In the early 90s the challenge for advertisers was to cash in on the globalization trend and build a strong brand through aggressive advertising. The picture today is totally different. The biggest challenge for today’s marketer is to “connect” with the target audience, which is highly cluttered. It is like trying to successfully park your car in an already over-crowded marketplace. And parking it in such a way that it is visible and in the most attractive place which makes it mandatory for all to actually see it!! Yes, the goal today is to create clutter-breaking advertisements that refreshes and draws in the attention of the tired and confused customer!! Thus, one needs to get equipped with the latest concepts and techniques of advertising and get insights into the strategies to capture the mindshare and eyeballs of the consumer.

Program Benefits

• The program is structured to prepare students for a successful career in marketing communications and Advertising Management.
• Each student is provided numerous opportunities to meet and exchange ideas with industry professionals thereby building an enhanced learning environment.
• Students will gain a working knowledge of the advertising business, the role of advertising and its relationship to marketing, and how advertising plans are developed from initial concept to finished creative and media plans.
• Placement Assistance will be provided by MICA
• The program has been endorsed by leading Advertising Agencies, Electronic Media Houses and Publications
• Alumni status would be provided by MICA to all participants successfully completing the programme

• Application Closure Date: 30th October 2010
• List of Selected Candidates: 5th November 2010
• Date of 1st Installment: 25th November 2010
• Date for 1st Class: 2nd December 2010

• Introduction to Marketing
• Introduction to Marketing Research
• Introduction to Advertising
• Introduction to Consumer Behaviour
• Profiling of Target Audience

Project Break

• Introduction to Marketing Communications
• Introduction to Retail and Retail Communications
• Introduction to Media (Conventional and New Media)

Project Break

• Socio-Cultural Ethical Issues in Advertising
• Introduction to Advertising Agency and Roles
• Goals and Role of Advertising
• Role of Advertising In Brand Building
• Rural Advertising
• Digital Media and Internet Advertising

Campus Visit at MICA

• Ice breaking
• Workshop on culture and communication
• Introduction to media software
• Workshop on creative brief writing

• Introduction to PR and Tools of PR
• Role of PR in IMC
• Discussion of case studies

Project Break

• Role of PR in Crisis Communication
• Discussion through a case study
• End Term Research Project Briefing

The course aims at skill as well as perspective building for Junior and Middle level executive in the field 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.