Module 1 : Introduction to Advertising and Key Aspects
Unit 1 : Fundamentals and Types of Advertising
♦ Definition, Features, Scope of Advertising, Evolution of Advertising, Active Participants, Importance of Advertising to Consumer, Business and Nation
♦ Classification of Advertising : Media, Target Audience, Rural, Political, Green, Advocacy Advertising

Unit II : Economic, Social and Ethical Aspects
♦ Impact of Advertising on Consumer Demand and Pricing
♦ Ethical and Social Issues of Advertising, Positive and Negative Influences of Advertising on Indian Culture

Module 2 : Advertising Agency and Brand Building
Unit 1 : Advertising Agency and Careers in Advertising
♦ Definition, Features, Functions and Structure, Classification of Advertising Agencies
♦ Careers in Advertising : Skills Required for Advertising Career, Various Career Options, Freelancing Careers
Unit II : Brand Building
♦ Concepts of Branding, Process of Brand Building, Role of Advertising in Developing
♦ Brand Image, Brand Equity, Brand Crises Management