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How will you succeed in advertising?

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.

In the fast moving digital world, we have partnered with digital firms to ensure that technology that is taught is extremely relevant in today’s world. Our faculty, in their individual capacity, have won awards, write prized blogs and are among the go- to experts in the industry.

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

Our internship program and the ‘Live Client’ project ensure, that, even before our would-be advertisers are in the job market, they have already understood how the advertising world operates. The advertising and communications course gives students an opportunity to hone their newly acquired knowledge with hands-on experience at an advertising firm/agency.

There are no formal examinations on 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 of 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.

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.

To qualify for the School of Advertising, graduates in any discipline can apply. Also, students who are awaiting their examination results are eligible to apply for the Postgraduate Program in Advertising and Integrated Marketing Communication.


Before you apply, we will need you to follow a simple selection process:

  1. Application: Fill in the application form at SPICE, Mumbai and furbish these documents:
      1. a. 1 Passport sized photo
      2. b. Most recent diploma/degree certificates or mark sheets if awaiting final exam results.
    1. Entrance Test: Appear for entrance exam that will be conducted at SPICE Mumbai on Tuesday, 27th June 2017. The entrance test will evaluate your general awareness on media, reasoning and analytical abilities and language skills.
    2. Interview: After the entrance test, you will appear for a personal interview with selection jury constituted by SPICE.
    3. Selected candidates will be intimated via email, with further instructions on completion of formalities and joining the programme
  2. Application Fee is Rs.1500 (Payable by cash or cheque in the name of SPICE)
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 installments:

  • 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

Turner Road Branch

Tel: 022 2643 0709



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  2. Attached photocopies of documents specified.
  3. Application Fee for the Course is 1500/-.
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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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