Advertising & Marketing Communication

Course Head: Ms. Anu Sinha

Course content subject to change

Express Interest

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 268500
CSGT 9% 24165
SGST 9% 24165
Registration Fees 2500
CSGT 9% 225
SGST 9% 225
Library Deposit 2500
Total Fees 322280


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.

Job Prospects

There are opportunities in advertising and specialist agencies, creative and client servicing, media planning, direct marketing, digital marketing & promotions in varied mass media houses, corporate inhouse advertising andcommunication departments and the entertainment industry.

Course Synopsis

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

A: Understanding the Environment & Consumers 80 Sessions 16 Credits
Understanding the Advertising Industry 20 Sessions 4 Credits
Understanding the Consumers & Brands 20 Sessions 4 Credits
Business Environment: Local, National & Global 10 Sessions 2 Credits
Business Strategy 15 Sessions 3 Credits
Critical Thinking
Creative Development Process 15 Sessions 3 Credits
B: Marketing: Insights & applications 85 Sessions 17 Credits
Marketing - Introduction & Basic Concepts 15 Sessions 3 Credits
Integrated Marketing Communication 15 Sessions 3 Credits
Market Research & Data Analysis
  • Research Methodology
  • In field research & application
  • Writing a Research Paper**
Communicating Digitally 40 Sessions 8 Credits
C: Planning, Strategy & Concept Development 90 Sessions 18 Credits
Brand Management 15 Sessions 3 Credits
Advertising Planning, Campaign & Strategy 20 Sessions 4 Credits
Public Relations, Client Servicing & Business Dev. 25 Sessions 5 Credits
Media Planning & Data Analytics 10 Sessions 2 Credits
Retail Communication 20 Sessions 4 Credits
Experiential Marketing 20 Sessions 4 Credits
D: Core Advertising skills 95 Sessions 19 Credits
Copywriting 25 Sessions 5 Credits
Visual Communication Production 25 Sessions 5 Credits
Ad Film making 25 Sessions 5 credits
E: Other Professional Skills: 51 Sessions 8 Credits
Media Law and Intellectual Properties 10 Sessions 2 Credits
Business Communications 5 Sessions non Credits*
Choice of any one Elective
a. Creative Writing b. Radio Programming c. Photography
10 Sessions 2 Credits
Diversity & Inclusion 10 Sessions 2 Credits
F: Live Client Project 25 Sessions 5 Credits
G: Value Add (Workshop) 30 Sessions 10 Credits
H: Industry Interface - The Advertising & Business Industry 30 Sessions 10 Credits
Total: 500 Sessions 456 Sessions
(11 sessions)
89 credits