Archive | SYBMM Semester 4 Syllabus

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BMM Syllabus – Semester 4

Posted on 23 January 2013 by BMMBoxer

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)
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Semester 4

Posted on 28 January 2010 by BMMBoxer

S.Y.B.M.M Semester IV

1. MASS MEDIA RESEARCH

  • Introduction to Research Concepts
    • Scientific research and its basic principles, empiricism, verifiability, generalization
      • Quantitative vs. qualitative idea
    • Role of research in the media
      • Commercial vs. academic research
      • Administrative v. cultural research
      • Research related to media institutions, media message and media audiences
    • Research Approaches or designs
      • Experiment
      • Survey
      • Case study
      • Comparison
      • Longitudinal research
      • Observational study
      • Content analysis
    • Data collection techniques
      • Questionnaire
      • Interview
      • Schedule
      • Different types of observation techniques
    • Sampling techniques
    • Measurement and scaling
    • Basic statistical technique – deviation, correlation analysis
  • Introduction to Mass Media Research
    • Research in media messages – content analysis and semiotic analysis
  • Content Analysis
    • Definition and uses
    • Quantitative and qualitative approach
    • Steps in content analysis
    • Devising means of a quantification system
    • Limitations of content analysis
  • Introduction to Semiology
  • Research in media audience and the ‘effects’ debate
    • Magic bullet to limited effects
    • Users and gratification model
    • Cultivation analysis
    • Audience reception

2. UNDERSTANDING CINEMA

  • A discussion of early narrative cinema
  • A discussion of Soviet cinema
  • Lecture with clips on Hollywood studio system
  • Discussion and screening of early Indian cinema and the development of studio system in India
  • A discussion of Italian neorealism
  • A discussion of parallel cinema movement
  • A discussion of Hate’s films
  • A discussion of Japanese cinema
  • A screening of Kurosawa’s films
  • A discussion of classical narrative technique
  • A discussion of East
  • European comic-political cinema
  • A discussion on the Star system and the Hindi formula film
  • A discussion on independent film-making in Hollywood
  • A discussion of Indian global cinema
  • Screening of Mohsen makhmalbaf or Abbas Kiarostamis recent films along with the discussion of contemporary cinema
  • A visit to a shoot in film city
  • Lecture demonstration on technical aspects of the film

3. ORGANISATIONAL BEHAVIOUR

  • The Organizational Environment Model
    • Organization environments
    • Organization as systems
    • Formal organization : design and structure
    • Division of labor and task independence
    • Specialization of work
    • Distribution of authority
  • Organizational Culture
    • Sources of organizational culture
    • Types of organizational culture
    • Manifestation of organizational culture
    • Managing organization culture
    • Organizational sub-culture
  • Organizational Socialization
    • Learning how to adapt to work
    • Early socialization influences
    • Preliminary work socialization
    • Organizational socialization
    • Work force diversity, gender, ethnic, and community issues
  • Motivation

a) Motivation results model

b) Theories of motivation

    • Need theories
      • Two factor theory
      • Job design approach
      • Achievement power theory
    • Process theories
      • Reinforcement theory
      • Expectancy theory
      • Equity theory
      • Goal setting theory
  • Application of motivation theories
    • Job enrichment
    • Self directed work group
    • Job rotation and cross training
    • Learner management structures
    • Total quality management
    • Positive reinforcement programme
    • Productivity gain sharing approaches
  • Groups in Organization and Group Dynamics
    • Issues of conformity, social facilitation
    • Risky shift and polarization
    • Group cohesion and consequences
    • Cooperation and competition
    • Conditions fostering cooperation and competition
  • Decision making
    • Characteristics of decision making process
    • Ideal vs. actual decision making
    • Advantages and disadvantages
    • Group thinking
    • Decision making in networked organization
  • Concept of team work and its effectiveness
  • Stress
    • Sources of stress; work and non work factors
    • Stress and coping
      • Objective environment
      • Psychological environment
      • Individual differences
      • Stress manifestations coping strategies

4. RADIO AND TELEVISION

Radio:

A)

  • Radio Language
  • Script writing for news
  • Documentary, feature, drama, speech, skit, soap opera
  • Special audience programmes
  • Voice presentations
  • Announcing
  • Compeering
  • Adlibbing
  • Interviewing
  • Narrating
  • Conversation
  • News reading
  • Programme policies and services
  • Critical analysis of radio programme
  • Radio forums and clubs
  • Audience research

B)

  • Radio programme production techniques
  • Sound studios and transmission facilities
  • Reverberation and echo
  • Various types of microphones
  • Tape recorders and playback machines
  • Recording
  • Sound mixing
  • Editing

Television:

  • Scripting for various kinds of programmes on television
    • Documentaries and features
    • Entertainment programmes
    • Online programmes
    • Educational programmes
  • Models of presentations
  • Programme research
  • Planning
  • Budgeting and scheduling
  • Indoor and outdoor shooting
  • Video production
    • Introduction to video camera techniques
    • Audio techniques
    • Television studio operations
    • Lighting
    • Live programme production
    • Role and functions of studio personnel
    • Graphics
    • Special effects
    • Editing
  • Programme evaluation
  • Identifying and researching topics
  • Writing programme proposals
  • Marketing

5. ADVANCED COMPUTERS

  • Desktop publishing
  • Advanced desktop publishing
  • Computer animation
  • Web Page designing

6. PHOTOGRAPHY AND PRINT PRODUCTION

  • Basic Principles of Photography
    • Properties of light, electromagnetic spectrum, reflection, transmission, refraction and polarization of light. Different type of light sources and their properties
    • Controlling light, pinhole camera, concave and convex lenses and mirrors, real and virtual image formation
    • Photosensitive material, Image formation, latent image development as fixing
  • Camera
    • Mechanism of aperture, shutter, camera body, view finder, lenses, transport
    • Classification of camera and their relative comparison
    • Camera operation, exposure light tables
  • Basic Photography
    • Various parts of the camera
    • Loading and shooting on black and white film
    • Effect of aperture
    • Effect of shutter speed
    • Using flash light
    • Use of camera accessories
    • Care and maintenance of camera equipment
  • Colour Photography
    • Introduction to colour film
    • Chemistry of colour development and enlargement
    • Contact and projection printing
    • Colour and light, basic principles of colour sensitivity, colour temperature, colour reversal film, colour negative film
    • Light and lighting, outdoor, night and indoor lighting
    • Colour development
  • Print Production
    • Major landmarks in history and development of print technology
    • Basic print process
    • Print machines and image carriers, letter press, offset, silk screen, digital print
    • DTP
    • Future trends in print technology
    • Exercise for handling typical jobs
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