THE MAHATMA GANDHI UNIVERSITY

UNDERGRADUATE PROGRAMMES (HONOURS)

SYLLABUS

MGU-UGP (Honours)

(2024 Admission Onwards)

Faculty: Fine Arts

Expert Committee: Multimedia
PROGRAME: BACHELOR OF ARTS (HONOURS) VISUAL
COMMUNICATION

Mahatma Gandhi University

Priyadarshini Hills

Kottayam – 686560, Kerala, India

 CONTENTS
Faculty: Fine Arts ............................................................................................................................ 1
Expert Committee: Multimedia ....................................................................................................... 1
PROGRAME: BACHELOR OF ARTS (HONOURS) VISUAL COMMUNICATION ..................... 1
PREFACE ....................................................................................................................................... 4
EXPERT COMMITTEE & EXTERNAL EXPERTS ....................................................................... 5
Members of Expert Committee in Multimedia (U.G) ................................................................ 5
Subject Experts ........................................................................................................................ 5
SYLLABUS REVISION COMMITTEE ................................................................................... 6
SYLLABUS INDEX......................................................................................................................... 7
SEMESTER - I ......................................................................................................................................... 14
ART OF STORYTELLING.................................................................................................... 15
BASIC DRAWING TECHNIQUES ........................................................................................ 20
SEMESTER - II ....................................................................................................................................... 24
SCREENWRITING FUNDAMENTALS ................................................................................ 25
IMAGE RETOUCHING ......................................................................................................... 31
SEMESTER - III...................................................................................................................................... 35
INTRODUCTION TO SOUND RECORDING ....................................................................... 36
GRAPHIC DESIGN FOR PUBLICATION I .......................................................................... 40
INTRODUCTION TO ADVERTISING.................................................................................. 44
SCRIPTING FOR NEW MEDIA ........................................................................................... 48
DYNAMIC DIGITAL STORYTELLING ............................................................................... 56
ADVERTISEMENT AND SOCIETY ..................................................................................... 60
SEMESTER – IV ..................................................................................................................................... 64
ART & VISUAL PERCEPTION ............................................................................................ 65
GRAPHIC DESIGN FOR PUBLICATION II......................................................................... 69
CREATIVE WRITING FOR ADVERTISEMENT ................................................................. 73
RADIO JOURNALISM .......................................................................................................... 78
ADVERTISEMENT PHOTOGRAPHY ................................................................................. 82
BASIC EDITING TECHNIQUES .......................................................................................... 87
GENDER ISSUES IN MEDIA ................................................................................................ 91
SEMESTER – V ....................................................................................................................................... 98
BASICS OF MEDIA MANAGEMENT .................................................................................. 99
SOCIAL MEDIA COMMUNICATION................................................................................ 103
ADVERTISEMENT AND FASHION PHOTOGRAPHY ..................................................... 108
PRESENTATION TECHNIQUES FOR MEDIA .................................................................. 113
2
BA (HONS) VISUAL COMMUNICATION
 ADVERTISEMENT COMPANY RESEARCH .................................................................... 118
VISUAL NEWS GATHERING ............................................................................................ 122
MARKET ANALYSIS AND AUDIENCE RESEARCH ........................................................ 125
CYBER JOURNALISM ....................................................................................................... 131
DISASTER COMMUNICATION ......................................................................................... 136
SEMESTER - VI .................................................................................................................................... 140
PRINCIPLES OF PUBLIC RELATION .............................................................................. 141
LIVE PROGRAMME PRODUCTION ................................................................................. 146
AD FILM PRODUCTION .................................................................................................... 150
ANCHORING & NEWS PRESENTATION ......................................................................... 155
MARKETING STRATEGIES .............................................................................................. 160
JOURNALISTIC CONTENT WRITING ............................................................................. 165
MEDIA BUDGETING ......................................................................................................... 170
CAMPAIGN FOR WELL BEING ........................................................................................ 174
SEMESTER - VII .................................................................................................................................. 178
MEDIA LAWS AND ETHICS .............................................................................................. 179
INTRODUCTION TO FILM STUDIES ............................................................................... 184
MEDIA & CULTURAL STUDIES ....................................................................................... 189
CAMPAIGNS AND SOCIAL IMPACT ................................................................................ 193
COMMUNICATION RESEARCH METHODS ....................................................................... 198
MEDIA TEXT ANALYSIS................................................................................................... 202
DIGITAL MARKETING ..................................................................................................... 206
DOCUMENTARY FILM MAKING ..................................................................................... 211
ADVERTISEMENT CAMPAIGN ........................................................................................ 216
SEMESTER - VIII ................................................................................................................................. 221
CONTEMPORARY ISSUES IN MEDIA .............................................................................. 222
IPR COPYRIGHT ............................................................................................................... 227
HONOURS PROJECT / HONOURS WITH RESEARCH ROJECT ........................................... 232
MEDIA INDUSTRY AND MANAGEMENT ........................................................................ 234
ADVANCED NEWS MEDIA ............................................................................................... 239
WORLD MEDIA SCENARIO.............................................................................................. 244

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BA (HONS) VISUAL COMMUNICATION
 PREFACE

The visual communication industry is experiencing rapid growth, presenting abundant opportunities for
skilled professionals capable of producing captivating digital content. This undergraduate program in visual
communication is meticulously designed to offer diverse courses that prepare you for the dynamic world of
visual media. Emphasizing both theoretical knowledge and practical skills, it ensures learners are industry-
ready with a comprehensive understanding and diverse skill set.

This program enables individuals to explore various sectors such as journalism, advertisement,
entertainment, education, and creative documentation processes. Students can choose from a variety of
courses, allowing them to customize their education according to their interests and passions.

Specialized courses in Ad Filmmaking and New Media Journalism cater to the evolving demands of the
media landscape. In Ad Filmmaking, you will learn the art of storytelling, production techniques, and the
strategic aspects of creating compelling advertisements. The curriculum covers everything from scriptwriting
to post-production, providing a holistic understanding of the ad film industry.

New Media Journalism courses delve into the rapidly changing world of digital news and multimedia
reporting. You will explore the latest tools and platforms, mastering the skills required to produce engaging,
high-quality content. From investigative journalism to social media reporting, these courses cover a wide
spectrum of contemporary journalism practices.

Given the rising demand for trained professionals across various industries, the skills and knowledge gained
from this program provide a solid foundation for a rewarding and dynamic career in the media industry and
beyond.

4
BA (HONS) VISUAL COMMUNICATION
 EXPERT COMMITTEE & EXTERNAL EXPERTS

Members of Expert Committee in Multimedia (U.G)

1. [Link] L.K, Associate Professor and Head of Department I/C , K R Narayanan National
Institute of Visual Science & Arts, Thekkumthala, Kottayam. Ph:9447708592 (Convenor)
2. [Link] Susan Mathew, Assistant Professor, [Link] College of Communication,
Changanassery
3. [Link] Augustine, Assistant Professor, Holy Cross College, Pala.
4. [Link] C Amakkadu, Assistant Professor, [Link] College of Communication,
Changanassery.
5. Smt. Anuja Das P.M, Assistant Professor, Yeldo Mar Baselios College, Kothamangalam
6. [Link] V.N, Assistant Professor, [Link] College, Vaikom.
7. [Link] Sebastian, Assistant Professor, [Link] College of Communication, Changanassery.
8. [Link] Babu, Professor, K R Narayanan National Institute of Visual Science & Arts,
Thekkumthala, Kottayam
9. [Link] Lukose, Assistant Professor, [Link] College of Communication, Changanassery.
10. [Link] Koulik, Assistant Professor, Dept. of Graphic Design, ISCA, Jain University
Campus. Kochi
11. [Link] C Kumar, Head, Data Visualisation & Fact Check, Mathrubhumi,Kochi.

Subject Experts

External Subject Expert: Shri Sunny Joseph

Cinematographer & Film Director

Internal Subject Expert: Prof. Sivaprasad C

Film Maker & Academician

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BA (HONS) VISUAL COMMUNICATION
SYLLABUS REVISION COMMITTEE

1. [Link] Susan Mathew, HoD, Department of Media Studies, St Joseph College of

Communication, Changanacherry.
2. [Link] Augustine, Assistant Professor, Holy Cross College, Pala.
3. [Link] Murukesan, Assistant Professor, St Joseph College of Communication,
Changanacherry.
4. Ms. Anuja Das P.M, Assistant Professor, Yeldo Mar Baselios College, Kothamangalam.
5. [Link] C., Assistant Professor, St Joseph College of Communication, Changanacherry.
6. [Link] M. George, Assistant Professor, St Joseph College of Communication,
Changanacherry.

6
BA (HONS) VISUAL COMMUNICATION
 SYLLABUS INDEX

NAME OF THE MAJOR: VISUAL COMMUNICATION

SEMESTER: 1

HOUR
TYPE OF DISTRIBUTION
TITLE OF THE HOURS/
COURSE CODE THE CREDIT /WEEK
COURSE WEEK
COURSE
L T P O

MG1DSCVCN100 ART OF DSC-A 4 5 3 0 2 0

STORYTELLING

MG1MDCVCN100 BASIC DRAWING MDC 3 4 0 3 2 0

TECHNIQUES

SEMESTER: 2

HOUR
TYPE OF DISTRIBUTION
TITLE OF THE HOURS/
COURSE CODE THE CREDIT /WEEK
COURSE WEEK
COURSE
L T P O

MG2DSCVCN100 SCREEN WRITING DSC-A 4 5 3 0 2 0

FUNDAMENTALS

MG2MDCVCN100 IMAGE RETOUCHING MDC 3 4 0 3 2 0

7
BA (HONS) VISUAL COMMUNICATION
 SEMESTER: 3

HOUR
TYPE OF DISTRIBUTION
HOURS/
COURSE CODE TITLE OF THE COURSE THE CREDIT /WEEK
WEEK
COURSE
L T P O
INTRODUCTION TO
DSC-A 4 5 0 3 2 0
MG3DSCVCN200 SOUND RECORDING
GRAPHIC DESIGN FOR
DSC-A 4 5 0 3 2 0
MG3DSCVCN201 PUBLICATION I
INTRODUCTION TO
ADVERTISING
(Advertisement
MG3DSEVCN200 Specialization) DSE 4 4 0 3 0 1
SCRIPTING FOR NEW
MG3DSEVCN201 MEDIA (New Media
Journalism Specialization)
VISUAL EFFECTS
MG3DSCVCN202 DSC-B 4 5 0 3 2 0
BASICS
DYNAMIC DIGITAL
MG3MDCVCN200 MDC 3 3 3 0 0 0
STORY TELLING
ADVERTISEMENT &
MG3VACVCN200 VAC 3 3 3 0 0 0
SOCIETY

8
BA (HONS) VISUAL COMMUNICATION
 SEMESTER: 4

HOUR
TYPE OF DISTRIBUTION
HOURS/
COURSE CODE TITLE OF THE COURSE THE CREDIT /WEEK
WEEK
COURSE
L T P O
ART & VISUAL
DSC-A 4 4 4 0 0 0
MG4DSCVCN200 PERCEPTION
GRAPHIC DESIGN FOR
DSC-A 4 5 0 3 2 0
MG4DSCVCN201 PUBLICATION II
CREATIVE WRITING FOR
ADVERTISEMENT
(Advertisement
MG4DSEVCN200 Specialization) DSE 4 5 0 3 2 0
RADIO JOURNALISM
MG4DSEVCN201 (New Media Journalism
Specialization)
ADVERTISEMENT
MG4DSCVCN202 DSC-C 4 5 0 3 2 0
PHOTOGRAPHY
BASIC EDITING
SEC 3 3 0 3 0 0
MG4SECVCN200 TECHNIQUES
GENDER ISSUES IN
VAC 3 3 0 3 0 0
MG4VACVCN200 MEDIA

Internship 2
MG4INTVCN200

9
BA (HONS) VISUAL COMMUNICATION
 SEMESTER: 5

HOUR
TYPE OF DISTRIBUTION
HOURS/
COURSE CODE TITLE OF THE COURSE THE CREDIT /WEEK
WEEK
COURSE
L T P O
BASICS OF MEDIA
DSC-A 4 4 4 0 0 0
MG5DSCVCN300 MANAGEMENT
SOCIAL MEDIA
DSC-A 4 4 0 3 0 1
MG5DSCVCN301 COMMUNICATION
ADVERTISEMENT AND
FASHION PHOTOGRAPHY
(Advertisement
MG5DSEVCN300 Specialization)
DSE 4 5 0 3 2 0
PRESENTATION
TECHNIQUES FOR
MG5DSEVCN301 MEDIA (New Media
Journalism Specialization)
ADVERTISEMENT
COMPANY RESEARCH
(Advertisement
MG5DSEVCN302 Specialization) DSE 4 5 0 3 2 0
VISUAL NEWS
GATHERING (New Media
MG5DSEVCN303 Journalism Specialization)
MARKET ANALYSIS AND
AUDIENCE RESEARCH
(Advertisement
MG5DSEVCN304 Specialization) DSE 4 4 0 3 0 1
CYBER JOURNALISM
MG5DSEVCN305 (New Media Journalism
Specialization)
DISASTER
MG5SECVCN300 SEC 3 3 0 3 0 0
COMMUNICATION

10
BA (HONS) VISUAL COMMUNICATION
 SEMESTER: 6

HOUR
TYPE OF DISTRIBUTION
HOURS/
COURSE CODE TITLE OF THE COURSE THE CREDIT /WEEK
WEEK
COURSE
L T P O
PRINCIPLES OF PUBLIC
DSC-A 4 4 4 0 0 0
MG6DSCVCN300 RELATION
LIVE PROGRAMME
DSC-A 4 5 3 0 2 0
MG6DSCVCN301 PRODUCTION
AD FILM PRODUCTION
(Advertisement
MG6DSEVCN300 Specialization)
ANCHORING & NEWS DSE 4 5 0 3 2 0
PRESENTATION (New
Media Journalism
MG6DSEVCN301 Specialization)
MARKETING
STRATEGIES
(Advertisement
MG6DSEVCN302 Specialization)
DSE 4 5 0 3 2 0
JOURNALISTIC
CONTENT WRITING (New
Media Journalism
MG6DSEVCN303 Specialization)

MG6SECVCN300 MEDIA BUDGETING SEC 3 3 0 3 0 0

CAMPAIGN FOR WELL

MG6VACVCN300 VAC 3 3 0 3 0 0
BEING

11
BA (HONS) VISUAL COMMUNICATION
 SEMESTER: 7

HOUR
TYPE OF DISTRIBUTION
TITLE OF THE HOURS/
COURSE CODE THE CREDIT /WEEK
COURSE WEEK
COURSE
L T P O
MEDIA LAWS AND
DCC 4 4 3 0 2 0
MG7DCCVCN400 ETHICS
INTRODUCTION TO
DCC 4 4 3 0 2 0
MG7DCCVCN401 FILM STUDIES
MEDIA & CULTURAL
DCC 4 4 0 3 2 0
MG7DCCVCN402 STUDIES
CAMPAIGNS AND
MG7DCEVCN400 SOCIAL IMPACT
DCE 4 4 0 3 2 0
COMMUNICATION
MG7DCEVCN401 RESEARCH METHODS
MEDIA TEXT
MG7DCEVCN402 ANALYSIS
DCE 4 4 0 3 2 0
DIGITAL MARKETING
MG7DCEVCN403
DOCUMENTARY FILM
MG7DCEVCN404 MAKING
DCE 4 5 0 3 2 0
ADVERTISEMENT
MG7DCEVCN405 CAMPAIGN

12
BA (HONS) VISUAL COMMUNICATION
 SEMESTER: 8

HOUR
TYPE OF DISTRIBUTION
HOURS/
COURSE CODE TITLE OF THE COURSE THE CREDIT /WEEK
WEEK
COURSE
L T P O
CONTEMPORARY
DCC 4 5 0 3 2 0
MG8DCCVCN400 ISSUES IN MEDIA

IPR COPYRIGHT DCC 4 5 0 3 2 0

MG8DCCVCN401

HONOURS PROJECT /
MG8PRJVCN400 HONOURS WITH PRJ 12
RESEARCH PROJECT

MEDIA INDUSTRY &

DCE 4 5 0 3 2 0
MANAGEMENT
MG8DCEVCN400
ADVANCED NEWS
DCE 4 5 0 3 2 0
MG8DCEVCN401 MEDIA
WORLD MEDIA
DCE 4 5 0 3 2 0
MG8DCEVCN402 SCENARIO

13
BA (HONS) VISUAL COMMUNICATION
 SEMESTER - I

14
BA (HONS) VISUAL COMMUNICATION
ART OF STORYTELLING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ART OF STORYTELLING

Type of
DSC - A (MAJOR)
Course

Course Code MG1DSCVCN100

Course Level 100-199

Course “The Art of Storytelling" course fosters a profound appreciation for

Summary narratives while cultivating a creative and imaginative mindset among
learners. Participants gain the skills to not only enjoy stories but also to
recreate and craft narratives of their own. Through a comprehensive
exploration of storytelling development, this course equips individuals with
an in-depth understanding of key elements such as story structure, character
development, and effective dialogue. Emphasizing immersion in the
storytelling process, participants emerge with the ability to engage in the
enjoyable act of storytelling. Moreover, the course goes beyond theoretical
knowledge, empowering learners to create visually captivating story ideas.

Semester I Credits 4 Total

Hours
Course Details Learning Lecture Tutorial Practical/ Others
Approach Practicum

3 1 75
Pre-requisites,
if any

15
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

1 Define the basic structure of narrative art U, K 4

Describe the human developments and its relation

2 U, A 6
to development of languages

Illustrate the attempts of codification of verbal

3 U, An 4,6
traditions

Analyse the role of stories in the development of a

4 U, An 4,7
cultural conscious and there by artistic culture

5 Develop a visually structured story C 4,8,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Narrative Art
The nature and purpose of narrative art - Enjoyment
1.1 of re-creation – Memory and imagination 5 1

Origin of Story - Verbal narration – Narrative art

1 1.2 5 1

Basic structure of a story - role of storytelling in

1.3 early human communication 7 1,2

Prehistoric Storytelling Techniques & Origin of Languages

Development of human expressions –
communicative images - cave paintings and their
2 2.1 4 2
narrative significance

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BA (HONS) VISUAL COMMUNICATION
 Evolution from pictograms to written language-
2.2 Development of alphabets 4 2

Early symbols and their narrative implications -

2.3 Storytelling as a form of cultural expression and 5 2
identity

2.4 Origin of different language groups 5 2

Codification of Narratives - Sagas & Epics

Attempt at Codification in Narrative Art -
3.1 Overview of sagas and epics as forms of narrative 5 2
codification

3.2 Storytelling techniques in sagas and epics 5 2

3

3.3 Cultural significance of codified narratives 5 2,3

Codification of moral and cultural values in epics,

3.4 5 2,3
religious and ethical principles

Artistic traditions & Storytelling - Civilizations

Analysis of narrative structures and themes in
4.1 Mesopotamian, Indian, Greek and Roman epics 5 3,4

Discussions on the themes and characters in ancient

4.2 5 3,4
epics
4
Analysis of relationship between other artistic
4.3 expressions and epic stories 5 4

Adaptations of epic traditions in literature, film,

4.4 and other media 5 4, 5

5 TEACHER SPECIFIC MODULE

17
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures:A hands-on approach is essential, integrating

theoretical knowledge with practical exercises to cultivate skills in
storytelling, performance, and production techniques and fostering
creativity and critical thinking among students through collaborative
projects

● Interactive Discussions: Encourage active engagement and deeper

understanding by fostering dialogue, sharing diverse perspectives, and
encouraging critical analysis, enriching the learning experience and
Teaching and promoting collaboration and peer learning in exploring complex topics
Learning and challenging assumptions.
Approach
● PowerPoint presentations: Offer visual aids to enhance comprehension
of key concepts and facilitate structured delivery of course material,
engaging students with multimedia content while reinforcing learning
objectives and encouraging interactive discussions.

● Classroom assignments: Provide opportunities for hands-on application

of theoretical knowledge, fostering creativity and skill development
through practical exercises, role-playing scenarios, and group projects,
promoting active learning and reinforcing course content through
experiential engagement

Assessment MODE OF ASSESSMENT

Types
A. Continuous Comprehensive Assessment (CCA)

● Assignments, classroom works, practical in class etc. - 25 Marks.

Mini Project (CCA) - 15 Marks

B. Semester End examination
Theory Exam for 50 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
*Please refer • Part B
appendix for more Answer in one paragraph (4 out of 6) 4 x 5 = 20 Marks
details • Part C
Essay (2 out of 4) 10 x 2 = 20 Marks

Project Evaluation for 35 marks

• Project Report 25 Marks
• Viva-Voce 10 Marks

18
BA (HONS) VISUAL COMMUNICATION
References

1. Smith, John. The Art of Storytelling: A Comprehensive Guide. Penguin Books, 2020.
2. Brown, Mary, editor. Narrative Art Through the Ages. Oxford University Press, 2018
3. Johnson, Emily, editor. Narrative Art: Selected Readings. HarperCollins, 2015
4. Truby, John. The Anatomy of Story: 22 Steps to Becoming a Master Storyteller. Faber & Faber, 2007
5. Robinson, Andrew. The Story of Writing: Alphabets, Hieroglyphs & Pictograms. Thames & Hudson,
2007.

19
BA (HONS) VISUAL COMMUNICATION
 Mahatma Gandhi University

Kottayam

BASIC DRAWING TECHNIQUES

Programme

Course Name BASIC DRAWING TECHNIQUES

Type of
MDC
Course

Course Code MG1MDCVCN100

Course Level 100-199

Course In the Basic Drawing Techniques course, students learn fundamental

Summary principles of drawing, including line, shape, form, perspective, and shading.
Through a series of structured exercises and demonstrations, students
develop essential skills in observation, proportion, and composition. By the
course's conclusion, students emerge with a solid foundation in drawing,
equipped with the skills necessary to pursue further study or application in
various artistic disciplines.

Semester I Credits 3 Total

Hours

Course Details Learning Lecture Tutorial Practical/ Others

Approach
Practicum

2 1 60

Pre-requisites,
if any

20
BA (HONS) VISUAL COMMUNICATION
CCOURSE OUTCOMES (CO)

CO No. Expected Course Outcome Learning PO No

Domains *

1 Remember the foundational elements of drawing, K 1

including line, shape, form, and perspective

2 Remember the foundational elements of drawing, U 2

including line, shape, form, and perspective.

3 Apply drawing techniques to accurately represent objects, A 2

spaces, and figures and utilise shading and rendering
techniques to create depth and volume in drawings.

4 Analyse drawings to identify style, technique, and An 2

expression elements and break down complex subjects into
basic shapes and forms for accurate representation.

5 Evaluate drawings based on technical skill, composition, E 5

and expressive qualities.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transactions (Units)

Module Units Course description Hrs CO No.

Introduction to Drawing

1.1 Introduction to drawing fundamentals - 4 1

Drawing lines, curves and shapes
Basic Shapes and Forms, Rendering 3D
1.2 forms 4 2,3
1

Shading and shadows- Types of

1.3 shadows 3 3
Drawing still life.

21
BA (HONS) VISUAL COMMUNICATION
 Perspective Drawing
Vanishing point and orthogonal lines -
2.1 Single point perspective 4 4

Overlapping and intersection - Two-

2.2 point perspective - Overlapping and 3 4
2 intersection in two-point perspective

Three-point perspective –
2.3 4 4,6
Foreshortening.

2.4 Multi-point perspective 3 4

Figure Drawing
Figure drawing - Proportions of the
3.1 male and female 3 2,3

3.2 Human skeletal system - Skull 3 2,5

3
3.3 Drawing a human model 3 5

Hand and leg bones - Contour Drawing

3.4 3 2,5
and Gesture Drawing.

Sketching for Storyboard

Drawing Camera angles and types of
4.1 3 4
shots
Character detailing and different views
4.2 10 4
4 (0º, 90 º, 180 º, 45 º, 120 º)

Sketching a shot incorporating

4.3 characters, background, costumes and 10 5
properties

5 TEACHER SPECIFIC MODULE

22
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Classroom Lectures: Provide foundational knowledge through engaging

presentations and real-world examples, fostering a theoretical
understanding and practical application of key news concepts for a
Comprehensive learning experience. The approach combines didactic
instruction with interactive discussions, promoting active participation
Teaching and and critical thinking
Learning • Hands-On Workshops - Practical sessions where students acquire basic
Approach knowledge of drawing and enhance their drawing skills through guided
sessions.
• Demonstrations and Visual Aids - Use of live step by step
demonstrations and using visual aids to facilitate inclusive learning.
• Field Trips and Live sketching- Taking students out to real-world
settings to practise live sketching skills to enable them to focus on
different lighting conditions, compositions, and subjects.

Assessment MODE OF ASSESSMENT

Types
A. Continuous Comprehensive Assessment (CCA)
• Assignments, Classroom exercises, Live Sketches etc. - 15 Marks
*Please refer • Mini Project – 10 Marks
appendix for
more details

B. Semester End examination

Project evaluation and Viva-Voce centred on basic drawing skills for

50 marks.
• Project evaluation – 40 Marks
• Viva-Voce - 10 Marks

References

1. Dodson, B. (1990). Keys to drawing. North Light Books.

2. Edwards, B. (2012). Drawing on the right side of the brain: The definitive, 4th edition. Tarcher
Perigee.
3. Hamm, J. (1983). Drawing the head and figure. Perigee Books.
4. Lohan, F. (2011). The drawing handbook. The Overlook Press.
5. Rockman, D. (2000). Drawing essentials: A complete guide to drawing. Oxford University Press

23
BA (HONS) VISUAL COMMUNICATION
 SEMESTER - II

24
BA (HONS) VISUAL COMMUNICATION
 Mahatma Gandhi University

Kottayam

SCREENWRITING FUNDAMENTALS

Programme BA (HONS) VISUAL COMMUNICATION

Course Name SCREENWRITING FUNDAMENTALS

Type of
DSC - A (MAJOR)
Course

Course Code MG2DSCVCN100

Course Level 100-199

Course The Screenwriting Fundamentals course offers a comprehensive exploration

Summary of the foundational principles that underpin the art of screenwriting.
Throughout the program, students embark on a journey that begins with
understanding the crucial role of screenwriters in the filmmaking process.
The curriculum focuses on the Three-Act Structure, providing insights into
key plot points and character development within this framework. Students
develop proficiency in crafting authentic dialogue and scenes, striking a
balance between exposition and subtext. The importance of script
formatting and vivid description is emphasized to ensure effective
communication of visual elements.

Semester II Credits 4 Total

Hours

Course Details Learning Lecture Tutorial Practical/ Others

Approach
Practicum

3 1 75

Pre-requisites,
if any

25
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Generate diverse screenplay ideas, collaborate,

1 K,U 1
study classics, use mood boards, draw from life.

Master storytelling across mediums: create

2 compelling plots, characters, conflict, U,A 2,4
resolution, emotional impact.
Master visual narration: use scene descriptions,
3 action lines, metaphors, pacing, and emotional U,A, An 4,6
impact.

Master screenwriting: character development,

4 suspense, dialogue, plot structures, space, time, U, A, An, S 4,5
anticipation, surprise.
Learn pre-production: development,
storyboarding, treatments, screenplay
5 C,S 6,10
formatting, shot construction, collaboration,
industry readiness.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Script Writing

Gathering Idea – Inspiration from Personal
Experiences- Explore Different Genres- Read
Books and Literature- Current Events and Social
Issues- Visual Stimuli- Character-Driven Stories-
1 1.1 2 1
Explore Unconventional Perspectives- Collaborate
with Others- Study Classic Films- Create a Mood
Board- Dreams and Imagination- Location-Based
Inspiration

26
BA (HONS) VISUAL COMMUNICATION
 Story Sources - Books and Literature- Real-Life
Events and Biographies- Historical Events-
Personal Experiences- Newspapers and
Magazines- Mythology and Folklore- Art and
1.2 Visual Arts- Dreams and Imagination- Technology 2 1
and Science Fiction- Social Issues and
Documentaries- Music and Lyrics- Fables and
Parables- Personal Observations- Genre
Exploration

Develop Creative Vision- Self-Reflection- Watch a

Diverse Range of Films- Study Filmmaking
Techniques- Read Filmmaking Books and
1.3 Literature- Seek Inspiration Outside of Film- 3 1
Collaborate with Other Filmmakers- Create a
Visual Journal or Mood Board- Attend Film
Festivals and Screenings

Characteristics of A Story in Film - Engaging Plot-

Well-Defined Characters- Conflict and
Resolution- Emotional Impact- Themes and
1.4 2 1
Motifs- Pacing- Visual Storytelling- Dialogue-
Symbolism and Metaphor- Suspense and Surprise-
Tone and Mood-Cultural and Social Relevance

Types of Characters in Fiction – Protagonist-

Antagonist- Foil- Dynamic Character- Static
1.5 Character- Round Character- Flat Character- Stock 4 1
Character
Plot- Logline- Synopsis to Story

Different Types of Story-Telling

Suspense- Surprise-Anticipation- Space and Time
Character Development- Establishing Clear
Identities – Backstories- Motivations and Goals-
2.1 Internal and External Conflicts- Character Arcs- 4 2
Flaws and Imperfections- Relationship Dynamics-
2 Challenges and Obstacles - Dialogue and
Interaction

Story Telling in Film - Visual Storytelling-

2.2 Narrative Structure- Pacing- Emotional Impact- 4 2
Character Development

27
BA (HONS) VISUAL COMMUNICATION
 Story Telling in Television - Serial Format -
Character Complexity- Episodic and Serialized
2.3 Storytelling- World-Building - Long-Form 5 2
Storytelling

Story Telling in New Media - Interactive

2.4 Elements- Short-Form Content- User-Generated 5 2
Content- Transmedia Storytelling- Accessibility

Story to Screenplay
Visual Narration - Scene Descriptions- Action
Lines- Visual Metaphors and Symbolism- Use of
Space- Character Introduction- Visual Hooks-
Cinematic Language- Visual Transitions- Pacing
3.1 and Visual Rhythm- Montage Sequences- Visual 5 3
Foreshadowing- Setting Atmosphere- Use of Props
and Objects- Visual and Aural Contrast- Dialogue-
Free Scenes

Story for a Screenplay - Concept/Idea- Theme-

Genre- Logline- Protagonist- Motivation-
3.2 Setting/World-Building- Inciting Incident- Plot 4 3
Points- Subplots- Twists and Turns- Visual
3 Elements- Cultural/Social Relevance

Classical Narrative Structure - Act 1: Setup:

Introduction/Exposition- Inciting Incident-
3.3 5 3
Establishing the Goal- Stakes- Introduction of
Conflict- Act 2:

Confrontation: Rising Action- Midpoint-

Escalation of Conflict- Character Development-
3.4 Subplots- Act 3: Resolution: Climax- Reversal- 5 4
Falling Action- Resolution/Denouement- Final
Image/Impact

3.5 Conflict, Flashback, Dialogue Writing 5 4

Screenplay Format
Treatment – Title- Logline- Overview- Genre and
Tone- Themes- Character Summaries- Act
4 4.1 5 4
Breakdown- Visual Elements- Sample Scenes-
Conclusion

28
BA (HONS) VISUAL COMMUNICATION
 Screenplay Format - Title Page- Scene Headings
(Sluglines) - Action Lines- Characters- Dialogue-
4.2 Parentheticals- Transitions- Subheaders- Page 5 5
Numbers- Act Breaks
Shot, Scene, Sequence Construction

Shooting Script - Scene Numbers- Shot Numbers-

Action and Description- Dialogue- Technical
Instructions- Blocking- Transitions- Special
4.3 5 5
Instructions- Annotations and Notes- Revisions
and Changes- Cast and Crew Information- Timing

Stages of Pre-Production Process – Development-

Project Planning- Financing- Casting- Location
4.4 Scouting- Hiring Crew- Production Design- 5 5
Storyboarding

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Introduction to Screenwriting and Idea Generation: Lecture (60 minutes)
Introduction to the importance of screenwriting and its role in visual
storytelling. Overview of gathering ideas, exploring different sources,
and the significance of personal experiences. Activity (90 minutes): Idea
generation workshop: Students engage in brainstorming sessions based
on personal experiences, literature, and unconventional perspectives.
Group discussion on the creative process and sharing of initial story ideas.
Discussion and Reflection (30 minutes): Class discussion on the
challenges and inspirations encountered during the idea generation
process. Reflective session on the diversity of ideas and the potential for
collaboration.
Teaching and
Learning ● Elements of Storytelling and Character Development : Lecture and
Approach Presentation (60 minutes): Exploration of suspense, surprise,
anticipation, and their role in storytelling. Overview of well-defined
characters, character arcs, and the importance of clear character
motivations. Group Exercise (90 minutes): Group analysis of selected
scenes from films or TV shows, focusing on suspense and character
development. Group presentations and discussions on findings. Hands-
on Activity (30 minutes): Practical exercise: Students individually create
scenes emphasizing suspense and character development. Peer feedback
and discussion. Screening and Analysis (30 minutes): Screening of
relevant film and TV scenes showcasing effective storytelling techniques.
Group analysis and discussion on the impact of visual storytelling.

29
BA (HONS) VISUAL COMMUNICATION
 ● Visual Narration and Story Construction Workshop: In-depth workshop
on visual narration, covering scene descriptions, action lines, and visual
metaphors. Practical exercises to apply visual storytelling techniques.
Group Project (60 minutes): Collaborative project: Groups create visual
storyboards for selected scenes. Presentation and critique of storyboards.

● Screenplay Format and Treatment : Lecture and Discussion (60 minutes):

Overview of screenplay format and its importance in the industry.
Introduction to the treatment format, including elements such as loglines,
themes, and character summaries. Interactive Session (90 minutes):
Hands-on session: Students practice writing treatments with a focus on
essential elements. Q&A session on screenplay formatting. Practical
Application (60 minutes): Guided session on writing treatments: Title,
logline, overview, and character summaries. Peer review and feedback.

● Final Project and Assessment : Individual/Group Work (120 minutes):

Students work on their final screenplay projects. Instructor provides one-
on-one guidance and feedback. Rehearsal and Peer Review (60 minutes):
Students rehearse and refine scenes from their final projects. Peer review
session with constructive feedback. Screening and Reflection (30
minutes): Screening of selected scenes from final projects. Reflective
session on the overall learning journey, challenges faced, and personal
growth. Course Closure and Feedback (30 minutes): Final thoughts and
remarks from the instructor. Students provide feedback on the course
structure, content, and their overall experience.

Assessment MODE OF ASSESSMENT

Types A. Continuous Comprehensive Assessment (CCA)

• Assignments, Seminars and Class works – 10 Marks

• Mini Project Presentation – 20 marks.
*Please refer
appendix for B. Semester End examination
more details
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. McKee, R. (1997). Story: Substance, Structure, Style, and the Principles of Screenwriting.
HarperCollins.
2. Snyder, B. (2005). Save the Cat! The Last Book on Screenwriting You'll Ever Need. Michael Wiese
Productions.
3. Vogler, C. (2007). The Writer's Journey: Mythic Structure for Writers. Michael Wiese Productions.
4. Yorke, J. (2014). Into the Woods: A Five-Act Journey into Story. Penguin Books.
5. Weiland, K. M. (2016). Creating Character Arcs: The Masterful Author's Guide to Uniting Story
Structure, Plot, and Character Development. Pen For A Sword Publishing.
30
BA (HONS) VISUAL COMMUNICATION
 IMAGE RETOUCHING

Mahatma Gandhi University

Kottayam

Programme

Course Name IMAGE RETOUCHING

Type of
MDC
Course

Course Code MG2MDCVCN100

Course Level 100-199

The Image Retouching Course provides a comprehensive foundation for

aspiring Photographers and Retouchers. Understand the fundamental
Course principles and responsibilities of a retoucher in the image making process.
Summary Throughout this engaging program, students explore the key elements of
fundamental concepts, advanced techniques and industry-specific
applications, providing a holistic understanding of image retouching.

Semester II Credits 3

Total
Practical/ Hours
Lecture Tutorial Others
Learning Practicum
Course Details
Approach

2 1 60

Pre-requisites,
if any

31
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Identify different types of image imperfections and

1 K 1
common retouching techniques used to address them.

Explain the principles of image retouching, including

2 colour correction, exposure adjustment, and skin U 1, 2
retouching

Apply basic retouching techniques to enhance the visual

3 A 2,3
quality of photographs

Critically evaluate the impact of different retouching

4 An 3,4
choices on the overall aesthetic and message of an image

Evaluate the ethical implications of image manipulation

5 E 6,8
and retouching practices in contemporary visual culture

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Image Retouching

Overview of image retouching and its importance,

1.1 Understanding the goals and objectives of 4 1
retouching.

Introduction to retouching software (e.g., Adobe

1.2 4 1
Photoshop, Lightroom)
1

1.3 Ethics and principles of retouching 3 1

Overview of different types of retouching (portrait

1.4 retouching, beauty retouching, product retouching, 3 1
etc.)

32
BA (HONS) VISUAL COMMUNICATION
 Basic Retouching Techniques
Introduction to the Photoshop interface and tools,
2.1 Understanding layers, masks, and adjustment layers. 4 2

Basic retouching techniques (cropping,

straightening, exposure adjustments), Cleaning up
2.2 4 2
images (spot removal, dust and scratch removal).
2

Color correction and white balance adjustment,

2.3 4 2
Sharpening techniques.

Saving and exporting images in different formats.

2.4 5 2

Advanced Retouching Techniques

Portrait retouching techniques (skin retouching,

3.1 blemish removal, wrinkle reduction), Frequency 4 3
separation technique for skin retouching

Dodge and burn techniques for enhancing highlights

and shadows, Adding or removing objects from
3 3.2 4 3
images (content-aware fill, clone stamp tool),
Background replacement and manipulation

3.3 Advanced color grading techniques 4 3

Retouching techniques for specific purposes

3.4 4 4
(fashion, beauty, product photography)

Workflow Optimization
Developing an efficient retouching workflow, Batch
4.1 processing and automation techniques 3 4

4 Non-destructive editing techniques, Final touches

4.2 4 5
and finishing touches

Ethics and considerations in retouching for different

4.3 6 5
industries (advertising, editorial, etc.)

5 TEACHER SPECIFIC MODULE

33
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Interactive Lectures and Demonstrations: Begin each session with

engaging lectures that introduce new concepts, techniques, and tools in
image retouching. Incorporate live demonstrations using image editing
software to illustrate key points and procedures. Encourage active
participation through Q&A sessions to address any queries and ensure
a clear understanding of the material.
● Guest Lectures and Industry Insights: Invite guest speakers, such as
Teaching and professional retouches or photographers, to share their experiences and
Learning insights into the industry. Incorporate case studies and real-world
Approach examples to illustrate the practical applications of image retouching in
different fields. Facilitate networking opportunities by allowing
students to interact with guest speakers and industry professionals
● Project-Based Learning: Structure the course around a final project that
challenges students to apply all the skills learned throughout the course.
Provide opportunities for students to choose projects aligned with their
interests, ensuring a personalized and engaging learning experience.
Encourage creativity and experimentation, allowing students to
showcase their unique style and perspective in their final projects.

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)

• Assignments, Classroom exercises etc. - 15 Marks

*Please refer • Mini Project – 10 Marks
appendix for more
details
B. Semester End examination

• Practical Examination for 50 marks.

References

1. Barnbaum, B. (2010). The art of photography: An approach to personal expression. Rocky Nook ;
Sebastopol, CA.
2. Faulkner, A., & Chavez, C. (2017). Adobe Photoshop CC Classroom in a Book (2018 release).
Adobe Press.
3. Freeman, M. (2015). The photographer’s eye: Composition and design for better digital photos.
Routledge.
4. Kelby, S. (2011). Professional Portrait Retouching Techniques for Photographers Using
Photoshop. Adobe Press.
5. Varis, L. (2010). Skin: The Complete Guide to Digitally Lighting, Photographing, and Retouching
Faces and Bodies. John Wiley & Sons.

34
BA (HONS) VISUAL COMMUNICATION
 SEMESTER - III

35
BA (HONS) VISUAL COMMUNICATION
 INTRODUCTION TO SOUND RECORDING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name INTRODUCTION TO SOUND RECORDING

Type of
DSC - A (MAJOR)
Course

Course Code MG3DSCVCN200

Course Level 200-299

This course provides a comprehensive introduction to sound recording,

covering fundamental concepts such as sound waves and microphone types,
as well as practical techniques for microphone placement and recording in
Course various environments. Students will learn about recording equipment,
Summary software, and basic mixing and mastering techniques. By the end of the
course, participants will have a solid understanding of sound recording
principles and the skills needed to produce high-quality audio recordings for
diverse applications.

Semester III Credits 4

Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

36
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall the basic properties of sound waves (frequency,

1 K, U 1, 2
amplitude) and their relation to audio perception.

Analyse different microphone placement techniques for

2 U, A 1, 2
vocals, instruments, and ambient sounds.

Evaluate the effectiveness of different microphone

3 techniques in achieving a desired sound for a particular U, A, An 2, 3
recording.

Analyse the strengths and weaknesses of a recorded audio

sample based on factors like clarity, balance, and presence of
4 unwanted noise and evaluate the effectiveness of different U, A, An, S 2, 3, 4
mixing strategies used in professionally produced audio
recordings.

Create a short audio piece that demonstrates your

5 understanding of microphone techniques, recording C, S 2, 3, 4, 5
workflow, and basic editing/mixing principles.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Fundamentals of Sound Recording

1.1 Overview of sound recording and its importance 3 1

Introduction to sound waves and the physics of

1.2 3 1
sound

Understanding audio equipment (microphones,

1 headphones, audio interfaces, etc.), Types of
1.3 3 1
microphones (dynamic, condenser, ribbon, etc.)
and their characteristics

Basic principles of acoustics and soundproofing

techniques, Introduction to recording
1.4 4 1
environments (studio recording, field recording,
home recording)

37
BA (HONS) VISUAL COMMUNICATION
 Microphone Techniques and Placement
Microphone polar patterns and their applications
2.1 4 2
(omnidirectional, cardioid, bidirectional)
Choosing the right microphone for different
recording scenarios, Proper microphone
2.2 5 2
placement for various sound sources (vocals,
instruments, ambient sounds)
2
Stereo recording techniques (XY, ORTF, MS,
2.3 5 2
etc.) for capturing spatial audio

Techniques for minimizing background noise and

unwanted reflections, Using microphone
2.4 5 3
accessories (pop filters, shock mounts,
windscreens) for improved recording quality
Recording Equipment and Software
Overview of audio interfaces and preamplifiers,
3.1 Digital audio workstations (DAWs) and their 4 3
functions
Setting up and configuring recording hardware
and software, Basic recording techniques in a
3.2 5 4
DAW (setting levels, monitoring, recording
3
multiple tracks)

Editing and processing recorded audio (cutting,

3.3 6 4
trimming, fading, EQ, compression)

Introduction to MIDI recording and virtual

3.4 8 4
instruments

Mixing and Mastering Basics

Understanding the mixing process and its
objectives, Basic principles of audio mixing
4.1 6 5
(balance, panning, frequency masking, spatial
effects)
Using effects and processors (reverb, delay,
4 4.2 chorus, EQ, compression) in mixing, Techniques 6 5
for achieving a clear and cohesive mix

Introduction to mastering and its role in the audio

4.3 production process, Finalizing and exporting the 8 5
mastered audio for distribution

5 TEACHER SPECIFIC MODULE

38
BA (HONS) VISUAL COMMUNICATION
 Teaching and Classroom Procedure (Mode of transaction)
Learning
Approach • Lecturing With Visual Aid Integration: Traditional Lecturing With Visual
Aids (Slides, Diagrams, Multimedia) For Enhanced Comprehension.
• Student Seminars And Presentations With Multimedia Integration: Student-
Led Presentations Incorporating Multimedia Elements For Effective
Communication.
• Hands-On Demonstrations With Analyzers: Practical Sessions Featuring
Hands-On Demonstrations Using Analyzers To Visualize Sound Waves.
• Case Studies And Problem-Solving Sessions: Incorporating Case Studies
With Visual Aids To Analyze And Solve Real-World Scenarios.

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)
● Assignments, classroom works, practical in class etc. for 20
marks.
*Please refer ● Mini Project - 10 mark
appendix for more
details B. Semester End examination

• Project Evaluation – 50 Marks

• Viva – Voce – 20 Marks

References

1. Alten, S. R. (2004). Audio in media. Thomson Wadsworth.

2. Springer (2007). Handbook of Acoustics. Springer.
3. Everest, F. A., & Pohlmann, K. C. (2022). Master handbook of acoustics (7th ed.). McGraw-Hill.
4. Rumsey, F., & McCormick, T. (2014). Sound and recording: Applications and theory (7th ed.).
Routledge.
5. Davis, M. H., & Angus, J. (Eds.). (2018). Acoustics and psychoacoustics (2nd ed.). Elsevier.

39
BA (HONS) VISUAL COMMUNICATION
GRAPHIC DESIGN FOR PUBLICATION I

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name GRAPHIC DESIGN FOR PUBLICATION I

Type of
DSC - A (MAJOR)
Course

Course Code MG3DSCVCN201

Course Level 200-299

This course provide the students with the initial information to help
understand how to design what is seen in a frame and to understand basic
elements and principles in design. This course focuses on practical
Course applications of graphic design principles in the context of publication design.
Summary Through hands-on projects and exercises, students will learn to create
visually engaging layouts for various types of publications, including
magazines, brochures, newsletters, and digital publications

Semester
III Credits 4
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

40
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Explain the role of graphic design in enhancing the
1 U 1
readability and visual appeal of publications.

Apply design principles such as typography, layout, color

theory, and imagery to create visually appealing
2 publications. Utilize graphic design software (e.g., Adobe A 2
InDesign, Illustrator, Photoshop) to design publication
layouts effectively.

Analyze publication design examples to identify effective

3 An 2,3
design strategies and techniques.

Develop innovative design concepts and solutions for

4 publication projects while considering client preferences C 3,4,5
and audience needs

Enhance technical skills in typography, image

5. manipulation, and layout design through hands-on S 2,3,4,9,10
practice and project work.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Graphic Design

1.1 Introduction to basic elements of graphic design 4 1

Line– line direction and meanings- quality of line
simplied lines and line of forces
Shape- organic shape and geometric shapes-
nonrepresentational shape and representational shape
Forms-relationship with 2d shape and 3d forms,
1.2 Space –negative space and positive space- 4 1
1
figure/ground relation
Colour-subtractive and additive colour-primary,
secondary in both modes- Colour wheel hue,
saturation and value
Basic principles of design: balance, proportion,
1.3 rhythm, emphasis, unity etc 5 1

41
BA (HONS) VISUAL COMMUNICATION
 Design Methodology
Concepts of visual design: Design methodology,
2.1 7 2
problem-solving
2
Visual structure and visual Interest, visual analysis and
2.2 7 2
refinement of visual representations

Raster & Vector Graphics

Introduction Photoshop Interface, Raster graphics &

3.1 8 2,3
vector graphics, Image formats, Operations on image

Manipulation of Image: The marquee tool, the lasso

tool, magic Wand tool, Inverting Selection, Layers,
3.2 Brush tool, Eraser tool, Fill tool, Blur tool, Smudge 8 3
3 tool, Sharpen tool, Dodge tool, Sponge tool, Darken
tool

Transformation & Retouching: Free transform,

Scaling, rotation, Skew, perspective, Wrap, Distort,
3.3 Crop, Image size, Canvas size, Clone stamp tool, 8 3
Healing brush tool, patch tool, red eye tool, history
brush tool
Modification Tools

4.1 The text tool, editing text, formatting, line & spacing, 8 4
wrap text, text effects.

4 Effects: Blending modes, styles, filters, liquefy,

4.2 Vanishing point. 8 4
Drawing: The pen tool, Drawing shapes, managing
4.3 paths, converting path to 8 4
selection

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Present new concepts, principles, or software skills relevant to graphic

Teaching
design.
and
Learning • Conduct demonstrations using design software (e.g., Adobe Creative Suite)
Approach or traditional design tools. Provide step-by-step guidance and explanations,
encouraging student participation and questions. Provide time for students
to apply the concepts and skills learned during the instruction phase.

42
BA (HONS) VISUAL COMMUNICATION
 Assessment MODE OF ASSESSMENT
Types
A. Continuous Comprehensive Assessment (CCA)

• Assignments, Classroom exercises etc. - 20 Marks

*Please refer
• Mini Project – 10 Marks
appendix for
more details
B. Semester End examination
• Practical Examination for 70 marks.

Reference

1. Ambrose, G., & Harris, P. (2019). Layout Design: A Professional Guide. Fairchild Books.
2. Dabner, D., Calvert, S., & Casey, A. (2012). The Visual Dictionary of Graphic Design. AVA
Publishing.
3. Lupton, E. (2015). Graphic Design: The New Basics. Princeton Architectural Press.
4. Samara, T. (2014). Design Elements: A Graphic Style Manual. Rockport Publishers.
5. White, A. W. (2002). The Elements of Graphic Design: Space, Unity, Page Architecture, and
Type. Allworth Press.

43
BA (HONS) VISUAL COMMUNICATION
 INTRODUCTION TO ADVERTISING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name INTRODUCTION TO ADVERTISING

Type of
DSE
Course

Course Code MG3DSEVCN200

Course Level 200-299

"Introduction to Advertising" is a foundational course that immerses

students in the dynamic realm of persuasive communication and brand
promotion. Through a comprehensive exploration of advertising principles,
the course provides students with a historical perspective on the evolution
Course
of advertising and its current role in the marketing mix. Delving into
Summary
consumer behaviour, the course analyses the psychological and sociological
factors influencing purchasing decisions. It navigates the art and science of
creative advertising, emphasizing the development of impactful concepts
and multimedia elements.

Semester III Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

44
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

CO No. Expected Course Outcome Learning PO No

Domains *

To Remember and Understand the foundations of

1 U 1,2,3
advertising.

To Understand the functions of advertising and Apply

2 C, S 2,3,4
the knowledge for creating advertisements.

To understand comprehensive understanding of various

3 advertising mediums, strategies, and creative E, An, S 3,4,5
approaches.

To remember the psychological, social, and cultural

4 E, An, AP 5,6,7,8
factors influencing consumer decision-making.

To gain a comprehensive understanding of the

5 strategies, tools, and best practices in the rapidly Ap, I, S 7,8,10
evolving digital advertising landscape.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Advertising

Definition and historical development of

1.1 4 1, 2, 3
advertising.

Introduction to advertising-
1 1.2 4 1, 2,3
functions/scope of advertising

Characteristics of advertising/ objectives

1.3 4 2, 3, 4
of advertising

Functions of Advertising

Advertising and its role in the market

2.1 4 1, 4
place.
2
Advertising industry in India. Advertising
2.2 4 1,3,5
as a process of communication

45
BA (HONS) VISUAL COMMUNICATION
 Role of advertising in the market.
2.3 Psychological and sociological factors 5 1,2,5
influencing consumer through advertising.

Historical overview of advertising market.

2.4 Adaptations /practise of advertising in 5 1,3,4,5
marketing.

Traditional advertising- Billboards, transit

2.5 5 1,4
advertising, and other outdoor formats

Types of Advertising

Types of advertising: consumer, corporate,

3.1 5 1,4, 5
industrial.

Retail, cooperative and Public service

3.2 5 4,5
advertising.

3 Tone and content; reading the

3.3 5 3, 5
advertisement.

Local /national /international

3.4 advertisements- reading the advertisement 5 3,4,5
-review with current ad campaigns.

Consumer Behaviour
Definition and scope of consumer
4.1 behaviour- Importance in marketing and 4 1,2,3
business strategy

The Consumer Decision-Making Process,

4.2 Problem recognition and information 4 1,2,5
search.

Evaluation of alternatives and purchase

4 4.3 decisions - Internal Influences on 3 1,2,4,5
Consumer Behaviour.

External Influences on Consumer

4.4 4 1,2,4,5
Behaviour-Culture and subcultures.

Consumer Behavior in the Digital Age -

4.5 Online shopping behaviour - Social media 5 1,2,4,5
influence on consumer choices

5 TEACHER SPECIFIC MODULE

46
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures: Provide foundational knowledge through engaging

presentations and real-world examples, fostering a theoretical understanding
and practical application of key advertising concepts for a comprehensive
learning experience.

● Interactive Discussions: Encouraging students to actively engage with

fundamental concepts and real-world examples, fostering a dynamic
learning environment that emphasizes practical application and critical
Teaching and thinking skills. This approach ensures a comprehensive understanding of
Learning advertising principles and effective communication strategies.
Approach
● Case Studies: Engagement and discussions to provide a foundational
understanding of advertising principles, emphasizing practical application
and critical analysis of communication strategies. The learning approach
combines theoretical knowledge with real-world examples, encouraging
active participation to equip attendees with essential skills for the dynamic
field of advertising.

● Seminars. The approach combines theoretical knowledge with real-world

case studies, encouraging active participation to equip attendees with
essential skills for the dynamic field of advertising.

MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types
● Assignments, classroom works, practical in class etc. - 20 Marks.
● Mini Project (CCA) - 10 Marks
*Please refer
appendix for B. Semester End examination
more details Project Evaluation for 75 marks
• Project Report 50 Marks
• Viva-Voce 20 Marks

References

1. Arens, W. F., Schaefer, D., & Weigold, M. F. (2017). Essentials of Contemporary

Advertising (4th ed.). McGraw-Hill Education.
2. Kleppner, O., & Lane, R. (2010). Kleppner's Advertising Procedure (18th ed.). Pearson.
3. Moriarty, S., Mitchell, N. D., & Wells, W. D. (2019). Advertising & IMC: Principles and
Practice (11th ed.). Pearson.
4. Shimp, T. A. (2019). Advertising, Promotion, and Other Aspects of Integrated Marketing
Communications (11th ed.). Cengage Learning.
5. Wells, W., Spence-Stone, R., & Moriarty, S. (2019). Advertising: Principles and Practice
(10th ed.). Pearson.

47
BA (HONS) VISUAL COMMUNICATION
 SCRIPTING FOR NEW MEDIA

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name SCRIPTING FOR NEW MEDIA

Type of
DSE
Course

Course Code MG3DSEVCN201

Course Level 200-299

The Course Scripting for New Media comprehensively addresses various

facets of news reporting. Initially, it delves into the foundational concepts
of news, including the crafting of news stories and essential editing skills.
Recognizing the evolving landscape, the course addresses the importance of
Course
New Media, providing an introduction to its components and covering the
Summary
intricacies of writing for new media, including blogging. Additionally, the
document emphasizes an understanding of ethical considerations,
encompassing aspects such as defamation, contempt of court, copyrighting,
RTI, privacy, and the Official Secrets Act.

Semester III Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

48
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

1 To know about how to write a news story U 1,3, 6

2 Understand qualities of reporter C, S 1,4,6

3 Can create Television News story on different topics E, An, S 4,5,6,10

4 Gain knowledge on radio program creation E, An, AP 2,3,5,6

5 To understand blogging and its importance E,U,K 5,6

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom Transactions (Units)

Module Units Course description Hrs CO No.

BASIC NEWS WRITING STYLE

Concept and Definition of News, News Values,
1.1 Qualities of News, Basic elements of news 4 1, 2

Writing a News Story- headlines, lead, body

1.2 4 1, 2,3
copy, and conclusion.
1
Types of news stories – different Soft news, 2, 3, 4
1.3 different hard news. 4

1.4 Fundamentals of Editing – Proof Reading, Copy 5 4

Tasting, Style book.

FORMS OF NEWS
Different types of news writing, Different types
2.1 5 1, 4
of headline and Lead for Print.
Qualities of reporter, Social responsibility of a
2 2.2 news reporter. correspondents -stringer, 6 1,3,5
mofussil.

Beat, different types of beats, Yellow

2.3 Journalism, sources of news reporting 6 1,2,5

49
BA (HONS) VISUAL COMMUNICATION
 RADIO PROGRAMS
Basic Elements of Radio Program, Scripting for
3.1 5 1,4, 5
radio, Importance of Voice in Radio
Television Programming – Scripting for
Television, different stages of programme
3.2 production-conceptualization of an idea/plot - 8 4,5
3 one-line treatment, different types of
programme.

Writing for Television News: Scripting for TV

3.3 news, news bulletin, and different stages of 8 3, 5
news

NEW MEDIA
Definition and characteristics of new media, the
4.1 internet and the World Wide Web, uses - 6 1,2,3
accessibility and net neutrality of new media.
Writing for New Media – Guidelines, Planning,
Structure and Style, Headlines. Lead.
4 4.2 6 1,2,5
Blogs – Types of blogs – Personal blogs,
Collaborative or Group blogs,

Ethics of Writing - Defamation, Court of

4.3 Contempt, Copyrighting, RTI, Privacy, Official 8 1,2,4,5
secret Act.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Classroom Lectures: Explains news as timely information, emphasizing

values like timeliness, proximity, and impact. News qualities, such as
accuracy and objectivity, are highlighted. The basic teaching elements—
who, what, when, where, why, and how—are discussed, providing
students with a holistic understanding of news in a concise lecture.
Teaching
and ● Interactive Discussions: Discuss creating attention-grabbing headlines,
Learning crafting compelling leads, developing informative body copy, and crafting
Approach conclusive endings. The exchange fosters practical skills and encourages
collaborative learning in the art of effective news writing.

● Case Studies: Students analyze case studies of news reports, exploring

real-world examples. They dissect journalistic choices, ethical
considerations, and storytelling techniques. This interactive approach
equips them with practical insights, enhancing their ability to critically
evaluate and create impactful news content.
50
BA (HONS) VISUAL COMMUNICATION
 MODE OF ASSESSMENT
Assessment A. Continuous Comprehensive Assessment (CCA)
Types • Assignments, Seminars and Class works – 10 Marks
• Mini Project Presentation – 20 marks.
*Please refer
appendix for B. Semester End examination
more details
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Bielby, D. D. (2014). Scriptwriting for Web Series: Writing for the Digital Age. Michael Wiese
Productions.
2. Bracey, M. (2016). Writing for Multimedia: Entertainment, Education, Training, Advertising and
Strategic Communication (2nd ed.). Focal Press.
3. Harrower, T. (2011). Inside Reporting. McGraw-Hill Education.
4. Kumar, K. J. (2014). Mass Communication In India (5th ed.). Jaico Publishing House.
5. Scanlan, C., & Craig, R. (2009). News Writing and Reporting: The Complete Guide for Today's
Journalist (2nd ed.). Oxford University Press.

UAL EFFECTS

51
BA (HONS) VISUAL COMMUNICATION
 Mahatma Gandhi University

Kottayam

Programme

Course Name VISUAL EFFECTS BASICS

Type of
DSC – B
Course

Course Code MG3DSCVCN202

Course Level 200-299

Course This course provides an introduction to the world of visual effects (VFX),
Summary covering key concepts, techniques, and software used in the industry.
Learners will gain a foundational understanding of VFX principles and have
hands-on experience with industry-standard software.

Semester III Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

COURSE OUTCOMES (CO)

52
BA (HONS) VISUAL COMMUNICATION
 Learning
CO No. Expected Course Outcome PO No
Domains *

Identify key components of the visual effects pipeline

1 K 2, 3
and their respective roles.

Analyse the impact of visual effects on storytelling and

2 U 1, 2
audience engagement

Demonstrate proficiency in using industry-standard

3 A, E 3, 9
software tools for visual effects production.

Critically assess the visual effects in film and other

4 media, identifying their contribution to the overall E 3, 4
narrative.

Design and execute simple visual effects sequences

independently. Integrate visual effects seamlessly into a
5 C 3, 10
given media project, showcasing creativity and technical
proficiency.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

DEFINITION AND HISTORY OF VISUAL EFFECTS

Introduction to Visual Effects:
Definition of Visual effects.
Comparison with Visual effects & Special Effects.
1 1.1 5 1
Common applications of Visual effects.
Overview of VFX in film, television, and other
media.

53
BA (HONS) VISUAL COMMUNICATION
 VFX Categories and Applications
Different types of visual effects (CGI, compositing,
1.2 motion graphics) 5 1
Applications in various industries
Overview of industry-standard software

Introduction to Visual Effects:

Definition of Visual effects.
Comparison with Visual effects & Special Effects.
1.1 5 1
Common applications of Visual effects.
Overview of VFX in film, television, and other
media.

VFX Software Basics

Introduction to industry-standard VFX software

2.1 (e.g., Adobe After Effects, Nuke). 8 1,2
Basic navigation, tools, and workspace setup.
2
Compositing Fundamentals
2.2 Exploring the basics of compositing. 3 2
Layers, shapes, texts and blending modes

Techniques of Visual effects

Track mattes luma, Alpha matte, Animated mattes,
3.1 Masks, Animated Masks. 10 3
Basic Light & Camera
3
Chroma Keying, Colour correction
3.2 10 3
Basic roto & compositing with roto

Creating Special Effects

Effects
4.1 Particle systems, explosions, and fire effects. 13 3,5
Snow, rain, wave
4
Introduction to motion tracking & Camera
4.2 16 3,5
Tracking. Motion stabilization

5 TEACHER SPECIFIC MODULE

54
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Integrate hands-on learning experiences and practical exercises throughout

the course. Encourage students to actively apply concepts through guided
Teaching
projects, allowing them to reinforce their understanding of Visual Effects.
and
Learning
● Guide students through the essential features and functionalities of raster
Approach
graphics software, ensuring they are comfortable navigating and utilizing
the tools.

● Assign a hands-on project that allows participants to apply concepts learned.

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)

• Assignments, Class works…etc – 30 Marks

*Please refer
appendix for
more details B. Semester End examination

• Practical Examination - 4 hours (70 marks)

References

1. Alten, S. R. (2013). Audio in Media. Cengage Learning.

2. Brinkmann, R. (2010). The Art and Science of Digital Compositing: Techniques for Visual Effects,
Animation and Motion Graphics. Morgan Kaufmann.
3. Ganbar, S. (2018). Nuke 101: Professional Compositing and Visual Effects. Peachpit Press.
4. Langton, C. (2018). The VES Handbook of Visual Effects: Industry Standard VFX Practices and
Procedures. Focal Press.
5. Shelmerdine, G. (2017). Nuke 101: Professional Compositing and Visual Effects. Peachpit Press.

55
BA (HONS) VISUAL COMMUNICATION
 DYNAMIC DIGITAL STORYTELLING

Mahatma Gandhi University

Kottayam

Programme

Course Name DYNAMIC DIGITAL STORYTELLING

Type of
MDC
Course

Course Code MG3MDCVCN200

Course Level 200-299

This programme equips students with the tools to craft and deliver various
elements of media creation and communication. An in-depth journey
through the nuances of crafting productions, scriptwriting across media
formats, and navigating online communications and social platforms is
Course
provided. Learners understand the processes such as research, drafting
Summary
proposals, and scriptwriting. It also explores scope of digital communication
and practices for digital writing. Furthermore, it offers insights into
fundamental internet communication techniques and the use of social
networking sites.

Semester III Credits 3 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 45

Pre-requisites,
if any

56
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Students understand new media and its approaches also
develop effective written and verbal communication skills, to
1 K,U,C,A 1,2
convey content clearly and interestingly through different
new media format.
Students gain proficiency in various digital tools and
platforms used in media writing and production, enhancing
2 U, I, S, Ap 2,3,4
their digital literacy and adaptability in the rapidly evolving
media landscape.
Students enchased creative thinking and problem-solving
3 A, An, E,C 4,5,7
abilities though engaging in media writing and production.
The Collaboration and Teamwork working on media projects
also able students learn how to work effectively in groups,
4 C, S, Ap 4,5,9
combining their skills and expertise to achieve common
goals.
Through practical experience and exposure, students gain a
4,5,8,9,
5 better understanding of the media industry's dynamics, trends, U, I, E
10
and various roles.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Understand New Media as a Communication Device

Internet as a Medium- Basics of Internet,

1.1 Characteristics of Internet, Internet-working 6 2, 3
style & functional dimensions.

Types of Internet-based communication-

1 Dynamics of communication in CMC and
1.2 Cohesive Force of online group, New Media for 6 2, 3, 5
Marking Communication and Corporate
Communication.

Journalistic uses of Internet- E-mail, Search,

1.3 Video conferencing, Webcasting, Podcasting, 8 2, 3, 5
Photo sharing, etc.

57
BA (HONS) VISUAL COMMUNICATION
 Understand New Media Platforms

Different kinds of New Media – E-newspapers,

E-books, Magazines, E-newspapers, E-journals,
2.1 8 2, 4
E-publishing, Blog, Vlog, E-Governance, Social
Networking Sites.
2
Social Networking Sites- Social Media
Collaboration- Facebook, Twitter, LinkedIn,
2.2 8 2, 4, 5
Twitter, Instagram, YouTube, WhatsApp,
Skype, Flicker, Sound Cloud etc.

Working process of New Media Platforms

Understand different New Media programms

and structure like Online Interviews, News,
3.1 9 1, 2, 3
Chat Shows, live programmes and other creative
Programmes etc.
3

Blogs/ Vlog– Types of blogs/Vlog – Personal

3.2 blogs/Vlog, Collaborative or Group blogs/Vlog, 10 1, 3, 4, 5
Corporate or Organization Blog/Vlog.

New Media Content Creation

Writing for Web Media – Guidelines, Planning,

Structure and Style, Headlines, Lead, Scripting
4.1 10 1, 2, 3
for blog/ vlog, Online Interviewing and other
online programmes.
4
Different Stages of Programme Production,
research, writing a proposal, conceptualization
4.2 10 1, 2, 3, 4
of an idea/plot, one-line treatment, and detailed
treatment.

5 TEACHER SPECIFIC MODULE

58
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures: The course covers basic understanding of new

media, its Characteristics, news trends, different new media platforms,
and writing and production techniques. Through the classroom
lecturing and discussion students understand the basic requirement and
Teaching and skills for digital content creation.
Learning
Approach ● Interactive Sessions: Interactions and discussions over new media trends,
issues and communication through new media enhance student’s critical
thinking, skills, and practical insights.

● Practical: Writing for Web and content creation methods hands on

training prepare students to be creative and proficiency in the art of
digital storytelling.

MODE OF ASSESSMENT

Assessment A. Continuous Comprehensive Assessment (CCA)

Types
• Assignments, Class exercises, Seminar…etc. – 15 Marks
• Mini Project (Create 5 Blog/Vlog or Podcast (2 minutes))- 10 Marks
*Please refer
appendix for more B. Semester End examination
details
• Project evaluation – 40 Marks (one Blog, Vlog (3-5 minutes) and a
podcast (3-5 minutes))
• Viva –Voce – 10 Marks

References

1. Adornato, A. (2017). Mobile and social media journalism: A practical guide. CQ Press.
2. Dewdney, A., & Peter, R. (2014). The Digital Media Handbook (2nd ed.). Routledge.
3. Fenton, N. (2009). New Media, Old News: Journalism and Democracy in the Digital Age.
Sage Publications.
4. Hansen, M. B. N. (2004). The New Philosophy for New Media. MIT Press.
5. Lipshultz, J. H. (2014). Social Media Communication: Concepts, Practices, Data, Law.
Routledge.

59
BA (HONS) VISUAL COMMUNICATION
ADVERTISEMENT AND SOCIETY

Mahatma Gandhi University

Kottayam

Programme

Course Name ADVERTISEMENT AND SOCIETY

Type of
VAC
Course

Course Code MG3VACVCN200

Course Level 200-299

This course delves into the multifaceted realm of advertising, encompassing

its historical evolution, societal functions, psychological influences, ethical
considerations, regulatory frameworks, and adaptation to the digital age. It
examines advertising types, psychological theories, ethical principles,
Course
societal impacts, and digital strategies, culminating in a comprehensive
Summary
understanding of advertising's role in shaping consumer behaviour, cultural
norms, and societal values. Students analyse case studies and explore
regulatory landscapes to develop critical perspectives on advertising
practices.

Semester III Credits 3

Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 45

Pre-requisites,
if any

60
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Demonstrate an understanding of the historical evolution
1 of advertising, different types of advertising mediums, K 1,3
and the societal functions of advertising.

Explain the influence of advertising on consumer

2 behaviour, including the psychological aspects such as U 2,3,6
perception, motivation, and emotion.

Analyse case studies of successful advertisement

3 campaigns, evaluating their psychological appeal and A 4,6,8
considering representations of gender, race, and culture.
Critically examine the ethical considerations in
advertising, analysing the impact of stereotypes,
4 discussing regulatory frameworks, and evaluating the An 6,8
ethical dilemmas in advertising practices.
Develop strategies for creating socially responsible
advertisements in the digital age, considering the shift
5 from traditional to digital advertising, leveraging various E 4,5,8,9,10
digital platforms, and addressing ethical challenges in
social media advertising.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Advertisement and its Impact on Society

Understanding the concept of advertisement. 3 1

1.1 Historical evolution of advertising.

Types of advertising: print, digital, broadcast,

1.2 3 1
outdoor, etc.
1
Exploring the societal functions of advertising.
3 1
1.3 Influence of advertising on consumer behavior.

Discussion on ethical considerations in

3 1,2
1.4 advertising

61
BA (HONS) VISUAL COMMUNICATION
 Psychological Aspects of Advertisement
Psychological theories influencing consumer
2.1 behavior. - The role of perception, motivation, 3 2
and emotion in advertising.

Case studies on successful advertisement

2.2 3 2
campaigns and their psychological appeal
2
Representation of gender, race, and culture in
2.3 advertising. - Analysis of stereotypes and their 3 2,3
effects on society.

Exploring how advertisements shape cultural

2.4 3 3
norms and values

Advertisement Regulation and Ethics

Overview of advertising regulations worldwide.

3.1 Understanding the role of regulatory bodies in 3 3
monitoring advertisements.

Case studies on ethical dilemmas in advertising

3.2 3 3
and legal repercussions
3
Principles of ethical advertising. - Discussion on
3.3 3 4
deceptive advertising and its consequences

Strategies for creating socially responsible

3.4 3 4
advertisements

Advertisements in the Digital Age

Understanding the shift from traditional to digital

3 4,5
4.1 advertising. - Exploring various digital
advertising platforms and strategies.

Impact of social media on advertising. - Strategies

4 2 5
4.2 for leveraging social media platforms for
advertisement.

Ethical challenges and considerations in social

4.3 4 5
media advertising

5 TEACHER SPECIFIC MODULE

62
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures: A hands-on approach is essential, integrating theoretical

knowledge with practical exercises to cultivate skills in storytelling,
performance, and production techniques and fostering creativity and critical
thinking among students through collaborative projects

● Interactive Discussions: Encourage active engagement and deeper

Teaching and
understanding by fostering dialogue, sharing diverse perspectives, and
Learning
encouraging critical analysis, enriching the learning experience and promoting
Approach
collaboration and peer learning in exploring complex topics and challenging
assumptions.

● Classroom assignments: Provide opportunities for hands-on application of

theoretical knowledge, fostering creativity and skill development through
practical exercises, role-playing scenarios, and group projects, promoting
active learning and reinforcing course content through experiential
engagement.

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

• Assignments and Classroom works - 15 Marks.

• Seminars – 10 Marks

Assessment B. Semester End examination

Types Theory Exam for 50 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
• Part B
Answer in one paragraph (4 out of 6) 4 x 5 = 20 Marks
• Part C
Essay (2 out of 4) 10 x 2 = 20 Marks

References

1. Barnett, C., & Duncan, E. (2020). Advertising and society: Point of view. Oxford University Press.
2. Bovée, C. L., & Arens, W. F. (2019). Advertising and integrated brand promotion. Pearson.
3. Coon, G., & Mittal, V. (2015). Advertising: Concepts and controversies. Cengage Learning.
4. Du Plessis, E. (2004). The advertised mind: Groundbreaking insights into how our brains respond
to advertising. Kogan Page.
5. Kassarjian, H. H. (2011). Handbook of advertising. Routledge.

63
BA (HONS) VISUAL COMMUNICATION
 SEMESTER – IV

64
BA (HONS) VISUAL COMMUNICATION
 ART & VISUAL PERCEPTION

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ART & VISUAL PERCEPTION

Type of
DSC - A (MAJOR)
Course

Course Code MG4DSCVCN200

Course Level 200-299

The course ‘Art & Visual Perception explores diverse art forms, from
traditional to contemporary. Students examine classical Greek and Sanskrit
theatre, Aristotelian and Indian stagecraft, and socio-economic influences
Course on cultural consciousness. The course enables critical assessment of
Summary emerging art forms, fostering an understanding of artistic principles, societal
impacts, and evolving contemporary aesthetics. By course end, students
gain comprehensive insights into various art forms and their historical and
philosophical contexts

Semester IV Credits 4
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
4 60

Pre-requisites,
if any

65
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

1 Illustrate the nature and content of various art forms U 1, 3

Explain classical theatre forms such as Greek and

2 U, K 3
Sanskrit.

Identify the importance of the Aristotelian concept of

3 A 3,4
art and Indian concept on stage craft.

Assess the role of socio-economic elements in the

4 development of a cultural conscious and its impact on E 4, 6
artistic expressions.

Critically evaluate the aesthetic values of emerging

5 E 3, 8
forms of art.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Classical Theatre Forms - Greek And Sanskrit

Introduction to Greek Theatre: Tragedy and

1.1 4 1,2
Comedy

Exploration of Sanskrit Theatre: Natya Shastra

1.2 4 2
and Rasa theory.

1
Analysis of key plays, themes, and dramatic
1.3 4 2
techniques

Cultural and historical contexts influencing

1.4 4 2
these theatrical forms

66
BA (HONS) VISUAL COMMUNICATION
 Western Art - Christian Art
Evolution of Western art with a focus on
Christian art – Early Christian art, Byzantine
2.1 4 1,3
Art, Romanesque Art, Gothic Art, Renaissance
Art & Baroque Art

Iconography in Christian paintings and

2.2 4 3
sculptures
2
Analysis of how Christian beliefs have
influenced artistic expression - Analysing
2.3 4 4
religious narratives through artistic
expressions

Evaluating the socio-economic and cultural

2.4 4 4
situations and its reflection in art.

Western Art From 18th Century

Understanding the shift in artistic paradigms

3.1 4 3,4
during the Modern era

Various Art movements of 18th, 19th & 20th

centuries – Rococo, Neoclassicism,
3.2 Romanticism, Realism, Impressionism, 5 1
Expressionism, Cubism, Surrealism…etc.
3
In-depth study of key modern artists and their
3.3 contributions - Exploration of the avant-garde 4 5
and experimental aspects of modern art.

Analysing the socio-economic factors

3.4 influencing modern artistic expressions 5 5

Indian Art

Overview of Indian art: historical and cultural

4.1 contexts -Exploration of key themes, motifs, 5 1
and symbols in Indian art.
4
Buddhist art and architecture, including stupas
4.2 and monasteries - Hindu temple architecture, 5 3
with a focus on prominent examples.

5 TEACHER SPECIFIC MODULE

67
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures: A hands-on approach is essential, integrating theoretical

knowledge with practical exercises to cultivate skills in storytelling,
performance, and production techniques and fostering creativity and critical
thinking among students through collaborative projects

● Interactive Discussions: Encourage active engagement and deeper

understanding by fostering dialogue, sharing diverse perspectives, and
encouraging critical analysis, enriching the learning experience and promoting
Teaching and
collaboration and peer learning in exploring complex topics and challenging
Learning
assumptions.
Approach
● Power Point presentations: Offer visual aids to enhance comprehension of key
concepts and facilitate structured delivery of course material, engaging students
with multimedia content while reinforcing learning objectives and encouraging
interactive discussions.

● Classroom assignments: Provide opportunities for hands-on application of

theoretical knowledge, fostering creativity and skill development through
practical exercises, role-playing scenarios, and group projects, promoting active
learning and reinforcing course content through experiential engagement.

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

• Assignments and Classroom works - 20 marks.
• Seminars – 10 Marks
Assessment
Types
B. Semester End examination
Theory Exam for 70 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
• Part B
Answer in one paragraph (6 out of 8) 6 x 5 = 30 Marks
• Part C
• Essay (2 out of 4) 15 x 2 = 30 Marks

References

1. Balasubramaniam, R. (1995). Indian Art. Oxford University Press.

2. Berger, J. (1972). Ways of Seeing. Penguin Books.
3. Berger, M. (1962). The Crisis of the Early Italian Renaissance. Princeton University Press.
4. Elkins, J. (2001). Why Art Cannot Be Taught: A Handbook for Art Students. University of Illinois
Press.
5. Gardner, H. (1975). Art through the Ages. Harcourt Brace Jovanovich.

68
BA (HONS) VISUAL COMMUNICATION
GRAPHIC DESIGN FOR PUBLICATION II

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name GRAPHIC DESIGN FOR PUBLICATION II

Type of
DSC - A (MAJOR)
Course

Course Code MG4DSCVCN201

Course Level 200-299

This course introduces students to the principles and practices of graphic

design specifically tailored for print and digital publications. Through
lectures, discussions, and hands-on projects, students will learn about
Course layout, color theory, image selection, and other essential elements of
Summary effective publication design. Through hands-on projects and exercises,
students will learn to create visually engaging layouts for various types of
publications, including magazines, brochures, newsletters, and digital
publications.

Semester IV Credits 4 Total

Hours

Practical/
Learning Lecture Tutorial Practicum Others
Approach
Course Details

3 1 75

Pre-requisites,
if any

69
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Analyse different publication formats and identify their

1 A 1,4.5.7
unique design requirements.

Evaluate the principles of layout design and the role of grid

2 E 2,5,6
systems.

Understand various publication designs to identify effective

3 U 1,2,6.7
use of design principles and elements.

Evaluate the consistency and effectiveness of branding

4 E 1,2,6.7.9
across various publication designs.

Create an comprehensive and aesthetically pleasing layouts

5 C 2,5.6.7
for magazines, books, and newsletters.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Publication Design

Introduction to Publication Design: Overview of

1.1 3 1
publication design, Types of publications.

1 Colour Theory and Application: Basics of colour

theory, Colour in publication design (Process
1.2 3 1,2
Colour, Spot Colour), Colour values, Editing and
optimizing images for publication design.

Basics of Printing

Print using Tint & Solid Colour, Pantone colour. One

2.1 5 1, 2
& Two-colour Printing, four colour printing.
2
Grid systems and layout design, Working with
2.2 margins, columns, and guides. Balancing text and 5 1,2
images.

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BA (HONS) VISUAL COMMUNICATION
 Branding in Publication

Branding and Identity in Publications, Designing

3.1 within brand guidelines. 15 2,3,4
(VC, Letter Head, Envelop, Leaflets)
3

Brochure and Flyer Design: Designing effective

3.2 16 2,3,4
brochures (2 fold, 3 fold) and flyers

Web Publications

Designing for web Publications, Interactive PDF and

4.1 8 3,4
digital publishing tools.

4 Master pages and styles, Elements of book design:

4.2 cover, spine, pages, Analysing magazine layouts,
20 4, 5
Creating a magazine spread, Designing a Magazine
layout, Designing a book layout.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Present new concepts, principles, or software skills relevant to

publication design.
Teaching and • Conduct demonstrations using publication design software (e.g.,
Learning Adobe InDesign) or traditional design tools.
Approach • Provide step-by-step guidance and explanations, encouraging student
participation and questions.
• Provide time for students to apply the concepts and skills learned
during the instruction phase.

MODE OF ASSESSMENT
Assessment A. Continuous Comprehensive Assessment (CCA)
Types
• Assignments, Classroom exercises etc. - 20 Marks
• Mini Project – 10 Marks
*Please refer
appendix for more
B. Semester End examination
details
• Project Evaluation – 50 Marks
• Viva Voce – 20 Marks

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BA (HONS) VISUAL COMMUNICATION
References

1. Dabner, D., Calvert, S., & Casey, A. (2012). The Visual Dictionary of Graphic Design. AVA
Publishing.
2. Hudak-David, G. (2009). Layout Essentials: 100 Design Principles for Using Grids (pp. 299-300).
3. Lupton, E., & Phillips, J. C. (2015). Graphic Design: The New Basics (Revised and Expanded ed.).
Chronicle Books.
4. Samara, T. (2014). Design Elements: A Graphic Style Manual. Rockport Publishers.
5. Samara, T. (2005). Publication Design Workbook: A Real-World Guide to Designing Magazines,
Newspapers, and Newsletters. Rockport Publishers.

72
BA (HONS) VISUAL COMMUNICATION
 CREATIVE WRITING FOR ADVERTISEMENT

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name CREATIVE WRITING FOR ADVERTISEMENT

Type of
DSE
Course

Course Code MG4DSEVCN200

Course Level 200-299

This course covers the fundamentals of ad copywriting, including crafting

powerful headlines, engaging body copy, and optimizing messaging for
Course various advertising formats. Students learn storytelling techniques, AIDA
Summary model application, and the importance of aligning copy with brand identity.
Emerging trends like data-driven marketing and digital platform
optimization are also explored.

Semester IV Credits 4
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

73
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome Domains PO No
*

Demonstrate understanding of advertising concepts such

1 as the AIDA model and storytelling techniques. K, U 1,2,4,10

Comprehend the importance of concise and impactful

2 headlines in communicating key messages effectively. U 4,10

Apply techniques for crafting powerful headlines and

3 taglines, as well as storytelling techniques, to create
A, S 1,2,4,8,10
engaging ad copy.
Analyse the relationship between copy and visuals in
4 advertising, as well as the impact of music and jingles on An, S 1,2,4,6,8
brand recall.
Synthesize knowledge of writing for different advertising
5 formats and emerging trends to craft targeted and effective E, C, S 1,2,4,10
ad copy.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Fundamentals of Ad Copywriting
Exploring the elements of strong copywriting: clarity,
1.1 conciseness, and word choice. Learning techniques for 3 1
crafting powerful headlines and taglines.

Understanding the core message of an advertising

1 1.2 campaign and translating it into engaging copy. 3 1
Aligning copy with brand voice and identity.

Learning how to tell captivating stories within the

1.3 constraints of advertising. Using storytelling techniques 5 1
to evoke emotions and connect with the audience.

Demystifying the AIDA (Attention, Interest, Desire,

1.4 Action) model and its application in crafting persuasive 5 1
ad copy.

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BA (HONS) VISUAL COMMUNICATION
 Crafting Compelling Headlines

Mastering the art of writing headlines that grab attention

and entice viewers to read further. Exploring strategies
2.1 5 2
like wordplay, curiosity triggers, and emotional appeals.

Analysing successful headlines in various ad campaigns

and identifying the key elements that make them work.
2.2 5 2
Developing strong headlines tailored to specific
products or services.
2
Understanding the importance of concise and impactful
2.3 headlines. Learning how to communicate key messages 5 2
effectively within word count limitations.

Employing A/B testing to evaluate the effectiveness of

2.4 different headlines and optimize messaging for 5 2,3
maximum impact.

The Art of Body Copy

Understanding the role of body copy in informing,
3.1 persuading, and driving action. Learning how to create 3 3
compelling narratives that engage the audience.
Shifting focus from describing features to highlighting
3.2 the benefits and value proposition for the customer. 5 3

3 Weaving stories and emotional appeals into ad copy to

create a connection with the audience. Learning how to
3.3 5 3
showcase the product or service within a relatable
narrative.

Crafting clear and compelling calls to action that prompt

3.4 the desired audience response. Understanding the 2 4
importance of strong verbs and specific

Advertising Formats
Understanding the specific demands of writing for print
media: headlines, body copy, visual integration.
4.1 2 4
Crafting clear and concise messages for print ads,
4 brochures, and flyers.
Exploring the relationship between copy and visuals in
4.2 advertising. Learning to write copy that complements 2 4
and enhances the visual message.

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BA (HONS) VISUAL COMMUNICATION
 Exploring the power of music and jingles in advertising.
Understanding how music can enhance recall and brand
4.3 association. Developing effective scripts for radio 2 4,5
commercials. Understanding the use of sound effects,
music, and voice acting to engage listeners.

Mastering the art of writing copy for digital platforms:

websites, social media, and online advertising.
4.4 8 5
Optimizing copy for search engines and embracing
brevity for mobile users.

Exploring emerging trends in advertising and how they

impact writing styles. Discussing the role of data-driven
4.5 10 5
marketing and personalization in crafting targeted ad
copy.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Creative Workshops: Students immerse themselves in the world of

advertisement writing through dynamic workshops. They explore the essence
of advertisements, delving into elements like creativity, persuasion, and brand
identity. These sessions provide hands-on experience and inspiration for
crafting compelling ad copy.
Teaching
• Brainstorming Sessions: Engaging discussions revolve around brainstorming
and
ideas for attention-grabbing headlines, captivating body copy, and memorable
Learning
taglines. Through collaborative brainstorming, students hone their creativity
Approach
and learn to infuse advertisements with originality and impact.
• Case Studies and Analysis: Students dive into case studies of successful ad
campaigns, dissecting the strategies, messaging, and visual elements that
contributed to their effectiveness. By analysing real-world examples, students
gain practical insights and sharpen their ability to create persuasive and
memorable advertisements.

Assessment
Types MODE OF ASSESSMENT
A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars and Class works – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

76
BA (HONS) VISUAL COMMUNICATION
References

1. Edwards, L. (2018). Persuasive Advertising: Evidence-Based Principles (2nd ed.). Routledge

2. Morrison, H. (2018). Advertising Headlines That Make You Rich: Create Winning Ads, Web
Pages, Sales Letters, and More. Wiley.
3. Smith, J. (2019). The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells
(5th ed.). Three Rivers Press.
4. Stone, B. (2017). Creative Advertising: Ideas and Techniques from the World's Best Campaigns
(2nd ed.). Thames & Hudson.
5. Sutherland, S. (2020). Writing for Advertising: Techniques, Styles, and Media (3rd ed.). Routledge.

77
BA (HONS) VISUAL COMMUNICATION
 RADIO JOURNALISM

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name RADIO JOURNALISM

Type of
DSE
Course

Course Code MG4DSEVCN201

Course Level 200-299

This course on radio journalism introduces students to the fundamentals of

the field, including its definition, historical evolution, and unique
Course
challenges. Students learn about key roles in radio journalism, ethical
Summary
responsibilities, news reporting techniques, and production processes,
including the creation of radio news bulletins and podcasts.

Semester IV Credits 4
Total
Course Details Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Approach
3 1 75

Pre-requisites,
if any

78
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Demonstrate knowledge of the definition and

importance of radio journalism, comparing it with other
1 K, U 1,2,3,4,10
forms of journalism, and understanding its historical
evolution.
Identify the different roles involved in radio
2 journalism production (e.g., reporter, anchor, producer, U 1,2,3,4,10
sound editor).
Apply news gathering techniques specific to radio
3 journalism, such as conducting interviews and U,A 4,9
collecting sound bites
Analyse the structure and content of existing radio
news bulletins and podcasts, identifying their strengths
4 A, An 1,2,4,7,8,10
and weaknesses.

Collaborate to create a short radio news package or

podcast episode, demonstrating their understanding of
5 E, C, S 4,7,10
scripting, interviewing, editing, and storytelling
techniques for audio media.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Radio Journalism

Definition and importance of radio journalism,

1.1 Comparison with other forms of journalism 5 1
(print, TV, online). Historical overview and
1 evolution of radio journalism.

Identifying key roles within radio journalism

1.2 5 1
(reporters, anchors, producers).

79
BA (HONS) VISUAL COMMUNICATION
 Understanding the ethical and legal
1.2 5 1
responsibilities of radio journalists.

1.4 Exploring the challenges and opportunities 5 1

unique to radio journalism
Radio News Reporting
Writing for the ear: differences between written
2.1 and broadcast news, structuring radio news 5 2
stories: the inverted pyramid and other formats.
Techniques for gathering news: interviews,
2.2 5 2
2 field reporting, and research.

Conducting effective interviews for radio,

Preparing interview questions and managing
2.3 5 2
interviewees, Techniques for recording and
editing interview audio.
Radio News Bulletin
Elements of a radio news story: Newsgathering,
3.1 writing, elements of a radio news bulletin. Style 5 2,3
Book. Spontaneous genres.

Voice modulation, presentation skills, vocal

3.2 5 3
dynamics and live compering. Podcasting styles
3
3.3 News for FM commercial channels 5 3

Studio layout, recording equipment,

microphones, mixers and transmitters.
3.4 5 3,4
Personnel in the production process – Role and
Responsibilities

Production Process
- Recording /production techniques. Editing
4.1 principles. Creating sound effects. Sound 10 4
concerning visuals.

The function of sound, silence and music on the

4 4.2 radio. Technology and software used. 5 5

Evaluating programs; Codes and ethics in radio

4.3 and internet broadcasting. National policies on 5 5
the radio broadcast and internet.

5 TEACHER SPECIFIC MODULE

80
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Classroom Lectures: Engage in dynamic classroom lectures on radio

program production, covering scriptwriting, voice modulation, sound
editing, and broadcasting techniques. Explore the art of storytelling
through audio, understanding audience psychology, and mastering
technical aspects.
• Interactive Discussions: Facilitate vibrant interactive discussions on radio
program production, encouraging participants to share insights on
scriptwriting, sound design, and audience engagement. Explore current
industry trends, troubleshooting challenges, and collaborative problem-
Teaching and
solving.
Learning
• Case Studies: Analyse impactful case studies in radio program production,
Approach
delving into successful campaigns, creative challenges, and strategic
solutions. Explore dynamic instances of script innovation, audience
connection, and effective use of sound elements. Extract valuable insights
from real-world examples, providing students with practical knowledge to
excel in radio programming.
• Practical: Immerse students in hands-on practical experiences in radio
program production. Guide them through scriptwriting, voice modulation,
recording, and editing sessions. Foster a dynamic learning environment
where learners apply theoretical knowledge, gaining essential skills for
creating engaging and professional radio content.

MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types
• Assignments, Class exercises, Seminar…etc. – 20 Marks
• Mini Project - 10 Marks
*Please refer
appendix for more
B. Semester End examination
details
• Project evaluation – 50 Marks
• Viva –Voce – 20 Marks

References

1. Alexander, R., & Stewart, P. (2016). Broadcast Journalism: Techniques of Radio and Television.
Focal Press.
2. Fleming, C. (2009). The Radio Handbook. Routledge.
3. Ford, M. (2013). Radio Production: Digital Broadcast Art. Create Space.
4. Gilmurray, B. (2010). The Media Student's Guide to Radio Production. Mightier Pen Pub.
5. Hausman, C., et al. (2012). Modern Radio Production: Production, Programming and Performance.
Wadsworth.

81
BA (HONS) VISUAL COMMUNICATION
 ADVERTISEMENT PHOTOGRAPHY

Mahatma Gandhi University

Kottayam

Programme

Course Name ADVERTISEMENT PHOTOGRAPHY

Type of
DSC - C
Course

Course Code MG4DSCVCN202

Course Level 200-299

In this comprehensive course on Advertising Photography, delve into the

foundational principles, styles, and techniques crucial for creating impactful
images. From mastering camera settings and lighting setups to directing
Course
models and post-production editing, students will gain the skills needed to
Summary
excel in the dynamic field of advertising photography. Explore ethical
considerations and emerging trends while preparing for the evolving
landscape of commercial visual storytelling.

Semester IV Credits 4 Total

Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

82
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

To understand history of advertising, media

1 U 3,6
backgrounds.

To acquire knowledge on advertising consumer,

2 U, A 2,3,9
business, approaches.

To acquire knowledge on client, agency, art

3 director, photographer, designer, copy writer, A 3,9
marketing services, R&D.

To Understand advertising agencies and its

4 U, A 3,9
structures.

To learn about audience targeting, media

5 advertising, photographer roles, techniques, A, An 2,4,9
planning, and equipment usage.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S), Interest
(I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Foundations of Advertising Photography

Understanding the role of photography in advertising.

Exploring the impact of photography on consumer
1.1 3 1
behaviour and brand perception. Introduction to the
history and evolution of advertising photography.

Exploring different advertising photography styles

1 (lifestyle, product, conceptual), Understanding
1.2 composition and visual storytelling techniques, 3 1
Mastering camera settings, Exploring lighting
techniques.

Developing storyboards and shot lists based on the

1.3 creative brief, Location scouting and securing 2 1
permits.

83
BA (HONS) VISUAL COMMUNICATION
 Props selection and styling considerations, Casting
1.4 2 1,2
models and managing talent releases.

Product Photography
Understanding the importance of showcasing products
effectively through photography, Techniques for
2.1 5 2
capturing still-life images, emphasizing product
features and details.
2
Exploring lighting setups, backgrounds, and props for
2.2 5 2
product photography.

Creating visual narratives through product styling and

2.3 5 2,3
concept development.

Incorporating branding elements and messaging into

2.4 5 3
product photography.

Capturing the Image

Advanced Lighting Techniques: Working with

strobes and continuous lighting setups, Light shaping
tools: softboxes, beauty dishes, grids. Advanced
3.1 5 3
lighting setups for specific effects (e.g., high-key,
low-key).Working with coloured gels(glass papers)
and creating mood lighting.

Photographing for print advertising (resolution,

3.2 colour profiles), Optimizing images for digital 5 4
3
platforms (web, social media).

Understanding file formats and export settings,

3.3 Capturing video elements for multimedia advertising 5 4
campaigns.

Directing Models and Talent: Body language and

posing techniques, Capturing genuine emotions and
3.4 5 4,5
expressions, working with children and animals on
set.

Post-Production Workflow

Organizing photos using digital asset management

4 4.1 software, Utilizing metadata for efficient searching 5 4,5
and retrieval.

84
BA (HONS) VISUAL COMMUNICATION
 Understanding RAW file formats and their benefits,
Introduction to image editing software (e.g., Adobe
Photoshop, Lightroom), Non-destructive editing
4.2 5 5
techniques for color correction, exposure adjustment,
Advanced retouching techniques for product and
beauty photography.

Resizing and cropping images for different

applications, Sharpening and noise reduction
4.3 techniques, Watermarking images and copyright 5 5
protection, preparing digital and physical portfolios
for client presentations.

Emerging trends in advertising photography (e.g.,

360-degree product views, AR/VR integration), the
4.4 5 5
impact of technology on advertising photography and
workflows.

Ethical considerations in advertising photography

4.5 5 5
(e.g., body image, diversity and representation).

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Interactive Workshops: Foster active engagement by encouraging students to
explore foundational concepts and real-world scenarios, cultivating a
dynamic learning atmosphere that emphasizes hands-on practice and critical
thinking skills.
• Case Studies: Stimulate discussion and analysis by presenting real-world
examples that illustrate fundamental principles in advertisement photography,
focusing on practical application and critical evaluation of visual
communication strategies. This approach blends theoretical knowledge with
Teaching
practical insights, fostering active participation and equipping participants
and
with essential skills for success in the dynamic field of advertisement
Learning
photography.
Approach
• Visual Presentations: Through engaging visual aids, participants gain a
deeper understanding of key concepts in advertisement photography,
enhancing their ability to create impactful visual narratives.
• Workshops: Combine theoretical insights with real-world case studies,
promoting active participation and skill development essential for success in
the dynamic field of advertisement photography. This interactive approach
empowers participants to apply theoretical knowledge to practical challenges,
fostering creativity and innovation in their photographic practice.

85
BA (HONS) VISUAL COMMUNICATION
 MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Barter, C. (2018). Advertising Photography. Thames & Hudson.

2. Keeble, J., & Kennedy, M. (2017). The Handbook of Advertising Photography. Routledge.
3. May, D. (2019). Advertising Photography: A Modern Guide to Marketing Photography in the
Digital Age. Peachpit Press.
4. Naylor, M. (2018). The Fundamentals of Advertising Photography: A Quick-Reference Guide
to Techniques, Tools, and Tips. Rocky Nook.
5. Stone, A. (2017). The Complete Guide to Advertising Photography: From Still Life to
Lifestyle. Thames & Hudson.

86
BA (HONS) VISUAL COMMUNICATION
 BASIC EDITING TECHNIQUES

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name BASIC EDITING TECHNIQUES

Type of
SEC
Course

Course Code MG4SECVCN200

Course Level 200-299

This course dive deep into crafting compelling narratives through basic
Course
editing. Students will master the essential tools and techniques that elevate
Summary
dialogue and drive emotion in storytelling.

Semester
IV Credits 3
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 45

Pre-requisites,
if any

87
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Identify effective elements in footage and distinguishing

1 K 1
what works and what doesn't.

2 Understanding the Techniques of basic narrative Editing. U 1,2,10

3 Understand and Apply Cross Cut & Eye-line Match U, A 1,2,10

Understand and Apply Cutaways and Inserts - Importance

4 U,A 1,2,10
and Placement.

5 Create a Dialogue Sequence from the given Shots. C 1,2,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Organizing Media
How to watch footage - Taking notes, Organising,
1.1 3 1
What good and what not.

1.2 A Brief History of Classic Dramatic Films. 3 1,2

1 Types of Dialogue Sequence - First person, Second

1.3 3 1
person, Voice over, Narration etc

How to cut a dialogue scene - L cut and J cut,

1.4 3 1,2
Matching Emotion, Eyeline Match

Rule of Six

2.1 Rule of Six by Walter Murch 3 2

2.2 Focusing on 2 Dimensional Planes 3 2

2
2.3 Screen Direction on 3D Plane. 3 2

2.4 Perform Skim & Trim. 3 2,3

88
BA (HONS) VISUAL COMMUNICATION
 Enhancing Cuts

Usage of Cutaways - With examples from films,

3.1 3 3
How to enhance cut. Flash-forward and Flashback.

3 Usage of Inserts - With examples from films, How

3.2 3 3
to enhance cut, How to add meaning,

3.3 Temporal connection between the shots. 3 4

Editing Exercise

4.1 Edit a dialogue sequence from given footage 6 4,5

4
4.2 Fine Tuning the Dialogue Sequence. 6 5

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Blended Learning: Combine pre-recorded lectures with live workshops

focused on demonstrations, Q&A, and practice exercises. Offer online
learning modules for flexibility and review.
• Scenario-Based Challenges: Present real-world editing scenarios (e.g.,
Teaching and fixing continuity errors in existing footage, editing footage with
Learning continuity challenges) and have students develop solutions.
Approach • Interactive Timelines: Develop interactive timelines where students can
manipulate clip order and transitions to explore continuity implications.
• Annotation Tools: Utilize software tools that allow students to annotate
and discuss continuity issues directly on video clips.
• Editing workflow Demonstration: Illustrate step-by-step procedures,
software usage, and software interface setup to provide a hands-on
understanding of the editing process

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Classroom exercises etc. - 20 Marks
• Mini Project – 10 Marks
*Please refer
appendix for more B. Semester End examination
details
• Practical Examination (3 hrs.) – 50 Marks
• Viva Voce – 20 Marks

89
BA (HONS) VISUAL COMMUNICATION
 References

1. Browne, W. (2018). Video Editing: The Complete Guide to Professional Video Editing
Techniques (3rd ed.). Peachpit Press.
2. Keller, B. (2019). Editing Techniques for Film, Video, and Multimedia (4th ed.). Focal Press.
3. Lanier, C. (2016). Digital Video Editing Fundamentals (5th ed.). Pearson.
4. Long, T., & Schenk, E. (2018). The Art of Editing in the Age of Convergence (5th ed.). Pearson.
5. Poynter, J. (2016). Video Editing and Post Production: A Professional Guide (6th ed.). Focal
Press

90
BA (HONS) VISUAL COMMUNICATION
 GENDER ISSUES IN MEDIA

Mahatma Gandhi University

Kottayam

Programme

Course Name GENDER ISSUES IN MEDIA

Type of
VAC
Course

Course Code MG4VACVCN200

Course Level 200-299

This course delves into the intersection of gender and media, examining
stereotypes, representation, and power dynamics. Students analyse diverse
Course
media landscapes, deconstruct stereotypes, explore production processes,
Summary
and envision a future with inclusive narratives. Through critical analysis,
they engage in discussions on promoting gender equality and media literacy.

Semester IV Credits 3

Total
Practical/ Hours
Lecture Tutorial Others
Learning Practicum
Course Details
Approach

3 45

Pre-requisites,
if any

91
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Define key terms like sex, gender, sexuality, and

1 intersectionality, demonstrating a basic K 1,3,6,7,8
understanding of core concepts.
Explain the concept of symbolic annihilation and its
2 impact on marginalized identities within media
U 7,8
representations.

Apply frameworks for analysing media content,

3 identifying stereotypes, biases, and underlying A, An 1,2,4,8
messages in various media forms.
Analyse the power dynamics within media
4 production, considering the impact of gender
An 6
disparity in leadership positions on media content.

Develop a media literacy action plan to foster

5 critical thinking and responsible media
consumption, considering the potential of E, C 1,4,6,7,8,10
technology for creating positive change.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Gender and Media

Defining sex, gender, and sexuality. Exploring the
spectrum of gender identities and expressions.
1.1 Understanding intersectionality and its role in media 2 1
representations.

Analysing different media landscapes: film, television,

1 1.2 advertising, video games, social media. Examining 3 1
how each platform shapes gender portrayals.

Discussing the impact of media on our understanding

of gender roles, expectations, and behaviour.
1.3 3 2
Analysing the concept of "symbolic annihilation" and
the invisibility of certain identities.

92
BA (HONS) VISUAL COMMUNICATION
 Introducing frameworks for analysing media content.
1.4 Learning to identify stereotypes, biases, and 3 2
underlying messages.

Deconstructing Stereotypes
Analyzing common stereotypes in film and television:
the "damsel in distress," hypermasculinity, the
2.1 3 2
"magical negro" trope. Discussing the limitations these
portrayals impose.
Deconstructing stereotypes in advertising: gendered
product marketing, the "ideal woman" image, the
2.2 objectification of the male body. Examining the 3 3
relationship between advertising and societal
expectations.
2
Exploring the underrepresentation and
misrepresentation of LGBTQ+ identities in media.
2.3 3 3
Discussing the importance of authentic and diverse
portrayals.

Analyzing the lack of representation of women and

marginalized groups in leadership positions within
2.4 3 3,4
media industries. Discussing the implications of who
controls the media narrative.
Power, Production, and Representation
Investigating the gender disparity in media
professions: directors, writers, producers, journalists.
3.1 3 4
Discussing the impact of this imbalance on media
content.
Examining the role of advertising and marketing in
3.2 shaping media content. Analysing the pressure to 3 4
conform to certain demographics and portrayals.
3
Investigating the decision-making processes within
3.3 media companies. Discussing the role of unconscious 3 4
bias in the selection of stories and content.

Exploring the emergence of independent media

3.4 platforms and diverse creators. Discussing the 3 4,5
potential for change in storytelling and representation.

Media and the Future of Gender

Examining positive portrayals of men that challenge
traditional stereotypes. Discussing the importance of
4 4.1 3 5
showcasing emotional vulnerability and healthy
relationships.

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BA (HONS) VISUAL COMMUNICATION
 Analysing films, TV shows, and media campaigns that
promote gender equality and diverse representations.
4.2 3 5
Discussing the impact of social media activism and
movements like #MeToo.

Exploring strategies for promoting gender equality in

media production. Encouraging student discussions on
4.4 3 5
creating inclusive narratives and dismantling harmful
stereotypes.

Discussing the role of media literacy in fostering

critical thinking and responsible media consumption.
4.5 3 5
Analysing the potential of technology for creating
more inclusive and diverse media landscapes.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Engaging lectures: Weave case studies and media examples featuring

diverse gender representations into lectures. Encourage students to
identify stereotypes and biases, fostering critical thinking and analysis.

• Discussions that spark dialogue: Facilitate discussions that explore the

portrayal of gender in media across cultures and platforms. Encourage
students to share diverse perspectives and challenge assumptions about
masculinity, femininity, and non-binary identities.
Teaching
and • Media analysis projects: Assign projects where students analyse media
Learning content for gender representation. This could involve films,
Approach advertisements, video games, or social media campaigns. Students can
present their findings and lead discussions about the impact of these
portrayals.

• Creative storytelling assignments: Challenge students to create media

pieces that challenge traditional gender norms or highlight
underrepresented experiences. This could involve scripting public
service announcements, podcasts, or short films.

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 MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types
● Assignments, Class Exercises, Seminar…etc. – 25 Marks.
*Please refer
appendix for B. Semester End examination
more details
• Project evaluation – 40 Marks
• Viva –Voce – 10 Marks

References

1. Dines, G., & Humez, J. M. (2016). Gender, Race, and Class in Media: A Critical Reader (5th ed.).
SAGE Publications.
2. Gill, R. (2015). Gender and the Media. John Wiley & Sons.
3. Hollows, J. (2017). Feminism, Femininity and Popular Culture. Manchester University Press.
4. Lie, M., & Sørensen, K. H. (2016). Gender, Technology and the Media. Routledge.
5. McRobbie, A. (2016). The Aftermath of Feminism: Gender, Culture and Social Change. SAGE
Publications.

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BA (HONS) VISUAL COMMUNICATION
 Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name INTERNSHIP

Type of
INT
Course

Course Code MG4INTVCN200

Course Level 200-299

An internship, or on-the-job training, enables the apprentice to acquire

practical industry-based experience and helps them to assimilate
Course
professionalism in their career. Internships offer learners a period of
Summary
practical experience in the industry relating to their field of study.

Semester IV Credits 2
Total
Lecture Tutorial Practical/ Others Hours
Practicum
Course Details Learning
Approach

Pre-requisites,
if any

96
BA (HONS) VISUAL COMMUNICATION
 GUIDELINES FOR INTERNSHIP

• An undergraduate in Visual Communication needs to undergo a professional training at an Advertising

Company/ Television Channel/ Print Media /Media Production Firm for a period of one month.

• The intern should prepare individual reports with a certificate from the organization under which he/she
did the internship.

• The Internship report should be verified and assessed for evaluation by the faculty in charge.

Internship Evaluation Scheme

I. Components and distribution of marks of internal evaluation – 15 Marks

• Initiative - 3 Marks
• Professionalism and work ethics - 5 Marks
• Contribution to society and organization - 7 Marks

II. Components and distribution of marks of Final evaluation. - 35 Marks

• Report - 20 Marks
• Viva-voce - 15 Marks

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BA (HONS) VISUAL COMMUNICATION
 SEMESTER – V

98
BA (HONS) VISUAL COMMUNICATION
 BASICS OF MEDIA MANAGEMENT

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name BASICS OF MEDIA MANAGEMENT

Type of
DSC - A (MAJOR)
Course

Course Code MG5DSCVCN300

Course Level 300-399

A Media Management course provides students with essential skills for

overseeing the creation, organization, and dissemination of media content.
Encompassing print, broadcast, and digital media, the curriculum
emphasizes media planning, budgeting, and resource allocation. Students
gain insights into technological advancements, audience analysis, and
Course
market trends shaping media strategies. Legal and ethical considerations in
Summary
content creation are explored, alongside practical elements like project
management and crisis communication. This course cultivates critical
thinking and adaptability, empowering graduates to excel in media
management roles by navigating the ever-changing landscape of the media
industry.

Semester V Credits 4
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

4 60

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Equips with a comprehensive understanding of media
planning, strategy, and execution, empowering them to
1 navigate the dynamic landscape of media in various U 3
industries effectively
Gain expertise in developing targeted media plans and
strategic frameworks, enabling them to effectively
2 communicate messages, maximize reach, and achieve C, S 4
specific marketing objectives in today's complex media
landscape.
Equips with the skills to orchestrate successful campaigns,
events, and utilize cutting-edge broadcast technologies,
3 fostering a strategic and hands-on approach to the dynamic E, An, S 2,5,9,10
fields of advertising and media management.
Empowers with the knowledge and skills to identify
4 business opportunities, develop innovative ideas, and create E, An, AP 10
sustainable ventures.
Equips with a comprehensive understanding of media
planning, strategy, and execution, empowering them to
5 navigate the dynamic landscape of media in various U 2
industries effectively.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Media management

Definition of management-functions of
1.1 4 1, 2, 3
management-nature and scope of media management
1
1.2 Overview of media landscape and its evolution. 4 1,2,3

1.3 Historical context and key industry players. 4 2, 3, 4

Media Planning and Strategy

Development of comprehensive media plans aligned

2 2.1 with organizational goals. target audiences- market 5 1, 4
trends- competitive analysis.

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BA (HONS) VISUAL COMMUNICATION
 Developing effective media plans-Target audience
2.2 identification and analysis-Campaign goals and 5 1,3,
measurement

Budgeting and Resource Allocation- content

2.3 5 1,2,
creation-distribution- media marketing.

Strategic decision-making regarding technology

2.4 3 1,3,4,
investments-

Audience Analysis-Understanding audience

2.5 demographics-behaviour- preferences 3 1,4

Advertising, event and Broadcast Technology Management

Advertising and Marketing Communication-
3.1 Consumer Behaviours and Target Audience 4 1,4,

Advertising Media Planning- Creative Development

3.2 in Advertising- Advertising Campaign Management 3 4

Event Planning and Conceptualization- Event

Budgeting and Financial Management- Venue
3 Selection and Logistics- Event Marketing and
3.3 3 3
Promotion- Risk Management and Contingency
Planning

Broadcasting Systems and Infrastructure- Broadcast

Signal Processing- Digital Broadcasting Standards-
3.4 Media Asset Management- Emerging Technologies 3 3,4
in Broadcasting

Entrepreneurship Development
Introduction to Entrepreneurship- Entrepreneurial
4.1 Mind set and Traits 3 1,2,3

Identifying and Evaluating Business Opportunities-

4.2 Business Planning and Model Canvas 4 1,2

4 Funding and Finance for Entrepreneurs- Marketing

4.3 and Sales for Start-ups- Operations and Supply 3 1,2,4
Chain Management.

Building and Leading a Team- Entrepreneurial

4.4 Networking and Ecosystem- Social 4 1,2,4
Entrepreneurship and Impact.

5 TEACHER SPECIFIC MODULE

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BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)
● Classroom Lectures: Incorporating media management in the teaching and
learning approach enhances engagement and comprehension by strategically
utilizing multimedia resources to support educational objectives in the
classroom.
● Interactive Discussions: Engage in an interactive dialogue on media
management in education, exploring its role in fostering dynamic learning
environments and its impact on student engagement and comprehension within
Teaching the teaching and learning approach.
and ● Case Studies A case study analysing media management's implementation in
Learning a teaching and learning approach demonstrates its positive influence on
Approach student engagement and knowledge retention, showcasing effective strategies
for integrating multimedia resources in educational settings. Through real-
world examples, it highlights the transformative impact of media management
on fostering an enriched and interactive learning experience.
● Seminars: Examining its impact on fostering interactive classrooms and
improving educational outcomes through the strategic incorporation of
multimedia resources. Participants will gain insights into practical applications
and effective strategies for leveraging media in the educational context.

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

• Assignments, Classroom works, examinations …etc - 20 marks.

Assessment • Seminars – 10 Marks
Types
B. Semester End examination
Theory Exam for 70 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
• Part B
Answer in one paragraph (6 out of 8) 6 x 5 = 30 Marks
• Part C
Essay (2 out of 4) 15 x 2 = 30 Marks

References

1. Albarran, A. B. (2014). The Media Economy. Routledge.

2. Albarran, A. B. (2019). Management of Electronic and Digital Media. Cengage Learning.
3. Dimmick, J., & Rothenbuhler, E. W. (2011). Media Management and Economics. Lawrence
Erlbaum Associates.
4. Doyle, G. (2015). Understanding Media Economics. SAGE Publications.
5. McQuail, D. (2010). McQuail's Mass Communication Theory. SAGE Publications.

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BA (HONS) VISUAL COMMUNICATION
 SOCIAL MEDIA COMMUNICATION

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name SOCIAL MEDIA COMMUNICATION

Type of
DSC - A (MAJOR)
Course

Course Code MG5DSCVCN301

Course Level 300-399

This course provides a thorough exploration of Social Media Management,

covering essential topics like platform functionalities, strategic planning,
content creation, and audience engagement. Participants will learn to
harness storytelling, visuals, and interactive tools to effectively connect with
Course
their audience. Additionally, the course delves into hashtag utilization,
Summary
algorithm optimization, and influencer collaborations, while emphasizing
analytics for measuring success and adapting to evolving trends in the
dynamic social media landscape.

Semester V Credits 4 Total

Hours
Practical/
Lecture Tutorial Others
Learning Practicum
Course Details
Approach
3 1 60
Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Understand the key social media platforms and their

1 U 3,4,9
functionalities.

Develop content strategies for different social media 1,2,4,5,7,

2 U, A
channels. 8,10

Measure and analyze social media performance to

3 A, An 2,4,10
optimize your strategy.

Master the art of storytelling and creating engaging

4 An, E 1,4,7
social media posts.

Create compelling content that resonates with your

5 E, C, S 4,8
target audience.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Demystifying Social Media

Exploring the major social media platforms
1.1 (Facebook, Instagram, Twitter, etc.) and their 3 1
unique functionalities.

Developing a social media strategy aligned with

your goals: brand awareness, community building,
1.2 customer engagement. 3 1
1

Understanding the importance of audience

demographics and online behaviours. Crafting
1.3 targeted content that resonates with your ideal 3 1
audience.

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BA (HONS) VISUAL COMMUNICATION
 Exploring different content formats: text, images,
videos, live streaming. Identifying the best format
1.4 3 1
for maximizing engagement based on the platform
and audience.

Crafting Compelling Content

Utilizing storytelling techniques to create engaging

2.1 social media content that captures attention and 3 2
evokes emotions.

Understanding the power of visuals on social

2.2 media. Mastering the art of creating visually 4 2
appealing images and videos.
2 Building relationships with your audience by
fostering two-way communication. Encouraging
2.3 4 2
conversation through polls, questions, and social
listening.

Staying up-to-date on current trends and social

2.4 media challenges. Integrating them authentically 4 2
into your communication strategy.

Mastering the Art of Engagement

Understanding the role of hashtags in online

3.1 discoverability and audience targeting. Using 4 2,3
relevant hashtags strategically to expand reach.

Understanding social media algorithms and how to

optimize your content for visibility. Leveraging
3.2 4 2,3
social media to build strong online communities.
Encouraging social
3

Exploring the potential benefits of collaborating

3.3 with social media influencers to reach a wider 3 3
audience.

Developing a content calendar to ensure consistent

3.4 posting and a healthy mix of content formats. 4 3,4

Measuring Success & Beyond

Key social media metrics: reach, engagement,
4 4.1 impressions, clicks. Learning how to analyze data 4 4
and track your progress.
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BA (HONS) VISUAL COMMUNICATION
 Using analytics to refine your social media strategy
4.2 and ensure it's aligned with your goals. 4 4,5

Learning best practices for handling negative

4.3 feedback and online crises. 4 5

Exploring emerging trends and platforms in the

4.4 social media landscape. Staying ahead of the curve 6 5
and adapting to evolving functionalities.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

Lecture Sessions: By integrating social media communication into
the curriculum, lectures become dynamic and comprehensive,
utilizing diverse multimedia tools to support educational objectives
effectively.
Interactive Conversations: Engage in lively discussions on social
media communication's role in education, exploring its influence on
Teaching and fostering interactive learning environments and enhancing student
Learning
engagement and understanding.
Case Studies: Analyse how social media communication is
Approach
integrated into educational practices, showcasing its positive impact
on student engagement and knowledge retention through real-life
examples.
Workshops: Explore the strategic use of social media in education,
examining its potential to create interactive classrooms and improve
learning outcomes through practical applications and effective
strategies

Assessment MODE OF ASSESSMENT

Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

106
BA (HONS) VISUAL COMMUNICATION
References

1. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of
Social Media. Business Horizons.
2. Phillips, T. (2015). Social Media Marketing. Cengage Learning.
3. Qualman, E. (2019). Socialnomics: How Social Media Transforms the Way We Live and Do Business.
Wiley.
4. Scott, D. M. (2019). The New Rules of Marketing & PR: How to Use Social Media, Online Video,
Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Wiley.
5. Solis, B. (2019). The End of Business As Usual: Rewire the Way You Work to Succeed in the
Consumer Revolution. Wiley.

107
BA (HONS) VISUAL COMMUNICATION
 ADVERTISEMENT AND FASHION PHOTOGRAPHY

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ADVERTISEMENT AND FASHION PHOTOGRAPHY

Type of
DSE
Course

Course Code MG5DSEVCN300

Course Level 300-399

Embark on a comprehensive journey through Advertising Photography, where

you'll immerse yourself in essential principles, diverse styles, and
indispensable techniques for crafting compelling visuals. From refining
Course camera settings and illuminating setups to guiding models and refining post-
Summary production processes, acquire the expertise required to thrive in the vibrant
realm of advertising photography. Navigate ethical dilemmas and stay attuned
to emerging trends, readying yourself for the ever-evolving landscape of
commercial visual narrative.

Semester V Credits 4 Total

Hours
Course Details
Practical/
Lecture Tutorial Others
Practicum
Learning
Approach

3 1 75

Pre-requisites,
if any

108
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

To understand history of advertising, media

1 U 1,3,4,6,8,10
backgrounds.

To acquire knowledge on advertising consumer,

2 U, A 2,3,4,5,10
business, approaches.

To acquire knowledge on client, agency, art director,

3 photographer, designer, copy writer, marketing services, A 3,4,9
R&D.

4 To Understand advertising agencies and its structures. U, A 3,4,9

To learn about audience targeting, media advertising,

5 photographer roles, techniques, planning, and equipment A, An 2,4,9
usage.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S), Interest
(I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Foundations of Advertising Photography

Understanding the role of photography in

advertising. Exploring the impact of
1.1 photography on consumer behaviour and 3 1
brand perception. Introduction to the history
and evolution of advertising photography.
1
Exploring different advertising photography
styles (lifestyle, product, conceptual),
1.2 Understanding composition and visual 3 1
storytelling techniques, Mastering camera
settings, Exploring lighting techniques.

109
BA (HONS) VISUAL COMMUNICATION
 Developing storyboards and shot lists based
1.3 on the creative brief, Location scouting and 4 1
securing permits.

Props selection and styling considerations,

1.4 Casting models and managing talent 4 1
releases.
Product Photography
Understanding the importance of showcasing
products effectively through photography,
2.1 4 2
Techniques for capturing still-life images,
emphasizing product features and details.
2
Exploring lighting setups, backgrounds, and
2.2 4 2
props for product photography.

Creating visual narratives through product

2.3 4 2,3
styling and concept development.

Incorporating branding elements and

2.4 4 2,3
messaging into product photography.

Capturing the Image4

Advanced Lighting Techniques: Working
with strobes and continuous lighting setups,
Light shaping tools: softboxes, beauty
3.1 dishes, grids. Advanced lighting setups for 7 3
specific effects (e.g., high-key, low-
key).Working with coloured gels(glass
papers) and creating mood lighting.

Photographing for print advertising

(resolution, colour profiles), Optimizing
3.2 4 3
3 images for digital platforms (web, social
media).

Understanding file formats and export

3.3 settings, Capturing video elements for 4 3,4
multimedia advertising campaigns.

Directing Models and Talent: Body language

and posing techniques, Capturing genuine
3.4 7 4
emotions and expressions, working with
children and animals on set.

110
BA (HONS) VISUAL COMMUNICATION
 Post-Production Workflow

Organizing photos using digital asset

4.1 management software, Utilizing metadata 3 4
for efficient searching and retrieval.

Understanding RAW file formats and their

4 benefits, Introduction to image editing
software (e.g., Adobe Photoshop,
4.2 Lightroom), Non-destructive editing 5 4,5
techniques for color correction, exposure
adjustment, Advanced retouching techniques
for product and beauty photography.

Resizing and cropping images for different

applications, Sharpening and noise reduction
4.3 techniques, Watermarking images and 3 5
copyright protection, preparing digital and
physical portfolios for client presentations.

Emerging trends in advertising photography

(e.g., 360-degree product views, AR/VR
4.4 8 5
integration), the impact of technology on
advertising photography and workflows.

Ethical considerations in advertising

4.5 photography (e.g., body image, diversity and 4 5
representation).

5 TEACHER SPECIFIC MODULE

111
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Interactive Workshops: Foster active engagement by encouraging

students to explore foundational concepts and real-world scenarios,
cultivating a dynamic learning atmosphere that emphasizes hands-on
practice and critical thinking skills.
• Case Studies: Stimulate discussion and analysis by presenting real-world
examples that illustrate fundamental principles in advertisement
photography, focusing on practical application and critical evaluation of
visual communication strategies. This approach blends theoretical
Teaching and knowledge with practical insights, fostering active participation and
Learning equipping participants with essential skills for success in the dynamic
Approach field of advertisement photography.
• Visual Presentations: Through engaging visual aids, participants gain a
deeper understanding of key concepts in advertisement photography,
enhancing their ability to create impactful visual narratives.
• Workshops: Combine theoretical insights with real-world case studies,
promoting active participation and skill development essential for
success in the dynamic field of advertisement photography. This
interactive approach empowers participants to apply theoretical
knowledge to practical challenges, fostering creativity and innovation in
their photographic practice.

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Barter, C. (2018). Advertising Photography. Thames & Hudson.

2. Keeble, J., & Kennedy, M. (2017). The Handbook of Advertising Photography. Routledge.
3. May, D. (2019). Advertising Photography: A Modern Guide to Marketing Photography in the
Digital Age. Peachpit Press.
4. Naylor, M. (2018). The Fundamentals of Advertising Photography: A Quick-Reference Guide to
Techniques, Tools, and Tips. Rocky Nook.
5. Stone, A. (2017). The Complete Guide to Advertising Photography: From Still Life to Lifestyle.
Thames & Hudson.

112
BA (HONS) VISUAL COMMUNICATION
 PRESENTATION TECHNIQUES FOR MEDIA

Mahatma Gandhi University

Kottayam

Programme BA (HONORS) VISUAL COMMUNICATION

Course Name PRESENTATION TECHNIQUES FOR MEDIA

Type of
DSE
Course

Course Code MG5DSEVCN301

Course Level 300-399

The Media Presentation course is designed to equip students with the

knowledge, skills, and practical experience necessary to excel in various
broadcasting formats, including radio, television, and news casting.
Throughout the course, students delve into the intricacies of media
Course presentation, exploring the principles of effective communication, content
Summary creation, delivery techniques, audience engagement, and ethical
considerations. Through a combination of theoretical study, hands-on
exercises, and real-world applications, students develop the confidence and
competence to craft compelling media presentations that inform, entertain,
and engage diverse audiences.

Semester V Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

113
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall the characteristics and formats of radio, television,

and news casting and also understand the differences in
1 K, U 1,2,4,10
audience engagement strategies between radio, television,
and news casting.

Apply storytelling techniques to develop engaging

2 A 4,5,8
narratives for radio, television, and news casting.

Evaluate the strengths and weaknesses of different

3 delivery techniques in enhancing message delivery and E 1,2,4,5,10
audience engagement.

Analyse the impact of audience engagement strategies on 1, 2, 4, 5,

4 viewer/listener satisfaction and retention. An
7, 10

Understand the importance of upholding professionalism,

5 U, S 6, 7, 8
accuracy, and fairness in media presentations.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Understanding the Fundamentals

Introduction to media presentation formats

1.1 4 1, 2, 3
(radio, television, news casting)

Basic principles of communication in

1 1.2 4 1, 2,3
broadcasting.

1.3 Television Broadcasting-News Casting. 4 2, 3, 4

114
BA (HONS) VISUAL COMMUNICATION
 Crafting Content for Broadcasting

Audience preferences and demographics for

2.1 4 1, 4
different mediums.

Examples of successful radio, television, and

2.2 4 1,3,5
news presentations.

Tailor Content to the Medium-audiovisual

elements, pacing, and interactivity when
2.3 4 1,2,5
2 crafting content for specific broadcasting
platforms.

Maintain Relevance and Timeliness-Maintain

2.4 4 1,3,4,5
Ethical and Professional Standards.

Ethical principles of fairness, accuracy,

2.5 transparency, and respect -sensationalism, 5 1,4
misinformation, or offensive language

Mastering Delivery Techniques

voice modulation and articulation for radio

3.1 broadcasting- body language and facial 4 1,4, 5
expressions for effective television presenting

Styles of professional news anchors and

3.2 5 4,5
presenters.
3

Engaging Audiences Across Platforms-

3.3 5 3, 5
narratives for radio storytelling

Television program formats and structures-

3.4 10 3,4,5
presentation styles on audience engagement.

Professionalism and Ethical Considerations

Ethical issues in media presentation, such as

4.1 bias and accuracy-professionalism under 4 1,2,3
pressure
4
Legal and regulatory frameworks governing
4.2 4 1,2,5
broadcasting

115
BA (HONS) VISUAL COMMUNICATION
 Licensing and Regulation- Content
4.3 5 1,2,4,5
Regulation-Advertising Standards

Ownership and Competition-Privacy and

4.4 5 1,2,4,5
Data Protection-Public Service Obligations

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Classroom Lectures: Provide foundational knowledge through engaging

presentations and real-world examples, fostering a theoretical
understanding and practical application of key advertising concepts for a
comprehensive learning experience. The approach combines didactic
instruction with interactive discussions, promoting active participation and
critical thinking among.
● Interactive Discussions: Encouraging students to actively engage with
fundamental concepts and real-world examples, fostering a dynamic
learning environment that emphasizes practical application and critical
thinking skills. This approach ensures a comprehensive understanding of
Teaching and advertising principles and effective communication strategies.
Learning ● Case Studies: Engagement and discussions to provide a foundational
Approach understanding of advertising principles, emphasizing practical application
and critical analysis of communication strategies. The learning approach
combines theoretical knowledge with real-world examples, encouraging
active participation to equip attendees with essential skills for the dynamic
field of advertising.
● Power Point presentations: Utilizes visually engaging slides and real-world
examples, facilitating a dynamic learning experience that combines
theoretical knowledge with practical application, ensuring participants
grasp fundamental concepts in advertising through interactive visual aids.
● Seminars. The approach combines theoretical knowledge with real-world
case studies, encouraging active participation to equip attendees with
essential skills for the dynamic field of advertising.

MODE OF ASSESSMENT

Assessment A. Continuous Comprehensive Assessment (CCA)

• Assignments, Seminars, Class works…etc – 10 Marks
Types
• Mini Project Presentation – 20 Marks.

116
BA (HONS) VISUAL COMMUNICATION
 *Please refer B. Semester End examination
appendix for • Project evaluation – 50 Marks
more details • Viva-Voce – 20 Marks

References
1. Bird, N. (2019). The Complete Guide to Professional Media Presentations. McGraw-Hill Education.
2. Martinez, M. (2018). Mastering Media Presentation: Strategies for Success. Pearson.
3. Patel, R. (2021). Media Presentation Mastery: The Art and Science of Engaging Your Audience. Wiley.
4. Rogers, S. (2017). Dynamic Media Presentations: Crafting Compelling Stories for Radio, Television,
and Online Platforms. Oxford University Press.
5. Smith, J. (2016). Media Presentations: A Practical Approach. Cambridge University Press.

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BA (HONS) VISUAL COMMUNICATION
ADVERTISEMENT COMPANY RESEARCH

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ADVERTISEMENT COMPANY RESEARCH

Type of
DSE
Course

Course Code MG5DSEVCN302

Course Level 300-399

This course extensively covers advertising agency dynamics, from

categorizing agency types to conducting thorough research for optimal
selection. Participants explore agency structures, core services, and strategic
Course
alignment with brand needs. They learn to identify objectives, leverage
Summary
industry resources, and analyse portfolios, alongside future trends and
teaming decisions.

Semester V Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

118
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall key concepts and terminology used in

1 advertising research theory. R 1, 2, 4, 10

Explain the principles underlying various research

methodologies in advertising and also utilize
2 advertising research findings to inform marketing U,A 1,2,6,10
strategies.
Evaluate the ethical considerations in conducting
advertising research, Develop innovative approaches to
3 E,C 1,2,6,9
gather consumer insights in advertising.

Cultivate a curiosity for exploring emerging trends and

4 technologies in advertising research. I 10

Recognize the importance of evidence-based strategies

5 in achieving advertising objectives. AP 1, 2, 8

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

The Advertising Landscape
Exploring different types of advertising agencies: full-
1.1 service, creative boutiques, media buying agencies, 5 1, 2, 3
digital marketing specialists.

Understanding the internal structure of advertising

1.2 agencies: creative departments, account management, 5 1, 2,3
media planning and buying, research departments.
1 Understanding the core services offered by advertising
agencies: market research, creative development,
1.3 media planning and buying, social media 5 2, 3, 4
management.

Matching advertising agency types with specific brand

1.4 needs – considering budget, industry focus, and 5 2,3,4
desired creative approach.
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BA (HONS) VISUAL COMMUNICATION
 Researching for Results

Identifying your brand's specific advertising goals and

2.1 4 1, 4
target audience to tailor your agency search.

Identifying and utilizing key industry resources for

2.2 agency research: Ad Age, Clio Awards, Effie Awards, 5 1,3,5
2
agency websites and case studies.

Analysing client testimonials, online reviews, and case

2.3 studies to understand an agency's strengths and 6 1,2,5
weaknesses.

In-Depth Analysis
Understanding financial reports to assess the stability
and growth potential of an agency. (This may require
3.1 5 1,4, 5
publicly traded companies or access to specialized
databases)
Analysing an agency's creative portfolio to evaluate
3.2 their style, originality, and ability to resonate with your 6 4,5
brand.
3
Evaluating an agency's media planning and buying
3.3 expertise: digital marketing capabilities, media 6 3, 5
channels utilized, and data-driven approach.

Assessing the agency's account management skills:

3.4 communication style, client service focus, and 7 3,4,5
industry knowledge.

The Future of Advertising

Exploring emerging trends in the advertising industry:
4.1 artificial intelligence, influencer marketing, and social 6 1,2,3
commerce.
Understanding how agencies adapt their services to
4 4.2 meet the demands of the ever-evolving advertising 5 1,2,5
landscape.

Evaluating the pros and cons of building an in-house

4.3 marketing team versus partnering with an external 5 1,2,4,5
advertising agency.

5 TEACHER SPECIFIC MODULE

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BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures: employ an interactive Teaching and Learning

Approach, fostering dynamic lecture and case study analyses to deepen
students' understanding of real-world challenges, ethical considerations,
and innovative strategies shaping the ever-evolving landscape of
advertising.

● Interactive Discussions: Serve as a platform for students to critically

analyse industry challenges, share diverse perspectives, and
collaboratively explore innovative solutions, fostering a dynamic
Teaching and learning environment that mirrors the complexities of the advertising
Learning field.
Approach ● Case Studies: Empowering students to navigate real-world challenges,
devise strategic solutions, and cultivate a holistic understanding of the
dynamic advertising landscape.
● Power Point presentations: Serve as a visual and informative tool,
facilitating student engagement and providing a structured platform to
explore and understand the complexities, trends, and solutions within the
dynamic advertising industry.
● Seminars: To delve deep into contemporary issues in advertising,
encouraging active participation, critical thinking, and collaborative
exploration of emerging trends and challenges in the ever-evolving
advertising landscape.

MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types • Assignments, Seminars, Class works…etc – 10 Marks
• Mini Project Presentation – 20 Marks.
*Please refer
appendix for
more details
B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2019). Marketing: Real People, Real Choices.
Pearson.
2. Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing
Communications Perspective. McGraw-Hill Education.
3. Wells, W., Moriarty, S., & Burnett, J. (2016). Advertising: Principles and Practice. Pearson.
4. Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson.
5. Tellis, G. J. (2004). Effective Advertising: Understanding When, How, and Why Advertising Works.
Sage Publications.

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BA (HONS) VISUAL COMMUNICATION
 VISUAL NEWS GATHERING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name VISUAL NEWS GATHERING

Type of
DSE
Course

Course Code MG5DSEVCN303

Course Level 300-399

This course aims to empower learners with the knowledge and practical
expertise essential for piloting the dynamic landscape of visual news
reporting in the contemporary media environment. This course on visual
news story gathering immerses participants in the art and practice of
collecting and presenting news stories through compelling visuals. Learners
will gaining insights into how to effectively capture visual elements that
Course
elevate and enrich the overall storytelling experience. The course
Summary
emphasizes hands-on experience, encouraging participants to engage in on-
the-ground reporting. This practical approach ensures that learners are
equipped with the skills needed to capture real-time visuals of specific event
and emotions. By the end of the course, participants will not only have
honed their technical skills but will also possess the ability to thoughtfully
select and present visuals that enhance the narrative impact of news stories.

Semester V Credits 4 Total

Hours
Learning Lecture Tutorial Practical/ Others
Approach Practicum

Course Details
3 1 75

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
 COURSE OUTCOMES (CO)

CO No. Expected Course Outcome Learning PO No

Domains *

Students should be able to demonstrate a comprehensive

understanding of the media landscape, including the current
1 K, U 1,2,3
trends and emerging technologies in News and other TV
programme production and news presentation.

Develop the skills in researching, identifying, evaluate and

2 conceptualise news stories. Also gain ability to create and U, A, An 2,3,4
present visual new story.

Proficiency in scriptwriting for TV, including the ability to

3 write clear, concise, and engaging scripts for news reports, A, C, S 4,5,6
interviews and other program formats.

Acquire hands-on experience with the technical aspects of

4 I, S, A 2,3,4,5
TV production, including audio and video editing.

Ability to work effectively in a team, develop strong

5 communication skills, both written and verbal, necessary for K, U, A,C 4,5,8,9
the fast-paced environment of TV production.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Writing for Television

Writing for Television: Scripting for TV programmes.

1.1 10 1, 2, 3, 5
Preparation of Floor Chart.
1
Understand the basic steps of TV production-
Research, ideation and conceptualisation, 4 Act stature
1.2 10 1, 2, 3
of TV programme and Elements of TV programme.
Selection of costume, location etc.

Programme Patterns
Understand Different programme patterns in TV -
news bulletin, Television documentaries, Interviews,
2
2.1 Talk Shows, Panel discussion Music Programmes, 10 1, 2
Live Programmes and shows, Sport, Business, Science
and travel programmes.

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BA (HONS) VISUAL COMMUNICATION
 Understand TV studio set up, – PCR, Equipment and
2.2 Connections, Audio Mixer, Vision Mixer, Tele 10 1, 2
prompter -White Balance, Cues and Commands etc.

News Presentation
Practical Training: News reading, Anchoring and
3.1 Announcing, Gestures, Facial expression, lip 7 1, 2
movement, eye movement
Practical Training: Handling ENG equipment -
3 Camera, Recording, light and editing. Adding audio,
3.2 7 1, 2, 4
basic graphics and information graphics, scrolls and
other on screen objects.

Practical Training: Fundamental of Video Editing for

3.3 news and other TV programmes, Ethics in news 7 1, 2, 4
casting.

News Based Programmes

Producing for TV- Know the three stages of
4.1 production. News Reporting, Production of news 7 1, 2, 4, 5
stories and bulletin, TV Interviews.

4 Production Training: Talk Shows, Panel discussion

Music Programmes, Live Programmes, Sports-
4.2 Business, Science, travel programmes, TV programme 7 1, 2, 5
promo production and other various Creative
Programme formats Producing.

5 TEACHER SPECIFIC MODULE

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BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lecture - it is best mode to provide any basic information to

the learners. Using a classroom lecture as a method for TV programs and
news learners get the information in a structured and educational manner.
Basic of collecting, writing and stages of production of different TV
programmes can convey easily though lecture method

● Demonstration: it is one of the most effective methods for learners to

understand production process of news and other programmes for TV. By
Teaching and
following steps demonstration teacher can create an engaging and
Learning
informative session. This format allows for a dynamic and interactive
Approach
way to present information while maintaining the educational aspect of
the content.

● Practical: Writing and content creation methods hands on training prepare

students to be creative and proficiency in the art of visual storytelling.
Practical classes on TV news and other production provide learners in
hands-on experiences, on gathering, scriptwriting, and video production.
These mode provides an experiential learning environment, and made
learners to equip for industry.

MODE OF ASSESSMENT

Assessment A. Continuous Comprehensive Assessment (CCA)

Types
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

References

1. Agrawal, V. B., & Gupta, V. S. (2001). Handbook of journalism and mass communication. Concept
Publishing Company
2. Fenton, Natalie (2009), New Media, Old News: Journalism and Democracy in the Digital Age, Sage
Publications.
3. Owens, J. (2019, August 28). Television Production. Routledge
4. Patricia Holland. (n.d.). The Television Handbook: Second Edition (Media Practice) Paperback –
Import, 11 May 2000.
5. Utterback, A. H. (2023, June 23). Studio Television Production and Directing. Taylor & Francis.

MARKET ANALYSIS AND AUDIENCE RESEARCH

125
BA (HONS) VISUAL COMMUNICATION
 Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MARKET ANALYSIS AND AUDIENCE RESEARCH

Type of
DSE
Course

Course Code MG5DSEVCN304

Course Level 300-399

The Market Analysis Theory subject offers students a comprehensive

understanding of market dynamics and analytical frameworks. Through
theoretical exploration and practical applications, students delve into market
segmentation, consumer behaviour, and competitive analysis. They examine
various theories and models, including SWOT analysis, Porter's Five
Forces, and market positioning strategies, to analyse market trends and
Course identify growth opportunities. Practical exercises and case studies enable
Summary students to apply theoretical concepts to real-world scenarios, honing their
analytical skills and strategic thinking abilities. By the end of the course,
students develop proficiency in market research methodologies, data
interpretation, and strategic decision-making, equipping them with the tools
to assess market conditions, formulate effective marketing strategies, and
drive business success in dynamic and competitive environments.

Semester V Credits 4 Total

Hours

Learning Lecture Tutorial Practical/ Others

Approach Practicum
Course Details
3 1 60

Pre-requisites,
if any

126
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Recall key concepts and frameworks of market analysis,
1 including SWOT analysis, Porter's Five Forces, and market K 1,2,3
segmentation strategies.
Demonstrate understanding of how market analysis tools and
2 techniques are applied to assess market opportunities, threats, U 3,4,5
and competitive landscapes.

Apply market analysis frameworks to analyse real-world

3 case studies and hypothetical scenarios, identifying strategic A 2,8,9
opportunities and making informed decisions.

Analyse market data, trends, and competitive dynamics to

4 assess market attractiveness, identify key drivers of industry AN 4,5,7,8
profitability, and evaluate strategic options.
Evaluate the effectiveness of marketing strategies and tactics
based on market analysis insights, considering factors such
5 E 5,7,8,9,10
as market share, customer satisfaction, and return on
investment.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Market Analysis

Market Fundamentals: basic concepts of

1.1 markets, including supply and demand, market 4 1, 2, 3
structures, and economic indicators.

Market Research Methods: methods of market

1 1.2 research, such as surveys, focus groups, and 3 1, 2,3
secondary data analysis.

Primary Research Methods-Secondary Research

1.3 Methods-Qualitative vs. Quantitative Research 3 2, 3, 4
etc.

127
BA (HONS) VISUAL COMMUNICATION
 Market Segmentation and Consumer Behaviour

Segmentation Strategies: Explore different

2.1 market segmentation techniques and their 3 1, 4
implications for marketing strategies.
Demographic Segmentation-Psycho graphic
2.2 3 1,3,5
Segmentation

Behavioural Segmentation-Geographic
2 2.3 3 1,2,5
Segmentation

Usage-Based Segmentation-Usage Rate-Loyalty

2.4 3 1,3,4,5
Status etc.

Consumer Decision-Making: theories of

2.5 consumer behaviour, including motivation, 5 1,4
perception, and decision-making processes.

Competitive Analysis and Positioning

3.1 Competitive Landscape: Porter's Five Forces. 3 1,4, 5

Threat of New Entrants-Bargaining Power of

3.2 4 4,5
Buyers-Bargaining Power of Suppliers etc.

3 SWOT analysis to identify strengths,

3.3 weaknesses, opportunities, and threats. 5 3, 5

Market Positioning: differentiate products or

3.4 services in the marketplace and create a 5 3,4,5
competitive advantage.

Strategic Marketing Planning

Marketing Strategy Development: Develop

4.1 strategic marketing plans based on market 4 1,2,3
analysis insights.

setting objectives, identifying target markets,

4.2 4 1,2,5
4 and allocating resources.

Implementation and Evaluation: Implement

marketing strategies and evaluate their
4.3 effectiveness through metrics such as market 4 1,2,4,5
share, sales growth, and customer satisfaction.

128
BA (HONS) VISUAL COMMUNICATION
 Setting Clear Objectives-Target Market
Identification-Positioning and Differentiation-
4.4 4 1,2,4,5
Pricing Strategy-Distribution Channels-
Promotion and Communication etc.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Classroom Lectures: lecture on market analysis, foster engagement

through interactive discussions and real-world examples, encouraging
active participation and critical thinking among students.

● Interactive Discussions: Utilize interactive discussions and case studies

to engage students in understanding market analysis concepts, fostering
critical thinking and practical application within a dynamic learning
Teaching and
environment.
Learning
Approach ● Case Studies: Engage students with a real-world case study, prompting
critical analysis and discussion to deepen understanding of market
analysis concepts and foster practical application within a collaborative
learning environment.

● Seminars. Host interactive seminars on market analysis, combining

expert insights with hands-on activities to empower students in applying
analytical frameworks and fostering collaborative learning

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

Assessment
• Assignments, Seminars, Class works…etc – 10 Marks
Types

Mini Project Presentation – 20 marks.

*Please refer
appendix for
more details B. Semester End examination

• Project evaluation – 50 Marks

Viva-Voce – 20 Marks

129
BA (HONS) VISUAL COMMUNICATION
References

1. Hair, J. F., Wolfinbarger, M., Money, A. H., & Samouel, P. (2019). Essentials of Business Research
Methods (4th ed.). Routledge.
2. Malhotra, N. K. (2019). Marketing Research: An Applied Orientation (7th ed.). Pearson Education.
3. Burns, A. C., & Bush, R. F. (2019). Marketing Research: Online Research Applications (7th ed.).
Pearson.
4. Kumar, V., & Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and
Tools (3rd ed.). Springer.
5. McDonald, M., & Wilson, H. (2016). Marketing Plans: How to Prepare Them, How to Use Them (8th
ed.). Wiley.

130
BA (HONS) VISUAL COMMUNICATION
 CYBER JOURNALISM

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name CYBER JOURNALISM

Type of
DSE
Course

Course Code MG5DSEVCN305

Course Level 300-399

This course offers a comprehensive exploration of digital journalism,

covering the evolution of online news, content creation for diverse
Course platforms, advanced research and fact-checking techniques, ethical and
Summary legal considerations, and emerging trends. Students will develop skills in
crafting compelling content, verifying information, and navigating ethical
dilemmas in the digital landscape.

Semester V Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 60

Pre-requisites,
if any

131
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Understand the core principles of online journalism 2, 3, 4, 6, 7,
1 K
and its differences from traditional media. 8, 9, 10

Master the fundamentals of online news gathering and

2 U 1, 2, 4, 8, 10
verification in the age of information overload.

Master the art of online research and verification

3 A 1, 2, 4, 10
techniques for the digital world.

Develop skills for crafting compelling multimedia 1, 2, 3,4, 6,

4 C
content for online audiences. 7,9,10

Understand the ethical and legal considerations of

5 online journalism, including data privacy and E 1,6,7,8
intellectual property.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

The Digital News Landscape

Tracing the evolution of online news and its impact on
traditional media consumption. Contrasting traditional
1.1 journalism with the unique characteristics of online 4 1
news: immediacy, interactivity, multimedia
storytelling.
Understanding the structure and workflows of modern
1.2 3 1
online newsrooms.
1
Learning how to create content for various online
1.3 platforms (websites, social media, mobile apps) while 3 1
maintaining a consistent brand voice.

Exploring the use of data and analytics in online

1.4 storytelling and investigative journalism. 3 1

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BA (HONS) VISUAL COMMUNICATION
 Crafting Compelling Online Content

Mastering the art of crafting compelling headlines that

2.1 3 1,2
grab attention and entice readers to click.

Mastering advanced online research techniques for

journalists, including utilizing online databases, social
2.2 3 1,2
media listening, and open-source intelligence
(OSINT) tools.
2
Developing strategies for verifying the authenticity of
2.3 information online, identifying misinformation and 3 2
disinformation tactics.

Understanding cyber security threats and best

2.4 practices for protecting yourself and your online 3 2
sources.

Fact Checking

Types of Misinformation and Disinformation, Deep

3.1 4 2,3
Fake
Significance of Fact Verification, Image Verification,
Video Verification, Data Verification, Source
3.2 5 3
Verification, Geo-location, Spotting bots, cyborgs and
inauthentic activity
3
Fact checking sites and organization - Global and
3.3 4 3
National Level

Digital Investigation: Toolkit and Skillset, Open

Source Intelligence and News Stories Case Analysis :
3.4 4 3, 4
Bellingcat, First Draft, BBC's African Eye, Asian Eye
etc

Ethics and Law in the Digital World

Exploring the ethical considerations specific to online

4.1 journalism, such as source confidentiality, privacy 3 4,5
issues, and online harassment.
4
Understanding copyright laws and the concept of fair
4.2 use when utilizing online content in your journalism 4 4,5
work.

133
BA (HONS) VISUAL COMMUNICATION
 Examining relevant laws and regulations governing
4.3 online privacy, data protection, and freedom of 4 5
information.

Discussing emerging trends and technologies that will

4.4 shape the future of online news reporting and 4 5
storytelling

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Classroom Lectures: Offering structured lectures is an effective way to

deliver foundational knowledge in cyber journalism. Learners can grasp the
basics of news collection, writing, and production stages through these
educational sessions, ensuring a structured and informative learning
experience.
● Virtual Demonstrations: Conducting virtual demonstrations is a powerful
Teaching and method for illustrating the production process of cyber journalism. Through
Learning step-by-step demonstrations, instructors can engage learners and provide
Approach valuable insights into news and program production for online platforms.
This interactive approach facilitates understanding and fosters engagement
in the learning process.
● Hands-On Practice: Practical training in writing and content creation for
online platforms equips students with the skills needed for cyber journalism.
Hands-on classes in cyber news production immerse learners in real-world
experiences, covering aspects such as content gathering, scripting, and video
production. This experiential learning approach prepares students for the
dynamic landscape of online journalism

MODE OF ASSESSMENT
Assessment A. Continuous Comprehensive Assessment (CCA)
Types
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

134
BA (HONS) VISUAL COMMUNICATION
References

1. Domingo, D., & Paterson, C. (Eds.). (2019). Making Online News: The Ethnography of New
Media Production. Peter Lang Publishing.
2. Dutton, W. H., & Dopatka, A. (Eds.). (2018). The Oxford Handbook of Social Media and Politics.
Oxford University Press.
3. Quinn, M. J. (2016). Ethics for the Information Age. Pearson.
4. Tandoc, E. C., Jr., & Thomas, R. J. (Eds.). (2015). Handbook of Cyber-Conflict and Cyber-
Warfare. Edward Elgar Publishing.
5. Wardle, C., & Derakhshan, H. (2017). Ethics in the News: A Case Study Approach. Routledge.

135
BA (HONS) VISUAL COMMUNICATION
DISASTER COMMUNICATION

Mahatma Gandhi University

Kottayam

Programme
BA (HONS) VISUAL COMMUNICATION

Course Name DISASTER COMMUNICATION

Type of
SEC
Course

Course Code MG5SECVCN300

Course Level 300-399

The Disaster Communication course aims to prepare students to navigate

the complexities of reporting on disasters responsibly, ethically, and
effectively, fostering their ability to contribute meaningful and accurate
information to the public during times of crisis. It equip the students with
Course
the skills and knowledge necessary for effective journalism in the context of
Summary
disasters and emergencies. This comprehensive syllabus, tailored for
academic study, integrates theoretical understanding with practical
techniques, preparing students for roles in reporting on crises and disasters

Semester V Credits 3
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 45

Pre-requisites,
if any

136
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Identify the different natural and man disaster and

1 K,U,A 2, 6, 7, 9
discuss the various disaster action plan.
Learners can develop the communication strategies 4, 5, 6,
2 during the different phases of disaster. U, A, C, S
7, 9
Understand the role of media in Disaster
Communication. And analyze the role of traditional 1, 2, 3,
3 K, U, A, E
and digital media in shaping public perception during 4, 6, 7, 9
disasters.
Learners can able to develop strategies for
4 communicating with diverse populations and A, An, C, E 3, 4, 7, 9
community engagement methods.
Apply knowledge and skills acquired throughout the
1, 2, 4,
course to develop a comprehensive disaster
5 A, I, S, Ap 5, 6,
communication plan for a specific community or
7,8,10
organization.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Disaster

Introduction to Disaster- Defining Disaster, Types of

Disaster Natural Disaster, Man-made Disaster,
1.1 5 1, 2
Structural failures(Building and Bridge), War &
1 Terrorism etc.

Role of communication in disaster management,

Disaster communication plan in different stages of
1.2 5 1, 2
Disaster, Transparency in announcement.

137
BA (HONS) VISUAL COMMUNICATION
 Disaster Communication Models

Disaster Response Plan - Communication,

2.1 Participation, and Activation of Emergency 5 1, 4
2 Preparedness Plan

Disaster Communication Models -Hear-confirm-

2.2 understand-decide-respond model and Protection 6 1, 4
action decision model

Disaster Communication - Media Plan

Media plan and strategy-Understanding the media and

interacting with media during disasters, Crisis
3.1 coordination and crisis collaboration with Community 6 3, 4, 5
partnership.

3
Disaster Communication and New Media: Use of
Online Media, Social media as part of the
comprehensive disaster communications, role of
3.2 6 3, 4, 5
Online Journalists, Challenges and opportunities of
using mobile devices in disasters.

Disaster Management

Disaster Management- Define Disaster Management,

4.1 National Policy and Guideline on Disaster 6 4, 5
4 Management.

Role of local, state and national Government,

4.2 6 4, 5
Participation of NGO’s and other agencies.

5 TEACHER SPECIFIC MODULE

138
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lecture - it is best mode to provide any basic information to

the learners. Using a classroom lecture as a method learners get the
detailed information, type and structured of for disaster communication.

● Seminars: Seminars promote active participation and interaction among

Teaching and students. Through discussions, Q&A sessions, and group activities,
Learning students can share insights, ask questions, and engage in critical
Approach dialogue about disaster communication strategies.

● Case Study It is an opportunity to present and discuss real-world case

studies of disaster communication. Analysing past events and responses
enables students to understand the complexities and challenges faced by
communication professionals during crises.

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)

• Assignments, Seminars, Class works…etc – 10 Marks

*Please refer
appendix for • Mini Project Presentation – 20 marks.
more details

B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

References

1. Bankoff, G., Frerks, G., & Hilhorst, D. (Eds.). (2004). Mapping Vulnerability: Disasters,
Development, and People. Earthscan.
2. National Research Council, Division on Earth and Life Studies, & Committee on Disaster
Research in the Social Sciences. (2006). Facing Hazards and Disasters. National Academies
Press.
3. Pandharinath, N., & Rajan, C. K. (2009). Earth and Atmospheric Disasters Management: Natural
and Man-Made.
4. Quarantelli, E. L. (Ed.). (1998). What is a Disaster? Perspectives on the Question. Routledge.
5. Wisner, B., Blaikie, P., Cannon, T., & Davis, I. (2004). At Risk: Natural Hazards, People's
Vulnerability and Disasters (2nd ed.). Routledge

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 SEMESTER - VI

140
BA (HONS) VISUAL COMMUNICATION
 PRINCIPLES OF PUBLIC RELATION

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name PRINCIPLES OF PUBLIC RELATION

Type of
DSC - A (MAJOR)
Course

Course Code MG6DSCVCN300

Course Level 300-399

Public Relations (PR) is a strategic communication discipline that aims to

build and maintain positive relationships between organizations and their
Course target audiences. The principles of public relations guide practitioners in
Summary developing effective communication strategies to enhance the reputation
and credibility of individuals, companies, or entities. Here are some key
principles of public relations:

Semester VI Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Learning Practicum
Course Details
Approach
4 60

Pre-requisites,
if any

141
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Understand PR concepts, history, and strategies to

1 manage reputation and build effective organizational U 1,2,3,4
relationships.
Master media relations, digital PR, internal
2 communication, and event management for A 2,4,5
organizational success.
Develop CSR programs and community relations
3 strategies to enhance organizational reputation and C 5,6,7,8
achieve goals.
Navigate ethical dilemmas in PR, adhering to
4 professional codes and ethical guidelines. E 6,7,8

Develop strategies for global PR, considering cultural

5 nuances and analyzing successful international C 4,8,9,10
campaigns.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Public Relations

Introduction to Public Relations

Overview of PR concepts, history, and evolution
1.1 Role of PR in organizational communication 4 1
Importance of reputation management and
relationship-building
1
PR Theories and Models
Understanding theoretical frameworks in PR
Models of communication and their application to
1.2 4 1
PR
Application of social science theories to public
relations practices

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BA (HONS) VISUAL COMMUNICATION
 Strategic Communication
Developing strategic communication plans
1.3 4 1
Identifying organizational objectives and aligning
PR strategies

Digital PR and Social Media

Media Relations
Building relationships with journalists and media
outlets
2.1 4 2
Writing effective press releases, pitches, and media
advisories
Managing media inquiries and interviews
Digital PR and Social Media
Leveraging digital platforms for PR campaigns
2.2 Social media strategies for engagement and 4 2
reputation management
Monitoring and managing online conversations
2
Internal Communication
Importance of internal communication in PR
2.3 Employee engagement strategies 4 2
Communicating organizational changes and updates
internally

Event Management and Sponsorships

Planning and executing PR events
2.4 Leveraging sponsorships for brand visibility 4 2
Evaluating the impact of events on organizational
goals

Community Relations

Community Relations and Corporate Social

Responsibility (CSR)
3.1 4 2,3
Evaluating the impact of CSR on organizational
reputation

Developing community relations strategies

3.2 4 3
3 Implementing CSR programs and initiatives

3.3 Planning and executing PR events 3 3

Evaluating the impact of events on organizational

3.4 3 3
goals

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BA (HONS) VISUAL COMMUNICATION
 Ethics in PR

Ethics in PR
4.1 4 4
Ethical considerations in public relations

4.2 Professional codes of conduct and guidelines 3 4

4 4.3 Handling ethical dilemmas in PR practices 3 4

International and Global PR

4.4 5 5
Understanding cultural nuances in international PR

Strategies for managing PR on a global scale

4.5 Case studies of successful international PR 3 5
campaigns

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Begin with engaging lectures to introduce fundamental PR concepts,

theories, and historical context.
• Case Studies: Use real-world case studies to illustrate how PR principles
are applied in different scenarios.
• Invite PR practitioners, communication experts, and industry
professionals as guest speakers to share real-world insights and
experiences.
Teaching and
• Conduct discussions on ethical dilemmas, controversial campaigns, and
Learning
emerging trends to stimulate critical thinking.
Approach
• Current Events: Analyze and discuss current PR events, crises, and
successes to apply theoretical concepts to real-world situations.
• Assign group projects where students develop PR campaigns,
incorporating strategic planning, messaging, and media relations.
• Crisis Simulation: Conduct a crisis simulation exercise to allow students
to apply crisis communication principles in a controlled environment

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 MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

• Assignments, Classroom works, examinations …etc - 20 marks.

Assessment • Seminars – 10 Marks
Types
B. Semester End examination
Theory Exam for 70 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
• Part B
Answer in one paragraph (6 out of 8) 6 x 5 = 30 Marks
• Part C
Essay (2 out of 4) 15 x 2 = 30 Marks

References

1. Cutlip, S. M., Center, A. H., & Broom, G. M. (2022). Effective public relations (12th ed.). Pearson.
2. Grunig, J. E. (2020). Excellence in public relations and communication management (5th ed.).
Routledge.
3. Heath, R. L. (Ed.). (2017). Handbook of public relations (3rd ed.). SAGE Publications.
4. Sriramesh, K., & Elliott, R. (2019). The Routledge handbook of strategic communication (2nd ed.).
Routledge.
5. Toth, E. L., & Heath, R. L. (2019). Models of public relations practice (9th ed.). Routledge.

145
BA (HONS) VISUAL COMMUNICATION
 LIVE PROGRAMME PRODUCTION

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name LIVE PROGRAMME PRODUCTION

Type of
DSC - A (MAJOR)
Course

Course Code MG6DSCVCN301

Course Level 300-399

Course The course enable the students into working in a fast-paced live environment
Summary from setting up the studio-floor to the polished post-production edit.

Semester VI Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

1 Understand and Analyse basics of TV Programs

- History, Types of shows U, An 1,2

2 Understand and Create Multiple camera Setup up

for a Program - Floor Plan, Lighting U, C 1,2,10

3 Understand, Analyse and Create Online &

Offline Edit - PCR, Switching etc U, An, C 1,2,10

4 Create a Short TV Programme - Floor plan to

final edit C 1,2,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

History of TV Programs
A Brief History of TV Programs -
1.1 Early, Golden Age, Indian history, 5 1
Live, Color, Cable TV etc

Types of TV Programs - News,

1 1.2 Game show, Talk Shows, Reality 5 1
shows etc

Introduction to Contemporary TV
1.3 Programs - National TV programs, 5 1
Regional programs

Shooting Floor
Introduction to Floor Plan - Camera
placement, Stage, Seating, Cue
2 2.1 cards etc 6 2

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BA (HONS) VISUAL COMMUNICATION
 Introduction to Studio Lighting for
2.2 6 2
TV Programs

Cables & Connectors for Audio &

2.3 Video - XLR, HD-SDI, DMX etc 6 2

Online Editing
Online Editing - PCR, Switcher &
3.1 Mixer 6 2

Transitions & Effects, Titles,

3 3.2 Supers, Captions, Using Archival 7 2,3
library

Offline Edit - Multicam Edit with

3.3 NLE software 10 2,3

TV Program production
Setup the Floor and create a TV
4.1 program. 5 4,3,2
4
Online & Offline Edit and final
4.2 output. 14 4,3,2

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Lecturing With Visual Aid Integration: Traditional Lecturing With

Visual Aids (Slides and Multimedia) For Enhanced Comprehension

● Project-Based Learning: Engage in practical exercises and program

demonstrations for direct application and skill development in a
controlled learning environment.
Teaching and
● Microlearning Approach:In-person workshops provide hands-on
Learning
practice with multicam editing software and collaborative activities
Approach
● Practicum in the Real World: Apply acquired knowledge and skills to
real-world scenarios, emphasising practical application and problem-
solving in authentic settings

● Editing workflow Demonstration: Illustrate step-by-step procedures,

software usage, and software interface setup to provide a hands-on
understanding of the editing process

148
BA (HONS) VISUAL COMMUNICATION
 MODE OF ASSESSMENT

Assessment A. Continuous Comprehensive Assessment (CCA)

Types • Assignments, Seminars, Class works…etc – 10 Marks
• Mini Project Presentation – 20 marks.
*Please refer
appendix for B. Semester End examination
more details • Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Litwin, M. J. (2019). Video production handbook (6th ed.). Focal Press.

2. Owens, D., Millerson, G., & Yorke, M. (2015). Television production handbook (12th ed.). Focal
Press.
3. Paskewitz, T. (2019). Live television production (5th ed.). Kendall Hunt Publishing.
4. Slocum, D. W. (2014). Television operations: A handbook of technical operations for TV
broadcast, on air, cable, mobile and Internet (2nd ed.). Routledge.
5. Talbot-Smith, M. (2017). Multi-camera production (3rd ed.). Routledge.

149
BA (HONS) VISUAL COMMUNICATION
 AD FILM PRODUCTION

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name AD FILM PRODUCTION

Type of
DSE
Course

Course Code MG6DSEVCN300

Course Level 300-399

This course offers a comprehensive overview of ad film production,

covering key concepts from storytelling and target audience analysis to pre-
Course
production, production, and post-production processes. Students will gain
Summary
practical skills in scriptwriting, directing, cinematography, editing, and legal
considerations, preparing them for roles in the dynamic advertising industry.

Semester VI Credits 4
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

150
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome Domains PO No
*

Demonstrate understanding of the power of advertising and

1 different mediums, recall the importance of storytelling in K 1,3,4
advertising, and identify various types of ad films.

Interpret the role of ad films in marketing, comprehend the

target audience analysis process, and explain the pre-
2 U 4,5,6
production, production, and post-production processes
involved in ad film production.
Apply market research and creative brief development
techniques to formulate ad concepts, demonstrate
3 proficiency in scriptwriting, and utilize production A 6,7,8
techniques such as casting, location scouting, and set
design.
Analyse brand identity and positioning strategies, evaluate
the effectiveness of different visual and sound techniques
4 An 5,6,7,8
used in ad films, and assess legal and ethical considerations
in ad film production.
Create ad concepts and storylines based on market research,
produce ad films incorporating various visual and sound
5 E, C 5,6,8,9,10
elements, and synthesize client feedback to refine and
deliver final ad film products
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Ad Film Production

The power of advertising, Different advertising
1.1 mediums, Importance of storytelling in advertising 4 1

Understanding the role of ad films in marketing,

1
1.2 Understanding target audience 4 1

Types of ad films (TV commercials, online ads,

1.3 5 1
social media ads, etc.)

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BA (HONS) VISUAL COMMUNICATION
 Pre-production Process
Market research and target audience analysis,
2.1 Defining the creative brief 5 2

Developing the ad concept and storyline, Writing

2.2 the ad script 5 2

2 Budgeting and scheduling, Casting and

auditioning, Location scouting and set design,
2.3 6 2
Storyboarding and shot list creation

Brand identity and positioning, Developing a

2.4 strong brand message, Crafting a unique selling 6 2,3
proposition (USP)

Production Process
Roles and responsibilities of the production team
3.1 (director, producer, cinematographer, etc.), 5 3
Directing actors and managing crew on set
Visual Language of Ad Films: Equipment and
technology used in ad film production, Shot
3.2 composition and framing, Lighting techniques for 6 3
mood and atmosphere, Cinematography for
3 storytelling, Sound design and music for impact

Acting for Ads: Understanding the director's

3.3 vision, Emotional expression and body language, 5 4
Delivering natural on-screen performances

Adhering to legal and ethical guidelines (copyright,

3.4 intellectual property, etc.), Managing unexpected 6 4,5
challenges and problem-solving during production

Post-production Process
Overview of the post-production workflow,
Editing techniques and software (Adobe Premiere
Pro, Final Cut Pro, etc.), Color grading and visual
4.1 effects, Adding sound effects and music, Testing 4 5
and refining the ad film. Client feedback and
4 revisions, Final delivery formats and distribution
channels
Freelancing vs. Agency Life: Building a freelance
4.2 portfolio, Finding clients and pitching ideas, 5 5
Standard industry contracts and fees

152
BA (HONS) VISUAL COMMUNICATION
 Ad Film Production Law: Copyright and
4.3 intellectual property, Music licensing and usage 5 5
rights, Model and talent releases

Emerging trends in advertising (interactive ads,

social media marketing), The rise of data-driven
4.4 4 5
advertising, Staying ahead of the curve in the
advertising industry

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Exploration of Foundational Concepts and Real-World Scenarios: Encourage

students to delve into fundamental concepts while engaging with real-life
scenarios in ad film production. This approach nurtures a vibrant learning
environment, emphasizing hands-on experience and the cultivation of critical
thinking skills.
• Case Studies: Prompt discussion and analysis through real-world examples,
showcasing essential principles in ad film production. These case studies
spotlight practical applications and encourage critical evaluation of visual
Teaching storytelling strategies, bridging theoretical knowledge with practical insights
and to foster active engagement and equip participants with vital competencies
Learning
for success in the dynamic realm of ad film production.
Approach
• Visual Presentations: Utilize captivating visual aids to deepen participants'
comprehension of core concepts in ad film production. These presentations
enhance their ability to craft compelling visual narratives, enriching their
understanding of the medium and its potential for impactful communication.
• Workshops: Integrate theoretical teachings with hands-on case studies,
fostering active participation and skill development crucial for thriving in the
fast-paced world of ad film production. By blending theoretical understanding
with practical challenges, these interactive workshops empower participants
to apply their knowledge to real-world scenarios, nurturing creativity and
innovation in their cinematic endeavours.

MODE OF ASSESSMENT
Assessment A. Continuous Comprehensive Assessment (CCA)
Types • Assignments, Seminars, Class works…etc – 10 Marks
• Mini Project Presentation – 20 marks.
*Please refer
appendix for B. Semester End examination
more details • Project evaluation – 50 Marks
• Viva-Voce – 20 Marks
153
BA (HONS) VISUAL COMMUNICATION
References

1. Armstrong, J. (2010). Persuasive Advertising: Evidence-based Principles. Palgrave Macmillan

2. Aydinlioglu, Ö. (Ed.). (2019). Differing Outlook of Contemporary Advertising. Peter Lang AG.
3. Belazreg, N. (2024). Interactive Communication in Advertising Films. Our Knowledge Publishing.
4. Gupta, R. (2012). Advertising Principles and Practice. S Chand & Company.
5. Wells, W. D., Moriarty, S., & Mitchell, N. (2021). Advertising & IMC: Principles and Practice (11th
ed.). Pearson Education.

154
BA (HONS) VISUAL COMMUNICATION
ANCHORING & NEWS PRESENTATION

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ANCHORING & NEWS PRESENTATION

Type of
DSE
Course

Course Code MG6DSEVCN301

Course Level 300-399

This course dives into TV news production, from news gathering to on-air
Course delivery. Students learn scriptwriting, filming, editing, and anchoring, all
Summary while exploring ethics and audience engagement. This prepares them for
careers in the ever-changing world of broadcast journalism

Semester VI Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Learning Practicum
Course Details
Approach

3 1 75

Pre-requisites,
if any

155
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Acquire skills in researching, interviewing, and sourcing

1 U,C,A 1,4,5
information for news stories.
Develop the ability to craft clear, concise, and engaging
2 C, S,A 1,4,6
news scripts following journalistic principles.
Learn to present news confidently with clear articulation,
3 E, An, S 4,5,6,10
appropriate tone, and effective body language.

Understand the principles of set design, ensuring visually

4 E, An, AP 2,3,5,6
appealing and cohesive news presentation.

Acquire the skills needed for on-the-spot live reporting

5 C, U 5,8,9,10
and fieldwork, demonstrating composure and accuracy.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S), Interest
(I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to TV news reporting

Introduction to television, characteristics of
1.1 television, importance of television news 5 1, 2

TV news writing format-intro, lead, byte, stand up

/difference between print news reporting and TV
1.2 news reporting/different forms of reporting-live, 8 1, 2
pkg, ftg, ftg byte etc…
1
Basic components of a news story - attribution,
1.3 verification; balance and fairness, brevity. 5 2, 3, 4
Reporter - role, duties and qualities.

Principles of ethics, journalistic ethics, their role

and the importance of ethical and responsible
1.4 journalism 4 1,4

156
BA (HONS) VISUAL COMMUNICATION
 Sources of news
News sources, Common news sources, Gathering
facts, Crime, legislature, courts, business,
2.1 agriculture, science and technology and sports, 7 1, 4
reporting.

International Media Systems, Interpretative, trend,

in-depth and advocacy reporting, writing curtain
2.2 6 1,2,5
raisers, special stories, reporting fashion and
lifestyle.
2
Interview, techniques of interview, Investigative
2.3 reporting, features and reviews, news reels. 4 1,3,5

Utilizing visuals and narratives to communicate

2.4 sustainability. 3 3,4,

Editorial team, Editor; News Editor; News

2.5 Coordinator; Sub-Editors; Chief Sub Editor; 2 1,4,
trainees.

Rundown Creation
Symbols, handling various types of copy; Re-
3.1 writing, translation, Integrating, Updating, Proof 3 3,4,5
reading, Style book/sheet.

Voice recording and modulation, ques for visual

3.2 4 4
editor, hold, editing style.
3
Headlines - functions, types and patterns of
3.3 headlines, News schedule, Rundown 4 3

Introduction to Television News Production, Desk

chief and news producer, Production, news
3.4 5 1,2,3,4
presentation, Voice modulation and tone, how to
face camera

Law and Ethics

Article 19 and its importance, laws related to
media -Contempt of Court and Contempt of
Legislature, Defamation: Libel and Slander,
Prohibition of Live Radio and TV Coverage of
4 4.1 5 4,5
Court Proceedings, The Rule on the Examination
of A Child Witness, Exclusion from the courtroom
of all persons, including members of the press
etc…

157
BA (HONS) VISUAL COMMUNICATION
 Viewership rating: TAM, TRP; Graphics and
4.2 Special Effects. Agenda Setting techniques used 5 1,2,5
by TV channels

News channels and live streaming, web page.

4.3 5 1,2,4,5

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

● Classroom Lectures: Classroom lectures on TV News Production cover

essential aspects from news gathering to scriptwriting, video production,
and on-screen presentation. Students learn to create compelling narratives,
utilize visuals effectively, and understand the dynamics of live reporting.
The course emphasizes professional anchoring skills, set design aesthetics,
and ethical considerations in broadcast journalism.
● Interactive Discussions: Interactive sessions on TV News Production engage
students in hands-on activities, fostering skills in news gathering,
scriptwriting, and video production. Through practical exercises, students
Teaching learn to navigate live reporting challenges, enhance on-screen presentation,
and and explore audience engagement strategies. These sessions promote active
Learning participation and real-world application of broadcast journalism principles.
Approach ● Case Studies: Case studies on TV News Production analyse real-world
scenarios, showcasing challenges and solutions in news gathering,
scriptwriting, and video production. Students gain insights into industry
practices, ethical dilemmas, and effective decision-making. These studies
provide practical application of theoretical knowledge, preparing students
for dynamic roles in broadcast journalism.
● Practical: Practical classes on TV News Production immerse students in
hands-on experiences, covering news gathering, scriptwriting, and video
production. Students apply theoretical concepts in real-world scenarios,
honing skills in professional anchoring, and on-screen presentation. These
classes provide a dynamic learning environment, preparing students for the
fast-paced field of broadcast journalism.

MODE OF ASSESSMENT
Assessment A. Continuous Comprehensive Assessment (CCA)
Types • Assignments, Seminars, Class works…etc – 10 Marks
• Mini Project Presentation – 20 marks.

158
BA (HONS) VISUAL COMMUNICATION
 *Please refer B. Semester End examination
appendix for • Project evaluation – 50 Marks
more details • Viva-Voce – 20 Marks

References

1. Dutt, B. (2013). ANCHORING TV & LIVE EVENTS. Pustak Mahal.

2. Gaur, S. (2009). Radio Jockey And T.V. Anchoring: Career Opportunities. Book Enclave Publishers
& Exporters.
3. Kalra, R. J. (2012). ABC OF NEWS ANCHORING. Pearson Education.
4. Supatro, G. (2011). A Textbook of Interview Journalism and Television Anchoring. Dominant
Publishers & Distributors.
5. Zachariah, A. (2009). Radio Jockeying and News Anchoring. Kanishka Publishing House.

159
BA (HONS) VISUAL COMMUNICATION
MARKETING STRATEGIES

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MARKETING STRATEGIES

Type of
DSE
Course

Course Code MG6DSEVCN302

Course Level 300-399

Marketing strategies encompass a range of activities designed to promote a

product, service, or brand, and ultimately drive customer engagement and
Course
sales. The specific strategies employed can vary based on the industry, target
Summary
audience, and overall business goals. Here are some common marketing
strategies

Semester VI Credits 4
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

160
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Develop skills to research markets, conduct SWOT analysis, and

1 K, U 1,3,4
identify target audiences.
Master positioning, product development, pricing, and
2 distribution strategies to effectively reach and satisfy target A 1,3,4,5
audiences.
Acquire expertise in promotion, digital marketing, content
3 An 6,7,8,9
creation, and branding strategies for business success
Integrate social responsibility, STP strategies, and inbound
4 marketing techniques for sustainable business growth. C 6,7,8,9

Master outbound marketing tactics and viral strategies to amplify 4,6,7,8,

5 S
brand messages and reach diverse audiences effectively. 10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S), Interest
(I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Market Research

Market Research: Understanding the target
audience, market trends, and competitors is crucial.
1.1 Market research modules involve collecting and 3 1, 2, 3
analyzing data to make informed decisions.

SWOT Analysis: Examining Strengths,

Weaknesses, Opportunities, and Threats helps
1 1.2 businesses identify internal and external factors 3 1, 2,3
that can impact their marketing strategy.

Target Audience Identification: Define the specific

demographic, geographic, psychographic, and
1.3 behavioral characteristics of the ideal customers to 3 2, 3, 4
tailor marketing efforts accordingly.

161
BA (HONS) VISUAL COMMUNICATION
 Market Strategies

Positioning Strategy: Determine how you want

your brand or product to be perceived in the market
2.1 compared to competitors. Develop a unique value 3 1, 4
proposition.

Product and Service Development: Ensure your

offerings meet the needs and preferences of the
2.2 target audience. Innovation and adaptation are key 4 1,3,5
components.
2
Pricing Strategy: Establishing the right pricing
2.3 model based on costs, competitor pricing, and 4 1,2,5
perceived value to the customer.

Distribution Channels:
Decide how products or services will reach the
2.4 customers. This could involve selecting appropriate 4 1,3,4,5
channels like direct sales, online platforms, retail,
etc.

Promotion & Advertising

Promotion and Advertising: Craft a mix of

promotional activities, including advertising,
3.1 public relations, content marketing, social media, 4 1,4, 5
and other communication channels.

Digital Marketing: In today's digital age, specific

attention is given to online channels such as SEO,
3.2 SEM, social media marketing, email marketing, 4 4,5
and influencer marketing.
3

Content Marketing: Develop and distribute

valuable, relevant, and consistent content to attract
3.3 4 3, 5
and engage the target audience.

Branding: Create a strong brand identity that

resonates with the target audience, reinforcing the
3.4 unique selling proposition. 6 3,4,5

162
BA (HONS) VISUAL COMMUNICATION
 Social Responsibility and Sustainability

Social Responsibility and Sustainability:

Incorporate ethical and sustainable practices into
4.1 marketing strategies to align with societal values 6 1,2,3
and meet the expectations of conscious consumers

Segmentation, Targeting, and Positioning (STP):

Segmentation involves dividing the market into
distinct groups based on characteristics, targeting
4.2 focuses on selecting specific segments to address, 6 1,2,5
and positioning emphasizes creating a unique
image for the brand in the minds of the target
audience.

Inbound Marketing: Focuses on creating valuable

content that attracts and engages the target
4
4.3 audience. It includes techniques like blogging, 6 1,2,4,5
SEO, social media marketing, and content offers to
pull customers towards a brand.

Outbound Marketing: Involves traditional

advertising methods such as TV commercials,
4.4 radio ads, print media, and direct mail. Outbound 7 1,2,4,5
marketing aims to push a message to a broader
audience.

Viral Marketing: Aims to spread a marketing

message quickly through word-of-mouth or social
4.5 media sharing. Creating shareable content and 8 1,2,4,5
leveraging social networks are common strategies.

5 TEACHER SPECIFIC MODULE

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 Classroom Procedure (Mode of transaction)

●Incorporate hands-on, interactive activities to reinforce marketing

concepts. Case studies, group projects, role-playing, and simulations can
help students apply theoretical knowledge to real-world scenarios.
● Technology Integration: Utilize technology tools relevant to marketing,
such as marketing software, analytics platforms, and presentation tools.
Encourage students to use technology for research, analysis, and
presentation purposes.
●Guest Speakers and Industry Experts: Invite guest speakers from the
marketing industry to share real-world insights and experiences. This can
Teaching and
provide students with valuable perspectives and networking
Learning
opportunities.
Approach
●Current Events and Industry Trends: Regularly incorporate discussions on
current marketing trends and industry news. This keeps the content
relevant and helps students stay informed about the dynamic nature of
marketing.
●Assignments and Assessments: Design a variety of assessments, including
individual and group projects, presentations, quizzes, and exams. Ensure
that assessments align with the learning objectives and allow students to
showcase their understanding of marketing strategies.
● Establish a system for providing constructive feedback on student work.
Encourage self-reflection and peer feedback to promote continuous
improvement

MODE OF ASSESSMENT
Assessment A. Continuous Comprehensive Assessment (CCA)
Types • Assignments, Seminars, Class works…etc – 10 Marks
• Mini Project Presentation – 20 marks.
*Please refer
appendix for B. Semester End examination
more details • Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Burns, A. C., & Bush, R. F. (2019). Marketing Research: Online Research Applications (7th ed.).
Pearson.
2. Kumar, V., & Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and
Tools (3rd ed.). Springer.
3. McDonald, M., & Wilson, H. (2016). Marketing Plans: How to Prepare Them, How to Use Them (8th
ed.). Wiley.
4. Myles, B. (2024). The Strategic Digital Marketer: Mastering The Principles and Practice of Ethical
Marketing. Brian Myles.
5. Martin, G. Z. (2017). The Essential Social Media Marketing Handbook: A New Roadmap for
Maximizing Your Brand, Influence, and Credibility (Essential Handbook). New Page Books,US.
164
BA (HONS) VISUAL COMMUNICATION
 JOURNALISTIC CONTENT WRITING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name JOURNALISTIC CONTENT WRITING

Type of
DSE
Course

Course Code MG6DSEVCN303

Course Level 300-399

This journalism course provides a thorough exploration of core principles,

research methods, narrative construction, and digital adaptation. Students
Course acquire ethical awareness, interviewing proficiency, storytelling expertise, and
Summary legal understanding. Emphasizing accuracy, clarity, and versatility, it equips
them for diverse roles in modern media environments.

Semester VI Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach

3 1 75

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall and describe the core principles of journalism,

1 A, C 1,4,5
including accuracy, objectivity, fairness, and attribution.

Explain the ethical responsibilities of journalists and

2 demonstrate understanding of journalistic research C, S, A 1,4,6
methods and storytelling techniques.
Apply effective interview techniques, utilize research
3 skills to analyze data, and employ narrative crafting An, S 4,5,6,10
techniques to create compelling journalistic content.
Analyze journalistic dilemmas and ethical
considerations, evaluate the credibility of sources, and
4 E, An 2,3,5,6
assess the effectiveness of different narrative styles in
storytelling.
Create well-crafted journalistic articles that adhere to
5 ethical standards, integrate quotes and data effectively, C, U 5,8,9,10
and adapt writing styles for different media platforms.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

The Foundations of Journalistic Writing

Exploring the core principles of journalism: accuracy,
1.1 objectivity, fairness, and attribution. Understanding 3 1,4,5
the ethical responsibilities of journalists.

Learning the inverted pyramid structure for news

1 1.2 writing, ensuring clarity and prioritizing information 4 2, 3
for readers.

Mastering the art of crafting captivating lead

1.3 paragraphs that grab attention and provide a succinct 5 2
overview of the story.

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 Developing robust research skills to verify
1.4 information, identify credible sources, and avoid 5 4
misinformation.

Research & Reporting Excellence

Learning effective interview techniques to gather

information, build rapport with sources, and obtain
2.1 4 3
quotes for your stories.

Understanding the power of Freedom of Information

2.2 requests and leveraging them to access public records 4 4
and data.

Developing skills to analyse data effectively and

2 2.3 translate it into clear, understandable narratives for 6 5,3
public consumption.

Learning the fundamentals of investigative journalism,

including research methods, data analysis, and source
protection techniques. Understanding the ethical
2.4 considerations of investigative reporting. Navigating 6 1,3,4
ethical dilemmas in journalistic research and
reporting, such as source confidentiality and potential
conflicts of interest.

Crafting Compelling Narratives

Understanding the importance of storytelling in

journalistic writing to engage readers and connect with
them on a deeper level. Learning how to write clear,
3.1 concise, and informative headlines that accurately 4 2,3
reflect your story and entice readers to dive deeper.
Exploring different headline styles and practicing
headline writing.
3 Mastering the art of employing vivid language and
3.2 sensory details to bring your stories to life for the 4 1,4
reader.

Learning how to integrate quotes from sources

strategically to enhance the credibility and flow of
3.3 your writing. 7 5

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 Using data, statistics, and expert opinions to back your
3.4 claims and provide a well-rounded perspective in your 7 5
stories.

Mastery and Beyond

Understanding the changing media landscape and
adapting journalistic writing styles for various online
4.1 5 2
platforms. Learning about SEO optimization for
online content.
Exploring the legal considerations of journalistic
writing, including libel, copyright, and fair use.
4 4.2 5 1,4
Understanding the importance of protecting yourself
and your sources legally.

Analysing emerging trends in journalism and the skills

necessary to thrive in the digital age. Exploring the rise
4.3 of data journalism, citizen journalism, and new 6 2,3
storytelling techniques.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Classroom Sessions: These structured lectures provide foundational
knowledge in journalistic content writing. Students learn about news
gathering, writing techniques, and production stages, ensuring a
comprehensive learning experience.
Teaching and • Online Demonstrations: Virtual demonstrations illustrate the content
Learning creation process for journalism. Through interactive sessions, instructors
Approach engage students and offer insights into writing for various online
platforms, enhancing understanding and participation.
• Practical Application: Hands-on practice in content creation immerses
students in real-world experiences. They learn content gathering, scripting,
and editing skills, preparing them for the dynamic landscape of digital
journalism.

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

Assessment
Types • Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks
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BA (HONS) VISUAL COMMUNICATION
References

1. Domingo, D., & Paterson, C. (Eds.). (2019). Making Online News: The Ethnography of New
Media Production. Peter Lang Publishing.
2. Dutton, W. H., & Dopatka, A. (Eds.). (2018). The Oxford Handbook of Social Media and Politics.
Oxford University Press.
3. Quinn, M. J. (2016). Ethics for the Information Age. Pearson.
4. Tandoc, E. C., Jr., & Thomas, R. J. (Eds.). (2015). Handbook of Cyber-Conflict and Cyber-
Warfare. Edward Elgar Publishing.
5. Wardle, C., & Derakhshan, H. (2017). Ethics in the News: A Case Study Approach. Routledge.

169
BA (HONS) VISUAL COMMUNICATION
 MEDIA BUDGETING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MEDIA BUDGETING

Type of
SEC
Course

Course Code MG6SECVCN300

Course Level 300-399

The Budgeting and Planning for Media course equips participants with
essential skills for strategic resource allocation in the dynamic media
landscape. Covering foundational principles, including advertising budgets,
digital media considerations, and event management costs, the curriculum
emphasizes hands-on applications through real-world case studies and
Course exercises. Participants gain practical insights into setting realistic budgets,
Summary negotiating rates, and conducting ethical cost-benefit analyses. The course
highlights the importance of adaptive planning, contingency measures, and
continuous monitoring to ensure optimal resource utilization. Addressing
emerging trends in digital media and consumer behaviour, participants
graduate ready to navigate and contribute effectively to the evolving field of
media management.

Semester VI Credits 3
Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 45

Pre-requisites,
if any

170
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall key terminology and concepts related to media

1 R 1,2,3
budgeting and planning.

Explain the principles underlying media planning and budget

2 allocation and also apply budgeting techniques to develop U,A 2,3,4
media plans that align with marketing objectives.

Create media plans that integrate various channels to

3 C 3,4,5
maximize reach and impact.

Analyse media consumption trends and audience

4 AN 4,5,6,7
demographics to inform media planning decisions.

Critically assess media proposals and negotiate media buys

5 E 5,6,8,10
to optimize budget allocation.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Media Budgeting and Planning.

Overview of media budgeting and planning

concepts-Historical perspective and evolution of
1.1 media planning. Basics of Budgeting- 3 1, 2, 3
Understanding the fundamentals of budgeting-
Budgeting terminology and concepts.

1 Role of Media Budgeting-Importance of

1.2 budgeting in media management-Link between 3 2, 3, 4
budgeting and strategic planning.

Conducting a comprehensive analysis of media

1.3 landscapes and trends-Identifying target audiences 3 1, 4
and determining media preferences.

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BA (HONS) VISUAL COMMUNICATION
 Media Landscape Analysis

Introduction to Target Audience Analysis-

2.1 3 1,2,3,5
Demographic Factors in Audience Analysis.

Psychographic Factors in Audience Analysis-

2.2 3 1,2,3,5
Behavioral Factors in Audience Analysis.

2 Geographic Considerations in Audience Analysis-

Social Media Audience Analysis. Analysing
2.3 3 1,2,3,5
technology adoption and preferences-Considering
digital literacy and platform usage

- Integrating technographic insights into digital

2.4 3 1,2,3,4,5
media strategies.

Media Optimization

Budget Allocation and Resource Management:

Introduction to Budget Allocation-Principles of
3.1 4 1,4,5
Effective Budgeting. Resource Identification and
Evaluation-Budget Allocation Strategies

3
3.2 Media Mix Optimization-Cost Benefit Analysis 3 1,4,5

Negotiation and Cost Management in media-

3.3 Budget Monitoring and Control-Contingency 3 1,4,5
Planning in Budget Allocation

Advertising Budgets

Introduction to Advertising and Promotional

4.1 3 1,2,3
Budgets-Types of Advertising Budgets

Setting Advertising Objectives-Media Planning

4.2 4 1,2,5
and Buying Costs.

4 Creative Production Costs-Digital Advertising

4.3 4 1,2,4,5
Budgets

Promotional Campaign Budgeting-Evaluation

Metrics for Advertising Budgets. Preparation of
4.4 4 1,2,4,5
budget for film/television /advertising- Budget
Optimization Strategies.

5 TEACHER SPECIFIC MODULE

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BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lectures: Will explore the critical role of budgeting and planning
in education, examining how strategic resource allocation enhances teaching
methodologies and creates an enriched learning environment.

●Interactive Discussions: Engage in a dynamic interactive discussion on

budgeting and planning in education, encouraging participants to share
insights, challenges, and innovative ideas for optimizing resources in the
Teaching teaching and learning approach.
and
Learning ● Case Studies: Explore a case study highlighting the successful implementation
Approach of strategic budgeting and planning in education, showcasing how resource
allocation positively impacted teaching methodologies, student engagement,
and overall learning outcomes. Analyse the methodology employed and
discuss the transferable lessons for optimizing educational budgets.

●Seminars: Offer in-depth discussions and practical insights, empowering

participants to strategically allocate resources for pedagogical innovation,
faculty development, and student-centric initiatives. Engage in collaborative
sessions to enhance skills in adaptive planning and efficient budget monitoring
for optimal educational outcomes.

MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer
• Mini Project Presentation – 15 marks.
appendix for
more details
B. Semester End examination

• Project evaluation –40 Marks

• Viva-Voce – 10 Marks

References

1. Cleve, B. (2017). Film Production Management: How to Budget, Organize and Successfully
Shoot your Film. Routledge.
2. Lyons, S. (2012). Indie Film Producing: The Craft of Low Budget Filmmaking. Focal Press.
3. Simon, D. (2010). Film and Video Budgets. Michael Wiese Productions.
4. Koster, R. (2015). The Budget Book for Film and Television. Routledge.
5. Ryan, M. (2015). Film + Video Budgets. Michael Wiese Productions.

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BA (HONS) VISUAL COMMUNICATION
CAMPAIGN FOR WELL BEING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name CAMPAIGN FOR WELL BEING

Type of
VAC
Course

Course Code MG6VACVCN300

Course Level 300-399

This course explores holistic well-being, from physical health to social

Course connection. Learn factors impacting well-being, set SMART goals for your
Summary campaign, and design engaging strategies for promoting well-being in your
community

Semester VI Credits 3 Total

Hours

Learning Lecture Tutorial Practical/ Others

Approach Practicum

Course Details
3 45

Pre-requisites,
if any

174
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Identify various factors that impact well-being,

1 including lifestyle choices, social determinants of K 1,3,4
health, and environmental influences.
Choose appropriate communication channels (social
2 media, events, etc.) To reach a target audience for a U 4,5,6
well-being initiative.
Analyse the principles of positive psychology and their
3 application in promoting well-being. A 6,7,8

Critically assess the strengths and weaknesses of

different communication strategies for promoting well-
4 An 5,6,7,8
being.

Develop a compelling report showcasing the success of

5 a well-being campaign and advocating for broader E,C 5,6,8,9,10
initiatives.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Well Being

Exploring the holistic concept of well-being,

1.1 encompassing physical, mental, emotional, 3 1
social, and spiritual dimensions.

Identifying the various factors that impact well-

being, including lifestyle choices, social
1.2 3 1
1 determinants of health, and environmental
influences.

Developing
clear, measurable, achievable, relevant, and
1.3 3 1
time-bound goals for your well-being campaign.

175
BA (HONS) VISUAL COMMUNICATION
 The Well-being Landscape

Understanding the principles of positive

2.1 psychology and their application in promoting 4 2
well-being.
2
Conducting thorough research to understand the
2.2 demographics, needs, and challenges of your 3 2
target audience.

Campaign Planning and Design

Setting Specific, Measurable, Achievable,

3.1 Relevant, and Time-bound objectives for your 4 3
well-being campaign to ensure its success.
3
Learning how to assess the specific well-being
3.2 needs of your target audience and set achievable 4 3
goals for your campaign.

Communication & Implementation

Choosing the most effective communication

channels (social media, traditional media,
4.1 3 4
community events, etc.) to reach your target
audience.
Creating engaging content like videos,
4.2 infographics, social media posts, and educational 4 4,5
materials to deliver your well-being message.

4 Identifying key performance indicators (KPIs) to

measure the effectiveness of your well-being
4.3 7 5
campaign (e.g., participation rates, behavior
change, self-reported well-being improvements).

Developing compelling reports that showcase the

4.4 success of your well-being campaign and 7 5
advocate for broader well-being initiatives within
your community or organization.

5 TEACHER SPECIFIC MODULE

176
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Educational Workshops: Hosting structured workshops is an effective

approach to impart foundational knowledge on well-being. Participants can
learn essential concepts and practices for enhancing their physical and mental
health, ensuring an organized and enlightening learning experience.
• Virtual Demonstrations: Conducting virtual demonstrations is a potent method
Teaching for illustrating well-being practices and techniques. Through step-by-step
and demonstrations, instructors can engage participants and provide valuable
Learning insights into various well-being strategies, fostering understanding and active
Approach participation.
• Practical Activities: Engaging in hands-on activities related to well-being
equips individuals with practical skills for leading a healthy lifestyle. Through
interactive sessions, participants immerse themselves in real-world
experiences, learning about nutrition, exercise, mindfulness, and stress
management. This experiential learning approach empowers individuals to
thrive in the pursuit of well-being.

Assessment MODE OF ASSESSMENT

Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer
• Mini Project Presentation – 15 marks.
appendix for
more details
B. Semester End examination
• Project evaluation – 40 Marks
• Viva-Voce – 10 Marks

References

1. Arens, W. F., Schaefer, D., & Weigold, M. F. (2017). Essentials of Contemporary Advertising
(4th ed.). McGraw-Hill Education.
2. Kleppner, O., & Lane, R. (2010). Kleppner's Advertising Procedure (18th ed.). Pearson.
3. Moriarty, S., Mitchell, N. D., & Wells, W. D. (2019). Advertising & IMC: Principles and
Practice (11th ed.). Pearson.
4. Shimp, T. A. (2019). Advertising, Promotion, and Other Aspects of Integrated Marketing
Communications (11th ed.). Cengage Learning.
5. Wells, W., Spence-Stone, R., & Moriarty, S. (2019). Advertising: Principles and Practice (10th
ed.). Pearson.

177
BA (HONS) VISUAL COMMUNICATION
 SEMESTER - VII

178
BA (HONS) VISUAL COMMUNICATION
 MEDIA LAWS AND ETHICS

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MEDIA LAWS AND ETHICS

Type of
DCC
Course

Course Code MG7DCCVCN400

Course Level 400-499

Media laws & ethics course provides a comprehensive exploration of the

dynamic and influential world of advertising. Beginning with an introduction to
the historical context and societal impact of advertising, students delve into the
Course
core strategies and planning methodologies that underpin successful campaigns.
Summary
The course equips students with the skills to develop creative and impactful
advertising content, encompassing elements such as copywriting and visual
communication.

Semester VII Credits 4 Total Hours

Course Details Learning Lecture Tutorial Practical/ Others

Approach Practicum

3 1 75

Pre-requisites,
if any

179
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)
Learning
CO No. Expected Course Outcome Domains PO No
*

To learn a deep understanding of advertising's historical

1 context, its role in modern communication, and compliance U 1,2,3
with legal standards in the industry.
To gain a comprehensive understanding of intellectual
property laws, enabling them to safeguard creations, while
2 also acquiring knowledge in data protection principles, C, S 2,6,7,8
ensuring competence in managing and respecting privacy in
the digital age.
To develop a critical awareness of ethical considerations in
3 targeting children and vulnerable groups, ensuring responsible
advertising practices and understanding the societal impact of
E, An, S 1,4,6,8,9
promotional messages on these audiences.

To acquire a robust ethical framework, enabling them to

critically evaluate advertising practices, make informed
4 decisions, and develop campaigns that prioritize transparency, E, An, AP 5,6,7,9,10
honesty, and social responsibility, fostering a commitment to
ethical standards within the advertising industry.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill
(S), Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom Transactions (Units)

Module Units Course description Hrs CO No.

Introduction to Legal Framework

Introduction to Advertising and Legal

Framework.
Overview of advertising as a communication
1.1 4 1, 2, 3
tool
Historical perspectives on advertising
Introduction to relevant laws and regulations
1 Regulatory bodies and their roles (e.g., FTC,
1.2 4 1, 2,3
FCC).,
Truth in Advertising.- False advertising.-
Deceptive advertising practices. -
1.3 Substantiation of advertising claims - 4 2, 3, 4
Comparative advertising

180
BA (HONS) VISUAL COMMUNICATION
 Intellectual Property Rights And Data Protection

Intellectual Property and Advertising.

2.1 4 1, 4
Trademarks and branding.

Copyright issues in advertising - Patents and

2.2 4 1,3,5
trade secrets.

Privacy and Data Protection. Consumer

2 2.3 4 1,2,5
privacy rights.
Ad Agency: Functions, Types, Structure Data
2.4 collection and usage in advertising 4 1,3,4,5

GDPR and other international privacy

2.5 4 1,4
regulations

Advertising to Children and Vulnerable Populations

3.1 Regulations related to advertising to children 5 1,4, 5

Ethical considerations in targeting vulnerable

3.2 5 4,5
populations.

3 Social responsibility in advertising. Emerging

3.3 4 3, 5
Issues in Advertising law.

Influencer marketing and disclosure

requirements. Native advertising and content
3.4 4 3,4,5
marketing .Augmented reality (AR), virtual
reality (VR), and new media challenges

Ethical Considerations in Advertising

4.1 Ethical theories and principles. 4 1,2,3

4.2 Case studies in ethical advertising. 4 1,2,5

4.3 Corporate social responsibility in advertising. 5 1,2,4,5

4 Advertising Standards Council of India

(ASCI)/ Ministry of Information and
4.4 6 1,2,4,5
Broadcasting (MIB)/ Competition
Commission of India (CCI):
Telecom Regulatory Authority of India
(TRAI)/ Consumer Protection Authority/
4.5 6 1,2,4,5
Food Safety and Standards Authority of India
(FSSAI).

5 TEACHER SPECIFIC MODULE

181
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Classroom Lectures: Lectures with a focus on legal case analyses, fostering a

nuanced understanding of advertising regulations and ethical considerations,
promoting a practical application of legal frameworks in real-world advertising
scenarios. The learning approach combined theoretical insights with interactive
discussions, encouraging students to critically evaluate ethical dilemmas and legal
implications in the advertising industry.
• Interactive Discussions: Engaging participants in dynamic conversations about
real-world legal cases and ethical considerations, fostering collaborative learning
and critical analysis of advertising practices within legal frameworks. This
approach encouraged active participation and enhanced the practical application of
Teaching advertising laws and ethical principles in diverse industry contexts.
and • Case Studies: The learning approach emphasized interactive discussions and
Learning analysis of actual legal cases, fostering a deep comprehension of the legal landscape
Approach and ethical responsibilities in advertising practices.
• Power Point presentations: Engaging visuals to elucidate legal frameworks,
fostering a comprehensive understanding of advertising regulations and ethical
considerations, enhancing practical application in the industry. The learning
approach combines dynamic visuals with insightful discussions, ensuring
participants grasp the complexities of advertising laws and ethical principles for
informed decision-making
• Seminars:. Training feature expert-led discussions, encouraging participant
engagement and collaborative exploration of real-world legal challenges, ensuring
a practical and nuanced comprehension of ethical considerations within advertising
regulations. The interactive learning approach promotes critical analysis, enabling
participants to navigate the complex landscape of advertising laws with an
emphasis on ethical decision-making.

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

• Assignments, Classroom works, examinations …etc - 20 marks.

Assessmen • Seminars – 15 Marks
t Types
B. Semester End examination
Theory Exam for 70 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
• Part B
Answer in one paragraph (6 out of 8) 6 x 5 = 30 Marks
• Part C
Essay (2 out of 4) 15 x 2 = 30 Marks

Project Evaluation for 35 marks

• Project Evaluation 25 Marks
• Viva-Voce 10 Marks

182
BA (HONS) VISUAL COMMUNICATION
References
1. Basu, D. D. (2020). Introduction to the Constitution of India. LexisNexis.
2. Pathak, J. P. (2018). Press Council of India: Structure, Functions, and Code of Conduct.
Oxford University Press.
3. Bhargava, A. (2019). Media Laws in India: History and Contemporary Perspectives.
Cambridge University Press.
4. Sharma, R. K. (2021). Ethical Challenges in Indian Media: Advertorials, Paid News, and
Media Integrity. Sage Publications.
5. Ward, S. J. A., & Wasserman, H. (2017). Media Ethics: Cases and Moral Reasoning.
Routledge.

183
BA (HONS) VISUAL COMMUNICATION
 Mahatma Gandhi University

Kottayam

INTRODUCTION TO FILM STUDIES

Programme BA (HONS) VISUAL COMMUNICATION

Course Name INTRODUCTION TO FILM STUDIES

Type of
DCC
Course

Course Code MG7DCCVCN401

Course Level 400-499

Introduction to Film Studies provides a comprehensive overview of

cinema's history, theory, and analysis. Through lectures, screenings,
readings, and discussions, students explore narrative structure,
cinematography, editing, sound, and genre. The course examines films
Course within their social, political, and cultural contexts, fostering critical thinking
Summary and analytical skills. By studying a diverse range of films, students gain
insight into cinema's evolution and its impact on society. Introduction to
Film Studies equips students with the tools to analyse and interpret films
while encouraging an appreciation for the artistry and significance of this
dynamic medium.

Semester VII Credits 4 Total

Hours

Course Details Learning Lecture Tutorial Practical/ Others

Approach Practicum

3 1 75

Pre-requisites,
if any

184
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

CO No. Expected Course Outcome Learning PO No

Domains *

Learn the fundamentals of film study and its

1 U 1,3,4
intricacies

Explore diverse approaches to the theoretical study

2 C 3,4,5
of cinema.

Evaluate form as an extension of content,

3 E 4,5,6,8
conventions of narrative film.

Appreciate the film’s unique language to critically

4 AP 4,5,7
and theoretically discuss and analyse film.

Associate the spectator in relation to the moving

5 S 4,5,8,9,10
image.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Film Text and Film form

Film study - Components of film- Cinematography –
1.1 Movement – Editing, Montage - Mise-en-scene. 4 1, 2, 3

Framing, Shot and cut - Continuity and other styles -

1.2 Film music, diegetic, and non-diegetic sound. 4 1, 2,3
1

Genre theory and Screen Theory - Form and content

of films - Plot, Story, Time - Narrative -architectures,
1.3 5 2, 3, 4
point-of-view narration - Cinematic ideas,
screenplay, storyboard - Film acting, costume,

Film Theory

Formalist: (Arnheim, Sergi Eisenstein, Bela Balazs),

2 2.1 Realist: (Siegfried Kracauer, Andre Bazin). 4 1, 4

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 Auteur Theories, Stars - Film movements: French
2.2 Impressionism - German Expressionism - Surrealist 4 1,3,5
films,

Soviet Montage - Documentary Film Movement -

2.3 Italian Neorealism 4 1,2,5

New wave (French, British,

2.4 Cinema Nove) - New Queer Cinema - Postmodern 4 1,3,4,5
films.

Contemporary film theory

Semiotics and Structuralism, Phenomenology and
3.1 Hermeneutics, Psychoanalysis, Suture, and 4 1,4, 5
Apparatus

Theory, Gender, Feminism, Post-Theory &

3 3.2 Cognitive Film Theory, Deleuze and Film- 4 4,5
Philosophy,

Phenomenology and Materiality, Film and/as

3.3 Memory, Theories of Affect. 6 3, 5

Film and Society

Film Audiences, the psyche of the film spectator,
4.1 consumers, fans and stars, social-ideological value. 5 1,2,3

Film context: culture, history and reception

4.2 aesthetics. Interpretive frameworks: textual analysis. 6 1,2,5

Film and cultural identity. Film in a historical and

4.3 economic context. Studio and Actor centric 6 1,2,4,5
productions.

Case studies : Indian cinema

4
Neela kuyil (1954) Director:Ramu Kariat
Pather Panchali (1955) Director: Satyajit Ray
Mughal-e-Azam(1960) Director: K Asif
Meghe Dhaka Tara (1960) Director: Ritwik Ghatak
Duvidha (1973) Director: Mani Kaul
4.4 15 1,2,4,5
Mrigaya (1976) Director: Mrinal Sen
Elipathayam (1981) Director: Adoor Gopalakrishnan
Oru Vadakkan Veeragatha (1989)
Director:Hariharan
Tabarana Kathe (1986) Director: Girish Kasarvalli
Prohor (2002) Director: Subrata Chowdhary

5 TEACHER SPECIFIC MODULE

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 Classroom Procedure (Mode of transaction)

• Classroom Lectures: interactive teaching approach combining lectures,

screenings, and discussions. By analyzing diverse films, we'll explore
narrative, cinematography, and societal impact. This interactive learning
style fosters critical thinking, allowing students to appreciate cinema's
artistry and cultural significance.
• Interactive Discussions: Engage in interactive discussions in our
Introduction to Film Studies class, where we explore cinematic elements
and cultural contexts. Through lively debates and analysis of diverse
films, students develop critical thinking skills and deepen their
Teaching and understanding of cinema's artistic and societal influences. Let's embark
Learning on a collaborative journey through the world of film!
Approach • Case Studies:examine case studies to analyze cinematic techniques and
thematic elements. By dissecting notable films, students gain insight into
storytelling, cinematography, and genre conventions. Through these in-
depth studies, we'll deepen our understanding of film as an art form and
its impact on society.
• Power Point presentations: PowerPoint presentations in Introduction to
Film Studies, we visually explore key concepts, film excerpts, and
historical contexts. This multimedia approach enhances understanding of
cinematic elements and fosters engagement. Through interactive slides,
students gain insights into narrative structures, cinematography
techniques, and cultural influences, enriching their learning experience

MODE OF ASSESSMENT

A. Continuous Comprehensive Assessment (CCA)

• Assignments, Classroom works, examinations …etc - 20 marks.

• Seminars – 15 Marks

Assessment B. Semester End examination

Types Theory Exam for 70 marks
• Part A
Short Answer (5 out of 7) 2 x 5 = 10 Marks
• Part B
Answer in one paragraph (6 out of 8) 6 x 5 = 30 Marks
• Part C
Essay (2 out of 4) 15 x 2 = 30 Marks

Project Evaluation for 35 marks

• Project Evaluation 25 Marks
Viva-Voce 10 Marks

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References

1. Bordwell, D., Thompson, K., & Smith, J. (2015). Film Art: An Introduction. McGrawHill
Education.
2. Hill, J., & Gibson, P. C. (1998). The Oxford Guide to Film Studies. Oxford University Press.
3. Donald, J., & Renov, M. (Eds.). (2008). The Sage Handbook of Film Studies. SAGE
Publications.
4. Gopalan, L. (2010). The Cinema of India (24 Frames). Wallflower Press.
5. Rajadhyaksha, A. (2016). Indian Cinema: A Very Short Introduction. OUP Oxford.

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BA (HONS) VISUAL COMMUNICATION
 MEDIA & CULTURAL STUDIES

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MEDIA & CULTURAL STUDIES

Type of
DCC
Course

Course Code MG7DCCVCN402

Course Level 400-499

Course in Media & Cultural Studies introduces students to the dynamic

intersection of media and culture. It covers foundational topics like the
definition and history of media, representations of race, gender, and class,
Course
media's role in politics and globalization, and the impact of digital media on
Summary
society. Through critical analysis and exploration of media theories,
students develop a deep understanding of contemporary media landscapes
and emerging trends in the digital age.

Semester VII Credits 4 Total

Hours

Course Details
Practical/
Lecture Tutorial Others
Practicum
Learning
Approach

3 1 75

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Develop critical thinking skills to analyse media and

1 cultural texts. S 1,2,3

Understand the historical development of media

2 technologies and their impact on culture. U 3,4,5

Apply theoretical frameworks to examine

3 representations of race, gender, class, and identity in A 4,5,7,8
media.
Engage with the relationship between media, power,
and social change.
4 E 4,5,6,8

Develop strong communication and research skills.

5 S 5,6,8,9,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Media and Culture

What is Media and Culture? Definitions, key

1.1 4 1
concepts, and approaches.

History of Media Technologies: From print to

1 1.2 digital, the evolution of media forms and their 4 1
impact on society.

Understanding Media Audiences: How people

1.3 consume media and the effects of media on 4 1
individuals and societies.

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BA (HONS) VISUAL COMMUNICATION
 Introduction to Media Theories: Exploring key
frameworks for analyzing media content and its
1.4 6 1,2
effects (e.g., Cultural Studies, Marxist Theory,
Feminist Theory).

Representations and Identities

Race, Ethnicity, and Representation: How media

2.1 portray different racial and ethnic groups, and the 4 2
impact on social identities.

Gender and Media: Examining gender

2.2 representations in media and their implications for 4 2
gender roles and identities.
2
Class and Media: Exploring the relationship
2.3 between media and social class, including issues of 4 2
access and representation.

Popular Culture and Identity: Analyzing how

2.4 popular culture (e.g., music, movies, TV) shapes 4 2,3
and reflects identity formations.

Media, Power, and Politics

Media and Politics: The role of media in shaping

3.1 5 3
political discourse and public opinion.

Media and Globalisation: How media connect

3.2 cultures and contribute to global flows of 5 3
information and ideas.
3

Media and Social Change: Exploring the potential

3.3 4 3,4
of media to promote social change and activism.

Media Ethics and Regulation: Debates on media

3.4 responsibility, censorship, and the regulation of 4 4
media content.

Media in the Digital Age

Rise of the Digital Media: The emergence of new
media technologies (e.g., social media, online
4.1 6 4
platforms) and their impact on media consumption
4 and production.

Participatory Culture: How digital media facilitate

4.2 5 5
user-generated content and audience participation.

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 Fake News and Disinformation: Exploring the
4.3 challenges of information verification and the 6 5
spread of misinformation in the digital age.

The Future of Media: Examining possible future

4.4 trends in media technology and its consequences 6 5
for culture and society

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Lecture and Discussion: Conduct lectures to introduce key concepts and

theories in media and culture. Follow up with discussions where students
can analyse case studies and apply theoretical frameworks to real-world
examples.
• Case Studies: Present case studies of media representations and their
Teaching and impact on identities and societies. Encourage students to critically analyse
Learning these cases and discuss the broader implications for cultural
understandings.
Approach
• Group Projects: Assign group projects where students investigate specific
topics related to media, power, and politics. Provide guidance on research
methods and encourage collaboration to deepen understanding of complex
issues.
• Digital Media Analysis: Engage students in analysing digital media
content such as social media posts, online articles, or videos. Encourage
them to critically evaluate sources, identify biases, and discuss the
implications of digital media on society.
MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types • Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for B. Semester End examination
more details • Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Durham, M. G., & Kellner, D. M. (Eds.). (2006). Media and cultural studies: Keyworks. Malden,
MA: Blackwell Publishing.
2. Jensen, K. B. (2017). A handbook of media and cultural studies. Routledge.
3. John, A., Storey, J., & Gewertz, M. (Eds.). (2016). Cultural theory: An introduction. Routledge.
4. McQuail, D. (2018). Media and mass communication. Sage Publications.
5. Turner, G. (2014). Cultivating culture: Art, entertainment and the production of meaning.
Routledge.

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BA (HONS) VISUAL COMMUNICATION
CAMPAIGNS AND SOCIAL IMPACT

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name CAMPAIGNS AND SOCIAL IMPACT

Type of
DCE
Course

Course Code MG7DCEVCN400

Course Level 400-499

Course on Campaigns and Social Impact explores the transformative role of

advertising in driving social change. Students learn through the study of
socially relevant campaigns, ethical filmmaking practices, and impact
Course measurement. The course covers research methods, creative development,
Summary production techniques, and effective distribution strategies. Collaborations
with nonprofits and advocacy groups enhance real-world application.
Emerging trends in cause-related marketing and influencer engagement are
also examined to create impactful, socially conscious campaigns.

Semester VII Credits 4 Total

Hours

Course Details
Practical/
Lecture Tutorial Others
Practicum
Learning
Approach
3 1 75

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall key ethical considerations in socially relevant ad

1 K 1,3,4
filmmaking.

2 Explain the role of advertising in driving social change. U 3,4,5

Develop creative concepts and scripts for socially relevant

3 A 4,5,6,8
ad campaigns.

Assess the impact and effectiveness of social advertising

4 An 4,7,8
campaigns using advanced measurement techniques.

Design integrated ad campaigns that address social issues

5 C 5,8,9,10
and resonate with target audiences.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Advertising and Society

1.1 Understanding the role of advertising in social change, 4 1

Overview of socially relevant advertising campaigns,

1.2 Importance of addressing social issues through ad 4 1
1 films

Ethical considerations in socially relevant ad

1.3 4 1
filmmaking,

Impact measurement and evaluation in social

1.4 6 1
advertising

Introduction to Socially Relevant Ad Filmmaking

Understanding the role of advertising in social change,
Overview of socially relevant advertising campaigns,
2 2.1 4 2
Importance of addressing social issues through ad
films

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BA (HONS) VISUAL COMMUNICATION
 Ethical considerations in socially relevant ad
2.2 filmmaking, Impact measurement and evaluation in 4 2
social advertising

Research methods for identifying social issues,

Analysis of target audiences and their demographics,
2.3 Identifying key messages and objectives for the ad 4 2,3
campaign, strategies for addressing sensitive topics in
ad films

Case studies of ad campaigns addressing various social

2.4 4 3
issues

Creative Development and Production

Developing a creative concept that resonates with the

3.1 target audience, writing scripts that effectively 5 3
communicate the message

Collaborating with nonprofit organizations and

3.2 5 3
advocacy groups
3
Casting authentic talent and diverse representation,
3.3 Production techniques for capturing emotive visuals 4 3,4
and storytelling

Budgeting and resource management for socially

3.4 4 4
relevant ad films

Distribution, Impact, and Advocacy

Understanding the strengths of different media

channels (TV, online, social media), Targeting your ad
4.1 to reach the most relevant audience, Partnering with 6 4,5
advocacy groups and NGOs for wider reach, Engaging
4 with influencers and community leaders

Measuring the impact and effectiveness of the ad

campaign, Advocacy strategies for promoting social
4.2 5 5
change beyond the ad film, Ethical considerations in
post-campaign engagement and advocacy efforts

195
BA (HONS) VISUAL COMMUNICATION
 Emerging trends in cause-related marketing, The
4.3 power of influencer marketing for social good, Using 6 5
data and insights to drive impactful campaigns

Understanding the strengths of different media

channels (TV, online, social media), Targeting your ad
4.4 to reach the most relevant audience, Partnering with 6 5
advocacy groups and NGOs for wider reach, Engaging
with influencers and community leaders

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Interactive Lectures and Discussions: Conduct interactive lectures that

explain the role of advertising in social change and the ethical
considerations in socially relevant ad filmmaking. Follow up with class
discussions to encourage critical thinking and application of concepts.
• Case Study Analysis: Present case studies of various socially relevant ad
campaigns. Have students analyze these cases to understand the strategies
used, the impact achieved, and the ethical considerations involved.
Teaching and • Hands-On Workshops: Facilitate workshops where students practice
Learning developing creative concepts, writing scripts, and collaborating with
Approach nonprofit organizations. These sessions allow students to apply
theoretical knowledge in a practical setting.
• Group Projects and Presentations: Organize group projects where
students work together to create an ad campaign addressing a social issue.
Each group presents their campaign to the class, providing an opportunity
for peer feedback and collaborative learning.
• Guest Lectures and Panel Discussions: Invite industry experts, including
advertisers and social advocates, to give guest lectures and participate in
panel discussions. These sessions provide real-world insights and diverse
perspectives on the impact and ethics of social advertising.

MODE OF ASSESSMENT
Assessment
Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

196
BA (HONS) VISUAL COMMUNICATION
References

1. Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing
communications perspective (12th ed.). McGraw-Hill Education.
2. Hackley, C., & Hackley, R. A. (2021). Advertising and promotion (5th ed.). SAGE
Publications Ltd.
3. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
4. Lindstrom, M. (2016). Small data: The tiny clues that uncover huge trends. St. Martin's
Press.
5. Phelps, L., & Lewis, C. M. (2020). Neuromarketing: Using neuroscience to understand the
consumer mind (3rd ed.). W. W. Norton & Company.

197
BA (HONS) VISUAL COMMUNICATION
COMMUNICATION RESEARCH METHODS

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name COMMUNICATION RESEARCH METHODS

Type of
DCE
Course

Course Code MG7DCEVCN401

Course Level 400-499

The “Communication Research Methods” course provides a comprehensive

overview of communication research methodologies, exploring the need for
research and differentiating between common sense and research
approaches. Students will study qualitative and quantitative methods,
Course
multidisciplinary research techniques, and data collection and analysis. The
Summary
course delves into various research theories, including anthropological,
cultural, and feminist perspectives. Students will also engage with key
concepts such as agenda-setting and gatekeeping, culminating in a minor
dissertation and graduate seminar presentation.

Semester VII Credits 4

Total
Practical/ Hours
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

198
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Recall key concepts and terminology used in research

1 K 1,2,3
theory.
Explain the principles underlying various research
2 methodologies and also utilize research findings to inform U 2,6,7,8
marketing strategies.

Evaluate the ethical considerations in conducting

3 E 1,4,6,8,9
research.

Cultivate a curiosity for exploring emerging trends and

4 I 2,6,7,10
technologies in research.

Recognize the importance of evidence-based strategies in

5 Ap 5,6,7,9,10
achieving research objectives.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to research

1.1 Need for research. 4 1

Differences between common sense approach

1.2 4 1
1 and research approach.

Research traditions in humanities, social

1.3 5 2
sciences and communication,

Research Methods

Qualitative and quantitative approaches in

2 2.1 social science research, administrative vs 4 2
applied

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BA (HONS) VISUAL COMMUNICATION
 Research methods, multi-disiciplinary
2.2 approaches and methods – anthropological, 4 2
cultural studies.

Observational research-Experimental
2.3 5 2,3
Research-Data Collection and Analysis.

Data collection techniques-Data analysis

2.4 5 3
methods (quantitative and qualitative).

Research theories

Anthropological, cultural studies, literary,

3.1 5 3
psychological, feminist and Marxist

3 Research questions and hypotheses, types of

3.2 5 3,4
data,

3.3 Data collection, sampling procedures. 6 4

Concepts of Research

Working with theories and concepts –

4.1 structuration, moral panics, assemblage, deep 8 4
play.

4 Agenda-setting, information seeking, diffusion

4.2 8 4,5
of innovations and gatekeeping.

Dissertation/Graduate Seminar: Students must

4.3 submit a minor dissertation (25 pages) and 12 3,4,5
present the same in a graduate seminar.

5 TEACHER SPECIFIC MODULE

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BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Classroom Lectures: employ an interactive Teaching and Learning

Approach, fostering dynamic lecture and case study analyses to deepen
students' understanding of real-world challenges, ethical considerations, and
innovative strategies shaping the ever-evolving landscape research.
• Interactive Discussions: Serve as a platform for students to critically analyse
industry challenges, share diverse perspectives, and collaboratively explore
innovative solutions, fostering a dynamic learning environment that mirrors
Teaching and the complexities of the research field.
Learning • Case Studies: Empowering students to navigate real-world challenges,
Approach devise strategic solutions, and cultivate a holistic understanding of the
dynamic research landscape
• Power Point presentations: Serve as a visual and informative tool, facilitating
student engagement and providing a structured platform to explore and
understand the complexities, trends, and solutions within research.
• Seminars: To delve deep into contemporary issues in advertising,
encouraging active participation, critical thinking, and collaborative
exploration of emerging trends and challenges in the ever-evolving research
landscape.

MODE OF ASSESSMENT

Assessment A. Continuous Comprehensive Assessment (CCA)

Types • Assignments, Seminars, Class works…etc – 10 Marks
• Mini Project Presentation – 20 marks.
*Please refer
appendix for B. Semester End examination
more details • Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Berger, A. A. (1998). Media Research Techniques. Sage.

2. Bernard, R. (2005). Research Methods in Anthropology: Qualitative and Quantitative
Approaches. Altamira.
3. Berger, A. A. (1998). Media Research Techniques. Sage.
4. Burton, G. (2004). Media and Society: Critical Perspectives. Open University Press.
5. Guthrie, G. (2010). Basic Research Methods: An Entry to Social Science Research. Sage.

201
BA (HONS) VISUAL COMMUNICATION
MEDIA TEXT ANALYSIS

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MEDIA TEXT ANALYSIS

Type of
DCE
Course

Course Code MG7DCEVCN402

Course Level 400-499

This course on media text analysis is designed to provide learners with a

systematic approach to examining various forms of media content, including
articles, news reports, TV shows, social media posts, and advertisements.
Learner develop the skills to uncover patterns, gain insights, and distinguish
Course underlying meanings embedded within landscape of media communication.
Summary The curriculum places a strong emphasis on several key components of
media text analysis, such as language patterns, sentiment analysis,
sociological, physiological and contextual understanding. Participants will
explore the tones of language usage, identifying patterns that contribute to
the overall message or agenda of a piece of media content.

Semester VII Credits 4

Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

202
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)
Learning
CO No. Expected Course Outcome PO No
Domains *
To foster a deeper understanding of the complexity of
1 media messages and their impact on society. K, U 1,2,3

Learners can develop advanced critical thinking skills in

2 media texts by applying different text analysis U, An, E 1,2,4
approaches.
To gain the proficiency to interpret media texts from
3 multiple perspectives. A, AN, E 4,5,7

Ability to demonstrate the practical application of

4 theoretical frameworks and enhance ability to critique C, S, I 2,4,5,8
various forms of media content.
To cultivate the ability to critically evaluate existing and
ongoing discourse in media and media studies through
5 acquire advanced research and analysis skills by A, E, C, Ap 1,4,5,9,10
exploring into scholarly articles and case studies.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Media Text

Introduction to Media, Function of Media, Types of

1.1 6 1
media, Mass Communication and Mass Media.

Media and audience, types of audience, Media and

1 1.2 6 1, 2
politics, media and children, media and culture.

What is media text, Type of Media text, and need

1.3 6 1, 2
for media text analysis.

Semiotic Analysis
Semiotic Analysis- Introduction to Semiotics,
Science of Semiology, Social Aspects of Semiotic,
Signs and forms of signs, Criticism of Semiotic
2 2.1 8 2, 3, 4
Analysis.

203
BA (HONS) VISUAL COMMUNICATION
 Key elements of Semiotic Analysis: Facial
Expression as Signs. Hyperrealist, Language and
2.2 Speaking, Connotation and Denotation, Metaphor 12 3, 4, 5
and Metonymy, Intertextuality, Syntagmatic and
Paradigmatic Analysis,

Marxist Analysis
Marxist Analysis – Introduction to Marxist
3.1 Analysis, Criticism of Marxist Analysis 8 2, 3, 4

3
Base and Superstructure, False Consciousness and
3.2 Ideology, Class Conflict, Alienation, Consumer 9 3, 4, 5
Society, Hegemony, Bourgeois Heroes,.

Sociological Analysis & psychoanalytic

Sociological Analysis – Introduction Sociological
Analysis, Key elements of Semiotic Analysis -
Anomie, Bureaucracy, socioeconomic class,
4.1 culture, Deviance, Elites, Ethnicity, Lifestyle, 10 2, 3, 4
Marginalization, Alienation, Mass Society, Race,
gender, Social Role, Socialization, Values

4 Psychoanalytic – Introduction to psychoanalysis,

Key elements of psychoanalytic the unconscious,
the structural hypotheses aliped to culture,
4.2 Symbols, Aggression and Guilt, Stereotypes and 10 3, 4, 5
Aggression Humor, Archetypes, Collective
Unconscious, Myth of the Hero, The Anima and
Animus.

5 TEACHER SPECIFIC MODULE

204
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

● Classroom Lecture - The most effective way to impart foundational

information to learners is through classroom lectures. This method
ensures that learners receive comprehensive details about the media
content, different types of text analysis and its application.

● Seminars: Seminars foster active engagement and encourage

Teaching and interaction among students. Through moderator’s involvements, Q&A
Learning sessions, and group activities, students can share insights into the real
Approach meaning of media content and learn how to evaluate and interpret the
same.

● Interactive Discussions: Encouraging participants to engage in

dynamic conversations focus on real-world media content. It promotes
collaborative learning and critical analysis. By blending theory and
practice, this approach inspires active participation and strengthens the
practical application of knowledge.

MODE OF ASSESSMENT
Assessment
Types B. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Berger, A. A. (2005). Media Analysis Techniques. SAGE.

2. Boreus, K., & Bergstrom, G. (2017). Analyzing Text and Discourse: Eight Approaches for the Social
Sciences. Thousand Oaks, CA: Sage.
3. Burn, A., & Parker, D. (2003). Analysing Media Texts. Bloomsbury Publishing.
4. Gillespie, M., & Toynbee, J. (2006). Analysing Media Texts (Volume 4). McGraw-Hill Education.
5. Kompatsiaris, Y., Merialdo, B., & Lian, S. (2012). TV Content Analysis. CRC Press.

205
BA (HONS) VISUAL COMMUNICATION
 DIGITAL MARKETING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name DIGITAL MARKETING

Type of
DCE
Course

Course Code MG7DCEVCN403

Course Level 400-499

This course delves deeper into the ever-evolving world of digital

marketing, equipping students with advanced strategies and tactics used
Course by industry professionals. Through lectures, discussions, case studies,
Summary and hands-on projects, students will gain a comprehensive understanding
of planning, implementing, and measuring successful digital marketing
campaigns.

Semester VII Credits 4 Total

Hours

Learning Lecture Tutorial Practical/ Others

Approach Practicum
Course Details
3 1 75

Pre-requisites,
if any

206
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Analyze and apply advanced digital marketing
1 strategies across various online platforms. A, An 1,2,3

Develop data-driven content marketing campaigns

2 to attract and engage target audiences. C 3,4,5

Evaluate and leverage cutting-edge social media

3 marketing techniques for brand awareness and E 3,4,5,6
growth.
Measure and optimize digital marketing campaigns
4 based on key performance indicators (KPIs) to E, C, S 2,3,4,5
maximize ROI (Return on Investment).

Analyze and apply advanced digital marketing

5 strategies across various online platforms. An, A 4,5,7,9,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Advanced Digital Marketing Strategies

Marketing Automation and Customer Relationship
Management (CRM): Exploring automation tools to
1.1 streamline marketing processes, nurture leads, and 4 1
personalize customer journeys.

Search Engine Optimization (SEO) Deep Dive:

1 Analyzing advanced SEO techniques for website
1.2 4 1
optimization, keyword research strategies, and link
building tactics.

Content Marketing Mastery: Crafting compelling

and data-driven content strategies, content
1.3 4 1,2
distribution channels, and content measurement
frameworks.

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 Programmatic Advertising and Real-Time Bidding
(RTB): Understanding programmatic buying
1.4 6 2
platforms, RTB strategies, and data-driven ad
targeting for campaign optimization.

Social Media Marketing for Engagement

Social Media Listening and Analytics: Analyzing
social media conversations, measuring brand
2.1 4 2
sentiment, and utilizing social listening tools for
audience insights.
Influencer Marketing Strategies: Identifying and
partnering with relevant influencers, developing
2.2 4 2
effective influencer campaigns, and measuring their
impact.
2
Community Building and Engagement: Crafting
engaging social media content, fostering online
2.3 4 2,3
communities, and managing social media crises.

Social Media Advertising Techniques: Utilizing

advanced social media advertising features,
2.4 4 3
campaign targeting options, and optimizing ad spend
for maximum reach and engagement.
Paid Advertising and Conversion Optimization
Search Engine Marketing (SEM) Campaigns:
Leveraging paid search advertising platforms like
3.1 5 3
Google Ads to target relevant keywords, manage ad
budgets, and optimize campaign performance.
Social Media Advertising Deep Dive: Exploring
advanced social media advertising features,
3.2 campaign targeting options for maximizing reach, 5 3,4
and creative experimentation for high click-through
rates.

3 Conversion Rate Optimization (CRO): Analyzing

user behavior on websites and landing pages,
3.3 implementing conversion optimization strategies 4 4
like A/B testing, and improving user experience for
increased conversions.

Marketing Attribution and ROI Measurement:

Understanding marketing attribution models,
3.4 tracking campaign performance across different 4 4
channels, and measuring the return on investment
(ROI) of digital marketing initiatives.

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 The Future of Digital Marketing

Emerging Technologies in Digital Marketing:

Exploring the impact of Artificial Intelligence (AI),
4.1 6 5
Machine Learning (ML), and Augmented Reality
(AR) on marketing strategies and future trends.
Omnichannel Marketing Integration: Developing a
seamless customer experience across all digital and
4.2 5 5
offline touchpoints.

4 Marketing in the Metaverse and Web3:

Understanding the potential of the metaverse and
4.3 6 5
Web3 technologies for marketing in a future virtual
landscape.

Developing a Personalized Digital Marketing

Strategy: Creating a data-driven digital marketing
plan tailored to specific client needs and industry best
4.4 6 3,4,5
practices. (This module can culminate in a final
project where students develop a comprehensive
digital marketing plan for a real-world client)

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Classroom Sessions: These structured lectures provide foundational

knowledge in journalistic content writing. Students learn about news
gathering, writing techniques, and production stages, ensuring a
comprehensive learning experience.
Teaching and • Online Demonstrations: Virtual demonstrations illustrate the content
Learning creation process for journalism. Through interactive sessions, instructors
engage students and offer insights into writing for various online
Approach
platforms, enhancing understanding and participation.
Practical Application: Hands-on practice in content creation immerses
students in real-world experiences. They learn content gathering,
scripting, and editing skills, preparing them for the dynamic landscape of
digital journalism.

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 MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details
B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

References

1. Burns, A. C., & Bush, R. F. (2019). Marketing Research: Online Research Applications (7th ed.).
Pearson.
2. Kumar, V., & Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and
Tools (3rd ed.). Springer.
3. McDonald, M., & Wilson, H. (2016). Marketing Plans: How to Prepare Them, How to Use Them
(8th ed.). Wiley.
4. Myles, B. (2024). The Strategic Digital Marketer: Mastering The Principles and Practice of
Ethical Marketing. Brian Myles.
5. Martin, G. Z. (2017). The Essential Social Media Marketing Handbook: A New Roadmap for
Maximizing Your Brand, Influence, and Credibility (Essential Handbook). New Page Books,US.

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BA (HONS) VISUAL COMMUNICATION
 DOCUMENTARY FILM MAKING

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name DOCUMENTARY FILM MAKING

Type of
DCE
Course

Course Code MG7DCEVCN404

Course Level 400-499

The course in non-fiction filmmaking introduces students to the diverse

landscape of documentary genres, covering historical milestones and
notable filmmakers such as Flaherty and Satyajit Ray. It delves into the
evolution of television documentaries via channels like National
Geographic, Discovery, and History, highlighting their role in social and
Course
political discourse. Additionally, students learn the intricacies of crafting
Summary
compelling non-fiction narratives, from selecting topics and conducting
content research to scripting, editing, and integrating creative elements for
impactful storytelling. The focus extends to ethical considerations in
documentary filmmaking, ensuring a holistic understanding of this powerful
visual medium.

Semester VII Credits 4

Total
Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

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BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Learn to classify documentary genres, fostering

1 U 1,2
understanding of non-fiction filmmaking variety.

Become discerning documentary historians, recognizing

2 U, A 2, 3
pivotal moments and influential filmmakers like Flaherty.

Learn TV documentary evolution, major milestones, ethical

3 A, An 3, 4
evaluation, societal impact in social-political spheres.

Learn storytelling, meticulous editing, and synchronization

4 C 4, 9
for impactful non-fiction films with engaging narratives.

Students master versatile documentary filmmaking,

5 C, E 4, 10
analyze genres, historical milestones, and storytelling.

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Documentary Genres
Documentaries encompass various genres, each serving a
unique purpose.
Actualities capture real, spontaneous events; Compilation
1.1 Films assemble diverse footage; Educational Films inform 5 1
and educate; Propaganda Films influence opinion;
Sponsored Documentaries promote specific viewpoints;
Creative Documentaries explore artistic expression.

Actualities are short and candid, showcasing daily life or

1
historical events. Compilation Films use diverse sources
1.2 5 1
to create a cohesive narrative.

Sponsored Documentaries present specific viewpoints,

common in corporate or advocacy settings.
1.3 Creative Documentaries push boundaries with innovative 5 1
storytelling and artistic expression.

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 Documentary History & Filmmakers
Discuss the emergence of the documentary movement,
highlighting pioneers like Robert J. Flaherty. Explore
2.1 key milestones such as the Lumière brothers' actualities 6 2
and the impact of World War II on documentary
filmmaking.

Influential Documentary Filmmakers: Robert J.

2.2 8 2
Flaherty, Satyajit Ray
2
Show clips from "Nanook of the North" to illustrate
early observational documentary techniques. Present
excerpts from Satyajit Ray's "The Apu Trilogy" to
2.3 highlight the fusion of narrative storytelling with a 10 3
documentary approach. Engage students in a discussion
about the impact of these filmmakers on the
documentary movement.

TV Documentary Evolution
Discuss the transition of documentaries from cinemas to
television. Highlight how television platforms provided
3.1 a broader reach and diverse opportunities for 8 4
documentary filmmakers.

Examine significant moments in the history of television

3
3.2 documentaries, such as the advent of dedicated 6 4
documentary channels.

Introduce the concept of ethical filmmaking,

3.3 emphasizing truthfulness, objectivity, and responsibility 6 4
towards subjects and audiences.

Documentary Scripting Essentials

Students will delve into the art of non-fiction film

writing, exploring the nuances of topic selection, content
4.1 8 5
research methods, and the incorporation of creative
elements in documentary scripts.
4
The curriculum also covers practical aspects such as
4.2 documentary script formatting, editing techniques, and
the synchronization of narration, visuals, and music to 8 5
effectively convey the intended message.

5 TEACHER SPECIFIC MODULE

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 Classroom Procedure (Mode of transaction)
• Students will start by understanding the diverse genres within
documentaries, recognizing their unique purposes, such as actualities
capturing real events, compilation films weaving narratives,
educational films imparting knowledge, propaganda films influencing
opinions, sponsored documentaries promoting viewpoints, and creative
documentaries exploring artistic expression.
• The class will delve into the historical evolution of documentaries,
discussing pioneers like Robert J. Flaherty and significant milestones
such as the Lumière brothers' actualities. Key moments, like the impact
of World War II, will be explored, providing context to the development
of documentary filmmaking.
• Students will study the works of influential documentary filmmakers,
focusing on Robert J. Flaherty and Satyajit Ray. Clips from "Nanook of
the North" and excerpts from "The Apu Trilogy" will be shown, allowing
Teaching and for a detailed analysis of early observational techniques and the fusion of
Learning narrative storytelling in documentaries.
Approach • The course will cover the transition of documentaries from cinemas to
television, highlighting the broader reach and opportunities this shift
provided. Significant moments in television documentary history,
including the advent of dedicated documentary channels, will be
discussed.
• Ethical considerations in documentary filmmaking will be introduced,
emphasizing principles such as truthfulness, objectivity, and
responsibility toward subjects and audiences. Students will engage in
discussions on ethical dilemmas in documentary production.
• The curriculum will integrate theoretical knowledge with practical skills.
Students will explore non-fiction film writing, covering topic selection,
research methods, and creative script elements. Practical aspects like
script formatting, editing techniques, and the synchronization of
narration, visuals, and music will be addressed through hands-on
activities, workshops, and discussions.

Assessment MODE OF ASSESSMENT

Types C. Continuous Comprehensive Assessment (CCA)

• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

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BA (HONS) VISUAL COMMUNICATION
References

1. Rabiger, M. (1987). Directing the Documentary. Focal Press.

2. Artis A. Q. (2014). The Shut Up and Shoot Documentary Guide. Taylor & Francis.
3. Bernard S. C. (2012). Documentary Storytelling: Creative Nonfiction on Screen. Taylor &
Francis.
4. Biewen J., & Dilworth, A. (Eds.). (2010). Reality Radio: Telling True Stories in Sound.
Center for Documentary Studies.
5. Aparna Sharma (2015). Documentary Films in India: Critical Aesthetics at Work. Palgrave
Macmillan.

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BA (HONS) VISUAL COMMUNICATION
 ADVERTISEMENT CAMPAIGN

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ADVERTISEMENT CAMPAIGN

Type of
DCE
Course

Course Code MG7DCEVCN405

Course Level 400-499

This intensive course equips advertising specialists with cutting-edge

strategies and advanced tactics to develop and execute high-impact
Course advertising campaigns. Through a combination of lectures, case studies,
Summary workshops, and guest lectures from industry professionals, students will
gain a comprehensive understanding of the evolving advertising landscape
and develop their creative problem-solving skills.

Semester VII Credits 4 Total

Hours

Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

216
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
Master advanced advertising campaign planning and
1 execution frameworks. K 1,2,3

Integrate data analytics and consumer insights into

2 strategic campaign development. U 3,4

Develop innovative and multi-platform campaign

3 concepts across traditional and digital media. A 1,4,5

Evaluate and optimize campaign effectiveness using

4 advanced measurement techniques. An 4,5,9

Demonstrate strong leadership skills in managing

5 diverse teams and projects within the advertising S 4,5,9,10
industry.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Strategic Campaign Development

Advanced Consumer Insights: Leveraging advanced
research methodologies (e.g., neuromarketing, social
1.1 listening) to gain deep understanding of target 5 1
audiences and their motivations.

Data-Driven Targeting and Segmentation: Utilizing

customer relationship management (CRM) data and
1.2 4 1
analytics platforms to segment audiences and tailor
messages for maximum impact.
1
Strategic Brand Storytelling: Developing compelling
1.3 brand narratives that resonate emotionally with 5 1
target audiences and build brand loyalty.

Campaign Budgeting and Resource Allocation:

Advanced financial planning for advertising
1.4 5 1
campaigns, considering ROI, media channel costs,
influencer marketing fees, and production budgets.

217
BA (HONS) VISUAL COMMUNICATION
 Creative Innovation and Integrated Campaign Design
Creative Concept Development: Advanced
brainstorming techniques, trend analysis, and
2.1 5 1,2
creative exploration workshops to generate
innovative advertising concepts.
Multi-Channel Storytelling: Designing integrated
campaigns that seamlessly flow across diverse media
2.2 5 2,3
platforms (digital, social, traditional) for a unified
brand experience.
2
Emerging Creative Formats: Exploring cutting-edge
creative formats (e.g., interactive video, augmented
2.3 5 2
reality experiences, influencer marketing campaigns)
and their strategic application.

Transmedia Storytelling: Developing engaging

narratives that transcend traditional media
2.4 4 3
boundaries and create a holistic brand experience
across platforms.
Campaign Management and Measurement
Advanced Media Planning and Buying: Negotiation
strategies, media mix optimization, programmatic
3.1 4 3,4
buying techniques, and leveraging programmatic
advertising platforms.
Campaign Management and Project Leadership:
Effectively managing project timelines, resource
3.2 4 4
allocation, communication within diverse teams, and
vendor relationships.
3 Advanced Campaign Measurement Techniques:
Utilizing advanced analytics tools and attribution
3.3 models to measure campaign effectiveness across 5 4
multiple media channels and platforms (e.g., multi-
touch attribution).

A/B Testing and Campaign Optimization:

Implementing A/B testing methodologies to
3.4 4 4
continuously refine advertising creatives, messaging,
and media strategies for optimal performance.

The Future of Advertising

The Rise of Artificial Intelligence (AI) in
Advertising: Exploring the application of AI in
4 4.1 5 4,5
creative generation, audience targeting, and
campaign optimization.

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BA (HONS) VISUAL COMMUNICATION
 Programmatic Advertising 2.0: Examining the future
4.2 of programmatic advertising and the role of 4 5
automation in campaign execution and management.

The Metaverse and the Evolving Media Landscape:

Understanding the opportunities and challenges
4.3 presented by the metaverse for branding and 4 5
advertising in immersive virtual worlds.

The Evolving Role of Advertising Agencies:

Discussing the changing landscape of advertising
4.4 4 5
agencies and the development of new business
models for the future.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Conduct interactive lectures that explain advanced research

methodologies like neuromarketing and social listening, followed by
analyzing real-world case studies to demonstrate their application in
understanding target audiences.
• Organize brainstorming sessions where students use advanced
techniques to generate innovative advertising concepts, complemented
by trend analysis activities to ensure ideas are relevant and forward-
thinking.
Teaching and • Engage students in practical exercises where they create detailed
Learning campaign budgets, using simulation games to allocate resources
Approach effectively and understand the impact of financial planning on campaign
success.
• Facilitate workshops where students use advanced analytics tools and
attribution models to measure campaign effectiveness, enabling them to
apply these techniques to hypothetical or past campaigns for hands-on
learning.
• Invite industry experts to deliver guest lectures on the application of AI
in advertising, followed by demonstrations of AI tools that students can
explore and experiment with to understand their practical use in creative
generation and campaign optimization.

Assessment MODE OF ASSESSMENT

Types A. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
219
BA (HONS) VISUAL COMMUNICATION
 • Mini Project Presentation – 20 marks.
*Please refer
appendix for
B. Semester End examination
more details
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Albers, M., & Klawitter, M. (2020). Advanced digital advertising. Routledge.

2. Du Plessis, C. (2017). The handbook of integrated marketing communications. Kogan Page
Publishers.
3. Hackett, R., & Campbell, D. (2018). Data and marketing analytics: Modeling, applications, and
cases (2nd ed.). John Wiley & Sons.
4. Moorman, C., & Duncan, T. (2017). Advertising and promotion: An integrated marketing
communications perspective (11th ed.). McGraw-Hill Education.
5. Smith, P. R. (2018). The future of advertising: From here to experience (and beyond!) Kogan Page
Publishers.

220
BA (HONS) VISUAL COMMUNICATION
 SEMESTER - VIII

221
BA (HONS) VISUAL COMMUNICATION
 CONTEMPORARY ISSUES IN MEDIA

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name CONTEMPORARY ISSUES IN MEDIA

Type of
DCC
Course

Course Code MG8DCCVCN400

Course Level 400-499

This course explores hot-button issues in advertising today. From digital

disruption and social media trends to ethics and sustainability, students dive
Course deep. Analyzing industry cases, they learn what works (and what doesn't) in
Summary a constantly evolving field. By the end, they'll be ready to tackle real-world
advertising challenges with creativity, responsibility, and a keen eye for the
future.

Semester VIII Credits 4 Total

Hours

Course Details
Practical/
Lecture Tutorial Others
Practicum
Learning
Approach
3 1 75

Pre-requisites,
if any

222
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *
To learn a comprehensive understanding of the
dynamic landscape, emerging trends, and ethical
1 U 1,2,4
considerations in the field of advertising

Possess a critical awareness of the societal impacts of

media, exploring ethical considerations, cultural
2 C, S 1,4,5
influences, and the role of media in shaping public
discourse.
Demonstrate a comprehensive understanding of the
legal and ethical frameworks governing advertising
3 practices, enabling them to navigate regulatory E, An, S 2,4,5,6
challenges in the industry.

Equipped with the knowledge and analytical skills to

anticipate, evaluate, and apply emerging trends in
4 advertising, supported by a deep understanding of key E, An, AP 5,6,8
industry case studies
To learn a comprehensive understanding of the
dynamic landscape, emerging trends, and ethical
5 U 1,5,6,8,10
considerations in the field of advertising

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT
Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to Contemporary Advertising

Overview of Advertising-Definition and evolution-
1.1 Importance in contemporary society. 4 1, 2, 3

Advertising in the Digital Age-Digital platforms and

1.2 their role-Impact of technology on advertising. 5 1, 2,3
1

Ethical Considerations in Advertising-Truth in

1.3 advertising-Social responsibility. 5 2, 3, 4

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BA (HONS) VISUAL COMMUNICATION
 Social and media issues

Castes vary geographically, Castes are hereditarily

2.1 transmissible, The ideology of purity and impurity, 4 1, 4

Today’s evolution of castes. Political economy of

2.2 gender inequalities in India. Gender inequality in 4 1,3,
politics.

Violence against women. Women empowerment.

2
2.3 intellectual Property and Advertising. Trademarks 5 1,2,
and branding.

Interpersonal conflicts. Intergroup conflicts. Role of

2.4 media in conflict resolution. 5 1,3,4,

Balanced perspective of war and conflict.

2.5 Refraining from dehumanizing the enemy. 4 1,4

Advertising Regulation and Policy.

Advertising Standards Council of India (ASCI)-
3.1 Consumer Protection Act, 2019. 4 1,4,

The Cable Television Networks (Regulation) Act,

3.2 1995- The Drugs and Magic Remedies 5 4,
(Objectionable Advertisements) Act, 1954.

3
The Information Technology (Intermediary
Guidelines and Digital Media Ethics Code) Rules,
3.3 5 3,
2021- Food Safety and Standards Authority of India
(FSSAI).

Ministry of Information and Broadcasting.

3.4 5 3,4,

Future Trends in Advertising and case studies

Interactive and Immersive Content- Augmented

4.1 Reality (AR) - Virtual Reality (VR) 4 1,2,3

User-Generated Content (UGC)- Crowdsourced

4.2 4 1,2,
4 Campaigns

Short-Form Video Content- Tik-Tok and Reels-

4.3 Chatbots and Conversational Marketing. 4 1,2,4,

224
BA (HONS) VISUAL COMMUNICATION
 Interactive Social Commerce- Social Media
4.4 Shopping. 4 1,2,4

4.5 Advertising case studies in India.

4 1,2,4

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Classroom Lectures: employ an interactive Teaching and Learning

Approach, fostering dynamic lecture and case study analyses to deepen
students' understanding of real-world challenges, ethical considerations,
and innovative strategies shaping the ever-evolving landscape of
advertising.
• Interactive Discussions: Serve as a platform for students to critically
analyse industry challenges, share diverse perspectives, and
collaboratively explore innovative solutions, fostering a dynamic learning
Teaching and environment that mirrors the complexities of the advertising field.
Learning • Case Studies: Empowering students to navigate real-world challenges,
Approach devise strategic solutions, and cultivate a holistic understanding of the
dynamic advertising landscape.
• Power Point presentations: Serve as a visual and informative tool,
facilitating student engagement and providing a structured platform to
explore and understand the complexities, trends, and solutions within the
dynamic advertising industry.
• Seminars: To delve deep into contemporary issues in advertising,
encouraging active participation, critical thinking, and collaborative
exploration of emerging trends and challenges in the ever-evolving
advertising landscape.

Assessment MODE OF ASSESSMENT

Types D. Continuous Comprehensive Assessment (CCA)

• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

225
BA (HONS) VISUAL COMMUNICATION
References

1. Basu, D. D. (2020). Introduction to the Constitution of India. LexisNexis.

2. Pathak, J. P. (2018). Press Council of India: Structure, Functions, and Code of Conduct.
Oxford University Press.
3. Bhargava, A. (2019). Media Laws in India: History and Contemporary Perspectives.
Cambridge University Press.
4. Sharma, R. K. (2021). Ethical Challenges in Indian Media: Advertorials, Paid News, and
Media Integrity. Sage Publications.
5. Ward, S. J. A., & Wasserman, H. (2017). Media Ethics: Cases and Moral Reasoning.
Routledge.

226
BA (HONS) VISUAL COMMUNICATION
IPR COPYRIGHT

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name IPR COPYRIGHT

Type of
DCC
Course

Course Code MG8DCCVCN401

Course Level 400-499

This course examines the legal framework of Intellectual Property Rights

(IPR) in India and internationally, with a specific emphasis on copyright
Course law. Through lectures, case studies, discussions, and research projects,
Summary students will gain a comprehensive understanding of IPR protection for
creative works in the globalized world.

Semester VIII Credits 4 Total

Hours

Course Details Learning Lecture Tutorial Practical/ Others

Approach Practicum

3 1 75

Pre-requisites,
if any

227
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Analyse the concept of IPR and its various forms

1 (patents, trademarks, copyrights) in the Indian and An 1,2,4
international legal frameworks.

Compare and contrast Indian Copyright Law with

2 international copyright treaties and conventions. An 1,4,5

Understand the rights granted to copyright holders

3 and limitations on those rights in India and U 2,4,5,6
international contexts.
Critically evaluate contemporary copyright issues in
4 the digital age, considering both Indian and global E 5,6,8
perspectives.

Develop strong research and communication skills

5 related to Indian and global IPR and copyright law. S 1,5,6,8,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Introduction to IPR and Copyright Law

What is Intellectual Property? Exploring the
concept of IPR, its economic and social
1.1 4 1
significance, and different forms of IP in Indian
and international contexts.
The Indian Legal Framework for IPR:
Understanding the Constitution, relevant
1 1.2 statutes (Copyright Act, 1957), and regulatory 4 1
bodies (Copyright Office) governing IPR in
India.

International Copyright Treaties and

Conventions: Analysing the Berne Convention,
1.3 2 1
Universal Copyright Convention, and their
impact on copyright protection worldwide.

228
BA (HONS) VISUAL COMMUNICATION
 The Importance of Copyright for Creators: The
role of copyright law in fostering creativity,
1.4 5 1,2
innovation, and the success of creative
industries in India and globally.

Understanding Copyright Subject Matter and Rights

Copyrightable Works in India: Defining

different types of original creative expressions
2.1 4 2
protected under Indian copyright law (literary,
artistic, musical, cinematographic works, etc.).
Copyright Ownership and Transfer:
Understanding authorship, work-for-hire
2.2 4 2
doctrine, joint authorship, and copyright
transfer agreements in India.
2
Rights Granted by Copyright: Analysing
exclusive rights granted to copyright holders in
2.3 6 2,3
India (reproduction, adaptation, communication
to the public, etc.) and limitations like fair use.

Term of Copyright Protection: Exploring the

2.4 duration of copyright protection in India 6 3
compared to international standards.

Copyright Registration, Enforcement, and Remedies

Copyright Registration in India: Benefits and

3.1 procedures for registering copyrights with the 4 3
Indian Copyright Office.

Copyright Infringement: Understanding the

legal framework for addressing copyright
3.2 5 3,4
infringement in India (civil and criminal
remedies).
3
Damages and Remedies for Infringement in
India: Analysing different types of damages
3.3 5 4
awarded in Indian copyright infringement cases
(actual, statutory) and injunctive relief.

International Copyright Enforcement

3.4 Mechanisms: Exploring options for enforcing 5 4
copyright protection across national borders.

229
BA (HONS) VISUAL COMMUNICATION
 Copyright in the Digital Age - Indian and Global Perspectives

Digital Copyright Challenges: Analysing

contemporary issues impacting copyright in the
4.1 4 5
digital age (e.g., online piracy, file sharing,
streaming platforms) in India and globally.

The Information Technology Act (ITA) and

Copyright: Understanding the role of the ITA,
4.2 6 5
2000 in regulating online activities and its
implications for copyright protection in India.
4
Global Efforts to Combat Online Piracy:
Examining international treaties (e.g., Anti-
4.3 6 4,5
Counterfeiting Trade Agreement) and their
impact on online copyright enforcement.

The Future of Copyright Law: Discussing

proposed changes and legislative efforts to
4.4 5 4,5
adapt copyright law to both the Indian and
global digital landscape.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Conduct lectures to introduce key concepts of intellectual property and

copyright law, followed by interactive discussions where students can ask
questions and engage in critical analysis of the material presented.
• Present case studies related to copyright infringement cases or international
copyright treaties to provide real-world examples. Encourage students to
analyse these cases and discuss their implications on copyright law.
• Invite legal experts, copyright lawyers, or representatives from regulatory
Teaching and
bodies such as the Copyright Office to speak to the class. Students can learn
Learning
first-hand about practical aspects of copyright law and ask questions to
Approach
deepen their understanding.
• Assign research projects where students investigate specific topics related to
intellectual property or copyright law. Provide guidance on research methods
and resources, and encourage students to present their findings to the class.
• Organize simulation exercises where students role-play scenarios involving
copyright infringement or negotiation of copyright transfer agreements. This
hands-on approach allows students to apply theoretical knowledge in
practical situations and enhances their understanding of copyright law
concepts.

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BA (HONS) VISUAL COMMUNICATION
 MODE OF ASSESSMENT
Assessment
A. Continuous Comprehensive Assessment (CCA)
Types
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer
• Mini Project Presentation – 20 marks.
appendix for
more details
B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

References

1. Chander, A., & Rai, A. (2021). Intellectual property rights: Law & practice. LexisNexis.
2. Cohen, J. E. (2019). How to copyright your work (10th ed.). Nolo.
3. Gilson, R. J. (2019). Lindemann's intellectual property law (3rd ed.). Aspen Publishers.
4. Melvin, M. A., & Stromholm, H. (2018). The law of intellectual property (3rd ed.). Wolters Kluwer
Law & Business.
5. Samuelson, P. (2017). Copyright and digital technology (3rd ed.). West Academic Publishing.

231
BA (HONS) VISUAL COMMUNICATION
HONOURS PROJECT / HONOURS WITH RESEARCH ROJECT

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name HONOURS PROJECT / HONOURS WITH RESEARCH PROJECT

Type of
PRJ
Course

Course Code MG8PRJVCN400

Course Level 400-499

This course is designed in a duel manner to provide a in depth project to the

learner in his/her area of interest.

Honours Project: This is designed as an opportunity to showcase the

Course knowledge and skills acquired by the learner through his four years of study in
Summary the field of Visual Communication.

Honours with Research: This is designed to give the learner an opportunity to

delve into the research world and contribute new areas of knowledge to the
field of Visual Communication.

Semester VIII Credits 12 Total

Hours

Lecture Tutorial Practical/ Others

Practicum
Course Details Learning
Approach

Pre-requisites,
if any

232
BA (HONS) VISUAL COMMUNICATION
HONOURS PROJECT

Guidelines for Honours Project *

• For the successful completion of BA Visual Communication (Honours), the learner should create a
Honours project as per his/her area of specialization*
• The learner should accomplish various stages of media production and should verify the competence
with industry standards.

PROJECT EVALUATION SCHEME

A. Continuous Comprehensive Assessment (CCA)

· Pre-production and Post-production works – 40 marks

· Production works – 20 Marks

B. Semester End examination

· Project evaluation – 100 Marks

· Viva-Voce – 40 Marks

*Please refer appendix for more details

HONOURS WITH RESEARCH PROJECT

Guidelines for Honours (Research) Project *

• For the successful completion of BA Visual Communication (Honours with Research), the learner
should prepare a mini research paper based on subjects related to Visual Communication areas.
• The learner should accomplish various stages of research writing and should verify the competence
with academic standards.

PROJECT EVALUATION SCHEME

A. Continuous Comprehensive Assessment (CCA)

· Topic selection, Literature Review – 20 Marks
· Data Collection, Data Analysis, Time management & Efficiency – 20 marks
· Dissertation Writing– 20 Marks

B. Semester End examination

· Research Thesis – 100 Marks
· Viva-Voce – 40 Marks

*Please refer appendix for more details

233
BA (HONS) VISUAL COMMUNICATION
MEDIA INDUSTRY AND MANAGEMENT

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name MEDIA INDUSTRY AND MANAGEMENT

Type of
DCE
Course

Course Code MG8DCEVCN400

Course Level 400-499

This course provides a comprehensive understanding of the evolving media

landscape, its diverse business models, and the core management principles
Course
for success in the media industry. Students will gain valuable insights into
Summary
strategic planning, content creation, audience engagement, and navigating
the challenges of a rapidly changing media environment.

Semester VIII Credits 4 Total

Hours
Practical/
Lecture Tutorial Others
Practicum
Learning
Course Details
Approach
3 1 75

Pre-requisites,
if any

234
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Analyse the historical development, convergence, and

1 fragmentation of the media industry. An 1,2,4

Understand different business models in various media

2 sectors (e.g., traditional media, digital media, social U 1,4,5
media).
Apply strategic management frameworks to media
3 organizations, considering content strategy, audience A 2,4,5,6
engagement, and financial planning.
Develop leadership and communication skills essential
4 for managing teams in the media industry. S 5,6,8

Evaluate the impact of technological advancements on

5 media consumption and business models. E 1,5,6,8,10

*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Understanding the Media Landscape

The Evolving Media Landscape: Analyzing the

historical development of media, the rise of digital
1.1 4 1
media formats, and the concept of media
convergence.

Media Industries & Business Models: Exploring

different media sectors (e.g., television, radio,
1
1.2 print, digital media, social media) and their distinct 4 1
business models (subscription, advertising,
freemium).

Global Media Markets: Understanding the role of

1.3 globalization in the media industry, international 2 1
content distribution, and cultural regulation.

235
BA (HONS) VISUAL COMMUNICATION
 Audience Analysis and Measurement: Applying
audience research methods to understand audience
1.4 5 1,2
behavior, preferences, and segmentation for
effective content targeting.

Strategic Management and Content Creation

Strategic Planning in Media Companies:

Developing strategic goals, mission statements,
2.1 competitive analysis, and SWOT (Strengths, 4 2
Weaknesses, Opportunities, Threats) analysis for
media organizations.
Content Strategy and Development: Creating
compelling content aligned with audience needs,
2.2 4 2
platform specific formats, and exploring innovative
storytelling techniques.
2
Project Management and Content Production:
Managing the content production process,
2.3 6 2,3
considering budgeting, scheduling, resource
allocation, and collaboration across teams.

The Future of Content Creation: Exploring

emerging trends in content production (e.g., user-
2.4 6 3
generated content, artificial intelligence, virtual
reality) and their impact on the media industry.

Media Management and Leadership

Leadership Styles in Media Organizations:
Understanding different leadership styles, effective
3.1 4 3
communication strategies, and motivating teams in
the dynamic media environment.
Financial Management in Media: Analyzing
financial statements, budgeting for media projects,
3.2 5 3,4
cost control techniques, and revenue generation
strategies.

3
Marketing and Promotion in the Media Industry:
Developing effective marketing campaigns to
3.3 5 4
promote content, build brand awareness, and attract
audiences across different media platforms.

Human Resource Management for Media:

Recruiting, developing, and retaining talent with
3.4 5 4
required skills for media production, content
creation, and media management roles.

236
BA (HONS) VISUAL COMMUNICATION
 Media Management in the Digital Age
The Impact of Technology on Media: Analysing
how technological advancements (e.g., mobile
4.1 platforms, social media, streaming services) are 4 5
disrupting traditional media business models and
creating new opportunities.
Data Analytics and Media Management:
Leveraging data analytics tools to understand
4.2 6 5
audience behaviour, predict trends, and optimize
content distribution strategies.
4
Media Law and Regulation: Understanding
intellectual property rights, copyright law, privacy
4.3 6 4,5
regulations, and ethical considerations in the digital
media age.

The Future of Media Management: Examining

trends in artificial intelligence, augmented reality,
4.4 5 4,5
and the metaverse, and their potential impact on
media management practices.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Lecture and Discussion: Present historical developments and

theories on media evolution, followed by group discussions to
analyze the concepts of convergence and digital media's impact.
• Case Studies and Workshops: Use real-world examples and
interactive workshops to explore diverse media sectors and
business models, allowing students to analyze and compare
different strategies.
Teaching and • Project-based Learning: Assign projects where students develop
Learning strategic plans and content strategies for hypothetical media
Approach
companies, incorporating audience analysis and utilizing project
management tools.
• Guest Speaker Sessions: Invite industry professionals to share
insights on leadership styles, financial management, marketing,
and human resource practices in media organizations, followed
by Q&A sessions.
• Technology Workshops and Seminars: Organize workshops and
seminars on emerging technologies in media management, such
as data analytics and media law in the digital age, providing
hands-on experience and discussions on future trends.

237
BA (HONS) VISUAL COMMUNICATION
 Assessment MODE OF ASSESSMENT

Types A. Continuous Comprehensive Assessment (CCA)

*Please refer • Assignments, Seminars, Class works…etc – 10 Marks

appendix for
• Mini Project Presentation – 20 marks.
more details

B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

References

1. Albers, M., & Klawitter, M. (2020). Advanced digital advertising. Routledge.

2. McQuail, D. (2018). Media and mass communication. Sage Publications.
3. Montgomery, K. (2019). Media convergence: Industry strategies for the age of the internet (7th
ed.). Routledge.
4. Picard, R. T. (2016). Media management in the digital age (7th ed.). Routledge.
5. Smith, P. R. (2018). The future of advertising: From here to experience (and beyond!). Kogan
Page Publishers.

238
BA (HONS) VISUAL COMMUNICATION
 ADVANCED NEWS MEDIA

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name ADVANCED NEWS MEDIA

Type of
DCE
Course

Course Code MG8DCEVCN401

Course Level 400-499

This course delves into the complexities and evolving practices of news
Course media in the digital age. Post-graduate students will explore emerging
Summary technologies, innovative storytelling techniques, ethical considerations,
and strategies for navigating the rapidly changing news landscape.

Semester VIII Credits 4 Total

Hours

Course Details Practical/

Lecture Tutorial Others
Practicum
Learning
Approach
3 1 75

Pre-requisites,
if any

239
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Analyse the impact of digital technologies (e.g., social

1,2,3,4,6,7,
1 media, mobile platforms, data analytics) on news An
8,10
production and consumption.

Understand the changing media ecosystem and explore

2 U 3,6,10
new business models for sustainable news organizations.

Develop advanced skills in investigative reporting, data

3 S 1,2
journalism, and multimedia storytelling.

Critically assess the ethical challenges of newsgathering,

4 E 1,4,7,8
reporting, and media bias in the digital age.

Foster leadership and innovation in developing strategies

5 for effective news dissemination and audience C 5,10
engagement.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

The Evolving News Landscape

The Rise of Digital News: Analysing the

disruption of traditional news media by digital
1.1 platforms, the rise of social media as a news 5 1
source, and its impact on audience trust.
1
Convergence and Fragmentation:
Understanding the concept of media
1.2 convergence and its impact on news production, 4 1
while examining the fragmentation of audiences
across numerous online platforms.

240
BA (HONS) VISUAL COMMUNICATION
 Emerging Technologies in News Media:
Exploring the use of artificial intelligence, data
1.3 visualization tools, and virtual 4 1
reality/augmented reality for news storytelling
and audience engagement.

The Future of News Business Models:

Analysing the challenges and opportunities
1.4 presented by digital subscriptions, 4 1
micropayments, and alternative revenue streams
for supporting quality journalism.

Advanced Storytelling Techniques

Investigative Reporting in the Digital Age:
Learning advanced research methods for
2.1 uncovering stories, leveraging online databases 4 2
and open-source intelligence (OSINT)
techniques.
Data Journalism: Exploring data analysis tools,
data visualization techniques, and ethical
2.2 3 2
considerations for using data-driven storytelling
methods in journalism.
2
Multimedia Storytelling for News: Developing
skills in creating multimedia packages (video,
2.3 8 2,3
audio, text, visuals) for engaging audiences
across various platforms.

Fact-Checking and Verification:

Understanding techniques to verify information
2.4 accuracy, combat misinformation and 8 2,3
disinformation, and promote journalistic
credibility.
Ethical Issues and Media Bias
Ethical Challenges in the Digital Age:
Analyzing ethical considerations related to
3.1 social media use, anonymity, privacy concerns, 5 3
and potential ethical breaches in online
newsgathering.
3
The Problem of Misinformation and
Disinformation: Understanding the spread of
3.2 fake news, propaganda techniques, and 5 3
strategies for promoting media literacy among
audiences.

241
BA (HONS) VISUAL COMMUNICATION
 Media Bias and Objectivity: Critically
evaluating different approaches to news
3.3 4 3
reporting, addressing potential biases, and
promoting balanced and fair journalism.

Journalistic Codes of Ethics and

Professionalism: Reinforcing the importance of
3.4 adhering to journalistic codes of ethics, 4 4
promoting fairness, accuracy, and
accountability in news reporting.

Innovation and Leadership in News Media

Newsroom Innovation: Exploring emerging

news formats like podcasting, immersive
4.1 5 4,5
journalism, and interactive storytelling to
improve audience engagement.
Social Media Strategies for News
Organizations: Developing effective social
4.2 media strategies for news dissemination, 4 5
audience building, and fostering community
interaction.
4
Leadership in the Digital News Era:
Understanding the changing roles of newsroom
4.3 leaders in the digital age, focusing on 4 5
innovation, change management, and team
motivation.

The Future of News: Examining trends like

citizen journalism, blockchain technology, and
4.4 4 5
the potential impact of artificial intelligence on
news production and newsrooms.

5 TEACHER SPECIFIC MODULE

242
BA (HONS) VISUAL COMMUNICATION
 Classroom Procedure (Mode of transaction)

• Interactive Lectures: Engage students in discussions and presentations to

analyse the rise of digital news and its impact on audience trust.
• Hands-on Workshops: Provide practical sessions where students learn
investigative reporting techniques and practice using data analysis tools
for data journalism.
Teaching and
• Case Studies and Debates: Utilize real-world examples and debates to
Learning explore ethical challenges in the digital age and discuss strategies for
Approach combating misinformation.
• Guest Speaker Sessions: Invite industry professionals to share insights on
newsroom innovation and leadership, providing students with practical
perspectives on the evolving news landscape.
• Project-based Learning: Assign projects where students develop social
media strategies for news organizations or propose innovative news
formats, fostering creativity and critical thinking about the future of news.

MODE OF ASSESSMENT
Assessment
Types E. Continuous Comprehensive Assessment (CCA)
• Assignments, Seminars, Class works…etc – 10 Marks
*Please refer • Mini Project Presentation – 20 marks.
appendix for
more details B. Semester End examination
• Project evaluation – 50 Marks
• Viva-Voce – 20 Marks

References

1. Chadwick, A. (2017). The politics of truth: Fake news, lobbying, and the fight for truth. Oxford
University Press.
2. Deuze, M. (2016). Media life in a networked society. Polity Press.
3. Gillan, J. (2018). The essential guide to investigative journalism (7th ed.). Routledge.
4. Lazer, D. M., Pennycook, G., & Wagner, C. (Eds.). (2018). The science of fake news. MIT Press.
5. Miller, C. (2020). The death of the gods: The new media and the disintegration of traditional
society. Routledge.

243
BA (HONS) VISUAL COMMUNICATION
 WORLD MEDIA SCENARIO

Mahatma Gandhi University

Kottayam

Programme BA (HONS) VISUAL COMMUNICATION

Course Name WORLD MEDIA SCENARIO

Type of
DCE
Course

Course Code MG8DCEVCN402

Course Level 400-499

This course delves deeper into the complexities of the contemporary world
media landscape, focusing on the profound impact of digital technologies.
Course
Students will explore emerging trends, critical theories, ethical
Summary
considerations, and strategies for navigating the globalized media
environment.

Semester VIII Credits 4 Total

Hours

Learning Lecture Tutorial Practical/ Others

Approach Practicum
Course Details
3 1 75

Pre-requisites,
if any

244
BA (HONS) VISUAL COMMUNICATION
COURSE OUTCOMES (CO)

Learning
CO No. Expected Course Outcome PO No
Domains *

Analyse the theoretical frameworks for understanding

1 global media systems in the digital age. An 1,3,4

Understand the impact of digital technologies on media

2 production, distribution, and consumption patterns. U 2,3,4,6,10

Examine the rise of alternative and independent media

3 in the digital age and their challenges to dominant media An 1,3,4,6,7,8
narratives.
Analyse the role of media in political communication,
4 cultural exchange, and social movements in a globalized An 1,3,4,6,7,8
world.
Develop critical research skills to analyse media
5 representations and assess the ethical implications of E 1,4,8
media practices in the digital age.
*Remember (K), Understand (U), Apply (A), Analyse (An), Evaluate (E), Create (C), Skill (S),
Interest (I) and Appreciation (Ap)

COURSE CONTENT

Content for Classroom transaction (Units)

Module Units Course description Hrs CO No.

Theories of Global Media in the Digital Age

Global Media and Power: Critically examining
theories of media imperialism, cultural
1.1 4 1
homogenization, and the rise of alternative global
media flows.
Political Economy of Global Media: Analysing the
ownership structures of global media, the role of
1 1.2 advertising, and the influence of economic forces on 4 1
media content.

Digital Media and Communication Theories:

Exploring theories related to network society, digital
1.3 4 1
divide, participatory culture, and the impact of social
media algorithms.

245
BA (HONS) VISUAL COMMUNICATION
 Media and Development in the Digital Age:
Evaluating the potential of digital media for
1.4 3 1,2
promoting social change, education, and democratic
participation in developing countries.

Digital Technologies and the Transformation of Media

The Rise of Social Media and User-Generated

Content: Analysing the impact of social media
2.1 4 2,3
platforms on news dissemination, citizen journalism,
and audience engagement.
Big Data and Media Analytics: Understanding the
use of big data in media production, audience
2.2 4 3
targeting, and the potential implications for privacy
and freedom of expression.
2
Convergence and Fragmentation in the Digital
Media Landscape: Examining media convergence
2.3 trends and their impact on content creation, 4 3
distribution, and audience behaviour.

Emerging Media Technologies: Discussing the

potential of virtual reality, augmented reality, and
2.4 4 3
artificial intelligence in shaping the future of global
media.

Alternative Media, Activism, and Social Change

The Rise of Alternative and Independent Media:

Analysing the role of alternative media outlets in
3.1 challenging dominant media narratives and 4 3, 4
promoting social justice agendas.

Global Social Movements and Digital Activism:

Examining how digital media empowers social
3.2 4 4
movements, facilitates information sharing, and
fosters global solidarity.
3
Media and Development Communication: Exploring
how media can promote democratic governance,
3.3 5 4
human rights awareness, and sustainable
development initiatives in different contexts.

The Ethics of Digital Media in a Globalized World:

Discussing ethical considerations related to online
3.4 3,4
disinformation, hate speech, and the potential for
media to exacerbate social conflicts.

246
BA (HONS) VISUAL COMMUNICATION
 The Future of World Media
The Globalized Media Ecosystem and Regulatory
Challenges: Analysing the challenges of regulating
4.1 global media platforms, tackling online piracy, and 5 2,4,5
protecting intellectual property rights.

Media Literacy and Digital Citizenship in the Digital

Age: Developing strategies for promoting critical
4.2 6 5
media literacy skills and responsible digital
citizenship practices.

4 The Future of Journalism in a Globalized World:

Examining the evolving landscape of journalism in
4.3 the digital age, addressing issues of fake news, and 10 5
exploring innovative models for sustainable
journalism.

The Impact of Emerging Technologies on Global

Communication: Discussing the potential of
4.4 blockchain technology, artificial intelligence, and the 10 5
metaverse on shaping the future of global media and
communication.

5 TEACHER SPECIFIC MODULE

Classroom Procedure (Mode of transaction)

• Lecture and Discussion: Present theories of global media in the digital

age through lectures, supplemented by discussions to encourage critical
analysis and debate among students.
• Case Studies and Analysis: Utilize case studies to examine real-world
examples of how digital technologies are transforming the media
landscape, followed by in-depth analysis of their implications.
Teaching and • Group Projects and Presentations: Assign group projects where students
Learning investigate alternative media outlets or social movements, and present
Approach their findings to the class, fostering collaboration and research skills.
• Debates and Role-Playing: Organize debates on ethical dilemmas in
digital media or regulatory challenges in the globalized media
ecosystem, allowing students to take on different perspectives and
develop argumentation skills.
• Workshops and Technology Demonstrations: Conduct workshops and
technology demonstrations on emerging media technologies like virtual
reality and artificial intelligence, providing hands-on experience and
fostering innovation.

247
BA (HONS) VISUAL COMMUNICATION
 Assessment MODE OF ASSESSMENT

Types A. Continuous Comprehensive Assessment (CCA)

*Please refer • Assignments, Seminars, Class works…etc – 10 Marks

appendix for • Mini Project Presentation – 20 marks.
more details
B. Semester End examination

• Project evaluation – 50 Marks

• Viva-Voce – 20 Marks

References

1. Atton, C. (2019). An introduction to alternative globalization. Routledge.

2. Castells, M. (2010). The information age: Economy, society, and culture (Vol. 3). Wiley-
Blackwell.
3. Chadwick, A. (2013). The hybrid media system: Globalisation, politics and power.
Routledge.
4. McChesney, R. W. (2019). Rich media, poor democracy: The corporate control of
entertainment in the United States. Oxford University Press.
5. Robinson, R. (2018). Global communication: Traditions, innovations, and debates
(10th ed.). Routledge.

248
BA (HONS) VISUAL COMMUNICATION