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 full-time diploma programme and comprises application-based instruction 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, keeping itself current to the requirement of the advertising industry.

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 28 modules, seminars, workshops and client projects (the costs of which are included in the tuition fee). The total of 406 sessions / 79 credits (including 2 credits of Internship), 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 (and Location):

The course is conducted over weekdays - Monday to Saturday (9.00 am - 8.30 pm), with up to three/four sessions of two hours each daily. Workshops / Seminars 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, production houses 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

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: Core Concepts 135 Sessions 27 Credits
Introduction to Marketing Principles & Concepts 15 Sessions 3 Credits
Understanding the Advertising Industry 20 Sessions 4 Credits
Consumer behavior 10 Sessions 2 Credits
Market Research 15 Sessions 3 Credits
Brand Management 15 Sessions 3 Credits
Direct Marketing 15 Sessions 3 Credits
Creative Development Process 15 Sessions 3 Credits
Advertising Campaign & Strategy 15 Sessions 3 Credits
Integrated Marketing Communication 15 Sessions 3 Credits
B: Core Skills 185 Sessions 36 Credits
Public Relations, Client Servicing & Business Development 20 Sessions 4 Credits
Copywriting 15 Sessions 3 Credits
Ad Film making 25 Sessions 5 Credits
Computer and Creative Designing Skills 25 Sessions 5 Credits
Visual Communication Production 5 Sessions 1 Credits
Media Planning & Media Marketing 20 Sessions 4 Credits
Account Planning 10 Sessions 2 Credits
Retail Communication 10 Sessions 2 Credits
Media Law and Intellectual Properties 10 Sessions 2 Credits
Preparing Portfolio & Interview Techniques 5 Sessions Non Credits*
Digital Marketing Communication 30 Sessions 6 Credits
Face of Social Advertising & Corporate Social Responsibility 10 Sessions 2 Credits
C: Value Added Skills 76 Sessions 14 Credits
Business Communications 10 Sessions 2 Credits
Inter Personal Relationships and Managerial skills 6 Sessions non Credits*
Live Client Project 25 Sessions 5 Credits
Social Outreach 10 Sessions 2 Credits
Choice of any one Elective
Creative Writing OR Radio Programming OR Photography
10 Sessions 2 Credits
Event Management 10 Sessions 2 Credits
Diversity Discourse 5 Sessions 1 Credits
* No Credits awarded for these modules. They are value-add with compulsory attendance.
D: Industrial Internship 10 Sessions 2 Credits
Total 406 Sessions 406 Sessions
(11 sessions)
79 credits