objective

Know the theoretical framework of interactive communication on the Internet, as well as the techniques and best practices used in the industry, so that in the end you will be able to develop and evaluate effective digital strategies.


Benefits of the program

  • Upon completion of this diploma, you will design, develop and execute an advanced digital communication plan.


Addressed to

Graduates in communication sciences, marketing, advertising, public relations, administration. Professionals from the governmental and educational sector, as well as from the service industry.


Content of the program

The Diploma in Digital and Social Media Communication consists of six modules, which total 96 hours of study in total.

Module 1. Introduction to Digital Communication (16 hours)

  • Identity and organizational image
  • Organizational culture
  • Key messages
  • Digital communication plan
  • Objectives of communication, channels, messages and indicators
  • Off line and online communication channels
  • Defining audiences
  • Digital corporate manual
  • Institutional image online
  • Online induction and training plan
  • Internet in the mix of organizational media

Module 2. Generation of Presence and Web Contents (16 hours)

  • Definition of content strategy
  • Investigation
  • Target keywords, related keywords,
  • Cognitive dissonance, change of focus
  • Propagation of content
  • Why do we share?
  • Generation of content
  • Planning and programming
  • Digital content distribution
  • The media change media (Mass media migrating to the internet)
  • From TV to YouTube
  • Website vs Blog
  • Basic creation of a blog
  • Creating a channel on YouTube

Module 3. Marketing and Digital Metrics (16 hours)

  • Introduction to marketing
  • Definition of basic demographics
  • Brand awareness and introduction to brand positioning
  • Determination of advanced demographics
  • Introduction to the purchase of online media
  • Standard advertising formats
  • Branding vs conversion
  • SEO vs SEM
  • Response metrics
  • Performance metrics
  • KPI's
  • ROI and ROO

Module 4. Social Media and Online Reputation (16 hours)

  • Introduction to social media
  • Review of Facebook and Twitter algorithms
  • Engagement and influence
  • Endo, online brand analysis
  • Social advertising
  • Basic social media metrics
  • Publishing and administration tools
  • Introduction to online reputation
  • Principles of crisis management on the internet
  • Best practices in crisis management
  • Monitoring and monitoring of brands in social networks
  • Analysis of the competition

Module 5. Trends and Future Vision (16 hours)

  • Where are we and where are we going?
  • The Internet of things
  • Augmented reality
  • Geo localization and Geo Tagging
  • Introduction to Cloud computing
  • Introduction to Big Data
  • New communication technologies
  • Digital communication trends
  • Mobile

Module 6. Management Skills in Digital Communication (16 hours)

  • Basic aspects to consider
  • Administration of resources
  • Budget planning
  • Distribution of budgets by means
  • Annual Communication and Marketing Plan
  • Project management
  • Introduction to project management
  • Legislation on the Internet
  • Design a Brief
  • Presentation of results, proposals and Pitch

Program taught in:
  • Spanish

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Last updated October 29, 2018
This course is Campus based
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Duration
96 hours
Part-time
Full-time
Price
40,900 MXN
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