jobseeker Logo
Now Apply on the Go!
Download iimjobs Jobseeker App and get a seamless experience for your job-hunting

MICA | PG Certificate Program in Advertising Management & Public Relations

12 months / Live & interactive sessions / Batch 15

Course Snapshot
  • FeeINR 1,30,000 + GST (installment options available)
  • Work Experience1 - 30 Years
  • Duration12 Months
  • Delivery MethodOnline
Course Detail

Program Overview
Marketing today has been turned into a battleground. Integrated marketing communication is the strategic weapon which fights competition and yields a '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 the ideal strategic weapons which, if used smartly, can earn mind space. However, with the advent of digital space and information access to the consumer, they can also backfire if not used properly. Therefore, organizations must aim at using these weapons strategically to generate positive returns on marketing investment.
Thus, one needs to get equipped with the latest concepts and techniques of advertising and get insights into strategies that attract eyeballs and capture the consumer's mind. To help achieve the same, MICA offers an online Post Graduate Certificate Program in Advertising Management and Public Relations.
The course aims at skill and perspective building for junior and middle-level executives in the domain of Advertising Management. It seeks to deliver skills for managing advertising businesses, by combining theoretical learning in the field of communication with the right blend of management education.

Program Highlights
● Certificate of Completion from MICA, Ahmedabad
● 5 Day On-Campus module
● Opportunity to be a MICA Alumni
● Intensive Advertising & PR Curriculum
● Agency-Client Simulations Workshop

Who Should Attend?
● Advertising professionals seeking to build on and refine their advertising strategies basis current market trends and best practices
● Marketing Managers and Brand Managers responsible for managing the function and revenue
● PR Executives who are keen to understand the new age and emerging trends in this domain
● Product managers, service managers and others responsible for advertising, sales and marketing of products and services of their organization
● Professionals aspiring to establish a career in the Advertising and PR domain

Desired Candidate Profile

● For Indian Participants – Graduates or Diploma Holders (10+2+3) from a recognized university (UGC/AICTE/DEC/AIU/State Government) in any discipline
● For International Participants – Graduation or equivalent degree from any recognized University or Institution in their respective country
● Proficiency in English, spoken and written, is mandatory

Course Modules

● Module 1: Marketing
- Evolution and growth of Marketing
- Significance of Marketing
- Marketing Environment
● Module 2 : Consumer Behaviour
- Understanding consumer behaviour
- Understanding high versus low involvement buying behaviours
- Rural consumer behaviour
- Understanding retail environment and shopping behaviour
●Module 3 : Advertising
- Evolution and Growth
- Context of Communication
- Role of advertising in brand building
- Brand positioning
- Agency structures and evolution
- Cases of successful campaigns
- Rural advertising
- Creative brief – importance and writing skills
- Brand positioning tool
●Module 4 : Digital Marketing
- Digital advertising
- Digital world and metrics
- Digital communication strategy
- Branded content strategy
● Module 5 : Public Relations
- Evolution & growth of PR
- Reputation Management
- Crisis Communication
- Stakeholder relations
- Online reputation management
● Module 6 : Media Management
- Media & Entertainment Industry - An overview
- Media Planning
- Media Scheduling
- Media Management
● Module 7 : New Media
- Understanding Social Media
- Understanding User Generated Content
● Module 8 : Client & Agency
- Account planning tools and framework
- Account Planning Workshop
- Client agency relationship