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Advertising & Marketing

Delhi

Eligibility : Candidates should have passed Class XII from any recognized board
Qualification :
- Indian Qualification : Professional Diploma from Pearl Academy. Students will enroll for a pathway of 11 month diplomas leading to a Professional Diploma at the end of their final year. Pearl Academy recommends BBA (IGNOU). Students will register at no additional cost. With the IGNOU degree, all graduates are eligible for pursuing their Masters in any Govt. affiliated institutes like NIFT, NID and other universities.
- INTERNATIONAL QUALIFICATION : Option for a full credit transfer out of Pearl Academy, for final year, to Bachelor of Business degree at Torrens University, Australia.

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Course Overview

Technology is rapidly transforming consumer culture and lifestyles. Organisations are seeking marketers who can understand these changes and develop strategies to better connect with their consumers.

This one of its kind course is designed to create future-ready marketers; marketers who can leverage the power of technology & data to creatively solve marketing problems.

The course is designed to provide students a solid foundation in business strategy and business models and then take a deep dive into the fundamentals of marketing, advertising & storytelling. Students will gain a thorough understanding of market research and consumer behaviour, market segmentation & positioning, integrated communication planning and media planning.

There will be emphasis placed on Digital Marketing to help students become technology-savvy marketers who understand different digital tools and the nuances of creative storytelling in the digital age. The focus on Design Thinking is intended to help students develop a creative and agile approach to problem-solving. While the modules on Data Analytics will help students leverage insights from data to make better decisions.

The entire course is designed to be highly application oriented in an experiential model of learning. Students get to do live industry projects and internships throughout the course. The global partnership with Torrens University, Australia ensures students are abreast with global best practices and marketing in an international context.

After this course students can look forward to gaining employment in the marketing departments of corporates, advertising agencies (planning/client servicing), digital marketing agencies, media planning agencies, market research agencies and start-ups.

Curriculum

Year 1: Basic diploma in advertising and marketing

Empowers students with a fundamental understanding of business, marketing and communications management. After First year students will gain a thorough understanding marketing and communications strategy in the digital age. The semester 1 will have five modules.

The module Active Citizenship is an immersive module where all UG students will be attending workshops together.The module aims to provide students an opportunity to unlearn and relearn about their own personal contexts and the larger context in which the world operates and find their own space within that through the processes of critical thinking, Systemic thinking and appreciative enquiry. This module will help the student brace themselves to face the specific challenges facing teams working on high-pressure innovation efforts
The module Business Communications introduces students to the concepts of business communications and transferrable academic skills. This subject presents an analysis of the types of communication processes which occur in the internal and external business environment, including an examination of the theoretical underpinning of communication businesses. Emphasis is placed on writing skills, reports, and presentations, and using technology to communicate. the course will provide students with research skills (information literacy) , critical analysis, writing and language techniques. Transferrable skills include time management and team work are incorporated int the course.

The module Teamwork & Collaboration, will introduce students to organizational behavior and also teach them about how to collaborate within teams to develop new ideas and execute them effectively in a team environment.

In the Marketing Fundamentals module students will gain a foundation in the marketing discipline introducing contemporary concepts, theories and models. The unit places emphasis on the difference between business to consumer and business to business marketing and the importance of understanding consumer behaviour, consumer segmentation, targeting and positioning, the extended marketing mix and ethics in marketing in these two contexts.
In Fundamentals of Management students will be able to develop an understanding of how organisations manage themselves in terms of structure, functions, systems and processes. Specifically, the module will facilitate students to understand principles and processes of management as applied in general and specifically to advertising and marketing industry.

The second semester has five modules.

The module on Advertising & Branding introduces students to Advertising & Brand Planning by exploring basic concepts, techniques, and guidelines to build and manage brands in a competitive scenario.. It exposes students to different models of consumer information processing, positioning strategies and creative strategies. It aims to establish brand identity, brand positioning and brand architecture as the pillars on which a brand stands. It also emphasizes the importance of leveraging brand equity and the strategies for the same.
The Consumer Behaviour & Interaction Design module aims to facilitate understanding of consumer behaviour by applying concepts from Anthropology, Sociology, Psychology and Neuroscience. Emphasis will be placed on both offline consumer behavior and online consumer behavior. Students will be introduced to the subject of Interaction Design and its importance in an increasingly digital world.
The module Market Research explores research methods used for creating innovative marketing plans. It will comprise new product development, consumer research, advertising research and testing.. It will have students explore qualitative and quantitative methods of research. Students will be provided exposure to both offline and online research methodologies and tools.
The module of Software and Technical skills aims to equip students with deeper understanding of digital marketing analytics including Google Analytics, Facebook Analytics, YouTube Analytics and Search Engine Marketing using Google Adwords. The module has software skill inputs of Adobe software which will help students to express their ideas and analysis in precise, concise, attentive manner.
The module Marketing Case Study explores a range of theoretical and conceptual frameworks addressing different phenomena of strategic marketing in the chosen marketing problem. The students will learn to integrate and apply the comprehensive knowledge of marketing environment, consumer behaviour and marketing mix driven marketing strategies to solve a complex marketing problem.

Year 2: Advanced diploma in advertising and marketing

Empowers students with an understanding of how to synergise business strategy and marketing strategy. After Second year students will know how to formulate marketing problems in a customer centric manner and create effective marketing strategies that align with the larger business objectives. Second year has two semesters, each with five modules.

In semester 3, the module of 21st Century Skills (or New Work Order) aims to have workshops and training mode of classes that will sensitize students in collaborative skills, communication and problem solving skills. Professional coaches and mentors active in the industry will be delivering this module.
The module Accounting for Decision Making aims to provide accounting students with a broad, business-based introduction to the conceptual foundations of accounting and finance. The use of management accounting information assists in key areas of planning, controlling, reporting and decision making. It introduces students to basic concepts and functions of the balance sheet, profit and loss statements, cash flow statements, techniques for analysing financial statements investment decisions, full costing and opportunity costing analysis and managing working capital. Students will also be exposed to frameworks used to calculate brand-equity and measure brand goodwill.
The module of Buyer Journey Management explores how a customers form perceptions through the entire purchase journey - both conscious and subconscious – that affects their relationship with a brand's value proposition. Students will explore how a customer's interactions with a brand during the customer life cycle will determine levels of customer satisfaction. Students will learn about Cutomer Journey Mapping techniques and the process of crafting Buyer Personas. Students will also learn the importance of employee engagement in the customer experience strategy and its impact on metrics of satisfaction, loyalty and advocacy.
The module Live Project Lab aims at giving students an opportunity to work on a live project with the industry. Student is expected to make a significant contribution both to personal development and to the issue being studied in the organization. The themes of project will revolve around any of the following : Advertising or Branding or Digital Marketing or Marketing Communications. Students will be mixed with students of other courses in other Schools (Design/Fashion/Media). The module aims to provide students cross- disciplinary exposure.
The module on The Integrated Marketing Communication aims at sesnsitising students to the importance of synergising various communication options by integrating them in a way that the consumer gets a consistent and holistic image of the brand. Students will understand how to integrate online and offline marketing campaigns; combine content marketing with advertising; and also how to look at PR, advertising, events, Direct Marketing & Sponsorhsips in an integrated manner. Students will learn how to seamlessly integrate digital marketing tools and techniques into all aspects of marketing communications.

In semester 4, the students will have:

The module on Global Business Trends where they will study about trade principles and processes of international business. The module aims to build in students global citizenship. There will be studies of anthropology, culture, history, food and clothing of major countries and cities in the world. Cases of international mergers and acquisitions will also be taken.
Media Planning & Buying introduces students to media planning strategies to create high impact marketing campaigns. It provides an understanding of both offline media planning and online media planning and the success metrics linked to both.
The aim of the Design Thinking Module will be to provide real world exposure problem solving using a Design Thinking approach. Students will learn the different aspects of the Design Thinking process and learn to how to apply them to real world problems in order to develop innovative customer centric strategies.
In the Business Model Lab students will gain an understanding of the different types of business models that exist in the market and how they differ. Students will also be given practical exposure to the Business Model Canvas as a tool to building a business model.
Global Consumer and Trends a project based module. Students will study consumer behaviour and their fashion and lifestyle trends. This will be based on visual research methods and journaling their observations. The students will do a fashion product development project using their study.

Year 3: Professional diploma in advertising and marketing

Third year is higly application oriented and helps students bring to life all the learning undertaken in the previous two levels. It empowers students to think like creative modern day entrepreneurs who can identify new value propositions and effectively market them in a viable manner. After Third year students will know how to analysis complex problems and bring to life innovative marketing strategies keeping in mind globally relevant aspects like ethics and sustainability.

In the beginning of semester five, the students will learn Persuasion and Negotiation Skills. The module aims at developing in students these vital skills for their growth in industry, be it as entrepreneur or as a professional working in an organization.
The module Statistics for Decision Making introduces to students to statistical theory used to make business decisions. Students will learn about probability distributions, theories of correlation, regression and cluster analysis and their relevance to the decision making in the marketing context.
The module Ethics and Sustainability helps students to identify and describe the principal trends driving Corporate Social Responsibility, and how it relates to ethical business practices. Students will learn to compare and contrast the legal versus ethical compliance of CSR from the perspectives of various stakeholders, and the impact on the legislative framework surrounding corporate existence.
In the Data Analytics module students will gain an understanding of big data and its implications for the marketing world. They will also gain an understanding of the different statistical software tools to undertake data analysis. Exposure will be provided on how to undertake data visualization to communicate insights from data analysis.
The module Entrepreneurship and New Ventures expose the students through the decision making challenges concerning the investments needed to plan, create and run an enterprise, which is connected to the market demand on the one hand and to the technology on the other. Students will learn how to create a business plan by understanding resource planning, budgeting, scheduling, monitoring and control, financial viability and financial analysis and articulating the growth and development plan of an enterprise.

In semester six, students will do a double-credit Major Project. This will either be a dissertation or a business plan or an industry live project. For dissertations, the students are expected to do a background study and identify a conceptual framework and research problem related to the field of Marketing . Based on this the students conduct an in-depth research and are expected to come out with a publishable academic output. In business plan project, students are expected to identify a business opportunity and develop a business plan. In the live industry problem solving project, students are expected to extract a live problem from an e-commerce organization and propose an innovative yet practical solution. In Professional Practice, students will learn to apply deep and comprehensive understanding of theoretical frameworks and concepts of Marketing, Advertising & Branding to generate and propose novel business strategies and solutions. In Personal Branding module, students will evaluate barriers to team creativity and productivity, assess effects of thinking styles and profiles and apply principles of creativity and innovation to theirpersonal and professional development.