Post Graduate Certificate Programme in Advertising Management and Public Relations
Marketing today has truly become a battle ground. Integrated Marketing Communications is the strategic weapon which fights competition and yields top of the mind recall to the brand. On one hand, consumers are becoming more and more demanding with lots of brands to choose from and on the other their attention spans have significantly reduced due to clutter, chaos and time poverty. In a scenario like this, advertising and public relations are strategic tools which if used smartly can earn mind space. With the advent of digital space and information access to the consumer, these weapons can backfire if not used properly. Therefore, an organization aims at strategically using these weapons in order to generate return on marketing investment.
To move towards that goal, one needs to get equipped with the latest concepts and techniques of advertising and get insights into the strategies to capture the mind share and eyeballs of the consumer. MICA offers an online post graduate certificate programme in Advertising Management and Public Relations.
The course aims at skill as well as perspective building for Junior and Middle level executive in the domain of Advertising Management. It seeks to deliver skills for managing advertising businesses by combining theoretical learning in the field of communications with the right blend of management education.
The course aims at skill as well as perspective building for Junior and Middle-level executives in the field of Advertising Management. It seeks to deliver skills for managing advertising businesses by combining theoretical learning in the field of communications with the right blend of management education.
There are two forms of online education that are predominant, one is the asynchronous mode, and the other is the synchronous mode. Asynchronous implies purely posting data on the web; something like what IGNOU does. The advantage of this mode is that one can target an international audience. The synchronous mode is in real time, which happens predominantly through video conferencing.
Presently, our objective is to first start with real time education which will help us in creating content for the asynchronous mode. The real time delivery works in partnership with a global online education organisation. This organisation has several franchises across the country. Essentially these franchises are computer labs which are connected through a central server to a Virtual Private Network (VPN) with us. The organisation sets up a studio on the campus which is connected to the same VPN. The faculty goes to the studio on campus, delivers the session and the participants attend it at the franchisee locations. So we can have a participant in Bangalore attending the session simultaneously with a participant from Jammu and Kashmir.
This setup expands the reach and due to no constraint on physical infrastructure there can be a larger audience.
The sessions will be delivered from MICA Campus Studio. The platform offers a powerful user interface that enables a large number of geographically distributed students to have a highly interactive 'one to one' exchange with the faculty. The system incorporates live broadcast video, two ways audio and data interactivity to enable the student to watch and interact with the faculty their PCs. The classes will be made available in across the country through e-learning. The participants can be given an option to connect from home.
The pedagogy will be highly interactive taking advantage of technology . The programme will be a judicious blend of lectures, real life case studies, quizzes, assignments etc.
Duration: One Year
Session Timing: Thursday & Friday - 7:30am to 9:00am
Working professionals and fresh graduates seeking careers in advertising and related businesses.
The program will cover the following areas of learning:
• Introduction Module
• Advertising Module
• Consumer Behaviour Module
• Marketing Research Module
• Digital Marketing Module
• Media Management Module
• New Media Module
• Agency Module
• Public Relations Module
• Campus Visit at MICA
- Workshop on culture and communication
- Introduction to media software
- Workshop on creative brief writing
A one week campus visit is a unique opportunity given to all participants. All students are invited to MICA campus for one week. The participants have to be on campus full-time. Campus visit provides an excellent opportunity to interact, network and utilize resources like faculty and library at MICA. This visit usually happens in April/May 2014. Dates will be announced atleast a month in advance.
Prof Falguni Vasavda Oza (Programme Director)
Prof Subhash Tendle
Prof. Mini Mathur
Prof. Amar Gargesh
Prof C D Mitra
Ami Bhuptani, Enterpreneur
Neha Rao, Aidem Ventures Pvt Ltd
Nithya Ravi, Mudra
Ruchi Kaushal, Castrol India
Rashii Prabhakar, The Walt Disney Company India Pvt Ltd
Sajit Narayanan, Entrepreneur
Sonal Jhug, Mudra
Sonu Shah, Turner Broadcasting
Documents to be submitted with Application Form
1. Certified copies of academic record - Certificate and Marksheet of Class XII, Graduation and Postgraduation (if held).
2. Professional records or Experience certificates
3. Statement of Purpose for doing this course(in about 200 to 250 words)
4. One passport size photo fixed on the application form
The application will not be considered in the absence of any of the above documents.
Application Closure Date: 20th June 2013
Programme Start : Mid of July 2013
Contact at MICA
Terms & Conditions
The number of seats available is limited. It is on a first come first served basis.
Application Fee : Rs. 2,000/-
Programme Fee :
Course Fee : Rs. 1,15,169/- (Including Service Tax)
Campus Visit Fee: Rs. 16,854/- (Including Service Tax)
DD for the application fee, programme fee and registration fee should be drawn in favour of ‘Ivory Education Pvt Ltd’ payable at New Delhi.
DD for the campus fee (Rs. 16,854/-) will be in favour of ‘Mudra Institute of Communications Ahmedabad’ payable at Ahmedabad.
Dates of campus visit will be announced in the first session.
Date of Payment of Fees:
Down payment: Rs.40,000 on 25th June 2013
1st Installment: Rs.30,000 on 7th September 2013
2nd Installment: Rs.30,000 on 7th November 2013
3rd Installment: Rs.20,000 on 7th January 2014
Installments do not include campus fees. Campus fees are mandatory and payable directly to MICA.
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