St. Xavier's College, Kolkata
Established in 1860 A. D.










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Post Graduate Diploma in Integrated Marketing Communication (IMC)

Offered by: St. Xavier’s College (An Autonomous College under Calcutta University)


This course is designed to introduce Integrated Marketing Communications (IMC) focusing on Advertising, Media and Creative Industry. The emphasis will be on the role of advertising and other promotional mix elements in the integrated marketing communications program of an organization. Attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, Internet and interactive marketing, sales promotion, publicity and public relations. We will examine the process by which integrated marketing communications programs are planned, developed and executed as well as the various factors and considerations that influence this process. We will also consider the environment in which IMC programs including the impact of regulatory, social, and economic issues.

Course Objective

  • All students receiving a passing grade in the class will be able to demonstrate a clear understanding of the basic concepts of integrated marketing communications as well as to display knowledge of key marketing communications components.
  • Students will have fundamental understanding of what it takes to work in Marketing Communication and include integrated marketing communication as part of the management function.

Course Structure
The course is divided into two semesters.

Course outline:

Course outline:

Semester I Semester II
1.       Principles of Communication. 1.       Brand and Branding
2.       Marketing – A Comprehensive Approach. 2.       Public Relations
3.       Introduction to Integrated Marketing Communication 3.       Consumer Behavior & Market Research
4.       Creativity 4.       Rural Marketing & Direct Marketing
5.       Creating Marketing Communication 5.       Digital & Social Media Communication
6.       Creative Project 6.       Media Planning & Buying
  7.       Internship and Project Work

Completion of project and Internship is mandatory for the course.
Note - The said course is a 32 credit course where one credit is equal to 8 contact hours.
PGDIMC offered by St. Xavier’s College is an Industry integrated course.
We maintain close links with the IMC professions. This allows us to create opportunities for the students to meet representatives from industry and enable you to learn from their experiences and build suitable relations. Forums we provide include talks by industry experts and careers workshops delivered by guest speakers.

A major portion of the course content is in the form of case studies presented by industry experts.
Students enrolled with PGDIMC gain direct experience through a field-project based assignment. This provides an opportunity for graduate students in IMC to apply theoretical classroom learning to a specific task in a workplace environment.

Completion of three to four weeks of industry internship/media project is mandatory for the course.

Eligibility Criteria:
Candidates who have completed a three years bachelor’s degree course in any discipline from a recognized university. Candidates appearing for their qualification/awaiting results are also eligible to apply. However, they will have to submit the proof of their eligibility at the time of interview.

Course duration One year
Course commencing from July 2014
Course fee Rs.45,000

Class days

Class Days

Class hours

Monday, Tuesday, Wednesday,

6pm- 8pm


5pm – 7pm

 Note: Thursdays may also be class days/Examination days, as and when required


Diploma will be given after the successful completion of both the semesters.

Attendance Policy:

75 % attendance is compulsory. This being a professional course, there shall be no waiver of attendance. Students, who have less than 75 % attendance without a medical or emergency excuse approved by the college authority, shall not be allowed to take the final examination.

Admission procedure:

Step 1

  • Submission of registration forms.
  • Forms are available at Room No. 7, St. Xavier’s College (11.00am – 7pm) or may be downloaded from the website
  • Form Registration Fee of Rs. 200 to be paid while submitting the Form.
  • Last date for the submission of registration form extended till 7th June 2014.

Step 2

  • Short listed candidates to be invited for Individual Interaction.
  • All original testimonials to be brought at the interview for verification.
  • Interview list will be published on 10th June 2014 at 5pm.

Step 3

  • Selected Candidates will have to take admission by filling up Admission form and Payment of Fees.

Click here to download registration form

Payment of fees:

  • The course fee to be paid in three installments.
  • The 1st installment of Rs.25000/- is to be paid at the time of admission. 2nd installment of Rs.10000/- is to be paid by 15th September, 2014 and 3rd installment of Rs.10000/- is to be paid by 7th January 2015.
  • Fees can be paid by cash/Demand Draft/Pay Order.
  • Fees in cash are to be paid at the counter of the Syndicate Bank on the college premises from 9am. to 1pm. (weekdays), 9am. to 11am (Saturdays) [please attach a photocopy of the paid Bank Challan with the form.]
  • Demand Draft/Pay Order for Course Fees to be prepared in favour of St. Xavier’s College, payable at Kolkata [please write your Name & Course reverse side of the Demand Draft/Pay Order and also keep a photocopy of the Demand Draft/Pay Order]


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