Advanced Program in Digital Creation for SME Managers

Design a solid digital structure to optimize your business model
What's your name?
Your residence
Write 9 digits
To contact you
--> Advanced Program in Digital Creation for SME Managers

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.

Curriculum 15 ECTS


  • 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


  • 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


  • 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


  • 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


  • 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.


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.

More Academic Information