FIRST SEMESTER

PART 1
 - Advertising Perspectives
 - The Dimensions of Advertising
 - Advertising Defined
 - Classifications of Advertising
 - Technology and the Evolution of Advertising
 - The Development of Modern Advertising
 - The Economic Impact of Advertising
 - The Social Ethical & Regulatory Aspects of Advertising
 - The Social Impact of Advertising
 - Advertising Ethics and Social Responsibility
 - Regulations of Advertising
 - The Advertising Business: Agencies and Clients
 - The Advertising Industry
 - What Advertising People Do: Fundamental Tasks
 - The Advertising Agency
 - The Client - Agency Relationship

PART 2
 - Developing Marketing and Advertising Strategies
 - The Importance of Marketing and Consumer Behaviour to Advertising
 - What is Marketing
 - How Advertisers Reach the Market
 - The Importance of Knowing the Consumer
 - Market Segmentation & the Marketing Mix:
 - Matching Products to Market Segment
 - The Market Segmentation Process
 - The Target Marketing Process
 - Advertising and the Price Element
 - Advertising and the Place Element
 - Advertising and the Promotion Element
 - Direct Marketing
 - Public Relations
 - The Marketing Mix in Perspective
 - Marketing and Advertising Research: Inputs to the Planning Process
 - The Need for Research in Marketing and Advertising
 - The Research Process
 - Considerations in Conducting Formal Quantitative & Qualitative Research
 - Applying Research to Marketing and Advertising Strategy
 - Marketing and Advertising Planning
 - Bottom-Up Marketing: How Small Companies Plan
 - Allocating Funds for Advertising
 - Brand Management

SECOND SEMESTER

PART 1
 - Creating Advertisements and Commercials
 - Creative Copying
 - Copywriting and Formulating Advertising Strategy
 - The Encoding Process
 - The Copywriter’s Pyramid: A Guide to Formulating Copy
 - How Copywriters utilize Formats
 - The Copywriting Process
 - Creative Art Direction
 - What is Art
 - The Role of Art in Creating Print Advertising
 - The Role of Art in Package Design
 - The Role of Art in Radio and Television Advertising
 - The Role of Art Direction in Perspective
 - Creative Production: Print Media
 - The Production Process
 - Planning Print Production
 - Typography
 - The Printing Process
 - Creative Production: Electronic Media
 - The Value of Talent in Producing Commercials
 - The Radio Production Process
 - Producing Television Commercials

PART 2
 - Advertising Media
 - Media Planning and Selection
 - Media Planning: An Overview
 - The Role of Media in the Marketing Framework
 - Defining Media Objectives
 - Developing a Media Strategy: The Media Mix
 - Media Tactics: Selecting and Scheduling Media - Vehicles
 - Print Media
 - Using Magazines in the Creative Mix
 - How to buy Magazine Space
 - Using Newspapers in the Creative Mix
 - How to buy Newspaper Space
 - Print: A Worldwide Medium
 - Sources of Print Media Information
 - Electronic Media
 - The Medium of Television
 - Television Audience Measurement
 - Buying Television Time
 - The Medium of Radio
 - Buying Radio Time
 - Direct Mail, Outdoor, Transit and Supplementary Media
 - Direct Mail Advertising
 - Outdoor Advertising
 - Transit Advertising
 - Supplementary Media
 - Advertising on the Internet, Mobile Phones, etc.

PART 3
 - Integrated Marketing Communications
 - IMC: Direct Marketing and Sales Promotion
 - Integrated Marketing Communications: The Concept & The Process
 - The Role of Direct Marketing in the IMC Process
 - Direct Marketing Strategies and Tactics
 - The IMC Process: Sales Promotion
 - Sales Promotion Strategies and Tactics
 - The Public Relations Job
 - Corporate Advertising