Post Graduate Diploma in Advertising, Public Relations and Marketing

OBJECTIVES OF THE COURSE

In the current communication management environment no communication education programme is complete without the study of advertising and Public -Relations. The course content prepares the students for building the basic understanding of these disciplines.

In addition adequate practical exposure to media planning and creativity in advertising, content writing for effective use of PR tools is given. Event Management forms an integral part of the PR programme. The learning process is based on case studies and near real-life exposure.

COURSE CURRICULUM
Paper I : Advertising Principles, Practices and Management.
Paper-II : Business Communication.
Paper-III : Public Relations - Principles, Scope & Function.
Paper IV : Corporate communication and specialized Public-Relations.
Paper-V : Media.
Paper VI : Principles of Marketing & Management.
Paper VII : Creativity Operation and Reproduction.
Paper VIII : Advertising and Public-Relations Ethics and Codes of Law.
Paper IX Production/Assignment (Advertising & Public-Relations).

COURSE STRUCTURE

Paper-I : Advertising Principles, Practices and Management

This paper introduces the student to the concepts and principles of advertising. The scope and nature of advertising is comprehended and the utilization of the tools in the real professional life is aimed at strategy planning, conceptualization of themes, ideas and approaches.

Nature and Scope of Advertising

Definition, concept, elements and functions of communication.
History of Human Communication.
Sociology of Communication and Socialisation.
Forms of Communication (Interpersonal, group, non-verbal and body language)
Models of Communication.
Communication and Behavioural Science.

Emerging trends in advertising

Growth and development of advertising. History, Scenario in the Indian environment, leading agencies in India and the world.

The Advertising Business

The communication process, how advertising works, the persuasion process. Structure and functioning of an advertising agency, various professions in advertising, consultancy, accreditation and empanelling of agencies, client agency relationship, revenue and expenditure budgeting.
Social/retail/financial/cooperative advertising, direct marketing, understanding the consumer.

Campaign Planning

Situational analysis, strategy planning, ad objectives, segmenting and targeting, creative and media strategy.

Advertising Research

Measuring ad effectiveness, marketing and advertising research, media and market studies.

Paper-II : Business Communication

Definition of communication, Business communication and effective communication.
Influence through communication, communication networks - formal and informal
Channels & media of communication, communication barriers.
Group Dynamics
Seminars, conferences and committees
Business Writing
Public speaking in business contexts.