Digital Marketing: Social Media and User Content
SSG Course Code: CRS-N-0051241/TGS-2020503353
Depending on the prevailing COVID-19 environment, classes may be conducted online.
Overcoming Challenges when Managing Online Content
Much of the online content about products and services is no longer controllable by the product owners but is instead, created by billions of consumers around the world. This creates both challenges and opportunities for marketers.
In this course, we will compare earned media with owned media and paid media, the differences between online and offline word of mouth, brand equity and how it is affected by growing quantities of user generated content. We will also discuss how content generated by online users might be biased. Finally, we will discuss how managers can incentivise consumers to produce meaningful and impactful online content.
Topics covered include the following:
- Earned Media VS Owned Media VS Paid Media
- Online VS Offline Word of Mouth
- Impact of Brand Equity from User Generated Content
A Content Marketing Framework
There will be discussion on how content generated by online users might be biased and how managers can incentivise consumers to produce meaningful and impactful online content.
APPLICATION PROCEDURE AND DEADLINE
- Participants are strongly advised to apply at least 2 weeks in advance.
WHO SHOULD ATTEND
All individuals who are required to make marketing decisions, and have access to data, including:
- Marketing managers;
- Advertising professionals;
- Business owners
- Data analysts
- Managers in non-marketing functions who wish to grow into marketing roles.
ANG EU GENE
COURSE FEES AND FUNDINGS
SME (ETSS Scheme)
|Singapore Citizens & PRs aged 21 years and above||$304.95||$114.95||$304.95|
|Singapore Citizens aged 40 years and above (MCES Scheme)||$114.95||$114.95||$114.95|
The above prices are quoted in Singapore dollars (SGD), inclusive of 7% GST.