Today, digitalization serves as the fundamental cornerstone for enhancing survival and competitiveness among SMEs.

The digitalization needs of companies also require highly qualified professionals to help them in their digital transformation. This involves addressing the changes that must occur in people, organizations and business models, beyond the use of a specific technology.

This Advanced Program, tailored for SME managers, integrates personalized training, mentoring, and Digital SWOT analysis. Participants will be guided to develop a bespoke Digital Transformation Plan, catering specifically to their company’s needs. The program is delivered by an esteemed team of international experts, boasting over 20 years of experience in corporate digitalization and holding significant pedagogical and strategic consulting acumen.

CAMPUS Madrid and Canary Islands

MODALITY Blended

LANGUAGE Spanish

DURATION 375 h.

STARTS May

TRAINING PROGRAM OF 15 BLENDED ECTS CREDITS

The Advanced Program is designed to empower management teams of SMEs with the requisite knowledge and skills for leading the digital transformation of their companies, and thereby enhance their company's productivity as well as amplify its growth and internationalization prospects. reducing the digital divide, bolstering the integration of advanced automation systems that refine operational efficiency. Additionally, it enhances client and supplier relationships by leveraging digital tools and improves the formulation, allocation, and tracking of company-specific KPIs.

PERSONALIZED DIGITAL TRANSFORMATION PLAN

Each participant is guided and supported by a mentor through tutorials during the preparation of their company's Digital Transformation Plan. The objective is to cater to the specific needs of each student and facilitate the implementation of the knowledge and skills acquired during the training program, applying them directly to the SME Transformation Plan.

DEGREES OF HIGH PRESTIGE AND RECOGNITION

Participants who complete this Advanced Program obtain the double degree issued by Nanfor and Nebrija University of 15 ECTS (European Credit Transfer System) credits, and also receive a second accreditation diploma from Microsoft, a world-leading company in digital transformation.

Curriculum 15 ECTS

MODULE 1 THE COMPANY IN THE DIGITAL ECONOMY 25 h.

The digital context
- Changes in technology
- Changes in people
- Changes in business
- Concepts to understand digitalization
- Data on the evolution of digitalization in the last 5 years
- Trends
New business models
- The customer at the center of the business model
- “Traditional” revenue models vs “digital” revenue models
- Ecosystem development as a key factor
Digital transformation in the company
- Digital transformation: option or necessity
- Main benefits of digital transformation
- Aspects to take into account in the transformation process
Sustainability and circular economy
- Sustainable Development Goals (SDG)
- Essential tools for a social and sustainable economy

MODULE 2 TRANSFORMING THE CUSTOMER EXPERIENCE 40 h.

The customer in the new digital age
Customer and product experience
- Introduction to Customer Experience as a business strategy
- Definition of the Buyer persona
- Customer experience map or Customer Journey
Attracting the customer: the traffic generation process
- Marketing 360
- Inbound Marketing
- Search engines
- Lead Generation
- Mobile and video advertising
- RTB and programmatic
- Growth Hacking
- Digital analytics concepts
Engaging the client I: the information and decision process
- Digital vs traditional information and decision process
- Content generation strategy
- Design of the information and decision phase
- Customization tools
Engaging the customer II: the purchasing and delivery process
- The evolution of the purchasing and delivery process
- Omnichannel
- Organization and eCommerce technological platforms
- Evolution of payment methods
- Logistics and delivery
Building customer loyalty. the after-sales process
- After-sales service channels
- Customer satisfaction and analysis of the “Customer Journey”
- New digital after-sales channels and digitalization of traditional channels.
Legal environment: property and privacy
- Data processing
- Protection and security of information.
THE DIGITAL TRANSFORMATION PLAN II: The customer experience
- What is “my client” like? Description of the profile of the “ideal” client (buyer-person)
- What should my business model be like? Business Model Canvas
- What is my customer's experience like at different moments of interaction? Customer Experience Map

MODULE 3 TECHNOLOGICALLY ENABLING TRANSFORMATION 40 h.

Digital analytics and big data
- Data value chain
- Benefits of using data in an organization
- Synergies with other technologies (cloud, artificial intelligence, etc.)
- Data visualization tools
- Machine Learning and artificial intelligence
Machine Learning and artificial intelligence
- Deep learning, machine learning, artificial intelligence
- Types of problems to solve with machine learning
ERP and CRM
- What is an ERP and what are the main ERPs.
- Implementation of ERPs. Outputs of an ERP.
- Management Control Indicators. KPIs. Management of KPIs within the company.
Cloud
- The cloud as a key tool for business transformation.
- Basic technologies for the Cloud: virtualization.
- Infrastructure as a service (laaS): Basic services (computing and storage).
- Software as a service (SaaS): Applications in the Cloud. Success stories.
Cybersecurity
- Main threats on the internet
- Techniques and tactics used by attackers
- Cybersecurity tools and solutions
- Management frameworks for prevention, protection, response and governance
Automation and robotization
- Additive manufacturing and 3D scanning
- Augmented and virtual reality
- Simulation and modeling Horizontal and vertical integration
- IOT - Internet of Things
Other technologies (Blockchain…) and trends
- Applicability of blockchain to business models
- Success stories of applying disruptive technologies to SMEs
- Trends
THE DIGITAL TRANSFORMATION PLAN III: the digital transformation canvas
- Transformation objectives in each of the fields of action of digital transformation
- Initiatives to develop and tools/technologies to implement or improve to achieve them
- The digital transformation canvas

MODULE 4 MANAGING CHANGE 40 h.

People and organization
- Organization in digital environments
- Digital leadership.
- Spaces and ways of working
- New professional profiles
Cultural transformation
- Leadership, involvement and participation
- Building an inspiring vision
- Personal competencies as a leader of digital transformation
- Trust and transparency to create value
- Optimization of internal communication. Good practices
Innovation/agile methodologies
- The agile company.
- Kanban and Scrum.
- Objectives with OKRs.
Digital collaborative work tools
- Optimization of internal or customer communication (Slack, Mailchimp, Chatbox...)
- Task management (Trello, Basecamp3…)
- Creative tools in the cloud: Canva, Spark…)
The digital transformation plan IV: the action plan
- Short and medium-term objectives and indicators to measure their degree of achievement
- Preparing the action plan: Initiative prioritization matrix and definition of initiatives, tasks, deadlines and budgets
- Constituting and preparing the leadership team for change

MODULE 5 SECTOR-SPECIFIC USE CASES

Experience of the digital transformation process in companies in the industrial sector.
Experience of the digital transformation process in company/s in the agri-food sector.
Experience of the digital transformation process in companies in the service sector.
Experience of the digital transformation process in companies in the ICT sector.
Experience of the digital transformation process in companies in the consumer sector.

MENTORING

Participants can work individually or in groups of up to three students, either from the same company or different companies with similar diagnoses and needs.

Each participant will be guided and supported by a mentor through tutorials during the development of their company's Digital Transformation Plan. The aim is to address the unique needs of each student and aid in applying the knowledge and skills acquired from the training program directly into the SME Transformation Plan.

Aimed at:

Heads and managers of SMEs with 10 to 249 employees seeking to forge a robust structure that enhances company performance, to boost customer and supplier relations, empower employees, and expand influence within their ecosystem will benefit from this program. It emphasizes heightened productivity through advanced automation models, real-time marketing, and business intelligence strategies.

Competences

At the end of the course, the SME manager will acquire the knowledge and skills necessary to:

Make the right decision at the right time: optimize your business intelligence.
Increase influence in your company's ecosystem thanks to digitalization processes.
Improve productivity with automation models.
Provide solutions to the specific needs of your SME, to generate and exploit data in business decision making.
Optimize creation. assignment and obtaining of KPIs in the organization.
Eliminate repetitive tasks and errors with production processes integrated with cloud automation Cloud Automate and RPA robotic process automation.

Objectives

Offer people from management teams of SMEs the knowledge and skills necessary to promote the digital transformation management of their companies and thereby improve productivity and their possibilities for growth and internationalization.
Understand how technology impacts business, allowing the customer to be placed at the center to provide solutions to their needs, and to generate and exploit data for business decision-making.
Reduce the digital divide due to gender issues by increasing the number of women enrolled and trained in digital management of SMEs.
Improve relationships with your customers and suppliers.
Manage change in the organization.
Obtain ROI rates with the actions that result from the program.
Learn about the trends explained to us by the world's leading consulting firms in digital transformation.
Boost your impact with integrated automation systems.
Contact international digital transformation experts to obtain the most appropriate strategy for your SME to increase its results.

Advanced Program in Digital Creation for SME Managers

Program financed 100% by the NextGeneration Funds of the European Union