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The School of Advertising & Public Relations is one of the flagship programmes at SACAC. A very big reason for this is the diverse and varied opportunities that the communication industry offers to individuals with a creative bent. Advertising revenues grew to INR 528.2 Billion in the year 2016, registering 11.2 % growth over the previous year (according to KPMG Estimates) and these numbers bear testimony to the potential of the industry. However, talking about the booming communications industry is like telling only a part of the story. What makes < href="">SACAC such a popular advertising and public relations college in Delhi is rooted in the abundance of insights brought in by our faculty as well as the award-winning careers our students have carved for themselves over the years. The courses in advertising and public relations in our school are constructed, refreshed and updated thoughtfully, assimilating theory, technology and empirical wisdom. The School of Ad & PR nurtures creative mavericks and canny business managers in equal measure, bringing forth the individual consciousness and excellence that infuses all pedagogy at SACAC. Armed with a diploma in advertising and public relations from SACAC our alumni leave this institute ready to take communication challenges that the industry throws at them, head-on

There was a time, in the not so distant past, when to catch an advertisement one looked to print media, radio and television. The last decade has all but buried that notion in a deluge of communication options available to the modern marketing professional and the consumer. The Postgraduate Diploma in Advertising & Public Relations at SACAC goes leaps beyond the worn-out, conventional framework of an advertising course, through a vigorously contemporary and relevant curriculum, supplemented by practical exercises that simulate the industry and market environment. Rooted in the concepts of Integrated Marketing Communication, this course in Advertising & Public Relations trains students to seamlessly meld myriad forms of communications and messages, whilst exploiting the unique strengths of each form. Understanding the complex nature of the consumer, through the filter of business realities, is crucial to this approach- achieved through surveys, evaluating audience demographics and case study analyses, amongst other means. Through their wealth of diverse industry experience, faculty members of the Diploma in Advertising & Public Relations course transform the classroom into a place of discovery through research & study, passionate discussion and a thumping encouragement to learn through practice. After a thorough foundational understanding of marketing and promotional tools and systems, students are transformed into full fledged professionals ready to hit the ground running when they take up jobs in advertising, public relations, digital marketing or corporate communications on completion of this course.

NOTE: This programme requires students to have their own laptops.


During the 1 year period of study for this Diploma, all students will have to study the following 10 papers:

  • Communication Principles and Theories
  • Indian media- sociology, reach, access and issues
  • Marketing Management & Consumer Behavior
  • Advertising & Brand Management
  • PR & Corporate Communication- Principles and Concepts
  • Digital Marketing /Advertising and PR
  • Graphics & Design Principles & Software Learning
  • Creativity, Campaign Planning & Production
  • Photography, Audio & Video Concepts and Production
  • Research Methodology & Project Study
  • Graduate in any stream.
Desired Attributes:
  • A creative and innovative bent of mind.
  • Written and spoken proficiency in English.
  • Interest in contemporary society and events.
  • Motivation and persistence to meet one’s goals.
  • Ability to work individually, as well as in a team.
Professional opportunities for students of the Advertising & Public Relations course have broadened significantly owing to many factors: an increase in brand and branding consciousness, hefty advertising budgets, a plethora of communication interfaces especially digital and Internet and intense competition between small and big players in the media industry. Media & Entertainment in India is estimated to be an INR 900 billion industry (2013) with a projected compound growth rate of over 15% per year. Advertising spends across media account for almost 40% of this revenue. However, the turnover of the Indian advertising industry is less than 1% of the national GDP of India, in contrast with the United States, where the same figure stands at 2.3%. This indicates a tremendous growth potential for the Indian advertising and marketing sector. In an industry that is one of the fastest growing in the world, probably behind only China and Russia, the possibilities for trained and competent marketing communications professionals are limitless. Our students have worked in almost any capacity or enterprise concerned with customer/consumer relations, from advertising and public relations agencies, to Internet or digital marketing, media planning and promotions to communications and marketing functions for client organizations. To know more about our former students and their careers, please visit Alumni Achievements
What does the curriculum of the Postgraduate Diploma in Advertising & Public Relations consist of?
The postgraduate diploma course in Advertising & PR covers all aspects of Integrated Marketing Communication, with a thorough understanding of topics covering, but not limited to, Consumer Behaviour, Market Segmentation & Research, Corporate Communication, Public Relations, Brand Management and Media Management & Planning. After covering the basics, a student spends approximately one month delving deeper through specialization in Communications Management, Public Relations Management, or Copywriting & Content Development. For more details, please visit the Curriculum section.
What kind of faculty teaches at the Postgraduate Diploma in Advertising & PR?
We firmly believe that consistent and correct guidance are key to a student’s path to excellence and success. We have been fortunate to attract, as our faculty, a diverse group of subject experts. Our faculty members love to enthuse and excite a class with their vast industry experience and knowledge.
Will I have some sort of portfolio at the end of the course to apply for a job?
Since this course has a theory vs. practical weightage of about 60:40, you will have practical assignments throughout the year, that you can add to your résumé. Your specialization period in a subject like Copywriting, PR, Digital Marketing etc. will give you the opportunity to build a specific portfolio in your area of choice.
How does the Advertising & PR course at SACAC compare with the other such courses in other institutes?
We recognise that every course, organisation and location has its own vision and therefore, different advantages and disadvantages. While we would not like to compare ourselves with other institutes. Some of the benefits of pursuing the Advertising & PR course at SACAC are:
  • A curriculum that is revised every year to keep it fresh and contemporary, without losing sight of subject fundamentals.
  • Diverse and experience-rich faculty members.
  • A 60:40 ratio of theory to practice, giving the course a strong real-world feel.
  • A teaching system based on mentoring, where our faculty guide each student towards their individual strengths and goals, both personally and professionally.
  • A systematic academic structure, with a weekly scheduling system for classes and assignments.
  • A large and beautiful campus in the heart of South Delhi.
  • Additional extra-curricular activities, designed to build soft skills, like a study tour to Puducherry and the Insights programme.
I have a part-time job. Can I continue to work while I pursue this course?
This course in advertising and public relations is a physically and mentally rigorous and demanding. There is a weekly scheduling of classes and a lot of time is dedicated to practical work. Attempting to work alongside takes away from the depth and diligence this course requires. Therefore, it is not permitted. Moreover, 80% attendance is mandatory to be allowed to appear for exams..
Am I expected to have some equipment or gadgets of my own?
For the Advertising & PR course, students are expected to have their laptops with basic software like MS Office, including Word, Excel and Power Point. We would also recommend external storage like an external hard drive that can be used to store lessons, assignments and presentations.
What kind of placement can a student of Advertising & PR look forward to after the course?
Marketing Communications is a fast-changing and demanding industry that rewards innovation and hard work. Much of the success our students have attained has been an individual accomplishment. However, to help students jump-start their careers, SACAC tries to place them in internships with reputed advertising and public relations firms. These companies send us requisition for interns. Students are sent to interview for these positions in order of academic performance, up to a maximum of 3 interviews. Some agencies conduct copy tests to choose copywriters. Otherwise, companies use a combination of selection criteria, including academic scores, portfolio and interpersonal skills.
Can I get into events after completing this course?
Since the postgraduate course in Advertising & Public Relations gives a comprehensive and deep understanding of media communication, marketing and planning, our students find it quite easy to move into event management careers, which heavily involve the skill set they acquire in the course.
What are the fees for this course?
The tuition fee for the Postgraduate Diploma in Advertising & PR is Rs. 2,15,000/-. However, there may be additional costs through the duration of the course. To get a more detailed understanding of expected expenditures, please visit Tuition Fee section.
What is the admission and selection procedure?
Admission to the Advertising & PR course is a multi-step process, which can be viewed in detail on the Admission Process page. The qualification requirements for the course are also listed here. Broadly speaking, we use the admission process to screen and find students who are not only academically suitable for the field, but can demonstrate maturity and creativity in their thought process and attitude.
Does a University or a government body like the AICTE recognize a SACAC PG Diploma?
Postgraduate Diploma conferred at the completion of the course is not recognized by any university but is well recognized by the industry. The diploma is an acknowledgement of the skills and knowledge that you acquire during the course, in sync with what the industry expects of advertising or public relations professional.
  • Strong Academic Council to guide the programme and curriculum and ensure that it keeps up with the changes that the industry is facing as well as monitor progress. The Academic Council has some of the biggest names from the Ad & PR industry
  • Industry Mentors conduct workshops with students to hone their application skills by offering ‘live’ case studies and problems.During the course of these workshops, Mentors will first teach students using case –studies and thereafter brief them on ‘Live’ Industry cases which students are then expected to work in groups to apply tools and models to solve and make presentations on.They will be guided by the Mentors while working on the solutions.
  • Workshop series planned on Account Planning and ‘Awakening the Social Consciousness : Creating CSR Programmes’
  • Live Project from the Industry culminating in the outstation Study Tour and Industry visit to be followed by project submission and evaluation by Industry panel
  • Industry Faculty led Guest Lecture series




Admission Process
The admission process for Postgraduate Advertising & Public Relation Diploma is a simple 4-step procedure:
  • Submit duly filled Application Form with all the relevant documents.
  • Appear for Entrance Exam at the institute.
  • Appear for Personal Interview.
  • Appear for Panel Interview.

  • NOTE: Shortlisted candidates will be intimated via phone and email.
    To access the application form and know more about the application process, please visit the Application Form section.
    Additional requirements for Adverting & Public Relations (IMC) are as below:

    1. What matters the most to you and why? (word limit: 200)
    2. What has been your biggest achievement so far and why do you consider it to be so? (word limit: 200)
    3. Write an autobiographical essay. Mention what you think and understand about the Advertising & Public Relations programme, how SACAC fits into your plans, and how you feel the Advertising & Public Relations programme will help you achieve your goals. In what way(s) do you feel you will able to contribute to the programme and your peers? (word limit: 500)
Application Form
The procedure for accessing and submitting the application form for Advertising & Public Relations Course is as follows:
  1. Click on the link to download the Application Form in PDF format.
  2. Complete all sections of the form accurately, sign the declaration and submit. Please submit a printed copy at the SACAC office, either in person or through mail.
  3. A Processing Fee of Rs.2000/- is applicable with each submitted application form. You can pay this amount by cash at the SACAC office or by sending a DD in favour of “Sri Aurobindo Centre for Arts and Communication” payable at New Delhi.
NOTE: We cannot process application forms that are incomplete or without submission of the Processing Fee.
  1. Crossed DD for Rs. 2000/- in favour of “Sri Aurobindo Centre for Arts & Communication”, payable at New Delhi.
  2. Two photographs of size 3cm X 4cm.
  3. Self attested photocopy of mark sheets of graduation and other relevant academic certificates. Admit card/examination ticket, if you are appearing for your final graduation examination.
  4. Attach your CV with the form at the time of submission.
  5. Course specific essays as stated under ADDITIONAL REQUIREMENTS FOR EACH COURSE.
  6. Portfolio/CD/DVD in safe folders/pouches, as specified under ADDITIONAL REQUIREMENTS FOR EACH COURSE.
  1. An application form once sold/issued in the name of a candidate cannot be returned and/or transferred.
  2. SACAC reserves the right to call applicants for interview.
  3. An application form should be complete in all respects.
  4. Rights to admission are reserved with SACAC.
  5. Fees, once paid, are non-refundable and non-transferrable.
  6. All disputes are subject to the exclusive jurisdiction of Delhi courts.
Tuition Fee
Tuition Fee
Advertising & Public Relations (IMC) 12 Months Rs. 2, 15,000/-
  • Applicable Service Tax extra
  • Students need to pay an additional refundable caution deposit of Rs. 10,000/-
  • Scholarships are available to meritorious students belonging to Economically Weaker Section.

Payment Structure
The payment of course fees has been broken into three installments for convenience during the course.
At the time of admission 1st Installment 40%
After completion of 2 months 2nd Installment 30%
After completion of 4 months 3rd Installment 30%
Terms & Conditions
Fees, once paid, are non-refundable and non-transferable.
A fine of Rs. 50/- per day will be charged for the first 30 days, post which the student may be barred from attending classes.
Students who will have to appear for re-examination due to failure to secure mandatory marks, will have to pay Rs. 1000/- as re-examination fee for each paper they have to re-write.
Students failing to clear their dues will not be allowed to appear for the final examinations and participate in diploma projects.
Advertising & Public Relation (IMC) students need to have a laptop.
The course require the students to go on study tours, film festivals, exhibitions, etc. The students are expected to bear the expenses of necessary transport, lodging and boarding.
Download Prospectus
Click here to download : Prospectus