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Course information

Entry requirements

COURSE COMMENCEMENT

28th April 2023
15th September 2023

DURATION

12 Months full time

ELIGIBILITY

Graduation

COURSE HIGHLIGHTS

Industry practitioners as mentors
Live project experience
Study tour & industry visits
Scholarship - 10 to 25% of the total fee

Course overview

ADMISSIONS OPEN FOR BATCH 2023-24

Advertising & PR Course with focus on digital is one of the flagship programs at SACAC. As the advertising industry continues to grow leaps and bounds, the program at SACAC never ceases to evolve to accommodate everything trending and new.

Rooted in insights, the advertising course designed at SACAC prepares participants for today’s dynamic, digital world. The program nurtures creative mavericks and canny business managers in equal measure, bringing forth the individual consciousness and excellence that infuses all pedagogy at SACAC. This is what sets this course apart from all the advertising courses in India.

Our faculty plays a critical role in helping participants understand the nuances of advertising as well as the speed and agility of the digital and mobile medium. Having spent decades in the industry, our faculty members provide a nurturing environment for a holistic learning of advertising and its role in a fast-changing world where rules are increasingly being dictated by technology.

Armed with one of the best courses in advertising and public relations in India, our alumni leave SACAC ready to take communication challenges that the industry throws at them head-on.

Course Overview

Students who join this Advertising and PR course from different parts of India, come from different backgrounds. You can be an engineer, or a graduate in mathematics, journalism, English, sociology or any other field.

You might have had experience in the creative space, working with digital agencies, as a social media executive, a copy/content writer or even a graphics designer. SACAC’s integrated marketing course, one of the best in India, offers you an insight into how the advertising world works. You work with faculty members, who are also successful award-winning professionals in their field, hand-in-hand. This makes our advertising and public relations courses different from the similar ones offered in India.

You get practical and live projects to work on. All the faculty members are mentors, highly approachable and easy to work with. Our course is intense and as one of our alumni placed it well - “There is no time for snoozes or excuses!”, but then that is what makes a through professional out of every student who joins the advertising course in India at SACAC.

If you are ready to catapult your career today, apply now!

Students take ownership of placements and put a placement committee in place. Guided by mentors at SACAC, the entire process of placements is transparent and clear. Students take initiative to invite leading companies to the campus and hand-hold the recruitment process. They bag roles in areas of their choice - account management, copywriting, content creation, film-making, creative leadership, digital marketing, social media management.

Note: This programme requires students to have their own laptops

Curriculum

Introduction to Communication, Media and Cultural Studies

Learning Outcome: To enhance students’ understanding of varied paradigms operating in the realms of society, politics, culture and media. To broaden students’ worldview by exposing them to multiple critical and alternative perspectives, and thereby enable them to look beyond the ‘commonsensical’ and think out-of-the-box.

  • Basic concepts of communication
  • Understanding interplay of society, politics, media and culture
  • Understanding development communication and social marketing/advertising
  • Deconstructing political economy of media through cinema
  • Praxis: Analyzing media content through media tracking
 Learn more

Indian Media
  

Learning Outcome: To introduce the new age news media scene in India, its evolution, present state, ownership patterns, possible impact on news, trends, issues and areas of concerned India Media to develop advertisement and public relation professionals.

  • Indian media - history & evolution
  • Fake news
  • Conventional media – news subject & news channel
  • New media
  • Big data
  • Media management organisation and structure
  • Economics and sociology of Indian media
  • Media laws and regulations
  • Cyber laws – IT Act & copyright patent
  • Contemporary issues and concerns
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RADICAL TRANSFORMATION LEADERSHIP (RTL) PROGRAMME AND MEDIA: PRINCIPLES AND PRACTICE

The program offers an alternative way of thinking by highlighting fresh perspectives to students and inspires them to tap into their inner-capacity for strategic action to manifest their full potential to generate and lead equitable and sustainable change.

  • Introduction to RTL
  • knowing self and universal values for ethical actions and results
  • Designing Breakthrough Initiatives (BTIs) to make a different values based strategies generate a change in community action
  • Leading responsibly and fostering full potential in others
  • Integrity, Accountability and Responsibility
  • My leadership in action

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Marketing Management & Consumer Behaviour

Learning Outcome: The world of marketing is constantly changing, especially in the modern era of social media, automated ad tech and audience analytics. Brands need to stay on top of these changes to successfully reach their audiences, especially as consumers become savvier and more skeptical.

This course aims to equip the student with the skill set and analytical abilities to become successful marketing decision makers.

  • Introduction to marketing
  • Marketing for digital economy
  • Creating customer value and satisfaction
  • Scanning the environment
  • Marketing oriented strategic planning
  • Identifying market segments & targets
  • Crafting the brand positioning
  • Setting product strategy
  • Product life cycle marketing strategy
  • Developing pricing strategies
  • Designing and managing marketing channels

Analysing The Consumer Behaviour
  • Influences on consumer behaviour: the trends and developments with special reference in this millennium.
  • Consumer and integrated marketing communication (IMC): PESO Model.
  • Consumption and influence of messages and media and developments in the digital age

Introduction to Marketing Research (Offline & Online)

  • The marketing research process
  • Define the problem
  • Develop research plan
  • Collecting information
  • Analyze and present findings
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Advertising & Brand Management
  

Learning Outcome: To introduce the students to advertising and marketing communication as concepts, teach the fundamentals of message design and construction of the creative brief as well as understand the impact of marketing communication on brand building in the digital age.

  • Understanding advertising
  • Advertising agency structure
  • Advertising and society
  • Brand management
  • Introduction to brands
  • Managing brands
  • Creative and media briefing process
  • Integrated media planning & buying (offline & online)
  • An overview of Indian media scenario and the changing structure of media practice
  • Source of informations/ syndicated research
  • Elements of media brief and its importance to media planning
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PR Principles and Corporate Communication

Learning Objective: To take the students through the role and scope of PR in management, its various tools, the emerging importance of the discipline in varying areas for facilitating better decision making.

  • Understanding PR
  • PR process and practice
  • Various genres in PR
  • Digital PR
  • Emerging trends in PR
  • Podcast
  • Influencers outreach
  • Art of storytelling
  • Understanding narratives
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PR and Corporate Communication Practical

Learning Objective: To take the students through the evolution of corporate communication and its expanded role in organisational and marketing communication. To facilitate a better understanding of the role of CC in positioning an organisation and building its brand equity

  • Introduction to corporate communication
  • Corporate communication: process and application
  • Corporate image management
  • Corporate social responsibility & sustainable development
  • Trade media and financial institutions
  • Corporate communication strategies and tools
  • Digital communication
  • Crisis communication
  • Applications
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Digital Marketing, Advertising and PR
  

Learning Objective: To take the students through the conceptual framework of digital media and the practice of integrated marketing and strategies employed in marketing, advertising and public relations in a virtual world.

  • Digital marketing channels and metrics
  • Design and build web owned presence
  • Search marketing
  • Search engine management (SEM)
  • Social media marketing (SMM)
  • Email marketing
  • Analytics
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VISUAL COMMUNICATION: PHOTOGRAPHY, GRAPHIC DESIGN AND FILM PRODUCTION – I

Learning Objective: To provide working knowledge of visual communication, especially graphics and relevant software to help students understand their role in both advertising and corporate communication.

  • Visual communication: concepts and process
  • Visual perception
  • Psychological and emotional aspects of colours
  • Shapes and forms
  • Use of visuals across medium
  • Visual manipulation
  • Art and design: semiotics
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Creativity, Campaign Planning & Production
  

Learning Objective: To acquaint students with the creative process and the role of creativity in advertising
To enable students to integrate the learning of various courses while conceptualising, planning and producing campaigns

  • Introduction to creativity
  • Language and advertising
  • Campaign planning
  • Campaign production
  • Changing media forms
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VISUAL COMMUNICATION: PHOTOGRAPHY, GRAPHIC DESIGN AND FILM PRODUCTION – II

Learning Objective: This module on ‘Visual Communication and Photography’ is designed for advertising and creative professionals who will be involved in creative decision-making process for clients. These professionals may be in key positions taking creative calls on the style, aesthetics, nature and content of their publicity campaigns as well as closely working with photographers and film makers on campaigns etc.

Introduction to Photography

  • Visual storytelling and thinking photography
  • Visual literacy, aesthetics, representation and politics
  • Camera operation – Exposure triangle, depth of field, lenses, focal length
  • Composition
  • Post production

Audio Video Storytelling

  • Introduction to the language of moving images
  • Audio video recording with DSLR
  • Understating the relationship between audio and video
  • Understanding to audio and video editing
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RESEARCH METHODOLOGY & APPLICATION

To acquaint students with the fundamentals of research and the role of research in the sphere of media and integrated marketing communication and equip students with the essential tools of research.

  • Understanding Research
  • Forms of Research
  • Research Process
  • Research Methods
  • Research Ethics
  • Writing Research Report/ Dissertation

RESEARCH APPLICATION

  • An Introduction
  • Methods in Integrated Marketing Communication Research
  • Audience Research in Integrated Marketing Communication
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INDUSTRY ‘LIVE’ PROJECT

To get the Ad & PR with Digital Marketing students to apply the skills/knowledge they have acquired during the course of the entire program. To work in effective groups where through teamwork they will learn problem-solving to accomplish a group task. To acquire presentation skills through which they will ‘sell’ the work to the client team who have briefed them on the problem for which they have to find a communication solution including the execution of the communication solution.

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INTERDISCIPLINARY PROGRAMME: SOCIOLOGY AND GENDER STUDIES

To enhance students’ understanding of their individual and social world by exposing them to the sociological imagination, and, in turn, make them think critically and innovatively. To enhance students’ understanding of the complex phenomenon of gender by exposing them to various streams of critical thoughts relating to gender.

  • Thinking Sociologically
  • Political Sociology
  • Sociology of Education
  • Sociology of Gender
  • Understanding Gender through Cinema
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Pedagogy

Case-study, experiential learning and learning by doing are a few values in our Pedagogy.

Why do we want to talk about our pedagogy at all? Because it is important for you to know how we do things and why it helps us stand apart. Most of our subjects are taught with real case-studies. The faculty member is a working professional himself/herself, and that adds tremendous gain to the conversations in our classrooms. Everything can be explained with a real case-study. Classes are not just within the classrooms, learning steps out and this advertising course in India encourages all students to learn by doing, rather than depending only on classrooms and presentations.

SACAC works on the core of all the students. There is extensive emphasis on developing the creative being of the student. Learning at SACAC is not just about imbibing skills, it is more about being able to think, the Big Idea way! All students are empowered and nurtured with classes and workshops in Professional Photography, Graphics Design and even Sociology. The interactive and creative problem solving is at the heart of all learning.

What is important for SACAC is that every student who graduates step out as a conscious and aware individual in the industry. Every piece of work is meaningful and a baton for change.

Eligibility

Eligibility:
  • Graduates in any discipline, including those awaiting their final year result/equivalent qualifications/working professionals.
  • Written and spoken proficiency in English language.
Desired Attributes:
  • A creative and innovative bent of mind.
  • Interest in contemporary society and events.
  • Motivation and persistence to meet one’s goals.
  • Ability to work individually, as well as in a team.

Placements

We know it is important for you and applicants or his parents to understand what are the opportunities after pursuing this course. It is very tough to list down all the alumni achievements, however we make a humble effort. To know more about our former students and their careers, please visit Alumni Achievements.

Our alumni has gone out and worked under all kinds of different roles such as – social media managers, copy writers, content editors, account managers, creative heads, videographers, graphic designers, PR executives and more. It has been our privilege to have had companies such as Digitas, Dentsu Webchutney, RepIndia, FCB Ulka, FML, Genesis, Zostel, BBH Delhi, JWT, Ogilvy, Google, IKEA, Glitch! Group M, Wieden Kennedy, TBWA India, ADK Fortune Communications, Media Mantra, Publicis Groupe, EY, Jajabor Brand Consultancy, Isobar, Innocean Worldwide Communication, Adfactors PR, Genesis BCW, MSL Group and more recruit from our campus over the last few years. There are independent professionals who are bloggers, and even entrepreneurs running their own digital agencies!

The world of advertising, PR and digital is very volatile. Every year we see new avenues open up for our students going out, and yet, what is predictable is the need that these famous advertising and digital institutions have for our students.

FAQ

What does the curriculum of the Postgraduate Diploma in Advertising & PR 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 , Media Management & Planning and Brand Management. After covering the basics, a student spends approximately one month delving deeper through specialisation in Communications Management, Public Relations Management, or Copywriting & Content Development. For more details, please visit the Curriculum section.

What kind of faculty teaches the Postgraduate Diploma in Advertising & PR at SACAC?

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 resume. Your specialisation 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 PR Course is 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, 75% 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 MS Office, Photoshop and Illustrator. 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 Course look forward to after the course completion?

Marketing Communications is a fast-changing and demanding industry that rewards innovation and hard work. Much of the success our students have attained are individual accomplishments. However, to help students jumpstart 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.

What are some companies that students have gotten placed into?

Students over the years have gotten placements/internships in different kinds of roles such as copy-writing, content creators, film making, account planning, social media managers, Creative partners across different verticals. Advertising agencies, digital agencies, PR agencies, several well-known brands and some start-ups as well. To name a few BBH India, JWT, Digitas, Dentsu Web Chutney, Glitch, Razorpod, Rep India, GBM, MSL, Isobar, Cheil, Magnon and more!

Can I get into events after completing this course?

Since the Postgraduate Course in Advertising & PR 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 is the fee for this course?

The tuition fee for the Postgraduate Diploma in Advertising & PR Course is Rs. 2,45,000/-. 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 four-step process, which can be viewed in detail on the Admissions 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 recognise a SACAC PG Diploma?

Postgraduate Diploma conferred at the completion of the course is not recognised by any university but is well recognised 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.

Highlights

  • 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 Project’ 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

Industry Project

Student Experience

Faculty

Admission Process

The admission process for Postgraduate Diploma in Advertising & PR Course is a simple 3-step procedure:

  • Submit duly filled Application Form with all the relevant documents and application fee
  • Appear for entrance exam and/or first round of interview
  • Appear for final 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.

Application Form

The procedure for accessing and submitting the application form for Advertising & Public Relations Course is as follows:
  1. Click here to apply online
  2. Click on the link to download the Application Form in PDF format.
  3. 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.
  4. An application registration fee of Rs 2000 is applicable with each submitted application form. You can pay this amount by cheque or online.

NOTE: - We cannot process application forms that are incomplete or without submission of the Processing Fee. It should be application registration fee.

CHECKLIST FOR ENCLOSURE
  1. 1 recent passport size photograph.
  2. Self attested photocopy of mark sheets for 10th, 12th and graduation. Admit Card / Examination Ticket, if you are appearing for your final year graduation examination.
  3. Updated copy of your resume that should include academic qualifications, work experience (if any), languages known,softwares and extra curricular activities.
TERMS & CONDITIONS
  1. An application form once sold / issued in the name of candidate cannot be returned and/ or transferred.
  2.  The application form should be complete in all respects.
  3. SACAC reserves the right to call applicants for interview.
  4. Fees, once paid, are non- refundable and non- transferrable.
  5. Rights to admission are reserved with SACAC.
  6. All disputes are subject to the exclusive jurisdiction of Delhi Courts.

Tuition Fee

Tuition Fee
Advertising & Public Relations 12 MonthsRs. 2, 45,000/-

NOTE:

  • Applicable GST additional
  • Students need to pay an additional refundable caution deposit of Rs. 10,000/-
Payment Structure
At the time of admission1st Installment 40%
After completion of 2 months2nd Installment30%
After completion of 4 months3rd Installment30%

 

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 with MS Office, Photoshop and Illustrator.
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.

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