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-month diploma programme and comprises 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 student performance evaluation through projects and practical assignments and 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 25 modules, workshops & Live Client Project (the costs of which are included in the tuition fee).

The total of 446 sessions / 87 credits makes the student eligible for the diploma.


Anyone who is a graduate in Arts, Science, Mass Media, Commerce. (Students awaiting their graduation results should submit the attested photocopy of their mark sheet in the 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 weekdays - Monday to Saturday (9.00 am - 8.30 pm), with three or four sessions of two hours each daily. Workshops, Client visits, assessments, jury are a part of the course and learning.

75% attendance is compulsory in each module. Marks will be deducted 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. Placement interactions are scheduled and we have a recorded 100% placement year on year.

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

Course Content, No. of Sessions and Credits are subject to minor changes. 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 135 Sessions 27 Credits
Understanding the Advertising Industry 15 Sessions 3 Credits
Business Environment: Local, National & Global 20 Sessions 4 Credits
Business Strategy 10 Sessions 2 Credits
B: Marketing: Insights & applications 185 Sessions 36 Credits
Marketing – Introduction & Basic Concepts 20 Sessions 4 Credits
Market Research 15 Sessions 3 Credits
Consumer Behavior 25 Sessions 5 Credits
Integrated Marketing Communication 25 Sessions 5 Credits
Direct Marketing 5 Sessions 1 Credits
Digital Marketing 20 Sessions 4 Credits
C: Planning, Strategy & Concept Development 76 Sessions 14 Credits
Brand Management 10 Sessions 2 Credits
Creative Development Process 6 Sessions non Credits*
Advertising Planning, Campaign & Strategy 25 Sessions 5 Credits
Public Relations, Client Servicing & Business Dev. 10 Sessions 2 Credits
Media Planning 10 Sessions 2 Credits
Media Law and Intellectual Propertie 10 Sessions 2 Credits
D: Core skills 76 Sessions 14 Credits
Copywriting 10 Sessions 2 Credits
Ad Film making 6 Sessions non Credits*
Visual Communication Production
  • Printing Technology
  • Computer and Creative Designing Skills
25 Sessions 5 Credits
Retail Communication 10 Sessions 2 Credits
Event Management 10 Sessions 2 Credits
E: Value Added Skills 76 Sessions 14 Credits
Preparing Portfolio & Interview Techniques 10 Sessions 2 Credits
Business Communications 6 Sessions non Credits*
Relationship Management 25 Sessions 5 Credits
Social Outreach & Diversity Discourse 10 Sessions 2 Credits
Choice of any one Elective 10 Sessions 2 Credits
Creative Writing OR Radio Programming OR Photography 10 Sessions 2 Credits
F: Live Client Project 10 Sessions 2 Credits
* No Credits awarded for these modules. They are value-add with compulsory attendance.
G: Workshops 10 Sessions 2 Credits
Total 446 Sessions 406 Sessions
(11 sessions)
79 credits