Curriculum | Advertising Management and Public Relations

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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

  • Ogilvy workshop

  • Client agency relationship

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