Ramola Kumar speaks with SANGEETA YADAV about the latest developments in the field of communication training and various apprenticeships and internships provided by DSC
What are the latest developments you have seen in the field of communicationIJ
There are two to three key differences that have taken place in the communications industry. The use of integrated marketing communication by advertising agencies that is agencies being a one stop shop for varied activities is one such development that has taken place. The other is the emergence of social media that has taken off in a big way for various communication forms. Smaller specialsed agencies offering web-related services have also come into being and there is greater online advertising, public relations and marketing happening these days.
What are some of the interesting ways of teaching the communication subjectIJ
Communication as a subject and areas within the realm of mass communication can be taught in various creative ways to engage and encourage students. It can be taught through group discussions and role plays. The classroom teaching has to be interactive including presentations and case–studies among others methods.
What are the subjects and modules that are covered in Delhi School of Communication (DSC)IJ
DSC offers an Integrated Marketing Communication (IMC) or communication management programme to post graduate students. We have been pioneers in the IMC concept (which is today gaining importance), starting 18 years ago. The course essentially integrates Advertising, Public Relations, Media Planning with Marketing and Strategy opening huge career options for students such as client servicing, corporate communications, media planning/buying, marketing communications, copywriting, account planning, the list is endless.
Tell us about the apprenticeship and internship provided by DSCIJ
The post graduate programme offered at DSC is heavily integrated with practical experience. Each student in DSC is placed by the institute for up to six months in leading Advertising, PR, Media Planning agencies by the institute in a span of two years. Internships take place by placements in agencies such as JWT, Group M, Genesis Burson Marsteller, Edelman, lOWE lintas, Grey Worlwide, M&C Saatchi, among many others. It’s no wonder that today more than 400 students from DSC are leading the communications industry.
Tell us about the changing needs of the communications industry these daysIJ
The industry needs to converge through innovative media and technologies to provide updated information and analysis of relevant issues be it a product or a case on hand. Collecting information from various sources and then analysing it with deeper understanding of relevant issues as opposed to a simple market research.
Any collaboration with educational institutesIJ
DSC students are awarded a dual degree. Upon completion of the course at DSC, each student is awarded a masters degree from Jodhpur National University and a diploma from DSC. A second university degree is advantageous as a dual-degree programme and benefits the students overall in the market outside.
Tell us about the workshops conducted by DSCIJ
leaders from the industry come and interact with students sharing their experiences, discuss the changing landscape and skills required to succeed and also engage in active discussion with them. learning from industry professionals facilitates students in converting the theory learnt into practise and serves as a reality check as well. The workshops and lectures instill confidence in students and serve as a platform for networking.