An Online-Cum-Hybrid PG Diploma Program Designed for Working Professionals
The Strategic Integrated Communications Program (SICP) is an online-cum-hybrid PG Diploma designed to help working professionals enhance their career prospects and gain advanced knowledge in the field of strategic communication. This program is a part of Xavier Institute of Communications' Career Advancement Programs (CAP).
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The Strategic Integrated Communications Program (SICP) is designed for working professionals who want to enhance their skills in Advertising, Branding, Public Relations (PR), Corporate Communications, and Digital Media, while continuing their current job.
This course is ideal for:
This program empowers professionals to take on higher-level responsibilities in key business functions such as Brand Development, Advertising, Public Relations (PR), Marketing Communications, Social Media Management, Corporate Communications, Creative Writing, Digital Content and other media-related disciplines.
By completing this PG Diploma in Strategic Integrated Communications, you will:
This program is open to working professionals holding a graduate degree in any discipline.
Selection Process
Ease & Flexibility
Expert Mentorship
Class Resources
Immersion Program
Evaluation & Certification
Library Access
Convocation
Attendance Requirement
Course Duration: 4.5 months (Around 100 hours)
Course Overview: This certification program equips professionals with advanced conceptual and practical understanding of strategic brand management, advertising and marketing communication. Focusing on both traditional and digital branding, the course covers brand-building principles, consumer psychology, and integrated marketing communications to help professionals drive brand success across industries.
| Learning Track 1 | Foundations of Brand Management |
|---|---|
| Learning Track 2 | Key Techniques in Strategic Brand Management |
| Learning Track 3 | Creating and Nurturing Specialized Brands |
| Learning Track 4 | Data Science in Branding |
| Learning Track 5 | Marketing Communication, Tools & Digital Integration |
| Learning Track 6 | Creating Brand Campaigns |
Course Duration: 4.5 months ( Around 100 hours)
Course Overview: This certification focuses on developing expertise in public relations (PR) and corporate communication. It covers key PR theories, strategies for managing public perceptions, and corporate reputation, along with crisis management, media relations, and the growing role of data science and AI in PR.
| Learning Track 1 | PR Theories and Practices |
|---|---|
| Learning Track 2 | Applications of PR in Business |
| Learning Track 3 | Understanding News and Role of Media Organisations |
| Learning Track 4 | Media Relations |
| Learning Track 5 | Writing for PR & Corporate Communications |
| Learning Track 6 | Corporate Communication Strategies |
Course Duration: 2 months (Around 45 hours)
Course Overview: This certification program focuses on the essential skills required for digital content creation and creative writing. It covers writing for various media, including digital platforms, social media, and traditional formats. Students will learn effective storytelling, SEO content strategies, and content creation for modern digital channels like websites, blogs, and e-commerce.
| Learning Track 1 | Developing Big / Creative Ideas |
|---|---|
| Learning Track 2 | Developing Creative Writing Skills |
| Learning Track 3 | Writing for Advertising Campaigns |
| Learning Track 4 | Writing for Digital Platforms & Social Media |
| Learning Track 5 | Short Video Production & Social Media Content |
| Learning Track 6 | SEO Content Creation |
*Xic management reserves the right to change the course nomenclature, course content or any other aspects of the course included above in the interest of students.
Please refer the attached detailed e-brochure for complete course content.
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The module is aimed at fine-tuning the understanding of Strategic Brand Management concepts and practices to professionals who are working in Advertising Agencies, PR Agencies, Event Management, Sales, Marketing Communications, Retailing, Media organizations and other functions of management. The module will be equally helpful to people associated with startups, small and medium enterprises to harness and leverage the power of branding for their own businesses.
Module Focus Areas| Role of a Brand Manager |
| Brand Management Techniques |
| Consumer Psychology |
| Advertising Campaign Development |
| Integrated Marketing Communications |
| Digital Branding |
| Use of Data Science & AI in Branding and Advertising |
| The Context of Brand Management in a successful business organization in general and Marketing in particular |
Different techniques of strategic brand management:
|
| Branding for Start Ups, SMEs, Retail Outlets |
| Digital Branding |
| Branding of new-age organizations such as e-commerce, Web Portals, Digital Properties etc. |
Measurement and monitoring of the brand
|
| Brand Architecture decisions |
| Brand Portfolio decisions |
| Umbrella Branding & Corporate Branding decisions |
Branding of important verticals:
|
| Employee Branding |
| Individual /Self-Branding |
| Role of consumer psychology in buying decisions |
| Conceptual Framework of Marketing Communications from the standpoint of Marketing Mix |
Various tool of Marketing Communications and their applications
|
| Role of Advertising Agencies |
| Need for Integrated Marketing Communications |
| Formulating the strategy for Advertising Campaigns |
| Formulating and creating Digital Campaigns |
| Media Planning |
Public Relations & Corporate Communications have emerged as vital management functions in business organizations. Entrepreneurs and professionals associated with Startups, small and medium enterprises are also keen to harness and leverage the power of Public Relations & Corporate Communications for their own businesses. Family run businesses are also actively using techniques of PR. Professionals engaged in Human Resources are also actively honing their skills in the area of Internal Communications.
Accordingly, this module has been curated to impart an understanding of Public Relations & Corporate Communications concepts and practices to professionals who are working in Advertising Agencies, PR Agencies, Event Management, Sales, Marketing Communications, Human Resources, Retailing, Media organizations and various functions of family business. It will be equally helpful to those associated with Startups and SMEs.
Module Focus Areas| Formulating Public Relations campaigns |
| Media Relations and CSR as strategic tools of business |
| Role of Corporate Communications Manager in corporate bodies |
| Use of Data Science & AI in Public Relations & Corporate Communications |
| Different theories and practices of Public Relations |
| Context of managing the ‘Publics’ and ‘Stakeholder’ for business |
| Media Relations |
| Role of PR Agencies |
Applications of Public Relations for business organizations
|
| Various tools used in Public Relations |
| Role of PR in Crisis Management |
| Internal Communications |
Strategic Corporate Communications and its applications
|
| Corporate Social Responsibility (CSR) and its applications for business organizations |
The module is aimed at honing the skill of effective writing and crafting content for traditional media, digital media and various business applications. The module will help working professionals to articulate their thoughts and ideas more succinctly and also help those interested in creating content for traditional platforms such as product brochures and digital platforms such as Blogs, Web sites, Portals, e-commerce etc.
The module will impart practical tips on writing for a variety of purposes and engage the students in multiple types of writing exercises.
Module Contents| Content Classification |
| Processes and Principles of writing |
| Storytelling techniques |
| Understanding the Audience |
| Content structure of various types |
| Writing for Media. Press Releases, Press Backgrounders |
| Writing speeches |
| Writing for TV Channels, |
| Writing for Internal Communications and employee motivation |
| Writing for Web sites |
| Writing for Portals |
| Writing Bloggs |
| SEO Content, Types of SEO content, how to develop SEO content strategy, Elements of SEO |
| Content writing for E-commerce Sites |
| Content creation for digital product brochures |
| Content creation for chatbots |