Post Graduate certificate in Advertising Management (PGCAM) - MICA

Program Description

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 Objectives

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.

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

Course Content

Introduction to Marketing

- Importance of Marketing

- Introduction to Marketing Communications

- IMC

This Module will: Provide an awareness and understanding of the marketing concept and how it can be applied to any type of organization or service.

Introduction to Advertising

- Role of Advertising

- Clutter and rise of non-traditional media

This module: Examines the role of advertising in the marketing process, including planning and managing advertising

Introduction to Media (Conventional and Contemporary like blogs)

Introduction to Creativity

- Introduction to Writing Brief

Socio-cultural and ethical issues in advertising and role of governing bodies Introduction to Advertising Agency

- Account Planners, Client Servicing and Creative Team

- Making of a Campaign

- Compensation

- Media relations

- Retaining a client

- Clients view of dealing with ad agencies

This module: Examines the role of advertising in the marketing process, including planning and managing advertising

Advertising strategy

- Advertising Appeals

- Goal setting

- Advertising Budget

This module: Provides an understanding of advertising design and basic printing methods. Graphic design and layout principles will be explored for print advertising, newsletter, brochures, flyers and promotional activities.

Media Strategy

- Media Planning

- Media Scheduling

- Media Buying

- Media Measurement and Monitoring

- Competitive Analysis of Strategies

This module: Explores the relationship among media, advertising and consumers; marketing strategy and media planning, how to evaluate and select media vehicles, and setting and allocating the media budget

Research In Advertising (Pre and Post)

- Techniques Used

- Consumer Insight Mining and Trend-Spotting

Rural Advertising

- Rural consumers

- Their Language

- What works?

Applying Advertising

- Product Marketing versus Service Marketing

- Advertising for Services

- Social Advertising

- Corporate Advertising

- Advertising for Commodities

- Integrating advertising with sales promotion strategy

- Integrating advertising with PR

Conclusion and Review of Course

Campus component

There will be a five-day campus workshop on media software at MICA. The workshop will be residential in nature and charged on actuals. It includes accommodation, food expenses and local travel.

Program Methodology

The session will be delivered on Hughes DirecWay Global Education interactive onsite learning platform. The areas of emphasis of the institute are:

- Balanced development of both technical and conceptual skills

- Team effort

- Case studies

- Future trends

- Practical Skills

- Consumer Focus

The pedagogy followed will be a judicious blend of lectures, theme presentations and case studies. The level of interaction witnessed on the HughesNet Global Education Interactive Onsite Learning (IOL) platform has been quite exceptional thereby indicating the effectiveness of this technology to enhance peer-to-peer learning, considered to be the core feature of any conventional class room based learning program. In order to make the learning very effective, frequent on - line quizzes and tutorial sessions will form part of the instruction.

Eligibility

Graduation.

Final Year Students may also apply: Subject to – 50% marks in first 2 years and Certificate of completion for the program will be issued only on submission of graduation certificate.

Selection Criteria

1. Marks obtained in Graduation level

2. Career Plan as documented in statement of purpose

Schedule

Class Start Date: 18th December, 2006

Duration

6 Months.

Class timings & days

Days – Mondays & Wednesdays.

Time slot - 6.30 to 9:30 pm

Course fee, Installment & due dates

Fee Head

Amount (INR)

Pay before

Application Fee

1000

12-Dec-2006

Ist Intallment

30000

With Application Form

Campus Fee

5000

12-Feb-2007

2nd Installment

30000

12-Feb-2007

Total Course Fee (Rs.)

66000

** Terms and conditions apply. HCIL / Institute reserve the right to reject any application. Fee once paid will not be refunded.

DD for the application fee and the installments will be in favour of ‘Hughes Communications India Ltd’ payable at New Delhi and DD for the campus fee (Rs. 5000/-) will be in favour of ‘Mudra Institute of Communications Ahmedabad’ payable at Ahmedabad.

Program fee does not include the cost of the books / course / study material. Books (recommended by faculty) to be procured by students directly. Incase of course / study material to be supplied by the institute the same needs to be purchased by the students by paying the DD of the declared amount directly in favour of the institute.

Required Documents with application

1. Graduation certificate

2. Statement of purpose

3. Experience certificate

4. Passport size photographs - 3

5. Application form along with application fee

The application will be rejected in the absence of any of the above documents

How to Apply

Download Application form from the link below and after duly completing the form send it to any of the HughesNet classrooms or Fusion centers along with necessary documents and application fee or send to:

The Admission Coordinator

Hughes Communications India Ltd.

Plot # 1, Sector 18

Electronic City

Gurgaon 122 015

(Haryana)

Tel. 0124-3072583

Important Dates

Last Date for Forms to reach HECL, Gurgaon : 12th December, 2006

Last date of 1st Installment : 12th December, 2006

Class Start Date : 3rd Week of December, 2006

Important Notes

- All the forms should reach HECL Gurgaon by 4 PM on last date.

- Fees once paid will not be refunded under any circumstances.

- Delay in bank loans etc will be individual's responsibility and no delay will be accepted on this account by HECL / Institute

- No batch change is allowed under any circumstances and Institute’s decision will be final in this regard.

- Any delay in reaching the forms due to postal or any other reasons will be individual's responsibility

Click here to Download the application from

Link : http://www.mica-india.net/programmes/Professional%20Programmes/CPAM.htm