Advertising & Marketing Communication
2016 - 2017

Course Head: Ms. Anu Sinha
Course Outline and Method:

The Advertising & Marketing Communication course is a 10-month postgraduate diploma programme and comprises application-based instruction by industry professionals. Designed to give a thorough working knowledge of Advertising and Marketing communication and how they inter-relate, the course comprises of modules, research projects and workshops. The highlight of the course is that it is constantly evolving, keeping itself current to the requirement of the advertising industry.

A strong emphasis is laid on student performance evaluation through projects and practical assignments and research done by the students. While the first semester provides a comprehensive perspective of Advertising and Marketing communication, the second semester is project-based with hands-on production and execution. The course comprises 26 modules, seminars, workshops and some client projects (the costs of which are included in the tuition fee). The total of 345 sessions / 70 credits (including 2 credits of Internship), makes the student eligible for the diploma.

Class Timings:

The course is conducted over weekdays - Monday to Saturday (9.30 am - 8.30 pm.), with up to three sessions of two hours each daily.

Workshops / Seminars are usually scheduled for Saturdays.
75% attendance is compulsory in each module. Marks will be deducted from the performance-based credits.

Job Prospects:

There are opportunities in advertising and specialist agencies, creative and client servicing, media planning, direct marketing, digital marketing & promotions in varied mass media houses, corporate in house advertising and communication departments, production houses and the entertainment industry.

Placement interactions are scheduled towards the end of the second term before the closing of the academic year.

Am I eligible to apply?

Anyone who is a graduate in Arts, Science, Mass Media, Commerce. (Students awaiting their graduation results should submit the attested photocopy of their mark sheet in the second semester to the Administration Office, failing which they will not be eligible for the XIC diploma.) There is an on-line entrance test followed by a Skype interview.

Course Content, No. of Sessions and Credits are subject to minor changes.
All modules in this course are obligatory. The Management reserves the right, as and when necessary, to change the syllabus without prior notice.


A: Core Concepts
105 sessions
21 Credits
Introduction to Marketing Principles & Concepts
15 Sessions
3 Credits
Understanding the Advertising Industry
15 Sessions
3 Credits
Consumer behavior
10 Sessions
2 Credits
Market Research
10 Sessions
2 Credits
The Brand Product & Corporate branding
15 Sessions
3 Credits
Direct Marketing
10 Sessions
2 Credits
Creative Development Process
10 Sessions
2 Credits
Advertising Campaign & Strategy
10 Sessions
2 Credits
Integrated Marketing Communication
10 Sessions
2 Credits
B: Core Skills
175 sessions
34 credits
Public Relations & Client Servicing
15 Sessions
3 Credits
Copywriting
10 Sessions
2 Credits
Ad Film making
30 sessions
6 credits
Computer and creative designing skills
25 Sessions
5 Credits
Visual Communication Production
05 Sessions
1 Credits
Media Planning & Media Marketing
15 Sessions
3 Credits
Account Planning
10 Sessions
2 Credits
Retail Communication
10 Sessions
2 Credits
Media Law and Intellectual Properties
10 Sessions
2 Credits
Preparing Portfolio & Interview Techniques
05 Sessions
No credit
Digital Marketing Communication
30 sessions
6 Credits
Face of Social Advertising & Corporate Social Responsibility
10 Sessions
2 Credits
C: Value Added Skills
65 sessions
13 credits
Business Communications
10 sessions
2 Credits
Inter Personal Relationships and Managerial skills
10 Sessions
2 Credits
Live Client Project
25 Sessions
5 Credits
Social Outreach 3 day
10 Sessions
2 Credits
Choice of any one Elective Creative Writing OR Jingle Making OR Photography
10 Sessions
2 Credits
D: Industrial Internship
8 weeks
2 Credits
Total
345 Sessions
70 credits
Tuition Fees
Registration Fees
Library Deposit
Service Tax
@ 14.5%
Cess
@ 0.5%
Total Fees
2,06,630
2,500
2,500
30,324
1,046
2,43,000