Curriculum
The Post Graduate Certificate Programme in Advertising Management and Public Relations will include lectures and learning material on the following topics.
Module 1: Marketing
-
Evolution and growth of Marketing
-
Significance of Marketing
-
Marketing Environment
Module 2: Consumer Behaviour
-
Understanding consumer behaviour
-
Understanding high versus low involvement buying behaviours
-
Rural consumer behaviour
-
Understanding retail environment and shopping behaviour
Module 3: Advertising
-
Evolution and Growth
-
Context of Communication
-
Role of advertising in brand building
-
Brand positioning
-
Agency structures and evolution
-
Cases of successful campaigns
-
Rural advertising
-
Creative brief - importance and writing skills
-
Brand positioning tool
Module 4: Digital Marketing
-
Digital advertising
-
Digital world and metrics
-
Digital communication strategy
-
Branded content strategy
Module 5: Public Relations
-
Evolution & growth of PR
-
Reputation Management
-
Crisis Communication
-
Stakeholder relations
-
Online reputation management
Module 6: Media Management
-
Media & Entertainment Industry - An overview
-
Media Planning
-
Media Scheduling
-
Media Management
Module 7: New Media
-
Understanding Social Media
-
Understanding User Generated Content
Module 8: Client & Agency
-
Account planning tools and framework
-
Brand communication planning workshop
-
Client agency relationship
