MBA in Advertising & Media (MBA - AM)

by Team.i - School of New

Course Summary

MBA in Advertising and Media is an advanced cutting-edge program developed in consultation with Network18, and is recognized by UGC and The Ministry of Human Resource Development, Government of India. The program gives students the edge that will enable them to effectively address current and upcoming challenges in the sector. Meticulously structured, the coursework imparts rigorous theoretical and practical sessions coupled with internship opportunities at prestigious organizations that enable students to delve deeply into the subject matter to understand customer behavior, identify valuable insights, and harness their creativity to develop unique and clutter-breaking strategies that make brand communication both impactful and engaging. In addition, with renowned industry experts as part of our faculty, our students have an edge over competitors and are industry ready by graduation.

The Degree is recognised by BHARATHIDASAN UNIVERSITY, which is All India Council for Technical Education ( AICTE ), The University Grants Commission (UGC) affiliated.

Foundation
Specific emphasis is placed on various aspects of marketing, communication,business, and the best industry practices that are relevant to the program through international case studies, lectures, role-plays, and business games. These specializations have been developed keeping in mind the need to align this program with global certifications such as Project Management Programme (PMP), PHR,Six Sigma - Green Belt, and International Communications.

Internship
Our associations and tie-ups with various corporate houses and media giants facilitate internship opportunities for our students that allow them to work on live industry projects and gain hands-on experience. These internships also pave the way for a wide gamut of career options.

Boot Camps
Our MBA program also features intensive weekend boot camp sessions mentored by industry experts from across the world and India to provide immense exposure to students on emerging global trends and practices.

Projects
As part of their coursework, students are required to take up: 4 boot camps, 8 live industry projects, and 2 school projects.

1st year

Management Process and Organization

Marketing Management

Nature of Management

Fundamentals of Marketing

Evolution of Management Thought

Marketing Research

MBO and Systems Approach

Marketing Environment

Span of Management

Consumer Behaviour

Centralisation and Decentralisation

Segmentation and Targeting

Nature, Process and Techniques of Controlling

Positioning

Product Management

Organizational Structure & Behaviour

Management of Innovations

Introduction to Organizational Behaviour

Pricing Strategy

Foundations of Individual Behaviour

Distribution

Motivation at work

Advertising Management

Stress and Behaviour

Integrated Marketing Communication

Inter-Group Relations and Conflict Management

Personal Selling & Sales Management

Organizational culture and climate

Competitive Marketing Strategy

Business Communication

Managerial Economics

Basic forms of communication

Introduction To Managerial Economics

Principles of effective communication

Economic Principles and Concepts Applied

Internal communication

The Fundamental Laws of Market

Giving successful presentations

Elasticity of Demand and Supply

Non-verbal aspects of communication

Theory of Consumer Demand

Emotional intelligence at work

Theory of Production

Financial Accounting

Special Skills For Adverting

Accounting principles and standards

Soft Skills - M&E industry

Meaning and Scope of Accounting

Effective writing for better communication

Journalising transactions 

Business Communications Soft Skills

Bank reconciliation statement

Negotiation skills

Company financial statements

Presentation tools

Financial statements: analysis and interpretation

Selling Skills

Public speaking skills

Quantitative Techniques

Creative thinking

Introduction to quantitative techniques

Data Collection

Media Studies - Basics

measures of Central Tendency

Understanding Media

Regression and correlation analysis

BTL/ATL/TTL

Testing of hypothesis

Print

Linear Programming

Digital

Live

Business Law

electronic

Nature and kinds of contracts

Films

Bailment and pledge

Outdoor

Negotiable instruments

Banker and customer

The Company

Borrowing Powers and Methods

2nd year

Financial management

The Finance Function: Goals, Objectives and Ethics

Film and TV production, Programming Management

Domestic, Economic and Financial Environment:

Various Genres of Film and Television Programmes, Preproduction Tech

International Economic and Financial Environment

Storyboarding and Basic Photography, Operating DV Cameras and Lighting

Concepts of Risk and Return

How a Production House Works, Artiste Mgmt. & Production

Financial Ratio Analysis

Direction, Artiste Management and Studio Production

Time Value of Money

Introduction to Live Sound Theory

The Cost of Capital

Music Industry Management

Capital Structure: Theory and Policy

Dividend Policies

Advertising 2.0

Working Capital Management

Valuation Of Securities

Module 4: Advertising Overview

Cash Flows and Capital Budgeting

Development of advertising

Strategic Management

Relevance of advertising in Marketing-mix

Evolution, Definition, Nature and Scope of Strategic Management

Agency Structure & Advertising Process

Strategic Intent

Ethics in Advertising

Strategic Planning Process

Consumer behaviour

Business Challenges & Strategic Planning

Pitching mechanism in advertising

Environmental Appraisal

Client - Agency interface 

Corporate Level Strategies

Strategic Analysis and Choice

Module 5: Campaign - Creativity, Planning & Production 

Strategy Implementation

Stages in creative process

STRATEGIC CONTROL AND OPERATIONAL CONTROL

Making of a creative brief

Media Management

Copy writing

Media Arts

Visual in advertising

New Media and Comparative Media

Basic printing process (DTP, Artwork & Pre press)

Advanced Entertainment Law in India

AV, Photography & IT tools

Entertainment Business Finance and Budgeting

Costing/estimates & revenue process

Consumer Patterns and Industry Trends

Entertainment Media Publishing and Distribution

Module 6: Strategy Planning and Brand Management

Media Business

Role and relevance of strategy in advertising

Music Business

The strategy planning process

Film and TV Business

Theories and models in brand management

Animation and Video Games Business

Events and Live Media Management

Module 7: Media Planning & Market Research

Entertainment Media Publishing & Distribution and Mobile Marketing

Role & Classification of various media 

Entertainment Business Case Studies

Broadcast advertising media

Print advertising media

Sound Production and Music Industry Management 

Media innovation and agency-media interface

Music Theory and Studio Studies

Planning and execution of various media plans

Recording For Film

Advertising/Positioning/Target market & Pre test  research

Recording for TV

Sources of media information/Trends and indicators.

Sound for RADIO

International advertising: cultural dimensions in message development.

Introduction to Electronic Music Production

Corporate affairs and lobbying

Introduction to Live Sound Theory

Brand building through PR

4

Bootcamps

8

Live Industry Projects

2

School Project

PROGRAM DELIVERY MODEL:

Class Room Sessions: Delivered by Subject Matter Experts hand picked from the Industry.

Bootcamps: Intense weekend workshops that are mentored by experts from the Indian & global industry.

Live Industry Projects: Realtime industry projects, students will work in these projects and submit reports.