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,
It is one of the best best pg courses in the country especially if you have graduated after bmm advertising or if you’re interested in advertising and media careers
This course is divided into two semesters- each containing core advertising and marketing concepts, which will thoroughly educate and train young, advertising enthusiasts to cope with the demands of the industry.
In the first semester, students will learn about core concepts and will then be sent on internships in the second semester, to gain a practical advantage. Students will also work on a Live Client Project in the second semester.
This course does not include any written examinations. Students will be examined based on their performance in assignments and in-class activities.
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.
1. Online applicants must ensure they are ready to appear for the exam/interview at the given time-slot.
2. Personal interviews are conducted on campus as well.
3. In order to partake in the entrance exam on campus/online:
4. Entrance Exams :
Each session is of 2 hours duration
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.
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.
In the second semester all the core principles that have been taught in the first semester are now given a practical base.
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.
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
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.
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 2,36,000 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:
You can also contact us on +91-9769905813 / email@example.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!
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.
Absolutely Yes! In fact this is one of the best post graduation courses after bmm advertising. The PG course teaches you practically and helps you gain industry connections. Not only that, you will get to intern at advertising agencies, further building your network in the advertising and marketing world.
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