Generative AI in Digital Marketing: Social Media and User Content
Marketing
SGD 1,035.50
(SGD 120.65 after MAX Funding)
22 Aug 2024
9:00 am - 5:45 pm
NUS Business School
Intermediate
Overview
Using Generative ArtificiaI Intelligence (AI) to Overcome Challenges in Managing Online Content
In today’s digital landscape, online content about products and services is no longer solely controlled by the product owners but is increasingly shaped by billions of consumers worldwide. This paradigm shift presents both challenges and opportunities for marketers. Using AI-driven content management, businesses can elevate their digital presence, engage their audience more effectively, and drive meaningful business outcomes.
This course delves into the interplay between earned media, owned media, and paid media, exploring the nuances that distinguish online and offline word-of-mouth dynamics. We will examine brand equity and how it is impacted by the ever-growing volume of user-generated content. Additionally, we will analyse the potential biases inherent in content created by online users and explore strategies for incentivising consumers to make meaningful and impactful online contributions.
You will gain insights and practical techniques to navigate the complexities of online content management using Generative AI, empowering you to harness the power of this transformative technology and stay ahead in the digital arena.
Topic Coverage
Topics covered include the following:
• Earned media vs owned media vs paid media
• The differences between online and offline word-of-mouth
• The impact of user-generated content on brand equity
• The framework of content marketing
Who Should Attend
All individuals who are required to make marketing decisions, and have access to data, including: Marketing managers; Advertising professionals; Consultants; Business owners; Data analysts; Managers in non-marketing functions who wish to grow into marketing roles.
Application Procedure & Deadline
Participants are strongly advised to apply at least 2 weeks in advance.
Pre-Requisites
This course assumes a basic level of comfort with Microsoft Excel. Participants should be able to import data, sort it, and perform simple functions such as addition, multiplication, division, and creating tables. Participants will be required to bring laptops to class, and to analyze data in class using Excel. All analysis in this course will be done using Excel.
Fees & Funding
| Self-Sponsored | SME (ETSS Scheme) Company-Sponsored |
Non-SME Company-Sponsored |
|
| Course Fees | S$1,035.50 | S$1,035.50 | S$1,035.50 |
| Singapore Citizens & PRs aged 21 years and above | S$310.65 | S$120.65 | S$310.65 |
| Singapore Citizens aged 40 years and above (MCES Scheme) | S$120.65 | S$120.65 | S$120.65 |
The above prices are quoted in Singapore dollars (SGD), inclusive of 9% GST. GST shall apply at prevailing rates.
*The applicable funding is for Singaporeans and Singapore PRs. It is subject to change and in accordance with SSG funding guidelines as of course commencement.
^ This course could be eligible for SkillsFuture Enterprise Credit(SFEC) – Workforce Transformation. Click here for more information.
Faculty
ANG, Eu Gene
Faculty MarketingPeople who viewed this course also visited:
All Courses
Digital Marketing: Search Engines
Even as billions of advertising dollars are now moving into digital advertising, traditional consumers have learnt to research their purchases online before making a decision. To optimize ROI, businesses must learn to leverage search engines (such as Google, Yahoo etc) for more effective outreach.
Marketing Analytics
With increasing recognition of the role of analytics in our economy, the demand for skilled data-analytics professionals is set to grow quickly.
Predictive Analytics for Marketing
As part of any marketing plan, marketers must track, measure and predict the impact of all key marketing programmes. There are three important questions to be answered: