First year syllabus under Autonomy

First year syllabus under Autonomy

Affiliated to the

UNIVERSITY OF MUMBAI

Shri Vile Parle Kelavani Mandal’s

MITHIBAI COLLEGE OF ARTS, CHAUHAN INSTITUTE OF SCIENCE & AMRUTBEN JIVANLAL COLLEGE OF

COMMERCE AND ECONOMICS (TO BE AUTONOMOUS)

NAAC Reaccredited “A” grade, CGPA: 3.57, Granted under FIST-DST & - Star College Scheme of DBT, Government of India

Best College, University of Mumbai 2016-17

Program: ______________________

Course: ___________________________

Credit Based Semester and Grading System (CBCS) with effect

from the academic year 2018-19

F.Y.B.M.M – Semester I

Sr. Subject Course Category Code

1 Fundamentals of Mass Communication Core Course UBMM101

2 Introduction to Economics Core Course UBMM102

3 History Core Course UBMM103

4 Introduction to Sociology Core Course UBMM104

5 Effective Communications Skills - I Ability Enhancement Course UBMM105

6 Advanced Computers (P) Skill Enhancement Course UBMM106

F.Y.B.M.M – Semester II

Sr. Subject Course Category Code

1 Introduction to World Literature Core Course UBMM201

2 Political Concepts and Indian Political

System

Core Course UBMM202

3 Mass Media Research Core Course UBMM203

4 Introduction to Media Psychology Core Course UBMM204

5 Introduction to Media Studies Core Course UBMM205

6 Effective Communications Skills - II Ability Enhancement Course UBMM206

FUNDAMENTALS OF MASS COMMUNICATION UBMM101 | Core Course | Credits 03

Learning Objective and Outcome

To introduce students to the history, evolution and the development of Mass Communication in the world with special reference to India

To study the evolution of Mass Media as an important social institution To understand the development of Mass Communication models To understand the concept of New Media and Media Convergence and its implications

UNIT TITLE LECTURES

1 Mass Communication Meaning and need for Mass Communication Forms of Communication: Intra Personal Communication, Interpersonal

Communication, Group Communication, Public Communication, Mass Communication: Electronic, Satellite, Interactive, Digital Communication etc.

Elements and process of communication Models of Mass Communication: Gerber's Model, Sociological Model,

Gatekeeping Model, Defleur's Model of the Taste-differentiated Audience Model, Hub Model

Functions of Mass Communication Barriers of Mass Communication

12

2 Impact of Mass Media Introduction to Mass Media Content and Nature of Mass Media, Impact & Influence of Mass Media - The

Indian Context: reach, access and nature of audience Differentiate between Mass Communication & Mass Media Means & Tools of Mass Communication Traditional & Folk Media: Types, importance of traditional media Print: Books, Newspapers, Magazines Broadcast: Television, Radio Films Internet Advertising, Public Relations Other outdoor media

12

3 Mass Communicators: Political, Social & Religious Reformers (Mass communicators can be dealt in the form of case study from the above areas)

06

4 The New Mass Media Media Convergence: conceptual framework, technological dimension,

economic dimension, socio-cultural dimension and its implications to 'Mass Communication'

Developments in the Economy, Society, and Culture and its impact on current communication media

Introduce key terms such as "information economy" and "information society," "Digital," "multimedia convergence," "information superhighway," "channel abundance" and "interactivity"

Impact of social media on Mass Communication

06

5 Impact of Mass Media on Society Education, Children, Women, Culture, Youth and Development

06

6 Mass Communication in the age of globalization

Internet as a Global Medium of communication, Governance of Mass Media, Mass Communication Network

06

Recommended Books: 1. Mass Communication Theory: Denis Mcquail 2. Mass Communication: Rowland Lorimer 3. The Media in Your Life: An Introduction to Mass Communication: Jean Folkerts and Stephen Lacy

(Pearson Education) 4. Mass Communication Effects: Joseph Klapper 5. Mass Communication & Development: Dr. Baldev Raj Gupta 6. Mass Communication in India: Keval J Kumar 7. Mass Communication Journalism in India: D S Mehta 8. The Story of Mass Communication: Gurmeet Singh 9. Towards a Sociology of Mass Communication: Denis Mcquail 10. Perspective Human Communication: Aubrey B Fisher 11. Communication Technology & Development: I P Tiwari 12. The Process of Communication: David K Berlo 13. Cinema & Television: Jacques Hermabon & Kumar Shahan 14. Mass Media Today: Subir Ghosh 15. You & Media: Mass Communication & Society: David Clark 16. Mass Culture, Language & arts in India: Mahadev L Apte 17. The Communication Revolution: Narayana Menon 18. Communication Facts & Ideas in Business: L. Brown (Prentice Hall) 19. Introduction to Communication Studies: John Fiske 20. India's Communication Revolution: Arvind Singhal and Everett Rogers 21. Many Voices One World: Report of the McBride Commission 22. Here's the News: Paul de Maesener 23. The Myth of Mass Culture: Alan Swing wood 24. Communication: C.S. Rayadu, (Himalaya Publishing House, Mumbai) 25. Communication- concepts & Process: Joseph A Devito 26. Lectures on Mass Communication: S Ganesh

INTRODUCTION TO ECONOMICS UBMM102 | Core Course | Credits 03

Learning Objective and Outcome

The aim of this paper is to introduce the basic concepts of Micro & Macro Economics

UNIT TITLE LECTURES 1 Section I – Microeconomics

1. Distinction between Microeconomics and Macroeconomics and the importance of the study of economics for media students 2. Demand: Determinants of Demand, the Law of Demand, case study on impact of media on demand 3. Elasticity of Demand: Price, Income, Cross and Promotional Elasticities; significance of the concept of elasticity for a Firm, simple numerical problems based on elasticity concept 4. Advertising and Demand: Advertising industry and economic theory. Factors affecting advertising expenditure, effects of recession on advertising expenditure. Study of 3 developed nations (economic downtrend), impact of advertising, and an industry in transition 5. Demand Forecasting: Aims and objectives. Case studies on Demand forecasting. 6. Production function: Economies and diseconomies of scale. Internal and external Costs: Types of costs- Money and real, fixed v/s variable, Opportunity Costs, Implicit and Explicit, Depreciation, Manufacturing v/s Selling costs, Significance of these Cost Concepts for a firm, BE 8. Revenue: Total, Average and Marginal Revenue under Perfect competition and Monopoly 9. Supply: Concept of Stock and Supply. Factors affecting Supply 10. Objectives of a firm: Profit, Sales, Maximization and Growth, Break-even Analysis. Case Studies 11. Markets: Perfect competition, Monopoly, Monopolistic competition, Oligopoly features

24

2 Section II Macro Economics 1. Concepts of National Income and their interrelationships. Simple numerical problems and concepts. Difficulties in the measurement of national income. 2. Union Budget: Concepts 3. Inflation and Deflation: Meaning and Types, Causes, Effects & Measures to control Inflation. 4. Banking: Functions of Commercial Banks. Functions of the Central bank

5. Financial Markets: Capital and Money Markets, Institutions and Instruments 6. Determination of Foreign Exchange Rate 7. Balance of Payments: Concepts, Current and Capital account 8. WTO Economy: Structural Reforms in WTO (Privatization and Liberalization) issues of Capital Account Convertibility, Public sector disinvestments. India and the WTO.

24

References: 1. Paul Samuelson – Economics 2. David Begg, Stanley Fischer, RudigerDornbusch – Economics 3. Stonier & Hague – A Textbook of Economic Theory 4. Lipsey & Steiner – Economics 5. D.M. Mithani – Business Economics 6. R.R. Sahuraja – Economic Theory 7. A. Koutsoyiannis – Modern Microeconomics 8. Misra & Puri– Indian Economy 9. Economic Survey – GOI

HISTORY UBMM103 | Core Course | Credits 03

Learning Objective and Outcome

The aim of the following revised history paper is to acquaint the student with global happenings which have made historical milestones, changing power equations

To help the student understand the role of media in these events. The syllabus spans from global events, refugee problems, humanitarian work, human rights violation, Asian perspective and of course, India

UNIT TITLE LECTURES 1 World Wars

Aftermath, changing boundaries: rise of dictatorships Negative propaganda by war perpetrators Positive media by President Wilson Case studies: Holocaust; War crimes

12

2 Cold War Ideological clash: Media espionage Theatres of Cold War: Korea Vietnam, Brinkmanship in Cuba, Economic

Alliances

04

3 UNO UNO Formation: Issues under UN: Human Rights, Humanitarian Aid (African

famine, refugee problem) Formation of Israel, Middle East conflict UDHR document, role of UN in peace keeping in Sudan, Liberia Case studies: Iran Iraq war; End of Saddam Hussein regime

06

4 Red star over China-reign of Mao-tse-tung. Pol Pot- Cambodia Killing fields-human rights violation.

06

5 Collapse of Communism

USSR, East European nations, Glasnost & Perestroika American hegemony- its role in Afghan War People's Movement in China- Tianamen Square Case studies: Collapse of Berlin War, Formation of CIS

08

6 Role of Social Media Arab Spring, Tahrir Square, Egypt & Jasmine Revolution

04

7 India Partition of India: Refugee problem Sino Indian War 1962, Indo-Pak Wars 1965, 1971- formation of Bangladesh India & SAARC, India's Role in Non-Aligned Movement Cross Border terrorism | Kargil

06

8 Maharashtra Maharashtra - Formation of State 1960 Game changers in the State: Vinoba Bhave - Bhudan Movement, Maharshi D. K.

Karve - Women’s Univ, Baba Amte, Anna Hazare's fight for good governance.

04

INTRODUCTION TO SOCIOLOGY

UBMM104 | Core Course | Credits 03 Learning Objective and Outcome

To acquaint the students with the basic foundations of Sociology To establish the relationship between Sociology and Mass Media To discuss Mass Media from a sociological perspective To highlight the need and relevance of Sociology in Mass Media

UNIT TITLE LECTURES

1 Introduction to Sociology Definition and features Sociological imagination Sociological perspectives - Functionalist, Conflict, Symbolic Interaction and

Feminist perspective

04

2 Society and Social Interaction Definition of society, features, Types of Society- Rural and Urban, civil society Social Interaction: Definition, Need for social interaction, Forms of social

interaction: Co-operation, Competition, Conflict, Assimilation, Accommodation, Integration

04

3 Social Institution Definition Need for social institutions Types: family, marriage, education, religion, economy, polity, and media

06

4 Media with reference to sociology of news Definition of news Types of news News values Sociological significance of news

06

5 Culture and Media Culture: meaning, elements, types, features Concepts related to culture (popular culture, sub-culture, ethnocentrism,

acculturation, cultural relativism, culture shock, cultural lag) Discussion of Core Indian values Establish the link between culture and media

08

6 Social stratification Definition Segments: caste, class, gender & age

04

7 Socialization Meaning Need Agencies of socialization with particular reference to Media

04

8 Social group Meaning, need and importance

04

Types (primary, secondary, formal, informal, in-group and out-group, Reference group)

9 Social control Meaning Functions Formal and informal means of control over media.

04

10 Social change and social movements Social Change - meaning, factors of social change, impact of social change with

special reference to media and communication Social movements - Definition, features, types of social movement, elements,

stages of social movement, some examples

04

Recommended Books:

1. Principles of Sociology – R.N.Sharma, Media Promoters & Publishers Pvt. Ltd 2. Sociology – Anthony Giddens, Wiley India Edition 3. Culture Change in India: Identity and Globalisation – Yogesh Sharma, Rawat Publications 4. Family, Kinship and marriage in India – Edited by Patricia Oberoi, Oxford India Papers 5. Caste in Modern India and other Essays – M.N.Srinivas, Media Promoters & Publishers Pvt. Ltd 6. Modernisation of Indian Tradition – Yogendra Singh, Rawat Publications 7. Indian Social System – Ram Ahuja, Rawat Publications 8. Sociology – John.J. Macionis, Pearson Education 9. Contemporary Sociological theory – Ruth. A. Wallace, Pearson Education 10. Society In India – Ram Ahuja, Rawat publications 11. Sociology – Shankar Rao, S. Chand

EFFECTIVE COMMUNICATION SKILLS – I UBMM105 | Ability Enhancement Course | Credits 03

Learning Objective and Outcome

To make the students aware of functional and operational use of language in media To equip or enhance students with structural and analytical reading, writing and thinking

skills To introduce key concepts of communications

UNIT TITLE LECTURES

1 The concept of communication – process and barriers Reading (English, Marathi or Hindi) Types of reading (skimming and scanning) Types of reading (same with examples Newspaper/Magazine articles, TV,

feature and documentary, radio bulletins, advertising copy, Press Release in English, Hindi and Marathi)

Recognizing aspects of language particularly in media Vocabulary 100 media words Grammatical structure – spelling, structure of sentences, Active/Passive

voice, tenses

12

2 Oral Skills Correct emphasis in pronunciation, voice modulation, correct tone and

confidence in presenting matter Communication skills required in different context/situation (With special

reference to media related situation) Making Effective Presentations For Ex. Conducting interviews of senior citizens/youth/celebrity/illiterate

person etc.

12

3 Writing Skills Focus on Elementary Stylistics, Editing & Reporting skills Note taking/making, writing minutes/agenda How to chair a meeting? How to prepare for an interview? (How to make questionnaire, data

collection, check facts and be precise)

12

4 Critical Thinking Discuss the concept of Creative and Analytical Thinking Concept of Left brain and Right brain & how does it function Mind map/thinking tools/six thinking hats Discussing simple case studies and analyzing the same

12

Recommended Books: 1. Communication Skills in English – Aspi Doctor 2. Teaching Thinking – Edward De Bono 3. De Bono’s Thinking Course – Edward De Bono 4. Serious Creativity – Edward De Bono 5. The Mind Map Book – Buzan Tony 6. Becoming a Translator: An Introduction to the Theory and Practice of Translation – Douglas

Robinson 7. A Textbook of Translation – Peter Newmark

ADVANCED COMPUTERS UBMM106 | Core Course | Credits 03

Learning Objective and Outcome

To equip the students with an understanding of industry knowledge required to make a career in the field of print and Advertising, Digital Marketing, Television media, Film etc.

To train them with the software knowledge required in the above mentioned Industries

UNIT TITLE LECTURES 1 Basics of Computer and Online Marketing

Introduction (Definition and Characteristics) Block Diagram of computer Computer Memory Computer Software: System and Application software Networks – LAN, WAN, MAN etc. Network Media – Types of wires, etc. Network Topology – Star, Ring, Bus, Mesh Internet, Intranet and Extranet Building an online marketing foundation Planning and Building the Website Content Marketing Blogging Social Media Marketing

Web Analytics (Google Analytics)

Search Engine optimization/How Google Works

Online Advertising/Search Engine Marketing (Google Ad words) Email Marketing/Webinar Online Public Relation

Managing Multitasking Web Marketing

10

2 Introduction to Designing Colour theory Colour Model (RGB, CMYK, Difference between RGB and CMYK Colour Model) Bit Map and Vector based Graphic images (Concept and Difference)

02

3 Photoshop Image size, canvas size, Resolution and DPI. Learning tools (all tools of the

toolbox), colour separation Different graphic formats (PSD, JPG, GIF, etc.) Scanning and colour correction,

touching up photographs, importance of highlights, mids and shadows, cloning, duplicating and adjustment

Working with Image, giving effects to image, Cropping and resizing images, Masking, Working with layers, preparing images for the web, print medium and films

06

4 Adobe Illustrator Introduction to illustrator, tools and panels Creating a new document, drawing and painting, working with points - paths-

layers-colours Working with graphics, manipulation and effects Exporting the file, proof reading and optimization for printing Creating for artwork design for web and devices

06

5 Introduction to CorelDraw CorelDraw Terminology and Concepts Drawing Ellipses, Circles, Arcs, and Pie Shapes Drawing Lines in CorelDraw Drawing Rectangles, Squares, Polygons and Stars Cloning objects, applying colour and tone effects

06

6 Adobe InDesign Designing a Poster Creating a wedding Spring Invitation Creating a Beautiful Page Layouts and a Striking Cover for a Children’s Fiction

Book Creating a Simple Business Card in InDesign

08

7 HTML 5 and CSS Introduction to the Web Introduction to HTML5 Formatting Text Using Tags Creating Hyperlinks and Anchors Introduction to CSS3 Formatting Using Style Sheets Displaying Graphics and CSS3 Animation Creating Navigational Aids and Division Based Layout Creating Tables

HTML Forms HTML5 Audio and Video Creating Static Websites

08

INTRODUCTION TO WORLD LITERATURE UBMM201 | Core Course | Credits 03

Learning Objective and Outcome To expose students to good writers and their work that will deepen their understanding of life To introduce students to various genres in Literature that will help student’s sensitivity and thinking

UNIT TITLE LECTURES 1 a. Introduce the concept of:

Story, Novel, Novella, Drama, Fiction, Poetry, Plot and Character Study works of Anton Chekhov, Leo Tolstoy and William Shakespeare b. How to review various genres in Literature? c. Introduce various 'isms' through different text Animal farm; George Orwell 1984; George Orwell (Ideas of Communism)

08

2 Women oriented stories. Discuss ideas of Feminism through the works of Ismat Chugtai Mahasweta Devi

08

3 Drama- (Ideas of Naturalism and Realism) Arthur Miller- All my sons, Death of a Salesman Tennessee Williams- A streetcar named Desire Eugene O’Neil - Desire under the Elms

08

4 Poetry Romantic Poetry Victorian Poetry Multicultural Poetry - Poems by Munshi Premchand, Dilip Chitre and Namdev

Dhasal

08

5 Concept of Immigration, Diaspora, Colonialism and Post-Colonialism through the works of

Aga Shahid Ali Salman Rushdie Chinua Achebe Anita Desai Jhumpa Lahiri

08

6 Children's Literature and Travel Writing Ex. - discuss short story by Roald Dahl

08

Reference Books:

1. Twentieth Century Pelican Guide to Indian poetry 2. Twentieth Century Pelican Guide to American poetry 3. Anatomy of Play; Richard Burton 4. Anthology of American Writing 5. Anthology of European Writing

POLITICAL CONCEPTS AND THE INDIAN POLITICAL SYSTEM UBMM202 | Core Course | Credits 03

Learning Objective and Outcome

To acquaint the students with fundamental political concepts essential for understanding political systems and theories

To orient the students to the Indian Constitution and the functioning of the Indian political system

To provide the students with a strong base in the ‘Indian Political System’ and to expose them to its dynamics and complexities

To establish a link between Politics and Media

UNIT TITLE LECTURES 1 Concepts

Interaction between State and Society Definition and Elements of State and factors building a Nation Democracy: Principles, Institutions and Challenges Non-Democratic forms of government

08

2 Characteristics- Indian Constitution Features of the Constitution Preamble and Philosophy of the Constitution Fundamental Rights Fundamental Duties Directive Principles of State Policy Federal structure

10

3 Political Dynamics (India) Indian Party System: Evolution Major National and Regional Parties Caste and Reservation Role of Religion in Indian Politics Local Self Government Electoral System and Reforms Coalition governments

12

4 Political Dynamics (Maharashtra) Party system in Maharashtra: Evolution Regional Imbalance Dominant Caste The Dalit movement in Maharashtra and its present status The Naxal movement in Maharashtra Mumbai’s political history

10

5 Politics and Media Role of Media in democracy Media and formation of Public opinion Political Campaigning and advertising in new media

08

Reference

1. Oxford Concise Dictionary of Politics, Iain Mclean/Alistair McMillan, Oxford University Press 2. Politics, 2nd Edition, Andrew Heywood, Ane Books. 3. Dictionary of Politics, D. Robertson, Penguin Books India 4. An Introduction to Political Theory, Gauba, O. P., Macmillan 5. Political ideas and concepts: An introduction, Heywood Andrew, Macmillan, Houndmills 6. Political ideologies: An introduction, Heywood Andrew, Macmillan, Houndmills 7. Oxford Companion to Politics of the World, Krieger Joel Joseph William A Kahler Miles Nzongola – Ntalaja Georges Stallings Barbara B. Weir Margaret, OxfordUniversity Press New York. 8. Political Theory, Das Hari Hara and Chaudhari B. C., National Publishing House. 9. Introduction to the Indian Constitution, BasuD.D., Wadhwa Publications. 10. An Introduction to the Constitution of India, Pylee M V,Vikas Publishing House 11. Introduction to the Constitution of India, Sharma, Brij Kishore, Prentice-Hall of India 12. Our Constitution Kashyap Subhash, National Book Trust 13. Indian Policy for Preliminary Examination, Lakshmikant, Tata McGraw Hill 14. Indian Government and Politics, Narang A.S., Gitanjali Publishing House, New Delhi 15. Introduction to Media and Politics, Sarah Oates, Sage publishers 16. Principles of Modern Political Science, J.C. Johari, Sterling publishers. 17. Democracy in India, JayalNiraja Gopal, Oxford University Press

MASS MEDIA RESEARCH UBMM203 | Core Course | Credits 03

Learning Objective and Outcome

• To introduce students to the basic concept of research, its approaches, its scope and limitations, tools and techniques • To make students understand the link and importance of research in media education • To equip students with necessary skills to undertake a mass media research project

UNIT TITLE LECTURES 1 Introduction to Research concepts

Introduction to Research - Definition, types, need for research Scientific Research * basic principles, Empiricism, verifiability, generalization

08

2 Steps in conducting research (a) Selection of a problem Formulation of the problem Objectives Hypothesis – Definition, types, conditions of hypothesis, features Research design – case study, survey, experiment, longitudinal research,

observation, concepts analysis, introduction to ethnography Concepts and their operationalization

08

3 Steps in conducting research (b) Measurement and scaling techniques Sources of data – primary and secondary Tools of data collection – observation, interview, questionnaire, schedule

08

4 Determination of sample size Sampling procedure – probability sampling and non-probability sampling

and its types Processing of data Analysis and interpretation Writing of a report

08

5 Statistical procedure – Mean, median, mode, standard deviation and co-relation

08

6 Application of research in mass media Content analysis – Definition and users, steps, limitations Research in print media Research in Advertising Research in Public Relations Mass media Research and the Internet Research in Media Effects

08

Reference

1. Research Methodology - C.R. Kothari, New Age International Publication, New Delhi, 2004 2. A Handbook of Social Science Research - B.R. Dixon, G.D. Bouma, G.B.J. Atkinson - Oxford

University Press, 1987 3. Mass Media Research: An Introduction - Roger D. Wimmer and Joseph R. Dominick, Thomson

Wadsworth, 2006 4. Milestones in Mass Communication Research - Shearon A. Lowery and Melvin L. DeFleur, Allyn

& Bacon, 1995 5. Media Research Methods: Measuring Audiences, Reactions and Impact - Barrie Gunther, Sage

Publications, 2000 6. Analysing Media Messages: Using Quantitative Content Analysis in Research - Daniel Riffe,

Stephen Lacy, and Frederick G. Fico, Lawrence Erlbaum Assoc Inc, July 2005 7. Research Methodology and Analysis: Sharma R.P., Publisher- DPH Publication, New Delhi 8. Methodology of Research in Social Science – Krishna Swami, Publisher - Himalaya Publication 9. Marketing Research - An applied Orientation by Naresh K. Malhotra, Publisher - Prentice Hall

of India Publication 10. Mass Communication - Theory by Stanley J. Baron & Dennis K. Davis, Publisher-Thomson/

Wadsworth

INTRODUCTION TO MEDIA PSYCHOLOGY UBMM204 | Core Course | Credits 03

Learning Objective and Outcome

To impart knowledge of the basic concepts and modern trends in psychology To provide an interdisciplinary study of concepts in the field of media, communication and

psychology To expose students to a multicultural understanding, use, influence and impact of media To prepare students for a future filled with opportunities in the field of media and

communication

UNIT TITLE LECTURES 1 Evolution of Psychology

Definition of psychology Branches of psychology- Overview of the fields Media psychology- Definition, scope & objectives Psychology and media- An uneasy relationship

Research methods in media psychology.

12

2 Role of Psychology in Media Memory – Definition - Information processing model, LOP

Thinking - Definition - Lateral thinking and creative thinking Perception - Visual and depth perception

b. Cognitive and behavioural effects of media. (Focus on print, interactive medium and web advertising)

12

3 Psychological Effects and Influence of Media

Personality theories (Trait theory, Cognitive theory, Psychoanalytical theory and behaviour theory) and their relevance in mass media

Social influence (Definition, Conformity, Compliance, Obedience & Indoctrination)

Effects of media violence, Effects of pro-social media. Developmental Psychological Issues With Respect To Media

Learning - Theories - Classical conditioning and Operant conditioning. Cognitive Learning Observation learning Social cognition- Script and schema Motivation- Definition- Types- Need hierarchy theory

12

4 Social Psychology of the Media

Attitude formation - Theories, cognitive dissonance, role of media in attitude

formation

- Persuasion - Prejudice

Gender representation in media

Representation of minority groups

Media representation of disability

Media representation of mental health

Audience participation and reality T.V.

12

Reference

1. Ciccarelli, S.K. & Meyer, G.E. (2006). Psychology. Pearson Education Inc. and Dorling Kindersley Publishing Inc. New Delhi; first Indian reprint 2008

2. David, G. (2003). Media Psychology. Lawrence Erlbaum Associates Inc. New Jersey. 3. Baron, R. A., Branscombe, N.R., & Byrne, d. Bhardwaj, G. (2008). Social Psychology (12th ed).

New Delhi: Pearson Education, Indian subcontinent adaption 2009 4. Feldman, R.S. (2008). Understanding Psychology (8thed.) McGraw- Hill Publication, New York 5. Lahey, B.B. (2007). Psychology: An Introduction (9th ed.). McGraw- Hill Publications, New York 6. Karen, E.D. (2012). Oxford Handbook of media Psychology (1st ed.). Oxford Library of

Psychology

INTRODUCTION TO MEDIA STUDIES

UBMM205 | Core Course | Credits 03

Learning Objective and Outcome

To expose students to the well-developed body of media theory and analysis

To foster analytical skills that will allow them to view the media critically

UNIT TITLE LECTURES 1 Introduction to Media Studies

Relevance of Media Studies in Contemporary Times Historical perspectives to media studies Definition and three questions of Media Four Eras of Media Theory

06

2 Media Studies as an Interdisciplinary Approach Media Studies as a Social Science Karl Marx Juergen Habermas Stuart Hall Karl Lazarsfeld Michel Foucalt – Power and Authority Marshall McLuhan

08

3 Early Effects Theories Mass society Theory Propagandistic Theories Normative Theories

08

4 Limited Effects Theories Lazarsfeld’s Two step flow Theory Carl Hovland’s Attitude Change Theory Lazarsfeld- Hovland Legacy Robert Merton’s Middle range Theory Joseph Klapper’s Phenoministic Theory

08

5 Cultural and Critical Theories Emergence of Critical and Cultural theories Marxism The Frankfurt School Political Economy British Cultural School Raymond Williams’ Technological Determinism

08

6 Media and Society Harold Innis’ Bias of Communication Bernard Cohen’s Agenda Setting

06

7 Introduction to Audience Theory Types of Audiences Uses and Gratification

08

Audience Reception Dependency Theory Cultivation Theory Psychoanalytical Theory

References:

1. McQuail, Denis, McQuail Reader in Mass Communication Theory, Sage Publications

2. Branston Gill and Roy Stafford – The Media Student Book, Routledge

3. Rayner, Philip, Peter Wall, and Stephen Kruger, As Media Studies, The Essential Introduction.

Routledge

4. Baran, Stanley – Introduction to Mass Communication. Mcgraw-Hill Higher Education

5. Dominick, Joseph R;. Dynamics of Mass Communication. McGraw- Hill College

6. Williams, Raymond – Television: Technology and Cultural Form. Routledge

7. McLuhan, Marshall

EFFECTIVE COMMUNICATION SKILLS - II UBMM206 |Ability Enhancement Course | Credits 03

Learning Objective and Outcome To enhance communication skills and language skills with particular reference to Media communication Using critical thinking to achieve efficiency in oral skills

UNIT TITLE LECTURES 1 Editing

(English, Hindi and Marathi) Principles of editing (Punctuation, Substitution of words, Re-structuring of sentences, Re-organizing sentence sequence in a paragraph, Use of link words, Principles of Coherence and Cohesion), writing synopsis, abstracts, précis writing, newspaper editing and magazine editing.

08

2 Summarization (English, Hindi and Marathi) To create awareness in students regarding organization of the material- the points and sub-points and the logical connection between these points, Summarizing news content

04

3 Interpretation of technical data Students should be taught to read graphs, maps charts. They should be able to write a paragraph based on the data provided to them.

04

4 Letter writing (English, Hindi and Marathi) Business Correspondence, Trade letters, Letters of complaint, claim and adjustment, Consumer grievance letters, Letters under the Right to Information Act and Sales letter, Press Release, Letter to the Editor

06

5 Critical Thinking

06

6 Analysing situation or an incident from different perspective

04

7 Brainstorming, for instance in a story you have one person point of view. Discuss that and then add the Social, Ethical and Moral thinking in the current aspect.

04

8 Copywriting: (English, Hindi and Marathi) Basics and Format (Making the headline, sub-headline, body copy, Slogans and Graphic Box)

04

9 Report writing: (English, Hindi and Marathi) General report and News report writing - Basics and Format (Headline, Sub-headline, various type of report - hard news and soft news)

04

10 Types of translation and Practical Exercises: Actual translation of newspaper clips - Feature articles, Opinion, Hard news articles, News comment and print advertisements, Jingles, Slogans published in Hindi, Marathi and English

04

Recommended Books

1. Business Communication - Rhoda A.Doctor and Aspi H.Doctor 2. Communication Skills in English - Aspi Doctor 3. Teaching Thinking - Edward De Bono 4. De Bono's Thinking Course - Edward De Bono 5. Serious Creativity - Edward De Bono 6. The Mind Map Book - Buzan Tony 7. Becoming a Translator: An Introduction to the Theory and Practice of Translation - by

Douglas Robinson 8. A Textbook of Translation - by Peter Newmark, Newmark

S.Y.B.M.M – Semester III

Sr. Subject Course Category Code

1 Corporate Communication and Public

Relations

Core Course UBMM301

2 Introduction to Creative Writing Core Course UBMM302

3 Introduction to Cultural Studies Core Course UBMM303

4 Organizational Behaviour and Management Core Course UBMM304

5 Event Management Ability Enhancement

Course

UBMM305

6 Photography and Lights (P) Skill Enhancement Course UBMM306

S.Y.B.M.M – Semester IV

Sr. Subject Course Category Code

1 Film Appreciation Core Course UBMM401

2 Introduction to Journalism Core Course UBMM402

3 Integrated Marketing Communication Core Course UBMM403

4 Introduction to Advertising Core Course UBMM404

5 Theatre and Communication Ability Enhancement

Course

UBMM405

6 Radio and Television Skill Enhancement Course UBMM406

CORPORATE COMMUNICATION AND PUBLIC RELATIONS UBMM301 | Core Course | Credits 03

Learning Objective and Outcome

To provide the students with basic understanding of the concepts of Corporate Communication

and Public Relations

To introduce the various elements of Corporate Communication and consider their roles in

managing organizations

To examine how various elements of Corporate Communication must be coordinated to

communicate effectively

To develop critical understanding of the different practices associated with Corporate

Communication

UNIT TITLE LECTURES 1 Foundation of Corporate Communication

a) Corporate Communication: Scope and Relevance

• Introduction, Meaning, Scope, Corporate Communication in India, Need/Relevance

of Corporate Communication in Contemporary Scenario

b) Keys concept in Corporate Communication

• Corporate Identity: Meaning and Features, Corporate Image: Meaning, Factors

Influencing Corporate Image, Corporate Reputation: Meaning, Advantages of Good

Corporate Reputation

c) Ethics and Law in Corporate Communication

• Importance of Ethics in Corporate Communication, Corporate Communication and

Professional Code of Ethics, Mass Media Laws: Defamation, Invasion of Privacy,

Copyright Act, Digital Piracy, RTI

10

2 Understanding Public Relations

a) Fundamental of Public Relations:

• Introduction, Meaning, Essentials of Public Relations, Objectives of Public Relations,

Scope of Public Relations, Significance of Public Relations in Business

b) Emergence of Public Relations:

• Tracing Growth of Public Relations, Public Relations in India, Reasons for Emerging

International Public Relations

c) Public Relations Environment:

• Introduction, Social and Cultural Issues, Economic Issues, Political Issues, Legal

Issues

d) Theories used in Public Relations:

• Systems Theory, Situational Theory, Social Exchange Theory, Diffusion Theory

10

3 Functions of Corporate Communication and Public Relations

a) Media Relations:

• Introduction, Importance of Media Relations, Sources of Media Information, Building

Effective Media Relations, Principles of Good Media Relations

b) Employee Communication:

• Introduction, Sources of Employee Communications, Organizing Employee

Communications, Benefits of Good Employee Communications, Steps in implementing

an Effective Employee Communications Programme, Role of Management in Employee

Communications

c) Crisis Communication:

• Introduction, Impact of Crisis, Role of Communication in Crisis, Guidelines for

Handling Crisis, Trust Building

d) Financial Communication:

• Introduction, Tracing the Growth of Financial Communication in India, Audiences for

Financial Communication, Financial Advertising

10

4 PR Tools

a) Media tools

• Press Release • Press Conference • Others

b) Non Media

• Seminars • Exhibitions/trade fairs • Sponsorship • Others

c) Content Development in PR

• Development of profile: Company/Individual • Drafting a Pitch note/Proposal

• Writing for Social Media

d) In-house PR and PR Consultancy: Advantages & Disadvantages

e) Internal and External PR: With focus on Corporate Communications

10

5 Emerging Technology in Corporate Communication and Public Relations

a) Contribution of Technology to Corporate Communication

• Introduction, Today’s Communication Technology, Importance of Technology to

Corporate Communication, Functions of Communication Technology in Corporate

Communication, Types of Communication Technology, New Media: Web Conferencing,

Really Simple Syndication (RSS)

b) Information Technology in Corporate Communication

• Introduction, E-media Relations, E-internal Communication, E-brand Identity and

Company Reputation

c) Corporate Blogging

• Introduction, Defining Corporate Blogging, Characteristics of a Blog, Types of

Corporate Blogs, Role of Corporate Blogs, Making a Business Blog

10

References

1. Excellence in Public Relations and Communication Management - James E. Grunig, David M. Dozier,

William P. Ehling, Larissa A. Grunig, Fred C. Repper, Jon White; Lawrence Erlbaum Associates

2. Crisis Communications: A Casebook Approach - Kathleen Fearn-Banks; Lawrence Erlbaum

Associates

3. Strategic Planning for Public Relations - Ronald D. Apr Smith; Lawrence Erlbaum Associates

4. Corporate Public Relations: A New Historical Perspective - Marvin N. Olasky; Lawrence Erlbaum

Associates

5. Public Relations Writing: Principles in Practice - Donald Treadwell, Jill B. Treadwell; Sage

Publications

6. Media Writing: Print, Broadcast, and Public Relations - W. Richard Whitaker, Janet E. Ramsey, Ronald

D. Smith; Lawrence Erlbaum Associates

7. New Media and Public Relations - Sandra C. Duhé; Peter Lang

8. Online Public Relations - David Phillips, Philip Young; Kogan Page

9. Effective Public Relations - Scott Cutlip, Allen Center and Glen Broom; Pearson Education

10. PR and Media Relations - Dr. G.C. Banik; Jaico Publishing House

11. Public Relations Techniques That Work - Jim Dunn; Crest Publishing House

12. Principles of Public Relations - C.S. Rayudu and K.R. Balan; Himalaya Publishers

13. Public Relations for Your Business - Frank Jefkins; Jaico Publishing House

14. The Fall of Advertising and the Rise of PR - Al Ries, Laura Ries; Harper Collins

15. Public Relations: The Profession and the Practice - Dan Latimore, Otis Baskin, Suzette Heiman,

Elizabeth Toth; McGraw Hill Education

16. A Handbook of Public Relations and Communication - Lesly Philip; McGraw Hill Education

17. This is PR – The realities of Public Relations - Newsom, Turk, Kruckeberg; Thomas Asia

INTRODUCTION TO CREATIVE WRITING UBMM302 | Core Course | Credits 03

Learning Objective and Outcome

To encourage students to read stories, poems, plays

To develop further and build upon the writing and analytical skills acquired in Semesters I &

II

To acquaint students with basic concepts in literary writing

To prepare students to write for media

UNIT TITLE LECTURES 1 A Brief Introduction to Creative Writing

Aspects of Creativity in Literature, Media, Public Speeches, Presentations, Interviews

04

2 Formal structure of the short story: Theme, Plot, Character, Point of view, Setting Analyse some short stories preferably contemporary on the basis of each of these formal aspects.

06

3 Formal aspects of Poetry: Theme, Diction, Tone, Imagery, Symbolism, Figures of speech: metaphor, simile, personification, alliteration, onomatopoeia Analyse some poems, on the basis of each of these formal aspects.

06

4 Formal aspects of Drama Theme, Plot, Character, Dialogue Analyse some plays preferably contemporary on the basis of each of these formal aspects

06

5 Aesthetics: Romanticism to Realism Understanding the Romantic and Realist aesthetics: core themes, archetypes, and linguistic norms with the help of stories by Poe and Mauppassant Birth of the modern short story by analyzing a work of Chekhov in comparison with Mauppassant; understanding how voice and structure changed post Chekhov

08

6 Aesthetics: Realism to Modernism Discussion on core modernist themes, content, archetypes using the work of James Joyce Discussion on pop art and cultural context of art using a short story by Woody Allen

06

7 Aesthetics: Modernism to Post Modernism Discussion on core post modernism themes, content, archetypes reading the works of Jhumpa Lahiri and Yiyun Li

06

8 Aesthetics: New voices Challenges in writing about new themes: technology, multi-linguistic cultures, multiculturalism, globalization reading the works of Akpen, Murakami and Junot Diaz. Audio: New Yorker interview with Junot Diaz and Edwidge Danticat.

06

Reference Books:

1. Arco, Peterson’s How to Write Short Stories. Peterson’s, 2002

2. Axelrod, R.B. et al. The St. Martin’s Guide to Writing: Instructor’s Resource Manual. New

York: St. Martin’s Press, 1994

3. Bell, Julia. Editor. The Creative Writing Course book: 40 Authors share Advice and

Exercises for Fiction and Poetry. Pan, Macmillan, 2001

4. Bell, Julia; The creative writing course book; 40 Authors share advice and exercises for

fiction and poetry

5. Brooks, Cleanth & Robert Penn Warren. Eds Understanding Poetry, Fourth Edition, Holt, Rinehart

and Winston, 1976

6. Ciardi, J. and M. Williams. How does a poem mean? Boston: Houghton Miffin Co., 1959, 1975

7. Dev Anjana, Anuradha Marwah and Swati Paul (eds), Creative Writing: A Manual for Beginners.

Delhi: Pearson, 2008

8. Gardner, John. The Art of Fiction: Notes on Craft for Young Writers. Vintage Books, 1991

9. Grenville, Kate. The writing book: A workbook for Fiction Writers. Allen and Unwin, 1999

10. Kanar, Carol. The confident Writer: Instructor’s Edition. Boston: Houghton Miffin Co., 1998

11. Kness, Nancy. Beginnings, Middles and Ends (The Elements of Fiction Writing)

12. McCrimmon, James M. Writing with a Purpose. Boston: Houghton Miffin Co., 1980

13. Muller, Gilbert H. & John A Williams. The McGraw-Hill Introduction to Literature. Second

Edition, McGraw-Hill, Inc. 1995

14. Ritter, Robert, M.Editor. The Oxford Dictionary for Writers and Editors. OUP, 2000

15. Roberts, Edgar, V. Writing Themes about Literature. New Jersey: Prentice Hall Inc. 1982

16. Singleton, John and M. Luckhurst. Eds. The Creative Writing Handbook. Plagrave, Macmillan, Arco

17. Peterson, S; How to Write Short Stories; Petersons 2002

INTRODUCTION TO CULTURAL STUDIES

UBMM303 | Core Course | Credits 03

Learning Objective and Outcome

To introduce students to a set of approaches in the study of culture

To create awareness on cultural theories and its relevance in media

To discuss the importance of cultural studies and its role in mass media

To discuss how cultural practices have gained their meanings

UNIT TITLE LECTURES 1 Cultural Studies - An Overview

a) Evolution and need to study cultural studies.

b) Examining theories of culture:

Diffusionism- Kroeber

Cultural materialism- Raymond Willams

Functionalism- Malinowski, and R. Brown

Social interaction- G.H.Mead and Cooley

10

2 Marxism and Culture

a) Central ideas of Marxism

b) Ideology (John Storey-gives 5 approaches)

c) Hegemony- Gramsci

d) Culture industry- Adorno

e) Circuit of culture- Stuart Hall

f) Popular culture and Mass culture- John Fiske

10

3 Orientalism and Culture

a) Representation of the east by the west

b) Post-colonial perspective on cultural hegemony

12

4 Gender and Culture

a) Gender vs. Sex – Feminist contribution to the study of gender

b) Masculinity – Issues and representation

b) Sexuality and Representation

12

5 Popular consumption and representation of Culture

Ex. sport, body, iconic images, space, films, oral traditions, carnivals, visual culture,

new media cultures

12

References:

1. Nayar Pramod – An Introduction to Cultural Studies

2. Lewis, Jeff – Cultural Studies

3. Christopher, K, W. – Rethinking Cultural Studies (Mapping Culture)

4. Gray, Ann And Mcguigan – Studying Culture

5. Williams, Raymond – A Vocabulary of Culture and Society

6. Dugay Paul – Doing Cultural Studies

7. Edgar And Sedgwick – Key Concepts in Cultural Studies

8. Breckenridge – Consuming Modernity

9. Page, David And Crawley, William – Satellites Over South Asia –Broadcasting Culture And Public

Interest

10. Milner, Andrew And Brontt.J – Contemporary Cultural Theory (C.S And Cultural Theory)

11. Corrigan, Peter – Sociology of Consumption

12. Featherstone – Postcolonial Cultures

13. Mcrobbie – Uses of Cultural Studies

14. Literary Into Cultural Studies

15. Sport, Media and Society

16. Nayar, Pramod – Packaging Life, Cultures Of the Everyday

17. Vishnu. A – Digital Culture Unplugged

18. MARG Publications Visual Culture

19. Nabar, Vrinda – Caste as Woman

20. Jose, C – Construction Dalit Identity

21. Wolf, Naomi – Beauty Myth

22. Meenakshi Gigi Durham and Douglas M.Kellner – Media and cultural studies, Blackwell publishing

house, 2012

23. Chris Baker – The sage Dictionary of Cultural Studies, Sage Publication

24. Chris Baker – Theory and Cultural Studies, Sage Publication, 2003

25. Ed.During, Simon – The Cultural Studies Reader

26. Scupin Raymond – Cultural Anthropology, Wadsworth, 2002

27. Nanda and Warms – Cultural Anthropology, Wadsworth, 2002

28. S.L. Joshi and P.C.Jain – Social Anthropology, Rawat Publications, 2001

29. Richard Schaefer – Sociology- A Brief Introduction, Tata Mc-Graw Hill Publishing Company Ltd.,

2006

30. Johan Hartley and Terence Hawkes – Popular Culture and High Culture- History & Theory

ORGANISATIONAL BEHAVIOUR AND MANAGEMENT

UBMM304 | Core Course | Credits 03

Learning Objective and Outcome

To impart knowledge of the basic concepts and facets of organisational behaviour

To highlight the role of psychological factors & process at work

To foster management skills and give them an understanding of organization functions

UNIT TITLE LECTURES 1 Introduction to Management

What is Management?

Management functions

Early management thought and practice

The Classical management perspective

Quantitative Management Perspective and Contemporary Management

Perspective

(Contribution of F.W. Taylor, Henri Fayol, Elton Mayo, Chester Barnard, Peter

Drucker etc.)

10

2 Nature of Organisational behaviour

Definition of Organisation & Types

Concept of OB & its scope

Models of Organisational Behaviour

06

3 Organisational structure & its Environment

Organisation and its environment

Formal Organisation: Design & Structure

Divisions of work and task interdependence

06

4 Organisation Culture

Sources of Organisational Culture

Types of Organisational Culture

Manifestation & Managing Organisational Culture

Work force diversity - Gender, Ethnic & Community issues & personality

factors

06

5 Motivation

Theories of Motivation – Need & Process Theory

Application of Motivation Theories

04

6 Group Dynamics in Organisation

Concepts of group & types of group

Group norms & Group cohesion

Concept of team work

04

7 Decision making

Decision making – definition & process

Group Think, risky shift & Polarisation

04

Techniques for improving decision making- MIS (Management Information

System)

8 Leadership

Importance & Characteristics of control

Qualities of an effective Leader

Leadership Style & effective Communication

04

9 Dynamics of stress

Concept

Causes & effect

Coping Strategies

04

REFERENCE BOOKS.

1. Newstorm, J.W & Davis, K. (2002) Organisational Behaviour, Human Behaviour at Work (11th

Edition), Tata McGraw Hills

2. Khanka, S.S. (2006) Organisational Behaviour- Text & Cases (5th Edition) S. Chand & Co Ltd.

3. Robbins, S.P. (2012) Organisational Behaviour (15th Edition) Prentice Hall International, Inc.

4. Luthans & Fred (2010) Organisational Behaviour (12th edition) McGraw Hills

EVENT MANAGEMENT

UBMM305 | Ability Enhancement Course | Credits 03

Learning Objective and Outcome

To acquire an understanding of the role and purpose(s) of special events in the organizations To acquire an understanding of the techniques and strategies required to plan successful

special events To acquire the knowledge and competencies required to promote, implement and conduct

special events To acquire the knowledge and competencies required to assess the quality and success of

special events

UNIT TITLE LECTURES 1 What is Event Management?

What is Event Management? Role of the Event Manager Project Management Strength & Weaknesses of the event management profession Crisis Management

06

2 Types of Events Introduction Conferences Meetings Launch Events Fashion Shows Fundraisers Weddings Religious Events Photocalls Exhibitions Sport Events Concerts Political Events Anniversaries

08

3 Working with clients Planning and preparing for the meeting First impressions and presentation What does your client need? What comes next? Timeframes Following up Event proposal Contracts and agreements

08

4 Steps for planning an event Target your goals and audience Planning the event: date and time Budget Venue Food and beverage

08

Transportation Speakers Timeframes

5 Invitations, Greetings and Dress Code (06) Invitations and replies Greetings etiquette and handshake protocol Dress code

06

6 Table Manners and Table Settings (06) Table-seating arrangements Table settings Table manners

06

7 The Event (06) Last-minute preparations During the event Business cards Evaluating the event After the event: Keeping up with your clients, partners, and guests

06

PHOTOGRAPHY AND LIGHTS UBMM306 | Skill Enhancement Course | Credits 03

Learning Objective and Outcome

To introduce students to the world of Photography

As a media student, make them aware that Photograph is a visual communication means

UNIT TITLE LECTURES 1 History/Evolution of Photography 02 2 Lens

Properties of lens, Image formation, Focal length, Image size, Image distance, Coverage

angle, Perspective, Various film formats in context of focal length

02

3 Light:

Parameters of Light

Intensity, Direction, Quality, Colour Temperature

02

4 Composition:

Various composition guidelines

Third’s ratio, Leading lines, Frame within frame, Abstraction, Accent colour

Aperture: Control of Amount of Light

Concept of, ‘Depth of Field.’ Aperture & ‘Depth of Field’, other factors affecting DoF,

like Object distance & Focal length, Shallow DoF, Deep DoF, Differential focus and

Hyper-focal distance

Shutter: Concept of Shutter

Shutter & movement, Idea of Motion freeze, Motion blur, Object blur, Light

painting, Time exposure & exploring all possible opportunities that offered by

shutter duration, Camera movement, Panning technique and Motion blur &

Advertising

ISO: Sensitivity of the Film/Image sensor

Optimum ISO for quality & speed, ISO & noise, Low light photography limitations,

Exposure triangle, Combined effort of Aperture, Shutter & Sensitivity

Use of Flash:

Difference in Ambient light & Strobe, Concept of Synchronization, Shutter & Flash

triggering coordination, Sync speed, Use of flash at slow shutter speeds, Using

available light, Creative Blur: Concept of mixed lighting, Concept of Front curtain

sync & Rear curtain sync, Background balancing: Balancing intensity on object &

background, Night portraits: Opening the background darkness, Fill flash during

Sunlit situations, Flash & Red eye reduction

08

5 Perspective:

Understanding viewpoint: How camera sees differently than human eye, One eyed

camera & parallax, Lens & image magnification, Feeling of distance, Compressed,

Enhanced, Normal, Aligned & Forced perspective, Aligned perspective & Back

projection/ Chroma

Lighting Techniques:

a. Concept of Lighting: Comparison to shading, Light & tonal values (Highlight,

Texture, Tint, Colour, Shade, Shadow, Drop shadow, Colour cast)

b. Light & Molding/sculpting

c. Lighting ratio/contrast level

d. Concept/Need of ‘Three Point Lighting’ (Key light: Sculpting, Fill light: Lighting

ratio, Kicker light: Separation Ambient light)

e. Mood light

f. Dramatic lighting

g. Types of Key light (Rembrandt, Loop, Split, Broad, Short, Butterfly and Flat)

Types of Dramatic light:

Low key lighting, High key lighting, Silhouette, Rim lighting, Ghost lighting,

Body- scaping Top light

Colour Temperature:

Difference in light sources, Colour character, Kelvin’s theory of colour, Warmth &

coolness in photographs, Colour correction (Filtering over light, Filtering over

lens, White balance, Warmth & inviting ambience, Coolness & relaxing

atmosphere, Colour cast & Advertising)

08

6 Exposure Meter:

Concept of measuring Light for photography, Incident light metering, Reflected

light metering, handheld meters & Inbuilt meters, Metering modes (Average

metering, Center weighted, Spot metering, Matrix/Evaluative)

Exposure modes:

Manual: Relying on camera’s suggestion of hand held meter

Aperture priority: Partial auto exposure

Shutter priority: Partial auto

Programmed auto (Green Mode, Smart program mode with preset programs)

Exposure compensation:

Concept of critical light conditions & how reflected light (inbuilt) misinterprets

Misguiding meter & overriding manually

a. Background & Object dark: Camera overexposes

b. Background & Object light: Camera underexposes

c. Spot lit: Camera overexposes

d. Back lit: Camera underexposes

e. Low key: Deliberate underexposure

f. High key: Deliberate overexposure

g. Silhouette: Underexposing for saturated colours

08

7 Types of lenses:

Concept of ‘Normal’ lens & normal coverage angle, Wide angle lens & Ultra-wide

angle lens, Telephoto lens & super telephoto

Zoom lens (General zoom, Short zoom, Wide zoom and Tele-zoom)

Special purpose lenses [Macro lens for near life size, Micro lens for magnification

beyond life size, Perspective correction lens for architectural purpose, Fish-eye

lens for special effect (Linear & Circular field), Portrait lens with wide aperture]

04

8 Composition:

Various Rules of Composition (Golden mean/Third’s ratio, Leading lines,

Abstractions, Accent colour, Frame within frame)

Digital imaging:

a. Concept of Pixel & Resolution

b. Understanding Histogram & Image tonality

c. Various Image formats & compression

04

9 Types of Cameras:

-Various Film (camera) formats [135 mm (24mmX36mm), Full frame/

Hal frame (APSC)]

-120 mm (Medium format) pro

-View/Field camera & its movements (Image circle & Tilt shift standards, Swing &

swivel movements, Perspective correction, Selective focus, Sharpness

distribution)

02

10 Photography Applications/Techniques:

Portraits

Product

Slow Shutter

High Shutter

Multiple Exposures

04

11 Photo-Editing and Retouching: Adobe Photoshop 02

12 The 21st Century Photography: Mobile Photography 02

FILM APPRECIATION

UBMM401 | Core Course | Credits 03

Learning Objective and Outcome

To acquaint the students with the various styles and schools of cinema throughout the world

UNIT TITLE LECTURES 1 A discussion of early narrative cinema

04

2 A screening and discussions on Early Indian Cinema like Dadasaheb Phalke’s films and Prabhat talkies films along with a discussion of early Indian cinema, and the development of the studio system in India.

04

3 Screening and discussion on Early Hollywood Cinema like Gone with the Wind, Sound of Music, Citizen Kane with lecture and clips on evolution of Hollywood Studio system

10

4 A discussion of Italian neo-realism, and its impact on the films of Satyajit Ray and Bimal Roy (screening of The Bicycle Thief)

04

5 A discussion of French New Wave Cinema (Screening of Jean-Luc-Godard’s Breathless)

04

6 A screening of Kurosawa’s film along with a discussion of its impact on Hollywood Cinema and Hindi Cinema

04

7 A discussion on Hollywood classical narrative films like Hitchcock, Agatha Christie

8 A discussion on the Super Star system and the Hindi formula film (selection of films from Rajesh Khanna, Amitabh Bacchan to Shahrukh Khan can be screened)

08

9 Screening and discussion of contemporary Hollywood film makers of 90’s and 2000 like Steven Spielberg, Ang Lee

02

10 A discussion of Indian-global cinema like Salaam Bombay, Namesake, Provoked

06

11 Discussion on Award winning Indian Regional film and film maker like Shantaram/ Satyajit Ray/Adoor Gopalkrishan

06

12 Screening and discussions on cross-over films and film-makers like Shyam Benegal/ Madhur Bhandarkar

04

Reference:

1. Ed. Bill Nichols; Movies and Methods; 2 Volume; University of California

2. Gaston Roberge; Chitra Bani; A book on Film Appreciation

3. Gaston Roberge; The Ways of Film Studies; Ajanta Publication

4. Classical Hollywood Cinema, Film Style and Mode of Production to 1960 - D. Bordwell, J. Staiger and

K. Thompson

5. Hollywood Cinema: An Introduction – R. Maltby and I. Craven

6. The Hollywood Studio System – D. Gomery

7. Narration in Fiction Film – D. Bordwell

8. Narrative Comprehension in Film – E. Brannigan

6. Bollywood – Ashok Banker

7. Fingerprinting Popular Culture: The Mythic and the Iconic in Indian Cinema - VinayLal and Ashish

Nandy (Ed.)

INTRODUCTION TO JOURNALISM

UBMM402 | Core Course | Credits 03

Learning Objective and Outcome

To help media students to acquaint themselves with an influential medium of journalism which

holds the key to opinion formation & create awareness

UNIT TITLE LECTURES 1 Changing face of journalism from Guttenberg to new media

02

2 Journalism in India

Earliest publications | The rise of nationalist press

Post 1947, The emergency 1975 and Post Emergency

Post liberalization of the economy boom in magazines niche journalism

How technology advancement has helped media?

08

3 New media with special reference to rise of Citizen Journalism

02

4 Definition of News; Hard News/Soft News and blend of the two

04

5 The news process from the event to the reader

04

6 Criteria for news worthiness

02

7 News Reports; Features; Editorials

04

8 Components of a news story

Finding a new angle writing a lead Types of Lead Inverted pyramid format

04

9 Role of Journalism with special emphasis on its role to educate

Interpretation Transmission of values Development Entertainment

04

10 Principles of Journalism

Objectivity Accuracy Without fear or favour Balance

04

11 Basic difference in writing for the print, television and online journalism

04

12 Jobs in journalism | Latest trends and issues in journalism

04

13 Short notes on Press Council of India Audit Bureau of Circulation

02

Reference

1. Writing and Reporting News by Carole Rich – Thomson Wadsworth

2. Journalism: Principles and Practice by Tony Harcup, Sage Publication, 2011 edition

3. M V Kamath: ‘Behind the by-line’ journalist’s Handbook, Professional Journalism

4. Introduction to Journalism: Essential Technique – Richard Rudin

5. Introduction to Journalism – Carole Fleming

6. Introduction to Journalism – James Glen Stowall

INTEGRATED MARKETING COMMUNICATIONS

UBMM403 | Core Course | Credits 03

Learning Objective and Outcome

• To equip the students with knowledge about the nature, purpose and complex construction in the

planning and execution of an effective Integrated Marketing Communication (IMC) program

• To understand the various tools of IMC and the importance of coordinating them for an effective

marketing communication program

UNIT TITLE LECTURES 1 INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION

• Meaning, Features of IMC, Evolution of IMC, Reasons for Growth of IMC • Promotional Tools for IMC, IMC planning process, Role of IMC in Marketing • Communication process, Traditional and alternative Response Hierarchy Models • Establishing objectives and Budgeting: Determining Promotional Objectives, Sales vs. Communication Objectives, DAGMAR, Problems in setting objectives, setting objectives for the IMC Program

12

2 ELEMENTS OF IMC – I • Advertising – Features, Role of Advertising in IMC, Advantages and Disadvantages, Types of Advertising, Types of Media used for advertising • Sales promotion – Scope, role of Sales Promotion as IMC tool, Reasons for the growth, Advantages and Disadvantages, Types of Sales Promotion, objectives of consumer and trade promotion, strategies of consumer promotion and trade promotion, sales promotion campaign, evaluation of Sales Promotion campaign

12

3 ELEMENTS OF IMC – II • Direct Marketing - Role of direct marketing in IMC, Objectives of Direct Marketing, Components for Direct Marketing, Tools of Direct Marketing – direct mail, catalogues, direct response media, internet, telemarketing, alternative media evaluation of effectiveness of direct marketing • Public Relations and Publicity – Introduction, Role of PR in IMC, Advantages and Disadvantages, Types of PR, Tools of PR , Managing PR – Planning, implementation, evaluation and Research, Publicity, Sponsorship – definition, Essentials of good sponsorship, event sponsorship, cause sponsorship • Personal Selling – Features, Role of Personal Selling in IMC, advantages and disadvantages of Personal Selling, Selling process, Importance of Personal Selling

12

4 EVALUATION & ETHICS IN MARKETING COMMUNICATION • Evaluating an Integrated Marketing program – Evaluation process of IMC – Message Evaluations, Advertising tracking research – copy testing – emotional reaction test, cognitive Neuro science – online evaluation, Behavioural Evaluation – sales and response rate, POPAI, Toll free numbers, QR codes and Facebook likes, response cards, Internet responses, redemption rate Test Markets – competitive responses, scanner data, Purchase simulation tests • Ethics and Marketing communication – stereotyping, targeting vulnerable customers, offensive brand messages – legal issues – Commercial free speech, misleading claims, puffery, fraud, questionable B2B practices

12

• Current Trends in IMC – Internet & IMC, Advertising on internet, PR through Internet Banner, Sales promotion on Internet, direct marketing on internet.

Reference

1. Belch, Michael, Belch,George – Advertising and Promotion: An integrated marketing

communications perspective, Tata Mcgraw Hill 2010

2. Clow, Kenneth E; Baack, Donald E – Integrated Advertising Promotion and Marketing

Communication, Pearson Edu 2014

3. Duncan, Tom, – Principles of Advertising and IMC, Tata Mcgraw Hill Pub 2006

4. Shah, Kruti; D’Souza, Allan – Advertising and IMC, Tata Mcgraw Hill 2014

5. Shimp, Terence – Advertising and promotion: An IMC Approach, Cengage Leaarning 2007

6. Dutta, Kirti – Integrated Marketing Communication, Oxford University Press, 2016

7. Gopalakrishnan, P S – Integrated Marketing Communication: Concepts and Cases, ICFAI University

Press, 2008

INTRODUCTION TO ADVERTISING UBMM404 | Core Course | Credits 03

Learning Objective and Outcome

To introduce Students to the basic steps in advertising

To help students understand the structure of an Ad Agency and creations of an ad campaign

UNIT TITLE LECTURES 1 A brief history of Advertising and the current status of Advertising

The basic characteristics of Advertising The limitations of advertising Effects of Advertising on the Economy, on Society The Ethical Issues in Advertising The criticism of advertising

06

2 The Advertising Agency Structure of an Ad Agency The role of an Ad Agency The various departments of an Ad Agency, Account Planning, Research Art Dept. (Elements of copy writing and Visualisation-layout) Media Dept. Production Dept. The functions of each department (in brief)

06

3 The role of Advertising in the Marketing Mix The steps involved in creating an Advertising Strategy (The Marketing Brief, Pre-Campaign Research, Copy Brief and Media Brief) Post Campaign Research

06

4 The need for Research Copy research, pretesting, post testing, concept testing, Product research, Media research

06

5 The Advertising Budget How the Agency earns its income The relationship between the Client – Agency – Media – Consumers

06

6 The environmental analysis of all foreign countries using Hofstede’s model

06

7 Social Marketing

04

8 The effect of Advertising on Society Criticism of Advertising Advertising and Women Advertising and Children Advertising and old people Controversial Advertising Gender Bias Advertising and popular culture Social implication of advertising The role of advertising on the economy

06

References:

1. Advertising Amita Shankar

2. Contemporary Advertising London & Britta

3. Advertising Ramaswamy & Namakeeman

4. Advertising – Pearson Education

THEATRE AND COMMUNICATION

UBMM405 | Core Course | Credits 03

Learning Objective and Outcome To enhance confidence in movement and speech To strengthen concentration and logical organization of ideas thus developing the power of analytical thinking To promote the growth of development of self-awareness, imagination, creative thinking and expression. To create aesthetic and artistic awareness

UNIT TITLE LECTURES 1 Introduction

What is Theatre Arts? Introduction to the Elements of Theatre Brief information about history of Theatre Arts

* Greek Theatre * Bharatmuni and his Natyashastra

Theatre for personality development.

06

2 Communication and the Public Orality and Performance : speech, song, dance, visual effects Entertainment and Information - jatra, bahrupiya, nautanki, Religion and the Theatrical- Ramleela, Krishna Leela Theatre as Subversion - Colonial Rule and the Dramatic Performances Act of 1876 Theatre as Resistance

06

3 Locales and Spectators The Marketplace- Commedia dell’arte The Street Corner- Nukkad Natak The Mobile Tableaux- Jhaki, processions The Theatre and its architectonics –Classical Greek, Modern

08

4 Theatrical Techniques as Communication Brecht’s Alienation Effect Dario Fo’s Act III The Mask in Classical Greek Drama Bibek in the Jatra of Bengal The Chorus The Sutradhar The Vidushak and Shakespeare’s Clown . Forms of 'Abhinaya': Vocal, Physical, Soliloquy, Group, Improv

08

5 Theatre as Self-Expression Devising a Message Writing a Script Designing a Set Performing a Scene

06

6 Types of theatrical performances 04

Experimental Commercial Street/Social

7 Theatre and Society

Street play and its role in Social Movements Role of Theatre as a Social Marketing Tool

04

8 Practical Theatre Exercises for Team Building, concentration, acting , movement, voice and speech

Frame Game Trust Falls Blind Improv

04

References:

1. Amodio, Mark C. Writing the Oral Tradition: Oral Poetics and Literate Culture in Medieval

England , ND University of Notre Dame Press, 2004.

2. Bauman, R. Story, Performance and Event: Contextual Studies of Oral Narrative, Cambridge

University Press, 1986.

3. Beardsley, M. C., "Aspects of Orality: A Short Commentary", New Literary History 8,3 Spring

1977.

4. Dundes, A. (ed.), The Study of Folklore, Englewood Cliffs, NJ: Prentice Hall, 1965.

5. Emigh, John. Masked Performance: The Play of Self and Other in Ritual and Theatre,

University of Pennsylvania Press, 1996.

6. Graham Ley, A Short Introduction to the Ancient Greek Theater. Revised Edition. Chicago:

The University of Chicago Press, 2006.

7. Hansen, Kathryn. Grounds for Play: The Nautanki Theatre of North India , Berkeley:

University of California Press, 1992.

8. Minchin, Elizabeth. Orality, Literacy and Performance in the Ancient World , Brill Academic

Publishers,2011.

9. Sarakāra ,Suśānta , Āhsāna Nājamula . Origin and Development of Jatra Lokenatya o

Sangskritik Unnayan Kendro, 1994.

10. Thorne Gary , Stage Design: A Practical Guide ,Crowood Press, 1999.

11. Schechter Joel Popular Theatre: A Sourcebook, Routledge, 2013.

12. Willett, John (edited and translated). Brecht on Theatre the Development of an Aesthetic, Hill

and Wang, New York.

RADIO AND TELEVISION

UBMM406 | Core Course | Credits 03

Learning Objective and Outcome

To acquaint students with the working of two powerful media i.e. radio and television

UNIT TITLE LECTURES 1 Introduction (04)

A Short History of Radio & TV in India

All India Radio Doordarshan Prasar Bharti

Convergence trends

04

2 Introduction to Sound for both TV & Radio (10)

Types of Sound: Natural, Ambient, Recorded

The Studio Setup

The Sound Equipment: Mixer, Control Panel

Tape Recording

Digital Recording

Outdoor Recording

Types of Microphones

The Editing suite

10

3 Introduction to Visuals (08)

The Power & Influence of Visuals

The Video-camera: types of shots, camera positions, shot sequences, shot length

Lighting: The importance of lighting

Television setup: The TV studio, difference between Studio & on-location shoots

08

4 Introduction to Radio Formats (06)

Broad guidelines and classifications

News Documentary Feature Talk Show Music shows Radio Drama Sports

broadcasting

06

5 Introduction to Television Programming (06)

Broad guidelines and classification

News Documentary Feature Talk Shows TV serials & soaps Sports Reality

Animation

06

6 Different Roles (04)

Community Radio-role and importance

Contribution of All India Radio

The Satellite and Direct to Home challenge

04

7 Other Requirements (06)

Story board On-line editing Educational TV with reference to Jamia-milia, etc.

virtual classrooms

06

8 Broadcast Production (04)

Pre-Production Production Post-Production

04

T.Y.B.M.M – Semester V

Sr. Subject Course Category Code Credits

1 Journalism and Public Opinion Specialization Core Course UBMM501 4

2 Financial Management Specialization Core Course UBMM502 4

3 Consumer Behaviour Specialization Core Course UBMM503 4

4 Brand Building Specialization Core Course UBMM504 4

5 Reporting and Editing Specialization Skills Enhancement

Course

UBMM505 4

6 Ad Design and Newspaper

Layout

Specialization Skills Enhancement

Course

UBMM506 4

T.Y.B.M.M – Semester VI

Sr. Subject Course Category Code Credits

1 Contemporary Issues Core Course UBMM401 4

2 Digital Media Core Course UBMM402 4

3 Direct Marketing Specialization Core Course UBMM403 4

4 Media Laws Specialization Core Course UBMM404 4

5 Media Planning and Buying Specialization Skills Enhancement

Course

UBMM405 4

6 Internship Ability Enhancement Course UBMM406 4

JOURNALISM AND PUBLIC OPINION

UBMM501 | Specialization Core Course | Credits 04

Learning Objective and Outcome

To assess the importance of the media vis-a-vis the public

To project a fair idea of the role of the media in creating and influencing Public Opinion

To analyse the impact of the media and public opinion on socio political issues

UNIT TITLE LECTURES 1 Defining Public Opinion. Its functions in society. Means of gauging Public Opinion –

opinion polls, exit polls, surveys, social media, Role of Media in influencing Public

Opinion, diversities and biases within the media

04

2 Media theories and their understanding of Public Opinion

Walter Lippman - Modern Media and Technocracy

Paul Lazarsfeld – Research, Two Step Flow of Information

Noam Chomsky – Manufacturing Consent, Selective Perception, Propaganda

Model

Agenda Setting Vs Uses and Gratifications

08

3 Media and Political Opinion:

Coverage of Political Parties, Personalities and General Elections by national and

international media; media biases

Use of Media for election campaigns; Democrats in U.S.A.; BJP in India

04

4 Media shaping opinion with respect to government’s policies (reference to India):

Nuclear policy; Economic policy; Current Foreign Policy

04

5 Role of Media in shaping public opinion during conflicts

Vietnam War; Bangladesh Crisis 1971; Kargil conflict; Gaza Crisis 2008-09; 2014

06

6 How Public Opinion can translate into Public participation: Arab Spring - Tunisia;

Libya; Egypt; Syria- role of social media

06

7 War on international terrorism – media coverage

Islamic State (IS); Al-Qaeda; Taliban

04

8 Internal Conflicts and Media coverage:

Post Kargil insurgency

National media vis-à-vis regional media in India’s North East – Manipur, Nagaland

Bodo conflict

06

9 Portrayal of Women’s issues in media – gender violence, rape, sexual assault, domestic

violence; Nirbhaya case, Shakti Mills, Mathura rape case & other contemporary cases.

04

10 Media Coverage of Marginalised sections of Society: Perspective from Above’

[Ignoring the marginalised]

Dalits; Tribals; reservation; displacement, Forest Rights Act

04

References: 1. Using New Media effectively: An Analysis of Barack Obama's Election Campaign Aimed at

Young Americans by Ekaterina Alexandrova (This is a thesis submitted by the student). 2. Karvin Andy: Distant Witness: Social Media, the Arab Spring and a Journalism Revolution 3. Ahmed Rashid: The Taliban 4. Chambers Deborah, Fleming Carole (2004), ‘Women and Journalism’, Psychology Press 5. Rush Ramona, Oukrop Carole, Creedon Pamola (2013), Seeking equity for women in

Journalism and Mass Communication education: A 30 year Update, Taylor and Francis 6. Sardesai Rajdeep: 2014: The Election that Changed India 7. Walter Lippmann: Public Opinion 8. Herman Edward S. & Noam Chomsky - Manufacturing Consent: The Political Economy of the

Mass Media 9. Lalles John: Nature and Opinion of Public Opinion 10. Tiwari Arpit Rakesh: Study of the Print News Coverage of Narendra Modi @014 Lok Sabha

Elctiond. – acadademia. edu 11. Coverage of 2014 Lok Sabha Polls by News Channels – Analysis by Centre for Media Studies 12. Coleman Benjamin: Conflict, Terrorism an Media in Asia 13. Ranganathan Maya; Rodrigues Usha: (2010) Infdian media in a Globalised World, Sag

Publications 14. Alexanrova Ekaterina – Using Media Effectively; Barack Obama’s Election Campaign

Academia.edu 15. Ehab Galal and Riem Spielhans – Covering the Arab Spring: Middle East in the Media. Academia.

edu 16. Babla Maya – Arab Spring Media Monitor Report: One year of Cverage. UDC Centre of Public

Diplomacy 17. Rutledge Dr. Pamela – How Barack Obama Won the Social Media Battle in 2012 Presidential

Election, mprcenter.org/blog 18. Jamali Reza, Online Arab Spring: Social Media and Fundamental Change, Chandos Publishing

House 19. Sharma Ram Nath, Sharma Yogendra, Sharma Rajendra; (2000), Kargil war: A Saga of

Patriotism, Shubhi publications 20. Swami Praveen(1999): The Kargil War New Delhi, LeftWord Books 21. Humphries Drew (Ed), (2009), Women, Violence and Media: readings from feminist

Criminology, UPNE 22. Berns Nancy, Framing the Victim: Domestic Violence, Media, and Social Problems, transaction

Publishers 23. Bareh Hamlet, (2001), Encyclopedia of North-East India: Assam, Mitthal Publications. 24. Freedman Des, Thussu Daya; (2011), Media and Terrorism: Global Perspectives, Sage

Publications 25. Schneider Nadja-Christina , Titzmann Fritzi-Marie (2014), Studying Youth 26. Media and Gender in Post-Liberalisation India, Frank and Timmy Gmbh Publication (Pg 19- 45) 27. Talwar Rajesh, (2013), Courting Injustice: The Nirbhaya Case and Its Aftermath, Hay House

Inc. 28. Deepa Viswam, (2010), Role of Media in Kashmir Crisis, Gyan Publishing house 29. Tekwani Shyam, (2008), Media and Conflict Reporting in Asia, AMIC 30. Praveen Swami (2007) An Informal War: India, Pakistan and the Secret Jihad in Jammu and

Kashmir London: Routledge 31. Kak Manju, Tripathy Prajnashree, Lal Manjula; (2007), Whose Media? a Woman's Space: The

Role of the Press in Projecting the development needs of Women, Concept Publishing House

FINANCIAL MANAGEMENT UBMM502 | Core Course | Credits 04

Learning Objective and Outcome

To provide a brief overview of the basic concepts, goals functions and types of finance available

for new and existing business and marketing units

To enable the understanding of the need for financial planning through Budgets and their

benefits

To enable students to evaluate the financial implications of marketing decisions through

simple analytical tools

UNIT TITLE LECTURES 1 INTRODUCTION OF FINANCIAL MANAGEMENT

Meaning of financial management– Definition – Goals - Functions - Role of Finance in Marketing & Advertising - Types of Finance - Owned and borrowed – Long term and short term finance – Sources of Long term & short term finance

08

2 FINANCIAL PLANNING & BUDGETS Financial Planning for a Marketing Unit –Through Budgets - Proforma financial

Statements and Spread sheets Budgeting - Types of Budgets - Functional Budgets - Master Budget - Zero

based Budget – Sales Budget - Cash budget (Application from Sales Budget and Cash Budget only)

Elements of Marketing budgets advertising Agency Budget – Budgeting for films - Broadcast Print and Electronic media

10

3 WORKING CAPITAL ESTIMATION Working capital - Concept of Operating cycle - Types of working capital-

Factors influencing working capital - Methods of calculating working capital (theory and basic application)

10

4 FINANCIAL STATEMENTS & RATIO ANALYSIS Vertical Financial Statements – Financial Decision Making using financial

statements analysis Ratio analysis - Debt Equity Ratio, Current Ratio, Proprietary ratio, Stock to

working capital ratio, Gross profit ratio, Net profit ratio, Operating ratio, Debtors Turnover Ratio, Creditors turnover ratio, selling expenditure ratio

10

5 INTRODUCTION OF COSTING Costing - Types of cost - their relevance in marketing decision making Classification of costs - Traceability, Functionality and level of activity Estimation of Profit/Loss using cost Volume Profit analysis - Break Even

Analysis, Calculation of Profit volume ratio, Breakeven point, Margin of safety, Sales required in units and rupees (Theory and application)

10

CONSUMER BEHAVIOUR

UBMM503 | Specialization Skills Enhancement Course | Credits 04

Learning Objective and Outcome

To understand role of marketing in influencing consumer behaviour

To analyze the role of marketer & the consumer in advertising

To sensitize the students to the changing trends in consumer behaviour

UNIT TITLE LECTURES 1 Introduction to Consumer Behaviour

Concepts Need to study Consumer Behaviour Factors influencing Consumer Behaviour Changing Trends in Consumer Behaviour

08

2 Consumer Behaviour & Marketing Marketing Segmentation – VALS Components, Process of Marketing Communication Message Persuasion - Need & Importance, ELM, Appeal

08

3 Relevance of Perception & Learning in Consumer Behaviour a. Concepts, Elements in Perception, Subliminal Perception b. Learning

08

4 Elements of Consumer Learning Cognitive Theory – Social Learning Behavioural Learning – Classical, Instrumental Theory

04

5 Psychological Determinants & Consumer Behaviour a. Motivation – Needs, Types, Theories – Role of Motivation in Consumer Behaviour b. Personality & Attitude – Theories of Personalities & its application - Freudian, Trait, Jungian, Self-concept c. Formation of Attitude Theories & its relevance in Consumer Behaviour Cognitive Dissonance Tricomponent Changing attitude in Consumer Behaviour

08

6 Social& Cultural aspects of Marketing & its impact on Consumer Behaviour Family Social Stratification – Class, Age, Gender Group – Reference Group Culture – Sub-Culture Changing Indian Core Values

08

7 Consumer Decision Making Process Models Levels Opinion Leaders & Consumer Decision Making Adoption & Diffusion Process

08

References:

1. Leon G. Schiffmon, Leslie Lazar & Kanok II edition – Consumer Behaviour, Prentice Hall 2014 2. David L. Louden, Albert J. Dello Bitta – Consumer Behaviour, Mcgraw – Hill 1993 3. Max Sutherland & Alice K Sylvester – Advertising & the mind of the consumer, Kroger, Page

2000 4. S. Ramesh Kumar – Consumer Behaviour & Branding, Pearson Education India, 2009 5. Satish K. Batra – Consumer Behaviour, Test & Cares, Excel Books India, Jan 2009

BRAND BUILDING

UBMM504 | Specialization Skills Enhancement Course | Credits 04

Learning Objective and Outcome

To study the concept of Brands

To study the process of building brands

To study its importance to the consumer and advertisers

UNIT TITLE LECTURES 1 Brand

Definition Importance of branding Difference between Brand and Product Process of branding

04

2 Brand Identity (04) Core Identity Extended Identity Brand Identity Traps

04

3 Brand Positioning (04) Definition Importance of Brand Positioning Perceptual Mapping

04

4 Brand Personality (04) Definition The importance of creating Brand Personality Attributes that affect Brand Personality Factors that affect Brand Personality Brand Personality Models (Relationship Model, Self-Expressive Model, Functional Benefit Model) The Big Five User Imagery

04

5 Brand Leverage (04) Line Extension Brand Extension Moving Brand up/down Co-branding

04

6 Branding Strategies (06) The three perspective of Brand Strategic customer analysis Completion self-analysis Multi Product Branding Multi Branding Mix Branding Brand Licensing Brand Product Matrix Brand Hierarchy Brand Building Blocks

06

7 Brand Repositioning (06) Meaning Occasion of use Falling sales Making the brand contemporary New customers Changed market conditioning Differentiating brands from competitors

06

8 Brand Equity (06) Definition Step in creating Brand Equity Awareness Perceived Quality Brand Association Brand Loyalty Other Brand Asset

06

9 Brand Equity Management Models (06) Brand Equity Ten Y & R (BAV) Equi Trend Interbrand

06

10 Brand Building Imperative (06) Co-ordination across organisation Co-ordination across media Co-ordinating strategy & tactics across markets

06

Reference

1. David, A. Aker – Building strong brands, the free press, 1996

2. Al Ries and Laura Ries – the 11 Immutable Laws of internet branding, Harper Collins, 2001

3. Brand management – the Indian context – Y L R Moorthi

4. Brand positioning – Strategies for competitive advantage – Subroto Sengupta

5. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation

(Paperback) - Damian Ryan - Gives an overview

6. Socialnomics: How Social Media Transforms the Way We Live and Do Business (Hardcover) - Eric Qualman - (this is purely on social media)

REPORTING AND EDITING UBMM505 | Specialization Skills Enhancement Course | Credits 04

Learning Objective and Outcome

To enable students understand basic ethos of news and the news-gathering process

To prepare them to write or present the copy in the format of news

To train them to acquire news-gathering skills with traditional as well as modern tools

As an important segment of newspaper production, editing is a vital function. The syllabus lays

stress on language skill improvement

It aims at orienting students to gain more practical knowledge in the print media scenario as

well as writing for editions of papers

UNIT TITLE LECTURES 1 News Gathering

A) How do reporters gather news

Press Conference, Public Meetings, Press Release, Interviews, Rallies, Official

Programmes.

Incident/On the spot coverage

B) Sources

Primary & Secondary

Official & Unofficial or Hidden or Confidential

Off the record sources/Self Developed sources

Role of anonymous sources

Reliability and confidentiality of sources

2 News-writing

How to write a news story

Construct the news- Intro, Dateline, Credit-line, Body-text

Inverted Pyramid style as the basic requirement

Use of news parlance. Use of verbs, adjectives, comment

3 Follow-up Story

4 Beats System in Reporting- What is beat system, why it is necessary, how does it help,

what are requirements of various beats

The basic beats such as- Crime, Civic Affairs/Local Administration, Law & Courts,

Politics, State Administration, Transport (Road, Rail, Waterways and Aviation),

Infrastructure, Education, Health, Entertainment, Defence

New upcoming beats: Community, Women & Child welfare, Technology, Science &

Environment, Youth & Career, Consumer

5 Importance of New Tools in the hands of Reporters

RTI, Recorders, Camera, Spy Camera and Spy tools, Social Media, Being undercover

The use/misuse of these tools, Authenticity and credibility of these tools.

Significance of pictorial/graphic element and support to your news story or any such

extra audio-visual material supporting your story. Can it add value, efforts to get hold

of it, can it have negative impact.

6 Investigative Journalism

History of Investigative Journalism in the world and India.

How to cover an investigative story, Do's and don'ts.

The Role of Investigative Reporters in bringing about change in the respective

establishments/society or the system.

Limitations/Obstacles in covering an investigative story.

Role of Whistle Blowers and also news tools.

Sting Operations.

7 Ethical Issues in reporting/Credibility of Reporters.

Yellow Journalism and its comparison with other forms.

Privileges/Extra powers to Reporters. Myth or Reality?

Imminent Dangers or threats in Reporting.

8 Case Studies

Watergate Scandal, Tehelka - West End Deal Sting, Bofors Gun scandal, Nira Radia

Case, 2 G Scam, Anna Hazare Movements Coverage, Maharashtra Irrigation Scam, 26/7

deluge in Mumbai and 26/11 Mumbai Terrorist Attack (coverage of disasters)

The Case studies are to be studied in the light of coverage done by reporters.

9 Covering different writing styles, writing for broadsheet and tabloids, e papers and

improving language skills. Commonly made mistakes

10 Rewriting news. Holistic composition with general rules regarding editing.

Familiarising national, international abbreviations, local usages, etc.

11 Justification of news placements. Beat speciality in writing news.

12 Art of writing headlines. Types of headlines, strap lines, sub-headlines and slugs.

Difference between Headline writing for broadsheets and tabloids.

13 Layout and design. Different types of layouts.

14 Organisation and hierarchy chart for editorial department and functions at each level

15 Photo and visual selection, writing captions, ethics for visuals

16 Case Studies:

a. Tabloid- Mumbai Mirror, Sandhyakal (Marathi)/Mumbai Chapher

b. Broadsheet- Times of India, Asian Age

c. Broadsheet (Regional): Lokmat

d. International tabloid- The Sun

e. International Broadsheet: The Washington Post

References:

1. Modern Newspaper Editing, Gene Gilmore

2. Modern News Editing, Mark Ludwig

3. Newspaper Writing and Editing, Willard Grosvenor

4. Newspaper Layout and Editing, Ole Munk and Major Ribergard

AD DESIGN AND NEWSPAPER LAYOUT

UBMM506 | Specialization Skills Enhancement Course | Credits 04

Learning Objective and Outcome

This paper shall introduce the students to the art of newspaper and magazine design and will

orient them towards the practical aspects of newspaper-magazine making

To make students understand the process of planning & production of advertisement

1. Understanding Design: Design as a language of emotions/Communication Introducing to students to: Elements of design (as vocabulary).

Point/Line/Shape/Tone/Colour/Texture Introducing to students to: Principles of Design: (grammar of design Language)

Proportion/Contrast/Harmony/Balance/Rhythm/Unity Introducing students to the Rules: Gestalt principles

Proximity/Closure/Similarity/Continuation/Figure & ground 2. Introduction to colour- colour harmonies 3. Introduction to Illusion- Principles and elements of design 4. Introduction to Typography/Calligraphy

Typefaces, Fonts; Measures, leading, kerning, tracking, units etc. Classification of typefaces: Serif/Sans Serif/Decorative etc. Combination of Typefaces/To achieve contrast & harmony/Alignment

5. Word expression, Logo designing

Logo unit: Understanding Logo as a company face/Brand identity/Character/Class Elements of Logo: Shape/Typeface/Treatment/Colours/Symbol or symbolism used to fulfil

the impression. Tagline: typeface/alignment/placement etc.

6. Introduction to Graphic Principles

Introducing how Contrast, Balance, Harmony work in overall organized look of a paper Visual path in a picture & Visual syntax

7. Introduction to the Types of Layout, Layout designing

Modular/Brace/Contrast & Balance Adaption of one layout over other for a purpose Types of Layout: All text/Text dominant/Picture dominant/Picture window Stages of Layout: Thumbnail sketches/Rough layout/Finished rough/Comprehensive

8. Analysing the newspaper from layout point of view

Understanding parts of newspaper; Style Book Total Page Concept (TPC) Terminology, Regulars, Weekly columns, Supplements,

Headline, Deck, Kicker – Over line, Quote, Pull quote, sidebar etc. Introduce about logic behind each part

Errors: Orphan, Widow, Dog legging etc. 9. Introduction to Quark Express/InDesign

Runaround, Inset, Box colour & Tone, Frame, Linking Shortcuts & keys, Style Sheets, Colour palate, Measurement bar

10. Introduction to Art direction for diff media: Role of an Art Director

Diff in design for Magazine Ad & N Paper Ad (Considering Factors: paper Q/Printing Q/Life/ reading habits etc.

Outdoor & indoor ad: Time available for reading/spotting frequency etc. Transit ad: Psychology & mind-set of the TA/State of mind at the spot etc. TVC/Radio: Advantage of Music/Voice modulation etc., Demonstration on TV Web ad: Advantage of pop up/Key word SEO etc. Direct mailers: Advantage of prior knowledge/prior relation etc.

11. Campaign planning: Rest of the lectures in guiding the students through developing the campaign 12. Introduction to the process of Idea generation (Brainstorming/Mind-mapping)

Understanding Brand (Brand building) Understanding TA’s favourite place, shows, reading (Media research/planning) Understanding buying motives/habits/influences (Consumer behaviour) Understanding product/Market (demo-psycho)/Client/deriving message/Creative brief Arriving to a Big idea/Copy platform (Copy writing) considering all the factors above Layout stages & final design

Internal Assessment: Individual Project

Four page Local Newspaper- A3 size- Tabloid Four Page National Newspaper- Broadsheet Thirty-two page Magazine- A4 size Logo Design with design philosophy (manual) Stationary: Letterhead, Envelope, Visiting card with common theme Newspaper ads: Set of 3 ads with layout similarity (common theme) Magazine ads: Set of 3 ads with layout similarity (considering size, print Q, Paper Q, life &

frequency of reading Outdoor Ad: Poster/Hoarding Innovative/Ambient/Transit (Any one) Point of Sale ad: Danglers/Standees/Show-cards etc. Merchandise: Branding/recall instrument (cap/keychain etc.) Website: Pop up/Banner/scroll ad & home page (Note: Home page is not the ad)

CONTEMPORARY ISSUES

UBMM601 | Core Course | Credits 04

Learning Objective and Outcome

• To understand and analyse some of the present day environmental, political, economic and social

concerns and issues

• To highlight the importance of human rights and its implementation in India

• To understand the present day problems and challenges and its implications on development

UNIT TITLE LECTURES 1 Ecology and its related concerns (08)

Climate change and Global warming- causes, consequences and remedial measures

Deforestation- causes, consequences and remedial measures Costal regulatory Zone- need and importance, CRZ Act Sustainable development- concept, need and significance Movements related to environmental protection

2 Human Rights (04) • UDHR and its significance • CRC and CEDAW • DRD

3 Legislative measures with reference to India (08) Women: Constitutional Rights and legal safeguards, Domestic and Family

Violence Act of 2012, Sexual Harassment Act at the Work Place 2013, The Criminal Law (Amendment) Act of 2013

Child: Protection of Children from sexual offence Act -2012 (POCSO), Child Labour Act with new amendments, Juvenile Justice (Care and Protection of Children Act) 2000

Education: Right to Education Act 2009 Health: National Health Policy of 2015, Transplantation of Human organs Act

of 2002, Prenatal Diagnostic Technique Regulation and prevention of Misuse amendment rules of 2003, Prohibition of sale of cigarettes and other tobacco products around educational institutions 2004

4 Political concerns and challenges (08) • Crime and Politics • Corruption: Causes and remedial measures. RTI Act, Lok Pal Bill • Whistle Blowers- Whistle Blowers protection act 2011 • Anti- State violence- Naxalism and its Impact • Insurgency with reference to North East – Issues involved, ULFA, Nagas, Manipur issue, AFSPA and its impact • Terrorism- causes, consequences and remedial measures

5 Economic development and challenges (08) The Role of MIDC in the economic development of Maharashtra Special Economic Zone: Its role and significance in Maharashtra Food Security Act 2013 Agrarian issues: rural indebtedness, farmers’ suicides and its implications

6 Social development and challenges (08) Tribal Issues: Marginalisation of the Tribals, Forest Rights Act, Land

Acquisition Act Police reforms: Problems faced by Police and the Need for Reforms

Illegal immigration from Bangladesh: Challenges and impact Developmental Issues: Displacement and rehabilitation

Reference

1. Rush Ramona, Oukrop Carole, CreedonPamola (2013), ‘Seeking equity for women in Journalism and Mass Communication education: A 30 year Update’, Taylor and Francis

2. Coleman Benjamin: Conflict, Terrorism and Media in Asia 3. Ranganathan Maya; Rodrigues Usha: (2010) Indian media in a Globalised World, Sag

Publications 4. Humphries Drew (Ed), (2009), Women, Violence and Media: readings from feminist

Criminology, UPNE 5. Berns Nancy, Framing the Victim: Domestic Violence, Media, and Social Problems, Transaction

Publishers 6. Bareh Hamlet, (2001), Encyclopedia of North-East India: Assam, Mitthal Publications 7. Freedman Des, ThussuDaya; (2011), Media and Terrorism: Global Perspectives, Sage

Publications 8. Media and Gender in Post-Liberalisation India, Frank and Timmy Gmbh Publication (Pg 19- 45) 9. Talwar Rajesh, (2013), Courting Injustice: The Nirbhaya Case and Its Aftermath, Hay House

Inc. 10. Praveen Swami (2007) An Informal War: India, Pakistan and the Secret Jihad in Jammu and

Kashmir London: Routledge 11. KakManju, TripathyPrajnashree, Lal Manjula; (2007), Whose Media? A Woman's Space: The

Role of the Press in Projecting the development needs of Women, Concept Publishing House 12. Uma Kapila (ed) (2013) Indian Economy: performance and policies ,14th edition Academic

Foundation 13. V. K Puri and S.K Misra (ed) (2013) Indian Economy, 31st edition. Himalaya Pub House 14. Asha Bajpai, ( 2011) Child Rights in India: Law, policy, and practice 15. Dr. B Ramaswamy and Nitin Shrirang Mane, (2013) Human Rights: Principles and practices,

Alfa Publication 16. R P Kataria and Salah Uddin (2013) Commentary on Human Rights Orient Publishing Company 17. J. Shivanand, Human Rights: Concepts and Issues 18. Ram Ahuja, ( 2012),Indian social Problems, Rawat Publications 19. Ghanashyam Shah, (2011) Social Movements in India, Sage Publications 20. A. R Desai, Rural Sociology 21. Marilyn A. Brown and Benjamin K. Sovacool, Climate Change and Global Energy Security

:Technology and Policy Options, Oxford Publications 22. Bill McKibben, The End of Nature 23. David Spratt and Philip Sutton, Climate Code Red: The Case for Emergency Action 24. Jeffrey D.Sachs, The Age of Sustainable Development 25. Magazines and journals

Down to Earth: Science and Environment Fortnightly Economic and Political Weekly Yogana

DIGITAL MEDIA UBMM602 | Core Course | Credits 04

Learning Objective and Outcome

Understand digital marketing platform

Understand the key goals and stages of digital campaigns

Understand the of use key digital marketing tools

Learn to develop digital marketing plans

UNIT TITLE LECTURES 1 INTRODUCTION TO DIGITAL MEDIA

Understanding Digital Media, Principles, Key Concepts, Evolution of the Internet, Traditional v/s Digital

04

2 SEARCH ENGINE OPTIMIZATION (SEO) a. What are Search Engines? Types of Search Engines How Search Engines work and how they rank websites based upon a search term? b. Introduction to SEO and what it involves What is the importance of search for websites? What are the areas of operation for Search Engine Optimization Professionals? How do you search for the right keywords that will help bring in the most traffic? c. What is On-Page Optimization? Keyword Research with Google Keyword Planner, Page Naming {URL Structuring} and Folder Naming, What are Meta Tags, Redirection Tags d. What is OFF-Page Optimization? What are Backlinks? How to Get Backlinks? What is Google Page Rank? How to Increase Page Rank? e. Search Engine Algorithms: What is Search Engine's Algorithms? How Algorithms Works? Page Rank Technology, Why a Search Engine penalizes a Website, Google Panda Update

12

3 SOCIAL MEDIA Introduction: Definition of social media, Types of social media, How Social

Media is affecting Google Search, Integrating social media into website and blogs

Using Facebook: What Can You Do With Facebook, Facebook Features, Facebook Fan Pages, Facebook Pages. How to promote your Facebook page, Creating Facebook Application/Widget, Linking with YouTube, Creating Events, Building content calendar

Using Twitter: Following and Listening, Tools for managing your Tweets, Finding People and Companies on Twitter, Twitter Tools, Reputation Management | Keyword Research | Hashtags & Trends Tools Influence on Twitter: TweetDeck, Klout, PeerIndex

Using LinkedIn: Lead Generation through Individual Profiles, Lead Generation as Enterprise: Company Page, Ads, Developer API, Groups

Using Blogs: How Blogging can be used as a tool

12

4 TOOLS & TRENDS Key terms and concepts Web analytics Tracking Tools to enhance lead nurturing Tracking and Collecting Data: Log file analysis, Page tagging

10

5 FEATURES OF A WEBSITE Homepage Links Navigation Multimedia

02

6 CONTENT WRITING Blog Twitter Mobile

02

7 NEW CHALLENGES Cyber Crime and Challenges of the new media

02

8 CYBER LAWS Information Technology Act Copyright Ethics Digital Security

04

References:

1. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (Paperback) - Damian Ryan - Gives an overview 2. Socialnomics: How Social Media Transforms the Way We Live and Do Business (Hardcover) - Eric Qualman 3. Alan Tapp, Principles of Direct and Database Marketing - Financial Times - Prentice Hall 2000 4. Drayton Bird, Commonsense Direct Marketing - Kogan Page 1996 5. Jim Sterne and Anthony Prior - E-mail Marketing - John Wiley and Sons 2000 6. Robin Fairlie, Database Marketing and Direct Mail - Exley Publications 1990

DIRECT MARKETING

UBMM603 | Skill Enhancement Course | Credits 04

Learning Objective and Outcome

To understand the concept and importance of Direct Marketing

To understand the various techniques of direct marketing and its advantages

UNIT TITLE LECTURES 1 INTRODUCTION TO DIRECT MARKETING

Meaning and Introduction to Marketing Traditional Versus Direct Marketing Techniques 2

04

2 BASICS OF DIRECT AND INTERACTIVE MARKETING Meaning, Definition, Importance of Direct Marketing Advantages and Disadvantages of Direct Marketing Approaches of Direct Marketing Reasons for the growth of Direct Marketing Economics of Direct Marketing 3 Tasks of Direct and Interactive Marketing = Customer Acquisition,

Development and Retention

08

3 CUSTOMER RELATIONSHIP MANAGEMENT What is Customer Relationship Management (CRM) Importance of CRM Planning and Developing CRM Customizing Products to different needs Studying the customers mix and Managing the Key customers Relationship Marketing - Customer Loyalty

08

4 DATABASE MANAGEMENT - RESEARCH/ANLYSIS AND TESTING 4.1 Database Management Meaning, Importance, Functions of Database, Sources and uses of E-database, Techniques of Managing Database - Internal/External, Steps in developing a database, Advantages and Disadvantages of Database Management 4.2 Direct Marketing Strategies Meaning of Marketing Strategies - Why it is needed, Internal and External Analysis, Objectives of Strategies, Creating a Direct Marketing Budget 4.3 Direct Marketing Research and Testing What is customer Life time Value (LTV), Factors affecting Life time Value, How we use LTV, LTV - Sums (3 methods - Present/Historical and Discounted), Using LTV analysis to compare the effectiveness of various marketing strategies 4.4 Direct Marketing Analysis List Selection, Prospecting, Market Segmentation, Product Customization Response Modelling and Experimentation, Mail order, Lead generation, Circulation, Relationship/loyalty programs, Store traffic/Site traffic generation, Fund raising, Pre-selling, selling (Cross selling, Up selling) and Post-Selling

12

5 DIRECT MARKETING AS AN INTEGRAL PART OF INTEGRATED MARKETING COMMUNICATION

Meaning, Introduction of IMC Role of IMC in the Marketing Process Relationship of IMC with Direct Marketing Importance of IMC, Tools of IMC - Advantages, Sales Promotion, Publicity,

Personal Selling, etc. Person to person, Group Selling, Direct Mail Direct response Television (DR-TV) Direct Response Print Advertising Catalogues, Inserts, Videos, E-mail, Trade shows

08

6 FUTURE OF DIRECT MARKETING SENARIO Growth of Direct Marketing in future, Indian and Global Perspective in Direct Marketing

04

7 DIRECT MARKETING CASE STUDY Product offering, re-generation, database management and methodology

04

References

1. Alan Tapp, Principles of Direct and Database Marketing - Financial Times - Prentice Hall 2000

2. Drayton Bird, Commonsense Direct Marketing - Kogan Page 1996

3. Jim Sterne and Anthony Prior - E-mail Marketing - John Wiley and Sons 2000

4. Robin Fairlie, Database Marketing and Direct Mail - Exley Publications 1990

MEDIA LAWS

UBMM604 | Specialization Core Course | Credits 04

Learning Objective and Outcome

To provide a perspective on the legal environment in India

UNIT TITLE LECTURES 1 The importance and the relationship between Self-Regulation, Ethics and the Law

02 2 Press Council of India

Its organisational structure, functions, history and rationale behind its establishment

Powers – the debate over punitive powers PCI’s intervention in cases of communal rioting and protection of Press

freedom Code of conduct for journalists Comparison with the News Broadcasting Standards Authority (NBSA)

04

3 Laws regulating the media Laws related to freedom of the Press – Article 19 clause (1) subclause (a) of

Indian Constitution and how it guarantees freedom of the press Clause 2 of article 19 and reasonable restrictions Defamation –sections 499,500 Contempt of Courts Act 1971 Public Order – sections 153 A&B, 295A, 505 Sedition (124A) Obscenity (292,293)

06

4 Article 21 of the constitution and Right to Privacy Right to Privacy versus Right to Know Right to Information Act 2005 Official Secrets Act and conflict with RTI Whistle Blowers Protection Act 2011-Implications and challenges

04

5 Introduction to laws connected with internet Information Technology Act 2000 and the amendment Act of 2008 Study of

Section 66 and 67 of the Act that govern publishing of material on the internet The Question of Net Neutrality and its relevance in Media

04

6 Copyright Act 1957 A Discussion on Intellectual Property Rights in the context of changing global environment

02

7 Contempt of Parliament

02

8 Press and Registration of Books Act

02

9 The role of Prasar Bharati for advertisements in Public Broadcast Services

02

10 Laws pertaining to Media

Drugs & Cosmetics Act Drugs & Magic Remedies (Objectionable Advertisements) Act Drugs Price Control Act Emblems & Names (Prevention of Improper Use) Act Indecent Representation of Women’s Act Intellectual Property Rights Trademarks Act Patents Act

10

11 Unfair Trade Practices & the Competition Act 2002 (False Promises, Incomplete Description, False & Misleading Comparisons, Bait & Switch offers, Visual Distortions, False Testimonials, Partial Disclosures, and Small print Clarifications)

04

12 Consumer Protection: Government initiatives including Standardization, Consumer Laws and Non- Government initiatives

Standardization Bodies in India- AGMARK, BIS, FSSAI & FPO International Bodies- ISO, FDA, CMMI, Six Sigma & CE Standardization marks- ISI, AGMARK, BIS- Hallmark (Gold), Silkmark,

Woolmark, Cotton, Forever mark (Diamonds) Essential Commodities Act 1955 Consumer protection Act 1986 Standards of Weights & Measures Act Standards of Weights & Measures (Packaged Commodities) Act Prevention of Food Adulteration Act CGSI CFBP CERC Grahak Panchayat

06

13 Bodies helping to maintain a Code of Ethical conduct in Media: ASCI AAAI BCCC IBF CENSOR BOARD FOR FILMS

04

Reference:

1. Laws of the Press by Durga Basu; 1996; Prentice Hall of India 2. Facets of Media Law by Madhavi Goradia Divan, Eastern Book Company 3. P. B. Sawant & P.K. Bandhopadhyaya- Advertising Laws & Ethics – Universal Law Publishing Co. 4. Vidisha Barua, Press & Media: Law Manual- Universal law Publishing Co. 5. Cyber Law Simplified – Vivek Sood Tata McGraw Hill

MEDIA PLANNING AND BUYING

UBMM605 | Specialization Skills Enhancement Course | Credits 04

Learning Objective and Outcome

To develop knowledge of various characteristics of media.

To understand procedures, requirements, and techniques of media planning and buying

To learn the various media mix and its implementation

To understand budget allocation for a Media plan

UNIT TITLE LECTURES 1 Introduction to Media Planning and Selection (06)

An Overview of Media Planning Basic Terms and Concepts The function of Media planning in advertising Role of Media planner Challenges in Media planning Media Brief Media Audit NCCS Grid

06

2 Sources of media research (06) Nielson Clear Decision (NCD for Print) Broadcast Audience Research Council Audit Bureau of Circulation RAM Comscore – Digital

06

3 Media planning process (08) Situation analysis and Marketing strategy plan Setting Media objectives Determining Media strategy Selecting broad Media classes Selecting Media within classes Budget and Media Buying Evaluation

08

4 Criterion for selecting media vehicles (04) • Reach • Frequency • GRPS/GVT Ratings TVT Ratings • Cost efficiency • Cost per thousand • Cost per rating • Waste • Circulation • Pass-along rate (print)

04

5 Selecting suitable Media options and Media Buying (04) • Newspaper • Magazine • Television (National, Regional and Local) • Radio • Outdoor and out of home • Cinema Advertising • Digital Advertising

04

6 Communication Mix (04) • Events • sponsorship • Merchandising • Point of purchase • In-film advertising • Mobile advertising • word of mouth • Ambient advertising

04

7 Negotiation skills in Media Buying (06) • Negotiation Strategies • Laws of Persuasion

06

8 Digital Media Planning and Buying a. Various Digital channels • Search Engine Optimisation • Search Engine Marketing • Email marketing – (Cost per email open (CPO), Cost per email sent (CPS), Cost per Visit, Cost per click, cost per transaction, cost per form fill or cost per lead (CPL) • Targeting/Remarketing, Mobile advertising (WAP & APP) b. Various types of digital • Display Advertising ads and its various Ad formats • Video Advertising and its various Ad formats • Types of social media (Text + Visual, FB, Twitter, Instagram, Snap Chat etc.) c. Buying Digital Advertising • An Overview Paid media, Owned media and Earned media • Direct buys from the websites • Programmatic Buying: [DSP (Demand side platform) or RTB (Real time bidding)] • Cost per action (CPA), or pay per action (PPA) | Cost per conversion or Revenue sharing or cost per sale • Advertising via Premium Publishers • Advertising via Networks and Exchanges

10

Reference

1. Advertising Media Planning, by Roger Baron, Jack Sissors, McGraw Hill, Seventh Edition

2. Advertising Media Planning- Jack Z Sissors, McGraw Hill 6th Edition