MANIPAL UNIVERSITY JAIPUR School of Media & Communication DEPARTMENT OF JOURNALISM & MASS COMMUNICATION PROGRAM OUTCOMES AND PROGRAM SPECIFIC OUTCOMES MA(J&MC) Session: January, 2018 – May, 2018 PROGRAM OUTCOMES [PO.1]. Critical Thinking: Take informed actions after identifying the assumptions that frame our thinking and actions, checking out the degree to which these assumptions are accurate and valid, and looking at our ideas and decisions (intellectual, organizational, and personal) from different perspectives. [PO.2]. Effective Communication: Speak, read, write and listen clearly in person and through electronic media in English and in one Indian language, and make meaning of the world by connecting people, ideas, books, media and technology. [PO.3]. Social Interaction: Elicit views of others, mediate disagreements and help reach conclusions in group settings. [PO.4]. Effective Citizenship: Demonstrate empathetic social concern and equity centred national development, and the ability to act with an informed awareness of issues and participate in civic life through volunteering. [PO.5]. Ethics: Recognize different value systems including your own, understand the moral dimensions of your decisions, and accept responsibility for them. [PO.6]. Environment and Sustainability: Understand the issues of environmental contexts and sustainable development. [PO7.]. Self-directed and Life-long Learning: Acquire the ability to engage in independent and life-long learning in the broadest context socio-technological changes
Transcript
MANIPAL UNIVERSITY JAIPUR
School of Media & Communication
DEPARTMENT OF JOURNALISM & MASS COMMUNICATION
PROGRAM OUTCOMES AND PROGRAM SPECIFIC OUTCOMES
MA(J&MC) Session: January, 2018 – May, 2018
PROGRAM OUTCOMES
[PO.1]. Critical Thinking: Take informed actions after identifying the assumptions that
frame our thinking and actions, checking out the degree to which these assumptions are
accurate and valid, and looking at our ideas and decisions (intellectual, organizational, and
personal) from different perspectives.
[PO.2]. Effective Communication: Speak, read, write and listen clearly in person and
through electronic media in English and in one Indian language, and make meaning of the
world by connecting people, ideas, books, media and technology.
[PO.3]. Social Interaction: Elicit views of others, mediate disagreements and help reach
conclusions in group settings.
[PO.4]. Effective Citizenship: Demonstrate empathetic social concern and equity
centred national development, and the ability to act with an informed awareness of issues
and participate in civic life through volunteering.
[PO.5]. Ethics: Recognize different value systems including your own, understand the
moral dimensions of your decisions, and accept responsibility for them.
[PO.6]. Environment and Sustainability: Understand the issues of environmental
contexts and sustainable development.
[PO7.]. Self-directed and Life-long Learning: Acquire the ability to engage in
independent and life-long learning in the broadest context socio-technological changes
PROGRAM SPECIFIC OUTCOMES
[PSO.]1. Understand the nature and basic concepts of communication, journalism,
advertising, corporate communication, electronic media, new media and communication
research.
[PSO.2]. Analyse the contemporary media scenario in association with socio political
environment in India and its relationship with other nations.
[PSO.3]. Perform activities in production of audio-visual programs, use of software in print
media and web designing which includes field activities reporting, editing and designing journal.
[PSO.4]. Understand the applications of communication theories, research in the fields of
advertising, corporate communication, electronic media, print and new media.
PROGRAM ARTICULATION MATRIX
SEMESTER COURSE
CODE PO 1
PO 2
PO 3
PO 4
PO 5
PO 6
PO 7 7
PSO 1
PSO 2
PSO 3
PSO 4
2016-2017 Batch
II
JC2201 2 2 1 - 1 - - 2 1 2 -
JC2202 2 3 - - - 1 2 1 - 3 -
JC2203 3 2 1 1 2 2 3 1 2 3 3
JC2204 2 2 1 1 - - 2 1 2 -
JC2205 2 3 2 2 2 - - 3 - 2 3
Average 2.2 2.4 1 0.6 1.2 0.6 1 1.8 0.8 2.4 1.2
A. Introduction: The course introduces the student to the general understanding of business
media and write reports on business, economic issues, industry and the stock market.
The subject does not presume a prior knowledge of business reporting but requires a
genuine interest to read and understand business news. It will help develop a skill to
follow and prepare print, television and online business reports.
B. Course Outcomes: At the end of the course, students will be able to:
[2201.1]. Recognize various forms of economies, their features and implications.
[2201.2]. Recall basic economic concepts and principles.
[2201.3]. Describe the economic structure and systems of India.
[2201.4]. Demonstrate financial and economic news reporting.
[2201.5]. Interpret financial and economic news articles.
C. PROGRAM OUTCOMES AND PROGRAM SPECIFIC OUTCOMES
[PO.1]. Critical Thinking: Take informed actions after identifying the assumptions that frame our
thinking and actions, checking out the degree to which these assumptions are accurate and valid,
and looking at our ideas and decisions (intellectual, organizational, and personal) from different
perspectives.
[PO.2]. Effective Communication: Speak, read, write and listen clearly in person and through
electronic media in English and in one Indian language, and make meaning of the world by
connecting people, ideas, books, media and technology.
[PO.3]. Social Interaction: Elicit views of others, mediate disagreements and help reach
conclusions in group settings.
[PO.4]. Effective Citizenship: Demonstrate empathetic social concern and equity centred national
development, and the ability to act with an informed awareness of issues and participate in civic life
through volunteering.
MANIPAL UNIVERSITY JAIPUR School of Media & Communication
Department of Journalism & Mass Communication
Course Hand-out
Business Media | JC 2201 | 5 Credits | 2 1 4 5
Session: Jan 2018 – May 2018 | Faculty: Dr Kushal Kumar | Class: II Semester M.A. (J&MC)
[PO.5]. Ethics: Recognize different value systems including your own, understand the moral
dimensions of your decisions, and accept responsibility for them.
[PO.6]. Environment and Sustainability: Understand the issues of environmental contexts and
sustainable development.
[PO7.]. Self-directed and Life-long Learning: Acquire the ability to engage in independent and
life-long learning in the broadest context socio-technological changes
Program Specific Outcomes [PSO.]1. Understand the nature and basic concepts of communication, journalism, advertising,
corporate communication, electronic media, new media and communication research.
[PSO.2]. Analyse the contemporary media scenario in association with socio political
environment in India and its relationship with other nations.
[PSO.3]. Perform activities in production of audio-visual programs, use of software in print
media and web designing which includes field activities reporting, editing and designing
journal.
[PSO.4]. Understand the applications of communication theories, research in the fields of
advertising, corporate communication, electronic media, print and new media.
D. Assessment Plan:
Criteria Description Maximum Marks
Internal Assessment
(Summative)
CWS 50
End Term Exam
(Summative)
End Term Exam 50
Total 100
Attendance
(Formative)
A minimum of 75% Attendance is required to be maintained by a
student to be qualified for taking up the End Semester
examination. The allowance of 25% includes all types of leaves
including medical leaves.
Make up Assignments
(Formative)
Students who misses a class will have to report to the teacher about
the absence. A makeup assignment on the topic taught on the day
of absence will be given which has to be submitted within a week
from the date of absence. No extensions will be given on this. The
attendance for that particular day of absence will be marked blank,
so that the student is not accounted for absence. These
assignments are limited to a maximum of 5 throughout the entire
semester.
Homework/ Home Assignment/
Activity Assignment
(Formative)
There are situations where a student may have to work in home,
especially before a flipped classroom. Although these works are
not graded with marks. However, a student is expected to
participate and perform these assignments with full zeal since the
activity/ flipped classroom participation by a student will be
assessed and marks will be awarded.
E. SYLLABUS
Characteristics of business media, how it differs from general media; Major Business
dailies: FT, WSJ and ET, FT, BL; different features. The business magazines; The
Economist, Businessweek and the Indians. Business Channels CNBC/ NDTV Profit etc:
characteristics. The Business Environment, The different approaches to economy; The
Market: The State Technology and business: the globalisation issue. The Sources of
Business Information; The Chambers of Commerce- their role and structure Corporate
annual reports; RBI reports; CMIE; NCAER; World Bank reports; Human Development
Report. The Budget: How to read budget papers – central and state. The Market, the
stock market, money market, commodity market; the fundamentals of futures and
options, money market instruments. The Industry, Summing up of different sectors.
F. TEXT BOOK
1. E.C. Thomas; Economic and Business Journalism, Sterling Publishers Private Ltd.,
2001.
2. The Economist: Dictionary of Financial Terms, Student Aid Publications, 2010.
2. 4. Little and Rhodes: Understanding Wall Street Journal, Liberty Hall Pr; 3rd edition,
1991.
3. 5. Vanita Kohli Khandekar: The Indian Media Business, SAGE Publications Pvt. Ltd,
2013.
H. Lecture Plan:
Lecture
number
Topics Session
Outcome
Mode of
Delivery
Corresponding
CO
Mode of
Assessing
the
Outcome
1 Introduction and
Course Hand-out
briefing
To acquaint and clear teachers expectations and understand student expectations
Lecture 2201.1 Mid Term I /
End Term
2 General
introduction to
business media in
India
Understanding of
business media
Lecture 2201.1 Mid Term I /
End Term
3 Characteristics of
business media –
print (Newspapers)
Getting insight
into business
journalism
Lecture 2201.1 Mid Term I /
End Term
4 Difference between general news media and business media
Understanding the differences between news media and business media
2201.1 Home
Assignment
End Term
5, 6 and 7
Major Business dailies: FT, WSJ and ET, FT, BL
Study and analysis of major business dailies
Lecture and discussion
2201.1 Mid Term II
/ End Term
8 Characteristics of business media – print (Magazines)
Understanding business magazines
Lecture 2201.2
Mid Term II
/ End Term
9, 10 and 11
The Economist, BusinessWeek and other selected magazines
Study and analysis of major business periodicals
Lecture and discussion
2201.2 Class Quiz
Mid Term II
End Term
12 Characteristics of business media – TV – Channels
Understanding business news channels
Lecture 2201.2 Mid Term II
End term
13, 14 and 15
CNBC/ NDTV Profit and other business news channels
Study and analysis of major business news channels
Lecture and discussion
2201.2 Home
Assignment
End Term
16 and 17
Understanding business and financial environment
Analysis of business and financial aspects in India
Lecture 2201.3 End Term
18 and 19
Different approaches to economy
Understanding Indian economy
Lecture 2201.3 Mid Term II
End Term
20 The Market Understanding Indian market
Lecture 2201.3 Class Quiz
End Term
21 Technology and business
Gaining an insight into the relationship between technological growth
2201.3 Mid Term II
End Term
22 Reporting global business issues
Introduction to global business issues
Lecture 2201.3
End Term
23 Business information sources
Identifying business information sources for reporting business in media
Lecture 2201.4 End Term
24, 25 and 26
Business information sources - The Chambers of Commerce- their role and structure Corporate annual reports; RBI reports; CMIE; NCAER; World Bank reports; Human Development Report.
Study and analysis of different business news sources for reporting in print and electronic media
Lecture and discussion
2201.4
End Term
27 and 28
The Budget – an introduction
Understanding the meaning, nature and scope of budget
Lecture 2201.4 End Term
30 and 31
Union budget Analysis of union budget for reporting
Lecture and discussion
2201.4 Mid Term II
/ End Term
32 and 33
State budget Analysis of union budget for reporting
Lecture and discussion
2201.4
Mid Term II
/ End Term
34 and 35
The Market: the stock market, money market, commodity market;
Understanding the market
Lecture 2201.4 Class Quiz
Mid Term II
End Term
36 Fundamentals of futures
Understanding futures
Lecture 2201.4 Mid Term II
End term
37 Money market instruments
Understanding money market and various instruments
Lecture 2201.4 Home
Assignment
End Term
38 and 39
The industry and development
Understanding the industry and its development
Lecture 2201.5 End Term
40, 41 and 42
Summing up of different sectors.
Analysis and reporting of different sectors in Indian economy
Lecture and discussion
2201.5 Mid Term II
End Term
Practical sessions
Practice of writing business reports for Print, Electronic and On-line media
Gaining experience in writing business reports by understanding Indian business media
24 Practice sessions
Practical
work in the
form of
class
assignment
NOTE: A TOTAL OF 10 ASSIGNMENTS FOR 50 MARKS WILL BE GIVEN AS PRACTICAL
EXERCISE. THE ASSIGNMENT WILL ATTEMPT TO COVER THE ENTIRE SYLLABUS
I. Course Articulation Matrix: (Mapping of COs with POs)
CO
STATEMENT
CORRELATION WITH
PROGRAM OUTCOMES
CORRELATION WITH
PROGRAM SPECIFIC
OUTCOMES
PO
1
P
O
2
P
O
3
P
O
4
P
O
5
P
O
6
PO
7
PS
O 1
PSO 2 PSO
3
PSO
4
JC
[2201.
1]
Recognize various forms of economies, their
features and implications.
1 1 2 1
JC
[2201.
2]
Recall basic economic concepts and
principles.
1 1
JC
[2201.
3]
Describe the economic structure and
systems of India.
2 1
JC
[2201.
4]
Demonstrate financial and economic news reporting.
A. Introduction: This course is offered by Dept. of Journalism & Mass Communication to the
students who wish to pursue a professional career in Journalism & Mass Communication. In
addition to this, the course is intended to train the students to conduct research, understand
terms and tools needed in using and applying research methods. This is a compulsory course
that emphasises quantitative methods in research.
B. Course Outcomes: At the end of the course, students will be able to:
[2203.1]. Equip students to understand media research
[2203.2]. Demonstrate the ability to conduct research independently.
[2203.3]. Analyse terms and tools used to conduct research
[2203.4]. Interpret models of research to conduct research projects independently
[2203.5]. Execute quantitative and qualitative methods.
C. PROGRAM OUTCOMES AND PROGRAM SPECIFIC OUTCOMES
[PO.1]. Critical Thinking: Take informed actions after identifying the assumptions that frame
our thinking and actions, checking out the degree to which these assumptions are accurate and
valid, and looking at our ideas and decisions (intellectual, organizational, and personal) from
different perspectives.
[PO.2]. Effective Communication: Speak, read, write and listen clearly in person and through
electronic media in English and in one Indian language, and make meaning of the world by
connecting people, ideas, books, media and technology.
[PO.3]. Social Interaction: Elicit views of others, mediate disagreements and help reach
conclusions in group settings.
[PO.4]. Effective Citizenship: Demonstrate empathetic social concern and equity centred
national development, and the ability to act with an informed awareness of issues and participate
in civic life through volunteering.
[PO.5]. Ethics: Recognize different value systems including your own, understand the moral
dimensions of your decisions, and accept responsibility for them.
[PO.6]. Environment and Sustainability: Understand the issues of environmental contexts
and sustainable development.
MANIPAL UNIVERSITY JAIPUR School of Media & Communication
Department of Journalism & Mass Communication
Course Hand-out
Media Research Methods | | JC 2203 | 5 Credits | 3 2 0 5
Session: January 2018 – May 2018 | Faculty: Dr. Saad Ullah Khan | Class: II Semester M.A. (J&MC)
Basics of Video Production | JC 1316 | 4 Credits | 2 0 4 4
Session: July 2016 – Dec 2016 | Faculty: Rayaz Hassan | Class: III Semester B.A. (J&MC)
[PO7.]. Self-directed and Life-long Learning: Acquire the ability to engage in independent
and life-long learning in the broadest context socio-technological changes
Program Specific Outcomes [PSO.]1. Understand the nature and basic concepts of communication, journalism,
advertising, corporate communication, electronic media, new media and communication
research.
[PSO.2]. Analyse the contemporary media scenario in association with socio political
environment in India and its relationship with other nations.
[PSO.3]. Perform activities in production of audio-visual programs, use of software in print
media and web designing which includes field activities reporting, editing and designing journal.
[PSO.4]. Understand the applications of communication theories, research in the fields of
advertising, corporate communication, electronic media, print and new media.
D. Assessment Plan:
Criteria Description Maximum Marks
Internal Assessment
(Summative)
Sessional Exam I (Theory) 20
Sessional Exam II (Theory) 20
Internal evaluation (Theory) 10
End Term Exam
(Summative)
End Term Exam 50
Total 100
Attendance
(Formative)
A minimum of 75% Attendance is required to be maintained by a
student to be qualified for taking up the End Semester
examination. The allowance of 25% includes all types of leaves
including medical leaves.
Make up Assignments
(Formative)
Students who misses a class will have to report to the teacher
about the absence. A makeup assignment on the topic taught on
the day of absence will be given which has to be submitted within
a week from the date of absence. No extensions will be given on
this. The attendance for that particular day of absence will be
marked blank, so that the student is not accounted for absence.
These assignments are limited to a maximum of 5 throughout the
entire semester.
Homework/ Home
Assignment/ Activity
Assignment
(Formative)
There are situations where a student may have to work in home,
especially before a flipped classroom. Although these works are
not graded with marks. However, a student is expected to
participate and perform these assignments with full zeal since the
activity/ flipped classroom participation by a student will be
assessed and marks will be awarded.
E. SYLLABUS
Unit One: Science and scientific approach. Role of theory. Definition of research, nature
and scope. Statement of problem. Research proposal. Hypothesis statement and testing. Constructs, variables and definitions. Research classification, basic and applied research.
Unit Two: Theory of probability. Sampling procedure and types of samples. Validity and
reliability. Levels of measurement. Statistics, purpose, approach and methods. Research
process and principles. Unit Three: Methods and tools of research-quantitative and
qualitative types. Tools for data collection-questionnaire, interview guide, Q-method and
observation techniques. Research design, meaning and purpose- types of research designs.
Unit Four: Types of research- Experimental, Ex-post-facto, Survey research. Content
analysis, principles and techniques. Observation research techniques. Historical research.
Data analysis- descriptive and inferential analysis of data. Parametric and non-parametric
data analysis. Unit Five: Use of statistics in research analysis. Statistical tools for media
research – Frequency Distributions, Graphic representations and Percentages. Central
tendency, Standard Deviation. Application of statistical tests- Chi-square, Correlation,
ANNOVA, Mann-Whitney test, t-test, Factor Analysis. Application of computer for data
analysis. Principles and techniques of research report writing.
F. TEXT BOOK
James H Watt, Sjef A Vanden BerAllyn & Bacon: Research Methods For Communication
Science; 2002.
REFERENCE BOOKS
1. Arthur Asa Berger: Media Research Techniques - Sage Publications; 1998.
2. Klaus Krippen Dorff: Content Analysis: An Introduction To Its Methodology - Sage
Publications; 1997.
3. Susanna Hornig Priest: Doing Media Research: An Introduction - Sage Publications.
G. Lecture Plan:
LEC NO TOPICS
1 Introduction and Course Hand-out briefing
2 Definition of research, nature and scope.Research Methods – Introduction
3,4, 5, 6 Science and scientific approach. Role of theory. Statement of problem.
Hypothesis statement and testing.
7, 8,9,10,11 Constructs, variables and definitions. Research classification, basic and
applied research. 12,13 Theory of probability. Sampling procedure and types of samples. 14, 15 Validity and reliability. Levels of measurement. Statistics, purpose,
approach and methods. 16 Research process and principles.
17 Research design, meaning and purpose- types of research designs.
18, 19 Methods and tools of research-quantitative and qualitative types.
20,21 Tools for data collection-questionnaire, interview guide, Q-method and
observation techniques. 22 Types of research- Experimental, Ex-post-facto, Survey research.
23,23 Content analysis, principles and techniques.
24,25,26 Observation research techniques. Historical research.
27-37 Data analysis- descriptive and inferential analysis of data. Parametric
and non-parametric data analysis. 38-41 Use of statistics in research analysis. Graphic representations and
Percentages. 41-47 Statistical tools for media research – Frequency Distributions, Central
tendency. 48-51 Standard Deviation, application of statistical tests.
52 Chi-square
53-58 Correlation, ANNOVA, Mann-Whitney test 59-61 T-test, Factor Analysis.
62-65 Application of computer for data analysis. Principles and techniques of
research report writing
66-68 Discussion on Project for internal evaluation
69-70 Project Workshop
H. Course Articulation Matrix: (Mapping of COs with POs)
C
O
STATEMENT
CORRELATION WITH
PROGRAM OUTCOMES
CORRELATION WITH
PROGRAM SPECIFIC
OUTCOMES
P
O
1
P
O
2
P
O
3
P
O
4
P
O
5
P
O
6
P
O
7
PS
O 1
PSO
2
PSO
3
PSO
4
JC
[220
3.1]
Equip students to understand media
research
3 1 1
JC
[220
3.2]
Demonstrate the basics of Video and
DSLR Cameras
1 2 2 3 1 3
JC
[220
3.3]
Analyse the Camera Languages 1 2 2 3
JC
[220
3.4]
Interpret the Lights and Sound for
production designing
2 2 3 1 3
JC
[220
3.5]
Execute the Video Editing Software and
do the Video and Sound Editing
2 2 1 1 1 3 1 1 3
I. Low Correlation; 2- Moderate Correlation; 3- Substantial Correlation
A. Introduction: This course will help you learn how media leaders and their challengers use
people, money, research, services, time and technology to market their messages. Student will
learn about basic principles and functions of management and how media companies function
today, and how they can prepare themselves for the future
B. Course Outcomes: At the end of the course, students will be able to:
[2204.1]. Recall principles of management.
[2204.2]. Discuss the characteristics of media companies.
[2204.3]. Interpret major issues and implications of media economics.
[2204.4]. Analyse Marketing Mix and Product Life Cycle.
[2204.5]. Designing competitive strategy.
C. PROGRAM OUTCOMES AND PROGRAM SPECIFIC OUTCOMES
[PO.1]. Critical Thinking: Take informed actions after identifying the assumptions that frame
our thinking and actions, checking out the degree to which these assumptions are accurate and
valid, and looking at our ideas and decisions (intellectual, organizational, and personal) from
different perspectives.
[PO.2]. Effective Communication: Speak, read, write and listen clearly in person and through
electronic media in English and in one Indian language, and make meaning of the world by
connecting people, ideas, books, media and technology.
[PO.3]. Social Interaction: Elicit views of others, mediate disagreements and help reach
conclusions in group settings.
[PO.4]. Effective Citizenship: Demonstrate empathetic social concern and equity centred
national development, and the ability to act with an informed awareness of issues and participate
in civic life through volunteering.
[PO.5]. Ethics: Recognize different value systems including your own, understand the moral
dimensions of your decisions, and accept responsibility for them.
MANIPAL UNIVERSITY JAIPUR School of Media & Communication
Department of Journalism & Mass Communication
Course Hand-out
MEDIA MANAGEMENT | JC 2204 | 5 Credits | 3 2 0 5
Session: Jan 2018 – May 2018 | Faculty: Mr. Tanveer Ahemad| Class: MA(J&MC) II Sem
[PO.6]. Environment and Sustainability: Understand the issues of environmental contexts
and sustainable development.
[PO7.]. Self-directed and Life-long Learning: Acquire the ability to engage in independent
and life-long learning in the broadest context socio-technological changes
Program Specific Outcomes [PSO.]1. Understand the nature and basic concepts of communication, journalism,
advertising, corporate communication, electronic media, new media and communication
research.
[PSO.2]. Analyse the contemporary media scenario in association with socio political
environment in India and its relationship with other nations.
[PSO.3]. Perform activities in production of audio-visual programs, use of software in print
media and web designing which includes field activities reporting, editing and designing journal.
[PSO.4]. Understand the applications of communication theories, research in the fields of
advertising, corporate communication, electronic media, print and new media.
D. Assessment Plan:
Criteria Description Maximum Marks
Internal Assessment
(Summative)
Sessional Exam I 20
Sessional Exam II 20
CWS 10
End Term Exam
(Summative)
End Term Exam 50
Total 100
Attendance
(Formative)
A minimum of 75% Attendance is required to be maintained by a
student to be qualified for taking up the End Semester
examination. The allowance of 25% includes all types of leaves
including medical leaves.
Make up Assignments
(Formative)
Students who misses a class will have to report to the teacher
about the absence. A makeup assignment on the topic taught on
the day of absence will be given which has to be submitted within
a week from the date of absence. No extensions will be given on
this. The attendance for that particular day of absence will be
marked blank, so that the student is not accounted for absence.
These assignments are limited to a maximum of 5 throughout the
entire semester.
Homework/ Home
Assignment/ Activity
Assignment
(Formative)
There are situations where a student may have to work in home,
especially before a flipped classroom. Although these works are
not graded with marks. However, a student is expected to
participate and perform these assignments with full zeal since the
activity/ flipped classroom participation by a student will be
assessed and marks will be awarded.
E. SYLLABUS
Unit One: Overview: Unique characteristics of media companies - development of media industries -
revenue patterns media audiences - major development patterns - Outline of Principles of
Management
Unit Two: Media Economics : Concept and role of the market-Consumer choice and market responses-
Producer Choice and market response--Monopoly and competition in market- Media
Performance and capital
Unit Three:
Marketing Perspective of Media: Marketing Mix and Product Life Cycle-Market Analysis and
Product Planning-Consumer Research in Product Development-Product Planning for
Advertiser
Unit Four:
Market-Promotion and Sale of Media Products- Promotion Strategies - Tools - Plans in Action-
Promotion and Sales to Advertisers- Distribution, Production & Pricing of Media Products
Unit Five: Competitive Strategy: Four types of Strategic Warfare - Competitive Advantage
F. TEXT BOOK
1. Davar, Rustom: The Principles of Management - Bombay: Crown; 1985.
REFERENCE BOOKS
1. Kothari, Gulab: Newspaper Management in India, Netherlands - Intercultural Open
University; 1995
2. Picard, Robert: Media Economics, New Delhi – Sage; 2000.
3. Ries, Al: Marketing Warfare: New Delhi - Mc GrawHill; 1997.
A. Lecture Plan:
Lec No Topics Session
Outcome
Mode of
Delivery
Correspondi
ng CO
Mode of
Assessing the
Outcome
1 Introduction to
syllabus with special
reference to
objectives &
outcomes
To acquaint and
clear teachers
expectations and
understand
student
expectations
Lecture NA NA
2-3 Outline of
Principles of
Management
Lecture 2204.1 Mid Term I / End
Term
4-12 Development of
media industries
Lecture / Flipped
Class
2204.2 Mid Term I / End
Term
13-18 Revenue patterns
media audiences -
major development
patterns
Lecture 2204.2 Mid Term I / End
Term
19-21 Concept of market Activity (Group
discussion)
2204.3 Home Assignment
End Term
22-26 Role of the market Lecture /
Activity (Think
Pair Share)
2204.3 Mid Term II / End
Term
27-34 Consumer choice
and market
responses
Lecture 2204.3
Mid Term II / End
Term
35-38 Producer Choice
and market
response--
Monopoly and
competition in
market- Media
Performance and
capital
Lecture 2204.3 Class Quiz
Mid Term II
End Term
39-44 Marketing Mix and
Product Life Cycle
Lecture 2204.4 Mid Term II
End term
45-49 Market Analysis
and Product
Planning
Flipped Class 2204.4 Home Assignment
End Term
50-53 Consumer Research
in Product
Development-
Product Planning
for Advertiser
Activity (Case
Study)
2204.4 End Term
54-56 Market-Promotion
and Sale of Media
Products
Flipped Class 2204.4 Mid Term II
End Term
57-60 Promotion
Strategies - Tools -
Plans in Action
Activity (Think
Pair Share)
2204.4 Class Quiz
End Term
61-62 Promotion and
Sales to Advertisers
Flipped Class 2204.4 Mid Term II
End Term
63 Distribution,
Production &
Pricing of Media
Products
Activity (Think
Pair Share)
2204.4
End Term
64-66 Notion of
Competition
Flipped Class 2204.5 End Term
67-68 Designing strategies
for winning
Flipped Class 2204.5
End Term
69-70 Four types of
Strategic Warfare -
Competitive
Advantage
Activity (Think
Pair Share)
2204.5 End Term
G. Course Articulation Matrix: (Mapping of COs with POs)
27-34 Ad Agency: Functions, Types, Structure, Departments, Remuneration, Pitching
To elaborate the types, organisation and pitching process of the ad agencies
Presentation 2205.3
2205.2 Mid term II End term
35-38 Client Agency Relationship, Revenue and Commission Systems.
Discuss the commission system and client agency relationship.
Lecture 2205.2 Mid term II End term
Module No. 3: Advertising and Society
39-44 Ethical Issues in Advertising, Social Criticism of Advertising, Laws in Advertising
Discuss and interpret the socio- cultural impact of advt. and analyse the legal framework of advt.
Lecture GD
2205.4 Mid term II End term Assignment
45-49 Advertising Statutory Bodies in India, Role of AAA and ASCI
Discuss the role of AAA and ASCI’s role in India and complain procedure against misleading ads
Lecture 2205.5 Mid term II End term
50-53 Study of Various Codes of Conduct Describe the code of conduct for advertising professional.
Self-study 2205.5 Mid term II End term
Module No. 4: Understanding PR
54-56 PR –Concepts, Definitions and Theory , Brief History of Public Relations -The Evolution of PR- The Pioneers and their Works (Ivy Lee and Edward Burney)
Interpret the PR process and history of PR in India.
Lecture 2205.1
2205.7 End term
57-62 Theoretical Underpinnings in PR – JM Grunig’s Model of Symmetrical PR, Organizational Theories, Conflict Theory, Structural-Functional Theory , Understanding Various Concepts, viz., PR, Press Agency
Analyse the theoretical framework related to PR.
Lecture 2205.1
2205.7 End term
63 Publicity, Propaganda and Advertising, Defining Publics/Stakeholders.
Analyse the difference between publicity, propaganda and advertising. Types of publics.
GD 2205.1 End term
Module No. 5: PR Process and Practice
64-66
PR Process, Tools of PR, the public relations environment, political PR
Elaborate the tools and process of PR and the environment of PR
Presentation 2205.6
2205.7
End term
Presentation
67-68
PR vs Spin, Persuasion and Public relation, what media expects from PR, PR and writing, media tracking
Examine the role of PR. Discuss the writing techniques of PR
Presentation 2205.6 End term
IA
69-70
PR angles and response, research in PR, PR measurement, PR awards, Campaign planning in PR
Investigate the PR campaign planning and measurements of PR.
Lecture
Self-study
2205.7 End term
IA
I. Course Articulation Matrix: (Mapping of COs with POs)
CO
STATEMENT
CORRELATION WITH PROGRAM OUTCOMES
CORRELATION WITH PROGRAM SPECIFIC
OUTCOMES
PO 1
PO 2
PO 3
PO 4
PO 5
PO 6
PO 7
PSO 1
PSO 2
PSO 3
PSO 4
JC [2205
.1]
Describe the theoretical and
practical perspectives of
advertising and public
relations.
1 1 2 2 3
JC [2205
.2]
Identify the role, structure and work
process of ad agencies 3 2 3 2
JC [2205
.3]
To analyse the impact of advertising on common man
2 2 2
JC [2205.4]
Examine the role of Advertising
Statutory Bodies in India and code of
ethics for advertising
1 2 2 3
JC [2205.5]
To evaluate and interpret the theories
employed in field of PR. 2 2 3
JC [2205
.6]
Investigate the entire PR process and its practical implications.
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