MICA | Advanced Certificate in Advertising Management and Public Relations

A week of interaction with faculty at the MICA, Ahmedabad campus

Course Snapshot

FeeINR 1,30,000 + GST (Option to pay in 4 instalments)
Work Experience1 - 30 Years
Duration11 Months
Delivery MethodOnline

Course Starts On04 Aug 2022

Course Detail

Program Overview
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.

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

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

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 â 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 â 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