Advertising & Marketing Communication

Course Head: Ms. Anu Sinha

Advertising & Marketing Communication

Course content subject to change

Course Outline and Method:

The Advertising & Marketing Communication course is a 10-months full time Diploma program and comprises of application-based 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 24 modules, workshops & Live Client Project (the costs of which are included in the tuition fee). The total of 456 sessions / 89 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 Diploma).

There is an on-line entrance test followed by a Live or a Skype interview.

Class Timings:

The course is conducted over week days - Monday to Saturday (9.00 am - 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 in-house advertising and communication departments and the entertainment industry.

50 Years of Excellence - 1969 to 2019

Course fees

Tution Fees 244000
CSGT 9% 21960
SGST 9% 21960
Registration Fees 2500
CSGT 9% 225
SGST 9% 225
Library Deposit 2500
Total Fees 293370

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
Creative Development Process 15 Sessions 3 Credits
Business Environment: Local, National & Global 10 Sessions 2 Credits
Business Strategy 15 Sessions 3 Credits
B: Marketing: Insights & applications 85 Sessions 17 Credits
Integrated Marketing Communication 15 Sessions 3 Credits
Marketing – Introduction & Basic Concepts 15 Sessions 3 Credits
Market Research 15 Sessions 3 Credits
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 Law and Intellectual Properties 10 Sessions 2 Credits
Media Planning 20 Sessions 4 Credits
D: Core Advertising skills 95 Sessions 19 Credits
Copywriting 25 Sessions 5 Credits
Ad Film making 25 Sessions 5 credits
Visual Communication Production 25 Sessions 5 Credits
Retail Communication 10 Sessions 2 Credits
Event Management 10 Sessions 2 Credits
E: Value Added Skills 51 Sessions 8 Credits
Business Communications 10 Sessions 2 Credits
Preparing Portfolio & Interview Techniques 5 Sessions non Credits*
Relationship Management 6 Sessions non Credits*
Diversity & Inclusion 20 Sessions 4 Credits
Choice of any one Elective
Creative Writing OR Radio Programming OR Photography
10 Sessions 2 Credits
F: Live Client Project 25 Sessions 5 Credits
G: Workshops 30 Sessions 10 Credits
Microsoft Excel 5 Sessions 1 Credits
Branding in times of Covid –19 Pandemic 10 Sessions 2 Credits
Adobe Illustrator 10 Sessions 2 Credits
Multiplatformi-cation of communication 5 Sessions 1 Credits
* No Credits awarded for these modules. They are value-add with compulsory attendance.
Total 456 Sessions 456 Sessions
(11 sessions)
89 credits