AC 21 July, 2018 Item No: 1 - rjcollege.edu.in · Towards a Sociology of Mass Communication: Denis Mcquail Perspective Human Communication: Aubrey B Fisher. Communication Technology

AC 21st July, 2018

Item No: 1.24

Hindi Vidya Prachar Samiti’s

R. J. College of Arts, Science & Commerce (RAMNIRANJAN JHUNJHUNWALA COLLEGE)

Ghatkopar (West), Mumbai 400086, Maharashtra, INDIA.

Website: [email protected] Email : [email protected]

Affiliated to UNIVERSITY OF MUMBAI

AUTONOMOUS COLLEGE

Revised Syllabus of

Bachelor of MASS MEDIA

FYBMM SEM I & II

(Choice Based Credit System with effect from the Academic year 208-19)

mailto:[email protected]

RAMNIRANJAN JHUNJHUNWALA COLLEGE

Revised Syllabus

And Question Paper Pattern

Of Course

Of Bachelor of Mass Media (BMM) Programme

(Department Of Mass Media) First Year

Semester I

Under Autonomy

(To be implemented from Academic Year- 2018-2019)

Bachelor of Mass Media (BMM) Programme Under Choice Based Credit, Grading and Semester System Course

Structure

FYBMM


FYBMM – SEMESTER I

Hrs. of

EXT+INT

Maximum Marks

Course Code Course Instruction Duration Credits

IE

EE

Total

/Week

(Hours)

(30

MIN)

(2 Hr)

UVBMM 101 3 40 60 100 3

2 ½ Hr

Mass Communication

Effective 3 40 60

100 3

2 ½ Hr

UVBMM 102 Communication Skills

1

UVBMM 103

Introduction To

3

40

60

100

3

Financial Accounts

2 ½ Hr

UVBMM 104

3

40 60

100

3

Introduction to

2 ½ Hr

Economics

UVBMM 105

3

40 60

100

3

Introduction to

2 ½ Hr

Sociology

UVBMM 106

3

40 60

100

3

Introduction to

2 ½ Hr

Computers

TOTAL 21 18

Hrs. of Exam Maximum Marks Course Code : Course Instruction Duration Credits

/ week (Hours) CIE SEE Total

UVBMM 101 Mass

3 2 ½ Hr 40 60 100 3 Communication

Sr. No. Modules / Units

1 Mass Communication

Meaning and need for Mass Communication

Forms of Communication: Intra Personal Communication,

Interpersonal Communication,

Group Communication, Public Communication, Mass

Communication: Electronic, Satellite,

Interactive, Digital Communication etc.

Elements and process of communication

Models of Mass Communication: Gerber’s Model, Sociological

Model, Gatekeeping Model.

Defleur’s Model of the Taste-differentiated Audience Model, Hub

Model

Functions of Mass Communication

Barriers of Mass Communication

2 Impact of Mass Media

Introduction to Mass Media.

Content and Nature of Mass Media, Impact & Influence of

Mass Media – The Indian Context: reach, access and nature of

audience.

Differentiate between Mass Communication & Mass Media.

Means & Tools of Mass Communication:

1. Traditional & Folk Media: Types, importance of traditional media

2. Print: Books, Newspapers, Magazines

3. Broadcast: Television, Radio

4. Films

5. Internet

6. Advertising, Public Relations

7. Other outdoor media

3 Mass Communicators

Political, Social & Religious Reformers (Mass communicators can be dealt in

the form of case study from the above areas)

4 The New Mass Media

Media Convergence: conceptual framework, technological

dimension, economic dimension, Socio-cultural dimension and its

implications to ‘Mass Communication’.

Developments in the Economy, Society, and Culture and its impact

on current communication media.

Introduce key terms such as “information economy” and

“information society”, “Digital,”“multimedia convergence”,

“information superhighway”, “channel abundance” and

“interactivity.”

Impact of social media on Mass Communication

5 Impact of Mass Media on Society

1. Education

2. Children

3. Women

4. Culture

5. Youth

6. Development

Reference Books

Mass Communication

Mass Communication Theory: Denis Mcquail

Mass Communication: Rowland Lorimer

The Media in Your Life: An Introduction to Mass Communication: Jean Folkerts

and Stephen Lacy (Pearson Education)

Mass Communication Effects: Joseph Klapper

Mass Communication & Development: Dr. Baldev Raj Gupta

Mass Communication in India: Keval J Kumar

Mass Communication Journalism in India: D S Mehta

The Story of Mass Communication: Gurmeet Singh

Towards a Sociology of Mass Communication: Denis Mcquail

Perspective Human Communication: Aubrey B Fisher.

Communication Technology & Development: I P Tiwari

The Process of Communication: David K Berlo

Cinema &Television: Jacques Hermabon & Kumar Shahan

Mass Media Today: Subir Ghosh

You & Media: Mass Communication &Society: David Clark

Mass Culture, Language & arts in India: Mahadev L Apte

The Communication Revolution: Narayana Menon

Communication Facts & Ideas in Business: L. Brown (Prentice Hall)

Introduction to Communication Studies: John Fiske

India’s Communication Revolution: ArvindSinghal and Everett Rogers

Many Voices One World: Report of the McBride Commission

Here’s the News: Paul de Maesener

The Myth of Mass Culture: Alan Swing wood

Communication: C.S. Rayadu,(Himalaya Publishing House, Mumbai)

Communication-concepts &Process: Joseph A Devito 26.Lectures on Mass

Communication: S Ganesh.

Hrs. of Exam Maximum Marks Course Code: Course Instruction Duration Credits


Effective

UVBMM 102 Communication 3 2 ½ Hr 40 60 100 3

Skills 1

Sr. Modules / Units

No.

1 The concept of communication

Process and Barriers

2 Reading (English, Marathi or Hindi)

Types of reading (skimming and scanning)

Types of reading (same with examples Newspaper / Magazine

article, TV, feature and documentary, radio bulletins, advertising

copy, press release in English, Hindi and Marathi)

Recognizing aspects of language particularly in media

Vocabulary 100 media words

Grammatical structure – spelling, structure of sentences, Active /

Passive voice, tenses.

3 Writing (English, Marathi or Hindi)

Letter Writing – Application Letter, Resume, Personnel

Correspondence, Informal, Paragraph writing

Introduction to feature and script writing

4 Oral Communication

Presentation, anchoring, viva voce, interview, public speaking, skits/ plays,

panel discussions, voice over, elocution, debates and group discussion

5 Thinking and Listening Skills

Types of thinking (rational and logical)

Errors in thinking

Partialism

Time scale

Egocentricity

Prejudices

Adversary Thinking

Extremes

Types of listening, Barriers to listening

6 Introduction of Translation & Views of Translation

Concept and importance of translation, External view of translation – Textual reliability, The Translator’s reliability, Timeliness, Cost, Trade-offs.

Internal view of translation –

1. Translator as a learner,

2. Translator’s memory – Representational and Procedural memory,

Intellectual and Emotional Memory, Context, Relevance, Multiple

Encoding.

3. The translator’s Learning Styles: Context, Field – Dependent/

Independent, Flexible/Structural Environment,

Independence/Dependence/Interdependence, Relationship/Content

Driven.

7 Processing in Translation

Input and Processing: Input – Visual, Auditory and Kinetic; Processing –

Contextual, Sequential, Conceptual (Abstract), Concrete (Objects and

Feelings).

The process of translation: The shuttle Experience, Charles Sanders Pierce

on Instinct, Experience and Habit, Abduction, Induction and Deduction,

Karl Weick on Enactment, Selection and Retention.

8 Interviews/Press Conference:

Types of Media Interview : Accident or Incident, General, Talk Show,

Ambush, Remote, Edited

Internal Assessments – Group Projects / Individual projects/ Book Review/

Class Test/ Case Study/Presentation and Reading & Oral components

be included.

Reference Books

Effective Communication Skills 1

Business Communication - Rhoda A.Doctor and AspiH.Doctor Communication Skills in English – Aspi Doctor Teaching Thinking - Edward De Bono De Bono’s Thinking Course – Edward De Bono Serious Creativity – Edward De Bono The Mind Map Book – Buzan Tony

Becoming a Translator: An Introduction to the Theory and Practice of Translation - by Douglas Robinson A Textbook of Translation - by Peter Newmark, Newmark

Hrs. of Exam Maximum Marks

Course Code Course Instruction Duration

Credits CIE SEE Total

/Week (Hours)

Introduction

UVBMM 103 To 3

2 ½ Hr 40 60 100 3

Financial

Accounts

Sr. No

Modules / Units

1 1. Introduction of Book keeping and accountancy

2. Meaning and fundamental of double entry book keeping

3. Journal

4. Ledger

2 1. Subsidiary book

2. Cash book

3. Trail balance

3 1. Bank reconciliation statement

2. Rectification of Error

3. Depreciation, provision & reserve

4 1. Final accounting

2. Accounting concepts, convention and principles

3. Source of documents required for accounting

4. Computer in accouting

Reference Books (Suggested Readings)

o Double Entry Book Keeping, Part I, T S Grewal o Principles of Microeconomics: International Edition with MyEconLab CourseCompass with

E‐Book Student Access Code Card, Karl Case, Ray Fair, Pearson Prentice Hall, Anthony O'Brien

o Corporate Finance, Ross, Westerfield and Jaffe, 7th Edition, Tata McGraw Hill




/Week (Hours)

UBVMM 104 Introduction to 3

2 ½ Hr

40 60 100 3 Economics

Sr.No. Modules / Units

Micro Economics

1 Nature and Scope of micro economics

Meaning, nature, scope, significance and limitations. Positive and normative economics with the help of examples from problems in media industry. Basic

concepts in economics- scarcity and welfare.

2 Consumer Behaviour and demand analysis

Marshal’s Approach and equi-Marginal utility with the help of media related examples. Law of Demand- Determinants of Demand, Elasticity of demand and its

types – Price, Income, Cross and promotional. Sales Promotion and Advertisement

expenditure in media as a special example of promotional elasticity of demand.

3 Production Function

Short run and long run, Economies and Diseconomies of scale, Scope and International Economies with the help of examples from Print and visual media.

4 Cost Concept

Total, Fixed, Variable, Marginal, Average, Opportunity, Social and Private, Explicit and Implicit Costs. Numericals for calculation of Total, Average and Marginal Costs.

Revenue and Break Even Analysis.

5 Market Structure

Features of Perfect Competition, Monopoly, Monopolistic Competition and Oligopoly with the help of examples from Radio, TV and Film industry.

Macro Economics

1 Meaning and Scope of macro economics

National Income concepts – GNP, GDP,NNP, NDP, Per capita Income. Circular flow of income, Trade Cycle- Features and Phases with the help of examples from

growth of media industry.

2 Money and Inflation

Meaning and functions of money, Money Supply Constituents, Velocity of circulation of money, RBIs approach to money supply, Demand for money,

Inflation – meaning, causes, effects and measures to control inflation. Commercial

Banks, Central Bank and Monetary Policy.

3 Brief understanding of Government

Fiscal policy – sources of public revenue, areas of public expenditure- Union Budget – Social Expenditure, Millennium Development goals.

4 Overview of Indian Economy

Structure (Growth of media and entertainment as a service industry) and macro

economic scenario- salient features – challenges and economic issues-poverty and

unemployment-infrastructure- population-India’s position in world economy-share

in world GDP, trade and capital flows

5 Introduction to external sector

Balance of payments, Exchange rate, Trade policy-free trade and protectionism –

FDI (With special reference to FDI in Indian media and entertainment industry)-FII

(with special reference to investment opportunities in Indian media industry)-

World Institutions-IMF, World Bank and WTO (with special reference to media

related intellectual property rights) - India in a globalized world.

Reference Books (Suggested Readings)

History Vipul Publications – Business Economics – 1 – Saeaswathy Swaminathan Manan Prakashan – Business Economics – 1 – Johnson, Mascarehnas, Chatterjee

Course Hrs. of Exam Maximum Marks

Course Instruction Duration Credits Code:


UVBMM 105 Introduction to

3 2 ½ hrs 40 60 100 3 Sociology


1 Introduction to sociology

Definition and features

Sociological imagination

Sociological perspectives - Functionalist, Conflict, Symbolic Interaction

and Feminist perspective.

Sociological Thought Emile Durkheim-

1. Social facts,

2. Division of Labour,

3. Durkheim Theory and Typology of Suicide Karl Marx – Historical

Materialism,

4. Theory of social change and class struggle,

5. Alienation Max Weber – Weber’s Theory of Bureaucracy,

6. Weber’s theory of Social Action,

7. Weber’s theory of Authority (Traditional, Regional, Charismatic)

2 Society and Social Interaction

Definition of society, features, Types of Society- Rural and Urban, civil

society

Social Interaction: Definition, Need for social interaction, Forms of

social interaction: Co-operation, Competition, Conflict, Assimilation,

Accommodation, integration

3 Social Institution

Definition

Need for social institutions

Types: Family, Marriage, education, religion, economy, polity, and

media

4 Contemporary and legal issues - marriage, family, education Media with reference to sociology of news

•Definition of news

•Types of news

•News values

•Sociological significance of news

5 Culture and Media

•Culture: meaning, elements, types, features

•Concepts related to culture (popular culture, sub-culture, ethnocentrism,

acculturation, cultural relativism, culture shock, cultural lag)

•Discussion of Core Indian values

•Establish the link between culture and media

•Globalization and culture

6 Social stratification

•Definition

•Segments: caste, class, gender, and age, religion and regional

•Contemporary and legal issues of caste reservation, gender identity,

religion and regional

7 Socialization

•Meaning

•Need

•Agencies of socialization with particular reference to Media

8 Social group and Social Control

•Social Group - Meaning, need and importance, Types (primary, secondary,

formal, informal, in-group and out-group, Reference group)

•Social control-Meaning, Functions, Formal and informal means of control

over media.

9 Social change and social movements

•Social change - meaning, factors of social change, role of Social media in

news, impact of social change with special reference to media and

communication

10 Social movements - Definition, features, types of social movement, elements, stages of social movement, some examples. Social Problems in

India

•Poverty

•Unemployment and Youth Unrest

•Population Explosion

•Urbanisation and Migration

•Crime against women

•Child abuse and child labour

•Drug Addiction, Alcoholism

Reference Books

Introduction to Sociology Sociology -C. N. Shankar Rao- S. Chand Principles of Sociology - R.N. Sharma -Media Promoters & Publishers Pvt. Ltd Sociology- Anthony Giddens -Wiley India Edition Culture Change in India: Identity and Globalisation -Yogesh Sharma - Rawat Publications Family, Kinship and marriage in India - Edited by Patricia Oberoi - Oxford India Papers Caste in Modern India and other Essays - M.N.Srinivas - Media Promoters & Publishers Pvt. Ltd Modernisation of Indian Tradition - Yogendra Singh - Rawat Publications Perspective on Stratification - Social K.L. Sharma - Rawat Publications Issues In Women’s Development - Anjali Kurane - Rawat Publications Indian Society and Culture - Vinita Pandey - Rawat Publications Indian Social System - Ram Ahuja - Rawat Publications Sociology - John.J. Macionis - Pearson Education Contemporary Sociological theory - Ruth. A. Wallace - Pearson Education Society In India - Ram Ahuja - Rawat publications Social Issues of India - Smarak Swain, IRS - New Vishal Publication Media, Gender, and Popular Culture in India Tracking Change and Continuity-SanjuktaDasgupta, Dipankar Sinha, Sudeshna Chakravarti - Sage Publication Journalism in the Age of Social Media - J Alejandro - Reuters Institute Social Problems in India - Ram Ahuja - Rawat Publication




/Week (Hours)

UVBMM 106 Introduction to 3 2 ½ 40 60 100 3

Computers Hours


1 Computer Basics

Basic structure of a PC, Type of Computers, Input/ output devices (definition),Use

of Printer, Scanner, microphone speaker.

Memory, storage, storage devices, RAM, ROM, Processor, Processing speed and

RAM, Hard Disk and RAM. What does one mean by the speed of a computer?

Operating Systems, Windows Operating System, Windows basics, windows

commands and keyboard shortcuts

File Management, importance of organizing work in folders, Disk partitions,

physical and logical drives, etc.

Scratch programming; Introduction to Scratch Project, Sprite and movements,

types of statements and sequencing.

2 Networking Basics

Introduction to networks, Types of networks (peer to peer, client server,

LAN,WAN, VPN, etc.), Intranet and Internet. Importance of networks in a media

organization, Networking in editing studios, television networks, knowledge

management, transfer of footage through OB Vans.

3 Introduction to Internet

Domain names, webservers, URL and parts of a URL.

Types of websites - Static and Dynamic websites, Portals (Horizontal and vertical

portals).

Services (email, search engines, ftp, etc.)

Searching on the web, keywords etc., Internet Security, threats, legal challenges–

copyright issues, technology issues, political issues, social issues; economic issues –

ethical issues

Importance of internet in media, effect of internet on journalism, Newsroom and

the internet, internet and research, journalists and the internet.

4 Text and Documents Editing and Presentation Microsoft Word

Creating, Typing, Saving documents

Editing documents (formatting characters, lines and paragraphs, section &

Page Breaks, Headers & Footers, Tool, index)

Language Tools (spelling, grammar thesaurus)

Inserting images, cut, copy, paste, Creating Tables Mail merge, Use of keyboard

shortcuts.

5 Microsoft Excel

Introduction to spreadsheet, rows, columns, cell address, Workbook, worksheet

Entering data, Formulae, functions, Editing sheets, Formatting.

Finding, replacing and filling data. Use of Keyboard shortcuts.

6 Power Point

Introduction to presentations, create, modify and save the slide master.

Types of presentation layouts, slides, outlines, slide sorter, presentation,

Formatting, Tables, smart arts, pictures, organization charts, etc.

Inserting images, videos and sounds,

Animation (preset amp; custom)

Setting up slide show, timings on clicks, hyperlinks, etc.

Power Point presentation, Power Point show, Presentation Skill, Keyboard

shortcuts

7 Photoshop

Introduction to graphics, difference between vector and bitmap images, CMYK and

RGB Image size, canvas size, Resolution and DPI. Learning tools (most of the tools in the toolbox).

Different graphic formats (PSD, JPG, GIF, etc.).

Touching up photographs, by Adjustment, Filters,

Working with Image, giving effects to image, Cropping and resizing images,

Masking, Working with layers, Preparing images for the web, print medium and

films.

8 Page Layout (In Design)

Introduction to different, Tools, menus,

Inserting a photograph / graphics for print,

Creating blurbs, Using drop caps, etc,

Creative page layouts in different media (flyers, brochures, books, newspapers,

etc.),

Basics of newspaper layout, folds, importance of placement of news above and

below the fold, preparing a dummy newspaper.

9 Introduction to Corel Draw

Corel Draw Terminology and Concepts Drawing Ellipses, Circles, Arcs, and Pie

Shapes Drawing Lines in CorelDraw Drawing Rectangles, Squares, Polygons and

Stars Cloning objects, applying colour and tone effects

Revised Syllabus

And Question Paper Pattern

Of Course Of

Bachelor of Mass Media (BMM) Programme

(Department Of Mass Media) First Year

Semester II

Under Autonomy


Bachelor of Mass Media (BMM) Programme Under Choice Based Credit, Grading and Semester System Course

Structure

FYBMM


FYBMM – SEMESTER II

Hrs. of

Exam

Maximum Marks

Course Code

Course

Instruction

Duration

Credits

CIE

SEE

Total

/Week

(Hours)

UVBMM 201 Effective 3 2 1/2 40 60 100 3

Hours

Communication

skills-II

UVBMM 202 Political concepts 3 2 1/2 40 60 100 3

Hours

and Indian political

system

Core :

1/2

UVBMM 203

3

2 40

60

100

3

Introduction to

Hours

Literature

1/2

UVBMM 204

3

2 40

60

100

3

Principles of

Hours

Marketing

2 1/2

UVBMM 205 3 40

60 100 3

Hours

Media Psychology

1/2

UVBMM 206

3

2 40

60

100

3

Principles of

Hours

Management

TOTAL 21 18




/Week (Hours)

Effective

2 1/2

UVBMM 201 Communication 3 40 60 100 3 Hours Skills – II


1 Editing

(English, Hindi and Marathi) Principles of editing (Punctuation, Substitution of

words, Restructuring of sentences, Re-organizing sentence sequence in a

paragraph, Use of link words, Principles of Coherence and Cohesion), writing

synopsis, abstracts, précis writing, news paper editing and magazine editing.

2 Summarization

(English, Hindi and Marathi) To create awareness in students regarding

organization of the material- the points and sub-points and the logical connection

between these points, Summarizing news content.

3 Interpretation of technical data

Students should be taught to read graphs, maps charts. They should be able to

write a paragraph based on the data provided to them.

4 Letter writing

(English, Hindi and Marathi) Business Correspondence, Trade letters, Letters of

complaint, claim and adjustment, Consumer grievance letters, Letters under the

Right to Information Act and Sales letter, Press Release, Letter to the Editor.

5 Copywriting

(English, Hindi and Marathi) Basics and Format (Making the headline, sub-headline,

body copy, Slogans and Graphic Box)

6 Report writing

➢

(English, Hindi and Marathi) General report and News report writing - Basics and Format (Headline, Sub-headline, various type of report – hard news and soft news)

7 Types of translation and Practical Exercises:

Actual translation of newspaper clips – Feature articles, Opinion, Hard news articles, News comment and print advertisements, Jingles, Slogans published in Hindi, Marathi and English.

Reference Books

Effective Communication Skills – II

Business Communication - Rhoda A.Doctor and AspiH.Doctor Communication Skills in English – Aspi Doctor Teaching Thinking - Edward De Bono

De Bono’s Thinking Course – Edward De Bono

Serious Creativity – Edward De Bono

The Mind Map Book – Buzan Tony Becoming a Translator: An Introduction to the Theory and Practice of Translation - by Douglas Robinson

A Textbook of Translation - by Peter Newmark, Newmark




/Week (Hours)

Political Concepts

2 1/2

UVBMM 202 and the Indian 3 40 60 100 3 Hours Political System


1 Concepts

Definition and Elements of State and factors building a Nation

Democracy: Principles. Factors needed to ensure success of democracy.

Challenges .To be explained with suitable case studies.

Non-Democratic forms of government: Characteristics

2 Indian Constitution

Features of the Constitution

Preamble and Philosophy of the Constitution

Fundamental Rights and reasonable restrictions. Case studies of both-

implementation and violations to be discussed under each head.

Fundamental Duties

Directive Principles of State Policy. Differences between Fundamental Rights and

Directive Principles.

3 Political Dynamics (India)

Major National and Regional Parties-The founding principles, leaders and

objectives .The current manifesto.

Caste and Reservation –Case studies-The demand of the Jats and the Patil

communities.

Role of Religion in Indian Politics.

Local Self Government.

Electoral System and Reforms

Coalition governments-Meaning, advantages and disadvantages.

Case study- A comparative study of the working of UPA and NDA as coalitions

4 Political Dynamics (Maharashtra)

Regional Imbalance-the Vidharbha Movement.

Dominant Caste-The demands of the Maratha community.

The Dalit movement in Maharashtra and its present status

5 Politics and Media

Media and formation of Public opinion. Paid news.

Political Campaigning and advertising in new media.-Case studies-Madison

world, O& M,Dentsu–Their roles in the election campaign of 2013.

Reference Books

Political Concepts and the Indian Political System Oxford Concise Dictionary of Politics, Iain Mclean / Alistair McMillan, Oxford University Press Politics, 2nd Edition, Andrew Heywood, Ane Books. Dictionary of Politics, D. Robertson, Penguin Books India. An Introduction to Political Theory, Gauba, O. P., Macmillan Political ideas and concepts : An introduction, Heywood Andrew, Macmillan, Houndmills Political ideologies : An introduction, Heywood Andrew, Macmillan, Houndmills Oxford Companion to Politics of the World, Krieger Joel Joseph William A Kahler Miles Nzongola – Ntalaja Georges Stallings Barbara B. Weir Margaret, OxfordUniversity Press New York. Political Theory, Das Hari Hara and Chaudhari B. C., National Publishing House. Introduction to the Indian Constitution, BasuD.D.,Wadhwa Publications. An Introduction to the Constitution of India, Pylee M V,Vikas Publishing House. Introduction to the Constitution of India, Sharma, Brij Kishore, Prentice-Hall of India. Our Constitution KashyapSubhash, National Book Trust. Indian Policy for Preliminary Examination, Lakshmikant, Tata McGraw Hill. Indian Government and Politics, Narang A.S., Gitanjali Publishing House, New Delhi. Introduction to Media and Politics, Sarah Oates, Sage publishers. Principles of Modern Political Science, J.C. Johari, Sterling publishers. Democracy in India, JayalNiraja Gopal, Oxford University Press.

Hrs. of Exam Maximum Marks Course Code : Course Instruction Duration Credits


UVBMM 203 Introduction to

3 2 ½ hrs 40 60 100 3 Literature


1 Introduction to Literature

➢

Concept of Literature.

➢

Forms of literature-

1. Poetry & its types 2. Prose- Fiction-Types of Fiction

3. Drama- Elements of drama

(a) Plot

(b)Characters- Types of characters

(c)Setting

(d)Script

History of English Literature

(a) Pre-Romantic and Romantic

(b) Victorian

(c) Modern and Post-modern

(d) Post Colonial and Feminist

2 Poetry from Elizabethan age to Romantic Revival

John Donne: The Good Morrow and William Blake: The Tyger and the Lamb

William Wordsworth: Tintern Abbey / Solitary Reaper

ST Coleridge: Kubla Khan, John Keats: Ode to Nightingale and Autumn

Shakespeare’s Sonnets – Any 1

John Milton

Alexander Pope

Poetry from Twentieth Century

(a) TS Eliot / W B Yeats: The Love Song of J. Alfred Prufrock

(b) Indian Poets

3 Short Stories (One short story of each writer)

SHORT STORIES:

1. Anita Desai

2. Ruskin Bond

3. Anton Chekhov

4. Munshi Premchand

4 Novel (Any 2 Authors for Exams. Remaining for Assignments)

Jane Austin: Pride and Prejudice

RK Narayan: Guide / Bachelors of Arts

Anita Desai: Voices in the City

Amitav Ghosh: The Shadow Lines

Rabindranath Tagore: The Home and the world

Upamanu Chatterjee

Mark Twain

Margaret Atwood: Surfacing

Salman Rushdie: Midnight’s Children

Ernest Hemingway: Old Man of the Sea, Farewell to Arms

5 Drama

The Merchant of Venice – William Shakespeare Tennessee Williams-Streetcar named Desire Julius Caesar-William Shakespeare George Bernard Shaw-Arms and the Man

Reference Books

Introduction to Literature The Law and Literature: Shakuntala Bharvani Introduction to literature: Gilbert Muller, John Williams History of English Literature: M.H Abrams



UVBMM 204 Media Psychology 3 2 ½ hrs 40 60 100 2

Sr. No

Modules /Units

1 Evolution Of Psychology

Definition of psychology.

1. Branches of psychology- Overview of the fields.

2. Media psychology- Definition, scope &objectives.

3. Psychology and media- An uneasy relationship.

Research methods in media psychology.

2 Role Of Psychology In Media

Memory- Definition- Information processing model, LOP, short term

memory, long term memory and forgetting. Thinking - Definition - Lateral

thinking and creative thinking. Perception – Visual and depth perception,

social perception and role of colours

Cognitive and behavioural effects of media. (Focus on print, interactive

medium and web advertising).

3 Psychological Effects And Influence Of Media

Personality theories (Trait theory, Cognitive theory, Psychoanalytical theory

and behaviour theory.) and their relevance in mass media.

Social influence. (Definition, Conformity, Compliance, Obedience & amp;

Indoctrination)

Effects of media violence.

Effects of pro-social media.

4 Developmental Psychological Issues With Respect To Media

Learning Theories-

1. Classical conditioning and Operant conditioning.

2. Cognitive Learning.

3. Observation learning.

4. Social cognition- Script and schema.

5. Motivation- Definition- Types- Need hierarchy theory.

Young children and media- socialization through media.

Media use and influence during adolescence.

5

Social Psychology Of Media

Attitude formation - Theories, cognitive dissonance, role of media in attitude

formation.

1. Persuasion.

2. Prejudice.

Gender representation in media. (internal assessment)

1. Representation of minority groups.

2. Media representation of disability.

3. Media representation of mental health.

4. Audience participation and reality T.V.

Reference Books

MEDIA PSYCHOLOGY Ciccarelli, S.K. & Meyer, G.E.(2006). Psychology. Pearson Education inc.andDorling Kindersley Publishing Inc. New Delhi; first Indian reprint 2008. 2. David, G. (2003). Media Psychology . Lawrence Erlbaum Associates Inc. New Jersey. David, G. (2003). Media Psychology . Lawrence Erlbaum Associates Inc. NewJersey. Baron, R. A., Branscombe, N.R., & Byrne, d. Bhardwaj, G. (2008). SocialPsychology. (12th ed).

New Delhi: Pearson Education, Indian subcontinent adaption 2009. Feldman, R.S. (2008). Understanding Psychology. (8thed.).McGraw- Hill Publication, New York. Lahey , B.B. (2007). Psychology: An Introduction. (9th ed.). McGraw- Hill Publications, New York. Karen, E.D. ( 2012 ). Oxford Handbook of media Psychology. ( 1st ed.). Oxford Library of Psychology.


Course Code: Course Instruction Duration

Credits / week (Hours)

CIE SEE Total

UVBMM 205 Principles

of 3 2 ½ hrs 40 60 100 3

Marketing


1 Marketing – An Overview:

Introduction, Meaning and Definition of Marketing, Origin of

Marketing, Scope of Marketing, Importance of Marketing, Functions

of Marketing, Difference between Marketing and Selling

2 Marketing Environment

Introduction, Need and Importance of Environmental Analysis,

Methods of Analysis – SWOT, PEST, Internal Environment of the

Organization, External Environment.

3 Developing the concept of marketing mix

Managing the product types of consumer and industrial products.

Product related decisions, product line, product mix, product life

cycle (PLC), and new product development, branding and packaging

decisions.

4 New product strategies

Innovation, Market entry, Product line extension

5 Pricing strategies & methods

Introduction, Price and its Determinants, Objectives of Pricing

Decisions, Factors Affecting Pricing Decisions, Pricing Policies and

Strategies, Pricing Methods

6 Integrated Marketing Communications

Factors contributing to the growth of IMC, Marketing

Communications and Promotions, The Marketing communication

Process, The Promotion Mix. The IMC planning Process

7 Market Segmentation

Bases for market segmentation of consumer goods, Industrial goods

and services – Market Targeting and positioning strategies

8 Recent Trends in Marketing

Introduction, E-commerce, E-marketing, E-Retailing, Relationship

marketing, Mobile marketing, Green marketing

Reference Books

Principles of Marketing Marketing Management – Kotler, Philip; Prentice Hall of India Publications, New Delhi. Marketing Management Ramaswamy, V.S. and Namakumari, S; McMillan India Ltd., New Delhi. Marketing Management Strategy and Cases – Dalyrample, J.D. and Parson, J.L.; John Wiley and Sons. Contemporary concepts and Practices – Schoell, W.F.; Allwyn and Baycon Inc., New York.

Marketing Management - A South Asian Perspective by Philip Kotler & Kevin Lane Keller, 15th Edition



UVBMM 206 Principles of

3 2 ½ hrs

40 60 100 3

Management


1 Management

Concept, Nature, Process & Significance. An overview of functional

areas of management &managerial roles

2 Contribution of Management Thinkers:

F.W.Taylor

Henri Fayol

Elton Mayo

Peter Drucker

3 Functions of Management

Planning, Organizing, Staffing, Directing, Controlling, Reporting

Budgeting

4 Time Management

Three P’s of Time Management, 80/20 rule, Setting S.M.A.R.T goals,

‘Eat that Frog’ theory, When to delegate?

5 Leadership

Concept, Nature, Importance, Attributes of a leader, developing leaders

across the organization, Leadership Grid, Need for different types of

leaders for different workforce

6 Group Dynamics & Team Management

Theories of Group formation –Formal & Informal groups and their

interactions. Importance of Teams –Formation of Teams , Team work,

Leading the team, Conflict Management Traditional vis-à- vis Modern

view of conflict & Stress Management

7 Decision-making

Concept, Nature, Importance, and Process. Types of decisions;

Problems in decision-making.

8 Recent Trend in Management

Social Responsibility of Management , Management of Change,

Management of Crisis, Total Quality Management, International

Management

Reference Books

Principles of Management

Essentials of Management Koontz H & W McGraw Hill, New York Principles of Management RamaswamyHimayala, Mubai Management Concept and Practice Hannagain T. McMillan, Delhi Basic Managerial Skills for All McGrath, E.H. Prentice Hall of India Management - Text & Cases VSP Rao Excel Books, Delhi Essentials of Management Massie Joseph Prentice Hall of India

Management: Principles & Guidelines Thomas N. Duening& John Ivancevich Management Concepts and OB P.S. Rao & N.V. Shah AjabPustakalaya Management Concepts and Strategies J S ChandranVikas Publishing House Principles of Management Tripathi P.C. Tata McGraw Hill

Principles of Management: Theory and Practice Sarangi S K V M P Publishers Principles of Management Terry G R AITBS

The Practice of Management: A Study of the Most Important Function in American Society :Peter Drucker