Advertising, Marketing Communications & Customer Analytics

Course Head: Ms. Anu Sinha

Course content subject to change

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Course Outline and Method

The Advertising & Marketing Communication course is a 10-months full time Post-graduate Diploma Programme and comprises of applicationbased instructions by industry professionals. Designed to give a thorough working knowledge of Advertising and Marketing communication and how they inter-relate, the course comprises of modules, research projects and workshops. The highlight of the course is that it is constantly evolving and is reflective of the current state of the industry. By ensuring that experienced advertising professionals take the student through, the program ensures that learning outcomes are current.

A strong emphasis is laid on the performance evaluation through projects and practical assignments based on research done by the students. While the first term provides a comprehensive perspective of Advertising and Marketing communication, the second term is project-based with hands-on production and execution. The course comprises 26 modules, workshops & Live Client Project (the costs of which are included in the tuition fee). The total of 505 sessions (95 credits) makes the student eligible for the diploma.

Course Fees

Tution Fees 3,23,250
CSGT 9% 29,092
SGST 9% 29,092
Registration Fees 2,500
CSGT 9% 225
SGST 9% 225
Library Deposit 2,500
Total Fees 3,86,885


Anyone holding a graduate degree in Arts, Science, Mass Media,Commerce or any professional course etc. (Students, awaiting their graduation results, should submit a photocopy of the final year mark sheet of Second Semester to the Administration Office) failing which they will not be eligible for the XIC Post-graduate Diploma). There is an on-line entrance test followed by personal interview.

Class Timings

The course is conducted over week days - Monday to Saturday (9.00am - 8.30 pm), with two to three sessions daily. Workshops and Seminars are usually scheduled for Saturdays. 75% attendance is compulsory in each module. Grades will be downgraded from the performance based credits.

Career Opportunities

XIC students have been a preferred choice for the industry for several decades and our alumni occupy entry level to top level positions in the field of Advertising & Marketing Communications. XIC trains our students for taking up various roles such as Client Servicing, Account Planning, Copy writing, Media Planning, Retail Merchandizing, Content Creation and Brand Management in the Advertising Agencies, Brand Consulting firms, Media organizations, Digital Marketing and Social Media firms, Modern Retail, e-Commerce and Start Ups besides the Corporate Sector.

For further information
on Diploma Courses,
please contact us

Course Outline

All modules in this Course are obligatory.
The Management reserves the right as and when necessary to change
The syllabus without prior notice

Learning Track 1:
Macro View of the Advertising Industry
  • Foundational Theories of Advertising
  • Indian & Global Advertising Industry Scenario
  • Macro Environment & Business Strategy
  • Self-Regulation, Regulatory Controls & Media Laws
Learning Track 2:
Principles of Marketing, Branding & Consumer Behaviour
  • Principles of Marketing
  • Consumer Behaviour
  • Brand Management
  • Customer Analytics
  • Consumer Research
Learning Track 3:
Integrated Marketing Communications
  • 360 Degree Marketing Communications
  • Sales Promotions
  • Public Relations
  • Direct Marketing and its evolution into Digital Marketing
  • Retail Merchandizing
  • Experiential Marketing
  • Outdoor / Ooh
Learning Track 4:
Roles & Functions of an Advertising Agency
  • Client Servicing & Business Development
  • Account Planning
  • Creative Development
    • Ideation & Creative Strategy
    • Copy Writing
    • Visualization
    • Computer and Creative Designing Skills
  • Media Planning
Learning Track 5:
Digital Technologies & Social Media Applications
  • Digital technologies & their applications In Advertising & Marcom
  • Website Strategies and e-Commerce site user interface
  • Visual Design
  • Social Media Platforms & their applications in Customer engagement
Learning Track 6:
Advanced Learning in Branding & Marketing Communications
  • Service Branding & Marcom
  • B2B Branding & Marcom
  • Corporate Branding & Corporate Advertising
  • Branding & Marcom for Govt & Social Sector
Learning Track 7:
Immersive Learning, Projects, Case Development-cum-Dissertation
  • Executive Presence & Gravitas
  • Referral Knowledge Sessions
  • Industry Engagement
  • Story Telling
  • Creative, Cognitive & Design Thinking
  • Project / Case Development-cum-Dissertation
  • Film Making
Total: 510 Sessions