Advertising
is a paid form of communication designed to promote or sell a product, service,
or idea through various media channels, including print, television, radio, and
digital platforms. It targets specific audiences with persuasive messages. Conversely,
Public Relations focuses on managing and enhancing the reputation of an
organisation and relationships with its stakeholders, such as the public,
media, and employees. This is achieved through earned media, storytelling, and
strategic communication. While advertising is controlled and financially
compensated, Public Relations relies on media coverage and trust-building
initiatives to shape public perception and maintain a positive image. Both advertising
and PR work in tandem to achieve broader communication goals. In today’s
fast-paced digital landscape, advertising and public relations play important
roles in how organisations connect with their audiences. Whether you aim to
create compelling advertising campaigns or manage a brands public
image, this course will provide you with the essential skills and knowledge
needed to thrive in the ever-evolving fields of Advertising and Public
Relations.
| Course Status : | Upcoming |
| Course Type : | Core |
| Language for course content : | English |
| Duration : | 8 weeks |
| Category : |
|
| Credit Points : | 4 |
| Level : | Postgraduate |
| Start Date : | 12 Jan 2026 |
| End Date : | 30 Apr 2026 |
| Enrollment Ends : | 28 Feb 2026 |
| Exam Date : | |
| Translation Languages : | English |
| NCrF Level : | 6.5 |
| Industry Details : | Retail and E-Commerce |
Week 1: Introduction to Advertising
Week 2: Theories and Models of Communication
in Advertising and Public Relations
Week 3: Advertising: Types and Media
Week 4: Creativity in Advertising
Week 5: Introduction to Public Relations
Week 6: Media Relations and Crisis
Communication
Week 7: Digital Advertising and Public
Relations
Week 8: Research in Advertising and Public
Relations
Dr. Aditya Kumar Shukla is a media education
professional with 14 years of experience in teaching, research, administration,
and industry, with an educational background of a Ph.D. and UGC NET in
Journalism and Mass Communication. He is working as Head of the Institute and
Associate Professor of Media Studies at Amity University Madhya Pradesh,
Gwalior. Before this assignment, He had the opportunity to work with the
Directorate of Online Education, Manipal University Jaipur, MRIIRS, Faridabad,
IMS Unison University, Dehradun, Amity University Madhya Pradesh, APG Shimla
University, Himachal Pradesh, Dev Sanskriti Vishwavidyalaya, Haridwar, and
Dainik Jagran Bareilly. During these assignments, He worked as a program
coordinator and a member of the board of studies, academic council, research
committees, examination committees, and discipline boards.
He was the founder-editor of the Journal of
Content, Community, and Communication, a Scopus-indexed journal. As an editor,
He edited six reference books. As a writer, He published 29 (11 Scopus-indexed)
research papers with 116 citations, h-index-4 and i-index-2 (Google Scholar),
one authored book, and almost 40 editorial articles. He also organized six
national and international seminars and attended nearly fifty conferences,
faculty development programs, and workshops as chairperson, paper presenter, attendee,
and resource person. He is also a member of IAMCR, the International
Communication Association, Vijnana Bharati, and the Creative Commons Global
Network. He completed two online courses on data journalism from the Knight
Centre for Journalism in the Americas, University of Texas, USA. He is a
reviewer of Health Communication, Sage Open, and Journalism & Media (MDPI)
Journal. He is also the Associate Editor of the Frontiers in Communication and
Frontiers in Sociology Journal. He serves as a resource person for the HRDC
Center of Central University Sagar, MANAGE Hyderabad, UGC-HRDC, University of
Calicut and RDVV, Jabalpur. He is also serving as a Subject Committee Member of
the Department of Media Studies at Kathmandu University, Nepal.
Apart from this, he is also a member of the
most extensive network of trainers, the GNI India Training Network, on
#fact_checking, trained in #VisualVerification, #GeolocationVerification,
#DataVerification, and #ClimateChangeMisinformation verification. He is also a
certified Fact and Fit Health Fact-Checking India Network trainer, trained on
#Health_Misinformation and #SourceVerification. He trained approximately one
thousand students and faculties across India as a Fact Check trainer. Moreover,
He worked as a consultant (subject expert) for developing a media literacy
course for Learn to Discern Academy, India, supported by the US Embassy India,
Launched by IREX, A global development & education organisation in
Washington. He has also developed a Course of Media Management for the SWAYAM
Platform in collaboration with IIM Bangalore.
Enrolling and learning from the course is free. However, if you wish to obtain a certificate, you must register and take the proctored exam in person at one of the designated exam centres. The registration URL will be announced when the registration form is open. To obtain the certification, you need to fill out the online registration form and pay the exam fee of Rs.750/-. More details will be provided when the exam registration form is published, including any potential changes. For further information on the exam locations and the conditions associated with filling out the form, please refer to the form.
Grading Components:
Internal Assignment Score: This contributes 25% to the final grade. It is calculated based on the average of the best 4 out of 8 assignments submitted during the course.
Proctored Final Exam Score: This contributes 75% to the final grade and is based on the proctored final exam, which is scored out of 100.
Overall Course Score: The overall course score is the weighted sum of the internal assignment score and the proctored final exam score.
Assessment Type | Weightage |
Weekend Assessment | 25% |
Final Exam | 75% |
Eligibility for Certification:
To qualify for the course certificate, you must meet both of the following criteria:
If either of these conditions is not met, you will not be eligible for certification, even if your final score is 40 or higher (out of 100).
Score | Type of Certificate |
>=90 | Gold |
76 - 89 | Silver |
61 - 75 | Bronze |
40 - 60 | Successfully Completed |
<39 | No Certificate |
Sample Certificate:
Disclaimer: In order to be eligible for the certificate, you must register for enrolment and exams using the same email ID. If different email IDs are used, you will not be considered eligible for the certificate.
The certificate of completion will include your name, photograph, and final exam score, along with a detailed score breakdown.
It will be electronically verifiable through the SWAYAM platform at https://swayam.gov.in/. Please note that only an e-certificate will be issued. Printed or hard copies will not be provided.
We sincerely appreciate your participation and interest in our online courses and certification programs. Wishing you continued success and an enriching learning experience with IIM Bangalore.
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