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SEMESTER TWO (COMM. MANAGEMENT)
Media Planning. Account Planning Advertising Creative Public Relations.Code 201 214 215 216 217 218 219 210 221 222 223 212 213 Title Communication Statistics I Principles of Management II Indian Business Environment Global Business Environment Marketing II Consumer Behaviour II & IMC Advertising Management II. Corporate Communication I and Event Management II Design Technology Projects 1 Self Study II Credits 2 2 2 2 2 2 2 2 2 2 2 2 .
Classification and Functions IV Basic Communication Models– Aristotle’s model. Feedback in communication – meaning and Nature. to build up a strong foundation for research and understanding of the development and use of mass communication Session Topics s I The definition and nature of Communication. Cognitive theory IX Balance theories – Heider’s theory of Balance. Attention and Retention. Democratic Participant Media Theory. Attitude. Kinds of Feedback III Communication Models. V Gerbner’s Model. The Marxist Theory and its Criticism XIV XV XVI XVII XVIII XIX XX The Four Theories of Press. Paradigm Shift in Mass Communication Theory XII Technological determinism – Marshall Mc Luhan. Osgood and Tannenbaum’s Congruity Theory X Sociological perspective Theories – The Uses and Gratification Approach. Integrated Model of Media Effects VI Theories of Communication – Why study Communication Theories. Elements of Mass Communication. Cultivation Theory XI Magic Bullet Theory. Revolutionary Press. Culture and Society Media as Culture Industries. Introduction to Intercultural communication New Media and Information Society: An Integrated Approach Recommended Reading: Mc Quails Mass Communication Theory – Denis Mc Quail Communication Models. Laswell’s formula. Newcomb’s Symmetry theory. Media Controls and gatekeeping Dynamics of Development Communication. Globalization Contexts. New world Information and Communication Order (NWICO) Theories of media.Code: 201 Module: Communication Objective: Introduction to Communication Theories. Reinforcement theory. Newcomb’s Model. Two-step and Multi-step theory. HUB Model of Mass Communication. The Spiral of Silence XIII Theories of Active Audience. Theories of Attitude Change. Diffusion of Innovations International Communication and Globalization – Global Communication Model. Shannon and Weaver’s Mathematical Model. Psychological perspective in Communication Theories VII Overview of the Process and Semiotics perspectives VIII Cognitive Orientation – Perception. agenda setting Theory. Democratic Socialist Theory. Knowledge gap Hypothesis.Uma Narula Mass Communication Theory –Baran & Davis Mass Communication – Keval J Kumar Handbook of Mass Communication – Veer Bala Agrawal . An Introduction to Communication Perspectives II Forms and types of Communication.
attribute. Correlated bivariate data. Statistical terms with illustrations – Variation concepts through ECG graph. Descriptive statistical measures – Mean. c. Raw data and Frequency distribution – Concepts of ungrouped and grouped data.d. Methods of sampling procedure. error concept by using scatter diagram. relative frequency distribution and its graph. Concepts of Sample and Sampling methods – Purpose of learning sampling methods. IX-X Numerical examples Concept of variable. type of correlation. Numerical examples of raw data and frequency distribution. scatter diagram for different value of correlation Regression line concept. Frequency distribution concepts. Simple Regression and Correlation: Concept of bivariate data. Range. method of fitting a regression line. Dispersion measure and its significance in Statistical analysis. median and mode. Recommended Reading: Statistics for Management (7th edition) by Richard I Levin & David S Rubin. Business Statistics (2nd edition) by J K Sharma. V Numerical examples Correlation and Regressions – Introduction of bivariate dependent data concepts illustrated through scatter diagram and computation of correlation and regression in dependency study. and combined s. Concept of raw data and frequency distribution. mean & standard deviation. computational procedure of this measure. v. Spearman's Rank correlation. its meaning. Pearson education . mean deviation. Diagram and graphs – Various graphs such as histogram. Scatter diagram. meaning of Statistical variation. Complete Business Statistics (6th edition) by Amir D Aczel & Jayavel Sounderpandian. purpose of drawing graph. Coefficient of correlation. Prentice Hall India ltd. frequency curve ogive etc and their significance in Statistical analysis. sample from a population. estimation and computation of standard error of estimation Coefficient of determination.Code: 214 Sessions Topics Modules: Statistics I Introduction to Statistics – Common examples.. The McGraw–hill Companies. concepts of standard error in regression estimates coefficient of determination. XIII-IV Average concept and dispersion concepts (more detail). graph of a frequency distribution. statistical population. Median and Mode.
Code 215 Module: Principles of Management II As communication managers. Motivation. Understanding the interlink between Strategies and operations .The Challenges of the 21st Century.Management Murthy.Principles of Management Chunnawalla and Srinivasan . India as the Service Sector destination. . XV XIV-XVI XVII XVIII XIX XX Human Resources and aspects of business dynamics Perception basis of human behaviour. Conflict Management. theory. XII-XIV Facing Globalisations: A managers perspective. Communicating in Organizations Entrepreneurship and Small Business Management Corporate Social Responsibility – a new paradigm in management Recommended Reading: O’Donnell. Diversification Power of three companies VI-VII Service Sector. E. Planning and Decision Aids. Strategic and Operational Control IX-XII Managing Change. and communication V Concept of Core competence. K. planning and administration. Organizational Change and Learning.Mercantile Law . Designing the Contemporary Organization. Maharashtra Co operative Society Act 1960 .Management Theory and Practices Tripathi & Reddy . The changing philosophy. III -IV Competency-Based Approach presents. strategic action. Leadership. Planning in the Contemporary Organization. and innovation. joint ventures. V . Family owned business sector . Elements of management will assist the students to understand the art and science of management decision-making. As future managers. global awareness.Management Principles and Practices Hicks & Gullett -Management . X Planning and Strategy. II Business Decisions pre 1991 & post 1991. the evolving view of management in the service sector VIII-IX Strategic Management.six managerial competencies—self-management. Fortune at the bottom of the pyramid. teamwork. Sessions Topics I Organizational Design. Managing Human Resources. Gulshan & Kapoor . Strategies that grab opportunities. students should be able to manage efficiently and effectively on one hand and on the other hand treat the human being with dignity and respect.Management Practices Dale. relevant applications. Team Building Fundamentals of Decision Making. Herd Mentality. Introduction to the Indian corporate sector . Global Indian Companies. the students need to be “generalist” in approach.
Balance of Payment situation. XV-XVI XVII The Centre State Financial Relations.A.Dutt and Sundaram Indian Economy . with special emphasis on India. monopoly and oligopoly.Mannur India’s Economic Crisis – Bimal Jalan India in Transition – J. income and cross elasticity and the managerial significance. Sessions Topics I-II III-IV V-VI VII-VIII Introduction to Micro Economics. It also enlightens the students on the inter-linkages between economics.N. Working of demand and Supply and price Ceiling and price floor Introduction to Macro economics.N. National systems in India. Indian Business Environment also covers emerging economic macro issues that influence business communication. perfectly competitive markets. Indian Agriculture and Industrial development External sector issues. Theory of demand for money and supply of money. fiscal responsibility. Budget management act and its uses and applications Budget Analysis. Free Trade Areas and Protectionism. GATT. Importance of national income national income and accounting. Class presentations. Fiscal Policy. Theory of cost and production.Salvator International Economics – H. Article Reviews. Current Account Convertibility and Capital Account Convertibility. Project Reports.Bhagwati International Economics – F. Monitory Policy in India and its relevance The Budget.Mishra and Puri Indian Economy Today Changing Contours – B.P. Definition of money and functions of money Demand.Code: 216 Objective: Module: Indian Business Environment The module provides a lucid exposition to basic economic theory and its impact on business environment. Indian Exports and International trade block. Assignments on Indian Economy and International Trade.Cherullinum . Problems in Indian Economy. Recommended Reading: Indian Economy . Singh Economic Surveys of India (1991-2007) International Economics (Latest Edition) – D. Investment Domestic and Foreign. the components of the budget. Financial institutions in India. nationally and internationally. Elasticity of Demand. Game Theory: Money and functions of money. introduction to markets. business environment and communication. WTO and SAARC. Introduction to cartels.G.Agarwal Indian Economy . The emphasis is on the analysis and not the descriptive economic factors. Exchange Rate Management. Reforms in the financial sector.
Need and Problems Global sourcing and its impact on Indian Industry . .Problems and Potential .General Agreement on Trade and Tariffs.Indian companies becoming Multinationals Potential.Responsibilities of International Business. International Marketing .Code : 217 Module: Global Business Environment This will introduce students to international business and the environment within which business communication and transactions take place. Political Military Agendas and future perspectives . Textiles. and linkages of global business. Geo political realities in international relations.Political.Forces. dimensions and stages in Globalization Introductions to The models of trade: Adam Smith. legal and technological aspects aross regions and countries Managing Multinational Enterprises . South East Asia and China Country Risk Analysis . definitions. Trade Blocks Rise of new economies like Japan.Multinational Service Organizations .Globalization .Potential and threats Understanding United nations Organisations UNDP< UNCTAD. Ricardo and Ohlin & Heckler Need Analysis. patterns.International convention on competitiveness.Seattle and Doha round of talks Dispute settlement mechanism under WTO XIX XX Problems of Patent Laws .Cultural and Ethical practices . economic. The main topics covered in this course shall provide students with an understanding and appreciation of the evolution.Entry strategies . IMF. International Business Environment . World Bank. Social and Economic .other Apex institutions VIII IX X XI-XII XIII-XiV XV-XVI XVII-XVIII Bilateral and Multilateral Trade Laws .Globalization and internal reform process India's competitive advantage in industries like IT. Sessions Topics I-II III IV IV VI-VII History. forces. Along with this importance of International Business in the global economy and a range of theories will be stressed on. Copyright laws Kyoto.Why do countries trade. World Trade Organization . Kenchi Ohmae. Doha.Market selection – Barriers Understanding socio cultural. (GATT). Why do corporate go international Trading Environment of International Trade – Advantages. Cancun – Issues that are not resolved. Gems & Jewellery etc. Meaning.
Designing & Managing VIII Case Study Discussion & Presentations on Services Marketing IX X XI XII XIII PLC & New product Development Stages Concepts of CLTV (Customer Lifetime Value) & CRM Developing Pricing Strategies Distribution strategies Wholesale/Retail & Logistics Managing Mass Communications: Advertising. They need to co relate various brand positioning strategies to the communication plan. the students need to examine various marketing strategies and competitive tactics. Bases of segmentation of consumer markets II How to deal with competition by Brand Positioning strategies (Perceptual Maps) III Presentations on Group Work on Perceptual maps IV Product Strategies/ Differences between consumer & industrial markets and marketing practices Packaging Strategies for Product/Packaging vis-à-vis Media & Entertainment V VI Case Study Discussion & Presentations on Product Strategy VII Services . Sessions Topics I Benefits of segmentation. Sales Promotions.Code: 218 Objective: Module: Marketing II This module discusses advanced marketing concepts related to communication management. Events. As future communication managers. and Public Relations .
Sales Promotions.XIV XV Managing Mass Communications: Advertising. Events. . and Public Relations Case Study Discussion & Presentations on Mass Communications/Promotional Strategies Managing Personal Communications: Direct Marketing Managing Personal Communications: Personal Selling XVI XVII XVIII XIX XX Competitive Strategies Marketing plan formulation. key tasks of marketing department Total Marketing Program/Strategic Marketing Overview Recommended Reading: Marketing Management by Kotler. Koshy South East Asian edition Marketing Management by Rama Swami and Nama Kumari. Jha.
originally as part of marketing studies and more recently as a distinct discipline. This is a foundation course to understand behavioural science concepts in mass communication and communication management. is the driving force behind IMC. Ritual and Culture. Learning: Concepts. sociology. Customer focused marketing. executing and monitoring brand messages designed to cost-effectively acquire and retain customers. Retail Consumer Behaviour. Brand. Celebrity: Source for attitude change. will expose the students to the viewpoint that IMC is a cross-functional process of planning. theories and models. using multi-channelled communication strategy to deliver a unified message to reach every segment of the market. Culture Concepts and Indian Scenario. with contributions from psychology. Multi cultural communication. Sales Promotion – Consumer Direct Marketing. organisational behaviour and anthropology. Attitude: Concepts and models and Attitude Change. primarily case-study based. Module: Sessions I II. Measuring the effectiveness of an IMC plan Case studies VI-VII VIII IX-X XI-XI XII-XIII XIV-XV XVI-XVII XVIII-XIX XX . The IMC module. Business-to-Business consumer behaviour. IMC in international environment.III IV-V Topics The changing perspective to Consumer behaviour Information processing.Code: 219 Consumer Behaviour II and Integrated Marketing Communication I Objective: Consumer behaviour developed. Introduction to and tools of Integrated Marketing Communication Sales Promotion – Trade. economics. The module is focus on development of an integrated approach to the communication process at various levels in business.
New York. A (1989). Advertising Management.M. • Advertising Management – Batra • Advertising Principles – Moriarty. Batra and Myers. Calcutta: Profile Publishers. Integrated Advertising Promotion & Marketing Communication. Building Strong Brand. Moriarty • Aaker. Advertising today . • David. A (1996).in the Indian context. • David. G. Advertising Management. & Aaker David (1999). Burnett. • Firestone.The Future of Advertising. New Delhi: Prentice Hall India Ltd. Klepnner's advertising procedure. • Datta Sarojit (1994). New York: The Freepress.Recommended Reading: • Consumer Behaviour by Solomon • Consumer Behaviour by Loudon & Bitta • David.(1997). New Jersey: Prentice Hall. O (1983).M. • John. Wells and Burns • Advertising Principles and Practice – Wells. Advertising Management • Baack Donald. 2002 . C. Vintage Books • Ruseel Thomas J (1996). On advertising.
Target Audience. Exposures – potential. . Markets. Presentations VII . HPI. The brief: The Linkages. allocation of budget to media types – Effective frequency estimator. Media Class Decisions. Media Vehicles Decisions Product Linkage Data. Understanding the Functioning of an Ad agency –from Getting in the client to Releasing the ad Understanding the Functioning of an Ad agency –from Getting in the client to Releasing the ad Advertising and Brand VII Media Planning II Sessions Topics I -II III IV V VI Setting media objectives. Target Reach and Cost Efficiency. Ad planning and decision making Advertising Management and Marketing. Creativity in Media Planning. Analysis for Budgeting.Code: 220 Module: Advertising Management II. Media market analysis. Regression analysis. ATL and BTL Advertising as Communication. Factors affecting reach / frequency. Writing a client Media brief Media buying & placement (how to buy print / television space & time. Media Planning Process. Usage of Media Mix. Scheduling Patterns. Budget Setting. CPT Vs CPRP analysis). measuring vehicles. Media Planning II Account Planning I Advertising Management II Sessions Topics I -II II III-IV V VI Advertising Management – an Introduction.
David. C. Advertising Principles – Moriarty. 2002 David. Integrated Advertising Promotion & Marketing Communication. John. David Aaker • • • • • • • • • • • Back Donald. New Jersey: Prentice Hall. On advertising. A (1989). John Mayer. & Aaker David (1999). Moriarty . O (1983). Calcutta: Profile Publishers. Building Strong Brand. G.The Future of Advertising. New Delhi: Prentice Hall India Ltd. Advertising today . Wells and Burns Advertising Principles and Practice – Wells. scope Account Planning and Advertising Introduction to Consumer Behaviour Account Planning & the Consumer The advertising strategy and Account Planning Campaign Planning and Planning Recommended Reading: • Advertising Management – Rajiv Batra. 2002 Campaign Planner for Promotion and IMC. New York. Advertising Management. David. New York: The Free press. Burnett.Definition. A (1996). (1997). Advertising Management.Account Planning I Sessions 1 II III IV V VI Topics Introduction What is Account Planning.M. Firestone. Vintage Books Ruseel Thomas J (1996). Datta Sarojit (1994). Klepnner's advertising procedure.in the Indian context.
Kobliski .Jack Trout & Al Ries.Linda Cooper Bonon Truth Lies and Advertising: The Art of Account Planning .John Steel Advertising without an Agency .Cameroon S. The Business side of Creativity: The complete guide to running a Graphic Design Communication Business .Code: 221 Sessions Topics I II II IV V VI_VII VIII IX X XI Module: Advertising Creative II (Copywriting) The Importance of the Big Idea Surprise Me factor in Advertising Understanding the visualization and copywriting synchronisation Writing powerful headlines and Copy The Press ad today TVC script Radio – the new way of listening Writing Content for Direct Mailer Internet advertising OOH -what attracts your attention and the changing patterns of buying Recommended Reading: Secrets of Successful Websites .David Siegel Creating Killer websites .Kathy J. Foote The Graphic Designers guide to Creative Marketing .David Siegel Books by David Ogilvy Positioning .
Eric Maisel A whack on the side of the head. practical way. The aim is to guide the trainees in to new spheres of creativity. . Through varied techniques and plenty of exercises students can explore ways in which internal and external worlds can interact and intuitive visual strategies can be applied in a conscious.Code: 221 Objective: Module: Advertising Creative II (Visual) ‘Learning through play’ is the motto for this module.Michael Michalko Aha: 10 Ways to free your Creative Spirit and find your great ideas . Ayan Six Thinking Hats .Jordan E.Edward de Bono The Creativity Book: A years worth of inspiration & Guidance . Topics Effective Graphic Design in Advertising Visual Evolution and the Graphics Process in Design How Advertising Works Developing Content Effective Visualization Developing the ‘Big Idea’ Sessions I II-III IV -V VI VII-VIII IX Recommended Reading: Cracking Creativity: The secrets of a Creative Genius . with a structured content and a guideline for innovative ideas.
Practical guidelines for organising successful events. It is important for the students to understand that this function of the communication mix is experiencing greater accountability. Case –studies – screening of business legends and lesson in excellence series and role play . Using tools like brochures.. Communication I and Event Management II Corporate Objective:This module will focus on its importance in the marketing communication mix. Role of a Corporate Communicator: Understanding Industry represented by the Corporate. Sessions Topics Developing a PR Campaign: Situation Analysis. Identifying and understanding Corporate Goals and Business Goals. Public Affairs. The downside of losing a pitch. Media Relations. Audience Definition. Understanding Organisational structure / Corporate structure. The Client Brief. Brainstorming: Process of team ideation – How not to shoot down an idea! The comeback presentation: The Agency Pitch. Show Day Elements: Different events: different checklists. XV XVI XVII XVIII De-briefing process and documentation. Advertising. Corporate Identity and Reputation Management Agency Credentials Check. PR. booklets. Along with this an in-sight will be offered to the elements of corporate communication. Event Management. Different publics that Corporate Communication needs to address. Introduction to concepts.Code: 222 Module: Public Relations II. PR and Community Relations PR and Government Relations. Internal Relations & Employee Communication Investor Relations. based on case studies and event visits will give the students the required exposure to become successful event managers. In PR It will help students to foresee the new trends in this industry. II III VI Techniques and tools of PR. Media Planning as tools of Corporate Communication. press releases and informal networking with the special interest groups is essential for maintaining the image and building a corporate reputation. Objective Setting. as essential perspective for any Marcom practitioner.
Recommended Reading: Merry Selburne. Surjeet Publications. Corporate communication: The age of the image Event Planning: Judy Allen Event Marketing & Management : Sanjaya Singh Gaur & Sanjay Saggere The Wiley Series of Event Management Books Ernest & Young: The complete guide to special event management . Seitel. Effective Public Relations F. Handbook of Corporate Communication and Public Relations Venkatramani. Public Relations. Public relations in India. Principles of Public Relations Lahiri Sanat. Sandra Oliver. Public Relations Society of India\ Ahuja B N. The Practise of Public Relations Rayudu and Balan.
Topics Introduction to computer graphics.Peter Lourekas . coloring and transforming objects Filling gradients and editing and drawing custom vector object shapes Color theory and creating color schemes Typography and using text tools Distorting shapes and using brushes Using Symbols and blending objects Applying gradient mesh and transparency to vector objects and clipping vector objects and images Using filters and effects and tracing images Using layers and creating layer based animation and exporting and printing Illustrator files.( 2008). Exporting and Printing Recommended Reading: David Karlins .k. Adobe Illustrator CS3 How – T os : 100 Essential Techniques Elaine Weinmann . Josef. New Haven. Color Design Workbook: A Real-World Guide to Using Color in Graphic Design .( 1975). drawing new shapes and using drawing tools Special Effects and using mesh and artistic media tools Working with Bitmaps Page layout concepts and multiple pages Layering.Hopkins .(2007). Introduction to Corel Draw interface and basic commands Working with basic shape tools. Interaction of Color. Adobe Illustrator CS3 Classroom in a Book Albers. Customising and Editing basic shapes.(2007). Illustrator and Corel Draw will be taught in the module Corel Draw Sessions I-II III-IV V VI VII VIII IX-X Illustrator Sessions I II III IV V VI VII VIII IX X Topics Introduction to Illustrator. Bruce.Code: 223 Module: Design Technology II Objective: To introduce students to basics of computer based communication and design applications. types of computer graphics and designing with basic shape tools Creating objects with basic shapes.(2007). CT Terry Stone. Revised ed.Illustrator CS3 for Windows and Macintosh : Visual quickstart guide Adobe Creative Team . text and formatting tools. Sean Adams. Noreen Morioka .
Social Change Internship.Code : 212 Module: Projects I Syllabus Reports I. Footprints. Project I .
Code: 213 Module: Self Study II .
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