Marketing today has truly become a battle ground. Integrated Marketing Communications is the strategic weapon which fights competition and yields top of the mind recall to the brand. On one hand, consumers are becoming more and more demanding with lots of brands to choose from and on the other their attention spans have significantly reduced due to clutter, chaos and time poverty. In a scenario like this, advertising and public relations are strategic tools which if used smartly can earn mind space. With the advent of digital space and information access to the consumer, these weapons can backfire if not used properly. Therefore, an organization aims at strategically using these weapons in order to generate return on marketing investment.

Towards that goal, one needs to get equipped with the latest concepts and techniques of advertising and get insights into the strategies to capture the mind share and eyeballs of the consumer.

Program Objectives

The course aims at skill as well as perspective building for Junior and Middle level executive in the domain of Advertising Management. It seeks to deliver skills for managing advertising businesses by combining theoretical learning in the field of communications with the right blend of management education.

Professor Falguni Vasavada Oza will lead the program along with select faculty from MICA.

• Introduction Module
• Advertising Module
• Consumer Behaviour Module
• Marketing Research Module
• Digital Marketing Module
• Media Management Module
• New Media Module
• Agency Module
• Public Relations Module
• Campus Visit at MICA
  • Workshop on culture and communication
  • Introduction to media software
  • Workshop on creative brief writing

Campus component
A one week campus visit is a unique opportunity given to all participants. All students are invited to MICA campus for one week. The participants have to be on campus full-time. Campus visit provides an excellent opportunity to interact, network and utilize resources like faculty and library at MICA. This visit usually happens in April/May 2012. Dates will be announced atleast a month in advance.

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