Strategic Media & Digital Technology Convergence is one of the first ONLINE-CUM-HYBRID Post Graduate Diploma course under the CAP platform
The Diploma course consists of two certification programmes of approximately 5.5 months each. Those completing both the certification programmes will be awarded the Diploma.
Students have the flexibility to join the course twice in a year – in June and November. They also have the flexibility to complete the diploma over a period of 2 years in case they are not able to complete both certification programmes in one year. Those completing only one of the certification programmes will be awarded a certificate.
Eligibility: Working professional with a graduate degree in any discipline.
Selection will be based on Online interview.
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Provide working professionals with the opportunity to get an integrated Diploma certification in the fields of technology applications for Digital Media, Advertising, Marketing Communications, Social Media, Branding, PR & Corporate Communications, Experiential Marketing and such related disciplines
Provide working professionals a platform to interact with professionals with expertise in applying existing and emerging technologies such as Machine Learning, Artificial Intelligence, Augmented Reality, Virtual Reality, Metaverse and more across social media platforms and traditional media applications such as Branding, Marketing Communications, Advertising, PR, Corporate Communications, Experiential Marketing etc. and learn from them.
To provide flexi - fee payment facility so that working professionals do not face the financial burden of paying the entire course fee at the beginning of the course. Students can make payments in 2 installments for each module.
The 11-month (online-cum-hybrid) Diploma Course consists of two Certification programmes embedded within it.
The students can start the course with any of the two certification programmes and opt out at the end of any programme. After the completion of each programme, a certificate will be issued for the completion of the programme. Those completing the entire course, consisting of both certification programmes, will be conferred the Diploma.
The entire course will be completed over a period of 11 months. However, to give flexibility to working students who may not be able to pursue the entire Diploma course in one stretch, both certification programmes must be completed over a maximum period of two academic years. Of course, XIC counsels working professionals who enroll in the Diploma course to complete the entire course within one academic year to maintain continuity of learning.
Duration: 5.5 months
Course Fee: Rs.1,06,200/- (inclusive of GST)
Registrations are open
Interview date will be informed
Duration: 5.5 months
Course Fee: Rs.1,06,200/- (inclusive of GST)
Registrations are open
Interview date will be informed
Classes will be conducted over the weekends. During each weekend, a total of 6 sessions of 1.5 hours will be conducted. After two consecutive weekends of lectures, one weekend will be kept free for the students to undertake mentor-directed reading and self-study and prepare for the assignments given.
| Day | Duration | Time Slot* |
|---|---|---|
| Saturday | ||
| Session 1 | 1.5 hours | 6.00 p.m. - 7.30 p.m. |
| Session 2 | 1.5 hours | 7.45 p.m. - 9.15 p.m. |
| Sunday | ||
| Session 3 | 1.5 hours | 10.30 a.m. - 12.00 noon |
| Session 4 | 1.5 hours | 12.15 p.m. - 1.45 p.m. |
| Session 5 | 1.5 hours | 2.30 p.m. - 4.00 p.m. |
| Session 6 | 1.5 hours | 4.15 p.m. - 5.45 p.m. |
* A tea break of 15 minutes between two sessions and lunch break of 45 minutes have been provided.
The module is aimed at fine-tuning the understanding of Strategic Brand Management concepts and practices to professionals who are working in Advertising Agencies, PR Agencies, Event Management, Sales, Marketing Communications, Retailing, Media organizations and other functions of management. The module will be equally helpful to people associated with startups, small and medium enterprises to harness and leverage the power of branding for their own businesses.
Module Focus Areas| Role of a Brand Manager |
| Brand Management Techniques |
| Consumer Psychology |
| Advertising Campaign Development |
| Integrated Marketing Communications |
| Digital Branding |
| Use of Data Science & AI in Branding and Advertising |
| The Context of Brand Management in a successful business organization in general and Marketing in particular |
Different techniques of strategic brand management:
|
| Branding for Start Ups, SMEs, Retail Outlets |
| Digital Branding |
| Branding of new-age organizations such as e-commerce, Web Portals, Digital Properties etc. |
Measurement and monitoring of the brand
|
| Brand Architecture decisions |
| Brand Portfolio decisions |
| Umbrella Branding & Corporate Branding decisions |
Branding of important verticals:
|
| Employee Branding |
| Individual /Self-Branding |
| Role of consumer psychology in buying decisions |
| Conceptual Framework of Marketing Communications from the standpoint of Marketing Mix |
Various tool of Marketing Communications and their applications
|
| Role of Advertising Agencies |
| Need for Integrated Marketing Communications |
| Formulating the strategy for Advertising Campaigns |
| Formulating and creating Digital Campaigns |
| Media Planning |
Public Relations & Corporate Communications have emerged as vital management functions in business organizations. Entrepreneurs and professionals associated with Startups, small and medium enterprises are also keen to harness and leverage the power of Public Relations & Corporate Communications for their own businesses. Family run businesses are also actively using techniques of PR. Professionals engaged in Human Resources are also actively honing their skills in the area of Internal Communications.
Accordingly, this module has been curated to impart an understanding of Public Relations & Corporate Communications concepts and practices to professionals who are working in Advertising Agencies, PR Agencies, Event Management, Sales, Marketing Communications, Human Resources, Retailing, Media organizations and various functions of family business. It will be equally helpful to those associated with Startups and SMEs.
Module Focus Areas| Formulating Public Relations campaigns |
| Media Relations and CSR as strategic tools of business |
| Role of Corporate Communications Manager in corporate bodies |
| Use of Data Science & AI in Public Relations & Corporate Communications |
| Different theories and practices of Public Relations |
| Context of managing the ‘Publics’ and ‘Stakeholder’ for business |
| Media Relations |
| Role of PR Agencies |
Applications of Public Relations for business organizations
|
| Various tools used in Public Relations |
| Role of PR in Crisis Management |
| Internal Communications |
Strategic Corporate Communications and its applications
|
| Corporate Social Responsibility (CSR) and its applications for business organizations |
The module is aimed at honing the skill of effective writing and crafting content for traditional media, digital media and various business applications. The module will help working professionals to articulate their thoughts and ideas more succinctly and also help those interested in creating content for traditional platforms such as product brochures and digital platforms such as Blogs, Web sites, Portals, e-commerce etc.
The module will impart practical tips on writing for a variety of purposes and engage the students in multiple types of writing exercises.
Module Contents| Content Classification |
| Processes and Principles of writing |
| Storytelling techniques |
| Understanding the Audience |
| Content structure of various types |
| Writing for Media. Press Releases, Press Backgrounders |
| Writing speeches |
| Writing for TV Channels, |
| Writing for Internal Communications and employee motivation |
| Writing for Web sites |
| Writing for Portals |
| Writing Bloggs |
| SEO Content, Types of SEO content, how to develop SEO content strategy, Elements of SEO |
| Content writing for E-commerce Sites |
| Content creation for digital product brochures |
| Content creation for chatbots |