Build creative capacity through Indias leading PG Digital Marketing & Advertising program

This eleven-month (full-time) intensive programme creates experts out of college graduates and corporate employees. The objective of the programme is to produce future-ready professionals and prepare them to embark upon the complex task of building brands and managing digital age experiences. This full-time program takes students through the journey of live industry projects, mentoring by industry professionals and experiential learning.

COURSE Principles

The course essentially stands on six strong verticals that enrich learning.

Strategic Brand Management

From evaluating the esteem of a brand to understanding consumer behavioural psychology, Strategic Brand Management allows a student to create an influential presence of brand. The subject allows a deep dive into the mind of consumer and collect a valuable insight that would help the brand touch the consumer in a very unique way. Meaningful pieces of advertisements communicate the need and value of a product in the life of an ideal consumer and create a niche.

Experiential & Digital Management

The world today, values a great service as much as it values a quality assured product. Going beyond the good treatment it is important that a brand remains in the good books and fond memories of a consumer. Experiential and Digital marketing imparts knowledge on creating valuable brand experiences and building a community of loyalists through various platforms like social media or store walk-ins.

Media Strategy

Through the Media Strategy specialization students discover how and why brands try to schedule their commercials on specific channels at specific times. Also on how they approach print media to reach out to their target audience. It also allows the students to clearly define their target audience and personify their consumer. The successful journey of a brand starts with selecting the right media vehicle and creating a dialogue to the people it is meant for.

Content Management

It is highly essential for a brand to create connect with its consumers. From captivating punchlines to imparting information in the most entertaining way, this subject allows a student to function creatively and come up with original ideas. From digital video contents to outdoor campaigns, a good piece of content is the prerequisite. Engaging and interactive advertisement never fails to create a lasting impression on the consumer’s mind. As many influential advertising experts suggest, Content, is the new king.

Marketing Analytics

It is highly essential to study competition, and also the purchase habits of one’s consumer. Marketing Analytics helps a student use various tools to evaluate the market scenario and figure the factors that influence a consumer to buy your pitch. From search engine optimization to retargeting, Marketing Analytics provide a factual and process oriented learning outcome.

Public Relations

In a media-rich world, it is highly important for a brand to have a great public image and satisfied consumers. To deliver prompt responses and handle a crisis situation, Public Relation activities require smart language and patient planning. From a successful celebrity to a popular multinational, everybody requires a professional to keep its esteemed image intact. A nicely carried out PR activity creates a great consumer journey and builds large communities of fans and loyalists.

Admissions open for the batch of 2020

PG Digital Marketing & Advertising


Provide students with an understanding of the social psychological and cognitive aspects underlining the consumption of goods, services and experiences. Identify with the purchase behaviour, motivation and different consumption patterns in Individual, group and societal levels.
Help students understand the basics of business finance. Understanding the basics of accounting and developing the ability to read and understand financial statements.
Help students to understand the different media of communications and how to plan and budget media spends. The focus will be on Returns on Investment (RoI). The course will deal with the various stakeholders of media planning such as platform, publisher and the network.
Improves the students’ understanding on advertising and marketing principles as well as creating and managing media campaigns. The legal, ethical and social responsibilities of advertisers, government advertising, traditional advertising methods and new age methods will be covered.
Experiential Marketing focuses on creating engaging and memorable experiences across the lifetime of a consumer – brand relationship. This course focuses on the fundamentals of marketing and how consumers experience different brands, products and services. Event management and activations as an essential part of creating experiences will also be covered.
Foundation of communication, Business communication form the core of this module. Effective methods of communication and basic skills of Public Relations to enhance corporate image and brand reputation will be taught.
There are various modes of marketing that have evolved over the years. This course focuses on introducing the students to various marketing methods and primes them to be able to create compelling and efficient marketing campaigns.
The key is to introduce the students to the foundational elements of marketing analytics and metrics. No marketing campaign can be successful without correct measurement and determination of ROI. The key focus will be on finding, extracting, organising and describing data to support business decisions.


The course is aimed at equipping students with the knowledge and skills to design and critically conduct thorough and evidence based research. It covers the major aspects of qualitative and quantitative research methodologies and the interpretations of the same.
Statistical analysis is an essential part of Business decision making. The course focuses on the basics of statistics and statistical computing (SPSS).
This course is based on the current scenario and is an evidence based research study. The case study will help the students apply their knowledge in a real time situation to create a budgeted media plan under the stated circumstances.
Practical application of analysing markets, competition, positioning, differentiation, and buyer behaviour in a real time case study to establish strong brand recall and brand experiences.
Consumer Journey Mapping and Managing the consumer experience / user experience across the lifetime of the brand – consumer relationship will be covered. Various experiential touch points and media for creating memorable experiences will be studied in detail.
Focus of Public Relations in the real world, real life cases, studies, industry experiences will be discussed in detail. The focus of this course is on Digital strategies in the fast paced world of media outreach.
Rural Marketing is still a key requirement for most brands in the Indian Sub-context. Understanding the dynamics of culture and its impact on businesses is essential knowledge for the business executives in the current scenario.
Digital analytics is a key skill required in this age of data and data based marketing. Various analytical tools on the internet for search, display, social and other forms of online media will be covered.


The ability of conducting live and meaningful research that can lead to efficient business decisions is one of the key requirements in the marketing field. Evidence based research for a live brand / product / service to determine consumption patterns and usage is the focal point of this course.
Resources are finite and Returns on Investment Metrics are key decision makers in any business campaign. This course focuses on helping students enhance their skills in budgeting and the time value of money.
The students must be able to efficiently pair the marketing campaign with the suitable media at the best costs for the most efficient results. This course aims at working on a real-time case to evaluate the ability of the student to effectively manage the media strategy of a brand in a specific situation.
This is the age of globalisation and blurred boundaries. International Marketing Management and Cultural studies in the global scenario are the focal points of this course.
Managing end- to –end experiences for a brand across the life time of a consumer is an essential requirement to ensure customer retention and long term customer value. Engineering experiences that provide the customer with a consistent brand perception is an important requirement to maintain brand loyalty in the modern world.
Local, national and global crises are inevitable. In the public relations domain, it is the survival of the fittest and fastest. How does one manage or mitigate a crisis that can potentially destroy a company’s brand image? How many scenarios does one need to plan for? How does one go about the implementation of a crisis response? This course is all about getting the students ready for the unknown.
Digital platforms are constantly upgrading and the speed of innovation is very fast. Marketers of tomorrow need to gain hands on experience of new technologies and their applications. This course focuses on the more recent and relevant technologies in digital and on ground marketing.
Data based management decisions need accurate and efficient analytical skills. The knowledge of Big Data – Data mining, machine learning, automation and predictive modelling is essential for students stepping into a world overloaded with data and information.

Frequently Asked Questions

What qualification is required for admission?

Students who have completed their graduation in any stream may apply to the PGDMA course at ISME. Your qualification matters less than your passion to make a difference.

What are we looking for?

We are looking for people who: have passion for communication, have good written and oral communication skills Have creativity grounded in logic And An attention to detail.

Industry Connect

From hands-on learning to hands-on experience