The School Ethos

An institution, by definition, is a creature of its environment. It makes its contribution in relation to the needs of society both for today and for our tomorrows. Global society has thus far progressed from being manual workers to knowledge workers and today, we witness a transition from knowledge to information workers. This demands a significant change in the mindset of tomorrow’s leaders in industry and communication.

We live through momentous times. Economics is indeed becoming the politics of tomorrow. There is a burgeoning demand for goods and services towards meeting increasing wants of the human family so as to generate greater happiness among greater numbers. We also find that advances in electronic media have shrunk our world to the dimensions of Marshal McLuhan’s “Global Village”. And, we are suddenly privy to the fruits of fifty thousand years of human civilisation and thought, science and philosophy, literature and art, by the sheer accident of birth at this point in history. Once again, contemporary strides in communication promises to change the very lives of the human family.

India on the fast track…
Annual commercial spending in India grew to an estimated $2.3 trillion in 2007, an increase of 23 per cent from 2006, according to data from the Commercial Consumption Expenditure (CCE) index. India is one of the fastest growing Asia Pacific economies in terms of size of total business and government spend.

Television as a medium will continue to be the major contributor to the overall industry revenue pie, from an estimated Rs. 244.7 billion in 2008 to reach Rs. 420.0 billion by 2013. Print and Broadcast Journalism is reaching a new degree of professionalism. Print media industry is projected to grow reaching Rs.213 billion in 2013 from Rs.162 billion in 2008. Internet will reach an estimated Rs.20 billion in 2013 from the present Rs. 5 billion in 2008. (Source: PwC Study on Indian Entertainment & Media Outlook, 2009)

These business advances have led to the emergence of new fields, in some cases separate specialized professions in the broad spectrum of communications. Public Relations has emerged as a distinct arm of integrated marketing communication spectrum. It has become an integral activity for most corporate houses increasing its accountability both as a tool and as a profession. Event Marketing has also carved out a niche for itself. Media Planning and Marketing is a vibrant and respected field. All this translates to a very large number of professionals required to fill these exciting new positions.

The Delhi School of Communication (DSC)

A visioning into the future and an understanding of communication trends, provided theimpetus for the creation of DSC in 1995, and a continuous evolution of this comprehensive, 2 year full time Post-Graduate Diploma Programme in Communication (PGDPC). The programme is architectured to be a top-of-the-line course enabling participants to foster an understanding of the dynamics of human communication in people’s lives, the symbiosis of diverse Indian culture and other global cultures.

The breadth and depth of subjects covered provides for a holistic understanding of the role and working of contemporary mass media and marketing organisations well integrated within the dynamic global socio-economic structure. DSC provides its community with the facility to study this complex, fast changing world around us.

The faculty comprises committed practitioners, proven academicians, scholars, researchers and leaders in marketing, advertising and other target industries. With internships and projects as an integral part of the Curriculum, the academic mix is one of theory and intense hands-on practice. Students are placed as apprentices in leading organisations such as JWT, Publicis India, Euro RSCG, Lowe, Leo Burnett, ESPN, McCann Erickson, Perfect Relations and Miditech among other organizations.From the first semester itself, under the Apprenticeship Programme pioneered and carried forward by DSC since 17 years, training begins. We aim to provide the national community with contemporary and effective communication professionals and leaders for the 21st Century.