Today's era is the era of communication. Things are changing; the modern world is looking up for new challenges. Today the advertising scene is entirely different from the one which we see in the past. After years and years of advertising, and decades of intense research on its effectiveness, the scope of science in advertising has greatly increased.
Today much more is known about why and when advertising works and what makes for great advertising.
With the growing economic conditions and development in Pakistan the literacy rate is also increasing. We have quite a few renowned and recognised institutions. But there was a need for a real institute which could meet the modern and current demands and that status which is being set internationally. Luckily the Pakistan Advertising Institute is the first and only institute in Pakistan which is entirely based on advertising and has really come up to the mark. PAI is unique of its kind in Pakistan which is imparting education in the field of advertising.
Pakistan Advertising Institute has been established under the aegis of Pakistan Advertising Association, with a view to improve the professional standards of those working within the Communication, Advertising and Marketing Industry by broadly integrating communication knowledge and practice.
The institute is an authorised learning center of CAM Foundation UK. The syllabus and the standard set by the institute are in consonance with those set by the CAM Foundation UK for itself and its other accredited centers.
The aim of the syllabus is to provide an in-depth understanding of the principle method of communication used by organisations in the achievement of their business objectives. The examinations are designed to assess candidates' knowledge of those communication methods as well as their ability to apply and interpret that knowledge.
The classes are conveniently placed in the evenings so that the professionals could easily register themselves.
As you may know, the Communications, Advertising and Marketing Foundation (CAM) is an independent UK charity whose objects are to promote the advancement of communication, advertising and marketing education. CAM has been in existence since about 1970 and has over the years built awareness and reputation amongst agencies and specialist communications services providers in UK.
In 2000 an agreement was reached whereby CIM would provide professional, administrative and management services to CAM, and CAM moved its offices to Moor Hall.
Thus, for the last five years, there have been very close links between the two institutions.
CAM Foundation has formed an alliance with The Chartered Institute of Marketing (CIM). CAM qualifications have been managed and awarded by CIM. CIM is the world's largest association for marketing professionals. CIM's aim is to provide marketers with best practice marketing knowledge and to help them to deliver world-class marketing. CAM qualifications are tailored to the Integrated Marketing Communication needs of modern business.
AS OF TODAY ALL THE FUNCTIONS OF CAM ARE EFFECTIVELY INTEGRATED INTO THE CIM SYSTEM:
-- Student registrations
-- Fee structure
-- Database systems
-- Finance functions
-- Study centre accreditation processes
-- Curriculum development
-- Assessments management
-- Awarding processes
-- All other awarding body activities
Thus the CAM qualification is actually awarded by CIM.
In addition, all students registering for the CAM study programme become student members of CIM and receive support via the Learning Zone website.
The Pakistan Advertising Institute offers 'The CAM Diploma in Marketing Communications'.
Candidates are expected to clear the following modules in one academic year comprising of two semesters to obtain the 'The CAM Diploma in Marketing Communications'.
THE MODULES ARE:
-- Marketing & Consumer Behaviour
-- Advertising
-- Integrated Media
-- Direct Marketing & Sales Promotion
-- Public Relations.
I would like to appreciate Mr S.H. Hashmi, Patron-in-Chief, Pakistan Advertising Association and Chairman Pakistan Advertising Institute, for his continuous support and guidance. It is only because of his tremendous efforts that has contributed to make this institute a real professional learning centre.