Students must obtain a pass for at least three of these elective modules to achieve the specialisation.

NMC5322 Interactive Media Marketing Practices

This module examines current theories, models, and management approaches in the field of interactive media marketing communications. Students will examine the use of interactive media in campaigns real-world case studies to learn how to stand out in the marketplace. Students will also learn to design for interactive experiences with digital tools and platforms for marketing and other promotional purposes. Upon completing this module, students will be able to employ interactive media in marketing communications in an integrative manner informed by a deep understanding of the capabilities of new media platforms.

NMC5323 Crisis Communications and Leadership

This module introduces students to crisis and risk communication. As managing crisis situations effectively is an essential skill for communication leaders, students in this module will develop analytical skills in examining crisis situations as well as strategic communications skills to cope with risk, crisis, and issues in both online and traditional media environments. The module will highlight the latest practices and theoretical frameworks in managing crisis communication. Students will learn from case studies and guest speakers who are crisis communication experts. Students will also participate in hands-on crisis communication simulations in order to develop their crisis management skills.

This module aims to help students learn how to conceptualise research questions and answer such questions by collecting and analysing relevant data. Students will learn essential skills on how to conceptualise problems and how to obtain and interpret relevant data. The module covers fundamental concepts in research design, instrumentation, data collection, and data analysis. The focus of this module is on problem solving through the application of communication research methods.

NMC5325 Managing Organisational Reputation

This module examines the relationship between communication and reputation and provides a comprehensive overview of research and best practices of reputation management based on stakeholders’ perspectives. Various communication strategies including CSR, Corporate Citizenship, and internal communication to help organisations develop and maintain reputation via both online and traditional media will be explored. With the awareness of today’s societal expectations of organisations, students will learn to conduct reputation audit for their organisations and develop effective reputation management strategies. Ethical considerations in reputation building will be discussed and case studies of best practices will be provided.

Students must obtain a pass for at least three of these elective modules to achieve the specialisation.

NMC5341 Visualising Data

This foundational unit provides you with some fundamental knowledge and skills in data visualisation, such as design, techniques and methods for the visual communication of complex datasets. To produce the simplest bar graph and scatter plot to highly complex network diagrams requires an understanding of the principles of visual communication and data analytics. Across the communication and media industries there is a growing demand for communication specialists to be able to effectively communicate complex datasets to non-specialist audiences. You will learn how to make sense of data for diverse audiences through appropriate visual representation.

NMC5342 Introduction to Applied Social Media Analytics

This foundational unit introduces the skills and knowledge necessary for data-driven insights into social media content. It introduces the theoretical perspectives and approaches for data analytics, and the standard social media analytic tools that are used in the industry for understanding and building engagement on social media platforms. The skills would have direct applications for careers in new media, public relations, journalism, and health communication. Students will learn how to analyse messages, channels and audiences and apply their learnings towards a final project report.

This foundational unit introduces basic understanding and reporting of the consumer and audience analytics that are valuable in most contemporary workplaces. This module will first familiarise students with the wide array of online audience/consumer analytics and their relation to specific marketing/communications situations. Next, it will familiarise them with the leading analytical approaches for evaluating audiences. Next, it will give them an overview of the range of analytics/tools that are important in forming today’s consumer/audience related strategies. Finally, it will provide some hands-on experience with each of these objectives with mock or real datasets.

NMC5344 Coding for Communicators

This foundational unit provides a hands-on approach to the field of computational communication. It is intended to help communication professionals to develop and apply programming skills to work with data, for future careers in human resource management, policy strategy, public relations, data-focused journalism, and scientific communication. Students will learn how to apply computational thinking for problem solving, and develop foundation skills in languages like R or Python for the purpose of collecting, processing, and reporting data about people.

Students must obtain a pass for at least three of these elective modules to achieve the specialisation.

This module examines the Asian media industries in terms of their production, regulation, distribution, audiences and media genres as they undergo digital transformations and adapt to new audiences and markets. The media industries in Asia face particular challenges that are local, regional and global in nature in this phase of development. While it is not as mature as in Western countries, it is not a young industry either. These conditions are uniquely historical, political and cultural. Furthermore, it will examine how media, in return frame the conditions for engaging with social change including nation-building, development, globalisation and engagement with new international markets.

NMC5364 Digital Journalism, Law, and Society

Digital news and information are being generated, circulated and consumed in new and unexpected ways. Trending items quickly go viral as a result of user actions, social media algorithms, and botnets. Such changes in news production and consumption practices have resulted in new implications for society and raised new legal concerns. This module takes a holistic approach to understanding journalistic transformations and how they impact and are impacted by society and legal frameworks in the era of digital news, examining contemporary processes of news production, distribution, and consumption, and providing crucial insights to media industry professionals and policymakers.

Who or what is a global audience? How are the meanings of commercial cultural products interpreted as they traverse the world? What are the dynamics at play between local audiences and global media products? How do media technologies alter relations between producers and consumers of popular cultural products? This module reflects on the open nature of media audiences and how they have been conceptualised by global media producers of TV, music and film. It explores how message makers or producers (artists, broadcasters, filmmakers, advertisers) try, and sometimes fail, to shape and adapt their messages for different social and cultural contexts.

NMC5368 Media, Policy, and Markets

Media policy has been a crucial instrument for governments to shape social and political climates, and more importantly, for organising global media industries within national boundaries. Nowadays, prolific personal social media and institutional media usage creates integral roles for media policy to play and administer. This module addresses the role of media policy from a transnational perspective in the contemporary digital media environment. Approaching policy from a perspective that emphasises the dynamics between the media industry and consumers enables it to investigate key parameters for producing, promoting, distributing, exhibiting, and consuming media outside of technical policy development confinements.

NMC5304 Mentorship

Mentorship is a key experiential learning platform for students who have more than two years of industry experience. This provides a formal opportunity for students to join organisations for 12 weeks plus 1 week of orientation (over special terms) to take on a mentored position with a senior communications leader focused on relevant area to their field of study, research and/or specialisations. These leaders and organisations are vetted and approved by the Department, and the students’ positions must have relevance to the issues undertaken that involve the application of subject knowledge and theories in communication.

NMC5305 Internship

This Internship Module for Masters’ students is a key experiential learning platform for our students who have less than two years of experience in the industry. This provides a formal opportunity for students to join organisations for a period of 12 weeks to take on internship in positions and areas that are of direct relevance to their field of study, research and/or specialisations. These organisations are vetted and approved by the CNM Department, and their positions must have relevance to the issues undertaken; they involve the application of subject knowledge and theory in reflection upon the work will be assessed.