social networks.

Applying persuasive communication techniques:

-Advertising types.

-Introduction to the concept of creativity.

-Creative advertising styles.

-Advertising creativity in print and audiovisual media and media.

-Advertising creativity techniques.

-Creativity in advertising communication.

-Creative instruction modes.

-Creative subject and creative product.

-The persuasive dimension of advertising communication.

-Setting the advertising strategy.

-The briefing.

-The advertising objectives: target audience definition, product characteristics, and budget.

-Fixing the advertising calendar.

-The importance of positioning.

Elaboration of advertising and information materials:

-Design templates for: multimedia presentations, e-mails, and press releases, among others.

-Graphical presentation tools.

-General programmes for the production of advertising material.

-Specific graphic design programs.

-Programs for layout and composition of text designs.

-Specific image manipulation programs.

-Web design-specific applications.

Organization of the dissemination plan for publipromotional and informative materials:

-Ad targets.

-Advertising budget.

-Ad temporality and calendars of advertising inserts.

-Types of insertions calendars.

-Factors determining the time schedule.

-Target audience and audience profile.

-Adequation of the advertising media to the product or service.

-Scope of the various advertising media.

-Audience measurement systems.

-Support cost, cost by contact, and useful cost.

-Coverage and distribution of media combinations and derived indicators.

-Profitability indicators.

-Direct marketing providers. Hiring and outsourcing.

-Security copies: physical methods and computer programs.

Pedagogical guidelines.

This module contains the necessary training for the performance of activities related to the design and development of communication material, such as:

-Interpret the rules outlined in the laws of advertising, consumer protection, personal data protection and intellectual property.

-Describe the features and benefits of a product.

-Identify the characteristics of the audience that the ad campaign is targeting.

-Develop messages using different persuasive communication styles.

-Know the constitutive features of the different media used in marketing and communication actions, both online and offline.

-Design the content of the post-promotional and informational actions.

-Use general purpose computer applications intended for the creation of advertising materials.

-Handle graphic design, photo retouching and layout computing applications.

-Spread the communication material according to the product briefing.

-periodically update the content of the company's web page.

-Insert text and multimedia elements into the web.

-Insert links to another section of the same page, to a particular place within another page of our site or to an external page.

The professional activities associated with this function apply to:

-The knowledge of the product to be advertised.

-The knowledge of existing communication media.

-Applying persuasive communication techniques.

-The design of advertising campaigns on any of the existing traditional and online media.

-The elaboration of the advertising or communication materials.

-The effective dissemination of elaborate advertising materials.

-Advertising over the Internet.

The formation of the module contributes to achieving the general objectives n), (o), (p), (q), (r), (s), (t), (u), (v) and (x) of the training cycle, and (j), (l), (m), (n), (n), (o), (p) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Applying persuasive communication techniques.

-Knowledge of existing communication media.

-Design of advertising content.

-Making advertising materials with general and specific IT tools.

-Dissemination of advertising materials and follow-up of advertising campaigns.

-Using the Internet as an advertising medium on the rise in the new information society.

Professional Module: Media and Media.

Equivalence in ECTS credits: 6

Code: 1008

Learning results and evaluation criteria.

1. Collects relevant data and references from different sources of information, organizing the advertising media plan.

Assessment Criteria:

a) Reliable and/or official media information sources have been identified using online and offline search techniques.

b) The variables and data of the media communication campaign have been recognized, based on the client/advertiser strategic study (briefing).

c) All available advertising media have been considered, depending on the character of the campaign, valuing their online and offline dissemination.

d) Data from relevant and reliable media and media have been obtained: EGM (General Media Study) and OJD (Broadcasting Justification Office for written press), among others.

e) The best advertising space offerings and the appearance conditions offered by media purchasing agencies have been compared.

f) Data obtained from the various advertising media have been presented in a structured way, using spreadsheets or database tables.

2. Describes the different online/offline communication media, distinguishing their typologies and differentiating features.

Assessment Criteria:

a) The characteristics of each advertising medium have been identified, valuing their advantages and disadvantages.

b) The specific characteristics of the graphic media have been analyzed: daily press, free press, magazines and Sunday.

c) The characteristics of the auditory advertising media have been recognized: radio.

d) The characteristics of the audiovisual media have been assessed: television and film.

e) The characteristics of the external advertising media have been verified.

f) The characteristics of direct marketing have been verified: buzoneo and mailing.

g) Online media advertising properties have been recognized: Internet.

h) The information disclosed by the company has been evaluated, in order to create a favorable climate towards it (advertising) as a means of dissemination not subject to the law or advertising regulations.

3. Collaborates in the elaboration of the advertising media plan, selecting the appropriate communication media for the stated objectives.

Assessment Criteria:

(a) The fundamental rules of the General Advertising Law and the types of advertising contracts have been interpreted.

b) The obligations and responsibilities of the advertiser and the agency in advertising procurement have been defined.

c) Information obtained from media research has been ordered in a command and/or management table.

d) The media plan has been developed as an advertising investment plan based on an optimal selection of media and media.

e) It has been calculated, based on updated analysis of the rates and conditions of the media, the cost of the options, valuing their update in the case of variations in the same.

f) The impact of different combinations was considered using impact ratios (GRP rating point), CPR (cost per record), CPM (cost per thousand), useful impact and other objective data indices.

g) The campaign manager has been transferred to the optimal combination of the media plan that results from the command/management frame of the campaign.

4. Tracks the execution of the advertising media plan, controlling its compliance.

Assessment Criteria:

(a) The orders relating to the issuance of the media plan have been submitted to each medium and medium, according to established time and form forecasts.

b) Monitoring of the media plan has been monitored with all types of instruments: reading, hearing and viewing, among others.

c) The correct appearance of the elements and the advertising forms in the different media and supports has been proven, according to the frequency, time and conditions contracted.

d) Errors, deviations or omissions on the media plan have been promptly transmitted to those responsible, in accordance with the protocol established for their resolution.

e) The media plan tracking and control data has been recorded in a report that is capable of measuring the effectiveness, profitability, and enhancement of the plan executed.

f) An emission control report has been produced according to the specifications received, for transmission to the superiors.

5. Collaborates in the development of reports of information coverage in different media, processing the data acquired with appropriate IT tools.

Assessment Criteria:

a) A database has been developed with the media and media in which news related to our company or sector can appear.

b) Media and media have been tracked, searching for content related to our activity.

c) The digitalization of localized content has been performed, according to established criteria and using appropriate computer applications.

d) The services offered by press-clipping companies have been identified: company information in the media, competition or the leading companies in our sector, among others.

e) The content and coverage of the information, in the case of the unwritten media, have been located, viewing the images and taking the time data.

f) The report of information coverage, media and press-clipping has been carried out according to the style, edition and criteria of layout.

g) The report or press clipping has been transmitted to the superiors and people designated by the organization.

Duration: 55 hours.

Basic contents:

Collecting data to design an advertising media plan:

-Analysis of audiences by media pools.

-Companies specializing in the production of surveys and media studies.

-Consumer panels and retailers.

-Study of profiles, audiences, and coverage of each advertising support.

-Background analysis for the study of the briefing.

-Analysis of the competition's advertising activity.

-Target audience selection for each advertising media (target audience).

-Media purchasing power stations: concept and objectives.

-Advertising agencies: concept and classes.

-Presentation of data and results in computer media. Invoices to customers.

Description of media and media:

-Concept and classification of advertising media.

-Advantages and disadvantages of each advertising media.

-Analysis of the aspects related to the press.

-Advantages and disadvantages of this media.

-Forms and basic elements: module and robapagins, among others. Specific elements.

-TV-specific advertising forms:

-Advantages and disadvantages of this media.

-Forms and basic elements: spot, publish and sponsorships, among others. Specific elements.

-Radio-specific advertising forms:

-Advantages and disadvantages of this media.

-Forms and basic elements: cots, programs, sponsorships, among others. Specific elements.

-Film-specific advertising forms:

-Advantages and disadvantages of this media.

-Forms and basic elements: film and publishing, among others. Specific elements.

-External advertising-specific forms of advertising:

-Advantages and disadvantages of this media.

-Forms and basic elements: fences, marquees, among others. Specific elements.

-Ad-specific forms of sales place advertising (PLV):

-Advantages and disadvantages of this media.

-Forms and basic elements: billboards, luminaires, among others. Specific elements.

-Specific and peculiar advertising forms of direct advertising (mailings and buzoneo):

-Advantages and disadvantages of this media.

-Forms and basics: envelopes, letter, brochure and order, among others. Specific elements.

-The concept of advertising and tools used. Types of publicititys most used.

-Media planning in the online environment: types of Internet advertising formats and online media purchase.

Collaboration in the realization of the advertising media plan:

-General rules of the general advertising law applicable to advertising contracts.

-Advertising limits.

-Bad uses of advertising.

-Advertising contract.

-Ad Broadcast Contract.

-Ad creation contract.

-Ad sponsorship contract.

-Advertising self-regulatory code.

-Acts of unfair competition.

-Unfair commercial practices with consumers or users.

-Advertising on products likely to generate risks to the health or safety of people or their heritage.

-Methods of multicriteria analysis based on different alternatives for the ordering and selection of the best means.

-A media campaign's table of command.

-Preparing a media plan.

-Selection of budgets offered by advertising agencies.

-Agencies ' relationships with advertisers and media.

-Margin analysis and allowable costs.

-Methods of measuring advertising effectiveness.

-Ratios for analysis of campaign results: stats and adstock.

-Online and offline effectiveness ratios.

Performing the actions required to control the execution of the media plan:

-Emission order orders in different media.

-Command and control table for a campaign.

-Relationship with offline and online providers.

-Control in a written media plan.

-Control instruments commonly used in television and radio.

-Internet campaign execution tracking tables.

-Control of the media plan in terms of frequency, times, and agreed conditions.

-Rules of action in case of non-compliance with agreed conditions.

-Computer tools to control events and data that occurred during media pan execution.

-Reporting to management with computer tools.

Collaboration in obtaining information by your own media or by press-clipping companies:

-Tracking the online and offline media using automatic search systems.

-Keywords for the search for news about which they are object.

-Benefits of information tracking.

-Services offered by press-clipping companies.

-IT applications for editing and reusing the news delivered through a tracking service.

-Storage of information received through the use of database management systems, generating hemerotechs and custom files.

-Industry types of companies.

Pedagogical guidelines.

This module contains the necessary training for the performance of activities related to the installation of the advertising media plan, such as:

-The search and analysis of audience information provided by public and private companies.

-The choice of the best offers presented by media purchasing agencies.

-Knowledge of the specific features of traditional and online advertising media.

-The interpretation of legislation relating to advertising, types of advertising contracts and safeguarding of consumer rights.

-The elaboration of the company's advertising media plan, combining the media and media in an optimal way.

-Calculation of campaign costs.

-The application of the profitability ratios achieved in the media campaign.

-Track the correct development of the campaign in terms of frequency of exposure of the advertising elements, time of appearance and compliance with the agreed conditions.

-Compliance with agreements agreed to in contracts by adjusting, if necessary, times and rates.

-The search for relevant information from the company, industry, and competition, among others.

The professional activities associated with this function apply to:

-The search for trusted information sources in the media.

-The selection of the appropriate media and advertising media according to the product to be sold and the audience to whom the advertising campaign is directed.

-The choice of the advertising contract that best fits our campaign.

-The elaboration of the advertising investment plans.

-The launch of ad campaigns.

-Tracking the conditions and rates of campaigns that are running.

-The tracking of information in any media about our company and/or productive sector, both in domestic and international markets.

The formation of the module contributes to achieving the general objectives (l), (o), (p), (q), (r), (s), (t), (u), (v) and (x) of the training cycle, and (h), (l), (m), (n), (n), (o), (p) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Handling of traditional media: press, magazines, radio and television, among others.

-Using the Internet as a means of searching for information.

-Using the Internet as an advertising support for our company and products.

-Using general purpose computing applications for reporting.

-Using specific programming, monitoring, and control programs for advertising campaigns.

-Using the Internet as advertising support

Professional Module: Public Relations and Marketing Event Organization.

Equivalence in ECTS credits: 6

Code: 1009

Learning results and evaluation criteria.

1. Establishes the objectives and instruments of the company's public relations, complying with the established strategy of communication of the marketing plan.

Assessment Criteria:

a) The importance of public relations as an instrument of communication of the company has been valued.

b) The types of public relations instruments have been classified, according to the scope in which they are developed and the recipients to whom they are addressed.

c) The sponsorship and patronage activities that a company can perform have been differentiated.

d) The linkage of public relations with the media has been analyzed.

e) The most appropriate public relations instrument has been selected for meeting planned objectives.

f) The strategy is planned to optimize a PR campaign.

2. It characterizes the organization of marketing events, determining the deadlines and the form of fulfillment according to the briefing, the criteria and the budget established in the marketing plan.

Assessment Criteria:

a) The types of events commonly used in marketing and communication actions have been differentiated according to their objectives and the public to which they are directed.

b) The resources, place, equipment, facilities, and means necessary for the performance of a particular type of event have been identified.

c) The required permissions and licenses for an event have been identified.

d) The phases and activities to be performed in a given event have been determined.

e) The program, schedule, and general schedule of a marketing and communication event have been developed.

f) The deadlines and the way the event is broadcast have been established, using online and offline communication tools and techniques.

g) The participants and means required for holding a press conference have been determined.

3. Defines the relationship plan with participating suppliers, actors, and agents in a marketing event, meeting expected terms, deadlines, and budget.

Assessment Criteria:

a) The suppliers required for a marketing event have been identified.

b) Event provider offerings have been evaluated based on price criteria, added services, and delivery conditions, among others.

c) The necessary steps have been taken to rent or hire a place and the means to hold a marketing event.

d) Complementary catering services, hostesses, sound technicians and equipment rental have been coordinated, among others.

e) Contracted service providers and services have been registered in a database, respecting the data protection and privacy regulations of the organization.

4. It determines the protocol and ceremonial rules for the celebration of marketing and communication events, programming the intervention of the attendees and determining their protocol treatment during the event.

Assessment Criteria:

a) The appropriate protocol and ceremonial to the type of marketing event has been identified.

b) The order of precedence of the event attendees has been established, according to the official regulations, uses and customs of the sector, rank and institutional representation of the assistants, criteria of the organization and program of the event.

c) Protocolary treatment has been determined for event attendees, according to the hierarchy, rank, and institutional representation.

d) The intervention of attendees, interveners, media representatives, or other agents has been scheduled, in accordance with protocol, established order and uses.

e) The place of placement and situation of elements, panels, posters, shields, official flags or the organization has been selected, in accordance with the current regulations and the business protocol.

5. It determines the attitudes and aptitudes to be adopted in the assistance, coordination and supervision of marketing events, complying with the rules of protocol and hierarchical differentiation.

Assessment Criteria:

a) The importance of a positive atmosphere and an educated and kind performance in the development of an event has been analyzed.

b) The most important aspects of the personal image in the celebration of marketing events and events have been analyzed.

c) The most frequent errors in the attitudes and aptitudes of actors and agents participating in an event have been analyzed.

d) Verbal and nonverbal communication techniques have been applied according to defined guidelines and protocol.

6. Evaluates the results of the development of different types of marketing events and events, drawing up control reports.

Assessment Criteria:

a) Indicators of quality and operational effectiveness have been defined in holding events.

b) The most common incidents and problems in the development of marketing events and possible measures to remedy them have been identified.

c) The commonly used systems for the control and evaluation of results of an event or communication action have been analyzed.

d) The aspects that indicate the level of satisfaction of the target audiences have been identified.

e) A results evaluation report has been written from the results of a satisfaction questionnaire and the data from the execution of an event.

Duration: 55 hours.

Basic contents:

Public relations objectives and instruments (RPPPs) of the company:

-RPPPs within the enterprise communication strategy.

-Concept and purposes of public relations.

-Public relations and corporate image.

-Design of the public relations corporate manual.

-Public relations phases.

-Corporate Social Responsibility.

-RPR and public opinion.

-Institutional Advertising.

-Tipologia of public relations actions: according to the scope and according to the objectives.

-The linking of public relations with the media.

-The organization of events within the company's public relations.

Characterization of marketing event organization:

-Types of events: business events and social events.

-Fairs, promotional events, institutional events, congresses, receptions, press conferences, sponsorships and other events.

-Organization of human and material resources for event development.

-Event organization techniques. Organizer's efforts and tasks: program of the event, schedule and schedule.

-Publishing and disseminating the event.

-Applicable rules, permissions and licenses for event celebration.

-Common practices in the organization of marketing and communication events.

-Selecting and negotiating event provider offerings.

-Service delivery contract or media rental.

Determining the relationship plan with suppliers, actors, and agents:

-Spaces required for event celebration:

-Palaces and congress centers.

-Ferial enclosures.

-Hotels.

-Singular or other enclosures, and their accesses.

-Tipology of service providers required for event celebration:

-Hostels and restore.

-Reproduction and projection of image and sound and telecommunications.

-Design, editing and printing of graphic, audiovisual and digital materials.

-Translation.

-Access to the headquarters and collective internal transports. Access and security management and control.

-Stands and exhibitions mounts.

-Companies, services and functions of conference hostesses.

-Cultural animation and production of shows.

-Assessment of service provider offerings, based on different criteria.

-Coordination of resources and providers.

-Security in the organization of events. Security strategies.

-Computer applications in event management.

Protocol and ceremonial of marketing and communication events and events:

-Types of events and events according to their protocol.

-Business protocol.

-Ceremonial and institutional protocol.

-Normal rules and uses.

Coordination and monitoring of marketing events:

-Behavior and development of marketing and communication events.

-The personal image.

-Attitudes and skills of agents and participants in an event.

-Verbal and non-verbal communication techniques.

-Events as elements of image transmission and corporate values.

Elaboration of event control and evaluation reports:

-Monitoring and tracking events.

-Participant control.

-Quality in the event management services.

-Satisfaction questionnaires.

-Assessment of services required by events.

-Forecast possible incidents during an event.

-The technical and economic memory of the event.

-Event quality management computing applications.

Pedagogical guidelines.

This professional module contains the training required to perform the company's marketing event organization functions

The marketing events organization function includes aspects such as:

-Setting the deadlines and the way to hold the event.

-Coordination of the relationships with the participating suppliers and agents in the event.

-Monitoring the development of marketing events.

-Resolution of incidents during event celebration.

-Compliance with protocol rules and hierarchical differentiation.

-Making control reports.

The professional activities associated with this function apply:

-In the implementation of the PR strategy within the company's marketing and communication plan

The formation of the module contributes to the achievement of the general objectives (h), (i), (o), (p), (q), (r), (s), (t), (u), (v), (w) and (x) of the training cycle, and (f), (l), (m), (n), (n), (o), (p), (q) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Identification of resources, place, equipment, necessary means, permissions, and licenses for the realization of a particular type of event.

-Elaboration of the program, calendar, and general schedule of an event.

-Fixing the deadlines and how to broadcast the event.

-Selecting an event provider.

-Managing the rental or hiring of a place and means for holding an event.

-Coordination of services complementary to the event.

-Fixing the order of precedence of event attendees and protocol treatment of attendees to the event.

-Programming the intervention of event attendees according to the protocol.

-Selection of place of placement and situation of elements, panels, posters, shields, flags, according to regulations and business protocol.

-Use of verbal and nonverbal communication techniques according to defined guidelines and protocol.

-Identifying the most common incidents in an event and ways to resolve them.

-Assessing the level of satisfaction of the target audience for the event.

-Making an event development outcome assessment report.

-Using computer tools for organization and evaluation of events.

Professional Module: Commercial Research.

Equivalence in ECTS credits: 8

Code: 1010

Learning results and evaluation criteria.

1. It analyzes the variables of the market and the environment of the company or organization, valuing their influence on the activity of the company and on the application of the different commercial strategies.

Assessment Criteria:

a) The business system variables, controllable and uncontrollabable by the company, have been identified, to be taken into account for the definition and implementation of commercial strategies.

b) The effects of the main factors of the microenvironment in the business activity of the organization have been analyzed.

c) The impact of the major variables of the macro environment on the business activity of the company or organization has been analyzed.

d) The main economic organizations and institutions that regulate or influence the activity of the markets have been identified.

e) The needs of the consumer have been analyzed and classified according to the hierarchy or order of priority in their satisfaction.

f) The phases of the consumer purchase process and the internal and external variables that influence the consumer are analyzed

g) The main market segmentation methods have been applied, using different criteria.

h) Different types of business strategies have been defined, applying market segmentation.

2. Configures a marketing information system (SIM) tailored to the business information needs, defining information sources, procedures, and data organization techniques.

Assessment Criteria:

a) The business information needs for marketing decision making have been determined.

b) Information has been classified according to its nature, origin or provenance of the data and the availability of the data.

c) The subsystems that integrate a SIM have been characterized, analyzing the functions and objectives of each of them.

d) Data that is processed and organized by a marketing information system has been identified.

e) The suitability characteristics of a SIM, its size, purpose, and objectives have been analyzed according to the information needs of the company or organization.

f) The data has been classified according to the source of information from which it comes.

g) Statistical techniques have been applied for the processing, analysis, and organization of data, and to transform it into useful information for the decision-making of the company or organization.

h) IT tools have been used for the processing, recording and incorporation of the information into the company's database, as well as its permanent update, so that it can be used and consulted fast and fast.

3. It elaborates the commercial research plan, defining the objectives and purpose of the study, the sources of information, and the applicable methods and techniques for obtaining, processing and analyzing the data.

Assessment Criteria:

a) The need for a commercial research study has been established.

b) The phases of a commercial investigation process have been identified.

c) The problem or opportunity presented in the company has been identified and defined and is intended to be investigated.

d) The purpose of the research to be carried out, determining the need for information, the time available for research and the destination or person to use the results of the research, has been established. research.

e) The general and specific objectives of the research have been clearly and concretely formulated, expressing them as questions to be investigated or hypotheses to be contrasted.

f) The design or type of research to be performed, exploratory, descriptive or causal has been determined, depending on the objectives that are intended.

g) The research plan has been developed, establishing the type of study to be carried out, the information to be obtained, the sources of data, the tools for obtaining the information, the techniques for analysis of the data and the required budget.

h) Sources of information, primary and secondary, internal and external, have been identified, which can provide the information needed for research, based on criteria of reliability, representativeness and cost.

4. It organizes the available secondary information, in accordance with the specifications and criteria set out in the research plan, assessing the adequacy of the data with respect to the objectives of the research.

Assessment Criteria:

a) Data from online and offline information sources, market information systems, and internal and external databases have been selected according to the criteria, deadlines and budget set out in the plan. Commercial research.

b) Control procedures have been established to ensure the reliability and representativeness of data obtained from secondary sources and to reject those that do not meet the standards of quality, current and security defined.

c) Information obtained from secondary sources has been classified and organized, presenting it in an orderly manner for use in research, in the design of field work or in the subsequent phase of analysis of data.

d) The information available, both quantitatively, has been analyzed to determine whether it is sufficient to develop the research, as qualitatively, by applying useful criteria, reliability and representativeness, to evaluate their suitability for the object of study.

e) The needs of completing the information obtained with the primary information have been detected, comparing the degree of satisfaction of the objectives raised in the research plan with the information obtained from sources secondary.

f) The information, results and conclusions obtained, using the established procedures, have been processed and archived for subsequent retrieval and consultation, in order to ensure their integrity and updating permanent.

5. Obtains primary information according to the specifications and criteria set out in the research plan, applying qualitative and/or quantitative research procedures and techniques for data collection.

Assessment Criteria:

a) The techniques and procedures for obtaining primary information in commercial and opinion studies have been identified, in accordance with the objectives set out in the commercial research plan.

b) The essential parameters for judging the reliability and cost-benefit ratio of primary source information collection methods have been defined.

c) The instruments needed to obtain qualitative information, through in-depth interviews, group dynamics, projective techniques, techniques of creativity and/or observation, have been determined by defining their structure and content.

d) The different types of ad hoc surveys for obtaining primary data have been differentiated, analyzing the advantages and disadvantages of the personal survey, by mail, by telephone or through the Internet.

e) The advantages of using computer media have been described, both in personal, telephone or through the web (CAPI, MCAPI, CATI, and CAWI).

f) The most appropriate data collection technique and procedure has been selected based on particular research, time and budget objectives.

g) The questionnaires and the interview or survey guide, necessary to obtain the information, have been designed according to the instructions received, checking the wording, comprehensibility and coherence of the questions, the extension of the questionnaire and the duration of the interview, using the appropriate computer applications.

h) The panels have been described as quantitative primary information collection instruments, analyzing different types of consumer panels, detail panels, and hearing panels.

6. It determines the characteristics and size of the sample of the population under investigation, applying sampling techniques for the selection of the sample.

Assessment Criteria:

a) The different variables that influence the sample size calculation have been identified in a commercial study.

b) The various methods and techniques of sampling, probabilistic and non-probabilistic, applicable for the selection of a representative sample of the population in a commercial investigation, have been characterized, analyzing their advantages and drawbacks.

c) Comparatively probabilistic and non-probabilistic sampling techniques have been analyzed, pointing to their advantages and drawbacks.

d) The simple random sampling development process has been described, analyzing its advantages and the limitations that it entails.

e) The sampling process has been described, applying the different probabilistic, systematic, stratified, cluster or area, polyetapic and random route sampling techniques, analyzing the advantages and disadvantages.

f) The sampling process has been analyzed, applying different techniques of non-probabilistic sampling, for convenience, for trials, for quotas and snowball.

g) The optimal sample size, the characteristics and elements that compose it, and the applicable procedure for obtaining it, have been calculated.

7. Performs the processing and analysis of the data obtained and produces reports with the conclusions, applying statistical analysis techniques and computer tools.

Assessment Criteria:

a) The data obtained in the commercial investigation have been coded, tabulated and graphically represented, according to the specifications received.

b) The most significant data spreading and central trend statistical measures and measures representing the form of the distribution have been calculated.

c) Statistical inference techniques have been applied, to extrapolate the results obtained in the sample to the entire population with a certain degree of confidence and admitting a certain level of sampling error.

d) Confidence intervals and sampling errors have been determined.

e) Spreadsheets have been used for data analysis and calculation of statistical measures.

f) Relevant conclusions have been obtained from the analysis of the information obtained from the commercial research carried out.

g) The data obtained in the research, appropriately organized, have been presented in the form of statistical tables and accompanied by the most appropriate graphical representations.

h) Reports have been produced with the results obtained from statistical analysis and research findings, using computer tools

i) Data and research results have been incorporated into a database in the most appropriate format for the introduction, retrieval and presentation of information with speed and accuracy.

8. Manages relational databases, in accordance with research objectives, by determining the most appropriate formats for the introduction, retrieval, and presentation of information quickly and accurately.

Assessment Criteria:

a) The different elements that make up a database, its characteristics and utilities applicable to commercial research have been identified.

b) A database, relational according to the objectives of the commercial investigation, has been designed.

c) The different types of queries available in a database have been identified, analyzing the functionality of each of them.

d) Advanced data searches and different types of targeted information queries have been performed.

e) The utilities of a database management computing application have been handled to query, process, edit, archive, and maintain the security, integrity, and confidentiality of the information.

f) Different information presentation formats have been designed using the tools available.

g) The data that needs to be presented has been identified, determining the files that contain them, or creating the files that should contain them.

h) The required reports or labels have been created, presenting the requested information in an orderly and synthetic manner in the formats appropriate to their functionality.

i) The required forms have been created for the introduction of data in a custom way or using automated authoring tools.

Duration: 70 hours.

Basic contents:

Analysis of market variables in the business environment:

-The trading system. Controllable and uncontrollable variables.

-Uncontrollable variables: the market and the environment.

-The market: structure and boundaries. Classification of markets on the basis of different criteria.

-Analysis of the elements of the macro-environment: economic, demographic, socio-cultural, technological, environmental and political-legal.

-Analysis of microenvironment factors: competition, distributors, suppliers and institutions.

-Study of consumer behavior. Types of consumers.

-The needs of the consumer. Types and hierarchy of needs.

-Analysis of the final consumer purchase process. Phases and variables.

-Analysis of the industrial consumer purchasing process. Phases and variables.

-Market segmentation: purpose, requirements, and segmentation criteria.

Configuring a marketing information system (SIM):

-The need for information for marketing decision making.

-Types of information. According to their nature, their origin and their availability.

-The Marketing Information System (SIM). Concept and purpose.

-Structure of the SIM. Subsystems that integrate it.

-Commercial research. Concept and purpose.

-Applications for commercial research.

-Ethical aspects of commercial research. The CCI/ESOMAR code.

Elaboration of the Commercial Research Plan:

-The methodological process of commercial research. Phases of the process.

-Identification and definition of the problem to investigate.

-Defining the purpose or purpose of the investigation.

-Determination of research objectives: questions to be investigated or hypotheses to be tested.

-Design of the research and development of the commercial research plan.

-Types of research designs: exploratory, descriptive and experimental studies.

-Budget for a business study.

-Sources of information: internal and external, primary and secondary.

Organization of available secondary information:

-Methods and techniques for obtaining secondary information.

-Search engines and criteria for selecting secondary information sources.

-Obtaining data from online and offline information sources and from internal and external databases.

-Organization of the data obtained.

-Quantitative and qualitative analysis of information.

-Presentation of the data.

Getting primary information:

-Primary source information collection techniques.

-Qualitative research techniques: in-depth interviews, focus group, projective techniques, techniques of creativity and observation.

-Quantitative research techniques: surveys, panels, observation and experimentation.

-Information and communication technologies applied to commercial research: CAPI, MCAPI, CATI and CAWI.

-The questionnaire: methodology for your design.

Determining the characteristics and size of the population sample:

-Basic sampling concepts: population, universe, sample frame, sample units, and sample.

-Sample types: probabilistic and non-probabilistic.

-Phases of a sampling process.

-Random or probabilistic Muestreos: simple random, systematic, stratified, by cluster, by area, and by random route.

-Non-probabilistic muestreos: of convenience, by judgments, by quotas and snowball.

-Factors that influence the size of the sample. Confidence level, sampling error, and others.

-Calculation of sample size.

-Statistical inference.

-Sample and non-sample errors.

-Calculation of the sampling error.

-Point and time estimate. Confidence intervals.

Data processing and statistical analysis:

-Data encoding and tabulation

-Graphical representation of the data.

-Data types: quantitative and qualitative. Analysis techniques.

-descriptive statistics: measures of central tendency, dispersion and shape.

-Linear regression techniques and simple mapping. Adjusting curves.

-Regression and multiple mapping techniques.

-Index numbers.

-Time series. Trend estimation. Time series deflation.

-probabilistic analysis techniques.

-Scenario Contrast.

-Extrapolation of the sample results to the target population of study.

-Trade reporting with the results of the statistical analysis of data and the findings of the investigation.

-Data presentation and statistical attachments: tables, tables, and charts.

Manages relational databases:

-Structure and functions of databases.

-Design a database.

-Advanced data searches.

-Targeted information queries.

-Database maintenance and maintenance.

-Creating and developing forms and reports.

Pedagogical guidelines.

This professional module contains the necessary training to perform the functions of obtaining, processing, analyzing, and presenting the information needed for marketing decision making.

The function of obtaining, treating, analyzing, and presenting information includes aspects such as:

-Analysis of macro and microenvironment factors for companies or organizations.

-Configuring a marketing information system (SIM).

-Design and development of a business research plan.

-Obtaining data or secondary information from different sources of internal and external information.

-Design and selection of the sample, applying different sampling methods.

-Obtaining primary data, applying different techniques and procedures.

-Design of questionnaires for data collection by survey.

-Treatment and analysis of information obtained in a commercial investigation, applying statistical analysis techniques.

-Reporting with the results and conclusions of the research.

-Creating and managing databases.

The professional activities associated with this function apply to:

-Getting relevant and reliable information for decision making.

-The treatment and analysis of the information obtained.

-The development of commercial reports with the results and conclusions of the study conducted.

The formation of the module contributes to achieving the general objectives (d), (e), (o), (p), (q), (r), (s), (t), (u), (v) and (x) of the training cycle, and (d), (l), (m), (n), (n), (o), (p) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Analysis of macro and microenvironment variables of companies or organizations.

-Market analysis and consumer behavior.

-Analysis of the structure and content of a marketing information system (SIM).

-Analysis of the information collection techniques from primary and secondary sources.

-Elaboration of the work plan for a commercial investigation.

-Obtaining data from secondary information sources.

-Elaboration of survey questionnaires, using computer applications.

-Determining the size and characteristics of a representative sample of the population.

-Obtaining primary information related to business activity.

-Tabulation, data processing and analysis, applying statistical techniques.

-Using IT applications for information processing and analysis.

-Creating and maintaining databases to collect information obtained in commercial research.

-Making business reports, using IT tools.

Professional Module: Field Work in Commercial Research.

Equivalence in ECTS credits: 6

Code: 1011

Learning results and evaluation criteria.

1. Plans the field work of pollsters/interviewers, establishing the necessary means and resources and the guidelines of action according to the research plan.

Assessment Criteria:

(a) The field work plan for a market and opinion research has been developed, setting the objectives, the necessary resources and the phases of the process, depending on the means and the way the data is obtained.

b) The purpose of the address has been determined by objectives in terms of defining objectives, responsibilities, personal competencies, deadlines, motivation, technical-emotional support and decision-making.

c) The method for the sharing of collective and individual objectives among team members has been established, promoting shared responsibility and transparency in management and information.

d) Communication, presentation, and team meetings have been applied to explain the objectives and the field work plan to team members.

e) The resources required for performing field work by means and survey form (PAPI, CAPI, MCAPI, CATI, and CAWI, among others) have been established.

f) Field work has been scheduled within the time frame to meet the objectives of the research plan, using timelines and task management applications.

g) The field notebook for each team member has been developed, setting the objectives of the field work, the number of interviews to be conducted and the duration of the interviews, in accordance with the labour and labour standards. risk prevention at work.

h) Each pollster's roadmap has been scheduled, with the indications for the physical location and/or selection, if any, of the people to interview.

2. It determines the characteristics of the field staff and the criteria for the selection of the surveyors, taking into account the needs and requirements of the commercial research plan.

Assessment Criteria:

a) The number of pollsters required to perform the field work of a given commercial study has been determined.

b) Field staff jobs have been described, defining the tasks and functions to be developed by pollsters/interviewers.

c) The profile of the candidates has been described, defining the characteristics required of the pollsters/interviewers, in accordance with the objectives and requirements of the commercial research plan.

d) Actions for recruitment of candidates to pollsters/interviewers have been determined.

e) The selection criteria, procedure, and instruments to be used to select field personnel have been set.

f) A database has been created with the information of the shortlisted candidates, ensuring their confidentiality and readiness for other commercial studies.

g) The database of shortlisted candidates has been kept up to date, constituting a bag of pollsters to deal with possible casualties during the process or in subsequent investigations.

3. It defines the training, improvement and recycling plans of a team of surveyors, taking into account the needs identified and the specifications received, to improve their training, efficiency and effectiveness.

Assessment Criteria:

a) The training needs, both individual and collective, of the team of pollsters, for the efficient and effective implementation of the fieldwork have been detected.

(b) The objectives of the training plan of the surveyors have been set, depending on the objectives of the commercial investigation and the needs identified.

c) The resources and resources required for the training of the team of surveyors/interviewers have been determined, in accordance with the established training objectives.

d) The initial training plan of the pollsters has been designed, in line with the objectives of the research, the methods of data collection, the type of questionnaire, the requirements of the work to be carried out and the available budget.

e) The training of pollsters, both theoretical and field, has been programmed, applying work organization and task scheduling techniques.

f) The applicable didactic methodology has been determined, adapting it to the characteristics of the equipment, the training needs detected and the objectives set.

g) The plan for continuous training, improvement and updating of the team of surveyors has been developed, adapting it to the objectives and needs of the organization, according to the established budget.

h) The training plan of the pollsters has been evaluated, valuing the acquisition of knowledge and skills that determine their training and professionalization.

4. Establishes a system of motivation and remuneration for the team of pollsters/interviewers, which facilitates the implementation of the research plan.

Assessment Criteria:

a) The values that the organization wishes to transmit and the objectives of the research plan have been established, adapting strategies and behaviors to them.

b) The different command and leadership styles applicable to work teams have been identified and group dynamics techniques have been proposed for teamwork.

c) A comparative analysis has been conducted between the profile of the team members of the pollsters and their roles in the dynamization and motivation of the group.

d) The professional and personal competencies that the head of the field and/or responsible for a team of pollsters/interviewers must have been identified.

e) The main aspects and elements of motivation and satisfaction in the work of a team of pollsters/interviewers have been determined.

f) Economic incentives have been established for field personnel based on pre-fixed, known and evaluable performance and productivity parameters.

g) The effective working day of the survey teams and the usual forms of pay has been analysed, depending on different work situations.

h) The most appropriate field work team remuneration system has been established, taking into account the requirements of the organization's research plan and human resources policy.

5. It interprets the questionnaire and the instructions received for conducting the survey, using effectively the means available to ensure the accuracy and validity of the responses.

Assessment Criteria:

(a) The questionnaire, instructions and other elements of the survey have been identified, with particular interest in the types of questions, supporting documentation and regulations and ethical codes for conducting surveys.

b) The questionnaire has been repeated repeatedly to become familiar with its content, identifying doubts and seeking solutions with the support material.

c) The standards and criteria set out in the field work plan have been applied, for the location, contact and selection of the interviewees, according to the means and mode of survey (PAPI, CAPI, MCAPI, CATI and CAWI, among others).

d) The conduct of the survey has been simulated, respecting the order of the questions, the rhythm and the estimated time in the workbook and avoided the prejudices and interpretative assessments that could bias the information contributed by the respondent.

e) The questionnaire has been completed, recording or recording the responses in print or computer support, including the personal data of the respondent, complying with data protection rules, ESOMAR codes and others.

f) The attitude to be taken in front of the respondents has been established to achieve their attention and trust, respecting their rights, according to the ethical code ESOMAR and others, in order for the information to be reliable, truthful and appropriate to the object of the study.

g) The findings, complaints and complaints arising during the survey have been addressed and resolved, with responsibility and effectiveness, in accordance with the work plan and, where appropriate, requesting the support of the responsible of the investigation.

h) Reports have been produced with information derived from incidents, complaints, and resolutions adopted, using computer applications.

6. Establishes the system of evaluation and control of field work and the performance of team members, applying monitoring and control techniques to ensure the quality of the process.

Assessment Criteria:

a) The complete completion of the questionnaires was verified, identifying the non-completed aspects and proposing corrective measures for their validation.

b) Compliance with the response quotas and surveys conducted, in accordance with the levels established in the commercial research plan, have been verified.

c) The data collection control system has been established by checking a sample of the respondents per rut/day/interviewer to ensure the accuracy of the data obtained in the survey.

d) permanent control systems for contact forms and sample quotas have been established to ensure that respondents are in line with the profile required by the study.

e) We have compared the data obtained by each team member with the team average and with the averages of the organization, proposing corrective measures to redirect the detected deviations towards the achievement of the intended objectives.

f) The assessment of the field work of each team member, including, where appropriate, proposals for improvement and proposing premiums or remuneration of the pollsters on the basis of the results, has been carried out.

g) Reports have been drawn up on the monitoring and control of field work, in accordance with the specifications received, including graphs and tables to facilitate the interpretation of information and use of appropriate computer applications.

h) The assessment of the objectives and errors detected, including, where appropriate, recommendations, suggestions and/or proposals for improvement, has been included in the report.

Duration: 55 hours.

Basic contents:

Planning the field work of a business investigation:

-Elaboration of the field work plan in a market investigation.

-Phases of field work in a commercial study.

-Determining the objectives.

-Planning the resources and resources required for the field job based on the media and survey type (PAPI, CAPI, MCAPI, CATI, and CAWI).

-Assigning individual and collective objectives to the field work team.

-Programming of field work.

-Making the field notebook for pollsters.

-Territorial distribution of pollsters.

-Localization and/or selection of the sample elements. Roadmaps.

-Health and risk prevention in field work.

Determination of the characteristics of field personnel and criteria for the selection of pollsters:

-Determination of the number of pollsters/interviewers required for a commercial investigation.

-Characteristics, skills and knowledge required of pollsters.

-Phases of the field staff selection process.

-Description of the pollster/interviewer job position.

-Description of the professional profile of the surveyor/interviewer. The profession.

-Captation and selection of a team of pollsters/interviewers.

Defining training, perfecting, and recycling plans for a team of pollsters:

-Determining the training needs of the field team.

-Objectives and methods of training in commercial equipment.

-Initial training plans for pollsters.

-Continuous training, perfecting, and updating field work equipment programs.

-theoretical-practical training and training on the field of pollsters.

-Assessment of training plans.

Field work team motivation and remuneration systems:

-Command and leadership styles.

-Dynamization and leadership of the team of pollsters.

-Dynamic techniques and group address.

-Motivation of the field work team.

-Motivation and job satisfaction elements.

-Economic incentives.

-Improving internal conditions and promotion.

-Vocational training and promotion.

-Conflict situations in field team relationships.

-Conflict situation resolution techniques.

-Negotiation and consensus between the parties.

-Reconciliation, mediation, and arbitration.

-Group decision methods.

-Field work team pay and performance.

-Remuneration systems of the team of pollsters/interviewers.

Interpretation of the questionnaire and instructions for conducting the survey:

-Survey methods.

-The personal survey. Personal survey on paper support (PAPI) and computer-assisted personal survey (CAPI, and MCAPI).

-The telephone survey. The computer-assisted telephone survey (CATI)

-The survey via the Internet. The computer-assisted online survey (CAWI).

-The postal survey. Peculiarities. Cover letter.

-The questionnaire. Parts and elements of the questionnaire. Types of questionnaires.

-Methodology for the design of the questionnaire.

-The questionnaire pretest.

-Interview environment. Guide to the interview and argumentation of the research. Field work notebook.

-Phases of the process and development of an interview

-Rights and duties of respondents.

-Ethical codes in obtaining data by survey. ESOMAR code and others.

-Troubleshooting the field job: rejections and absences.

-Incidents and claims arising in the course of the survey.

-Claims and complaints resolution techniques in the survey.

Field and performance work assessment system for work team members:

-Field job monitoring and control criteria and techniques.

-Verification of questionnaires: editing, recording, encoding, and transferring data.

-Measures for the correction and validation of questionnaires.

-Assessment of the quality of work and performance of pollsters.

-Control ratios.

-Error enhancement and subhealing proposals.

-Assessment and control reports on the activity of pollsters.

-Elaboration of field work control reports, collecting the evaluation of the targets and errors detected and using the computer applications.

Pedagogical guidelines.

This professional module contains the necessary training to perform the functions of organization, development and control of field work in market research and opinion studies.

The role of organization, development, and control of field work in commercial research includes aspects such as:

-Determining the characteristics and size of the field work team.

-Selection of field personnel in commercial investigations.

-Elaboration of training and improvement plans for pollsters.

-Motivation, incentive and remuneration of pollsters.

-Planning and organizing the field job.

-Elaboration of the field notebook and roadmaps of the pollsters.

-Collecting information through surveys.

-Incident resolution during survey development.

-Monitoring and control of field work and the performance of pollsters.

The professional activities associated with this function apply to:

-The selection, training, motivation and remuneration of field personnel in commercial investigations.

-The organization, development and control of field work in commercial and opinion studies.

-Performing different types of surveys.

The formation of the module contributes to achieving the general objectives (f), (g), (o), (p), (q), (r), (s), (t), (u), (v) and (x) of the training cycle, and (e), (l), (m), (n), (n), (o), (p) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Determination of the characteristics and size of the team of pollsters needed for a commercial study.

-Setting field staff selection criteria.

-Elaboration of initial training plans and continuous training of the field work team.

-Command and leadership styles applicable to survey teams.

-Sellers motivation and incentive techniques.

-Analysis of the forms of remuneration of pollsters.

-Elaboration of the pollster's field work plan and roadmap.

-Collection of data through surveys.

-Interpretation and completion of questionnaires.

-Using computer tools for the completion of questionnaires.

-Complaints and complaints attention in the survey development.

-Evaluation and control of field job performance.

-Reporting with the results of the evaluation.

Professional Module: Launch of products and services.

Equivalence in ECTS credits: 6

Code: 1109

Learning results and evaluation criteria.

1. Collects the information needed for the launch of a product or service by organizing the information available in the company's SIM, product or service briefing, sales network, and customer data.

Assessment Criteria:

a) Data sources that provide relevant information for the definition of applicable marketing actions and strategies for the launch of a product or service to the market have been identified.

b) The legal regulations governing the marketing of products, services and brands have been interpreted.

c) SIM information, product or service briefing, sales network, and customer relationship management (CRM) application have been organized.

d) Information obtained from customers and the sales network has been organized, using the available IT tool and ensuring confidentiality and compliance with data protection legislation personal.

e) The characteristics and information available on the product, service or product range for marketing have been analysed.

f) Data from the company's business activity, sales evolution and volume, market segments and customer profile, product positioning, distributors ' proposals and sales volume have been analyzed and structured. Customer suggestions.

g) The market opportunities of the company have been determined, applying appropriate analysis techniques, in order to identify niche markets in which the company can introduce its product or service.

h) Client master files, real and potential, have been developed with the most relevant data from each client, using the appropriate computing application.

2. Elaborates the sales argumentation of the product or service for presentation to the sales network, contributing to the improvement of product positioning in the market, customer loyalty and increased sales.

Assessment Criteria:

a) The sales argumentation has been elaborated, highlighting the strengths and weaknesses of the product or service, highlighting its advantages over those of the competition, presenting the solutions to the problems of the client and contributing sales techniques.

b) Possible customer objections have been foreseen and appropriate sales and refutation techniques have been established for their treatment.

c) The proposals for improvement of the sales network and in distributors, based on the objections, complaints, complaints and suggestions of the customers, have been collected in the argumentative and promotional actions.

d) The presentation of the product or service to the sales network, itself and others, has been scheduled, temporalizing its development in accordance with the sales plan and the plan to launch and promote the product.

e) The documentation and supporting material required for the presentation and demonstration of the product or service to the sales network have been prepared.

f) The presentation of the product has been organized to the distributors and commercial, using appropriate communication techniques for the convincing transmission of the qualities of the product, the sales argumentary, the type of client to which he addresses and the attitude to be taken in customer care during the promotion and sale of the product.

g) The appropriate training and motivation plan of the sales network for the implementation of marketing actions and the achievement of the objectives set has been established.

h) The online sales argumentation has been elaborated, formulating the arguments and the treatment of possible objections according to the possibilities of electronic commerce and respecting the legal regulations on marketing and online advertising.

3. It defines the appropriate marketing and promotion actions to market a product or service or to prolong its stay in the market, reinforcing its positioning and its brand image in front of those of the competition.

Assessment Criteria:

a) The objectives to be achieved with commercial actions and marketing strategies have been set, differentiating the applicable actions according to the type of product, the way of sale, the type of distributor and the profile of the client to which they are directed.

b) The current regulations on promotions, prizes, gifts, contests, rebates and special sales have been interpreted, analyzing their impact on the design and implementation of marketing and promotion strategies.

c) The types of promotional actions that are commonly applied at the point of sale, direct marketing and telemarketing actions, and on the web page have been characterized.

d) promotional and merchandising actions have been defined to encourage the sale of products of different nature, taking into account the patterns of consumer behaviour at the point of sale and the strategies of the competition.

e) The most suitable marketing actions have been selected, taking into account the product or service characteristics, the sales formula, the opportunity of the time, the resources available, and the customer profile to which they go addressed.

f) Marketing and promotion actions have been organized, temporalizing activities and calculating the necessary professional resources and services, as established in the marketing and identity plan. corporate corporate.

g) Online marketing and promotion actions, search engines, banners, links and promotional websites have been defined, respecting current regulations and codes of conduct for online marketing and advertising.

4. Program the launch and implementation activities of the product or service on the market, applying established marketing techniques and strategies.

Assessment Criteria:

a) The instructions for marketing and commercial promotion actions have been interpreted in accordance with product briefing and agreements with distributors.

(b) The resources and personnel required for the implementation of the product on the sales network have been determined, organizing the activities and resources, according to the instructions received and according to the plan and schedule intended.

c) The promotion and animation activities at the point of sale provided for in the marketing plan have been coordinated, according to the departments, agents and distributors responsible, according to the type of support, location and visual indicators foreseen in the action and according to the planned schedule.

d) The media, materials and commercial supports defined in each of the commercial actions have been monitored, verifying that they comply with the characteristics, type of promotion and effects on the consumer, to detect possible errors and apply appropriate measures to remedy them.

e) The appropriate placement of the promotional support has been established, in conditions of safety, hygiene and risk prevention, in coordination with those responsible at the point of sale and taking into account the available space, the places of passage and the psychological effects it produces on the consumer.

f) The product implementation has been established at the point of sale and the linear according to the planned planogram, using software distribution and application applications of the available space and taking into account the type of products, inventory and planned replacement rates.

g) The direct marketing, telemarketing, and web actions have been coordinated in accordance with the marketing plan and product launch plan.

h) Merchandising and online promotion actions have been designed in the virtual store, according to the online marketing plan.

5. Establishes the monitoring and control measures for the launch and implementation of the product or service, assessing the degree of achievement of the intended objectives.

Assessment Criteria:

(a) The procedures for monitoring the launch and implementation of products and services in the sales network have been defined, in order to quickly and quickly detect deviations from the objectives set.

b) Control standards and parameters have been set, to assess the effectiveness of promotional campaigns, merchandising actions and direct marketing actions applied.

(c) Methods have been established to check compliance with the instructions given to promoters, reponders, storefronts, and other actors in the sales network of their own and others.

(d) Measures have been proposed to detect in time and to solve the possible unforeseen developments in the development of the launch actions and the implementation of the product at the point of sale, according to the planogram and with the instructions received.

e) The results of the launch and implementation of the product have been evaluated, calculating and analyzing deviations from the intended objectives and proposing appropriate corrective measures.

f) Control ratios have been calculated to determine the profitability and effectiveness of the promotional campaign and direct marketing actions, using the spreadsheet.

g) It has been proven that the information offered about the product or service and about the promotions meets the established characteristics.

h) Reports have been developed with the results of the business activity assessment and control processes, using the appropriate IT applications.

Duration: 55 hours.

Basic contents:

Collecting the information required for the launch of a product or service:

-Internal and external sources of information.

-Market information sources, environment, and competition.

-Elaboration of relevant product, service, or product range information.

-Information obtained from the sales network and customer suggestions.

-Phases in the process of creating new products.

-Product or service launch phase. Required steps.

-Analysis of market opportunities. Internal and external analysis. DAFO Analysis.

Crafting the sales and product presentation/service argument to the sales network:

-Sales arguments. Types of arguments.

-The argument for sales.

-Elaboration of the sales argumentary according to product type, customer typology, and distribution and marketing channel types.

-Description of the product. Product differentiation of those of the competition.

-Customer Objections. Techniques for selling and refuting objections.

-Presentation of the product or service to the sales network itself or others.

-Supporting material required for presentation.

-Sales network training plan.

-Motivation of the sales network.

Defining marketing and promotion actions:

-Advertising and promotion.

-Advertising at the place of sale (PLV).

-Merchandising and animation at the point of sale.

-Deployment of products at the point of sale.

-Sales promotion. Objectives.

-Marketing and promotion actions aimed at launching products/services.

-Promotional actions based on the target audience.

-The promotion of the manufacturer and the commercial establishment. Forms of promotion directed to intermediaries and distributors.

-Promotion forms targeted at vendors and prescribers.

-Promotion types that target the end consumer.

-Sales and special promotions.

-Customer loyalty actions.

-Types of promotional actions according to the point of sale.

-Direct marketing. Direct marketing actions for product launch.

-Online promotion tools.

Programming of the launch and implementation of a product or service on the market:

-Commercial launch strategies for a product.

-Development of marketing and commercial promotion actions, in accordance with the marketing plan, product briefing and agreements with distributors.

-Advertising items at the point of sale. Visual indicators.

-Application of merchandising techniques and point of sale animation.

-Application of product implementation techniques at the point of sale.

-Trade and organizational criteria for product implementation.

-Implementation of promotional actions at the point of sale. Organization of material and human resources. Budget.

-Development of direct marketing actions. Material and human resources. Organization. Budget.

-Deployment of customer loyalty programs.

-Online promotion tools.

Product or Service Launch Monitoring and Control Measures:

-Control and measurement of results. Setting control standards and parameters.

-Profitability of product implementation.

-Product implementation indexes at the point of sale.

-Direct product profitability.

-Economic-financial ratios.

-Analysis of results. Calculation of the deviations from the objectives set. Application of corrective actions.

-Control of promotional and direct marketing actions. Assessment and control criteria and measures.

-Calculating the cost of the promotional campaign or marketing action.

-Evaluation of the effectiveness of a promotional campaign. Rate of profitability of the campaign. Economic-administrative ratios

-Calculation of deviations from the results with respect to the objectives. Application of corrective actions.

Pedagogical guidelines.

This professional module contains the necessary training to perform the functions of launching and implementing products and services to the market.

The product and/or services launch feature includes aspects such as:

-Obtaining the information needed for the launch and deployment of products on the market.

-Making the sales argument.

-Presentation of the product to the sales network itself or others.

-Application of verbal and non-verbal communication protocols in relationships with the sales network and distributors.

-Design and application of promotion and direct marketing actions to market a product/service or prolong its stay in the market.

-Coordination of marketing and promotion actions aimed at the launch and implementation of products on the market.

-Monitoring, control and evaluation of direct marketing actions and promotion of products and services.

The professional activities associated with this function apply:

-In the launch and implementation of products and improvement of their market positioning.

-In the commercial promotion of products and services.

-In customer engagement and loyalty.

The formation of the module contributes to achieving the general objectives (m), (o), (p), (q), (r), (s), (t), (u), (v), (w) and (x) of the training cycle, and (i), (l), (m), (n), (n), (o), (p), (q) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Making the necessary information for the launch and deployment of products and services on the market.

-Analysis of available information to market a product or service.

-Elaboration of the sales argumentation of different products and services according to the typology of the clients and the marketing channels.

-Planning the product presentation to the sales network.

-Use of computer tools for the presentation of products and/or services.

-Using verbal and nonverbal communication techniques to be applied in relationships with the sales network.

-Analysis of the different marketing actions applicable to the launch and implementation of products and services.

-Selecting the most appropriate direct marketing and promotion actions for the launch of a product/service.

-Evaluation and calculation of the effectiveness and profitability of a promotional campaign.

-Calculation of deviations with respect to the intended objectives and proposed corrective measures.

-Calculation of economic-financial ratios and ratios to measure the effectiveness of a promotional campaign, using the spreadsheet.

Professional Module: Customer, Consumer, and User Care.

Equivalence in ECTS credits: 5

Code: 1110

Learning results and evaluation criteria.

1. Organizes the customer service department, defining its functions and structure and its relationship with other departments, to convey the most appropriate image of the company or organization.

Assessment Criteria:

a) The concepts of image and corporate identity have been defined, analyzing their transcendence in the positioning and differentiation of the company or organization.

b) The fundamental elements of customer support have been selected, to convey the right image of the company or organization.

c) The objectives of the customer service department and their roles in different types of companies and organizations have been established.

d) Customer service department relationships have been defined with marketing, sales, and other company departments.

e) Different types of organizational structure have been differentiated according to the characteristics and objectives of the company or organization.

f) The customer service activity sections or areas have been set.

g) Organigrams of different types of companies have been developed, taking into account their characteristics, activity and organisational structure.

h) The ability to outsource customer support by analyzing the functions of the contact centers and the services they provide to businesses or organizations has been valued.

2. Uses communication techniques in customer, consumer, or user care situations by providing the requested information.

Assessment Criteria:

a) The communication process has been defined, the elements involved, and the filters and barriers that can arise in it.

b) The communication channels, internal and external, have been differentiated from a company or organization.

c) The phases of the customer service/information process and the techniques used in different communication channels have been described.

d) Customer required information has been requested from other departments and/or agencies, using different communication channels with the appropriate attitude and form to each situation.

e) Oral messages of attention have been transmitted to supposed clients, adapting their attitude and discourse to the person or group to whom they are directed and paying special attention to nonverbal communication.

f) Phone conversations have been held with supposed clients, observing protocol standards and using techniques and attitudes that favor communication development.

g) Written response to requests for information in different customer care situations, using techniques, formalities and attitudes appropriate to each situation.

h) Email and instant messaging have been used to respond to customer queries, while respecting protocol standards and adopting an appropriate attitude to each situation.

3. Organizes a customer information system that optimizes the cost and time of treatment and access to it, applying both manual and computer organizational and file techniques.

Assessment Criteria:

a) The techniques for organizing and archiving information and documentation, both manual and computer, have been described,

b) The main techniques of cataloging and documentation file have been identified, analyzing their advantages and disadvantages depending on the type of information, their use and file time.

c) Different types of customer, consumer, or user attention information have been classified, discriminating their origin and assigning the appropriate processing and organization process.

d) Databases have been developed, updated and consulted with relevant customer information.

e) Managed customer relationship management (CRM) tools have been handled, according to the specifications received.

f) The information about queries or requests from clients in the customer relationship management tool has been recorded.

g) Procedures have been applied to ensure the security and integrity of information and data protection, in compliance with current regulations.

h) Access channels have been defined for customer support, analyzing the characteristics of each client.

4. Identifies the various consumer and user protection bodies and institutions, analyzing the competencies of each of them.

Assessment Criteria:

a) The concept and role of the consumer and user has been defined.

b) The national, regional and local regulations that collect consumer and user rights have been interpreted.

c) Public consumer and user protection institutions and bodies have been identified, describing their roles and competences.

d) The main private consumer protection entities have been identified, explaining their roles and competences.

e) Reliable sources of information that provide information on consumer information have been determined.

f) The applicable regulations applicable to the management of complaints and complaints from the customer, consumer or user regarding consumption have been interpreted.

5. Manages customer complaints and complaints, consumed or user, applying communication and negotiation techniques to reach consensus solutions between the parties.

Assessment Criteria:

a) The most common customer complaints, complaints, complaints, and complaints types have been characterized.

b) The procedure, phases, form, and deadlines of the customer complaints and complaints processing process have been defined.

c) The elements of the complaint/complaint have been identified and the client has been informed of their rights and the possible mechanisms for settlement of the claim in accordance with the current regulations.

d) The documentation necessary to initiate the procedure and to submit the complaint/complaint to the competent departments or agencies has been completed in accordance with the established methods.

e) Communication techniques have been applied to the attention of complaints and complaints using active listening, empathy and assertiveness.

f) Contract clauses that are open to negotiation have been identified and a negotiation plan has been drawn up establishing the aspects to be negotiated, the negotiation strategy and the steps to be taken. follow.

g) Negotiating techniques and attitudes have been used to facilitate the agreement to manage customer claims.

h) Documents relating to the management of complaints, complaints and complaints have been identified and rigorously completed.

i) The claimant has been informed of the situation and the outcome of the complaint or complaint, orally, in writing, or by electronic means.

6. Describes the processes of mediation and consumer arbitration to resolve situations of conflict in consumer matters, applying the current legislation.

Assessment Criteria:

a) The concepts of mediation and consumer arbitration have been defined, explaining their similarities and substantial differences.

b) The figures involved in the mediation and arbitration processes and the functions they perform have been identified.

c) The way to initiate mediation and arbitration processes, their development, and the usual time-frames for resolution has been described.

d) Has been differentiated between voluntary or optional arbitration and mandatory or ex officio.

e) The concept of an arbitration award, the form and time-limits of the opinion has been defined.

f) The main aspects to be taken into account in the drafting of a mediation act have been established.

g) Documents have been made for mediation and arbitration processes, relating to their processing.

h) A mediation process has been described, identifying the objective, drafting the call, analyzing the situation and development of the event, and drafting the mediation act and the agreement in a clear and objective way.

7. Develops a quality plan and improvement of the process of customer care, consumed or user, applying techniques of control and evaluation of the efficiency of the service.

Assessment Criteria:

a) The main incidents, failures and delays in customer support processes and in complaints and complaints management have been identified.

b) The process of handling complaints and complaints has been followed up, assessing the form and timing of the resolution.

c) Techniques have been applied to measure the effectiveness of the service provided and the level of customer satisfaction.

d) Reports have been drawn up with the results and conclusions of the quality assessment, using computer tools.

e) Corrective measures have been proposed to address detected anomalies and improve service quality.

f) A quality improvement plan has been developed including measures to optimize the quality of service and respecting existing legislation.

g) A lost customer recovery plan has been developed, defining the applicable measures.

h) Customers eligible to be included in a loyalty program have been selected, using the information available in the Customer Relationship Management (CRM) tool.

i) A customer loyalty program has been developed using the available IT application.

Duration: 50 hours.

Basic contents:

Customer Service Department Organization:

-Customer care in businesses and organizations.

-Relational and customer relationship marketing.

-Managing client relationships.

-Factors that influence customer care for a company or organization.

-The corporate identity and brand image. Positioning and differentiation.

-Customer, consumer, or user services.

-The customer service department in companies and organizations. Objectives. Structure and organization.

-Department functions.

-Functional dependency. Relationships with other departments.

-Organizational structures: organizational structures. Types.

-General and specific skills of customer, consumer, or customer service department personnel.

-The contact centers. Functions that they perform in the customer relationship system. Services they provide.

Using communication techniques in customer care situations:

-Communication in the enterprise. Information and communication.

-The communication process.

-Communication types.

-Communication in situations of customer, consumer, or user information. Communication attitudes and techniques.

-Empathy.

-Assertiveness.

-Oral communication.

-Non-verbal communication.

-Telephone communication.

-Using new technologies in telephone communication.

-Written communication. Types of letters and written documents. Formal communications.

-Communication through the network (Internet/Intranet).

-The email. Instant messaging.

-Real-time communication: chat. videoconferencing.

-Deferred communication (forums).

Organization of an information system:

-Organization techniques and documentation file.

-Classification, cataloging, and document file systems.

-File Typology. Manual and computer files.

-Treatment and organization of customer, consumer, or user care documents.

-Client files.

-The databases.

-Documentary databases.

-Customer relationship management (CRM) tools.

-Managing client databases. Treatment of information.

-Access to information. Performing queries.

-Transmission of information in the enterprise. Reporting.

-Data protection. Legal regulations.

Identification of the various consumer and user protection bodies and institutions:

-Consumer and user concept.

-Characterization of different types of consumers and users.

-Consumer rights.

-Consumer defense. Legal regulations.

-Public consumer protection institutions. Typology, functional structure and competencies.

-Private consumer protection entities. Typology, functional structure and competencies.

Managing complaints and complaints:

-Types of queries, complaints, complaints, and more common consumer complaints.

-Current consumption regulations applicable to the management of complaints and complaints.

-Claims and claims management process. Phases of the process.

-Procedure for collecting complaints and complaints.

-Process of handling and handling the claim.

-Claims to the Administration. Administrative action. The administrative acts. The administrative silence.

-Communication techniques in complaints and complaints situations.

-Customer, consumer or user treatment for complaints and complaints. Active and empathetic listening. The assertiveness.

-Negotiating in the resolution of complaints and complaints or complaints.

-The negotiation plan. Phases. Preparation. Strategy. Development. Negotiation techniques and tactics in the claims. Agreement.

Description of mediation and arbitration processes:

-Mediation and arbitration concepts. Differentiating features.

-Consumer conflict situations where mediation can be used.

-The mediation process.

-Conflict situations in consumer matters where an arbitration may be raised.

-The consumer arbitration process.

Making a quality plan and improving customer service, consumer, or user service:

-Incidents, failures, and delays in customer service/information processing and complaints and complaints resolution.

-Treatment of incidents or failures.

-Customer service control procedures.

-Assessment of customer service.

-Methods to evaluate the service's effectiveness and level of customer satisfaction.

-Applicable standards for customer service. Law on the Management of Retail Trade. Law on the services of the information society and electronic commerce. Personal Data Protection Act.

-Customer loyalty strategies and techniques.

-Fidelization programs.

Pedagogical guidelines.

This professional module contains the training required to perform customer, consumer or user care and complaint and claim management functions.

The customer, consumer, or user attention function includes aspects such as:

-Organization of the customer service department in companies and organizations.

-Developing proprietary information and advice to the customer, consumer, or user

-Organization, treatment, and documentation file relating to customer, consumer, or user service.

-Application of communication techniques in situations of information and advice to the client, consumer or user and management of queries, complaints and complaints.

-Applying negotiation techniques in claims situations, trying to reach consensus solutions between the parties.

-Participation in mediation and arbitration processes to solve situations of conflict in consumer affairs.

-Application of quality assurance and evaluation methods of customer, consumer, or consumer attention/information processes.

-Making quality plans and improving customer service, consumer, or user service.

-Recovery of lost clients.

-Client loyalty.

The professional activities associated with this function apply to:

-Customer, consumer, or user attention, information, and advice.

-The management and resolution of complaints and complaints.

-The organization and control of the customer service department, consumer, or user of any company or organization.

The formation of the module contributes to achieving the general objectives (j), (k), (o), (p), (q), (r), (s), (t), (u), (v), (w) and (x) of the training cycle, and (g), (l), (m), (n), (n), (o), (p), (q) and (r) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-Use of communication techniques in information and client counseling situations and in complaints and complaints management.

-Applying negotiation techniques in consumer complaint situations.

-Treatment, organization, and documentation file regarding customer service services.

-Reporting.

-Managing client relationship management tools.

-Analysis of consumer inquiries and complaints to deduce the lines of action, in accordance with established legislation and procedures.

-Analysis of mediation and consumer arbitration procedures to solve situations of conflict in consumer affairs.

-Application of quality assurance and evaluation methods of the customer and consumer service and information service.

-Making quality plans and service improvement.

-Making customer loyalty programs and recovering lost customers.

Professional Module: English.

Equivalence in ECTS credits: 7

Code: 0179

Learning results and evaluation criteria.

1. Recognizes professional and everyday information contained in all types of oral speeches issued by any standard language media, accurately interpreting the content of the message.

Assessment Criteria:

a) The main idea of the message has been identified.

b) The purpose of radio messages and other recorded or retransmitted material in standard language has been recognized by identifying the mood and tone of the speaker.

c) Information has been extracted from standard language recordings, related to social, professional or academic life.

d) The views and attitudes of the speaker have been identified.

e) The main ideas of statements and messages on concrete and abstract topics, in standard language and with a normal rhythm, have been identified.

f) You have understood in detail what you are told in standard language, even in an environment with background noise.

g) The main ideas of lectures, talks and reports, and other forms of linguistically complex academic and professional presentation have been extracted.

h) Awareness has been taken of the importance of understanding a message globally, without understanding each and every element of it.

2. It interprets professional information contained in complex written texts, analyzing its contents in a comprehensive way.

Assessment Criteria:

a) You have read with a high degree of independence, adapting the style and speed of reading to different texts and purposes and using appropriate reference sources selectively.

b) Correspondence relating to your craft has been interpreted, easily capturing the essential meaning.

c) They have been interpreted, in every detail, with extensive and relative complexity, related or not with their specialty, and can reread the most difficult sections of them.

d) The text has been related to the scope of the professional activity to which it refers.

e) The content and importance of news, articles and reports on a wide range of professional issues has been rapidly identified and decided whether deeper analysis is appropriate.

f) Translations of complex texts have been performed using supporting material if necessary.

g) Technical messages received via telematic media have been interpreted: e-mail and fax.

h) Extensive and complex instructions, which are within your craft, have been interpreted.

3. It issues clear and well-structured oral messages, analyzing the content of the situation and adapting to the caller's linguistic record.

Assessment Criteria:

a) The records used for the issue of the message have been identified.

b) It has been expressed fluently, accurately and effectively on a wide range of general, academic, professional or leisure topics, clearly marking the relationship between ideas.

c) It has communicated spontaneously, adopting a level of formality appropriate to the circumstances.

d) Protocol rules have been used in formal and informal presentations.

e) The terminology of the profession has been used correctly.

f) Points of view have been expressed and defended clearly, providing adequate explanations and arguments.

g) A work process for your competence has been described and sequenced.

h) The choice of a given choice or working procedure has been argued in detail.

i) Reformulation of speech or part of speech has been requested when deemed necessary.

4. It draws up documents and reports of professional activity or academic and everyday life, relating language resources to the purpose of writing.

Assessment Criteria:

a) Clear and detailed texts have been drafted on a variety of topics related to their specialty, synthesizing and evaluating information and arguments from various sources.

b) Information has been organized with correction, accuracy and consistency, requesting and/or providing general or detailed information.

c) Reports have been drawn up, highlighting the significant aspects and offering relevant details to serve as a support.

d) Specific documentation of your professional field has been completed.

e) The established formulas and the specific vocabulary in document fulfillment have been applied.

f) Items, instruction manuals, and other written documents have been summarized, using a broad vocabulary to avoid frequent repetition.

g) The courtesy formulas of the document to be elaborated have been used.

5. Applies professional attitudes and behaviors in communication situations, describing the typical relationships and characteristics of the foreign language country.

Assessment Criteria:

a) The most significant traits of the customs and uses of the community where the foreign language is spoken have been defined.

b) The country's own social relations protocols and rules have been described.

c) The values and beliefs of the community where the foreign language is spoken have been identified.

d) The socio-professional aspects of the professional activity have been identified, in any type of text.

e) The country's own social relationship protocols and standards have been applied.

f) Language markers of regional provenance have been recognized.

Duration: 70 hours.

Basic contents:

Oral message analysis:

-Understanding professional and everyday messages:

-Direct, telephone, radio, recorded messages.

-Specific terminology of the professional activity.

-Main and secondary ideas.

-grammatical resources: verbal times, prepositions, phrasal verbs, locutions, expression of condition and doubt, use of passive voice, relative prayers, indirect style and modal verbs.

-Other linguistic resources: agreements and disagreements, hypotheses and speculations, opinions and advice, persuasion and warning.

-Different oral language accents.

Interpretation of written messages:

-Understanding messages, texts, professional and everyday basic articles:

-Telematics media: fax, e-mail, burofax.

-Specific terminology of the professional activity. "False friends".

-Main and secondary ideas.

-grammatical resources: verbal times, prepositions, phrasal verbs, I wish + past simple or perfect, I wish + would, If only; use of passive voice, relative prayers, indirect style and modal verbs.

-Logical relationships: opposition, grant, comparison, condition, cause, purpose, and result.

-Temporary relationships: Earlier, later, and concurrency.

Production of oral messages:

-Oral messages:

-Records used in the issue of oral messages.

-Specific terminology of the professional activity. "False friends."

-grammatical resources: verbal times, prepositions, phrasal verbs, locutions, expression of condition and doubt, use of passive voice, relative prayers, indirect style and modal verbs.

-Other linguistic resources: agreements and disagreements, hypotheses and speculations, opinions and advice, persuasion and warning.

-Phonetic. Vocallic sounds and phonemes and their combinations and sounds and consonant phonemes and their groupings.

-Social relations linguistic markers, courtesy rules, and record differences.

-Maintenance and follow-up of oral speech:

-Take, maintain, and release the word shift.

-Support, demonstration of understanding, request for clarification, etc.

-Entonation as the cohesion resource of the oral text: use of the intonation patterns.

Issuing written texts:

-Expression and fulfillment of professional and everyday messages and texts:

-Curriculum vitae and telematic media: fax, e-mail and burofax, among others.

-Specific terminology of the professional activity.

-Main idea and secondary ideas.

-grammatical resources: verbal times, prepositions, phrasal verbs, modal verbs, locutions, passive voice use, relative prayers, and indirect style.

-Logical relationships: opposition, grant, comparison, condition, cause, purpose, and result.

-Temporary relationships: Earlier, later, and concurrency.

-Textual coinheritance:

-Adequation of text to communicative context.

-Type and text format.

-Language variety. Record.

-lexical selection, syntactic structures, and relevant content.

-Start of speech and introduction of the theme. Development and expansion: exemplification, conclusion and/or summary of the discourse.

-Use of punctuation marks.

Identification and interpretation of the most significant cultural elements of foreign language (English) countries

-Valuation of socio-cultural and protocol standards in international relations.

-Use of formal and functional resources in situations that require socio-professional behavior in order to project a good company image.

-Recognition of the foreign language to deepen knowledge that is of interest throughout personal and professional life.

-Use of appropriate records according to the context of the communication, the caller, and the intent of the interlocutors.

Pedagogical guidelines.

This professional module contains the necessary training for students to acquire the skills that enable them to communicate in English in the development of the professional activities of the training level of this technician. higher in this sector.

This is an eminently procedural module in which the necessary communicative competence in the professional environment is developed, both at the oral level and at the written level.

The communicative competence in English has to do with both interpersonal relationships and the handling of the industry's own documentation.

The formation of the module contributes to the achievement of the general objectives n), (o), (p), (q), (r), (s), (t), (u), (v) and (x) of the training cycle, and (k), (l), (m), (n), (n), (o), (p) and (r) of the title.

The lines of action in the learning process that enable you to achieve the objectives of the module are related to:

-The use of the English language at both oral and written levels, in all the development of this module.

-The introduction of the English vocabulary corresponding to sector-specific terminology.

-The selection and execution of didactic strategies that incorporate the use of the English language in activities of the professional sector.

-The use of communication techniques to enhance teamwork.

Professional Module: Marketing and Advertising Project.

Equivalence in ECTS credits: 5

Code: 1012

Learning results and evaluation criteria.

1. Identifies needs of the productive sector, relating them to type projects that can satisfy them.

Assessment Criteria:

a) Companies in the sector have been classified for their organizational characteristics and the type of product or service they offer.

b) Type companies have been characterized, indicating the organizational structure and functions of each department.

c) The most demanding needs have been identified for businesses.

d) The foreseeable business opportunities in the sector have been valued.

e) The type of project required to respond to expected demands has been identified.

f) The specific characteristics required in the project have been determined.

g) Tax, labour and risk prevention obligations and their conditions of application have been determined.

h) Possible grants or grants have been identified for the incorporation of the new production or service technologies being proposed.

i) The work script to be followed for project elaboration has been developed.

2. Designs projects related to the competencies expressed in the title, including and developing the phases that compose it.

Assessment Criteria:

a) Information has been collected regarding the aspects to be addressed in the project.

b) The technical feasibility study of the same has been performed.

c) The phases or parts that make up the project and its content have been identified.

d) The objectives that are intended to be achieved have been established, identifying their scope.

e) The material and personal resources required to perform it have been provided.

f) The corresponding economic budget has been made.

g) Financing needs have been identified for the implementation of the project.

h) The documentation required for your design has been defined and elaborated.

i) The aspects that need to be controlled to ensure the quality of the project have been identified.

3. Schedules project execution, determining the intervention plan and associated documentation.

Assessment Criteria:

a) Activities have been sequenced by ordering them based on development needs.

b) The resources and logistics required for each activity have been determined.

c) The permissions and authorization needs to perform the activities have been identified.

(d) The procedures for the performance or performance of the activities have been determined.

e) The risks inherent in the execution have been identified, defining the risk prevention plan and the necessary means and equipment.

f) The allocation of material and human resources and run times has been planned.

g) The economic assessment has been made which gives an answer to the conditions of its implementation.

h) The documentation required for the execution has been defined and elaborated.

4. Defines the procedures for monitoring and control in project execution, justifying the selection of variables and instruments used.

Assessment Criteria:

a) The procedure for evaluating activities or interventions has been defined.

b) Quality indicators have been defined to perform the assessment.

c) The procedure for evaluating incidents that may arise during the performance of the activities, their possible solution and registration has been defined.

d) The procedure has been defined to manage potential changes to resources and activities, including the system of logging them.

e) The documentation required for the evaluation of the activities and the project has been defined and elaborated.

f) The procedure for the participation of users or clients in the assessment has been established and the specific documents have been prepared.

g) A system has been established to ensure compliance with the project specification, when it exists.

Duration: 25 hours.

Pedagogical guidelines.

This professional module complements the training established for the rest of the professional modules that integrate the title into the context analysis, project design and execution organization functions.

The context analysis function includes the subfunctions of information collection, needs identification, and feasibility study.

The design function of the project aims to establish the general lines to respond to the needs raised, concreting the relevant aspects for its realization. Includes the project definition, intervention planning, and documentation subfunctions.

The execution organization function includes the activities programming, resource management, and intervention monitoring subfunctions.

The professional activities associated with these functions are developed in the marketing and advertising sector.

The formation of the module is related to the overall objectives of the cycle and the professional, personal and social competencies of the title.

The lines of action in the teaching-learning process that enable you to achieve the objectives of the module are related to:

-Running team jobs.

-The responsibility and self-assessment of the work done.

-Autonomy and personal initiative.

-The use of information and communication technologies.

Professional Module: Training and Employment Orientation.

Equivalence in ECTS credits: 5

Code: 1014

Learning results and evaluation criteria.

1. It selects job opportunities, identifying the different insertion possibilities and learning alternatives throughout life.

Assessment Criteria:

a) The importance of lifelong learning has been assessed as a key factor for employability and adaptation to the demands of the production process.

b) The professional-professional pathways related to the professional profile of the top technician in Marketing and Advertising have been identified.

c) The skills and attitudes required for the professional activity related to the profile of the title have been determined.

d) The main fields of employment and job insertion for the top technician in Marketing and Advertising have been identified.

e) The techniques used in the job search process have been determined.

f) Self-employment alternatives have been foreseen in the professional sectors related to the title.

g) The assessment of personality, aspirations, attitudes and self-training has been performed for decision-making.

2. Applies team work strategies, valuing their effectiveness and efficiency in achieving the goals of the organization.

Assessment Criteria:

a) The advantages of teamwork in work situations related to the profile of the top technician in Marketing and Advertising have been valued.

b) Work teams that can be created in a real job situation have been identified.

c) The characteristics of the effective work equipment against the ineffective equipment have been determined.

d) The necessary existence of diversity of roles and opinions assumed by members of a team has been positively valued.

e) The possible existence of conflict between members of a group has been recognized as a characteristic aspect of organizations.

f) The types of conflicts and their sources have been identified.

g) Procedures for conflict resolution have been determined.

3. It exercises rights and meets the obligations arising from industrial relations, recognising them in the different employment contracts.

Assessment Criteria:

a) The basic concepts of the right of work have been identified.

b) The main bodies involved in the relations between employers and workers have been distinguished.

c) The rights and obligations arising from the employment relationship have been determined.

(d) The main modalities of recruitment have been classified, identifying the measures to promote recruitment for certain groups.

e) The measures established by the current legislation for the reconciliation of work and family life have been assessed.

f) The causes and effects of the modification, suspension and extinction of the employment relationship have been identified.

g) The receipt of salaries has been analyzed, identifying the main elements that integrate it.

h) Different collective conflict measures and conflict resolution procedures have been analyzed.

i) The working conditions agreed in a collective agreement applicable to the sector related to the title of Superior Technician in Marketing and Advertising have been determined.

j) The defining characteristics of new work organization environments have been identified.

4. It determines the protective action of the Social Security system in the face of the various contingencies covered, identifying the different classes of benefits.

Assessment Criteria:

a) The role of Social Security has been valued as an essential pillar for improving the quality of life of citizens.

b) The various contingencies covered by the Social Security system have been listed.

c) Existing regimes have been identified in the Social Security system.

d) The obligations of employer and employee within the Social Security system have been identified.

e) A worker's contribution and the fees for a worker and employer have been identified in a simple case.

f) Social Security system capabilities have been classified, identifying requirements.

g) Possible legal unemployment situations have been determined.

h) The calculation of the duration and amount of a basic contributory level unemployment benefit has been performed.

5. It evaluates the risks arising from its activity, analyzing the working conditions and the risk factors present in its work environment.

Assessment Criteria:

a) The importance of preventive culture has been valued in all areas and activities of the company.

b) Work conditions have been linked to the health of the worker.

c) Risk factors have been classified in the activity and the damage resulting from them.

d) The most common risk situations have been identified in the work environments of the top technician in Marketing and Advertising.

e) Risk assessment has been determined in the company.

f) Working conditions have been determined for prevention in work environments related to the professional profile of the top technician in Marketing and Advertising.

g) Types of professional damage have been classified and described, with particular reference to occupational accidents and occupational diseases, related to the professional profile of the top technician in Marketing and Advertising.

6. Participates in the development of a risk prevention plan in a small business, identifying the responsibilities of all the actors involved.

Assessment Criteria:

(a) The principal rights and duties in the field of occupational risk prevention have been determined.

b) The different forms of prevention management in the company have been classified, depending on the different criteria laid down in the regulations on the prevention of occupational risks.

c) Forms of representation of workers in the company in the field of risk prevention have been determined.

d) Public bodies related to the prevention of occupational risks have been identified.

e) The importance of the existence of a preventive plan in the company that includes the sequencing of actions to be carried out in case of an emergency has been assessed.

f) The content of the prevention plan has been defined in a work center related to the professional sector of the top technician in Marketing and Advertising.

g) An emergency and evacuation plan for a company in the sector has been planned.

7. Applies prevention and protection measures, analyzing risk situations in the workplace of the top technician in Marketing and Advertising.

Assessment Criteria:

(a) The techniques of prevention and individual and collective protection that must be applied in order to avoid damage to their origin and to minimize their consequences should they be unavoidable.

b) The meaning and scope of the different types of security signage has been analyzed.

c) Action protocols have been analyzed in case of emergency.

d) The techniques for the classification of injuries have been identified in case of emergency where there are victims of varying severity.

e) The basic first aid techniques to be applied at the site of the accident have been identified with different types of damage and the composition and use of the kit.

(f) The requirements and conditions for the monitoring of the health of the worker and their importance as a preventive measure have been determined.

Duration: 50 hours.

Basic contents:

Active job search:

-Valuation of the importance of permanent training for the career and professional career of the senior technician in Marketing and Advertising.

-Analysis of personal interests, skills and motivations for the professional career.

-Identification of training itineraries related to the top technician in Marketing and Advertising.

-Definition and analysis of the professional sector of the top technician in Marketing and Advertising.

-Job search process in industry companies.

-Learning and employment opportunities in Europe.

-Job search techniques and instruments.

-The decision-making process.

Conflict management and work teams:

-Methods for resolving or deleting the conflict. Assessment of the advantages and disadvantages of team work for the effectiveness of the organization.

-Equipment in the marketing and advertising sector according to the functions they perform.

-Participation in the work team.

-Conflict: features, sources, and stages.

Job Contract:

-The right of the job.

-Analysis of the individual labor relationship.

-Work contract modes and procurement promotion measures.

-Rights and duties arising from the employment relationship.

-Modifying, suspending, and extinguishing the work contract.

-Representation of workers.

-Analysis of a collective agreement applicable to the professional scope of the top technician in Marketing and Advertising.

-Benefits for workers in new organizations: flexibility and social benefits, among others.

Social Security, Employment and Unemployment:

-Structure of the Social Security system.

-Determination of the principal obligations of employers and workers in the field of social security: affiliation, ups, downs and contributions.

-Unemployment-protected situations.

Professional risk assessment:

-Valuation of the relationship between work and health.

-Risk Factor Analysis.

-Risk assessment in the company as a basic element of preventive activity.

-Risk analysis linked to security conditions.

-Risk analysis linked to environmental conditions.

-Risk analysis linked to ergonomic and psychosocial conditions.

-Specific risks in the marketing and advertising sector.

-Determination of the possible damage to the health of the worker that can be derived from the identified risk situations.

Planning for risk prevention in the enterprise:

-Rights and duties in the field of occupational risk prevention.

-Managing prevention in the enterprise.

-Public bodies related to the prevention of occupational risks.

-Planning for prevention in the enterprise.

-Emergency and evacuation plans in work environments.

-Making an emergency plan in a company in the sector.

Application of prevention and protection measures in the enterprise:

-Determination of individual and collective prevention and protection measures.

-Action protocol in an emergency situation.

-First aid.

Pedagogical guidelines.

This professional module contains the necessary training for the student to be able to insert himself and develop his professional career in the sector.

The formation of this module contributes to the achievement of the general objectives (a), (b), (c), (d), (e), (f), (g), (h), (i), (j), (k), (l), (m), (n), (n), (o), (p), (q), (r), (s), (t), (u), (v) and (w) of the training cycle, and competitions (a), (b), (c), (d), (e), (f), (g), (h), (i), (j), (k), (l), (m), (n), (n), (o), (p) and (q) of the title.

The lines of action in the teaching-learning process that enable the objectives of the module to be achieved will be about:

-The management of information sources on the education and labour system, in particular with regard to companies.

-The conduct of guidance and dynamic tests on the personality and the development of social skills.

-Preparation and realization of curriculum vitae (CV) and job interviews.

-Identification of labor regulations affecting workers in the sector, management of the most commonly used contracts, and comprehensive reading of collective agreements of application.

-The fulfillment of salary receipts of different characteristics and other related documents.

-The analysis of the Law on the Prevention of Labor Risks, which allows you to evaluate the risks arising from the activities carried out in your productive sector and to allow you to collaborate in the definition of a prevention plan for a small business, as well as in the preparation of the necessary measures for its implementation.

Professional Module: Job Center Training.

Equivalence in ECTS credits: 22

Code: 1013

Learning results and evaluation criteria.

1. Identifies the structure and organization of the company, relating to the type of service it provides.

Assessment Criteria:

a) The organizational structure of the company and the functions of each area of the company have been identified.

b) The structure of the company has been compared to the existing business organizations in the sector.

c) The service characteristics and the type of clients have been related to the development of the business activity.

d) Work procedures have been identified in the development of service delivery.

e) The necessary competencies of human resources have been valued for the optimal development of the activity.

f) The suitability of the most frequent broadcast channels in this activity has been assessed.

2. He applies ethical and work habits in the development of his professional activity, according to the characteristics of the job and with the procedures established in the company.

Assessment Criteria:

a) They have been recognized and justified:

-The required personal and temporary availability in the job.

-Personal attitudes (punctuality and empathy, among others) and professionals (order, cleanliness and responsibility, among others) necessary for the job.

-Atitudinal requirements for the prevention of risks in professional activity.

-The aptitude requirements regarding the quality of the professional activity.

-The attitudes related to the work team itself and to the hierarchies established in the company.

-Attitudes related to the documentation of activities performed in the workplace.

-The training needs for the insertion and reinsertion of work in the scientific and technical field of the good work of the professional.

b) The rules on the prevention of occupational risks and the fundamental aspects of the Law on the Prevention of Occupational Risks of Application in Professional Activity have been identified.

c) Individual protective equipment has been put in place according to the risks of professional activity and company standards.

d) An attitude of respect to the environment has been maintained in the developed activities.

e) The job or the area corresponding to the development of the activity has been organized, clean and free of obstacles.

f) You have been responsible for the assigned work, interpreting and fulfilling the instructions received.

g) Effective communication has been established with the responsible person in each situation and with team members.

h) It has been coordinated with the rest of the team, communicating the relevant incidents that are presented.

i) The importance of their activity and the need to adapt to changes in tasks has been assessed.

j) You have taken responsibility for the application of the rules and procedures in the development of your work.

3. Participates in the design, application and monitoring of the company's marketing policies, analyzing the information available in the SIM, the information obtained from the sales network and the commercial studies performed.

Assessment Criteria:

a) Commercial studies of interest have been conducted for the company, with a view to its entry into new internal or external markets.

b) The most appropriate form of entry has been selected in a market, analyzing the factors that define the structure of the distribution channels.

c) The most appropriate communication and commercial promotion actions have been selected, evaluating the available alternatives.

d) Marketing-mix variables, trends and market developments have been analyzed to improve product/service positioning, customer loyalty and increased sales.

e) Reports on products or services have been developed to match the needs of the clients and the definition of the product policy.

f) Reports have been developed on the appropriate prices for the product or service, analysing costs, competition and commercial strategies in the pricing policy.

g) Reports on the most appropriate form and channel of distribution to the product or service have been produced for decision making in the distribution policy.

h) Reports on advertising and promotion actions have been developed for decision-making in the communication policy.

i) The marketing plan has been tracked to detect deviations from the defined goals.

4. Collaborates in the launch and implementation of products/services in the market, participating in sales and distribution management through traditional and/or electronic channels.

Assessment Criteria:

a) The information available from the marketing plan, product or service report, sales network and customer data has been organized for the launch and implementation of a product or service on the market.

b) Marketing and promotion actions have been defined to launch and prolong the existence of products and services, reinforcing the brand image in the face of competition.

c) The implementation of the product or service in the sales network has been coordinated by applying established merchandising and promotion techniques.

d) Customer prospecting actions have been performed, incorporating the relationship of leads into the database.

e) Sales argumentation has been developed and sales of products or services have been carried out, applying appropriate selling and trading techniques.

f) Claims submitted by customers or users have been addressed and resolved.

g) Monitoring processes and after-sales and customer service services have been managed, according to criteria established by the company.

h) The Internet has been used as an advertising support for the company and its products.

i) Electronic sales of the products have been made through the virtual store.

5. Collaborates in the planning and development of market studies, obtaining, analyzing and presenting the necessary information for the research.

Assessment Criteria:

a) The information needs of the company have been determined, defining the sources of internal and external information and the techniques of analysis and organization of the data.

b) The research plan has been involved in the development of the research plan, setting out the type of study, the objectives, the information to be obtained, the sources of data and the instruments for obtaining them, as well as the analysis techniques and the required budget.

c) Secondary information has been obtained from the internal and external sources of information, online and offline, organizing the data obtained according to the specifications received.

d) The field work planning, the elaboration of the questionnaires, the workbook and the road map of the pollsters/interviewers have been collaborated for the conduct of surveys/interviews.

e) Primary information was obtained through surveys, interpreting the questionnaire, the work guide, and the instructions received.

f) The information obtained using statistical techniques has been analyzed and reports have been produced with the results, presenting the data in the form of statistical tables and accompanied by the graphical representations appropriate.

g) The information obtained has been incorporated into the appropriate database, which enables the retrieval and presentation of information quickly and accurately.

h) Relational databases have been managed, accurately handling application utilities, for querying, editing, processing, archiving, and maintaining the integrity and confidentiality of the information.

6. Collaborates in the organization and monitoring of the media and media plan and in the elaboration of promotional and informative materials, following the instructions received.

Assessment Criteria:

a) Relevant references and data from different sources of information, necessary to organize the advertising media plan, have been collected.

b) The communication media to be used in the preparation of the advertising media plan has been optimally combined.

c) The monitoring and control of the execution of the advertising media plan has been performed.

d) The digitisation of news information has been carried out on news media and media that affect the production sector of the company.

e) The contents, texts and images necessary for the development of communication and marketing materials have been selected, using persuasive communication techniques and respecting the current regulations and identity corporate.

f) Publishing and informative materials have been developed, using design and editing techniques and applications.

g) Actions for dissemination of promotional and informative materials have been carried out, in accordance with the company's dissemination plan.

h) The main advertising tools have been used on the Internet to carry out promotional and informative actions.

7. Participates in the economic and financial management of the company, following the instructions received.

Assessment Criteria:

(a) The bodies reporting on the procurement of public grants and grants for the acquisition and renewal of assets have been identified.

(b) The most common financial and credit instruments for the financing of investments have been identified and the acquisition of a loan or loan in a financial institution has been managed.

c) Efforts have been made regarding the payment, collection and financing of the sale of products and services.

d) invoices, receipts and documents for the collection and payment of the products sold or services provided have been prepared and managed, applying the business rules and billing prosecutors.

e) The organization, record, and file tasks of the documentation generated in the enterprise have been developed.

f) The regulations and requirements for the issuance and receipt of electronic invoices have been interpreted and the benefits and benefits of electronic invoicing have been analyzed.

g) Costs have been calculated and the profitability of the investments and the solvency and efficiency of the company has been determined, analyzing the economic data and the accounting information available.

h) The accounting and tax process of the company has been involved, applying the current trade and tax rules and the principles and rules of the General Accounting Plan.

i) Regular VAT and profit tax declarations have been made, in compliance with existing legislation.

8. Participates in the development of the company's PR policy and in the organization and management of marketing and communication events, following established criteria and protocol.

Assessment Criteria:

a) The planning and organization of different communication and public relations actions of the company has been involved.

b) The spaces, facilities and services that are required for the celebration of the marketing and communication events that are held in the company have been determined.

c) You have contacted different event providers and marketing and communication actions, to request offers and service delivery conditions.

d) You have evaluated offers from different vendors based on price, quality and service criteria, selecting the most convenient for the company.

e) Appropriate clothing and behavior have been used in official events and events, applying verbal and nonverbal communication techniques according to defined guidelines and protocols.

f) The errors that have occurred in the programming and development of an event or an act of protocol communication have been detected and fixed in time.

g) Questionnaires have been developed to measure the degree of satisfaction of attendees at a marketing and communication event.

h) A report evaluating the results of an event or communication event has been drafted, based on the responses to evaluation questionnaires from the public attending the event.

Duration: 220 hours.

Pedagogical guidelines.

This professional module contributes to completing the competencies of this title and the overall objectives of the cycle, both those that have been achieved in the educational center, and those that are difficult to achieve in it.

ANNEX II

Spaces

Forming
-purpose Aula.
Aula trade and marketing technique.

ANNEX III A)

Teacher's specialties with teaching assignment in the professional modules of the training cycle of Superior Technician in Marketing and Advertising

	Module	Teacher Speciality
0623. Business and financial management of the company.	-Organization and Commercial Management.	-Secondary Teaching Catedratics. -Secondary Teaching Teachers.
0930. Marketing Policies.	-Organization and Commercial Management.	-Secondary Teaching Catedratics. -Teachers Secondary Education
0931. Digital Marketing.	-Business Processes.	-Professional Training Technicians
1007. Design and manufacture of communication material.	-Commercial Processes.	-Technical Teachers of Vocational Training
1008. Media and media.	-Organization and Commercial Management.	-Secondary Teaching Catedratics. - Secondary Teaching Teachers
1009. Public relations and marketing events organization.	-Organization and Commercial Management.	-Secondary Teaching Catedratics. -Secondary Teaching Teachers.
1010. Commercial research.	-Organization and Commercial Management.	-Secondary Teaching Catedratics. -Teachers of secondary education
1011. Field work in commercial research.	-Commercial Processes.	-Professional Training Technicians
1109. Product and Service Launch	-Organization and Commercial Management.	-Secondary Teaching Catedratics. - Secondary Teaching Teachers
1110. Customer, Consumer, and User Attention	-Business Processes.	-Professional Training Technicians.
0179. English.	-English.	-Secondary teaching catedratics. -Secondary Teaching Teachers.
1012. Marketing and Advertising Project.	-Business Processes.	-Professional Training Technicians
	-Organization and Commercial Management.	-Secondary Teaching Catedratics. -Secondary Teaching Teachers
1014. Job training and guidance.	-Training and Employment Guidance.	-Secondary Teaching Catedratics. - Secondary Teaching Teachers

ANNEX III B)

Equivalent to teaching effects

Body

Speciality
Secondary Teaching Teachers.	-Training and Employment Orientation.	-Diplomat in Business Sciences. -Diplomate in labor relations. - Graduate in social work. -Diplomat in social education. -Diplomacy in management and public administration
	- Trade Organization and Management.	-Diplomat in Business Sciences.

ANNEX III C)

Required to impart the professional modules that make up the title for the centers of private ownership, from other administrations other than the educational one and guidelines for the educational administration

	Modules	Entitled
0931. Digital Marketing. 1007. Design and manufacture of communication material. 1011. Field work in commercial research. 1110. Customer, consumer, and user attention. 1012. Marketing and Advertising Project.	-Licensed, Engineer, Architect or the corresponding Degree title, or other equivalent titles. -Diplomat, Engineer Technician, Technical Architect or the corresponding Degree title, or other equivalent titles.
0623. Economic and financial management of the company. 0930. Marketing policies. 1008. Media and media. 1009. Public relations and organization of marketing events. 1010. Commercial research. 1109. Launch of products and services. 0179. English. 1014. Job training and guidance.	-Licensed, Engineer, Architect or the corresponding Degree degree, or other equivalent degrees for teaching purposes

ANNEX IV

Convalidations between professional modules of securities established under the Organic Law 1/1990 (LOGSE) and those established in the title of Superior Technician in Marketing and Advertising

the Law of Organic Law 2/2006

included in Formative Cycles set in LOGSE 1/1990	Professional Cycle Modules Training (LOE 2/2006): Marketing and
policies.	0930. Marketing Policies
Language (1)	0179. English.

(1) If the foreign language that has been submitted is English.

ANNEX V A)

Correspondence of the accredited units of competence in accordance with the provisions of Article 8 of the Organic Law of 19 June, with the professional modules for their validation

Accredited Competition Units	Convalidable Professional
UC2185_3: Attend in the definition and tracking of the marketing policies and plan.	0930. Marketing policies
UC2183_3: Manage the economic-financial activity of road transport.	0623. Business and financial management of the company
UC2189_3: Develop and disseminate on different media, materials, simple and self-editable, post-promotional and informative.	1007. Designing and crafting communication material
UC2188_3: Attend in the organization and monitoring of the media plan and established media.	1008. Media and media
UC2187_3: Organize and manage marketing and communication events, following established protocol and criteria.	1009. Public relations and marketing events organization
UC0993_3: Prepare the necessary information and instruments for market research. UC0997_3: Collaborate on the analysis and draw conclusions from market research.	1010. Commercial research
UC0994_3: Organize and control the activity of pollsters. UC0995_2: Conduct surveys and/or interviews using the established techniques and procedures.	1011. Field work in commercial research
UC2186_3: Manage the launch and deployment of products and services on the market.	1109. Product and service launch
UC0241_2: Run Customer/Consumer Service and User service actions. UC0245_3: Manage the customer/consumer/user complaints and complaints.	1110. Customer, consumer, and user attention

Note: the persons registered in this training cycle who have accredited all the units of competence included in the title in accordance with the procedure laid down in Royal Decree 1224/2009 of July 17, recognition of professional skills acquired by work experience, the professional module will be validated " 0931. Digital marketing ".

ANNEX V B)

Correspondence of professional modules with the competency units for their accreditation

Outmatched Professional Modules

Accreditable Competition
0930. Marketing policies.	UC2185_3: Attend in the definition and tracking of marketing policies and plan
0623. Business and financial management of the company.	UC2183_3: Manage the economic-financial activity of road transport
1007. Design and manufacture of communication material.	UC2189_3: Develop and disseminate in different media, materials, simple and self-editable, post-promotional and informative
1008. Media and media.	UC2188_3: Attend in the organization and monitoring of the media plan and established media
1009. Public relations and marketing events organization.	UC2187_3: Organize and manage marketing and communication events, following established protocol and criteria
1010. Commercial research.	UC0993_3: Prepare the information and instruments needed for market research. UC0997_3: Collaborate on the analysis and procurement conclusions from market research
1011. Field work in commercial research.	UC0994_3: Organize and control the activity of pollsters. UC0995_2: Conduct surveys and/or interviews using established techniques and procedures
1109. Product and service launch.	UC2186_3: Manage the launch and deployment of products and services on the market
1110. Customer, consumer, and user attention.	UC0241_2: Run customer, consumer, and user service actions. UC0245_3: Manage complaints and client/consumer/user