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Brandtology Workshop on 5th and 12th May 2010

8 June 2010


The Diploma in Business Information Technology (DBIT) partnering Brandtology organised the first Digital Conversation Management System (DCMS) workshop for the Principles of New Media Marketing (PNMM) module students on 5th and 12th May 2010. The aim of the workshop was to educate students on the use of DCMS to produce a Business Report on Digital Conversations regarding the bidding for the FIFA World Cup broadcast rights in Singapore.


Brandtology provides companies and brand online intelligence services round the clock from the Social Media Command Centres. Brandtology’s DCMS is powered by an intelligent opinion mining and ticket-processing system which aids companies in listening to online digital conversations generated from blogs, forums, micro-blogs, news sites and other social medium.

Joel Gn together with the DBIT students


The workshop was led by Brandtology’s Social Media Research Analyst, Joel Gn, who briefed the students on the functions and features of DCMS, followed by hands-on sessions. Joel mentioned to the DBIT students that the workshop was the first run by Brandtology for an educational institution.


Using the DCMS, students were able to rise to the challenge of analysing buzz and sentiments towards the bidding for the FIFA World Cup broadcast rights.

Workshop in progress


Overall, the workshop was indeed an eye-opener for students to see and understand what the online sentiments towards a brand or company were. They also learnt advanced data mining and analytics using a solid dataset and a versatile system like the DCMS. They were convinced that being conversant with advanced analytic systems would give them an edge in sales, marketing and advertising in the New Media landscape.


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