MAMM Full Syllabus

Master of Arts (Advertising and Marketing Management)

Programme code: MAM

Duration- 2 years full time

Programme Structure And

Curriculum & scheme of examination2009

AMITY UNIVERSITY UTTAR PRADESHGAUTAM BUDHHA NAGAR

109

PREAMBLE

Amity University aims to achieve academic excellence by providing multi-faceted education to students and encourage them to reach the pinnacle of success. The University has designed a system that would provide rigorous academic programme with necessary skills to enable them to excel in their careers.

This booklet contains the Programme Structure, the Detailed Curriculum and the Scheme of Examination. The Programme Structure includes the courses (Core & Elective), arranged semester wise. The importance of each course is defined in terms of credits attached to it. The credit units attached to each course has been further defined in terms of contact hours i.e. lecture Hours (L), Tutorial Hours (T), Practical Hours (P). Towards earning credits in terms of contact hours, 1 Lecture and 1 Tutorial per week are rated as 1 credit each and 2 Practical hours per week are rated as 1 credit. Thus, for example, an L-T-P structure of 3-0-0 will have 3 credits, 3-1-0 will have 4 credits, and 3-1-2 will have 5 credits.

The Curriculum & Scheme of Examination of each course includes the course objectives, course contents, scheme of examination and the list of text & references. The scheme of examination defines the various components of evaluation and the weightage attached to each component. The different codes used for the components of evaluation and the weightage attached to them are:

Components Codes Weightage (%)Case Discussion/ Presentation/ Analysis C 10 - 15Home Assignment H 5 - 10Project P 10 - 15Seminar S 5 - 10Viva V 5 - 10Quiz Q 5 - 10Class Test CT 20Attendence A 5Term Paper TP 10 - 15End Semester Examination EE 70

It is hoped that it will help the students study in a planned and a structured manner and promote effective learning. Wishing you an intellectually stimulating stay at Amity University.

May 2009

110

PROGRAM STRUCTURE

FIRST SEMESTEROld Course

CodeNew

Course Code

Course Title Lectures (L) Hours per week

Tutorial (T) Hours per week

Practical (P) Hours per week

Total Credits

MAMAD 10101 MAM 101 Advertising Concepts & Principles

3 2 - 5

MAMMK 10101 MAM 102 Introduction to Marketing 3 1 - 4MAMMK 10102 MAM 103 Consumer Behaviour 3 1 - 4MAMGM 10101 MAM 104 Principles of Management 3 1 - 4MAMRM 10101 MAM 105 Market Research - I 2 1 2 4MAMCS 10101 MAM 106 Design Software 2 1 2 4MAMBS 10101 MAM 141 Communication Skills -I 1 - - 1MAMBS 10102 MAM 143 Behavioural Science - I 1 - - 1

MAMFR 10101MAMGR 10101MAMSH 10101MAMJP 10101MAMCE 10101

MAM 144MAM 145MAM 146MAM 147MAM 148

Foreign Language - IFrenchGermanSpanishJapaneseChinese

2 - - 2

TOTAL 29

Master of Arts (Advertising and Marketing Management)

SECOND SEMESTERMAMMK 10201 MAM 201 Client Servicing & Account

Planning3 - - 3

MAMAD 10201 MAM 202 Advertising Design 2 1 2 4MAMPB 10201 MAM 203 Public Relations 2 1 - 3MAMGM 10201 MAM 204 Brand Management - I 3 1 - 4MAMAD 10202 MAM 205 Copy Writing 3 1 2 5MAMMM 10201

MAM 206 Media Planning & Buying 3 1 - 4

MAMRM 10201 MAM 207 Market Research - II 3 1 2 5MAMBS 10201 MAM241 Communication Skills - II 1 - - 1MAMBS 10202 MAM 243 Behavioural Science - II 1 - - 1



Foreign Language - IIFrenchGermanSpanishJapaneseChinese

2 - - 2

TOTAL 32

SUMMER PROJECT (6 CREDIT UNIT)Note: Students must submit their summer project immediately on return from summer vacation in August and the same should be evaluated for 6 credit units, which should be included in the Third Semester marks.

THIRD SEMESTERMAMMK 20301 MAM 301 Media Marketing 3 1 - 4MAMMK 20302 MAM 302 Marketing Management 3 1 - 4MAMGM 20301 MAM 303 Brand Management – II 3 1 - 4MAMAD 20301 MAM 304 Digital Media for Advertising 3 1 2 5MAMCM 20301 MAM 305 Corporate Communication 2 1 - 3MAMAD 20302 MAM 306 Advertising Research 3 1 2 5MAMEM 20301 MAM 307 Media Production in

Advertising 3 - 2 4

MAMBS 20301 MAM 341 Communication Skills - III 1 - - 1MAMBS 20302 MAM 343 Behavioural Science - III 1 - - 1

109



Foreign Language - III FrenchGermanSpanishJapaneseChinese

2 - - 2

MAMPR 20370 MAM 360 Summer Project (Evaluation) - - - 6TOTAL 39

FOURTH SEMESTERMAMME 20401 MAM 401 Event Management 3 1 - 4MAMAD 20401 MAM 402 Issues in Advertising &

Marketing3 1 - 4

MAMMK 20470

MAMMK 20471

MAMMK 20472

MAMAD 20470

MAM 460

MAM 461

MAM 462

MAM 463

(Project-Any one)a. Specialization-Media

Marketing & Planningb. Specialization-

Client Servicing & Account Planning

c. Specialization-Public Relations Events & Sponsorship

d. Specialization-Creativity in Advertising

8

88

8

MJMBS 20401 MAM 441 Communication Skills - IV 1 - - 1MJMBS 20402 MAM 443 Behavioural Science - IV 1 - - 1


MAM 444MAM 445 MAM 446 MAM 447MAM 448

Foreign Language - IVFrenchGermanSpanishJapaneseChinese

2 - - 2

MJMSI 20450 MAM 450 Internship - - - 9TOTAL 29

110

Curriculum & Scheme of Examination

ADVERTISING CONCEPTS AND PRINCIPLES

Course Code: MAM 101 Credit Unit: 05

Course Objective: To develop an understanding of the advertising function as the most important Marketing tool. The modules given below will provide complete understanding of the functions of an advertising organization – different specialized functions, role of advertising in a marketing plan, procedure and models used for developing advertising. The modules will also give a complete understanding of the agency operations and specific industry norms used. This subject marks the beginning and serves as an introduction to the Advertising strategic process in this particular programme.

Course Contents:

Module I: What is advertising?Need, definition of brands and its relationships with advertising, Types of advertising and brief definition and understanding of each.

Module II: Advertising & MarketingWhat is a Marketing Plan, relationship with advertising, market share, target segmenting and positioning.

Module III: Advertising conceptsTarget Audience (demographic/psychographics), tone of voice, brand image and brand positioning.

Module IV: Print AdvertisingStructure of a print ad: Headline, visual, logo and taglineTypes: Classified, FMCG, Trade, Public Issue, Public service, Launch, Corporate, etc.Radio AdvertisingBrief Introduction, terms used and processTV AdvertisingIntroduction terms and processOutdoor AdvertisingIntroduction terms and processClass discussions on recent advertising of each.

Module V: What is an Advertising Campaign,Review of latest campaigns and class discussions. Creation of campaigns across print, TV, radio and outdoor etc. in the form of team presentations

Module VI: Understanding advertising agenciesTypes, structure, revenue and functions of various departments.Introduction to top 10 advertising agencies in India.

Examination Scheme:

Components P A CT EEWeightage (%) 10 5 15 70

Text & References:

Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, Prentice Hall of India David Ogilvy, Ogilvy on Advertising, Vintage Books S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing Frank Jefkins, Advertising, Macmillan India Limited J. Thomas Russell, Advertising Procedure, Prentice Hall Dr. Jaishri N. Jethwaney, Advertising, Phoenix Publishing House Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik, Advertising, South Western College Publishing Herschell Gordon Lewis,Nelson, Handbook of Advertising, NTC Business Books Roderick White, Advertising, McGraw-Hill Sean Brierley, The Advertising Handbook, Routldge

109

INTRODUCTION TO MARKETING

Course Code: MAM 102 Credit Units: 04

Course Objective: This course intends to introduce the basic concepts of marketing to the new entrants. To make them understand the principles through real life case studies to build up their application skills.

Course Contents:

Module I: Marketing ConceptsWhat is marketing? Marketing Concepts – Production, Selling, Product & Marketing customer, Societal ConceptFunctions of Marketing

Module II: Marketing Mix4 Ps of Marketing – Product, Price, Place & PromotionAdditional Ps of Service Marketing – Process, People & Physical EvidenceProduct Lifecycle

Module III: Segmentation What is segmentation? Consumer Segmentation Variables – Demographic, Psychographic, Geographical, Behavioral

Module IV: Targeting & PositioningTargeting Strategies – Differentiated, Undifferentiated, NicheWhat is positioning? 7 Major Positioning Strategies

Examination Scheme:


Text & References:

Marketing Management, Philip Kotler, Pearson Education Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education Business Market Management: Understanding, Creating and Delivering Value, Anderson Narus, Prentice

Hall Magazines – Business World, Business Today, Pitch, Time & 4Ps

110

CONSUMER BEHAVIOUR

Course Code: MAM 103 Credit Units: 04 Course Objective: The objective of the curriculum is to give an insight in to consumer’s decision-making process. The following modules carry various factors that influence consumer’s choice of brands, willingness to pay premium, form attitudes and opinions on competitive brands. Therefore making consumer behavior a critical discipline for aspiring media and marketing professionals

Course Contents:

Module I: Understanding consumer truths in terms of buyingConsumer rationalityConsumer logicConsumers & complexity - a) How do consumers deal with complex productsb) How do consumers deal with information overload

Module II: Values What are values? What are norms? What influences values & norms?BeliefsPerception & its role in decision making

Module III: AttitudeWhat leads to attitude formation? Are attitudes socially influenced?Culture a) Shared norms & values; b) Sub cultures; c) Nationality & Regionalism

Module IV: Language & its importance in shaping popular cultureMyths & their contribution to morals & beliefsStereotypes & their role in popular imagination & beliefsThe commonality in Consumer BehaviourConsumer Behaviour implications for Marketing

Examination Scheme:


Text & References:

Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co. K.K. Srivastava, Sujata Khandai, Consumer Behaviour, Galgotia Publishing Co Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education Asia MG Parameswaran, Understanding Consumers, Tata McGraw Hill MG Parameswaran, Brand Building Advertising Concepts and Cases, Tata McGraw Hill AL Ries and Laura Ries, The 22 Immutable Laws of Branding, Harper Collins Consumer Behaviour by Schiffmann & Kanuk

111

PRINCIPLES OF MANAGEMENT

Course Code: MAM 104 Credit Units: 04Course Objective: The students should be exposed to the basic concepts of management. They must understand the philosophy and the principles on which this universe stands. The evolution of management thought in relation to the past as well as its significance in the present day context.

Course Contents:

Module I: Introduction to Management Definition of management, components of management, nature and levels of management, features and their significance, characteristics of management, principles of management.

Module II: Management Thoughts-Evolution, Schools & Functions Mckinsey’s 7s approach, Japanese Management Theory and practice, Theory Z, Contribution of Taylor, Fayol, Modern Era of Management.

Module III: Functions of ManagementDefining Management roles, Planning: Steps in planning, importance in planning, principles of planning, benefits of planning, and limitations of planning.Organizing: Characteristics, principles, and types of organisation, theories of organisation, formal & informal organisation, effective organizing and organisational culture.Controlling: Characteristics, elements of control system, need and importance of controls, purpose & objectives of control, principles of control, process of control.Leading: Qualities of leadership, functions, approaches to leadership, leadership styles, Likert’s four systems of management.

Module IV: Morale & Motivation Morale: Definition, factors effecting morale, measurement of moraleMotivation: Theory of hierarchy of needs, Theories of motivation: Herzberg, Hygiene factors.

Module V: Management in Developed & Developing CountriesPolitical Factor, Economic Factor, Social Factor, Technological Factor and Legal Factor.

Examination Scheme:


Text & References:

P. Diwan, Management Principles & Practices, Excel Books Stephen Robbins, Mary Coulter, Management, Prentice Hall of India Pvt. Ltd. James A.F. Stoner, R.Edward Freeman, Daniel R. Gilbert, Jr., Management, Prentice Hall Stephen p. Robbins, Mary Coulter, Management, Prentice Hall Marshall Goldsmith, Vijay Govindarajan, The Many Facets of Leadership, Pearson Education

112

MARKET RESARCH - I


Course Objective: The aim of this course is to introduce the students to the basic concept of Marketing Research. To allow them to understand how marketing research comes in play in when laying the marketing strategies.

Course Contents:

Module I: Introduction to Marketing ResearchDefining Marketing ResearchWhy Marketing Research is required?Application Areas of MR – Projection of demand, Consumer Behavior Research, Manufacturer-dealer Research, Advertising Research

Module II: Marketing Research ProcessIdentify the problem & formulate the objectivesDetermine Research Technique – Qualitative or QuantitativeDetermine Data Collection methods, sources & formsDesign Sample & Collect DataAnalyze & InterpretReport Presentation

Module III: Construction of QuestionnaireGuidelines to making a good questionnaire, Questionnaire V/s ObservationScales – Nominal, Ordinal, Interval, RatioMethods of scale construction – Comparative – Paired Comparison, Rank Order, Constant SumNon-Comparative Scales – Continuous Rating Scale & Itemized Rating Scale – Likerts, Semantic, Staple Scale

Module IV: Qualitative Marketing ResearchProjection Techniques – Association, Construction, Completion, Choice of order & Expressive Depth InterviewFocus GroupsInterviews Slice of Life

Examination Scheme:


Text & References:

Marketing Management, Philip Kotler, Pearson Education Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New Age International

Publishers.

113

DESIGN SOFTWARE


Course Objective: This unit will give students a broad knowledge of the basics of computer usage in Adverting. How to work with computers, what are the design software’s? Students will study the design and layout of pages, taking into consideration the choice of typeface and positioning and choice of color, images and text. Their work will include practical projects as well as investigations into current design and editing practices in a variety of print forms.

Course Contents:

Module I: Basics of ComputerWhat is a computer, the Hardware/Software required, Input devices/ Output devices.Windows, MSOffice: - Ms Word, Ms Power Point, Ms Access, Networking: - LAN, WAN concept.

Module II: What is Design?Design Elements, Design Principles. How elements and principles helps in design. Where and how these elements and principles are applicable. showing how design elements combine to create an overall ‘look’ to the publication (Magazine, newspaper, leaflet, poster, pamphlet etc).

Module III: Typography History of fonts, Sizes of fonts, Classification of fonts, Text: generation and preparation for use, display, digital typesetting, editing, creation of headlines using appropriate font.

Module IV: Processes and equipments.Images: choice of appropriate pictures/graphics, electronic scanning and manipulation using proper resolutions.Software: page design packages (e.g. Adobe PageMaker, QuarkXpress, Adobe Illustrator, CorelDraw), picture management packages (e.g. Adobe Photoshop); creation of pages, importation and movement of copy and images, selection and cropping of photographs and graphics, use of text wrap, anchored graphics and rules, various palettes, master pages, templates etc. Adobe Illustrator is used for creating vector graphic images and typography. Also file formats. After creating graphic files, which format you are suppose to save and why? Colour Modes, File Formats, Image resolution etc.

Examination Scheme:


Text & References:

Adobe Page Maker 7.0 Classroom in a book; BPB Publication Art and production; Sarkar, N.N. Newspaper Layout & Design: A Team Approach; Daryl & Moen

114

COMMUNICATION SKILLS – I

Course Code: MAM 141 Credit Units: 01 Course Objective: The Course is designed to give an overview of the four broad categories of English Communication thereby enhance the learners’ communicative competence.

Course Contents:

Module I: Listening SkillsEffective Listening: Principles and BarriersListening Comprehension on International Standards

Module II: Speaking SkillsPronunciation and AccentReading excerpts from news dailies & magazines Narrating Incident; Story telling.Extempore & Role Plays

Module III: Reading SkillsVocabulary: Synonyms, antonyms, diminutives, homonyms, homophones Idioms & phrases Foreign words in English

Module IV: Writing Skills Writing ParagraphsPrécis WritingLetter writing Coherence and structureEssay writing

Module V: ActivitiesNews reading Picture reading Movie magic Announcements

Examination Scheme:

Components CT1 CT2 CAF V GD GP AWeightage (%) 20 20 25 10 10 10 5

CAF – Communication Assessment FileGD – Group DiscussionGP – Group Presentation

Text & References:

Working in English, Jones, Cambridge Business Communication, Raman – Prakash, Oxford Speaking Personally, Porter-Ladousse, Cambridge Speaking Effectively, Jermy Comfort, et.al, Cambridge

115

BEHAVIOURAL SCIENCE - I(SELF-DEVELOPMENT AND INTERPERSONAL SKILLS)


Course Objective:This course aims at imparting an understanding of:Self and the process of self exploration Learning strategies for development of a healthy self esteemImportance of attitudes and their effect on work behaviourEffective management of emotions and building interpersonal competence.

Course Contents:

Module I: Understanding Self Formation of self concept Dimension of SelfComponents of selfSelf Competency

Module II: Self-Esteem: Sense of Worth Meaning and Nature of Self EsteemCharacteristics of High and Low Self EsteemImportance & need of Self EsteemSelf Esteem at workSteps to enhance Self Esteem

Module III: Emotional Intelligence: Brain Power Introduction to EIDifference between IQ, EQ and SQRelevance of EI at workplace Self assessment, analysis and action plan

Module IV: Managing Emotions and Building Interpersonal Competence Need and importance of Emotions Healthy and Unhealthy expression of emotionsAnger: Conceptualization and CycleDeveloping emotional and interpersonal competenceSelf assessment, analysis and action plan

Module V: Leading Through Positive Attitude Understanding Attitudes Formation of AttitudesTypes of AttitudesEffects of Attitude on BehaviourPerceptionMotivationStressAdjustmentTime ManagementEffective PerformanceBuilding Positive Attitude

Module VI: End-of-Semester Appraisal Viva based on personal journalAssessment of Behavioural change as a result of trainingExit Level Rating by Self and Observer

Text & References:

Towers, Marc: Self Esteem, 1st Edition 1997, American Media Pedler Mike, Burgoyne John, Boydell Tom, A Manager’s Guide to Self-Development: Second edition,

McGraw-Hill Book company.

116

Covey, R. Stephen: Seven habits of Highly Effective People, 1992 Edition, Simon & Schuster Ltd. Khera Shiv: You Can Win, 1st Edition, 1999, Macmillan Gegax Tom, Winning in the Game of Life: 1st Edition, Harmony Books Chatterjee Debashish, Leading Consciously: 1998 1st Edition, Viva Books Pvt. Ltd. Dr. Dinkmeyer Don, Dr. Losoncy Lewis, The Skills of Encouragement: St. Lucie Press. Singh, Dalip, 2002, Emotional Intelligence at work; First Edition, Sage Publications. Goleman, Daniel: Emotional Intelligence, 1995 Edition, Bantam Books Goleman, Daniel: Working with E.I., 1998 Edition, Bantam Books.

117

FRENCH - I

Course Code: MAM 144 Credit Units: 02 Course Objective: To familiarize the students with the French language with the phonetic system with the syntax with the manners with the cultural aspects

Course Contents:

Module A: pp. 01 to 37: Unités 1, 2, Unité 3 Object if 1, 2Only grammar of Unité 3: object if 3, 4 and 5

Contenu lexical: Unité 1: Découvrir la langue française : (oral et écrit) 1. se présenter, présenter quelqu’un, faire la connaissance des

autres, formules de politesse, rencontres 2. dire/interroger si on comprend

3. Nommer les choses Unité 2: Faire connaissance

1. donner/demander des informations sur une personne, premiers contacts, exprimer ses goûts et ses préférences

2. Parler de soi: parler du travail, de ses activités, de son pays, de sa ville.

Unité 3: Organiser son temps 1. dire la date et l’heure

Contenu grammatical: 1. organisation générale de la grammaire 2. article indéfini, défini, contracté 3. nom, adjectif, masculin, féminin, singulier et pluriel 4. négation avec « de », "moi aussi", "moi non plus" 5. interrogation : Inversion, est-ce que, qui, que, quoi, qu’est-ce que, où, quand, comment, quel(s), quelle(s) Interro-négatif : réponses : oui, si, non 6. pronom tonique/disjoint- pour insister après une préposition 7. futur proche

Examination Scheme:

Components CT1 CT2 C I V AWeightage (%) 20 20 20 20 15 5

C – Project +PresentationI – Interaction/Conversation Practice

Text & References:

le livre à suivre : Campus: Tome 1

118

GERMAN - I

Course Code: MAM 145 Credit Units: 02 Course Objective: To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany

Course Contents:

Module I: Introduction Self introduction: heissen, kommen, wohnwn, lernen, arbeiten, trinken, etc.All personal pronouns in relation to the verbs taught so far.Greetings: Guten Morgen!, Guten Tag!, Guten Abend!, Gute Nacht!, Danke sehr!, Danke!, Vielen Dank!, (es tut mir Leid!), Hallo, wie geht’s?: Danke gut!, sehr gut!, prima!, ausgezeichnet!,

Es geht!, nicht so gut!, so la la!, miserabel!

Module II: InterviewspielTo assimilate the vocabulary learnt so far and to apply the words and phrases in short dialogues in an interview – game for self introduction.

Module III: Phonetics Sound system of the language with special stress on Dipthongs

Module IV: Countries, nationalities and their languagesTo make the students acquainted with the most widely used country names, their nationalitie and the language spoken in that country.

Module V: Articles The definite and indefinite articles in masculine, feminine and neuter gender. All Vegetables, Fruits, Animals, Furniture, Eatables, modes of Transport

Module VI: ProfessionsTo acquaint the students with professions in both the genders with the help of the verb “sein”.

Module VII: Pronouns Simple possessive pronouns, the use of my, your, etc.The family members, family Tree with the help of the verb “to have”

Module VIII: ColoursAll the color and color related vocabulary – colored, colorful, colorless, pale, light, dark, etc.

Module IX: Numbers and calculations – verb “kosten”The counting, plural structures and simple calculation like addition, subtraction, multiplication and division to test the knowledge of numbers.“Wie viel kostet das?”

Module X: Revision list of Question pronouns W – Questions like who, what, where, when, which, how, how many, how much, etc.

Examination Scheme:



Text & References:

Wolfgang Hieber, Lernziel Deutsch Hans-Heinrich Wangler, Sprachkurs Deutsch Schulz Griesbach, Deutsche Sprachlehre für Ausländer

119

P.L Aneja, Deutsch Interessant- 1, 2 & 3 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1, 2 Braun, Nieder, Schmöe, Deutsch als Fremdsprache 1A, Grundkurs

120

SPANISH – I

Course Code: MAM 146 Credit Units: 02 Course Objective:To enable students acquire the relevance of the Spanish language in today’s global context, how to greet each other. How to present / introduce each other using basic verbs and vocabulary

Course Contents:

Module IA brief history of Spain, Latin America, the language, the culture…and the relevance of Spanish language in today’s global context.Introduction to alphabets

Module IIIntroduction to ‘Saludos’ (How to greet each other. How to present / introduce each other).Goodbyes (despedidas) The verb llamarse and practice of it.

Module IIIConcept of Gender and NumberMonths of the years, days of the week, seasons. Introduction to numbers 1-100, Colors, Revision of numbers and introduction to ordinal numbers.

Module IVIntroduction to SER and ESTAR (both of which mean To Be).Revision of ‘Saludos’ and ‘Llamarse’. Some adjectives, nationalities, professions, physical/geographical location, the fact that spanish adjectives have to agree with gender and number of their nouns. Exercises highlighting usage of Ser and Estar.

Module VTime, demonstrative pronoun (Este/esta, Aquel/aquella etc)

Module VIIntroduction to some key AR /ER/IR ending regular verbs.

Examination Scheme:



Text & References:

Español, En Directo I A Español Sin Fronteras

121

JAPANESE - I

Course Code: MAM 147 Credit Units: 02 Course Objective: To enable the students to learn the basic rules of grammar and Japanese language to be used in daily life that will later help them to strengthen their language.

Course Contents:

Module I: Salutations Self introduction, Asking and answering to small general questions

Module II: Cardinal NumbersNumerals, Expression of time and period, Days, months

Module III: TensesPresent Tense, Future tense

Module IV: PrepositionsParticles, possession, Forming questions

Module V: DemonstrativesInterrogatives, pronoun and adjectives

Module VI: DescriptionCommon phrases, Adjectives to describe a person

Module VII: ScheduleTime Table, everyday routine etc.

Module VIII: OutingsGoing to see a movie, party, friend’s house etc.

Learning Outcome Students can speak the basic language describing above mentioned topics

Methods of Private study /Self help Handouts, audio-aids, and self-do assignments and role-plays will support classroom teaching

Examination Scheme:



Text & References:

Text: Teach yourself Japanese

References: Shin Nihongo no kiso 1

122

CHINESE – I

Course Code: MAM 148 Credit Units: 02 Course Objective:There are many dialects spoken in China, but the language which will help you through wherever you go is Mandarin, or Putonghua, as it is called in Chinese. The most widely spoken forms of Chinese are Mandarin, Cantonese, Gan, Hakka, Min, Wu and Xiang. The course aims at familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in practical skills and nurturing them to interact with a Chinese person.

Course Contents:

Module IShow pictures, dialogue and retell.Getting to know each other.Practicing chart with Initials and Finals. (CHART – The Chinese Phonetic Alphabet Called “Hanyu Pinyin” in Mandarin Chinese.)Practicing of Tones as it is a tonal language.Changes in 3rd tone and Neutral Tone.

Module IIGreetings Let me IntroduceThe modal particle “ne”.Use of Please ‘qing” – sit, have tea ………….. etc.A brief self introduction – Ni hao ma? Zaijian!Use of “bu” negative.

Module IIIAttributives showing possessionHow is your Health? Thank youWhere are you from?A few Professions like – Engineer, Businessman, Doctor, Teacher, Worker.Are you busy with your work?May I know your name?

Module IVUse of “How many” – People in your family?Use of “zhe” and “na”.Use of interrogative particle “shenme”, “shui”, “ma” and “nar”.How to make interrogative sentences ending with “ma”.Structural particle “de”.Use of “Nin” when and where to use and with whom. Use of guixing.Use of verb “zuo” and how to make sentences with it.

Module VFamily structure and Relations.Use of “you” – “mei you”.Measure wordsDays and Weekdays.Numbers.Maps, different languages and Countries.

Examination Scheme:



Text & References: “Elementary Chinese Reader Part I” Lesson 1-10

123

CLIENT SERVICING AND ACCOUNT PLANNING


Course Objective: The course contents are objectively designed to cater the preliminary requirements of the changing business trends and make students familiar with the industrial dynamisms associated with the modern advertising tools and techniques.

Course Contents:

Module I: IntroductionClient Servicing- Definition, Importance, Scope and BenefitsService Marketing- Relevance, Importance

Module II: Client servicing ComponentsClient BriefBrainstormingMarket Strategy- Segmentation, Targeting, PositioningApprovalDelivery

Module III: Means to Approach Prospective ClientsImportance of advertising brief, types of advertising briefThe pitching process and its importancePresentations and Negotiations- Credential, Strategic, and Creative

Module IV: Objectivity of Account PlanningEvolution of account planningStructure of account departmentScope, need and importance of account planningRole of account plannerMarket oriented strategic planning

Module V: Appeals in AdvertisingAppeals and Advertising message- Types of appeals: Rational to emotional approaches, Advertising Strategies, USP, Positioning, Brand Image Approach

Examination Scheme:

Components P A CT EEWeightage (%) 10 5 15 70 Text & References:

Advertising management – J Jethwanee and Sarkar Foundations of advertising- Chunnawala and Sethia Ogilvy on advertising- David Oglivy Websites: agencyfaqs.com

124

ADVERTISING DESIGN


Course Objective: The course provides students a broad knowledge of the skills required to combine all the elements necessary to create an attractive design for advertisements. They will learn the terminology used in layout and design. The students will study the design for advertising layouts, graphics, taking into the consideration the choice of typeface and positioning and choice of colors, images and text. Their work will include practical project as well as investigations into current advertising design.

Course Contents:

Module I: Building brand imageCorporate Identity: Study and Usage of Types & Fonts, Color schemes, Punch line and various forms of identities.Corporate Stationary: Logo, Logotype, Letterhead design, Business Card, Envelop, Catalogues, Brochures. Digital Posters. Calendar Design. Difference between Corporate and Personal stationary.

Module II: Communicating through multiple mediaDifferent types of advertising: Press ad, Magazine ad, Hoardings, Kiosks, Interior & Exterior Signage, Danglers and Banners etc. Choice and use of images and colors. Digital and print produces integrated design solutions. How different choice of typography is useful in making of layout. The concept of choice of smart fonts makes attractive and reader friendly advertisements. How can one make design, which will stand out from the rest?How relevant images are manipulated for making up of an effective design.

Module III: Concept of Advertising CampaignAdvertising Campaign: Concept development for advertisements. To provide the valuable experience of developing advertising campaigns, from creative to presentation. Study of various existing campaigns. Practical work on developing an advertising campaign involving various facets of all the mediums. Working on campaign elements- Tagline, Visuals, Copy, Spot colors, Process colors, Color Management for images.

Module IV: Relevant Softwares of ComputerPhotoshop, PageMaker, Corel draw & Illustrator, its relevant usage indifferent in different design forms. Different softwares are used for different purpose with proper impact. Which software is to be used for making layouts, creating vector graphics/images and raster images?

Module V: Computer and AdvertisingHow computer and advertising is synonym to each other. To create any ad or design computer is a basic tool. It is smarter and faster to execute layouts. Working examples of the same to be discussed.

Examination Scheme:


Text & References:

Art and production; Sarkar, N.N. Newspaper Layout & Design: A Team Approach; Daryl & Moen

125

PUBLIC RELATIONS


Course Objective:This unit provides an introduction to the principles, concepts and objectives of Public Relations. Media handling and planning which are integral parts of successful Public Relations in today’s world will be explained. The students will also be taught the techniques of effective PR Tools. Special emphasis will be laid on the impact of globalisation on Indian and international scenario. Crisis management and minimization will also be discussed at length.

Course Contents:

Module I: Public Relations Basics of Public Relations, Definitions and concepts, Role and Objectives of PR, Public Relations in India. Changing trends in PR, Internal & External PR ,Political PR, Globalisation & PR, Lobbying . Event & Crisis Management . Case Studies.

Module II: Public Relations & Media Affairs Planning Publicity campaign, Media relations and media planning, Advertising and publicity campaign.

Module III: PR Tools Writing for press, Press release, Press Conference, Press Kits, Company profile, Newsletters, House Journals, Pamphlets, Leaflets & Brochures, Annual reports.

Module IV: PR for social development Public Relations, NGOs & socio-economic development, Public Relations Laws and Ethics

Examination Scheme:


Text & References:

Applied Public Relations and Communications; Balan, K.R. The Practice of Public Relations; Seitel, Fraser P News, Public Relations and power; Cottle, Simon Practical Public Relations; Black ,Sam Effective Public Relations; Cutlip, S. M. & Center , Allen H. Public Relation Practices; Center, Allen H. & Jackson, P. Marketing Public Relations; Henry Jr. & Rene, A. Public Relations; Jethwaney, J.N. & Sarkar, N.N. Management of public relations & communication; Sengupta, Sailesh Dynamic of public Relations; Arya, Ashok Public Relation; Moore, H. Frazier & Frank B.K.

126

BRAND MANAGEMENT - I


Course Objective: The word “brand” owes it origin to Norwegian word “brands” which means to burn. Farmers use to put some identification work on the body of the livestock to distinguish their possession. Products are what companies make but customers buy the brands. Therefore, marketers resorted to branding in order to distinguish their offerings from similar products and services provided by their competitors. Additionally it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchase of the same brand.

Course Contents:

Module IConcept of a BrandThe concept of Brand as a mix of perception & associationsa) What is perception in the context of marketingb) What are associations?

Module IIBrand Positioninga) The concept of positioningb) What factors aid in positioningc) Is positioning company led or consumer led

Module III Brand differentiationa) The concept of differentiation

Module IV Brands & publicitya) Advertising & visibilty to keep a Brand fresh & contemporary

Module VBranding StrategiesBrand elements: Name, logo, coloursBrand extension (Relevant ways to extend the Brand)Brand loyalty - How to create loyalty & retain consumers in this age of parityBrand transformation over time with examples like lifebuouy, etc.

Examination Scheme:


Text & References:

David A. Aaker & Erich Joachimsthaler, Brand Leadership, Simon & Schuster UK Ltd. Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co. Jean-Noel Kapferer, Strategic Brand Management, David A. Aaker, Managing Brand Equity, Jean-Noel Kapferer, Re-inventing the Brand, Kogan Page Merry Baskin and Mark Earls, Brand New Brand Thinking, Kogan Page Brad Vanauken, The Brand Management Checklist, Kogan Page Vikas Publishing, Brand Management, YLR Moorthi Kevin Lane Keller, Strategic Brand Management, Pearson Harsh Verma, Brand Management, Excel Books MG Parameswaran, Understanding Consumers, Tata McGraw Hill Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill Kevin Drawbaugh, Brands in the Balance, Reuters S. Ramesh Kumar, Managing Indian Brands, Vikas Publishing Positioning by Jack Trout & Al Ries Strategic Brand Management by Keller

127

COPYWRITING


Course Objective: To develop an overall understanding of advertising and its types. The lead to developing an aptitude for creative writing. (Also providing a continuation from the subject of Advertising concepts and principles in Semester 1).

Course Contents:

Module IUnderstanding Creative Brief and its format. Study of Target Audience, Proposition, Brand Positioning, Brand Image and Tone of Voice.Various approaches used in writing copy. Briefly cover role of celebrity in advertising and surrogate advertising.

Module IIWhat is an advertising campaign? The process of developing advertising campaigns, Big Idea, Creative Strategy and Concepts. Long copy vs. short copy, visual-led campaigns. Copy-led campaigns.Case study of current/landmark campaigns.Brainstorming and assignments on developing campaigns.

Module IIIUnderstanding the creative process for press, TV, radio, In-shop, Outdoor and PR. Elements of a TV commercial and script writing of the same.Elements of a radio spot/jingle/slogan and writing for the same.Elements of a press ad and writing for the same.Elements of Outdoor advertising and writing for the same.

Module IVMaking presentations of creative work Practice sessions in class through team presentations.Introduction to and need for Advertising Research and testing (also to provide a good lead in for the subject Advertising Research in Semester 4)

Examination Scheme:


Text & References:

Jim Aitchison, Cutting Edge Commercials, Prentice Hall of India John Paxton Sheriff, How to Write Advertising Features, Allison & Busby, London Sean Brierley, The Advertising Handbook, Routldge Prentice Hall, What's in a Name (Advertising and the concept of Brand) , John Philip Jones and Jan S.

Slater David E. Carter, The Big Book of Logos, Watson Guptil Prints Best Typography 2, RC Publication June A. Valladares, The Craft of Copywriting, Response Books Rachel Ballon, PhD, Blueprint for Screenwriting, LEA

128

MEDIA PLANNING AND BUYING


Course Objective: In this semester the objective is to impart media planning skills and develop knowledge base of the students either as a media planner or user of media plans.

Course Contents:

Module I: Introduction to Media Planning Defining Media Planning, Objectives of Media Planning, Importance of Media Planning in the current scenario.

Module II: Media & the Medium Types of Media (ATL Media), (BTL Media), characteristics of major media forms, Internet –the next big medium, Difference between Old & new media, merits and demerits of electronic, print and outdoor Media.

Module III: Media Planning ProcessDefining important terms reach, frequency & GRP. etc. Media mix, media strategies. Factors influencing media strategies. Media scheduling . Audience fragmentation. Media plan & strategy development . Budgeting & various budgeting techniques. Module IV: Models of Media Planning & Media Buying.Bill Harvey’s expansion model, Recency model .Media buying, New trends in media buying , Problems in media buying .

Examination Scheme:


Text & References:

William B. Goodrich, Jack Z. Scissors, Media Planning Workbook ( 2 Photocopies), NTC Business Books Jack Z. Scissors, Lincoln Bumba, Advertising Media Planning, NTC Business Books Larry D. Kelley, Donald W. Jugenheimer, Advertising Media Planning, Prentice Hall of India

129

MARKET RESEARCH - II

Course Code: MAM 207 Credit Units: 05Course Objective: This course aims to take the students one step up from Marketing Research – 1 studied in first semester. This course will expose the students to the basic techniques and tools of marketing research.

Course Contents:

Module I: SamplingCensus V/s SampleSample Frame, Sample Scheme, Sample ProfileMethods of Sampling – Probability Sampling - Simple Random, Systematic, Stratified, Clustered Non-Probability Sampling – Convenience, Judgment, Quota

Module II: Basic StatisticsMeasures of Central Tendency: Arithmetic Mean, Weighted Mean, Median and ModeMeasures of Dispersion: Range, Average Deviation, Standard Deviation, Variance.

Module III: Testing of Hypothesis What is Hypothesis? Importance of testing a hypothesisChi - Square Test, f test, z test, t test

Module IV Data Tabulation, Analysis & InterpretationOver-view of Multivariate Techniques – Factor analysis, conjoint analysis, Cluster analysis, Descriminant Analysis, Anova. How to interpret the data?

Module V: Formulating MR Report & Presentation Pre-Writing Considerations, Contents of MR Report & Presenting the Research Report

Examination Scheme:


Text & References:

Marketing Management, Philip Kotler, Pearson Education Marketing Research: Text Application & Case Studies, Ramanuj Majumdar, New Age International

Publishers. Fundamentals of Applied Statistics, SC Gupta, Sultan Chand Publications

130

COMMUNICATION SKILLS - II

Course Code: MAM 241 Credit Units: 01 Course Objective: To enrich the understanding of English language and communication, structure, style, usage, and vocabulary for global business purposes.

Course Contents:

Module I: Fundamentals of CommunicationRole and purpose of communication: 7 C’s of communicationBarriers to effective communicationEnhancing listening Forms of Communication: one-to-one, informal and formal

Module II: Verbal Communication (Written)Business LetterSocial correspondenceWriting resume and Job applications

Module III: Speaking skills Conversational EnglishGuidelines to give an effective presentationActivities to include: Presentations by students Just a minute

Examination Scheme:



Text & References:

Business Communication, Raman – Prakash, Oxford Textbook of Business Communication, Ramaswami S, Macmillan Speaking Personally, Porter-Ladousse, Cambridge

131

BEHAVIOURAL SCIENCE - II(BEHAVIOURAL COMMUNICATION AND RELATIONSHIP

MANAGEMENT)

Course Code: MAM 243 Credit Units: 01 Course Objective:This course aims at imparting an understanding of:Process of Behavioural communicationAspects of interpersonal communication and relationshipManagement of individual differences as important dimension of IPR

Course Contents:

Module I: Behavioural Communication Scope of Behavioural CommunicationProcess – Personal, Impersonal and Interpersonal CommunicationGuidelines for developing Human Communication skillsRelevance of Behavioural Communication in relationship management

Module II: Managing Individual Differences in Relationships PrinciplesTypes of issuesApproachesUnderstanding and importance of self disclosureGuidelines for effective communication during conflicts

Module III: Communication Climate: Foundation of Interpersonal Relationships Elements of satisfying relationshipsConforming and Disconfirming CommunicationCulturally Relevant CommunicationGuideline for Creating and Sustaining Healthy Climate

Module IV: Interpersonal Communication Imperatives for Interpersonal CommunicationModels – Linear, Interaction and TransactionPatterns – Complementary, Symmetrical and ParallelTypes – Self and Other OrientedSteps to improve Interpersonal Communication

Module V: Interpersonal Relationship Development Relationship circle – Peer/ Colleague, Superior and SubordinateInitiating and establishing IPREscalating, maintaining and terminating IPRDirect and indirect strategies of terminating relationshipModel of ending relationship


Text & References:

Vangelist L. Anita, Mark N. Knapp, Inter Personal Communication and Human Relationships: Third Edition, Allyn and Bacon

Julia T. Wood. Interpersonal Communication everyday encounter Simons, Christine, Naylor, Belinda: Effective Communication for Managers, 1997 1st Edition Cassell Harvard Business School, Effective Communication: United States of America Beebe, Beebe and Redmond; Interpersonal Communication, 1996; Allyn and Bacon Publishers.

132

FRENCH - II

Course Code: MAM 244 Credit Units: 02 Course Objective: To enable the students to overcome the fear of speaking a foreign language and take position as a foreigner

speaking French. To make them learn the basic rules of French Grammar.

Course Contents:

Module A: pp.38 – 47: Unité 3: Object if 3, 4, 5, 6

Module B: pp. 47 to 75 Unité 4, 5

Contenu lexical: Unité 3: Organiser son temps1. donner/demander des informations sur un emploi du temps, un horaire

SNCF – Imaginer un dialogue2. rédiger un message/ une lettre pour …

i) prendre un rendez-vous/ accepter et confirmer/ annuler ii) inviter/accepter/refuser

3. Faire un programme d’activitésimaginer une conversation téléphonique/un dialogue

Propositions- interroger, répondre Unité 4: Découvrir son environnement

1. situer un lieu2. s’orienter, s’informer sur un itinéraire.3. Chercher, décrire un logement4. connaître les rythmes de la vie

Unité 5: s’informer1. demander/donner des informations sur un emploi du temps passé.2. donner une explication, exprimer le doute ou la certitude.3. découvrir les relations entre les mots4. savoir s’informer

Contenu grammatical: 1. Adjectifs démonstratifs 2. Adjectifs possessifs/exprimer la possession à l’aide de : i. « de » ii. A+nom/pronom disjoint 3. Conjugaison pronominale – négative, interrogative - construction à l'infinitif 4. Impératif/exprimer l’obligation/l’interdiction à l’aide de « il faut…. »/ «il ne faut pas… » 5. passé composé 6. Questions directes/indirectes

Examination Scheme:



Text & References:


133

GERMAN – II

Course Code: MAM 245 Credit Units: 02 Course Objective: To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in GermanyIntroduction to Grammar to consolidate the language base learnt in Semester I

Course Contents:

Module I: Everything about Time and Time periodsTime and times of the day.Weekdays, months, seasons. Adverbs of time and time related prepositions

Module II: Irregular verbsIntroduction to irregular verbs like to be, and others, to learn the conjugations of the same, (fahren, essen, lessen, schlafen, sprechen und ähnliche).

Module III: Separable verbsTo comprehend the change in meaning that the verbs undergo when used as suchTreatment of such verbs with separable prefixes

Module IV: Reading and comprehensionReading and deciphering railway schedules/school time table Usage of separable verbs in the above context

Module V: Accusative caseAccusative case with the relevant articlesIntroduction to 2 different kinds of sentences – Nominative and Accusative

Module VI: Accusative personal pronounsNominative and accusative in comparisonEmphasizing on the universal applicability of the pronouns to both persons and objects

Module VII: Accusative prepositions Accusative propositions with their useBoth theoretical and figurative use

Module VIII: DialoguesDialogue reading: ‘In the market place’

‘At the Hotel’

Examination Scheme:



Text & References:

Wolfgang Hieber, Lernziel Deutsch Hans-Heinrich Wangler, Sprachkurs Deutsch Schulz Griesbach, Deutsche Sprachlehre für Ausländer P.L Aneja, Deutsch Interessant- 1, 2 & 3 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1,2 Braun, Nieder, Schmöe, Deutsch als Fremdsprache 1A, Grundkurs

134

SPANISH – II

Course Code: MAM 246 Credit Units: 02 Course Objective:To enable students acquire more vocabulary, grammar, Verbal Phrases to understand simple texts and start describing any person or object in Simple Present Tense.

Course Contents:

Module IRevision of earlier modules.

Module IISome more AR/ER/IR verbs. Introduction to root changing and irregular AR/ER/IR ending verbs

Module IIIMore verbal phrases (eg, Dios Mio, Que lastima etc), adverbs (bueno/malo, muy, mucho, bastante, poco).Simple texts based on grammar and vocabulary done in earlier modules.

Module IVPossessive pronouns

Module VWriting/speaking essays like my friend, my house, my school/institution, myself….descriptions of people, objects etc, computer/internet related vocabulary

Examination Scheme:



Text & References:

Español, En Directo I A Español Sin Fronteras

135

JAPANESE - II Course Code: MAM 247 Credit Units: 02 Course Objective: To enable the students to converse in the language with the help of basic particles and be able to define the situations and people using different adjectives.

Course Contents:

Module I: Verbs Transitive verbs, intransitive verbs

Module II: More prepositions More particles, articles and likes and dislikes.

Module III: Terms used for instructionsNo parking, no smoking etc.

Module IV: AdverbsDifferent adverbial expression.

Module V: Invitations and celebrationsGiving and receiving presents, Inviting somebody for lunch, dinner, movie and how to accept and refuse in different ways

Module VI: Comprehension’sShort essay on Family, Friend etc.

Module VII: ConversationsSituational conversations like asking the way, At a post office, family

Module VIII: Illness Going to the doctor, hospital etc.

Learning Outcome Students can speak the language describing above-mentioned topics.

Methods of Private study /Self help Handouts, audio-aids, and self-do assignments. Use of library, visiting and watching movies in Japan and culture center every Friday at 6pm.

Examination Scheme:



Text & References:



136

CHINESE – II

Course Code: MAM 248 Credit Units: 02 Course Objective:Chinese is a tonal language where each syllable in isolation has its definite tone (flat, falling, rising and rising/falling), and same syllables with different tones mean different things. When you say, “ma” with a third tone, it mean horse and “ma” with the first tone is Mother. The course aims at familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in practical skills and nurturing them to interact with a Chinese person.

Course Contents:

Module IDrillsPractice reading aloudObserve Picture and answer the question.Tone practice.Practice using the language both by speaking and by taking notes.Introduction of basic sentence patterns.Measure words.Glad to meet you.

Module IIWhere do you live? Learning different colors.Tones of “bu”Buying things and how muchit costs?Dialogue on change of Money.More sentence patterns on Days and Weekdays.How to tell time. Saying the units of time in Chinese. Learning to say useful phrases like – 8:00, 11:25, 10:30 P.M. everyday, afternoon, evening, night, morning 3:58, one hour, to begin, to end ….. etc.Morning, Afternoon, Evening, Night.

Module IIIUse of words of location like-li, wais hang, xiaFurniture – table, chair, bed, bookshelf,.. etc.Description of room, house or hostel room.. eg what is placed where and how many things are there in it?Review Lessons – Preview Lessons.Expression ‘yao”, “xiang” and “yaoshi” (if).Days of week, months in a year etc.I am learning Chinese. Is Chinese difficult?

Module IVCounting from 1-1000Use of “chang-chang”.Making an Inquiry – What time is it now? Where is the Post Office?Days of the week. Months in a year.Use of Preposition – “zai”, “gen”.Use of interrogative pronoun – “duoshao” and “ji”.“Whose”??? Sweater etc is it?Different Games and going out for exercise in the morning.

Module VThe verb “qu”Going to the library issuing a book from the libraryGoing to the cinema hall, buying ticketsGoing to the post office, buying stampsGoing to the market to buy things.. etcGoing to the buy clothes …. Etc.Hobby. I also like swimming.Comprehension and answer questions based on it.

Examination Scheme:

137



Text & References:

“Elementary Chinese Reader Part I” Lesson 11-20

138

Course Code: MAM 301 Credit Units: 04Course Objective:The course contents are objectively designed to cater the managerial need & requirements of media students affiliated to the areas concerned with media industry, market and its type and the scale of price determination.

Course Contents:

Module I: An introduction to media marketingMedia Market: ConceptOrigin, Development, DefinitionNeed and importance of media marketing

Module II: Business dimensions of media marketingMedia as an industryCost Benefit Analysis of media marketingMedia Market- TypesCapital cost budgeting Production cost in media marketing

Module III: Price-output determination in different media marketsPerfectly competitive media marketMonopoly media marketMonopolistic media marketDuopoly media marketOligopoly media market

Module IV: Media marketing and Consumer behaviour analysisConsumer Behavior Analysis, its importance for media marketingMedia marketing & advertisingConsumer Behavior modelsTime selling, space sellingPareto optimality principles in media marketing

Examination Scheme:


Text & References:

Media Economics by Albaran, Surjeet Publications. Media Economics: Understanding Marketing and Industrial Tools by Albaran, Surjeet Publications. Advertising and Marketing Communications by Dr. M.K. Padhy, Gyan Jyoti Publications, Kathmandu,

Nepal. ‘Media Management’ by C.B. Memoria, S. Chand Publications Managerial Economics by H L Ahuja. Advanced Economics Theory by Prof. H.L. Ahuja, S. Chand Publications ‘Consumer Economics of Media Industry’ by Charles Dickinson, Sage Publications Real life case studies from business journals

139

MARKETING MANAGEMENT


Course Objective: This course intends to take students a step up from Introduction to Marketing studied in the last semester. The purpose of the course is to expose the students to the fundamental theories & techniques that form the basis of all strategic processes in marketing.

Course Contents:

Module I: Marketing EnvironmentMicro Environment – Customer, Employees, Suppliers, Shareholders, Media, CompetitorsMacro Environment – PEST Analysis

Module II: Marketing PlanSWOT Analysis & Goal FormulationMarketing Planning Process

Module III: International & E-MarketingE-Marketing & BloggingMarketing & Cultural InfluencesHow marketing works in India? Rural to Urban

Module IV: Marketing Tools & StrategyAnsof Matrix, Generic Strategies of Marketing, BCG Matrix, Value Chain Analysis, Diffusion of Innovation, Porter’s Five Forces Model

Examination Scheme:


Text & References:

Marketing Management, Philip Kotler, Pearson Education Principles of Marketing, Philip Kotler & Gary Armstrong, Pearson Education Business Market Management: Understanding, Creating and Delivering Value, Anderson Narus, Prentice

Hall Magazines – Business World, Business Today, Pitch, Time & 4Ps

140

BRAND MANAGEMENT - II


Course Objective: To understand the complex phenomenon of how brands and influence on consumers mind works. The curriculum contains reference to consumer psychology, which is used extensively by brand managers to get the appropriate desired response from the consumer

Course Contents:

Module I Brands in the Indian ContextHow is the Indian Situation different?The performance of MNC brands in IndiaHome grown Brands

Module II Putting a value to BrandsIs it possible to financially value brands?The most valuable brands.

Module III: Focus or ExtensionWays to building Brands- Focus, Product category extension

Module IV: An overview of big product categoriesTelecomRetailFMCGConsumer DurableF & B

Module V: The relevance of brandsIs the exposure justified?Brands vs short term salesThe difficulties in creating long term brands

Examination Scheme:


Text & References:

David A. Aaker & Erich Joachimsthaler, Brand Leadership, Simon & Schuster UK Ltd. Subroto Sengupta, Brand Positioning, Tata McGraw-Hill Publishing Co. Jean-Noel Kapferer, Strategic Brand Management, David A. Aaker, Managing Brand Equity, Jean-Noel Kapferer, Re-inventing the Brand, Kogan Page Merry Baskin and Mark Earls, Brand New Brand Thinking, Kogan Page Brad Vanauken, The Brand Management Checklist, Kogan Page Vikas Publishing, Brand Management, YLR Moorthi Kevin Lane Keller, Strategic Brand Management, Pearson MG Parameswaran, Understanding Consumers, Tata McGraw Hill Al Ries, Jack Trout, Positioning The Battle for your Mind, Tata McGraw Hill Kevin Drawbaugh, Brands in the Balance, Reuters S. Ramesh Kumar, Managing Indian Brands, Vikas Publishing AL Ries and Laura Ries, The 22 Immutable Laws of Branding, Harper Collins Debashis Pati, Branding, Macmillan India Ltd.

141

DIGITAL MEDIA AND ADVERTISING


Course Objective: In this module, the students will learn the usage of graphics and animation as an integral element of packaging, design and statistical representation of ideas. This is primarily a technical unit where the student gets the opportunity to convert ideas into reality and get hands on experience. The processes and practices of graphics and animation that help to translate creative imaginations into digital realities will be taught. Acoustics and Sound editing will also be learnt during the process.

Course Contents:

Module IWhat is animation?History of animationTypes of animationDifferent Techniques used for animation

Module II2D and 3D animationDifference between 2D and 3D animationComputer animation

Module IIIStop-motion animation and go-motion animationThe difference between stop-motion and go-motion animationScripting and modeling (sets) for animationSpecial effects for animationUnderstanding lightMusic and sound effect

Module IVApplications of Macromedia Flash –5: Key-frame, Onion Key-frame, Importing BMP and JPG images, Multi-layering, Importing soundUnderstanding sound and sound recording:, Types of sound formats- WAVE, MP3, Mixing of Stereo, Mono, and Multi-track sound, Mixing the composed sound with the animation.

Examination Scheme:


Text & References:

Ball, R., Beck, J., DeMott R., Deneroff, H., Gerstein, D., Gladstone, F., Knott, T., Leal, A., Maestri, G., Mallory, M., Mayerson, M., McCracken, H., McGuire, D., Nagel, J., Pattern, F., Pointer, R., Webb, P., Robinson, C., Ryan, W., Scott, K., Snyder, A. & Webb, G. (2004) Animation Art: From Pencil to Pixel, the History of Cartoon, Anime & CGI. Fulhamm London.: Flame Tree Publishing. ISBN 1-84451-140-5

Crafton, Donald (1982). Before Mickey. Cambridge, Massachusetts: The MIT Press. ISBN 0-262-03083-7 Solomon, Charles (1989). Enchanted Drawings: The History of Animation. New York.: Random House,

Inc. ISBN 0-394-54684-9 Williams, Richard, The Animator's Survival Kit ISBN 0-5712-0228-4 Bob Godfrey and Anna Jackson, 'The Do-It-Yourself Film Animation Book' BBC Publications 1974 ISBN

0-563-10829-0 The Illusion of Life: Disney Animation(Hardcover) by Ollie Johnston, Frank Thomas ISBN-0-7868-607-7 3ds Max Animation & Visual Effects Techniques; Kennedy,Sanford Macromedia Dreamweaver Mx advanced; Towers, J. Tarin Micromedia Flash Mx: A Biggner's Gide; Underdahl, Brian Macromedia Flash 5 in 25 Hours; Kerman, Phillip 3D Graphics & Animation; Giambruno, Mark 3ds Max 4; Woods, Cat & Bicalho, A. 3ds Max 5 Bible; Murdock, Kelly L. Flash 5 Visual Jumpstart; Hartman, Patricia

142

CORPORATE COMMUNICATION


Course Objective:The sunrise arena of corporate communication, which is becoming the preferred career choice of many young mass communicators, will be taught in this module. Various components like corporate philosophy, identity, citizenship and philanthropy will be learnt and discussed by the students. Image and it’s management and enhancement which is the core of corporate communication will also be explained and students are introduced to Event Management as a new tool for advertising

Course Contents:

Module I: Introduction to Corporate CommunicationHistory, Definition & Concepts, need and requirement.Corporate Communication in Current scenario. Elements of Corporate Communication: Corporate Identity, Corporate CulturePhilosophy, Citizenship, Philanthropy, Corporate Social Responsibility.

Module II: Different aspects of Corporate Communication Image Management Crisis ManagementMedia ManagementMarket ManagementCase studies

Module III: Introduction to EventsDefining Event and Event ManagementDifferent Kinds of EventsRelationship between-Events, Advertising, and PR

Module IV: Marketing of Different Kinds of EventsDepartments in an event Management companyMarketing of an EventBrand Positioning through Events

Examination Scheme:


Text & References:

Media Management; Kundra, S. The power of corporate communication; Argenti,Paul A.& Forman, Janis Development communication & Media Debate; Menon, Mridula Event Management; Lynn Van Der Wagem Sailesh Sengupta, Management of Public Relations And Communication, Vikas Publishing Paul A. Argenti, Corporate Communication, McGraw-Hill

143

ADVERTISING RESEARCH


Course Objective: The objective is to make the students well versed with the modern trends and tools of advertising research applied in studying consumer’s behavior, opinions and attitudes.

Course Contents:

Module IAdvertising Research: Meaning and Definition. Research procedures. Advertising research programmes. Market research, Media researchPositioning research,Audience research. Limitations of ad. research.

Module II: Advertising EffectivenessIntroduction to Ad. Effectiveness. Process of effectiveness.Guidelines for Advertising effectiveness, Guidelines for message construction.Measuring the effectiveness of Advertising.

Module III: Message Research: Pre testingPre testing Methods: Direct ratings, Portfolio tests,Physiological tests: The eye camera test, the pupillo-meter test, the tachisto scope testConsumer jury test, GSR test.

Module IV: Message ResearchPost testing Methods: Enquiry test Recall test Recognition test, DAR testing

Module V: Ethical Aspects of Advertising.Introduction to Ethics. Ethics in Advertising. Ethical considerations in Advertising. Methods to improve ethical standards.

Examination Scheme:


Text & References:

Foundatations of Advertising- Chunnawalla and Sethia Advertising Management- Jethwany and Sarkar Advertising: Theory and Practise- Subhir Ghosh Confessions of an Advertising Man- David Ogilvy Advertising Management- David Aker and Myers Reality in Advertising- Rosser Reeves Advertising and Marketing Communication- Dr. Mahendra Kumar Padhy. Essentials of Advertising Research-Don Schltz. Appraising Research in Advertising- Mark. S. Albion and Paul W. Farris Measuring Advertising Effectiveness-Ward. J. Jensson.

144

MEDIA PRODUCTION IN ADVERTISING


Course Objective: To impart skills to students in order to become knowledgeable users of film making techniques. Although they may be using film production houses for Ad Film production, it is imperative for them to know the medium well enough to write film scripts, direct the whole operations or be an efficient Production Manager.

Course Contents:

Module I: Production process of Ad FilmDevelopment Pre-productionProductionPost productionDistribution

Module II: Writing for Ad film Scripts for AD FilmsThree point structureNature of TV commercial, Types of TV commercialScripting formats & shot breakdownWriting Proposals & TreatmentsCosting and Budgeting of Ad film

Module III: Camera & LightingTypes of camera formatsCamera basic functions & operationsTypes of camera angles, shots & movementsWhite balance & colour temperatureLighting equipments Three point lightingButter paper, gel & filters

Module IV: Editing techniques of Ad film Linear and Non-Linear EditingDigital & Analog editing systemsOnline and offline editingTechnical Vs Creative editorBasic transitions Match cut, jump cut, cut-in & cut-awayParallel cutting & inter-cuttingTechniques of editing with dialogue & musicUse of graphics & animationBasics operations of Final Cut Pro

Module V: Production team of Ad film Key members of Ad film production unitRole of Ad creative, producer & directorRole of production managerScheduling & Reece Casting and source of casting

Examination Scheme:


Text & References:

The videomaker Handbook: A comprehensive guide to making Video - Stinson, Jim Film Art: An Introduction - Bordwell, David & Thompson, K. Film, An Introduction - William H. Phillips Copywriting for the Electronic Media Milan D. Meeske

145

COMMUNICATION SKILLS - III

Course Code: MAM 341 Credit Units: 01 Course Objective: To initiate the learners with the basic mechanics of writing skills and facilitate them with the core skills required for communication in the professional world.

Course Contents:

Module I: Mechanics and Semantics of Sentences Writing effective sentences Style and Structure

Module II: Developing writing skills Inter - office communication: Business Letter; E mails; Netiquette Intra – office communication: Memos, Notices, Circulars, MinutesReport Writing

Module III: Business Presentations Planning, design and layout of presentationInformation PackagingAudience analysisAudio visual aidsSpeaking with confidence Case Studies

Examination Scheme:



Text & References:

Krishnaswamy, N, Creative English for Communication, Macmillan Raman Prakash, Business Communication, Oxford.

146

BEHAVIOURAL SCIENCE - III(LEADING THROUGH TEAMS)

Course Code: MAM 343 Credit Units: 01 Course Objective:This course aims to enable students to:Understand the concept and building of teamsManage conflict and stress within teamFacilitate better team management and organizational effectiveness through universal human values.

Course Contents:

Module I: Teams: An Overview Team Design Features: team vs. groupEffective Team Mission and VisionLife Cycle of a Project TeamRationale of a Team, Goal Analysis and Team Roles

Module II: Team & Sociometry Patterns of Interaction in a TeamSociometry: Method of studying attractions and repulsions in groupsConstruction of sociogram for studying interpersonal relations in a Team

Module III: Team Building Types and Development of Team Building Stages of team growthTeam performance curveProfiling your Team: Internal & External DynamicsTeam Strategies for organizational visionTeam communication

Module IV: Team Leadership & Conflict ManagementLeadership styles in organizationsSelf Authorized team leadershipCauses of team conflictConflict management strategiesStress and Coping in teams

Module V: Global Teams and Universal Values Management by values Pragmatic spirituality in life and organizationBuilding global teams through universal human values Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc.


Text & References:

Organizational Behaviour, Davis, K. Hoover, Judhith D. Effective Small Group and Team Communication, 2002,Harcourt College Publishers LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New Delhi Dick, Mc Cann & Margerison, Charles: Team Management, 1992 Edition, viva books J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer

& Company Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College

Publishers

147

FRENCH - III

Course Code: MAM 344 Credit Units: 02 Course Objective: To provide the students with the know-how To master the current social communication skills in oral and in written. To enrich the formulations, the linguistic tools and vary the sentence construction without repetition.

Course Contents:

Module B: pp. 76 – 88 Unité 6

Module C: pp. 89 to103 Unité 7

Contenu lexical: Unité 6: se faire plaisir1. acheter : exprimer ses choix, décrire un objet (forme, dimension, poids et

matières) payer2. parler de la nourriture, deux façons d’exprimer la quantité, commander

un repas au restaurant 3. parler des différentes occasions de faire la fête

Unité 7: Cultiver ses relations

1. maîtriser les actes de la communication sociale courante (Salutations, présentations, invitations, remerciements)2. annoncer un événement, exprimer un souhait, remercier, s’excuser par écrit.3. caractériser une personne (aspect physique et caractère)

Contenu grammatical: 1. accord des adjectifs qualificatifs2. articles partitifs3. Négations avec de, ne…rien/personne/plus4. Questions avec combien, quel…5. expressions de la quantité

6. ne…plus/toujours - encore 7. pronoms compléments directs et indirects

8. accord du participe passé (auxiliaire « avoir ») avec l’objet direct9. Impératif avec un pronom complément direct ou indirect10. construction avec « que » - Je crois que/ Je pense que/ Je sais que

Examination Scheme:



Text & References:


148

GERMAN - III

Course Code: MAM 345 Credit Units: 02 Course Objective: To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany

Course Contents:

Module I: Modal verbsModal verbs with conjugations and usageImparting the finer nuances of the language

Module II: Information about Germany (ongoing)Information about Germany in the form of presentations or “Referat”– neighbors, states and capitals, important cities and towns and characteristic features of the same, and also a few other topics related to Germany.

Module III: Dative caseDative case, comparison with accusative caseDative case with the relevant articlesIntroduction to 3 different kinds of sentences – nominative, accusative and dative

Module IV: Dative personal pronouns Nominative, accusative and dative pronouns in comparison

Module V: Dative prepositions Dative preposition with their usage both theoretical and figurative use

Module VI: DialoguesIn the Restaurant, At the Tourist Information Office,A telephone conversationModule VII: Directions Names of the directions Asking and telling the directions with the help of a roadmap

Module VIII: ConjunctionsTo assimilate the knowledge of the conjunctions learnt indirectly so far

Examination Scheme:



Text & References:


149

SPANISH – III

Course Code: MAM 346 Credit Units: 02 Course Objective:To enable students acquire knowledge of the Set/definite expressions (idiomatic expressions) in Spanish language and to handle some Spanish situations with ease.

Course Contents:

Module I Revision of earlier semester modulesSet expressions (idiomatic expressions) with the verb Tener, Poner, Ir….Weather

Module IIIntroduction to Gustar…and all its forms. Revision of Gustar and usage of it

Module IIITranslation of Spanish-English; English-Spanish. Practice sentences.How to ask for directions (using estar)Introduction to IR + A + INFINITIVE FORM OF A VERB

Module IVSimple conversation with help of texts and vocabularyEn el restauranteEn el institutoEn el aeropuerto

Module VReflexives

Examination Scheme:



Text & References:

Español, En Directo I A Español Sin Fronteras -Nivel Elemental

150

JAPANESE - III

Course Code: MAM 347 Credit Units: 02 Course Objective: To enable the students to converse in the language with the help of basic verbs and to express themselves effectively and narrate their everyday short encounters. Students are also given projects on Japan and Japanese culture to widen their horizon further.Note: The Japanese script is introduced in this semester.

Course Contents:

Module I: VerbsDifferent forms of verbs: present continuos verbs etc

Module II More Adverbs and adverbial expressions

Module III: CountersLearning to count different shaped objects,

Module IV: TensesPast tense, Past continuous tense.

Module V: Comparison Comparative and Superlative degree

Module VI: Wishes and desiresExpressing desire to buy, hold, possess. Usage in negative sentences as well. Comparative degree, Superlative degree.

Module VII: AppointmentOver phone, formal and informal etc.

Learning Outcome Students can speak the language and can describe themselves and situations effectively They also gain great knowledge in terms of Japanese lifestyle and culture, which help them at the time of

placements.

Methods of Private study /Self help Handouts, audio-aids, and self-do assignments. Use of library, visiting and watching movies in Japan and culture center every Friday at 6pm.

Examination Scheme:



Text & References:



151

CHINESE – III

Course Code: MAM 348 Credit Units: 02 Course Objective:Foreign words are usually imported by translating the concept into Chinese, the emphasis is on the meaning rather than the sound. But the system runs into a problem because the underlying name of personal name is often obscure so they are almost always transcribed according to their pronciation alone. The course aims at familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in practical skills and nurturing them to interact with a Chinese person.

Course Contents:

Module IDrillsDialogue practiceObserve picture and answer the question.Introduction of written characters.Practice reading aloudPractice using the language both by speaking and by taking notes.Character writing and stroke order

Module IIMeasure wordsPosition words e.g. inside, outside, middle, in front, behind, top, bottom, side, left, right, straight.Directional words – beibian, xibian, nanbian, dongbian, zhongjian.Our school and its different building locations.What game do you like?Difference between “hii” and “neng”, “keyi”.

Module IIIChanging affirmative sentences to negative ones and vice versaHuman body parts.Not feeling well words e.g. ; fever, cold, stomach ache, head ache.Use of the modal particle “le”Making a telephone callUse of “jiu” and “cal” (Grammar portion)Automobiles e.g. Bus, train, boat, car, bike etc.Traveling, by train, by airplane, by bus, on the bike, by boat.. etc.

Module IVThe ordinal number “di”“Mei” the demonstrative pronoun e.g. mei tian, mei nian etc.use of to enter to exitStructural particle “de” (Compliment of degree).Going to the Park.Description about class schedule during a week in school.Grammar use of “li” and “cong”.Comprehension reading followed by questions.

Module VPersuasion-Please don’t smoke.Please speak slowlyPraise – This pictorial is very beautifulOpposites e.g. Clean-Dirty, Little-More, Old-New, Young-Old, Easy-Difficult, Boy-Girl, Black-White, Big-Small, Slow-Fast … etc.Talking about studies and classmatesUse of “it doesn’t matter”Enquiring about a student, description about study method.Grammar: Negation of a sentence with a verbal predicate.

Examination Scheme:

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Text & References:

“Elementary Chinese Reader Part I, Part-2” Lesson 21-30

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SUMMER PROJECT


GUIDELINES FOR SUMMER PROJECT Research is an endless quest for knowledge. Research experience is as close to a professional problem-solving activity as anything in the curriculum. It provides exposure to research methodology and an opportunity to work closely with a faculty guide. It usually requires the use of advanced concepts, a variety of experimental techniques, and state-of-the-art instrumentation.Research is genuine exploration of the unknown that leads to new knowledge which often warrants publication. But whether or not the results of a research project are publishable, the project should be communicated in the form of a research report written by the student.Sufficient time should be allowed for satisfactory completion of reports, taking into account that initial drafts should be critiqued by the faculty guide and corrected by the student at each stage.The File is the principal means by which the work carried out will be assessed and therefore great care should be taken in its preparation.

Types of Summer Project1.Comprehensive Case Study covering formulation, analysis and recommendations.2.Inter organizational study if any and comparison, surveys.3.Field study.4. Preparation of daily report in case of summer training work.

In general, the Project should be comprehensive and include A short account of the activities that were undertaken as part of the project; A statement about the extent to which the project has achieved its stated goals and objectives. A statement about the outcomes of the evaluation and dissemination processes engaged in as part of the

project; Any activities planned but not yet completed as part of the project, or as a future initiative directly resulting

from the project; Any problems that have arisen that may be useful to document for future reference.

Report Layout The report should contain the following components:

Title or Cover Page The title page should contain the following information: University Logo at the top, Project Title; Student’s Name; Roll No.; Course; Year; Supervisor’s Name. Name of the university and the dept. at the bottom.

PrefaceA good "Abstract" should be straight to the point; not too descriptive but fully informative. First paragraph should state what was accomplished with regard to the objectives. The abstract does not have to be an entire summary of the project, but rather a concise summary of the scope and results of the project

AcknowledgementAcknowledgment to any advisory or financial assistance received in the course of work may be given.

Certificate (Project Guide)A certificate from the project guide to be enclosed.

Table of ContentsTitles and subtitles are to correspond exactly with those in the text.

IntroductionHere a brief introduction to the problem that is central to the project and an outline of the structure of the rest of the report should be provided. Project objective is a must where as hypotheses is to be included if necessary. The introduction should aim to catch the imagination of the reader, so excessive details should be avoided.

Research DesignThis section should aim at experimental designs, materials used. Methodology should be mentioned in details including modifications if any.

Literature Review This section should contain a detail list of related literature reviewed by the project investigator while preparing the project report.

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Results and Discussion Present results, discuss and compare these with those from other workers, etc. In writing these section, emphasis should be given on what has been performed and achieved in the course of the work, rather than discuss in detail what is readily available in text books. Avoid abrupt changes in contents from section to section and maintain a lucid flow throughout the thesis. An opening and closing paragraph in every chapter could be included to aid in smooth flow.

Note that in writing the various secions, all figures and tables should as far as possible be next to the associated text, in the same orientation as the main text, numbered, and given appropriate titles or captions. All major equations should also be numbered and unless it is really necessary never write in “point” form.

Summary of Findings, conclusion and RecommendationsA conclusion should be the final section in which the outcome of the work is mentioned briefly supported by some suggestive recommendations.

Future prospects

AppendicesThe Appendix contains material which is of interest to the reader but not an integral part of the thesis and any problem that have arisen that may be useful to document for future reference.

References / BibliographyThis should include papers and books referred to in the body of the report. These should be ordered alphabetically on the author's surname. The titles of journals preferably should not be abbreviated; if they are, abbreviations must comply with an internationally recognised system.

Examples Foot notes to be given. For research articlePadhy, M. K., (2005) Development communication campaign in developing countries, Journal of Communication studies, Vol.1, PP.116–117.

For bookPadhy,M.K.,(2006) Advertising and Marketing Communication, Gyan Jyothi Publication, Kathmandu, ISBN No.99946-645-1-4, Edn.I, PP. 63-67.

Assessment of the Project FileEssentially, marking will be based on the following criteria: the quality of the report, the technical merit of the project and the project execution. Technical merit attempts to assess the quality and depth of the intellectual efforts put into the project. Project execution is concerned with assessing how much work has been put in. The File should fulfill the following assessment objectives:

Range of Research Methods used to obtain information (Including the statistical devices)Execution of Research

Data Analysis Analyse Quantitative/ Qualitative informationControl Quality

Draw Conclusions

Examination Scheme: An examiner appointed by the Director other than the guide shall evaluate the report. The examiner will conduct the Viva-Voce at the time of Final Examination. Date and Time will be intimated at the time of examination.

Project Report: 50Viva Voce: 50

Total: 100

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EVENT MANAGEMENT Course Code: MAM 401 Credit Units: 04

Course Objective: This course gives a further insight to the students, on the latest yet very important element of marketing communications – Event Management. With the traditional forms of communications becoming saturated, event management has emerged as an effective alternate for brand awareness. The students will essentially be taken through fundamentals of event management, concept and design, logistics, marketing and promotion, stagecraft. Course Contents:

Module I: Activities in Event Management5c’s of Event DesigningBudgetingSchedulingPre, During Post Event Activities Logistic SuppliersTechnical requirements-Lighting, Audio/Video5w’s of EventStrategic Planning

Module II: Event themeVenueTarget AudienceLayout ThemeBackdrop, BannerDécor

Module III: EntertainmentVarious media for event promotionUnderstanding the relevance of each media to event promotionComparison and strengths and weaknesses of eachSponsorshipsEvent marketing and event promotion

Module IV: Event Evaluation Basic Evaluation Process-Research used for Pre and Post TestingEstablishing tangible objectives and sensitivity in evaluationEvaluation from Event Organizers’ Point of ViewEvaluation from Clients’ Point of View

Examination Scheme:


Text & References:

Managing Presentations; Wakhlu, Savita Bhan Stage Management, Lighting and Sound; Palmer's Stage Lighting step-by-step; Walters, Graham Scene Design and Stage Lighting; Parker, W. Oren & Wolf, R. Craig Event Marketing & Management; Gaur, Sanjaya S. & Saggere, S.V. Event Marketing; Hoyle Jr., Leonaed H. Event Management; Lynn Van Der Wagem Planning, Performing & Controlling; Angus, Robert B.

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ISSUES IN ADVERTISING AND MARKETING


Course Objective: The students will now be ready to understand the nitty gritty of advertising. Also information will be imparted to students about the new trends introduced and the crucial issues and norms in advertising.

Course Contents:

Module I: New Trends In store marketingE commerce- internet, intranet, extranetOnline marketingDatabase marketingCatalogue marketing

Module II: Advertising and EthicsASCII’s code of Advertising PracticeTruth in advertisingAdvertising to childrenAdvertising controversial products

Module III: Celebrity EndorsementsUse of celebrity in advertisingAdvantages and disadvantagesMedia and Celebrity

Module IV: Constitutional FrameworkConstitutional Restrictions on freedom of speech and expressionLaw on Morality, Obscenity and Censorship

Examination Scheme:


Text & References:

Rajeev Batra, John G. Myers & David A. Aaker, 2000, Advertising Management, Prentice Hall of India David Ogilvy, Ogilvy on Advertising, Vintage Books S.A. Chunawalla, K.C. Sethia, Foundations of Advertising Theory & Practice, Himalaya Publishing Advertising Management by Jaishree Jethwanee, Oxford publications

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SPECIALIZATION PROJECT

Credit Units: 08

Course Objective: To give an in-depth exposure to the area of specialization in order to make the students “industry ready” immediately after the programme.

Course Contents:

The students can opt for any of the following specialized area:

Media Marketing & Planning (MAM 460) Client Servicing & Account Planning (MAM 461) PR, Events & Sponsorships (MAM 462) Creativity in Advertising (MAM 463)

The above specialization will be conducted by guides and mentors responsible for a group of students and will include industry training, research and dissertation.

PROJECT OUTLINES

1. Introduction – your project2. Introduction – your brand / cause3. Situation Analysis

a. Industryb. Competitionc. Consumerd. Your brand / cause

4. Research Worka. Research Objectivesb. Research Methodologyc. Executive Summaryd. Data Interpretatione. Conclusionf. Recommendationsg. Limitations

5. The Advertising Plan / Strategya. Recommendations on way aheadb. Campaign Plan

i. Elements to be included with rationale for selectionc. Creative brief

i. To include objective, target audience, proposition, support for proposition

6. Media Plan-Media Marketing and Planninga. Budgetingb. Media Selection with rationale and timingc. Media Schedulingd. Media Vehicle

7. Creative Development-Creativity in AdvertisingDevelop a creative briefa. Creative concept / The Big Ideab. Layouts for campaign elements (print ads, outdoor etc)c. Scripts for electronic media elements (radio, TV)d. Storyboards

8. Portfolio Developmenta. Design for print and outdoor elementsb. Radio adc. TVC

Note: Maximum emphasis to be given to the creative aspect (Concept, Design, Copy & Presentation) in the project.

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For Specialization in PR, Events & Sponsorships

Title page(Include subject of study, date, title)

Cover Letter

Table of contents

List of tables and figures

I Executive Summary Problem statement Overview of methods and results for research performed. Overview of conclusions (recommendations)

II Research Needs Problem statement Situation analysis

- the issue (Problem statement)- What was known about the client and the issue before research ( Internal and external

opportunities and challenges)- Assumptions- Information needs (Questions)

III Research Goals (What were you trying to find out?) Formal statement of research goals Further explanation of each goal, as needed

IV Research Objectives ( How you found out, and by when) Formal statement of objectives

V Hypothesis and research questions Anticipated answers to questions Reasoning for the answers anticipated.

VI Research Strategies Explanation of methodology, sampling Operationalisation of concepts ( How ideas were measured) Procedures for data analysis Response rates Strengths and limitations of the strategies employed

VII Results Discussed as answers to research questions or hypothesis Include tests of assumptions Included surprises Included explanatory tables and figures as necessary Can integrate findings from different methods or discuss sequentially

VIII Implications of the results (Revised situation analysis) Overview of strategic recommendations with supporting evidence Identification of

- target publics- Media/ communication vehicles- Messages/ themes- Evaluation strategies- Length varies: parts may be in outline form with annotations for supporting evidence

IX Proposed public Relations plan Goals Objectives Strategies Tactics

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Calendar (Timeline) Budget

X Conclusion Summary

- original situation analysis and problem statement- revised situation analysis- recommended strategy- anticipated results- implications for a longer-term view

XI references (as needed)

XII Appendixes Research instruments Raw results Sample campaign materials Other relevant background materials

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COMMUNICATION SKILLS - IV

Course Code: MAM 441 Credit Units: 01Course Objective: To facilitate the learner with Academic Language Proficiency and make them effective users of functional language to excel in their profession.

Course Contents:

Module I: Introduction to Speaking SkillsBusiness ConversationEffective Public SpeakingArt of Persuasion

Module II: Speaking for EmploymentTypes of InterviewStyles of InterviewFacing Interviews-Fundamentals and Practice SessionConducting Interviews- Fundamentals and Practice SessionQuestion Answer on Various Dimensions

Module III: Basic Telephony SkillsGuidelines for Making a CallGuidelines for Answering a CallTelephone Word GroupsAnswering Systems and Voice-Mail

Module IV: Work Place SpeakingTeam BriefingConflict ManagementNegotiationsParticipation in MeetingsKeynote Speeches

Examination Scheme:



Text & References:

Jermy Comfort, Speaking Effectively, et.al, Cambridge Krishnaswamy, N, Creative English for Communication, Macmillan Raman Prakash, Business Communication, Oxford. Taylor, Conversation in Practice.

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BEHAVIOURAL SCIENCE - IV(PERSONAL AND PROFESSIONAL EXCELLENCE)

Course Code: MAM 443 Credit Units: 01Course Objective:This course aims at imparting an understanding of:Build and leverage your professional reputation Maintain focus in pressure situations Make a balanced choice between professional and personal commitments

Course Contents:

Module I: Individual, Society and NationIndividual Differences and Dimensions of PersonalitySocialization ProcessRelating to the Nation: Values, Culture, ReligionSense of pride and PatriotismManaging Diversity

Module II: Components of Excellence Personal Excellence: Identifying long-term choices and goals Uncovering the talent, strength & styleAnalyzing choke points in your personal processes by analysis in area of placements, events, seminars, conference, extracurricular activities, projects etc.Developing professional power: Goal-setting, time management, handling criticism, interruptions and time wasters

Module III: Career Planning Knowing one’s Interest and AptitudeIdentifying available ResourcesSetting goals to maintain focus: Developing Positive attributes in personalitySelf-reliance and Employability skills

Module IV: Stress Management for Healthy Living Meaning and Nature of StressStages of stressCauses and Consequences of stress: Personal, Organizational and EnvironmentalPersonal Styles and strategies of coping

Module V: Professional Success Building independence & interdependenceReducing resistance to changeContinued reflection (Placements, events, seminars, conferences, projects extracurricular Activities etc.)


Text & References:

J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer & Company

Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers

Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi. Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi

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FRENCH - IV

Course Code: MAM 444 Credit Units: 02Course Objective: To enable students: To develop strategies of comprehension of texts of different origin To present facts, projects, plans with precision

Course Contents:

Module C: pp. 104 – 139: Unités 8, 9

Contenu lexical: Unité 8: Découvrir le passé1. parler du passé, des habitudes et des changements.2. parler de la famille, raconter une suite d’événements/préciser leur date et leur durée.3. connaître quelques moments de l’histoire

Unité 9: Entreprendre 1. faire un projet de la réalisation: (exprimer un besoin,

préciser les étapes d’une réalisation)2. parler d’une entreprise3. parler du futur

Contenu grammatical: 1. Imparfait2. Pronom « en »3. Futur4. Discours rapporté au présent5. Passé récent6. Présent progressif

Examination Scheme:



Text & References:


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GERMAN - IV

Course Code: MAM 445 Credit Units: 02Course Objective: To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany.Introduction to Advanced Grammar Language and Professional Jargon

Course Contents:

Module I: Present perfect tensePresent perfect tense, usage and applicabilityUsage of this tense to indicate near pastUniversal applicability of this tense in German

Module II: Letter writingTo acquaint the students with the form of writing informal letters.

Module III: Interchanging prepositionsUsage of prepositions with both accusative and dative casesUsage of verbs fixed with prepositionsEmphasizing on the action and position factor

Module IV: Past tense Introduction to simple past tenseLearning the verb forms in past tenseMaking a list of all verbs in the past tense and the participle forms

Module V: Reading a Fairy TaleComprehension and narration RotkäppchenFroschprinzessinDie Fremdsprache

Module VI: Genitive caseGenitive case – Explain the concept of possession in genitive Mentioning the structure of weak nouns

Module VII: Genitive prepositions Discuss the genitive propositions and their usage: (während, wegen, statt, trotz)

Module VIII: Picture DescriptionFirstly recognize the persons or things in the picture and identify the situation depicted in the picture;Secondly answer questions of general meaning in context to the picture and also talk about the personal experiences which come to your mind upon seeing the picture.

Examination Scheme:



Text & References:


164

SPANISH - IV

Course Code: MAM 446 Credit Units: 02Course Objective:To enable students acquire working knowledge of the language; to give them vocabulary, grammar, voice modulations/intonations to handle everyday Spanish situations with ease.

Course Contents:

Module IRevision of earlier semester modulesIntroduction to Present Continuous Tense (Gerunds)

Module IITranslation with Present Continuous TenseIntroduction to Gustar, Parecer, Apetecer, doler

Module IIIImperatives (positive and negative commands of regular verbs)

Module IVCommercial/business vocabulary

Module VSimple conversation with help of texts and vocabularyEn la recepcion del hotelEn el restauranteEn la agencia de viajesEn la tienda/supermercado

Examination Scheme:



Text & References:

Español Sin Fronteras (Nivel – Elemental)

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JAPANESE - IV

Course Code: MAM 447 Credit Units: 02Course Objective: To enable the students to comfortably interact using basic Japanese.Note: Teaching is done in roman as well as Japanese script, students will be taught katankana (another form of script) in this semester i.e. to be able to write all the foreign words in Japanese.

Course Contents:

Module I Comparison using adjectives, making requests

Module IISeeking permission

Module IIIPractice of conversations on:Visiting people, Party, Meetings, after work, at a ticket vending machine etc

Module IVEssays, writing formal letters

Learning Outcome Students can speak the language describing above-mentioned topics.

Methods of Private study /Self help Handouts, audio-aids, and self-do assignments, role-plays. Students are also encouraged to attend Japanese film festival and other such fairs and workshops organized

in the capital from time to time.

Examination Scheme:



Text & References:



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CHINESE – IV

Course Code: MAM 448 Credit Units: 02Course Objective:How many characters are there? The early Qing dynasty dictionary included nearly 50,000 characters the vast majority of which were rare accumulated characters over the centuries. An educate person in China can probably recognize around 6000 characters. The course aims at familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in practical skills and nurturing them to interact with a Chinese person.

Course Contents:

Module IDialogue PracticeObserve picture and answer the questionPronunciation and intonationCharacter writing and stroke order.Electronic items

Module IITravelling – The Scenery is very beautifulWeather and climateGrammar question with – “bu shi …. Ma?”The construction “yao … le” (Used to indicate that an action is going to take place)Time words “yiqian”, “yiwai” (Before and after).The adverb “geng”.

Module IIIGoing to a friend house for a visit meeting his family and talking about their customs.Fallen sick and going to the Doctor, the doctor examines, takes temperature and writes prescription.Aspect particle “guo” shows that an action has happened some time in the past.Progressive aspect of an actin “zhengzai” Also the use if “zhe” with it.To welcome someone and to see off someone …. I cant go the airport to see you off… etc.

Module IVShipment. Is this the place to checking luggage?Basic dialogue on – Where do u work?Basic dialogue on – This is my addressBasic dialogue on – I understand ChineseBasic dialogue on – What job do u do?Basic dialogue on – What time is it now?

Module VBasic dialogue on – What day (date) is it today?Basic dialogue on – What is the weather like here.Basic dialogue on – Do u like Chinese food?Basic dialogue on – I am planning to go to China.

Examination Scheme:



Text & References:

“Elementary Chinese Reader, Part-2” Lesson 31-38

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INTERNSHIP

Course Code: MAM 450 Credit Units: 09Course Objective: To give practical experience and industry interaction and create possibilities for job placements.

Course Contents:A minimum 10 to 12 weeks internship is organized for the students, in the area of specialization. Apart from day to day expectations of the organization, the student is expected to submit a project report on their return from the internship programme. They are also expected submit reports on weekly basis. On completion of the internship, the organization is also required to submit the Internship Performance Evaluation Report on the prescribed format.The project report, the Internship Performance Evaluation Report and the Fortnightly Reports all carry marks.

Examination Scheme:

Total number of marks allotted - 100 marks Duration of Internship - 10 to 12 weeksEmployer Evaluation - 60 marksWeekly Internship reports - 40 marks

GUIDELINES FOR INTERNSHIP

There are certain phases of every Intern’s professional development that cannot be effectively taught in the academic environment. These facets can only be learned through direct, on-the-job experience working with successful professionals and experts in the field. The internship program can best be described as an attempt to institutionalize efforts to bridge the gap between the professional world and the academic institutions. Entire effort in internship is in terms of extending the program of education and evaluation beyond the classroom of a university or institution. The educational process in the internship course seeks out and focuses attention on many latent attributes, which do not surface in the normal class room situations. These attributes are intellectual ability, professional judgment and decision making ability, inter-disciplinary approach, skills for data handling, ability in written and oral presentation, sense of responsibility etc.

.To provide an out-of-the classroom training environment for the students and provide opportunities for them to apply the knowledge and skills that they have learnt in real life working environment.

To enable our students to be exposed to more real life work situations and prepare them for their career /working life.

ASCO would always remain in loop of a students placement and training assignments.

In order to achieve these objectives, each student will maintain a file (Internship File). The Internship File aims to encourage students to keep a personal record of their learning and achievement throughout the Programme. It can be used as the basis for lifelong learning and for job applications. Items can be drawn from activities completed in the course modules and from the workplace to demonstrate learning and personal development.

The Internship report will assess the student’s analytical skills and ability to present supportive evidence, whilst demonstrating understanding of their organization, its needs and their own personal contribution to the organization.

The layout guidelines for the Internship File:

A4 size Paper font: Arial (10 points) or Times New Roman (12 points) line spacing: Preferably double space. top and bottom margins: 1 inch/ 2.5 cm; left and right margins: 1.25 inches/ 3 cm

The File will include five sections in the order described below. The content and comprehensiveness of the main body and appendices of the report should include the following:

1. The Title Page--Title - An Internship Experience Report For (Your Name), name of internship organization, name of the Supervisor/Guide and his/her designation, date started and completed, and number of credits for which the report is submitted.2. Table of Content--an outline of the contents by topics and subtopics with the page number and location of each section.

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3. Introduction--short, but should include how and why you obtained the internship experience position and the relationship it has to your professional and career goals.4. Main Body--should include but not be limited to daily tasks performed. Major projects contributed to, dates, hours on task, observations and feelings, meetings attended and their purposes, listing of tools and materials and their suppliers, and photographs if possible of projects, buildings and co-workers.5. Appendices--include pamphlets, forms, charts, brochures, technical and descriptive literature, graphs and other information related to your Internship experience.

The Main Body will have three sections and will include the following items which will be evaluated for the final assessment:-

1. An analysis of the company/organization in which the student is working2. A personal review of the student’s management skills and how they have been developed through the

programme.3. The research report that the student has prepared on the project assigned to him by the organization.

(Incase a student is not assigned a specific research project in the organization, he has to select any one aspect of the organization and prepare a research report on it).

ASSESSMENT OF THE INTERNSHIP FILE

The student will be provided with the Student Assessment Record (SAR) to be placed in front of the Internship File. Each item in the SAR is ticked off when it is completed successfully. The faculty will also assess each item as it is completed. The SAR will be signed by the student and by the faculty to indicate that the File is the student’s own work. It will also ensure regularity and meeting the dealines.

STUDENT ASSESSMENT RECORD (SAR)

Management File Item Criteria for successful completion of the item1. Analysis of organization (1500-

2000 words) Clear presentation of ideas and analysis Provides an organizational diagram, following organization

presentation conventions Analysis covers the organization’s: Business strategy and mission Structure Resources and assets Current financial performance Leadership/decision-making style Staffing and skill base Products/services and customers

2. Personal review of Managementskills development(1000-1500 words)

Clear presentation of ideas and analysis Demonstrate awareness of own management skills Presents critical analysis of own management effectiveness,

supported with examples Provides evidence of development of specific management skills e.g.

strategic, financial, leadership Explains how new skills and learning have benefited the

organization and self3. Design of Research Project

(1500- 2000 words) Clear presentation of ideas and analysis Justifies the choice of subject for the research project and why this

might be beneficial to the organization Selects and justifies appropriate research methods for the project Demonstrate understanding of the key stages in undertaking a

research project Indicates which analytical/statistical tools would be most appropriate

and why The design plan takes account of the resourcing implications of

carrying out the research e.g. staffing and other costs

Examination Scheme:

Report by Student (Internship File)e. Organization & Presentation/Language and clarity /substance of Contents covered and Comprehensiveness 20%f. Research Report 30%

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Industry Feedback (continuous) 20%

Presentation & Viva (At the end) 30%

Total 100%

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MAMM Full Syllabus

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Transcript of MAMM Full Syllabus