Advanced Programme on Marketing for Human Resources

The fifth edition of the Advanced Programme on Marketing for Human Resources follows the basic methodology used in previous years, but with the incorporation of some changes as a result of the comments and suggestions made by previous students.

The knowledge society we live in, and the evolution of employee behavioural codes to incorporate new aspiration ideals, require different perceptions of employment relations which are currently evolving towards new horizons.

The aspirations of a company's employees should be compatible with the objectives and intentions of the organisation. If they are not, there will be no commitment to the needs of the company, resulting in a deficit in the growth and development of intellectual capital and an unfavourable position in the battle for competitiveness.

There are efficient solutions to overcome these problems. Companies, which are a system of relationships, are at once exacting and sensitive environments in which the same relationship marketing approaches used for managing clients can be applied. The success seen by brands in capturing, ever more efficiently, the loyalty of the best clients, can also be reached within organisations. The only requirements are the will to do so and a suitable use of internal marketing techniques that produce the shift from "captive employees" to "captivated employees".

This forms the basis of this programme: allowing students to acquire knowledge of talent management and activation tools based on relationship marketing, which, by using the best practices of the aforementioned two-way commitment, offer a strategic perspective of how value can be generated in organisations through optimising the performance of human capital.

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To provide solutions for managers and senior executives who wish to establish suitable people management strategies for processes of change.

To analyse the strategies used in other companies that have decided to incorporate best practice know-how, via the statements of those responsible for implementing them in their own organisations and those who have help to implement them in others.

Face to face sessions

The Advanced Programme on Marketing for Human Resources has been specially designed for managers from any organisation who are responsible for specific people management tasks, and particularly for managers of Human Resources, Training, Communications, and other related areas.