Strategic Media and Digital Technology Convergence (SMDC)

Certification Programme I
Digital Technologies for Media Applications

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

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Registrations are open
Interview date will be informed

Module Focus Areas

Emerging Technologies in the Media Landscape (18 sessions)
Strategic Branding (18 sessions)
Integrated Marketing Communications (18 sessions)
Applications of Technology in Integrated Marketing Communications (18 sessions)
Applications of Technology in Branding (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 I

Certificate Course in Digital Technologies for Media Applications

Module 1: Emerging Technologies in the Media Landscape
(Duration: 18 sessions)
Area 1: Understanding Machine Learning (ML) and Artificial Intelligence (AI)
  • Basic concepts of ML and AI
  • Natural language processing (NLP) and its significance in media and communication
  • Principles of ML: supervised learning, unsupervised learning, reinforcement learning
  • Overview of ML algorithms: regression, classification, clustering
  • Applications in media and communications
    • Personalized content recommendation systems powered by ML algorithms
    • Automated content creation and generation using NLP and image recognition
    • Predictive analytics for audience behavior and content performance optimization
Area 2: Understanding Augmented Reality (AR) and Virtual Reality (VR)
  • Basic concepts of AR and VR
  • Distinction between AR and VR technologies
  • Types of AR and VR experiences: immersive, non-immersive, mixed reality
  • Overview of AR and VR development tools and platforms (Unity, Unreal Engine)
  • Use cases in media content creation, storytelling, and audience engagement
Area 3: Understanding Blockchain and IOT
  • Basic concepts of blockchain technology
  • Overview of decentralized systems, cryptography, and consensus mechanisms
  • Use cases of blockchain in content monetization, copyright management, and digital rights management
  • Basic concepts of the Internet of Things (IoT)
  • Overview of IoT devices, sensors, and networks
  • Personalized experiences enabled by IoT technologies
Module 2: Strategic Branding
(Duration: 18 sessions)
Area 1: Brand Differentiation
Area 2: Brand Positioning
Area 3: Brand Equity
Module 3: Integrated Marketing Communications (IMC)
(Duration: 18 sessions)
Area 1: PR and Corporate Communications
Area 2: Advertising
Area 3: Sales Promotion
Area 4: Events
Area 5: BTL
Module 4: Applications of Technology in Integrated Marketing Communications
(Duration: 18 sessions)
Area 1: Digital Public Relations
  • Media relations strategies in the digital Era
  • Influencer engagement and PR collaborations in digital PR campaigns
  • Online reputation management and review assessment with Sentiment Analysis
  • AI tools for PR professionals
  • Online press release distribution and media monitoring tools
Area 2: Data Analytics for Marketing and Advertising
  • Introduction to Data Analytics and its significance
    • Data analytics and its role in marketing and advertising
    • Significance of data-driven decision-making
  • Understanding user behavior through analytics
    • Basics of user behavior analysis
    • How user insights impact marketing decisions
  • Google Analytics: Tools and Techniques
    • Dive into the world of Google Analytics
    • Master tools and techniques for comprehensive data analysis
  • Data Interpretation, Reporting, and Visualization
    • Learn to interpret data and create meaningful reports
    • Explore data visualization techniques for clear communication
Area 3: E-commerce and Mobile Marketing
  • A/B Testing and Conversion Rate Optimization
    • Understand the principles of A/B testing
    • Learn to optimize conversion rates through data analysis
  • E-commerce trends and strategies
  • Mobile commerce and app marketing
Module 5: Applications of Technology in Branding
(Duration: 18 sessions)
Area 1: Introduction to Digital Branding
  • Defining digital branding and its significance in the contemporary media landscape
  • Differentiating between digital and traditional branding approaches
  • Impact of digitalization and social media on brand building
  • Case studies highlighting successful transitions to digital branding
  • Building a digital brand identity - Crafting a compelling brand story
Area 2: Strategies for Digital Brand Engagement and Measurement
  • Leveraging Social Media for Brand Building
  • Leveraging AI for personalized branding experiences
  • Case studies on successful digital brand engagement campaigns
  • Tools and technologies for monitoring brand reputation online
  • Monitoring and Measuring Digital Brand Success
  • Key performance indicators (KPIs) for digital branding measurement
  • Leveraging data analytics for brand positioning, messaging, and targeting
Area 3: Brand Reputation Management
  • The role of digital platforms in shaping public perception worldwide
  • Brand Reputation Management Strategies
  • Proactive vs. Reactive Online Reputation Management
  • Implementing crisis communication plans with a broad international perspective
Total: 90 Sessions