Revised Syllabus December 2019 Semester 2 Annexure no 2_1 Syllabus Mumbai University by munotes
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Signature : Date : January 29, 2020.
Date : January 29, 2020. Signature :
Name of BOS Chairperson √ / Dean : __Dr. Sunder Rajdeep
Sr. No. Heading Particulars
1 Title of the Course M.A. (Entertainment , Media &
Advertising )
2 Eligibility for
Admission Graduation
3 Passing Marks 40%
4 Ordinances /
Regulations ( if any) --
5 No. of Years /
Semesters 02 years & 04 semesters
6 Level √P.G. / U.G./ Diploma / Certificate
( Strike out which is not applicable)
7 Pattern Yearly / Semester √
CBCS ( Strike out which is not applicable)
8 Status New / Revised √
CBCS ( Strike out which is not applicable)
9 To be implemented
from Academic Year From Academic Year : 2019-20 in
Progressive manner . UNIVERSITY OF MUMBAI
Syllabus for Approval
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Semester –II
Course
Code Name of Course
A. Core Courses Term work
Teaching
and
Extension Internal
Marks Credits
PAEMA 205 Introduction to Media
Research 60 40 6
PAEMA 206 Integrated Marketing
Communication (I MC) 60 40 6
PAEMA 207 Media Finance & Accounting 60 40 6
PAEMA 208 Entrepreneurship, Innovation
& Media Laws 60 40 6
Total 240 160 24
PAEMA 20 5
INTRODUCTION TO MEDIA RESEARCH
OBJECTIVE S:
To introduce the basic concepts of research.
To introduce specific cases, research on media effects, findings, and methods.
To emphasize on the use of research in media work.
To lay the ground work and is a prerequisite for an advanced course in Semester IV.
OUTCOMES:
At the end of the course the students should be able to:
The students should understand the basic concepts of research.
The students should be encouraged to write their own research paper, review research
literature and even conduct research in the field of co mmunication and media.
The students should be well equipped for their dissertation work which will be
introduced in semester IV .
UNIT I
Understanding Media Effects: Scientific approach to the study of media effects, ways of
knowing, the nature of science, what is theory, brief history of media effects research, types
of media effects, analysing media content, search for causal relationships .
UNIT II
Evolution and Types of Media Effects: Propaganda and publicity with reference to the
World Wars, effects of m edia violence, sexual content in the media, media that stir emotions,
effects of media stereotypes, influence of Marshall McLuhan, persuasive effects of media,
effects of news and political content, impact of new media technologies .
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UNIT III
Statistics in Media Research: Nature, scope and limitations of statistics, parametric and
non-parametric tests, descriptive and inferential statistics, mean, median, mode, variance,
standard deviation, covariance, correlation and regression. Steps for hypothesis testing, null
hypothesis, alternate hypothesis, kinds of variables, Type I error and Type II error,
Spearman’s rank correlation coefficient, chi -square test, Kendall Rank correlation, ANOVA ,
Graphs and diagrams - How to read data.
UNIT IV
Communication in Media Research: Techniques of public relations, special interest groups,
political communication, Communication and Media Research in India .
UNIT V
Ethics in Research: Ethics of research, research skills and techniques for journalists,
critiquing any one theory of communication/media, Case Studies .
Reference Books:
1. Media Effects Research: A Basic Overview, Glenn G. Sparks, Cengage Learning,
2014 .
2. Mass Media Research: An Introduction, Roger D. Wimmer, Joseph R. Dominick,
Cengage Learning , 2010 .
3. The Handbook of Global Media Research, edited by Ingrid Volkmer, Wiley -
Blackwell, 2012 .
Learning Hours: 60
MAEMA 206
Integrated Marketing Communication ( IMC )
OBJECTIVES :
To introduce the concept of marketing management
To educate about the importance of marketing in today’s world
To help understand the various tools needed for marketing management
To learn about the marketing plan and market research
To help get insight into consumer consumption behavior
To understand IMC and its importance .
OUTCOMES:
At the end of the course the student should be able to:
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Understand the concept of marketing management.
Understand the importance of marketing in the ever changing market dynamics.
Know the various tools available for their help and how can they use efficiently each
tool to meet their marketing objectives.
Know what a marketing plan, market research is and be able to use the consumer
insights to develop the marketing plans.
To efficiently use IMC tools .
Unit I
Introduction to Marketing and Marketing Metrics : Definitions and Functions of
Marketing, Fundamental Marketing Concepts and Tools , Planning Inventories, Research and
Forecasting, Using Marketing Metrics to Analyze New Markets, New Product Development
and Setting Product S trategies – Case Study: Launching Apple’s iPhone .
Unit I I
Marketing Functions: Product , Physical Distribution and Pricing : Diffusion and Product
Research, Channels of Distribution, Vendor Management, Wholesaling, Retailing and
Logistics , Penetration Vs Skimming
Unit III
Brand Equity , Brand Management and Understanding Strategy : Introduction to Brand
Management ‐Brand Identity, Brand Management: Creating Brand Positioning, Case
Study: World Space ‐ Positioning a Radio Channel, Brand Ma nagement: Dealing with
Positioning – Case Study: NDTV and MSN: Co ‐Marketing , Marketing Strategy: Analyzing
Business Markets, Marketing Strategy: Understanding Segmentation and Positioning
Unit IV
Introduction to the concept of IMC , Advertising Tools and OO H: Introduction &
Familiarization, Definition of Promotion & Promotion Mix, Tools of Promotion Mix, IMC
Planning Process, Creative Strategy, Media Strategy , Campaign Management,
Communication Market Analysis, Communication and Advertising Objectives, Budge t,
Media Selection, Creative Brief, Advertising Theories, Appeals, Message Strategies,
Executional Framework, Ad creation – Advertising Effectiveness
Unit V
Marketing Communications and OOH and Events : Overview, Marketing
Communications’ place in strategic marketing, Integrated Marketing Communications -
Definition, Plan, Components of IMC, Corporate Image and Brand Management, Promotions
Opportunity Analysis , Introduction to OOH, Types of OOH Media, How/ When/ Why should
it be used? How can the medium be used effectively, Events, Introduction, Types of events,
Key elements of an event, Promotions, types of promotions.
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Reference Books:
1. Marketing Management by Philip Kotler - Pearson Education India; Fifteenth edition
(2015) - ISBN -10: 9789332557185 .
2. Marketing Management: Global Perspective, Indian Context Paperback – 2009
Ramaswamy & Namakumari - Om Books; Fourth edition (2009) - ISBN -10:
0230637299 .
3. WIE Strategic Market Management – David
Aaker - John Wiley & Sons; 7th Edition,
Wiley International Edition (3 September
2004) - ISBN -10: 0471659037
4. Strategic Brand Management: Building, Measuring, and Managing
Brand Equity, 4th Edition - Kevin K eller, Parmeswaran, Jacob -
Pearson Education India; 4th Edition (2015) - ISBN -10:
9789332542204 .
5. Journal of M arketing, Aug2001 – Aug 2007.
6. Journal of Consu mer Research, Aug2001 – Aug2007 .
Learning Hours: 60
PAEMA 207
MEDIA FINANCE AND ACCOUNTING
OBJECTIVES:
To understand about corporate finance and the nuances of finances
To understand the basics of economic theory
To learn various accounting terms and usage
To learn accounting and balance sheet prepare
OUTCOMES:
At the end of the course the student should be able to:
Understand basic terms of finance
Know nuances of finance
Understand pricing as an important element of business
Know basics of balance sheet analysis of profitability
Unit I
Principles of Corporate Finance: Introduction to Financial Terms and Concepts, Present
Value of Future Returns, Internal Rate of Return and Discounted Cash Flow Methods,
Financial Projections, Introduction to Futures and Capital Markets, Financial Instruments
Unit II
Basic Micro ‐ Economic Theory: Demand‐ Supply, Introduction
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to Micro‐ Economic Theory, Rent, Interest and Wages, Dynamics of Competition:
Understanding Equilibrium, Oligopolistic Markets .
Unit III
Pricing Media Properties for Different Media: Television Pricing, Print
Media Pricing, Animation Pricing .
Unit IV
Introduction to Accounting and Cost Accounting Fundamentals: Trial Balances, Ledgers
and Journal Entries, Accounting Rules, Cost Accounting Definitions and terms, Cost
Accounting Tutorial using Tally .
Unit V
Balance Sheet and Profitability Analysis: Understanding Schedule VIII, Profit and Loss
Statement Analysis, Financial Ratios .
Reference Books:
1. Double Entry Book Keeping, Part -I, T S . Grewal .
2. Principles of Microeconomics : International Edition with My EconLab Course
Compass with E‐ Book Student .
3. Access Code Card, Karl Case, Ray Fair, Pearson Prentice Hall, Anthony O'Brien
4. Corporate Finance, Ross, Wester field and Jaffe,7th Edition, Tata McGraw Hill .
5. ‘Corporate Finance: Core Principles and Applications’, Wester field, Ross, J affe and
Jordan .
Learning Hours: 60
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PAEMA 208
ENTREPRENEURSHIP, INNOVATION AND MEDIA LAWS
OBJECTIVES:
To understand about developing new business ideas and measure the feasibility of
them.
To induce entrepreneurship sprit at a very young age .
To learn about the various business -related laws .
OUTCOMES:
At the end of the course the student should be able to:
Weave their creative ideas into business plans
Ideate new business plans and analyze its feasibility using the concepts learnt in the
course
Pitch their ideas confidently
Negotiate and Bargain
Identify different business -related laws and media laws and their usage and use
appropriately in their professional life .
Unit I
Business -creation, Business Plans and Ideation: Entrepreneurship Routes, Case Studies:
Steve Jobs, Warren Bennis, Introduction to Company Creation, Processes of Registration and
Incorporation, Company Law, Introduction to Company Law, Registration Procedures and
Exceptions, Company Procedure and Ethics .
Unit II
Media Law, Copyright and Intellectual Property: Introduction to company laws, IPR
Laws, Copyright Agreements : Short -Term vs.Long ‐Term Agreements, Media Law and
Infringements: Case Studies, Statutory and non‐statutory bodies formed to fight piracy.
Unit III
Contracts and Negotiations & Conflict Resolutions: Negotiations and Bargaining: Role
Play Exercise, Research Methodology for Business Planning .
Unit IV
Scouting for business opportunities: Investor Pitch Exercises, Business Plan Formulation
and Redesign, Financial Projections for Businesses .
Unit V
Innovation: Types of innovation: Product, process, etc., Innovation matrix, Case Studies of
successful and failed innovations, Project in Entrepreneurship .
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Reference Books:
1. The 4 -Hour Work Week: Escape the 9 -5, Live Anywhere and Join the New Rich –
Timothy Ferriss - RHUK (6 January 2011) - ISBN -10: 9780091929114 .
2. The Fire Starter Sessions: A Soulful + Practical Guide to Creating Success on Your
Own Terms – Danielle LaPorte - Harmony (18 February 2 014) - ISBN -10:
0307952118 .
3. The $100 Startup: Fire Your Boss, Do What You Love and Work Better To Live
More -Chris Guillebeau - Pan (15 January 2015) - ISBN -10: 1447286316 .
4. Enchantment: The Art of Changing Hearts, Minds, and Actions –Guy Kawasaki -
Portfoli o; Reprint edition (31 December 2012) - ISBN -10: 9781591845836 .
5. Finding Your Way in a Wild New World: Reclaim Your True Nature to Create the
Life You Want -Martha Beck - Atria Books; Reprint edition (1 January 2013) - ISBN -
10: 9781451624601 .
6. From Resource Allocation to Strategy –Joseph Bower , Clark G. Gilbert - OUP Oxford
(27 October 2005) - ISBN -10: 0199277443 .
7. How To Win Friends And Influence People -Dale Carnegie - Amazing Reads (26
September 2016) - ISBN -10: 9788192910994 .
8. The Zigzag Principle: The Goal Setting Strategy that Will Revolutionize your
Business and your Life: The Goal Setting that Will Revolutionize your Business and
your Life -Rich Christiansen - McGraw Hill Education (19 December 2011) - ISBN -
10: 1259005372 .
9. The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail
(Management of Innovation and Change) -Clayton Christensen - Harvard Business
Review Press; Reprint edition (5 January 2016) - ISBN -10: 1633691780 .
Learning Hours: 60
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