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The ten month post graduate program in Advertising & Integrated Marketing Communication is designed to cater to the ever growing demand for trained professionals in the field of advertising and digital communication.

Advertising is about conveying your message. If you are creative and have business on your mind, a career in advertising may well be your calling.

At St Pauls Institute of Communication Education’s School of Advertising, students are prepared for successful careers in any of the myriad options available - copywriting, brand management, media planning and sales, client servicing and account planning and digital communication and marketing.

As the classroom is a precursor to the real ad-world, the TV Commercial created by our advertising students at the end of the program incorporates the learnings of the year.

Our ‘Live Client’ project ensure, that, even before our would-be advertisers are in the job market, they have a clear understanding of how the advertising world operates and can hit the ground running.

There are no formal examinations in this course. Students are continuously assessed by a variety of methods including essays, presentations, and participation in class.

It is important that students feel confident in their abilities to present creative ideas or arguments in front of an audience of their peers.

A course review takes place periodically to ensure that the curriculum is current and relevant to employers. Students meet with review panels to provide feedback on their experiences.

Entrance Exam at SPICE:  Thursday, 19th April 2018, 10.30am.

Term I

Advertising Primer

  • History of Advertising
  • The contemporary landscape
  • How everyone can be creative
  • How an agency works
  • The collaborative effect – how to work with others involved in the process.

Core competencies

  • Market research – Quantitative and Qualitative
  • Consumer behavior – Human Science, Semiology
  • Principles of Marketing and marketing strategy
  • Branding –Strategy and research, DNA, Loyalty, Design, Diversification
  • Digital Marketing
  • Direct Marketing
  • Copy writing – for print, outdoor, ambient, digital media, radio, tv, etc.
  • How to work with your art partner
  • Becoming a Creative Director

Digital Communication

  • Introduction, Design, Building a digital Campaign
  • Grid based web design
  • Intro to UI/UX design, designing for Mobile platforms
  • Web fundamentals: HTML 5 and CS5 3
  • Introduction animation on the web

Client Servicing and Account Planning

  • What is client servicing?
  • How to write a brief?
  • What is account planning?
  • How to see your agency’s work?
  • How to do research online and offline?
  • How to mine for insights?

Media Planning & Sales

  • Introduction to media planning and sales
    The need for planning, Understanding the media brief - BoMoCo

Term II


  • The students intern with mainline as well as digital agencies for a period of 45 days. After completion of their internships the students present their learning. They will then be guided to the stream of specialization best suited, depending on their aptitude, interest and passion.


Live Client project

  • This is a real-time assignment during which the students will work as an actual agency, beginning with creating their own collaterals and interacting with real clients. The final campaign will be presented at the end of the year and will be evaluated on attendance, creativity and feedback from client. These campaigns will be presented in front of the clients, the mentors and a jury from the advertising world.

Ad film making

  • Students create an ad film right from scripting, storyboarding, studying camera angles, lighting, all aspects of production and direction.


  • Communication and Presentation skills
  • Inter personal managerial skills

Master classes

  • We have on board talented and passionate professionals from within the industry who will share their craft with the students. They are a blend of stalwarts, younger gurus and advertising entrepreneurs and include Josy Paul Creative Head Asia of BBDO; Agnello Dias, Co-founder of Taproot India, now part of Dentsu; Madhukar Phadnavis Head of Account Planning and Director at Ogilvy Kartik Mani, Founder& Chief Insurgent at Merry Men Advertising; Tapan Mody, World-wide Creative Director and Pappa at Yes Yes, Why Not?.

Corporate Social Responsibility

  • Corporate Social Responsibility with live projects - Nuances of Public Relations will be addressed.
  • Applicants from any discipline may apply-Arts, B Commerce, Science, B.Sc IT, BAFT, BMM, BMS, Engineering, B Tech, MBA, Hotel Management, etc., -who have completed their graduation (12+3) from a recognized Indian University
  • Students who are awaiting their examination (third year graduate level) results are eligible to apply for the Postgraduate Programmes.
  • Applicants must be between 21- 35 years of age


  • One Passport size photograph
  • Original & Xerox copy of photo ID address proof
  • Original and Xerox copy of the 6th Semester mark sheet. Students awaiting the degree results may submit the Xerox copies of the 5th Semester ( most recent exam undertaken) mark sheet
  • Application Fee is Rs.1500 (Payable by cash or cheque in the name of SPICE)

Entrance Exam at SPICE:  Thursday, 19th April 2018, 10.30am.

The office address is: St Pauls Media Complex, 2nd Floor, 24th Road, TPS III, Bandra West, Mumbai 400050

Non- Mumbai applicants may appear for an online entrance exam on

Tuesday, 24th April at 10.30am. Please contact for more information.

  • Students will be evaluated on grammar, general knowledge and analytic skills, and knowledge of the industry.
  • The entrance exam will be followed by a personal interview with the Course Director on the same day.
  • Selected candidates will be intimated via email, with further instructions on completion of formalities and joining the programme.
  • The programme will commence on Monday, July 9, 2018
MARGARET DA COSTA School of Advertising, Mumbai
FEES Rs. 2,65,500

Fees: Rs 2,65,500  (Inclusive of tax)
* Government taxes are liable to change.

The fee is payable in full, or two 50% part instalments:

  • 1st Instalment: On acceptance of admission
  • 2nd Instalment: On or before 14th of August, 2017

Sem 1: Rs. 1,32,750 

Sem 2: Rs. 1,32,750 

The fee can be paid by Cheque, DD, NEFT, Cash to the following bank details:
SPICE (A Unit of Bombay St Paul Society)
A/c no. 915010006931289
Axis Bank, Pali Hill, Bandra (W), Mumbai 400050.
IFSC/NEFT Code: UTIB0001585.

  1. Cheque/Demand drafts should be drawn in favour of “SPICE” at the address mentioned above.
  2. In case of NEFT payment, specify your name & course in the particulars: FirstName_LastName_Programme
  3. In the case of cash, PAN details to be provided.

Note: Fees once paid will not be refunded.

Lodging Facility: The institute will provide lodging facility on campus for girls on a first-come-first-serve basis.

For Student Loan Assitance Contact: 

Premila D'Souza - Chief Manager - Branch Head 

Bandra Branch

Citizen Credit Co-Operative Bank

Tel: 022 2640 8717/ 2642 8293



Carlton Pereira - Branch Head

Citizen Credit Co-Operative Bank

Turner Road Branch

Tel: 022 2643 0709



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St Pauls Institute of Communication Education (SPICE) has created a benchmark in educating and training students from across India to become skilled media professionals. Located in Bandra - at the very heart of Mumbai city - it is one of the India’s finest media schools with another campus in Bangalore.

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Feel free to get in touch with us in case you have any queries or concerns.

St Pauls Media Complex, 24th Road, TPS III, Bandra (West), Mumbai 400 050 




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