Advertising

Eligibility
Any Graduate
Duration
10 months
Learning
400+ Hours
Created by potrace 1.16, written by Peter Selinger 2001-2019
Guaranteed
Internships
Loan
Assistance

The postgraduate course in Advertising & Integrated Marketing Communication is a 10-month, full-time course, which comprises of the perfect balance between theory and practical, application-based assignments. Designed to cater to the fast-paced, growing landscape of the advertising industry, this is one of the best advertising courses in mumbai.

In the PG in advertising and Marketing course, students will learn the nuances of mass communication techniques, including copywriting, brand management, media planning and buying, client servicing, account planning, business development that form the core of the media industry.

There are no formal examinations but the knowledge is tested throughout with practical individual and group assignments Through a live client project at the end of the year, students apply their learnings practically and a jury comprising of industry professionals provide the feedback. The highlight is the ad film that they create for a real product beginning from ideating, learning about lighting, camera angles, scripting, directing and editing.

Internships are guaranteed in some of our best agencies that include M&C Saatchi, Watconsult, Schbang, etc,

Meritorious students will be offered upto Rs. 50,000 scholarship.* *Subject to student’s performance at entrance test and management decision.

COURSE SYLLABUS

SEMESTER I

Each session is of 2 hours duration

CORE COMPETENCIES

ADVERTISING PRIMER (12 Sessions)

Advertising – background, evolution to the contemporary  landscape – the current scenario of the industry with the digital revolution barking at its heels.

How everyone can be creative – exercises to encourage creativity, especially among those who do not have undergraduate exposure to media.

How an agency works – the students are taken through each department and division of the modern advertising agency, both mainstream and boutique. The students also visit an advertising agency to understand the practicalities and different departments on a first hand basis.

The collaborative effect – how to work with others involved in the process, team building.

 

MARKET RESEARCH – (10 Sessions)

The importance of research in helping brands enter the minds of the consumer.  It also gives exposure and differentiates between quantitative and qualitative research to arrive at target audience. Students are also taught how to create questionnaires and identify a target audience for a specific product (

 

CONSUMER BEHAVIOUR – (10 Sessions)

Human science and semiology. Understanding the minds of the consumers and comprehend how the human minds works from an advertising and marketing perspective.

 

MARKETING CONCEPTS, PRINCIPLES & STRATEGY – (10 Sessions)

This takes the students through various marketing nomenclature and a comprehensive understanding of the market and marketing management as well as strategic marketing as a discipline.

 

BRAND MANAGEMENT – (10 Sessions)

One of the most important part of advertising and marketing is creating brand value and developing strategy through research, Loyalty, Design, Diversification, how to create and sustain brands are a part of this module

 

COPY WRITING – (10 Sessions) + (10 sessions)

The craft of copy writing followed by the creative process of copy side by side with the other creative aspects.  The nuances of copy writing for print, outdoor, ambient, digital media, radio, television, etc. It also covers how to work with your art partner, the principles of understanding and becoming a Creative Director.

 

CREATIVE PROCESS – In this module the students are taken through the process from getting the creative brief to converting it into an ad.  Interacting with the development and overall impact of the ad always keeping the target audience in mind.  This is a free-flowing module and involves out of the classroom interaction too.

 

PR Concepts

The current scenario is moving towards no compartments and divisions, hence we feel it is very necessary that our students understand public relations too.  We take them through the history of PR – Background & evolution of the industry – Contemporary PR – The current landscape with the evolution from print to other mediums. Understanding PR Stakeholders – Target audiences for Consumer and B2B PR activities

Process Management – Exposure to the entire process of PR from an understanding of requirements to campaign execution and measurement

 

DIGITAL COMMUNICATION (Over 20 Sessions)

The module recognizes the fact that we are moving towards a digital world and attempts to arm the student with all the issues required not just to design and build a digital campaign.  The longest module in our curriculum, it introduces the students to Social Media Marketing, Content Marketing

Online reputation management (ORM), SEM, SEO, Analytics and also brief introduction to UI/UX design and designing for mobile platforms.

 

CLIENT SERVICING (10 Sessions)

What is client servicing? How to write a brief? How does the Client Servicing executive become the link between the agency and the client and why this is so essential are covered in this module. Customer service in the world of digital media is an important link that has been added.

 

ACCOUNT PLANNING  (10 Sessions)

What is account planning? How to mine for insights? How do Account Planning executives help translate the research findings and insights into effective ad campaigns.  The transition from client servicing to account planning and the insights gained while doing so are some of the aspects that are communicated to the students

 

MEDIA PLANNING & SALES (15 Sessions)

Introduction to media planning and sales. The need for planning.

Understanding the media brief – BoMoCo. Various concepts of planning for different mediums.

Statistical model and sample selection methodology for media planning sample size selection

Media planning for print using IRS, Media planning for radio using RAM. Media planning for TV using BARC.

Creating a near optimal media plan using various software.

Basic Sales Concept – FABS, USP, ABC, Media sales techniques for print & electronic platforms

Creating and customizing a basic sales pitch, Negotiation Skills.

 

INTEGRATED MARKETING COMMUNICATIONS (IMC) (10 Sessions)

Covers integrating all the promotional tools, so that they work together in harmony. Includes the understanding of various communications tools, how they work and how to tweak your communication for these various means to get the message across.

 

MANAGEMENT STUDIES (5 Sessions – 10 Hours)

This module introduces students to various management concepts and principles. Emphasis on Interpersonal skills, interviewing skills, equipping oneself for the job market are some of the topics that are part of this module.

 

NEW MEDIA TECHNOLOGY (20 Sessions)

Important design packages like Adobe Photoshop and Illustrator, Design, Video editing are some of the skills that are taught which are relevant to the art and ad industry.

SEMESTER II

In the second semester all the core principles that have been taught in the first semester are now given a practical base.

 

PROJECTS

Live Client project

This is a real-time assignment during which the students will form groups and work as actual agencies. Each of the students is provided a proper designation and assigned responsibilities. They groups of around 10 for each agency.  Beginning with creating their own collaterals and interacting with real clients.  Using all the core competencies they have learnt in the first semester they create a campaign for the client.  This is totally based on the needs of the client.   The final campaign will be presented at the end of the module and evaluated on attendance, creativity and feedback from client, mentors as well as a jury from the advertising world.

 

Ad film making 

One of the most popular and looked forward to module in our curriculum. Students are exposed to all aspects of ad film making right from scripting, storyboarding, studying camera angles, lighting, production and direction. The faculty is made up of real time practitioners. At the end of this module the students create an ad film on a given topic. The film is presented in front of a jury consisting of the faculty involved as well as ad film makers.

 

Workshops

Some of the workshops that are conducted as part of the program are given below.  However, from time to time the students are exposed to many more workshops.

Communication and Presentation skills

Creative Writing

Improv Theatre

Poetry writing

 

INTERNSHIP

The students intern with mainline as well as digital agencies at the end of their academic year.  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.

 

Master classes from leading media and famous personalities throughout the year.

OUR ALUMNI WORK AT
ALUMNI SPEAK
Monil Shah
Monil ShahProject Manager, McCann Mumbai
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My journey at SPICE was quite magical. I felt lost after my graduation in Mass Media. I happened to come across courses at St Pauls, and paying heed the guidance as to what all is on offer, I enrolled myself for a PG course in Advertising & IMC which I used to give shape to my career as per my interests. Over time, during the course, I gained a lot of knowledge and practical strategies that benefited me personally and professionally. Studies were not just theoretical but also practical and this exposure made me aware and ready to face the challenges that came my way. The scenario was comforting, not limiting myself to the classroom but also participating in various events and activities that took place, which helped me be more confident. Not forgetting the faculty team who were so reassuring -my every doubt and decision were analysed and backed by them - and most importantly their observations and work experience added up to the right kind of exposure needed. My journey at SPICE is now a beautiful cherished memory.
Devesh Dugar
Devesh DugarSr. Solution Strategist at Schbang, Mumbai
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St Pauls is the place where I first got acquainted with advertising and marketing (Adv & IMC) as a post-graduate student. Thanks to the professors there, I instantly fell in love with it. As a newcomer to Mumbai city, St Pauls offered me a family-like feeling and warmth I didn't even have to ask for. This is also where I became more aware of my capabilities and learnt how to channel them well. The best part about the curriculum - apart from the admirable teaching faculty - is that there are no exams, but just a wide range of assignments, giving you a hint of what's waiting out there for you to take on.
Purva Joshi
Purva Joshi Grey Worldwide Account Executive
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I am now working as an Account Executive with Grey Worldwide where I handle three accounts.
FREQUENTLY ASKED QUESTIONS

It is a post-graduate certificate course, which is well-received by the Media Industry. A look at our website will reveal where our alumni are currently working. 

The post graduation in advertising and marketing is a ten month course, but one year if you include the internship period

Due to the pandemic it is conducted online. However, even now the practical aspects of the course are being conducted offline. For the future, it will be a mix of online and offline, to minimize commuting problems for our students and teachers, as well as to save time. Think of an offline/online mix of 70:30. 

We guarantee internships for all the students and assist them for final placements. In a lot of cases, the students are offered permanent positions at the places where they intern. Internships have one more advantage. They put you in touch with other internships. In case they are not, every effort is made by the institute to help them in getting placed.

The average salary can vary from Rs.15,000 to Rs.40,000 per month.  Last year, one student made it into a job paying Rs.42,000 per month, three months in to the pandemic. Past experience has shown that salary hikes are quite generous and a student can aspire to earn a minimum of around Rs.6 lakhs per annum or more within a span of three years, if their performance is good

The PG in Advertising & IMC Course Fee is Rs 2,65,500 inclusive of GST

After your online or offline application, you will be contacted for an entrance examination.  For Mumbai and surrounding areas, these are conducted at our Institute in Mumbai.  However, due to the lockdown, the exams were conducted online. This is followed by a personal / online interview with the head of the programme that you have applied for. 

You can apply for the pg in advertising and marketing course by filling the application form on the website, upload the documents and make an online payment towards the application form.

The documents required are:

  • One Passport size photograph
  • Original photo ID & address proof
  • Original 6th Semester mark sheet. Students awaiting the degree results may submit the photocopies of the 5th Semester ( most recent exam undertaken) mark sheet
  • Application Fee is Rs.1500 (Non refundable and to be paid online)

You can also contact us on +91-9769905813 / admissions@stpaulsice.com and our counsellor will get in touch with you and guide you through the process. 

The entrance exam has been devised to test your awareness of current affairs, general knowledge and Basic English Grammar so general reading of the daily newspapers and general knowledge will hold you in good stead.

We do not provide accommodation but we will assist with the contacts we have garnered over the years. It is preferable that you stay as close to the college as possible.

Almost 100% of our students were either placed or opted out of the placement procedure for various reasons. Last year due to the pandemic our average was affected but over the year all of the students did get placed.

Great infrastructure, constant updating of curriculum based on market needs, faculty from the industry and a willingness to change based on feedback.

Great atmosphere, engaged teachers, a feeling that you have joined a family. Ask our alumni!

  • 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. However, certificates will be awarded only on receipt of their final semester mark sheets.
  • Applicants must be between 21- 35 years of age

As English is the language of instruction at St Pauls Institute of Communication Education, Mumbai, proficiency in speaking, listening to, reading and writing English is essential.

ENQUIRE NOW

Click on the Enquire Now button, fill the form & our course coordinator will help you with the admission process