fbpx Micro-credential certification in Advertising Principles KMC2274 (DMC) ** | Africa Open Learning
This subject provides students with an understanding of the fundamental marketing and advertising principles. It also covers the studies of media, strategy positioning, research and market profiles in advertising.
** indicates that these programmes will be offered soon

Programme Fee

Awarding Body: 

This programme is designed, delivered, assessed and awarded by SEGi University through the Africa Open Learning Platform. 

Endorsement & Recognition: 

This programme is recognized and endorsed by the Seychelles Qualifications Authority (SQA), established under the Seychelles Qualifications Authority Act of 2005. 

Communication Studies
Entry Requirements: 

Age Experience - 18 Years Above 
Language Proficiency - Yes
Pre-requisites - No

Note: To enter the Diploma In Mass Communication programme's (Pathway) applicants will need to have the following pre-requisites:


i. A pass in senior high school or its equivalent with a minimum of Grade C (GP 2.00) in any 3 subjects and a credit in English at O level or its equivalent;           

ii. A pass in SKM level 3 and pass senior high school with a credit in English

iii Certificate or its equivalent and a credit in English.

iv A Certificate in Media and Communication or its equivalent

  1. Introduction to advertising 
    1. Definition, roles and types, key players and development
  2. Advertising’s role in marketing 
    1. What is marketing?
    2. Key players
    3. Current developments in marketing
    4. IMC
  3. Consumer Behavior 
    1. How does consumer behavior work?
    2. Influences on consumer decisions.
  4. Marketing Research & Information System
    1. The market information
    2. Competitors’ research
    3. The market research processes
    4. Introduction to surveys & questionnaires
  5. Advertising Agency Structure
    1. Understanding Advertising Agency structure
    2. Project on Press Advertisement"
  6. Market Segmentation, Branding and Positioning
    1. Segmenting and targeting
    2. Behavioral targeting
  7. Advertising medium
    1. Print media
    2. Broadcast media
    3. Internet and new media"
  8. Planning Advertising Campaigns
    1. Planning an advertising campaign
    2. Creating an advertising campaign existing or non-existing
    3. Include also a storyboard for TV Commercial
  9. Creativity in advertising
    1. Creative message strategy
    2. Copywriting
    3. Design and production
  10. Integrating advertising with other applications
    1. Direct response marketing
    2. Sales promotion, events and sponsorships
    3. Public relations

Assignment - 70%
Final Exam - 30%

Credit Transfer: 

Upon successful completion of this Micro-credential certification in Advertising Principles (DMC), students will be able to transfer grades and credits into the following programme(s):

  1. Diploma in Mass Communication
Continuing Education: 
Upon successful completion of this Diploma in Mass Communication programme and meeting the necessary entry requirements, students will be able to progress into the following programme(s):
  1. Bachelor of Mass Communication (Hons)
Career Opportunities: 

Advertising Executive, Marketing Manager, Brand Manager, Social Media Strategist