Post Graduate Certificate Program in Advertising Management & Public Relations - Batch 5


In the early 90s the challenge for advertisers was to encash the globalization trend and build a strong brand through aggressive advertising. The picture now is quite different. The biggest challenge for today’s marketeer is to ‘connect’ with the cluttered target audience. It is like trying to park your car visibly and in the most attractive part of an over-crowded marketplace. The objectives of today’s advertisers is to create advertisements that refreshes and draws the attention of the tired and confused customer.

Towards that goal, 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.
The PG Certificate will be awarded by MICA.

For Whom

Working professionals and fresh graduates seeking careers in advertising and related businesses.

Course Content

  • Introduction to Marketing
  • Introduction to Marketing Research
  • Introduction to Advertising
  • Introduction to Consumer Behaviour
  • Profiling of Target Audience
  • Introduction to Marketing Communications
  • Introduction to Retail and Retail Communications
  • Introduction to Media (Conventional and New Media)
  • 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
  • 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
  • Role of PR in Crisis Communication
  • Discussion through a case study
  • Research Project

Campus component

There will be a one week campus workshop at MICA. The workshop will be residential in nature and full time. Usually the campus contact program will happen in April/May and the dates for the same will be announced to participants well in advance. The campus fee includes boarding, lodging, tuition and local travel. Students will get an opportunity to stay on campus and interact and network with MICA faculty.


The pedagogy will be highly interactive taking advantage of technology . The program will be a judicious blend of lectures, real life case studies, quizzes, assignments etc.

Program Methodology

The sessions will be delivered on Hughes Net Global Education Interactive learning platform. The platform offers a powerful user interface that enables a large number of geographically distributed students to have a highly interactive ‘one to one’ exchange with the faculty. The system incorporates live broadcast video, two ways audio and data interactivity to enable the student to watch and interact with the faculty their PCs. The program can be beamed to any of the Hughes Net Global Education, Hughes Net Fusion or Hughes Net centre directly to corporate classrooms.


Graduate in any discipline with minimum 50% marks in graduation.

Selection Criteria

Career plan as documented in the statement of purpose.
Important Dates and Details

One Year

Session Timing:
Thursday & Friday - 7:30am to 9:00am


Application Fee : Rs. 1,500/-
Registration Fee : Rs. 2,500/-

Programme Fee:

Course Fee : Rs.1,00,000/-
Campus Visit Fee: Rs. 15,000/-

DD for the application fee, program fee and registration fee should be drawn in favour of ‘Hughes Communications India Ltd’ payable at New Delhi.

DD for the campus fee (Rs. 15000/-) will be in favour of ‘Mudra Institute of Communications Ahmedabad’ payable at Ahmedabad.

Dates of campus visit will be announced later(Around February 2011).

The number of seats available is limited. It is on a first come first served basis.

Important Dates

Application Closure Date: 30th October 2010

Announcement of Admission: 5th November 2010

Date of Payment of Fees:

1st Instalment: Rs. 42500 on 25th November 2010
2nd Instalment: Rs. 30000 on 25th February 2011
3rd Instalment: Rs. 30000 on 25th May 2011

Instalments do not include campus fees. Campus fees are mandatory and payable directly to MICA.

Session Starts: First week of December 2010.

Terms & Conditions

MICA Institute reserve the right to reject any application.
Fee once paid will not be refunded.
Program fee does not include the cost of the books/course/study material. Books - recommended by faculty. They are to be procured by students.
Study material to be supplied by the institute will be purchased by the students by paying as advised.
Documents to be submitted with Application Form

1.Certified copies of academic record - Certificate and Marksheet of Class XII, Graduation and Post Graduation (if held).
2.Professional records or Experience certificates
3.Statement of Purpose for doing this course(in about 200 to 250 words)
4.One Passport size photo fixed on the application form

The application will not be considered in the absence of any of the above documents

How to Apply