T.Y.B.M.M. ADVERTISING Semester V

Subject : Advertising in contemporary society

Paper-I

Objectives

To recognize the roles of advertising in modern society

To understand the current developments and problems concerning advertising as an economic and social force.

Appreciate the increasingly international nature of advertising.

To analyze the interdependent nature of advertising and popular culture.

Syllabus

1. Advertising in the Indian economy(10 lectures)

• Role of advertising in the Indian economy
• Liberalization and the resultant changes in buying patterns.
• Impact of global competition in the field of advertising.
• Present day economic issues & Policies & their effects on advertising

2. Advertising and culture(10 lectures)

• Role of advertising in bringing about changes in culture, customs and traditions.
• The interdependent nature of advertising and popular culture (i.e., fashion, music, films, slang).
• Effects of globalization on the Indian advertising
• The impact of advertising on commercialization of culture
• Making messages culture-specific
• Cross cultural psychological segmentation
• Need and benefits of for assimilation of universal ideas with local flavour.
• Cross-cultural Advertising

3. Advertising and the audience(6 lectures)

• Market power
• Marketer’s control on the media
• Impact of advertising on attitudes, behaviour, societal norms, perception, needs, lifestyles
• Controversial advertising discuss with the help of current examples
• Social implications of advertising
• Gender, diversity issues, Generational issues-children, youth, elders
• Growing influence of advertising and its criticism

4. Global advertising (16 lectures)

• The scope and challenges of International advertising
• Current global trends
• Multinational competition and its impact
• Product packaging for international markets
• Promotion for international markets

5. Internet marketing (6 lectures)

• WWW as an advertising tool

6. Social marketing (2 lectures)

• What is social marketing?
• Need for and objectives of social marketing
• Tools and components of social marketing

Books list

1. Philip R Cateora and John L. Graham, International marketing-Irwin McGraw Hill 1999
2. D.Lamont Handbook of global marketing-Identify books2000
3. William F arens and Courtland L Bovee, Contemporary advertising-Irwin 1994
4. Philip Kotler and Eduardo L Roberto, Social marketing-strategies for changing public behaviour-The free press-1989
5. Paul Timmers, Electronic commerce – strategies and models for business to business trading-John Wiley and sons 1999
6. Dave Chaffey, Richard Mayer, Kevin Johnston and Fiona Ellis Chadwick, Internet marketing –Financial times-Prentice Hall
7. Mica Nava, Andrew Blake, Iain Macrury and Barry Richards, Buy this book-Studies in advertising and consumption-Routledge 1997
8. Jib Fowles, Advertising and Popular Culture. –Sage Publications 1996
9. Mary Cross, Advertising and Culture-Prentice Hall 2001

10. Elioise Coupey, Marketing and the internet-Prentice Hall 2001

11. Roxanne Hovland and Gary B. Wilcox Lincolnwood Advertising in Society : Classic and Contemporary Readings on Advertising’s Role in Society, NTC Business Books. 1989.

12. Neil Barrett, Getting your message across the World Wide Web

13. Advertising in Contemporary Society by Kim B Rotzoll, James E Haefner, University of Illinois Press 1994.

Revised Syllabus

Copywriting
BMM-Semester-V

Objectives:

• To familiarize the students with the concept of copywriting as selling through

writing

• To develop their inherent writing skills
• To train students to generate, develop and express ideas effectively
• To familiarize students with contemporary advertising techniques and

Practices

Syllabus:

(Lectures to be used for both theory and practical, with more emphasis on practical. Show Indian and/or international ads as reference material wherever possible)

1. Copywriting, Introduction, Responsibility of Copy writer.

• Attributes of a good copywriter
• Principles of copywriting

2. Creative Strategy: Planning and Development

• Developing an Advertising Plan
• Advertising Creativity: The five stages of creativity, Creative Thought Process, Who is a creative person?
• Creative Strategy: Components of the Creative Strategy, Putting the Strategy in writing
• Combining Creativity and Strategy
• Organizing the Creative Task
• The Creative Plan (Copy Platform)
• Phases of campaign creation

3. Phases of campaign creation:

• Understanding the psychographics of target audience
• Finding out what to say
• Understanding the barriers to purchase
• Interrogating a product or service –Outlining the rational benefit and emotional benefit
• Developing an ear for ‘human insights’
• How to get an idea
• Choosing the idea that effectively communicates the emotional/rational benefit

4. Brief

• Taking the brief
• Product brief
• Marketing brief
• Agency brief
• Converting into creative brief

5. The big idea

• Arriving at the proposition
• From proposition to head line
• Understanding tone of voice
• The positioning statement

6. Writing for print media

• Head lines
• Base line
• Sub headlines
• Body copy
• Slogan
• Captions
• Structuring the copy

7. Understanding the medium and writing for TV, Cinema, Radio, Innovative medium, Internet, SMS

8 Principles of writing press release copy.

9. Writing copy for mail order, direct mail, yellow pages, trade directory, classified advertisement, B2B advertising

10. Different types of copy

• Advertorial
• Infomercial
• Comparative copy
• Copy for different languages

Booklist

1. Hey Whipple Squeeze this – A guide to creating great ads by Luke Sullivan
2. Cutting Edge Advertising – Jim Aitchison
3. One Show Annuals
4. D&AD Annuals
5. Luerzer’s Archive
6. Campaign Brief Asia

Subject : Advertising design

Paper: III

Objective:

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

Syllabus

Introduction to the Art department in ad agency(2)

What is Art Direction –Making of an Art Director (2)

Introduction to colour(3)-colour harmonies

Introduction to Illusion (3)-Principles and elements of design

Introduction to Photography(2)

Introduction to Typography/Calligraphy(3)-Word expression , Layout designing Logo designing

Introduction to desktop publishing(4)

Introduction to Print Production(2)-stationary design

Working with copy –partner

Art direction in print media (3)

Art direction in outdoor (2)Transit/Ambient

Art direction in films /television(2)

Art direction in internet and new media (3)

Art direction in Direct Mailers (2)

Advertising campaign planning :Art (2)-Radio ,T.V, Newspaper, magazine outdoor

Corporate Identity systems(3)- Packaging , Brochure,P.O.P ,etc.

How to brief the art direction and get the best out of him(1)

The course material heavily depends upon examples. The examples should be collected by the instructor every academic year, since the trends in art direction change as quickly as fashion does

20 hours to be used to familiarise students with the concepts and theory of the subject and the rest 30 hours to be used to guide students in preparing professional campaigns for the project work

Sample format for campaign:

Logo design (black and white ,8-9 color design)

stationary

newspaper

magazine

T.V. campaign (story board)

Merchandising

Outdoor

packaging

synopsis

sketch book

radio

There will be no written exam for this paper The student will be evaluated on the basis of the quality of campaign prepared. With 50 marks evaluation to be done by the internal faculty and 50 marks allotted to viva which will be conducted by two external examiners (One faculty of the BMM Ad design department from any other college and second a professional from an Ad agency ). The viva shall contain questions on the Ad campaign prepared by the candidate.

Booklist

Ed.Andre ,graphic design in computer age –series of 8 books

Illustration –Vicky Squires

Color –Andre Jute

Video graphics –Hugh Skinner

Publications-Andre Jute

Presentations-BillMurphy

Design Solutions –Linda Reed

Typography-Grant Shipcott

Corporate image- Amanda Barrett

Conway Lloyd Morgan,Packaging design –rotovision 1997

G.S.Rege ,Advertising –art and ideas

Kathleen Ziegler and Nick Greco- Digitalink-digital design and advertising –Dimensional

Jeanne Allen Designers guide to color –volumes 1,2 and 3-chronicle books 1986

Mike Quon –Business graphics –PBC international publications 1995

Prints best logos and symbols –R.C publications 2005

The design library series –Rockport publishers 1996

Hugh Marshall –Art directing Photography quarts publishing p/c

Subject: Consumer Behaviour

Objectives:

To introduce the students to the complexities of consumer behaviour

Syllabus:

1. Introduction to Consumer Behaviour (2)

The Concept of Consumer Behaviour

Need to Study Consumer Behaviour

External and Internal variables influencing Consumer Behaviour (Diagrammatic representation)

1. Communication (5)

Components of Communication

Communication Process (model)

Communication strategy

Message Factors (Structure, Order Code, appeal)

Types of Appeals

Rational/emotional fear/Humour/Sex/Prestige/Ego

Persuasion

Central and Peripheral Route

ELM

1. Perception : Physical Psychological : Subliminal perception (3)
2. Cultural – Subculture (concepts and its impact on consumer behaviour) (2)
3. Learning – Cognitive Theory, Conditioning Theory (5)

1. Attitude (7)

Concept and Characteristics of Attitudes

Formation of Attitudes

Relationship between Attitudes and Behaviour

Attitude Models -Cognitive Dissonance, Tricomponent Theory, Multi attribute model

1. Motivation (5)

Definition

Nees and motives

Types of motives

Arousal of motives

Need Theories – concept and applilcation

Maslows. Alderfer, Herzberg

1. Personality (5)

Nature and Characteristics

Theories of personality – concept and application

Freudian theory, Trait theory, Jungian theory

Self and self image concept

1. Market Segmentation (2)

Psychographic Profile SRI Vals II

1. Social Class (2)

Concept

Classification

Influence of social class on purchase behaviour

1. Groups (3)

Reference Groups

Influence factors

Consumer related reference groups

Reference group appeal

1. Family (2)

Definition (Traditional and Non Traditional)

Family Life Cycle

Its importance to advertisers

Family decision making and consumption related roles.

1. The Consumer Decision making Process (2)

Consumer decision about brands and producsts

Influence of opinion leadership on consumer decision making

1. Adoption and Diffusion (3)

Concept

Adoption process

Diffusion process

1. Indian Core Values (2)

What are our Core Values

Its influence on decision making process

Effect of changes in the economic policies on our Core values

Book list:

1. Leon G. Schiffman, Consumer behaviour ; LeslieLazar Kanok
2. Loudon. David and Dela Consumer Behaviour – Bita Albert
3. Max Sutherland and Alice K. Sylvester, Advertising and the mind of the consumer Krogen page 2000

Semester V

Subject

Paper

:Media planning and buying

:V

Objectives:

To develop knowledge of major media characteristics and buying advertising space in

them to develop an understanding of procedures, requirements, and techniques ofmedia

planning.

Syllabus

1. Media planning (10)

• The function ofmedia planning in advertising

• Role ofMedia planner

• Challenges in media planning

• Media Planning process

• Media Planning for Consumer Goods

• Media Planning for Industrial Goods

2. Sources ofmedia research(6)

• Audit bureau of circulation

• Press audits

• National readership survey/IRS

• Businessmen’s readership survey

• Television

• Audience Measurement

• TRP

• Nat ional television study

• ADMAR satellite cable network study

• Reach and coverage study

• ClB listener ship survey

3. Selecting the suitable media options (12)

• TV o Advantages of television

o Disadvantages of television

o Buying Television Space/Air time

• Radio

o Advantages of radio

o Disadvantages of radio

o Buying Radio slot

• Magazines

o Strengths ofmagazineso Weaknesses ofmagazines

o Types ofmagazines

o Buying magazine space

• Newspapers

o Strengths ofnewspapers

o Weaknesses ofnewspapers

o Types ofnewspapers

o Buying newspaper space

• Buying media space for other medium like

o The internet

o Billboards

o Yellow pages

o Direct response and direct mail

o Stadium

o In-st ore

o Types ofout-of-home advertising

o Place-based media

o Newer Media Options

4. Criteria for selecting the media vehicles (3)

• Reach

• Frequency

• GRPs

• Cost efficiency

• Cost per Thousand

• Cost per rating

• Waste

• Circulation

• Pass-along rate(print)

5. Media timing (2)

• Flight

• Pulsing

• Scheduling

6 Comparing and Evaluating continuity ofmedia options/choices(l)

7. Deciding the ideal media mix(2)

8. The communications mix(2)

9. Media buying and negotiation(4)

10. Competitive media expenditure analysis

11. The concept ofaperture(1)

12. Scheduling and budgeting allocation(3)

13. Media plan evaluation(1)

14. Media presentations to the client(1)

15. Media audit(2)Book list

1. Jack Z. Sissors and Jim Surmanek, Advertising Media Planning-Crain Books

1976

2. James R Adams, Media planning-Business books 1977

3. Advanced M.P.-John R Rossister, Kluoer Academic Publications 1998

4. Advertsing M.P., Jack Z Sissors McGraw Hill 6th

Edission

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Subject : Brand Building

Paper : VI

Objectives

To provide an introduction to the concepts and practices of contemporary brand management.

To understand the appropriate strategies and tactics to build, measure and manage Brand Equity.

To learn to plan an effective advertising campaign.

Syllabus

The Brand (Lectures 04)

What is a Brand

Brand Vs. Product

Why Brands Matter?

Can anything be Branded?

Process of Branding

Advantages And Limitations of Branding

Brand Building Blocks (Obstacles To/Difficulties In Building Strong Brands)

Brand Vision with Respect To Generic Brand Status

Product Vs. Corporate Branding

Branding Strategies ( Lectures 06)

Manufacturer Branding (National Brand) And Distributor Branding (Private/store Brand)

Multi-Product Branding Strategy

Multi-Branding Strategy

Mixed Branding

Brand Licensing

Co-Branding

Composite Co-Branding

Ingredient Co-Branding

Brand-Product Matrix

Brand Hierarchy

Introducing And Naming New Brands and Extensions (Lectures 02)

Physical And Psychological Dimensions

Cognitive And Emotional Benefits

Developing Brand Identity And Personality

Brand Personality Vs. User Imagery

Brand Positioning (Lectures 08)

Four Components

Product Class

Consumer Segmentation

Perceptual Mapping

Brand Benefits And Attributes

Cornerstones of Positioning Strategy

Brand Equity (Lectures 08)

Concept of Brand Equity

Sources of Brand Equity

Brand Loyalty

Brand Awareness

Perceived Quality

Brand Associations

Other Brand Assets

Benefits of Brand Equity

Choosing Brand Elements To Build Equity

Managing Brand Equity

Brand Equity Measurement Systems

Brand Equity Ten

BAV/Y & R

Equi-trend

Inter Brand

Brand Assets – How To Find Them Equity

Brand Leveraging (Lectures 04)

Leveraging Process

Line Extensions

Brand Extensions

Creating Range Brands

Ad Hoc Brand Extension

Moving The Brand Down

Moving A Brand Up

The Process of Brand Orientation

Managing Brands Over Time (Lectures 04)

Reinforcing Brands

Revitalizing Brands

Consistency Plan

Re Branding

Entering New Markets

Building Brand On Internet (Lectures 04)

Comparing Brand Building In Cyberspace And In Brick & Mortar World

Internet User Segments

Website Objectives

Brand Building Dimensions

Corporate Branding (Internal Assessment Only ) (Lectures 04)

Visual and Verbal Identities

Name, Term, Sign, Symbol, Logos, Design, Phrase, Slogan Or Combination of These

More Visual Outputs

Packaging

Showrooms

Advertising

Employee Uniforms

The Company’s Reputation Through Publicity

Campaign Planning (Internal Assessment Only) ( Lectures 04)

Marketing Operations For The Campaign

Target Audience Selection And Advertising Objectives

Planning Strategies And Media Characteristics

Creative Execution Of The Campaign

Campaign Evaluation And Measuring Effectiveness

Reference Book List:

1. David, A Aker, Building Strong Brands, The Free Press, 1996
2. Deirdre Breakenridhe, Cyber branding – Financial Times – Prentice Hall 2001
3. John Philip Jones, What’s in a brand? – Building brand equity through advertising, Tata MacGraw Hill: 2001
4. Al Ries and Laura Ries, The 11 Immutable Laws Of Internet Branding, Happer Coolins; 2001
5. Susannah Hart and John Murphy7, Brands The New Wealth Creators, Macmillan Business; 1998
6. Kumar, Ramesh S, Marketing and Branding : Indian Scenario; Pearson 2007
7. Keller, Kevin Larie- Strategic brand management, Prentice Hall of India 2003
8. ICFAI Unv Press – Corporate Branding; Concepts and Cases; ICFAI 2005
9. Parmeswara,, M.G. – Building Brand Value : 5 Steps To Building Powerful Brands; Tata Mcgrawhill; 2006
10. Harsh V Verma – Brand Management; 2^nd; Excel Books; 2006
11. Brad VanAuken – The Brand Management; Kogan Page

T.Y.B.M.M. ADVERTISING Semester VI

1. 1. ADVERTISING AND MARKETING RESEARCH

• Fundamental Marketing Research Skills:
  • Research techniques
  • Sampling methods
  • Research Design
  • Steps in the Research Process
  • Questionnaire Development
  • Report writing
  • Data analysis
• Product research
  • New product research
  • Product specifications
  • Branding research
  • Pricing research
  • Packaging research
  • Product testing
  • Comparison tests
  • Analysis of trends, competition
  • Searching for and analyzing the competitive advantages
  • Advertising Content Analysis
• Copy research
  • Objectives and product appeals
  • Creative strategy research
  • Message element selection
  • Consumer attitude and usage studies
  • Concept testing
  • Name testing
  • Slogan testing
• Copy testing – different measures and methods
  • Few association tests
  • Direct questioning
  • Direct mail tests
  • Statement – comparison tests
  • Qualitative interviews
  • Focus groups moderating
  • Motivational research
  • Rating Scales
  • Steps
  • Importance
• The strengths and weaknesses of different qualitative methods used to help inspire ideas
• Criteria of validity sensitivity, stability, reproducibility, predictability.
• Test results as aid to creative judgment
• Pretesting
  • Pretesting objectives
  • Variables evaluated markets, consumers’ motives, messages, media
• Print Pretesting
• Broadcast Pretesting
  • Trailer tests
  • Theatre tests
  • Live telecast tests
  • Clutter tests
  • Television storyboard Pretesting
  • Radio commercial pretesting
• Projective techniques
  • Consumer jury
  • Matched samples
  • Word Association
  • Completion
  • Consultation
• Challenges to pretesting e.g. The Halo Effect
• Data interpretation and presentations
• Physiological rating scales
  • Pupil metric devices
  • Eye-movement camera
  • Galvanometer
  • Voice pitch analysis
  • Brain pattern analysis
• Post testing
  • Measuring advertising effectiveness
  • Attitude change
  • Recognition test
  • Aided recall
  • Unaided recall
  • Sales tests
  • Inquiry tests
  • Measurements of perception, communication, influence
  • Customer satisfaction research
  • Using qualitative research in advertising

2. LEGAL ENVIRONMENT AND ADVERTISING ETHICS

• Advertising and the law
  • Need for self regulation
  • Introduction to MRTP act
  • Introduction to ASCI and AAAI code of conduct
  • The standard contract between the agency and the advertiser
  • Self regulation by individual agencies
  • Drug and cosmetics act
  • Drugs and magic remedies (objectionable advertisement) act
  • Copyright act
  • Pharmacy act
  • Prize and competition act
  • Emblems and names (prevention of improper use) act
  • Obscenity act
• Ethical Issues in advertising
  • Puffery
  • Taste in advertising general guidelines
  • Advertising directed at cultural and religious minorities
  • Advertising to children
  • Use of women in advertising
  • Portraying minorities and women in ‘traditional’ roles and occupations
  • Depiction of old people
  • Stereotyping ethnic and racial
  • Advertising controversial products; alcohol. Tobacco, contraceptives
  • Manipulation of research in advertising
• Deceptive and Unfair trade Practices
  • False promises
  • Incomplete description
  • False comparisons
  • Misleading comparisons
  • Bait-and-switch offers
  • Visual distortions
  • False testimonials
  • Partial disclosures
  • Small print clarification
• Case studies of select ads that violate legal and ethical concerns
• Consumer guidance and concerns
  • Consumer protection act 1986
  • Essential commodity act
  • Standard of weights and measures act
  • Packaged commodities act
  • Prevention of food adulteration act
  • AGMARK, ISI
  • Role of PDS and consumer co-operatives
• Consumer forums
  • CGSI, CFBP, CERC, Grahak Panchayats
• Social criticism of advertising
  • Increasing the prevalence of materialism
  • Creating artificial needs
  • Idealizing the ‘good life’ stressing conformity with others
  • Encouraging instant gratification and a throwaway society
  • Promoting the good of the individual over the good of the society
  • Creating unrealistic ‘ideal’ characterizations
  • Using appeals that prey on feelings of inadequacy
• Social responsibilities of Advertising

Advertising as a molder of thought, opinion and values

• Critique of advertising
  • A study of Vance Packard
  • A study of Jean Kilbourne

3. FINANCIAL MANAGEMENT FOR MARKETING AND ADVERTIZING

• Costing of decision making
  • Costing classification and allocation
  • Nature of cost
  • Historical and future costs
  • Cost classification in manufacturing firms
  • Cost concepts for planning and control (relevant costs)
• Cost-volume profit analysis and operating leverage
  • Break-even analysis
  • Operative leverage
  • Use of cost-volume-profit for decision-making
• Profit Planning: A Budgetary approach
  • Meaning and purpose of budgeting
• Financial Management
  • Financial management and goals
  • Objectives
  • Functions and scope
  • Evolution
  • Interface with other functional area
• Time value of money
  • Why money has time value
  • Basic concepts
  • Risk and returns
• Fundamentals of capital budgeting
  • The capital budgeting process
  • Evaluation techniques
  • Net present value
  • Internal rate of return
• Financial statement analysis
  • P/L, A/c, B/s, vertical analysis
  • Radio analysis
  • Time series analysis
• Estimation of working capital needs
  • Objectives of working capital needs
  • Factors offering composition of working capital
  • Operating cycle approach to working capital
• Sources of long term finance
  • Equity capital
  • Preference capital
  • Debenture capital
  • Term loans
  • Deferred credit
  • Government subsidies
  • Leasing and hire purchases

4. AGENCY MANAGEMENT

• Account management
  • Role of account planning
  • Account planning systems
  • Attributes of a good Account Planner
• Client servicing
  • Characteristics of services
  • 7 P’s of services
  • Gap Model
  • Stages in client-agency relationship
  • Issues in client servicing
  • Understanding the client’s business
  • Key success factors
  • Business model
  • Understanding client behavior
  • Understanding client’s business
  • Understanding communication tasks
  • Conflict resolution accountability
  • Negotiation process
• Client’s evaluation of the agency
  • Client’s evaluation of the agency
  • Areas of evaluation:
    • Expertise
    • Objectivity
    • Dedication
    • Staffing and management
• Marketing plan of the client
  • Understanding client’s marketing strategy
  • Marketing problem/opportunity definition
  • Marketing and advertising objectives as started by the client
  • Constraints on strategy formulation and implementation
  • Getting better brief from the client
• Setting objectives
  • Profit objectives
  • Sales and market share objectives
  • Setting the overall advertising and promotion budget
  • Setting evaluation criteria
• Setting up an Agency
  • Nature of agency business
  • Stages in setting up a new business
    • Concept development
    • Environmental scanning
    • Market feasibility
    • Financial feasibility
    • Making a business plan
  • Sales Promotion Management
    • Importance and role in marketing
    • Promotional objectives
    • Profit objectives
    • Market share objectives
  • Trade, retail and consumer promotion
  • Consumer Franchise-building versus Non franchise-Building Promotion
  • Consumer Sales Promotion tools
    • POP materials
    • Samples
    • Coupons
    • Trade promotions
    • Rebates
    • Premiums
    • Combination offers
    • Contests
    • Sweepstakes
    • games
  • Trade Sales Promotion tools
    • POP
    • Trade Allowances
    • Sales training program
    • Sales shows
    • Sponsorships and Event Marketing
  • Measuring the effectiveness of Promotional Tools
  • Agency finances
    • Nature of the agency business
    • Sources of income the ‘15%system” and “pro-rating”
    • Where the money goes
    • Client profitability
    • Financial planning
    • Model system followed by a leading agency
  • Growing the agency
    • Agency business management
    • New business development
    • Growing with existing clients
    • Growing with new clients
    • Prospecting for new business
    • Speculative pitches

  5. THE PRINCIPLES AND PRACTICE OF DIRECT MARKETING

  • Definition and importance of direct marketing
  • Economics of direct marketing
  • Increasingly important role in IMC mix
  • Understanding the DM business
    • Database marketing
    • Relationship marketing
    • Interactive marketing
    • How does marketing vary from other form of marketing
    • Strengths of direct marketing
    • Weakness of direct marketing
    • Stand-alone marketing channel or part of a multi-media strategy
    • Relationship to the total marketing mix
  • Direct marketing strategies
    • Customer level databases and lists and how they are used to profile, segment and prospect (for new) customers
    • Sources and uses of/for ‘electronic’ data
    • Database marketing on the internet
    • Setting up a database for database marketing
    • Steps in developing a database
    • Managing the database
    • Creating for DM making the message personnel
  • Direct marketing concepts
    • Lifetime value of the customer (LVC)
    • List selection, prospecting
    • Market segmentation
    • Mail order, lead generation, circulation, relationship/loyalty programs, store traffic/site traffic generations
    • Fund raising, pre-selling (cross selling as well as selling-up) and post selling
  • Various direct marketing methods and media
    • Person to person selling
    • Group selling
    • Direct mail
    • Direct response television
    • Direct response print advertising
    • Catalogs
    • Internet
    • Telemarketing
    • Inserts
    • Videos
    • E-mail
    • Trade shows
    • How traditional media support direct marketing efforts
    • Public relations
  • Future of direct marketing
    • Global direct marketing: the current state and future
    • Barriers preventing more extensive use of database marketing, ethical in DM
  • Consumer’s relationship management
    • The importance of CRM
    • Studying the customer mix and managing the key customers

  6. CONTEMPORARY ISSUES

  • Environmental issues
    • World without borders
    • Global warming, economic and environmental impact
    • Resource use and sustainability
    • Environmental degradation, ozone depletion, pollution, deforestation
  • Universal human Rights- Universal Declaration(1949);Declaration of the right to development(1986);Examining the concept of ‘universal’ human rights and the individual context
  • Self-determination- Issues of secession; issues of state and antistate violence
  • Population, consumption and sustainability
  • Emancipatory movements
    • Trade union
    • Peasants movements (with global vision)
    • Environmental movements Chipko; Rachel Carson’s silent spirit; `72-UN summit on environment
    • Women’s movement
    • Homosexual rights
    • The development debate, anti large dam movements, rehabilitation, development choices, people’s involvement
    • Tribal movements
  • State of Polity
    • Decline of law
    • Corruption
    • Nexus between crime and politics
    • Political apathy
    • Authoritarianism by democratic governments
  • Positive discriminations and reservations
  • Communalism
  • Issues of accountability
    • Corporate Bhopal gas tragedy
    • Government accountability

Revised Syllabus for TY BMM (Journalism) from June 2009

Semester V Subject: Reporting Paper I

Objectives:

Certain basic principles: Accuracy, Objectivity, Clarity and speed

The need to verify news. On the spot coverage, checking with the sources, double checking for controversial stories

Understanding New Values

Writing reports:

Organise material as per its importance, the most important aspects should come first

Use a simple style, short sentences and stick to facts without commenting on them

Talk to people, learn to use quotes effectively

Leads and its types:

A good lead is winning half the battle, the lead should convey the importance of the news item

The Five W’s and one H concept

Leads need not be stereotyped, different types of leads, even the most ordinary stories can come alive with a lively lead, but avoid gimmickry. Leads should clearly explain what the story is all about

Gathering news: On – the – spot principle, talking to different people who were eye witnesses to an incident, press conferences, the art of asking brief, pointed questions which can lead to newsy replies, handling press notes and rewriting them in journalistic style without missing the news aspect, the role of news agencies in providing news, unraveling and trying to make sense of cliché-laden government handouts, covering public meetings and retaining only the newsy sections of speeches

New news writing style; 1) Using more actual quotes 2) Begin with individual case and expand

generally

Beat Reporting and developing sources

Beats are best sources of news. Getting experience in beats through long tenures. The importance of sources, spotting, developing and retaining their confidences, regular presence at beats, group reporting and doing ‘exclusives’ without antagonizing group members and not go by the obvious and what people tell you, look for news behind news. The role of major beats, Government, Police, Political parties, Municipal Corporation, Health and Education, Environment and Law

Follow up Every story which has public appeal needs to be followed up Just reporting it once and giving it up are not enough Find out what happened to the issues in question and the people involved in it, even after the main story had been published.

News campaigns interpretative and Analytical Reporting

Investigative Reporting:

1. Explain investigative reporting using Watergate and Harshad Mehta as a case study

1. What makes a good investigative reporter? Tenacity, ability to spot news and carry it to its logical end, commitment to the best traditions in journalism (Patience, painstaking, hard work)

1. Brief history of investigative journalism, abroad and India. The hurdles facing Indian investigative journalism. Management attitude in regard to resources and man power, vested interests and political pressure, difficulties in getting confidential documents, element of secrecy and passing the buck mentality among bureaucracy and men in power How to get over these problems, sting operation?

Crisis reporting with specific reference to terrorist attacks

1. Investigative reporting and how it differs from yellow journalism

1. Role of investigative journalism in bringing about changes in the establishment. Limitations in India

1. White collar crime, cyber crime and need for technical knowledge, being computer savy

1. Investigations in the English and indigenous language pages.

Some major case studies in investigative journalism, should be explained in the class like,

Bofors scam

Tehelka Exposes

Cement scandal involving former Chief Minister of Maharashtra, A. R. Antulay

Cobblar Scam

J. J. Death cases

(Interview 5 awardees of Patrakar Sangh for best investigative stories or Analyse this award

winning stories)

1. Yamunabai Khadilkar investigative journalism award
2. Raikar Bose investigative journalism award

SEMESTER – V

Subject : Editing

Paper : II

Objectives:

• To allow improvement in language skills
• To impart skills required of a sub-editor

Syllabus:

1. Specific language inputs

• Usage tips
• Words and phrases to avoid
• Specific grammatical problems

2. Structure and functions of the editorial set-up of a newspaper

3. Functions of the sub-editor – Writing, editing, design

4. Editing

• Understanding the publication – it’s audience, ideology, raison d’etre
• Style book
• Editing symbols and how the computer has revolutionized editing
• Editing to fit available space – cutting or expanding copy to fill space
• Reorganising or restructuring a story
• Checking facts, names, figures
• Checking for grammatical and other language errors or problems
• Rewriting in style appropriate to publication
• Writing headlines – structure, working, types, use of typography, do’s and don’ts, role of punctuation in headings.
• Writing effective captions
• Intros and rewriting leads

5. Typography and design

• Principles of layout – balancing grey matter and white space, understanding fonts, balancing visuals and / or ads and editorial content
• Planning the page – deciding weightage of story, positioning for optimum effectiveness, balance in editorial content, preserving the format.
• Selecting visuals – image energy, lines of force, impact + information Ethical considerations when selecting visuals for crime/death/grief stories
• Cropping pictures
• Formulating effective graphics

6. Editing on the computer using:

• Photoshop
• Pagemaker
• Corel Draw
• Illustrator

Book List

1. Banerji, Sourin; New Editing in Theory and Practice; (1992)
2. Felsch: The Art of Readable Writing
3. Evans, Harold; Editing and Design; Heinemann
4. Moen, D.R; Newspaper Layout and Design; (1984); State University Press
5. Bowles and Borden; Creative Editing; 3^rd edition; Wadsworth
6. Quinn, Stephen; Digital Subediting and Design;

Semester – V

Paper III Feature and Opinion

Objectives: Commenting on differences between reporting and feature writhing, the special skills needed for feature / Opinion writing

Role of opinion writing the need for mature thinking and professional experience

Syllabus:

1 ‘Hard’ news, ‘soft’ news, definitions and differences. (2)

2 ‘Report’ and ‘features’ basic differences and roles in journalism. The News feature and (5)

how to develop it from a news report. Do all reports lead to news features? Uses of news

features, vital role in the city newspaper

3 The non-news feature: Seasonal, Institutional, nostalgia, city, Writing skills needed (5)

additional information, bits of colour, effective leads, creating images for the readers, the

role of human interest in feature writing, how to ‘dig’ for anecdotes and quotes, more

intense research than for a news report eye for off beat facts

4 Special types of features: The Interview form, different types (third person, qn-answer (5)

type) preparing for an interviews, getting information on the subject, supplementary

questions, attitude during an interview, special needs for a TV interview and differences

with print the importance of asking the right kind of questions Use of tape recorder

translation techniques

5 Obits a brief history, origin of the obit form, the superior form of obits in western (3)

media why our obits are always flattering and restricted mainly to politicians need to

diversify subjects and not too much of sugar coating

6 Reviews, mainly film, arts, dance, music, theatre, and books Qualities of a good critic (5) knowledge, passion, keen interest proper background, understanding of the audiences

and the role of commercial art in chasing away the blues special skills needed for reviews

7 Columns, their role in journalism, different types of columns, how they reflect public (5)

opinion, personal element in columns. Advisory columns and ethics involved in them,

role of celebrities in agony aunt columns

8 Trend stories, Life style journalism, focus on campus, youth style and layout New (3)

Journalism, growing importance of environmental features, the dangers of imitating the

West, strides in Business Journalism (briefly)

9 The Editorial page and op-ed page: History, evolvement, how much do editorials (5)

declined with managements calling the shots, qualities of a good editorial page editor,

The editorial page layout, any need for frequent changes? The ‘Middle’ and how it had

been shifted around

10 Editorial writing, special skills and analytical power (2)

11 Some famous editors in Indian journalism: S. Sadanand, R.K.Karanjia, M.J.Akbar, (3)

Kumar Ketkar, Talwalkar, Shekhar Gupta, Shyam Lal, Girilal Jain, N. Ram

Semester-V

Journalism and Public Opinion Paper IV

Objective: To examine critically the relationship between the media and public, how much does the media influence public opinion Which are the agencies manipulating this process of influencing public opinion

1. What is public opinion? Who constitutes the public? (2)

2. Which are the tools used to gauge public opinion? How reliable are they? (2)

3. Examining the process where the media is said to have a role in influencing (5)

public opinion? How far is this true? Examine the diversities in the media, the prejudices,

vested interests of the managements and how far they manipulate the media? How then,

can the public trust the opinions floated by the media

4. Same issues as discussed by opinion makers like Walter Lippman, Noam (5)

Chomsky and Lasarsfeld Their views on public opinion, role of military industrial

complex, big corporations and the Think Tanks set up by them, the right wing money

power and how they influenced public opinion in the Vietnam and Iraq wars

5. Agenda setting v/s Uses and Gratifications model (2)

6. The increased use of comment in reporting, the highly biased methods in the (5)

choice of news selection and their presentation through headlines and photographs

(illustrate these with examples from the Indian media). Provocative editorials and news

analysis during communal riots How all these influence public opinion

7. Political opinion as formed by the media (10)

The manner in which our media portrayed political parties, leaders and events how often

these opinions changed and why? The unhealthy closeness between journalists and

politicians leading to rewards like Rajya Sabha nominations etc

Election coverage, pre and post election, opinions of arm chair experts, the importance of

going on the field and doing on the spot coverage, influence of factors like caste, religion,

money and muscle power, the changing role of the Election Commission and the Chief

Election Commissioner starting from T. N. Seshan, role of opinion and exit polls

Media comments on important policy matter Indo-US Nuclear treaty, Reservation,

Annual Budgets Role of vested interests in writing for or against such policies

8 Role of media in times of war and how government tries to influence the media, (10)

embedded journalism, manipulating intelligence reports, wrong body counts, why does

some sections of the media succumb to these Case Studies

Vietnam and Iraq Wars, Bangladesh liberation, the conflict at Gaza, Terrorist vs Freedom

fighter controversy

9 Internal Conflicts and media reactions to these (5)

State terrorism, is media too much in sympathy with the views of human rights experts as

in Kashmir and Khalistan conflicts Secessionism, the demand for a greater Tamil Nadu,

the Tamil sympathies for the LTTE media approach to the Naxalite problem

Covering communal riots, ethnic problems, the temptations to take sides and how to avoid

them

10 Shaping Trends how does media react to changing times, a society more influenced (5)

by money power, obsession with celebrity trivia media portrayal of women in cinema,

TV serials

11 The CNN effect impact, does it still continue? Coverage of 2008 US presidential (4)

election and the coverage of Barack Obama and how it helped him to lead his rivals

INDIAN REGIONAL JOURNALISM

Objective

v Study the evolution, growth and role in modern-day India of Indian newspapers other than in English

v Case studies of Hindi, Marathi, Telugu and Urdu newpapers

v Role of language papers in fostering socio – cultural development in their areas of circulation

v Study intimacy between readers and language newspapers

Syllabus

1. Overview of impact of important newspapers in Hindi, Marathi, Tamil, Telugu, Malayalam, Urdu and Kannada

1. Use of common facilities like news pool, personnel, inputs and managerial expertise in media groups.

1. History and development of newspaper in Bengali, Hindi, Urdu, Marathi, Malayalam, Telugu, Tamil and Kannada

1. How Indian language newspapers have shaped outlook and cultural identities. Renaissance in Bengal, Social reform in Maharashtra and Tamilnadu

1. Rise of ‘Hindi’ newspapers and their dominance in North India

1. The language press and local polities, including rise of communalism, regionalism, irrational beliefs.

1. Growth of regional newspapers like ‘Dainik Bhaskar’ ‘Dainik jagran’, ‘Malayala Manoram’, ‘Dina Thanthi’, ‘Anand Bazar Patrika’ and ‘Lokmat’

1. Tendency to hunt for higher profits at sacrifice of standards of journalism.

1. Political role of newspapers before and after Independence – ‘Kesari’, “Mathrubhummi’, ‘Ananda Bazar Patrika’, ‘Eenadu,’ ‘Saamna’, ‘Tarun Bharat’

1. Role of editors in upholding standards of journalism e.g. Ramoji Rao, K.M.Mathew, Kumar Ketkar, Kundan Vyas etc.

1. Study the role of Editor- campaigners like Raja Ram Mohan Roy, Bal Gangadhar Tilak, Acharya P.K.Atre, K.P.Kesava Menon, H.R. Mahajani Dharam Vir Bharati, Maulana Abul Kalam Azad, Abdul hamid Ansari etc.

1. Era of mass circulated regional newspapers. Necessary precautions against downslide of social commitment and objectivity.

BOOK LIST

Jeffrey, Robin: India’s Newspaper Revolution, Oup, 2000

Semester VI

Paper VI

Newspaper – Magazine making

Objectives: 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

Introduction to the theoretical aspects:

1. Graphic Communication – Past and Present (3)
Present

• Planning Stage
• Preparation Stage
• Production Stage

Past

• Improvements in Presses over the period of time
• Improvements in Typesetting
• Reproduction of Photographs

2. Why and how we read (2)

• Reading and Information
• Human Information Processing

3. Graphic Reproduction Processes and Presses (5)

• Fundamentals of Offset

• Prepress Operations
• Prepress Operations
• Special Requirements of Rotary Letterpress

• Fundamentals of Letterpress

• Fundamentals of Gravure
• Fundamentals of Screen Printing
• Fundamentals of Flexography
• Computerised Imaging Systems – Jet and Electrostatic Printing

4. Type and Typesetting (3)

• Typesetting Terminology
• Typeface Terminology
• Typeface Classification
• Type and Typesetting Measurements
• The Point
• The Pica
• The Em
• The Unit
• The Agate Line
• The Metric

Introduction to the practical aspects

5. Using Type Creatively (6)

• Visual Syntax
• The New Typography
• Placing emphasis
• The Layout
• Headline Size
• Initial Letters

6. Electronic Copy Processing Systems (2)

• Bits and Bytes
• Input/Output Devices
• Fonts and Font Sizes

5. Preparation for Printing (4)

• Pasteups
• Positives and Negatives
• Plates – types
• Graphics and half tone

7. Principles of Magazine Layout (6)

• Planning the Layout
• Preparing the Dummy
• Designing the Template
• Balance and Simplicity

8. Newspaper Design and Layout (12)

• Problems of Format
• Changes in Approach to Newspaper Design
• Contemporary / Modular Design
• Arrangement of Ads in Newspapers
• Preparing / Using the Stylesheet
• Effects of New Production Technology
• Preparing the Dummy
• Appearance and Character of the Newspaper

Internal Assessment : Individual Project

A Minimum of 10 to 15 hrs of Lectures should be devoted to discuss the newspaper design. 30 to 32 hrs to be dedicated for preparing the layouts, preparing dummies, visit various print houses and screen printing workshops.

Project Description- Individual Project

Students will prepare following types of news-formats using Quark Express as the main designing software and Adobe Photoshop as a supporting software.

Faculty shall guide the students on the content of the newspaper and magazine. Empahsis should be laid on the Design and Layout.

1. Four page Local Newspaper- A3 size- Tabloid
2. Four Page National Newspaper- Broadsheet
3. Thirty-two page Magazine- A4 size

There will be no written examination for this paper The student will be evaluated on the basis of the quality of newspaper/magazine prepared. With 50 marks evaluation to be done by the internal faculty and 50 marks allotted to viva which will be conducted by two external examiners (One faculty of the BMM Journalism department from any other college and second a professional from the news making field ). The viva shall contain questions on the newspaper/magazine prepared by the candidate.

T.Y.B.M.M. JOURNALISM semester VI

1. PRESS LAWS AND ETHICS

• Introduction to Law
  • Constitutional law
  • Statutory law
  • Judgment law
  • Substantial and adjectival law
• The Press as the forth estate
• The role of law in regulating journalism-the debate of a libertarian and socially responsible press.
• Need for an autonomous regulatory body
  • Press Council of India – the rationale and vision behind the establishment of the PCI
  • Its structure, functions, history
  • Powers – the debate over punitive powers
  • Dual role in ensuring freedom of the press and regulating it
  • PCI code of conduct for journalists
  • Major cases handled by the PCI
  • Pertinent research reports of the PCI for example on monopoly etc.
• Laws related to freedom of the Press – 19 (1) (a), ‘reasonable restrictions’ 19 (2) and other constraints:
  • Defamation
  • Public order
  • Contempt of court
  • Contempt of parliament
  • Sedition
  • Obscenity, indecent representation of women act
• Laws related to information access
  • Right to information
  • Examining the right to know vs. the right to privacy
• Censorship-the Press during the Emergency and Publication of Objectionable Matters Act.
• Indirect means of censorship Press and Page Act; targeting the Press through the tax laws and other laws, Monopolies and Restrictive Trade Practices Act.
• Official Secrets Act
• Indian Evidence Act – real, oral, documentary, primary and secondary evidence
• Confidentiality of sources – the absence of a shield law in India; discussion of the American law
• Laws related to journalism as a business
  • Working journalists act
  • Press and registration of books act
• Copyright
• Ethics
  • Examining the differences between ethics, morals and code of conduct
  • Institutional PR ethics; practitioner and personal ethics
  • Search for standards – guiding principles, situational ethics
• Issue of balance on reporting Crime, Disasters, Conflict, – communal riots or other violence
• Advertiser influence
• Objectivity
• Conflict of interest
• Ownership
• Frankery and fabricating news
• Deception, misrepresentation
• Using shock value in visuals and language
• Seduction-Freebies, perks, travel and stay accommodations
• Ethics in Investigative Journalism
  • Checkbook journalism
  • Confidentiality of sources
  • Issues of consent, using ‘off the record’ material
  • Repercussions of the story on sources’ lives and on the publication itself

2. NICHE JOURNALISM

• Financial Journalism

• • Basic knowledge of the finance system in India; gathering, distribution and allocation of revenue vis-à-vis the central and state governments; finance and planning commission
  • Central and state budgets; budget-making exercise, how to read a budget, concept of zero-budget, importance of public accounts committee
  • Introduction to tax laws, FERA, Industrial Relations Acts, Companies act
  • Sources of news of business, finance and industry governments, chambers of commerce and industries, corporate, trading and industrial executives, share markets, commodities markets, money market
  • Analysis of decisions, company reports and statements, AGMs
  • Satellite network and new trends in business journalism; new information technology; commercial database, ethics in business reporting, business journalism, servant or watchdog; concept of social audit
  • Introduction to major industries, electronics heavy engineering, chemical, steel, cement, power, bio-technology, agro-industries, service and agriculture; their role in the economy
  • Covering stock markets, commodity markets, company meetings, industrial production, exports, imports, financial companies, foreign capital investment, investigating the innumerable tie-up agreements with foreign countries, poor infrastructure development bureaucracy and business tie ups

• Environment

• • Print and broadcast media dealing with the issue
  • How environment is covered in the mainstream press
  • The need for specialize reporting on the are

• Cultural Journalism

• • An introduction to the developments and current trends in:
    • Visual arts
    • Dance
    • Drama
    • Music

• Magazines for women

• • Writing for women’s magazines. A diverse market
  • The difference between ‘serious’ and other women’s magazines
  • Manushi case study
  • What mainstream ‘women’s magazines’ cover and their projection of women

3. BROADCAST AND JOURNALISM

• History of the development of radio journalism; BBC as a case study; radio boom to current decline; current developments with FM and independent radio channels; the underdevelopment if radio with the coming of TV
• The potential of radio as a broadcast medium internationally and nationally; examining radio audiences in the region (AIR’s reach and popularity) and in the nation.
• Radio and news formats-the spot, the report, feature, documentary, docudrama, talk show, interview
• Writing for the radio
• Skills of speaking over the radio as a reporter, presenter, interviewing, narration, conversation; Outside broadcasts and radio conferencing
• Principles of sound and production techniques in radio journalism
• History and development of TV journalism internationally and in India
• TV journalism-local, regional national and international; exploring the potential of the local cable news network; studying CNN as a case study.
• TV news in regional languages- reach, popularity, special coverage
• TV journalism formats; evolution and popularity of new forms in TV; the long feature or documentary, the panel discussion and its functions, the news talk show.
• Scripting news for TV
• Principles of video camera use
• Skills of anchoring or presenting- voicing and delivery, on camera delivery
• Videotape editing
• Examining Broadcast journalism and allegations of ‘dumping down’ of news as a whole; impact on print journalism
• Understanding the power of the image and therefore the ethical considerations of broadcast coverage in times of conflict and disaster stories

4. NEWS MEDIA MANAGEMENT

• News media as a business enterprise
  • Types of ownership
  • Proprietary concerns
• Organizational structure
  • Hierarchy
  • Decision making
  • Inter-relationship between departments
• Financial Management
  • Cost and profitability
    • Costing classification and allocation
    • Nature of cost
    • Factors affecting cost
    • Fixed and variable costs
  • Financial statement analysis
    • P/L,A/s, B/s (vertical analysis)
• Resource and supply chain
  • Newsprint
  • Technology
  • Production process
• Managing resource
  • Advertising revenue building and maintenance
  • Circulation revenue
  • Ways to cut cost and boost revenue
• Marking techniques
  • Brand building
  • Public relations
    • Newspaper’s relation to its community
    • Understanding the target audience
    • Building goodwill
    • Promoting the newspaper’s/site’s services
    • Sales promotional activities
  • Role of research and readership surveys
  • Sales of forecasting and planning
  • Advertising the newspaper/website/channel
• Human Resource Development
• Newspaper management and challenges of liberalization
  • FDI
  • Foreign media entry
• Legal aspects of launching a publication/ site/ channel
  • Press and registration of books act
  • Relevant aspects of company law
• Case studies of successful news media- their proprietors, organizational structure, factors for success

5. INTERNET AND ISSUES IN THE GLOBAL MEDIA

• Global journalism
  • Agents of global journalism – internet, international news agencies, international broadcasting
• Internet journalism
  • Journalism in ‘real time’
  • Interactivity
  • Global problem of global audiences
  • Democrasting communication vertical to horizontal communication
• Reporting and editing for the net
  • Difference between newspaper writing and writing for the net
  • Brevity and providing appropriate links
  • Special interest writing on the net
• Developing your own website
  • Target audience
  • Content and services developing
• Internet design
• Issues of authenticity, propaganda and regressive communication on the net; lack/failure of regulatory laws
• Access to primary documents of government and international agencies; global platform for activist groups
• International news flow
  • The global news agencies
  • Growing global monopolies and their impact on news
  • NWICO, Mac Bridge report
  • Non-aligned news agencies and their downfall
• Politics of representation of the ‘third world’ in international press
  • Political or ideological bias
  • Cultural bias
• International reporting
• Reporting international politics, international relations
  • International conflict Bosnia
  • Disasters
  • Poverty Ethiopian Famine
  • Reporting national events internationally
• Challenges to international journalism
  • Problems of ‘parachute journalism’
  • The need for depth research
  • Operating in hostile conditions
• International law and the role of western media in defining human rights, and rethinking the concepts of human rights from a third world media perspective
• Asian region and the need for greater connectivity
  • Focus on agencies in Asia
  • Case study of Japan which has the greatest rate of news diffusion world wide
  • China and state control of news
  • India – mixed pattern

6. CONTEMPORARY ISSUES

• Environmental issues
  • World without borders
  • Global warming, economic and environmental impact
  • Resource use and sustainability
  • Environmental degradation, ozone depletion, pollution, deforestation
• Universal human Rights- Universal Declaration(1949);Declaration of the right to development(1986);Examining the concept of ‘universal’ human rights and the individual context
• Self-determination- Issues of secession; issues of state and anti state violence
• Population, consumption and sustainability
• Emancipatory movements
  • Trade union
  • Peasants movements (with global vision)
  • Environmental movements Chipko; Rachel Carson’s silent spirit; `72-UN summit on environment
  • Women’s movement
  • Homosexual rights
  • The development debate, anti large dam movements, rehabilitation, development choices, people’s involvement
  • Tribal movements
• State of Polity
  • Decline of law
  • Corruption
  • Nexus between crime and politics
  • Political apathy
  • Authoritarianism by democratic governments
• Positive discriminations and reservations
• Communalism
• Issues of accountability
  • Corporate Bhopal gas tragedy
  • Government accountability