Advertising & Marketing

Delhi | Mumbai
  • Duration: 2 Years
  • Eligibility: Open for Graduates from any stream
  • Qualification: Post Graduate Diploma.
  • Certification :Media & Entertainment Skill Council (MESC)
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PG Advertising & Marketing is a unique course that blends creative practice with the business of advertising. It will develop digital savvy advertising professionals with indepth knowledge of marketing, copywriting and brand management.

Industry speakers and adjunct professors drawn from leading advertising, marketing and design agencies are part of the faculty. As part of the curriculum, learners will be involved in international exchange programmes, live projects for an advertising, design or marketing agency. Some of the companies where Pearl students are working include JWT, The Communication Council, Ogilvy & Mather and Times Internet.

The two-year course is well-designed to give a sound knowledge of advertising practices, integrated brand communication strategy, digital marketing and analyzing the ‘big data’, preparing learners to seek opportunities in both agencies and corporate brand management in India or globally.

Learning at Pearl

Pearl has a 26-year legacy of training and preparing students to join the exciting world of creative domains. The course is industry-oriented, practical, hands-on, tech-savvy specially with regards to the digital technology, with a strong foundation of concepts and research. The entire course has a distinct position of possessing a professional and pro-industry orientation from content, to mentors, to industry visits, to projects and internships.

Semester 1

Module 1
Introduction to IMC & Tools of IMC

Module 2
Advertising & Brand Management: Theory, Concepts, Applications.

Module 3
Advertising Agency: types, divisions, functions and roles in Campaign Management.

Module 4
Marketing: Channels, Media Mix, Sales Management

Semester 2

Module 1
Rural Marketing, Direct Marketing, BTL Marketing & Events.

Module 2
Research for Marketing and Advertising: Quantitative & Qualitative, Cases.

Module 3
Audience Measurements, Consumer Insights, Use of Big Data in A&M.

Module 4
PR & Events: Advanced Practices, Cases. Compulsory 8-weeks internship after the second semester.

Semester 3

Module 1
Digital Marketing & Social Media Marketing, Online Selling

Module 2
Digital Advertising, E-branding.

Module 3
Advertising Creative Communication & Campaign Production.

Module 4
Luxury Branding, & Entertainment branding

Semester 4

Module 1
Corporate & B2B Branding & Marketing.

Module 2
International Marketing & Branding.

Module 3
Marketing Communication: Advanced Practices, Cases.

Module 4
Major Industry Project/Internship

Design Software like CorelDraw, InDesign. Research software likes SSPS. Audience Measurement software used by BARC and others.

The learners participate in several ad-mad contest, marketing case-study contest, business case-study contest, marketing creative contests organized by IIMs, MICA, some corporate houses, and NGOs during the two years course.

Every month, comprises of a visit to leading advertising or brand agency, PR or digital agency, or a corporate house in their marketing department to understand how real life advertising, branding and marketing work in organizations.

Students will have access to / invited for at least 50 or more sessions conducted across the two years by industry stalwarts of branding, advertising and marketing, in workshop mode usually, with current examples.

Many video conferenced sessions with industry stalwarts from India and abroad are conducted as per the need. The global mobile content development expert Dr Stephen Quinn shall conduct a weeklong immersive workshop on mobile content.

Placements / Internships

Advertising agency like JWT, TCC, O&M, CreativeMarketingFix, digital communication agency, brand consulting agency, and the marketing communications or brand management department of any corporate house or non-profit organization.

International Opportunities

The curriculum has been developed in association with Domus Academy. All PG Pathways at Pearl have an in-built 4-week exchange module (optional) at Domus Academy. This alliance gives following opportunities to students:-

Through such exchanges programmes, Pearl ensures that the students learn not only the technical aspects of the domain but also a new culture. In 2016, over 80 students were a part of the exchange program to Domus Academy, Milan, Italy. These students were from all 3 centers and across various PG courses like Fashion Business, Fashion Design, Interior Design & Styling, Luxury Brands, Fashion Communication, Communication Design and Fashion Styling & Image Design.

Other International Opportunities