An Online-Cum-Hybrid PG Diploma Program Designed for Working Professionals
The Strategic Media & Digital Communication (SMDC) is an online-cum-hybrid PG Diploma designed to help working professionals enhance their career prospects and gain advanced knowledge about Digital Media and its applications in various communications related fields. This program is a part of Xavier Institute of Communications’ Career Advancement Programs (CAP).
SMDC focuses on digital media and communication convergence, teaching students to leverage Digital Media, Social Media, Audio Visual Content, AI, AR & VR among others for effective brand communication, marketing communication, advertising & PR campaigns, corporate communication and more. The program equips students with cutting-edge skills to drive impactful marketing campaigns and stay ahead in today’s digital world.
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The SMDC course is tailored for working professionals aiming to advance their expertise in the digital media landscape, while balancing their job. It is most suitable for:
The Strategic Media & Digital Communication (SMDC) course equips working professionals with the expertise to excel in the digitally driven communication landscape of today. Participants will:
By the end of the course, professionals will be well-equipped to lead digital transformations and communication strategies across industries.
This program is open to working professionals holding a graduate degree in any discipline.
Selection Process
Ease & Flexibility
Expert Mentorship
Class Resources
Immersion Program
Evaluation & Certification
Library Access
Convocation
Attendance Requirement
Course Duration: 5.5 months
Course Overview: This certification program focuses on the digital transformation of branding, marketing, corporate communication and writing strategies. It is designed to help working professionals understand and apply digital media in key areas such as branding, marketing communication, PR, corporate communication and writing for online platforms. The program covers the strategies, tools, and techniques needed to leverage the full potential of digital platforms for business success and organisational growth.
| Learning Track 1 | Mastering Digital Media: Foundation for Career building & Business growth |
|---|---|
| Learning Track 2 | Leveraging Digital Media for Brand Building |
| Learning Track 3 | Mastering the art and craft of becoming a Digital journalist and Opinion builder |
| Learning Track 4 | Digital PR & Corporate Communications |
| Learning Track 5 | Digital Content Mastery: Writing for Blogs, Social Media, and Modern Communication Channels |
| Learning Track 6 | Designing Content Strategies for Business Success |
Course Duration: 5.5 months
Course Overview: This certification programme is designed to equip professionals not only with the skills needed to excel in the art and craft of creating compelling digital content but also the orientation to align the content to the macro business goals of the organisation. The course aims at providing practical insights and hands-on experience, imparting content creation techniques covering the entire 360 degree digital eco-system, preparing participants to navigate and lead in the digital content space effectively.
| Learning Track 1 | Formulating Advanced Content Strategies |
|---|---|
| Learning Track 2 | Social Media Management & Digital Content Creation |
| Learning Track 3 | Creative Content Production for Digital Media: Design, Visuals, A/V Essentials |
| Learning Track 4 | Digital Advertising & Marketing Communications |
| Learning Track 5 | Campaign Management |
| Learning Track 6 | AI-Powered Digital Content: Transforming the Creative Landscape |
*Xic management reserves the right to change the course nomenclature, course content or any other aspects of the course included above in the interest of students.
Please refer the attached detailed e-brochure for complete course content.
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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:
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| 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
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| Brand Architecture decisions |
| Brand Portfolio decisions |
| Umbrella Branding & Corporate Branding decisions |
Branding of important verticals:
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| 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 |