JICMBhopal

2010-12

JICM Indias 1st practice school for communication management

The present global order has witnessed the rapid strides made in the communication sector. Communication is also one of the fastest growing sectors of the Indian economy. The market size of communication industry is expanding so rapidly that it is expected to more than double in the next three years. Of the several sectors of the economy that have changed dramatically in the recent past, there is one where such change has been manifestly profound media and communication. We have witnessed in our lifetime not only an overwhelming increase in the number of media, but emergence of new media and an almost simultaneous convergence between them. The last 10 years have opened new challenges and exciting possibilities for those engaged in communication education. On the one hand, the booming Indian media industry requires trained and qualified workforce in ever greater numbers; on the other hand, growing number of students seek high-quality education from reputed institutes that renders them employable. Quality educational institutes are faced with a dilemma. They have not only to provide access to deserving students by increasing capacity but have also to maintain the quality of instruction. So what do deserving students do? They can now seek admission into new institutions of learning. The communication education sector must reflect and respond to this reality. It must make sense of it, manage it and contribute to it. JICM is a response to this compelling student and industry need. JICM is a new age practice school of marketing communication management. JICMs first school will be the Marketing Communication Management (MCM) School. It begins in July 2009, admissions for which are already on. The school of Marketing communication management seeks to groom students as brand strategists. But not the same way as a conventional management school does. A MCM student will learn to build brands from the consumers perspectives using communication media such as digital technologies, advertising and corporate communications. We wish you an eventful and fulfilling experience in pursuing this PGDM-C course in the field of Marketing Communication and hope to see you emerge as a future leader in Communication Management.

Best Wishes Team JICM

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INDEX
Course Structure Syllabus Outline Trimester I 1. Introduction to Communication 2. Culture and Communication 3. Marketing Management 4. Principles of Management 5. Managerial Economics 6. Financial & Management Accounting 7. Statistics and Mathematics for Decision Making 8. Practical & Creative Workshop Trimester II 9. Marketing Communication Management I 10. Globalization, Media and Identity 11. Creative Communication (Workshops on Scripting &TVC Production) 12. Services Marketing Communication 13. Media & Communication Laws I 14. Presentation Skills 15. Research Methodology 16. Practical & Creative Workshop Trimester III 17. Communication and Digital World 18. Brand Management 19. Marketing Communication Management II 20. Media Management 21. Social Marketing 22. Media & Communication Laws II 23. Human Resources Management & Organizational Dynamics 24. Practical & Creative Workshop Trimester IV 25. Strategic Marketing 26. Integrated Marketing Communication (Strategies & Planning) 27. International Marketing 28. Market Research & Consumer Behaviour 29. Media Planning 30. Account Management & Servicing 31. Practical & Creative Workshop Trimester V Core Courses: 32. Digital Marketing Communication 33. Decision Making in Marketing 34. Entrepreneurship Management 35. Personality Development & High Performance Leadership 36. Practical & Creative Workshop Specialisation Courses: 37. Corporate Communication & Event Management 38. Green Communication 39. Health Communication 40. Entertainment Branding 41. Advanced Media Planning 42. Client Servicing & Account Management 43. Marketing Research & Business Analytics Trimester VI 44. Portfolio Preparation 45. Dissertation

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03 04 06 07 08 09 10 11 12 13 15 16 17 18 19 21 22 23 25 26 27 28 30 31 32 34 36 37 38 40 41 42 43

45 46 47 48 50 51 53 54 55 56 57 59 60 60

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COURSE STRUCTURE

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The PGDM-C course of JICM is of 2 years duration. It is divided into 6 Trimesters. There will be 3 Trimesters in the 1st year and 3 Trimesters in the 2nd year. The JICM credit courses consists of 31 Courses, 5 Practical & Creative Workshops and 5 Strategy Workshops. All the Courses, creative & practical workshop and strategy workshop have defined credits. A course with one credit would require 10 sessions of classroom or Practical/Strategy workshop learning. The first half of the day would constitute of 3 sessions of 1 hour each. The second half would constitute of 2 Sessions of 1.5 hour each. The First Trimester consists of 7 Courses, one Practical & Creative Workshop and one Strategy Workshop. The Second Trimester consists of 7 Courses, one Practical & Creative Workshop and one Strategy Workshop. The Third Trimester consists of 7 Courses, one Practical & Creative Workshop and one Strategy Workshop The student would have to undergo an industry internship for 8-10 weeks after the end of the Third Trimester. The Fourth Trimester consists of 6 Courses, one Practical & Creative Workshop and one Strategy Workshop. The first four Trimesters would have 200 Sessions each while the Fifth Trimester would have 170 Sessions. The Fifth Trimester consists of 6 Courses (4 core Courses + any 2 specialization course chosen from the list of 7 specialization courses by the students), one Practical & Creative Workshop and one Strategy Workshop. The Sixth Trimester has only 1 module with 10 Sessions. In this Trimester students would write and submit their dissertations. The students would be evaluated based on their work and defence of their research findings at the end of the Sixth Trimester.

INDUSTRY IMMERSION As part of the curriculum each student of JICM is expected to undergo an internship of 8 to 10 Weeks after the end of the Third Trimester. The institute will help the students in securing these internships. The students must submit a report after the completion of their internship when they return to the institute. An Academic committee would review their performance based on the evaluation by their faculty and the recruiting company. PEDAGOGY

Course structure Pedagogy Basic Concentration Specialization Classroom instruction Tutorial Group tasks

Learning Academic

Domain Conceptual

Output Knowledge, Comprehension Analysis, Application Attitude, Personality

Analytical-experiential Strategy Social-collaborative Team-based; project-based

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SYLLABUS OUTLINE Trimester - I SNO Code 1. 101 2. 102 3. 103 4. 104 5. 105 6. 106 7. 107 8. 108 9. 109

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Module Introduction to Communication Culture and Communication Marketing Management Principles of Management Managerial Economics Financial & Management Accounting Statistics and Mathematics for Decision Making Practical & Creative Workshop Graphic design, visualization and Copywriting Strategy Workshops Total

Credits 3 2 3 2 2 2 2 2 2 20

Sessions 30 20 30 20 20 20 20 20 20 200

Trimester II 1. 2. 3. 4. 5. 6. 7. 8. 9. 201 202 203 204 205 206 207 208 209 Module Marketing Communication Management -I Globalization, Media and Identity Creative Communication ( Workshops on Scripting &TVC Production) Services Marketing Communication Media & Communication Laws - I Presentation Skills Research Methodology Practical & Creative Workshop - Computer Application and Photography (Adobe Photoshop and basics of photography) Strategy Workshops Total Credits 3 2 3 2 2 2 2 2 2 20 Sessions 30 20 30 20 20 20 20 20 20 200

Trimester III 1. 2. 3. 4. 5. 6. 7. 8. 9. 301 302 303 304 305 306 307 308 309 Module Communication and Digital World Brand Management Marketing Communication Management - II Media Management Social Marketing Media & Communication Laws - II Human Resources Management & Organizational Dynamics Practical & Creative Workshop - Computer Application and Photography (Adobe Illustrator and Advanced photography) Strategy Workshops Total Credits 3 2 2 2 2 2 3 2 2 20 Sessions 30 20 20 20 20 20 30 20 20 200

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Industry Immersion (8 - 10 Weeks) 6 Credits

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Trimester IV SNo Code Module 1. 401 Strategic Marketing 2. 402 Integrated Marketing Communication (Strategies & Planning) 3. 403 International Marketing 4. 404 Market Research & Consumer Behaviour 5. 405 Media Planning 6. 406 Account Management & Servicing 7. 407 Practical & Creative Workshop (Designing & Corporate Branding) 8. 408 Strategy Workshops Total Trimester -V Module Core Courses Digital Marketing Communication Decision Making in Marketing Entrepreneurship Management Personality Development & High Performance Leadership Practical & Creative Workshop (Print Technology & Editorial Design) Strategy Workshops Specialisation Courses ( Choose any two) Corporate Communication & Event Management Green Communication Health Communication Entertainment Branding Advanced Media Planning Client Servicing & Account Management Marketing Research & Business Analytics Total

Credits 3 3 2 2 3 3 2 2 20

Sessions 30 30 20 20 30 30 20 20 200

Credits 3 2 2 2 1 2 4 4 4 4 4 4 4 20

Sessions 30 20 20 20 10 20 30 30 30 30 30 30 30 170

1. 2. 3. 4.

5. 6. 506 7. 8. 9. 10. 11. 12. 13.

501 502 503 504 505

507 E 508 E 509 E 510 E 511 E 512 E 513 E

Trimester VI 1. 2. 601 602 Module Portfolio Preparation Dissertation Credits 2 12 Sessions 10

JICMBhopal First Year syllabus

Trimester I
1. Introduction to Communication

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Course Description The course Introduction to Communication seeks to examine the broad aspect of communication in marketing. The key issues addressed in this course would include the scope, significance and impact of communication with reference to marketing. Introduction to communication brings out, models, tools and concepts that are changing the face of communication around the world at a never before pace and changing our paradigms and perceptions about it. Objectives This course aims to: 1. Introduce theories and concepts on marketing communication highlighting key issues and to initiate debates from cases and case studies. . To study the impact of marketing communication & to link and integrate those studies to observable inputs. 2. Underscore the scope of technology in emerging Digital Media. 3. Train students to be aware of the scope, impact & significance and convergence of the Medium in span and depth. 4. To help the student to link theoretical knowledge gathered during the Introduction to marketing communication and to get them to relate it to practical knowledge. Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar workshops & presentations, group discussions where the students explore the extent and impact of communication and media today. This also includes exposure to various inputs on Digitial Media by experts, viewings, followed by submission of reports & on their understanding where students would be invited to go in depth into their own understanding of the subject. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. Basic terms and concepts in communication and Media Types of communication Introduction to print medium Introduction to electronic medium Theories and Models of communication New media social, political and cultural changes New Media information society, ICT, Digital divide etc Writing for Mass media Interactive media Case studies in communication Case studies of advertising concepts, ideation

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xii. xiii. xiv. xv. xvi. xvii. xviii. xix. xx. xxi. Structure of media organizations Marketing basics Advertising basics Types of advertisements Media planning Preparing the message Copy writing account planning Brand positioning Direct marketing

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Reading List 1. 2. 3. 4. 5. Dennis McQuail, Mass communication Theory. Keval J Kumar, Introduction to mass communication Rajiv Batra, Advertising Management. Anokwa, Mass communication concept case approach Jain Ahluwalia, Marketing communications industry

2.

Culture and Communication

Course Description Globalization which has emerges as an inevitable and overwhelming process. It is prudent to understand that stories, social commentaries about individual and groups are not told by parents, schools, community elders but by media which has a global reach and can influence ones perception from a distance. This is indeed a radical shift in the manner we define ourselves and understand others. Thus the role of the media has replaced the conventional modes of representation and definition of groups and projects an image which is as a result of a complex image manufacturing and marketing process. This course seeks to help the students examine, question and analyze the dominant and prevalent modes of representation of socio-cultural groups through visual and print media. The aims of this course are two-fold. Objectives 1. 2. 3. 4. 5. The course intends to survey the role of culture and communication in shaping and defining identities. The student would be able to examine the culture and communication in the representation of groups and identities. The student will critically assess and examine how meaning, ideology, identities, and power structures are (re)produced and represented in media productions. Students will gain knowledge of the current dilemmas and debates on the issues that play an important role in the construction and positioning of any group. The course seeks to examine the connection between media representations, political participation and migration to constructions of citizenship

Pedagogy Teaching is in the form of lectures and group discussions. Students are expected to participate actively in seminar discussions. Strategy Workshop

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Seminars and presentations on various themes which would deal with the representation of some groups and their portrayal in Modern Newsprint and Visual Media Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. Globalization and Cultural Identity: the Role of Modern Communication National Culture and the politics of exhibiting other Cultures Media representations (e.g. Immigration, asylum seekers, nationalities, Islamaphobia), Issues of caste, class, gender and other identities in traditional media Multiculturalism - public discourse on assimilation and integration Politics of media representation and invisibility - Stereotypes and Representation Priming, Framing, Gate-Keeping, Stereotyping, Prejudice Fluidity of identities and the decline of tradition Media propaganda, nationalism and war The News Media and the transformation of Ethno political Conflicts Media Representation of Environmental issues

Reading List 1. 2. 3. 4. 5. GN Devy, Indigeneity, Culture and Representation. Gary Hall, New Cultural Studies. Ather Farouqi, Muslims and Media Images Pradip Thomas Ninan, Strong religion Zealous Media. Rajinder Kumar Dudrah, Bollywood Sociology goes to the Movies.

3.

Marketing Management

Course Description The course Marketing Management covers the basic principles, fundamentals and concepts of Marketing Management which a student is expected to know before he studies all the aspects of Advanced Marketing and Marketing Communications in the next trimester. Objectives The study aims at: 1. Introducing definitions, theories, principles, fundamentals and concepts of basic marketing to the student. 2. Lay the foundation of marketing which will enable the student in analyzing the critical aspects of marketing. 3. Help the student gain theoretical knowledge which will enable the student study further practical advanced marketing applications and practices in the next trimester. . Pedagogy The course would be conducted through lectures and concurrent evaluation by the faculty. Strategy Workshop The strategy workshops will have presentations followed by submission of reports and group discussions by students.

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Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. Introduction to the principles and concepts of Marketing Market segmentation Targeting and positioning Marketing research and its role in marketing decisions New product development Product life cycle Pricing methods and Distribution New trends in marketing Marketing strategy and planning Marketing Environment Promotions Reading List 1. Philip Kotler, Principles of Marketing. 2. Joel R Evans, Marketing in the 21 st Century. 3. Pride M William, Marketing Concepts and Strategies. 4. Dhruv Grewal, Marketing. 5. Mukesh Pandey, Contemporary Indian Cases in Marketing. 6. Christopher Lovelock, Services Marketing People, Technology, Strategy.

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4. Principles of Management Course Description The course Principles of Management covers the basic principles, fundamentals and concepts of Management a student is expected to know which knowledge will enable the student acquire basic skills to manage an enterprise. Objectives The study aims at: 1. Introducing definitions, theories, principles, fundamentals and concepts of basic management to the student. 2. Lay the foundation of Management which will enable the student in analyzing the critical aspects of management. 3. Help the student gain theoretical knowledge which will enable the student study further practical advanced management applications and practices in the next trimesters. Pedagogy The course would be conducted through lectures and concurrent evaluation by the faculty. Strategy Workshop The strategy workshops will have presentations followed by submission of reports on Management Gurus and Management Practices in India and group discussions by students.

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Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. Introduction to Management History of Management Organizational Environments & Cultures Ethics & Social Responsibility Planning & Decision Making Organizational Strategy Leadership Innovation & Change Global Management Designing and Adaptive Organization Reading List 1. Peter Drucker, Principles of Management

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2. T N Hari, Back to Basic in Management 3. W Glenn Rowe, Case in Leadership 4. Shombit Sengupta, Jalebi Management: All Stakeholders Can Enjoy a Bite 5. B R Virmani, The Challenges of Indian Management

5. Managerial Economics Course Description Managerial Economics is the application of economic theory and methodology to business decision making problems within various organizational settings such as a firm or a government agency. The emphasis in this course will be on Indian and international business, legal environment and international economics. In today's dynamic economic environment, effective managerial decision making requires timely and efficient use of information. Objectives 1. The purpose of this course is to provide students with a basic understanding of the economic theory and analytical tools that can be used in decision making problems. 2. Students who successfully complete the course will have a good understanding of economic concepts and tools that have direct managerial applications. 3. The course will sharpen their analytical skills through integrating their knowledge of the economic theory with decision making techniques. 4. Students will learn to use economic models to isolate the relevant elements of a managerial problem, identify their relationships, and formulate them into a managerial model to which decision making tools can be applied.

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Pedagogy Class lectures Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. Introduction to economics Concept of Demand and Supply The elasticity of demand The elasticity of supply Production analysis Cost Analysis Equilibrium of Firm and market structure Price determination in the markets International Trade and Economic Growth Indian Fiscal and Monetary Policy Banking system of India

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Reading List 1. 2. 3. 4. 5. William F Samuelson, Managerial Economics. William Boyes, The New Managerial Economics. Geetika, Managerial Economics. Yogesh Maheswari, Managerial Economics. Reddy;M. Kasi - Managerial Economics and Financial Accounting

6.

Financial & Management Accounting

Course Description Since the managers are not expected to be in the line function of Finance & Management Accounting, the courses to be offered need not provide expert level knowledge and skills. Instead a fair understanding of the concepts and applications in both Finance and & Management Accounting is essential for better decision making. So the courses would be developed so as to give them a birds eye view of Financial & Management Accounting, especially to understand how their decisions affect the big picture, at the corporate level, along with focus on specific tools and technique directly applicable to them. Objectives: This course aims at the following 1. To introduce to the students, the knowledge of Financial & Management accounting, with its applications

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2.

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To develop understanding about the various Financial & Management Accounting aspects and interpreting them

Pedagogy Since the students have to be initially introduced to the concepts and later on to be imparted the skills, it requires the Lecture method, supplemented with exercises and the cases need to be administered finally for better understanding. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Accounting Systems and Structure Concepts and Conventions Financial Reports Interpretation of Financial Information Management Cost Accounts EOQ, break even analysis, procurement systems FIFO, LIFO, etc Working Capital Management Cash Flow Analysis and Management Investment Appraisal Stock Market Analysis Foreign Exchange, Derivatives, Global Finance, Global Risk Management Financial Management for Print Media , Shipping common document used in Import and Export Budgeting and Forecasting Reading List 1. 2. 3. Reddy;M. Kasi - Managerial economics and Financial accounting Jones , Michael - Accounting for non specialists Khan and Jain, Financial Management.

7.

Statistics and Mathematics for Decision Making

Course Description The course would be taught so as to give them a birds eye view of Statistics and Mathematics, especially to understand how applications affect the decisions, at the corporate level, along with focus on specific tools and technique directly applicable to them especially in the areas of Research Methodology and Marketing Research. Objectives A fair understanding of the concepts and applications in both, Statistics and Mathematics is essential for better decision making.

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Pedagogy Purely lecture basis. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Descriptive statistics Statistics and probability Basic probability Multivariate distributions Statistical inference Regression and Forecasting Introduction to Regression Analysis Forecasting Multiple Regression Forecasting techniques Econometric explanatory models Linear Programming Optimization Interpretation of LP models and sensitivity Reading List 1. 2. 3. 4. 5. S.P. Gupta Statistics K Holden & A W Pearson, Introductory Mathematics for Economics and Business David M Levine, Statistics for Managers Using Microsoft Excel Ajai S Gaur, Statistical Methods for Practice and Research Gopal K Kanji, 100 Statistical Tests

8.

Graphic Design, Visualisation and Copywriting (Practical & Creative Workshop)

Course Description Aim is to explain students the role of creative department in advertising. This course will focus on graphic designing and copywriting. Objectives 1. 2. 3. 4. To explain the meaning of graphic design and visualisation in advertising. To explain the basic process and highlight various methods for visualisation. To explain importance of good layout and rules for creating good layouts. To explain how layouts are prepared in various stages.

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5. 6. 7. To explain role of colour, type, illustration and photography. To explain the purpose of copy in advertising. To explain copys role in advertising.

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Pedagogy The course would consist of workshops by the faculty, guest faculty, and industry professionals. Creative Workshop The workshops will have group discussions, brain storming sessions, wherein the students would be working on creative projects assigned to them. Course Outline i. ii. iii. iv. v. vi. vii. viii. The elements of design - Line, shape, direction, size, texture, colour and value. Principles of design: Balance, gradation, repetition, contrast, harmony, dominance, unity Layout Format: The conventional layout, the Type heavy layout, the picture-dominant layout, the comic strip layout, the circus layout. Layout stages: Thumbnails, the rough layout, the finished layout, the comprehensive layout, the final artwork. Typography: Serif and Sans-serif types, fonts and points and the leading Colour: The psychological impact of colour, colours for the web and the print. (RGB, CMYK and Labcolour) Visulisation: Visulisation- a process, the Copy and the visuals, the Graphics, simple methods of visulisation. Copywriting: The importance of copywriting in advertising, Copys part in the creative process, How to test copy Reading List 1. 2. 3. 4. 5. Color Index 2: Over 1500 New Color Combinations. For Print and Web Media. CMYK and RGB Formulas. by Jim Krause, Publisher: How Layout Index: Brochure, Web Design, Poster, Flyer, Advertising, Page Layout, Newsletter, Stationery Index by Jim Krause, Publisher: North Light Books Non-Designer's Design Book, by Robin Williams, Publisher: Peachpit Press Copywriting: Successful Writing for Design, Advertising, and Marketing by Mark Shaw Publisher: Laurence King Publishers Basics of visualisation and copy writing- Notes to be dictated.

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Trimester II
1. Marketing Communication Management-I

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Course Description This course is very essential to reach into a dialogue with the various audiences. To attain this, the Organization develops, presents and evaluates a series of messages to identified stakeholder groups. The objective of the process is to influence the perception, understanding and actions the target audience has towards the organization and for its products and services The emphasis of this course will be on the role of advertising and other promotional mix elements of a modern organization. This course seeks to promote an understanding of the overall marketing process, customer behavior, communications theories and how to set goals, objectives and budgets. Objectives 1. The student will have a solid understanding of core business concepts including integrated marketing and communications for global and local markets, computer skills and Internet marketing basics, business communications, technical sales, economics, business math, and accounting practices. The student will know how to handle the various IMC tools including advertising, sales promotion, publicity and pubic relations, personal selling and database marketing.

2.

Pedagogy The course utilizes a combination of lecture, discussion, and project-based learning. Short current case studies from key areas will be discussed. Strategy Workshop Each student team will be assigned a task in the in-house ad agency or marketing consulting team. This means the student team will research and produce the situation analysis for the brand/product. Secondly the student would pitch a campaign theme to the target market. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. Marketing Communications Theoretical underpinnings of Marketing communications Integrated Marketing Communication Advertising, direct and interactive marketing Use of the Internet and new media Public relations, trade promotion and consumer promotion. Direct Marketing Developing a content strategy Developing a media strategy

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x. Developing a symbolization strategy

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Reading List 1. 2. 3. 4. 5. David A Aaker, Strategic Market management. Tapan K Panda, Marketing Management Text and Cases. SA Sherlekar, Marketing Management. Michael Moon, Firebrands Building Brand Loyalty in the Internet age. Al Ries, Positioning the battle for your mind.

2.

Globalization, Media and Identity

Course Description The course Globalization & Media is a critical intervention in academic discourse and seeks to unravel the social, cultural, and the political dynamics that have created the complex nature of role of media and its impact on human communication amidst the process of globalization. It is anticipated that the new technologies in the field of communication have shrunk geographical distance and has led to the flattening of the world. This course seeks to examine the dynamic global transformations in print, broadcast and digital media in a broad international and comparative context. This course will focus on historical background, theoretical frameworks, contextual and analytical foundations to critically approach developments in the field of international communication. The course will later explore the impact on our lives by the nature of global media in terms of economic clout, ownership and propaganda unleashed by the international media corporations. It will help students develop their own insights by reflecting the way it is as opposed to the way it ought to be in terms of both past and current developments in international communication. What do we mean by globalization and what are the critical issues raised by globalization as a phenomena? How does the global trade in culture work, and why should we study it in media studies? In this course, we will attempt to provide some answers to these questions by considering the historical, institutional and textual factors that impact media culture in local and global contexts. Some of these key issues addressed by this course would include the significance of international trade in corporate media ownership, media culture, cultural imperialism, the politics of national identity, world culture, advertising and social movements. Finally this course emphasizes that the global media are both inclusive and exclusive and that the mediated global village is not open to all. Objectives This course aims to: 1. Introduce theories and concepts from globalization studies and media studies, highlighting key issues and debates from the literature, print media, news content, television and films. 2. Underscore the social, political and cultural significance in understanding the medias role in processes of globalization. 3. Train students in critical and analytical thinking. 4. To help the student to link theoretical knowledge gathered from books and practical knowledge acquired from exposure to and analysis of media and media products.

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Pedagogy

2010-12

The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include film viewings, field trips followed by submission of reports. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. Globalization: what it is and what it does to individuals and nations. Globalization and Localization Hegemony and Media : A Case study of western Media Ownership of Media and structure: The case of India International news flow and newspaper content Flow of capital and transfer of technology Flow of ideas and influences: Popular culture in everyday life Globalization and Cultural Identity: the Role of Modern Communication Causes and consequences of Globalization Global & Comparative Media Systems Reading List 1. 2. 3. 4. 5. [Link], Globalization A Multidimensional System, Sage Publications, New Delhi, 2008. Nayan Chanda, Bound Together how traders, preachers, adventurers and warriors shaped Globalization, Viking/Penguin, New Delhi, 2007. Cultural Identity and Change When Star came to India, Sage Publications, New Delhi, 2003. Amos Owen Thomas, Imagi-Nations and Borderless Television, Sage Publications, New Delhi, 2005. Samir Dasgupta (ed), The changing face of Globalization, Sage Publications, New Delhi, 2004.

3.

Creative Communication

Course Description This course intends to nurture the creative aspects in writing and crafting communication. This course seeks to stress on igniting the creative skills and encourages the students to come out with imaginative ideas. The student would be able to understand the nature and process of crafting communication and also nurture critical thought process. Objectives 1. To ensure that the students develop an understanding of the basic aspects of creative communication.

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2. 3.

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Develop the art of storytelling, preparation techniques and the art of delivery of a range of stories for use in public. The main objective of this course is to develop students into high caliber professionals for creative careers in Marketing Communications.

Pedagogy Teaching is in the form of lectures and group discussions. Students are expected to participate actively in seminar discussions. Strategy Workshop Case studies, practice sessions on copywriting would follow theory classes. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. Basic concepts Beginning a Narrative Developing a Narrative Copywriting techniques Feature writing Writing Radio commercials Writing TV commercials Writing successful Direct Mails Types of Article

Reading List 1. 2. 3. 4. 5. Bill Scott, The Skills of Communicating. Jagdeep Kapoor, 27 Brand Practices. Jagdeep Kapoor, 1800 Brand Sele Khel Mein. Richard Fobes, The Creative Problem Solvers Toolbox. Neomi Klein, No Logo.

4.

Services Marketing Communication

Course Description Services marketing cover a wide range of activities such as management, banking, insurance, hospitality and communication among others. Service sector is an important aspect of the growing Indian economy today and a study of marketing it is crucial. Objectives This course aims to:

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1. 2. 3. Study the marketing of services and products Study tools and frameworks for services marketing Study design processes , polices and strategies for marketing services

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Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include film viewings, field trips followed by submission of reports and on ground activity where students would be invited to create a services marketing campaign and roll it out on the ground. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. Concept of Services Marketing Services Marketing Vs product Sector Marketing Services Marketing Mix Establishing Target audience, Goal and Objectives Segmenting the target Audience Ethical considerations in selection of target markets Crafting a desired Positioning Selection of Communication channels Pretesting Principles Evaluation and Feedback

Reading List 1. 2. 3. Valarie & Mary, Services Marketing Christopher Lovelock, Services Marketing Rajendra Nargundkar , Services Marketing

5.

Media and Communication Laws - I

Course Description Media the popular term inter-alia used as Press denotes the print & electronic information carriers the News Papers & Magazines, Radio, Television and currently includes Internet as new Media. Hailed as the Fourth Estate, media is the watchdog of the public affairs, informing the society and vice versa acts as the forum to advocate the views of the society at large to those at the helm of public affairs. Media today, has grown into a complex information vehicle adding information relating to business, entertainment, education and sports. Apart from the complexity of the content, the technology side of the Media has taken phenomenal strides with the advent of Internet to enter a phenomenon termed as Convergence.

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Objectives

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In Indian context the print media and its interface with Law have a long tradition, where as broadcasting sectors of Radio and Television and emerging new Media of Internet is still an evolving one. This Course will help the students equip with the current legal regime on Media and the emerging one, which is going to play a crucial role. Pedagogy This course requires the Lecture method, supplemented with exercises and the cases need to be administered for better understanding. Strategy Workshop Case studies Course Outline i. Media & Public Policy Disseminating the facets of Media : Understanding the concept of Media, History of Media, Theories of Media, Evolution of Media, ii. iii. History of Media Legislation : Media Legislation - British experience, Media Legislation in U.S., Media Legislation in Indian Context, Media in the Constitutional Framework: Freedom of Expression in Indian Constitution, Interpretation of Media freedom, Issues of Privacy, Right to Information, Case studies on Media and Free expression Media - Regulatory Framework iv. Legal Dimensions of Media: Media & Criminal Law (Defamation / Obscenity/Sedition), Media & Tort Law (Defamation & Negligence), Media & Legislature Privileges of the Legislature, Media & Judiciary Contempt of Court, Media & Executive Official Secrets Act, Media & Journalists Working Journalists (Conditions of Service) Act & Press Council Act v. Self Regulation & Other Issues : Media and Ethics, Self-Regulation Vs Legal regulation, Media & Human Rights, Issues relating to entry of Foreign Print Media Reading List 1. 2. 3. 4. Theodore H Cohn, Global Political Economy 4/e Dennis McQuail, Mass Communication Theory Keval J Kumar, Introduction to Mass Communication Amos Owen Thomas, Imagi-Nations and Borderless Television

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6. Presentations Skills

2010-12

Course Description Presentation skills are a critical and most important part of a managers job. Successful business leaders today are strong, often subtle, negotiators, constantly shaping agreements and informal understandings throughout the complex web of relationships of organizations as well as across organizations in which they must operate. Hence successful negotiation is integral to the mobilization of resources to produce change between persons, groups, countries and governments in a world market by increasing interdependencies. Presentation skills is a sophisticated job skill that can be developed and dramatically improved through a willingness to apply what has been learned through theory and actual experience - basically the need for thorough preparation, objectivity, sound assessments of people, context and structure, as well as careful use of techniques and effective tactics. Poor agreements, impasses and conflict escalation can be avoided by pursuing what is termed as principled negotiation. This course provides the student the opportunity to work with the framework for effective negotiation from the standard two-party negotiation to the multi-party active listening, communication, an understanding of the dynamics of power and the use of influence tactics will also be discussed. Negotiation in a cross-cultural setting will likewise be considered to prepare the manager for global negotiation. Objectives 1. 2. 3. 4. 5. The student learns to conduct principled negotiations that result in wise agreements The student is able to appreciate incorporating a process approach into your negotiation skill set The student is able to formulate communication strategies based on various situations The student is able to develop a confident negotiating style to deflect "hardball" tactics The student is able to apply psychology principles to negotiate effectively

Pedagogy Teaching is in the form of lectures and group discussions. Specific themes would be explored in the global environmentalism and the significance of communication would be explored. Strategy Workshop The students have to display their negotiation skills by applying best practices in a real-world setting in the workshop. Course Outline i. Expectations & Deliverables ii. Fundamentals of Negotiation iii. Anchoring / BATNA iv. Strategy, Planning, Framing, v. Distributive Strategies & Tactics vi. Integrative Strategies & Tactics vii. Negotiation Styles viii. Trust and Relationships ix. Power-Persuasion-Ethics x. Problem Solving xi. Multiparty Negotiations xii. Cross Cultural Negotiation

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xiii. xiv. Difficult Negotiations Distant Negotiations Reading list: 1. 2. 3. 4. 5. Harvard Business Review, Negotiation. Alan Fowler, Negotiating, Persuading and Influencing. Alan Fowler, Negotiation, Skills and Strategies. Jack Welch, Wining. Roy J Lewicki, Negotiation.

2010-12

7.

Research Methodology

Course Description This course is a general introduction to research methods and will cover three broad domains: Quantitative and qualitative research methods and content analysis. In discussing each domain, we will include topics that have taught in such areas Culture, Consumption and Consumers, marketing, Introduction to Digital Media, etc. Marketing and communication research is a craft, and like any other craft, it takes practice to do it well. Therefore, our approach will be hands-on right from the start. You will have opportunities to learn by doing in all aspects of the coursein class meetings, the computer lab, and out-of-class assignments. Objectives By the end of the course, the student should be able to: 1. 2. 3. 4. Formulate good research questions and design appropriate research. Collect your own data using a variety of methods. Analyze both qualitative and quantitative data using computer-based skills. Critically evaluate your own research and that of other social scientists.

Pedagogy Lecture, project work and hands-on analysis of data (practical) Course Outline i. ii. iii. iv. v. vi. Qualitative and quantitative research methodologies Modern Business Research Methods Data processing methods and tools Qualitative, verbatim data, Text analysis Statistical analysis Public data sources

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vii. viii. ix. x. Ranking methods Sales and purchase data analysis Geodemographics, GIS, Census data Simulation/agent-based modelling Reading List 1. 2. 3. 4. 5. A Parasuraman, Marketing Research. David A Aaker, Marketing Research. William MK Trochim, Research Methods Uma Sekaran, Research methods for Business. Philip Robert Weber, Basic Content Analysis.

2010-12

8.

Computer Applications and Photography (Practical & Creative Workshop)

Course Description Aim is to introduce students to basics of computer based communication and some of the most important design applications. Adobe Photoshop is an imaging programme and is most important software used by the communication industry for the image and graphic based communication. Photography is one of the most important area in communication industry, by introducing students to the basics of photography, a better understanding for the visual media can be achieved. This course includes Basics of photography, the SLR camera, digital camera, lenses and Digital darkroom practice. Objectives 1. 2. 3. 4. 5. To introduce students to the computer graphics and design application. To explain computerised design process of documents (Newspaper, Magazine, brochure etc.) and advertisements in the programme Adobe Indesign. To explain image modification, image manipulation, imaging, image correction and graphics Introduction to the SLR camera. To create general awareness and interest in still photography, get familiar with the equipments. Explain the basic techniques and aesthetics involved in making a photographic image.

Pedagogy The course would consist of workshops by the faculty, guest faculty, and industry professionals.

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Creative Workshop

2010-12

The workshops will have practice sessions on computer based programmes and some photography practice session and assignments (Indoor and Outdoor), wherein the students would be working on creative projects assigned to them. Course Outline i. Computer Application (Adobe Photoshop) - Use of Indesign in design and imaging, Tools, Layers, Selections, Masking, Colours, Paths, History, Pencil, Brushes, Eraser. Mixture of all-important points, Various techniques to modify an image and graphics. Photography - SLR camera: Controls and operations, The Digital camera: Controls and operations, Basics of the photography, aperture, shutter speed, film ISO, Use of camera lenses, Compositions, rule of third and other important laws of photography.

ii.

Reading List 1. 2. 3. 4. 5. Adobe Photoshop CS3 Classroom in a book The Digital Photography Book, Volume 2, by Scott Kelby Publisher: Peachpit Press Digital SLR Cameras & Photography For Dummies, by David D. Busch Publisher: For Dummies Understanding Exposure: How to Shoot Great Photographs with a Film or Digital Camera by Bryan Peterson 12. Learning to See Creatively: Design, Color & Composition in Photography by Bryan Peterson, Publisher: Amphoto Books

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Trimester III
1. Communication and Digital World

2010-12

Course Description Social media technologies are disrupting power equations between consumers and businesses on one hand and citizens and governments on the other hand, especially in the context of emerging countries. Therefore, it is essential that thinkers and practitioners in the areas of business, development and government understand the use and impact of social media technologies. Through readings, guest lectures, and case studies, the course will provide students the conceptual understanding of the power and philosophy of social media. The course will specifically focus on how social media is changing media, business, development, and government in fundamental ways, especially in emerging countries in Asia and Africa. Objectives 1. 2. The course will also help students gain practical facility in the use of social media tools. More importantly, students will learn meta skills like how to learn to use new social media tools, how to use filters to make sense of social media, how to curate news and knowledge and how to engage in an online public debate.

Pedagogy The course would be conducted through lectures by the faculty and presentation by specialists. Strategy Workshop The student will track news related to their topic on social media and mainstream media through the semester and do a presentation on it. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. Hyperlinks and marketing insights Technology and future of Educational institutions Information society Network society Digital Media and Socialization Google Links Popularity vs Authority E community Strategy and other uses Web based publications and reaching buyers directly Creation of customer map Utopian frontiers of Digital Age Reading List 1. 2. John G Proakis, Digital Communication. Gunnar Liestol, Digital Media Revisited

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3. 4. 5. Fiona Cameron, Theorizing Digital Cultural Heritage. Darley Andrew, Visual Digital Culture. Morris M Mano, Digital Design.

2010-12

2.

Brand Management

Course Description Brand and branding is the heart of marketing. The product manger or brand manager is the hub of a range of activities advertising & sales promotions, market research, sales, distribution, purchase, pricing, R&D and strategy. He or she takes complete responsibility for a brand or a group of brands. It is increasingly so because capital and technology can be duplicated with relative ease in todays globalized world of business. The main objective of this course is to provide the student with a fundamental understanding of how to understand, build, measure, analyze and manage brands and product categories for a company. An important goal of these exercises is to learn the relevance and application of the concepts and tools in the Indian context. Objectives 1. 2. 3. The student would be able to understand the importance of evaluating and planning brand strategies. The student would be able to understand appropriate theories, model and other tools to make better branding decisions. The students are provided with a framework by which they would be able to identify and understand variables that drive the success of brands and product lines and the interrelationships among these variables. We shall look at frameworks from academic thinkers as well as those from Industry from proprietary sources. The students would be provided with practical tools to develop and implement winning product and brand strategies in an array of customer contexts and competitive contexts. This course will especially focus on best-in-class branding strategies and practices across a number of industries in global as well as Indian context. The objective of this course is to give students hands on experience in brand management. Through brand audit, the student shall be able to assess the sources of brand equity for your chosen brand and suggest ways to improve and leverage that brand equity.

4.

5.

Pedagogy Teaching is in the form of lectures and group discussions. Class Exercises would constitute of a range of problem situations and caselets in the class to apply what we learn through readings and lectures. There shall be surprise quizzes too. Strategy Workshop The Class Exercises will be mostly based on Indian case studies. Case Analysis and Brand Audit Project are very much based on the content of Seminars and Readings. Course Outline

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i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. What is a Brand? Brand personality Brand communications Brand management territory Product mix, brand security From product to experience From Consumer to people From identity to personality From service to relationship Social and Financial value of Brands The future of brands Emotional branding, E motions Reading List 1. 2. 3. 4. 5. 6. 7. Brad VanAuken, Brand Aid. UC Mathur, Brand Management - Text and Cases. Harsh V Verma, Brand Management - Text and Cases. Pran K Chaudhury, Successful Branding. James Hammond, Branding your Business. Ivan Arthur, Brands under Fire. Mike Inns & Eraut Gill, Developing Brands.

2010-12

3.

Marketing Communication Management-II

Course Description This course on Marketing Communications deals with developing creative communication skills, integrated campaign planning, e-commerce and database marketing. Upon completion of this course, students will have a high level of understanding of all tactics, and the ability to develop and implement marketing campaigns. Students will also learn soft skills like presentation skills, working in teams, time management and communication skills. Objectives 1. 2. 3. 4. The student would be able to understand what Marketing Communication is and its role in contemporary marketing. The student is able to understand a framework for making effective Marketing Communication decisions. The student is able to apply concepts and tools to a variety of marketplace situations. The student is able to critically analyze concepts to develop a personal view on its role in business.

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Pedagogy

2010-12

The course utilizes a combination of lecture, discussion, and project-based learning. Short current case studies from key areas will be discussed. Strategy Workshop The student will learn and practice allocate marketing communication budget and present the integrated marketing communication campaign proposal. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Marketing Communication and Brand Equity The Communications Process Models Developing Effective Communications Identify the target audience Determine the Communications objectives Design the Communications Selection of Communications channels Celebrity Endorsements as a strategy Total Marketing Communications Budget Deciding on the Marketing Communications Mix Characteristics of the Marketing Communications Mix Managing the Integrated Marketing Communications Process

Reading List: 1. 2. 3. 4. 5. David A Aaker, Strategic Market Management. Tapan K Panda, Marketing Management Text and Cases. SA Sherlekar, Marketing Management. Michael Moon, Firebrands Building Brand Loyalty in the Internet Age. Al Ries, Positioning the Battle for your Mind.

4.

Media Management

Course Description There is a close connection between modern marketing and the ongoing media development. New media technologies are continuously resulting in extensive product development and thus new offers, new distribution channels, more effective tools for marketing management, more opportunities for market and marketing communications, increased customer involvement in these activities, and new costumer buying and consumption behavior. This development is also resulting in an increasingly harsher competition.

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2010-12

To be a winner in future markets, one needs to understand the ongoing development and the new market conditions that arise. Marketing is about creating value for customers, suppliers, personnel, financiers, society, and other interested parties, in order to reach the goals of the organization. Marketing thus plays an important role within overall business development and management. To achieve value creation, insights and trained skills in marketing and media management are essential. We intend to bring about such competence, providing our students with useful resources for a future career in managing these processes, thus creating value also for the students themselves. Objectives
1. 2. 3.

Business development and management: to be able to develop and manage businesses to effectively and successfully create values. Brand management and marketing communications: to be able to develop and manage brands and effectively and successfully communicate what they offer. Media management: to be able to be a leading actor in developing the media industry, creating and taking advantage of new media solutions for business and marketing purposes.

Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them Topic Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Economics of Media: Key Concepts and Theories Business Strategy, Policy, Ethics Media Management Marketing Media Content Market analysis, performance measurements and market research Operations and Structure Of News Media Companies Consolidation and Convergence Marketing for Print Media Direct marketing and E Marketing Strategies Marketing for Developing Economies International Strategic Marketing Marketing and Social Construction: Knowledge, Critique and Research in Marketing

Reading List 1. 2. 3. 4. [Link] ;Joel - marketing management [Link]- Case studies in marketing management Mathur. U.C - Brand management text and cases Ries; Al -Positioning : the battle for your mind

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5. Shah Kruti others-Advertising and promotions

2010-12

5.

Social Marketing

Course Description The course Social Marketing is an academic discourse and seeks to unravel the social, cultural, and the Market dynamics that have created the complex nature of role of Social Marketing and its processes and communication strategies amidst the process as it spreads to all segments of society and encompasses newer services and products geared to cater to the newer challenges that face society. The new technologies in the field of communication have dwarfed distances and have led to never before synergies and segmentation. This course seeks to examine the entire aspect of social marketing in the local, regional, national and international context. This course will focus on historical background, theoretical frameworks, contextual and analytical foundations to critically approach developments in the field of Social Marketing. The course will later explore the impact on our lives and the way social marketing has made inroads into our lives and different sectors. It will help students develop their own insights by reflecting the way it is as opposed to the way it ought to be in terms of both past and current developments in social marketing. What do we mean by social marketing and what are the critical issues raised by social marketing as a phenomena? How does the international impact work, and why should we study it in social marketing? In this course, we will attempt to provide some answers to these questions by considering the historical, institutional and textual factors that impact social marketing in local and global contexts. Some of these key issues addressed by this course would include the significance of social marketing initiatives in different parts of the globe, their impact on & from culture, seemingly different initiatives taken across the world which have common threads. Since social marketing is a process and Media Studies is by nature shaped by diverse disciplines we will take an inter disciplinary approach to social marketing that traverses through theory, of cultures, sociology anthropology, history, economics, sociology, politics, mass communications, and cultural studies. Finally this course emphasizes that social marketing is inclusive and exclusive and that the initiatives taken by small organisations groups and individuals are often benchmarks that set standards for the world . Objectives This course aims to: 1. Introduce theories and concepts from social marketing and sociology and marketing, highlighting key issues and debates from cases and case studies across, spanning the breadth from local events to international events. 2. Underscore the medias role in processes of social marketing as also the methods of motivation, inclusion, and ownership techniques. 3. Train students in critical and analytical thinking. 4. To help the student to link theoretical knowledge gathered from books and practical knowledge acquired from exposure to and analysis of media and media products. Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals.

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Strategy Workshop

2010-12

The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include film viewings, field trips followed by submission of reports and on ground activity where students would be invited to create a social marketing campaign and roll it out on the ground. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. Concept of Social Marketing Social Marketing Vs Commercial Sector Marketing Social Marketing Mix Establishing Target audience, Goal and Objectives Segmenting the target Audience Ethical considerations in selection of target markets Crafting a desired Positioning Selection of Communication channels Pretesting Principles Evaluation and Feedback

Reading List 1. 2. 3. 4. 5. Kotler Phillip, Social Marketing. Andreason Alan R, Social Marketing in the 21st Century. Srinivas R Melkote, Communication for Development in the Third World. Arvind Singhal, Combating AIDS Communicating Strategies in Action. Mondal,Ashis, Monitoring for Outcomes in Community Driven Projects.

6.

Media and Communication Laws - II

Course Description Media the popular term inter-alia used as Press denotes the print & electronic information carriers the News Papers & Magazines, Radio, Television and currently includes Internet as new Media. Hailed as the Fourth Estate, media is the watchdog of the public affairs, informing the society and vice versa acts as the forum to advocate the views of the society at large to those at the helm of public affairs. Media today, has grown into a complex information vehicle adding information relating to business, entertainment, education and sports. Apart from the complexity of the content, the technology side of the Media has taken phenomenal strides with the advent of Internet to enter a phenomenon termed as Convergence. Objectives In Indian context the print media and its interface with Law have a long tradition, where as broadcasting sectors of Radio and Television and emerging new Media of Internet is still an evolving one. This Course will help the students equip with the current legal regime on Media and the emerging one, which is going to play a crucial role.

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Pedagogy

2010-12

This course requires the Lecture method, supplemented with exercises and the cases need to be administered for better understanding. Strategy Workshop Case studies Course Outline i. Convergence & New Media Understanding Broadcast Sector: Evolution of Broadcast Sector, Airwaves and Government control, Open Skies policy, Licensing issues in Broadcast Sector. ii. iii. iv. Legislative efforts on Broadcast sector: Prashar Bharti Act 1990, Broadcasting Bill, Cinematography Act 1952, Cable [Link] (regulation) Act of 1995 Opening of Airwaves : Public policy issues on Airwaves, Community Radio Advocacy, Telegraph Act and Broadcast interface The New Media of Internet : Evolution of Internet as New Media, Regulating the Internet, IT Act of 2000 and media, Convergence Bill (to be enacted), Regulatory commissions of new media, Indian Telegraph Act of 1885 Media Advertisement & Law v. Concept of Advertisement, Advertisement & Ethics, Advertisement Act of 1954, Indecent Representation (prohibition) Act, 1986, The Drugs and Magic Remedies (objectionable) Advertisements Act of 1954, vi. vii. Issues of Consumer Protection Competition Bill and impact on Advertisements

Reading List 1. 2. 3. 4. Theodore H Cohn, Global Political Economy 4/e Dennis McQuail, Mass Communication Theory Keval J Kumar, Introduction to Mass Communication Amos Owen Thomas, Imagi-Nations and Borderless Television

7.

Human Resource Management & Organizational Dynamics

Course Description The course Introduction to Human Resource Management is an academic discourse on the social, cultural, and regional dynamics that have relevance to human resource management and its pervasive circle of influence. The dialectic explores the gamut of Human Relationships & how it is interwoven with basic corporate philosophy. The paradigm shifts in the last decades in the field of Human Resource Management

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2010-12

and its concepts have undergone a sea change. The impact of the paradigm shifts and the possibilities it has opened up in HRM will also be discussed. This course seeks to give an overview of all the functions of HRM so that the student is familiar with the concepts that would be prevalent in her domain but also take care of the basics so that familiarity of the subject is attained. Introduction to Human Resource Development with different contexts, constructs and emerging paradigms and an interdisciplinary approach is followed primarily in the areas of the entire sphere of Human Resource Development. It would also include Performance Evaluation Systems Career Development, Compensation, Competency Mapping & Time Motion Study The key issues addressed in this course would include an overview of the Human Resource Management subject to the student. Objectives This course aims to: 1. Introduce theories and concepts on Human Resources Management highlighting key issues and to initiate debates from cases and case studies. To study the impact of Human Resources Management & to link and integrate those studies to observable inputs. 2. Underscore the scope and impact of emerging trends in Human Resource Management. 3. Train students to be aware of Key issues relating to HRM. 4. To help the student to link theoretical knowledge gathered during the Introduction to Issues that would crop up in day to day life. Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar workshops & presentations, group discussions where the students explore the extent and impact of these totally new concepts on existing templates. This also includes exposure to various inputs by experts, viewings, followed by submission of reports & on their understanding where students would be invited to go in depth into their own understanding of the subject. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Recruitment & Selection Training and Development (People or Organization) Performance Evaluation and Management Promotions/Transfer Redundancy Industrial and Employee Relations Record keeping of all personal data. Compensation, pensions, bonuses etc in liaison with Payroll Confidential advice to internal 'customers' in relation to problems at work Career development Competency Mapping Time motion study is related to HR Function

Reading List 1. Strategic Human Resource Development: Strategy & Tactics.

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2. 3. 4. Human Resource Management Robert L. Mathis, John H. Jackson The HR Value Proposition Dave Ulrich, Wayne Brockbank The HR Answer Book: Shawn A. Smith, Rebecca A. Mazin

2010-12

8.

Computer Applications and Photography (Practical & Creative Workshop)

Course Description Aim is to introduce students to basics of computer based communication and some of the most important design applications. Introduction to the specialised photography (Product, industrial, fashion photography and photo journalism.) Adobe Illustrator is graphic designing programme; it is one of the most preferred designing programmes by the advertising industry. This programme is widely used for creating illustrations, graphics and infographics for the print. Advanced photography plays an important role in advertising and communication industry. Aim is to introduce students to the specialised sectors of photography. Objectives 1. 2. 3. 4. To introduce students to the computer graphics and design application. To explain computerised graphic design process of documents (Newspaper, Magazine, brochure etc.) and advertisements in the programme Adobe Illustrator. To introduce students to the website designing. Introduction to the specialised photography and its role in communication industry.

Pedagogy The course would consist of workshops by the faculty, guest faculty, and industry professionals. Creative Workshop The workshops will have practice sessions on computer based programmes and some photography practice session and assignments (Indoor and Outdoor), wherein the students would be working on creative projects assigned to them. Course Outline i. Computer Application (Adobe Illustrator) - Use of Illustrator in creating graphics and design, Introduction to the Tool box, Control, Pen tool, Text tool, pencil tool, boxes, shapes, rotation tool, gradient, swatch, Types: paragraph, character, path, Object: Transform, Arrange, Group, Ungroup, Lock, Unlock, Effects, Table: Table options, Page, Stroke, Layers, Links etc., Importance of the mesh tool, symbols and brushes. Photography - Indoor, Outdoor and studio photography, Fashion photography, making a fashion portfolio, Product and industrial Photography, Photojournalism: Role and impact of a photograph in print media, Review and analysis of some outstanding photographs.

ii.

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Reading List 1. 2. 3. 4. 5. 6.

2010-12

Adobe Illustrator CS3 Classroom in a book Minimalist Lighting: Professional Techniques for Location Photography (Paperback) by Kirk Tuck (Author) Publisher: Amherst Media, Inc. Skin: The Complete Guide to Digitally Lighting, Photographing, and Retouching Faces and Bodies by Lee Varis, Publisher: Sybex Professional Model Portfolios: A Step-by-Step Guide for Photographers by Billy Pegram, Publisher: Amherst Media, Inc. Fashion Photography Course: Principles, Practice, and Techniques: An Essential Guide by Eliot Siegel, publisher: Barron's Educational Series Associated Press Guide to Photojournalism (Associated Press Handbooks) by Brian Horton Publisher: McGraw-Hill; 2nd edition

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JICMBhopal Second Year syllabus

Trimester - IV
1. Strategic Marketing

2010-12

Course Description The subject deals with overview of marketing strategy, competition analysis, competitive advantage, assessing portfolio models, new product strategies, communications strategy, Advertising and sales promotion campaign strategy, Brand building strategy, Distribution strategy, Pricing strategy and marketing planning. Objectives 1. 2. 3. 4. In todays world, organizations implement marketing strategies instead of following marketing management practices. The student needs to be exposed to the above practices of organizations and must have an in depth study of strategic principles and marketing strategies. In-depth knowledge of competitive dynamics and how to integrate marketing strategy into the overall business strategy Frameworks for analyzing customer preferences and enhancing customer relationships Building and managing brand equity with effective market communication

Pedagogy The course would consist of lectures and presentations by faculty, guest lectures by industry professionals. Practical classes will also be held Strategy Workshop The strategy workshops will have presentations followed by submission of reports. Course Outline

i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii.

Introduction to Strategic Marketing Strategic planning Market Vision Segmenting markets Market Strategy Relationship Strategies Planning for new Products Strategic Brand management Value Chain relationships Pricing Strategy Promotion, Advertising Sales Force Marketing strategy Overview Pillars of Marketing STPD strategies Market situation strategy leaders,challengers,followers,nichers Competition analysis Porters 5 forces model for competitive environment, Benchmarking exercise, understanding competitive moves and posture.

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xviii. xix. xx. xxi. xxii. xxiii. xxiv. xxv. xxvi. Sustainable competitive advantage Porters generic strategys Portfolio models BCG and GEMcKinsey matrix New product strategies Innovation, Market entry, Product line extension Communications strategy Managing communications mix for products and brands Advertising and sales promotion strategy campaigns Brand building FMCG, Consumer durables and services cases Distribution strategy designing of channel systems, Managing multichannel systems Pricing strategy Value pricing, optimization of pricing Marketing Planning Introduction, growth and mature markets. Pruning of products.

2010-12

Reading List 1. 2. 3. 4. 5. Saloner ; Garth -Strategic management Granthan Charles F - Corporate agility Cravens David W -Strategic marketing Chaston ; Ian -Knowledge based marketing Prahalad; C.K -Ascending the value spiral

2.

Integrated Marketing Communication (Strategies & Planning)

Course Description The course is designed to familiarize students with the key issues, theories and tools associated with marketing communication decisions, especially those involving paid media. Specifically, it aims to provide analytical skills useful for the planning, implementation and evaluation of advertising communication. It looks into individual ads and evaluates the effectiveness of the devices and stratagems used. It also addresses the role of advertising in relation to other marketing communication activities. The course will provide a conceptual understanding of the social environment within which marketing communications are implemented. The course is relevant in developing communication strategies that build brands and solve business problems. The Integrated Marketing Communication course introduces students to the concept and application of integrating the elements of advertising, sales promotion, public relations, direct marketing and other essentials of the marketing mix to support the overall marketing strategy. IMC allows marketers to effectively and efficiently reach prospects and retain customers with consistent brand messages in the context of fragmented media and increasing customer empowerment through the Internet. Emphasis will be placed on linking the fundamentals of segmentation, targeting, positioning, buyer behavior, and branding with planning, budgeting, and executing a comprehensive, integrated marketing communication program from message development through media selection Objectives 1. 2. 3. Apply key marketing concepts including segmentation, targeting, positioning, and buyer behavior to set overall marketing direction. Define key elements of an integrated marketing communication program including advertising, public relations, promotion, direct marketing, etc., and apply each individually and together in an integrated marketing communication program. Develop an integrated marketing communication plan linking key marketing concepts and the key elements of an integrated marketing communication plan.

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4. 5. 6.

2010-12

Apply the principles of planning, budgeting, execution and controls in the preparation of an integrated marketing communication plan. Create message strategies and message executions for advertising, public relations, direct marketing, Internet, etc., as part of an integrated marketing communication plan. Construct evaluation tools to measure the impact of the integrated marketing communication plan.

Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include film viewings, field trips followed by submission of reports. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. The task of the brand The strategy process Brand Review I: Equity and brand strategy Brand Review II: Identifying and profiling markets Brand Review III: Assessing and developing business readiness The Communications Review: Creating the communications strategy Research and analytics methods Open Planning: media and disciplines in an integrated world The process of planning and evaluating an integrated set of communications How to develop and use the Master Creative Brief How to develop the optimum channel strategy Workflow Management: how to make the process efficient and effective Evaluating and learning from integrated communications

Reading List 1. 2. 3. 4. 5. White;Jon - Strategic communications management. Belch;George.E - Advertising and promotion. Jain Gautham Raj -Marketing Communication Industry. Arens William .F -Contemporary advertising Kumar,Ramesh - Managing Indian Brands

3.

International Marketing

Course Description The rise of free trade economies have also created conditions for international marketing to change rapidly ever more global, dynamic and knowledge-intensive world. This calls for new analytical insights and skills among tomorrows business leaders. This course provides a thorough understanding of contemporary issues and the management of these elements within the new global business.

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2010-12

International marketing involves the use and adaptation of basic marketing principles, strategies and actions in a global context. The internationalization process of the company brings the necessity of taking into account new market conditions, an extended range of marketing decisions and new marketing tasks, but the focus is still on market orientation and the ability to analyze, organize and plan. Objectives 1. 2. 3. The student must be able enumerate and compare advanced literary approaches to International Marketing. The student must be able to theorise, formulate hypotheses and apply advanced models/concepts within International Marketing. The student shall acquire knowledge of the decisions involved in the internationalization process of the firm, be able to analyze the global conditions in which the company operates and recommend strategies within international marketing.

Pedagogy Teaching is in the form of lectures and group discussions. Specific case studies would be discussed understand the internationalisation of trade and the expansion of markets. Strategy Workshop The students have to make presentations based on important decisions concerning internal marketing whether or not to expand to new markets at all, what kind of growth strategy to be implemented or choice of market(s), entry mode(s), positioning, degree of standardizing marketing, and finally how to organize marketing to succeed in the internationalization process. These issues have to be strongly based by case studies, research and analysis. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. Global Market entry strategies Global Pricing Domestic Marketing vs International Marketing Communicating with the Global Consumer Developing New Products for Global Consumer Global Logistics and Distribution Import and Export Management Global segmentation and Positioning International Marketing Intelligence Benefits of International Marketing Reading List 1. 2. 3. R. Srinivasan, International Marketing. Dana Nicoleta Lascu, International Marketing. Philip R Cateora, International Marketing. to

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4. 5. Justin Paul, International Marketing Text and Cases. Masaaki Kotabe, International Marketing An Asia-Pacific focus

2010-12

4.

Market Research & Consumer Behaviour

Course Description The goal of this course is to provide a fundamental understanding of marketing research methods. Marketing research is an organized way of developing and providing information for decision-making purposes. This course is aimed at the management of communication research for determining the scope and direction of research activities This course will focus on both qualitative and quantitative aspects of marketing research and how they help managers in addressing substantive marketing problems such as: market segmentation, estimating market potential, forecasting, developing advertising and pricing policies and designing and positioning new products. Objectives 1. 2. 3. To provide the skills for systematic problem analysis and to translate management problems into the appropriate marketing research problems. To help develop a critical eye for marketing research and appreciation for its Potential contributions and limitations. To gain a working hands-on experience with the full process of marketing research from the formulation of the research problem through the research design, the data collection methods, the questionnaire design, the sampling schemes, and the data analysis.

Pedagogy To achieve course objectives there will be a combination of lectures, guest lectures, case discussion, and exercises. Additionally, there is a course project that provides the students with the opportunity to integrate the steps in the marketing research process discussed in class. Class sessions will be devoted to probing, extending, and applying material found in the text. Analysis of cases will form the basis for applying the concepts in real-world situations. An important aspect of the course involves getting "hands-on" experience with marketing research problems through the exercises. Finally, the project will allow an actual research project from problem definition through a final report. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. Introduction, Overview of the Research Project Exploratory and/or Qualitative Methods Primary Data Collection/ Questionnaire Design and Attitude Measurement Group Presentation of interview results Start sampling Data Processing -- Data Entry, Hypothesis Testing, Data Entry in SPSS, Basic Data Presentation -- Bar Charts, Pie Charts, Tabulation, Descriptive statistics Cross tabulation / Cross tabulation in SPSS Analysis of Variance/Analysis of Variance in SPSS Characteristics of consumer culture their global nature Understanding rural consumers: rural psychology, markets and consumption patterns Consumers Product Knowledge and Involvement Consumer Behavior and Marketing Strategy, Product Strategy, Promotion Strategy and Pricing Strategy

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Reading List 1. 2. 3. 4. 5. 6. Tull; Donald .S -Marketing research Weber, Philip, Robert-Basic content analysis Tull; Donald & others -Marketing Research measurement and method Henry Assael, Consumer Behaviour - A Strategic Approach. Wayne D Hoyer, Consumer Behaviour. Martins Evans, Consumer Behaviour.

2010-12

5.

Media Planning

Course Description This course is a study of media planning as it relates to the overall advertising and marketing process. Utilizing traditional mass media is covered as well as special emphasis on new media with the desired outcome of understanding how strategy is essential in reaching target audiences. To this end, the student will be exposed to the terminology used in media planning and the resources for researching, selection and evaluation of available advertising media. Broad areas covered are defining the Target Audience. Developing Media Goals & Objectives + Strategy & Tactics Exploring the Media Print & Electronic. Out of Home and Alternatives. Essential Calculations and Formulas: Print & Electronic Creating the Media Plan Media Alternatives + Geographic, Seasonal & Creative Implications Making Media Buys and Evaluating the Plan. Objectives 1. 2. 3. To understand the mass media and its role in the advertising process. To acquire techniques of measurement and calculation in the planning process. To acquire skills in achieving a successful media plan and marketing strategy.

Pedagogy MEDIA PLAN AND PRESENTATION To demonstrate the understanding of advertising media planning, groups of 3 will work together to prepare a written media plan and make a class presentation. The intent of this assignment is to challenge more indepth evaluation of all available media as well as strategic planning. Every group will have different clients. Detailed information will be forthcoming. This assignment has two parts: the written plan and the class presentation. This is a group effort and all team members are expected to contribute to both aspects of assignment. To this end, the grade will be based on the thoroughness and thoughtfulness of the overall media recommendation. WRITTEN MEDIA PLAN The Media Plan must be organized to include the following information: 1. Detailed description of the target audience 2. Goals and objectives for the media plan 3. Recommended media with the rationale for selection 4. Specific strategy for each advertising medium 5. Tactics for evaluation of media plan

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Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. An Overview of Media Planning Marketing and Media Planning Basic Media Concepts Situation Analysis Information Sources Marketing Analysis Geographical Weighting Media Objectives and Strategy Objectives and Strategies

2010-12

Reading List 1. 2. 3. 4. 5. New; Man Michael-Irrefutable laws of advertising IMC- Belch George .E -Advertising and promotion Batra, Rajeev -Advertising management Jethwaney Jai Shri -Advertising Management Mc Kenzie Robert-Comparing media from around the world

6.

Account Management and Servicing

Course Description The course will help Client servicing or Account planners play a key part in developing advertising campaigns for a huge range of products and services. The planner is responsible for writing the formal creative brief and for providing the ideal environment for creative development. Acting as the voice of the consumer within an agency, a planner uses research data to identify ideal audiences and optimum methods of communication. Planners will combine market data, qualitative research and product knowledge within a core proposition to enable the creative team to produce advertising ideas that resolve defined business problems. Objectives 1. 2. 3. To understand account planning To analyze market reports and information To develop advertising strategy to reach the target audience

Pedagogy The course would consist of lectures and presentations by faculty, guest lectures by industry professionals. Practical classes will also be held Course Outline i. ii. iii. iv. v. vi. Function of an account planner in an advertising agency The context of planning The role of advertising in marketing Perils of not involving consumers in advertising planning The skills needed by an account planner Why and how to obtain consumer input for the purposes of account planning

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vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. xviii. xix. xx.

2010-12

Become a critical doer and consumer of research Generating insights from consumer speech and behavior in general Uncover the roots of truthful consumer thought and emotion Creative ideas through research or creative development research Developing an advertising strategy Understanding the importance of creative briefing and its attributes Developing and analyzing creative briefs Understanding the perspective of creative regarding creative briefs Avoid the perils of researching rough creative ideas Create the conditions in the advertising agency context for a successful strategy to prosper and capitalize on the synergy of all the parties involved Understand the role of the planner in campaign evaluation Coordination with the media planning function Issues in international account planning The potential role of the planner as consultant to clients and other communication industries

Reading List 1. 2. 3. 4. 5. Chunnawalla.S - Advertising sales and promotion management Sugars ; Bradley - Instant advertising Stafford;Maria.R -Advertising promotion and new media Batra; Rajeev -Advertising management Murthy .S.N - Advertising and IMC perspective

7.

Designing and Corporate Branding (Practical & Creative Workshop)

Course Description Aim is to explain students the role of visualisers, copywriters and art-directors in the studio. This course will focus on the print media and outdoor advertising. Corporate branding is the most important feature to build a corporate identity. The logo reflects the philosophy. Objectives 1. 2. 3. Introduction to the design studio of an advertising agency. To explain the basics of print advertising, like: Size, banner advertisement, classifieds, island advertisement, innovative advertisement and advertorial. To explain the importance of outdoor advertising.

Pedagogy The course would consist of workshops by the faculty, guest faculty, and industry professionals.

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Creative Workshop

2010-12

The workshops will have practice sessions on computer based programmes and assignments, wherein the students would be working on creative projects assigned to them. Course Outline i. Advertisement designing for Print media - Basics of print advertising, Advertisement size, Column X Centimeters, Sq. Centimeter, Common type of print ads: Ear panel, Banner ad, classified, Island ad, innovative ad. Planning and designing an ad campaign. Designing for outdoor advertising - Basics of print advertising, Common type of outdoor advertising: Hoarding, posters and wall painting, Planning and designing of ad campaign. Corporate Branding - Designing a logo: The Idea behind it, Role colours, shape, line and type in a logo to reflect the desired message, Corporate stationary: Business cards, Letter-head, envelops etc.

ii. iii.

Reading List 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Creative Advertising, New Edition by Mario Pricken, Publisher: Thames & Hudson Ogilvy on Advertising by David Ogilvy Publisher: Vintage Advertising Design and Typography (Hardcover) by Alex White, Publisher: Allworth Press Advertising Now. Print (Midi Series) (English Edition) by Julius Wiedemann Publisher: Taschen The Advertising Concept Book by Pete Barry, Publisher: Thames & Hudson Logo Design Workbook: A Hands-On Guide to Creating Logos by Noreen Morioka, Terry Stone Sean Adams, Publisher: Rockport Publishers Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler Publisher: Wiley Logo Design Workbook: A Hands-On Guide to Creating Logos by Noreen Morioka, Terry Stone Sean Adams Publisher: Rockport Publishers Typography Workbook: A Real-World Guide to Using Type in Graphic Design by Timothy Samara, Publisher: Rockport Publishers Design Elements: A Graphic Style Manual by Timothy Samara. Publisher: Rockport Publishers

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Trimester V

2010-12

Core Courses:
1. Digital Marketing Communication

Course Description Today there are more dynamic channels for marketing than ever. As a marketing or Web business professional, how to determine which activities to invest in a companys time, talent, resources and attention for a higher return on investment (ROI) The program is designed for marketing and web business management to increase their effectiveness of webbased tools and processes. Focus on how to fulfill marketing goals, build your brand online, and increase ROI. A myriad of current technologies and strategies will be referenced, including search engine optimization (SEO), blogs, virtual communities, email, and web banners, as well as activities such as running web campaigns, viral marketing and so on. Objectives 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Outline the benefits and risks of e-marketing. Outline the characteristics of the new marketspace Identify different forms of collaboration between marketplace members Describe the difference between e-commerce, e-business and e-marketing Avoid basic e-marketing mistakes Outline the five basic e-marketing objectives Define objectives for selling to the customer online Define objectives for serving the customer online Define objectives for speaking to the customer online Define objectives for saving online Define objectives for enhancing the brand online Outline approaches to achieving e-marketing objectives Outline e-marketing tactics, actions and control

Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them Course Outline i. ii. iii. iv. v. vi. vii. viii. What is digital marketing? Strategic digital marketing planning Understanding the digital customer Acquiring customers online Data management and database applications Retaining customers online Online campaign planning Producing great creative

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ix. x. xi. xii. xiii. xiv. Web Marketing-website design Web Marketing-attractive website visitors Email marketing Mobile marketing Digital TV and radio and emerging platform Optimizing digital marketing Reading List 1. 2. 3. 4. 5. Joseph ;P.T - e-Commerce an Indian Perspective Comer; Douglas -The Internet BookRutter;Jason -Understanding Digital Games Proakis ,John G - Digital communications Illing .Gerhard -Industrial organization and Digital Economy

2010-12

2.

Decision Making in Marketing

Course Description The course Decision making in Marketing is an academic discourse on the social, cultural, and regional dynamics that have relevance to the corporate world and Event Management. The dialectic explores the culture, coherent, corporate identity, corporate philosophy and citizenship and then begins to explore the areas of communication theories, the messages and its methods of the past and more importantly those of the present. It looks at examining the convergence of technology and the means and methods by which it is being presently leveraged. Also exploring the limitless possibilities that emerging technologies can deliver. This course seeks to examine the entire aspect of Decision making in Marketing with different contexts, constructs and emerging paradigms in the fields of marketing and decision making. How an interdisciplinary approach is followed primarily in the areas of Decision Making ranging from Cognition to perception, neurology. Some key issues addressed by this course would include the significance of Decision making in Marketing globally. Decision mechanisms and their regional variants, how decisions are usually a function of the embedded socio-economic-cultural matrix, showing deviation in methods and behaviour across the world. Both Decision making in Marketingare processes, shaped once again by diverse disciplines, it is imperative upon us to embark on a journey taking an inter disciplinary approach. The journey begins by understanding certain aspects of the corporate milieu, of decision making and elements of Marketing. It then takes in subjects that are embedded in the socio-economic-cultural matrix, and unravels it. Finally this course emphasizes that Decision making in Marketing is both inclusive and exclusive and decisions do run toward regional separation & would be different from one region to the next and one country to the next. Objectives This course aims to: 1. Introduce theories and concepts from Decision making in marketing highlighting key issues and to initiate debates from cases and case studies. 2. To study the impact of Decision Making in Marketing & to link and integrate those studies to current reality as perceived in our environs.

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3. 4. 5.

2010-12

Underscore the medias/ advertisers role in processes of Decision making in Marketing as also study the different methods of decision making across national & international boundaries. Train students in critical and analytical thinking. To help the student to link theoretical knowledge gathered from books and to get them to relate it to the practical knowledge acquired from exposure to decision making in real life.

Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include exposure to Decision making in Marketing viewings, field trips & research questionnaires followed by submission of reports & on ground activity where students would be invited to analyze Decision Making in Marketing Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. Heuristics and Mental Models Rationality and Probability in Decision Making Conditional Probability and Bayesian Updating Decision Making Tools (1): Decision Trees and Real Options Heuristics (1) Representativeness Heuristics (2) - Availability and Anchoring Social Heuristics: Influence and Persuasion Overconfidence and Hindsight Bias Feedback and (begin) Mental Accounting Reason-based Choice Prospect Theory and Managerial Risk Taking Decision Making Tools (3): Linear Models, Pros, Cons and Fixes Group Decision Making

Reading List 1. 2. 3. 4. 5. Tony Proctor,Creative Problem Solving for Managers. Alan T Shao, Marketing Research a Decision Makers Tool. Shombit Sengupta, Jalebi Management. Kung, Lucy, Strategic Management in the Media. Szwarc,Paul, Researching Customer Satisfaction & Loyalty.

3.

Entrepreneurship Management

Course Description To enable the student understand the entrepreneurial perspective, concept of entrepreneur, advantages of being an entrepreneur, the entrepreneurial environment and how to launch an enterprise.

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2010-12

Objectives India needs entrepreneurs to foster economic growth and development. This, as well as the ability of the student to start his own enterprise is the focus of this course. Pedagogy The course would consist of lectures and presentations by the faculty, guest industry professionals. Strategy Workshop The strategy workshops will have presentations followed by submission of business plan reports and group discussions by students. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. Entrepreneurial Perspective: Concept of entrepreneur, Entrepreneurship and Enterprise, advantages of Entrepreneurship. Nature and Development of Entrepreneurship, Gender issues in Entrepreneurship. The dynamic role of small business / Industry in Economic Development. Personality of an Entrepreneur. Innovation and Entrepreneurship. The Entrepreneurial Environment: Policy Perspectives in India to promote Entrepreneurship. Analysis of Business Opportunities in different sectors of economy at National and Global levels. Quick start routes to establish an Enterprise (Franchising, Anicilliarising, & Acquisitioning). Support Organizations for an Entrepreneur and their Role. Legal framework for starting a Business / Industry in India. The Enterprise Launching: Product / Project Identification. Developing a Project Report / Business Plan. Business Financing including Venture Capital Finance. Managing early growth of a Business: Business Incubation Program. New Venture expansion strategies and issues. lectures by Scholars, and

Reading list 1. 2. 3. Lynda M Applegate, Corporate Information Strategy and Management. Saloner ; Garth -Strategic management Eades; Keith M, The Solution Centric Organisation

4.

Personality Development & High Performance Leadership

Course Description

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2010-12

The course Leadership & Communication explores Leadership across the ages, examines Leaders who have emerged from milieus across the world. It also chooses to explore the role of communication, styles, means, medium, technologies used to communicate. It is an academic discourse and more. It unravels the individual, looks at analyzing the Leadership style, the methods and techniques used to get to the leadership position. This course also takes into account the social, cultural, and regional dynamics that are inherent in the shaping of a particular leadership style. The dialectic explores the influences on the leadership style begins to explore proclivities, leanings and the reason thereof. It examines in details the Leader and the style of communication and the match between the two. This course seeks to examine the entire aspect of "Leadership & Communication with different contexts, constructs and emerging paradigms in the field Leadership & Communication increasingly looking at how Leaders not look at themselves and Communication techniques and their changing Roles Responsibilities and Objectives. "Leadership & Communication will not only incorporate the historical background, the cultural milieu, the ethos etc. of the Leaders, and their transition from ordinary mortals to the rarefied heights of Leadership. Some key issues addressed by this course would include the significance of "Leadership & Communication globally. Decision mechanisms and their regional variants, how decisions are usually a function of the embedded socio-economic-cultural matrix, showing deviation in methods and behaviour across the world. Both "Leadership & Communication are processes, shaped once again by diverse disciplines, it is imperative upon us to embark on a journey taking an inter disciplinary approach. The journey begins by understanding certain aspects of Leadership, of communication and technologies of communication. It then takes in subjects that are embedded in the socio-economic-cultural matrix, and unravels it. Objectives This course aims to: 1. Introduce theories and concepts from "Leadership & Communication highlighting key issues and to initiate debates from cases and case studies. 2. To study the impact of Decision Making in Marketing & to link and integrate those studies to current reality as perceived in our environs. 3. Underscore the medias/ advertisers role in processes of "Leadership & Communication and also study the different methods of decision making across national & international boundaries. 4. Train students in critical and analytical thinking. 5. To help the student to link theoretical knowledge gathered from books and to get them to relate it to the practical knowledge acquired from exposure to decision making in real life. Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include exposure to "Leadership & Communication viewings, research questionnaires followed by submission of reports & on ground activity where students would be analyzing Leadership Styles, Communication Styles and use of technology. Course Outline i. ii. iii. Introduction to Leadership Leadership Theories The Personal Side of Leadership

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iv. v. vi. vii. viii. ix. x. Followership Motivation, Empowerment, and Leadership Communication Leading Teams, and the Development of Leadership Diversity Leadership Power and Influence Creating Vision and Strategic Direction Culture and Values The Learning Organization and the Leadership of Change Assessment

2010-12

Reading List 1. 2. 3. 4. 5. Eades; Keith M, The Solution Centric Organisation Butesan John, Building Hope & Leadership in the Non Profit World Scott; Bill, The Skills of Communicating Haines; Stephen, Strategic Thinking Montoya Peter, Personal Branding

5.

Print Technology and Editorial Design (Practical & Creative Workshop)

Course Description This course includes all important forms of modern and tradition printing techniques. While in editorial design, the student will learn the techniques of newspaper/ magazine design and understand the role of editorial design in print media. Objectives 1. 2. 3. To explain the type of printing and its role in print production To introduce students to the printing industry, so they can understand the technology better. Introduction to the news and design room of the newspaper/ magazine.

Pedagogy The course would consist of workshops by the faculty, guest faculty, and industry professionals. Creative Workshop The workshops will have practice sessions on computer based programmes and assignments, wherein the students would be working on creative projects assigned to them. Course Outline i. ii. Print materials - Packaging, brochure and catalogue. Measurements, cutting and Lamination, Paper type and weight (GSM) Printing Technology - Offset printing: Colour separation, plates, Inks, registration, cutting, newspaper printing and other offset printing etc.

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iii. iv. v. Screen Printing: Screen making, screen exposure, inks etc. Traditional traddle and Block printing Digital printing: Flex printing. Reading List 1. 2. 3. 4.

2010-12

Color Index 2: Over 1500 New Color Combinations. For Print and Web Media. CMYK and RGB Formulas. by Jim Krause The Newspaper Designer's Handbook (Spiral-bound) by Tim Harrower Publisher: McGraw-Hill Humanities/Social Sciences/Languages Layout Workbook: A Real-World Guide to Building Pages in Graphic Design by Kristin Cullen, Publisher: Rockport Publishers Notes to be dictated.

Specialisation Courses(Choose any two):

1. Corporate Communication & Event Management

Course Description This course seeks to examine the entire aspect of Corporate Communication & Event Management with different contexts, constructs and emerging paradigms in the corporate field increasingly looking at how organisations perceive themselves and their changing role as Corporate Citizens and their contributions to society even as they seek to deliver beyond the clichs of Corporate Social Responsibilty . How is Corporate Communication & Event Management relevant in the local, pan Indian and global context? We will move to provide insights as we address these questions by considering the historical, institutional and contextual factors that impact Corporate Communication & Event Management in local and global contexts. Some key issues addressed by this course would include the significance of Corporate Communication & Event Management globally. Decision mechanisms and their regional variants, how decisions are usually a function of the embedded socio-economic-cultural matrix, showing deviation in methods and behaviour across the world. Both Corporate Communication & Event Management are processes, shaped once again by diverse disciplines, it is imperative upon us to embark on a journey taking an inter disciplin ary approach. Objectives This course aims to: 1. Introduce theories and concepts from Corporate Communication & Event Management highlighting key issues and to initiate debates from cases and case studies. To study the impact of Decision Making in Marketing & to link and integrate those studies to current reality as perceived in our environs. 2. Underscore the medias/ advertisers role in processes of Corporate Communication & Event Management as also study the different methods of decision making across national & international boundaries. 3. Train students in critical and analytical thinking.

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4.

2010-12

To help the student to link theoretical knowledge gathered from books and to get them to relate it to the practical knowledge acquired from exposure to decision making in real life.

Pedagogy The course would consist of lectures and presentations by the faculty, guest lectures by Scholars, and industry professionals. Strategy Workshop The strategy workshop will have seminar and workshops, group discussions wherein the students would be making presentations on issues assigned to them. This would also include exposure to Corporate Communication & Event Management viewings, field trips & research questionnaires followed by submission of reports & on ground activity where students would be invited to analyze Decision Making in Marketing Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. xviii. xix. xx. What is Corporate Communication? An Overview Blogs, PodCasting and Current TV: The Impact of Citizen Journalism and "Transparency" on Corporate Communications Practice Current Trends in Public Relations Communicating and branding technology innovation Corporate Communication: Discipline or Job Description Advancements of Technical Communication in the Software Industry Manufacturing Consent: Noam Chomsky and the Media Why Communication Fails: Media Richness Theory and Message Interpretation How to organize an event. Introduction to Events: Demand for Events Supply and Suppliers Event Process Media coverage of events Celebrities in events In Film Product Placement Just an article Property Creation Implications of Events Income from Events

Reading List 1. 2. 3. 4. 5. 6. Denzin K Norman, Public Relation Writing. Fernandez Joseph, Corporate Communication a 21 st Century Primer. Applegate M Lynda,Corporate Information Strategy & Management. Argenti, Paul A, Corporate Communication. Crane, Andrew, Corporate Social Responsibility. Karki, Rajnish, Competing with the Best.

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2. Green Communication

2010-12

Course Description The course would take into account of the impact of the industrial age on the lives of humanity and the subsequent threats to our planet. It also seeks to address the ongoing debate on development and environmental safeguards through the prism of communication process at the international level. This course would look into the communication techniques adapted by international bodies like the UN and campaign for addressing global environmental change. Objectives 1. 2. 3. 4. 5. 6. 7. The student would be able to appreciate the linkages between the global environmental problems with the local social-economic order. The Student would be able to address the issues of the global environmental concerns through communication networks. Establish guidelines for effective environmental communication The course intends to equip the student with a broader understanding of the challenges confronting us due to uneven development and negligence involved in the lopsided plans of industrial revolution. The student would be able to understand the communication strategies adopted by international agencies with specific reference to advertisements, campaigns and lobbying around the globe. This student would be able to comprehend the significance of marketing communication in addressing global environmental challenges. The student can traverse a range of issues and as well as organisations namely, international NGOs, MNCs and Advertising agencies to print and Television media through the field of Green Communication

Pedagogy Teaching is in the form of lectures and group discussions. Specific themes would be explored in the global environmentalism and the significance of communication would be explored. Strategy Workshop Seminars and presentations on various themes of environmental issues and the present threat to earth would be debated and deliberated through a series of workshops, case studies wherein the students are expected to take up few cases and highlight the significance of green communication. Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. Environmental Issues including Indicators of Living Systems Decline and Social Indicators: Human Population Growth and resulting Social and Economic Impacts, Resource Depletion, Pollution, and other Unsustainable Trends Sustainability Principles including Ecological Integrity, Economic Security, Democracy and Community, and an introduction to The Natural Step Sources of Information and Research Techniques Risk Perception and Risk Realities Mass Media Channels available for communicating environmental issues including newspaper reporting and writing and magazine feature writing as well as visual and electronic reporting Environmental Public Relations and Advertising Campaigns Organizations and Environmental Sustainability Speaking for the Environment Environmental Persuading and Negotiating, including lobbying and letter-writing campaigns

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x. Environmental Ethics for a Sustainable Future, including Environmental Justice issues Reading list 1. 2. 3. 4. 5. 6. Michael J Polonsky, Environmental Marketing. PS Shinde, Communication Patterns in Extension Education. Dominque Lapierre, It was Five Past Midnight in Bhopal. Nicholas Low, Consuming Cities. Jeffrey Sachs, The end of Poverty. Christopher Jafferlot, Patterns of Middle class Consumption in India and China.

2010-12

3.

Health Communication

Course Description This course will examine the ways in which the media can be used as a tool to improve health. It will also investigate the ways in which the media has had a negative impact on health behaviors in the population. Looking at specific topics like tobacco, food and nutrition, and HIV/AIDS. This course will explore the intersection of media, advocacy, advertising and entertainment and the impact of media broadly on health behavior and society. The course will also provide students the opportunity to practice strategically working with the media to address health problems. Objectives 1. 2. 3. 4. To equip students with the tools needed to apply concepts from the research literature and theory to develop strategies for public health advocacy and/or health communication campaigns in their professional practice activities. Students will also understand how different forms of media impact health in our society. They will gain hands on experience creating communication media products to improve some aspect of population health. Create a planning model to design a communication campaign. Identify and incorporate effective communication strategies into a campaign.

Pedagogy Teaching is in the form of lectures and group discussions. Specific themes and case studies would be taken to understand the significance of health communication. Strategy Workshop Seminars and presentations on various themes of health communication would be debated and deliberated through a series of workshops, wherein the students are expected to take up few cases and highlight the campaigns in health communication. Course Outline i. Health Campaigns - Mass Media, Small Media/ New Media, Social Marketing, Education Entertainment

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ii. iii. iv. v. vi. vii. viii. ix.

2010-12

Media Advocacy Natural Coverage of health Topics News, Entertainment Media, Advertising Mechanisms of Media Effects - Theory Overview, Indirect Effects - Diffusion Theory, Two Step Flow, Social Ecological Effects When Media & Health Collide: Case Studies Universal Health Insurance - News Coverage, Policy Impacts Food & Obesity - Food Marketing, The Role of Lobbyist in Nutrition Education, Healthy Eating Campaigns HIV/AIDS, STIs - Media Response to HIV/AIDS, Entertainment Media & Content Tobacco & Alcohol - Targeted Marketing, Advertising & Entertainment, Ethics & Health Disparities

Reading list 1. 2. 3. 4. Dominque Lapierre, It was Five Past Midnight in Bhopal. Nicholas Low, Consuming Cities. Jeffrey Sachs, The end of Poverty. Christopher Jafferlot, Patterns of Middle class Consumption in India and China.

4.

Entertainment Branding

Course description This course intends to examine the dynamics of marketing various forms of entertainment including product tie-ins, cross promotions, the branding of persons, events, and venues, entertainment marketing research, reputation management, the underlying economic factors, and marketing communication strategy. The course seeks to examine marketing strategies based on changing public tastes, expanding channels of distribution, the role of new technology, as well as business venture trends. Objectives 1. 2. 3. 4. The student would be able to Learn and understand the functions of marketing and identify the significance of entertainment branding. Evaluate the importance of business and social responsibility. Define ethics and suggest how marketers can make ethical choices. The student would ddemonstrate an understanding of basic marketing concepts relative to the entertainment industry. Apply marketing strategies of product, price, place, and promotion to the marketing of entertainment.

Pedagogy The course utilizes a combination of lecture, discussion, and project-based learning. Short current case studies from key areas will be discussed. Specific themes would be looked into in the field of brands and brand strategies. Strategy Workshop Students will interact with executives in the business of entertainment branding. Through assigned case discussions and presentations, students will learn how to think strategically, creatively and entrepreneurially.

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Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. Course Introduction Brand Planning Brand Integration Brand Metrics & Value Brand Architecture Brand Growth Creating Mental Maps Customer-Based Brand Equity Model Brand Resonance Brand Building Blocks Brand Positioning Criteria Brand Element Guidelines and Examples Personalizing Marketing Value Pricing Blending "Push" and "Pull" Strategies Integrated Marketing Communications Leveraging Secondary Associations

2010-12

Reading List: 1. 2. 3. 4. 5. 6. James Hammound, Branding your Business. Harsh V Verma, Brand Management - Text and Cases. Subroto Sengupta, Brand Positioning Strategies for Competitive Advantage. Bhawana Somaaya, Amitabh Bachchan The Legend. Arthur A Thompson Jr, Crafting and Executing Strategy. CSG Krishnamacharyulu, Rural Marketing Text and Cases.

5.

Advanced Media Planning

Course Description This course is a study of media planning as it relates to the overall advertising and marketing process. Utilizing traditional mass media is covered as well as special emphasis on new media with the desired outcome of understanding how strategy is essential in reaching target audiences. To this end, the student will be exposed to the terminology used in media planning and the resources for researching, selection and evaluation of available advertising media. Broad areas covered are defining the Target Audience. Developing Media Goals & Objectives + Strategy & Tactics Exploring the Media Print & Electronic. Out of Home and Alternatives. Essential Calculations and Formulas: Print & Electronic Creating the Media Plan Media Alternatives + Geographic, Seasonal & Creative Implications Making Media Buys and Evaluating the Plan. Objectives 1. 2. 3. To understand the mass media and its role in the advertising process. To acquire techniques of measurement and calculation in the planning process. To acquire skills in achieving a successful media plan and marketing strategy.

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Pedagogy

2010-12

MEDIA PLAN AND PRESENTATION To demonstrate the understanding of advertising media planning, groups of 3 will work together to prepare a written media plan and make a class presentation. The intent of this assignment is to challenge more indepth evaluation of all available media as well as strategic planning. Every group will have different clients. Detailed information will be forthcoming. This assignment has two parts: the written plan and the class presentation. This is a group effort and all team members are expected to contribute to both aspects of assignment. To this end, the grade will be based on the thoroughness and thoughtfulness of the overall media recommendation. WRITTEN MEDIA PLAN The Media Plan must be organized to include the following information: 1. Detailed description of the target audience 2. Goals and objectives for the media plan 3. Recommended media with the rationale for selection 4. Specific strategy for each advertising medium 5. Tactics for evaluation of media plan Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. An Overview of Media Planning Marketing and Media Planning Basic Media Concepts Situation Analysis Information Sources Marketing Analysis Geographical Weighting Media Objectives and Strategy Objectives and Strategies

Reading List 1. 2. 3. 4. 5. New; Man Michael-Irrefutable laws of advertising IMC- Belch George .E -Advertising and promotion Batra, Rajeev -Advertising management Jethwaney Jai Shri -Advertising Management Mc Kenzie Robert-Comparing media from around the world

6.

Client Servicing and Account Management

Course Description The course will help Client servicing or Account planners play a key part in developing advertising campaigns for a huge range of products and services. The planner is responsible for writing the formal creative brief and for providing the ideal environment for creative development. Acting as the voice of the consumer within an agency, a planner uses research data to identify ideal audiences and optimum methods of communication.

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2010-12

Planners will combine market data, qualitative research and product knowledge within a core proposition to enable the creative team to produce advertising ideas that resolve defined business problems. Objectives 1. 2. 3. To understand account planning To analyze market reports and information To develop advertising strategy to reach the target audience

Pedagogy The course would consist of lectures and presentations by faculty, guest lectures by industry professionals. Practical classes will also be held Course Outline i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv. xv. xvi. xvii. xviii. xix. xxi. Function of an account planner in an advertising agency The context of planning The role of advertising in marketing Perils of not involving consumers in advertising planning The skills needed by an account planner Why and how to obtain consumer input for the purposes of account planning Become a critical doer and consumer of research Generating insights from consumer speech and behavior in general Uncover the roots of truthful consumer thought and emotion Creative ideas through research or creative development research Developing an advertising strategy Understanding the importance of creative briefing and its attributes Developing and analyzing creative briefs Understanding the perspective of creative regarding creative briefs Avoid the perils of researching rough creative ideas Create the conditions in the advertising agency context for a successful strategy to prosper and capitalize on the synergy of all the parties involved Understand the role of the planner in campaign evaluation Coordination with the media planning function Issues in international account planning The potential role of the planner as consultant to clients and other communication industries

Reading List 1. 2. 3. 4. 5. Chunnawalla.S - Advertising sales and promotion management Sugars ; Bradley - Instant advertising Stafford;Maria.R -Advertising promotion and new media Batra; Rajeev -Advertising management Murthy .S.N - Advertising and IMC perspective

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7. Marketing Research & Business Analytics

2010-12

Course Description The goal of this course is to provide a fundamental understanding of marketing research methods. Marketing research is an organized way of developing and providing information for decision-making purposes. This course is aimed at the management of communication research for determining the scope and direction of research activities This course will focus on both qualitative and quantitative aspects of marketing research and how they help managers in addressing substantive marketing problems such as: market segmentation, estimating market potential, forecasting, developing advertising and pricing policies and designing and positioning new products. Objectives 1. 2. 3. To provide the skills for systematic problem analysis and to translate management problems into the appropriate marketing research problems. To help develop a critical eye for marketing research and appreciation for its Potential contributions and limitations. To gain a working hands-on experience with the full process of marketing research from the formulation of the research problem through the research design, the data collection methods, the questionnaire design, the sampling schemes, and the data analysis.

Pedagogy To achieve course objectives there will be a combination of lectures, guest lectures, case discussion, and exercises. Additionally, there is a course project that provides the students with the opportunity to integrate the steps in the marketing research process discussed in class. Class sessions will be devoted to probing, extending, and applying material found in the text. Analysis of cases will form the basis for applying the concepts in real-world situations. An important aspect of the course involves getting "hands-on" experience with marketing research problems through the exercises. Finally, the project will allow an actual research project from problem definition through a final report. Course Outline i. ii. iii. iv. v. vi. vii. viii. Introduction, Overview of the Research Project Exploratory and/or Qualitative Methods Primary Data Collection/ Questionnaire Design and Attitude Measurement Group Presentation of interview results Start sampling Data Processing -- Data Entry, Hypothesis Testing, Data Entry in SPSS, Basic Data Presentation -- Bar Charts, Pie Charts, Tabulation, Descriptive statistics Cross tabulation / Cross tabulation in SPSS Analysis of Variance/Analysis of Variance in SPSS

Reading List 1. 2. 3. 4. 5. Tull; Donald .S -Marketing research Weber, Philip, Robert-Basic content analysis Peterson; Craig. H- Managerial economics Edward De Bono -Lateral Thinking Tull; Donald & others -Marketing Research measurement and method

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Trimester VI
1. Portfolio Preparation

2010-12

2.

Dissertation

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