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Duration: 2 days Timings: 1000hrs -1315hrs Dates: 16-17 November , 2021 Programme Director:Prof. Sriparna Basu Mode:Online/Offline Fees: (Online): Rs.6000 Plus GST@18%
(Offline): Rs.8000 Plus GST @18%
Programme Objectives:
By the end of the program, the participants will have a clear understanding of
The framework of design thinking and its application in communication design for various online and offline channels
The need for leaders and managers to have stakeholder-centric imagination
The role of culture in communication design (the cross-cultural & cross-national perspective)
The difference between traditional and digital business communication styles
Programme Contents:
Achieving a high-performance innovation ecosystem is a goal subscribed to by many organizations in the 21st century. It is notsimply the acquisition of technology that definesthe competitiveness of firms, but the ability to create value by understanding stakeholders’ needs by empathizing with them defines their capacity for influencing people and, consequently, the market place. For example, during his campaign for the presidency in 2008, Barak Obama put Chris Hughes, a 24-year-old co-founder of Facebook, in charge of his and brand management architecture. Obama’s historic win, asthe first black president of United States, was brought about by a combination of strategy to reach out to young voters, bottom-up organizing campaigns, timely message of change, and charismatic candidature – all of which were differentiating moves from earlier campaigns by presidents
Programme Methodology:
The entire program is designed by using cases from the industry. The participants will learn through a longitudinal exercise which includes several concept design activities, testing prototypes on real audience, and their implementation in natural setting. Apart from the above, for more integrated learning-centric outcome, various other components are incorporated such as:
Industry cases and discussions
Observations and Interviews
Persona Analysis
Website Content Analysis and
Project Presentation and Instantaneous Feedback
Target Organizations:
Service-sector organizations and Retail Sector
Programme Schedule
Day
Session Theme
1 3 Hours
Introduction to Design Thinking and Design Thinking Tools
Concept Design Method, Introduction to Design Heuristics
Introduction to communication design, Role of design thinking in communication design
Personas and Customer Experience Mapping
Communication on Digital Platforms using Design Thinking Framework
2 3 Hours
Assess digital platforms on the basis of certain parameters: business goal, target user group, outcome expectations, content, customer orientation
Programme Director
Prof. Sriparna Basu
Professor of Business Communication
Prof. Sriparna Basu is a Ph.D. (University of Illinois, at Urbana-Champaign, USA), M.A. (Cultural Studies), from University of Illinois, at Urbana-Champaign, and M.A. from Jadavpur University, Calcutta (Gold medalist)
Dr. Basu is a Professor of Communication at FORE School of Management,Delhi. She has been involved in research, teaching and consulting work for over 19 years. She has presented research papers in 16 national and international conferences. She has published widely – her research contributions include research papers, teaching and research cases, and book chapters published in several national and international peer reviewed journals and books. She has won international awards for her case publications at prestigious international forums such as at William Davidson Institute (WDI), University of Michigan, Ross School of Business, USA, International Case Competition organized by IILM, and honorable mention at ISB-Ivey case competition.
Prof. Basu has been involved in training and consulting activities with organizations such as ONGC, NHPC, IFFCO, Indian Oil, Power Grid, Aviation Academy of India, Punjab National Bank, Tata Motors, Food Corporation of India, Indian Institute of Public Administration, British Council, and Relaxo. She is also a visiting professor at IIM, Sambalpur.
Corporate Group Discount:
One complimentary nomination for every group of three nominations from the same organization, i.e., 3+1 participants for the fee of 3 participants
For registration/enquiries , please mail to exed@fsm.ac.in or call at 011-26856301
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