Post Graduate Diploma in Advertising, Public Relations and MarketingInternational Institute of Mass Media
- Post Graduate Diploma
- New delhi
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.
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).
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.
Situational analysis, strategy planning, ad objectives, segmenting and targeting, creative and media strategy.
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.
Seminars, conferences and committees
Public speaking in business contexts.