MA-JMC SEMESTER II - Vrindawan University

MA-JMC SEMESTER II-

4201 ADVERTISING PLANNING AND STRATEGY

Module I: The Advertising Plan
Steps involved in developing an advertising plan
Situation analysis
Identify target audience
Determine communication objective
The creative plan
Copywriting
The Media Plan: selecting the communication channel
Determining the advertising budget
Deciding on the communication mix
Evaluation

Module II: Advertising and Consumer Behavior
The Decision process
Low-Involvement Decision Process
High-Involvement Decision process
Stages in the decision process

Module III: Advertising and Ethics
ASCI’s code of Advertising Practice
Truth in advertising
Advertising to children
Advertising controversial products

Module IV: How advertising works
Rational to emotional approaches
Advertising strategies
Generic
Preemptive
USP
Positioning
Brand Image Approach
Resonance
Affective
Concept of an advertising brief
Study of various elements of a brief and how advertising evolves out of a brief

Text & References:

4202 PRINT DESIGN AND VISUALIZATION

Module I: House styles
What is style sheet? How to create style sheet? Style guide: examples from newspapers, magazines; own guide produced for new publication.
Styles: choice of typeface and masthead, choice and use of images and color, positioning of articles and images on the page, use of headlines in an appropriate font, point size, number of lines etc, text manipulation, juxtaposition of text/images/advertising, Typography.

Module II: Comparison in newspapers and magazines
What is the difference between Newspaper & Magazine layouts? What needs to take care when creating layouts for Fashion feature or Business articles or News pages. Which software is to be used for making layouts, creating vector graphics and raster images? Proper utilization of design elements and principles in layouts.

Module III: Advertising concepts
Corporate Identity: Usage of Types & Fonts, Color schemes, Punch line, Orientation.
Corporate Stationary: Logo, Letterhead design, Business Card, Envelop, Catalogues, Brochures, Digital Posters, Calendar Design.
Communicating through multiple media: Digital and print produces integrated design solutions. Different types of advertising: Press ad, Magazine ad, Hoardings, Kiosks, Interior & Exterior Signage, Danglers, and Banners etc. Choice and usage of images and colors in advertisements.

Module IV: Relevant Softwares to design Advertisements
Advertising Campaign: Developing advertising campaigns, from concept to creation, from creative to presentation.
Photoshop, PageMaker, CorelDraw, Illustrator, and their relevant usage in creating different forms of design for advertisements and campaigns.

Text & References:

4203 SPECIALIZED REPORTING AND FEATURE WRITING

Module I: Beat Reporting
Covering a news beat
Coverage of various beats: crime, education, health, civic affairs and local government.
Political Reporting (Political structure in India, Covering political parties/events/rallies/ elections)
Parliament Reporting (Parliament Structure, reporting on legislature)
Covering the Government (PIB, Ministries)
Legal Reporting (structure & jurisdiction of courts, reporting court hearings, precautions)

Module II: Business & Sports Reporting
Basic Business Knowledge & Business Bodies
Corporate Reporting
Covering Economic policy (ministries of commerce, finance, industry, company affairs and other infrastructure ministries)
Stock market coverage
How to develop good sports writing skills
Covering local, national and international level events
Entertainment and Lifestyle Reporting

Module III: Investigative Reporting
Definition and elements
Tools of investigative reporting
Importance of Sources
Sting Operations and latest trends
Relevant Case studies: Indian and International

Module IV: Feature Writing
How to write a feature
Different types of features
Book reviews and film reviews

Text & References:

4204 MEDIA ARTS – II: RADIO AND TV

Module I: Writing For Media
Writing styles for Broadcast Medium
TV – Writing for visuals, Conversational Writing
Terminology
Script, screen play, story board, script formats
Writing for different formats
Radio- Writing for ear
Style, Radio scripts for different formats, Jargon and terminology

Module II: Lighting
Nature, quality, lighting for TV
Colour temperature
Lighting instruments
Three point lighting
Creative additions to lighting for different genres

Module III: Editing techniques
Editing; principles and techniques
Continuity and non-continuity editing
Linear and non-linear editing

Module IV: Introduction to TV journalism
Basic contours and characteristics of TV news journalism.
TV news room- hierarchy, role of each element in hierarchy
The news process from field reporting to packaging and going on Air
Various technical departments
Functioning of each department
Designations of technical staff
Equipments or hardwares for a news channel
Utility of each
Importance of technical functioning in a news channel
Coordinating with the newsroom
Professional terminologies
Functioning while working on a live bulletin and recorded programme
TV news bulletin; rundown, stacking, blocking

Module V: Television Reporting: the human angle
Qualities and attributes of a broadcast reporter.
Essentials during reporting
Live reporting and working on a story
Different functioning for different beats
Interviewing skills
The news Anchor- qualities, role and responsibilities.

Text & References:

William Crawley & David Page (Eds.), Satellites over South Asia, Sage, India, 2000
Geeta Sen, Image and imagination, Mopin Publishing
Gopal Sexena, Television in India, Vikas Publishing House
E. Moris, Broadcasting reforms in India, Oxford University Press

4205 MASS MEDIA INDUSTRY

Module I: Media as an industry
Journalists becoming managers
Ownership patterns in Print Media
Ownership patterns in Broadcast Media
Organizational structure
Fieldtrip to media industries

Module II: Contemporary Practices
Overview of Indian Media Market
Growth of the Indian Print Business: Problems and Prospects
Growth of the Television Industry: Problems and Prospects
Radio Industry: Growth, Problems and Opportunities
Indian Film Industry: Growth and success story, problems and prospects
Overview of the Indian Music Industry

Module III: Media and Globalization
Foreign equity in Indian media
The concept of global media
Global Media Giants
Critical analysis of media globalization

Text & References:

4206 PUBLIC RELATIONS AND CORPORATE COMMUNICATION

Module I: Public Relations
Basics of Public Relations:Evolution and History of PR
Definitions and Concepts: PR definition and PR w.r.t allied disciplines
Political and financial PR, PR as management function.
Role and Objectives of PR (need of PR for effective employee & community relations)
Publics in public relations: Internal and External PR, targeting the correct public.
Public Relations in India and other developing countries.
Globalisation & PR: Changing trends in PR

Module II: Public Relations and Media Affairs
Planning Process in PR: Research –Brief Intro of qualitative and Quantitative research methods and Media Planning,
Implementation and Evaluation of Campaign and techniques, program budget & assessing results, Event and Crisis management
Media Relations (Understanding the Media, Media events and facility visit, principles of good media relations)

Module III: PR tools
Press releases, Backgrounders, catalogues, Brochures, Journals, annual reports, writing company profile, Newsletter (types & contents)
Making press kit, organizing press conference (Role & importance, press reception and conference organization)
Public Relations & Socio –Economic development
Public Relations in Journalism and Advertising
Public Relations Laws and Ethics
PRSI, origin, Objectives and Achievements

Module IV: Corporate Communication
PR vs Corporate Communication
Introduction, its need, importance and functions
Elements of corporate communication: corporate philosophy, culture, corporate identity, citizenship and philanthropy
Important concepts in corporate communication: Image management, direct marketing, network marketing,
Issue management, Celebrity endorsement

Module V: Tools of Corporate Communication
Desktop Publishing (DTP)
Corporate Communication through websites, designing of website
Annual Reports: Budget, timing and general concepts of the annual report, essentials of designing a report Types of leaflets, formal and informal invitations, Designing of leaflets, invitations Blogs, Pod casting, chat rooms, social networking sites and current TV: Impact of citizen journalism and “Transparency” on Corporate communications practice.

Text & References:

Anne Gregory, Planning and Managing a Public Relations campaign:A step by Step guide, The institute of Public Realtions, London, Kogan Page 1999
Corporate Communication:Principle, Techniques and Strategies, Kogan Page. 1997
Scott M Cutli and Allen H Centre, Effective Public Relations, Prentice Hall, 1990
Baldev Sahai, Public Relayions a Scientific Approach, Scope Publication, New Delhi
D.S. Mehta, Handbook of Public Relation in India , Allied Publishers, New Delhi
J.N. Kaul, Public Relations in India, Nyay Prakashan, Calcutta
Frank Jefkins, Public Relations, Pitman Publishing, London
Media Management; Kundra. S
The power of Corporate Communication: Argenti, Paul, A & Forman , Janis
Event Management: Lynn Van Der Wagem
Corporate Communication: Joseph Fernandez
Corporate: Paul A. Argenti
Corporate Communication Concepts and Cases: Nagendra V Chowdhary

4207 RESEARCH – I

Module I: Introduction to Research
Meaning and importance of research
Historical Overview of Mass Communication Research Theories
5 W’s of Research: why, what, where, who, and which
Two types of research: basic and applied research
Ethical issues of informed and voluntary consent
Framing the right research questions
Different ways of starting a research process: a question or a hypothesis

Module II: Research Process
Four Stages of Research
Preliminary research: location, people, allocation of resources, deadlines, requirements, literature review,
planning the research design, and understanding the variables, and timeline
Data recording: primary and secondary data, techniques of collecting data, recording instruments, and coding devices.
Data analysis and organization: writing choices, forms of writing (report, proposal, dissertation), formats and conventions of writing, technological tools
Presentation of final outcomes: knowing the conventional formats
Theoretical approaches to data collection and analysis: Positivism, Feminism, and Postmodernism
Action Research: a feminist concept (observation, intervention, participation, observation)

Module III: Research Methods
Brief historical background of central debates
Main models of research: deductive & inductive, qualitative & quantitative approach
Understanding Ethnography and how it utilizes the following research methods
Focusing on Qualitative Methods: its uses, features, advantages and disadvantages
Interview: Different types (individual, couple, and group), forms (structured, semi-structured, and unstructured),
mediums (TV, Radio, and Print)
Observation: direct observation, auto-observation, and participant-observation
Content analysis
Discourse analysis
Comparative analysis
Focus Group
Case Study
Longitudinal Study

Module IV: Research Project

Text & References:

4251 COMMUNICATION SKILLS – II

Module I: Fundamentals of Communication
Role and purpose of communication: 7 C’s of communication
Barriers to effective communication
Enhancing listening
Forms of Communication: one-to-one, informal and formal

Module II: Verbal Communication (Written)
Business Letter
Social correspondence
Writing resume and Job applications

Module III: Speaking skills
Conversational English
Guidelines to give an effective presentation
Activities to include:
Presentations by students
Just a minute

Text & References:

4251 BEHAVIOURAL SCIENCE – II (BEHAVIOURAL COMMUNICATION AND RELATIONSHIP MANAGEMENT)

Module I: Behavioural Communication
Scope of Behavioural Communication
Process – Personal, Impersonal and Interpersonal Communication
Guidelines for developing Human Communication skills
Relevance of Behavioural Communication in relationship management

Module II: Managing Individual Differences in Relationships
Principles
Types of issues
Approaches
Understanding and importance of self disclosure
Guidelines for effective communication during conflicts

Module III: Communication Climate: Foundation of Interpersonal Relationships
Elements of satisfying relationships
Conforming and Disconfirming Communication
Culturally Relevant Communication
Guideline for Creating and Sustaining Healthy Climate

Module IV: Interpersonal Communication
Imperatives for Interpersonal Communication
Models – Linear, Interaction and Transaction
Patterns – Complementary, Symmetrical and Parallel
Types – Self and Other Oriented
Steps to improve Interpersonal Communication

Module V: Interpersonal Relationship Development
Relationship circle – Peer/ Colleague, Superior and Subordinate
Initiating and establishing IPR
Escalating, maintaining and terminating IPR
Direct and indirect strategies of terminating relationship
Model of ending relationship

Module VI: End-of-Semester Appraisal
Viva based on personal journal
Assessment of Behavioural change as a result of training
Exit Level Rating by Self and Observer

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

4251 FRENCH – II

Unité 3: Organiser son temps

Unité 4: Découvrir son environnement

Unité 5: s’informer

Text & References:

le livre à suivre : Campus: Tome 1

4252 GERMAN – II

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

Module II: Irregular verbs
Introduction 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 verbs
To comprehend the change in meaning that the verbs undergo when used as such
Treatment of such verbs with separable prefixes

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

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

Module VI: Accusative personal pronouns
Nominative and accusative in comparison
Emphasizing on the universal applicability of the pronouns to both persons and objects

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

Module VIII: Dialogues
Dialogue reading: ‘In the market place’
‘At the Hotel’

Text & References:

4253 SPANISH – II

Module I
Revision of earlier modules.
Module II
Some more AR/ER/IR verbs. Introduction to root changing and irregular AR/ER/IR ending verbs
Module III
More 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 IV
Possessive pronouns
Module V
Writing/speaking essays like my friend, my house, my school/institution, myself….descriptions of people, objects etc, computer/internet related vocabulary

Text & References:

4255 CHINESE – II

Module I
Drills
Practice reading aloud
Observe 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 II
Where 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 III
Use of words of location like-li, wais hang, xia
Furniture – 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 IV
Counting from 1-1000
Use 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 V
The verb “qu”
Going to the library issuing a book from the library
Going to the cinema hall, buying tickets
Going to the post office, buying stamps
Going to the market to buy things.. etc
Going to the buy clothes …. Etc.
Hobby. I also like swimming.
Comprehension and answer questions based on it.

Text & References:

“Elementary Chinese Reader Part I” Lesson 11-20

School of Education

Admission

Contact us

Media Gallery

Brochure

Campus

Disclaimer

Placement

Knowledge Partner

Student Corner