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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.
• 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
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.
| Date | Venue | (incl. GST) | (after MAX Funding*) | Registration |
|---|---|---|---|---|
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TBA
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Mochtar Riady Building, Lvl 5, 15 Kent Ridge Drive, Singapore 119245 | SGD 1,035.50 | SGD 120.65 |
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 analyse data in class using Excel. All analysis in this course will be done using Excel.
This programme is eligible for subsidies under SkillsFuture Singapore (SSG). Singaporeans or PRs can enjoy up to 70% or more subsidies.
*Click here to find out the details.
