Post-Graduate Diploma in Advertising & Marketing (PGDAM)

The Course in Detail

Semester - I

Advertising Theory - This will introduce the students to the principles of advertising. This paper will explore the basics of advertising by focusing on relevant theories of AIDA, DAGMAR etc. This subject will explore in detail the functioning of an Ad agency and its role in the current communication environment.

Marketing Theory - Marketing Management is the introductory course for the marketing curriculum. It is a survey course that examines the nature of product, price, place, and promotion decisions, and investigates how organizations blend these inter-related components to create, capture, and sustain value. The course is designed to provide an overview of the relevant concepts and principles regarding the development of marketing strategy and illustrate how marketing can assist the firm in arriving at a competitive advantage.

Brand Management - Branding is a fundamental element of competitive strategy. This course will address the strategic importance of branding, provide theories and strategies for building, leveraging, and defending strong brands, and discuss current opportunities and challenges facing brand managers. Particular emphasis is placed on understanding psychological principles at the consumer level that will improve managerial decision-making with respect to brands.

Web Design and E-Commerce - The course perspective will talk of the PC, Network, Evolution of Internet, Public and Private Network with a practical slant on various Web Designing Formats.

E-Commerce will discuss categories of web business, side applications, negotiated price setting, revenue models, communication (Marketing / PR / Advertising) and web business.

Creative and Copy - Application of creative strategy for print and electronic media. Emphasis placed on the development of creative concepts. Preparation of advertisements including rough layouts and storyboards. Emphasis placed on research, planning, and development of creative concepts, writing, and design.

Audio-Visual Media Production - Students gain knowledge of different components of audio-video production. It teaches importance of radio and television as mass media, their strengths and weaknesses and different stages and kinds of programming. They are familiarised with studios, equipment and the execution process of production. This includes pre and post production process of radio and television programming. The focus will also be on the use of electronic media for effective communication.

Semester - II

Media Planning - Reviews media planning, execution and control of advertising media programs for print and broadcast; analyzes media and audience characteristics, sources of analytical media data, computer-assisted media planning techniques, buying and selling process.

Event Management - This unit will focus on the event management industry in India. It is an introduction to the conceptualizing and planning of an event as a component of marketing and advertising.

Consumer Behaviour - Consumer Behavior will concentrate on a range of topics in contemporary consumer studies, including the consumption cycle; consumer decision-making; consumer motivation; the buying process; consumer value and values; lifestyles; individual and group identity; subjectivity; symbolic consumption .

Corporate Communication and PR - This paper will talk of the principles and concepts of Corporate Communication and PR. Students will learn about Corporate Identity and Image Management. The role of PR from mere crisis management to that of a powerful strategic tool to create a pro-active corporate image would be studied.

Market Research - This paper would equip the students with the fundamentals of MR. The curriculum would touch on types of market research, market research methods. Elements like product research, advertising research, pre and post testing concepts would be covered.Test marketing, concept testing, dip stick studies and other relevant field inputs would be focussed

• Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment.
• Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can developed.
• Advertising research - This attempts to assess the likely impact of an advertising campaign in advance, and also measure the success of a recent campaign.

Audio – Visual Media Production - In this unit, students learn making of TV commercials, radio spots, corporate and Ad films, promotional audio cassettes, news clips, branded radio programmes, production of social films and radio spots with celebrities. Students handle the whole execution process on their own.