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Certificate in Advertising and Public Relations

Certificate in Advertising and Public Relations

Original price was: ₹6,000.0.Current price is: ₹3,000.0.

This intensive certificate program provides a foundational and practical understanding of the dynamic fields of advertising and public relations. Designed for aspiring professionals, career-changers, and marketers looking to upskill, the curriculum blends strategic theory with hands-on projects. You will learn to develop integrated marketing communication (IMC) campaigns, craft compelling messages, manage brand reputation, and utilize both traditional and digital media channels effectively.

Category:

Description

Program Duration:

  • Full-time: 3 – 4 months

  • Part-time (Evenings/Weekends): 6 – 9 months

Mode of Delivery:

  • On-Campus, Online (Live virtual sessions), or Hybrid models available.

Who Should Attend:

  • Recent graduates seeking to enter the marketing communications field.

  • Professionals from other industries looking to transition into advertising or PR.

  • Small business owners and entrepreneurs who want to handle their own promotions.

  • Marketing, sales, or content staff aiming to broaden their skill set.

  • Freelancers wanting to offer advertising and PR services.

Learning Objectives:
Upon successful completion of this certificate, students will be able to:

  • Differentiate between the roles of advertising and public relations within an IMC plan.

  • Conduct basic market research and audience analysis to inform strategy.

  • Develop creative briefs and generate innovative advertising concepts.

  • Write effective copy for various media (print, digital, broadcast).

  • Craft key PR materials, including press releases, media advisories, and pitch letters.

  • Understand media planning and buying processes.

  • Plan and execute a digital and social media strategy.

  • Manage a brand’s reputation and respond to crisis communication scenarios.

  • Pitch a comprehensive communications campaign to a simulated client.

Curriculum & Modules

Module 1: Foundations of Integrated Marketing Communications (IMC)

  • Introduction to Advertising and PR: History, Roles, and Ethics

  • The IMC Model: Synergizing Advertising, PR, Sales Promotion, and Digital

  • Understanding Consumer Behavior and Target Audience Segmentation

  • The Strategic Planning Process: Setting Objectives, Budgeting, and Measurement (KPIs)

Module 2: Advertising: Strategy and Creativity

  • The Creative Process: From Brief to Big Idea

  • Copywriting Fundamentals: Headlines, Body Copy, and Calls-to-Action

  • Art Direction and Visual Communication Basics

  • Developing Campaigns for Various Media: Print, TV, Radio, and Out-of-Home (OOH)

Module 3: Public Relations: Building and Managing Reputation

  • The Role of PR in Brand Building and Reputation Management

  • Media Relations: Working with Journalists, Building Lists, and Pitching Stories

  • Writing for PR: Press Releases, Media Kits, Fact Sheets, and Blog Posts

  • Event Planning and Management for PR Purposes

Module 4: Digital and Social Media Marketing

  • Digital Advertising: SEO, SEM (Google Ads), and Display Advertising

  • Social Media Strategy: Content Creation, Community Management, and Paid Social

  • Email Marketing and Automation

  • Influencer Marketing and Partnerships

Module 5: Media Planning, Buying, and Analytics

  • Traditional vs. Digital Media Landscapes

  • Key Metrics: Impressions, Reach, Frequency, CTR, Conversion, and GRP

  • The Media Buying Process and Negotiation

  • Introduction to Analytics Tools (Google Analytics) and Measuring Campaign ROI

Module 6: Crisis Communication and Special Topics

  • Proactive vs. Reactive PR: Preparing a Crisis Communication Plan

  • Case Studies in Crisis Management (Successful and Failed)

  • Specializations: Corporate Social Responsibility (CSR), Internal Communications, B2B vs. B2C Strategies

  • Capstone Project: Developing a full IMC campaign for a real-world client or case study.

Assessment Methods

  • Individual Assignments: (e.g., writing a press release, creating a creative brief).

  • Group Projects: (e.g., developing a full campaign in a team setting).

  • Quizzes/Exams: Testing understanding of key terminology and concepts.

  • Class Participation: Engagement in discussions and workshops.

  • Final Capstone Project Presentation: Pitching a complete campaign to instructors and peers.

Admission Requirements

  • A high school diploma or equivalent (e.g., GED). A bachelor’s degree is preferred but not always mandatory.

  • Proficiency in English (both written and spoken).

  • A completed application form.

  • A statement of purpose or personal essay (may be required).

Career Pathways / What Can You Become?

Graduates of this certificate are prepared for entry-level and assistant roles such as:

  • Advertising Account Coordinator

  • Public Relations Assistant / PR Coordinator

  • Social Media Specialist / Coordinator

  • Marketing Assistant

  • Media Planning Assistant

  • Content Creator / Copywriter (Junior)

  • Communications Assistant

Why Choose This Program?

  • Industry-Relevant Curriculum: Designed with input from advertising and PR professionals.

  • Practical Experience: Work on real-world case studies and a final capstone project for your portfolio.

  • Expert Instructors: Learn from seasoned industry experts and practitioners.

  • Networking Opportunities: Connect with peers, instructors, and guest speakers from the industry.

  • Career Support: Access to career workshops, resume reviews, and job placement assistance (varies by institution).

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