MS (Advertising and Public Relations)

Program Information

This program aims:

To provide students with an in-depth understanding of the theories, principles, and practices related to advertising strategies, PR techniques, campaign management, crisis communication, and other relevant concepts.
To impart specialized skills to students that are essential in the Advertising and PR industry. This involves copywriting, graphic design, social media management, and digital marketing.
To open up opportunities for career advancement and qualify potential students for higher-level positions, such as PR director or strategic planner for advertising campaigns.

Program Outline

Sr. No.	Area	Cr. Hrs.
a)	Core Courses	24
b)	Thesis	06
Total	-	30

Eligibility Criteria

(i)	At least 2.00 CGPA or 50% marks from an annual system in a relevant field
(ii)	Candidates are required to pass the UCP Admission Test with a 50% score or the GRE/HAT General/equivalent test with a passing score of 50%, followed by an interview by the Graduate Admission Committee

Selection Criteria

Weightage of Previous Academic	Weightage of Admission Test	Weightage of the Interview	Total
20%	50%	30%	100%

Fee Structure with Scholarship

Program Name	Per Credit Hour Fee	1st Sem Total Fee	1st Installment Including Admission fee	1st Installment with 50% PGC Scholarship	1st Installment with 25% Merit/PGC/Legacy Scholarship	1st Installment with 50% Merit Scholarship	1st Installment with 75% Merit Scholarship	1st Installment with Gilgit – Baltis tan 30% Scholarship	Total Credit Hours	Total Fee (incl Admissionfee)
MS Advertising and Public Relations	11,880	167,560	96,280	N/A	N/A	60,640	42,820	74,896	30	381,400

Tentative Study Road Map

Tentative Study Road Map of MS Advertising and Public Relations

Semester I (12 Cr. Hrs.)

Course Code	Course Title	Cr. Hrs.	Type
APR671	Integrated Marketing Communication: Case Studies	3	Compulsory
APR672	Theories of Advertising and PR	3	Compulsory
APR673	Advanced Visual Communication Design	3	Compulsory
APR674	Digital Media Marketing	3	Compulsory
-	Total	12	-

Semester II (12 Cr. Hrs.)

Course Code	Course Title	Cr. Hrs.	Type
APR675	Research Methods	3	Compulsory
APR676	Seminar	3	Compulsory
APR677	Creative Advertising Production	3	Compulsory
-	Optional*	3	Optional
-	Total	12	-

Semester III & IV (6 Cr. Hrs.)

Course Code	Course Title	Cr. Hrs.	Type
APR799	Thesis	06	Thesis
-	Total	06	-

Optional*

1.	APR678 Content Writing
2.	APR 679 Entrepreneurship in Advertising and PR

Graduates of MS in Advertising and Public Relations can pursue a wide range of career opportunities in both the public and private sectors. Some of the common career prospects for graduates in this field are the following:

Advertising Account Executive/Manager: Graduates can work for advertising agencies, where they may be responsible for developing and executing advertising campaigns, managing client relationships, and ensuring campaign success.
Public Relations Specialist/Manager: Public relations specialists and managers work to build and maintain a positive public image for organizations. They handle media relations, crisis communication, and strategic communication planning.
Digital Marketing Manager: With the increasing importance of digital marketing, graduates can work as digital marketing managers, overseeing online advertising campaigns, content marketing, social media marketing, and SEO strategies.
Media Planner/Buyer: Media planners and buyers work to identify the best media channels (TV, radio, digital, print) to reach a target audience effectively. They negotiate media buys and optimize ad placements.
Corporate Communications Manager:In-house corporate communications professionals handle internal and external communications for organizations. They may manage employee communications, public relations, and crisis management.
Social Media Manager:Social media managers are responsible for creating and implementing social media strategies, managing social media accounts, and engaging with audiences on platforms like Facebook, Twitter, and Instagram.
Content Strategist/Manager: Content strategists and managers plan and create content for various marketing and PR purposes. They may work on blogs, websites, social media, and other platforms.
Market Research Analyst: Market research analysts gather and analyze data to help organizations make informed marketing and PR decisions. They assess market trends, consumer behavior, and competitor strategies.
Consultant or Freelancer:Some graduates choose to work as independent consultants or freelancers, offering their expertise in advertising, PR, or marketing to a variety of clients or organizations.
Academic or Researcher: Graduates interested in academia or research can pursue teaching positions at universities or engage in research to contribute to the field\’s knowledge.
Communication Officer for NGOs: Many nonprofit organizations and non-governmental organizations (NGOs) require professionals skilled in advertising and PR to raise awareness and support for their causes.
Government/Public Sector: Government agencies, including those at the local, state, and federal levels, often employ communications specialists to manage public relations, community engagement, and government campaigns.

Criteria for Award of Degree

Each student enrolled in the MS (Advertising & PR) program is required to complete 30 credit hours as mentioned in the program outline. To fulfill CGPA requirements, a student must achieve a minimum cumulative GPA of 2.50 out of 4.00 upon completion of the degree. The program is nominally a two-year course of study, spread over four semesters — Fall and Spring each academic year. The maximum duration allowed for completing the MS (Advertising & PR) is four years.

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