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. |
Comments