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Business Communication on Digital Channels – A Design Thinking Approach

Business Communication on Digital Channels – A Design Thinking Approach

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Duration: 3 days
Dates: August 5-7, 2020
Programme Director:Prof. Sriparna Basu & Prof. Shilpi Jain
Fees: Rs. 28,000 (Non-Residential), Rs. 40,000 (Residential) Plus GST @18%


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 role of culture in communication design (the cross-cultural & cross-national perspective)
  • To make participants understand the difference between various business communication styles and patterns on social media (digital) channels
  • How to design and implement effective user-centric communication on various digital channels such as Twitter, LinkedIn and Facebook
  • How to run an effective and goal oriented campaign on social media channels?
  • Creating an impressive corporate story on Instagram and LinkedIn


With the rapid shift to digital platforms by businesses, it is becoming critical to assess, on an ongoing basis, as to what makes design of content effective. This program deals with the fundamental principles of engaging on digital platforms such as LinkedIn, twitter, Instagram, and Facebook to effectively understand and evaluate what creates an effective communication through design of a memorable user experience. The participants will get to understand the fundamental principles of

  • Design thinking framework, tools, and concepts
  • Structure of content design for web & mobile sites, digital channels, and instant messaging applications
  • Social media communication across networks such as Facebook and LinkedIn
  • Dos and Don’ts of Micro blogging websites such as Twitter


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:

  1. Industry cases and discussions
  2. Observations and Interviews
  3. Persona Analysis
  4. Website Content Analysis and
  5. Project Presentation and Instantaneous Feedback


Service-sector organizations and Retail Sector

Day wise Tentative Schedule :


Session Theme


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 Designing Communication on Social Media Platforms using Design Thinking Framework such as designing hashtags on Twitter, or writing Business Stories on Instagram


Human perception, intelligence Role of culture Emotions & experience in design Key roles of stories and prototypes in design thinking How the communication of various digital channels is different? Assess digital platforms on the basis of certain parameters: business goal, target user group, outcome expectations, content, customer orientation


Improving SEO through communication - Designing content for Metatags, identifying phrases, domain specific popular keywords Design heuristics for communication on social media platforms and Micro Blogging. How to build brand, manage negative emotions etc. on digital channels? Project Presentations


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. She can be contacted at

Prof. Shilpi Jain Associate Professor of Information Technology & Systems
Shilpi Jain is a Fellow Scholar (FPM) from MDI Gurgaon and M.Tech. from NSIT, Delhi. Currently, she is serving as an Associate Professor of Business Administration in the Information Technology Department at FORE School of Management, and the faculty chair of Purchase Committee. Her current research is in applied and empirical user behavior on social media & e-commerce, digital inclusion at grassroots level, crowdsourcing, design thinking, and adoption of disruptive technologies. With more than 20 years of experience in the Academia & IT industry, she has held several positions in a variety of functional areas. In addition to she has done certification in ‘Instruction Skills Workshop’ from Georgian College, Barrie, Canada

She has chaired several executive education programs in analytics, design thinking, data visualization, e-commerce strategies, managing business on cloud, and business storytelling with data. A regular author in National Newspaper, she has coauthored numerous business case studies and research articles in International Journals. Her research works have been recognized with, among others globally, “Organic Wellness – Influencing People’s Choice via Cause Marketing”, received an Honorable Mention (ISB-Ivey Global Case Competition 2018), ‘Chanderiyaan: Weaving Digital Empowerment into the Indian Handloom Industry”, awarded with 3rd prize (in the WDI 25th Anniversary Case Writing Competition, USA - 2018)

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