Communication Management-Influence, persuade, manage and control the flow of communication

Commenting on language, Federico Fellini, the acclaimed Italian film director once said “A different language is a different vision of life”. The same goes for communication. An embodiment of human emotions manifested through diverse means and tools – advertisement, public relations (PR), corporate communications and so on. How can you control free-flowing human emotions? Like a bridge that tames a river to attain productive outcome, communication management controls the flow of information both online and offline through systematic planning, implementation and monitoring of all channels of intra and inter-organizational communication to achieve an efficient system of communication dissemination.

MBA in Communication Management program offered by the Department of Communication Management, Adamas University, Kolkata, trains its students on the ways to design corporate communication strategies and devising internal and external communications directives.  Our program is designed and delivered according to the 40:60 Educational Model, where the classroom teaching constitutes 40 per cent while the remaining 60 per cent is field-based training. How does our media education system cater to the dynamic world of communication? Let’s explore more.

As we are aware, Covid 19 has indeed impacted the communication and media ecosystem globally like never before. The revenue of traditional media houses is dwindling. Execution and administrative work will now mostly be done by artificial intelligence (AI). Clients are demanding from agencies creative insights and strategies. This adds to already existing conditions of increased noise, lesser attention span, media cacophony, diversified media, ever-increasing influencer list and the fast-evolving social media. The complexity of media ecosystem has just increased manifold.

The success of public relations or any communication professionals will depend on achieving measurable business impact. The pre-pandemic and post-pandemic expectations from industry and professionals may vary widely. Customer “sensitivity” that is undoubtedly is on an all-time high remains vigilant about the cause and statements from influencers and ambassadors of a brand. Here comes equipping our students with adequate and relevant skills. The MBA in Communication Management program promotes ethical consideration, compassionate outlook, and socially responsible approach among the learners. We mentor 24×7.  Online study materials, videos and exercises are available round the clock. Our well-entrenched network facilitates regular networking of students with distinguished industry professionals. Workshops and training sessions are regularly conducted by experts from the industry.  The learners participate in national and international seminars and conferences. Internships, industry visit and familiarization tours/visits to relevant facilities enhance their skills.

We believe in Experiential Learning – a process of learning through experience, and is more specifically defined as “learning through reflection on doing”.  Experiential learning, participative learning and problem-solving methodologies are used to nurture the leaders of tomorrow.

Our Information and Communication Technologies (ICTs) enable efficient interactions among students, faculty members and other stakeholders. Likewise, through Capacity-building, we “develop and strengthen” the skills, instincts, abilities, processes and resources that organizations and communities need to survive, adapt, and thrive in a fast-changing world. “As a part of Skill development, we actively (1) identify skill gaps, and (2) develop and hone those skills.

Awareness of trends in technology as a skill refers to being mindful of the technology that is recently becoming popular and is readily accepted in the market or industry.  Ideal technology trend awareness skills mean a person’s ability to either correspond to the industry-wide technology adoption or surpass it, which is our endeavour is to inculcate knowledge of technology in our students.

Our focus is research-oriented. The communications industry is dynamic and ever-evolving. Our focus includes research relating to situations and techniques to address the same.

Industry Orientation sits at the core of our courses at MBA in Communication Management. Many of our mentors and advisory board members are respected figures in the industry. Internships and industry-sponsored projects by students are compulsory. Our trainees are continuously exposed to the best practices, points of view and perspectives.

Entrepreneurship is the spirit of the day, and our program actively encourages the objective of entrepreneurship that inculcates competence to succeed in the market and confidence to create new ventures, and jobs in the economy.

Our constant endeavour is to advance the agenda of Global Standards and Outreach. Our curriculum follows best-in-class global standards. We have a mix of faculty members from academia and the industry with extensive international exposure. International tie-ups and regular connections through specially designed events are our speciality.

Whether its Consumer Behaviour, Brand Management, Communication Management & Experiential Marketing or Entertainment Media Revenues or any subjects that you choose from the bouquet of the subjects that we offer – our program comes with courses like Human Resource Management, Economics, Finance, Information Technology and Soft skills to transform you into a complete professional.

Our placements and internships include compulsory industry internship. Reputed news organizations from across the country and abroad hire the passed-out trainees. The salaries offered to passed-out trainees are at par with the best in the industry.

What are you waiting for? Join MBA in Communication Management and experience the world of difference.

#PositiveCovid: Five Things To Reckon As You Enter Communication Industry That Has Changed Forever

Incessant honking in a maddening crowd. Coffee machine gossip. Team meeting with fresh cookies. Running late and forgetting to punch the time register. Frustration due to a broken air conditioner.  A smile from a colleague that made our day. A whiff of jasmine in the super-crowded lift. Office drama that beat KJo’s family horror movies. The television behind us showing horrifying pictures of human tragedy, bodies soaked in blood somewhere in the Middle East.  

And then arrived an organism of around 125 nm (.125 μm) size. A soap-water fearing killer virus that hunted more than half a million people across the world while paralyzing economies.    In 180-plus anxious days our lives changed forever. We now work from home vis-à-vis the earlier dictum “don’t bring work at home”. Jostling at grocery shops has become a prehistoric affair as we are pampered by delivery players like Big basket, or Grofers. Social media blared with the declaration of António Guterres, the Secretary-General of the United Nations (UN) “It’s time to put armed conflict on lockdown,”. ABC news brought happiness to the peace-loving populace as Saudis declared a ceasefire while fighting Houthi rebels in Yemen. Humanity survived another day.

Homo sapiens being the most adaptable and resilient species fought back. In this process, many things about us changed. We have become less wasteful and more productive than earlier. With vaccines around the corner, I welcome you to the era of post COVID-19.  

I. Massive adoption of virtual work: Organizations have gone virtual. We are meeting everyone and work goes on as usual – all from home. Think of clutter free roads, fresh oxygen to breathe instead of mindless travel every day due to status quo. TCS, Google, Facebook and many other top MNCs have already gone for WFH as the way of life, same as Adamas University. Companies are slated to save huge with WFH. An article in notes savings of two big companies. Sun Microsystems identified savings of $68 million a year in its real estate costs, while Dow Chemical and Nortel saved over 30% on non-real estate costs.

Opportunities for future brand managers: As the world becomes virtual, outdoor physical media, like banners, posters, in-shop branding, cinema hall branding etc may be less helpful. How can one brand the virtual world? Possibilities are enormous and infinite.  “Upload” a web series available on Amazon Prime recently offered me a few virtual branding inspirations. There are others too.   

II. The empathetic chatbots:
Companies are facing communication disruptions. With the virus forcing the migratory population to return home, many now face patchy internet connections. Chatbots are now your new customer care executives addressing anxious minds answering regular questions, updates etc. Enhanced versions are on the way – highly indistinguishable while conversing with a human, raising a number of ethical issues.   

Opportunities for future brand managers: Making chatbots empathetic. While technology will support in enhancing its cognitive capabilities, chatbots now need to make human connection to a lonely soul or a tense mind. Can it sell solutions as a friend with a genuine intent to help a buyer instead of being “salesy”?

III. Human connection for change:

We are now more connected like never before. People are rediscovering unity in humanity.

Police officers singing and dancing in Spain, Italians playing music with instruments at their balconies, Parisians clapping, Vietnamese health officials and lyricist Khac Hung producing an animated music video called “Jealous Coronavirus”, Bangkok SkyTrain staff dancing, cleaning and wiping down handrails – all these have resulted into a war cry that “humans will survive”.

Facebook group “The Kindness Pandemic”, are getting filled with hundreds of daily posts. NGOs are inundated with requests for formal and informal volunteering. Unlike big bang deafening campaigns full of razzmatazz, we might just transition into making an actual change.  

Opportunities for future brand managers: Think differently. Focus on issues that need our support. Every campaign you design, weigh it in terms of how it can enhance the spirit of connectedness.

IV. Breaking of psychological silos impacting perception:

Liquor industry, frowned upon by many as “evil”, joined hands to make ethanol-based hand sanitizers that saved millions of lives. Can governments, regulatory bodies and society going further remain as unforgiving to this industry as they are in present times? As perception changes, the branding for this around two-billion-dollar industry will change permanently.

Opportunities for future brand managers: Think of connections where you can benefit the society. How distilleries can be rebranded? Instead of “spinning”, think of genuine contributions to life that the industry can make. Make your case for various industries where turnarounds in terms of branding are possible.

V. Creativity wins:

Show-off goes, so goes lookalike campaigns and mediocrity that thrives on imitation. The medium can be the same, e.g., YouTube, or doodle or animation – but the construct can be totally different.  With people spending more time with themselves, cognitive scientist Margaret Boden notes that “psychological creativity” i.e, “capacity of an individual to create something that is valuable and surprising to themselves” is on rise. Hence, social media gets filled with creative memes, many have turned to dancing, singing, baking, painting, sculpting, physical exercises or learning to play musical instruments etc.

Opportunities for future brand managers: People get bored due to lack of distraction. Can you be creative to offer them a window to see the new world full of dreams, fellow-feeling and love? Your job is no longer a way of earning your survival or a daily drudgery that has to be done to earn money, but a way of self-fulfillment for yourself while catering to others in the tribe called the human. Are you ready?

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