Post-Graduate Diploma in Corporate Communication & Event Management (PGDCE)

The Course in Detail

Semester -I

Communication - This unit essentially traces the relationship between mass communication and society. It deals with understanding human communication, elements of communication, forms of communication, models of communication, mass communication: themes & perspectives and theories of mass communication including Indian perspectives on mass communication theory. The unit briefly explores the development of the print media, the formation and development of radio & television and the emergence of new communications technologies. It deals with the major media institutions in the contemporary context and the reach, access and nature of Indian audiences.

Communication Research - This unit is about fundamentals of research, types of research, elements of research, and basic approaches to communication research with special emphasis on opinion polling, analysis and market research. It deals with the nature and need of social research and its relationship to communication particularly public relations, corporate communication and advertising.

Writing for the Media - Students learn basics of written and oral communication, fundamentals of creative journalistic writing such as news & feature writing and writing for electronic media and essentials of reporting and editing. Special emphasis will be on corporate writing, rules and needs of corporate writing.

Fundamentals of Audio-Visual Media - 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 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.

Corporate Communication – I - This segment will comprise of principles and concepts of Corporate Communication. Definition of Corporate Communication, Publics in Corporate Communication, main forms of Corporate Communication, tools of Corporate Communication, Corporate financial PR and Understanding the Stock Market and Market Analysis. Further, students learn about Corporate Identity and Image Management. Students learn and practice different tools and techniques of house style, page making (layout & design), logo and brochure designing and generation and importance of house colour. This module also talks about measuring the effectiveness of advertising campaigns and the various tools that help gauge their acceptability. It is important for students to understand the stock market, rural marketing, working of the MNCs and the way they dictate global marketing strategy. The ground rules for ethical advertising will also be taught here.

Event Management – I - This unit will focus on the event management industry in India. For students it is an introduction to a variety of concepts and practices of event management. Its definition, changing concepts, event planning and strategy making, tools of event management and elements of event production.

Semester II

Brand Management - The purpose of this unit is to enable students to have a sound knowledge of image promotion, tools and strategies. The student will discover how a strong brand is the most valuable asset of a successful company. The module will also review some successful brands and case studies relevant in today’s world.

Corporate Communication – II - This unit basically talks about the need for communication and handling of communication during crisis. It comprises of crisis communication, conflict management and its relevance, Choice of media in conflict situation, action plan in critical situations, handling electronic media during crisis and handling internal public during crisis. Understanding business media - content and analysis of different business channels is also the highlight of this unit.

Event Management - II - This unit deals with techniques of handling a variety of launch conferences. Event operations, marketing and sponsorships, celebrity management and shows, a variety of Bollywood film promotional tours, fashion shows and beauty pageants. It covers concerts and live show management, events for brand building, use of rural and religious events as a part of rural marketing, organising trade shows and business exhibitions (national and international) cultural shows and thematic parties. Event evaluation, assessing and measuring event success is also taught in the module.

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.

Field Report / Project Writing - The objective of this unit is to orient students to apply their knowledge of research methods to analyse a communication problem. Each student is required to write a report on any topic relating to corporate communication or event management. This will further enable students to choose their area of specialisation.

Internship - It is generally an attachment of students with a work place for a period of four weeks to get first hand professional experience. They are expected to write a report after the completion of internship. Feedback is also taken from the work place for assessment of each student.