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Specialist Diploma in Communication Strategies for Social Media

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    Specialist Diploma in Communication Strategies for Social Media

     
     
    COURSE SYNOPSIS 
    The exponential growth in digital media usage in Singapore has transformed the way in which marketing and communications professionals connect and engage their customers. Businesses are integrating social and digital media into their business operations and communication with internal and external audiences. To achieve this integration, they are increasingly hiring talents who possess skills in developing communication strategies for social media that align with business outcomes, harnessing digital and social media analytics and platforms to build relationships with customers, storytelling and crisis communication for social media and sustaining engagement with their customers.

    The Specialist Diploma in Communication Strategies for Social Media is a specialised and in-depth programme that exposes and trains participants in the development of communication strategies for social media; application and evaluation of digital media analytics; content creation and marketing; as well as crisis communication and management.

    Graduates of this programme will be able to:
    • Apply digital media technologies, to analyse trends and audiences, determine optimal use of digital/social media applications, as well as measure and evaluate outcomes;
    • Develop digital/social media strategies aligned with business and communication goals;
    • Create, amplify and syndicate content across different media channels.
    • Establish and recommend structures and strategies to support organization-wide digital and social media adoption; and
    • Develop a sustainable long-term social media engagement and management strategy that builds a company’s brand and cultivates long-term relationship with its customers.
     
      Post-Diploma Certificate (120 hours)        Modules 
      Post-Diploma Certificate in Social Media Analytics Management     1.   Social Media User Interface
        2.   Digital Media Analytics
        3.   Social Media Analytics Management Project
      Post-Diploma Certificate in Communication Management of Social Media     4.   Social Media Engagement Strategies
        5.   Social Media Management in the Organisation
        6.   Social Media Communication Project
    This includes self-learning hours in the form of e-learning, assessments and revision required by the module 
     
    ENTRY REQUIREMENTS 
    The minimum entry requirements (MER) for the Specialist Diploma in Communication Strategies for Social Media are as follows:
  • Relevant local polytechnic diploma or degree in any discipline.
  • Applicants must have at least 2 years of relevant working experience.

  • Applicants who do not possess the above qualification shall be reviewed on a case-by-case basis.
     
    TARGET AUDIENCE 
    Working adults in the marketing, communication and media sectors, who wish to upgrade their qualifications and skills in harnessing social and digital media for their marketing and communication strategies/campaigns to achieve business outcomes for their companies.
     
    CERTIFICATION 
    The Specialist Diploma in Communication Strategies for Social Media follows the standard graduation criteria, namely two Post-Diploma certificates.

    Participants will be awarded the Post-Diploma certificate by Republic Polytechnic upon passing all modules of the certificate. This includes meeting the minimum attendance requirement of 50% per module and attaining Grade D or better for all the modules.

    Participants, who have successfully completed both Post-Diploma Certificates will be awarded the Specialist Diploma in Communication Strategies for Social Media by Republic Polytechnic. The maximum candidature for participants to complete all the Post-Diploma certificates and be awarded the Specialist Diploma is two years.
     
    MODULE SYNOPSES 
    1. Post-Diploma Certificate in Social Media Analytics Management 
     
    • Social Media User Interface

    This module is designed to equip participants with knowledge on how social/digital media analytics/tools can be used to understand the profile of media users, and how this profiling is tapped for business planning and communication purposes.

    The module will cover profiling using criteria, such as behaviour, media usage patterns, wants, needs and interests; analysis of trends, impact and challenges of user content democratization, generation, consumption and syndication; and analysis of attributes of digital and social media tools, and how they are used by various online communities, as well as leveraged by companies to maximise reach, build brand loyalty and achieve business/communication outcomes.
     
    Digital Media Analytics

    This module aims to introduce participants to various media analytical tools and how to uncover and organize trends and patterns for the purpose of gaining insights for business planning and decision-making for communication strategies and business operations.

    Topics covered will include introduction to various media analytical tools and their purposes, extrapolation and analysing data from various sources, such as social media, digital media and traditional media; evaluation of sentiment analytics; and decision-making from analytics, such as selecting KPIs and targets for campaigns and business operations, arranging monitoring effectiveness of communication strategies and follow-up actions, as well as assessing long-term targets and actions.
     
    Social Media Analytics Management Project

    This module provides participants the opportunity to apply the concepts and practices learnt from the first two modules into industry projects. Participants can choose to work on their companies’ projects (strongly encouraged) or projects offered by RP’s industry partners.

    This module will include application of media technologies to organise and consolidate audience profile, trends, etc.; developing a social media strategy based on analysis of trends and audience profile; and proposing relevant measuring tools to evaluate business and communication outcomes.
     
    2. Post-Diploma Certificate in Communication Management of Social Media 
     
    Social Media Engagement Strategies

    The aim of this module is to equip participants with the know-how to develop communication strategies, focusing on digital and social media to engage diverse audiences for purpose of marketing, customer relations, community relations and public affairs.

    Topics will include formulation of social media strategies ((this includes strategic objectives audiences, position/messaging, media platforms, implementation timeline; risks/issues and mitigating measures, digital/social media measurements to evaluate ROI/strategic outcomes); for marketing communication (B2B and B2C), community relations, investor relations, public affairs and customer relations; understanding ethics and media law in social media environment; and creating content for diverse audiences and syndication networks.
     
    Social Media Engagement Strategies

    The aim of this module is to equip participants with the know-how to develop communication strategies, focusing on digital and social media to engage diverse audiences for purpose of marketing, customer relations, community relations and public affairs.

    Topics will include formulation of social media strategies ((this includes strategic objectives audiences, position/messaging, media platforms, implementation timeline; risks/issues and mitigating measures, digital/social media measurements to evaluate ROI/strategic outcomes); for marketing communication (B2B and B2C), community relations, investor relations, public affairs and customer relations; understanding ethics and media law in social media environment; and creating content for diverse audiences and syndication networks.
     
    Social Media Management in the Organisation

    This module aims to provide participants with the knowledge and techniques to establish and recommend structures /strategies that support internal adoption of digital and social media within the company.

    Topics covered will include identification and application of relevant digital and social media tools for communication with employees and stakeholders; formulating appropriate social media policies and training programmes to provide employees with skills and empowerment to engage their customers; developing long-term digital/social media management strategy that strengthens a company’s brand, and builds long-term relationships with online customers and other stakeholders; and formulating a crisis communication strategy that manages social media impact during a crisis, including harnessing various digital/social media platforms and developing appropriate content.
     
    Social Media Communication Project

    This module will offer participants the opportunity to develop, implement and evaluate (where possible) an integrated strategy for an industry project, that covers all areas covered in the two Post-Diploma certificates’ curricula. Participants can choose to work on their companies’ projects (strongly encouraged) or projects offered by RP’s industry partners.
     
     
      COURSE COMMENCEMENT DATE 
      April Intakes
     
      COURSE DURATION 
      240 hours, 1 year
     
      COURSE VENUE 
      Republic Polytechnic Campus
     
      COURSE FEE 
      Fee Payable
    (After Subsidy & GST)
     
      Modular Certificate Fee^    Total Course Fee 
      Singapore Citizen (WTS scheme)* (below 40 years old)     $141.96   $283.92
      Singapore Citizen
    40 years old and above) 
     
      $243.96   $487.92
      Singapore Citizen
    (SME-sponsored)^
     
      $259.56   $519.12
       Singapore Citizen
    (below 40 years old)
     
      $372.36   $744.72
      Singapore Permanent Resident
     
      $1,001.52   $2,003.04
      Others
     
      $2,516.64   $5,033.28
     
    * WTS refers to Workfare Training Support Scheme
    ^ Singapore Citizens (40 years and above) fees apply for those 40 and above.
    Course fees accurate as of 1 November 2016, subjected to review yearly.
     
     
    ENQUIRIES & APPLICATION  
    Academy for Continuing Education
    Republic Polytechnic, 9 Woodlands Avenue 9, Singapore 738964
    Office Hours  :Monday to Fridays, except Public Holidays 8:30am-6:00pm
    Phone :6697 1699
    Fax  :6415 1310
    Email  ACE@rp.edu.sg 
    Website : www.rp.edu.sg/ACE 

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