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The Course in Advertising & Integrated Marketing Communication is a 10-month, full-time course, which comprises of the perfect balance between theory and practical, application-based assignments. Designed to cater to the fast-paced, growing landscape of the advertising industry, this advertising course in Mumbai will train young, enthusiastic young minds to reach levels of excellence in the  field.

In this advertising course, students will learn the nuances of advanced mass communication techniques, along with copywriting, brand management, media planning and buying, client servicing, marketing techniques and account planning, among others which are at the very core of the media industry in Mumbai.

Students will learn to tactfully apply concepts learned in class, into practical scenarios as assignments, and internships - which are 100% guaranteed in some of Mumbai’s best advertising agencies like M&C Saatchi, WatConsult and Yes Yes Why Not, among others. 

Towards the end of the 10-month advertising course, students are required to work on a Live Client Project, which gives them a clear insight into how the industry ticks, thus making this one of the best advertising courses Mumbai


The Institute does not offer hostel facilities.Non-Mumbai resident students will have to make their own housing arrangements. The institute only facilitates students in getting safe accommodation facilities in the locality close to the institute.

Please enquire with the course coordinator once you confirm and complete your admission formalities.


Meritorious students will be offered upto Rs. 50,000 scholarship.* *Subject to student's performance at entrance test and management decision.



NOTICE:Course commencement date: Monday, 22nd  July 2019.  || 9.00am || Alberione Hall


The  Advertising & Integrated Marketing Communication course is a 10-month, full-time programme at St Pauls Institute of Communication Education, Mumbai.

This course is divided into two semesters- each containing core advertising and marketing concepts, which will thoroughly educate and train young, advertising enthusiasts to cope with the demands of the industry.

In the first semester, students will learn about core concepts and will then be sent on internships in the second semester, to gain a practical advantage. Students will also work on a Live Client Project in the second semester.

This course does not include any written examinations. Students will be examined based on their performance in assignments and in-class activities.

A course review takes place periodically to ensure that the curriculum is current and relevant to employers. Students meet with review panels to provide feedback on their experiences.


1.Online applicants must ensure they are ready to appear for the exam/interview at the given time-slot.

2. Personal interviews are conducted on campus as well. In order to partake in the entrance exam on campus:

a)Pl complete and submit the online application form. Alternatively, you may visit the campus and submit the offline application form.

b) Contact the counsellor Ms. Rochelle Miranda on +91-9769905813 or email: for more information or to schedule the on campus interview.


Term I

Advertising Primer

  • History of Advertising
  • The contemporary landscape
  • How everyone can be creative
  • How an agency works
  • The collaborative effect – how to work with others involved in the process.

Core competencies

  • Market research – Quantitative and Qualitative
  • Consumer behavior – Human Science, Semiology
  • Principles of Marketing and marketing strategy
  • Branding –Strategy and research, DNA, Loyalty, Design, Diversification
  • Digital Marketing
  • Direct Marketing
  • Copy writing – for print, outdoor, ambient, digital media, radio, tv, etc.
  • How to work with your art partner
  • Becoming a Creative Director

Digital Communication

  • Introduction, Design, Building a digital Campaign
  • Grid based web design
  • Intro to UI/UX design, designing for Mobile platforms
  • Web fundamentals: HTML 5 and CS5 3
  • Introduction animation on the web

Client Servicing and Account Planning

  • What is client servicing?
  • How to write a brief?
  • What is account planning?
  • How to see your agency’s work?
  • How to do research online and offline?
  • How to mine for insights?

Media Planning & Sales

  • Introduction to media planning and sales
    The need for planning, Understanding the media brief - BoMoCo

Term II


  • The students intern with mainline as well as digital agencies for a period of 45 days. After completion of their internships the students present their learning. They will then be guided to the stream of specialization best suited, depending on their aptitude, interest and passion.


Live Client project

  • This is a real-time assignment during which the students will work as an actual agency, beginning with creating their own collaterals and interacting with real clients. The final campaign will be presented at the end of the year and will be evaluated on attendance, creativity and feedback from client. These campaigns will be presented in front of the clients, the mentors and a jury from the advertising world.

Ad film making

  • Students create an ad film right from scripting, storyboarding, studying camera angles, lighting, all aspects of production and direction.


  • Communication and Presentation skills
  • Inter personal managerial skills

Master classes

  • We have on board talented and passionate professionals from within the industry who will share their craft with the students. They are a blend of stalwarts, younger gurus and advertising entrepreneurs and include Josy Paul Creative Head Asia of BBDO; Agnello Dias, Co-founder of Taproot India, now part of Dentsu; Madhukar Phadnavis Head of Account Planning and Director at Ogilvy Kartik Mani, Founder& Chief Insurgent at Merry Men Advertising; Tapan Mody, World-wide Creative Director and Pappa at Yes Yes, Why Not?.

Corporate Social Responsibility

  • Corporate Social Responsibility with live projects - Nuances of Public Relations will be addressed.
  • Applicants from any discipline may apply-Arts, B Commerce, Science, B.Sc IT, BAFT, BMM, BMS, Engineering, B Tech, MBA, Hotel Management, etc., -who have completed their graduation (12+3) from a recognized Indian University
  • Students who are awaiting their examination (third year graduate level) results are eligible to apply for the Postgraduate Programmes.
  • Applicants must be between 21- 35 years of age
  • As English is the language of instruction at St Pauls Institute of Communication Education, Mumbai, proficiency in speaking, listening to, reading and writing English is essential.


  • One Passport size photograph
  • Original & photocopy of photo ID address proof
  • Original and photocopy of the 6th Semester mark sheet. Students awaiting the degree results may submit the photocopies of the 5th Semester ( most recent exam undertaken) mark sheet
  • Application Fee is Rs.1500 (Payable by cash @ the institute's office only)
  • Alternatively, the applicant may use the online mode on the website- to fill the application form, upload the documents and make an online payment- and submit their course related application form.

Please contact for more information or call +91-9769905813


The office address is: St Pauls Media Complex, 2nd Floor, 24th Road, TPS III, Bandra West, Mumbai 400050

  • Students will be evaluated on grammar, general knowledge and analytic skills, and knowledge of the industry.
  • The entrance exam will be followed by a personal interview with the Course Director on the same day.
  • Selected candidates will be intimated via email, with further instructions on completion of formalities and joining the programme.
  • The programme will commence in the month of July.

Margaret DaCosta, an entrepreneur with a Masters in Human Resources, was Founder Director of Avenues HR, a human resource consultancy and is now an educationist. She was previously the Course Director of the post graduate program in Advertising and Integrated Marketing Communication at Xavier Institute of Communication (XIC), Mumbai for five years before joining SPICE in 2014. During her tenure, XIC was awarded the Dainik Bhaskar B-School Award for the Best Industry Related Curriculum in Advertising for 3 consecutive years. She has been visiting faculty at several management colleges in Mumbai.

FEES Rs. 2,65,500

Fees: Rs 2,65,500  (Inclusive of tax)
* Government taxes are liable to change.

The fee is payable in full, or maximum two 50% part instalments:

  • 1st Instalment: On acceptance of admission :           Rs. 1,32,750/= 
  • 2nd Instalment: On or before 14th of August, 2019:  Rs. 1,32,750/= 

The fee can be paid either by Cheque or DD addressed to  SPICE 


  • All fee payments may be made only via cheque, or DD, and drawn in the name of SPICE.
  • In case of any payment, specify your name & course in the particulars: FirstName_LastName_Programme
  • Fees may be deposited at the institute, between 9 am and 4 pm, from Monday to Friday, and between 9 am to 12 pm on Saturdays.


Applicants residing out of Mumbai, may please courier the cheque payment to the following address.



Ms. Rochelle Miranda

Academic Counsellor

St. Pauls Institute of Communication Education

2nd Floor, St Pauls Media Complex

24th Road, Bandra West

Mumbai 400 050
Tel: 022-26435709


An email will be sent to you on receipt of the cheque.


Note: Fees once paid will not be refunded. Upon commencement of the course, no refund of fees is permissible.

For Student Loan Assistance Contact:

Kimberley Fernandes - Chief Manager - Branch Head

Bandra Branch

Citizen Credit Co-Operative Bank

Tel: 022 2640 8717/ 2642 8293




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