Master of Arts [MA] (Advertising & Public Relations) Syllabus, Course Structure and Program Schedule 2024-2025

Course Structure

M.A. in Advertising and Public Relations is a two year course, which equips the students with marketing communication skills. The course enlighten the students about the strategies on how to make a product or a brand successful through communication and creativity in this competitive world.

The course delivery methods in the program include classroom lectures, discussions, presentations and industry visits. Internship plays a vital role to nurture the students’ talent.

Scheme of Assessment

In M.A. in Advertising and Public Relations , students are assessed by a combination of assignments, reports and examinations. Some universities such as Rai University requires students to submit a dissertation.

In addition, students are also assessed on certain parameters such as attendance, presentation, class participation and internship.

Syllabus

An overview for the syllabus is given below:

Semester 1

Name of the paper	Topics	Description
Science of Human Communication	Critical thinking skills Cultural sensitivity Facilitate future marketability	The paper focuses to understand on how humans communicate.
Mass Communication Process	News Public relations Advertisement Television Radio Newspapers Cinema Internet Magazines	The paper aims at the study of how people and entities relay information through mass media to large segments of the population at the same time.
Origin and Growth of Indian Media	History of media in India Emergence of Media History of press in India	The paper teaches about the origin and growth of media in Indian industry.
Media Language Structure, Style and Translation	Objectivity Media language research Production of news language Roles in producing news language	The paper focuses on the importance of the processes which produce media language, as stories are moulded by various hands.
Basic Computer Application	Basic knowledge of computer	The paper teaches the students about the basic knowledge of the computer.

Semester 2

Name of the paper	Topics	Description
Principles and Practices of Public Relations	Deceit Contact information Target information Photographs Media relations Tools Timing Availability Stay active Fact checking	The paper aims at the importance of interaction and communication skills.
Principles and Practices of Management	Observation Analysis of events	The papers aims at the understanding of the guidelines for the decisions and actions of managers.
Advertising Management	Marketing research Media campaigns	The paper teaches the brand building skills for the products.
Communication for Development	Communication tools	The paper involves understanding people their beliefs and values, the social and cultural norms.
Multimedia and Desktop Publishing	Microsoft publisher Adobe pagemaker Microsoft publisher	The paper introduces students to desktop publishing principles and practices.

Semester 3

Name of the paper	Topics	Description
Advanced Advertising and Brand Management	Marketing foundation Presentation Customer satisfaction	The paper involves the advertising skills and brand management.
Tool and Technique of P.R	Fact finding Planning Communication Research evaluation	The paper aims at the understanding of methods of public relations
Consumer Behaviour	Phsychology of marketing Consumer needs	The paper teaches about the interests of the consumer.
Introduction to Marketing Management	Analyzing market opportunities Research and selecting targets Planning marketing programmes Organizing, implementing and controlling the marketing efforts	The paper introduces to the marketing strategies. The paper is concerned with direction of purposeful activities towards the attainment of marketing goals.
Communication Research	Communication theory Communication and culture	The paper explores the processes, antecedents, and consequences of communication in a broad range of societal systems.

Semester 4

This semester’s course work includes Dissertation and Internship too.

Name of the paper	Topics	Description
Mass Media, Ethics and Laws	Media laws Ethical issues	The paper covers the fundamental principles of mass media, ethics and law.
Media Planning	Objectives Components Media strategy Media budgeting Media selling	The paper teaches the process of establishing the exact media vehicles to be usedfor advertising.
Specialized Copywriting	-	The paper aims at understanding of the business needs and copywriting according to it.
Corporate and Business Communication	Management communication Marketing communication Organizational communication	The paper focuses on managing all internal and external communications.
Web Advertising and e-PR	-	The paper teaches the fundamentals of online advertising which uses the internet to deliver promotional marketing messages to consumers. E-PR is the way for practitioners to build relationships with publics.