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.