Advertising & Promotions Management Course | IIT ISM Dhanbad | Prof. Mrinalini Pandey
Course Details
| Exam Registration | 3573 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 12 weeks |
| Categories | Management Studies, Marketing |
| Credit Points | 3 |
| Level | Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 10 Apr 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 20 Feb 2026 |
| Exam Date | 17 Apr 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Master the Art and Science of Advertising & Promotions Management
In today's hyper-competitive marketplace, the ability to craft compelling advertising campaigns and manage strategic promotions is not just an advantage—it's a necessity. For postgraduate students, research scholars, and professionals aiming to excel in marketing, a deep, structured understanding of this domain is crucial. The Advertising & Promotions Management course, offered by the prestigious Indian Institute of Technology (ISM) Dhanbad, provides exactly that foundation.
Led by the distinguished Prof. (Dr.) Mrinalini Pandey, this 12-week program is designed to transform your approach to integrated marketing communications. It moves beyond theory to equip you with the frameworks, tools, and critical thinking needed to design, execute, and evaluate impactful advertising strategies.
Learn from an Academic Leader: Prof. (Dr.) Mrinalini Pandey
Your learning journey will be guided by an instructor with a formidable academic and professional pedigree. Dr. Pandey, an Associate Professor at IIT(ISM) Dhanbad, brings over 22 years of experience in imparting managerial excellence.
- Expertise: Ph.D. in Management, with an MBA specializing in Marketing Management and HR.
- Proven Author: Has authored influential books and publications on topics like "Celebrity Endorsements: The Name Game" and "Yoga Marketing in India."
- Award-Winning Scholar: Recognized with honors like the Aparajita Award for women's empowerment and multiple Best Research Paper awards.
- Industry & Academic Connector: Has led government-funded research projects, developed online MBA modules, and consulted for numerous training programs.
Learning under Dr. Pandey ensures you gain insights grounded in rigorous research and real-world application.
Who Should Enroll in This Course?
This course is meticulously designed for:
- Postgraduate Students (MBA, PGDM) in Management and Marketing.
- Ph.D. Research Scholars exploring areas in marketing communications, consumer behavior, or advertising.
- Marketing Professionals and Managers seeking to formalize and enhance their strategic advertising skills.
- Entrepreneurs and Business Owners who want to build effective brand promotion strategies.
Prerequisite: A foundational understanding of management concepts at an intermediate level is recommended.
Course Overview: A 12-Week Journey to Advertising Mastery
The course layout is a comprehensive progression from core concepts to advanced strategic implications. Here’s a detailed breakdown:
| Week | Core Topics Covered |
|---|---|
| Week 1-2 | Foundations: Introduction to Advertising, its role in Integrated Marketing Communications (IMC), and positioning decisions. |
| Week 3-5 | Frameworks: Deep dive into the classification, types, and key Models of Advertising that guide campaign strategy. |
| Week 6-7 | Strategy & Resources: Setting clear, measurable advertising objectives and mastering various approaches to determining the Advertising Budget. |
| Week 8-9 | Execution & Analysis: Critical skills in Media Planning, creative Copy Decisions, testing, and methods for Evaluating Advertising Campaigns and research techniques. |
| Week 10 | The Agency World: Understanding the function, structure, and selection of Advertising Agencies. |
| Week 11 | Beyond Ads: Exploring Public Relations (PR) as a marketing mix element and its various tools. |
| Week 12 | The Bigger Picture: Examining the Social, Economic, and Ethical implications of advertising in society. |
Key Learning Outcomes
By the end of this course, you will be able to:
- Articulate the strategic role of advertising within the broader marketing and IMC framework.
- Apply established advertising models to develop campaign strategies.
- Set SMART advertising objectives and allocate budgets effectively.
- Create a structured media plan and understand the nuances of copywriting and testing.
- Evaluate the effectiveness of advertising campaigns using relevant research techniques.
- Navigate the client-agency relationship and integrate PR tools into your promotional strategy.
- Critically assess the ethical and societal responsibilities of advertisers.
Essential Reading and Industry Relevance
The course curriculum is supported by seminal texts in the field, ensuring a rich theoretical foundation:
- Advertising and Promotion Management by Rossiter & Percy
- Advertising Promotion and Other Aspects of IMC by Shimp & Andrews
- Advertising Management with Integrated Brand Promotion by O’Guinn, Allen, & Semenik
- Positioning: The Battle for Your Mind by Ries & Trout
Industry Support: This course is designed to be universally valuable. The principles taught are applicable across all industries, including FMCG, technology, services, healthcare, and both governmental and non-governmental organizations. Any entity that communicates with a customer or stakeholder base will benefit from the advanced advertising and promotions knowledge this course provides.
Why Choose This Course?
This isn't just another online tutorial. It's a rigorous, academic course from one of India's premier institutions (IIT(ISM) Dhanbad), designed and delivered by a faculty member of national repute. It offers a perfect blend of strategic theory, practical application, and critical analysis, making it an invaluable investment for anyone serious about building a career in marketing, brand management, or advertising.
Take the next step in mastering the powerful tools of advertising and promotions. Enroll today to decode the strategies behind successful campaigns and learn to create your own.
Enroll Now →