Academic Programmes

Post Graduate Certificate Programme in Advertising Management and Public Relations - Online

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Overview & Pedagogy
Who are we looking for?
Curriculum
Faculty
Admissions Criteria
Application Process and Timelines
Fees and Financial Aid
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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.

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.

Program Objectives

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.

Overview & Pedagogy

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.

Programme Benefits

The programme is structured to prepare students for a successful career in marketing communications and advertising management.
Each student is provided numerous opportunities to meet and exchange ideas with industry professionals thereby building an enhanced learning environment.
Students will gain a working knowledge of the advertising business, the role of advertising and its relationship to marketing, and how advertising plans are developed from initial concepts to finished creative and media plans.
A PG Certificate will be awarded by MICA.

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.

Methodology

The sessions will be delivered on Hughes Net Global Education Interactive learning platform. 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 programme can be beamed to any of the Hughes Net Global Education, Hughes Net Fusion or Hughes Net centres directly to corporate classrooms.

Pedagogy

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

Who are we looking for?

Working professionals and fresh graduates seeking careers in advertising and related businesses.

Curriculum

Course Content

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

Campus component

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 2012. Dates will be announced atleast a month in advance.

Faculty

Prof Falguni Vasavda Oza (Programme Director)

Prof A F Mathew

Prof Subhash Tendle

Prof. Mini Mathur

Prof. Amar Gargesh

Prof C D Mitra

Guest Faculty

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

Admissions Criteria

Graduate in any discipline with minimum 50% marks in graduation.

Application Process and Timelines

Click here to apply online

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: 30th April 2012

Programme Start : Will be announced soon

Contact at MICA

Programme Director: Dr. Falguni Vasavda Oza
Email : falguni@micamail.in

Sr. Programme Officer : Mr. Harshan V. V.
Email : harshan@micamail.in

Terms & Conditions

HCIL / Institute reserves the right to reject any application.
Fee once paid will not be refunded.
Programme fee does not include the cost of the books/course/study material. Books - recommended by faculty. These are to be procured by students.
Study material to be supplied by the institute will be purchased by the students by paying as advised.

Selection Criteria

Marks obtained in Graduation / 10 + 2
Career plan as given in the statement of purpose.

The number of seats available is limited. It is on a first come first served basis.

Fees and Financial Aid

Application Fee : Rs. 2,000/-
Registration Fee : Rs. 2,758/-

Programme Fee :

Course Fee : Rs. 1,15,169/- (Including Service Tax and Registration Fee)
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 ‘Hughes Communications India 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:

1st Installment: Rs. 46,878 on 7th May 2012
2nd Installment: Rs. 33,090 on 7th June 2012
3rd Installment: Rs. 33,090 on 7th September 2012

Installments do not include campus fees. Campus fees are mandatory and payable directly to MICA.