Mahatma Education Society’s

Pillai College of Arts, Commerce & Science

(Autonomous)
Affiliated to University of Mumbai
New Panvel

Syllabus for T. Y. BMM. Advertising

Semester VI
Program: B.A. Mass Media and
Communication

(Semester based Credit and Grading system for the

academic year 2019-20)
 T. Y. B.A Mass Media and Communication (Journalism)

Semester VI
Course Code Course Course Title Theory/ Mark Credits Lectures
Type Practical s /Week

PUAMC601A Core Contemporary Issues Theory 100 4 3

PUAMC602A Core Digital Media Theory 100 4 3
PUAMC603A Core Agency Management Theory 100 4 3
PUAMC604A Core Advertising & Marketing Research Theory 100 4 3
PUAMC605A Core Legal Environment & Advertising Theory 100 4 3
Ethics
PUAMC606A Core Principles & Practice of Direct Theory 100 4 3
Marketing
PUAMC607A Core Financial Management for Marketing Theory 100 4 3
& Advertising
Total 700 28 21

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 BOS B.M.M
Class T. Y. BAMMC Journalism
Semester VI
Subject Name Contemporary Issues
Subject Code PUAMC601A
Level of Subject Medium

Objectives:
1. To bring awareness and sensitivity among the students towards contemporary issues.
2. To help students understand, identify, assess and evaluate world and local events and
engage in a debate on these issues.
3. The students will be able to identify problems or dilemmas, propose appropriate
solutions, formulate action plans, and assess the positive and negative results of actions
taken.
4. To inculcate responsibilities and promote equality.

Unit Name of Unit Topic Name of Topic Number of

No. No. Lectures
I Global Ecological 1.1 Climate change and Global warming- causes , 13
Issues consequences and remedial measures.
Deforestation- causes, consequences and
remedial measures
1.2 Sustainable development- concept, need and
significance, Costal regulatory Zone- need
and importance, CRZ Act
1.3 Movements (International & National) related
to environmental protection
II Human Rights 2.1 United Nations Laws 13
and Legislative UDHR and its significance, CRC and
Measures CEDAW, DRD
2.2 Legislative measures with reference to India
• Women: Domestic and Family Violence
Act of 2012, Sexual Harassment Act at the
Work Place 2013, The Criminal Law
(Amendment) Act of 2013
• Child: Protection of Children from sexual
offence Act -2012 (POCSO), Child Labour
Act with new amendments, Juvenile Justice
(Care and Protection of Children Act) 2000
2.3 • Education : Right to Education Act 2009,
New Education Policy 2019 (Draft)
Health : National Health Policy of 2015,

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 Prenatal Diagnostic Technique Regulation
and prevention of Misuse amendment rules of
2003
III Political Concerns 3.1 • Crime and Politics 09
and Challenges in • Electoral Behaviour & need for electoral
India reforms in India
3.2 Corruption:
Causes and remedial measures. RTI Act, Lok
Pal Bill, Whistle Blowers Protection Act,
2011
3.3 • Insurgency with reference to North East –
Issues involved, ULFA, Nagas, Manipur
issue
AFSPA and its impact. Terrorism-
• Causes, consequences and remedial
measures
• Case studies from India and International
IV Economic 4.1 • Special Economic Zones & the Role of 10
development and MIDC in the economic development of
challenges Maharashtra
Agrarian Issues
Rural indebtedness, farmers’ suicides and its
implications
Developmental Issues:
• Displacement and rehabilitation
• The Rehabilitation and Resettlement Bill
4.2 Tribal Issues
• Marginalisation of the Tribals
• Forest Rights Act
• Land Acquisition Act
Food Security Act 2013
4.3 Economic- Naxalism and its impact
Religion- Communal Violence
TOTAL LECTURES 45

Expected outcomes:
By the end of the semester, the students will have a better understanding of:
1. Civil and human rights that vary among social and governmental systems
2. The importance of human rights and its implementation in India.
3. Present day environmental, political, economic and social concerns and issues

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 4. Key themes and debates related to societies in contemporary India
5. Interdisciplinary, social science approaches to contemporary issues pertaining to
contemporary India

Reference Books:
1. Ram Ahuj, Social Problems in India
2. Rush Ramona, Oukrop Carole, CreedonPamola (2013), ‘Seeking equity for women in
Journalism and Mass Communication education: A 30 year Update’, Taylor and
Francis
3. Coleman Benjamin: Conflict, Terrorism and Media in Asia
4. Ranganathan Maya; Rodrigues Usha: (2010) Indian media in a Globalised World, Sage
Publications
5. Media and Gender in Post-Liberalisation India, Frank and Timmy Gmbh Publication
(Pg 19- 45)
6. Talwar Rajesh, (2013), Courting Injustice: The Nirbhaya Case and Its Aftermath, Hay
House Inc.
7. Praveen Swami (2007) An Informal War: India, Pakistan and the Secret Jihad in
Jammu and Kashmir London: Routledge. KakManju, TripathyPrajnashree, Lal
Manjula; (2007), Whose Media? a Woman's Space: The Role of the Press in Projecting
the development needs of Women, Concept Publishing House.
8. Uma Kapila( ed) ( 2013)Indian Economy: performance and policies ,14th edition
Academic Foundation.
9. V. K Puri and S.K Misra (ed) ( 2013)Indian Economy,31stedition.Himalaya Pub
House. Asha Bajpai , ( 2011) Child Rights in India: Law, policy, and practice .
10. Dr. B Ramaswamy and Nitin Shrirang Mane, ( 2013) Human Rights: Principles and
practices,Alfa Publication.
11. R P Kataria and Salah Uddin (2013) Commentary on Human Rights Orient Publishing
Company. J.Shivanand, Human Rights:Concepts and Issues, Ram Ahuja , (
2012),Indian social Problems, Rawat Publications. Ghanashyam Shah, ( 2011) Social
Movements in India, Sage Publications.• A. R Desai, Rural Sociology.• Marilyn A
.Brown and Benjamin K.Sovacool,Climate Change and Global Energy•
Security:Technology and Policy Options, Oxford Publications. Bill McKibben, The
End of Nature.• David Spratt and Philip Sutton,Climate Code Red:The Case for
Emergency Action.• Jeffrey D.Sachs, The Age of Sustainable Development.

Magazines and journals

1. Down to Earth: Science and Environment Fortnightly
2. Economic and Political Weekly
3. Yogana

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 BOS B. M. M
Class T. Y. BAMMC Journalism
Semester VI
Subject Name Digital Media
Subject Code PUAMC602A
Level of Subject Medium

Objectives:
1. To have an in-depth study of the most important sectors/platforms.
2. To learn how to use the digital media platform for paid as well as free marketing
activities

Unit Name of Unit Topic Name of Topic Number of

No. No. Lectures
I Introduction to 1.1 Understanding Digital media 13
Digital Media Principles
Key concepts
1.2 Evolution of the Internet
1.3 Traditional vs News media
II Search Engine 2.1 What is SEO 10
Optimization
2.2 On page optimization, off page optimization
2.3 Search Engine Algorithm
Intro to Big Data, Data mining &
Management Data Management Platforms
III Social Media 3.1 Facebook, Twitter, LinkedIn, Blogs 13
3.2 Web analytics
3.3 Lead nurturing
Content writing
Features of a website
IV Cyber Law 4.1 IT Act 09
4.2 Copyright
4.3 Ethics, digital security
New challenges
TOTAL LECTURES 45

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Expected outcomes:
1. Students will be able to write the content for social media platforms.
2. They will be prepared for the contemporary digital media world with regard to
communication and marketing

Reference Books:
1) Digital Marketing: Strategy, Implementation & Practice, Dave Chaffey, Fiona
EllisChadwick, Pearson Education Limited, 5 th Edition, 2012.
2) The Social Media Bible: Tactics, Tools, and Strategies for Business Success, Lon Safko,
John Wiley & Sons, 2012

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 BOS B.M.M
Class T. Y. BAMMC
Semester VI
Subject Name Agency Management
Subject Code PUAMC603A
Level of Subject Medium

Objectives:
1. To acquaint the students with concepts, techniques for developing an effective
advertising campaign.
2. To familiarize students with the different aspects of running an ad agency

Unit Name of Unit Topic Name of Topic Number of

No. No. Lectures
I Introduction 1.1 Advertising Agency: their role, Functions, 13
Organization and Importance
1.2 Client Servicing: The Client - Agency
Relationship, 3P’s of Service: Physical
evidence, Process and People, The Gaps
Model of service quality, Stages in the client-
agency relationship, How Agencies Gain
Clients, Why Agencies Lose Clients,
Evaluation Criteria in Choosing an Ad
Agency, The roles of advertising Account
executives
1.3 Account Planning: Role of account planning
in advertising, Role of Account Planner,
Account Planning Process
II Ad Campaign 2.1 Marketing Plan of the client - The marketing 16
brief, Marketing Audit,Marketing Objectives,
Marketing Problems and Opportunities
Review, STP, Executing the plan, Evaluating
the plan,
Ad Film making - Converting story board to
TVC, Editing and post production
2.2 Advertising campaign management: Means-
End chaining and the Method of Laddering as
guides to Creative Advertising Formulation,
Digital Advertising Strategy / Campaigns
2.3 The Response Process: Traditional Response
Hierarchy Models: AIDA, Sales-Oriented
Objectives, Communications Objectives,
DAGMAR: An Approach to Setting

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 Objectives
III Managing an Ad 3.1 Setting up an Agency: Business plan 08
introduction, Various Stages in setting up a
Agency
new Agency
3.2 Agency Compensation: Various methods of
Agency Remunerations
3.3 Growing the Agency: The Pitch: request for
proposal, speculative pitches, Pitch Process
References, Image and reputation, PR
IV Sales Promotion 4.1 Sales Promotion: scope, role, reasons for 08
increase in Sales Promotion, Consumer
Management
Franchise-Building versus Non-franchise-
Building Promotions, Designing Loyalty,
continuous and frequency programs
4.2 Trade-Oriented and Consumer-Oriented Sales
Promotion: objectives and techniques
4.3 Case Study
TOTAL LECTURES 45

Expected outcomes:
1. Students will inculcate competencies to undertake professional work in the field of
advertising
2. Students will have knowledge about various promotion techniques

Reference Books:
1. Advertising and Promotion by G. Belch and M. Belch
2. Advertising Promotion and Other Aspects of Integrated Marketing Communications by
Terence A. Shimp

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 BOS B. M. M
Class T. Y. BAMMC
Semester VI
Subject Name Advertising and Marketing Research
Subject Code PUAMC604A
Level of Subject Medium

Objectives:
1. To inculcate the analytical abilities and research skills among the students.
2. To discuss the foundations of Research and audience analysis that is imperative to
successful advertising.
3. To understand the scope and techniques of Advertising and Marketing research, and their
utility.

Unit Name of Unit Topic Name of Topic Number of

No. No. Lectures
I Fundamentals of 1.1 Meaning and objectives of Research . 13
Concepts in Research: Variables, Qualitative
Research
and Quantitative
1.2 Literature review . Stages in Research
process.
1.3 Meaning, Nature, Significance, Types of
Hypothesis
II Research Design, 2.1 Meaning, Definition, Need and Importance, 13
Scope of Research Design , Types-
Sampling and
Descriptive, Exploratory and Causal.
Data Collection 2.2 Meaning of Sample and Sampling, Process of
Sampling , Methods of Sampling: i) Non
Probability Sampling – Convenient,
Judgment, Quota, Snow ball. ii) Probability
Sampling – Simple Random, systematic,
Stratified, Cluster, Multi Stage.ing of Sample
and Sampling, Process of Sampling,
2.3 Types of data and sources- Primary and
Secondary data sources, Methods of
collection of primary data: a. Observation b.
Experimental c. Interview Method: i)
Personal Interview ii) focused group, iii)
indepth interviews - d. Survey e. Survey
instrument – i) Questionnaire designing. f.
Scaling techniques- i) Likert scale, ii)

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 Semantic Differential scale, iii) Staple scale,
iv) Constant sum scale
III Advertising 3.1 Introduction to Advertising Research, Copy 09
Research: a. Concept testing, b. Name testing,
Research
c. Slogan testing 3. Copy testing measures
and methods: a. Free association, b. Direct
questioning, c. Direct mail tests, d. Statement
comparison tests, e. Qualitative interviews, f.
Focus groups
3.2 Pretesting: A. Print Pretesting: a. Consumer
Jury Test, b. Portfolio test, c. Paired
comparison test, d. Orderof-merit test, e.
Mock magazine test, f. Direct mail test. B.
Broad casting Pretesting: a. Trailer tests, b.
Theatre tests, c. Live telecast tests, d. Clutter
tests, Challenges to pre-testing. Example: The
Halo effect 4. Post testing: a. Recall tests, b.
Recognition test, c. Triple association test, d.
Sales effect tests , e. Sales results tests, f.
Enquires test
3.3 Neuroscience: A New Perspective , When to
Use Neuroscience, Psychological rating scales
: Pupil metric devices, 2. Eye-movement
camera, 3. Galvanometer, 4. Voice pitch
analysis, 5. Brain pattern analysis
IV Marketing 4.1 Essential of a good report, 2. Content of 10
report , 3. Steps in writing a report, 4.
Research and
Footnotes and Bibliography. Plagiarism
Report Writing 4.2 Introduction to Advertising Research 2. New
product research, 3. Branding Research,
4.3 Pricing research, 5. Packaging research, 6.
Product testing
TOTAL LECTURES 45

Expected outcomes:
It will enable the students to inculcate research activity.
2. It will enable the students to know plagiarism and its consequences.
3. It will enable the students to advertising research and marketing research.

Reference Books:
1. Research for Marketing Decisions Paul E. Green, Donald S. Tull
2. Business Research Methods – Donald Cooper & Pamela Schindler, TMGH, 9th edition

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3. http://www.millwardbrown.com/docs/default-source/insight-documents/points-
ofview/MillwardBrown_POV_NeurosciencePerspective.pdf

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 BOS B. M. M
Class T. Y. BAMMC
Semester VI
Subject Name Legal Environment & Advertising Ethics
Subject Code PUAMC605A
Level of Subject Advanced

Objectives:
1. To acquaint students to the Legal Environment in contemporary India highlighting the
relevance of the same with reference to Advertising media.
2. To emphasise & reiterate the need to have ethical practices in the field of advertising
media both in India & internationally.
3. To appreciate the role of advertising in contemporary consumerism, the need for
consumer awareness & consumer protection.

Unit Name of Unit Topic Name of Topic Number of

No. No. Lectures
I Legal 1.1 The importance & the relationship between 12
Environment and Self –Regulation, Ethics & the Law , The
Ethics In Media laws of the land:Constitutional Laws –
Fundamental Rights,Laws of Defamation &
Contempt of Court with respect to cases
specific to Media.
1.2 Case Laws on Advertising in Media
1.3 What is Ethics? Why do we need Ethics? (ii)
The philosophy of Ethics- Absolutist &
Situational (iii) Ethics in Advertising
&Stereotyping: - Religious minorities - Racial
minorities - Ethnic groups - Cultural
Minorities - Senior Citizens - Children -
Women - LGBT (iv) Advertising of
Controversial products (v) Surrogate &
Subliminal Advertising (vi) Political
Advertising (vii) Manipulation of Advertising
Research
1.4 Bodies helping to maintain a Code of Ethical
conduct in Media: - ASCI - AAAI - BCCC -
IBF - CENSOR BOARD FOR FILMS - Press
Council
II Government 2.1 (i)Government Policies governing 11
Policies & Cyber advertisements (ii) The role of Prasar Bharati
Laws And Laws for advertisements in Public Broadcast
Pertaining to Services (iii) Cyber laws including Section
Media 66; Laws pertaining to advertising in cyber

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 space. (iv) The Question of Net Neutrality &
its relevance in Media (v) Right to
Information Act
2.2 Standard Contract between Advertiser &
Agency
2.3 Drugs & Cosmetics Act - Drugs & Magic
Remedies ( Objectionable Advertisements)
Act - Drugs Price Control Act - Emblems &
Names ( Prevention of Improper Use) Act -
Indecent Representation of Women’s Act -
Intellectual Property Rights- -Copyright Act -
Trademarks Act - Patents Act
2.4 Case Laws pertaining to Intellectual Property
Rights
III Unfair Trade 3.1 Unfair Trade Practices & Restrictive Trade 12
Practices & the Practices to Consumers: -
Competition Act False Promises - Incomplete Description
2002 - False & Misleading Comparisons
- Bait & Switch offers - Visual Distortions
- False Testimonial- Partial Disclosures-
Small print Clarifications (iii)The role
of the Commission of the Competition Act
2002 in resolving cases of Unfair &
Restrictive Trade Practices.
3.2 Unfair Trade Practices & Restrictive Trade
Practices to other organizations in the
Industry
3.3 The role of the Commission of the
Competition Act 2002 in resolving cases of
Unfair & Restrictive Trade Practices.
IV Consumer 4.1 Consumerism – The rising need for consumer 09
Protection: guidance& awareness,Government Initiatives
Government 4.2 Non- Government initiatives
initiatives
including 4.3 Socio- Economic Criticisms of advertising,
Standardization, Advertising & social responsibility -
Consumer Laws Advertising as a moulder of thought, opinion
& Non- & values
Government
initiatives
And
Advertising &
Society
TOTAL LECTURES 45

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Expected outcomes:
1. Increased Content Sensitivity and Responsible Content Curation for Advertising
2. Increased Knowledge about laws directly and indirectly related to Advertising

Reference Books:
1. P. B. Sawant & P.K. Bandhopadhyaya- Advertising Laws & Ethics – Universal Law
Publishing Co.
2. Vidisha Barua, Press & Media: Law Manual- Universal law Publishing Co.
3. Cyber Law Simplified – Vivek Sood Tata McGraw Hill

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 BOS B. M. M
Class T. Y. BAMMC
Semester VI
Subject Name Principles & Practice of Direct Marketing
Subject Code PUAMC606A
Level of Subject Advanced

Objectives:
1. To understand Direct marketing.
2. To know the importance of direct marketing.
3. To understand the techniques of direct marketing.

Unit Name of Unit Topic Name of Topic Number of

No. No. Lectures
I Introduction of 1.1 Meaning and introduction to Marketing. 13
Direct Marketing Traditional v/s Direct marketing techniques.
1.2 Meaning, Definition, Importance of Direct
Marketing. Advantages and Disadvantages.
1.3 Approaches, Reasons for growth, Economics
of DM
II CRM 2.1 Meaning, Definition, Importance, Planning 05
and Development of CRM
2.2 Customising Products to different needs,
Studying customer mix and managing the
key customers
2.3 Relationship marketing – Customer Loyalty

III Database 3.1 Database Management : Meaning, 09

Management importance, functions, sources and uses of
E-Database. Techniques, Steps, Advantages,
Disadvantages.
3.2 Meaning of marketing strategies, Why it is
needed, Internal and External Analysis,
Objectives, Creating a Direct Marketing
Budget, Fund raising, Pre selling and Post
selling
3.3 Customer Lifetime Value, Factors, How we
use it, Using LTV analysis to compare
effectiveness of various marketing strategies,
List selection, Prospecting, Market
segmentation, Product customization, Mail
order, Lead generation, Circulation
programs , Store traffic ,

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IV Direct Marketing 4.1 Imc- Meaning, Importance, Role, 10
as IMC Relationship, Importance, Tools, Person to
person, group selling, Direct mail. Direct
Response Television, DR Direct Response
Advertising , Catalogues, Inserts, Videos,
Emails, Trade shows
4.2 Growth of DM in future
Indian and Global perspective in DM
4.3 Protect offering, re-generation, database
management and methodology, Trends,
Ethics in DM
TOTAL LECTURES 45

Expected outcomes:
1. It will enable the students to Practise Direct marketing in practical life.
2. It will enable the students to know Ethics in DM.
3. It will enable the students to analyse marketing as per requirement.

Reference Books:
1. Direct Marketing Strategy Edward Edward Nash, Mc Graw Hill .
2. Direct and Database Marketing Graeme Mc Corkell

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 BOS B. M. M
Class T. Y. BAMMC
Semester V
Subject Name Financial Management for Marketing & Advertising
Subject Code PUAMC607A
Level of Subject Medium

Objectives:
1. To provide a brief over view of the basic concepts, goals functions and types of finance
available for new existing business and marketing units.
2. To enable the understanding of the need for financial planning through budgets and their
benefits.
3. To enable students to evaluate the financial implications of marketing decisions through
simple analytical tools..

Unit Name of Unit Topic No. Name of Topic Number

No. of
Lectures
1 Introduction to 1.1 Meaning of Financial Management- 10
Financial Definition-goals-Types of Finance-Owned
Management and and Borrowed-Long term and Short term
Financial finance- Sources of finance
Planning through 1.2 Budgeting-Types of Budgets-Functional
Budgets Budgets- Master Budget-Zero Based Budget
1.3 Cash and Sales Budget (Application)
2 Working Capital 2.1 Working Capital- Types of working Capital 10
Estimation Factors influencing working capital
2.2 Concept of Operating Cycle
2.3 Methods of calculating working capital –basic
application
3 Financial 3.1 Vertical Financial Statements (Theoretical) 15
Statements and 3.2 Classification of Ratios –Revenue statement
Ratio Analysis and balance sheet ratios –Restricted to the
syllabus.
3.3 Debt Equity Ratios, Current Ratio,
Proprietory Stock Working Capital ratio,
Gross Profit ratio , Net Profit ratio, Operating
ratio, Debtors Turnover ratio , Creditors
turnover ratio , selling expenditure ratio.
4 Introduction of 4.1 Costing –Types of cost- their relevance in 15
costing marketing decision making
4.2 Classification of cost- Traceability,
Functionality and level of activity
4.3 Estimation of Profit /loss using cost Volume

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 Profit analysis- Break Even Analysis,
Calculation of Profit Volume ratio, Break
even Point, Margin of Safety, Sales required
in units and rupees( theory and application)
TOTAL LECTURES 60

Expected Outcomes:
1. Learners will acquire the knowledge of types of finance .
2. This will equip the students with the basic Cost accounting principles.
3. This will enable students to apply them to different practical situation.

Reference Books:
1. Financial Management Khan and Jain TMH
2. Financial Management I. M. Pandey TMH
3. Financial Management Kishore Ravi Taxmann.

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