Fundamentals of Digital Media Engagement
Digital technologies heavily influence the operations of the media industry. Professionals must have a critical understanding of how digital tools are consumed and used in communication work. Through hands-on activities, participants will learn technical skills and approaches for working with raw information related to digital technology across a range of topics. This module recognises that participants may have the exposure to some digital tools. Therefore, it aims to develop a deeper understanding of the thinking process that prefaces a product creation.
Topics covered in this module include websites and social networking platforms, designing an audience-friendly interface for websites and mobile sites, online advertising and viral marketing campaigns, as well as basic web and social media analytics.
Micro-learning resources will be used in this module to deliver lessons in bite-sized format; enabling learners to study at their own time and convenience.
Foundations of Digital Media Analytics
This module aims to introduce participants to various digital media analytical tools. It also teaches how to uncover and organise trends as well as patterns to gain insights for business planning and decision-making. Participants will also learn how to leverage insights gained to form effective communication strategies and business operations.
Participants will learn to extrapolate and analyse data from various sources. Evaluation of sentiment analytics will also be discussed through this module. Participants can also look forward to learn about decision-making based on analytics such as selecting key performance indicators and targets for campaigns and business operations, monitoring the effectiveness of communication strategies and follow-up actions, as well as assessing long-term targets.
Communication Strategies for Digital Media
This module focuses on digital and social media. It aims to equip participants with the capabilities to develop communication strategies to engage diverse audiences for marketing, customer relations, community relations, and public affairs purposes.
Topics covered include formulation of digital media strategies (strategic objectives, audiences, position/messaging, media platforms, implementation timeline; risks/issues and mitigating measures, digital/social media measurements to evaluate return on investment/strategic outcomes) for marketing communication (Business to Business and Business to Consumer), community relations, investor relations, public affairs, and customer relations. Participants will also learn ethics and media law that apply to the digital media environment. Content creation for diverse audiences and syndication networks will be covered as well.