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)
