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