Digital Media & Marketing Communications
The Digital Media Ecosystem
A nuanced understanding of the interplay between media, messages and audiences is essential to navigate a rapidly evolving digital ecosystem. The modern marketplace requires a strategic understanding of how content can be designed and disseminated across various media platforms and diverse audiences.
This Executive Education Programme provides a broad overview of the digital media landscape. It explores how the affordances of modern technologies affect the reach, reception, and assimilation of media messages and also outlines key social, ethical, and policy issues in technology platforms.
Mode: Live Online
Upcoming Sessions
01 Oct 2020 - 09 Oct 2021
Key Benefits
- Explore the transformation in the media ecosystem. Learn the logic of the attention economy and how audiences were, are and will be measured.
- Critically think about key ethical issues revolving around social media, artificial intelligence and theorize a strong social media policy framework.
- Learn how new media technologies are shaping daily experiences of consumers, employees, students and citizens.
- Gain insight into the psychology and user experiences afforded by new media technologies, with respect to specific prosocial outcomes.
- Engage with programme instructors to understand how to apply learnings in your individual context.
- Engage and learn with contemporaries from diverse backgrounds and domains.
- Earn a certificate and become part of the Jio Institute network.
Who Should Attend?
The programme is ideal for mid-to-senior professionals across industries who are looking to understand different areas of the digital media ecosystem and implement strategies for their function or organization. Additionally, senior executives who are responsible for growing their businesses by innovating customer engagement models will benefit from the programme.
Programme Synopsis
MEDIA ECONOMICS FOR THE DIGITAL AGE
Session Description
'Media Economics for the Digital Age' covers the foundation of how the media business work and the key elements of media content, technology, audiences and the distinctions between media channels and platforms. The session serves as a foundation for the more in-depth topics covered in subsequent classes. After introducing the basic elements of how media works, the course, addresses the dramatic transformation taking place because of technologies and audience participation in the media ecosystem.
Learning Outcomes
- To understand the functioning of media industry.
- To learn about the intersection of key elements - content, technology and audience.
- To explore the transformation happening in the media ecosystem.
Speakers
MEASURING THE ATTENTION ECONOMY: MONETISING MEDIA AUDIENCES
Session Description
“Media Economics for the Digital Age” covers the foundation of how the media business work and the key elements of media content, technology, audiences and the distinctions between media channels and platforms. The session serves as a foundation for the more in-depth topics covered in subsequent classes. After introducing the basic elements of how media works, the course, addresses the dramatic transformation taking place because of technologies and audience participation in the media ecosystem.
Learning Outcomes
- To understand the functioning of media industry.
- To learn about the intersection of key elements - content, technology and audience.
- To explore the transformation happening in the media ecosystem.
Speakers
SOCIAL, ETHICAL AND POLICY ISSUES IN SOCIAL MEDIA
Session Description
“Media Economics for the Digital Age” covers the foundation of how the media business work and the key elements of media content, technology, audiences and the distinctions between media channels and platforms. The session serves as a foundation for the more in-depth topics covered in subsequent classes. After introducing the basic elements of how media works, the course, addresses the dramatic transformation taking place because of technologies and audience participation in the media ecosystem.
Learning Outcomes
- To understand the functioning of media industry.
- To learn about the intersection of key elements - content, technology and audience.
- To explore the transformation happening in the media ecosystem.
Speakers
Creator Economy
Session Description
Smartphones and social media have ignited a new Creator Economy. This session will focus on different dynamics of who these creators are, how forms, mediums and gateways of content have evolved as well as different monetization avenues.
Speakers
Technology and the Future of Media
Session Description
The definition of “media” is expansive and ever-growing, with a variety of emerging technologies increasingly communicating with users in new and diverse ways. This session provides and overview of new sensing, immersive, and interactive media technologies that will shape the future of media-based behavior intervention, storytelling, and work.
Speakers
FUTURE OF MARKETING
Session Description
To explore how the future of consumer desires, personas and marketing methods will flourish.
Speakers
Programme Leadership
Dr. Frank Mulhern
Programme Mentor, Digital Media & Marketing Communications, Jio Institute | Director of the Retail Analytics Council and Executive Director of Academic Programs in San Francisco, Medill School of Journalism, Northwestern University, USA
Faculty and Advisors
Dr. Dipak Jain
Former Dean, Kellogg School of Management, USA | Former Dean, INSEAD, France
Dr. Frank Mulhern
Programme Mentor, Digital Media & Marketing Communications, Jio Institute | Director of the Retail Analytics Council and Executive Director of Academic Programs in San Francisco, Medill School of Journalism, Northwestern University, USA
Dr. Harsh Taneja
Associate Professor, University of Illinois Urbana-Champaign, USA
Dr. Homero Gil de Zúñiga
Professor, Penn State University, USA
Dr. James Cummings
Assistant Professor, Division of Emerging Media Studies, Boston University
Mr. Samir Sheth
Global Product Marketing Lead, Twitter | Ex Fitbit, Facebook and P&G
Testimonials
Lalatendu Panda
Chief Marketing Officer, Reliance Retail
“ This is a fantastic initiative. Really appreciate the effort. ”
Pratik Vig
Manager - Marketing and Communications, Jio Haptik
“ It was a wonderful programme and it also helped us to expand our professional family, build connection with 30-40 new learned people on LinkedIn. Two Saturday evenings well spent! ”
Hoshedar Gundevia
Head of Digital, RISE Worldwide Limited
“ As part of Reliance group, I am very happy to be part of this programme. It gave me an opportunity to diversify and learn new things. ”
Rajasekharan Harikrishnan
SVP & Head of Media Technology Services, Viacom18
“ Thank you everyone especially Dr. Dipak Jain, I am going to takeaway with the last thing you (Dr. Dipak Jain) said – Respect is legacy. ”