PGP MCMM – Advertising & PR (AI-Integrated)

The Sharpening Process is the transformative phase of the program where every subject taught — storytelling, strategic marketing, digital media, film production, consumer insights, brand strategy, research, AI tools, writing, content creation, production, and media planning — comes together and becomes real, applicable, and industry-ready.

Through projects, live briefs, campaigns, mentorship, creative labs, editorial workshops, film shoots, AI-driven assignments, presentations, and portfolio-building sessions, students refine what they have learned across all semesters.

This sharpening stage strengthens their conceptual clarity, enhances hands-on execution, improves their creative and strategic thinking, builds confidence in communication, and prepares them to function like professionals.

By revisiting every skill, including writing, design, storytelling, production, pitching, research, analytics, editing, strategic thinking, brand planning, and content creation, students move from classroom learners to industry-ready practitioners equipped for internships and final placements.

PGP in Mass Communication and Media Management – Advertising and PR (AI-Integrated)

• Semester 1

  • Strategic Marketing Foundations – Understanding markets, segmentation, brand positioning, and how marketing strategy guides advertising & PR campaigns.
  • Integrated Communication & Storytelling – Creating unified brand messages across platforms, learning narrative structure, and building brand/PR stories.
  • Digital Marketing Foundation – Basics of SEO, social media, digital ads, analytics, paid vs. organic communication useful for Ad & PR planning.
  • Media Culture & Content – How pop culture, trends and media shape consumer identity and influence advertising and PR messaging.
  • Consumer Behaviour & Insights – Understanding motivations, attitudes, and emotions of audiences; decoding insights for Ad/PR briefs.
  • Photography & Visual Storytelling – Visual communication, framing, brand aesthetics; shooting PR photos, campaign visuals & digital content.
  • Laws, Ethics & Responsibility in Media – Understanding advertising standards, PR ethics, disclosure rules, copyright, crisis responsibility.
  • Media & Marketing Research – Conducting surveys, focus groups, digital analytics; converting research into campaign insights.
  • Editing & Film Making – Basics of video creation for ads, branded content, PR films, social media reels & testimonials.
  • Projects, Campaigns, Podcasts & Newsletters – Hands-on campaign creation, PR writing (press releases/newsletters), creating branded podcasts & digital content.

• Semester 2

  • Writing for Brands & Persuasive Communication – Crafting ad copy, PR copy, brand language, taglines, scripts & persuasive content.
  • Advanced Brand Strategy & Engagement – Brand purpose, positioning, personality; designing Ad/PR strategies that build engagement and loyalty.
  • Decoding Briefs & Writing for Media Business – Understanding client briefs, strategy writing, proposals, AV scripts & translating brand goals into communication ideas.
  • Media Business & Planning Fundamentals – Media buying, planning, budgeting; understanding GRPs, impressions & campaign reach for Ad/PR planning.
  • Storytelling & Script Development – Writing scripts for ads, corporate films, PR videos; emotional storytelling techniques.
  • Film Production & Post-Production – Creating ads, branded videos, editing, colour/sound finishing for client-ready content.
  • MET Media Collective: Live Projects – Working on real client briefs; agency-style ideation, execution and PR/Advertising delivery.
  • Specialization-Specific Mentorship – One-on-one guidance from industry professionals to build focused Advertising/PR portfolios.

• Industry Internship (3 Months)

  Real-time agency/brand experience in advertising, public relations, digital marketing, media planning, production, or content creation. Students learn campaign execution, client servicing, PR writing, paid media processes, influencer coordination, performance reporting, and professional communication. This internship bridges classroom learning with industry reality.

• Semester 3

  • Strategic Brand & Media Leadership – Leading brand communication, PR crisis management, campaign leadership and decision-making.
  • Media Industry & Monetization – How media firms earn through ads, branded content, PR events, sponsorships & influencer collaborations.
  • Media Production & Content Creation – High-level ad films, campaign videos, corporate communication content for PR and branding.
  • Phygital Marketing, Media, Production & Events – Merging offline + digital marketing, event PR, experiential marketing & integrated brand campaigns.
  • Content Creation & Media Production – Multi-format content for social media, branded content, PR storytelling & influencer collaborations.
  • MET Media Collective: Live Projects – II – Advanced client projects; planning, pitching & executing full-fledged Ad/PR campaigns.
  • The Future of Creative Economy with AI – How AI transforms advertising, PR, content creation, automation, consumer insights & brand engagement.
  • AI Content Creation & Immersive Media – Using AI tools for ads, PR videos, AR/VR storytelling and immersive brand experiences.
  • Specialization-Specific Mentorship – Final refinement of Ad/PR portfolio plus career mapping with industry mentors.
  • Professional Portfolio cum Playbook – Building a polished Advertising/PR portfolio, client-ready documentation, and strategic playbook.

Final Placement

Students become fully industry-ready with strong skills in advertising strategy, PR communication, digital marketing, content creation, brand storytelling, media planning, client servicing, film production and AI-driven communication.

They are eligible for placements in advertising agencies, PR firms, digital marketing agencies, content studios, production houses, media companies, influencer management firms, and brand marketing teams. Students graduate with a professional portfolio, real client work, internship experience, and specialized training, making them job-ready for roles in Ad & PR communication, creative strategy, account management, copywriting, brand planning, social media management, digital content creation, and media production.

• Conducive Learning Environment: To make the classroom a place where students can learn by being curious, creative, and innovative. This will encourage them to explore, experiment, and do well in their chosen media fields.
• Professional Development: To help students gain, organize, and use domain-specific knowledge so they can confidently and competently handle real-world media problems.
• Core Competency: To learn how to plan, create, and carry out integrated, transmedia communication campaigns through hands-on, portfolio-based learning and projects that are relevant to the industry.
• Technical Skills: To give students hands-on experience with AI, new media technologies, digital tools, and creative platforms that are necessary for making effective, data-driven media campaigns.
• Corporate Life Skills and Values: To teach professional ethics, leadership skills, and the ability to make strategic decisions that support overall growth, long-term success, and social responsibility.

• Experiential Learning at the Core: Learning by doing through real projects, campaigns, and industry briefs that connect theory with practice.
• Portfolio-Based Projects: Students create strong professional portfolios that show off their creativity, technical skills, and ability to think strategically.
• MET Media Collective: Mumbai's first student-run campus media agency. It gives students real-world experience by having them work on live brand projects, interact with clients, and carry out campaigns.
• Industry-Driven Curriculum: Created with input from top media professionals to keep up with new technologies and trends.
• Mentorship from Experts: Senior industry leaders and alumni give hands-on help, career advice, and a look at the real world.
• Hands-On Experience: Making showreels, working on live projects, and doing case studies that improve both creative and management skills.
• Strategic Learning & Life Lessons: Programs, workshops, and simulations on campus that help students develop their emotional intelligence, ethics, and resilience.
• Global Perspective: Giving students access to international certifications, tools, and methods to help them stay competitive around the world.
• Campus-to-Corporate Transition: MET's "Growth Mindset" program helps students become confident, future-ready media professionals by helping them grow and learn.

Students will be able to do the following by the end of the PGP MCMM program:

• Apply Knowledge: Students can showcase they have deep understanding of media, marketing, and communication theories by using them in real-world situations in the industry.
• Think Critically and Creatively: Students can look at problems, figure out what the audience needs, and come up with new, ethical, and culturally appropriate media solutions.
• Use New Technologies: Students can use AI, data analytics, and digital tools to improve storytelling, campaign performance, and audience engagement.
• Communicate Well: Students can create messages that persuade and communicate in a way that has an effect on a wide range of platforms and audiences.
• Lead and Collaborate: Students can work well in teams with people from different fields by showing leadership, flexibility, and emotional intelligence.
• Students show Professional Ethics: Follow media laws, ethical guidelines, and social responsibility in all forms of communication.
• Manage and Innovate: Students can use strategic, data-driven, and creative methods to plan, carry out, and evaluate media campaigns in order to get measurable results.
• Lifelong Learning: Students build a knack of learning new things and improving their skills as media technologies and global business trends change.