Paper-I — ADVERTISING IN CONTEMPORARY SOCIETY

Max. Marks: 100 (Theory:50, Internals: 50)

Objectives:

• ¾ To recognize the roles of advertising in modern society
• ¾ To understand the current developments and problems concerning advertising as an economic and social force.
• ¾ Appreciate the increasingly international nature of advertising.
• ¾ To analyze the interdependent nature of advertising and popular culture.

Topic of lectures

• Advertising in the Indian economy
• Advertising and culture
• Advertising and the audience
• Global advertising
• Internet marketing
• Social marketing.

Paper-II — COPYWRITING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To familiarize the students with the concept of copywriting as selling through writing
• ¾ To develop their inherent writing skills
• ¾ To train students to generate, develop and express ideas effectively
• ¾ To familiarize students with contemporary advertising techniques and
• ¾ Practices

Topic of lectures

• Copywriting, Introduction, Responsibility of Copy writer
• Creative Strategy:  Planning and Development
• Phases of campaign creation
• Brief
• The big idea
• Writing for print media
• Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS.
• Principles of writing press release copy 05 Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising.
• Different types of copy.

Paper-III — ADVERTISING DESIGN (Project Paper)

Marks: 100 (Internal:0, External, Viva: 50)

Objectives:

• ¾ To expose students to the creative and technical aspects of art direction

Topic of lectures

• Introduction to the Art department in ad agency
• What is Art Direction –Making of an Art Director
• Introduction to colour – colour harmonies
• Introduction to Illusion -Principles and elements of design
• Introduction to Photography
• Introduction to Typography/Calligraphy-Word expression ,  Layout designing Logo designing
• Introduction to desktop publishing
• Introduction to Print Production -stationary design
• Working with copy –partner
• Art direction in print media
• Art direction in outdoor Transit/Ambient
• Art direction in films /television
• Art direction in internet and new media
• Art direction in Direct Mailers
• Advertising campaign planning :Art -Radio ,T.V, Newspaper, magazine outdoor
• Corporate Identity systems – Packaging , Brochure,P.O.P ,etc.
• How to brief the art direction and get the best out of him.

Paper-IV — CONSUMER BEHAVIOUR

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce the students to the complexities of consumer behavior.

Topic of lectures

• Introduction to Consumer Behaviour
• Communication
• Perception : Physical Psychological : Subliminal perception
• Cultural – Subculture (concepts and its impact on consumer behaviour)
• Learning –  Cognitive Theory, Conditioning Theory
• Attitude
• Motivation
• Personality
• Market Segmentation
• Social Class
• Groups
• Family
• The Consumer Decision making Process
• Adoption and Diffusion
• Indian Core Values

Paper-V — MEDIA PLANNING AND BUYING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To develop knowledge of major media characteristics and buying advertising space in them to develop an understanding of procedures, requirements, and techniques of media planning.

Topic of lectures

• Media planning
• Sources of media research
• Selecting the suitable media options
• Criteria for selecting the media vehicles
• Media timing
• Comparing and Evaluating continuity ofmedia options/choices
• Deciding the ideal media mix
• The communications mix
• Media buying and negotiation
• Competitive media expenditure analysis
• The concept of aperture
• Scheduling and budgeting allocation
• Media plan evaluation
• Media presentations to the client
• Media audit

Paper-VI — BRAND BUILDING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To provide an introduction to the concepts and practices of contemporary brand management.
• ¾ To understand the appropriate strategies and tactics to build, measure and manage Brand Equity.
• ¾ To learn to plan an effective advertising campaign

Topic of lectures

• The Brand
• Branding Strategies
• Introducing And Naming New Brands and Extensions
• Brand Positioning
• Brand Equity
• Brand Leveraging
• Managing Brands Over Time
• Building Brand On Internet
• Corporate Branding (Internal Assessment Only)
• Campaign Planning (Internal Assessment Only)

Paper-I — INTRODUCTION TO ADVERTISING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• To give a brief insight about advertising & its different aspects to the students of Media

Topic of lectures

• Advertising – Meaning., Definition and functions
• Evolution of Advertising  National & International level
• The structure of and Ad agency and the functions and service of each department
• Relationship between various participants of advertising (Client, agency, media ,consumer)
• Research in Advertising  Pre and post campaign testing
• Economic and Social Aspects of Advertising
• Types of Advertising
• Introduction to Integrated Marketing Communication
• Techniques and strategies of web advertising
• Public Service advertising its role and importance
• Introduction to advertising strategies : AIDA, DAGMAR, Information processing model
• The Concept of USP
• Introduction to Agency Commissions /retainerships, media commission
• Future Trends in Advertising: Advertising as a career; Advertising opportunities in community
• networking/blogging/chat marketing
• Internal Assessment : Group Project / Individual Project  / Book Review / Class Test /Case Study / Presentation { Power Point / Audio “ Visual presentation / Oral Presentation}

Paper-II — INTRODUCTION TO JOURNALISM

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To give students an understanding of the history and development of journalism in the global and the Indian context
• ¾ Introduce students to concepts related to news and journalistic practice

Topic of lectures

• History
• Journalism in India
• International journalism stages of (Representative news media of U.S. Europe and Asia)
• Types of News papers
• The Role and Functions of Journalism
• Organization and structure of newspaper
• Basic Journalistic writing
• Supplements
• Principles / Canons of Journalism
• Internal Assessment: Group Project I Individual “Project / Book Review I Class Test lease Study
• Presentation { Power Point I Audio – Visual presentation I Oral Presentation)

Paper-III — PRINT PRODUCTION AND PHOTOGRAPHY

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To help students understand the principles and practice of photography
• ¾ To enable students to enjoy photography as an art.

Topic of lectures

• Basic Principles
• Camera
• Basic Photography
• Colour photography
• Concepts of composition
• Movements in Art and photography
• Print Production
• Internal Assessment: Photography practicals, project submissions.

Paper-IV — RADIO AND TELEVISION

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce the basic terms and concepts of broadcasting
• ¾ To give an overview of the structure and function of the broadcast industry
• ¾ To create an awareness of the development of broadcast media and current trends

Topic of lectures

• Radio
• The history of radio
• Radio as a medium
• Types of Radio transmission
• Organizational chart – Role of Department
• The radio programme
• Radio and Business
• Ownership
• Current trends in radio
• Television
• The history of television.
• The technology of television
• Organization Chart – Roles of Departments
• TV and Society – Impact on Society
• TV as a means of edutainment and information
• TV and Business
• Ownership
• Internal Assessment: Radio/TV – script or programme or ads, assignments

Paper-V – MASS MEDIA RESEARCH

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce students to debates in Research approaches and equip them with tools to carryon
• research
• ¾ To understand the scope and techniques of media research, their utility and limitations

Topic of lectures

Section-I

• Introduction to Research concepts
• Steps in conducting research – I
• Steps in conducting research – II
• Steps in conducting research – III
• Statistical procedure – Mean, median, mode, standard deviation and co-relation

Section-II

• Application of research in mass media
• Content analysis – Definition and uses, steps, limitations
• Research in print media
• Research in Advertising
• Research in Public Relations
• Mass media Research and the Internet
• Research in Media Effects
• Internal Assessment : Group Project / Individual Project / Book Review / Class Test / Case Study / Presentation {Power Point / Audio – Visual presentation / Oral Presentation)

Paper-VI — ORGANISATIONAL BEHAVIOUR

Max. Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ Orienting students to issues in organizational functioning
• ¾ To introduce students to the concepts given below at a preliminary level

Topic of lectures

• Nature of Organisation Behaviour
• Structural Dimensions of Organisation and its Environment
• Organisational Culture
• Motivation
• Motivation Theory – Application
• Groups in organisation and Group Dynamics
• Group Decision making
• Power and Authority
• Dynamics of Stress
• Internal Assessment : Group Project / Individual Project / Book Review / Class Test / Case Study / Presentation {Power Point / Audio – Visual presentation / Oral Presentation)

Paper-I — INTRODUCTION TO CREATIVE WRITING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ to encourage students to read stories, poems, plays
• ¾ to develop further and build upon the writing and analytical skills acquired in Semesters I and II
• ¾ to acquaint students with basic concepts in literary writing
• ¾ to familiarize students with the creative process

Topic of lectures

Section – I

• A Brief Introduction to Creative Writing
• Formal structure of the short story
• Formal aspects of Poetry
• Formal aspects of Drama
• Publication Aspects

Section-II

• Scripting, Screenplay, and dialogue writing focusing on
• Writing for the internet, with special reference to
• Suggested projects: Film Review
• Book Review: Adapting a short story to a screenplay Writing an original screenplay / script for radio or television

Paper-II — INTRODUCTION TO CULTURE STUDIES

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce students to a set of approaches in the study of culture
• ¾ To examine the construction of culture
• ¾ To understand  how the media represents culture

Topic of lectures

• Evolution and need to study cultural studies
• Concept of ‘Culture’: examining definitions and theories of culture
• Popular and Mass Culture
• Culture and Conditioning
• Construction of Culture
• Globalisation
• Studying Representation in Cultural Expressions and Artefacts
• Media and Culture
• Internal Assessment : Group Project / Individual Project  / Book Review / Class Test  /Case Study / Presentation { Power Point / Audio  Visual presentation / Oral  Presentation}

Paper-III — INTRODUCTION TO PUBLIC RELATIONS

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ The objective of this paper is to introduce the subject of public relations to the student and help understand its role and function it plays in society.  It will equip the student with the basic tools of public relations and give them an overall understanding of the subject.

Topic of lectures

• Definition of PR : Its nature, process and Publics
• Public  Relations and Public Opinion, Publicity and PR
• Function & Scope of PR
• PR Tools – Media and Non Media
• Introduction to Media Relations
• Public  Relations and Crisis Management
• Marketing Public Relations and Marketing and Branding
• Introduction to Public Relations Campaign
• Public Relations and Consumer Relations
• Introduction to Digital PR
• Code of Ethics in Public Relations
• Internal Assessment : Group Project / Individual  Project / Class Test / Case Study / Presentation { Power Point / Audio-Visual Presentation / Oral Presentation}

Paper-IV — INTRODUCTION TO MEDIA STUDIES

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To expose students to the well developed body of media theory and analysis
• ¾ To foster analytical skills that will allow them to view the media critically

Topic of lectures

• Introduction to Media Studies
• Media Studies as an Interdisciplinary Approach
• Early Effects Theories
• Limited Effects Theories
• Cultural and Critical Theories
• Media and Society
• Introduction to Audience Theory

Internal Assessment: Group Project / Individual Project / Class Test / Case Study / Presentation

{Power Point / Audio-Visual Presentation / Oral Presentation}

Paper-V — UNDERSTANDING CINEMA

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To acquaint the students with the various styles and schools of cinema throughout the world.

Topic of lectures

• A discussion of early narrative cinema
• A screening and discussion 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.
• 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
• A discussion of Italian neo-realism, and its impact on the films of Satyajit Ray and Bimal Roy (screening of The Bicycle Thief)
• A discussion of French New Wave cinema (screening of Jean-Luc Godard’s Breathless)
• A screening of Kurosawa’s film along with a discussion of its impact on Hollywood cinema and Hindi cinema.
• A discussion on Hollywood classical narrative films like Hitchcock, Agatha Christe.
• A discussion on the Super Star system and the Hindi formula film  (selection of films from Rajesh Khanna, Amitabh Bachchan to Sharukh Khan, Amir Khan can be screened)
• Screening and discussion of contemporary Hollywood film makers of 90’s and 2000 like Steven Spielberg, Ang Lee.
• A discussion of Indian-global cinema like Salaam Bombay, Namesake, Provoked
• Discussion on Award winning Indian Regional films and film maker like Shantaram/ Satyajit Ray/Adoor Gopalkrishnan
• Screening and Discussion on cross-over films and film makers like Shyam Benegal/ Madhur Bhandarkar
• The Business of Cinema -“ Production, Distribution, Exhibition, Branding, Promotion and Marketing of Films.
• Major Film Awards and Institutions.
• A visit to a shoot in Film City.
• Lecture-demonstrations on technical aspects of film: cinematography, editing, special effects, sound.
• Group project for Short films, Documentaries upto 15 mins on fictional/factual topics as suggested by the faculty

Paper-VI — ADVANCED COMPUTERS

Marks: 100 (Theory:60, Internals: 40)

Topic of lectures

• Web Designing and Video Production

Projects:-

Each student creates a website of not more than 10 pages on a given subject.

• Web Designing
• Video Production
• Computer Animation
• To work on Macromedia Flash to create banner ads for websites
• Possibly introduction to High-end animation softwares like 3d Studio Max, Maya, etc

Paper-I — EFFECTIVE COMMUNICATION SKILLS–II

Marks: 100 (Theory:60, Internals: 40)

Objective:

• ¾ To advance the communication skills in Marathi, Hindi and English acquired in the first semester.

Topic of Lectures

• Reading
• Writing
• Editing & Summarizing
• Oral Communication
• An Introduction to Logic

Paper-II — POLITICAL CONCEPTS AND THE INDIAN POLITICAL SYSTEM

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To acquaint the students with fundamental political concepts essential for understanding political systems and theories.
• ¾ Orient the students to the Indian Constitution and the functioning of the Indian political system.
• ¾ To provide the students with a strong base on  the ‘Indian Concepts’ and to expose them to the complexities of Indian Political Systems.

Topic of Lectures

• Indian Constitution
• Political Dynamics (India)
• Political Dynamics (Maharashtra)

Paper-III — PRINCIPLES OF MANAGEMENT AND MARKETING

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To provide an introduction to the fundamentals of management and marketing.

Topic of Lectures

• Introduction to Management
• Management Today
• Organizational Environment and Ethics
• Introduction to the Marketing Process
• Marketing Strategy & Marketing Mix
• Product Mix
• Price Mix
• Place Mix
• Promotion Mix
• Marketing in the Digital Age
• Responsible Marketing & Ethics

Paper-IV — INTRODUCTION TO PSYCHOLOGY

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To provide an understanding of the basic concepts of Psychology and its relevance to mass media

Topic of Lectures

• Evolution of Psychology
• Personality
• Motivation and Emotion 08 Cognition
• Perception
• Attitude

Paper-V — AN INTRODUCTION TO LITERATURE

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ Through reading about litterateurs and their work help students evolve into more thinking, aware, sensitive human beings; to deepen and widen their understanding of themselves and of life.
• ¾ To expose students to good writing to help them write better.
• ¾ To introduce students to the various genres and  literary terms to enhance their understanding of
• world literature.

Topic of Lectures

Part I

• Introduction to North American writers
• Introduction to African writers
• Introduction to European writers
• Introduction to South American Writers
• Introduction to Asian writers

Part II

• Introduction to Indian Writers

Part III

• Introduction to literary criticism terms

Paper-VI — TRANSLATION SKILLS

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To know the importance of translation in media.
• ¾ To provide English, Hindi and Marathi translation skills required in media.

Topic of Lectures

• Importance of Translation and Need
• The Concept of Translation
• Translation Theories
• Types of Translation
• Translation in three languages (Practical)

Paper-I — EFFECTIVE COMMUNICATION SKILLS–I

Marks: 100 (Theory:60, Internals: 40)

Objectives:

The paper shall focus on functional and operational use of language in media. With the specific aim of use in media, it will equip students with competence in language structure, abilities in reading and writing skills of:

• ¾ Close, critical reading of informative and discursive texts in Marathi, Hindi and English
• ¾ Effective presentation in writing (concise statement, use of appropriate organizational and rhetorical patterns and style) Marathi, Hindi and English
• ¾ Efficient oral communication in Marathi, Hindi and English
• ¾ To equip students with structured and analytical thinking skills
• ¾ To teach presentation skills and effective use of presentation aids in Marathi, Hindi and English

Topic of lectures

• Reading
• Writing
• Editing & Summarizing
• Oral Communication
• Thinking.

Paper-II — FUNDAMENTALS OF MASS COMMUNICATION

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To introduce the students to communication models and expose them to the various aspects of Mass Communication
• To develop a critical understanding of Mass Media, its potentialities and Impact

Topic of lectures

• Definitions of communication
• Functions of Communication
• Barriers of Communication
• Types of Communication
• Basic Communication models
• An overview of media evolution from Gutenberg to Internet
• Role of Leading Mass Communicators
• The contribution of Bengali and Marathi press towards the Struggle for Independence
• Impact of Mass Media in Indian mass movements.

Paper-III — INTRODUCTION TO COMPUTERS

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To equip the students with a general understanding of computer basics for  everyday use.
• ¾ To train them to use this understanding to supplement their presentation skills.

Topic of lectures

• Computer Basics
• Networking Basics
• Introduction to internet
• Text and Documents Editing and Presentation, Microsoft Word
• MS Excel
• Powerpoint
• Introduction to designing
• Page Layouts (Pagemaker indesign and Quarkxpress)
• Photoshop
• Introduction to Corel Draw.

Paper-IV — LANDMARK EVENTS IN 20TH CENTURY HISTORY OF WORLD, INDIA & MAHARASHTRA

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ To acquaint the students with important ideas & events that shaped 20^th Century world with emphasis on India & Maharashtra

Topic of lectures

• Introduction
• Ideas & Ideologies That Shaped The World
• Causes and Consequences of the First and Second World Wars
• Era Of Cold  War and emergence of the New World Order
• Brief introduction to SAARC
• Events In India
• India After Independence
• Emergence Of Maharashtra

Paper-V — INTRODUCTION TO SOCIOLOGY, THE SOCIOLOGY OF NEWS AND SOCIAL MOVEMENTS IN INDIA

Marks: 100 (Theory:60, Internals: 40)

Objectives:

• ¾ Provide a sociological understanding of the basic concepts and perspectives relevant to mass-media.
• ¾ To make the students aware of Indian Society’s socio- cultural diversity  and their responsibility as media personnel.
• ¾ To sensitize them to pressing social issues of the contemporary Indian society.
• ¾ To know and to understand origins & spread of the
• ¾ various social movements in India

Topic  of Lectures

• Introduction to Sociology
• Role of Media in Society
• Dalit And OBC Movement
• Dravidian Movement
• Class Movements
• Hindutva Movement
• Linguistic Movements
• Feminist Movements
• Islamic Movements in India
• Shaping Of Consumer Consciousness In the Era Of Globalization.

Paper- IV — INTRODUCTION TO ECONOMICS

Marks: 100 (Theory:60, Internals: 40)

Preamble:

In the day to day functioning of an economy, a large number of economic terminologies are used frequently in the media. The main objective of this paper is to familiarize the students of mass media with the fundamental concepts of economics so that their analytical ability can be strengthened. To achieve this, the paper is to be taught with practical relevance. Wherever applicable, reference is to be made in the context of Indian economy.

Topic of Lectures

Section-I

• Basic Concepts of Microeconomics:
• Nature and scope of Micro Economics
• Market forces of demand and supply
• Production function: short run and long run
• Cost of Production: Meaning
• Introduction to the competitive markets

Section-II

• I. Fundamentals of Macroeconomics
• Basic Concepts of income aggregates
• Introduction to Money, Banking and Public Finance
• Introduction to External Sector

II. India in a globalised world.

Department of Mass Media of Thakur College of Science and Commerce presents Cortokino- Unleashing Global Cinema

CortoKino

Celebrating 100 years of Indian Cinema, Cortokino paves a remarkable path for eager filmmakers to showcase arrant and quality cinema to the masses and take a step towards a better future in the cine-world. Cortokino with its mind blowing and out of the box events aims to bring out the very best in you.

From directing short films to editing documentaries, Cortokino has its all. Be it celebrating Sir Chaplin’s tribute to the world cinema, sharpening your skills as an editor or your advertising techniques and exploring your imagination and expressing your point of view; Cortokino has a dish for every table.
Exploring different genres of film making, Cortokino welcomes immense hoard of talents waiting to get recognized.

Cortokino knows no limit. Powered by Lions club and Shamiana with the strong support of Youth Incorporated, Cortokino calls upon all the young artists. With our print partner Print Media and the extended warm support of Antariksh, Art Dwellers and Shrine we stretch our wings to fly and shine through the skies.
Our teams, Marketing, PR, Events, Media, Hospitality and Technical have worked hard round the clock to deliver the very best to you. Each team has done its share to pull up and put forward Asia’s most happening film festival.

The date is set, the time is near. We are here. CORTOKINO – UNLEASHING GLOBAL CINEMA awaits you. So, step forward to showcase your talent and prove it.

Organization Name: Last Bench Forum

Organization Description: One Stop Solution to a Brand’s Need. “720 degree Media Agency” as we call ourselves

Location: Goregaon East, Mumbai

Role Title: 3 D Animator

Role Description: Animating characters and sketching along with modelling and compositing

Role Responsibilities:

1. Visualizing & creating characters as per description
2. Adding life through ‘walk cycle’ and modelling
3. Compositing effects on a given video

Qualification Requirement:

1. Efficient & Skilled Animators
2. Graduation in any field
3. A degree/diploma in 3 D animation from a leading animation institute

Skill Set Requirement:

Skills: Excellent artist, proficient in English & Hindi, sketcher and visualizer

Technical Skills: Working knowledge of Maya, Max, Adobe Photoshop, Flash & AfterEffects

Attitude: Positive, adaptable, enthusiastic, creative, hardworking and innovative

Experience Requirement: Freshers may apply

Stipend: For Fresher – Travelling Expense + Based on skills / For Experienced – Anywhere  between 1.5 – 2 L /annum

Application Process: Send Resumes @ pragnesh.lbfartworks@gmail.com along with your creative portfolio

Selection Process:  Selected Candidates will called in for a personal interview

Hi,

I am Nascimento Pinto, a TYBMM Journalism student from St Andrew’s College. I love writing just about anything that gets me thinking, wondering, pondering and/or itches my brain. I wish to be a journalist and I aspire to be feature writer par excellence. I love traveling and I am a  sports and specifically soccer enthusiast. I like to classify myself as an amateur graffiti artist and blogger.

Nascimento Pinto