Post Graduate Diploma in Integrated Marketing Communication (IMC)

Course Description

This course is designed to introduce Integrated Marketing Communications (IMC) focusing on Advertising, Media and Creative Industry. The emphasis will be on the role of advertising and other promotional mix elements in the integrated marketing communications program of an organization. Attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, Social Media marketing, sales promotion, publicity and public relations. We will examine the process by which integrated marketing communications programs are planned, developed and executed as well as the various factors and considerations that influence this process. We will also consider the environment in which IMC programs including the impact of regulatory, social, and economic issues.

Course Objectives

• All students receiving a passing grade in the class will be able to demonstrate a clear understanding of the basic concepts of integrated marketing communications as well as to display knowledge of key marketing communications components.
• Students will have fundamental understanding of what it takes to work in Marketing Communication and include integrated marketing communication as part of the management function.

Course Content

Semester I

• IMC Principles, Concepts, Management (75 marks) and Advertising Ethics
• Principles of Marketing (including Marketing Mix)
• Creating Integrated Marketing Communication (including Creativity)
• Marketing Environment, Strategy and Planning
• Learning Photoshop & Illustrator

Semester II

• Branding (50 marks) & Public Relations
• Consumer Behavior & Marketing Research (50 marks) and Rural & Direct Marketing
• Digital & Social Media Communication
• Media Planning and Buying
• Project

Course Assessment

* For Papers where Individual Assignments and/or Team case presentation is not assessed, the weightage for End Semester Assessment is 100%

Eligibility Criteria

Final degree appeared or graduates in any discipline from a recognized university.

Please note the candidate appeared for final year degree is required to mention combined marks for previous Semester/Year. Students with arrears or supplementary papers are not eligible.

Class Timing

Class Days

4 Days / Week (to be announced)

Note: On the other days Classes/Examination may be scheduled, as and when required. Any Changes will be communicated in advance by email.

Diploma

Diploma will be given after the successful completion of both the semesters.

Attendance Policy

A student must obtain a minimum of 75% attendance in all papers/subjects separately. A student who has between 60% and 74% attendance on grounds of illness or any other unavoidable circumstance will have to seek condonation from the Prof-in-Charge of COP. Without the condonation the student will not be allowed to appear for the examination.

Admission Procedure

Step 1: Submission of online Registration Forms

• Printing facility is required while filling up this online form.
• Please read the instruction in the Registration Form and Acknowledgement Card with care.
• The registration fees of Rs. 600/- to be paid within the last date by using online payment method.
• Application forms are available online only through this website.
• No printed forms will be issued by the College

Note: After successful online submission please note down your Application Number for further reference.

Step 2: Interview / Selection Process

• Interview List with date and time will be uploaded on the college website in due course.
• All the eligible candidate will be invited for personal interview.
• All original testimonials, marksheets, certificate and appointment letter of work experience for working candidates are to be bought at the time of the interview for verification.

Note –Selection Procedure will be based on qualifications, work experience, and/or personal Interview.

Step 3: Admission Process & Online Payment of Fees

• Publication of Selection list and Admission Dates will be notified on the website.
• The College Fees will be accepted only online through Credit Card, Debit Card or Net Banking. Those who seek admission to the College should ensure that they are equipped and conversant with the online payment system.

Online Payment FAQ

1. Online Payment Assistance: For any assistance regarding online payment, call Kolkata Bill Desk Office between 10 am and 5 pm on all working days on the following numbers : 033-4003 5101/02/03/04
2. In case of non-receipt of the “online payment receipt” through the College Website, even after the completion of the payment process, the student is advised to verify with the concerned bank before attempting a repayment. However, if your account has been debited, contact COP Office (Room 7) with your bank details to get your site updated, after which you will automatically get your receipt.
3. Refund of Excess Fees Paid Online: In case of any fees having been paid online more than once, the payer is requested not to place any Charge Back Request to their respective banks. The excess payment will be refunded from the Treasurer’s office at St. Xavier’s College as soon as the payer places a request for the refund in the Treasurer’s office with the documented evidence of the payment in question.
4. In case of any “Charge Back Request” is placed by the student to their respective Banks, then a processing charge as applicable will be recovered from the student.

Cancellation of Admission & Refund Policy

Your admission will be cancelled

1. If the admission form is incomplete.
2. If the supporting documents are not complete.
3. If false documents have been submitted.
4. If required educational qualifications are not fulfilled.
5. If incorrect or wrong information is given.
6. If the examinations are not passed from a recognised Board/ University

Note: Admission once cancelled will not be re-considered and fee paid will not be refunded under any circumstance.