Advanced Certificate in Online Reputation Management for Business Module 5: Controlling Online Narratives

Digital Marketing & Comms

Next Intake: 23 Jan 2025 (Thu)

Basic
SkillsFuture
Short Courses
This module is part of Advanced Certificate in Online Reputation Management for Business

This module is conducted in-person.

Next course starts on

23 Jan 2025 (Thu) See Full Schedule

Fee

SGD2,180* (as low as SGD254 after maximum funding) Learn More

Duration

2 days
Weekdays (9am - 5pm)

Level

Basic

Who Should Attend

Business owners, in particular, those from SMEs and start-ups with limited in-house legal and communications functions
Line managers and executives from various functions, especially those in marketing, PR, communications
In-house counsel

PREREQUISITES

Participants should be fluent in speaking and written English.

Overview

In the digital age, if you aren’t controlling your narrative, you leave too much to chance and speculation.

The rise of social media has resulted in polarising opinions, differing experiences and general feelings of uncertainty and anxiety. People turn to social media to vent, criticise, seek solace and garner support. Opinions can change, and the tides of online reputation can turn in a matter of hours. Brand, product, and service crises can be catalysed and magnified by collective opinion on the Internet. As a result, we’re in a time when corporate apologies and executive resignations are common, and employees are being held accountable for their personal social media postings.

While we cannot determine what netizens share, comment on or circulate, as a business it’s important that we use the digital world and platforms available to us. In this module, participants will learn how to leverage these online platforms to articulate their responses effectively and prevent them from being skewed by third party information. If done effectively, storytelling can also be a good tool to change public opinion and turn the tide of negativity.

Learning Objectives

At the end of the 2-day module, participants will be able to:

Know how to monitor online sentiments of their audience
Understand the emotional standpoint of their audience
Know what story or content to create to pre-empt or respond to a crisis
Craft the initial response to ensure their brand controls the story
Learn how to reshape their narratives during times of change and crisis with storytelling
Identify suitable platforms to publish their response, and why it matters

Assessment

As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of the course. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a presentation or based on classroom exercises.

Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.

Calculate Programme Fee

Fee Table

COMPANY-SPONSORED

PARTICIPANT PROFILE

SELF-SPONSORED

SME

NON-SME

Singapore Citizen < 40 years old

Permanent Resident

LTVP+

$654

(After SSG Funding 70%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$654

(After SSG Funding 70%)

Singapore Citizen ≥ 40 years old

$254

(After SSG Funding 70%
+ MCES Funding 20%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$254

(After SSG Funding 70%
+ MCES Funding 20%)

International Participant

$2,180

(No Funding)

$2,180

(No Funding)

$2,180

(No Funding)

All prices include 9% GST

Please note that the programme fees are subject to change without prior notice.

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit: Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme: From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.

Company Sponsored

Enhanced Training Support for SMEs (ETSS)

Organisation must be registered or incorporated in Singapore
Employment size of not more than 200 or with annual sales turnover of not more than $100 million
Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
Trainees must be Singapore Citizens or Singapore Permanent Residents
Trainees must not be a full-time national serviceman
Trainees will be able to enjoy ETSS funding only if the company's SME's status has been approved. To verify your SME's status, please click here.

Please click here for more information on ETSS.

Absentee Payroll