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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