Strategic Media and Digital Technology Convergence (SMDC)

Certification Programme II
Digital Content Strategies

Duration: 5.5 months 90 sessions (Each session 90 minutes)
Timeline: November to April
Course Fee: Rs.1,06,200/- (inclusive of GST)

Register Now

Registrations are open
Interview date will be informed

Module Focus Areas

Content Strategy Design for Digital Audiences (18 sessions)
Content Strategy for Social Media (18 sessions)
Visual & Multimedia Design (18 sessions)
Campaign Management (18 sessions)
Using generative technologies for content creation (18 sessions)

Class Timings

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.

Certification Programme II

Certificate Course in Digital Content Strategies

Module 1: Content Strategy Design for Digital Audiences
(Duration: 18 sessions)
Area 1: Content Classification and Audience Analysis
  • Classifying content for different media and mediums
  • Creating audience personas and analyzing content for target audiences
  • Customizing content to meet diverse audiences and their varying needs
Area 2: Designing multi-platform and multimedia content strategy
  • Human-centered design principles
  • Impact of content strategy for business goals - lead generation and conversion
  • Content strategy framework - Discover, Define, Design, Develop, Deploy
  • Types of content strategies:
    • Engagement strategy
    • Nurture strategy
    • Virtual communities
Area 3: Principles of Writing and Storytelling Techniques
  • Writing fundamentals: clarity, conciseness, coherence
  • The writing process: pre-writing, drafting, revising, editing
  • Crafting compelling headlines and intros
  • The art of storytelling - Incorporating storytelling techniques into content
Area 4: Writing for Digital and Social Media
  • SEO content strategy
  • X (formerly Twitter) content strategy
  • Visual storytelling on Instagram
  • LinkedIn content strategy
  • Media monitoring and Sentiment analysis with NLP tools
Module 2: Content Strategy for Social Media
(Duration: 18 sessions)
Area 1: Understanding the essence of social media
  • Aligning social media with business goals
  • Defining SMART goals for social media
  • Creating a brand tone and voice for social media presence
  • Key platforms and content formats
Area 2: Social media analytics and management
  • Decoding social media algorithms
  • Insights and Analytics - Uncovering metrics from Big Data
  • Use of keywords and hashtags
  • Data Analytics in social media
  • Using social media analytics to design audience engagement strategies
  • Social media monitoring and social listening
Area 3: Social media content creation
  • Content strategy for social media
  • Process planning - From ideation to execution
  • Creating and maintaining a content calendar
  • Content creation and management tools
  • Repurposing content
Area 4: Influencer Marketing and Collaborations
  • Leveraging influencers to amplify brand messaging
  • Identifying the right influencers and nurturing collaborations
  • Monitoring and measuring influencer campaigns
Module 3: Visual & Multimedia Design
(Duration: 18 sessions)
Area 1: Digital Media and Visual Design
  • Characteristics of digital media
  • Credibility of digital media
  • Impact of visual branding
  • Design principles in digital visualization
  • Digital visualization tools and platforms
  • Typography in digital media
  • Colour theory and its psychological impact
  • Creating Infographics (with practical assignments)
Area 2: Video and Audio Production
  • Video
    • Video production process
    • Tools for video production (Adobe Premiere Pro, Final Cut Pro etc)
    • Basics of video editing techniques - cutting, trimming, transitions
    • Colour grading, audio syncing and effects
  • Audio
    • Audio production process
    • Tools for audio production (Audacity, Adobe Audition etc)
    • Rise of podcasts as a popular form of media
    • Basics of audio recording, editing and enhancing audio tracks
Area 3: Scriptwriting, Distribution and Monetization
  • Scriptwriting for Multimedia:
    • Importance of branding and consistency in multimedia
    • Adaptation of storytelling techniques for both video and audio formats
    • Scriptwriting techniques for different purposes - Promotional videos, tutorials, podcast episodes and more
  • Multimedia Distribution and Monetization:
    • Publishing podcasts on popular platforms (like Apple Podcasts, Spotify)
    • Distributing video content on popular platforms (like YouTube, Vimeo)
    • Monetizing through advertising, sponsorship and subscription models
Module 4: Campaign Management
(Duration: 18 sessions)
Area 1: Introduction to Digital Advertising
  • Overview of the digital advertising landscape
  • Importance of targeted advertising
  • Understanding the role of social ads and search ads
  • Platforms overview: Facebook, Instagram, X (formerlyTwitter), LinkedIn etc.
  • Advanced targeting options and strategies
  • Ad best practices and optimisation techniques
  • Performance metrics: CTR, CPC, Conversion Rate, ROI etc.
Area 2: Social Ads (Facebook, Instagram, X (formerlyTwitter), LinkedIn)
  • Campaign set up - Funnel Approach (Awareness, Consideration, Conversions)
  • Audience segmentation
  • Lookalike audience targeting
  • Retargeting and remarketing techniques
  • Optimizing ad placement for maximum visibility and engagement
  • Designing A/B tests to compare different ad elements (headlines, visuals, calls-to-action)
  • Monitoring and adjusting budgets in real-time to optimize campaign performance
  • Generating comprehensive reports to evaluate campaign effectiveness
Area 3: Google Search and Amazon Ads
  • Overview of Amazon's advertising ecosystem
  • Sponsored products, brands and display ads
  • Product targeting and optimisation strategies
  • Google Search Ads - Understanding the campaign structure and ad groups
  • Quality score - Components and techniques for improvement
  • Bidding strategies - Automated and Manual
  • Utilizing Google Ads reporting tools to track key performance metrics
Module 5: Using generative technologies for content creation
(Duration: 18 sessions)
Area 1: Understanding generative technologies
  • Introduction to generative models
  • Capabilities of generative AI models
  • Types of generative AI models
    • Text-to-text generators
    • Text-to-image generators
    • Image-to-image generators
    • Image-to-text generators
  • Large language models - Creating language and text
  • Diffusion models - Creating images and videos
Area 2: Applications of generative technologies
  • Generative algorithms in graphic design
  • Generative algorithms in music generation and procedural sound design
  • Generating narratives and plot structures using natural language processing
  • Generative technologies in VR and AR content creation
  • Ethical considerations - Issues of authorship, ownership, and authenticity
Area 3: Using generative technologies
  • Overview of popular generative design tools and software
  • Generative typography and font creation in Adobe Illustrator
  • Data visualization and generative art in Processing
Total: 90 Sessions