Course content subject to change
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.
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 a Live / Zoom interview.
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.
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.
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|
|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
|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||