Graduate Cer*ficate Programme
About The Programme v This programme is a Vocational Course yet is a Postgraduate level. v This programme will create avenues for aspiring participants to get connected to a variety of communication fields. v This programme gives the participants unique experience combining advanced knowledge of up-to-date communication skills and techniques with case studies and practical examples of best practice.
About The Programme v Participants will graduate equipped with analytical tools which can be used across all sectors and will give them a competitive advantage in the marketplace. v The programme aims to develop experience that covers curriculum content, student interface and building relationships with lecturers.
Planning and Managing Public Relations ¤ The course describes campaign planning in terms of project management, and uses examples to show how project management techniques available in other areas of management are relevant and useful to PR practice. A number of exercises allow participants to use the techniques discussed. ¤ Participants will improve their ability to plan and manage campaigns, and to see themselves as managers making decisions about resource allocation, the development of project teams and campaign elements.
Course Content ¤ Campaign, project and programme management ¤ Making sense of public relations as a management task ¤ The public relations process: research, analysis, objective setting, planning, implementation and evaluation ¤ Resource allocation and budgeting ¤ Managing time and people ¤ Monitoring progress and control techniques ¤ Building project management skills: guidelines for further work.
Risk, Issues, and Reputation Management ¤ Participants will understand how to identify and deal with issues before they become crises, and will recognize and be able to tackle organizational cultures that incubate crises. They will have a template for improved crisis planning and reaction times, and will learn from the experience of others on the course. ¤ At the same time, participants will develop their understanding of PR as a practice which has reputation management as one of its central concerns, where reputation is an important resource to be managed alongside other intangible assets. Practical approaches to reputation management will be explored improving performance.
Course Content ¤ Issue or crisis: is there a choice? ¤ Identifying issues that might bite ¤ Crisis incubation: diagnostic indicators ¤ What type of crisis? ¤ Crisis planning checklist ¤ Avoiding the crisis culture ¤ Scenario work and case studies.
Course Content ¤ Communication, perception and reputation ¤ The importance of reputation management ¤ The value of reputation ¤ Building reputation ¤ Anticipating threats ¤ Reputation risk assessment ¤ Repairing damage to reputation.
Corporate Social Responsibility
¤ This course is an innovative programme that emphasizes the international influence and impact of corporations and their responsibilities. This is for anyone who wants to improve their leadership on CSR issues. ¤ Delegates will gain a clear understanding of the relationship between CSR and public relations and also trends and key areas of professional debate. They will also work on strategies, programmes and structures to develop and manage CSR activity in an organizational context and discuss real cases and examples.
Course Content ¤ What is CSR, and how is it different from charity or philanthropy? ¤ The context and development of CSR, and its relationship to PR ¤ The importance of CSR in managing organisational risk and reputation ¤ Structures, management and lines of responsibility for CSR within organisations ¤ Examples of CSR activity and programmes ¤ Developing PR strategies and programmes for CSR programmes.
Planning and Managing Marketing PR
¤ Marketing communications is the face an organization presents to the many audiences and publics with whom it has contact. Customers and consumers are only a part, no matter how important a part, of the total marketing communications effort. ¤ The course participants will find that this, along with many other issues is amply stressed throughout this course. The participants must be able to demonstrate, through sound application of marketing communications elements and principles, solutions to and developments of communications problems and situations.
Course Content ¤ Strategic Marketing & Marketing PR ¤ Strategic Segmentation ¤ Market Targeting and Strategic Positioning ¤ Strategic Brand Management ¤ Strategic Marketing PR Planning ¤ Creative Ideas & Message
Course Content ¤ Advertising & Promotion ¤ Sales Force, Internet and Direct Marketing Strategies ¤ Marketing and Brand PR ¤ Digital and New Media Marketing PR ¤ Strategic Marketing Communication & PR Organization ¤ Financial Aspect of Strategic Marketing PR
Business Start-Up ¤ This course provides a framework for developing the skills and knowledge needed for employment in the increasingly dynamic business environment. The course aims to meet the needs of employers, employees and students, by assessing knowledge and competence in a range of Business areas. ¤ The course has been chosen to reflect the key areas of business. Participants are encouraged not only to demonstrate their knowledge but also their acquisition and development of complementary skills. The overriding objective of the programme is to prepare participants either for employment or, if already in employment, for advancement.
Course Content ¤ What makes a successful business? ¤ Do you have what it takes? The skills of the entrepreneur which are essential, which to skip. ¤ The very first steps are the most difficult: Identifying sources of assistance and advice ¤ Form follows function: What is the right organization for your business? ¤ Finance step I: Essential business start-up requirements ¤ Finance step II: Break-even Analysis
Course Content ¤ Finance step III: Where does the money go? Sales forecast and cash flow. ¤ Marketing: The magic of the 7 P’s work all for your business ¤ Marketing continued: The Ps of services. ¤ Putting it all together: Interdependencies, checks and proof flights of your business plan
Strategic Branding Communication ¤ Brand management is the philosophy and core behind all business development. Whether managing a single product brand, a corporate brand or a complex multibrand portfolio, creating value should be the ultimate aim of all brand strategy and investment decisions. ¤ Theparticipantswillbeabletograsptheconceptofa‘brand’,t he role of branding in marketing strategy; brand equity, its importance and measurement, how to create and retain brand equity; operational aspects of brand management.
Course Content ¤ Brands and Brand Management & Customer-Based Brand Equity ¤ Brand Positioning ¤ Choosing Brand Elements to Build Brand Equity ¤ Designing Marketing Campaign to Build Brand Equity ¤ Integrating Marketing Communications to Build Brand Equity ¤ Using Secondary Brand Associations to Build Brand Equity
Course Content ¤ Developing a Brand Equity Measurement & Management System ¤ Measuring Sources and Outcomes of Brand Equity ¤ Designing and Implementing Branding Strategies ¤ Introducing and Naming New Products and Brand Extensions ¤ Managing Brands Overtime ¤ Managing Brands Over Geographic Boundaries and Market Segments
Course Details Total hours: Total sessions: Hour per session:
36 hours 12 sessions 3 hours/session
Time: 09:00 - 18:00 WIB Saturday 18:00 - 21:00 WIB Monday - Wednesday - Friday
Course Fee
Rp 5.000.000,- (per certificate) Rp 12.500.000,- (full package = 3 certificates) *Early bird rates available
Corporate Communication
Marketing Communication
Schedule Weekday
Weekend
Monday – Wednesday - Friday
Saturday
Certificate in Planning and Managing PR
Certificate in Planning and Managing MPR
19 October – 14 November 2012
24 November – 15 December 2012
Certificate in Risk, Issues and Reputation Management
Certificate in Business Start-Up
12 November – 7 December 2012
19 January – 9 February 2013
Certificate in Social Responsibility
Certificate in Strategic Brand Communication
14 January – 8 February 2013
16 February – 9 March 2013
Title Awarded
At the end of the course, each participant is required to submit a paper as given by the programme moderator for overall evaluation. The paper is prerequisite for the awarding of a certificate. And those who completed the 3 certificates will be awarded a Cert. CC (Corp. Comm.) or Cert. MC (Mar. Comm.) title after their names.