The four program objectives (POS) are highlighted below:

1) Scholarship: research, inquiry and lifelong learning-To raise future thinkers who can critically engage with the field practices in the area of communication studies, specifically in the sub-domain of advertising, public relations, and media management, contribute towards existing knowledge in the domain by addressing complex communication problems through research and inquiry and inculcate the dimensions of lifelong learning.

2) Global citizenship: Ethical, social and professional understanding -To nurture students as responsible citizens while sensitizing them towards diverse global and local socio-cultural environment by integrating ethical and empathetic values in the curricular and co-curricular practices, in order to shape responsible professional attitudes adaptable to different global work environments.

3) Eco-literate: Sensitivity towards a sustainable environment – To foster an academic environment that minimizes, preserves,and replenishes the usage of natural resources while also encouraging students to volunteer for initiatives related to environment sustainability and take ownership towards eco-friendly practices within and beyond the institute’s campus.

4) Employability: Equipped with skills, attributes, leadership and entrepreneurial qualities that society needs; being capable of making a contribution to society through earning a living – To provide capable communication leadership in the various domains of communication industry, specifically in the area of advertising, public relations, and media management equipped with skills and insights into responsible citizenship and engage positively towards their professional environment.