About course

The spending on advertising worldwide has been increasing steadily and is expected to surpass 656 billion U.S. dollars in 2020. This weeklong course covers a wide range of topics, including the origins of advertising, development of creative campaigns, the processes of advertising, brands, consumers and creativity. The lectures will discuss basic elements of advertising as a career as well as use various case studies to explain the frameworks of magical and creative world of advertising.

In this course you will go through a process, which you can easily put into practice and earn additional credentials. We hope this course serves you a launch pad to go out and build higher studies or build a creative career. And most of all, we hope you have fun and learnings.

Course Objective

As a learner in this certification programme, you will learn how to:

  • Deep dive, create and mount your own advertising campaign
  • Produce content for print, video, radio and digital media
  • Use typography and photography to enhance your work
  • Use the multimedia to tell a story, understanding the power of image and sound Work collaboratively as part of your cohort


Skills you will gain


Ideas and Insights




Advertising Processes


Advertising History


Campaign Development

Download teaching plan

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Course Format

Most videos will be lectures with instructor talking. Each lecture will be illustrated with PowerPoint slides, print advertisements, and TV commercials, discussions, quiz and Meet the Expert session during the week. This will be supported by readings, videos. The learning week will have one quiz that will appear as stand-alone homework.

All resources beyond lectures will be available online to students at no charge. Most of these will be in PDF, slides and reference video form archives of the University managing this course.

Essential for the course


This course will be having a total of 10 hours of online sessions, which is an equivalent to 1 credit (Universal accepted code).


Access to additional virtual support if requested in advance.


Gain the in-demand skills you need to break into a new career field like advertising and creative communication. No prior experience is required to get started.


Once you enrolled for the course, you will get access to all course materials, including graded assignments. Upon the completion of the course, you will be given an electronic certificate, which will be an added accomplishment for you. You can either print your certificate or add it to any social website of yours.

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Course tutor

Prof. Diwakar Shukla
Professor & Director
Advertising & Communication Strategy, Communication for Development

Prof Diwakar Shukla has more than two decades of experience in the fields of social and brand communication, New Media Technologies and Corporate Social Responsibility with various premier organizations like World Bank, Netherland Embassy along with over 14 years at world’s largest Communication organization -Ogilvy. He brings with him a deep understanding of the behavior and mindsets of communities and consumers, especially across Asian and Indian cultures and the application of the same in the field of Social and Brand Management.

As a former Managing Partner of Ogilvy, he designed and led various award winning campaigns in social marketing, cause marketing, media and CSR, for a global brand portfolio, including Harvard Business School, Hindustan Unilever, USAID, Castrol, Molson Coors, Hong Kong Disneyland, WHO, DuPont, Rolls-Royce Motor Cars, CFA Institute Concern International, and others. Diwakar was also part of the lead team on OgilvyEarth, the sustainability practice of Ogilvy Worldwide and helped it launch in India. He is a winner of numerous accolades including WPP Crème De La Crème Global Award, BP Helios Award, Dalton Pen USA, ABME and PR Week, and others.

Prior to Ogilvy, he worked with the Indo Dutch Bilateral Programme as a Social Scientist, where he facilitated the development of encyclopedic study of women in North India. He has also worked on World Bank and European Union Projects, and with Indian Express, in areas of Communication for Development and Social Marketing and Communication. He has widely trained at various global forums while at the Indo-Dutch Programme, and at Ogilvy, along with CSR sessions at Harvard Business School.

He is also an Advisor with various organizations, NGOs, and projects on issues related to social impact planning, digital advocacy, CSR, brand management and research. A TEDx speaker, he has mentored students as a Guest Faculty at premier management institutions. He also sits on the Board of a couple of well-known NGOs in India. Recently he has been inducted as a member of the core team by UNICEF for updating its global syllabus on Social & Behavioral Change Communication. He holds a Masters Degree in Economics with a specialization in Development Economics, Public Finance, and International Economics.
Currently, he is the Professor & Director of Jagran School of Journalism and Communication, and Jagran School of Visual Arts & Design at Jagran Lakecity University, as well as the Director, Advancement & International Affairs at Jagran Lakecity University, Bhopal. He teaches Communication for Development, Consumer Behaviour, Advertising and Digital storytelling.

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